Determination of marketing stationery of operator of telecommunications СJSC "Ukrtelecom"
Journal Title: Економіка. Фінанси. Право - Year 2018, Vol 6, Issue
Abstract
In this article the activity of the operator of telecommunications of СJSC "Ukrtelecom" is analyzed, on the basis of the marketing analysis is conducted. CJSC "Ukrtelecom” is the leader of the market of high-speed fixed access to the Internet and occupies a dominant position in the market of fixed telephony. However, today, more and more people refuse fixed-line communications in favor of mobile, and the mobile communications of the company takes a very small share of users through competitors. In the context of a steady reduction in incomes from traditional telephony, the company has relied on the development of Internet technologies and mobile communications of the new standard. However, due to the large number of competitors and threats, there is a need to develop a strategy that could increase the efficiency of the activity of the telecommunications operator of CJSC "Ukrtelecom". Purpose is conducting marketing analysis and determining on its basis the marketing strategy of the telecommunications operator CJSC "Ukrtelecom".The analysis identified: operator services that bring the biggest and least revenue; services are defined, the additional contribution of money in which can increase the profit of the operator, the development of which services must be supported, and the services, the provision of which is desirable to complete; provided recommendations for each type of service to improve the activity of the telecommunications operator of СJSC "Ukrtelecom"; its strengths and weaknesses, opportunities and threats have been identified.In this work a marketing analysis (BCG analysis, ABC analysis, ADL analysis, SWOT-analysis) of the basic services of the telecommunications operator of PJSC "Ukrtelecom" was conducted, and on the basis of this, the most effective marketing strategy was proposed for improving the activity of the operator of СJSC "Ukrtelecom" and maintaining its position in the telecommunications market.
Authors and Affiliations
Tetiana Mykolaivna Tardaskina, Anastasiia Serhiivna Dushyna, Maryna Petrivna Manko
Keywords
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