The marketing of mobile phone service in the Lao PDR : a case study of Enterprise of Telecommunications Lao (ETL) | |
| Author | Phaignaek Thammanam |
| Call Number | AIT RSPR no.SM-05-105 |
| Subject(s) | Enterprise of Telecommunications Lao Cellular telephone services industry--Laos |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-105 |
| Abstract | Mobile phone market in Lao PDR has been healthy in the recent years. Within three years the number of subscribers increased three times to about 300,000 in mid 2005. However, the penetration rate nationwide is still low as about 5% of total population. The market is expected to continue growing, hence current operators are expanding the network through out the country. There are also some new operators entering the market soon. Since then the market would be more competitive. The survey of 240 respondents in Vientiane Municipality found that the influencepurchasing factors related to marketing such as sale promotion, service brand name and operator names are less important compare to the factors related to service quality such as network coverage, signal penetration, international roaming and customer service. The mobile phone services of Enterprise of Telecommunications Lao (ETL) are less aware compared to the some of its rivals. ETL mobile phone services are not well perceived in terms of innovative, price, image and popularity in the market place. Since ETL has just adopted the marketing in its business operations, it is recommended to develop positioning strategy, branding strategy, distribution channels as well as customer service. The first priority of implementation is improving the quality of service in terms of network coverage and signal penetration. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-105 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierzeck, Fredric William |
| Examination Committee(s) | Dimmitt, Nicholas J.; Singha Chiamsiri |
| Scholarship Donor(s) | French Government |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2005 |