(2) The purpose of this project: As we mentioned in the title, we are going to do our project for ‘Marketing communication strategy of KT’. Based on the basic information of market size, target customer, and big competitor, we are going to do brief PEST and STP analysis. And then we move to our main topic for communication strategy by using advertising course materials we learned before. Fina
corporation
Rambling of local call
- Decreasing attention by complexity of I phone
It’s hard to release 4G iPhone I June in domestic market
Assuming that release iPhone in foreign countries at the end of June, Korea can get iPhone at the end of August.
KT VS. SKT
SKT makes abandonment public due to the apple’s A/S problems
We can anticipate KT manages 4G iPhone
Problems 1.
Dogmatic and Powerful Executives
In 2002, government privatized
a public enterprise of KT.
Although KT was privatized for change,
KT’s overall culture had vestiges of public enterprise yet.
There were lots of request for executive appointment and also they often employ people through the nepotism.
These problems cut off communication between executives and employees.
we wonder what is the core problem of KT and we think we can look problems from a business administration perspective, especially formation design perspective.
Therefore, we want to check what their problem is and we try to suggest how to solve those problems.
II. Problems
Problem 1) Dogmatic and Powerful Executives, strategic and ethical problems of organizational culture
In 2002, governmen
Marketing Problem
Compared to other competitors,
Customers defection rate is 84% high.
- Customer Information leakage
- Forced termination 2G service
Low quality of customer service
caused high defection rate.
First, KT company is compared to other competitors, customers defection rate is 84% high.
And we think that the Kt has marketing problem. For example, leakage of customer