Guangdong Telecom Co.Foshan Branch

This dissertation probes into how Guangdong Telecom Co. Foshan Branch should market the IPAS's network named Xiaolingtong while Guangdong Telecom wants to build the IPAS network in five cities of Guangdong. The dissertation consists of two parts: case and case analysis.In the first part, the dissertation gives a full picture of Foshan's background, IPAS's technologic background, the conclusions of Foshan Branch's marketing investigation, the development of IPAS network in Foshan, the changes of competitors' strategies, and the development of Xiaolingtong in the whole world.In the second part, firstly, the author analyzes the outer enviroment and competitive situation that Xiaolingtong faces by the method of the PEST model, the Porter's five-power model and the SWOT model and then points out the Foshan Xiaolingtong's marketing-oriented strategy. Secondly, the author identifies the Foshan Xiaolingtong's segments and selects market targets and develops a marketing positioning strategy by the STP analysis model. Finally, According to the other city's marketing experiences, the author provides proposals on how to market Xiaolingtong by the way of the 4P's marketing strategies, and how Foshan Branch should do after Xiaolingtong goes on the market in 2003.