Samenvatting

Aytel telecom is a telecommunications company located in The Hague, The Netherlands. As a start-up company trying to approach the Dutch telecom market, Aytel wants to explore on a new market within the Chinese community in the Netherlands.
The purpose of this report is to create a marketing plan in order to enter and penetrate the Chinese community in Holland as a new market.
For a clearer and more coherent report, information and data analysis are presented in a well-organized manner. First, the general information about the Aytel telecom is presented including customer segmentation and the three dimensional business definitions. Second, the external analysis, competitor analysis and industry analysis are presented. The result of these analyses helps Aytel to come up with a proper marketing plan to compete with other telecom service providers. The SWOT analysis is then discussed, examining the strengths and weaknesses of the company for them to be able to make the necessary adjustments needed for future business plans.
Finally, a recommendation plan is drawn containing feasible marketing
strategies based on the interviews and questionnaire survey results, as well as the internal and external analysis.