Browsing by Author "D. A. Adayeva"

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    Strategic Marketing Planning in Telecommunications: Case Study of JSC Kazakhtelecom
    (Suleyman Demirel University, 2007) D. A. Adayeva
    This study explores the strategic marketing planning process within the telecommunications sector, using JSC Kazakhtelecom as a case study. The research investigates both theoretical and practical aspects of strategic marketing management to identify effective approaches for sustainable competitiveness. The analysis includes the company’s mission, objectives, business portfolio, and strategic tools such as the BCG matrix and SWOT analysis. The study highlights how JSC Kazakhtelecom maintains leadership in Kazakhstan’s telecommunications market despite growing competition from both local and foreign operators. Based on the findings, several recommendations are made for enhancing strategic marketing planning, including improved market segmentation, promotion strategies, and innovation-driven service diversification.