Strategic brand planning of Symphony Mobile

Abstract

Market Access Providers Limited is the parental functions which started its journey in the field of Below the Line (BTL). Bangladesh was in the darkness regarding BTL promotions, when the global requirements pushed few MNC in the beginning stages of BTL for BTL promotions. Market Access Providers Limited in collaboration with one of the giant MNC started off. With years of striving and building resources, Market Access Provider Limited became a group. In this report, consist up with five individual parts. In the first chapter I discussed the background of my report. I also explained the objective of my study, the scope of my report, the methodology regarding this report secondary data and information have been used in preparing this report. Like all study, this report has also certain limitations which were in some cases unavoidable. The second chapter is all about the company information and tried to focus company‟s mission and vision of EDISON Group, Symphony, and Market Access Providers Limited. In the third chapter, I gave an overview of current situation of Mobile Phone Industry in Bangladesh Limited. The fourth chapter is explained about the business model of Symphony and its one year brand plan as well as SWOT analysis of Symphony. Finally, in the last chapter, described some recommendations based on SWOT what I have found while performing in intern. This is all about my internship report which mainly focuses on Strategic Brand Plan of Symphony Mobile. The key limitations of this report are, short period of internship, adequate research experience, and Market access Providers Limited does not provide confidential information. Though this report has some limitation, it will help me to fulfill my degree, it also helps other students to make their reports and finally, Symphony may find their positive as well as negative sides of their activities.