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Marketing Plan and Strategy 1.0Executive Summary The suggestions that we are likely to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most crucial element is considered to be the simple fact that the marketing environment changed quickly after the deregulation of the telephone industry. As much as then BT was working as a biography, dismissing the contest and methods to face it. Our intention is to attain the given goals and also prepare BT to get an opening to new horizons. In addition, so as to face the fast changing environment we have to introduce within the companies actions like cross selling and e-marketing. A new era is at going to start, where BT will become one of the pioneers within the worldwide telecommunications industry starting out from its dominance in the united kingdom. 2.0Preface of the Possible Marketing Plan Strategy Marketing is thought of as the most visible functional action of profit-seeking organisations. However, for the appliance of a new Marketing Strategy, lots of modifications have to be done as much as it concerns the complete infrastructure of an organisation, in addition to the corporational beliefs and values. Our proposed strategy highlights on our effort to establish BT as a potential ВЎВҐactive memberВЎВ¦ in the economical and social life of the nation, in contradiction to the characterisation of the last as a ВЎВҐpublic enemyВЎВ¦ from the press. Our planning is based on an analysis of the customerВЎВ¦s future requirements, as well as the present needs in comparison to the past. Major role at this planning plays the succession process from one time sector to the other. The philosophy of our strategic business plans is to bridge the gaps between past, present and future, having as a result a limitation of available time to our competitors to attack to our market share while we remain idle. Our proposals include a ВЎВҐbouquetВЎВ¦ of changes, improvements and alternative solutions (segmentation planning, direct marketing campaigns), targeting in the creation of a competitive advantage through Relationship Marketing and flexible Marketing Strategy with the wide use of Direct Marketing techniques, in order to attribute to the loyalty strategy of BT and also create some barriers which will protect the BTВЎВ¦s market share and leading positions.