The Software Services Company In Sweden Marketing Essay

The package services company in Sweden has been established two old ages ago in southern portion of Sweden and functioning clients in assorted Fieldss by supplying them with good quality service in a proper manner. They use enhanced bringing theoretical account, advanced package platform attack and industry expertness, they provide high-value IT services that enable their clients to heighten concern public presentation, accelerate market timing, enhance productiveness and better client service. The package house works for southern Sweden companies in Communications & A ; Technology, Insurance, Banking & A ; Financial Services, Media, and Information & A ; Entertainment industries. They build and affirm application platforms for their clients which give competitory wages.

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The package company now wants to spread out the skylines of their concern to full European market and besides International markets harmonizing to their demands and demand of the clients.

Part 2 – Large International Telecommunication Company – TeliaSonera:

TeliaSonera is one of the most outstanding telecommunication company which provides services in the Baltic and Nordic states, the developing markets of Eurasia, including Spain, Turkey and Russia.

TeliaSonera offer services which assist people and organisations communicate in a really easy, efficient and environmentally friendly manner. Their chief intent is to outdo function their clients and make value for their stockholders by supplying competitory services besides bring forthing sustainable and bettering net incomes and hard currency flows.

TeliaSonera develop their operational excellence by concentrating on emerging a first service company, guaranting quality in their webs and carry throughing a best-in-class cost construction. That is how TeliaSonera creates value.

TeliaSonera is presently listed on NASDAQ OMX Helsinki and NASDAQ OMX Stockholm stock exchanges.

Introduction TO PART 1:

The company has their caput – office and operating in the southern portion of Sweden which has the figure of employees limited to five. They have been supplying services to the clients with minimum necessity due to their restraints of money, work force, substructure etc.

They have successfully completed assorted undertakings of many clients and are now in a place to spread out their concern on a big graduated table to different parts of Europe and International market to catch the chances and serve the clients on a immense graduated table with better quality service.

The enlargement of their concern requires executing market research and analysis so that they can come to cognize assorted factors to be considered and taken attention of while they go planetary.


The company has to spread out their package services concern by making PEST analysis to come in into the international markets. The PEST analysis is all about how a company should come in into international markets the attack they have to follow while traveling planetary.

PEST Analysis:

The PEST Analysis consists the principal and important factors to be considered while spread outing the company concern to international markets.

The cardinal factors are

Political factors

Economic factors

Social factors

Economic factors.

Let us now look into them in brief.

PoliticalA factors, means how and to what degree aA governmentA intervenes in the economic system. In peculiar political factors include countries such asA revenue enhancement policy, A labour jurisprudence, A environmental lawA trade limitations, A duties, and political stableness. The package company which has to spread out its concern to international markets has to look at these political factors with extreme attention before puting up their office in that peculiar topographic point.

EconomicA factors includeA chiefly economic growing, A involvement rates, A exchange ratesA and theA rising prices rate. These components have immense impacts on how concerns operate and arrive at determinations for growing. The package company which has to spread out its concern globally has to happen out whether the economic provinces of personal businesss of that state are suited to them or non in all the facets.

SocialA factors comprise the cultural facets and whether the package house could acquire equal support from the clients in that part and besides acquire orders from that country. This reveals the nature of clients towards our package company in acquiring orders and edifice trust and assurance.

TechnologicalA factors include Research & A ; DevelopmentA activities, engineering inducements, degree of mechanization, engineering barrier and the rate of proficient changeA . They can ascertainA barriers to entry, minimal efficient production degree and determineA outsourcingA determinations. Furthermore, technological displacements affect costs, quality, and consequence inA invention. The package house has to cognize the sort of engineering the clients in that peculiar topographic point are utilizing and the engineering they are more user-friendly to.

Environmental factors are besides a major concern turning consciousness towards how climate alteration is impacting companies operation and the services they offer. It is helpful for both making new markets and decreasing or destructing bing 1s.

And now, after executing PEST analysis successfully we besides analyze our strengths and failing utilizing SWOT ( Strengths-Weakness-Opportunities-Threats ) Analysis in assorted facets to spread out our concern to international markets.

After that we have to garner all analysis done and place the major demands for traveling planetary. The major pre-requisites for any company to come in into the international markets are listed below.

Money Supply

Obtaining permission

Work force



Marketing & A ; Promotion

Customer Relationship

Money Supply:

The package company requires immense sums of money investing to make concern in the international markets. The company should raise financess in any of the possible ways as described below.

Bank Loans: The package company has to acquire bank loan from any of its sure Bankss at an honest and sensible involvement rate so as to refund amount after fixed figure of old ages. The direction ought to be careful because securing money in the signifier of bank loans makes the company liability limitless and the package company has to mortgage some of their fixed assets to obtain a loan for making concern from Bankss.

Venture Capital: The package company has to acquire the money required from an investor by assuring him to refund after certain period of clip.

Initial Public Offer: The package house has to split its concern into portion and offer them to public so as to raise required money. In this process the ownership and liability of the direction becomes limited. The portion value of the company is determined by the stock market and besides it depends on external factors.

The company requires money to setup the offices, develop substructure, and buy the licences of the package they use and to pay wages to their employees. Keeping all the demands in the head the package company has to obtain sufficient sum of financess in any of the possible ways mentioned above to get down off.

Obtaining license:

The package company after fulfilling the demand of financess it has to obtain permission of authorities of the state where they would wish to get down their concern and besides from the internal governments concerned sing to it. The company has to acquire registered itself under the Registering governments in that peculiar state like Companies Act, Information Technology Act to transport on the concern as per their ordinances and guidelines. The company can besides come in into international market by manner of a ‘Joint Venture ‘ with the local company by sharing the ratio of ownership with the local company. The maximal interest it can lend depends on the FDI ( Foreign Direct Investments ) degrees that host state accepts. If there is no bound for FDI ( i.e. hundred per centum ) even so you can come in with a affiliation with an bing local company for a peculiar period of clip after that you can buy your interest back and possess hundred percent ownership.

Work force:

The package company after securing permission to travel planetary it has to now look for work force to make full the company with resourceful, gifted and skilled employees. The work force is an of import plus for the company. The company should bear in head that they have to maintain pool of capable employees for a client to delegate them the undertakings. The prospective employees can be recruited from assorted beginnings based on their demand. The package can enroll the employees from the location where the office is traveling to e established for more convenience. They can give an advertizement in the local newspaper or a occupation portal for make fulling employees in assorted places. The quality of the employees is reflected in the quality of their services so they have to be careful in carry oning enlisting.


The package house has to first set up their offices in the international markets where it would wish to execute its concern depending on the topographic point where it would be good for them to transport on their work. The topographic point where the offices have to setup has to be found out maintaining PEST factors in head. The most important thing while puting up concern in the international market is assessment of rivals in that field. The office of the company has to be centrally located and accessible to all the clients. The company has to set on bringing centres, advanced engineering centres based upon their demand. The package company has to construct its substructure to get down its operation. Infrastructure is the base for any company on which it functions. The substructure includes tabular arraies, computing machines, waiters, phones and etc. , what are all required by that company to function its clients. The office has to wager apparatus with good atmosphere to work. The office should besides be provided with all basic installations like H2O, sanitation, garden, pools, parking tonss etc.


The engineering is turning at a fast gait now-a-days. The package companies implement these engineerings in their applications to present merchandises and services to the clients as per their demands. The engineering opted by the company is really important in developing the applications and should be really careful in taking the engineerings as it determines the criterion of their services, compatibility of the application and user-friendliness of their application. The engineering should be chosen in such a manner that it is easy to develop, easy to understand and easy to interact. The engineering should besides be compatible with the higher and lower versions. Thus the engineering plays a cardinal function in Software Company to come in into international markets.

Marketing & A ; Promotion:

The package company after carry throughing all the above stairss it has to now travel about with implementing selling schemes. The company has to analyse the demand of the clients and seek to happen a solution to their demands. They have to develop selling schemes so that stay abreast to the viing companies and present services in planned mode. The company has to name selling and publicity squad for carry oning assorted market research activities and happen out the suited ways to perforate into the market and thereby increasing market portion.

Harmonizing to Albaum & A ; Duerr ‘s “ International Marketing and Export

Management ” , 6th Edition. [ 1 ] The Marketing involves the factors which are depicted in the figure below.

Customer Relationship:

After completing with all the above mentioned activities the last and the most of import of all the things is exercising client relationships by constructing assurance and trust for retaining the bing clients. The Customer relationship managementA ( CRM ) is a chiefly implemented scheme for pull offing and nurturing a company ‘s interactions with clients and gross revenues chances. CRM employs engineering to automatize, form and synchronize concern procedures likeA salesA related activities, and besides those forA selling, A client service, andA proficient support. The ultimate ends of CRM is to seek, entice, and derive new clients, raising and retain those the company prior to has, enticement former clients so as to convey them back into the concern, and thereby cut down the costs incurred on selling and on client service.


If the package company follows all these stairss of come ining into an international market it can happen itself easy to acquire along with assorted facets of globalisation. The package company has to run its concern in a systematic manner by carry oning concern meeting frequently with their employees located globally. They have to concentrate on monthly and quarterly reappraisals so as to measure their public presentation and increase their chances worldwide. The package company should besides carry on Annual General Meetings with their forces and clients to discourse the issues related to research and development activities.

Introduction TO PART 2:

TeliaSonera is one of the taking suppliers of telecommunications services in the Nordic and Baltic part and the cellular communications innovator in Eurasia. TeliaSonera concern is dispersed widely in 20 states, including their consorted companies.

The merchandises and services of TeliaSonera include following. [ 2 ] :

Sweden – Skanova, Telia

Denmark – Telia

Finland – Sonera

Norway – Netcom

Estonia – Elion, AS EMT

Latvia – Lattelecom, LMT

Lithuania – TEO, UAB Omnitel

Russia – Megafon

Turkey – Turkcell

Spain – Yoigo

TeliaSonera offers solutions that help people and companies communicate in an easy, efficient and in a more environmentally favourable manner. The demand to remain ever connected anyplace and anytime has been arising invariably, be it for amusement, societal – networking or work. The causes are many and among them the opportunity to work more flexible timings, save clip for other things, preserve clip and vaulting horses otherwise spent on going and abridge the negative impact on the milieus.

TeliaSonera concern organisation domains clearly showed increased gross revenues 2008. Throughout the twelvemonth they invested in future growing by enlarging their presence in Eurasia to the wholly new markets, set uping their trade name grade ‘Yoigo ‘ in Spain and offering IP-based services with the aspiration to switch their fixed-voice client base.

TeliaSonera varied their concern organisation on 1st January 2007 from a nation-based net income centre organisation into a product-based concern country house. On Jan 1, 2008, TeliaSonera besides has fine-tuned its concern organisation. Get downing Jan 1, 2008, Incorporated Enterprise Services will no longer be a separate concern field, and its procedures will be reported as portion of Broadband Services, Mobility Services and Other operations.

TeliaSonera is offering cellular communicating services chiefly in the Baltic and Nordic states, the approaching markets of Eurasia, including Spain, Turkey and Russia. They create value for their stockholders in supplying competitory services every bit good as bring forthing prolong and bettering net incomes and hard currency flows. They offer services that help people and houses communicate in a really easy, efficient and environmentally acceptable manner. They systematically develop their functional perfectionism by concentrating on making a global-class service house, procuring quality in our webs and geting at a best cost construction.

TeliaSonera offersA reliable, advanced and easy-to-use telecom services. They provide a complete service portfolio or a concentrated scope of services.

Simplicity, Security and AccessibilityA are the cardinal words in their development ofA residential customerA services in fixed telephone, nomadic communications, and cyberspace and information services.

They are concentrating on edifice upA solutions for concern clients that integrate fixed and nomadic communications, voice, informations and telecom-related IT-services. As the taking Nordic company, they are developing existent Nordic solutions for their benefit. They involve clients early on in the development procedure so as to avoid jobs subsequently.

They provide sweeping international bearer services in Europe and throughout the Atlantic. They besides offer substructure services in Sweden under the trade name ‘Skanova ‘ .

In the twelvemonth, the Company launched assorted new and originative productsA

and helpful services in market. This enabled the house to strengthen theirA leading position in malice of intense contention. The following are importantA releases and accomplishments for the twelvemonth:

TeliaSonera has been the first operator in the universe to officially establish 4G services to clients in capital metropoliss of Norway and Sweden.

TeliaSonera International Carrier won top awards and recognition as the Best Wholesale Carrier for 2nd clip. The house besides claimed pinnacle in the Best New Service class in the one-year World Communication Awards at London. These accomplishments were made in tough competition with telecom companies across the Earth.

TeliaSonera presence is now in 20 markets with 450 million subscriber base and the figure of subscriptions grew by 17 per centum to 135 million in 2008.


‘International Business’A is a term that deals with all commercial minutess ( privateA andA authorities A gross revenues, A investings, A logistics and A transit ) that take topographic point between two or moreA states. By and large, private companies undertake suchA transactionsA forA net income and GovernmentsA undertake them for net income and forA politicalA grounds. International BusinessA adverts to all those concern activities which involves cross boundary line cargo of goods, services, resources between two or more states.

Peoples in the universe prefer one trade name to another. While comparing TeliaSonera and Other GSM Provider we must look at the fiscal figures of both the organisations. By comparing the statements of income, statement of alterations in proprietors ‘ equity, statement of hard currency flows and balance sheets we can happen out the pick of cellular endorsers.

Let us now have a glimpse at the Annual Reports of TeliaSonera in the old ages 2007 and 2008. [ 3 ] and analyze their consequences.

Fiscal high spots SEK in 1000000s






( % )

Net gross revenues




Earnings before interest taxes depreciation and amortization




Margin %



Operating income




Net income




Net incomes per portion ( SEK )




Tax return on Equity ( % )



CAPEX – to – Gross saless ( % )



Free hard currency flow




Capital Outgo




Number of Employees




Table 1: Fiscal high spots of TeliaSonera in 2007 and 2008. [ 2 ]

We shall now look deep into the contents of the tabular array and measure the figures in item.

Net gross revenues increased by 8 % from SEK 96,344 million in Jan-Dec 2007 to SEK 103,585 million in Jan-Dec 2008.

EBITDA ( Net incomes Before Interest, Tax, Depreciation and Amortization ) , other than non-recurring points, have increased to SEK 32,954 million in January – December 2008 from SEK 31,021 million in January – December 2007.

The hiking in EBITDA came from higher gross revenues and cost efficiency in Mobility Services and a maintained positive public presentation in Eurasia ( Europe – Asia ) .

Margin ( % ) was 31.8 per centum in January – December 2008 compared to 32.2 per centum in January – December 2008.

Operating income other than non-recurring points has besides increased to SEK 28,648 million in January – December 2008 from SEK 26,155 in January – December 2007 with a alteration of 10 % . It is chiefly due to higher EBITDA and income from associated companies in Russia and Turkey.

Net income besides increased from SEK 20,298 million in Jan-Dec 2007 to SEK 21,442 million in January – December 2008 with a alteration of 6 % .

Net incomes per portion ( SEK ) have besides seen a steady addition from SEK 4.23 per portion to SEK 3.94 per portion representing a alteration of 7 % .

Tax return on Equity ( % ) has besides seen a little downswing to 17.2 % in January – December 2008 from 18.6 % in January – December 2007.

CAPEX – to – Gross saless ( % ) has registered a growing of 15.2 % in January – December 2008 when compared to 14.0 % in January – December 2007. In Eurasia, CAPEX increased chiefly due to investings in Uzbekistan and Tajikistan to better coverage and maintain high service quality.

Free hard currency flow decreased to SEK 11,328 million in January – December 2008 from SEK 13,004

million in January – December 2007 with a negative alteration of -13 % in free hard currency flow.

Net debt at year-end 2008 was SEK 48,614 million compared to SEK 34,155 at year-end 2007.

The equity/assets ratio increased somewhat to 50.5 per centum in year-end 2008 from 50.3 per centum at year-end 2007.

Capital Outgo has increased to SEK 15,795 million in January – December 2008 from SEK 13,531 million in January – December 2007 registering an upward growing of 16.7 % .

Number of Employees presently working with TeliaSonera in year-end 2008 are 32,171 where as the figure was 31,292 in year-end 2007 which clearly show addition in the forces about 2.8 % .

The above lines clearly describe the comparing of the one-year studies of TeliaSonera in the old ages 2007 and 2008. [ 3 ]

The Company gathers its on the job capital demand by possessing suited commercial agreement with its creditors and equal base by creditA lines with Bankss and fiscal organisations and operates a robust cashA direction system to guarantee timely handiness of fundss and itsA deployment. The Firm besides has been able to optimise finance cost and generateA financess for enlargement by cut downing the sum of financess tied up in currentA assets.

The quality care has been the nucleus of everything they perform at TeliaSonera. They purely believe that quality begins with theirA employees and endlessly put in their preparation and development. They support allA interior maps in presenting to client demands by subscriberA centric procedures and merchandises. Continuous improvement and creativeness is encompassed all over the TeliaSonera ecosystem, nurtured by a doctrine of acquiring it rectify the first clip by taking issues to root cause andA extinguishing repetition jobs. Some of theA enterprises which are deep-seated in the Deoxyribonucleic acid of TeliaSonera are six sigma, A procedure standardisation and fluctuation decrease, six sigma plus andA

cognition direction.

They have a proved path record of following quality direction systems. TheirA

operation has been benchmarked with planetary degree best criterions and patterns, A

with rigorous assessments on a regular basis carried upon them by esteemed externalA


The entree to communications allows for a responsible opportunity for TeliaSonera to truly do a great part to the society, with an extremely appreciable organic structure of research demoing that nomadic communications has the possibility to alter people ‘s lives for the better, by promoting economic and societal improvement.

When we compare the one-year study of the company with standard theories from the book Albaum & A ; Duerr ‘s “ International Marketing and Export Management ” , 6th Edition, the following cardinal facts can be observed.

They have reported a record high net incomes in the 4th one-fourth and in the full twelvemonth. Described growing every bit good as ingredient growing in local currencies is higher in 2008 than the twelvemonth before, yet they did non wholly achieve their mission of continuing the EBITDA ( stands for Net incomes Before Interest, Tax, Depreciation and Amortization ) – border degree.

In the twelvemonth 2007 they identified demand to alter their behaviour in order to win in one of the universe ‘s enormously turning and demanding industries. In the twelvemonth 2008, they reinforced their Leadership Team and introduced a more strict operation direction. In consequence, they started to witness a alteration in how they respond to outside tendencies and enterprise to accomplish operational excellence.

In the twelvemonth 2008, they have invested in wining growing by enlarging their presence to Nepal and Cambodia. The mobility services rendered relentless growing with bettering borders, inspite of regulative intervention and acute contention. The decreased profitableness in the Broadband Services depicts the efficiency measures they have been taking are indispensable as they can non hold structurally greater costs than their rivals.

They have been making good in client satisfaction, harmonizing to ‘ European Performance Satisfaction Index ‘ ( EPSI ) , bettered in the bulk of their Nordic and Baltic concerns for the twelvemonth 2008. Besides, they farther reinforced their market positions in Eurasia and besides became market leader in Georgia and Tajikistan.


They have to be geared up for a potentially drawn-out economic downswing that may impact consumer and corporate behaviour. The worsening economic motions, peculiarly in the Baltic states, had non much consequence on use in their markets in the twelvemonth 2008.


The cellular communications environment has been invariably developing and clients progressively wish solutions to carry through all their communications demands from one supplier. In such an environment, TeliaSonera chiefly diversified its offerings beyond voice and messaging to acknowledge complete communications consequences that are dwelling of informations, the fixed broadband and particularly fixed location services.

TeliaSonera besides caters fixed broadband services as a support to their cellular broadband merchandises. This combination enables clients to hold alternate manner to entree their cyberspace apps either in office, in place or on the move.

TeliaSonera persists to profit through house informations gross adulthood, peculiarly due to mobile services and devices that connect concern and consumer users to their mail and to the cyberspace. In add-on, through set uping confederations with the taking cyberspace houses, the Group offers merchandises and services that help in incorporating the Mobile and Personal computer environments. It enables consumers to utilize their Mobiles to copy fixed line cyberspace operations.

The fixed location services have been chiefly devised in hiking clients to flip-flop fixed line usage for Mobile within their abode and office milieus. The fixed broadband is being offered through a mixture of obsessed assets and sweeping relationships with taking spouses. It includes services that allow clients to do the nomadic calls from any locations at rates similar to that of the fixed line suppliers.

Therefore by using such nomadic devices, both advertizers and endorsers have the opportunity to make and have advertizements which are targeted at users involvements and penchants than conventional media.

Finally, TeliaSonera continues to quest for sole chances for puting in new markets every bit good as accepting chances to step-up its bets in bing markets.


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