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Creation of a New Pricing Plan in Telecommunication Company in B2B Segment

Student: Rudenko Polina

Supervisor: Elena Serova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2020

Eventually, most actions which happens in the business segment are changing with a great influence and help of communication services and tools. Telecommunication services now are playing a key role in any organization because they coordinate all spheres of business from mobile cellular and the Internet connection in offices to the payment and safety with signaling systems. The market is occupied by four main providers, and each of them is trying to lure competitors’ clients. The need of this project appeared in autumn when the company measured the customer loss due to aggressive politics of Tele2. The goal of this propose is to create a new pricing plan for the exact telecommunication company to avoid customer drain to the Tele2. There are four main tariff lines with different filling: number of gigabytes, SMS, volume of minutes and unlimited Internet connection. Each line is designed for its own purposes. These existing hidden plans should be combined and discounted according to their filling with minutes, sim-cards amount and the Internet gigabytes. As an expected result new tariff plans have to be cheaper and do not inferior in contents of Tele2 “pots”. The new pricing plan should be created out of existing ones, but not public. Several methods are used successively to develop a tariff: for the implementation plan, a Gantt chart is used, for positioning descriptive statistics and competitive analysis are taken, and regression is used to calculate the optimal set of services. Also, correlation coefficient shows the interconnection inside the tariff plan. All calculations were made in SPSS program As a consequence, the equation is created for adjusting new price based on existing technical and filling abilities. The proposed model allows to offer the company a solution to improve tariffs and become more attractive to customers.

Full text (added May 31, 2020)

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