by Luk Wai-keung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaf 80. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Proliferation of New Products --- p.1 / Impact of Market Forces --- p.2 / The Case of New Service Launch --- p.4 / Outline of Study --- p.5 / Chapter II. --- METHODOLOGY --- p.6 / Multi-dimensional Approach --- p.6 / Literature Survey --- p.7 / Review of Company's Own Records --- p.8 / Discussion with Product Management Team --- p.9 / Field Observation of Marketing Activities --- p.9 / User Interviews --- p.10 / Chapter III. --- INDUSTRY & COMPANY OVERVIEW --- p.12 / Global Trend in the Telecom Industry --- p.12 / Rapid Development & Proliferation of New Services --- p.12 / Deregulation of Telecommunication Industry --- p.13 / Telecommunication Industry in Hong Kong --- p.14 / The Hong Kong Telephone Company - Monopoly & Its Impacts --- p.17 / Company Strengths --- p.19 / Company Weaknesses --- p.20 / Chapter IV. --- VIDEOLINK SERVICE & ITS DEVELOPMENT IN HONG KONG --- p.22 / What is VideoLink ？ --- p.22 / Some Technical Information --- p.23 / VideoLink Service Development in Hong Kong --- p.24 / Development History --- p.24 / Service Format & Pricing --- p.26 / Preliminary Assessment of Marketing Progress --- p.27 / Chapter V. --- VIDEOLINK MARKETING PROFILES --- p.29 / Product Profile --- p.29 / Product Strengths --- p.29 / Product Weaknesses --- p.32 / Competitive Profile --- p.33 / Competing Products & Services --- p.33 / Evaluation of Competitors --- p.34 / Customer Profile --- p.37 / User Requirements & Characteristics --- p.37 / Application Types & Market Potentials --- p.39 / Chapter VI. --- ANALYSING THE MARKETING PROBLEMS --- p.44 / Review of Marketing Program --- p.44 / Product Strategy --- p.45 / Pricing Strategy --- p.45 / Sales & Distribution --- p.46 / Promotion Strategy --- p.47 / Identifying the Marketing Problems --- p.49 / Exploring the Underlying Causes --- p.52 / Technology Driven Culture --- p.52 / Monopoly Status --- p.54 / Organisational Hindrance --- p.55 / Chapter VII. --- STRATEGIC RECOMMENDATION --- p.57 / Reformulating the Marketing Program --- p.57 / Identifying the Target Market --- p.57 / The Product Offerings --- p.60 / The Promotion Mix --- p.62 / The Sales Strategy --- p.63 / Establishing a Marketing Orientation --- p.64 / Chapter VIII. --- CONCLUSION --- p.70 / APPENDIX / Chapter 1 --- User Interviews Discussion Guideline --- p.73 / Chapter 2 --- VideoLink Tariff Schedule --- p.75 / Chapter 3 --- Customer Profile Analysis --- p.76 / Chapter 4 --- Orangization Structure of VideoLink Team --- p.77 / Chapter 5 --- VideoLink Service Configuration - Comparison of Fixed & Switched Connections --- p.78 / Chapter 6 --- Hong Kong Telephone Corporate Vision Program --- p.79 / BIBLIOGRAPHY --- p.80