Volume 3 : Issue 1

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29643

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    Strategic Synergy of Post-Acquisition: A Case Story on ACL Cables PLC vs Kelani Cables PLC & Key Insights of Brand Positioning of “Kelani Brand”
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Dissanayake, D. M. R.; Munasinghe, A.
    Strategic acquisition and merges are quite challenging and risky decision in the business world. The strategic decision made by ACL Cables PLC (hereafter refers as ACL), the then market leader of cable manufacturing and marketing industry of Sri Lanka, acquired Kelani Cables PLC (hereafter refers as KCL or Kelani as required in the explanations) in the year 1999. However, both companies catered to the same market segments adopting different marketing strategies whilst strategic decisions were carefully managed by its senior management to find synergy between the value chain operations of two companies. However, by the time this case study is being written in 2017, KCL was able to mark its strategic position in the market with high-flying performances as a brand compared to the position of ACL had been. Presently, both brands are positioned in B2B and B2C scopes delivering customer expectations with differentiated value propositions. Authors followed case story style to organize and present this case study by focusing to strategic management as the main foundations of case explanations. Authors did comprehensive discussions with the present ownership and senior management of both companies whilst related publications of ACL and KCL were used to verify the information. Some of the empirical publications done on cable market of Sri Lanka were also associated to support the contents. Accordingly, this case study narrates the case story of the acquisition decision of ACL Cables PLC including the main highlights of the incident. Alongside, this case study presents the history of KCL, main incidents and millstones of both companies, implementation of acquisition decision and the post- acquisition scenarios of both companies. Then, the core of the case study is to explain the strategic model and decisions implemented by the senior management of ACL and KCL to strategize the synergy effects of value chain operations of both companies. The operational insights of such strategic model need to be investigated to learn the managerial insights for practitioners. Thus, the case study unveils key operational aspects brought into implementation phase with related information sources. Finally, authors concluded the main learning directions of the content whilst key insights of the case study were also summarized within the scope of strategic synergies.
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    Public Relation; Young Men’s Public Organization A Theoretical Explanation on How Young Men Establish Mutual Understanding Within Them and Create Reputation Among Other Publics Towards Their Sexual Relations Through Social Media
    (Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Jinadasa, M.; Perera, R. P.; Udovita, P. V. M. V. D.
    This paper identifies three key public relations concepts in order to explore how young men create sexual relations and emotional literacies through digital media. The first concept to be examined is mutual understanding. This involves exploring the dynamics of interpersonal relationships in order to understand how young people express their identities and to establish their on- line communities. The second concept to be explored is reputation. In public relation theory, ‘reputation’ refers to how people perceive the quality of the organization. In this section, reputation is used as a means of understanding how young people build up their image in order to create connections with similar people, other young people and wider society. Finally, the third concept to be discussed is activism. Activism in public relations refers to organizations providing opportunities to public’s voices without which they cannot create relationships with their stakeholders.
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    Impact of Service Quality on Customer Satisfaction with Special Reference to Mobile Telecommunication Industry of Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Dharmadasa, S. A.; Gunawardane, N.
    Along with globalization, new technologies are introduced to the mobile telecommunication industry in order to enhance service quality which is consequential to attract and retain rational customers. Empirical evident is available between service quality and customer satisfaction of mobile telecommunication industry in Sri Lanka. However, researchers saw that measurements of service quality are different from country to country. Hence, research findings of different other countries could not be generalized to Sri Lankan context. Thus, there is a requirement to research the impact of service quality on customer satisfaction in mobile telecommunication industry in Sri Lanka in order to enhance the customer satisfaction. Data were collected from 388 customers of mobile telecommunication industry. Convenient sampling method was used to select the sample. Data were collected through a structural questionnaire and SERVPERF model was used. Results revealed that the major dimensions of service quality which impact to customer satisfaction are empathy, tangible and reliability. Other dimensions are responsiveness, assurance and technical quality do not impact on customer satisfaction. And, perceived value doesn’t moderate the relationship between service quality and customer satisfaction in mobile telecommunication industry in Sri Lanka.
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    Fast Food Consumption Behaviour of Sri Lankans: With Special Reference to Gampaha and Colombo Districts
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Nirmani, H.; Gayathree, P. K.; Kumara, S. U.
    Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, adding to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute in creating brand loyalty towards fast food industry in Sri Lanka, with special reference to internationally franchised fast food brands currently operating in the country. The sample 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province and a questionnaire based survey method was used to gather the primary data required for the study. Various statistical techniques such as hypothesis testing, Pearson Correlation coefficient, Regression analysis were used to arrive at the research objectives. The results revealed that, food quality, brand image and promotions significantly influence the brand loyalty of the fast food brands. Other factors included in the study: price and atmosphere were not significant factors in influencing the brand loyalty. Therefore, it is recommended that to induce brand loyalty fast food restaurants should provide quality foods and enhance the brand image with sound promotional campaigns.