This telecommunication project will provide the report as its result that gives the details of analysis of all market strategies & competitive strategies of this industry in both the countries United Kingdom and Germany Also, a detail on usage of Internet &the consumer behavior. To analyze the situation of the market in the industry and performance of competitor in doing an online business is measure by the intelligence system like ComScore that is digital and use for the business analyze. Measure the performance is also an essential task that is use to observe the progress of the company and helps the management in taking an appropriate decision in future to achieve the goal. ComScore also gives the benefit in evaluating that how competitive strategies will influence the behavior of the consumer (ComScore, 2013). Moreover, the whole project gives us the chance to examine that how marketing done online relates with its strategies or how it supports the company’s business. This project will be very useful for all the telecommunication operators because it all mentioned about strategies, online marketing&Customerbehaviorwith the objectives of the business that reflects the strategy in achieving the growth in earning revenues. Goal will be accomplish only when it is all phases will get complete within the time framework. It is very essential to examine the previous frameworks those can apply in the real markets.
This chapter has thrown the light out of some existed literature on the main areas of this telecommunication project. Details description is there about the online marketing, Internet measurements & behavior of the consumer so that one can easily understand all these areas from the project. With keeping in the mind about this topic, the research has done after considering various books, journals, articles that helps in getting the theories about the topic of the project. Besides these, to attain the major source of information other theses & dissertations, reports of the companies, publications of government are consider and reviewed.