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Introduction

Strategy is the direction and scope of the organization for a long term which achieve

competitive advantage in a changing environment through the resource allocation with the

aim of fulfilling stakeholder expectation (Johnson et al, 2008). The strategic planning is the

process of achieving long term organizational objectives through the setting of strategies.

Sri Lanka Telecom

Sri Lanka Telecom PLC (SLT) is the premier telecommunication services provider in Sri

Lanka. And one of the country’s most valuable blue chip companies with an annual turnover

in excess of Rs 40 billion. It is a biggest telecommunication company in Sri Lanka with about

Rs. Eight hundred million profit and 32% market share. The Company provides a huge range

of domestic and international services which includes fixed & wireless voice, internet and

data services that cater to a wide audience comprising of both corporate and domestic

customers. Sri Lanka Telecom now operating in 330 regional offices in Sri Lanka.

Sri Lanka Telecom started its operations in1858 with the establishment of telegraphic circuit

between Colombo and Galle. In 1991 Sri Lanka Telecom became a corporation. In 1997 it

was privatised. In 2008 Sri Lanka Telecom listed in Colombo Stock exchange. Now 49.5%

owned by the government. The achievements of Sri Lanka Telecom are:

Long term foreign currency rating “B+”

Long term local currency rating “BB-“

National long term rating “AAA”.

Sri Lanka Telecom’s Vision

"All Sri Lankans seamlessly connected with world-class information, communication and

entertainment services."

Sri Lanka Telecom’s Mission

"Your trusted and proven partner for innovative and exciting communication experiences

delivered with passion, quality and commitment"

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Sri Lanka Telecom Value

Customer Caring- We put our customers at the centre of everything we do.

Trustworthy       - We are true to our promises.

Innovative         - We continuously invent new opportunities through creative thinking.

Responsive        - We are ready to listen and act promptly.

Teamwork         - We are one team with a common purpose to achieve common goals.

Excellence         - We are committed to exceptional performance.

Results Driven   - We are committed to enhancing shareholder value.

Goals and objectives

Promoting profit and performance driven culture.

Stake Holders

Share holders

Secretary to the Treasury, Global Telecommunications Holdings, Employees' Provident Fund

Board,

Sri Lanka Insurance Corporation Limited, National Savings Bank, Bank of Ceylon,

Employees' Trust Fund Board, Alchemy Heavy Metals (Pvt) Limited, Eagle Insurance

Company Limited, Deutsche Bank, Ellawala Exports (Pvt) Limited, The Ceylon Chamber of

Commerce.

Board of Directors

Mrs. Leisha de Silva Chandrasena, Sumith Wijesinghe, Sidath Fernando, Sandip Das, Chan

Chee Beng, Je_rey Jay Blatt, Yoga Perera.

Investors

SLT Service Ltd, Mobitel Pvt Ltd, SLT Hongkong Ltd, SLT Publication Pvt Ltd, SLT

Manpower solution Pvt Ltd, SLT Vision com Pvt Ltd, Sky network Pvt ltd, NIT

Communication Corporation.

Suppliers

Capscan, Avocent IT Operations Management Solutions, Absolute Software Security

Solutions for Mobile Computers and Smartphones,DataFlux Data Management Technology,

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Geodis Wilson High Tech Freight Management Services, Hitachi Data Systems - Storage

Economics, M86 Security - Web and E-mail Security Products.

Bankers

Bank of Ceylon, People’s Bank, Commercial Bank, HSBC Bank, Hatton National Bank PLC,

NDB Bank.

Competitors

Dialog Telekom, Etisalat, Hutchision, Lanka Bell, Suntel.

Sri Lanka Government.

Organizational Structure

Chair Person

CEO

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Chief HR Officer

Chief Marketing & Sales Officer

Chief Finance Officer

Finance Manager

Accountant

Assistant Accountant

Staff

Marketing Manager

Promotion Assistant

Staff

Director HR

HR Assistant Manager

Staff

Technical Assistant

System & Network Engineer

Chief Information Officer

Data Communication assistant

Staff

Staff

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(Fig 1.1)

Figure 1.1 showing the current existing organizational structure of Sri Lanka Telecom. It is a

divisional form of structure which is providing who is responsible for whom under each

division. Mainly there are four divisions shown in the figure 1.1 which are information,

finance, marketing and sales and human resource division.

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Q.1. (i). An analysis of the internal and external environment affecting the company

above.

Internal analysis

Internal analysis provides the information about the organizations’ ability to compete and

deliver the strategy. Lewis introduced 6 factors to analyse the internal environment of the

company. The internal environment analysis of Sri Lanka Telecom is as follows

Management Capabilities

The management team members in Sri Lanka Telecom have MBA. Most of them have

masters in mass media and telecommunication. All of them have more than 10 years

experience in that field.

Marketing

SLT has a good brand name and strong market position with 32% market share. It uses

powerful advertising technique to reach everyone. It has opened more than 100 regional

offices in Sri Lanka. It placed as one of the top 5 company among 50 top business entities.

Product and Services

SLT provides good quality product and services with lower rate. It has succeeded the digital

quality so it added more than 80000 new customers this year.

Information Technology

SLT is a telecommunication industry so absolutely it has best technological facilities such as

computer and internet etc. Also services include downstream speed up to 4Mbps.

Finance

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SLT is one of the largest capitalised companies in Colombo stock exchange with annual

turnover more than Rs. 40 billion. Reserve capital is currently Rs. 46,599 million. Assets are

available more than a limit to meet the obligations. Good financial and cash flow statement.

Human Resources

SLT has the largest workforce with experience. Employees are well trained and deployed for

better productivity. Performance evaluations are introduced to motivate employees and online

attendance monitoring system introduced to improve efficiency. Many rewarding and

satisfying programmes for long term are available.

External analysis

PESTEL and porters 5 forces analysis are used to analyse the external environment of an

organization. Porters’ five forces include the supplier bargaining power, buyers bargaining

power, threat of entry, threat of substitute and competitive rivalry (Robert, 2008). PESTEL

provide the comprehensive list of factors in external environment which influence the success

or failure of strategic planning. (Johnson et al, 2008). For the Sri Lanka Telecom external

environment analysis I am going to use the PESTEL model.

Political

SLT is paying 35% tax to the government currently tax rate expected to increase it will

reduce the profit of SLT significantly. (SLT Annual report, 2010). So SLT planned to

promote it product and services effectively to increase the profit margin. SLT has more

government support in its activity because 49.5% owned by the government.

Economic

Inflation in Sri Lanka in 2010 is measured to 5.9% (Central bank of Sri Lanka, 2010) it has

decrease compare to last year. Last year inflation is about 23%. Improvement in economy

increases the disposable income so SLT can increase it profit. It happens because of the end

of ethnic war. And also share price of Colombo stock exchange rising rapidly so SLT has

increase its market share in Colombo stock exchange.

Social

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SLT products are mostly used by the business people. Therefore, SLT introducing many

features and facilities on its product which are useful for business people. In Sri Lanka

literacy level recorded to 93% (Legatum institute, 2010) it will help to increase the sale

because information technology used by mostly educated people and if people have education

at least some extent only can use technological product.

Technology

Because of technological change SLT facilitate online shopping for the customer. It has

reserved some amount to adopt new technology changes because it is a telecommunication

industry. It adapts and changes the speed of internet and other services.

Legal

According to finance act no 11 of 2001 international telecommunication operators required

contribute US$0.038 per minute to the government. According to the gazette information

levy will be credited as incoming local access charge.

Environment

SLT offers several programmes to preserve the environment because environment is

unpredictable and uncontrollable by anyone. For example tsunami in 2004 was affected Sri

Lanka and other countries economy severely. SLT focus on developing a spirit of

environmental consciousness among the country’s youth. Also it has been motivating to raise

the awareness of endemic species amongst people.

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Q.1. (ii). Briefly state any major changes took place based on the affect of external

environment.

Sri Lanka Telecom has launched SLT broadband service in 2007 due to the technology

changes. Technology is a miracle external environment. It changes continually. As a

telecommunication industry Sri Lanka Telecom is very much influenced by the technology

changes. It has started with telegraphic circuit in 1858 then it launched cable service,

telephone service, telex and wireless service etc. because of the technology changes. SLT

broadband is a fast and permanent connection to the internet with high speed bandwidth. It

also converts the regular phone into high speed digital link and translates voice and data.

Nowadays everyone using internet for various purpose. It helps to make human activities

easy and fast. (ADSL) Asymmetric Digital Subscriber Line facilitates and support to

download in different speed. Normal analogue modem facilitate the internet with the speed of

maximum 56 kbps but Sri Lanka Telecom broadband Asymmetric Digital Subscriber Line

has the speed of above 512kbps. Also Sri Lanka telecom Provide 7 different types of broad

band packages to the customer. Online advertising also we can take the changes in the Sri

Lanka telecom promotional activity. It is also an effect of technological changes. World

widely everyone using online services and internet facility so everyone used to advertise their

brand in online. Sri Lanka Telecom also spends more in the online advertisement and it has

facilitated the online shopping due the changes of information technology.

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Q.2. Review the existing business plan of the chosen company and review the

competitive position and current business strategy.

Current business strategy of Sri Lanka Telecom

Sri Lanka Telecom’s strategies are developed to drive its journey to the future. It has

developed a market oriented strategy. Sri Lanka Telecom is building a relationship with the

customer and facilitating individual as well as businesses, through different and price

attractive product availability. Win the telecommunication market through the market

convergence. Providing high speed broad band services. Sri Lanka Telecom now

concentrating on increasing the penetration in all the customer segments by improving the

sales mix to reduce the disconnections and moves. Sri Lanka Telecom has opened over 330

base stations to provide effective CDMA services to the customer. In broad band it has

introduced many packages to different group of customer with attractive prices. It also

maintaining high speed and superior ADSL access in broad band. Sri Lanka Telecom using

the price reduction strategy in all its product and services. Also it used NGN architecture to

improve the coverage. It providing 24 month contract internet service with low price to

maintain the customer. Also providing free CLI and other value added features for its mega

office customers.

Current business plan of Sri Lanka Telecom

Sri Lanka Telecom currently planned to increase the demand for fixed PSTN services so that,

it has plan telecommunication infrastructure network to bridge the north and east part of the

country. It has currently under discussion to introduce the SKA interconnection system

between operators. Sri Lanka Telecom also planned to introduce the telecommunication

services in the northern and eastern provinces of the country because the people in that

province could not get telecommunication facility because of the continuous war about 30

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years. Sri Lanka Telecom aim to enter in to the global IP market by expanding business

relationship. It has also planned to reduce the call charges to the Middle East country because

of most of the Sri Lankan migrate to Middle East countries for employment. Sri Lanka

Telecom also planned to introduce CDMA broad band to the local market. It is also planned

for new tariff for CDMA telephone connections. Planned to took afford towards the business

diversification strategy to increase the profit growth within a country.

Competitive Position of Sri Lanka Telecom

We can review the company’s competitive position by using various models and techniques

such as Industry Life Cycle, Boston Consulting Group Matrix and Strategy Clock etc. I am

going to analyse the competitive position of Sri Lanka Telecom by using Boston Consulting

Group Matrix (BCG) and Industry Life Cycle.

Boston Consulting Group Matrix

It is classified all companies strategic business unit according to the growth rate and market

share (Kotler, 2008).

High relative market share

Low relative market share

High market growth rate

Stars Question mark

Low market growth rate

Cash cows Dogs

(Fig 2.1 )

The above chart showing 4 different level of competitive position.

Stars – High market share high market growth.

Question mark – Low market share high market growth.

Cash cows - High market share low market growth.

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Dogs – Low market share low market growth.

According to this Boston Consulting Group Matrix analysis Sri Lanka Telecom is in the

position of cash cows because it has about 40% market share (SLT annual report, 2010) in

the telecommunication industry. SLT is number one telecommunication industry in Sri

Lanka. But compare to last year it has show 2% revenue decline. Profit also decreased by 6%.

So it shows the high market share and low growth rate.

Industry Life Cycle

( Fig 2.2 sources from: quick MBA 2010)

It considers the general development pattern of the industry. It examines the industry’s

structural changes in the long run (Robert, 2008). There are 5 stages a industry passing

through development or introduction, growth, shakeout, maturity and decline. First and

second stage industry faces low rivalry and low entry barrier.

The industry life cycle concept is proposes that the industries start with the beginning of

development stage then go through the period according to the growth. It shows simply what

are the stages its passes through in whole period it is existing. Each of these stages is the

implication of the Porter’s five forces analysis. The first one is development stage here

company faces low competitive rivalry and high differentiation product. The five forces are

weak in this stage. Next is high growth with rivalry. High market opportunity is there. There

will be entry barrier. Next is the shake out stage. The growth rate of the company started to

decline so increasing rivalry and some exit. The next is maturity stage here the entry barriers

will increase buyers become strong and entry barriers. Final stage is decline. Extreme rivalry

and high exit barrier.

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SLT

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According to the industry life cycle (Fig 2.2) Sri Lanka Telecom’s competitive position is in

maturity stage. Because it has already passed through the development and also it achieve the

growth now it has build its brand image to customer and catch up high market share but now

the growth rate is started to decline. Now in this level it’s needed a new strategy to increase

its growth. Profit is in under pressure. Research and development strategy is also low in this

stage (Richard, 2006).

Q.3. Identify and evaluation of alternative strategies that would consist of company’s

goals and objectives and select an appropriate future new strategy.

According to the analysis of competitive position of the company I can suggest two possible

alternative strategy options under ANSOFF matrix (Product market expansion grid). Before

that we will look at about the ANSOFF matrix. It is a most popular method used by the

organizations to attempt to grow their business. This Product – Market expansion grid

support to identify the possible Product and market strategy option available to the

organization. It shows 4 possible options which are shown in the figure below.

Product – Market expansion grid (ANSOFF Matrix)

Existing product New product

Existing

market

Market penetration Product development

New

market

Market development Diversification

(fig 3.1)

Market penetration – It means the firm selling more existing product in the existing market.

To achieve this strategy it need heavy advertisement sales promotion and price reduction to

increase the sales. It can be achieve through the economy of scale.

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Market development – it means the firm selling its existing product but in the new market.

New market can be a new market segmentation or new geographical area like other country.

It is needed a market research to indentify a new market.

Product development – this is an approach of developing or modifying a product. It can be a

completely new product or the existing product with some modification. Through that a

company can strengthen its competitive position in the market.

Diversification – it is implies a new product to the new market. It is a very costly option. It is

needed a high amount of investment and also it is very risky too.

There are 2 possible alternative strategies to support Sri Lanka Telecom’s goals and

objectives which are Market development and product development. Let us evaluate both

strategies.

1. Market Development

Suitability

Sri Lanka Telecom has high market share but low market growth rate so to increase the

growth it can enhance its market coverage. Through the market development it can increase

the sales and so that it can increase the profit. In Sri Lanka at about 2.7 million populations in

northern and eastern province had no telecommunication solution (SLT Annual report, 2010).

It is because of the ethnic war. These areas were under control of LTTE but now 30 years

ethnic war came in to end. Now those areas are under development process. So, there is a

new market available to Sri Lanka Telecom within the country. It is not a very difficult task

to cover these geographical areas. There is relatively very low political and legal requirement.

According to Sri Lanka Telecom’s vision mission statement it has mentioned to provide

world class quality telecommunication services to the customer and become market leader in

telecommunication service. So to achieve the vision and mission market development will

support. So, this is a suitable strategy to Sri Lanka Telecom.

Acceptability

Sri Lanka Telecom can assure the profit growth through the market development because, of

new market segment available and people will be use the telecommunication services as it is

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very much useful for the communication as well as education purpose. There is a very lower

level risk in this strategy because it will take short time period to implement this strategy. It

also involve low relatively cost as it already in a position to provide service in Island wide.

Sri Lanka Telecom is a leading telecommunication service provider in Sri Lanka so people

will believe the brand name. Market development also will create new employment

opportunity in the market. Share holder will have positive reaction because it will not affect

their ownership. Currently government spending high amount on these area, to develop the

economy as well as living standard of the country. So Sri Lanka Telecom will also get

government grants to provide service to those areas. So this is a acceptable strategy.

Feasibility

Sri Lanka Telecom has a reserve capital of Rs. 46,599 million in its financial statement. Also

it shows a good financial position with Rs. 778 million profit and Rs. 90,308 million total

assets. It has the largest work force and experience management team. Effective and good

cash flow statement is available. It has good will. Also it maintains good liquidity and equity.

It has financial ability to spend on market research also. So this strategy is also feasible.

2. Product development

Suitability

Sri Lanka Telecom is currently providing telecommunication services. It has high market

share as mentioned. Because of it has low market growth the other strategic option it can uses

is product development. People’s taste and perceptions are changing continuously according

to the environment change. So customers prefer to experience new product. Generally

consumers are crazy about new products with high value and low price. Sri Lanka Telecom

can develop and provide completely new product or service or it can also provide the product

and service by modifying by speed and with other new technological features. It has already

create or maintain a good brand name so, that will support to market the new product in the

market. Sri Lanka Telecom also created a good customer relationship already. Also Sri Lanka

Telecom created brand and customer loyalty so this strategy is suitable to Sri Lanka Telecom.

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Acceptability

Under the industry life cycle analysis Sri Lanka Telecom coming under the maturity stage.

Therefore, product development is acceptable in this stage. It will help to achieve the profit

growth. Through the product development it can ensure the profit and success because

technology is continuously changing if the product and service adopt the changes and

improve the features and process according to the new technology only customer prefer to be

a permanent customer of a company. In the telecommunication field changes are important to

win the market. For an example Coca Cola Company has introduced diet cock. Diet cock is

product development strategy of that company but it is not a completely a new product it is a

modified product. Using this strategy coca cola still maintain its market share and market

growth. This is because of the brand name. Likewise Sri Lanka Telecom also has the brand

name so this strategy is also acceptable.

Feasibility

Sri Lanka Telecom has proved its financial ability through its financial statement. According

to the Sri Lanka Telecom annual report (2010) it has recorded largest work force so the

human resource and financial resource are in optimum level to support the product

development strategy. As Sri Lanka Telecom is a telecommunication industry it has the

information technology resource also. Favourable and good cash flow statement shown in the

financial statement. Therefore this strategy is also feasible to Sri Lanka Telecom.

According to the evaluation of the alternative analysis I can recommend that market

development strategy is the most suitable strategy than the product development. There are

many opportunities to the Sri Lanka Telecom to enter into the new market. Sri Lanka

Telecom already has the brand name so, it is easy and possible the market development

strategy. Also there is a huge market in Eastern and Northern provinces. In Sri Lanka at about

2.7 million population living without the telecommunication solution. So it is the opportunity

for Sri Lanka Telecom to implement the market development strategy.

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Q.4. Construct a new suitable structure for a strategy plan ensuring the participation

of all stakeholders.

New Organizational Structure

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Chief HR Officer

Chief Marketing & Sales Officer

Chief Finance Officer

Finance Manager

Accountant

Marketing Manager

Promotion Assistant

Director HR

HR Assistant Manager

Technical Assistant

Chief Information Officer

Data Communication assistant

CEO in North

CEO in East CEO in west CEO in South

Market Research & DevelopmentManager

Chair Person

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(Fig 4.1)

Under the every provincial CEO the structure will be same as which is shown under the CEO

in west that mean under the CEO East there will be a chief information officer, chief finance

officer, chief marketing officer and chief HR officer likewise same structure will be there for

CEO in North and CEO in south until the staff or the bottom line of the structure.

When there is a change in a strategy it requires to change the structure of the organization

according to the new strategy because to implement the new strategy effectively. There

mainly four different types of organizational structures used which are functional structure,

divisional structure, strategic business unit structure and matrix structure. According to the

new strategy of Sri Lanka Telecom I have change the existing structure. The new structure is

the divisional form of organizational structure.

The new strategy I have recommended for Sri Lanka Telecom is market development that is

existing product to the new market. So, I have right size the existing structure and restructure

it. Here I have added three other CEO for other province of Sri Lanka. According to the

existing structure one CEO controlled west and south part of Sri Lanka but, now there is an

opportunity to enter into the east and north part of the area. Because, of the end of 30 year

ethnic war. One CEO cannot control all the activities of all area. According to my market

development strategy the market developed to cover all the part of Sri Lanka I recommend 4

CEO for four main parts that is East, West, South and north province of Sri Lanka. In the

existing structure we can see that there is marketing manager under the responsibility of

Chief marketing and sales officer. I have included another manager who is market research

and development manager under the responsibility of Chief marketing and sales officer.

Market research and development manager is required for the research the market and find

out the market opportunity and also to find the opportunity to implement the market

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Assistant Accountant

Staff

Staff

StaffSystem & Network Engineer

Staff

Staff

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development strategy. Marketing manager along cannot contribute for the new market

development strategy so there is a requirement for new manger to implement the market

development strategy effectively and efficiently. So that market research and development

manager can work with the marketing manager to identify and implement the opportunity for

the new market development strategy.

Under staff there will be more staff recruit to implement the strategy. Because of the market

of Sri Lanka Telecom going to be expand to all the area in Sri Lanka there is a requirement

for more staff and also the management team. Because there will be separate CEO and other

managers for other four part of the country.

Q.5. Analyse how you would plan for the implementation of strategy in the perspective

of following issue.

Strategy plan

Strategy plan is the written document of the strategic planning process of the company. It

includes the company’s objectives as well as the strategy for achieving the objectives. It

defines the strategic approach of the business. The strategic plan will be prepared by

analysing the internal and external factors which have influence in the business. It will be

mostly successful because it takes the participation of the organizational members. The key

steps involve in the strategic planning are as follows:-

1. Defining corporate mission

2. Setting corporate objectives and goals

3. Designing the business portfolio

4. Designing the key business unit strategy

5. Functional plan.

The strategy plan of Sri Lanka Telecom

Corporate mission

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Become a market leader of Sri Lanka in telecommunication service by providing a high

quality services and provide the opportunity to experience the telecommunication service to

the customer.

Corporate objectives

Create and develop brand recognition

Achieving profit growth

Increase the market share

Providing best quality services with lower price.

Business portfolio

Sri Lanka Telecom providing service under one business it providing telephone call service,

postal service, internet services.

Business unit strategy

Market development is the Sri Lanka Telecom strategy to achieve its objectives.

Functional strategy

Under marketing it has develop many promotional strategies to support the business strategy.

And it has selected the north and east province to enhance its market.

Strategy can be achieve through cost reduction, improved quality of product and services,

through the enhancement of customer preference and the increase of competitive leverage

(Henry et al, 2003).

Resource Requirements

To implement the strategy of the business there is a requirement to allocate the resources.

Because resource are limited so we have to allocate the scare resources to implement the plan

there are four main resources required for the strategy implementation which are financial

resources, physical resources, human resources and technological resources. Sri Lanka

Telecom has proved their financial resource through its financial statement. It has favourable

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and enough reserve capital and also it has the ability to finance the business through the

internal as well as external sources. Technological resources it has in optimum level because

it is a telecommunication industry so it used to adapt new technology to provide quality

services to the customer. It has sign an agreement and contract with other technology supplier

to get technology resources in low price. Sri Lanka Telecom has high labour force. Sri Lanka

is rich with labour force and labour is also very cheap in Sri Lanka so, Sri Lanka Telecom

can get human resource from its country with lower rate and also there are many skilled

labours who are highly skilled in information technology and other technical work. Sri Lanka

Telecom also has physical resources to implement their strategy. So Sri Lanka Telecom needs

to allocate these resources efficiently and effectively to support the achievement of its

objectives through the implementation of the business strategy.

Targets and timescales

Timescale should be selected for the strategy implementation because if we set the time target

then it is easy to control the strategy. Control is the final step in the strategy implementation

if we set the time target we can check whether it is achieved or it is in the correct path of

directing to achieve the objectives. So according to the Sri Lanka Telecom new strategy it has

set the timescale for three years to achieve the objectives. It has to spend some time into the

market research and it has to made technical work like setting coverage etc. So it will be take

3 years to achieve its new strategy.

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References

Central Bank of Sri Lanka (2010) inflation in 2010. [Online]. Available from: http://www.cbsl.gov.lk/. [Accessed 26 January 2010].

Central Intelligence agency (2010) The world fact book. [Online]. Available from: https://www.cia.gov/library/publications/the-world-factbook/geos/ce.html. [Accessed

Grochels, L. (2010) Product life cycle.[Online]. Available from: http://www.quickmba.com/marketing/product/lifecycle. [Accessed 8th January 2010].

Henry, M. Et al (2003) The Strategy Process. 4th ed. England: Pearson education ltd.

Johnson, G. Et al (2008) Exploring Corporate Strategy. 8th ed. England: Prentice hall.

Kotler, P. (2008) Principles of Marketing. 5th ed. England: Pearson education ltd.

Legatum institute (2010) literacy rate. [Online]. Available from: http://www.prosperity.com/country.aspx?id=SE. [Accessed 26 January 2010].

Richard, L. (2006) Corporate strategy. 4th ed. London: prentice hall.

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Robert, M. (2008) contemporary Strategy Analysis. 6th ed. UK: Wiley.

Robert, M. (2008) Contemporary Strategy Analysis. UK: Johnwiley & sons Inc.

Sri Lanka Telecom [no date] census report. [Online]. Available from: http://www.slt.lk/data/investor/index.asp. [Accessed 4 November 2010].

Sri Lanka Telecom Annual Report (2010) Annual Report. [Online]. Available from: http://www.slt.lk/data/investor/pdf/annual_report_2009/annual_report_2009.pdf [Accessed 5 November 2010].

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