The number of Internet user in Korea has risen rapidly and dramatically with the forecast of half the population by the end of 2002. Accordingly, the Internet service providers make efforts to gain the market leadership in Internet access service market.
It is time for Korea Telecom(KT) to establish the marketing strategy of Internet access service for personal use to gain the competitive advantage. This thesis proposes a substantial strategy for KT to increase the market share with the marketing mix (Product, Price, Place, Promotion) based on the analysis of Internet user needs and market environment.
First, it is important for KT to strengthen and expand the ADSL service in area to dominate the increasing high-speed Internet access service market. Second, KT must develop various rate systems in harmony with customer's needs including the two-part tariff, optional calling plan. Finally, to increase the online subscription, KT should expand the cyber customer support center and shorten the subscription process.
