MGT301 - Principles of Marketing GDB Solution and Discussion Spring 2014 Due Date: May 26, 2014

Total Marks : 5

Starting Date: Friday, May 23, 2014

Closing Date : "Monday, May 26, 2014"

Topic: Market Segmentation

Learning objective

  • The primary objective is to enable the students to understand the importance of market segmentation.

Learning outcome

  • Students will come to know how market segmentation becomes effective in increasing or maintaining the market share in intense competition.

THE CASE

Telecommunication sector is the fastest growing sector in Pakistan and average growth rate enormously increasing. There were 97.6 million mobile subscribers in Pakistan by April, 2010. There are five network providers in Pakistan who are offering their services include U-fone, Telenor, Zong, Warid and Mobilink. Telenor is owned by Telenor Group, international service provider who is providing services in 11 different countries. It started its operation in Pakistan in March, 2005 and till December 2011 it has customer base of 28.11 million people with 24% market share. Telenor segmented market into different groups includes students, businessman, housewives, domestic consumers and daily customers. For this purpose, they issued pre-paid and post-paid SIMs with different calls and SMS packages for different users. They focused on catering the needs of every group by providing efficient services.  In order to increase market share, they consistently emphasized on delivering prompt and state of the art services to its customers. Though, they are running with the changing needs of the customers but still competitor’s pressure lies there. As loyalty is the major concern so, by offering more promising services, lowering prices and attractive features one company can attract the customers of other’s. Moreover, the recent launch of 3G & 4G open so many challenges for telecom companies operating in Pakistan. Telenor Pakistan already facing the pressure of its strong competitors like Ufone, Warid, Mobilink and Zong as these companies have captured large market share by increasing their customer’s base. Currently, Telenor Pakistan targeting rural areas where their promotional campaigns are more effective than in urban areas. But, this 3G launch not only explores more business opportunities but also create so many challenges that have to face by all telecom companies. Now there is a need to introduce 3G compatible mobile phone (smart phones) in order to target each and every segment.

Q. Discussion Question ?

By keeping in view the above situation, do you think that Telenor Pakistan will be successful to maintain its current market share by targeting each and every segment in this 3G era? Provide any five logical arguments in favor of your answer.

Instructions to attempt the GDB:

  • Attempt the GDB by yourself and it will be entertained positively.
  • Copied from any material will be marked zero
  • Solution should be very concise and brief.
  • Irrelevant information should not be provided.

Views: 5929

Replies to This Discussion

Market Penetration say help out mile ge

                                            GDP Topic: Market Segmentation

 

Answer:

Telenor Pakistan will be successful to maintain its current market share

Logical arguments in favor of answer.

Segmenting customer market:

(i)-Telenor will segment the customer market into two major segments to target the each customer.

(a)3G,4G  Technology.

(b)Old Technology.

(ii) Geographic segmentation:

Telenor pak is launching 3G first in urban areas where a lot of customer have smart phones.

(iii)expanding customer  market:

As telenor is providing service in 11 different countries to expand their customer market and maintain their market shares.

(iv).telenor is also targeting rural areas to expand market.

(v)-competitor advantage:

All of the competitors are launching 3G,4G  technology so there will be no competitor advantage to any other network. Telenor will maintain their market share because they already have competitor advantage because of market share and promotion campaigns.   

rural areas me to almost all companies k signal nai chlte

Hmm point to be noted 

lTelenot pe apna gusa nilalne ka acha moka mila hy  

preezy,,,

agree but this answer 'll not be accepted..

Telenor was awarded a GSM licence to build and operate a mobile network in Pakistan.They launched a full multimedia platform for commercial mobile services on march 2005.Telenor pakistan had 30.8 million mobile subscriptoins.Telenor Pakistan was awarded a GSM 900 MHz /1800 MHz licence to build and operate a mobile network in AJK and the Northern Areas for USD 10 million. Both licences are valid for a 15 year period and holds a Long Distance and International licence through which it is providing nationwide and international call services and has become one of the fastest growing mobile networks in Pakistan based on its coverage and capacity.The network is currently GPRS and EDGE enabled.

Answer:

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan objective. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment.

sir ap plz 5 logical points dain apne ans ki favour me

MGT301 Principles of Marketing Solved GDB

Topic: Market Segmentation

THE CASE

Telecommunication sector is the fastest growing sector in Pakistan and average growth rate enormously increasing. There were 97.6 million mobile subscribers in Pakistan by April, 2010.

There are five network providers in Pakistan who are offering their services include U-fone, Telenor, Zong, Warid and Mobilink. Telenor is owned by Telenor Group, international service provider who is providingservices in 11 different countries. It started its operation in Pakistan in March, 2005 and till December 2011 it has customer base of 28.11 million people with 24% market share. Telenor segmented market into different groups includes students, businessman, housewives, domestic consumers and daily customers. For this purpose, they issued pre-paid and post-paid SIMs with different calls and SMS packages for different users. They focused on catering the needs of every group by providing efficient services.  In order toincrease market share, they consistently emphasized on delivering prompt and state of the art services to its customers. Though, they are running with the changing needs of the customers but still competitor’s pressure lies there. As loyalty is the major concern so, by offering more promising services, lowering prices and attractive features one company can attract the customers of other’s. Moreover, the recent launch of 3G & 4G open so many challenges for telecom companies operating in Pakistan. Telenor Pakistan already facing the pressure of its strong competitors like Ufone, Warid, Mobilink and Zong as these companies have captured large market share by increasing their customer’s base. Currently, Telenor Pakistan targeting rural areas where their promotional campaigns are more effective than in urban areas. But, this 3G launch not only explores more business opportunities but also create so many challenges that have to face by all telecom companies. Now there is a need to introduce 3G compatible mobile phone (smart phones) in order to target each and every segment.

Discussion Question

By keeping in view the above situation, do you think that Telenor Pakistan will be successful to maintain its current market share by targeting each and every segment in this 3G era? Provide any five logical arguments in favor of your answer.

Answer:

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan objective. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment.

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Telenor was awarded a GSM licence to build and operate a mobile network in Pakistan.They launched a full multimedia platform for commercial mobile services on march 2005.Telenor pakistan had 30.8 million mobile subscriptoins.Telenor Pakistan was awarded a GSM 900 MHz /1800 MHz licence to build and operate a mobile network in AJK and the Northern Areas for USD 10 million. Both licences are valid for a 15 year period and holds a Long Distance and International licence through which it is providing nationwide and international call services and has become one of the fastest growing mobile networks in Pakistan based on its coverage and capacity.The network is currently GPRS and EDGE enabled.

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