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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.


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Views: 5919

Replies to This Discussion

Yes telenor will be successful due to its better services as compare to other companies due to following. 1-Due to lower call rates 2-More features and packages for all age groups 3-State of the art technology and better communication generation. 4-Being

Zeshan Pervez, Thanks for sharing your ideas...  

bhai num 4 tak hi likha hai.....agey kia hua

How To Solve this GDB:

Yes! Telenor Pakistan will survive in 3G era, because they have high market share as well as market positioning. Five logical arguments are these.

Hints !

1. Marketing Segmentation
   

      - Demographic Segmentation (Especially)

2. Advertising campaign's

3. Marketing positioning

4. Packages strategies for potential customers

5. Services & Quality promises


-> Suggested reading:

Lesson – 17 Video lecture & Handout are good source to understand it clearly.

Best of luck 

hmm nice hint bro thanks

Thanks Bro!!! ....its really helpful by giving some hints.so that one can go thru the lecture and write his/her own idea rather than cut-copy-paste.

Our main purpose here discussion not just Solution

We are here with you hands in hands to facilitate your learning and do not appreciate the idea of copying or replicating solutions.

Dear Students Don’t wait for solution post your problems here and discuss ... after discussion a perfect solution will come in a result. So, Start it now, replies here give your comments according to your knowledge and understandings....

any suggestion

plzzzzz

No I Don't Think That Telenor Will Be Successful Due To Its Better Services As Compare To Other Companies 

I Have Following Reason 

1-Due To High Call Rates 

2-Due To High SMS Packages Rates

3- No Concept Of Credit Notification After Any Call Or SMS

4-At My Area There Is No 3G Service Due To Week Signals

5- Not friendly user and not easy to understand about its services against all packages

 

ya also said its not useful beacuse in rural area they have weak signals

the signal is uesful in different countries her signal is not compatible  for pakistan

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