Marketing Research
Table of Contents INTRODUCTION 3
VISION 4
ACHIVEMENTS 4
CORPORATE SOCIAL RESPONSIBILITY 4
AIMS AND OBJECTIVES 5 INFORMATION GATHERING 7
LIST OF SOURCES FOR INFORMATION GATHERING 7
LIMITATIONS IN GATHERING INFORMATION 9
ETHICAL LIMITATIONS 10 Results, Analysis, Conclusions and Recommendations 12
MAKETING MIX 12
SWOT ANALYSIS 24
MICHAEL PORTER’S FIVE FORCES 26 CONCLUSION 31 RECOMMENDATIONS 31 BIBLOGRAPHY 33 APPENDIX 35 Skills and Learning Statement 38
Meetings with my Mentor: 38
Answering my research questions 44
Demonstration of interpersonal and communication skills 47
INTRODUCTION
The topic that I have chosen for Oxford Brookes research and analysis project is Topic 18: The marketing strategies of an organization. The organization that I have selected is Mobilink (Wireless Telecommunication Company in Pakistan).
Mobilink, a subsidiary of the Orascom Telecom Holding, is Pakistan’s leading cellular and Blackberry service provider. With more than 31.6 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the country’s largest voice and data network with over 8,000 cell sites. Housing Pakistan’s largest distribution and contact centre networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.3 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries. The company is also the official cellular partner of the Pakistan Cricket Board. As a responsible corporate citizen, Mobilink also offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company supports education, health and
VISION 4
ACHIVEMENTS 4
CORPORATE SOCIAL RESPONSIBILITY 4
AIMS AND OBJECTIVES 5 INFORMATION GATHERING 7
LIST OF SOURCES FOR INFORMATION GATHERING 7
LIMITATIONS IN GATHERING INFORMATION 9
ETHICAL LIMITATIONS 10 Results, Analysis, Conclusions and Recommendations 12
MAKETING MIX 12
SWOT ANALYSIS 24
MICHAEL PORTER’S FIVE FORCES 26 CONCLUSION 31 RECOMMENDATIONS 31 BIBLOGRAPHY 33 APPENDIX 35 Skills and Learning Statement 38
Meetings with my Mentor: 38
Answering my research questions 44
Demonstration of interpersonal and communication skills 47
INTRODUCTION
The topic that I have chosen for Oxford Brookes research and analysis project is Topic 18: The marketing strategies of an organization. The organization that I have selected is Mobilink (Wireless Telecommunication Company in Pakistan).
Mobilink, a subsidiary of the Orascom Telecom Holding, is Pakistan’s leading cellular and Blackberry service provider. With more than 31.6 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the country’s largest voice and data network with over 8,000 cell sites. Housing Pakistan’s largest distribution and contact centre networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.3 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries. The company is also the official cellular partner of the Pakistan Cricket Board. As a responsible corporate citizen, Mobilink also offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company supports education, health and