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MP3 - Table of content Acknowledgment.2 Executive summary.3...

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Table of content Acknowledgment ....................................................................................................................... 2 Executive summary ......................................................................... 3 Situational Analysis .................................................................................................................... 4 Market description .................................................................................................................. 4 Market overview .................................................................................................................... 4 Consumer behavior ............................................................................................................... 4 Environment ........................................................................................................................... 5 Competition ............................................................................................................................ 5 Market Share (operators) ........................................................................................................ 6 Strategy ....................................................................................................................................... 7 Quantitative objective ............................................................................................................ 7 Qualitative objective .............................................................................................................. 7 New Product ............................................................................................................................... 8 Spectrum (transfer rate) .......................................................................................................... 8 Unique selling points .............................................................................................................. 9 New product development Frame work ............................................................................... 10 Idea generation: ................................................................................................................ 11 Idea screening: .................................................................................................................. 11 Concept development: ...................................................................................................... 11 Product development: ....................................................................................................... 11 Test marketing: ................................................................................................................. 12 Promotional Activities .......................................................................................................... 13 Advertising strategy: ........................................................................................................... 14 Bill Boards: ...................................................................................................................... 15 Pricing .................................................................................................................................. 16 Positioning ............................................................................................................................ 17 Market Segmentation ........................................................................................................... 17 Distribution strategy ............................................................................................................. 19 Financial strategy ................................................................................................................. 20 Financial objective ........................................................................................................... 20 Control ..................................................................................................................................... 23 Sales Analysis ...................................................................................................................... 24 Market share analysis ........................................................................................................... 25 Efficiency control ................................................................................................................. 25 Profitability control .............................................................................................................. 25 Strategic control ................................................................................................................... 26 Appendices ............................................................................................................................... 27 References ................................................................................................................................ 28
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Acknowledgment First of all I would thanks all mighty Allah who has given me confidence and courage to cope with the challenges of daily life. Special thanks to my subject mentor Miss Kiran Akbar Ali who has always been cooperative and coordinative to me in each field. She has provided me complete guidance for accomplishing the task of completing this project. I would also thanks Mr. Naeem (librarian) who has provided me with all kind of required stuff for getting information and knowledge regarding this subject. 2
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Executive summary A market plan is crafted for launching 3G 3 rd generations for a telecommunication in Pakistan. The market plan is to outline 3G is aimed to cater hasty development and progress with its sound strategy and planning including marketing tactics, objectives, and strategies for the organization. To effectively setup the organization the above-mentioned functions need to be instituted flawlessly to forge a solid pillar for the foundation and future operations. 3G will provide its technology to Telenor operator as it is one of the most progressive operator 3G will launch its new service with exciting features. The service will be featured with superior and modern multimedia technology. 3G will project its image as leading edge technology of the country to position those people who are looking for the best and the price would be set accordingly. The organization also looks for sound advertising and distribution strategy to effectively utilize its resources. The organization forecast itself as one of the leading organization in the country with new range of services with new aspects. 3
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Situational Analysis Market description Pakistani market (telecom) has been nourishing rapidly since past few years. The cellular companies have witnessed huge growth. The market has shown great opportunities for cellular companies, as Pakistan is the fourth largest population of the world with ever increasing requirements and demands. The Business monitor international has ranked Pakistani market as a key destination for telecom growth. Pakistan is still stated as unsaturated market (rural areas) and with the falling cost of handsets there are plenty of new subscribers to compete for.
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