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ABSTRACT

WE ARE THE STUDENTS OF BBA


(H)8TH SEMSTER. WE HAVE BEEN
ASSIGNED A REASERCH PROJECT OF
Q MOBILE BY OUR TEACHER SIR
MANAN.

Q MOBILE PROJECT
BBA 8 eve

PRESENTED To:

Sir Abdul Manan


PREPARED By:

Syed Rohail Aslam


BBA(H)3041

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Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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ACKNOWLEDGMENT

My first and foremost humble and gratitude to the ALLAH almighty for
giving me the valor to remain dedicated to make this Project.
Apart from it I take the opportunity to acknowledge the real

efforts of:

First, we would like to thanks SIR Abdul Manan for his valuable support
and encouragement which he has offered. His words of wisdom will
always be remembered, and we are convinced that the knowledge of
marketing that he has imported would go a long way and helping us all
through our professional career.

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Secondly to our Class Fellows whose have provided us with valuable


information which helped us a lot in completion of this project.

TABLE OF CONTENTS

1. HISTORY OF CELL PHONE SECTORE

OVERVIEW OF COMPANY

COMPANY VISION

CHALLENGES

Target Market

. Market mix of Q-mobile

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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. Pest

11

SWOT ANALYSIS:

13

PROBLEM STATEMENT & QUESTIONNAIRE OF Q MOBILE

15

ANALYSIS

16

SITUATIONAL ANALYSIS

24

History of Cell Phone Sector:

he worlds first mobile phone call was made on April 3, 1973,


when Martin Cooper, a senior engineer at Motorola, called a rival
telecommunications company and informed them he was speaking via a
mobile phone. The phone Cooper used, if you could call it that, weighed a
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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staggering 1.1kg and measured in at 228.6x127x44.4mm. With this prototype


device, you got 30 minutes of talk-time and it took around 10 hours to charge.

In 1983, Motorola released its first commercial mobile phone, known as the
Motorola Dyna TAC 8000X. The handset offered 30 minutes of talk-time, six hours
standby, and could store 30 phone numbers. It also cost 2639 ($3995).

In the very early days of the mobile space handsets werent designed with
consumers in mind. Youd need a couple of thousand pounds to get hold of one,
and even then performance wasnt great. Back then, mobile phones were
designed with the likes of Gordon Gecko in mind, businessmen-types that drove
big Jags and flew Concord. Not your average Joe. Even at the start of the 1990s
this was still the case despite Nokia and NEC entering the fray. Nokias first
'handheld' mobile phone, the Mobira City man 900, launched in 1989 and
weighed just 800g a huge improvement over 1982s 9.8kg Mobira Senator
model.

1990 to 1995 represented an upward swerve in design and portability, with


mobile devices gradually starting to appear in the hands of average consumers for
the first time. By the late-1990s, mobile devices were fast becoming the norm
thanks to the following handsets

1997 Nokia 6110:

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Features:

Three games: Memory, Snake, Logic


Calculator, clock and calendar
Currency converter
Works as a pager
Profile settings
4 colors

1997 Motorola Star TAC:

Inspired by the communicator from Star Trek, this


bad boy was the worlds first clamshell handset. Another first for Motorola.

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Overview of Company
The brand Q-MOBILE in Pakistan is brought to you by Digi com, a new entrant in
the industry but one with a long and successful history of brining and selling
innovative, high-end cellular technology to Pakistan.
With a futuristic vision and an exhaustive R&D at its helm, Q-Mobile has
successfully generated innovative technologies that have and will continue to
revolutionize the telecom consumer space.
From low-cost feature packed handsets to the bringing in the QWERTY Era, and
from Social Networking & high-end Music phones to the feature-based business
phones; Q-Mobile is on a mission to successfully overcome the technological
barriers and constantly engender complete mobile lifestyle solutions.
With a 360 degree advertising and marketing strategy sketched out, the company
has an optimistic outlook for the telecom consumer space. Currently present
across the country, the company plans to have an aggressive market incursion to
reach out to its customers throughout Pakistan; every village, every city.
Innovation, Cost-Effective, Credible and an Insightful R&D, have now become
synonymous to Q-Mobile in the telecom market.
Soon Q-Mobile will become a brand which people across the social strata will
relate and look up to for realizing their individual device preferences and other
out-of-the-box solutions.

2- Company Vision
The companys vision is to develop path-breaking
technologies and efficient processes that incubate newer
markets, enliven customer aspirations and continue to make
Q-Mobile a trusted market leader amongst people.
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Mission
o
o
o
o
o

Become no.1
Keep it simple
Do what you say
Take the leap of faith
Keep on checking

3. Challenges
As, already there are number of telecommunication cell phones like Nokia, LG,
Samsung, China mobiles etc, so there will be huge competition in the market. As
our services are new in this sector we will face some challenges to stand in this
huge competition. On the other side as we are famous in low cost mobile phones
and we have good image in the minds of the customers, so it is easier to
convinces our customers to switch to our brand. Besides this there will be
difficulty in attracting new customers.

4 . Target market:
The target market of Q-Mobile is as follows:
o Youth
o Sms conscious people
o Multimedia conscious people
o Middle class people
o Internet surfing people

5. Market mix of Q-mobile:


5.1 Product:
Linq LT10:
o

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8 MP, LED Flash, Video, 2ndry 2 MP

Camera
Battery
Camera
Battery

Memory

2100 Miah
16GB built-in, 2GB RAM, micro SD card (supports up to 32GB)
8GB built-in, 1GB RAM, micro SD card (supports up to 32GB)

3400 miah
Bluetooth, USB, WLAN (Wi-Fi 802.11), GPRS, EDGE, 3G
Connectivity

Memory
16GB built-in,
2GB RAM, micro SD card (supports up to 32GB)
WCDMA
3G Band
Connectivity
Bluetooth1.2GHz
4.0 with
A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n, WiQuad-core
Processor
Fi Direct, hotspot), Hot knot, GPRS, EDGE, 3G (HSDPA +
HSUPA) Android 4.4 (Kit Kat)
OS
3G BandColors

Black
HSDPA 850
/ 1900 / 2100

Processor

1.7GHz Octa-Core cortex-A7ARM

OS

Android 4.4 (Kit Kat)

Camera
Colors

16.0MP,
4608 X 3456 pixels, autofocus, LED flash, Geo-tagging, touch
Black,
White
focus, face and smile detection, Video, 2ndry 8MP

Battery

Non-removable Li-Po 2500 mAih battery

Memory

16GB built-in, 2GB RAM

Connectivity

Bluetooth 4.0 with A2DP, USB (micro USB v2.0, USB On-the-go), WLAN

Noir
X900
16GB:

Noir X450:

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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(Wi-Fi 802.11 b/g/n, Wi-Fi hotspot), GPRS, EDGE, 3G, LTE


3g Band

WCDMA (900 / 2100)

Processor

2.2GHz Quad Core, Qualcomm Snapdragon 800, GPU Adreno 330

Os

Android OS, v4.2 (Jelly Bean

Colors

Black, White

Camera

5MP, 3264 x 2448 pixels, autofocus, LED flash, Geo-tagging, Video, 2ndary

Battery

1950 mAh

Memory

8GB built-in, 1GB RAM, micro SD card (supports up to 32GB)

Weight
Connectivity
Battery
3g Band
Memory
Processor

N/A
Bluetooth with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n), GPRS, EDGE, 3G

Connectivity
Os

Bluetooth,
USB,
Android OS 4.4
(Kit GPRS
Kat)

Display
Colors Size

Black
2.8
inches

HSDPA, HSUPA

N/A

HTML5

Micro SD Card (Support up to 8GB), Phonebook entries


1.3GHz Quad-core Cortex A7
1000

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Display Color

TFT QVGA LCD

Camera

1.3MP, Flash

Other Features

Bar Phone, Dual SIM - Dual Standby, Long Battery Life

E9:

5.2 Price:
The phones that Q-Mobiles produce are usually sold at low prices (new phones can be expected to enter
the market at around Rs 30000+).Q-mobiles prices are usually competitor based, in such a way as, they
try to keep their prices a bit lower than those of the closest competitors, but not as low as the "smallest"
competition as consumers do not mind paying the extra money for the "extra quality"
They will receive with a well-known brand, such as Nokia

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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5.3 Place:
Q-Mobiles phones are generally sold at all established mobile phone
Dealerships although they are also sold at other retailers and other electrical
suppliers. The product are only sold in the electrical suppliers and stores other
than dedicated phone dealerships after the introductory period so the phones can
remain limited edition, as this will encourage younger consumers to buy them,
Some of places of dealers are as follows

o Faisalabad

Mr. Ali
679-B, BATALA COLONI GORI PLAZA
SATIANA ROAD, FAISALABAD
Phone No. : 041-8715460

o Karachi

ATHER ALI
QMOBILE CUSTOMER CARE CENTER
AGA KHAN III ROAD, NEXT TO GIMINI MOBILE MKT,1ST FLOOR
KARACHI
Phone No. : 021-32711092-4

o Hyderabad

Mr. Fatah
BUNGALOW NO. 638 - B,
HYDERABAD
Phone No. : 022-3817944

Peshawar

MR. RAFEEQ AHMAD


NBP BUILDING OPP. GUL HAJI PLAZA
UNIVERSITY ROAD.
PESHAWAR.
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Phone No. : 091-5854524

5.4 Promotions:
Promotion is a key element of marketing program and is concerned with
effectively and efficiently communicating the decisions of marketing strategy. It
influences the target consumers perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used by QMobiles are:
o
o
o
o
o
o

Advertising on TV, Radio


Direct selling
Personal selling
Different offers
Motivating the channel(distributer margin)
Gifts, who purchases any Q-Mobile phone

6. Pest :
6.1 Political Factors:
Political factors include government regulations and
legal issues and define both Formal and informal rules
under which the firm must operate. Some examples
include:
o tax policy
o employment laws
o environmental regulations
o trade restrictions

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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o political stability
All these factors should be kept in mind while the functioning of the
Organization takes place. For the success of any organization political
Relations should be good so that it in favor of the development of the
Economy.

6.2 Economic Factors:


Economic factors affect the purchasing power of potential customers and the
firm's cost of capital. The following are examples of factors in the macro
economy:
o economic growth
o exchange rates
o inflation rate
The present condition of the economy should be kept in the mind of the
Organization, and should contribute towards the development of the economy

6.3 Social Factors:


Social factors include the demographic and cultural aspects of the external macro
environment. These factors affect customer needs and the size of potential
markets.
Some social factors include:
o population growth rate
o age distribution
o career attitudes
o emphasis on safety
If Q-Mobiles want to have a huge market share then they have to learn the
condition of the society. They have to learn the demography of the Pakistan
society. They should know the needs of the society and should provide good
quality services.

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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6.4 Technological Factors:


Technological factors can lower barriers to entry, reduce minimum efficient
production levels, and influence outsourcing decisions.

7. SWOT Analysis:
7.1

STRENGHTS

User friendly
Long time battery
Second position in market
Brand availability
Well-known brand
Extra accessories
Wi-Fi
Wide model range
Touch screen

7.2 Weakness

Technical weakness
Small users
No information in rural areas
No awareness
Physiological matters

7.3 Opportunities:
Chance to lead the market
Smart phone(Symbian & android)

7.4 THREATS:
Local competitors
Price war
High end consumer (HTC ,Apple ,Motorola)
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Uncertainty in the economic condition of Pakistan


Due to intense competition
Strong competitor

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Problem Statement of Q Mobile:


To identify customers purchase preference for Q mobile

Questionnaire
Dear Respondent,
We are the students of BBA (H) 8th semester. We have been assigned a research project by our teacher.
We want to collect some information from you. This is entirely an educational activity and no need to be
worried. Your cooperation will be highly appreciated.

Demographic Questions

What is your gender?

Male

Female

What is your age group?

Less than 15 years

15 years but less than 30 years

30 years but less than 45 years 45 years but less than 60 years

What is your profession?


__________________"

Project Questions

Handsets of Q Mobile are updated with the latest features as compare to cell phones of other companies.

Agree

Neither agree nor disagree

Disagree

Handsets of Q Mobile are easily available in the markets as compare to cell phones of other companies.

Agreed

Neither agree nor disagree

Handsets of Q Mobile have good battery timing as compare to cell phones of other companies.

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

Disagree

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Agree

Neither agree nor disagree

Disagree

Neither agree nor

disagree

Disagree

Handsets of Q Mobile come with reasonable price as compare to cell phones of other companies.

Agree

Disagree

Handsets of Q Mobile have good design as compare to cell phones of other companies.

Agree

Handsets of Q Mobiles are user friendly as compare to cell phones of other companies.

Agree

Neither agree nor disagree

Neither agree nor disagree

Disagree

Handsets of Q Mobile have good quality as compare to cell phones of other companies.

Agree

Neither agree nor disagree


Thank you for your nice cooperation!

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

Disagree

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1. Gender :
Category

Frequencies

Male

26

Female

24

Total

50

Less Than 15 years

15 years but less than 30 years

19

40 years but less than 45 years

12

45 years but less than 60 years

11

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Measuring of Mean& Central Tendency


Q #1.
1 represent to

agree and 2 represent to

neutral 3

xf

24

24

21

42

15

f =50

fx= 81

represent disagree

(fx)/(f) =81/50 =1.62

Interpretation value 1.62 represent that agree and near to neutral

fx

X2

Fx2

24

24

24

21

42

84

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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15

f=50

fx=81

135

fx2=243

(fx2/f)-( fx/f)2 = 1.4337

Q:2
1 represent to agree and 2 represent to neutral 3 represent
disagree
x

fx

45

45

10

f=50 fx=55

(fx)/(f) =55/50=1.1
Interpretation value 1.62 represent that mostly agree and near to neutral

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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fx

X2

Fx2

45

45

45

10

20

f=50

fx=55

fx2=65

(fx2/f)-( fx/f)2 = 0.3

Q:3
1 represent to agree and 2 represent to neutral 3 represent
disagree

fx

22

22

16

20

60

f=50

fx=98

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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(fx)/(f)= 98/50=1.96

Interpretation value 1.96 represent that mostly agree and near to disagree

fx

X2

Fx2

22

22

22

16

32

20

60

180

(fx2/f)-( fx/f)2=0.915

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Q:4
1 represent to agree
represent disagree

fx

38

38

10

20

and 2 represent to neutral 3

f=50 fx=64

(fx)/(f)= 1.28
Interpretation value 1.28 represent that mostly agree and
near to Neutral
x

fx

X2

Fx2

38

38

38

10

20

40

18

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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(fx2/f)-( fx/f)2=0.530
x

fx

27

27

16

15

45

f =50 f x=88

Q:5

1 represent to agree and 2 represent to neutral 3 represent disagree

fx

X2

Fx2

(fx)/(f)=88/50=1.76
Interpretation value 1.76 represent that mostly agree and near to
neutral

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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27

27

27

16

32

15

45

135

fx

43

43

12

(fx2/f)-( fx/f)2= 0.8845

f=50 fx=58

Q:6
1 represent to agree and 2 represent to neutral 3 represent disagree

(fx)/(f)=1.16
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Interpretation value
mostly agree and near

fx

14

14

16

1.16 represent that


to neutral

(fx2/f)-( fx/f)2= 0.1744


X

fx

X2

Fx2

43

43

43

12

24

Q:7
1 represent to agree and 2 represent to neutral 3 represent disagree

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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28

84

f=50 fx=114

(fx)/(f)=2.28

Interpretation
that mostly disagree

fx

X2

Fx2

14

14

14

16

32

28

84

252

value 2.28 represent


and near to agree

(fx2/f)-( fx/f)2=0.8726

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Brand Ambassador:

8 Marketing strategy:
8.1 Geographic:
World region Asia
Country Pakistan
Cities Reach out maximum places
8.2 Demographic:
Age All age group
Gender Male, Female
Income All income groups
Occupation Every sector
Religion Irrespective of religion

8.3 Psychographic:
Social class Middle class of people
Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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Lifestyles Urban, rural, and even far villages


8.4 Behavioral:
Benefits Quality
Loyalty status Strong
8.5 Competition:
Today two brand are directly competing Q-Mobile
Nokia
China

9. Observations:
o Communication skills are strong.
o More concentration on marketing concept.
o Cooperative employees.
o Strong management.
o Attractive packages.
o Positive attitudes towards outsiders.
o Strong DMBS.
o Maximum career opportunities for employees.

10. Recommendations:
o Improve the software quality
o Use cut price strategy to retain the customers.
o Provide frequency programs more and more.
o Increase its market share.
o Improve the Qwerty keypad type mobile to compete the Nokia
N series.

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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11. Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it
also suffering. Companys strategies are very suitable. Company should
invest more on advertising to retain its customer. Company should pay
more attention to its issues and should review.

12 Appendixes:
o For information we went to Q-Mobiles dealers Renala Khurd.
o We visit Mobile market Bazar to get information about Q-Mobiles Products.
o We also meet different youth groups to get more information about QMobiles
particularly.

Syed Rohail Aslam , Roll Number 3041, BBA 8 eve

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