Strategic Analysis and Market Trends in Telecommunications Industry
Explore a comprehensive strategic analysis of the telecommunications industry focusing on political, economic, social, technological, ecological, and legal factors. Discover insights into market trends, competitive landscape, and opportunities in the sector.
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Presentation Transcript
Presenting by Saira Sana Sadia Farwa
Introduction & Bckgroung voice data Fone
MISSION We will be the communications We will be the communications leader in an increasingly leader in an increasingly connected world connected world
VISION Our vision is to lead the industry in responding to public concerns regarding mobile phones, masts and health by demonstrating leading edge practices and encouraging others to follow.
Political: Controversial condition of govt. Poor relationship with India Govt. focuses on indirect tax Threat of terrorism Cellular services disruption
Economical: Demand for quality network Per capita income w.r.t. low charges Rural area in pakistan Economic offers by competitors Interest rate reduction Inflation rates Power of customers
Social: Population of Pakistan is 196 million rural population is 63.8% Population of youth (1-24) is 54.8% Texting habit Limited time call on mobile Media s role Welcome and try new brands
Technological: Growing use of towers with solar panels Innovation in mobiles
Ecological: Least conscious about environment Employees act as whistle blowers Media is interested in hot news
Legal: Legislative process is slow Not very difficult to obtain license Not more than 5 numbers per person
Segmentation Geographical Psychographic Segmentation Segmentation
GeographicalSegmentation Provinces Population Punjab 7.3 Crore Sindh 3.04 Crore Khyber Pakhtoon Khwa 1.77 Crore Balochistan 0.65 Crore
Trends: Faisalabad City 0.1 Crore Lahore City 2.7 Crore Pakistan Punjab
Psychographic Segmentation: Trends: There are some statistics about it: ( Source : ProPakistani ) According to stats issued by PTA , Cellular users in Pakistan reached 136.5 million at the end of March, 2014. There are atleast 4 million 3G Users in Pakistan by 31st October,2014. 60% Users use more than one cell phone. There are now 30 million internet users in Pakistan, 15 million of whom browse the web using their mobile phone. ( 2013. by web desk)
Introduction: MISSION: LOGO: FEATURES: Lowest Call Rates Clear Sounds Best Network Subscriber Base Network Coverage: 10000 cities International Leader in VAS due to innovation To be the best cellular option for U It s all about U
PRODUCTS AND SERVICES: Prepay Postpay PRODUCTS FEATURES: Recharge Options SMS Bundle Offer MMS GPRS International Roaming Call Features
PRICING STRATEGY: Market Penetration
ADVERTISING STRATEGY: Message Content Advertising Media Message Format Advertising Strategy Message Source Print, Billboards,Display, Internet, Events Message Media
MARKETING STRATEGY (LOW PRICE AND ATRACTIVE FEATURES) FRONTAL ATTACK STRATEGY
SWOT ANALYSIS: STRENGTHS Latest Techonology WEAKNESS Govt Backing Less Coverage in Remote Areas Quality Service No Proper Planning to cater the excessive demands Pak 2nd GSM Network Less Rates Only Co. Present in 4 Provinces THREATS OPPORTUNITIES High Taxes New Techonology Other Networks have more coverage Funds from PTCL Govt. Inretferance Positive Consumer Behavior Competition Investment in FATA in Danger
INTRODUCTION VISSION: To be the leading Telecommunication Services Provider by Offering innovative communication Solutions. OBJECTIVE: Wants to be Number 1 Mobile Business Wants to Capture More Market Wants to Increase Market Share
PRICING STRATEGY: LOW PRICED PROMOTIONAL STRATEGIES
SEGMENTATION: Demographic Psychographic MOBILINK Indigo Corporate Sector Jazz Outcome Youth Jazz Budget Middle and Upper Class World Target Value Added Services
POSITIONING: RESHAPPING LIVES Prepaid Postpaid
STRENGTHS WEAKNESS Highest NO. of subscribers Service Issue Strong Brand Name Mismanagement due to Large network Wide Network Coverage Engineering and Techonological Stability Huge Expenses THREATS OPPORTUNITIES Price War Large Market Political Instability Introduce More packages Intense Competition Focus on Old and Ladies High tax Rates
Competitive analysis Telenor and Zong By: Saira Khalid
Telenor Launched in March 15, 2005 Second best company in Pakistan 1.3 million users of 3G 26% market share with 35 million
Products: Telenor has these major types of products: Prepaid Persona Talkshawk Djuice EasyPaisa
Products of Telenor: Products: Number of packages: Prepaid/Talkshawk 10 types of packages Djuice 8 types of packages Persona 7 types of packages
Prices of Telenor: Category Monthly rent On-net call Off-net call FNF SMS- on net SMS- off net Plan 1 (Rs.) 250 1.5 2.5 1 0.5 1 Plan 2 (Rs.) 500 1 2.25 0.8 0.5 1 Plan 3 (Rs.) 1000 0.8 2 0.6 0.5 1 Plan 4 (Rs.) 1500 0.6 1.75 0.4 0.5 1
Talk for only Rs 0.75/30 seconds on Telenor to Telenor, Telenor to other networks and Telenor to PTCL numbers . Rs. 2 + tax calls from Telenor to Telenor, Telenor to other networks and Telenor to PTCL numbers Rs. 1.8 per minute to Telenor to Telenor, Telenor to other networks and Telenor to PTCL numbers Rs. 2 to all networks with SMS Rs. 1
Place: retail stores Franchises own shops. captured almost 1247 cities and towns with more than 100,000 retail outlets and 200+ franchises.
Promotion: marketing compaigns advertise through billboards print and electronic media social compaigns cultural compaigns transportation
SWOT S 2nd largest First mover advantage of easypaisa Cover rural and urban areas
SWOT W European product Slow growth to persona Rates of SMS are same
SWOT O Mobilink s poor quality
SWOT T Customers loyalty to old networks Increased competition buying power of customer
ZONG product of CMPak 4G network Chinese network
Products: Zong has following categories of products: Timepey Flutter BizXcess Prepay
Prices: Call packages: Rs.0.45 per minute- Rs.0.50 per minute- Rs.1.00 per minute- Rs.1.60 per minute- Rs.6 per day- Rs.12 per day-
Prices: Internet 3G: Daily 4 - 20 Weekly 70 350 Monthly 650 3500 Internet 4G: Same as 3G
Place: retail outlets franchises customer service centers 23 customer service centers 305 franchises 190,000 retail outlets
Promotion: electronic media print media Billboards events in northern areas
SWOT S Low prices Few northern areas covered
SWOT W Chinese product Slow growth to even with 4G
