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Transcript
Redefine Target Market
- Ufone is just targeting the youth which accounts for app. 50% population of Pakistan
- But what about other half of population
- A cellular service has now become a necessity rather than a luxury
- Should include the max. chunk of entire population
Mobile Broadband:
- Acquire 3G spectrum
- WiFi Offloading
Brand Development
- Should develop brands for Post/Pre pay services to cater different target markets
- Improve service quality
- Emphasize on U trademark
- Not more than two to three packages under each brand
Problem: Expansion
Strategies
Proposed Brands
- Fun Loving Youth
- Families, Housewives, Old age People
- Corporate, Executives
- Local Entrepreneurs
Competitor Strategies
- Cheapest Call Rate
- VAS
- 3G/4G Internet
- Poor network quality & coverage
- Premium Network
- Market Leader
- 3G/4G Internet Experience
- Arrogance and shortsight
- Low youth focus
- Good Network Quality
- Corporate Clientele
- Sister Concerns Wateen & Alfalah
- 4G
- Low Investor Interest
- Rural Market
- Internet penetration
- Quick Response
- Employee Branding
- Service degradation with ZTE
Rates:
- Cheapest Call Rate
- Youth Initiative
Strategic Analysis
Introduction
- Cellular service operating in Pakistan Since January 2001
- Management Control of Etisalat
- Ranked 3rd in the market with the market share of 20%
Thank You.....
Way Forward
- Capture unexplored segments
- Branding
- More focus on Postpaid
- Mobile Broadband
Threat of new
entrant - Low
Customer Retention
Bargaining Power of Customers - High
Barganing Power of Suppliers - High
Threat of Substitutes - Moderate
Competitive Rivalry - High
Industry Analysis:
- Porter Five Forces
- Environmental
Attractive Offers
- 50% youth
- Low brand Loyalty
- 24/7 connectivity
- Mobile Broadband
- Apps reducing revenue