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Q MOBILE PROJECT
BBA 8 eve
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.
PRESENTED To:
Sir Abdul Manan
PREPARED By:
Syed Rohail AslamBBA(H)3041
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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 thanksSIR bdul 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.
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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 4
OVERVIEW OF COMPANY 6
COMPANY VISION 6
CH LLENGES… 7
Target Market 7
. Market mix of Q-mobile 7
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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 world’s 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
T
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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 weren’t designed with
consumers in mind. You’d need a couple of thousand pounds to get hold of one,
and even then performance wasn’t great. Back then, mobile phones were
designed with the likes of Gordon Gecko in mind, businessmen-types that drovebig 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. Nokia’s first
'handheld' mobile phone, the Mobira City man 900, launched in 1989 and
weighed just 800g – a huge improvement over 1982’s 9.8kg Mobira Senator
model.
1990 to 1995 represented an upward swerve in design and portability, withmobile 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:
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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 world’s first clamshell handset. Another first for Motorola.
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Overview of CompanyThe 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 VisionThe company’s 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.
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Mission
o Become no.1
o Keep it simple
o
Do what you sayo
Take the leap of faith
o
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 thishuge 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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Camera 8 MP, LED Flash, Video, 2ndry 2 MP
Battery2100 Miah
Memory
8GB built-in, 1GB RAM, micro SD card (supports up to 32GB)
Connectivity Bluetooth, USB, WLAN (Wi-Fi 802.11), GPRS, EDGE, 3G
3G Band WCDMA
Processor 1.2GHz Quad-core
OS Android 4.4 (Kit Kat)
Colors Black
Noir
X900
16GB:
Noir X450:
Camera 16GB built-in, 2GB RAM, micro SD card (supports up to 32GB)
Battery 3400 miah
Memory 16GB built-in, 2GB RAM, micro SD card (supports up to 32GB)
Connectivity Bluetooth 4.0 with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n, Wi-
Fi Direct, hotspot), Hot knot, GPRS, EDGE, 3G (HSDPA +
HSUPA)
3G Band HSDPA 850 / 1900 / 2100
Processor 1.7GHz Octa-Core cortex-A7ARM
OS Android 4.4 (Kit Kat)
Colors Black, WhiteCamera 16.0MP, 4608 X 3456 pixels, autofocus, LED flash, Geo-tagging, touch
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
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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)
Connectivity Bluetooth with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n), GPRS, EDGE, 3G
HSDPA, HSUPA
3g Band HTML5
Processor 1.3GHz Quad-core Cortex A7
Os Android OS 4.4 (Kit Kat)
Colors Black
Weight N/A
Battery N/A
Memory Micro SD Card (Support up to 8GB), Phonebook entries
1000
Connectivity Bluetooth, USB, GPRS
Display Size 2.8 inches
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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-mobile’s 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
Display Color TFT QVGA LCD
Camera 1.3MP, Flash
Other Features Bar Phone, Dual SIM - Dual Standby, Long Battery Life
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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. : 022-3817944o Peshawar
MR. RAFEEQ AHMAD
NBP BUILDING OPP. GUL HAJI PLAZA
UNIVERSITY ROAD.
PESHAWAR.
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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 consumer’s perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used by Q-
Mobiles are:
o
Advertising on TV, Radio
o Direct selling
o
Personal selling
o
Different offers
o Motivating the channel(distributer margin)
o 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
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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 goodquality services.
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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)
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Uncertainty in the economic condition of Pakistan
Due to intense competition
Strong competitor
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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 year’s □ 15 years but less than 30 years
□ 30 years but less than 45 year’s □ 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 □ Disagree
• Handsets of Q Mobile have good battery timing as compare to cell phones of other companies.
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□ Agree □ Neither agree nor disagree □ Disagree
• Handsets of Q Mobiles are user friendly as compare to cell phones of other companies.
□ Agree □ Neither agree nor disagree □ Disagree
• Handsets of Q Mobile have good design as compare to cell phones of other companies.
□ Agree □ Neither agree nor disagree □ Disagree
• Handsets of Q Mobile come with reasonable price as compare to cell phones of other companies.
□ Agree □ 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 □ Disagree
Thank you for your nice cooperation!
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1. Gender :
Category Frequencies
Male 26
Female 24
Total 50
Less Than 15 years 8
15 years but less than 30 years 19
40 years but less than 45 years 12
45 years but less than 60 years 11
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Measuring of Mean& Central Tendency
Q #1.
1 represent to agree and 2 represent to
neutral 3 represent disagree
(∑fx)/(∑f) =81/50 =1.62
Interpretation value 1.62 represent that agree and near to neutral
x f fx X2 Fx2
1 24 24 1 24
2 21 42 4 84
X f xf
1 24 24
2 21 42
3 5 15
∑f =50 ∑fx= 81
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3 5 15 9 135
∑f=50 ∑fx=81 ∑fx2=243
√ (∑fx2/∑f)-( ∑fx/∑f)2 = 1.4337
Q:2
1 represent to agree and 2 represent to neutral 3 represent
disagree
(∑fx)/(∑f) =55/50=1.1
Interpretation value 1.62 represent that mostly agree and near to neutral
x f fx
1 45 45
2 5 10
3 0 0
∑f=50 ∑fx=55
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x f fx X2 Fx2
1 45 45 1 45
2 5 10 4 20
3 0 0 9 0
∑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
x f fx
1 22 22
2 8 16
3 20 60
∑f=50 ∑fx=98
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(∑fx)/(∑f)= 98/50=1.96
Interpretation value 1.96 represent that mostly agree and near to disagree
x f fx X2 Fx2
1 22 22 1 22
2 8 16 4 32
3 20 60 9 180
√ (∑fx2/∑f)-( ∑fx/∑f)2=0.915
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Q:41 represent to agree and 2 represent to neutral 3
represent disagree
(∑fx)/(∑f)= 1.28
Interpretation value 1.28 represent that mostly agree and
near to Neutral
x f fx
1 38 38
2 10 20
3 2 6
∑f=50 ∑fx=64
x f fx X2 Fx2
1 38 38 1 38
2 10 20 4 40
3 2 6 9 18
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√ (∑fx2/∑f)-( ∑fx/∑f)2=0.530
Q:5
1 represent to agree and 2 represent to neutral 3 represent disagree
(∑fx)/(∑f)=88/50=1.76
Interpretation value 1.76 represent that mostly agree and near to
neutral
x f fx
1 27 27
2 8 16
3 15 45
∑f =50 ∑f x=88
x f fx X2 Fx2
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√ (∑fx2/∑f)-( ∑fx/∑f)2= 0.8845
Q:6
1 represent to agree and 2 represent to neutral 3 represent disagree
(∑fx)/(∑f)=1.16
1 27 27 1 27
2 8 16 4 32
3 15 45 9 135
x f fx
1 43 43
2 6 12
3 1 3
∑f=50 ∑fx=58
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Interpretation value 1.16 represent that
mostly agree and near to neutral
√ (∑fx2/∑f)-( ∑fx/∑f)2= 0.1744
Q:7
1 represent to agree and 2 represent to neutral 3 represent disagree
X F fx X2 Fx2
1 43 43 1 43
2 6 12 4 24
3 1 3 9 9
x f fx
1 14 14
2 8 16
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(∑fx)/(∑f)=2.28
Interpretation value 2.28 represent
that mostly disagree and near to agree
√ (∑fx2/∑f)-( ∑fx/∑f)2=0.8726
3 28 84
∑f=50 ∑fx=114
x f fx X2 Fx2
1 14 14 1 14
2 8 16 4 32
3 28 84 9 252
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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, FemaleIncome – All income groups
Occupation – Every sector
Religion – Irrespective of religion
8.3 Psychographic:
Social class – Middle class of people
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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.
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11. Conclusion:
Company is flourishing day by day but due to the recession in Pakistan it
also suffering. Company‘s strategies are very suitable. Company should
invest more on advertising to retain its customer. Company should paymore 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 Q-
Mobiles particularly.