“an Analytical Study of the Competitive Environment & Consumer Behavior in the Cellular Industry

1 INTRODUCTION:

1.1 PROBLEM STATEMENT:

Mobile phone users are expected to reach 15 million, compared with presently seven million. Alwarid and Telenor have recently started their operations in Pakistan and are planning to attract 1.5 million to two million cell phone customers in the year 2006 while the existing four companies are expected to capture 6.5 million new cell phone customers next year. Aggressive marketing is being done by the existing cellular service providers to attract more and more customers. The main problem that the cellular industries face is the competition faced by them. Now with the arrival of new companies they really need to rethink their strategies in order to remain competitive and maintain their market shares. Mobilink had a tough task with maintaining and increasing its customer base with the serious threat posed by U Fone. Mobilink’s market share was somewhat stolen by U fone’s much competitive packages. U Fone was able to grab a lot of customers in a short period of time. The main problem with the cellular companies lies in growing in terms of customer base and market share and also challenge lies in sustaining the competition.

1.2 SCOPE OF THE PROJECT:

The scope of the project is to study the structure, competition and the consumer behavior regarding the cellular industry of Pakistan. In the project I’ve analyzed the competition in the industry but my main emphasis regarding the consumer behavior and the marketing strategies is aimed at Mobilink.

1.3 RESEARCH METHODOLOGY:

The research methodology that I have conducted for the successful completion of this project is through the following resources:

• Net search

• Articles from newspapers

• Articles from business magazines and journals.

• Information from the employees of the cellular companies.

2. LITERATURE REVIEW:

2.1 TELECOMMUNICATION SECTOR IN PAKISTAN:[1]

Telecommunication sector has grown significantly in the past five to six years...