1

Organization:
My selected organization that I have selected is Ufone.
Brief background information on the Ufone:
Ufone GSM is a Pakistani GSM cellular service provider. When Ufone first came to market they face a
lot of difficulties. Then after many years they pass through maturity stage and company show good
performance due to hard work.Then Ufone expanded its coverage and has added new cities and
highways to its coverage network .Now Ufone has network coverage in more than 10,000 locations
and across all major highways of pakistan.Ufone call rates are much low than competitors and
customers are satisfied from Ufone. Ufone voice sound is so clear and best network ever. Most of
the Ufone packages are without charges mean if customers activate the packages then company not
take charges which is the positive sign for his company and through this their customers will increase
day by day.
Problem statement of why this research required:
The problem statement is that Ufone want to launch new product line in order to get profit and
improve the image of company. Therefore its not easy for company to launch and make a successful
product ever. They will need high resources and will know about market strategies etc. in order to
capture the market from competitors.
Research Objectives:
To study the overall performance of the company?
To study the new marketing strategies for new product line?
To study the company existing customers whether they satisfied from the company or not?
To learn the buyer behaviour how they purchase the product?
To learn the SWOT analysis of company in order to know it?
2
Scope/limitation of your research:
ind out with the help of research.

opinions of customers.
Data Collection:
Collecting data to conduct research is the most important part since all the assumptions and analysis
are based on it. Data may be collected either primary or secondary source.
Primary data:
Questionnaires:
I will use questionnaires for company customers to know about different views, ideas and opinions
for my research.
Questionnaires sample frame:
My sampling will be random sampling because I will filled 25 questionnaires by HND students and
remaining 25 questionnaires will filled by outside market customers.
Sample Size:
I will make 50 questionnaires and 20 questions will be including in my every questionnaire. The
questionnaire will be both open ended and close ended questions.
Interviews:
The second technique that I will use which is interview. Interview is also a great technique through
which we can complete the accurate research.
Interviews Sample frame:
My interviews will be Random sampling because I cant take interviews from all Ufone company
managers, sales staff and customers because its so difficult and time consuming. So I will take the
interview from Ufone one manager and from three customers.
3
Sample Size:
My sample size for interview is that I will take interview from Ufone one manager and three
customers.
Observations:
The last primary technique that I will use for my research is Observation. In observation I will see the
customers opinion how they satisfy from the product and their behaviour towards product or
package.
Observation sample frame:
My sample frame for my observation is Random sampling because I will see the Customers opinions
about how these satisfied from the company products.
Sample Size:
My sample size for observation is two customers because more than two will waste my time.
Justification of Questionnaires, Interviews and observation:
I will distribute the questionnaires in HND students and outside market customers by this way I also
know the views and perceptions about these people that how much they get preferred right way to
the Ufone product/services with comparison to other competitors. I will visit Ufone organization and
will take interview from manager and get to know about organization performance as well as their
competitors performance, with the help of this my good research wil be made. Interviews will be
taken from students that what they say about company product/services whether they satisfied or
not. The last thing that is observation I will judge the customers that why and how they use the
company product or service.
4
Secondary data:
My secondary data for this research is that I will read the books of market research and customer
satisfaction. I will also read the articles and newspapers for my research and will search the
companies official website and competitors as well.
Resources:
While conducting the research we will require special resources and facilities such as:






tatistical Softwares
5
Time scale: Tasks Start Date End date Durations Market Research proposal 11th-April-2013 21st-
April-2013 11 days Complete data collection 23rd-April-2013 3rd- May-2013 11 days Task 2
(Outcome 1.1) 4th -May-2013 6th- May-2013 3 days Task 2 (Outcome 1.2) 7th-May-2013 9th- May-
2013 3 days Task 2 (Outcome 1.3) 10th-May-2013 11th-May-2013 2 days Task 2 (Outcome 1.4) 12th-
May-2013 13th-May-2013 2 days Task-3 14th-May-2013 20th-May-2013 7 days Task-4 21st-May-
2013 30th May-2013 10 days
TASKS
Start to end date
Market research proposal
11th-4 to 21st-4-2013
Complete data collection
23rd-4 to 3rd-4-2013
Task-2 (Outcome 1.1)
4th-5 to 6th-5-2013
Task-2 (Outcome 1.2)
7th-5 to 9th-5-2013
Task-2 (Outcome 1.3)
10th-5 to 11th-5-2013
Task-2 (Outcome 1.4)
12th-5 to 13th-5-2013
Task-3
14th-5 to 20th-5-2013
Task-4
21st-5 to 30th-5-2013
References:
https://www.google.com.pk/
http://www.wikipedia.org/
http://www.ufone.com/
6
Questionnaires Data finding:
I have distributed 30 questionnaires among customers but 13 customers using Ufone and rest of
them Mobilink 8 customers, Zong 5 customers, Telenor 3 customers and lowest one is Warid which
is 1 customer. So Ufone column graph is high from all of them.
According to my questionnaires survey customers have satisfied from Ufone because Ufone offer
lowest call rate than competitors thats why 56% people using Ufone due to cheap call rates.
0
2
4
6
8
10
12
14
Ufone
Mobilink
Zong
Telenor
Warid
Series1
13
8
5
3
1
Q1) Which one of the following connection are you currently using?
56%
10%
17%
7%
10%
Q2) Which one of the following service connection charges the lowest call rate?
Ufone
Mobilink
Zong
Telenor
Warid
7
According to survey 30 questionnaires that I have filled among customers. 24 customers told that
Ufone offer best packages and their packages is quite different from competitors. There packages
are easy to use.Todays teenagers like best packages, they get attracted by good and cheap packages
and that is Ufone offering. So in this Chart graph of Ufone is high which is 24 among 30
questionnaires.
Fifteen customers are satisfy from the Ufone because Ufone fulfill all needs of customers in terms of
cheap calls rates and attractive packages etc and rest of them are Mobilink which is 3 customers
mention that Mobilink company fulfill his needs and Zong 6 customers ,Telenor 2 customers and
Warid 3 customers which company fulfill customer needs.
0
5
10
15
20
25
30
Ufone
Mobilink
Zong
Telenor
Warid
Ufone
Mobilink
Zong
Telenor
Warid
Series1
24
0
4
2
0
Q3) Which one of the following offer best packages?
Series1
0
10
20
Ufone
Mobilink
Zong
Telenor
Warid
Ufone
Mobilink
Zong
Telenor
Warid
Series1
15
3
6
2
3
Q4) What is your opinion which one of the following company fulfill your all needs?
8
57 percent of customers has satisfy from best call clarity of Ufone because call clarity in most of the
places is quite good .43% of customers are dissatisfied from the Ufone call clarity because in some
places signal may dropping.
According to my survey questionnaire Ufone has highest market share because 14 customers have
satisfied from cheap and attractive packages and cheap call rales.Ufone capture the market and they
in growth stage and thats why Ufone graph of Ufone is high from competitors.
57%
43%
Q5) Is Ufone has best Call clarity?
Yes
No
0
5
10
15
Ufone
Mobilink
Zong
Telenor
Warid
Ufone
Mobilink
Zong
Telenor
Warid
Series1
14
3
4
5
3
Q6) Which one of the following has highest market share?
9
The highest graph in chart is Ufone which is 16 customers say that Ufone 80% listen the voice of
customers and 11 percent mention that 60%,1 customer mention 40 percent and last 2 customers
mention 20%.
77% want new Innovative product line that is USB wireless water proof because this would be new
product in market if they launch. There new product may create a good image for Ufone company
and their profit may increases in mean time.
0
2
4
6
8
10
12
14
16
20
percent
40
Percent
60
Percent
80
Percent
100
Percent
Q7) How much percentage did Ufone listen the voice of customers?
Series1
77%
23%
Q8) Is Ufone launch USB wireless water proof?
Yes
No
10
20 customers have mention that it would be a positive response for Ufone if they launch because
Ufone every product and packages creates positive image .3 customers mention that it would be a
negative response for Ufone if they launch and rest of 5 customers are 50/50 because they are in
doubt and not confirm.
According to my 30 questionnaires among customers.20 customers mention that Ufone has best
promotional strategies because they promote the packages in such a technique from which
customers easily attract it and remaining competitors Mobilink 1 customers,zong 2,Telenor 3 and
Warid 4 customers which is quite low.
0
5
10
15
20
25
Positive response
Negative response
fifty/fifty
Q9) What will be response of customers towards new innovative USB wireless waterproof
Series1
Series2
0
5
10
15
20
25
Ufone
Mobilink
Zong
Telenor
Warid
Ufone
Mobilink
Zong
Telenor
Warid
Series1
20
1
2
3
4
Q10) Which one of the following has best promotional strategies?
11
Interview Questions:
1- From where do you purchase USB wireless?
Mostly purchase in retailer because its easy to buy from retailer and retailer also install USB wireless
for customers so thats why.
2- From whom advice you decide to purchase your USB wireless?
Mostly take advice from friends and relatives who know about USB wireless.
3- Which advertisement media impact most on your buying decision?
Billboards, TV and Facebook ads
4- What is your need recognition when you buy USB wireless?
I recognize the need of USB wireless because USB wireless customer can use anywhere and take
advantage from it.I have one USB but its slow and want to buy fast one.
5- What is your Alternatives evaluation when you buy USB wireless?
Checking companies USB wireless and compare with one another.
6- What is your purchase decision when you buy USB wireless?
Shops who offer good price with good quality and high speed then finally take decision and buy it.
7- What is your post purchase behaviour USB wireless?
When USB wireless give problem or fault may occur then give feedback to retailer otherwise not.
12
Customer buying behaviour of USB wireless?
Need Recognition:
This is the vital stage in buying decision process when buyer recognizing the need or want of USB
wirelesses. They recognize the need that USB wireless person can use everywhere and take
advantage from him. When customers facing problem from old one then they want to buy new
higher speed USB wireless.
Information Search:
Most of the customer takes information of USB wireless from Friends and relatives who might know
about USB wireless. Then he taking information whether buy or not. Customer takes a lot of
information from friends or relatives about USB wireless to best serve his needs.
Alternatives Evaluation:
In this stage customer evaluate Ufone USB wireless with other companies USB Wireless. The
customer will decide which product to buy from a set of alternative product depending on each
unique feature.
Purchase decision:
In this stage customers finally select that USB wireless which has good price and quality product with
good features like high speed. The second thing customer usually prefer a nearby retail outlet rather
than far.
Post purchase decision:
In this stage customer give feedback incase if they face some problems in USB wireless. If they not
face any problems then customer not feedback to the retail outlet.
13
Black box model:
I observe the buyer behaviour and decide black box model can be applied because customers seeing
the billboards and television etc. even they also take information from friends who know about
product/services. Customers also take decision on old and new product/services. They prefer to the
quality and price as well but if the product/service prices or charges may less than purchase quantity
will be increased. So this model is quite good.
Factors influence customer buying behaviour:
Psychological factors:
Ufone provide cheap call rates and attractive packages as well. Ufone design a packages in such a
manner through which customers attract towards it and finally customers purchase the products
Sociology factors:
This is the second factor in which most of the customers take decision of Ufone SIM with friends and
relatives who know about product. When he get know information about product then he on spot
buy the product for his needs.
Cultural factors:
Ufone first analyze the culture of Pakistan then he design the product for customers in order to
boost up the sales in mean time. They advertise the product/package according to the culture mean
culture link with advertisement. The reason is that customer like it and activates the package for his
need.
Economic factors:
This is the last factors which influence the customer for buying behaviour. Customers not want to
buy expensive product or activate expensive package. They also want cheap call rates and attractive
packages and therefore Ufone is one of the best companies that they charge low from customers
thats why customers increasing due to low call rates and good packages.
14
Brand loyalty:
Brand loyalty relates to a customers strong commitment towards a particular brand.This happens
when customer satisfied with the standard of the product or service provided by that brand. Brand
loyalty is that when loyal customers are ready to pay for premium for the brand and will get hold
with the brand and when that brand introduces the product through promotional activities than
customer will directly pay for it.
Corporate Image:
Every company develops his corporate Image and its not develop fast but its develop over time. A
corporate Image helps in achieving organizational gorals and distinguishes the product or service
from that of a competitor.
Repeat purchasing:
Repeat purchasing when a customer repeatedly purchases a brand of their choice, It means that
customer is satisfied by the brand and that particular brand will fulfill the desired needs. The
benefits of repeat purchasing to an organization is that they get to know how well are they
preforming in the market.
Evaluate if your selected organization possess brand loyalty or repeat repurchase
According to my Surveys customers are loyal towards Ufone because Ufone satisfy customers with
standard of the product/service. Customers ready to pay for Ufone new product/services because
they now that Ufone product/services will satisfy needs. They also suggest their friends to use Ufone
rather others. When Ufone Introduce new product/service then customers without doubt they use it
because they have truth on Ufone
15
Estimate the value or volume of the market whichever is possible:
Market Value:
Number of shares outstanding=70,000
Current stock price=1000
Capitalization=Number of shares * current stock price
=70,000*1000
=7000000
Net assets Ufone=20000000
Net Profit=10000000
Multiplier method:
Multiplier for mid-size telecommunications=0.8
=Multiplier*Net profit
=0.8*10000000
=8000,000
So market value is 8000,000
Determine whether the market is in growth, decline or stagnation. Use data collected in task 1.
According to questionnaires Ufone market is in growth because they high market share and growth.
They Offer best call rates and attractive packages .Their customers are highly satisfied from Ufone.
Ufone customers increasing day by day its due to low call rates and no other competitors offers
thats much low call rates as Ufone offering to its customers. Ufone advertise their products and
services unique and attractive from its competitors .Its customers direct attracts towards advertising
and choose the product without doubts. In addition when Ufone introduce launch new product or
services then their product may not go down through decline stage but it may up to success rate and
thats the good sign for the company
16
Sales forecasting:
Ufone sales for forecasting is yearly wise that is from 2005 to 2011 and is given below.
Year
Sales
3 Year moving Averages
2005
2000000
2006
2500000
2007
4500000
2008
7500000
3000000
2009
8000000
2010
8500000
2011
9000000
1
2
3
4
5
6
7
Sales
2000000
2500000
4500000
7500000
8000000
8500000
9000000
Year
2005
2006
2007
2008
2009
2010
2011
0
2000000
4000000
6000000
8000000
10000000
Axis Title
Yearly sales data for forcasting
y = 1E+06x - 3E+09 R = 0.915
0
2000000
4000000
6000000
8000000
10000000
12000000
2004
2006
2008
2010
2012
Sales
3 Year moving
Averages
Linear (Sales)
Linear (3 Year moving
Averages)
17
Current performance of Ufone:
Ufone have 23,345,258 cellular subscriber in 2013.Ufone has maintained itself as the second largest
cellular operator in Pakistan. The Growth rate of Ufone is 23% which is in 3rd position in growth. The
In technology Ufone is the second cellular service provider company that is based on GSM
technology, Basically they are using 900 technology with version 2012.Apart from this they are using
very strong in technology developments specially they have well established research and
development department that is working on new technology development for 2013 and for coming
boss, bonuses, promotion a

18
Product portfolio: Prepaid Post-pay Valueadded services Tariff Ufone talkville SMS services packages
Bill Amount Inquiry music Bundle offers Tariff sports Uth package Supplementary Connection Islamic
Din bhar offer Value added services Info services Shahcar offer 2013 winners Customer care Fun
services Super call offer Blackberry Business solutions Ufone Micro SD Sims Monthly Sims package
Browsing Ufone and Nokia C3 U track business Utilities International MMS GPRS bucket for Roamers
Social corner
Brand:
Ufone has positioned its brand for masses.in keeping with the upcoming competition Ufone has
increased its focus on the youth segment which campaign 50% of the population with the prepay
brand. By designing market focus products. Ufone brand team launched aggressive campaigns which
further increased the brand equity. The new brand image gained huge popularity amongst target
market. According to latest survey Ufone has considerably increased its brand visibility and
image.ufone prepay brand is now considered to be one of the most favored brands for the youth
market.
19
Strategies:
The following major strategies of Ufone are given below.
1) Target market strategy:
Ufone always had been targeting youth market. It always brings such packages and offers that are
precisely meet the need of young people. No doubt it has also launched packages, brands and offers
for working people, business class, ladies and ages one.
2) Ufone positioning strategy:
Ufone has positioned its brand for masses on the basses of services it is providing and its lowest call
rates. It makes them believe that it satisfies the needs of everyone (for all classes, ages, genders).The
brand name Ufone itself is a positioning statement.
3) Differentiation strategy:
Ufone has always strategized in satisfying the demands of its customers. It has been successful in
differentiating itself in terms of three things that are given below.


Technology
4) Customer relationship strategy:
Ufone maintain strong customer relationship in order to build long term customer loyalty and to
capture customer life time value. Ufone also give training to employees day by day to interact more
with customers.
20
Evaluate different opportunities and threats faced by that product which you have selected and
conduct its SWOT analysis.
USB wireless SWOT analysis:
Strength:




tomers interest
Weakness:



Opportunities:



that allow to improve product quality

21
BCG Matrix (Boston consulting Group):
According to the Pakistan telecommunication authority and tribune sites. Name Market share
Market growth Cellular Subscribers Mobilink 30% 36% 34.70 Million Telenor 25% 30% 28.47 Million
Zong 14% 19% 16 Million Warid 11% 10% 14.99 Million
Conclusion:
1) Mobilink and Telenor:
The market share value of Mobilink and Telenor is high and relative market growth is also high thats
why Mobilink and Telenor is lying in BCG Matrix in Star point. At this point Mobilink and Telenor
provide extra services and improve their network coverage in different cities to stable their position
at star point in BCG matrix.
22
2) Zong:
The market share value of ZONG is low and relative market growth rate of Zong is high, that is why
Zong is lying in BCG matrix in??.At this point company makes their investment in different products
and services to get the point of Cash Cow and star in BCG matrix.
3) Warid:
The market share value of Warid is low and relative market growth rate of Warid is also low that is
why Warid is lying dog segment. Warid should provide cheap call rates and packages. Warid should
also improve their services in order to jump from dogs to stars.
Task-4:
Discuss why assessing customer response is essential for the business:
First of all business will not be run if customer response did not get. So customer response is very
important for the business in order to know the customer opinion about the product/services. If
company want to introduce new product then they should must assess the customers response and
if company not asses the customer response then their new products will not show good
performance in market.Therfore every business should asses the customer response when they
need it.
Different techniques of assessing customer response:
Below are the different techniques which business can assess customers response.
1) Home customer survey:
2) Customer satisfaction questionnaires
3) Customer Suggestions
1) Home customer survey:
Every business use home customer surveys to assess the needs and expectation of customers. The
home customers survey includes mail survey, mailed survey, phone survey or takes home surveys.
The advantage of home customer survey is to request information about customers latest
interaction with the business. For example how the
23
customers feels about the service he received. They also interaction with the company staff and
their opinion of the product they purchased.
2) Customer Satisfaction questionnaires:
Customer satisfaction questionnaire are the brief survey in which customers fill the questionnaire
about the existing products and give complain to the company. Customer satisfaction questionnaire
should be short because customers cant fill long service questionnaires because they dont have so
much time. This survey gives companies an important customer perception of the company methods
of handling complicated problems.
3) Customer Suggestions:
Customer can give helpful suggestions to improve company services and product as well.Busineses
can use suggestion form and listed to suggestion. These suggestions offer business the opportunity
to list the customers opinions.
24
My selected technique for Ufone:
1) Customer satisfaction questionnaires:
I will use questionnaire of task 1 because I have included the customers satisfaction/response in
task 1 so need to make another questionnaires for task 4.
Customers response of connection they using:
Interpretation of Customer response:
I have distributed 30 questionnaires and among 30 questionnaires Ufone customers are 13.It means
customers like Ufone and their response towards Ufone is good.
Customer response about lowest call rates:
Interpretation of customer response:
56% of customers have mention that Ufone offer lowest call rates than competitors and thats why
Ufone customers increasing day by day.
0
5
10
15
Ufone
Mobilin
k
Zong
Telenor
Warid
Series1
13
8
5
3
1
Which one of the following connection are you currently using?
56%
10%
17%
7%
10%
Which one of the following service connection charges the lowest call rate?
Ufone
Mobilink
Zong
Telenor
Warid
25
Customer response about best packages:
Interpretation of Ufone best packages:
I have distributed 30 questionnaires among customers .24 customers mention that Ufone offer best
packages and they highly satisfied. They also mention that Ufone packages are also cheap and easy
to use .
Customer response about Ufone best Call clarity:
Interpretation about Ufone best call clarity:
57% of people is satisfied of best call clarity and they dont any complains but 43% of people
dissatisfied because customers mention that in some places Ufone call clarity is week and it drops
the signal which is bad sign for the company. Customers also mention that Ufone should start work
in those area where call clarity and dropping signal is week.
0
5
10
15
20
25
30
Ufone
Mobilink
Zong
Telenor
Warid
Ufone
Mobilink
Zong
Telenor
Warid
Series1
24
0
4
2
0
Which one of the following offer best packages?
57%
43%
Q5) Is Ufone has best Call clarity?
Yes
No
26
Customers response about best promotional strategies:
Interpretation of customer response of companies best promotional strategies:
20 customers mention Ufone out of 30 customers.20 customers mention that Ufone have best
promotional strategies because its easily understood and very attractive promotional strategies
than its competitors.
Ufone complains:

em in some places




Ufone suggestions:
Ufone should introduce the 3g Network.
0
5
10
15
20
25
Ufone
Telenor
Ufone
Mobilink
Zong
Telenor
Warid
Series1
20
1
2
3
4
Q10) Which one of the following has best promotional strategies?
27
Conclusions:
customers are getting increasing day by day.
ustomers are satisfied from Ufone due to low call rates and remaining 44% from
other competitors like Mobilink, Zong, Telenor and Warid.
dissatisfied because in some places signal problem may arise.
want USB wireless to launch because they want 3G.
e response for the
company.
promotional strategies is much unique and most attractive one.
Recommendation:
e there internet speed is so much slow and
expectedly more than 85 % of customer complains about Ufone internet speed.
guidance.
is no support of MSN messenger and yahoo messenger and they should start work on it.
and signal dropping. They should improve in mean time otherwise there customers will decrease.
first launch the 3g network then they can catch the customers of competitors like
Mobilink,zong,Telenor and Warid and Ufone will be market leader If they first launch the 3g
network..
Limitations:



and face a lot of problems.

28
References:
http://www.ufone.com/
http://www.udel.edu/alex/chapt6.html
http://superprofesseur.com/19.html
http://propakistani.pk/2013/04/12/telcos-added-143609-subscribers-in-february-2013/
http://infolevels.com/market-share-analysis-of-pakistans-telecom-industry/
Bibliography: