MGT301-GDB NO.1

                                       GDB for MGT301

                            

Total Marks 1

Starting Date Thursday, April 26, 2012

Closing Date Monday, April 30, 2012

 Status Open

Question/Description

GDB No. 1

An intense competition exists between telecommunication operators in Pakistan since 2005. To compete and create a win-win situation, every operator is trying to adopt creative marketing strategies. To continuously enhance the market share, companies try to offer different packages to the target consumers and convince them through bombardment of advertisements through multi channels. On one side companies use creative marketing strategies to win the competition but on the other side the same creates difficulties for individuals to decide what brand and package could be best suitable for them. These activities not only create difficulty in decision making but also create post purchase dissonance. Selection of a most suitable brand is a tricky thing and masses are not capable enough to make shrewd decisions in this regard.  This is quite an interesting stage for the telecom companies where they have the margin to grab the attention of this segment of the market which is confused by using different creative marketing strategies and keeping the existing customer intact. Some of the evidence can be observed in series of funny advertisements (Ufone), some of them focus on business community and offer different facilities (easy paisa), some others focus on teenage youth (D juice, It’s fun to be young) etc.

By considering the above scenario, describe with logical reasons that up to what extent the marketing strategies of telecom operators are helpful for customers in making purchase decision? Does this creates confusion or help them achieve desired needs?