Title

Marketing strategy for the launch of Wi-tribe 4.5G LTE internet

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Coordinator (Internal)

Dr. Nasir Afghan

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

Wi-tribe is one of the leading Internet Service Provider which was established in Pakistan in April 2007 providing its customers with high speed inter service through cutting edge technology. Keeping up with the rapid technological development and with the pace of ever increasing demand for Internet in Pakistan, Wi-tribe aims to fulfil this need by delivering the best quality internet experience for businesses and consumers anywhere in Pakistan. Hence, in order to provide their customers with the best possible internet experience Wi-tribe was in a process of launching 4.5G LTE-Advance technology to provide internet service to its customer through up to date and advanced technology. With an investment program of about $ 50 million, research was an absolute necessity. Hence, Wi-tribe assigned a group of students from Institute of Business Administration Karachi to analyze the B2B (Business to Business) market for the launch of LTE-A Internet Service. The main purpose of this project was to analyze the existing market potential and dynamics of the Business to Business market segment and propose the launch plan for its 4.5G LTE-A by preparing its Marketing Plan. In order to undertake our analysis, we conducted our research based on current market scenario and its potential, competitor analysis, internal strength and weaknesses and external opportunities and threats. The various research methods which were used included primary as well as secondary research. Our findings for the research, based on a sample size of 105 B2B customers were that more than 2/3 of the respondents considered price to be the most important factor when making purchase decision and about 73% of the respondents were willing to pay a premium for high speed internet. Nearly all the respondents (97%) attached very high importance to after sales service. When choosing an Internet Service Provider and about 92 % of the respondents viewed reliability as a very important factor influencing purchase decision. Keeping in mind the broadband penetration and its growth rate in Pakistan, (2017 =20.6%), tremendous amount of potential exists to cater to the existing as well as the untapped market.

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