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

British Council has been operating in Pakistan for past 70 years and its Library division is now up and running both in Karachi and Lahore. Currently testing the waters in two major cities of Pakistan,British Council is facing dire challenges when it comes to Digital Library division. With the influx of numerous online tools and applications that one can access for free, the consumer demand for their digital library products has plummeted sharply. Despite offering the full-year membership at a meager cost for just a total of PKR 3,500/=, the demand is far from satisfactory. The management's intuition is that it may not be all about the cost, because many people end up paying elsewhere - be it for online journals, magazines, or at times DVDs. The management is adamant over its pricing strategy and is confident that it's not the cost that keeps people from signing up for their offerings. They are under the impression that it could be the lack of interest towards academic or learning side, as our youth can easily spare around PKR 6,000/=per month for gym membership alone, let alone other expenses for other recreational activities.' Our study was conducted to examine the causes that influence a consumer's buying behavior when exposed to a new technology and product, determine the market dynamics, the right target market for this particular digital library and a marketing campaign which was devised as per our research and market findings. The findings will aid the management of British Council Library in helping the understand the market dynamics and the right consumers to cater to. They need to establish the idea about the nature and type of contents; user's requirements while meeting their content needs. Based on our primary research, we figured out that out of our target audience, many are aware of digital library as they have been using in their respective institutions. Moreover, whether they are regular users or non-users - they showed willingness to use such a product where other features are also present such as, documentaries, movies, and especially magazines that cost a lot if bought separately. As for the B2B segment, the educational institutions gave us an affirmative response upon asking for a collaboration or corporate level partnership with British Council to expand its product in the market for a win-win scenario.

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Available for download on Tuesday, December 31, 2030

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