Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Project Coordinator (Internal)
Dr. Nasir Afghan, Asad Ilyas, Salma Mirza
Pakistan Cables Limited
Committee Member 1
Humayun Ansari, Assistant Professor, Institute of Business Administration, Karachi
MBA Research Project
Abstract / Summary
Pakistan Cables project assigned to the group had multiple objectives. The prime focus of our project was surrounded around the General Wiring Segment of Pakistan Cables. In the first stage we conducted a brand audit to investigate the current standing of Pakistan Cables as a brand in the minds of consumers and in the market place. In the second stage, we developed a brand strategy based and recommendations based on the data collected through primary research. To conduct a brand audit of Pakistan Cables in the General Wiring segment
1. To analyses the strength of brand in the retail place 2. Understand the consumer motivations and decision making influence while making a cable purchase decision. 3. Analyze the effectiveness of communication mix and the role of communication medium 4. Revitalize the brand on the basis of data collected 5. Develop a brand strategy for the brand in General Wiring Segment
Pakistan Cables has been a popular brand in general wiring segment but in recent years new competitors have sprung up and they are challenging the company. In the changing business environment Pakistan Cables wants to retain its leadership position and this assignment will help them revitalize the brand.
Yasin, M. A., Mahdi, F., Zahid, F., Ali, H. H., & Saeed, W. A. (2011). Brand audit & marketing strategy for Pakistan Cables Limited (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/181
Available for download on Monday, February 01, 2027
The full text of this document is only accessible to authorized users.