Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Shahid Mir, Assistant Professor, Department of Management

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza

Committee Member 1

Dr. Shahid Mir, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">Thal Engineering, Marketing strategy, B2C market, Market dynamics, Supply chain

Abstract / Summary

Thal Engineering was established in 1996, and is a company owned by the House of Habib. The scope of this project will remain limited to the operations of Thal Engineering and its marketing practices and strategy. The client has lost market share after the introduction of Chinese heat exchangers en masse into the market. The key objectives of the project, therefore, are to define the market, conduct research into the market’s dynamics, and suggest a comprehensive marketing strategy for Thal Engineering. Our research was conducted using primary research methods, due to the unavailability of secondary data. The decisions at the outset of our research were the management decision and the research decision. The Management Decision, as framed in consultation with our advisor and the client during the TOR stage, was to use our research findings in helping frame a more effective marketing strategy for Thal Engineering. Both exploratory and descriptive research were used in the process, with a total sample size of 219. This research is summarized in Chapter 2. The next step was to frame the marketing strategy for Thal Engineering. This was addressed in Chapter 3, where a Distribution, Pricing, Communication and Product Strategy is discussed for Thal Engineering. The core strategy involves increasing the number of distributors to increase availability, improve pricing by eliminating the inefficiencies in the supply chain and improving our augmented product.

Available for download on Monday, February 01, 2027