Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing

Project Coordinator (Internal)

Sumayyah Khurshid Khan, Lecturer, Department of Marketing


Jaffer Business Systems

Project Type

MBA Research Project

Abstract / Summary

The present study investigates the optimal approaches in business-to-business (B2B) marketing for an information technology (IT) service provider organization, namely JBS, to develop a marketing strategy that targets potential consumers beyond Pakistan's borders. The report describes the primary challenges faced by JBS and analyzes the extrinsic and intrinsic factors that impact the company's marketing efforts.

The analysis of the report suggests that JBS should implement a set of marketing strategies to improve its market positioning, increase brand awareness, and acquire new customers. These strategies are recommended to enhance the overall performance of the company. The recommended strategies include cultivating a strong digital footprint, maximizing the potential of social media and content marketing, forging advantageous alliances, and allocating resources toward participation in trade shows and events.

The report provides a detailed implementation plan for each strategy, outlining the precise tactics and metrics that JBS should employ to determine its effectiveness. The proposed strategy considers the unique characteristics of JBS's target consumer segments, such as their cultural and linguistic diversity. In addition, the plan specifies measures for adapting export-oriented strategies to these variations. In summary, the report asserts that JBS must adopt an export oriented B2B marketing approach to attain its growth targets and sustain its competitiveness in the worldwide IT services industry. Through adherence to prescribed marketing strategies and meticulous execution of the implementation plan, JBS has the potential to enhance its market standing, broaden its customer reach, and attain enduring prosperity.

Available for download on Thursday, June 27, 2030