NADRA'S (National Database & Registration Authority) Marketing Strategy for Identity Centric Homeland Security solutions: A new Commercial Avenue

Abstract

This research report has been formulated by conducting exploratory research of NADRA’s international marketing strategy for its homeland security products. The report focuses on how NADRA is competing in a newly emerged commercial market whose dynamics have never been reviewed before and research on where NADRA’s international marketing strategy lacks the basic principles of the international marketing mix. Chapter 1: gives a brief introduction of NADRA, market of Homeland security solutions, the problem statement, research methods, objectives, scope and limitations of the research being conducted. Chapter 2: includes the review of academic literature and reviews NADRA’s existing practices as per the selected members of international marketing mix. Chapter 3: analyzes the industry of identity centric homeland security solutions on the determinants of demand and competitors Chapter 4: gives an organizational overview of NADRA with its achievements. Chapter 5: identifies the short comings of NADRA’s international marketing strategy and suggests possible options Chapter 6: gives a brief of a new international marketing strategy formulated by the researcher based on his findings and the overall conclusion