An Analytical study of Competitive Environment of Cellular Industry And A case Study of Consumer Behavior of Mobilink.

Abstract

There was a time when mobile phones were considered as a luxurious item, but now it is becoming an integral part of everyone’s life as it helps keep contact with others. When cellular industry started it was considered to be affordable by only the high class, but with the advancement of technology and entrance of new competition it has now become and affordable means of communication. The cellular industry is a highly competitive industry. Mobile phone users are expected to reach 1 billion, compared with presently seven million. Warid and Telenor are expected to attract 1.5 million to two million cell phone customers in the year 2010 while the remaining four companies are expected to capture 6.5 million new cell phone customers next year. Aggressive marketing is being done by all the cellular service providers because of the tough competition. In our research, we’ve analyzed the competition in the industry and the competitive strategies. We’ve also highlighted the customer behavior regarding the cellular industry. The scope of the project is to study the structure, competition and the consumer behavior regarding the cellular industry of Pakistan. In this project, we’ve analyzed the competition in the industry but our main emphasis regarding the consumer behavior and the marketing strategies is aimed at Mobilink.