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Final Project

<< Comparison of Brand loyalty and Customer satisfaction

>>

A REPORT
SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES,
VIRTUAL UNIVERSITY OF PAKISTAN
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION

Submitted By

<<Student ID>>

<<Student Name>>

(Bold, 16 font, Times New Roman style)

Department of Management Sciences,

Virtual University of Pakistan
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Letter of Undertaking
You are required to fill in the Letter of Undertaking provided in the ‘Download’ section of the course
VULMS and attach here the scanned copy after signing it.
________________________________________________________________
Dedication (Optional)

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________________________________________________________________
Acknowledgment
I ………………………. sincerely thankful to all those people who have been
giving me any kind of assistance in the making of this project report.

I would hereby, make most of the opportunity by expressing my sincerest thanks to

all my faculties w hose teachings gave me conceptual understanding and
clarity of comprehension, which ultimately made my job more easy. Credit
also goes to all my friends whose encouragement kept me in good stead. Their
continuous support has given me the strength and confidence to complete the
project without any difficulty.

Las t of all but not the least I would like to acknowledge my gratitude
to the respondents without whom this survey would have been incomplete.

I am also thankful to authority of STC & Mobily for providing me the information.
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____________________________________________________________
Executive Summary
The Saudi telecom sector is the largest in the Middle East, with over 56.0 mn
mobile subscribers and over SAR77.0 bn in consolidated revenues. After staying
dormant until 2000, the sector recorded supernormal growth in the past decade,
thanks largely to liberalization of the sector since 2003. Today, the sector is highly
competitive, with private players vying for market share by aggressively cutting
tariffs—in fact, this has been the trend for five years now. The voice market is fast
approaching maturity, with total mobile penetration reaching 198.0% during 2011.
We expect the traditional Voice segment to grow moderately, given that penetration
is already high and competition is intense. However, there is scope for penetration
to increase beyond 200.0%.

The Data segment is expected to emerge as a new area of growth for Saudi telecom
operators, especially since the traditional voice market is maturing fast. The
Kingdom’s young and tech-centric demographics, the rising craze for smart
devices, and relatively high income levels should drive data consumption. Demand
for smart phones is also catching on rapidly in Saudi Arabia, with penetration
increasing from 17.0% in 2010 to 25.0% in 2011.

Another key impetus for growth in the Data segment is the rising demand for
broadband services. Despite strong growth, broadband penetration continues to
remain comparatively low in Saudi Arabia. Standard mobile broadband penetration
in the Kingdom stood at 9.7% in 2010, significantly low compared to the
developed markets average of 56.6% and the global average of 17.0%. Fixed
broadband penetration was also low at 6.3% compared to developed markets
(25.7%) and the world (8.5%). Strong growth in broadband usage coupled with a
surge in 3G and 4G services is likely to increase demand for high-speed data
consumption and (consequently) drive data revenues. Data revenue is expected to
constitute 25.0% of Saudi telecom operators’ total revenue by 2014 compared to
15.0% in 2011. We expect Mobily to be the clear market leader in this segment
primarily due to its focused strategy aiming at capturing fast growing mobile
broadband market. STC would remain competitive in the fixed broadband market
primarily owing to its strong fixed line network infrastructure.

The Enterprise segment is quickly emerging as a new area of focus for Saudi
telecom operators. The segment is currently highly underserved compared to some
European and developed countries. Saudi Arabia’s robust macroeconomic
fundamentals and stable growth outlook are likely to spur the establishment of new
businesses. This coupled with the growing need for sophistication and better
operational efficiency amongst Saudi companies, especially SMEs, bodes well for
the Enterprise segment. Operators providing one-stop solutions stand a better
chance of gaining a competitive advantage in the Enterprise segment, especially
while catering to large corporate accounts. We expect STC to have competitive
advantage over other operators in the enterprise segment. The company’s ability to
cater larger corporate account via fully integrated and bundled offerings that
include fixed and mobile voice, fixed and mobile broadband, internet, dataand ICT
services could prove to be a key differentiating factor. To support the increased
data potential, telecom operators are investing heavily to upgrade their
technological infrastructure. STC launched 4G mobile services in partnership with
Nokia Siemens Networks and Huawei for commercial use in Saudi Arabia in late
2011. Zain also signed partnership agreements with Motorola, Ericsson, and
Huawei to offer LTE services in Riyadh, Jeddah, and Dammam. It plans to expand
to other major cities by the end of 2012.
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Table of Contents
CONTENT PAGE

1.Chapter 1……………………………………………………

2. Chapter 2 ……………………………………….......

3. Chapter 3 ……………….

4. Chapter 4 ………………………………………

5. Chapter 5………………………………………………..

6. Chapter 6 ….....................................................................

7. Chapter 7 ………………………………......
Chapter 1: Introduction
1.1 Introduction of the Project:
Every organization has to achieve its organization goals. For this it is very
essential for an organization to know about the view of consumers and their
competitive products. This survey research may be also aimed as to estimate
potential buyer for the product.

Following are the reasons we are conducting this study:

1. To identify the difference between market performance of Saudi Telecom

Company (STC) and Mobily.

2. To study the market of Saudi Telecom Company (STC) and Mobily on

big scale telecommunication sector

3. To compare various parameters of marketing strategies, manufacturing

process, technology adopted production policy, advertisingcollaboration,

export scenario, future prospect for the two companies and government policies.

4. To study the level of customer satisfaction in Saudi Telecom Company (STC) and
Mobily.

5. To study customer buying behavior and factors which influence the purchase
decision process.

6. To study consumer preferences

7. To study the consumer trend in telecommunication sector

8. To study competitive marketing strategies adopted by Saudi Telecom Company

(STC) and Mobily.
For complete final project help contact
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For complete final project help contact

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Email :projecthelp77@gmail.com
www.cs619finalproject.com