Escolar Documentos
Profissional Documentos
Cultura Documentos
CASE STUDY
Course Professor:
Professor Diana Derval
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Table of Contents
Part 1. Executive Summary...........................................................................................................4
1.1 Company Vision
1.2 Objectives
1.3 Target Markets
1.4 Mission
1.5 Key to Success
1.6 Ownership
1.7 Expense Budget Summary
Part 2. Situation Analysis and Strategy.........................................................................................5
2.1 Introduction: Market Description
Pakistan
2.2 Strategy Definement
Corporate Approach
Strategic Business Unit (SBU)
2.3 Governmental Influential over Dubai Internet City's Operation
2.4 Market Segmentation
Persona Framework: 3 Target Customer Segments
The segment which has the most potential value
Why choose KHI Techno Park?
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EXECUTIVE SUMMARY
1.2 Objectives
DIC is planning to attract at least 200 businesses to the newly developed business park, aiming at
being as competitive as possible on par with Singapore (Singapore’s International Business Park)
which currently has housed 200 foreign and local companies. In addition, it would like to
achieve sales of AED5 million in Pakistan market by end of 2011.
To be able to penetrate into more than one of the key segments, with its strategic approach.
1.4 Mission
“It is with pride to service our partners with great attitude which lead towards our highest
commitment.”
Mission Statement
1.6 Ownership
Dubai Government.
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Introduction: PAKISTAN2
Strategic Position
Pakistan occupies a position where it can act
strategically as a focal point between South
Asia, Central Asia and the Middle East.
Situated along the coastline of the Arabian
Sea and Gulf of Oman in the south, it is
bordered by Afghanistan and Iran in the
west, India in the east and China in the far
northeast. Tajikistan also lies very close to
Pakistan.
GDP3 4 Exhibit 1: Map of Pakistan
Source:
Pakistan has been growing rapidly as a
http://www.lonelyplanet.com/maps/asia/pakistan
developing country5 6 7 8. With the recent /map_of_pakistan.jpg
changes, where variety of economic reforms
were being introduced, it’s economy which positive signs. Further, forecasts have shown
was originally a semi-industrialized has that in 2010, Pakistan economy would grow
grown with a very steady momentum and at least up to four percent and could even
stronger commercial outlook especially in grow more with strong international
the manufacturing and financial services economic recovery14.
sectors9. The framework of Pakistan’s Political Ties15
economy has changed greatly where Pakistan and the UAE have developed and
agriculture used to be the major contribution enjoyed a very close bound relation through
and now it has shifted its focus towards a their deep-rooted cultural affections, shared
stronger service base. Agriculture accounts same faith (Islam) and traditions, as well as
about 20% of the GDP, while the service their geographical closeness and identity of
sector accounts for 53% of the GDP10. In interests. These relations can be traced back
addition, foreign investments have entered to UAE's formation in 1971, where both
and made significant impact on areas like countries’ bilateral relations and mutual
telecommunications, real estate and energy11 beneficial cooperation have progressed
12
. Other important industries such as steadily16 and they have seen evolved in
apparel and textiles (accounting for nearly many projects and shown co-operation in
60% of exports), food processing, chemicals various related fields. Moreover, UAE has
manufacture, and the iron and steel emerged as one of Pakistan's major
industries13 have also demonstrated more economic and trading partners.17
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Corporate Approach
Arising questions like, “Which businesses should KHI Techno Park focus on?”, “Is this the right
business?” or ”What sort of businesses synergy do these businesses create or add to the
competitive advantage of the corporation as a whole?”
Exhibit 2 illustrate as to how the Park could group or cluster its businesses by breaking it into three levels.
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Industries:
Automotives25 Media Iron/Steel
Advertising/Publishing/Public Relation Medical Research Shipping
Banking/Insurances/Investment/Financial Service Sector including
Service26 Oil and Gas27 Tourism
Electronic Power/Energy Apparel/Textiles28
Engineering Pharmaceutical/Healthcare Transportation
Entertainment/Arts/Fashion/Record Software/Hardware
Label Development Telecommunication29 30
Information Technologies31 Securities Trading
Food Processing Chemical Manufacturing Real Estates
Exhibit 4: Industrial Table
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Persona 2:
Abdul Latiff single, aged 34 is the Director of Sales in a telecommunication corporation. Travel
quite often for business meetings. A computer savvy and love collecting the latest gadget that is
introduced in the market. A fitness enthusiast and loves to workout at least four times a week.
Persona 3:
Ali Al Rais aged 46, an expatriate who has been living in Pakistan for the last ten years with his
family. Working as a HR Regional General Manager in an Oil and Gas industry. In between
breaks, Ali enjoy playing a game of chess, catching up with his acquaintances over a cup of
coffee after a long day of work and a game of football on his leisure time.
The enticing benefits which are offered by KHI Techno Park, is hard for one to resist upon. The
official website created will be effortless and in simplicity way where information contains are
very useful from new accounts to current ones. Navigation within the site is made easy with its
step by step instruction from ease ordering to new signs up. Value added pricing could either be
custom made to suit individual or partners could simply choose from the array bundle up prices
listed in the costing catalog and all these with just a click of a button. The speedy service will be
return within 12 to 24 Hours depending on the urgency of the issue and this assurance will draw
the trust on the reliability of the service that will be delivered by the new Tech Park. In addition,
the Park will be fitted with variety of amenities, from fully equipped gym to world class spa,
bistro, cyber café, travel desk, day care centre and many more.
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Direct Indirect
Strengths S Weaknesses W
Global Reach e.g. Having High turnover of employees
branches in some countries. Price Discrimination
Low Cost Producer Hidden costs
Internal
Leading Positions Poor Management style
Product Innovation Location of offices on the Factors
Strong cash flow outskirts area
Technological skills Weak brand of awareness
Production quality Low customer retention
Absence of important skills
Poor access to distribution
Unreliable service
Positive Negative
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Even despite, the competitors hold the leading position but due to the poor management and
weak brand awareness this could serve as an advantage to KHI Techno Park to concentrate on
this area to attract the customers.
Spa/Beauty
Bistro/Coffee
Centre
Shops
Location
Gym
Other
Tech
Parks
-
+ Brand Awareness -
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MARKETING MIX
The traditional marketing mix model portrayed in below Exhibit 7 is used to generate a positive
response in the targeted market by blending these four items in an optimal manner.
“Giving the right product (service) in the right place, at the right price, and most important of
all at the right TIME!!”
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Product can be physical or service offered to a consumer. The elements to consider during
product decisions include areas such as function, appearance, packaging, service and warranty.
Persona 1: A discount membership to the luxurious spa bundle with the whole package would
have been great.
Persona 3: Manpower services include hiring of workers and visa handling issue.
Different pricing techniques that could be use to aim at different market segment:
2. Lifetime benefits
3. Classify the goods and services (i.e., GST taxable supply, GST free or GST inclusive)
4. Leasing Option - Price variance in term of rental of office space (e.g. permanent or
temporary)
5. Discounts/Promotion for new account
6. Bundling
7. Payment Terms/Mode of payment/Financing Options
8. Demand
9. Cost plus margin
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Distribution decisions are those that are correlated with the channels of distribution that serve as
a means in getting the products or services to the target customers. It also includes market
coverage, channel member selection, logistics, and levels of service.
a. Through internet
b. Sending catalogue to the companies
c. Engage a sales team/force to promote the product/service
d. Organize trade fairs/exhibitions
e. Telemarketing
f. Advertising
Further, these costs could even be higher compare to the product price; hence a break-even
analysis (ROI) should be performed when making these decisions. At the same time, it could be
useful to know the value of a customer in order to determine whether these additional customers
cost are worth acquiring on them.
1. Mission
The key objective of this promotion is to Build Awareness - Initial promotional efforts will be a
good kick start in establishing an identity. Marketer will need to critically focus on promotion as
this is one of the driving forces to reach the targeted customers effectively and at the same time
announcing to the entire market of their brand and services and what can be offered.
2. Means
To create and work around with a Pre-Determined ROI is easy but in reality speaking there is no
guarantee that the pro forma ROI indicator will show how successful the program is. But one
could determine the success of the product/service if does bring in enough new/repeat business
which could be in term justify with the expense.
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
3. Message
The Unique Selling Proposition (USP) is simply helping to define the Techno Park and setting it
apart from other companies by their service, quality and price structure.
4. Moment
“Where and when is the best time can the marketing messages be promoted and send across
to the target market?”
Timing is extremely critical when delivering the products/services to the customers or verse
versa. Reaching the exact audience at the right moment will helps to connect to the real
customers for the business. The best moment to interact with the potential personas are during
their “idling” or to be more precise “waiting” time as these are the best opportunities to catch
their attention.
5. Media
How to reach the audiences? By using the below methods:
a. Television d. Cinema
b. Radio e. Outdoor Media - Billboards
c. Newspaper/Magazine/Directory
6. Measurement
In the usual context, traditional techniques such as profitability, market share and profit margins
are tools used to measure the success. But as time progress, the transitional process will need to
be shifted to more customers focused. Hence, measures such as customer acquisition costs,
conversion rates, retention rates, customer sales rates, loyalty measures and customer share
within a brand will be the measuring tools of success.
Exhibit 8: 6Ms
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Given the limited amount of information presented in the case study, the revenues calculated
are estimates and base on the following the assumptions.
Assumptions:
1. Targeting to attract 200, 400 or 600 businesses to use Dubai Internet City in Pakistan (KHI
Techno Park).
2. Offers two different service options: 1 month or 1 year lease option for new businesses.
3. Revenue is calculated based on the projections, number of businesses that will subscribe to
the various service options.
4. Gross Profit is calculated before deducting expenses incurred by DIC (using FY2004 Cost of
Revenue figures). These figures are indicative as DIC may have experience an increment or
decrement to its annual operating Cost of Revenue in subsequent financial operating years.
5. Figures are based in AED (United Arab Emirates)
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FINAL TERM PROJECT MARKETING MANAGEMENT 2010
Internal Factors
a. Loss of funding sources
b. Loss of key personnel
c. Production problem
Research Limitation
Marketers may experience difficulty in sourcing out quantifiable data to justify and support
certain subjects/findings. Additional methods, for example, questionnaires and surveys may be
required to perform data gathering to ensure that the information is relevant and up-to-date for
Dubai Internet City - Marketing Plan.
Conclusion
The current research for Dubai Internet City - Marketing Plan was not designed to evaluate
factors related to financial earnings. If the company decides to take on the project of building a
Techno Park in Karachi, taken together the purpose of this marketing plan is to perform a
feasibility study through a situational analysis and strategy and understanding; market
segmentation, competitive analysis, unique selling proposition and market mix which gives us an
opportunity to evaluate Pakistan (as a possible location) for Dubai Internet City to deliver a
techno-park service to its current and potential clients.
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3
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