Product Diversification Strategy of Lebara Mobiles
Added on 2020-01-15
21 Pages7279 Words415 Views
RESEARCH PROPOSAL:To examine the product diversificationstrategy of Lebara mobiles with regardsto Lebara play
EXECUTIVE SUMMARYTechnological growth and innovation has created a revolutionary impact on businessgrowth and development in the present competitive market. Mobile and telecommunicationindustry has attained wide and significant success in the economy. The market competition formobile and telecommunication sector is high and significant. Technology plays a significant rolein enhancing demand and develop innovative service aspects for the business. This hasdeveloped significant challenges for the business units to create a significant market demand inthe economy. The present study focused on analysing and understanding the impact ofmarketing strategies on business development aspects. For attaining this objective author hasused a very systematic process of investigation which have included literature review, researchmethodology and data analysis. Author has planned to use descriptive research design, primaryand secondary data collection methods and statistical and thematic analysis methods foranalysing data and conducting investigation. Mobile and SIM card industry has created asignificant business impact on product enhancement and growth aspects in the economy. Thestudy will focus on analysing the strategies which has been adopted by the business to create acompetitive position in the economy. The current study has concluded that for Lebara mobiles, toimpressively and successfully overcome the challenges in short span of time need to undertakefascinating and attractive marketing strategies, the said entity will no doubt would be able to gainmaximum share in the international market thereby dealing with its challenges in a significantand appropriate way.
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Title of the study.....................................................................................................................1Background of the study.........................................................................................................1Rationale of the Research.......................................................................................................2Research aims and objectives.................................................................................................3Research questions.................................................................................................................3Research structure..................................................................................................................3LITERATURE REVIEW................................................................................................................5Introduction............................................................................................................................5Overview of Lebara mobiles..................................................................................................5Marketing strategies adpted by Lebara mobiles.....................................................................6Measures undertaken by the company to overcome the challenges.......................................8RESEARCH METHODOLOGY...................................................................................................10Introduction..........................................................................................................................10Research philosophy.............................................................................................................10Research approach................................................................................................................10Research design....................................................................................................................11Data collection......................................................................................................................11Sample selection...................................................................................................................12Data analysis.........................................................................................................................13Ethical consideration............................................................................................................13Research limitations.............................................................................................................13TIMEFRAME................................................................................................................................14Conclusion............................................................................................................................15REFERENCES..............................................................................................................................17
INTRODUCTION Title of the studyTo examine the product diversification strategy of Lebara mobiles with regards to LebaraplayBackground of the studyThe technical growth and development of the businesses has developed significantgrowth in the market (Belk, Devinney and Eckhardt, 2015). Companies are adopting new andinnovative ideas to enhance growth and development on the market. This has created a welldefined impact on business development and growth. The competitive world has created widestandards for the new and emerging business units. The strategies for product development andgrowth in the market has been well analysed and implemented by the companies at large (Bray,Johns and Kilburn, 2011). Marketing has a significant aspect on the success aspects of thebusinesses. In the present era of competition every business unit is focusing on analysing theeffective needs and demands of the consumers to enhance market sales in the economy. Technological growth and innovation has created a revolutionary impact on businessgrowth and development in the present competitive market (Constantinides, 2014.). Companieshas invested widely in research and development aspects in order to enhance growth aspects inthe economy and also to adhere consumer needs in well defined manner. The two majorsituations identified in marketing and consumer approaches in the economy are that companiesdevelop products as per consumer needs to develop a competitive edge such as retail units suchas Tesco, M&S, unilever etc. or develop innovative products and seek effective target market forthe same. The two contrary situations mentioned has a wide impact on business development andgrowth aspects in the economy (Jüttner, Christopher and Baker, 2011). In-depth market researchand marketing strategies are adopted by the companies to overcome the stated situation andattain well defined results for the growth. Mobile and telecommunication industry has attained wide and significant success in theeconomy. The market competition for mobile and telecommunication sector is high andsignificant (Lages, Jap and Griffith, 2008). Technology plays a significant role in enhancingdemand and develop innovative service aspects for the business. This has developed significantchallenges for the business units to create a significant market demand in the economy.1
Consumers are the resources for the business units in the present competitive era. According toOlander, (2012) consumer demand for new and differential products has motivated businessunits in creating a significant impact on organizational growth. Companies such as Apple,Samsung etc. has developed a significant market position in the economy by effectivelyindulging in the process of innovation and product differentiation has helped companies indeveloping competitive edge in the economy (Pride, 2008). The present study will focus on analysing and understanding the impact of marketingstrategies on business development aspects. Mobile and SIM card industry has created asignificant business impact on product enhancement and growth aspects in the economy. Thestudy will focus on analysing the strategies which has been adopted by the business yo create acompetitive position in the economy (Smart and Conant, 2011.). The study will consumer thebusiness operations of Lebara mobiles which is a globally established telecommunicationbusiness unit operating effectively in different parts of the world. The study will focus onanalysing the marketing strategies adopted by the company to attaining high and effectivegrowth aspects in the market (Wilson and Gilligan, 2012). The research will also analyse thediversification strategy adopted by the company and its impact on consumer needs and demands.Challenges associated with the strategy and measures adopted to overcome the same will also bediscussed in the report. Application of theoretical aspects will help in effectively analysing thestrategies which can helps the company to overcome the challenges faced by the business unit.The impact of product differentiation will also be analysed and discussed in the study in order tounderstand the crucial issues associated with the same. Rationale of the ResearchInformation, technology and communication has become the foundation of businessgrowth and development in the present competitive era. Companies are developing effective andwell defined means of growth and development strategies to create a significant business impacton the organizational development. The knowledge of marketing tactics effective promotionalstrategies adopted by the business helps the companies in developing effective and well definedgrowth measures in the economy. The major issue for mobile and telecommunication segment isto analyse and understand needs of the consumers and seek effective and well defined measuresto promote organisational products and services. 2
Changing needs and demands of the consumers has posed significant challenge for thebusiness units in developing a well defined market position in the economy. Lebara effectivelyanalysed the same and developed a innovative service range for its consumers in the market.However, the company was unable to find proper market to promote its product. This posed asignificant challenge for the business unit to develop its promotional strategies in the market. The present study will thus analyse and examine the impact of product diversification toorganizational growth and consumer demand in the economy. The research will evaluate the paststrategies adopted by the business unit and also the latest strategies which can help the companyin developing a well defined business position. Understanding the stated issue will help thebusiness in enhancing its growth and development aspects in current competitive economy. Research aims and objectivesTo examine the product diversification strategy of Lebara mobiles with reference to Lebara play.To evaluate key marketing strategies of Lebara mobiles To examine the impact of product diversification for Lebara mobileTo analyse consumer approach strategy used by Lebara mobileTo recommend effective promotional strategies for the success of Lebara playResearch questionsThe research questions helps in developing a structured and well defined measures tocarry out the research and seek specific results as well. The research questions for the presentstudy are mentioned henceforth.What are the major implications of marketing strategies adopted by Lebara mobiles?What was the impact of product diversification for Lebara mobile?What is the consumer approach strategy used by Lebara mobile?Which promotional strategies will be effective for the success of Lebara?Research structureThis section of the research is very significant to develop a well structured and effectiveresearch outcome for the study. It helps in creating a significant and well developed researchstudy to attain effective research results. The structure for the present study will be:Chapter 1 - Introduction: This section of the research creates a significant impact on theoverall analysis and focuses on attaining the research results in effective and well defined3
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