Analysis of Lebara Mobiles' Product Diversification Strategy

This research proposal examines the product diversification strategy of Lebara Mobiles, with a specific focus on Lebara Play. The study investigates the impact of marketing strategies on business development within the competitive mobile and telecommunication industry. It outlines a systematic research process including literature review, research methodology (descriptive research design, primary and secondary data collection, and statistical/thematic analysis), and ethical considerations. The research aims to evaluate Lebara's marketing strategies, analyze the impact of product diversification, and identify effective promotional strategies for Lebara Play. The report includes an introduction, literature review, research methodology, data analysis, and conclusion, offering recommendations for Lebara to overcome challenges and enhance its market position. The study emphasizes the importance of understanding consumer needs and adapting marketing strategies to maintain a competitive edge in the dynamic telecommunications market. The study will analyze the strategies adopted by the business to create a competitive position in the economy, consumer approach, and recommend promotional strategies for the success of Lebara play.

RESEARCH PROPOSAL:
To examine the product diversification
strategy of Lebara mobiles with regards
to Lebara play

EXECUTIVE SUMMARY
Technological growth and innovation has created a revolutionary impact on business
growth and development in the present competitive market. Mobile and telecommunication
industry has attained wide and significant success in the economy. The market competition for
mobile and telecommunication sector is high and significant. Technology plays a significant role
in enhancing demand and develop innovative service aspects for the business. This has
developed significant challenges for the business units to create a significant market demand in
the economy. The present study focused on analysing and understanding the impact of
marketing strategies on business development aspects. For attaining this objective author has
used a very systematic process of investigation which have included literature review, research
methodology and data analysis. Author has planned to use descriptive research design, primary
and secondary data collection methods and statistical and thematic analysis methods for
analysing data and conducting investigation. Mobile and SIM card industry has created a
significant business impact on product enhancement and growth aspects in the economy. The
study will focus on analysing the strategies which has been adopted by the business to create a
competitive position in the economy. The current study has concluded that for Lebara mobiles, to
impressively and successfully overcome the challenges in short span of time need to undertake
fascinating and attractive marketing strategies, the said entity will no doubt would be able to gain
maximum share in the international market thereby dealing with its challenges in a significant
and appropriate way.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Title of the study.....................................................................................................................1
Background of the study.........................................................................................................1
Rationale of the Research.......................................................................................................2
Research aims and objectives.................................................................................................3
Research questions.................................................................................................................3
Research structure..................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Introduction............................................................................................................................5
Overview of Lebara mobiles..................................................................................................5
Marketing strategies adpted by Lebara mobiles.....................................................................6
Measures undertaken by the company to overcome the challenges.......................................8
RESEARCH METHODOLOGY...................................................................................................10
Introduction..........................................................................................................................10
Research philosophy.............................................................................................................10
Research approach................................................................................................................10
Research design....................................................................................................................11
Data collection......................................................................................................................11
Sample selection...................................................................................................................12
Data analysis.........................................................................................................................13
Ethical consideration............................................................................................................13
Research limitations.............................................................................................................13
TIMEFRAME................................................................................................................................14
Conclusion............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Title of the study
To examine the product diversification strategy of Lebara mobiles with regards to Lebara
play
Background of the study
The technical growth and development of the businesses has developed significant
growth in the market (Belk, Devinney and Eckhardt, 2015). Companies are adopting new and
innovative ideas to enhance growth and development on the market. This has created a well
defined impact on business development and growth. The competitive world has created wide
standards for the new and emerging business units. The strategies for product development and
growth 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 the
businesses. In the present era of competition every business unit is focusing on analysing the
effective needs and demands of the consumers to enhance market sales in the economy.
Technological growth and innovation has created a revolutionary impact on business
growth and development in the present competitive market (Constantinides, 2014.). Companies
has invested widely in research and development aspects in order to enhance growth aspects in
the economy and also to adhere consumer needs in well defined manner. The two major
situations identified in marketing and consumer approaches in the economy are that companies
develop products as per consumer needs to develop a competitive edge such as retail units such
as Tesco, M&S, unilever etc. or develop innovative products and seek effective target market for
the same. The two contrary situations mentioned has a wide impact on business development and
growth aspects in the economy (Jüttner, Christopher and Baker, 2011). In-depth market research
and marketing strategies are adopted by the companies to overcome the stated situation and
attain well defined results for the growth.
Mobile and telecommunication industry has attained wide and significant success in the
economy. The market competition for mobile and telecommunication sector is high and
significant (Lages, Jap and Griffith, 2008). Technology plays a significant role in enhancing
demand and develop innovative service aspects for the business. This has developed significant
challenges for the business units to create a significant market demand in the economy.
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Consumers are the resources for the business units in the present competitive era. According to
Olander, (2012) consumer demand for new and differential products has motivated business
units in creating a significant impact on organizational growth. Companies such as Apple,
Samsung etc. has developed a significant market position in the economy by effectively
indulging in the process of innovation and product differentiation has helped companies in
developing competitive edge in the economy (Pride, 2008).
The present study will focus on analysing and understanding the impact of marketing
strategies on business development aspects. Mobile and SIM card industry has created a
significant business impact on product enhancement and growth aspects in the economy. The
study will focus on analysing the strategies which has been adopted by the business yo create a
competitive position in the economy (Smart and Conant, 2011.). The study will consumer the
business operations of Lebara mobiles which is a globally established telecommunication
business unit operating effectively in different parts of the world. The study will focus on
analysing the marketing strategies adopted by the company to attaining high and effective
growth aspects in the market (Wilson and Gilligan, 2012). The research will also analyse the
diversification 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 be
discussed in the report. Application of theoretical aspects will help in effectively analysing the
strategies 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 to
understand the crucial issues associated with the same.
Rationale of the Research
Information, technology and communication has become the foundation of business
growth and development in the present competitive era. Companies are developing effective and
well defined means of growth and development strategies to create a significant business impact
on the organizational development. The knowledge of marketing tactics effective promotional
strategies adopted by the business helps the companies in developing effective and well defined
growth measures in the economy. The major issue for mobile and telecommunication segment is
to analyse and understand needs of the consumers and seek effective and well defined measures
to promote organisational products and services.
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Changing needs and demands of the consumers has posed significant challenge for the
business units in developing a well defined market position in the economy. Lebara effectively
analysed 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 a
significant 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 to
organizational growth and consumer demand in the economy. The research will evaluate the past
strategies adopted by the business unit and also the latest strategies which can help the company
in developing a well defined business position. Understanding the stated issue will help the
business in enhancing its growth and development aspects in current competitive economy.
Research aims and objectives
To 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 mobile
 To analyse consumer approach strategy used by Lebara mobile
 To recommend effective promotional strategies for the success of Lebara play
Research questions
The research questions helps in developing a structured and well defined measures to
carry out the research and seek specific results as well. The research questions for the present
study 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 structure
This section of the research is very significant to develop a well structured and effective
research outcome for the study. It helps in creating a significant and well developed research
study 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 the
overall analysis and focuses on attaining the research results in effective and well defined
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manner. This section will develop a detailed analysis of the research study which will be
effective for defining overall research issue. Moreover, it will effectively define research
aims, objectives and questions to develop a well structured research study for the present
topic. Chapter 2- Literature Review: This section of the study focuses on developing an in-
depth and detailed analysis of secondary research aspects for the study. The past
researches and analysis will be referred by the researcher for effectively conducting the
present study and attaining reliable research result. This section of the research will help
in developing an effective base for theoretical understanding about the research in order
to analyse the research gap for the study and attain detailed information related to the
topic. Chapter 3- Research methodology: Research methodology is a systematic approach to
analyse he researches issue and seek effective measures to resolve the same in a
structured and well defined manner. It helps researcher in analysing the technical detailed
of the research problems and thus design of the study is drafted accordingly. In order to
attain the stated research aim, the author will apply most appropriate research philosophy,
approach, design and strategy in order to attain well defined results for the study. Chapter 4- Data analysis: This is very crucial aspect of the research study which focuses
on attaining effective research results and develop a clear analysis of research problem as
well. The chapter will represent the research findings and analyse the same to attain the
favourable results. The data analysis of the present study will be undertaken on the
qualitative measures for attaining effective and reliable results.
 Chapter 5- Conclusion and recommendation:It will include findings and results of the
research that could help in attaining aims and objectives of the whole investigation. The
overall research study will be effectively evaluated and analysed in this section of the
study to attain effective research aim.
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LITERATURE REVIEW
Introduction
This section of the research is crucial for attaining valid and reliable analysis for the
study. It carries out an extensive and in-depth research analysis to attain effective and well
defined results. The researcher will undertake an effective secondary research analysis for the
study where past research reviews will be undertaken to critically analyse different research
aspects. This section will help the researcher in analysing the research gap for the study which
will develop an effective base for conducting the research. These gaps will be attained in the
research by effective analysing and attaining reliable data for the study. In this context, books,
journals and online content have been used to collect necessary secondary information.
Overview of Lebara mobiles
Lebara is a well established telecommunication company headquartered in London UK. It
provides effective telecommunication networking services which has helped in connecting the
world widely. The organization is globally established and is successfully operating its business
in different parts of the world. The company was established in the year 2001 and has developed
a significant market position in the economy (He and Cai, 2012). The company has attained a
reputed brand identity in the economy and its service range towards consumers has been
effective and highly acceptable in the market. The business operations of the company are
widely spread and consumers needs and demands are well addressed by the business unit. The
organization developed different strategies to enhance sales and provide high value to the
consumers.
The company has effectively adopted the innovative working measures which has helped
in attaining wide success aspects in the competitive market. The services offered by the business
unit includes SIM, Top up plans, International calling cards, Lebara play etc. This has helped the
business unit in attaining wide market share in the economy (Kennedy, 2011). Also, the growth
aspects of the business has widely developed in the current competitive market. The current
market scenario of telecommunication networks is highly competitive and challenging for the
growth and development of the business unit. This has created a significant and well developed
impact on business development aspects in the economy. The company is currently focusing on
enhancing the sales and market share of the products and services offered in the economy to
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attain effective and well defined impact on organizational growth and development (Gordon,
2012). Moreover, the product diversification measure of the business has created a significant
impact on the business development measure for Lebara. According to researches and studies the
stated organisation is currently seeking well defined aspect of marketing and promotion in order
to enhance growth for the business.
Marketing strategies adpted by Lebara mobiles
According to Kotler and Armstrong, (2015), marketing is defined as a platform which
provides the corporate entities to build a strong and positive relationship with its customers in
order to attain a global exposure within short span of time. In order to promote the products and
services of the company, organisations nowadays focuses on implementing effective promotional
and marketing strategies to make a worldwide brand recognition in a significant and effective
way. On the other hand, The Belk, Devinney and Eckhardt, (2015) stated that customer services
and quality of products are the major aspects which helps the organisation to create a strong
marketing relationship with its core customers. With regard to this context, Lebara mobiles
should bring its product quality, impressive marketing strategies and effective communication
services with a view to survive long in the increasingly traded tough and hyper competitive
business environment. Moreover, as per the views of Sheth and Sisodia, (2015), gaining the
highest level of customer satisfaction is essential for the mention company to achieve higher and
valuable business prospects. The company should lay its significant concern over gaining
continuous and positive feedbacks from its customers by upgrading and enhancing its overall
facilities of customer care services effectively. This is because customers are the core assets of
the organisation and plays a crucial role in post-sale, sale and pre sale course of interaction.
In contrast, the Bray, Johns and Kilburn, (2011) mentions that, it is important for Lebara
mobiles to select the right customers for its product in order to attain a prominent and strategic
position in the hyper competitive international market. Also, the said company should focus on
designing and framing customer oriented products and services in order to attain the highest level
of customer satisfaction within the predetermined time frame. When the needs and demands of
the customers are fully met, then the customers don't find the requirement of switching off to
other brand. On the other hand, Constantinides, (2014) customers usually lay their attention over
dealing with such companies who is best in solving and handling their problems in an effective
and systematic way. With this context, Lebara mobiles should focus on handling the major
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grievances and issues of its customers effectively in order to attain their maximum satisfaction
and enjoyment with the said brand.
Therefore, one of the strategy suggested to Lebara mobiles is the effective and
competitive strategy of market share growth. According to Jüttner, Christopher and Baker,
2011), this is one such strategy where the companies lay their major concern over acquiring a
prominent and dominant position in the vast and volatile international market. However, such
strategy is often based on aggressive techniques of marketing and promotion but are highly used
by the corporate entities to gain maximum share in the market with relative growth rate. Apart
from this, there exist wide range of marketing strategies which the said organisation can use to
make a winning edge in the global market place. These strategies include the undifferentiated
marketing strategy, concentrated marketing and the differentiated strategy of marketing a
business product.
In contrast, Lages, Jap and Griffith, (2008) has concluded that undifferentiated marketing
strategy focuses on promoting a particular set of product in the international boundaries. It works
on the assumption that everything in the global market remains the same. The major advantage
of using such a strategy will allow Lebara mobiles to easily plan and organise its business
strategy to promote its particular product in an effective and significant way (Rahmani,
Emamisaleh and Yadegari, 2015). However, this strategy tends to avoid the aspect of market
segmentation and often results in reducing the company's overall sales. In addition, another
strategy which the said entity may use to gain worldwide success is the strategy of product
diversification and innovation. Moreover, Olander, (2012) has described that product
diversification as the strategy where the companies focuses to expand their business activities
with new and differentiated products in its existing target market. Therefore, by making use of
such a strategy, Lebara mobiles will be required to keep its pace with the major technological
advancements and then manufacture innovative products which highly satisfies the rising
demands and needs of its core customers impressively.
Challenges faced while product diversification
According to Pride, (2008), a company has to deal with wide range of challenges when
applying and undertaking the strategy of product diversification to expand its business operations
in its existing target market share. In context with the present case scenario, Lebara mobiles
makes use of this strategy to gain the maximum level of customers satisfaction and enjoyment by
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manufacturing customer oriented and innovative features in its products (Blythe, 2013). In order
to acquire such innovative and creative ideas to manufacture an exotic and fascinating products
for its target market, the said entity has to handle various challenges and issues in the external
and increasingly competitive business environment. In contrast, as per the views of Smart and
Conant, (2011), one such challenge includes the major drawback of targeting and segmenting the
market according to their interest and income class (He and Cai, 2012). The concerned entity
finds it difficult to target and segment the market effectively as the product which the company
deals with involves high cost. Apart from this, another challenge which the organisation faces is
time consumption of using such a strategy. The author claims that the strategy of product
differentiation requires maximum time for incorporating and inculcating the new and innovative
features in its product line. Also, the company has to incur heavy expenses which results in
adding such cost to the overall price of the product.
In addition, He and Cai, (2012) states that the implementation of product diversification
strategy also faces with the challenge of making its consumer clearly understand about the major
technological and innovative advancements which the mention entity has used to draw the
attention of its core customers (Laplume, Sonpar and Litz, 2008). It therefore, allows Lebara
mobiles to deal with various challenges while using product diversification strategy for its
overall growth and expansion.
Measures undertaken by the company to overcome the challenges
Wilson and Gilligan, (2012), mentions that it becomes highly essential for the company
to analyse and evaluate such challenges thereby dealing with the issues in an effective and
positive way. Doing this allows the company to gain its position in the tough trading business
market thereby solving the major problems of its target customers in an effective and impressive
way. In line of this fact, it becomes mandatory for Lebara mobiles to take effective and
significant measures in order to successfully overcome the major challenges faced by it while
implementing product diversification strategy within its workplace. On the other hand, as per the
views of He and Cai, (2012), the most common measure which will allows the said entity to
overcome its challenge is to effectively segment and target its customers by evaluating the major
trends in the market and taking into consideration the rising needs and demands of the consumers
in the international market (Lages, Jap and Griffith, 2008). Apart from this, the company is also
required to hire skilled and professional employees who possess significant and relevant
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knowledge regarding the advanced technologies which in turn will help the company to
effectively incorporate the innovative and creative features in its product line.
Also, Olander, (2012) claims that using effective marketing and sales promotional
strategies will allow Lebara mobiles to impressively and successfully overcome the challenges in
short span of time. By undertaking fascinating and attractive marketing strategies, the said entity
will no doubt would be able to gain maximum share in the international market thereby dealing
with its challenges in a significant and appropriate way.
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