Dissertation Proposal Sample Marketing Strategies


International Telecommunication Union, a body set up in 1865 to regulateinternational telecoms.An enormous change in the field of telecommunicationhas already been seen by the researcher in Pakistan as well as in emergingeconomies countries like India, China before I came to the United Kingdom in2006. Despite of having some doubts about the instability in the life of theGovernment of Pakistan from the last three years, The telecommunicationsector is still one of the most rapid growing sectors in Pakistan.Telecommunications has become one of the most important infrastructuresthat are essential to the socio-economic well-being of 

or technology drivenworld any nation.

The globalization of world economy has further amplifiedthe importance of telecommunications to the nation’s economy. The rationalefor critically investigating the two major organizations marketing strategy areto come up with answers of those questions or business thoughts which werestarted to arise in my ideas when I joined 02 as their network user in the resultof contract. I have been using 02 mobile connection and phone for last threeyears. And to critically analyse the each and every aspect of their marketingstrategy and its effectiveness was nearly dream to me as I had seen themobilink (Pakistan) with the quite various way to acting upon on its marketingstrategy and its effectiveness in Pakistan.

Literature review

A marketing strategy normally includes the segmentation, targeting & positioning andin all you focus on consumer behaviour along with brand managing. As a strategy,marketing seeks to develop effective responses to change market environments bydefining market segments and developing and positioning product offering for thosetarget markets.

( Hooley, Saunders, Piercy, 2004)

One of the most important partsof making the first aspect of marketing strategy appropriate is to analyze andacknowledge the existence and potential of your customers and divide them into asegment and target them accordingly. “Usage, segmentation and relationshipmarketing are the key marketing activities to obtain the desired results of retainingmore customers, upgrading more customer relationship, getting better customers andusing existing customers as advocates acquiring new customers”



enterprise) to compete efficiently with the established organizations.

Literature review

 According to the

Douglas and Craig’s (1992)

opinion, any research conducted on the marketing strategies withoutunderstanding the current or traditional theories of the marketing strategies will be flawed and incomplete. This will helpthe researcher in the exploration of the marketing concepts, discussion of competitive advantage, marketing strategiesmarketing mix and the exploration of the techniques and tools for efficient marketing. In the studies of 

Jakki J. Mohr etal (2010)

on IT companies and marketing strategies explores that to develop an effective marketing strategy for ITorganizations, they should construct their marketing strategies on their core competencies and core resource.


explains how IT companies can use internet as a tool for marketing.

Brian Sheehan(2010)

alsoexplains the benefits of using cloud computing for the marketingFrom the

Liljedahl (2001)

point of view the researcher can see the importance of the marketing strategies in anorganization, he says that companies employ marketing strategies to gain competitive advantage over their competitorsin the market have more likely to grow and influence the market. These marketing tools helps the organization to

improve the strengths of the company and define goals depend upon the customer needs.”Marketing strategy is a

planned process that helps a company to enhance and use its strengths to satisfy the requirements of the market and

the customers.”

Farrel and Hartline (2002)


To explore and analyse the marketing strategies used by the medium scale IT companies to attain competitiveadvantage in the international market through a case study.

Objectives of the Research

1.To find out the marketing strategies used for the international market by the medium scale companies such as Zohocorporation.2.To find out the link between competitive advantage and the international marketing strategies.3.To explore the marketing strategies used by the medium scale companies to gain competitive advantage over anestablished organization.4.To compare the traditional and online marketing strategies.5.To recommend new marketing techniques for the medium IT organizations such as Zoho Corporation

Research questions

What are the marketing campaigns used by the Zoho corporation to increase the brand awareness among newcustomers?What are the unique marketing methods used in the Zoho Corporation?How competitive advantage related to the marketing techniques or methods used by the organization?

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