Situation Analysis

Market Summary:
QMobile consist of consumers who prefer to avail latest technology at very reasonable price with
maximum features like fully functional communication, camera, storage, and entertainment on
the go. To revive its sales, QMobile will target segments during the recent years mainly on the
basis of psychographic segmentation which will include all the middle class people such as
students, local businessman/traders and developing entrepreneurs. Whereas, a brief summary of
overall target segments is given below.

Summary of target segments

Age (18-65) Demographic Gender (Male and females)

Region (developing countries Geographic Cities (All)

Like Pakistan)

Benefits (Value for money) Behavioral Loyalty (hardcore loyal)

Social class (Low to middle class) Psychological Lifestyle (Students, Trader/

Businessman, entrepreneur)

The table below describes in detail that how QMobile target segments during the first year
mainly on the basis of psychographic segmentation.
 Target Segments Customer Need Features/Benefits
 Perform many functions  Numerous applications
Students without carrying multiple with maximum
gadgets. features, convenience
 Record information and cost effective
immediately functions
 Provide information on the go  Voice recognition for
no hand recordings
 Quick search engines

Local  Rapid exchange of information  Wireless exchange of

businessman/traders  Accessing and calculation data information to reduce
on the go paper work and
increase effectiveness
 Compatible with
widely available soft
wares
 Organize and access contacts,  Wireless access to
Entrepreneurs schedules and tasks appointments, digital
 Stay in touch, updates scheduling and
organization of tasks
and contacts
 Wireless emails to stay
in touch, receive
messages and calls
from anywhere with
excellent voice quality
and clarity.

By analyzing its competitors and other well-known smart phone brands, QMobile is equipping
its smart phone with ultra-fast 128GB drive that can be supplemented with extra storage which
was unfortunately one of the major weakness or drawback of QMobile as we mentioned earlier.
It is analyzed that with the advancement in technology the cost of technology is decreasing
which is ultimately increasing the capability of adding more features and value to the product
which helps in making cost effective models that are appealing more to consumers.
SWOT Analysis
Strengths

QMobile can rebuild itself on four different strengths

1. QMobile price its product at very affordable price with bulk of features than its
competitors like Xiaomi, Huawei etc.
2. One of the important strength of QMobile is that it is very efficient at bringing quick
innovation in its smartphones with the rapid advancement in technology.
3. Strength of QMobile also includes its well defined target market.
4. The key strength of QMobile is its high level of marketing strategy as QMobile had its
huge investment in advertising their smartphones than its competitors.

Weaknesses

QMobile has learned a lot from its previous mistakes and is very well known of its weaknesses.
Its weaknesses were also figured by many researchers which we mentioned earlier in our
literature review such as:

1. QMobile has some of the technical weaknesses in its devices like short term battery life
and extra storage issue which they mostly promise their customers.
2. One of the biggest weaknesses of QMobile is its lack of trust from customers. QMobile
is unable to build long term relationship with its consumers.

Opportunities

QMobile has many opportunities in market to reestablish itself

1. Better technology is now available at lower cost than ever before so, QMobile can
incorporate advanced features at a value added price that allows for reasonable profits.
2. Online Marketing is another opportunity for QMobile to flourish itself.

Threats

There are three main threats that QMobile will face

1. QMobile has huge threat from its competitors like Huawei, Xiaomi, Vivo, Oppo etc. as
competition is becoming intense in mobile market.
2. With the increased competition and market share price wars are becoming threat for not
only QMobile but whole mobile industry.
3. Increasing government regulations is also a threat to QMobile.
Competition
The emergence of well-designed multifunctional smart phones by the competitors including
Samsung has increased competitive pressure. Competitors are continually adding features and
sharpening price points. The key competitors are:

 Vivo: It was founded in 2009. It is another Chinese smartphone maker to enter Pakistan
recently. It makes low-cost Android phones, and those in the mid-range segment of the
market. Vivo is ranked 10th top Chinese smartphone brand globally and has annual
production capacity of 60 million units.
 Oppo: It is a consumer electronics and mobile communication company. It
produces mobile electronic devices including smartphones, USB cables, car chargers,
headsets, protective cases, and power banks. The Company is also engaged in the
development of mobile photography technology. Attraction of consumers towards Oppo
is mainly due to its claim of best selfie camera.
 Xiaomi: Xiaomi Corporation is a Chinese electronics company founded by Lei Jun in
2010 and headquartered in Beijing. Xiaomi makes and invests in smartphones, mobile
apps, laptops, bags, trimmers, earphones, and many other products. Xiaomi is focused on
being the most user-centric mobile internet company, and it aims to constantly exceed
expectations through innovations in software, hardware and services Xiaomi is focused
on being the most user-centric mobile internet company, and they aim to constantly
exceed expectations through innovations in software, hardware and services.
 Samsung: A strong competitor in smart phone industry, Samsung ranks as a top 10 global
brand and has plans to reach $400 billion in revenue by 2020. The galaxy S5 features a
whopping 16-megapixle camera and the first ever built in heart rate monitor.

Despite the strong competition, QMobile can carve out a definitive image and gain recognition
among targeted segments. Our combination of features and low price is a critical point of
differentiation for competitive advantage.

Samsung Vivo Oppo Xiaomi

Galaxy A30 Y90 A37 Redmi5
Built in storage 3 GB 8 GB ram 2 GB Ram 2 GB Ram

Display 6 inch 6.2 inch 5 inch 5.7 inch

Camera 16 MP 8MP 5 MP selfie Front 5 MP back

camera, 8 MP 12 MP
back
Price Rs.37999 Rs.16999 Rs.31999 Rs.17999

Product offerings
Distribution
QMobile will distribute its product to all the big and small cities of Pakistan. It will use 4
different methods for distribution of its product such as:

1. QMobile will distribute its smartphones through an existing regional or national

network of retailers as they give company an opportunity to reach wider market.
QMobile can take advantage on the retailers existing infrastructure rather than
setting up and managing their own network.
2. QMobile will use internet by setting up their website so they can reach around
the country by placing the details of their range on a product page including
photographs, product information, prices and delivery charges. QMobile will
incorporate ready-made e-commerce software in their website, enabling their
customers to place orders and pay for products online.
3. QMobile will use online retailers like daraz, Olx etc. to distribute its product and
will give promotional fee to have an excess on its homepage during the
introduction of its new models.
4. QMobile will distribute its product to big malls and super markets like Carrefour,
AL Fatah etc.