The research problem addressed in this study was to develop a marketing plan consisting of selected elements that would give a cellular company like Vodacom a competitive advantage over competitors and to capture a significant market share when marketing mobile data services like 3G. To achieve this object, a literature study to determine the key components of a marketing plan was undertaken and a theoretical model was selected to develop a marketing plan of selected components In addition to the literature study, an empirical study was conducted to identify core concepts critical to the development of a selected element marketing plan to market 3G and re-launch mobile data services. The results of the literature study were combined with the empirical study and a marketing plan based on McDonald was developed. Michael Porter’s five forces model was used as a reference to discuss the competitor analysis, a marketing strategy was compiled with specific referencing to the four P’s of marketing and marketing controls formed the basis of this research. This study concludes with recommendations applicable for the implementation of the marketing plan and options for further research.

Cheng Chung-Wing, Alex, Yeung Tak-Hung, Arthur. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENT --- p.vii / Charter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.4 / Interviewing --- p.4 / Sampling Method --- p.5 / Data Collection --- p.6 / Data Analysis --- p.7 / Summary --- p.8 / Chapter III. --- REVIEW OF RADIO COMMUNICATION SERVICES --- p.9 / Line Communication System --- p.9 / Private Mobile Radio System --- p.11 / Trunked Radio System --- p.11 / Paging System --- p.15 / Cellular Telephone System --- p.18 / Mobile Data System --- p.23 / Satellite System --- p.24 / Telepoint System and Future Development --- p.24 / Summary --- p.29 / Chapter IV. --- TELEPOINT - A NEW DEVELOPMENT --- p.30 / Product Profile --- p.30 / Competing Technologies --- p.32 / Nature of Service Business --- p.34 / Positioning --- p.35 / Summary --- p.36 / Chapter V. --- INDUSTRY PROFITABILITY ANALYSIS --- p.38 / Industry Size --- p.39 / Financial Highlights --- p.41 / Summary --- p.57 / Chapter VI. --- INDUSTRY STRUCTURE ANALYSIS AND STRATEGY CHOICES --- p.61 / Structural Characteristics of Telepoint Service Industry - An Emerging Industry --- p.61 / Constraints on Industry Development --- p.63 / Factors in Strategy Selection --- p.66 / Possible Strategies --- p.68 / Summary --- p.72 / Chapter VII. --- DIFFERENTIATION --- p.74 / Increase Source of Uniqueness --- p.75 / Optimize Cost of Differentiation --- p.77 / Create Uniqueness --- p.79 / Summary --- p.80 / Chapter VIII. --- RECOMMENDATIONS --- p.82 / Distribution Channel Selection --- p.82 / Price Policy --- p.83 / Product Quality --- p.83 / Service Capability --- p.84 / Brand Identification --- p.84 / Push and Pull --- p.85 / Vertical Integration --- p.85 / Possible Strategies of Minor Players --- p.86 / Possible Strategies of Major Players --- p.87 / Summary --- p.89 / Chapter IX. --- CONCLUSION --- p.92 / APPENDICES / Chapter 1. --- List of Prospect Companies for Interviewing --- p.95 / Chapter 2. --- Interview Questions for Commercial Companies --- p.96 / Chapter 3. --- "Interview Questions for General Post Office, Hong Kong Government" --- p.99 / Chapter 4. --- Distribution of VHF Paging Service Licenses --- p.102 / Chapter 5. --- Schematic Diagram of Telepoint Operation Principle --- p.103 / Chapter 6-9. --- Use of Handsets with Different Types of Callpoint Base Stations --- p.104 / BIBLIOGRAPHY --- p.108

by Ho Siu Ping Nerissa, Kwan Lai Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaf 139). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- BACKGROUND --- p.1 / Personal Communication --- p.1 / CAS and Other Mobile / Wireless Service --- p.2 / Hutchison Telecommunications Ltd: A Bidder for / CAS License --- p.6 / Objectives of This Study --- p.9 / Chapter II. --- MACROENVIRONMENTAL ANALYSIS --- p.10 / Demographic --- p.10 / Working Population by Age --- p.10 / Students and Housewives --- p.12 / Household Size and Household Income --- p.13 / Economic --- p.14 / Increasing GDP Per Capita --- p.14 / The Growth of the Service Industry --- p.14 / Socio-cultural --- p.16 / Information Age --- p.16 / Increasing Social Activity of People --- p.17 / "Mobile Phone No Longer Serving as a Status Symbol, but a Basic Product" --- p.18 / Industry --- p.19 / Industry at a glance --- p.19 / The Local Situation --- p.20 / Local Market Analysis --- p.22 / Competition --- p.28 / Regulation --- p.30 / Technology --- p.35 / Technology Highlights --- p.35 / Mobile Phone Technologies --- p.40 / Future Technology Development --- p.44 / Chapter III. --- PRODUCT ANALYSIS --- p.47 / Product Definition --- p.47 / Product Comparisons --- p.48 / Product Strengths --- p.49 / Two-way Accessibility --- p.49 / Supports Some Mobility --- p.49 / Provide Higher Service Availability --- p.50 / Clear Voice Quality --- p.50 / Allows for a Handy Phone Handset --- p.51 / Low Power Consumption for Handset --- p.51 / Relatively Low Infrastructure Investment --- p.51 / Ease of Installation --- p.51 / Integration with Paging Service / Messaging Service --- p.52 / Better Security --- p.52 / Product Weaknesses --- p.53 / High Running Cost --- p.53 / Only Low Mobility --- p.54 / Confidence Problem Towards New Technology --- p.54 / Product Opportunities --- p.55 / Compete with Mobile Phones and CT-2 --- p.55 / "Compete as Secondary Fixed-wire Phones, with Enhanced Mobility" --- p.55 / Product Threats --- p.56 / Price War in the Cellular Market --- p.56 / High Rental Costs for Installation of Base Stations --- p.56 / Availability of Network Infrastructure --- p.57 / Chapter IV. --- COMPANY ANALYSIS --- p.59 / Strengths --- p.59 / Marketing and Technical Expertise in Wireless Telecommunications Services --- p.59 / Strong Financial Background --- p.61 / Ride on Existing Corporate Infrastructure --- p.62 / Comprehensive Product Range --- p.65 / Weaknesses --- p.67 / Little Product Innovation --- p.67 / Integration of Different Business Units --- p.67 / Lack of Fixed Network Infrastructure --- p.68 / Opportunities --- p.69 / Economies of Scale --- p.69 / Preserve its Positions in the Market --- p.69 / Threats --- p.72 / Price Competition From Mobile Phone Market / Competition from PCN --- p.72 / A Number of Competitors in the Market --- p.72 / Chapter V. --- MARKET SURVEY --- p.74 / Market Survey Objective --- p.74 / Methodology --- p.75 / The Target Population --- p.75 / Data Collection --- p.75 / Questionnaire Design --- p.76 / Data Analysis --- p.77 / Results and Findings --- p.79 / Existing Service Usage --- p.80 / Reasons not Using Mobile Phones Now --- p.81 / Functions Perceived for Mobile Phone Usage --- p.81 / Second Home Telephone Line --- p.82 / Having Mobile Home Telephone --- p.83 / Consideration for Subscribing to the Mobile Phone Service --- p.83 / Rating of Phone Services --- p.84 / Rating of Handset Characteristics --- p.85 / Usage Pattern --- p.86 / Pricing Scheme --- p.88 / Maximum Charge for Phone Service and Handset --- p.89 / Company Selection --- p.91 / Information Source --- p.92 / Distribution Channel --- p.92 / Chapter VI. --- MARKETING STRATEGY --- p.93 / Product Strategy --- p.94 / Product Concepts --- p.94 / The Phone Services --- p.96 / Handset Characteristics --- p.98 / After-Sales Services --- p.99 / Supplier's Concern --- p.99 / Pricing Strategy --- p.101 / Pricing Objective and Strategy --- p.101 / Price Setting --- p.103 / Price of Close Substitute --- p.104 / Promotional Strategy --- p.108 / Target Audience --- p.108 / Message Appeal --- p.108 / Promotional Program --- p.109 / Distribution Strategy --- p.112 / Utilize Extensive Retail Outlet --- p.112 / Use of Direct Sales Team for Approaching the Employees of Large Corporation --- p.112 / Road Shows --- p.113 / Chapter VII. --- LIMITATIONS AND FURTHER STUDIES --- p.114 / APPENDICES --- p.118 / BIBLIOGRAPHY --- p.139

by Tung Yee Shing. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaf 53). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LISTOF TABLES --- p.vi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- OBJECTIVES AND SCOPE --- p.2 / Chapter CHAPTER III --- SMARTONE TELECOMMUNICATIONS HOLDINGS LIMITED --- p.4 / History --- p.4 / Benefits from the Initial Public Offering --- p.5 / The Three Brands --- p.5 / The Three Focuses --- p.6 / Diversification --- p.9 / Recent Performance --- p.10 / Chapter CHAPTER IV --- THE ENVIRONMENTAL CHANGES --- p.12 / Government Regulations --- p.12 / Technology --- p.14 / Economic Factors --- p.15 / Social Factors --- p.18 / Chapter CHAPTER V --- THE INDIVIDUAL DEPTH INTERVIEWS --- p.19 / Interviewees' Profile --- p.19 / Perception on Network Quality --- p.20 / Usefulness of Mobile Phone --- p.21 / Usefulness of Value-added Services --- p.22 / Handset Selection --- p.23 / Introduction of the Personal Communications System (PCS) --- p.24 / Effect of Mobile Number Portability --- p.25 / The Student Segment --- p.26 / Chapter CHAPTER VI --- THE SURVEY --- p.28 / Sampling Frame --- p.28 / The Final Sample --- p.28 / Research Findings --- p.29 / Current Usage --- p.29 / Attitude --- p.31 / Information Sources --- p.33 / Chapter CHAPTER VII --- THE DISCRIMINANT ANALYSIS --- p.34 / Chapter CHAPTER VIII --- CONCLUSIONS AND RECOMMENDATIONS --- p.37 / The Environment --- p.37 / The customers --- p.37 / Need Recognition --- p.38 / Information Search --- p.39 / Evaluation of Alternatives --- p.39 / Purchase Decision --- p.40 / Postpur chase Behavior --- p.40 / SmarTone's Strategies --- p.41 / Corporate Level Strategy --- p.41 / Recommendations --- p.44 / APPENDIX --- p.48 / BIBLIOGRAPHY --- p.53

by Cheng Wai Ming, Ivy, Ma Lok Man, Frandy. / Includes questionaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leave 67). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.viii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Purpose of Study --- p.1 / Chapter 1.2 --- Market Overview --- p.1 / Chapter 1.3 --- Market Growth --- p.2 / Chapter 1.3.1 --- Social Environment --- p.3 / Chapter 1.3.2 --- Economic Environment --- p.3 / Chapter 1.3.3 --- Regulatory Environment --- p.3 / Chapter 1.3.4 --- Technological Environment --- p.4 / Chapter 1.4 --- Market Share --- p.4 / Chapter 1.5 --- Marketing Strategies of Mobile Service Providers --- p.5 / Chapter 1.5.1 --- Product Strategies --- p.5 / Chapter 1.5.1.1 --- Service Features --- p.5 / Chapter 1.5.1.2 --- Mobile Phone Brands Used --- p.6 / Chapter 1.5.1.3 --- Number of Cell Sites --- p.6 / Chapter 1.5.1.4 --- Network Coverage --- p.6 / Chapter 1.5.1.5 --- Roaming Locations --- p.7 / Chapter 1.5.1.6 --- Customer Service --- p.7 / Chapter 1.5.2 --- Pricing Strategies --- p.7 / Chapter 1.5.3 --- Distribution Strategies --- p.8 / Chapter 1.5.4 --- Promotion Strategies --- p.8 / Chapter 1.5.4.1 --- Advertising --- p.8 / Chapter 1.5.4.2 --- Sales Teams --- p.9 / Chapter 2. --- DECISION PROBLEMS AND RESEARCH OBJECTIVES --- p.13 / Chapter 2.1 --- Decision Problems --- p.13 / Chapter 2.2 --- Research Objectives --- p.14 / Chapter 3. --- LITERATURE REVIEW --- p.16 / Chapter 3.1 --- Attitudes and Attitude Components --- p.16 / Chapter 3.2 --- Multiattribute Attitude Models --- p.17 / Chapter 4. --- RESEARCH METHODOLOGY --- p.21 / Chapter 4.1 --- Exploratory Study --- p.21 / Chapter 4.1.1 --- Literature Search --- p.21 / Chapter 4.1.2 --- Interviews with Executives --- p.21 / Chapter 4.1.3 --- Interviews with Potential Customers --- p.22 / Chapter 4.2 --- Descriptive Study --- p.22 / Chapter 4.2.1 --- Survey Population and Sample Size --- p.23 / Chapter 4.2.2 --- Sampling and Data Collection Procedure --- p.24 / Chapter 4.2.3 --- Questionnaire --- p.25 / Chapter 5. --- LIMITATIONS --- p.27 / Chapter 6. --- FINDINGS --- p.29 / Chapter 6.1 --- Exploratory Study --- p.29 / Chapter 6.1.1 --- Benefits of Using Mobile Telephone --- p.29 / Chapter 6.1.2 --- Evaluative Criteria Used in Selecting Mobile Telephone Service Provider --- p.30 / Chapter 6.1.3 --- Types of Information Sought and Sources of Information Used --- p.31 / Chapter 6.2 --- Descriptive Study --- p.32 / Chapter 6.2.1 --- Demographic Characteristics of the Respondents --- p.32 / Chapter 6.2.2 --- Benefits of Using Mobile Telephone --- p.35 / Chapter 6.2.3 --- Decision Making Process of Selecting a Mobile Service Provider --- p.36 / Chapter 6.2.3.1 --- Types of Information Sought by Respondents --- p.36 / Chapter 6.2.3.2 --- Sources of Information --- p.37 / Chapter 6.2.4 --- The Evaluative Criteria Used by Respondents and Their Relative Importance --- p.38 / Chapter 6.2.5 --- Awareness of Mobile Service Providers --- p.39 / Chapter 6.2.6 --- Belief Ratings on the Evaluative Criteria --- p.40 / Chapter 6.2.7 --- Respondents' Attitudes Towards the Mobile Service Providers --- p.41 / Chapter 6.2.8 --- Relationship Between Consumer Attitudes and Brand Preferences --- p.43 / Chapter 6.2.9 --- Market Segmentation --- p.46 / Chapter 6.2.9.1 --- Segmentation by Demographics --- p.46 / Chapter 6.2.9.2 --- Segmentation by Benefits --- p.49 / Chapter 6.2.9.3 --- Segmentation by Attitudes --- p.54 / Chapter 7. --- IMPLICATIONS FOR MARKETING STRATEGIES --- p.59 / Chapter 7.1 --- Competitive Analysis of CSL Against the Other Three Mobile Service Providers in Hong Kong --- p.59 / Chapter 7.2 --- Implications for Marketing Strategies of CSL --- p.60 / Chapter 7.2.1 --- Target Market --- p.60 / Chapter 7.2.2 --- Product Strategies --- p.61 / Chapter 7.2.3 --- Pricing Strategies --- p.63 / Chapter 7.2.4 --- Distribution Strategies --- p.64 / Chapter 7.2.5 --- Promotion Strategies --- p.64 / Chapter 8. --- CONCLUSION --- p.66 / REFERENCES --- p.67 / APPENDICES --- p.68 / Appendix A Exploratory Study: Executive Interview Guide --- p.68 / Appendix B Exploratory Study: Potential Customers Interview Guide --- p.69 / Appendix C English Version of the Questionnaire --- p.70 / Appendix D Chinese Version of the Questionnaire --- p.77 / Appendix E Findings of the Exploratory Study --- p.87 / Appendix F Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Benefit Statements --- p.91 / Appendix G Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Evaluative Criteria --- p.92

by Hui Ching-Han, Kuok Li-Wen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 112-114). / Questionnaire also in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES AND FIGURES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- PROJECT INTRODUCTION --- p.1 / Objective --- p.3 / Scope of Study --- p.3 / Methodology --- p.4 / Primary Data Gathering --- p.4 / Secondary Data Gathering --- p.5 / Data Presentation and Analysis --- p.5 / Limitations --- p.6 / Chapter CHAPTER II --- COMPANY BACKGROUND --- p.8 / Mother Company - HK-listed TCL International Holdings Ltd --- p.8 / Maker and Designer of Consumer Electronic Products --- p.8 / Foreign Ownership --- p.8 / China State-Owned Background --- p.9 / Brand Value --- p.10 / Expanding its Overseas Footprint --- p.10 / Source of Income by Market and Product --- p.11 / Performance --- p.11 / Corporate Strategies --- p.13 / Corporate Goal --- p.13 / Business Portfolio --- p.14 / Strategic Partnerships --- p.14 / Nam Tai Electronics --- p.14 / Ericsson --- p.15 / TTPCom --- p.15 / TCL Mobile Communication Co. Ltd --- p.16 / History and Background --- p.16 / Ownership --- p.16 / Sales Performance --- p.17 / Strong Management Team --- p.18 / Scale --- p.19 / Mission --- p.19 / Corporate Culture --- p.19 / Strategy --- p.20 / Mobile Communication Business Plans --- p.22 / Overseas Market Development - HK Market the First Testing Ground --- p.22 / TCL Mobile Information International Company Limited - HK office --- p.23 / Chapter CHAPTER III --- CHINA MOBILE PHONE MARKET --- p.24 / General Market Situation - Supply Side --- p.24 / Number One World Manufacturing Base --- p.24 / Dominant Standard --- p.24 / Revenue and Future Size --- p.25 / General Market Situation - Demand Side --- p.25 / China Consumer Characteristics --- p.26 / Five Faces - Market Segmentation --- p.26 / Location Difference --- p.27 / Most Preferred Brands --- p.27 / Myth of Advertisement --- p.27 / TCL Mobile Phone in China --- p.28 / Largest Mobile Phone Marker in China --- p.28 / Top Five Brands in China --- p.28 / Lucrative Mobile Phone Market - Earnings Driver --- p.29 / Major Foreign Competitors --- p.29 / Major China Competitors --- p.30 / Price War With Profit Margin Unaffected --- p.30 / 4Ps of TCL Mobile Phones --- p.30 / Chapter CHAPTER IV --- HONG KONG MOBILE PHONE MARKET --- p.33 / HK Telecommunication Market - Highlighting Mobile Phone Sub-Sector --- p.33 / Potential Regional Mobile Hub --- p.33 / Highest Telephone Density and Penetration Rate in Asia --- p.34 / Pioneer in Adopting New Technologies and Services --- p.36 / Replacement Mobile Phone Market --- p.37 / Large Business Receipts from Mobile Phone Telecommunication Sub-sector --- p.37 / Network Services Providers --- p.37 / Famous Mobile Phone Brands Dominate Market --- p.38 / Mobile Phone Business Receipts --- p.38 / Characteristics of Hong Kong Consumers --- p.39 / 4Ps of generic brands in Hong Kong market --- p.39 / Recent Developments --- p.41 / Current TCL 4Ps in HK --- p.42 / Price - Medium Pricing --- p.42 / Product - Limited Product Mix with Generic Features --- p.42 / Place - Weak distribution in network service providers --- p.45 / Promotion - No sustainable advertisement after launch --- p.46 / Differences between Hong Kong and the China Market --- p.47 / Chapter CHAPTER V --- SURVEY --- p.49 / Timeline of Survey --- p.49 / Target Market --- p.49 / Methodology --- p.50 / Focus Group --- p.50 / Pilot Test --- p.50 / Quota Sampling --- p.50 / Structure of Questionnaire --- p.51 / Showing Dummy Product --- p.52 / Survey Results Compatible --- p.52 / Highlights and Implications of Survey Results --- p.53 / Part I: HK Mobile Phone Market ´ؤ Usage and Preference --- p.53 / Suggestions in Cracking HK Market by 4Ps Analysis --- p.56 / Part II: Highlights and Implications of the TCL Related Data (4Ps) --- p.57 / Chapter CHAPTER VI --- DATA ANALYSIS --- p.60 / Sample Size --- p.60 / Analysis of the Results of Survey --- p.60 / Demographics --- p.60 / Part I: Mobile Phone Usage and Preference --- p.61 / Current Brand --- p.61 / Frequency of Changing Mobile Phones --- p.62 / Reasons for Replacing Mobile Phone --- p.66 / Mobile Phone Selection Criteria --- p.66 / Preferred Place to Purchase Mobile Phone --- p.72 / Part II: TCL Mobile Phone --- p.75 / General Idea of TCL --- p.75 / Product --- p.75 / Price --- p.81 / Place --- p.82 / Promotion --- p.83 / Confidence in TCL Mobile Phone --- p.85 / Chapter CHAPTER VII --- CONCLUSIONS --- p.88 / The Fate of TCL in the Hong Kong Market --- p.88 / Chapter CHAPTER VIII --- RECOMMENDATIONS --- p.90 / Target Market --- p.90 / Need Market Research --- p.90 / Broaden Target Market --- p.90 / Brand Image --- p.91 / Price --- p.92 / Product --- p.92 / Place --- p.94 / Promotion --- p.94 / APPENDIX 1 Terms (in alphabetical order) --- p.96 / APPENDIX 2 Development Milestones of TCL Mobile Communication --- p.100 / APPENDIX 3 Milestones of Telecommunications (Mobile Phone sub-sector) in Hong Kong..… --- p.102 / APPENDIX 4 (SURVEY: ENGLISH VERSION) --- p.106 / APPENDIX 5 (SURVEY: CHINESE VERSION) --- p.109 / BIBLIOGRAPHY --- p.112 / Periodicals --- p.112 / Interview --- p.114

by Tsoi Wing, Yeung Yin Ping. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaf 78). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / Chapter CHAPTER I. --- BACKGROUND --- p.1 / Growing Maturity of the Mobile Telecommunications Industry --- p.1 / Intense Competitions in the Industry --- p.3 / Company Overview: Hutchison Telecom --- p.9 / Significance of Customer Satisfaction and Loyalty --- p.12 / Objectives of this study --- p.13 / Chapter CHAPTER II. --- MACRO-ENVIRONMENT ANALYSIS --- p.14 / Political /Legal Impact --- p.14 / Economic Impact --- p.16 / Socio-cultural Impact --- p.17 / Technology Impact --- p.18 / Chapter CHAPTER III. --- INDUSTRY ANALYSIS --- p.20 / Internal Rivalry --- p.20 / Market Entry --- p.31 / Substitutes --- p.31 / Buyer Power --- p.32 / Supplier Power --- p.33 / Overall Implications --- p.33 / Chapter CHAPTER IV. --- COMPANY ANALYSIS --- p.34 / Strengths --- p.34 / Weaknesses --- p.37 / Opportunities --- p.39 / Threats --- p.40 / Chapter CHAPTER V. --- MARKET SURVEY --- p.42 / Survey Objective --- p.42 / Research Methodology --- p.42 / Limitations --- p.43 / Results and Findings --- p.44 / Chapter CHAPTER VI. --- RECOMMENDATIONS --- p.59 / Product Strategy --- p.59 / Pricing Strategy --- p.62 / Place Strategy --- p.63 / Promotion Strategy --- p.63 / Chapter CHAPTER VII. --- CONCLUSIONS --- p.64 / Chapter CHAPTER VIII. --- APPENDICES --- p.66 / Appendix 1 - Recent Major Events of Hutchison --- p.66 / Appendix 2 - Organization Structure and Objectives of OFTA --- p.67 / Appendix 3 - Customer Survey Questionnaire --- p.68 / Appendix 4 - Customer Survey Results --- p.71 / Chapter CHAPTER IX. --- BIBLIOGRAPHY --- p.78

by Ho Kwok Ching, Lui Chun Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 116-119). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.viii / Chapter / Chapter I --- INTRODUCTION --- p.10 / Chapter II --- MARKET PROFILE REPORT --- p.14 / Background and History --- p.14 / Market Growth --- p.15 / Spending of Mobile Phone Users --- p.18 / Market Share --- p.19 / The Evolution of Consumer Culture in Hong Kong --- p.19 / Quantitative (Before 1970) --- p.19 / Qualitative (1970 - 1985) --- p.20 / Emotional (1986 - 1994) --- p.20 / Multi-segment (1995 to now) --- p.20 / The Emerging Markets --- p.21 / The Elderly Market --- p.21 / The New Generation Market --- p.21 / The Female Market --- p.22 / Conclusion --- p.22 / Chapter III --- COMPETITIVE PROFILE REPORT --- p.24 / Existing Mobile Network Operators --- p.24 / Brand Perception --- p.24 / Promotion Strategies --- p.26 / Technology --- p.27 / Market Share --- p.29 / Activities Summary --- p.30 / CSL --- p.30 / SmarTone --- p.31 / Hutchison --- p.32 / Pacific Link --- p.33 / Service Commitment and background of the 6 PCS operators --- p.33 / Conclusion --- p.35 / Chapter IV --- CUSTOMER PROFILE REPORT --- p.37 / Mobile Communications Needs --- p.37 / Prompt Factors for Purchase --- p.38 / Basic Attitudes of Pricing --- p.39 / Price Sensitivity --- p.40 / Buying Cycle --- p.41 / Mobile Haters --- p.42 / Customer Survey --- p.42 / Chapter V --- PRODUCTS AND SERVICES PROFILE REPORT --- p.44 / Roaming Countries Comparison --- p.45 / Coverage Comparison --- p.45 / Service Binding/Prepayment Comparison --- p.45 / Conclusion --- p.46 / Chapter VI --- COMPANY PROFILE REPORT --- p.49 / Network Infrastructure --- p.50 / Scope of Services --- p.51 / Subsidiaries --- p.52 / Hongkong Telecom CSL --- p.52 / Hongkong Telecom IMS --- p.53 / Regional Activities --- p.53 / Quality Service Commitment --- p.54 / Strength and Weakness --- p.56 / Strength --- p.56 / Weakness --- p.56 / Brand Perception --- p.58 / Activities Summary --- p.59 / Conclusion --- p.60 / Chapter VII --- ANALYSIS --- p.62 / Chapter VIII --- MARKETING SUB-PROGRAMME 1: CUSTOMER RETENTION --- p.67 / Dealing with the Churn --- p.67 / Churning Reasons --- p.70 / Safety use customer --- p.70 / Service Objectives and Strategies --- p.71 / Tactical Action Plan --- p.74 / Monitoring --- p.74 / Progress Meeting --- p.75 / Weekly 'Customer-At-Risk' Report --- p.75 / Budget --- p.76 / Chapter IX --- MARKETING SUB-PROGRAMME 2: TERTIARY STUDENTS SEGMENT --- p.77 / Introduction --- p.77 / Market Profile Report --- p.77 / Customer Profile Report --- p.79 / Competitive Profile Report --- p.82 / Promotion and Communication --- p.82 / Price --- p.83 / Product Profile Report --- p.85 / Marketing Objectives and Sales Forecast --- p.86 / Marketing Weapons --- p.87 / Pricing Objectives and Strategies --- p.87 / Detail Tactical Plan - Pricing --- p.88 / Promotion Objectives and Strategies --- p.89 / Tactical Action Plan - Promotion --- p.90 / Product Objectives and Strategies --- p.91 / Tactical Action Plan - Product --- p.91 / Overall Tactical Action --- p.91 / Budget --- p.92 / Chapter X --- CONCLUSION --- p.93 / Chapter APPENDIX I - --- CUSTOMER SURVEY QUESTIONNAIRE --- p.95 / Chapter APPENDIX II - --- CUSTOMER SURVEY RESULTS --- p.100 / Chapter APPENDIX III - --- CUSTOMER SURVEY RESULTS (TERTIARY STUDENTS) --- p.110 / Chapter APPENDIX IV - --- TACTICAL ACTION PLAN (TERTIARY STUDENTS) --- p.115 / Chapter APPENDIX V - --- FINANCIAL ANALYSIS (TERTIARY STUDENTS) --- p.115 / BIBLIOGRAPHY --- p.116

by Lee Chi Leung, Edmund, Liu Lei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 77-78). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF FIGURES --- p.viii / ACKNOWLEDGEMENT --- p.xi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Branding in China --- p.1 / Chapter 1.2 --- Branding in Telecommunication Industry in China --- p.4 / Chapter CHAPTER II --- BRANDING OF CHINA UNICOM'S CDMA SERVICE --- p.7 / Chapter 2.1 --- China Unicom --- p.7 / Chapter 2.2 --- Definition of Key Constructs --- p.9 / Chapter 2.4 --- Branding of China Unicom´ةs CDMA Service --- p.19 / Chapter CHAPTER III --- RESEARCH METHODOLOGY --- p.26 / Chapter 3.1 --- Research Objectives --- p.26 / Chapter 3.2 --- Research Design --- p.26 / Chapter 3.3 --- Research Instrument Design --- p.27 / Chapter 3.4 --- Sampling Procedures --- p.29 / Chapter CHAPTER IV --- ANALYSIS OF FINDINGS --- p.30 / Chapter 4.1 --- Focus Group Discussions --- p.30 / Chapter 4.2 --- Survey Findings --- p.31 / Chapter 4.2.1 --- Questions on China Unicom --- p.31 / Chapter 4.2.2 --- Questions on China Unicom's CDMA Service --- p.36 / Chapter 4.2.3 --- Questions on Consumer Behavior and Respondents' Profile --- p.45 / Chapter 4.3 --- Research Limitations --- p.52 / Chapter 4.3.1 --- Scale Ratings --- p.52 / Chapter 4.3.2 --- Frame of Reference - Product Brand Names --- p.52 / Chapter 4.3.3 --- Sampling Procedure --- p.53 / Chapter CHAPTER V --- RECOMMENDATIONS --- p.54 / Chapter 5.2 --- Focus on Customers --- p.54 / Chapter 5.1.1 --- Target Premium Customers --- p.54 / Chapter 5.1.2 --- Create Real Value-for-Money --- p.55 / Chapter 5.1.3 --- Establish Trust in a Long-term Relationship --- p.55 / Chapter 5.2 --- Build a Strong Service Brand --- p.57 / Chapter 5.2.1 --- Enhance Brand Recall --- p.57 / Chapter 5.2.2 --- Build a Strong Corporate Brand --- p.58 / Chapter CHAPTER VI --- CONCLUSION --- p.60 / APPENDIX 1 QUESTIONNAIRE IN SIMPLIFIED CHINESE --- p.62 / APPENDIX 2 QUESTIONNAIRE IN ENGLISH TRANSLATION --- p.65 / APPENDIX 3 SUMMARY OF SURVEY RESULTS --- p.68 / APPENDIX 4 BACKGROUND OF CHINA UNICOM'S CDMA SERVICE --- p.74 / BIBLIOGRAPHY --- p.77 / BOOKS --- p.77 / JOURNAL PAPERS --- p.78 / WEBSITES --- p.79

Submitted in fulfillment of the requirements for the degree of Masters of Technology: Business Administration, Durban University of Technology, Durban, South Africa, 2017. / The term “wireless network” pertains to a very comprehensive field and at different points in history, meant different things. For example, in 1901 it would have meant Marconi’s first transatlantic communication and later, to the walkie-talkie in the Second World War. Since the late 1940’s, large companies and emergency services have used wide area private networks which could also be catergorised as wireless networks. However, public consciousness of wireless networks only arose in the 1980’s through the commercial distribution of cellular mobile radio. The telecommunications industry is experiencing a phenomenal revolution in which; the driving factors are innovative technologies, deregulation and globalization. Innovative technologies introduce dynamic changes in the way that telecommunication business is conducted. Deregulation is the liberalization of telecommunications which significantly increases the telecommunications market, while also allowing for strong competition amongst mobile service providers. Globalisation is the breakdown of legacy barriers which forces monopolistic service providers to compete in the international arena. With service delivery being identified as one of the key components for a successful telecommunications service provider, along with the Quality of Service of their network, both components are evaluated to determine how efficient the organisation is within the mobile telecommunications industry. Telecommunications service delivery is a way of ensuring the Quality of Service delivered for outsourced and retained services. The responsibilities of the mobile operator include monitoring, analyzing and reporting on service delivery performance in order, to ensure that customer satisfaction is met or even exceeded by the mobile operator. The South African mobile telecommunication industry is experiencing phenomenal growth, just like the rest of the world. Over the last two decades, the South African mobile telecommunications industry has experienced dramatic changes. Fixed line service providers have expanded into the mobile arena. Mobile operators are trying to form mergers and purchase fixed line companies. This study investigates the challenges faced by a mobile service provider in meeting internal customer needs. The Quality of Service (QoS) of the mobile network was evaluated and the various elements which contribute to challenges experienced by the service provider were identified. A mixed methods data collection method was employed for this study. To obtain the qualitative data, semi-structured interviews were conducted with management staff. Quantitative data was obtained through the use of questionnaires and an existing discourse analysis was conducted to identify characteristics on existing reports which were generated from within the organisation, for data collection. The results showed that the mobile operators had to be innovative and competitive simultaneously. Mobile operators face various challenges. The increased level of competition amongst service providers ensured improved QoS and service delivery to consumers. The mobile operator’s network foot print has to increase to provide its own network availability to clients. In order to avoid or reduce network sharing or roaming of network services as this comprises the client network coverage on the network. The mobile service provider should actively analyse network traffic to avoid potential disruptions and, to ensure that customers have a seamless connection. This study concludes that the changing environment of communications forces organizations to consistently re-evaluate their strategies and necessary re-align their strategies to the business needs of the organisation. The initial planning entails making technology choices to meet the overall business goals. However, technology is changing at an exponential rapid rate; therefore the organization should reach the completion of the product life cycle to ensure that this product is still required in the market. The main finding of this study reinforced the contention that planning is the most critical part of mobile network strategy. The organisation’s strategy may change to accommodate environmental changes. However, these changes should not affect the life cycle of the blueprint design. / M