QMobile is one of the most famous consumer electronics Company of Pakistan, which markets its products across the entire Pakistan. It is the leading smartphone brand of Pakistan, with the estimated sales of one million phones monthly. It was introduced in 2009, and as being the very first local mobile or electronics Company entering in the most saturated market, it needed effective strategies for penetrating deeply in the market. Q Mobiles are famous because of mid to low range mobile and smart phones. The devices range offered by QMobile includes tablets and smartphones with different features like QWERTY keyboard, WIFI, Android’s latest software, touchscreen, battery etc. In 2015, it also launched its first Windows phone called QMobile W1. Its first “Android One Smartphone Q Mobile A1” is available across Pakistan under the Android smartphone program. It does not involve in the manufacturing activity, but import from China to further sell under its brand. The business strategy of QMobile is very successful, which worked as the miracle in gaining the large portion of market share in very short span (Q-Mobile, 2018).
For such huge success, Q Mobile needs to effectively use its strategies by considering its product analysis, for which, BCG matrix helps in analyzing the strategic position of the company. It analyze the product categories, and so Q Mobile can decide, which products need attention more and which needs to shut down. Here is the detailed BCG matrix of the company;
Cash Cows
Every product sell or manufacture by the company, bring some cash in regards of the investment it use. However, some items grab the position for getting the high investment returns, which reflects on the well-established markets of such items. This shows that returns are higher than investments in the developing markets. These are the focal points for the sustainable earning for the company. The smartphones are the cash cow products for Q Mobile, as it continuously bring new features in every new series, and most affordable rates. Its market share is more than the market growth, however, implementation of new marketing strategies, it can turn to star items (Business strategy, 2018).
Stars
There are few items of the company that have high market demand, and going to grow more in future. These are financially strong, mainly because of its potential market growth. As the market and trends changes continuously, significant investment are necessary to be made by the company for the continued profitability. For Q Mobile, its traditional Symbian phones that are also known as “Bar phones” are the star items, as millions of consumers buy it, because of its good feature, battery usage power and reasonable prices. It effectively grab both rural and urban markets of Pakistan. It has the 65% of the rural population of Pakistan (Baloch, 2013).
Question Marks
These items have the potential to grow in the most competitive market, but do not have the enough market share, which reflects on more investment than the return it brings in the company. For Q Mobile, its tablets are the question mark or problem child for the company, which needs lot of attention, proper marketing and product strategies, along with some other operational points, to turn into cash cow, or else it will be dog item for the company (Baloch, 2013).
Dogs
These are the items which neither consume much nor bring return in the company. As Q mobile is not involved in manufacturing of products, and offer very less product categories, it does not have any dog items relatively, however, some of the series of Q Mobile were failed like Z series, where it was competing with Samsung series (Haider, 2014).
References
Baloch, F. 2013. Conquering the Pakistani market, one phone at a time. [Online], Available at: https://tribune.com.pk/story/532133/qmobile-conquering-the-pakistani-market-one-phone-at-a-time/, [Accessed on: 24th August, 2018].
Business strategy, 2018. About Q mobile. [Online], Available at: https://sites.google.com/site/pakistanqmobiles/business-strategy, [Accessed on: 24th August, 2018].
Haider, S. 2014. 5 reasons why you should not buy Q mobile. [Online], Available at: https://www.techjuice.pk/5-reasons-why-you-should-not-buy-qmobile/, [Accessed on: 24th August, 2018].