Zong is an international brand, belongs to China. It is the first international Mobile Company launched in Pakistan. It is mostly known as the China Mobile. ZONG is meant to liberate and empower Pakistani people for making their own choices and must have the freedom to do so. It tries to become the major part of their lives by positioning itself in their minds, and hearts, and tries to bring some form of change in their lives. The primary essence of the ZONG Company is to provide and allow the best communication services to the people, used by them by their own desire. Consumers need to use the services of ZONG without any hassle of tariff, capacity problems, congestions or network coverage.
The ZONG supports the ground breaking network of communication, unmatched offerings of products, and trend-setting consumer service that redefined the game rules and developed ZONG as the serious contender in presence of rivals. It is successful in offering its consumers with innovative and entertaining value added products and services, and still works hard to empower them through different products (ZONG, 2018).
This all is possible because of the effective marketing strategies sit made to introduce itself in the new market. The effective use of matrix and tools are necessary for the company to achieve such huge success. BCG matrix helps in evaluating different products so that company could decide where to launch, what to launch, which products need to be shut down, and which needs more efforts. The detailed BCG matrix analysis of ZONG is provided below;
Cash Cows
The products in this category are consider as the major source of earning for the company. These products have low market growth but high market share, which helps in selling more products in the market. Such products have the high market demand because of the strong positioning in consumer minds, and hence become the major contributor in the company’s revenue statement. ZONG services are cash cows, like of Time Pay and internet services. It can easily generate much revenue for the company. However, due to strong competition in the industry, the company needs to be consistent with the investment and enhance its features (Kazmi, 2013).
Stars
These are the products which have high market share and high growth rate, but are not the prime generator of revenue for the company. It requires consisteny, and investment to turn into cas cows for the company. The prepaid services of ZONG are the star item of the ZONG Company as it has 15% of market growth rate and 0.7% of market share (Kazmi, 2013).
Question Marks
These are the items which have high market growth rate because of the potential to grow further, however, the low market share because of limited investment or tough competition in the industry. ZONG mobile and Post-paid services are the Question Mark items for the ZONG Company. The Mobile phones has 11% growth rate and 0.4% market share, however, the post-paid services have 0.25%% of market share and 16% of the growth rate (Study lib, 2018;Kazmi, 2013).
Dogs
The business units, which usually have the small market shares and growth rate in the mature industry are categorize in this category. The category of Dog might not require any substantial cash, but still it ties up the capital, which could be deployed anywhere else better. This is possible until such products does not have any strategic objective, and needs to be liquidated in case of having any chance of the market share gains. ZONG USBs are the dog items for the company because of 0 growth rate and 0.25% of market share. ZONG is not competing with telecommunication companies in this area but also other major companies who deals in USBs (Study lib, 2018).
References
Kazmi, S. 2013. ZONG strategies. [Online], Available at: https://prezi.com/xcxupfkm3sgz/copy-of-zong-strategies/, [Accessed on: 5th September, 2018].
QuickMBA, 2018. BCG matrix. [Online], Available at: http://www.quickmba.com/strategy/matrix/bcg/, [Accessed on: 5th September, 2018].
Study Lib, 2018. ZONG Project. [Online], Available at: https://studylib.net/doc/8449138/zong-project, [Accessed on: 5th September, 2018].
ZONG, 2018. About us. [Online], Available at: https://www.zong.com.pk/about-zong, [Accessed on: 5th September, 2018].