Creative Problem Solving –

BUS 8418
Assessment Task 2 – Instructions

Author Name
8/31/2019
Table of Contents
Introduction ..................................................................................................................................... 1

Analysis of the Problem .................................................................................................................. 1

Ideas for Problem Solving .............................................................................................................. 2

Conclusion ...................................................................................................................................... 5

References ....................................................................................................................................... 6
 1

Introduction
X Company is a brand name which has excelled in electronics but predominantly in mobile
phone market and has emerged as one of the most purchased phone in UAE (Torrance, 2018). It
has taken the top place among all the world biggest leaders in mobile markets are it Samsung or
apple and it has been a huge achievement in the eyes of experts as X Company is a UAE local
company which emerged to be as holder of significant market share in UAE. It became one of
the most talks about company around the world as it has beaten UBER in the IPO value of 45
billion dollars. The strength of X Company was their marketing strategies which helped them to
be at the top in just 4 years (Dudovskiy, 2018).
X Company used e –commerce as the main weapon for their marketing strategy and as UAE has
one of the strongest e-commerce system so it helped X Company to pitch their products at quite
attractive prices (Harris, 2018). X Company became a true value for money products as it was
providing high end value features which other leading brands offer at higher prices while on the
otherhand X Company offered that in marginal low prices (Meng, 2008).
The unique designs of mobile phones attracted youth of UAE more because majority of UAE
mobile users are young generation which wants the updated features and due to budget
constraints they find X Company as the best choice of multiple features with quality mobile
phones (Huang & Jitphrasong, 2017).
Since mobile phones have limited life so X Company keeps rolling their new models every now
and then to keep consumers interested in their brand and they take customers opinion before the
production so that they can meet customer’s expectation as well (Livsey, 2017).

Analysis of the Problem

They always do soft launch of their products first and fix any issue in no time to make the mobile
free of problems before hand and this has helped X Company to gain consumer confidence in
just limited amount of time (RSA, 2010). X Company has made their international appearance as
well to take the brand and build it as an international brand they targeted USA market and they
got an average response from that market whereas they also explored south Asian market
predominately India where they first struggled a lot but X Company has gained a momentum in
Indian mobile market as well whereas in Pakistan X Company failed to impress the mobile
market and there is no stable presence of X Company in Pakistani market (Nouai, 2018).
 2

The main reason of that is X Company’s marketing strategy, as X Company has gained success
in UAE due to their e-commerce platform which helped X Company to cut their costs to
marginal level and this helped X Company to bring innovative technology at attractive prices or
even below market prices through discounts or flash sales whereas Pakistani mobile market
doesn’t work on e-commerce (Jun, 2018). The main reason is there is no proper e-commerce
platform in Pakistan and consumers don’t trust e-commerce the way UAE people do. And this is
because of their strong e-commerce system (Huang Z. , 2018).
Second X Company didn’t market their products and in Pakistani market consumers believe on
products which are being marketed to them. Third factor is that there is no official physical
presence of X Company in Pakistan. Pakistani people are unaware of X Company majority of
them as all they know about Samsung and apple or any other worldwide famous brand (Hardell,
2017). So little sales X Company has in Pakistan due to their little following of people or people
who are aware of the brand name (Butcher, 2018).
Here is the biggest weakness and failure of X Company as they lacked market research and they
didn’t changed their strategy as per market conditions for Pakistan (Nouai, 2018). They still
operate through their website in Pakistan which is making them lose potential market share and
we will address this weakness through different solutions so that it can help X Company to get
their market share secured in Pakistan as well (Livsey, 2017).

Ideas for Problem Solving

First X Company needs to revamp their strategy and they should understand Pakistani market
and its dynamics. Because its far different from how UAE market operates as here Pakistani
people have trust issues because of lack of system be it online or judicial and people don’t like to
go an extra mile to report a case of scam because they know they will never get anything out of it
and this is the weakness of e-commerce platform in Pakistan.
Either people get false products or their data get stolen and that is the reason no one trust online
websites and this has been the main reason X Company didn’t get consumer confidence so X
Company needs to change their strategy for Pakistan in order to secure their market share as
Pakistan has quite a large number of mobile users which accumulates into a great business and a
lot of companies are making their fortune out of Pakistan mobile industry be it OPPO or Q-
Mobile.
 3

So X Company needs to get their presence noticed through their physical stores opened in every
city of Pakistan so that consumers will know that a company with a name of X Company exists
and this will spark an interest in people and they will research and get curious to know about the
brand. Through physical stores X Company will witness a huge difference in their sales as it will
might add a value in their expenses but as they will get consumer confidence they will tend to
recover all of it in no time as Pakistani mobile market doesn’t have much options because only
Q-mobile is a local company and they also get their products manufactured from UAE so it will
give an open platform to X Company to get a majority market share of Pakistan mobile market if
they will take this initiative of opening physical stores.
Presence of physical stores develops a sense of accountability to consumers which helps in
gaining consumer confidence as they will know that someone is out there to respond to their
complains whereas through e-commerce platform they don’t feel that response in Pakistan and a
great customer support will help to build brand awareness among consumers as well as get their
confidence. As right now there are no reputed brand that have any official presence apart from
few new comers like OPPO or Q-Mobile so if X Company works on getting their feet string in
Pakistan they can get their major market share secured in no time through this initiative of
making a physical appearance in Pakistan through official stores along with after sales service
and customer support.
Second Scenario will be a lack of marketing of X Company when it comes to Pakistan. No one
knows the brand X Company apart from very little audience which can be counted in some
thousands as it has an international standing yet no one knows it in Pakistan and the main reason
of that is they have only launched their website in Pakistan. There is no marketing done be it
social media marketing or print media marketing etc. which is a huge loss for a brand like X
Company which can gain a lot of potential in the Pakistani mobile market.
As the existing market share holders of mobile market learned about the dynamics first and they
applied it accordingly take Q-mobile for instance they have hired international celebrities who
have influence on Pakistan and they made expensive advertisements of their high end featured
mobile phones in cheap prices and this has played huge role in the success of Q-mobile they
gained majority of market share in no time same strategy has been applied by OPPO as well.
So X Company needs to get their marketing team ready for Pakistan mobile market and they
should advertise it like international brand ado as X Company has all the potential suitable for
 4

Pakistani market as they have high end featured products at low prices so they should market it
in full swing it through hiring influential celebrities as in Pakistan celebrities do play a key role
in chaining peoples narrative for any product so it will help X Company a lot in getting people
attention towards their products.
They should also hire social media celebrities as in this time social media celebrities are treated
in better way than main stream media celebrities because they connect more to people. X
Company has all the qualities which will attract the youth and people who want to use new
mobile phones with all the latest technology in it. X Company should explore every possible
option for advertising their brand be it posters or billboards as they need their presence to be
noticed by the general people as its hard to get consumer confidence at first but once any brand
will get confidence of people then the loyalty stays with it and this will help X Company in the
long run so they should market their brand with aggressive strategy and make their appearance
on every possible platform this will bring everyone’s attention towards their brand. Pakistan
loves cricket so if X Company will sponsor any event be it like Pakistan super league or any
series they play it will be huge benefit for the brand which wants to make its appearance noticed
among people.
Third scenario can be a bit an extra mile for a company who has not established their feet strong
in the respected country but I feel it will help X Company in the long run as there is no solid
competitor who has taken that step so far and it will make X Company a pioneer in mobile phone
industry if they did that and will also help in securing more than a majority of market share as
well. X Company should manufacture their products in Pakistan through their investment in
production facility.
It will be a costly initiative and might not sound a good one but as what I have seen in Pakistani
mobile industry if X Company takes that step they will be in controlling power of the mobile
phone sector as X Company always take routes of e-commerce and it’s not predictable to say
when there will be a stable and secure e-commerce platform. If X Company makes their physical
appearance in order to get noticed it will add up to their cost a and makes mobile phones
expensive which will make them lose potential market share which they could acquire through
the prices they offer on e-commerce platform so to overcome this issue if X Company will invest
in local production in Pakistan and make their products manufactured in Pakistan it will not just
 5

save them a lot of cost but will also make the supply demand gap in control and they can easily
penetrate market through their will.
It will help them to pitch their precuts at marginal low cost which other bands cannot match up in
their dreams as well because they have to incur duties and other expense to import their products
and X Company will have a greater edge over their existing rival brands be it Q-mobile which is
Pakistani based company but they also produce products from UAE and OPPO. Pakistani model
users love technology but due to the economic conditions people cannot afford high end mobile
phones due to their higher prices so they either buy a low specs phone or buy a used one which
troubles them a lot so if X Company somehow breaks the barrier of economic condition and
bring their high end products in the accessibility of general people it will give them a field of
millions of people who will be ready to try X Company anyway and this can majorly append
through their local production facility as they will be able to cut their cost to marginal extent and
can invest in marketing and other aspects which can bring their sales up and help the company to
grow more.

Conclusion
These initiatives might be risky but in long run it will pay off for many years as Pakistani mobile
market has no solid player in it which is a great opportunity for a company who has proved itself
in their home country and in other countries around the world as well and through these
initiatives they can take Pakistani mobile market share as well and help their people to enjoy all
the new and high end features available in the world through their company. So X Company
should look into these ideas in order to explore the hidden and possible potential in the Pakistani
Mobile market as it will be fruitful for the company to get their feet strong in south Asian
market.
 6

References

Butcher, A. (2018). Lego and Tencent reveal new mobile game for UAE. GB Times .

Dudovskiy, J. (2018). X Company Business Strategy: competitive costs and large ecosysem.

Research Methodology .

Hardell, L. (2017). Effects of Mobile Phones on Children's and Adolescents’ Health: A

Commentary. Wiley Online Library .

Harris, I. (2018). Tencent and LEGO unveil mobile open-sandbox game LEGO Cube for UAE.

Pocket Gamerz .

Huang, & Jitphrasong. (2017). The Analysis of X Company Mobile Phone Marketing Strategy.

International Journal of Management and Commerce Innovations .

Huang, Z. (2018). X Company can credit its global success to a decidedly anti-Apple strategy.

Quartz .

Jun, L. (2018). Understanding X Company’s Global Strategy – with Donovan Sung, X Company

Global’s Head of Product and Marketing. The Harbinger UAE .

Livsey, A. (2017). Nokia 3310, beloved and 'indestructible' mobile phone, 'to be reborn'. The

Guardian .

Meng, X. (2008). Analyze and Prevent the Security Risks of E-Commerce Privacy. International

Conference on Management of e-Commerce and e-Government .

Millward, S. (2018). These 10 ingredients are the recipe to X Company’s secret sauce. Tech In

Asia .
 7

Nouai, A. (2018). Lego and Tencent joined hand together to announce new mobile game for

UAE. We De Design .

RSA. (2010). Use of mobile phones while driving. Road Safety Authority .

Tang, Ho, & Yang. (2018). Rise of X Company: the UAE start-up poised to become world’s

biggest IPO of 2018. SCMP .

Torrance, S. (2018). X Company, a Business Model Maverick: Lessons for Leaders in all Sectors

and Geographies. Simon Torrance .