ANALYSIS ON THE MARKETING MIX OF MOBILE HANDSET SHOPS IN YANGON

The objectives of this thesis are to analyze the crucial marketing activities of mobile handset shops and strengths and weaknesses of marketing practices of mobile handset shops. This thesis uses descriptive research method. Mobile handset shops are chosen by using simple random approach. Primary data are collected from owners or managers of mobile handset shops by using structured questionnaires. Secondary data are collected in magazines, journals and Website databases. People more purchase mobile handsets with advanced technologies and latest functions. Thus, today mobile handset shops are facing competitiveness in the marketplace. Marketing mix activities are conducted to achieve competitive advantages and increases sales volume. Nowadays the mobile handset shops in Yangon adopt marketing activities to penetrate the market, to make their products better known among the customers, to increase sales volume and to improve benefits. According to the finding, mobile handset shops select quality products for their customers in the mobile markets. Their pricing concepts are demand- oriented pricing, competition- oriented pricing and the price set by the Original Equipment Manufacturer (OEM). Their distributions channel can be seen in flow from the mobile handset shops to customers, other distributions channel flows from the mobile handset shops to retailers to customers. Mobile handset shops not only used advertising but also used other promotion methods such as personal selling, sales promotion and direct marketing method. But these handset shops usually emphasize on advertising and only five percent of mobile handset shops used direct marketing method. According to the finding, mobile handset shops need to use installmental payments, credit items, lucky draw and sponsorships at events, direct marketing method and open their branches in other cities that can penetrate the mobile markets