TABLE OF CONTENTS

INTRODUCTION 1

CHAPTER ONE 2

INTRODUCTION OF MOBIFONE COMPANY WITH THE ISSUES RELATED TO THE RESEARCH TOPIC 2

1. Introduction of the company 2

2. Introduction of the research topic 8

2.1 General information about the product Q student 8

2.2. Introduction of the research topic 10

CHAPTER TWO 12

THEORETICAL FRAMEWORK 12

CHAPTER THREE 17

FINDINGS ON CHARACTERISTICS AND DEMANDS OF THE STUDENTS ABOUT Q STUDENT 17

1. General analysis 17

1.1 Some features that Q Student are good at understanding students’ characteristics 17

1.2 Some weaknesses MobiFone has when offering promotion with the package Q Student 18

1.3 Opportunities the company can get through developing Q Student 18

1.4 Challenges MobiFone has to face when it provides a new student package 19

1.4.1 Challenges from the two other operators providing the same student package 19

1.4.2 Challenges from new mobile operators 20

2. Findings on consumer behavior and demands on using mobile 22

2.1 Consumer behavior on using mobile 22

2.2 Consumer demands on using mobile 23

2.3 Consumer behavior on receiving information 24

2.4 Conclusion from the survey 24

CHAPTER FOUR 26

RECOMMENDATIONS TO IMPROVE PROMOTION PROGRAMS FOR Q STUDENT 26

1. Recommendations to develop the promotion of Q Student to students 26

2. Recommendations to develop the promotion of Q Student to pre-students 28

3. Recommendations to improve the promtion of Q Student to graduates 29

CONCLUSION 30