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Son 9 (2026)
Marketing

Ilmiy maqolalar

A STRATEGIC MARKETING ANALYSIS OF UZBEKTELECOM JSC IN UZBEKISTAN'S TELECOMMUNICATIONS MARKET

DOI 10.67668/mj/2026iss9/1941

Nashr qilingan 2026-09-12

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Annotatsiya

The article examined Uzbektelecom JSC’s marketing strategy in Uzbekistan’s telecommunications market and opportunities to improve customer experience. A qualitative case study used secondary sources, customer journey mapping, SWOT analysis, competitor comparison, marketing mix analysis, and qualitative content analysis. Infrastructure, service diversity, and brand recognition were described as competitive advantages. Selection, purchase, and service usage stages were compared for customers with different levels of awareness. Opportunities were identified to improve information provision, technical support, and digital communication. Recommendations addressed youth promotion, loyalty programmes, and integrated marketing communications. These recommendations aimed to strengthen customer relationships, improve service processes, and enhance the company’s competitive position.

Kalit so'zlar

strategic marketing, Uzbektelecom, telecommunications market, customer experience, customer journey mapping, SWOT analysis, marketing mix, customer loyalty.

Foydalanilgan adabiyotlar

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