M.Phil / MS
Permanent URI for this collectionhttps://repository.cuilahore.edu.pk/handle/123456789/48
This collection archives the complete set of theses produced by students of the COMSATS University Islamabad, Lahore Campus.
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Item The Role of Marketing in Elevating Bandana’s Customer Engagement(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Sheikh Umair Ali; FA23-RBA-024; Dr. Syed Nauman Ahmad Assistant Professor; LHR TP 10087Style Textile (Pvt.) Limited as a leading textile manufacturer in Pakistan, distinguished by its commitment to innovation, sustainability, and collaborative business relationships with global apparel companies such as Adidas, Nike, Reebok, Levi's, and Tom Tailor. The firm has established a strong reputation in the global textile industry, boasting vertically integrated supply chain and sophisticated manufacturing processes. However, in spite of its robust operational setup, Style Textile's in-house fashion accessory brand, Bandana, is facing extreme marketing challenges that undermine its market share and long-term survival. The Bandana brand is facing issues related to brand awareness in a competitive fashion accessories market. This lack of awareness has undermined the firm's ability to appeal to its target market, with the sales declining progressively. The reduction in revenue impacts not only financial performance but also production planning, inventory control, and broader supply chain operations—leading to inefficiencies firm-wide. Recent industry research shows that the Style textile business experienced a 15% decline in sales in 2024 due to inflationary pressures, changes in consumer preferences, and supply chain disruptions. The decline reflects the imperative need for Bandana to pursue strategic repositioning through focused marketing initiatives. To overcome these challenges, internal stakeholders were interviewed through semi-structured interviews to establish key issues and to gather actionable information. The primary hurdles include low brand visibility, poor customer targeting, poor digital marketing presence, and poor brand differentiation. This project lays out specific recommendations to revive the Bandana brand. Some of these recommendations include: the development of an integrated digital marketing plan; the reinforcement of brand identity and narrative; the enhancement of customer segmentation and targeting; the utilization of social media and influencer marketing; and the implementation of promotional campaigns to drive awareness and sales. Through the focus on marketing innovation and strategic brand creation, Bandana can regain customer interest, grow market share, and drive sustainable growth. In today's rapidly shifting consumer landscape, this welcoming of marketing-driven strategies is crucial to build enduring success—not just for Bandana, but for Style Textile as a unified brand.Item The Role of Marketing in Elevating bandana's Customer Engagement: Enhancing Retail Efficiency in Pakistan (Strategies for Merchandise Planning & Loss prevention at Metro Cash and carry).(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) MUHAMMAD HAMZA KHAN; CIIT/FA24-RBA-040/LHR; Dr. Syed Nauman Ahmad Assistant Professor; LHR TP 10089The retail store market in Pakistan is a dynamic and rapidly evolving sector, playing a crucial role in the country's economic landscape. Over the past few years, there has been a noticeable shift in consumer behaviour, driven by factors such as urbanization, increasing disposable income, and changing lifestyles. As a result, the retail sector has witnessed significant growth and transformation. One of the notable trends in the Pakistani retail market is the increasing prominence of modern retail formats. Traditional markets and small, independent stores still hold their ground, but the rise of supermarkets, hypermarkets, and shopping malls is reshaping the way people shop. These modern formats provide consumers with a one-stop shopping experience, offering a wide range of products under a single roof. This trend is particularly evident in urban centres, where consumers appreciate the convenience and variety offered by these larger establishments. E-commerce has also emerged as a powerful force in the Pakistani retail landscape. With the increasing penetration of the internet and growing digital literacy, consumers are turning to online platforms for their shopping needs. This shift in consumer behaviour has prompted traditional retailers to adopt Omni channel strategies, integrating both physical stores and online platforms to enhance the overall shopping experience. The government's efforts to promote digitalization and financial inclusion have further fuelled the growth of e-commerce in the country.Item Talent Management in IT Industry: Case Study of a Leading Organization in Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Saira Anwar; CIIT/SP23-RBA-023/LHR; Dr. Syed Nauman Ahmad; LHR TP 9606Talent management has become a global concern for which appropriate measures should be taken. The purpose of current case study is to analyze the talent management practices in IT industry. To explore its implementations in real world, a leading IT company in Lahore has been selected to evaluate the effectiveness of its talent management practices, underlying issues and employee’s perception regarding the implemented practices. Triangulation study design was employed and information was gathered via interviews with company employees and through secondary sources: company profile, HR-related publications, and newspaper articles, online accessible reports, and employee reviews. The findings indicate the company`s vigorous talent management practices to improve their retention rates, still they are some areas that require considerable improvement to enhance company performance and reputation. The current study offers critical insights about surging need of robust talent management specially along with its underlying challenges in the fast paced world of technology.Item Mediating role of Team Performance in the relationship between Leadership Competencies and Project Success in the IT sector of Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Muhammad Hammad Rasool; CIIT/FA21-RPM-009/LHR; Dr. Syed Nauman Ahmad; LHR TP 9417The efficacious accomplishment of projects in IT companies in Pakistan is often hindered by challenges related to leadership competencies and team performance. Despite its importance, this area remains under-explored in academic research, particularly within Pakistan's IT context. By inspecting the influence of team performance and leadership competencies on the success of the project, it was intended to fulfill this research gap in the IT sector of Pakistan. It was intended to understand how these factors interplay to influence the outcomes of the project. For the data collection, a survey-based methodology has been utilized. A questionnaire was distributed to project managers and leaders in multiple IT firms throughout Pakistan. The predicted findings have highlighted the dynamics of the team performance and the leadership competencies, in the IT sector of Pakistan. The results and findings have presented practical visions and understandings about how the rates of project success can be enhanced. This research has significantly contributed, to both academic and practical implications in the domain of the organizations that are handling IT projects in Pakistan, by identifying the key points of project-success and their interrelatedness. The proposed research was reinforced by utilizing two theories, in essence, The Social Exchange theory and the Transformational Leadership Theory. Smart PLS has been employed for the testing and analysis of the proposed research modelItem The Impact of Product Packaging on Consumer Perception and Purchase Intention in Dairy products(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Shams Baig; CIIT/SP23-RBA-024/LHR; Dr. Syed Nauman Ahmad; LHR TP 9443This study examines that, how product packaging affects, how people think about a product and how it affects their purchase decision in the Pakistani dairy industry. This study focuses on key aspects of packaging such as color, style, information, and functionality to get a complete picture of how these factors enhance people's actions. This study provides important insights into dairy consumers' preferences; emphasizing the important role that packaging plays in influencing consumer choices. Key insights show that visually appealing packaging, clear and detailed labeling, and functional packaging designs that improve convenience and product freshness are highly valued by consumers. For dairy companies looking to improve their market performance and consumer delight by changing their packaging strategies, these insights are very helpful. The study concludes that dairy brands need to spend money on innovative design, increase label transparency, focus on functionality, use sustainable practices, and use technology to keep up with changing consumer expectations and regulatory requirements.