HOTSPOT ANALYSIS ON MARKETING ASSESSMENT OF MOBILE PHONE SHOPS WITHIN DAGON MYOTIT (NORHT)

摘要

Today, Mobile communication in Myanmar is a potentially life-changing prospect for the country, one of the developing countries in Southeast Asia. A quarter of its population is estimated to live in poverty. There is much potential for mobile phones to play a role in socioeconomic development, be it through access to services such as mobile money, or simply the access to information a mobile phone provides. It is estimated that 90% of wards and villages in the country already have a mobile signal. The Ministry of Posts and Telecom (MPT) began offering mobile services in 2013. In January 2014, Oreedoo and Telenor were granted licenses to provide mobile services, with commitments to provide 85% voice coverage within five years. It is expected these new networks will first cover the densely populated urban centers and gradually move outwards to rural areas, which do not currently have coverage. In this project, North Dagon Township, a relatively more developed area among the new satellite towns founded in 1989, was chosen to analyze the distribution of mobile shops using with GIS software. The ground survey for data collection took 3 days by 6 persons on main road and sub-road within the study township, on 31st December, 1st and 10th January, 2019 respectively. The rest of data is getting from MIMU. Systematic sampling method was used to identify the sampling locations. The primary data are divided into 3 three groups based on established year of mobile shops (2010-2012, 2013-2015, and 2016-2018) in order to identify the distribution of mobile shops an fluctuation of establish mobile shops within the periods by using Hotspot Analysis under Spatial Analysis Tools. In which, mobile phone shop are mostly cluster on the only two main road of Pinlong and Bomuba Htoo Road. For analyzing the attitude of mobile future, selling rate and mostly selling month, and ownership, which are important facts for establish mobile shops, it was used the primary field survey data by using SPSS software. The result shows that October is the highest selling rate month, personal ownership could be seen, the facts of location and main road are the main reason and important facts for establishing shops, and the attitude of mobile shops will be good trend in future. Finally, this paper will be useful in next research for implementing mobile industry within Dagon Myothit (North Dagon) Township.