Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
I am thankful to God Almighty who has enabled me to finish this report, praise to
Hazrat Muhammad (P.B.U.H) who is forever torch of guidance for mankind. It was
very interesting as well as tough task for me. I completed it with the help of some nice
people.
Secondly, Id like to thank my Mother, my family member and friends for always being
there in rough times, supporting me and helping me in every way possible throughout
the duration of this project. My institution, Allama Iqbal Open University, has done a
superb job in training me throughout the course of my degree for this project. Special
thanks go out to Mobilinks Management Mr. Abdul Hadi Dar (Regional Manager
Corporate Sales Faisalabad) & Mr. Muhammad Masoom Saif (Corporate Manager
Sales) Mr. Syed Iqtidar (Marketing Manager) and all the other colleagues of Mobilink
who provided me with their valuable input during my project.
ALMAN RASHID
DEDICATION
TO
Table of Contents
Serial No.
0
Subjects
TITLE PAGE
Page
No.
I
01
02
ACKNOWLEDGEMENT
01
03
DEDICATION
02
04
LIST OF CONTENTS
03
05
INTRODUCTION OF MOBILINK
04
06
II
05
07
OVERVIEW OF MOBILINK
06
08
ORGANIZATIONAL STRUCTURE
19
09
25
10
28
12
38
46
13
48
14
50
15
ANNEXES
51
5. Introduction of Mobilink
Over the course of the last few years, Pakistans telecom sector has flourished
appreciably with more competitors coming in to the market, thus bringing in much
needed foreign investment for the country. This has also led to an incredibly
competitive environment in the telecom sector which calls for the firms being more proactive, identifying trends quickly and taking appropriate actions to increase their market
share and profitability.
The project is a detailed overview of the telecom environment, especially with respect
to Mobilink. The project would give a detailed analysis of the internal environment of
the firm itself and the external factors that affect it. During the course of the analysis
quite a few models would be applied to judge the competitive environment, for example
to judge the external environment and competitiveness with in the industry, Porters
Five Forces Model would be applied.
The reason for choosing the telecom sector was mainly because of the fact that the
telecom sector has become very dynamic with new marketing campaigns and
advertisements being shown heavily on the media. Being a marketing major, this
industry has always fascinated me and I have been following its progress in Pakistan for
quite some time.
7. Overview of Mobilink
5
Mobinil
6
OTH's first operation was the Egyptian Company for Mobile Services commonly
known as ("Mobinil"). Mobinil is a market leader serving over 16 million subscribers
representing a market share of 48.8% (as of March 2008). Mobinil is one of Egypt's five
largest companies on Cairo & Alexandria Stock Exchange (CASE) in terms of market
capitalization.
Mobilink
In Pakistan, the Pakistan Mobile communications Ltd (Mobilink) started its
operations in 1994 and, until early 2001, had a market share of 40%. In April 2001,
OTH took over management control of the company. As the market leader, Mobilink
serves more than 31.5 million subscribers, representing a market share of 38.5% (as of
March 2008).
Banglalink
7
Mobilink's Vision
9
Mobilink's Mission
To promote Customer Services as a Mobilink Brand
Every customer interaction to be a pleasant experience
To promote Mobilink as a truly customer oriented organization
Mobilink's Values
Total Customer Satisfaction:
Customers are at the heart of our success. They have placed their trust and
confidence in us. In return, we strive to anticipate their needs and deliver service,
quality and value beyond their expectations.
Business Excellence:
Mobilink strive for excellence in all that we do. We aspire to the highest standards and
raise the bar for ourselves everyday. This commitment to delivering world-class quality
translates into unmatched service and value for our customers and all stakeholders.
10
At Mobilink, we take pride in practicing the highest ethical standards in an open and
honest environment, and by honoring our commitments. We take personal responsibility
for our actions, and treat everyone fairly, and with trust and respect.
Respect for People:
Our relationships drive our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor.
Mobilink is private limited company and not registered in stock exchange and as per the
company policy only the below mentioned information can be share for education
purpose ,the below mentioned some information are taken from the PTA annual reports
2006 to 2010 and some are taken from the company internal record ,and all these
information are only estimations.
Financial highlights of last five years are as under:
Years
2006
2007
2008
2009
2010
Revenue
Market share by
65%
65%
68.9%
60%
48.60%
subscriber
Total Revenue
65%
61%
55%
50%
41%
Market share by
US $ million
Net profit US $
million
Total
300M
400M
600M
900M
1Billion
12
20
30
70
150
200
300
335.9
591
(by subscribers)
Total Coverage
1M
2M
5M
11M
13 Million
cities/towns/
1000
2500
4000
6000+
10000+
Investment
US $ million
Gross sales
villages
Total
Subscribers
11M
12M
14M
19M
base
Source: www.pta.gov.com; & internal records of Mobilink
30M
In the above mentioned table the figures shows that in year 2006 and 2007Mobilink
market share both in revenue and subscribers base was maximum but in year 2008 and
2009 it has been decreased as previous in year 2004 there was few competitors (Ufone
and Zong/Paktel) of Mobilink but after year 2005 two more competitors (Warid,
13
Telenor) added in the market and market share divide in between. In sales Mobilink did
a good job as from year 2005 -2009 Mobilink sales are continuously increasing by the
good marketing strategies, promotional activities, excellence services and customer
care.
In Mobilink investment also increase for the improvement of network to give the
unmatched services to its valued customers Mobilinks profits are also increasing as
compare of 2004 to 2008 as Mobilink is truly working well for the retention and
satisfaction of the customers.
Technical department, MBAs for Management, HR and for Marketing, M.COM for
Finance department mostly employees from higher management are foreigner qualified
with great exposure of foreigner work style.
All employees of Mobilink are satisfied with the pay structure and other non cash
benefits as Mobilink exceeding their employees expectation. Majority of employees
have experience in his particular area but Mobilink also encourage fresh graduates and
masters selection criteria in Mobilink is purelybased on merit base. In technical and IT
and in contact centre the selection criteria is based on test system if person qualified the
test then go further chain of interview with the manager ,director of the department
where he/she implied and at the end final interview with the Vice President of the
department.
Mobilink is always exceed the employees expectation and also provide the
opportunities for career growth through required training and workshops, and Mobilink
is also providing education assistance to their employees for the enhancement of
knowledge and latest studies.
Number of employees working in Mobilink = 4,700 hundreds
Source: Employees of Mobilink
15
corporate clients.
Post-Paid (Indigo)
Indigo is the only post paid brand in the Pakistan General philosophy: payment
after the service derived Real Post paid Brand: Indigo-launched in February 2004 elite
market image Freedom plans: The best choice for everyone flexible call rates
Pre-Paid (Jazz)
Jazz is synonymous with cellular in the country
General Philosophy: payment before the service derived
Jazz Offerings
Jazz CDs
Scratch cards
OTAR
Electronic Voucher Recharge
Balance Share
Mobilink World
Value added services (VAS) of Mobilink falls under the brand name Mobilink
World Broad service categories of Mobilink World are business solutions, payment
solution, info solution & fun, some of the popular services are;
Bolo SMS ,Talking books, Car Crazy ,Love Calculator
SMS to TV Messaging services, Ring tones, Gup Shup Corner
Ring tone Club ,Cricket Updates,Mobitunes ,Horoscope,
Yahoo Messenger ,Conference calling, Voice Mail
SMS Trivia ,SMS Buddy, International MMS, Web SMS Chat
Lounge 144 ,Mobi Greetings, Kids Corner ,Sports Portal
Mobile Banking ,Info-Line services, Kisan service ,Job Alerts ,
Blackberry,Mobisafe,SMS Marketing, Corporate Misconnect cards
Fax Mail, Stock Watch,PIA Reservation, SO Card, MCA
Call Forward, Flash Mobile,Mobilink Tourist Guide Mobile,
Power tools ,Religious Services SMS based Banking Services,
16
Getting Connected
Mobilinks competitive advantage has been its aggressive retail presence.
Mobilinks prepaid product sold under the brand name Jazz is widely available in more
than1000+cities,towns and villages with service code (0300,0301,0302,0303,0304
0305,0306,0307 and 0308) Jazz is the most successful and popular Pakistani brand and
was coined by a team led by Aamir Ibrahim in 1998. Junaid Khan, then the President of
Mobilink, preferred it over the runner up choice 'Buzz'.
17
Calling
Cards
Pre-paid
Wireless
Post Paid
Mobile
JAZZ Mobile PCOs
Phones
EXECUTIV
Connectionn
Land LineConnections
Indigo
ISPs
PCOs
ISPs
8. Organizational Structure
President
and CEO
18
Director
Chief
Information
legal
Director
Manager
officer
s affairs
Director
Chief
technical
legal
Director
Manager
officer
s affairs
VP HR/
Chief
Director
Director
VP Director
VP
ThreeAdmin/
Financial
legal
legal
legal
Commercial
Marketing
Customer
SALES
Manager
Manager DirectorManager
Security Director
Officer
Directors
Services
s affairs
s affairs
saffairs
Director
legal
Manager
affairs
s
Definition:
Definitions of these rules are given below:
Company means Pakistan Mobile Communications (Pvt) Ltd (PMCL), with its head
office at Kulsum Plaza incorporated under the Companies Ordinance 1984 at
Islamabad, Pakistan.
19
Head Office means the place where the main off ice of PMCL is
established.
Management means, The President, Officers, Directors & Manager and Coordinators
of the company to whom the relevant powers have been delegated by the President.
President means the president of the Company.
Chief Officers means the Vice Presidents / CEO, CCO, CTO, CIO, CFO & VP
HR/Admin at the Head off ice.
Directors The in charge of departments directly reporting to the Chief Officer.
Manager means the in-charge of a section under a department at by the President /
Head of Department from time to time.
Specialist means the employee who is assisting the Manager in obtaining the
objectives of the department.
Associate means the employee who is assisting his/her supervisor in the day-to-day
activities.
Main Offices:
Mobilink has extensive network of main offices and sales point along that Mobilink is
also giving that task to many franchise and its head office is in Islamabad.
Offices:
Mobilink divide the Pakistan in three different and major regions.
1. Central (Punjab)
2. North (NWFP)
3. South (Sindh)
Mobilink divide further central in central1,central 2,central 3,central 4 and north in
north1 ,north 2 as well as south in south 1,south 2and south 3.Mobilink has its 18 main
offices including head office in different regions and 475 franchises which providing
the services to the whole Pakistan.
Further number of office in different regions;
Central
In central there are 8 offices, including 3 offices in Lahore, one in Gujrawala, one in
Rahim Yar Khan, one in Faisalabad and one in Sargodha.
North
In north there are 3 offices, in Islamabad, Rawalpindi and Peshawar.
South
In south there are 10 offices, including 4 offices in Karachi, one in Hyderabad, one in
Quetta, one in Nazimabad, one in Gulshan-e-Iqbal, one in Shahrah-e-Faisal and one in
Clifton.
Management Hierarchy
21
Chief Strategy
Officer
Tariq Rashid
Vice President
Marketing
Bilal Munir
Sheikh
Vice President
Customer Care
Irfan Akram
Vice President
Corporate Affairs
Agha Qasim
Chief Technical
Officer
Ramy Reyad
Kamel
Vice President
Sales
Jahanzeb Taj
Chief Information
Officer
Irfan Farooq
Head of Human
Resources &
Administration
Sadia Ahmad
Chief Financial
Officer
Andis Locmelis
Head of Business
Analysis and
Planning
Farid Ahmed
22
operate in Azad Jammu and Kashmir (AJK) on 27 June-2006. The concession was
awarded for a payment of US$ 10 million.
Achievements:
Today Mobilink a company at the forefront of technology stands tall with the
world's strongest brands. Pakistan 's favorite cellular service is the first ever
cellular network to have been awarded with the ' SuperBrands' accolade.
Reliability, innovation, growth and performance above and beyond others is
what sets us apart. We thank all our family members for making Mobilink
indigo and Mobilink Jazz achieve the superbrand status.
ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center
Implementation of a full Intelligent Network (IN) platform from Siemens for the
Prepaid platform
Largest Call Center in Pakistan, which is there to assist the customers 24 hours
Only cellular service in Pakistan to provide coverage on the M2 motorway
Bilateral roaming in over 120 countries around the world with true international
roaming with over 300 operators across the globe
First mobile operator in Pakistan to offer extensive GPRS Roaming and
Blackberry Roaming services
MOBILINK Gems Short Message Service Center allows Vehicle Tracking and
Fleet Management services that are being provided by Trakker (Pvt.) Ltd., under
the brand name of C-Track, a company licensed by Pakistan Telecom Authority
(PTA). Trakker currently operates from Karachi but can provide these facilities
at all those locations where GSM coverage is available.
Network
During the last 15 years, Mobilink has set up one of the largest cellular networks in the
country. Currently, we are covering more than 10000+ cities and towns. This has
involved an investment in the company of more than US$ 3.3 Billion. We have 66
23
Switches and more than 8,000+ cell sites and the number keeps growing at a rapid pace.
Mobilink also have deployed around 6,500km of optical cable.
Years of Business
Cities
Investment
Switches
Cell Sites
Optical Cable Deployment
Switches
Radio Base Stations
Intelligent Networks
Microwave Equipment
Operating Frequency
SMSC
15
10,000+
USD 3.3 Billion+
66
8,000+
6,500 KM
Nokia-Siemens, Alcatel, Huawei
Motorola and Alcatel.
Siemens
NEC and Alcatel
900/1800 MHz
Logica CMG
Vice
President
Marketing
Director
Brand Team
Specialist
Manager
Director
Marketing
Operation
Associate
Manager
Specialist
Associate
Director
Pricing
Strategy
Specialist
Manager
Associate
Director
VAS
LDI
Specialist
Manager
Associate
24
Director
Public
Relations
Specialist Manager
Associate
Vice President
Brand Team
Marketing Operations
1
18
16
25
16
14
5
70
According to Peter Drucker, The aim of marketing is to make selling superfluous. The
aim is to know and understand the customer so well that the product or service fits him
or her and sells itself.
Operations of Mobilinks marketing department are as follows:
Analyzing the trend of the market and competitions movement of marketing.
Analyzing the customer demand and product development process
Analyzing the quality assurance process and enhance the market share as
compare to competitions.
Introduce new product in the market through research and development
process.
Create the need for the new and existing customers through different loyalty
programs
Run all he promotional activities efficiently and effectively
Public relation
Research and development
Trade Marketing;
In this sub department of marketing ,all trade and retail level activities at ground level is
working efficiently and the whole department is responsible for the marketing of
promotional and sales activities of the Mobilink for trade and retailer.
27
Handset Offers;
This sub department is responsible for the different bundle offer for corporate groups of
customers and for individual customer for retention and loyalty programs. This includes
the bundle handsets offers and many such related campaigns.
d) Encouraging Arts
Each culture is best defined by an artistic expression. To preserve and cultivate art is a
necessity that should be partaken more often in Pakistan. Mobilink has taken the lead in
doing so in many different ways.
e) Encouraging Arts
Each culture is best defined by an artistic expression. To preserve and cultivate art is a
necessity that should be partaken more often in Pakistan. Mobilink has taken the lead in
doing so in many different.
Promotional Activities;
The one of the functions of Mobilinks marketing is to handle different promotional
activities for customers and for distributors/retailer with smart way.
29
Public Relations;
The functions of this public relation unit are to create good relations with media or with
customers through different surveys and campaigns.
Pricing Strategies;
The function of this sub unit of Mobilinks marketing is to introduce the price of the
products after the analyzing the market need and customers demand and this is also
responsible for the increase or decrease in the product price.
Loyalty programs;
This unit responsibility is to create different loyalty programs for the good relations and
retentions of the customers with company.
30
31
Mobilink is the market leader both in revenue and customers and is the first GSM
service provider of the Pakistan as leader Mobilink strategies are to lead the market and
to get the maximum share of revenue thats why Mobilink is always adopting leader
ship strategies.
Mobilinks major strategy involves;
Be always first in introducing latest technology in telecommunication
Focus on best quality,customer satisfaction
Identifying the market style and market trend
Identifying the customer trend and style
Identifying the customer needs and demands
Identifying the new research and development in telecommunication
Identify the segments within the market
Understand company's strengths and weaknesses.
Implementation of 4p's price place product promotions.
Understand where you want your brands to be in the future
Internal service quality of customer satisfaction.
In Mobilink private when lunch any product they all decision making on higher
management and first the complete analysis of the market and customer behavior all
sensitive issues with point of competitors of current market situation then pre test lunch
the product if they successful then introduced in the market.
Idea Generation:
A process starts with idea generation, which may draw the Mobilinks inspiration from
internal sources, customers, competitor's suppliers and others.
32
Idea Screening:
The next step is idea screening which reduces the number of ideas based on the
Mobilink own criteria which the best suitable for the company.
Concept Development:
After the idea screening Mobilink research and development management continue
through product concept development in which a detailed version of the new product
idea is stated in meaningful consumer terms.
Test Market:
In this stage concept testing new product concepts are tested with a group of current
market target consumers to determine if the concept have strong consumers appeal and
successful in market.
Marketing Strategy:
After the successful concept of the new product to proceed to marketing strategy
development in which an initial marketing strategy for the new product is developed
from the product concept
Business Analysis:
After the marketing strategy of Mobilink proceed to in business analysis stage a review
of the local and nation market of the sales, costs and profit projections for new product
is conducted to determine whether the new product is likely to satisfy the Mobilinks
objectives .
Commercialization:
33
With positive results there the ideas become more concrete through test marketing and
finally are launched for commercialization.
34
35
36
with different gaps in the newspapers. The newspapers they use are: The NEWS,
DAWN, and JANG
Radio
Radio is a good local acceptance, high geographic and demographic selectivity and low
cost advertisement.
Magazines
The Magazines advertisement high geographic and demographic selectivity, credibility
and prestige and high quality reproduction, long life and good pass along readership.
Outdoor Advertising
Outdoor Advertisement flexibility high repeat exposure low cost low message
competition, good positional selectivity
For example
Sing Boards
Bill Boards
Banners
Public Relation
It is communication efforts that are designed to favorably influence attitudes toward an
organization, its products and policies. Mobilink is not just a quality product services
supplier, but also a socially conscious corporate citizen. It has been equally involved in
promoting and funding several community welfare projects through aggregate revenue
Mobilink is a professionally managed, organization.
37
this purpose. I have observed that Mobilink is a market leader both in revenue and in
customers share as they are practicing the right procedure what they have written,
Mobilink is ISO 9002 certified in billing and engineering.
In this organization I observed and noticed that all the department and business
processes are implementing as of theoretical concepts for the better results. Every
department processes are written, and all the staff are implementing on the written
procedures with pleasure and its the secret of Mobilinks leadership. Mobilink is
providing the friendly environment for their internal customers and giving then the
salaries as per the market standards, I observed that in all the departments of Mobilink
all the theoretical concepts are implementing As in Mobilink particular in marketing
department every thing is handling with respect to same as theoretical or what we
studied in MBA as in product development ,marketing research, in pricing ,distribution
and in promotional activities every thing is well organized and planned.
Success and failure of products of Mobilink in Market with reasons:
In Mobilink every product is successful as per the demand and need of the customers,
as Mobilink is a market leader and launch their every product with planning and deep
research, feed back of their existing and new customers. These successful products are
for prepaid customers, post paid customer, for corporate customers and for corporate
level business solutions.
Following are the some successful products from the list of successful products;
38
6. Jazz GPRS
7. Jazz Octane
8. Such Jazba
Reasons:
Mobilink is a marketing leader and its every product is very successful in the market
and as per the customer demand and requirement, as before launching any new product
or any value added services for their existing and new customers Mobilink always did a
solid research for the need and requirement of the customers through different channels,
surveys and questionnaires from customers.
Mobilink also keep an eye on the market environment and on the competitors
activities. Mobilink focus on the strong marketing strategies and before introducing any
product worked on the marketing mix very carefully.
Warid Telecom
Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu
Dhabi Group entered into a strategic alliance with Singapore Telecom. Subsequent to
this transaction in July 2007, telecom giant SingTel acquired 30% percent equity stake
in Warid Telecom, Pakistan, for US$758 million. This partnership is part of a strategy to
support Warid Telecoms continued growth and to enhance its market position.
Abu Dhabi Group, one of the largest business groups in the Middle East and the
single largest foreign investor in Pakistan. It has diversified business interests, offering
strong financial resources and extensive management expertise that result in
commercial success for several institutions.
SingTels investment in mobile operations include, Advanced Info Service (AIS)
Thailand, (21.4%), Bharti Telecom Group India (30.5%), Optus Telecom Australia
(100%), Globe Telecom Philippines (44.5%), Pacific Bangladesh Telecom (PBTL) Bangladesh (45%), Telkomsel Indonesia (35%) and Warid Telecom Pakistan
(30%).
Ufone GSM
Ufone GSM is a Pakistani GSM cellular service provider. It is a subsidiary owned by
Pakistan Telecommunication Ltd (PTCL). It is a brand of Pakistan Telecommunication
Mobile Ltd. (PTML), It was established to operate cellular telephony. The company
commenced its operations from Islamabad on January 29, 2001. As a consequence of
PTCLs privatization, 26% of its shares were acquired by Emirates Telecommunication
Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been
handed over to Etisalat. During the year July 2005 to June 2006, Ufone continued on
the path to success. The Company further expanded its coverage and has added new
cities and highways. Ufone has network coverage in more than 750 cities, towns and
across all major highways of the country. During the year, as a consequence of PTCLs
privatization, 26% of its shares were acquired by Emirates Telecommunication
Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been
40
handed over to Etisalat. During the year July 2005 to June 2006, Ufone continued on
the path to success. The Company further expanded its coverage and has added new
cities and highways. Ufone has network During the year, as a consequence of PTCLs
privatization, 26% of its shares were acquired by Emirates Telecommunication
Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been
handed over to Etisalat. During the year July 2005 to June 2006, Ufone continued on
the path to success. The Company further expanded its coverage and has added new
cities and highways. Ufone has network coverage in more than 3756 locations and
across all major highways of the country.
During the year Ufone successfully completed the network expansion of Phase IV
in existing as well as in new cities and towns which amounted to more than US Dollar
million. As a result the asset base of the Company has increased from Rs. 20 billion to
Rs. 27 billion. During the year Ufone adopted the policy of simplified tariffs with no
hidden charges,
which resulted in positive impacts on the usage trends of subscribers as well as total
subscriber base, which has increased from 2,579 k in June 2005 to 7,487 k in June
2006. Ufone currently caters for International Roaming to more than 225 live operators
in more than 130 countries and introduced International roaming facility for Prepaid
subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore,
Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka, Belgium and
Kuwait with lowest rates, featuring no security deposit and activation charges. GPRS
Roaming facility is available with more than 115 Live Operators in more than 85
countries. The company has also been awarded a new License for providing cellular
services in Azad Jammu & Kashmir and Northern Areas.
Telenor Pakistan
Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations
in Asia together with Thailand, Malaysia and Bangladesh. Telenor Pakistan launched its
operations in March 2005 as the single largest direct European investment in Pakistan,
setting precedence for further foreign investments in the telecom sector. The company
has covered several milestones over the past twenty eight months and grown in a
number of directions, we have grown to become a leading telecom operator in the
41
country. In fiscal year 2006, we achieved nearly 200% growth in our subscriber base
the highest in the industry by a wide margin.
We are the fastest growing mobile network in the country, with coverage
reaching deep into many of the remotest areas of Pakistan. In the most difficult terrains
of the country, from the hilly northern areas to the sprawling deserts in the south, at
times we are the only operator connecting the previously unconnected. We are keeping
ahead by investing heavily in infrastructure expansion. With USD1 billion already
invested, we have extended agreements with our vendors for network expansion and
services until 2009. The agreements, with a potential to result in USD750 million worth
of orders from Telenor Pakistan, are some of the biggest of their kind in the industry.
We are spread across Pakistan, creating 2,500 direct and 25,000-plus indirect
employment opportunities. We have a network of 23 company-owned sales and service
centers, more than 200 franchisees and some 100,000 retail outlets.
Zong (CMPAK)
China Mobile is the largest telecom operator in China. It has recently completed
the purchase of Paktel. ZONG is the first International brand of China Mobile being
launched in Pakistan. It is meant to empower and liberate the people of Pakistan in
every nook and corner of the country. It will become a part of their hearts, their minds
and bring about a change in their lives that every one desired but few thought would be
possible. The core essence of ZONG is to allow people to communicate at will. Without
worrying about tariffs, network coverage, capacity issues or congestion. ZONG will be
supported by ground breaking communications, trend setting customer service and an
unmatched product offering which will redefine rules of the game and establish ZONG
as a serious contender for the number one spot.
ZONG would offer its customers with entertaining & innovative value added
services and will empower them by giving a wide variety of products, services &
content to choose from. We are privileged to be the pioneering country introducing this
brand with others to follow. And God willing, together we will also make ZONG a
success story for others to try and replicate.
42
Market Share
Mobilink is currently the market leader with 41% market share by subscriber and 50%
market share by revenue, whereas Ufone, Warid and Telenor are significantly behind.
CM Pak (Paktel) at the moment has 2% share in both by revenue and subscribers, but
it is expected to increase when they launch their new products. Below is a chart taken
from PTAs Annual Reports for the year 2009 that shows the division of market share
amongst the current players in the industry.
43
44
45
SWOT Analysis
Strengths:
Competitive in value added features
Infrastructure sharing reducing operational & fixed costs & largest number of
cell sites
Aggressive promotional activities
Extensive staff training programs
Standardized pay structure
Management is always open to improvement from every level of hierarchy
Strong brand value
Comparatively better value added services than competitors
Largest Network Coverage
Weaknesses:
Lack of good coordination with other department
Instability of network
Problems with Billing systems
Inefficient Complaint Management System
Customer verification and recording antecedents
High Traffic
Declining quality
Poor call service department
46
Opportunities:
Expansion in new geographical areas
Providing per second billing
Providing more value added services
Expanding into new markets (DSL)
Coverage Expansion is the fastest way to capture the remaining addressable market
1st mover advantage. Developing Network in uncovered areas at a fast pace
Ensure seamless mobility
Infrastructure sharing reducing operational & fixed costs
Use technology to go beyond GSMs usual limits 35Km which can be doubled
Threats:
Pressure on Quality of Service (QoS)
Increased competition
Price sensitivity
Declining quality
With MNP in place the basic product becoming homogeneous could force mass
exodus of the consumer to better offerings
MNP conversion cost could have negative implication on ROI
Technology improvements a continuous process and threat
Declining market share
Decline in profits due to price wars
New entrants (China Mobile)
Mobile industry overall is at a saturation point
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Marketing strategies are always made to keep in mind the current market
situation and competitors analysis.
Recommendations:
On the basis of my studies and analysis, following areas are recommended to
improve the results of the organization.
The company should arrange the proper training program relevant to technical
knowledge of product; this would improve the efficiency of marketing
department.
Hired only those employees having technical background qualification with
MBA.
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The company is going for expansion; therefore company should increase the
staff of marketing department for better results.
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Organization:
http://www.mobilink.com.pk/
http://www.mobilink.com.pk/Products/index.aspx
http://www.mobilink.com.pk/Publications/AnReport.aspx
http://www.mobilink.com.pk/management/index.aspx
Web Portals:
www.pta.gov.pk
www.orascomtelecom.com
Books:
Marketing Management By Phillip Kotler
Marketing by Gary Armstrong & Philip Kotler,11th Edition
International Marketing by Philip R.Cateora, 7th Edition
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15. Annexure
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Annexure 02
Market Share of Pakistan's Mobile Operators
by Revenue,Source;PTA
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