Introduction

• ABOUT ZONG
Zong is the first International brand of China Mobile being commenced
in Pakistan. The company is often cited as China Mobile (Pakistan). It is
meant to empower and set free 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.

relations standards.

.hina moble company in Pakistang the code 0304 with 0314 now introduced its new
brand in called “ZONG”. With an introductory slogan “Say everything” or “Sub
Keh Do” & started its advertising campaign at popular print & electronic media
outlets.
Paktel started its commercial operations in Pakistan in November 1990 as the
pioneer of cellular telephony with an AMPS network which was converted to TDMA
(Digital) in 2003. Soon after GSM quickly gained popularity all over the world and
became the technology of choice leaving AMPS/TDMA far behind. Paktel’s principal
shareholder was Millicom Pakistan, which held 98.86% equity of Paktel. But however
on Feb 13th 2007 Millicom announced that it had completed the sale of its 88.86 per
cent shareholding in Paktel Limited to China Mobile Communications Corporation
which finalized Millicom’s exit from Pakistan. Soon after, china mobile company
bought all the assets of Paktel, the new management seems busy, to tie up
promotional strategies, with the intention to win the telecom market slowly &
silently. Well that is just a prediction I have made because in Pakistan Chinese
products mostly are famous due to their cheap prices. & more the 90% population in
Pakistan is price conscious due to their lower or medium income level, so lets see
weather ZONG is facilitating mobile users specially youngsters by providing lowest
calling, SMS, MMS as well as GPRS rates or not.

A Comprehensive Strategy-Formulation
Framework
Important strategy-formulation techniques can be integrated into a
three-stage decision-making framework, as shown below. The tools
presented in this framework are applicable to all sizes and types of
organizations and can help strategists identify, evaluate, and select
strategies.

Stage-1 (Formulation Framework)

1. External factor evaluation

2. Competitive matrix profile
3. Internal factor evaluation

Stage-2 (Matching Stage)

1. TWOS Matrix (Threats-Opportunities-Weaknesses-Strengths)

2. SPACE Matrix (Strategic Position and Action Evaluation)
3. BCG Matrix (Boston Consulting Group)
4. IE Matrix (Internal and external)
5. GS Matrix (Grand Strategy)
Stage-3 (Decision Stage)

1. QSPM (Quantitative Strategic Planning Matrix)

• Threats-Opportunities-Weaknesses-
Strengths (TOWS) Matrix
The Threats-Opportunities-Weaknesses-Strengths (TOWS) is also
named as SWOT analysis. A TWOS Analysis is a strategic planning tool
used to evaluate the Threats, Opportunities and Strengths,
Weaknesses, involved in a project or in a business venture or in any
other situation requiring a decision. This is an important tool in order to
formulate strategy. This Matrix is an important matching tool that
helps managers develops four types of strategies: SO Strategies
(strength opportunities), WO Strategies (weakness- opportunities), ST
Strategies (strength-threats), and WT Strategies (weakness-
threats).The most difficult part of TOWS matrix is to match internal and
external factor. Once the objective has been identified, TOWS are
discovered and listed. TOWS are defined precisely as follows:
Strengths are attributes of the organization that are helpful to the
achievement of the objective.
Weaknesses are attributes of the organization that are harmful to the
achievement of the objective.
Opportunities are external conditions that are helpful to the
achievement of the objective.
Threats are external conditions that are harmful to the achievement
of the objective.
Steps for developing strategies:

There are eight steps involved in constructing a TOWS Matrix:

1. Rank external opportunities
2. Rank external threats
3. Rank internal strength
4. Rank internal weaknesses.
5. Match internal strengths with external opportunities and mention
the result in the SO Strategies cell.
6. Match internal weaknesses with external opportunities and mention
the result in the WO Strategies cell..
7. Match internal strengths with external threats and mention the
result in the ST Strategies cell.
8. Match internal weaknesses with external threats and mention the
result in the WT strategies cell.

Strengths–S Weaknesses – W

S1. Capital W1. Coverage

S2. Network W2. Bad Image Of
Portability Paktel
S3. Resources W3. Low Market Share
S4. Location W4. Weak MIS
S5. Government W5. Old Staff
Dealings
S6. High Growth Rate
S7. Advertising

Opportunities – O SO-Strategies WO-Strategies

O1. Globalization
O2. Marketing S1,O1 Expand
S3,O7 Penetration W3,O3 Acquisition
O3. Acquiring
O4. Covering Pak S1,O3 Acquisition
China Border
O5. Covering Northern
Areas
O6. New Product
O7. Penetration
 Threats – T ST-Strategies WT-Strategies

T1. Old Stable S1,T3 Cost Leadership

Companies
S3,T2 Penetration W3,T2 Downsizing
T2. Attractive
Packages By
Competitors
T3. Price War
T4. Government
Interference

STRATEGIES FROM TOWS MATRIX

SO-Strategies

Matching the strength 1 and opportunity 4 Zong can expand their

business.

From S1 and O7 they can use the strategy of penetration.

From S1 and O3 they can use the strategy of acquisition.

ST-Strategies

Matching the strength 1 and threat3 Zong can use the strategy of cost
leadership.
Matching the strength 3 and threat 2 Zong can use the strategy of
penetration.

WO-Strategies

Matching the weakness 3 and opportunity 3 Zong can use the strategy
of acquisition.

WT-Strategies

Matching the weakness 3 and threat 2 Zong can use the strategy of
downsizing.
 •The Strategic Position and Action
Evaluation (SPACE) Matrix
The Strategic Position and Action Evaluation (SPACE) Matrix is another
important Stage 2 matching tool of formulation framework. It explains
that what is our strategic position and what possible action can be
taken. It is not closed matrix. It is prepared on graph. It is closed
matrix. This follow counter clock wise direction. It contains four-
quadrant named aggressive, conservative, defensive, or competitive
strategies. The axes of the SPACE Matrix represent two internal
dimensions financial strength [FS] and competitive advantage [CA])
and two external dimensions (environmental stability [ES] and industry
strength [IS]).
These four factors are the most important determinants of an
organization's overall strategic position.

Industry Strength (IS)

1. Deregulation increase completion in telecom industry

3.0

2. Financial stability 5.0

3. Resources utilization
4.0

4. Profit potential 4.0

• References
• www.zong.com.
• www.google.com
• www.pta.com.pk
• Rana Armughan
Zong Garden Town Ali Block Lahore
• Rao Farhan Ali Khan
Zong Kchehri Chowk Multan

The end