SBUs of Mobilink

Assignment # 1 Omer Ejaz, Roll # 09
Date: 04.02.2011
Subject: Management
Topic: SBUs of Mobilink
Class: MBA 1st Semester
Roll No.09
Assignment Date: 21.01.2011
Submitted to:
Mr. Khalil-ur-Rehman
Submitted By:
Omer Ejaz
Date: 04.02.2011
RESEARCH METHODOLOGY
The research techniques that are adopted for the purpose of

this study are as follows:
Primary Data Collection
Informal Interviews The formal interviews include people from

management and the informal interviews included people from lower
management.
Secondary Data Collection
• Internet search
• www.mobilinkgsm.com
• www.mobilinkworld.com
• www.pta.org
Date: 04.02.2011
INTRODUCTION
Orascom Telecom Holding S.A.E:
Established in 1998 and has grown to become a major player in

the telecommunication market. OTH is considered among the largest
and most diversified network operators in the Middle East, Africa, and
South Asia. Orascom Telecom is a leading mobile
telecommunications company operating in six emerging markets
having a population under license of 430 million with an average
penetration of mobile telephony across all markets of approximately
40%. OTH operates GSM networks in Algeria (Djezzy), Pakistan
(Mobilink), Egypt, Tunisia , Bangladesh and Zimbabwe. 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.
OTH is dedicated to provide the best quality services to its
customers, value to shareholders, and a dynamic working
environment for its nearly 11,000 employees.
Date: 04.02.2011
MISSION
“To be a superior communication service company in Pakistan which

provides the best value to its customers, employees, business
partners and shareholders.”
VISION
To be the leading Telecommunication Services Provider in Pakistan

by offering innovative communication solutions for our Customers
while exceeding Shareholder value & Employee expectations".
VALUES
• Commitment to Total Customer Satisfaction:

• Passion for Business Excellence:
• Trust & Integrity:
• Respect for People:
• Responsible Corporate Citizen:
Date: 04.02.2011
PRODUCTS
Mobilink offers both Pre-paid and Post-paid services. They offer

tariff plans that are exclusively designed to cater to the
communication needs of a diverse group of people, taking into
account occasional users to businessmen. To achieve this objective,
they offer both postpaid (Indigo) and the prepaid (JAZZ) services to
their customers. Jazz is an amazing prepaid service that allows
freedom from monthly bills and gives complete control over the
customer’s cellular expenditure. The user can decide in advance
when and how much he wants to spend. He can load a scratch card
whenever he wants to and start talking. Jazz is simple, easy and
loads of fun. Not only Indigo and Jazz Mobilink have 10 more
products given below,
• Mobilink Indigo
• Mobilink Jazz
• Mobilink BlackBerry
• Mobilink PCO
• Mobilink WiMAX
• Mobilink TV
• Jazz Cricket SIM
• PSO Cards
• Fax Mail
Date: 04.02.2011
• Corporate SMS
BCG GROWTH-SHARE MATRIX
Companies that are large enough to be organized into strategic

business units face the challenge of allocating resources among
those units. In the early 1970's the Boston Consulting Group
developed a model for managing a portfolio of different business
units. The BCG growth-share matrix displays the various business
units on a graph of the market growth rate vs. market share relative to
competitors.
Date: 04.02.2011
CASH COW -(LOW GROWTH HIGH MARKET SHARE)
A business unit that has a large market share in a mature,

slow growing industry. Cash cows require little investment and
generate cash that can be used to invest in other business units.
STAR -(HIGH GROWTH ,HIGH MARKET SHARE)
A business unit that has a large market share in a fast

growing industry. Stars may generate cash, but because the market
is growing rapidly they require investment to maintain their lead. If
successful, a star will become a cash cow when its industry matures.
QUESTION MARK -(HIGH GROWTH, LOW MARKET SHARE)
A business unit that has a small market shares in a high

growth market. These business units require resources to grow
market share, but whether they will succeed and become stars is
unknown.
DOG -(LOW GROWTH, LOW MARKET SHARE)
A business unit that has a small market shares in a

mature industry. A dog may not require substantial cash, but it ties up
capital that could better be deployed elsewhere. Unless a dog has
Date: 04.02.2011
some other strategic purpose, it should be liquidated if there is little
prospect for it to gain market share.
CASH COW:
Because these three packages are low growth, high share

products. These established and successful SBUs need less
investment to hold their market share. They produce a lot of cash to
support the other SBUs that need investment.
•Jazz Ladies First
•Mobilink Indigo
Date: 04.02.2011
•Jazz Budget
STAR
These packages are low share in high growth markets. They

require a lot of cash to hold their share. Management needs to think
hard about question marks it should try to build into stars or should be
phased out.
•Jazz One
This package is a high growth, high share product. There is
need to invest more for its rapid growth.
Date: 04.02.2011
QUESTION MARK
•Jazz Easy
•Mobilink PCO
Date: 04.02.2011
DOG
There is need to invest in the more promising question marks

to make them stars and to maintain the stars so that they will become
cash cows as their markets mature.
•Jazz Octane
It is low growth, low share product. It may generate enough

cash to maintain itself but do not promise to be large source of cash.
Date: 04.02.2011

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Assignment # 1 Omer Ejaz, Roll # 09

The research techniques that are adopted for the purpose of

Primary Data Collection

Informal Interviews The formal interviews include people from

Secondary Data Collection

Orascom Telecom Holding S.A.E:

Established in 1998 and has grown to become a major player in

“To be a superior communication service company in Pakistan which

To be the leading Telecommunication Services Provider in Pakistan

• Commitment to Total Customer Satisfaction:

Mobilink offers both Pre-paid and Post-paid services. They offer

BCG GROWTH-SHARE MATRIX

Companies that are large enough to be organized into strategic

CASH COW -(LOW GROWTH HIGH MARKET SHARE)

A business unit that has a large market share in a mature,

STAR -(HIGH GROWTH ,HIGH MARKET SHARE)

A business unit that has a large market share in a fast

QUESTION MARK -(HIGH GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a high

DOG -(LOW GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a

Because these three packages are low growth, high share

•Jazz Ladies First

These packages are low share in high growth markets. They

There is need to invest in the more promising question marks

It is low growth, low share product. It may generate enough

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