Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
Wateen Sales Promotion

Wateen Sales Promotion

Ratings: (0)|Views: 84|Likes:
Published by M. Bilal Khan

More info:

Published by: M. Bilal Khan on Apr 17, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

05/12/2014

pdf

text

original

 
PRINCIPLES OF MARKETINGM.BILALKHAN (2642) I.U.G.C
THE COMPANY OVERVIEW
Wateen Telecom is the Abu Dhabi Group's latest venture in Pakistan. After the successful launchof Warid Telecom in Pakistan, which has a subscriber base of over 10 million customers in 145cities, Wateen Telecom has been set up to become the leading "Carrier's Carrier" providingservices based on quality, reliability and affordability in the communication and media sector.Wateen Telecom is Pakistan’s one of the largest communication company in the private sectothat has helped moving forward the country into a digital revolution with its ability to seamlesslyconnect and enable smarter, faster, cost-effective and flexible communication solutions to reachits customers.Wateen offers a complete range of carrier class telecom and multimedia services like wirelessand fixed line telephony, broadband for data, internet and TV/multimedia along with a host of other value-added services and applications like, DTH, Long-haul, Metro Rings, HFC, VSAT,WiMAX etc., to set the standards for a new era of communications and entertainment inPakistan.
VISION
To launch Pakistan into the 21st century digital revolution by providing completecommunication solutions to Telecom Operators, Corporate, Consumers and to be the leading“Carriers’ Carrier” by creating a world-class cutting-edge network to deliver a broad range of reliable, affordable and quality customer-centric services.
Mission
To provide affordable communication services that meet and exceeds customers’requirements.
To deliver high-quality, flexible and innovative solutions that is cost effective andconducive.
To provide complete customer satisfaction on time, every time.
Page 1
 
PRINCIPLES OF MARKETINGM.BILALKHAN (2642) I.U.G.C
SITUATION ANALYSIS (SWOT)
Strengths
Related Business: Wateen Telecom is already into telecom business and has developedmanagerial and technical capabilities.
  Geographic presence: The Company is geographically present in wide areas. It has already adiverse customer base in various areas. There is no such competitor who has such a wide ranging presence in the country. .
   Innovation: The DTH is an innovative addition to the service as far as Pakistani market isconcerned. It is in line with the policy of the company to tap the markets where consumers’needs are not being addressed.
Brand equity: The Company has an established brand name.
   Extensive distribution channels: Wateen has extensive distribution channels for the distributionof its new service.
   Market oriented: Company’s comparative advantage lies in already accumulated knowledge,experience and data in the field.
  Financial muscle: Wateen has sufficient resources to invest in the new project.
Weaknesses
Unpredictable market: Pakistani market is very unstable.
Unskilled workforce: Specialized training is required for workforce and management to copewith new challenges emerging from the introduction of the new service.
 No existing alliances: The company is making alliances with certain new suppliers for theequipment etc. which, at present it does not have.
Low initial returns: Return on investment is initially low.
High turnover rates : The Company has not been able to retain goodemployees for long term. It would also hamper the ability of the company
Page 2
 
PRINCIPLES OF MARKETINGM.BILALKHAN (2642) I.U.G.C
to handle the launch of new service successfully if the turnover rate doesnot come down.
Opportunities
Growth in the market : The market for entertainment is growing with thegrowth of middle income segment in Pakistan. These customers areincreasingly demanding better services as far as entertainment isconcerned.
Threats
Downturn in economy : The down turn in Pakistani economy might haveimpact on disposable income of the population which might not beinclined to spend much on the entertainment activities. General wellbeing of economy always has favorable impact on all the businesses
Little potential differentiation : It is expected that other competitors wouldenter the market. It might start price war between Wateen Telecom andpotential competitors. In that case there would be very lessdifferentiation Wateen would be able to offer given the nature of theservice.
Short product life cycle : The Company would have to continually innovategiven the nature of the industry. Fast pace of technologicaldevelopments might render the service obsolete in few years and itmight be replaced by more advanced technology.
Critical Success Factors in the Industry
Innovation : It is very important to stay ahead of competition in this kind of industry which isdriven by technology. So, the company cannot be complacent and would have to focus onconstant innovation.
  Trained Human Resource: Internal capabilities including the experienced and trained personnelwould be a key success factor in this kind of business.
  Customer intimacy: Knowledge about the culture and habits of the customers is veryimportant. The company would have to remain in touch with the changing needs of thecustomers.
Page 3

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->