Topic

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Submitted To: Submitted By:

Mr. Rashid Saeed Muhammad Ihsan ul haq
MB-09-02

MBA (Morning) 2nd Semester (2009-12)
Tile of Course: MARKETING MANAGEMENT

BAHAUDDIN ZAKARIYA UNIVERSITY MULTAN BAHADUR SUB CAMPUS, LAYYAH
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Cover Quality Aur Rate pe

No Samjhota

MOBILINK
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 28 million and growing. We pride ourselves on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers. Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 10,000+ cities and towns nationwide as well as over 130 countries on international roaming service. In other words, we speak your language, everywhere. The company directly employs over 4,000 people and has the largest distribution network with 200,000 outlets across Pakistan. Mobilink corporate social responsibility program contributes significantly in key areas of health, education, social uplift and cultural development causes in Pakistan and the company is the official cellular service of the Pakistan Cricket Board. Mobilink is the only corporate in Pakistan to issue a 'high-yield' bond worth US$ 250 million in the International Market and has portrayed a positive image of the country as a secure destination for business activity.

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SWOT analysis
SWOT analysis is a strategic planning method used to evaluate the strengths, weakness, opportunities and threats involved in a project or business venture. It involves the specifying the objectives of business ventures or projects and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. This technique is credited to Albert Humphrey who led a convention at Stanford University in the 1960s and 1670s using data from Fortune 500 companies.  Strengths: attributes of the person or company that is helpful to achieving the objective(s).  Weaknesses: attributes of the person or company that is harmful to achieving the objective(s).  Opportunities: external conditions that is helpful to achieving the objective(s).  Threats: external conditions which could do damage to the objective(s).

SWOT analysis of Mobilink
Basically Mobilink hire from reference so SWOT analysis is based on this source. What they lose due to this source and what are the advantages of this source are discussed below:

 STRENGTHS:
•Considered very strong and reliable •Captured most of the potential customers (28 million and growing) •Covering over 10,000 cities, towns and villages across the Pakistan •First operator to introduce IR for the people of Pakistan •Only cellular service in Pakistan to provide coverage on the M2 motorway.

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•A very strong brand image

•Highest market share not only in terms of number of subscribers but also in terms of revenue. •Mobilink has signed bilateral roaming agreements with 50 operators around the world to have true roaming service operational in over 42 countries of the world. •In order to facilitate its international Roaming subscribers traveling to USA and Canada, Mobilink is offering Motorola Timeport Triband (TT) handsets on rental basis. These sets are available at all Mobilink's Customer Service centers. •Mobilink's short message service center allows Vehicle Tracking and Fleet (VTF) Management services .• Large number of corporate customers .• Economy of scale. • Mobilink and Muslim Commercial Bank have made a combined effort in order to maximize the ease and the satisfaction of their respective customers by offering them all banking services from their very own mobile handset. •Only company offering corporate packages

WEAKNESS
•Currently providing not good quality service because of changing their network from 900 MHz to 1800 MHz. •Fewer advertisements now days. •Most expensive telecom company both in call rates and SMS •Engineering department of Mobilink is not that well competent as compared to its new competitors

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•Customer retention Side is weak due to expensive packages

OPPORTUNITIES:
•Can expand its networks in the uncovered areas •Services in the future can be •Telephone •Wireless •Calling Cards •Mobile Phone Banking •Before start of new companies can target as many new customers as they can. •Can lower prices to make business difficult for new companies

THREATS:
•New market players are coming in near future. • New companies can offer packages for corporate customers in better way .• Wireless local loop service providers too targeting areas which are less developed. • Current price war may reach at a position where only brand names survive • Due to expensive quality of service now a days customers can shift to other companies. •Employee retention is also issue because mobilink fired 1000 employees in October 2008. •Loss of loyal customer

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