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“Our work is dedicated to our beloved Parents, teachers, brothers, sisters and all of our well wishers”.
“To Him belongs the dimension of the Heavens and the earth, it is He who gives Life and death and He has power over all things.” (Al-Quran)
All acclamation to Allah who has empowered and enabled us to accomplish the task successfully. First of all we would like to thank our Allah Almighty who really helps us in every problem during the project. We would like to express our sincere and humble gratitude to Almighty whose Blessings, help and guidance has been a real source of all our achievements in our life. We would like to admit that we We also wish to express our completed this project due to parents who pray for our success. appreciation to our supervisor Mr. Awais Khan who help us a lot and introduce us to new dimensions of knowledge. Last but not the
least our team efforts, support, cooperation and encouragement showed by each members in the group with each other.
Every organization, whether it is a multinational, private business, government offices, etc. depend on its people. These people working as General Managers must be trained and kept motivated, offered good working environment and must be acknowledged at work. Telecom industry is growing in Pakistan, with new companies getting license the competition is tough as a result the consumer is getting benefit and enjoying cheap call rates. With a population of 15 million countries, telecom is one of the best revenue generated industry. As voice over IP, web conferencing and online video sessions are becoming popular these companies have bright future ahead. Mobilink GSM, 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 30 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-addedservices to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 8000+ cities and towns nationwide as well as over 120 countries on international roaming service. In other words, we speak your language, everywhere.
The research techniques that are adopted for the purpose of this study are as follows: 1- Primary Data Collection 2-Formal Interviews
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
Orascom Telecom Holding S.A.E: Establishedin 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, and has acquired in early 2008 a license to operate mobile services in North Korea. 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. OTH had exceeded 74 million subscribers as of March 2008. 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). OTH has positioned itself as a leader in the region for its diverse GSM operations with various GSM support and Internet operations. One of OTH's main strategies is to create its own non- GSM subsidiaries to act as a backbone of support for its regional GSM operations. OTH has
achieved this by dedicating financial, technical and management resources for supporting its subsidiaries. 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.
“To be a superior communication service company in Pakistan which provides the best value to its customers, employees, business partners and shareholders.”
To be the leading Telecommunication Services Provider in Pakistan by offering innovative communication solutions for our Customers while exceeding Shareholder value & Employee expectations".
• Commitment to Total Customer Satisfaction: • Passion for Business Excellence: • Trust & Integrity:
• Respect for People:
Responsible Corporate Citizen:
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 13 more products given below,
• Mobilink Jazz • Mobilink BlackBerry • Mobilink PCO • Mobilink WiMAX • Mobilink TV • Mobilink Game ON
• Jazz Cricket SIM
• PSO Cards • PIA Reservations • Stock Watch
Fax Mail 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.
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 some other strategic purpose, it should be liquidated if there is little prospect for it to gain market share.
Strategic Business Units of Mobilink
•Jazz One •Jazz Budget •Jazz Ladies First •Jazz Easy •Jazz Octane •Mobilink Indigo •Mobilink PCO
•Jazz Ladies First
•Jazz Budget Because these two 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 One This package is a high growth, high share product. There is need to invest more for its rapid growth.
•Jazz Easy •Mobilink PCO 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 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. Comments . 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.
Following are the different segments of Moblink
•Business class •Ladies •SME sector •Sports •Flight Roaming
A firm’s strength are its resources and capabilities that can be use as a basis for developing a competitive advantage Acknowledged market leader
Pioneer GSM Service in Pakistan More Subscriber Highest market shares Network is distributed over a wide area Coverage on M2 Motorway Customer satisfaction oriented Premium brand image Good competitive skills Distinctive core competences Providing better services to its customers
The absence of certain strengths may be viewed as weaknesses Fewer advertisement now a days Providing costly services Not providing SMS packages for long term Not providing GPRS service every where
The external environment may reveal certain new opportunities for profit and growth Before starting of more new companies can target more customers Can lower the prices to make businesses difficult for new companies Opportunity to expand its service to a large number of people
Providing GPRS services Due to high market share it can attract more customers by introducing attractive packages
Changes in the external environment may presents threats to the company New market players are coming in near future Attractive packages of the competitor Current price war may reach at a position where only brand companies can survive Due to expensive quality of service customer can shift to other companies After Paktel is captured by China it introduce many packages which attract the customers
•Mobilink follows a differentiation strategy. If it wants to grow in this market and rise above its competitors, it should also follow low cost strategy
through it can reach to more people and comfortably increase its market share. •Mobilink has been fined twice by Pakistan telecommunication Authority over its bad service. It must try and emphasize on providing better services to its customers instead on concentrating only on expansion. •Mobilink should revise its distribution channel in Pakistan. Different package cards are available at variable prices across the country. There is no consistency in process across the country. It should devise some strategy to deal with this trouble. •Further it does not have any promotional offerings that would attract customers. For example, in the previous year, Ufone offered free connections to the masses and Telenor had offered SMS service within its Network in summer 2005. If such measures were implemented, they would increase its brand name and add value to the organization.