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Arab International University Student name: Wael Mahainy Internship supervisor: Dr. Serene Dalati Year: 4th Internship time: summer semester in 2009 Start date: 1/7/2009 End date: 31/7/2009 8 hours in a day 5 days in a week Company: MTN Telecommunication Company MTN website: www.mtn.com Location: Head office- Mazzeh Highway_ Engineer building Division: Marketing Division; Director: Mohannad Ibrahim
Table of Content: I. II. III. IV. V. VI. VII. Brief History of MTN. Internship Program at MTN Brief Description of Marketing Division. Internship Activities. Situation Analysis. Limitations and recommendations. References.
I. Brief History about MTN: (MTN) Mobile Telecommunication Network is a multinational mobile company that is operating MTN Group Vision: “To be the leading provider or telecommunication in emerging markets”
MTN MTN MTN • • • • • • • • • The
Group Strategy: has adopted two-fold expansion strategy of levering existing business and growing into divisions consist of: Finance Division. Human Resource Division. Marketing Division. Capital Project Management. Technical Department. Corporate Services Customer Service Division. Sales Division. IT Division. biggest Division in MTN is Customer Care Services because since it contains 700 employe
MTN Values: MTN Group has a set of values that are united in all 21 MTN branches. These values are” • Can do. • Leadership. • Relationships. • Integrity. • Innovation. II. Internship program at MTN:
MTN have a special section in HR division which is Talent management, their main goal is to The internship in MTN was a learning experience since professionalism is on top of their pr
My main training area located in the marketing division, their main goal is to create, comm • Brain storming activity for new product category concerning Ring Back Tone Service. • Modifying text message service for Ramadan month.. • Applying and monitoring Roaming tests with partners company • Reviewing legal specification for new product launch.
I have realized the importance of flexibility in any corporation as a hole and in marketing
The main areas in which I have participated in can be summarized with the following points: • • • • • • The process of launching the MTN services. Business plan and marketing procedures. Roaming processes and agreements. GSM cycle and IT application. Tour in Communication department (Graphic design, media). Over view about research and consumer segment department.
The structure of Marketing Division
The structure is highly connected and all sections meet and participate in decision making III. A brief description of Marketing Division The marketing division of MTN is connected interactively, not only within other Divisions, • Consumer segment Department. • Communication Department. • Corporate Segment Department
• Roaming Department • Research Department • Products and services Marketing division in MTN is characterized by being interactive, flexible, cooperative, and
A. Product and service Department: The biggest department in terms of employees and task operation in marketing division, it h The process of creating new products and Launch: 1. STE Approval: a formal letter sent to Syrian Telecommunication Establishment with f 2. Prepare Internal Procedure: this step includes proposal and communication as follow a) IT Implementation b) Costumer Center Training c) MK Communication d) Finance, Prices e) Sales Training and information 3. Test Phase: IT test and results. 4. Internal Memo: Financing new prices, products, and promotions. 5. Internal Description to all employees 6. Launch bulk SMS and targeting 7. Monitoring Statistics. Products & services provided by MTN
On the other hand, MTN produces many services related products, in which customers pay a mo • Super Clip. • News services. • Push to Talk • Three lined SIM card • Mobile Money
B. Roaming Department: The Roaming Department consists of two supervisors and coordinators. The task of this sect • Get contact information for Roaming partner. • Negotiate the agreement and exchange deviation. • Perform TADIG Test to ensure connectivity. • Test agreement and exchange SIM cards for signaling. • Set up billing and the network. • Inform other departments. • Launch, Monitoring and Maintenance.
C. Research Department: The Research department is responsible for collecting, analyzing, and understanding primary • Costumer behavior. • Anticipating costumer needs. • Brand Loyalty. • Advertising Effectiveness. • Service performance. The research department holds a huge responsibility since the continuous evaluation of data D. Consumer Segment Department: The main objective of this department is to increase the revenue by different segments and f) Analyzing monthly reports of SMS, Voice calls, Internet, and other services.
g) h) i) j)
Deciding on prices , direct promotion, and targeting decisions. Segmenting and analyzing similar needs and trends. Perform a business plan. Participate brain storming.
E. Corporate Segment Department: This department is essential for the creation and launching of new products because they co The objectives of consumer segment department: • Data Evaluation of service performance. • Monthly monitoring on business categories. • Preparing budget. • Anticipate demand for services by geographic analysis, retail data analysis, and co • Analyzing service level in terms of revenue and cost • Analyzing subscriber’s level in term of behavior and satisfaction. • Provide performance charts and figures senior management.
F. Communication Department: Communication department consists of seven employees involved in many interrelated tasks an a) External Communication (Corporate campaigns): • Supporting customer care strategic methods. • Maximized the exposure of MTN Brand. • Special execution occasionally such as Ramadan, New Year. (Tactical Campaigns): • Product and service ‘voice SMS, ring back tone. • Special offers ‘1200=1400 unites, mother day offers. • Coverage and Roaming, (Campaign supporting PR events) : • Lina Shamamian , Al- Karameh Team b) Internal Communication : • Stationary card, letter heads, stickers. • Postpaid vouchers and SIM cards • Media center notification, VIP cards. • Supporting HR events ‘Yellow day, Yellow Star. • Provide sales with tangible branding elements such like flyers, booklets.
The approval process for media plan: 1. Brain storming and idea generation. 2. Communication brief for evaluation from billing and products and service department 3. Send the brief to designing agency. 4. Approval or disapproval for execution. MTN uses several types of communicate tools with external and internal environment includin
IV. Internship Activities: At the beginning of my internship program, I have spent five days in roaming section, ten d
A) Roaming Department: In roaming department, I have participated in quality control evaluation between MTN and mu • Location updating from the exchanged SIM cards in home country. • Perform TADIG test to insure incoming and outgoing of voice calls, and SMS. • Cost variations based on prepaid lines and post paid lines. • Send and receive test with launching companies. • Formal approval for starting partnership and roaming services. In roaming department, I learned how to perform technical tests, investigate and evaluate q
B) Product and service department: The product and service department was learning experience for me; the participation in Pro
• Review new product development legalities and specifications. • Project questions and develop answers for new products introduction and send to cal • Discuss and generate idea for communication options and cost evaluation. • Search for service providers in case the company cannot develop the service by its C) Research department: The research department is mainly concerned with distributing primary data and evaluates pr D) Communication department: The communication department was characterized by discretion, since all information held we
V. Situation Analysis for MTN: required by Interns Supervisor. Telecommunication industry have created a new era of communication and bringing people toge a) MTN’s Internal Environment: MTN group stresses internally on open communication, team working, sharing knowledge, perso b) MTN’s External Environment: In the Syrian market, MTN is competing only with local telecommunication provider that cont
MTN’s Customer Environment: c) Since MTN provides telecommunication technologies to customers, the diversity of co • Consumer psychographic needs. ( MTN shabab ) • Demographic needs ( MTN light ) • Behavioral need ( MTN prepaid line ) • Frequency of use and consumption. VI. Limitations and Recommendations: Legal constrains can either be classified as opportunities or drawbacks facing any internat
VII. References: Most of the information written in this report was based on material I have reviewed inside MTN (2009) www.mtn.com (date accessed Sep. 2009) Rosenbloom, B. Marketing Channels.(2004) 7th Ed. Ohio: South Western Cateora, P., Gilly, M. &Graham, J. (2009) International Marketing. 14th Ed. NY: McGraw Hill Ferrnell, O.C. & Hartline, M.D. (2008) Marketing Strategy. 4th ed. Natorp Boulevard: Cenga Ball, D., McCulloch, W., Geringer, M., Minor, M. and McNett, J. (2008) International Busine
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