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Macro environment forces are the factors that influence a company¶s or product¶s
development but are outside the company¶s control.

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conomic factors such as inflation and interest rates also affect the purchasing power
of the customers and thus, the telecom industry is also influenced by it. Moreover, the
marketers also have to cut down on costs in order to remain stable during poor
economic conditions.
In the case of Djuice, high potential for scale and scope economies due to the
simplicity of the services offered at the mobile portal, and low production costs, are
factors that may have contributed to an undifferentiated market strategy.1

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Djuice is the most happening youth brand enabling it to stand out from its
competitors. Djuice has to constantly come up with innovative ideas in order to
maintain an edge over its competitors. It has to come up with exclusive packages and
reasonable rates in order to satisfy its customers. The competition among telecom
companies is very intense, thus, to survive in the market, aggressive advertising and
promotion strategies need to be developed.

1
http://www.csulb.edu/journals/jecr/issues/20061/paper2.pdf
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The mobile telecommunications industry in particular has experienced rapid and
significant technological development and frequent improvements in capacity, quality
and data-transmission speed. Technological changes may render their equipment,
services and technology obsolete or inefficient, which may adversely affect their
competitiveness or require them to increase their capital expenditures in order to
maintain their competitive position.2 It has been said that Telenor has the best HR
among all its competitors. Telenor has been improving its services by making
efficient use of the new technologies.

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Ys the demographics in Pakistan regarding age and population are very varied.
Telenor segmented its market accordingly to cater to all the different age groups and
respond quickly to their demands for mobile services.

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http://www.wikinvest.com/stock/Tele_Norte_Leste_Participacoes_S.Y._(TN /Telecommunications_Indus
try_Subject_Frequent_Changes_Technology_Ybility_Remain
 Ys the social and cultural forces around us are changing so rapidly, companies need
to use marketing strategies such that it shows concern about our natural environment
as well.
Telenor Pakistan has become the country¶s first mobile operator to complete the
largest solar-powered telecommunication network to be established in Universal
Service Fund-assisted areas. The solar-powered cell sites are an outcome of Telenor
Pakistan¶s Green nergy Project that aims to provide environment-friendly
telecommunications solutions.3

Ys cultural forces are also an influence on the marketing strategies of an organization,

the strategies must be implied in a customized and localized manner. Telenor being
an international brand had to tailor its marketing strategies according to the culture of
Pakistan. It could not have used the same advertisement and marketing plans for
Pakistan as the life style adopted by people over here is different from other
countries.

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Telenor has to abide by all the laws and policies of the country it is operating in. It
has also been the largest tax payer in telecom industry. Telenor is also a member of
Pakistan Ydvertising Yssociation that does not allow the company to use any pirated
means of communication.


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ë? The biggest ethical challenge faced by Telenor is pirated communication used by its
competitors. Telenor¶s communication is very much ethical based; it has signed a
Pact with Pakistan Ydvertisement Yssociation and agreed upon not using any means
of pirated communication. Therefore, the company never goes for pirated ads such as,
cable ads or ads on CDs. KPL communication is very strong, a large market of
Pakistan watches Indian programs or movies on their cable network, thus, many
companies give advertisements on these channels, but Telenor working on the lines of
ethics is losing on a large market by not advertising on these channels, except on
World Call as it is not pirated.

ë? Ynother challenge is faced while making advertisements. Companies need to be very

careful when they give ads on air. Ys Telenor is an international brand, it needs to
customize and localize its ads according to the country where it operates. Recently,
there was a hue and cry on djuice ad for misguiding the youth on using sms bundle
packages all night. People thought that the service is encouraging western culture in
our society. Therefore, Telenor needs to be aware of such ethical concerns and make
advertisements accordingly which is a challenge indeed.

3
http://www.purepakistani.com/2010/07/telenor-pakistan-completes-50-solar-powered-cell-sites-pr/
ë? In Telecom industry, Telenor is the largest tax payer, their signals never cross
borders. Telecom companies are generating a lot of revenue by giving signals across
borders, such as near Iran¶s border because of exports. Telenor loses on a lot of
revenue because it does not give its signals across borders considering it unethical.

ë? Finally, the third challenge faced by Telenor is the unethical advertisements used by
its competitors. The company feels that many of its competitors buy their concept and
pass indirect comments. Telenor never passes comments on its competitors, nor does
it buy concepts. Instead, the company always works on its own unique concept.

ven though, Telenor being an international brand is facing such challenges, it is still
able to position itself well in the market. Since ethical marketing is used by the
organization, its customers trust the brand and are loyal towards it. Thus, Telenor has
benefited from using ethical behavior and has been able to maintain its reputation over
the years.

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ë? Telenor, on the celebration of its 5th year of mobile services in Pakistan, had been
running a campaign called µKaro Mumkin¶. Karo mumkin was an award for the best
innovative idea. It gave Rs. 4 crore to the winning idea and the R&D department is
currently working on it

ë? During the flood relief campaigns in Pakistan, Telenor signed an agreement with Red
Cross to provide funds for the flood victims. The 3-year agreement provides NOK 1.5
million in annual relief assistance to Pakistan.4 Telenor also received Rs. 68 million
from DTYC Thailand for flood relief.5

ë? Telenor was also the first one to provide signals to Thar where there was no
electronic means of communication. ven though it generated zero revenue, Telenor
acted in a socially responsible manner considering people living over there also as
important citizens of Pakistan.

ë? Telenor also took an initiative, ³Khuddar Pakistan´ which is working on making a

difference in the lives of people with disabilities by understanding the challenges they
are facing.
³Currently, we are the only company in Pakistan to have a formal disability advisor
and a disability advisory panel. We sponsor assistive technology training labs for
persons with disabilities at National Institute of Special ducation, National Training
Center for Special Persons (NTCSP , and Special Talent xchange (STP . We have
the first corporate products & services/career website that is fully accessible and our

4
http://telecompk.net/
5
http://www.telenor.com.pk/pressCenter/pressrelease.php?release=253&lang=en
 staff participate in the first formal employee volunteerism drive in the corporate
sector to work with persons with disabilities.´6

ë? Telenor has spent more than Rs. 500 Million on social costs. It has provided more
than 100 scholarships to different universities in Pakistan. The organization has also
associated itself with few organizations such as Safe Children.

6
http://telenor.com.pk/about/khuddarPakistan.php