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Business policy and Strategy
Mr. Mansoor Ahmed
ORGANIZATION:
Group leader: Azmat Ullah SP11-BBS- 013
Group Members:
Azmat Ullah SP11-BBS-013
Waqas Ashraf SP11-BBS-049
Pervez Rizvi SP11-BBS-043
Aneela Saman SP11-BBS-09
Komal Ashfaq SP11-BBS-027
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COMPANY INTRODUCTION
Orascom Telecom ("OTH") was established in 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 (Mobinil), Tunisia (Tunisiana),
Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH had exceeded 74
million subscribers as of March 2008. OTH is dedicated to providing the best qualityservices to its customers, value to shareholders and a dynamic working environment for
its nearly 20,000 employees.
Mobilink, 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 31 million and growing. Mobilink is 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, Mobilink offer both postpaid (Indigo) and
prepaid (JAZZ) solutions to customers. Compared to its 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, Mobilink also offer a host of value-added-
services to customers. At the same time, Mobilink places high importance to its coverage,
which is why there coverage is in 10,000+ cities and towns nationwide as well as over
130 countries on international roaming service.
http://www.orascomtelecom.com/http://www.orascomtelecom.com/http://www.orascomtelecom.com/7/31/2019 Bps Project
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Head Office:
The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad. Its
branch offices are located in Lahore, Karachi, Faisalabad, Rahim Yar Khan, Sukkur,
Peshwar, Quetta, Swat, and Kohat. Moblink has three main contact centers in three
regions of Pakistan. As for the customers centers there are about 2000-2500 customers
service centers all over Pakistan.
The number of subscribers of Mobilink has been fast increasing since year 2000 ,the
number of subscribers of Mobilink has almost doubled in the last one year from 5 million
approx to 10 million approx. This figure has almost increased by 50 times as it was inyear 2000. This in fact is a milestone for Mobilink. However due to the growing
competition in the telecom sector Mobilink is losing some of its customer base recently
because of higher charges as compared to other telecom companies.
PTAlast declared these stats in June 2011 when mobile phone users count
stood at 108,894,518 with teledensitys of 64.8 percent.
According to stats,Mobilinkleads the market with 33,537,922 subscribers,
followed by Telenorwith 27,607,043 subscribers till October 2011.Ufonestood
third with 20,828,145 subscribers. Warid had 15,985,299 subscribers
withZongat fifth position with 13,168,025 subscribers.
http://propakistani.pk/category/cellular/pta/http://propakistani.pk/category/cellular/pta/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/telenor/http://propakistani.pk/category/cellular/telenor/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/telenor/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/pta/7/31/2019 Bps Project
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During last reported four months Zong outclassed other operators by adding
highest number of subscribers while Warid lost 1.4 million subscribers under the
head of data cleanup.
Telenor added 939,964 subscribers during reported period. Ufone managed to
grab 294,358 subscribers with Mobilink adding 159,761 subscribers from July-October 2011.
1) Market share:
Mobilink 30%
Ufone 19%
Zong 12%
Telenor 25%
Warid 14%
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2) Strategy Formulation:
To be the unmatchable mobile system of communications in Pakistan
this provides the best value to its customers, employees, business partners
and shareholders.
"To be the leading Telecommunication Services Provider in Pakistan by offeringinnovative Communication solutions for our Customers while exceeding
Shareholder value & Employee Expectations".
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Total Customer Satisfaction
Mobilink believes that customers are at the heart of its success. They have placed their
trust and confidence in Mobilink. In return, Mobilink strive to anticipate their needs and
deliver service, quality and value beyond their expectations.
Business Excellence:
Mobilink strive for excellence in all that they do. Mobilink aspire to the highest standards
and raise the bar of excellence every day. This commitment to delivering world-class
quality translates into unmatched service and value for its customers and all stakeholders.
Trust & Integrity:
Mobilink takes pride in practicing the highest ethical standards in an open and honest
environment, and by honoring their commitments. They take personal responsibility forall their actions, and treat everyone fairly, and with trust and respect.
Respect for People
Mobilink believes that its relationships drive its business. They respect and esteem their
employees and all stakeholders. Mobilink believe in teamwork, empowerment and honor.
3) Strategies at Mobilink:
Three types of major strategies employed by the organization at different level.namely
1. Corporate Level Strategy
2. Business Level Strategy
3. Functional Level Strategy
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4) SWOT Analysis:
Strength:
Strong brand image
Potential customers
Highest coverage
M2 moterway coverage
The company excels in marketing, sales and customer services.
It has the advantage of having a huge and loyal customer base.
WEAKNESSES
Currently providing not good quality services because of change their:
Network from 900MHZ to 1800 MHZ
Less investment
Fewer advertising now days
Weak customer retention
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Engineering department of mobilink is not well competent
Opportunities:
Can expand their network in uncovered areas
Services in the future can be
Wireless
Calling Cards
B2B services with providing I Phone
Lower prices
Develop their website for online bill payment and sim swap services
Threats:
New market player Zong
Competitors can offers packages to corporate customers in better way
Brand name survival
Price War
5)PEST Analysis :
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Political factor:
Political environment of Pakistan is not stable in the current situation and country
is not progressing in terms of economic growth that was expected.
Environment is investor non-friendly & telecommunication sector is under
regulation.
Economic Factor:
Marketers should consider long term and short term state of tradingmarket.
Inflation is being controlled by state bank and under strict eyes but
unemployment rate is going up and with increase of poverty. Economic instability is decline day by day as liquidity crisis is prevailing
in the world
Socio-Cultural Factors:
Most of the people dislike anything extra-ordinary or something whichsabotage their culture or subculture
Company are mostly targeting upper- end of market mostly publishedtheir advertisement in English language
Technological Factors:
Companies have technology with which they can compete in the Pakistanand now companies are investing in their infrastructure to not only expandbut also to upgrade their existing structure.
Mobilink shifted its whole network from 900 MHz to 1800 MHz offerValue Added Services like General Packet Radio Service (GPRS),Multi-media Messaging Services (MMS) and Virtual PrivateNetwork (VPN) etc
6) BCG Growth share matrix:
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STARS:
MOBILINK indigo
Mobilink blackberry Jazz Jazbah
Cows:
Jazz one
Jazz ladies first Jazz budget
Question Mark:
Jazz easy
Mobilink Pco
Dogs:
Jazz Octane
7) core competencies:
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Largest network provider
Excellent customer provider
Highest customer base
8) competitive advantages:
Mobilinks strength lies in the establishment of a strong, fundamental andcoherent long-term business plan, designed to sustain economic challenges inthe country.
It has invested heavily in infrastructure, technology, human resources andcustomer services which has given impetus for abroad-based future planningstrategy. It further is investing US $500 billion in Pakistan to developits infrastructure. Therefore it has the competitive advantage of making hugeinvestments in Pakistan which no-one else had made before regardingtelecom.
Pioneer cellular service in Pakistan to provide coverage on the M2motorway.
Pioneer in GSM service in Pakistan.
With 30 million customers Mobilink is truly called the King ofcellularserviceproviders.
Mobilink has the highest market share of 36 % not only in terms of number of
subscribers but also in terms of revenue.
Large number of corporate customers uses Mobilink post paid connectionIndigo and Mobilinks Blackberry handsets.
Mobilink and Muslim Commercial Bank have made a combined effort inorder to maximize the ease and the satisfaction of their respective customersby offering them all banking services from their very own mobile handset
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