Introduction

CMCC
China Mobile is the world's largest telecom operator. Having a customer base of
over 300 million customers, its network routes 700 million text messages every
day and handles 250 million calls every hour.
China Mobile is perhaps the only cellular network that provides uninterrupted,
reliable coverage through tunnels, on highways, inside sky scrapper elevators as
well on top of Mount Everest.
One of the unique features of China Mobile servicing excellence is to customise
its products, services and tariffs to suit the individual needs of its huge subscriber
base. There are hundreds of payment/tariff options to choose from according to
one's usage pattern, budgetary limitations and nature of use.
China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to
offer and operate voice, data and all value added services in the entire country.
One of the fastest growing cellular markets in the world, Pakistan is a key region
that is likely to offer expansion opportunities as well the chance to make a
difference in the lives of a growing clientele that is demanding and understands
and appreciates better quality and service standards.
Company Profile

CMPAK
China Mobile Pakistan (CMPak) is a 100% subsidiary of China Mobile. The pioneering
overseas set up of China Mobile came through acquisition of a license from Millicom to
operate a GSM network in Pakistan.

So far CMPak has invested more than US$ 700 million in the telecom sector in Pakistan
and an additional US$ 800 million will be invested till the end of year 2008.

With ambitious plans to cater to the fastest growing Pakistani market and to win over the
ever demanding Pakistani customer, it will be offering unprecedented coverage, voice
and data services as well as a wide range of tariff options to choose from.

CMPak's edge comes from the experience and expertise of running the world's largest
telecom service and the commitment they make to setting quality and customer relations
standards.
CMPak is geared to offer neatly packaged VAS products that will benefit the individuals,
corporates as well as small businesses. Led by a team of professionals from the field of
cellular communication, CMPak is determined to make its mark in the Pakistani market
and to change the way people communicate.
 ZONG

ZONG is the first International brand of China Mobile being launched

in Pakistan. It is meant to empower and liberate the people of Pakistan
in every nook and corner of the country. It will become a part of their
hearts, their minds and bring about a change in their lives that every
one desired but few thought would be possible.
The core essence of ZONG is to allow people to communicate at will.
Without worrying about tariffs, network coverage, capacity issues or
congestion. ZONG will be supported by ground breaking
communications, trend setting customer service and an unmatched
product offering which will redefine rules of the game and establish
ZONG as a serious contender for the number one spot.
ZONG would offer its customers with entertaining & innovative value
added services and will empower them by giving a wide variety of
products, services & content to choose from.

They are privileged to be the pioneering country introducing this

brand with others to follow. And God willing, together they will also
make ZONG a success story for others to try and replicate
 The Brand
Zong font is futuristic depicting a clear and modern approach. It is simple and in italics,
depicting the move forward, yet comes out as composed and a coherent.
The new refined font couples a tinge of dexterity transforms in to a flexible outlook. The
blue background gives the brand a young and fresher look, whereas the type phase,
illustrates the confidence, stability and corporate image.
Colour:
Color is second element in developing a distinctive visual identity; color can trigger an
emotion and evoke brand associations. Zong logo is predominantly blue, red and white;
the colors depict energy, youth, sophistication and optimism.
Different people, different landscapes, different cultures, but one nation, one common
expression, one common voice, one choice-Zong a brand that understands your needs and
speaks to your mind and heart.

Zong is young, progressive, energetic, genuine and honest, clearly someone from your
bunch of friends, who never lets you down and deeply inclined to your side-a true
companion and well wisher.

Zong a fresh dynamic and customized brand befitting your lifestyle in order that you feel
it as part of your life. A brand that you can always count on, sincerely, that understands
your needs, wishes and desires and helps you get connected with your loved ones
anywhere, anytime. So speak your heart out and be good to your expression as Zong is all
set to mesmerize you with the ever-entertaining journey of life
 The Vision
“With perfect sincerity and integrity, we will strive to fulfill their triple-sided
responsibilities: their economic responsibility; their social responsibility and their
environmental responsibility.” As a good corporate citizen, China Mobile Limited is
committed to the harmonious development of its business, society and the environment.
China Mobile Limited will remain humble and keep innovating in order to achieve pre-
eminence.

The Mission
China Mobile’s mission statement is “Communicate a Boundless World and Construct an
Information Society”. It aims to build an “omnipresent” mobile network to provide a
colorful set of mobile communication applications with “omnipotence”, to promote the
citizen’s level of “informationalization” and enhance China Mobile’s competitiveness at
an international level.
“Omnipresence” entails a secure, open digital network with seamless coverage which
allows everyone to use the network at anytime and at any place. “Omnipotence” entails
the continuous creation of all kinds of applications to suit the individual needs of
consumers and the prompt adaptation to new changes to the environment.
“Omnipresence” and “Omnipotence” are China Mobile’s ambitious plans and also the
objectives that China Mobile aims to achieve through its ethos “Perfection”.
 Goals and Objectives
Mobile communication is now a utility. You need your mobile phone. Zong team seeks to
meet consumers all communication needs by providing the best technology at an
affordable price. They give you:

Coverage - at an affordable price

Convenience - at an affordable price
Connectivity - at an affordable price

It would be their prime objective to be rated as the best cellular service provider in
Pakistan by expanding their service area to every corner of the country which is to be
backed by excellent after-sales service.

As a major step towards achieving their goal of expanding their services rapidly They
have decided to award the expansion contract to different vendors in Pakistan. These high
ambitions would certainly lead us to become a major force in the development of telecom
industry in Pakistan.

We know that their partners Alcatel-Lucent Technologies, Ericsson Pakistan Limited,

Huawei Technologies Pakistan and ZTE Pakistan are very well-known globally for their
technical expertise and professionalism. The professionals representing their partners will
help CMPak achieve its goals in the shortest possible time.

Zong have completed acquisition of 100% shares of ZONG. US $ 723 million worth of
FDI has already been made in the country and on top of that They’ll be investing millions
of dollars in the future.
Let me reiterate their resolve and uncompromising commitment that China Mobile is here
to stay which is why They are planning to continuously invest to improve their network
coverage and quality. China Mobile has the resources and technical expertise to become
one of the largest operators of the country.

HR Policies
It is China Mobile’s part of H.R policy to retain and recruit the local employees, which
would benefit both the parties, thus they would be contributing in reducing the
unemployment rate in the country by providing new job opportunities & the opportunity
of training & development.

They would make this company the most sought after in terms of human resource,
network, and brand and customer service to begin with and show all their stakeholders
that They are the best professionals in this industry and They mean business.

To support and assist the local employees, CMPak would be calling in Chinese experts
who possess a rich experience in the relevant fields.

Moreover, on the front of Corporate Social Responsibility, They as a team owe a lot to
this society and would render their support in some social development projects. They
will also show and announce about their environment friendly Towers as soon as
possible.

Their plans aim to make this company grow very rapidly in areas like human capital,
brand, technology, distribution and services etc. However, none of these plans can be
achieved without a strong national workforce in Pakistan.
 Career
ZONG is committed on attracting and retaining the best human resource from all over
Pakistan. Its also provides a working environment which satisfies the professional and
personal needs of its employees.

Strategic Planning

The Company has set up a strategic management system to formulate the company s
five - year development plan and three-year strategic plan, which includes five
management modules: environmental analysis, an objectives system, proposal
formulation, measures planning and implementation assessment. These modules lay
down the action plan for the Company’s development and establish a strong supervisory
control system for the implementation of strategies, budgets and internal performance
management, strengthen the guidance and driving function of strategies on business
operations.
 Budget Management:
Strategic optimal resources allocation
The Company has adopted a comprehensive budget management system based on the
Company’s strategy and market analysis to ensure the Company’s strategy, business
plans and budget are effectively linked up and to guarantee that the key areas of
enterprise development are carried out with priority. The budget objectives also provide a
breakdown of responsibilities from subsidiaries, departments to individuals and
strengthen control and analysis of the budget implementation to ensure the realization of
the strategic planning.

Core Values
The Company upholds its core value in earnest, namely “Responsibility Makes
Perfection”. With “Communicate a Boundless World and Construct an Information
Society” as its mission, the Company strives to become the “Creator of Superior”.

Responsibility Makes Perfection

CMPak is here with the same theme which they are following in China i.e. Responsibility
leads perfection. By this CMPak shows how much responsible the organization is to
achieve perfection.
 Corporate Philosophy
The core concepts of the Company’s corporate culture are “Responsibility” and “Pre-
eminence”, meaning that the Company shall “Enrich the Public’s Livelihood” by its
“Noble Virtues”. To that end, the Company is committed to being a benevolent,
responsible and outstanding corporate citizen who never ceases in its efforts in making
improvements.

Based on the understanding of their triple-sided responsibilities, namely their economic

responsibility to grow, their responsibility to the society and their responsibility to the
environment, China Mobile Limited’s vision of responsibility is as follows:

“With perfect sincerity and integrity, They will strive to fulfil their triple-sided
responsibilities: their economic responsibility, their social responsibility and their
environmental responsibility.”

- The Company will keep its commitment to being an outstanding corporate citizen
and will fulfill its promises with utmost integrity, and it will continue its efforts in
innovation and pursue ever greater perfection without resting on its laurels in
order to achieve the harmonious development of the Company, the society and the
environment.

The starting-off point of the Company’s vision of responsibility is “acting in good faith”,
which bears the two-fold meaning of "sincerity" and "integrity" in ancient Chinese
culture. “Sincerity” is the starting-off point and driving force behind the continuous
efforts of the Company in fulfilling its responsibilities and “integrity” is the norm and
basic standards for the fulfillment of their responsibilities.
“Economic responsibility”- the Company will pursue harmonious development for itself
and will secure its own sustainable development through credible and responsible
economic activities. To this end, the Company will demonstrate all its strengths, continue
its efforts in innovation and pursue ever greater perfection.
“Social responsibility”- the Company will pursue the harmonious development of the
society and, whilst pursuing its own excellence, the Company will strive to achieve
synergy with the development of the society with a view to make progression towards the
sustainable development of the human society.
“Environmental responsibility”- the Company will pursue the harmonious development
of the environment. To this end, the Company will endeavor to protect the natural
environment by reducing its consumption of resources and the impact of its operation on
the environment.

Code of Business Principle

CMPak activities should serve to illustrate that business success in demanding markets
can be achieved without compromising ethical principles or international norms. Their
Codes of Conduct have been adopted by the CMPak’s Board and are a key management
tool for influencing all their activities.

The Codes of Conduct cover areas that are important for ensuring solid business ethics in
all aspects of their activities. They contain specific and practical rules, and set the
standards for how individual employees should conduct business when faced with
competition and demands for meeting business objectives. Failure to comply with the
Codes of Conduct results in sanctions suited to fit the nature and extent of unauthorized
actions. The Codes of Conduct apply to managers, employees, hired staff and anyone
acting on behalf of CMPak.
 Products and Services
Their businesses can be primarily divided into voice business and new businesses.

Voice Business

Their voice business refers to the business where their subscribers make and receive calls
with a mobile phone at any point within the coverage area of their mobile
telecommunications networks. The services include:

Local calls
Domestic long distance calls
International long distance calls
Intra-provincial roaming
Inter-provincial roaming
International roaming

Voice value-added Services.

Their voice value-added services mainly include:

Caller identity display.

Caller restrictions.
Call waiting.
Call forwarding
Call holding
Voice mail
Conference calls
New Businesses

Their new businesses include data businesses and value-added services

Data business

Their data businesses mainly include short message services, or SMS, wireless
application protocol, or WAP, Color Ring, multimedia messaging service, or MMS and
others. They have also developed many other data products such as “Java Applications” ,
IVR, PIM and others.

Value Added Services

Besides these basic services CMPak is providing its customers a wide range of Value
Added Services. This includes.

Group SMS
Gumnam SMS
Secret Inbox
Chit Chat Corner
International SMS
Fun 440 Greetings
PIN and PUK
Voice Mail
Latest Ring tones
Picture Messages
Group Logos
Mobile Greetings
Valentines day Special
Monthly info services.
GPRS
 ZONG Packages
ZONG offers both Post Paid packages and Pre-Paid packages.

Post Paid package:

Line Rent (Rs) 0 100 500 1000

On-Net Calls (Rs.) 0.6 0.6 0.4 0.3
Off-Net Calls (Rs.) 0.9 0.9 0.8 0.75
Spouse Number (Rs.) 0.4 0.25 0.15 Free
Free SMS (On & Off-Net) 0 25 50 100
SMS Rate (Rs.) 1 0.75 0.5 0.5
Free Minutes 0 100 600 1200
Free Minutes Break Up Free Minutes Billed Per Minute
On-Net 0 75 450 900
Off-Net 0 25 150 300

Securities
Local / Nation Wide Rs 1000
International Dialing Rs 1500
International Roaming Rs 15000

30 Second Billing
Billing of Free Minutes will be per minute
Off-Net free minutes will also include landline numbers and will be inclusive of
interconnect cost
All VAS services (Ring-tones, Picture messages, Logos, informational services)
and International SMS will be charged as per standard tariffs
International Roaming Charges in case of outbound roaming will apply
All charges are exclusive of taxes
Pre-Paid Packages:

Call or SMS for 75 paisa

50 Paisa/call(8 Aanay)
12 Aanay Package
Free Package
ZONG super Free Number
Break Time Offer
Aik Second Package

Call or SMS for only 75 paisa to any network and time!

Talk for an entire hour - any hour, for only Rs.4.99 and for the first time in Pakistan you
can change the hour everyday!

Pay 30 Second Charging

ZONG to ZONG 75 Paisas
ZONG to any other number 75 Paisas
SMS to any network 75 Paisas
Happy Hour Rs. 4.99 per hour
ZONG Friends and Family
5 Numbers
numbers
ZONG Friends and Family rate 50 Paisas
*8 Aanay Offer 50 Paisas
MMS Rs. 3/100KB
Mobile Internet Rs. 15/MB

40 paisa extra will be charged during first minute

8 Aanay offer is only for one off-net number at a time and it can be changed any
time
8 Aanay offer can be selected by dialing 907 and each addition/modification will be
charged at Rs. 15 + tax
 30 Second Charging
ZONG 12 Anay is available at all ZONG Sales and Services Centers and selected
retail outlet across Pakistan.

Happy hour needs to be activated by the subscriber; every action/modification

will be charged at Rs5.
Friends and family rate apply for 24 hours, for those customers who have
subscribed for happy hour, Friends and Family rates will not be applicable during
that hour.
Happy hour can be modified once everyday.

50 Paisa/call (8 Aanay) Any Network Any Time

People claim of simplicity and yet give you half the truth. Only ZONG gives you the full
truth at half the price. Now make calls to any other mobile network for 8 aanay i.e. 50
paisas per call and you can change that number any time you want. You will have to pay
40 paisas extra for the first minute only.
So say it clear, say it loud, say it to anyone, and say it all!
To avail this offer please dial 907 from your ZONG number. This offer is available on 12
Aanay package only.
 Free Call
For the first time in Pakistan you can make free calls for life!

Choose one favorite ZONG number and call from midnight to 7am - absolutely
free! This is a limited time offer, so rush now before you miss the deal of a
lifetime!
During Break Time Hours call all ZONG numbers at Rs.3.99 per hour from noon
to 2.00pm.
Now you can call up to 10 Friends and Family numbers.

Nationwide Tarrifs
ZONG to ZONG Rs. 2.00/minute
ZONG to any other network Rs. 2.00/minute
SMS to any network Rs. 0.20
ZONG Friends and Family numbers 10 numbers
1 Free Number (Midnight to 7:00 am)* Free
Late Night Offer (Midnight to 7:00 am)
Rs. 3.99 per hour
**
Break Time Offer (Noon to 2:00 pm)
Rs. 3.99 per hour
**
ZONG Friends and Family rate Re. 1.00/minute
MMS Rs. 3/100KB
Mobile Internet Rs. 10/MB
 Limited time offer ' All ZONG numbers
You can subscribe to ZONG Free Package by dialing 900 with onetime charges of
Rs. 15 only (first time migration to this package is free)
Balance validity is based on re-charge
Daily subscription charges are Re. 1
The free number can be modified only once every month
You can choose to unsubscribe from Break Time offer by calling 310
To avail one free number the subscriber needs to maintain balance of Re.1. To
reactivate call 900

ZONG Super Free Number

That special someone deservers something special
Now call on your one special number 24 hours - for free!
That's right you can literally talk your heart out 24 hours a day everyday to that special
someone - all for FREE!
Subscription
Monthly subscription Rs500+Tax
This offer is for ZONG Free Package for ZONG to ZONG calls only.
Dial 908 for package conversion & special number selection / modification.
You can also subscribe through SMS by sending
SUB<SPACE>FREE<SPACE><MOBILE NUMBER> TO 908
 Break Time Offer
For the first time in Pakistan, ZONG offers you the benefit of calling your friends and
family freely during daytime. This facility is available through Break Time Offer which
is available on ZONG Free Package. Break Time Offer is a fabulous offer from ZONG
that enables you to call any ZONG number from 12 noon to 2pm for just Rs.3.99 + tax
per hour.

There is no subscription fee OR any additional charges with Break Time Offer. Any
subscriber to the ZONG FREE Package can avail this facility. To subscribe to ZONG
FREE Package dial 900 from your ZONG connection and follow the simple instructions
to activate ZONG FREE Package.

Make call for just 4 paisa per second

All Networks. All Numbers. All Time!

Call 5 Friends and Family numbers for just 2 paisas per second.

Nationwide Tariff
ZONG to ZONG 4 paisas
ZONG to any other network 4 paisas
SMS to ZONG 75 paisas
SMS to any other network Re 1
ZONG Family and Friends
5 numbers
numbers
ZONG Friends and Family rate 2 paisas
MMS Rs.3/100KB
Mobile Internet Rs.15/MB
Per Second Charging:

Customers can subscribe to ZONG Aik Second Package by dialing 900 with
one-time charges of Rs. 15 only (first time migration is free)
Package can be changed once every day
Balance validity is based on re-charge

Special Features

YAARI LOAD
ZONGOPEDIA
ZONG INTERNET USB CARD
ZONG SUPER FREE NUMBER
ZONG MOBILE PHONE OFFER
ISLAMIC SERVICES
VIDEO ON DEMAND
ZONG DIAL TUNES
ZONG MOBILE MUSIC CHANNEL
SMS SONG SEARCH
UNLIMITED SMS
ZONG MOBILE INTERNET HOURLY PACKAGE

GPRS Packages

ZONG Unlimited
@ Rs. 400+Tax/month
ZONG Free
@ Rs. 10+Tax/M
 Sales Department

Marketing and sales departments are two departments which leads organization to
success or failure. The sales department of CMPak is working very hard to get the market
share and lead the organization to success. There are six Zonal and assistant managers
with their own teams. These managers are trying their level best to make the work force
work for the best of organization. The work force consists of RSO’s and DSO’s.
 Structure of Sale Department

At the top of the sales department there is GM sales, then comes Head or Sales
department, then Regional Manager Sales and Distribution, then Zonal Managers/
Assistant Managers who control RSO’s and DSO’s.

HIERARCHY OF SALES DEPARTMENT

GM Sales

Head Sales

Reginal
Manager Sales
and
Dsitribution

Zonal Manager Assistant

Sales Manager Sales

RSO’s DSO’s
 Culture (Internal Environment)
The internal environment of the organization is very friendly. Like working in sales
department I have noticed that the monthly targets are given to the Regional Manager
Sales and Distribution. The RMD divides the targets amongst the ASM with mutual
consent. They sit together and device methods by which they will divide targets amongst
them. There is no restriction on the division of targets from the higher management.
Also one don’t have to follow the managerial hierarchy for certain situations. Like being
an internee I had to discus my proposals with my concerned manager but I was not
bounded I can directly discuss that proposal to the Regional Manager or even the Head of
Sales.
Also the Assistant managers and Zonal Managers have full autonomy on controlling their
respective teams. There is no bound form the management on how to control the teams
they are concerned about the results. That is why I have even seen managers in dual
moods sometimes they are very lenient with the team members and some times they
seems to be very harsh on them. Because sales is target oriented job and they have to
achieve the targets.
 Customers and Market

CMPak exist to serve both the corporate and non corporate clients. Currently the CMPak
is following the same strategy which is adopted in China i.e. Cater the Youth. Because
according to CMPak if you make youth a user of your services it will have a long term
impact like greater level of Loyalty. Also youth as we all know are techies so by new
innovative services it is easy for the company to capture the segment comprises of Youth.
But the company hasn’t limited itself to youth only. Right now the company is investing
a lot on expanding the network by installing 2500 BTS by the end of this year this is done
not to increase the network capacity of CMPak but also to change the perception of the
people which they hold toward Zong i.e. The network is not good.
 Customer Services
Customer Services department exists to serve you. Any queries you may have about
getting a connection, account information, coverage details, information about their
franchises, value added services, SMS information, anything at all you that you want to
know about them and their services.

Three Factors Drive Business Growth

New
Traffic

New
Services

New
Customers
 BCG Growth Share Matrix
Initially ZONG was in the question marks where they got mediocre size
investments and were unable to convert to cash cows.
This amount of investment was actually a waste of money as they should either
have received enough investment for their SBU’s in order to achieve real market
dominance and become cash cows which of course was impossible in case of
ZONG which had very few finances.
According to the new strategy, it is our aim to place ZONG in the matrix as cash
cows which have high market share with a low growth rate.
The most important factor for keeping the company in this grid is that, here we
have to invest low and the return on investment is comparatively high.
 Markets

ZONG Coverage
ZONG is constantly expanding its coverage, adding new cities and regions to its country-
wide network. Powered by their commitment to setting new service standards, the ZONG
network coverage extend up to 600 cities and towns of Pakistan.

Where ever you go, we will follow you!

Coverage MAP
 Managerial View

Planning Process and Related Issues

As I was in sales department I will discuss the planning according to sales department.
All the planning was done by higher management. The targets was set by the higher
management and then given to the regional manager. The regional manager then setup a
meeting with the ASM’s and zonal managers to discuss about those sales targets and how
to divide targets amongst the managers. They develop certain formulas on the basis of
which they allocate targets to the managers.

Planning Tools and Techniques

Sales targets were set on monthly basis and the technique used is the review of previous
month’s performance and achievement of targets. Certain formulas were developed to
allocate fair targets to the managers. Who then try their best to achieve those targets
through their respective teams.
 Organizational Structure and Design
Qian Li
CEO
Zafar Usmani
COO
Xin Jie
Chief Financial Officer
Sajid Mehmood
CIO
Babar Bajwa
Director COPS
Salman Wassay
Director Marketing
Tehmina Khalid
Manager Revenue Assurance
Cyrus Sikandir
Head of O & M
Wajid Ali
Head of NP & S
 Board of Directors

Executive Directors

Mr. WANG Jianzhou

(Executive Director, Chairman & Chief Executive Officer)

Mr. LI Yue

(Executive Director & Vice President)

Mr. LU Xiangdong

(Executive Director & Vice President)

Mr. XUE Taohai

(Executive Director, Vice President & Chief Financial Officer)

Mr. ZHANG Chenshuang

(Executive Director & Vice President)

Mr. SHA Yuejia

(Executive Director & Vice President)

Mr. LIU Aili

(Executive Director & Vice President)

Madam Xin Fanfei

(Executive Director & Vice President)

 Independent Non-Executive Directors
Dr. LO Ka Shui
Mr. Frank WONG Kwong Shing
Mr. Moses CHENG Mo Chi
Non-Executive Directors
Mr. Paul Michael Donovan

Principal Board Committees

Audit Committee

Dr. LO Ka Shui (Chairman)

Mr. Frank WONG Kwong Shing
Mr. Moses CHENG Mo Chi

Remuneration Committee

Dr. LO Ka Shui (Chairman)

Mr. Frank WONG Kwong Shing
Mr. Moses CHENG Mo Chi

Nomination Committee

Dr. LO Ka Shui (Chairman)

Mr. Frank WONG Kwong Shing
Mr. Moses CHENG Mo Chi
 Human Resource

Equal Opportunities for Development

China Mobile strictly complies with the relevant laws and regulations of the place where
it is located as well as the industry code of conduct during the employment relationship.
In no event shall child labor be employed in any position. Forced labor and work place
discrimination shall be avoided.
China Mobile upholds the principle of gender equality and adopts an equal employment
opportunity policy. China Mobile attaches great significance to the career development of
female employees. In 2001, China Mobile sets up the protection of female employees’
rights association on a national basis. Contribution from the female employees to
enterprise development and to society has been widely recognized. A number of female
employees were commended by the state for their outstanding performance.

Caring for Employees’ Health and Safety

China Mobile has reinforced safety and has enhanced workplace safety measures to
create a safe work environment. It also places emphasis on increasing employees’
awareness of workplace health and safety such as carrying out fire drills. Additional
precautionary tools and gears have been given to outdoor construction workers working
at height, working at power supply facilities, working under inclement weather
conditions and working in dangerous terrain. In strict compliance with the relevant
regulations, China Mobile takes out occupational injury insurance so that employees who
suffer from workplace injury or occupational diseases are guaranteed to receive medical
assistance and economic compensation.
 Focus on Employees’ Career Development

The Company has set up a comprehensive performance based incentive scheme and
reward mechanism. China Mobile values the career path planning of employees of
different positions. In order to promote employees’ career development, direct
supervisors are required to conduct face to face meetings with their staff regularly
relating to job duties and work performance during which employees can express their
views and make suggestions for improvement.
China Mobile is committed to building a learning organization and continuous efforts
have been made to enhance its training. China Mobile Communication University was
established to provide training to each level of China Mobile’s employees. Course
instructors include internal specialists and external specialists and professors from tertiary
institutions such as Tsinghua University, Beijing University and Renmin University of
China. China Mobile takes the initiative to establish an e-learning system which is now
operated on a trial basis at the headquarters and five subsidiaries. There were 17 online
courses which increased to 111 by the end of 2006. There are a wide range of courses
covering areas such as enterprise strategy management, business administration, human
resources management and financial management.
China Mobile introduced and implemented an effective secondment program to promote
staff mobility. All outstanding employees within the group are eligible for secondment to
the headquarters or other subsidiaries of the group for a period of several months up to a
year. Through continuous efforts, China Mobile now maintains a stable workforce and
has seen significant enhancement in its staff quality. These are key factors for a rapid and
healthy development of an enterprise.
 Internal Communication

Communication is normally done through top to bottom as the planning is done by higher
management. But if someone has any kind of issues then bottom up communication is
also allowed.
Also for sales force the communication is normally bottom up. The sales force will
communicate certain issues to the management which will then be discussed by higher
management.

Leading

Group and Teams

The organization follows a hierarchy for individuals only the sales department has teams.
In sales department there are 6 Assistant and zonal managers. Excluding the corporate
manager sales the rest 5 managers have their own teams comprising of Rso’s and Dso’s.
The managers put a strong check on the teams and evaluate their performance on almost
daily basis.
The managers have further divided the teams in sub teams like a manager has assigned
different areas so he can make teams for every assigned area and can evaluate the
performance.
Motivational Techniques

Marketing and sales are two important department of the organization who needs to be
motivated more than other employees because they lead the organization to success or
failure. Same is the case with CMPak. CMPak uses several techniques to motivate the
sales department employees.

Manager of the Week

Organization declares manager of the week on the basis of direct SIM activations. To be
manager of the week the manager struggle hard and make the team to work hard.

Commission Base Compensation

The sales force is given commission on achieving sales targets besides their basic salary.
 Employees’ Protection & Rights

Equal Opportunities for Development

China Mobile strictly complies with the relevant laws and regulations of the place where
it is located as well as the industry code of conduct during the employment relationship.
In no event shall child labor be employed in any position. Forced labor and work place
discrimination shall be avoided.
China Mobile upholds the principle of gender equality and adopts an equal employment
opportunity policy. China Mobile attaches great significance to the career development of
female employees. In 2001, China Mobile sets up the protection of female employees’
rights association on a national basis. Contribution from the female employees to
enterprise development and to society has been widely recognized. A number of female
employees were commended by the state for their outstanding performance.

Caring for Employees’ Health and Safety

China Mobile has reinforced safety and has enhanced workplace safety measures to
create a safe work environment. It also places emphasis on increasing employees’
awareness of workplace health and safety such as carrying out fire drills. Additional
precautionary tools and gears have been given to outdoor construction workers working
at height, working at power supply facilities, working under inclement weather
conditions and working in dangerous terrain. In strict compliance with the relevant
regulations, China Mobile takes out occupational injury insurance so that employees who
suffer from workplace injury or occupational diseases are guaranteed to receive medical
assistance and economic compensation.
 Focus on Employees’ Career Development

The Company has set up a comprehensive performance based incentive scheme and
reward mechanism. China Mobile values the career path planning of employees of
different positions. In order to promote employees’ career development, direct
supervisors are required to conduct face to face meetings with their staff regularly
relating to job duties and work performance during which employees can express their
views and make suggestions for improvement.

China Mobile is committed to building a learning organization and continuous efforts

have been made to enhance its training. China Mobile Communication University was
established to provide training to each level of China Mobile’s employees. Course
instructors include internal specialists and external specialists and professors from tertiary
institutions such as Tsinghua University, Beijing University and Renmin University of
China. China Mobile takes the initiative to establish an e-learning system which is now
operated on a trial basis at the headquarters and five subsidiaries. There were 17 online
courses which increased to 111 by the end of 2006. There are a wide range of courses
covering areas such as enterprise strategy management, business administration, human
resources management and financial management.

China Mobile introduced and implemented an effective secondment program to promote

staff mobility. All outstanding employees within the group are eligible for secondment to
the headquarters or other subsidiaries of the group for a period of several months up to a
year. Through continuous efforts, China Mobile now maintains a stable workforce and
has seen significant enhancement in its staff quality. These are key factors for a rapid and
healthy development of an enterprise.
 Leadership Style of Managers
There is no specific leadership style the managers follow. Sometimes they are dictators,
some times democratic and even laisez-Fair.
In my internship the style of manager, regional manager and head of sales was more
likely laisez-fair and sometimes democratic. They never used to be dictator.

Controlling

Managers and above have the controlling authorities in CMPak. A manager can control
his sales force using any means being lenient with them and even harsh sometimes. Every
higher authority can control the subordinates.

Controlling Against Fraud and Illegal Actions

Sales managers try to control the fraud and illegal actions by compelling the sales force
to have the copy of N.I.C of each customer to which they sell a connection. Then a
complete form is filled by the sales officer with customer details and then submitted to
record office of organization.
Structure and Design Issues

Organizational Hierarchy:

C.E.O

GM GM GM GM CFO
CENTRAL-I CENTRAL-II NORTH-I SOUTH-I

SALES MANAGER
ADMIN
HEAD COPS

RMD

ASM ASM ASM ASM

FFR RSO DSO

Departments:

IT ADMIN COPS HR MARKETING

ENGINEERING
SALES FINANCE

Geographic Distribution
CMPak is divided into four regions of Pakistan. Every region has its own Regional
Managers for sales.
Region 1 (North-I)
Region 1 is Islamabad. Islamabad is the headquarter of CMPak. All the higher
management resides there. Peshawar location is also controlled by this region.
Region 2 (Central-I)
Region 2 is Lahore. In Lahore there are two offices the main office is IN New Garden
Town where I did my internship and the other one is on Main Boulevard D.H.A.
Marketing, sales, and HR department resides in this region also. Locations like
Shiekhupura etc are controlled by this region.
Region 3 (Central-Ii)
Region 3 is Faisalabad. Faisalabad has its own zonal and assistant manager sales and
sales force.
Region 4 (South -I)
Region 3 is Karachi. Karachi has its own zonal and assistant manager sales and sales
force. Hyderabad and Balochistan location are also controlled by this region.
Structural Dimensions

Formalization
Formalization is the degree to which the jobs within the organization are standardized.
Job are standardizes in CMPak. Document exists for every activity. Like in sales
promotion activities a complete proposal has to be made in order to get approval on that
proposal.

Specialization
Specialization is the degree to which organizational tasks are subdivided into separate
jobs. Different department exist in CMPak which refers to specialization. There are
separate departments for Human Resources, Marketing, Sales, Finance, Engineering etc.
Every department is concerned with his assigned task.
 Hierarchy Of Authority
GM SALES

HEAD SALES

REGIONAL
MANAGER
SALES

ZONAL
MANAGER
SALES

DSO’S RSO’S

Centralization

Centralization is the extent to which the decision making is concentrated at a single point
in the organization. In CMPak the main decision making is concentrated at higher levels
of management, they dictate the goals to achieve but it depends on manager sales and
sales force how they achieve it.
Professionalism

Work staff is highly educated and experience according to their post or job title. Staff has
both formal education and job experience. The staff is regularly provided with extensive
training.

Personnel Ratio

Most of the CMPak comprises of male staff. There are certain positions held by females
like HR Manager is a female.

Contxtual Dimensions

Size

Size can be counted as number of employees in the organization or through total assets or
total sales. As CMPak has recently acquired PAKTEL and lot of restructuring is going on
so its very difficult to have an exact number of employees. Approx 230 employees are
there in Lahore office.

Technology

Technology plays a key role in producing quality services to its customers. At CMPak
technology is properly installed in order to ensure efficiency and quality in the services
offered. Technologies include mobile towers, switches, telephones, fax machines,
computers, internet, intranet, printers, photo copy machines etc.
External Environment

External environment plays a major role in the development and working of any industry.
At CMPak external environment that can effect the organization’s operations are the
services offered by competitors, regulation by PTA etc.

Culture

CMPak has a good corporate culture. Sales managers have least politics amongst them.
Employees care for each other.

Goals And Strategy

Mobile communication is now a utility. You need your mobile phone. ZONG team seeks
to meet consumers all communication needs by providing the best technology at an
affordable price. They give you:

Coverage - at an affordable price

Convenience - at an affordable price
Connectivity - at an affordable price

It would be their prime objective to be rated as the best cellular service provider in
Pakistan by expanding their service area to every corner of the country which is to be
backed by excellent after-sales service.

As a major step towards achieving their goal of expanding their services rapidly They
have decided to award the expansion contract to four different vendors in Pakistan. They
will be their strategic partners in a contract which is worth US $ 500 million to execute
the most aggressive expansion plan in the history of the country. In the coming years
They plan to invest in the areas of building new network capacity of more than 20 million
customer base and other infrastructure. These high ambitions would certainly lead us to
become a major force in the development of telecom industry in Pakistan.

We know that their partners Alcatel-Lucent Technologies, Ericsson Pakistan Limited,

Huawei Technologies Pakistan and ZTE Pakistan are very well-known globally for their
technical expertise and professionalism. The professionals representing their partners will
help CMPak achieve its goals in the shortest possible time.

As you are aware their new company name now is CMPak Limited and They have
completed acquisition of 100% shares of ZONG. US $ 723 million worth of FDI has
already been made in the country and on top of that we’ll be investing millions of dollars
in the future.

Let me reiterate their resolve and uncompromising commitment that China Mobile is here
to stay which is why They are planning to continuously invest to improve their network
coverage and quality. China Mobile has the resources and technical expertise to become
one of the largest operators of the country.

It is China Mobile’s part of H.R policy to retain and recruit the local employees, which
would benefit both the parties, thus They would be contributing in reducing the
unemployment rate in the country by providing new job opportunities & the opportunity
of training & development.

They would make this company the most sought after in terms of human resource,
network, brand and customer service to begin with and show all their stakeholders that
They are the best professionals in this industry and They mean business.
To support and assist the local employees, CMPak would be calling in Chinese experts
who possess a rich experience in the relevant fields.

Moreover, on the front of Corporate Social Responsibility, They as a team owe a lot to
this society and would render their support in some social development projects. They
will also show and announce about their environment friendly Towers as soon as
possible.

Their plans aim to make this company grow very rapidly in areas like human capital,
brand, technology, distribution and services etc. However, none of these plans can be
achieved without a strong national workforce in Pakistan.

Dynamic Process Management

Decision Making
At CMPak the decision making is centralized at top level. The regional manager sales
and distribution is informed with the decisions made by top management and then he is
responsible to communicate it to the subordinates.

Power And Politics

Every employee has his relevant power. Like sales manager can control his sales force by
any means without consulting with regional manager.
Politics is a part of every organization some faces less some faces more. During my stay I
didn’t saw much politics amongst sales managers.
Marketing And Sales Department

GM
CENTRAL-I

MARKETING HEAD
MANAGER SALES

MARKETING REGIONAL
EXECUTIVES MANAGER
SALES

ASSISTANT/
ZONAL
MANAGER
SALES

DSO’S RSO’S
Micro Environment
Micro environment revolves around organization’s internal affairs. Micro environment
revolves around organizational strengths and weaknesses, conflict of employees,
relationship/ bargain power of suppliers and retailers, supply chain management.
In CMPak the organization is not very prone to its internal environment. The only thing
which is creating hurdle is the customers’ perception towards organization because of
least network support.
The organization’s telecom network and bad word of mouth is the main weakness
company is having right now.
The major strength of CMPak is organization is having a lot of budget to survive in the
long run. CMPak is claiming that it has budget for next 10 years which none of the
existing company is having. Telenor is at second place with five years budget in hand.

Customers
Right now the customers are reluctant to subscribe to CMPak because of negative word
of mouth.

Employees
There is lot of restructuring going on in the organization. Before the acquisition of
CMPak there were lot of down sizing in the organization and the nos. of employees were
very limited. Now the organization is trying to hire skilled work force but the top
management of different organization which CMPak is trying to hire is still thinking to
join the drowning ship.
Suppliers
CMPak has developed good relationship with the suppliers. Normally the work is done in
time.

Retailers
Retailers are showing resistance on selling CMPak’s connections because they say that
there is no market demand for CMPak’s connections. Now the organization is trying to
convince them by giving certain incentives o them.

Macro Environment
Macro environment revolves around the external environment of the organization. It
includes all the competitors, governmental policies, rules, regulations etc in short any
kind of external situations which are out of control of organization contributes to
organization’s external environment. Macro environment can produce both opportunities
and threats.

Opportunities
The Major opportunity for the company is it is the richest telecom sector company in
Pakistan. It has a budget for next ten years. Secondly right now only 1.3rd of Pakistani
population is cell phone user so 2 segments are still left to exploit so CMPak is not too
late to get into the market. CMPak has good chance to capture the market. Also with big
budget CMPak is trying to hire many skilled management and work force from the major
companies of Pakistan.
Threats

The main threat is the market share of existing companies. Also companies like Telenor
are utilizing its budget very efficiently which can hider the way to success. Last but not
the least the negative word of mouth of Paktel in customers mind.

Competitors

Every industry is surrounded with the threat of competitors. Competitors normally try to
hinder one’s way to success and same is the case in Telecom sector. Right now every
telecom company is using massive advertisements. Also the existing companies have
quite a good share of market and CMPak has to travel a long way in order to catch with
them.

Governmental Rules/ Regulations

Governmental policies has a big impact on every industry same is the case with telecom
sector with the deregulation of telecom sector the industry becomes very competitive.
The companies are continuously lowering the call rates also providing innovative features
at the same time.
There are many rules, regulations and procedures by the Government of Pakistan,
Ministry of Science and Technology, IT and Telecom Division which telecom companies
have to follow. Like getting the license, modification to the license, transfer of license,
Interconnection between compatible systems etc.
Marketing Mix

Product
Product is known to be the heart of marketing mix. As this is the one for which price,
placement and promotion is done. CMPak is a service sector organization providing cell
phone services to it customers.
CMPak is providing both Pre and Post pay services with GSM network. Keeping the
needs of consumers in mind CMPak is coming up with new packages to cater different
segments of market e.g. youth, students etc.
CMPak has launched two main packages “Power Package” and “Party Time”. Power
package with low call rates and party time with free SMS facility on the deduction of
specific amount. Perfectly for students and youth.

Pricing

Pricing is a very major issue considering a product. Price is normally associated with the
quality whereas price should be such which is affordable for target consumers.
CMPak recognizes this fact and is providing much lesser rates for different services
comparing to other companies. After the acquisition CMPak has launched two main
packages “Power Package” and “Party Time”. Power package with low call rates and
party time with free SMS facility on the deduction of specific amount. The above
mention packages have 30 second billing and when comparing with other companies the
rates are much cheaper.

Distribution
CMPak has its own sales force which provides retail and direct sale services.
Every sales manager has its own assigned area and sales force. There are two categories
of sales force at CMPak “RSO” and “DSO”. RSO stands for Retail Sales Officer. The
duty is to manage sales through retail out let and franchises. Whereas DSO stands for
Direct Sales Officer, the duty of DSO is to sell the service direct to the customer; CMPak
is doing this by putting stalls at several locations of Pakistan or managing events. Every
manager is responsible to manage sales in his area. DSO is the position which I am
holding at CMPak.

Promotion
Promotion was the area on which I am really working on my internship. My
responsibility is to promote the two packages “Part Time” and “Power Package”
through different sales promotion activities. To promote the brand and package, I with
my team made a marketing and sales plan for CMPak. Also They worked on several
proposals for sales promotion like They arranged a two days activity at STEP Institute,
New Muslim town. In their own department They arranged an event which was having
Quiz Competition, SMS Competition, and Dares etc on 16th of Aug, 2007. There were
also many proposals on which They planned to work but were not possible due to several
constraints.
They supported their sales promotion activities with various gifts and giveaways which
were provided to us by CMPak’s management. The gift includes IPODS, Flasks, FM
Radios, Parker Pens, T-Shirts, and Caps etc. They gave two IPODS in the activity held on
16th of Aug, 2007 in their department.

Marketing Research

Marketing research is conducted by the sales force of CMPak on monthly basis. Sales
force provides information about the market to the management and then management
reviews it.
In my internship I also developed a marketing research questionnaire which can provide
valuable information to CMPak.

Review, Conclusion & Recommendations

STRENGTHS WEAKNESSES
Richest company of telecom Comparatively late entrant in
sector in Pakistan market.
Largest company of China on Currently negative word of
the basis of subscribers. mouth in consumers mind.
Plans of aggressive network Weak network support.
expansion Less man power.
OPPORTUNITIES THREATS
rd
Only 1/3 of Pakistani Competitors.
population is cell phone user so Governmental policies.
2/3rd segments are still left to
 exploit.
Growing trend of mobile
telephony.

Conclusion
After spending time with organization I have figured out that CMPak is quite optimistic
about its growth and success. It seems like management has get rid of the old and
negative thoughts of ZONG and putting their maximum effort for CMPak’s success.
The management has a pre planned level of achievement which they say that they will
achieve that in the year 2011. Also the management seems like they are expecting some
great promotions in the mean time every one has crossed fingers.
Also the way company has planned to expand the network it seems like the organization
will really achieve their targets. They have planned to install 5500 BTS by the en of this
year. Till now they have installed 2950 BTS. The management said that you yourself will
see the difference by the end of this year.
So over all in my view the aggressiveness of company shows that it will soon become a
leading cell phone operator of country.
 Recommendations
After working with the organization I would like to recommend certain things to the
company.

Get rid of the ZONG policies as soon as possible.

They must analyze the following for better generation of revenues
They suggested following tag lines for CMPak
“Give maximum coverage to users”
“Communication Reinvented”
“Pioneers are back”
“Give quality services”
Try to co-brand with some IT-based company like Microsoft (Acer) that
will surely add value and prestige to the products and services of
CMPak especially w.r.t advanced technologies.

In future the company can collaborate with banks in order that the
customers/users can directly refill their credits or can pay bills through the
ATM machines.

The company can go for kiosk marketing at places like airports, shopping
malls and centers. This marketing technique will promote the brand image.