Dedication

“Our work is dedicated to our

beloved Parents, teachers,
brothers, sisters and all of our
well wishers”.
 ACKNOWLEDGEMENT

“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
completed this project due to parents who pray
for our success. We also wish to express our
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.

Abstract
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-added-
services 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.
 RESEARCH METHODOLOGY

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
 INTRODUCTION

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.

MISSION

“To be a superior communication service

company in Pakistan which provides the best
value to its customers, employees, business
partners and shareholders.”

VISION

To be the leading Telecommunication Services

Provider in Pakistan by offering innovative
communication solutions for our Customers
while exceeding Shareholder value & Employee
expectations".

VALUES
• Commitment to Total Customer Satisfaction:
• Passion for Business Excellence:
• Trust & Integrity:
 • Respect for People:
• Responsible Corporate Citizen:

PRODUCTS
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 Indigo
• Mobilink Jazz
• Mobilink BlackBerry
• Mobilink PCO
• Mobilink WiMAX
• Mobilink TV
• Mobilink Game ON
 • Jazz Cricket SIM
• Conference Bridge
• 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

CASH COW:

•Jazz Ladies First

•Mobilink Indigo
•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.

STAR

•Jazz One This package is a high growth, high share product. There is need
to invest more for its rapid growth.
QUESTION MARK
•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.

DOG

•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

Swot Analysis

Strengths:
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
Weaknesses
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

Opportunities
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
Threats
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

RECOMMENDATIONS

•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.