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“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)
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
MISSION
VISION
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 .
CASH COW:
•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
•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.