1.

0 Introduction

1.0.1 Brief Introduction of Company

Telenor Pakistan launched its operations in March 2005 as the single largest direct
European investment in Pakistan, setting precedence for further foreign investments in
the telecom sector. The company has covered several milestones over the past twenty
eight months and grown in a number of directions, we have grown to become a leading
telecom operator in the country. In fiscal year 2006, we achieved nearly 200% growth in
our subscriber base – the highest in the industry by a wide margin.

We are the fastest growing mobile network in the country, with coverage reaching deep
into many of the remotest areas of Pakistan. In the most difficult terrains of the country,
from the hilly northern areas to the sprawling deserts in the south, at times we are the
only operator connecting the previously unconnected.

We are keeping ahead by investing heavily in infrastructure expansion. With USD1

billion already invested, we have extended agreements with our vendors for network
expansion and services until 2009. The agreements, with a potential to result in USD750
million worth of orders from Telenor Pakistan, are some of the biggest of their kind in
the industry.

We are spread across Pakistan, creating 2,500 direct and 25,000-plus indirect
employment opportunities. We have a network of 23 company-owned sales and service
centers, more than 200 franchisees and some 100,000 retail outlets.

1.0.1.1 Company Name

1.0.1.2 Company Logo

1.0.1.2.1 Justification of Company Logo

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It’s a symbol of balance, movement and change. It represents our philosophy of
innovation and democratic process and takes its inspiration from Scandinavia’s long
history of design inspired by nature.

1.0.1.3 Company History

For over 150 years, telecommunications has played a vital part in the
development of modern Norwegian society. As the incumbent provider, Telenor
has been the driving force in the development of a highly sophisticated
home market and is now one of the largest mobile operator worldwide.

Chief Executive Officer

(CEO)
1.0.1.3.1 The Introduction of Telephone

The years of 1855 to 1920 was a pioneering period in the history of Norwegian
telecommunications. During two generations, the Norwegian society experienced the
introduction of three new means of communications: the telegraphChief in the years of 1850,
the telephone around Chief
1880 Operating
and
Officer
wireless telegraphy – radiotelegraphy
Transmission – at the turn of the
Officer
century. The spread and use
(COO)of telecommunication was modest compared to later periods,
(CTO)
but as entirely new features they received a fair amount of attention.

1.0.1.3.2 Pioneer in Mobile Communication

Telenor is a pioneer in mobile communications. Manual mobile telephony services were

introduced inMarketing
Norway
Dept
inCommunicati
1966, as a forerunner
on Dept
HR Dept to the automatic
Eng Dept NMT
Project Dept system, which
appeared in 1981. Its digital successor, GSM, was introduced in 1993, and third
generation mobile network, UMTS, was launched for commercial use in 2004.

Chief Finance Chief Information

Officer Officer
(CFO) (CIO)

1.0.1.4 Company Hierarchy

Procurement IT Dept Admin Dept

Finance Dept
Dept 2
1.0.1.5 Vision Statement

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Our vision is simple: “We're here to help”

We exist to help our customers get the full benefit of communications services in their
daily lives. The key to achieving this vision is a mindset where every one of us works
together; Making it easy to buy and use our services, delivering on our promises, being
respectful of differences, inspiring people to find new ways.

1.0.1.6 Mission Statement

“Our aim is to be the trusted mobile service provider for the Pakistani customer”

Telenor Pakistan today is the fastest growing network in the country with a rich portfolio
of products and services. We have edge of introducing products which are industry first
and provided consumers with more and more convenient options of communication. Our
brand is truly customer centric. We believe in understanding our customer’s needs which
have changed and are changing constantly therefore continuously driving us to innovate
in terms of our products and services.

1.0.1.7 Goals

The goals of telenor are to become Pakistan’s number one mobile service company and
to generate maximum revenue. To reach these goals telenor has four core values which
are as follows;

 Make it Easy: We're practical. We don't complicate things. Everything we

produce should be easy to understand and use. Because we never forget we're
trying to make customers' lives easier.

 Keep Promises: Everything we set out to do should work, or if it doesn't, we're

here to help. We're about delivery, not over promising, actions not words.

 Be Inspiring: We are creative. We strive to bring energy to the things we do.

Everything we produce should look good, modern and fresh. We are passionate
about our business and customers.

 Be Respectful: We acknowledge and respect local cultures. We do not impose

one formula worldwide. We want to be a part of local communities wherever we
operate. We believe loyalty has to be earned.

2.0 SWOT Analysis

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2.0.1 Strengths

 Telenor has creative and innovative advertisements.

 Telenor bills per second so the lesser you talk the lesser you are charged. E.g. if
you talk for 10sec then you will be billed for 10sec not for a min which usually
happens.

2.0.2 Weaknesses

 The weakness of our company is that we have not been able to grasp the business
class of Pakistan due to which we are at second place and mobilink is at the first
place.

 Telenor is also at second position because we failed to attract customers for our
postpaid connection which is "Persona".

2.0.3 Opportunities

 Telenor was the first one to start easy load in the industry.

 Telenor has introduced a new offer in which you message at the number 50004,
by doing so all your data is safe meaning if you loss your cell they can retrieve all
your information.

 Telenor is also providing a facility which is Auto Location.

2.0.4 Threats

 Telenor faces a lot of companies as a threat like Mobilink, Ufone, Warid and
Zong. Mobilink and Ufone is very well established in the telecom industry. On
the other hand, as Warid and Zong are developing companies in this industry
that's why we have a threat from them.

3.0 Market Plan

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According to current scenario telenor is passing through its maturity state so its plan is to
retain its existing customers by giving them new and attractive features and offers which
help them to retain their customers.

3.0.1 Competitor Analysis

As we are the leading company of industry so our main competitors are Mobilink and
Ufone.

 Mobilink;

It started as a joint venture of IWC, Motorola and Saif Group in 1994 with GSM digital
technology. Foreign partners later sold out and now Mobilink is a subsidiary of Orascom.
It is the current market leader with a strong nationwide footprint and 51% market share in
2006. Mobilink is benefiting from its earlier entry in the market, its GSM technology and
availability of a large variety of cell phone models.

Mobilink is currently the largest cellular company in the country as far as the number of
subscribers and covered cities are concerned. The company proudly boasts of being the
first cellular service provider in Pakistan to operate in a 100% digital GSM technology.

It is currently providing nationwide coverage in over 5000 cities and also has a roaming
partnership with 290 operators worldwide. It also got an ISO 9002 Quality Management
Systems Certification for billing, engineering department and customer service contact
centre. Mobilink has also been nominated for the category of Best Mobile Operator of the
Year, Regional – India and Subcontinent Awards at the Asian Mobile News Awards
2004. Mobilink has a customer loyalty of 28% and market share of 29%.

 Ufone;

Ufone received its license in 1991 and started out as the second cellular firm in Pakistan
with GSM analog technology. It was a joint venture between Cable & Wireless and
Hassan Associates. C&W later sold out due to losses in operations and network closures
in Karachi. It has invested Rs. 6.08 billion on infrastructure and other purposes in the
country. More over Ufone has also paid Rs 6 billion in taxes in the last 15 years. Now the
company is purchase by Chinese investors. It is a subidary of PTCL. Ufone has a
customer loyalty of 22% and market share of 24%.

 New Entrants;

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Telenor also have some other competitors which are new in the market but it is also a
threat for telenor. These competitors are;

 Warid
 Zong

3.0.2 Supply Chain

As marketing channels connect the marketer to the target buyers. The supply chain
describes a longer channel stretching from raw materials to components to the final
buyers and when you are talking about telenor with respect to supply chain telenor
usually used to follow different ways to get our products to our customer like through;

 Franchise
 Face to face
 Events
 Direct marketing
 Retailers

3.0.3 Market Segments

Telenor divide its market into two major segments which are;

 Postpaid
 Prepaid

Then prepaid is also divided into two basic segments which are;

 Talkshawk
 Djuice

Then talkshawk is also divided into four minor segments which are described in the
report.

3.0.4 Target Market

The target market of Telenor is given below;

 Youngsters
 Business Class
 Local People

4.0 Product Plan

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According to current scenario telenor is passing through its maturity state so its product
plan to retain the constant by giving customers new and innovative features and offers to
retain their customers.

4.0.1 Product

As we have to select only one product of Telenor so we select Telenor talkshawk.

Telenor talkshawk is offering 4 minor packages, these are;

 talkshawk her minute

 talkshawk 30 seconds
 talkshawk per second
 talkshawk A-1

4.0.2 Price

The pricing of telenor talkshawk packages is as follows;

 talkshawk her minute;

 Nationwide Call Rates

To Telenor Friends and Family numbers Rs. 1
To another Telenor number Rs. 2
To any other mobile number Rs. 2
To another PTCL number Rs. 2
 SMS
Outgoing Rs. 1
Incoming Free
Outgoing International Rs. 5

 talkshawk 30 seconds;

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  Nationwide Call Rates
To another Telenor number Rs. 0.75
To any other mobile number Rs. 0.75
To another PTCL number Rs. 0.75
Friends & Family Telenor-Telenor Rs. 0.45
 SMS
Outgoing Rs. 1.00
Incoming Free
Outgoing International Rs. 5.00

 talkshawk per second;

 Nationwide Call Rates

Friends & Family 3 Paisa / sec
Telenor to Telenor 4 Paisa / sec
Telenor to other networks 5 Paisa / sec

 SMS
Outgoing Rs. 1
Incoming Free
Outgoing International Rs. 5

 talkshawk A-1;

 Nationwide Call Rates

Telenor to Telenor Rs. 1 / min
Telenor to Other Mobile Operators Rs. 1.4 / min
Telenor to PTCL Rs. 1.4 / min
 SMS
Own network Rs. 1
Other networks Rs. 1
4.0.2.1 Price Formulation

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Telenor has its own R&D departments which are conducting research through out the
market. Telenor is charging its price according to the product they are offering.

 talkshawk her minute:

In talkshawk her minute they are charging customers to every minute they are using their
services.

 talkshawk 30 seconds:

In talkshawk 30 seconds they are charging their customers of every 30 seconds they are
using the services.

 talkshawk per second:

In talkshawk per second customers are charged for every minute they talk. This offer is
for customers who want to know every second amount they have spent.

 talkshawk A-1:

This packaged is lunched as a result of competitive environment and change its charges
according to competitors pricing.

4.0.3 Place

As telenor has already launched their product and services in almost every city of
Pakistan and you can see the places as mentioned from A to Z on the following link
www.telenor.com.pk/coverage/

4.0.4 Promotion

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Telenor is promoting itself through attractive and innovative advertisements and also by
getting famous personalities into their advertisements. Telenor is also taking part in event
management. Telenor is organizing rock band concerts at many places through the
country and very recently telenor has organized event of HAJJ. Telenor is also promoting
its brand through organizing different sports event like Shandoor festival in Gilgit.
Telenor is also using brochures and billboards for its promotion.

5.0 Sales

Sales are the activities involved in selling products or services in return for money or
other compensation. It is an act of completion of a commercial activity. For every
company sales are the most important part as the overall process is based on it. Through
it we generate revenue on which every department of the company is based and being
affected by the even one unit of increase and decrease in it.

5.0.1 Sales Methodology

Variable cost per unit Rs.25

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Fixed cost = Rs. 200000
Expected unit sales = 100000

Unit cost = V.C +F.C/U.S

= 25+200000/100000
= Rs.45

Mark up Price = U.C / (1-desired return on sales)

=45/1-0.4
= Rs.75

6.0 Review

As Telenor Pakistan launched its operations in March 2005 and The Company has
covered several milestones over the past twenty eight months and grown in a number of
directions, we have grown to become a leading telecom operator in the country. In fiscal
year 2006, we achieved nearly 200% growth in our subscriber base – the highest in the
industry by a wide margin. And that’s what we perceived about telenor their way of
doing work is really appreciating they are so friendly because the environment in which
they are working is really friendly and encouraging which gets every department together
to work for the betterment of the company their way of taking feedback, studying the
mind and needs of every age group is so impressing their policies and strategies really
putting worth into their work and because of their policies rules and environment telenor
got 2nd position and still competing to get on 1st position.

6.0.1 Feedback of Customer

Telenor receive customer’s feedback through;

 General survey
 Comment cards
 Online comments
 Customer Service Centers
 Call centers

6.0.2 Reasons For Failure or Success

As you know that the telenor is very popular among mobile users because of their
attractive packages and wide range of services. All the products of telenor are successful

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and no product of telenor failed. Only telenor persona is generating less profit than our
expectations but we are putting our hard work so that it became the best postpaid
connection. Telenor wins many awards like prestige mobile content award and
availability of connection (SIM) is also a reason of success. Telenor is facing problem in
its quality which it is doing its best to overcome this problem.

6.0.3 Lesson Learned

When our group went to telenor main head office which is situated in Islamabad (super
market) we were being treated in very organized way and even at that point which was
just a glimpse of work setting we have come to know that this environment or you can
say that their way of doing work take them to that position. When we started interview by
asking question regarding different fields of the organization the manager was so humble
and polite in giving answers of each question. Other than those things which he is not
supposed to tell us according to rules and regulation he was so convincing and fully
satisfied. We learned how to deal with customer, clients and different situations in work
settings. How to dress up, how to carry yourself how to make yourself different from
others, how to talk, how to convey message, how to deal with consumer mind as well as
competitor and above all how to convey the real message and real picture of your
product.

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