Term paper

Strategic Management

Name: Mirza Faizan Baig

Reg ID: 01742

Submitted to:

Sir Dr Ijaz Qureshi

 Introduction

Warid Telecom International is an Abu Dhabi based mobile

telecommunication firm providing telephony services

Bangladesh, Cango, Pakistan and Uganda. Warid is expected

to launch in Georgia soon. In 2004, Warid Telecom

International LLC, purchased a license for operating a

nationwide mobile telephony network, and long distance

international (LDI) for $291 million US dollars and was

the first venture of Warid Telecom International LLC.

 Mission Statement
“Warid Telecom stated mission is to be the leader innovation

and services”

Vision statement

“Our aim is to be perceived not only as a telecommunication

operator of voice services, but also as a universal provider of

comprehensive communications services for both residential and

business customers Warid's corporate identity seeks to reflect

the changes in telecom sector in relation to helping customers

keep pace with rapidly changing technology in the field of

communication, through maximum network coverage and clear

connectivity that we have committed to provide”

 ORGANIZATIONAL BEHAVIOR OF WARID

 Warid Telecom is a commercial organization and only profit

is not its objective.
 Warid Telecom is a large organization having a large
number of employees at middle level, lower level and non
managerial level

MARKET SHARE OF WARID TELECOM

The market share of Warid telecom is 20% and other five

companies have share of 80% warid is attaining its customer day
by day.

Organizational structure

 Warid is a tall organization because of more vertical

organizational levels the hierarchy level of warid telecom

can show it easily

 Warid telecom is operating its managerial activities with

the help of centralized approach because the higher level

staff doesn’t allow the lower level staff to take decisions.

 Swot Analysis

Strength

 Large post paid generation.

 Having modern network capabilities in respect of

infrastructure.

 It has technical partnering involving “Singtel”, Nokia and

Wateen.

 Financial strength of share holder and their telecom

expertise.

 Customers are loyal.

Weakness

 Need to expand network coverage

 The product line is to narrow

 Low promotional activities

 Need to spend on advertisement

 Need to increase brand awareness in the mind of people

 Opportunities

 Market growth and industry expansion

 Over 60% population in rural areas still underserved.

 Bring innovation and VAS and data service to increase

revenue

Threats

 Political instability

 Price competition

 High taxation rate

 Larger network competitors coverage

 Decreasing call rates

Direct competitors

Direct competition of Warid service are those telecom companies

which provide their services in Pakistan those companies are.

 Mobilink

 Telenor
 Zong

 Ufone

Marketing strategies

 launching of customer relationship programs

 Make popular the easy load.

 Introducing new packages in Post Paid category

 Offer competitive rates in the market

 Increase in market reach through effective advertisements.

 Introduce new high-tech technologies for improved network.

 Launch sports program for youth.

 Provide better security for SIM

Short term objective

 Improve quality

 Satisfy customers

 Increase outlets

 Provide all the advertised features

Long term objectives

  Work with government to cut prices

 Network in whole Pakistan

 Control inflation of meat in the country

Warid strategic partner

The partnership between Nokia and Warid Telecom aims to encourage

the placement of the latest technologies in the hands of the

masses and to support Warid Telecom in providing increased value

to its customers across a variety of price segments. Under this

agreement, Nokia will supply mobile phones to Warid which will be

bundled and sold to the operator's Subscriber Identity Module

(SIM) customers in Pakistan. This will help increase the

affordability and penetration of mobile phones across all levels

of Pakistan's population. In addition, these Nokia phones will

feature the latest mobile communications technology, providing

support to Warid's efforts to take mobile telephony in Pakistan

to new levels of quality and availability. Coupled with Nokia's

market-leading portfolio of phones, Warid's GSM services will

bring a new era of mobile communications that aims to both

corporate and private consumers through increased communication

and connectivity option.

 Product positioning Map

High Quality

Low Price High Price

Low Quality
strength weight Rating Weighted
score
QUALITY SERVICE 0.15 3 0.45
Voice clarity 0.20 2 0.40
Attractive packages 0.20 1 0.20
Availability in all big cities 0.17 2 0.34
weakness

Internal Factor Evaluation (IFE)

High level of taxation 0.15 2 0.30

Expensive call rates 0.25 3 0.50
Management 0.17 3 0.51
Limited packages 0.20 1 0.20
Limited coverage 0.25 2 0.50

Total 100 3.4

 External Factor Evaluation (EFE)

Opportunities Weight Rating Weighted

score
3G license accustomed to be issued 0.12 3 0.36
Coverage to the rural areas 0.10 3 0.30
Moving to other countries 0.15 2 0.30
Dual sim 0.15 2 0.30
Threats
Political Instability 0.10 3 0.30
Inflationary pressures 0.10 2 0.20
Implementation of custom 0.12 3 0.36

appointment on handsets
Competitors price 0.15 4 0.60
Total 100 2.72
 Conclusion

So far looking at the Warid strategies, I have come to conclusion

that to survive in the long run Warid is doing strategic

partnership with Nokia and Ericson. It’s like that they can’t

manage their network by their own. Its seems they can’t do

research of market so they are taking help from international

companies that are already functioning in the Pakistan. Warid is

increasing its customer base, but not considering quality of

their network. So it will create problems for them in the future.

Customer complaints are not fulfilled by the Warid. There is no

rapid response to the need of the customers. Warid is not very

successful globally. It is functioning in Bangladesh and Uganda,

these are developing countries. And Warid is not very successful

in both of the country. Warid is now unable to continue its cost

leadership strategy.
 Recommendations

 People are unaware of warid because of lack of

advertisement. So they must adopt the strategies to enhance
it through T.V ads, newspaper, and bill boards to aware
About their product.
 Makes their managerial level stable and make them aware of
their packages.
 Marketing strategies are unsuccessful and not meet customer
wants.
 Website doesn’t provide the basic information about Warid
Telcom.
 Warid have to offer the best SMS and MMS packages, best call
rates and services to retain their customers.