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Mobilink project

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  • 1. Management Semester Project
  • 2. Management Semester ProjectUNIVERSITY OF WAHQUAID AVENUE, WAHCANTT.Management(Assignment)Presented to:Sir Umer Shahid.Presented by:Tahzeeb Khan Marwat.Tayyaba Rani.Waqar Ismail.BS (Hons.) Computer SciencesBS-CS-4th‘B’
  • 3. Management Semester ProjectDEDICATIONIn loving memory of our beloved messenger, Hazrat Muhammad (sw).
  • 4. Management Semester ProjectACKNOWLEDGMENTWe are thankful to many individuals who have contributed in the development ofour Assignment. First, we owe our profound thanks to Almighty of ALLAH the lord of theworld, for blessing us with the ability, spirit, courage and strength to complete thisassignment. Second, we wish to thank those many individuals who reviewed our assignment.We have tried to retain all the features in the assignment. We would like to thank ourlecturer’s that their patience and suggestions were essential. Especially thanks to ourteacher Sir Umer Shahid for helping in our project.
  • 5. Management Semester ProjectContentsAbout Parent company:................................................................................................................................6INTRODUCTION OF COMPANY: ................................................................................................................6PRESIDENT & CEO OF COMPANY:.............................................................................................................7SEGMENTATION, TARGETING, & POSITIONING:...........................................................................................8Segmentation:...........................................................................................................................................8Targeting:..................................................................................................................................................8Positioning: ...............................................................................................................................................8PRODUCTS OF COMPANY: ............................................................................................................................8ORGANIZATIONAL CULTURE OF MOBILINK: .................................................................................................9POSITION OF COMPANY IN MARKET: ............................................................ Error! Bookmark not defined.DIFFERENTIATION ADVANTAGES:.................................................................................................................9COMPETITION WITH OTHER CELLULAR NETWORKS: ...................................................................................9MANAGEMENT FUNCTIONS: ......................................................................................................................10Planning (Selecting goals & ways to achieve them)................................................................................10Controlling (Monitor activities and make corrections)...........................................................................11Leading (Influence) .................................................................................................................................11Organizing (Assign responsibility for task accomplishment) ..................................................................11ORGANIZATIONAL STRUCTURE OF MOBILINK:...........................................................................................11THE STRATEGIC MANAGEMENT PROCESS OF MOBILINK: ..........................................................................12MARKETING RESEARCH PROCESS BY MOBILINK:........................................................................................18PROBLEMS FACED BY COMPANY:...............................................................................................................19Cultural Difference:.................................................................................................................................19Emotional Interference:..........................................................................................................................19Connectivity issue: ..................................................................................................................................19CONCLUSION:..............................................................................................................................................19RECOMMENDATIONS: ................................................................................................................................20REFERENCES:...............................................................................................................................................20
  • 6. Management Semester ProjectAbout Parent company:Orascom Telecom Holding S.A.E. (‘Orascom Telecom’ or ‘OTH’) is a leading internationaltelecommunications company operating GSM networks in seven high growth markets in the MiddleEast, Africa and South Asia, having a total population under license of approximately 460 million with anaverage mobile telephony penetration of approximately 19% as at 30 June 2006. Orascom Telecomoperates GSM networks in Algeria (‘OTA’), Pakistan (‘Mobilink’), Egypt (‘Mobinil’), Tunisia (‘Tunisiana’),Iraq (‘Iraqna’), Bangladesh (‘Banglalink’), and Zimbabwe (‘Telecel Zimbabwe’). Among otherinternational ventures, Orascom Telecom also owns 19.3% of Hong Kong-based HutchisonTelecommunications International Limited operating in 8 countries.INTRODUCTION OF COMPANY:Pakistan Mobile Communications (Pvt) Limited, better known as Mobilink GSM, is atelecommunication service provider in Pakistan. Mobilink GSM (PMCL), a subsidiary of OrascomTelecom, started its operations in 1994, and has become the market leader both in terms of growth aswell as having the largest customer subscriber base in Pakistan – a base of over 31 million and growing.They pride themselves on being the first cellular service provider to operate on a 100% digital GSMtechnology 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 diversegroup of people, from individuals to businessmen to corporate and multinationals. To achieve thisobjective, they offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Comparedto their competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of theirkind in the Pakistan cellular industry.At the same time, Mobilink places high importance to its coverage, which is why they cover 10,000+cities and towns nationwide as well as over 120 countries on international roaming service.
  • 7. Management Semester ProjectPakistan Mobile Communications Ltd, Mobilink GSM (PMCL)Type-Public Limited CompanyGenre-SubsidiaryFounded-1994Founder-Motorola USAHead Quarter-Islamabad PakistanArea Served-10,000 Cities Town and Villages across PakistanKey People-Rashid Khan, President and CEOIndustry-TelecommunicationProducts-Postpaid Indigo, Prepaid Jazz, Mobilink PCO, WiMaxParent-Orascom telecomPRESIDENT & CEO OF COMPANY:Mr. Rashid Khan is the President & CEO of Mobilink, Pakistans market leader in cellular services andpart of the Orascom Telecom Holding. Prior to this, he has held the role of Managing Director and ChiefExecutive Officer of Banglalink, the fastest growing cellular operator in Bangladesh. Earlier Mr. Khan wasthe Executive Vice President and Chief Commercial Officer of Mobilink and was a senior member of themanagement team who played a key role in the robust growth of Mobilinks subscriber base. With aMasters Degree in Electrical Engineering, Mr. Khan has extensive experience in telecommunications, IT,and other technologies in both the developed as well as emerging markets. Mr. Khan has also beenassociated with various international companies and has been awarded patents for his inventions.
  • 8. Management Semester ProjectSEGMENTATION, TARGETING, & POSITIONING:Segmentation:Mobilink, a telecommunication service provider emphasizes on being part of a value delivery process.The first phase, choosing the value, represents the ‘homework’ marketing must do before any productexists. First, the marketing staff must segment the market. The variables used for segmenting theconsumer market demographic as well as psychographic:AgeIncomeOccupationSocial ClassTargeting:The second step of choosing the value is selecting the appropriate target market. Mobilink’s targetmarket varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporatesector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed atthe middle and upper-middle class, while Mobilink World targets the masses with its diverse valueadded services.It is important to understand that the future of marketing telecommunication services in Pakistan isgoing to be based on targeted segmentation strategies. Mobilink follows the target selection pattern offull market coverage and develops strategies as per the requirement of the different targetedsegments. Mobilink has followed a consistent strategy of growing the network and ensuring that theproducts are available everywhere. This growth has been further strengthened with brand buildingactivities that have ensured that Jazz and Indigo remain synonymous for premium telecommunicationservices for which they are close to the hearts and minds of the customers.Positioning:Developing the offering’s value positioning is the last part of choosing the value phase of the valuedelivery process.Mobilink’s catchphrase “Mobilink… Reshaping Lives” tells all about how they want to position the brandin the minds of their target customers.The message they want to communicate to the consumer market is that Mobilink is the best solution fortelecommunication and can be trusted to provide communication facilities all across the globe where noother service is available.PRODUCTS OF COMPANY:Mobilink Indigo and jazz have 15 more products given below:1. Mobilink Indigo2. Mobilink Jazz3. Mobilink Black Berry4. Mobilink PCO5. Mobilink WiMax6. Mobilink TV
  • 9. Management Semester Project7. Mobilink Game8. Jazz Cricket SIM9. Conference Bridge10. PSO Cards11. PIA Reservations12. Stock Watch13. Fax Mail14. Corporate SMS15. SMS AdvertiserORGANIZATIONAL CULTURE OF MOBILINK:Mobilinks corporate values serve as the foundation for its culture, behavioral norms, and decisionmaking. These values have always been at the heart of their business principles and success.Each of values guides the way they work as an organization and ensures that mobilink not only meet theneeds of their employees and stakeholders today, but work towards sustaining and enhancing humanand financial capital for the future.These values sum up the culture at Mobilink, and aim to ensure a workplace that necessitates open andrespectful communication and exceptional quality of service to internal and external stakeholders.DIFFERENTIATION ADVANTAGES:Because Mobilink target the customer groups they offer tariff plans that are exclusivelydesigned to cater to the communication needs of a diverse group of people, taking into accountoccasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo) andthe prepaid (JAZZ) solutions to their customersThe marketing department immediately identifies and responds to the customer needs andcomes up with interesting marketing strategies.Mobilink is the first cellular operator to introduce the “franchise “concept in the cellular industry inPakistan and currently operates the largest franchise network in Pakistan with over 250franchises/national distributors (dealers operated service centers). In order to extend its reach evenfurther, Mobilink worked with its franchisees to develop a network of over 500 sub dealers, theseoperate as point of sales (POS) and are branded “Mobilink Connect”. Each franchisee is adequatelyequipped to process sales, collect bills and offer customer services. All franchises have trained sales andservice staff fully capable of tackling sales challenges.COMPETITION WITH OTHER CELLULAR NETWORKS:Currently, the mobile sector is undergoing intense competition among the five mobile Operators. ValueAdded Services have become Important over last two years. In Pakistan’s competitive and heatedmobile market operator’s survival lies in getting into new areas exploring new Value Added products,and providing better quality of services. This is only possible by rolling out networks and be the first toreach untapped Population of the country. Out of 376 tehsils across Pakistan, almost 77 % are coveredwith mobile networks.
  • 10. Management Semester ProjectIn 2005 there were less than 2000 cell sites erected by all mobile operators all together for provision ofmobile services. Today total Cell sites of all mobile operators are more than 17,500.In 2010 the share of each company in mobile market exhibited a Change, except for Ufone whosesubscriber share remained more or Less the same. Mobilink kept on loosing its share for another year infavor of Telenor and Zong despite its secure subscriber base, Whereas Warid share in the market hasdropped significantly.MANAGEMENT FUNCTIONS:Planning (Selecting goals & ways to achieve them)Goals are set by parent company.Strategic goals are set by 4 think tanks within an organization in contact with foreign think tanksin Egypt.Every employee work individually to achieve common directed goal in autonomous (as long as itcan be stretched) way.Hive mentality method (every employee think alike), follow target achieving method.
  • 11. Management Semester ProjectControlling (Monitor activities and make corrections)Reporting is mechanism of monitoring.President reports to Parent company.Employee empowerment, delegation of authority (span of control).Each employee has autonomous control, no need to follow hierarchy/chain of command inorder to make correction and confirmations, can contact management personnel at top in caseof need and urgency and make corrections by themselves whatever the position.Monitoring activities as responsible employee within the specified limitations/goals butspecified limitations/goals have enough elasticity.Little direct supervision (Org structure)Leading (Influence)Leaders of team/departments in major cases/scenarios follow consensus.Take consideration of suggestions, feedback of each employee in teams for better outcome.Very friendly leaders with high communication skills to convey ideas / orders back and forth.Increasing motivations and participation.Organizing (Assign responsibility for task accomplishment)Department based task, e.g.Finance department deals with financial matters of the company.Customer care marketing department deals with competition.Deals in support centre, call centre, service centre (franchise, charity etc.)Strategy department deals in planning. Sales department deals in sales.HR department deals in workforce decision.ORGANIZATIONAL STRUCTURE OF MOBILINK:Although, all departments in an organization play a vital role in achieving goals and objectives. Mobilinkhas cross functional teams, decentralization, low formalization, open communication network, minimalformal rules, and wide span of control. Yet the major departments are as follows:MarketingFinanceHuman ResourcesCustomer CareStrategySales
  • 12. Management Semester ProjectTHE STRATEGIC MANAGEMENT PROCESS OF MOBILINK:Step 1: Identify the Organization’s Current Mission, Goals and Strategies:Mobilink’s Mission Statement:“To be the unmatchable mobile system of communications in Pakistan, providing the best value to itscustomers, employees, business partners and share holders”Mobilinks Vision Statement:“To be the leading Telecommunication Services Provider in Pakistan by offering innovativeCommunication solutions for our Customers while exceeding Shareholder value & EmployeeExpectations”Mobilink Goals and Objectives:Business Expansion.Better service provision.Retaining the role of a leading telecom company.Attract maximum customers and satisfy them.Excel in meeting customer needs.Seek employee involvement, continuous improvement and enhanced performance.Mobilink strategies:Low Priced promotional packages.Improve Service and gain Market Share.More Sponsorship in games other than cricket and football.Partnering with Corporate Clients.Effective & Efficient distribution Channel.Increased Celebrity Endorsement.Construct layers of target market for better service quality and gaining lost customers andretaining the existing, like corporate segment, middle segment and lower segment.Employee Benefit programs and non-financial benefits like Employee of the month’Backward Integration over their infrastructure vendors and suppliers to reduce cost andexpenses.Offering services like competitors such as Call Block Service.Customer Representative.Gain competitive advantage via increasing service speed and response time to customer.
  • 13. Management Semester ProjectStep 2: Doing an External Analysis:Opportunities:Promotional PackagesSponsorships for local and International eventsChanging Marketing MixInvestment and Development OpportunitiesImproved Customer Service and Value Added ServicesEconomic Influx both globally and locallyGlobal Telecom Industry growth is predicted, both supply push and demand pull, pursuit ofexpansionAdoption New Technology; Mobile Wallet and Gift CardsMerger with VimpelCom; Opportunity to be Global 5th Largest Telecom CompanyAdopting to MVNO and MVNE servicesLocal handset manufacturingAdoption to UTMS- 3G technology up coming in PakExchange Rate FluctuationThreats:Intense Competition – Telenor, Ufone, Warid & ZongInconsistent and Adhoc Regulatory Environment and Adverse Trade Policies of PakistanMarket Saturation of subscribersPolitical Instability and Security ConcernIncreasing maintenance costSkilled labor attracted to competitors via better benefitsHigh Tax Rates
  • 14. Management Semester ProjectPrice war between brands in telecom industryNatural Disaster; like the recent flood caused huge losses and the previous earthquakeStep 3: Doing an Internal Analysis:Strength:Largest Market Share & Highest number of Subscriber in PakistanStrong Brand Image, Indigo leading Postpaid brand and Mobilink Jazz singular pioneer pre-paidbrand; & sweep two super brands award 2009 & Pioneers with GSM TechnologyWide Network Coverage of 10,000 cities in Pakistan and over 100 countries with InternationalRoamingEngineering and Technological stability at Mobilink along with competent employeesCurrent ratio of company to meet its obligations improved in 2009 to 1.18 from 0.93Concern for society and adapt to work environment needs; active CSR and only cellularoperator to be awarded 6th Environmental Excellence Award by NFEHISO 9002 Quality Management System Certification for Billing, Engineering Departments and CSContact CenterFirst mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roamingservices & Best extensive Network Infrastructure; optical network and satellite linksExponential growth in Revenue in first 3 quarter of 2010Only cellular service in Pakistan to provide coverage on the M2 motorway and implementationof full intelligence network (IN) platform from Siemens for the prepaid platformMobilinks Short Message Service Center allows Vehicle Tracking and Fleet ManagementservicesLargest Call Center in Pakistan, which is there to assist the customers 24 hoursTotal Assets Turnover and Fixed Assets Turnover had been low for 3yrs, in 2009 TAT & FAT is0.09 and 0.22 respectivelyIn 2009, Mobilink ranked in top 100 telecom companies worldwide - 3rd among the Brandspunching above their weights ahead of Airtel, Tata Indicom and RelianceContinuous and latest employee training approachesEffective and Rapid Communication within ManagementPartnership with MCB to offer all banking services to Mobilink customers via their handsetsWeaknesses:Service issues with customers - average to below average serviceMismanagement due to large networkHuge Expenses incurred, high cost of material and other expensesHigh Tariffs as compared to competitors & expensive service quality both call rates and smsCall Blockage service still not offeredSort of bureaucratic style of Management; biasness by intermediate bosses
  • 15. Management Semester ProjectARPU for pre-paid declined from 1.8 to 1.6 but for post-paid inclined to 1.3 from 1.2Customer RetentionStep 4: Formulating Strategies of Mobilink:The findings mentioned reflect three types of major strategies employed by the organization at variouslevels. Namely they are:1. Corporate level strategy2. Business level strategy3. Functional level strategy1. Corporate Level Strategy:As their corporate level strategy they have entered into partnerships with different organizations. Onthe basis of findings, it appears that for the past few years (1999-2003), Mobilink had a focus oninternal growth. All this is evident from the fact that since the deregulation of the mobile serviceindustry of Pakistan, Mobilink has undertaken various. The main reason for this change is mainly tokeep up with the competition and to retain and increase its market share. This transition is obvious inMobilink’s repositioning itself and efforts to ensure that it changes its stance from concentrating on itsexisting market to growing its market presence hitting the market with a new face with thecatchphrase “Reshaping communication “With the threat of new entrants into the industry after thederegulation, Mobilink’s strategy took a new turn. To keep abreast with the company, Mobilink tookthe following steps during the last 2 years:Expanded its international roaming Service scope in 14 more countries including Vietnam,Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa, Ethiopia, Uganda,Sudan, Bahrain, and Caribbean Islands. Bilateral roaming agreements signed with 100countries around the world to have true roaming service operational in 151 operators of theworld.Promotional campaign launched.Jazz bundle offerInternational summer promotion.Indigo packages deliver nationwide cellular freedom at local call rates.Joint Promotional Agreements with Various OrganizationsJAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120 phone set for onlyRs. 2750Jazz member Get Member: Opportunity for customers to become the brand’s ambassador andat the same time earns Rs. 400 in airtime. The new Jazz customer will also get Rs.100 freeairtime.Mobilink’s Nokia 9500 offerMOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand and the world’sleading car Rental Company to offer discounted car rental rates(locally as well as internationally)to all Mobilink post-paid customers. Foreigners visiting Pakistan using Mobilink –CITIBANK JointPromotion (free INDIGO and Call n Control connections to all Citibank Credit Card members)
  • 16. Management Semester ProjectHandset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at Mobilink servicecenter at Awami Markaz, Karachi. The kiosk was set up in collaboration with Mobile Zone. Itgave customers the added convenience of purchasing quality hand sets of leadingmanufacturers such as Nokia Samsung or Sony Ericson right from Mobilink Service Center theMobilink network for cellular services swore able to receive a 20% discount on Avis-Car rentalService.Mobilink and UBL launch online bill payment facility for Indigo subscribersMOB- Motorola V3 launch. On every purchase the customers would get some free gifts to addmore value to their purchase.2. Business Level Strategy:As their business level strategy it has focused on Differentiation strategy ever since it started. Mobilinkhas always made successful attempts to distinguish their products or services from other in the industry.They make their product unique through:AdvertisingHighly creative people in the marketing deptBillboards, TV commercials, bringing in famous personalities from media to endorse theirpackagesDistinctive Product FeaturesValue added servicesOnline billingGPRS enabledMobilink also started 3 friend and family number with a charge of 2.25/min still expensive ascompared to Warid but giving incentive to subscriber there is an additional cost of RS 25 to addfriends and family number.International roaming: Bilateral roaming agreements signed with 100countries around theworld to have true roaming service operational in 151operators of the world.Exceptional ServiceThere are certain areas of Pakistan where PTCL connections are notavailable; the PTCL cableshave not reached yet, but Mobilink has itsservice in those areas.Providing services in 413 citiesBest customer service in the cellular market: Biggest Call Center in Pakistan, which is there toassist the customers 24 hours.Only cellular service in Pakistan to provide coverage on the M2 motorway.New TechnologyIntroduced GSM tech- bye to AMPSGPRS system – fast and inexpensiveMOBILINK GSM Short Message Service Center allows Vehicle Tracking and Fleet Managementservices that are being provided by Tracker (Pvt.)Ltd., under the brand name of C-Track, acompany licensed by Pakistan Telecom Authority (PTA). Tracker currently operates fromKarachi but can provide these facilities at all those locations where GSM coverage is available.Their differentiation strategy is usually targeted at people who are not particularly concerned withprice, so it can be quite profitable e.g. indigo and blackberry are relatively expansive packages;blackberry is mainly targeted for the business class who can afford it. In this way, the revenue
  • 17. Management Semester Projectgeneration remains high. Mobilink offers tariff plans that are exclusively designed to cater to thecommunication needs of a diverse group of people, taking into account occasional users tobusinessmen. To achieve this objective, mob offers both postpaid (Indigo, relatively expensive) andthe prepaid (JAZZ, relatively inexpensive) solutions to their customers.Low Cost StrategyMobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani mobile industry Tel.Since it first started its operations, it has been focusing its products on the upper strata of thesociety. That is why its rates are higher than its competitors, Ufone, Warid, Telenor, etc3. Functional Level Strategy:Sales and Marketing:Differentiation Advantage:Because they target the customer groups they offer tariff plans that are exclusively designedto cater to the communication needs of a diverse group of people, taking into accountoccasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo)and the prepaid (JAZZ) solutions to their customers.The marketing department immediately identifies and responds to the customer needs.Comes up with interesting marketing strategies which include advertising.Commitment to Total Customer Satisfaction:Customers are at the heart of Mobilink success. They have placed their trust and confidence in Mobilink.In return, Mobilink strive to anticipate their needs and deliver service, quality and value beyond theirexpectations.Passion for Business Excellence:Mobilink strive for excellence in all that they do. They aspire to the highest standards and raise the barfor their selves every day. This commitment to delivering world-class quality translates into unmatchedservice and value for their customers and all stakeholders.Trust and integrity:Mobilink take pride in practicing the highest ethical standards in an open and honest environment, andby honoring their commitments. They take personal responsibility for their actions, and treat everyonefairly, and with trust and respect.Respect for people:Mobilink relationships drive their business. They respect and esteem their employees and allstakeholders. They believe in teamwork, empowerment and honor.Corporate Social Responsibility:As the market leader, Mobilink recognize and fulfill their responsibility towards their country and theenvironment they operate in. they contribute to worthy causes and are dedicated to the developmentand progress of the society.
  • 18. Management Semester ProjectStep 5: Implementing Strategies:Making it happensStructuring an organizationBudgetingMotivatingCreative reward structuresCreating work environmentInformation & reporting systemsStep 6: Evaluating results:Review processAdjust missionAdjust objectivesAdjust strategiesInitiate corrective measuresMARKETING RESEARCH PROCESS BY MOBILINK:Effective marketing research in Mobilink consists of 6 stepsStep 1: Identifying and defining the problemThe first step is to understand the question(s), which need to be answered. Then they work to identifyand outline the marketing research project objectives and define the size and source of the surveysample. Next, the most appropriate marketing research methodology is determined. The innovative andactionable design approaches ensures that study is customized to meet the unique needs of the project.Step 2: Developing the approach and establishing research design and strategyMobilink researchers gather data both by primary and secondary means. The second step isquestionnaire development. Surveys are designed with the marketing research objectives in mind. It ismade sure that the questions address the needs of the project and all surveys are pre-tested to confirmthe survey, instructions and procedures are set up appropriately. The next step is to coordinate datacollection.Step 3: Collecting the dataThe data is collected via telephone, in-person, through the Internet or by using qualitative research.Marketing research studies are continuously monitored by the research team to ensure accuracy. AsMobilink is well aware of the fact that data collection phase is prone to errors and inaccuracies so themanagement tries hard to get that right. A major problem is getting biased and dishonest answers. Sogetting true respondents is crucial.Step 4: Performing data analysisThe fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive statistical andanalytical expertise to transform the data into clear, concise and actionable information. Key findingsare summarized and a course of action is recommended.Step 5: Reporting and presentation
  • 19. Management Semester ProjectThe fifth step is to report the results. Our clients have come to rely on our reporting capabilities.Whether its providing presentation-ready materials, formatting reports to meeting the internalstandards or delivering reports via choice of media, every effort are made to give the insight thatMobilink is the most innovative and progressive telecommunication company in Pakistan.Step 6: Making a decisionMobilink uses marketing decision support system to enable its managers to make better decisions, it isthe system for collection of data, system, tools and techniques with supporting software and hardwarewhich an organization gathers and interprets relevant information from business and environment andturns it into a basis for marketing action.PROBLEMS FACED BY COMPANY:The problems those are faced by Mobilink are as follows:Cultural Difference:Mobilink is a multinational company having thousands of employees from different areas and havingentirely different culture, it faces a great problem in its day to day business activities.Emotional Interference:Mobilink has a huge area all over the world. And operate this huge employees is not an easy task. Thereare many reasons in which the employees become anger and which may cause of barriers.Connectivity issue:The temporary connectivity issue faced by Mobilink users was caused by a software problem thatoccurred because of up gradation of systems in Lahore. Mobilink service was also affected after anexchange in Islamabad caught fire resulting in downtime of services for almost a day. Theseproblems caused serious effects on their customers.CONCLUSION:Mobilink is following all management functions effectively, as it is the subsidiary of Orascom,corporate strategies are developed and communicated from the top level.Region is accountable to the parent company from where instructions are received and appliedin the organization nationwide.Mobilink has a friendly environment where each employee is empowered to exercise delegatedpowers and has an authority to directly contact the president, if need be.Mobilink has research setup that identifies emerging local opportunities and makes suggestionsto the parent organization.They are agile to adopt latest technologies, launch innovative products & services, and offer alearning environment to its employees.Marketing team at Mobilink is working at the best of their abilities in designing and executingdistinctive marketing approaches in such a competitive local telecom scenario.
  • 20. Management Semester ProjectVindicated Compensation planning and exquisite retention policies have enabled Mobilink tohire and retain best professionals in the industry.Mobilink has proven itself as a socially responsible corporate by participating in charity andeducation programs that support the poor.RECOMMENDATIONS:The Strategies Mobilink should follow on are:Adopting innovative technology, mobile wallets and gift cards product development andmobilizing the brandGlobal Expansion in emerging marketsMarket Penetration; concentrate on providing reliable and better servicesConcentrate on Customer Retention and gaining market shareBackward integration over vendors for reduction in infrastructure maintenance cost and otherexpensesREFERENCES:1. Wikipedia Article, Mobilink http://en.wikipedia.org/wiki/Mobilink , date viewed August 8th,20112. Official Website, About Us http://www.mobilinkgsm.com/about/about.php , date viewedAugust 8th, 20113. Official Website, About Orascom Telecom http://www.mobilinkgsm.com/about/orascom.php,date viewed August 8th, 20114. Official Website, Vision & Values http://www.mobilinkgsm.com/about/vision.php, date viewedAugust 8th, 20115. Official Website, Management http://www.mobilinkgsm.com/about/management.php , dateviewed August 8th, 20116. Official Website, Network http://www.mobilinkgsm.com/about/network.php , date viewedAugust 8th, 20117. Official Website, CSR at Mobilink http://www.mobilinkgsm.com/csr/index.php , date viewedAugust 8th, 20118. Mobilink Project, http://www.scribd.com/doc/9695194/Mobilink-Project , date viewed August8th, 20119. http://www.slideshare.net/zesale/mobilink-management-report10. Babar Bhatti’s, Mobile Market Analysis – Mobilink Is Still #1,http://telecompk.net/2007/10/01/mobile-market-2007-mobilink-at-top , date viewed August8th, 2011