ZONG Internship Report

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Internship report on ZONG (China Mobile) Pakistan.

Internship report on ZONG (China Mobile) Pakistan.

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  • 1. Internship Report on ZONG Submitted by: Zaka Ul Hassan Registration # FA08-BBA-040 Supervised by: Mr. Khan Burhan Khan June 2012 Department of Management Sciences COMSATS Institute of Information Technology Abbottabad i
  • 2. Internship Report on ZONG Submitted by: Zaka Ul Hassan Registration # FA08-BBA-040 Supervised by: Mr. Khan Burhan Khan This internship report is submit in partial fulfillment of the requirements for the degree of Bachelor of Business Administration awarded by the COMSATS Institute of Information Technology, Abbottabad. Department of Management Sciences COMSATS Institute of Information Technology Abbottabad June 2012 ii
  • 3. Department of Management Sciences COMSATS Institute of Information Technology Abbottabad Approval Sheet Approval Committee 1. External Examiner Mr.____________________________________Signature________________ 2. Supervisor Miss. __________________________________Signature_________________ 3. Head of Department Mr.____________________________________Signature ________________ iii
  • 4. Certificate from Organization iv
  • 5. Table of Contents Abbreviations ix Acknowledgements x Abstract xi Executive Summary xii CHAPTER 1 ............................................................................................................ 1 INTRODUCTION ................................................................................................... 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 CUSTOMER SERVICE CENTER OF ABBOTTABAD ............................................... 1 TELECOM SECTOR OF PAKISTAN ...................................................................... 1 HISTORY......................................................................................................... 1 CHINA MOBILE COMMUNICATIONS CORPORATION (CMCC) ............................ 2 CHINA MOBILE PAKISTAN (CMPAK) ............................................................... 3 ZONG PAKISTAN ........................................................................................... 4 COMPANY VISION ........................................................................................... 5 COMPANY MISSION......................................................................................... 5 CODE OF COMMERCIAL PRACTICE ................................................................... 5 STANDARD & QUALITY OF SERVICE ................................................................ 5 CUSTOMER COMMUNICATION & ADVERTISING ................................................ 5 CHAPTER 2 ............................................................................................................ 6 PRODUCTS AND SERVICES ............................................................................... 6 2.1 2.2 POST PAID....................................................................................................... 6 PREPAID ......................................................................................................... 6 2.2.1 ZONG 65 Package.............................................................................. 7 2.2.2 ZONG Free Package .......................................................................... 7 2.2.3 ZONG 12 Anny Package ..................................................................... 7 2.2.4 ZONG Z20 Package ........................................................................... 7 2.2.5 ZONG Aik Second Package ................................................................ 7 2.3 OTHER SERVICES AND OFFERS ........................................................................ 8 2.3.1 Break Time Offer (BTO) ..................................................................... 9 2.3.2 Late Night Offer (LNO) ...................................................................... 9 2.3.3 Location Base Charging (LBC) .......................................................... 9 2.3.4 Friends and Family (FNF).................................................................. 9 2.3.5 Happy Hour........................................................................................ 9 2.3.6 Super Free Number ............................................................................ 9 2.3.7 Conference Call................................................................................ 10 2.3.8 SMS Packages .................................................................................. 10 2.3.9 GPRS Packages ................................................................................ 10 2.3.10 Ramzan Value Time Offer ................................................................. 10 2.3.11 E-Care.............................................................................................. 11 2.3.12 Missed Call Alert .............................................................................. 11 v
  • 6. 2.3.13 2.3.14 2.3.15 2.3.16 2.3.17 2.3.18 2.3.19 2.3.20 2.3.21 2.3.22 2.3.23 2.3.24 2.3.25 2.3.26 2.3.27 2.3.28 2.3.29 2.3.30 2.3.31 Dial Tune ......................................................................................... 12 ZONG Mobile Offer.......................................................................... 12 BlackBerry Special Discount Offer ................................................... 15 Call Forwarding ............................................................................... 15 Book Your Number (BYN)................................................................. 15 Call Waiting ..................................................................................... 16 ZONG Bijli Offer .............................................................................. 16 ZONG Fone on Hai Offer ................................................................. 16 ZONG Family Pack .......................................................................... 16 Voice Bundle .................................................................................... 16 Bara Recharge ................................................................................. 16 Block Unwanted Calls and SMS ....................................................... 16 Mobile Number Portability (MNP) ................................................... 17 Mobile Music Channel...................................................................... 17 Unlimited Free Number .................................................................... 17 ZONG Weekly Infotainment .............................................................. 17 Student Entrepreneur Program (SEP) ............................................... 17 ZONG USB....................................................................................... 17 Other Special Features ..................................................................... 18 CHAPTER 3 .......................................................................................................... 19 BUSINESS OPERATIONS ................................................................................... 19 3.1 3.2 CUSTOMER SERVICES CENTERS ..................................................................... 20 CUSTOMER SERVICE CENTER OF ABBOTTABAD ............................................. 20 CHAPTER 4 .......................................................................................................... 21 SALES & MARKETING STRATEGY ................................................................ 21 4.1 4.2 4.3 MARKETING DEPARTMENT............................................................................ 21 SALES AND DISTRIBUTION DEPARTMENT ....................................................... 21 MARKETING MIX .......................................................................................... 21 4.3.1 Product ............................................................................................ 21 4.3.2 Price................................................................................................. 22 4.3.3 Promotion ........................................................................................ 22 4.3.4 Place ................................................................................................ 23 4.4 COMPETITIVE STRATEGY: DIFFERENTIATION ................................................. 23 4.5 BUSINESS PROCESS ANALYSIS ....................................................................... 23 4.5.1 Prepaid Sale ..................................................................................... 24 4.5.2 Book Your Number ........................................................................... 24 4.5.3 Handset Sale Process ....................................................................... 25 4.5.4 SIM Replacement.............................................................................. 25 4.6 ZONG INTRANET ......................................................................................... 26 4.7 KNOWLEDGE BASE SYSTEM (KBS) ............................................................... 26 4.8 COMPLAINT MANAGEMENT SYSTEM ............................................................. 26 4.9 CRM SYSTEM ............................................................................................... 27 4.10 BUSINESS PROCESS MANAGEMENT................................................................ 27 4.11 LEARNING AS A STUDENT INTERNEE .............................................................. 27 4.12 MY DUTIES DURING INTERNSHIP ................................................................... 27 4.13 DETAILS OF MY DUTIES ................................................................................ 27 4.13.1 For Top up (Selling Mini Load) ........................................................ 27 vi
  • 7. 4.13.2 To Pair A Number, Active A Number ................................................ 28 4.13.3 Binding The Number......................................................................... 28 4.13.4 ACCOMPLISHMENTS ...................................................................................... 30 4.14 MY SALES DATA .......................................................................................... 30 4.14.1 New SIM Sale ................................................................................... 30 4.14.2 Load Record ..................................................................................... 31 4.14.3 MNP ................................................................................................. 32 4.15 APPLICATION OF CLASSROOM LEARNING IN ORGANIZATION .......................... 32 4.16 MANAGEMENT CONCEPTS ............................................................................. 32 4.17 NEW KNOWLEDGE GAINED ........................................................................... 33 4.18 PROBLEMS ENCOUNTERED ............................................................................ 33 4.19 HOW THIS EXPERIENCE IMPACT MY CAREER? ............................................... 34 CHAPTER 5 .......................................................................................................... 35 SWOT AND PEST ANALYSIS ............................................................................ 35 5.1 SWOT ANALYSIS OF ZONG CUSTOMER SERVICE CENTER ............................ 35 5.1.1 Strengths of ZONG Customer Service Center.................................... 35 5.1.2 Weaknesses of ZONG Customer Service Center ................................ 35 5.1.3 Opportunities of ZONG Customer Service Center ............................. 36 5.1.4 Threats of ZONG Customer Service Center ...................................... 36 5.2 PEST ANALYSIS ........................................................................................... 37 5.2.1 Political Factors ............................................................................... 37 5.2.2 Economic Factors............................................................................. 37 5.2.3 Social factors.................................................................................... 38 5.2.4 Technological Factors ...................................................................... 38 SUGGESTIONS AND RECOMMENDATIONS ................................................................... 40 REFERENCES ...................................................................................................... 41 vii
  • 8. List of Figures: Fig 3.1: Departmental Structure………………………………………………….......20 Fig 3.2: Structure of CSC Abbottabad………………………….……………………21 viii
  • 9. ABBREVIATIONS ATM: Automated Tele Machine BTO: Break Time Offer BYN: Book Your Number CNIC: Computerized National Identity Card CSAF: Cellular Service Agreement Form CSC: Customer Service Center CSF: Cellular Service Form CRM: Customer Relationship Management CSR: Customer Service Representative FNF: Friends and Family GB: Giga Byte GPRS: General Pocket Radio Service IMEI: International Mobile Equipment Identity LNO: Late Night Offer LBC: Location Base Charging MB: Mega Byte MNP: Mobile Number Portability MMS: Multi-Media Messaging Service MSISDN: Dial able Number that Caller Use to reach a mobile subscriber NADRA: National Database Registration Authority NP: Non-Personal SEP: Student Entrepreneur Program SIM: Subscriber Identity Module SMS: Short Message Service UAE: United Arab Emirate VAS: Value Added Service ix
  • 10. ACKNOWLEDGEMENT All the praise is for Allah, the most merciful and beneficent, who blessed me with the knowledge, gave me the courage and allowed me to accomplish this task. I am thankful to my parents & my family, who are my first teacher in this world. I am bound to thank all the staff of ZONG Telecom, especially Ma’am Mehnaz Sultan (Branch Manager) and Liaqat Ali (Finance Manager). In particular their inspiring guidance, remarkable suggestions, constant encouragement, keen interest, constructive criticism and friendly discussion help me to learn and enabled me to complete this report efficiently. I am so thankful, to all of my friends those help me in sales and told me new selling strategies especially Abdul Majid Iqbal who helped me in this scenario. x
  • 11. ABSTRACT The purpose of work is to analyze the organization and the performance of ZONG from its startup to till 2011. This internship Report is prepared on “ZONG’s performance in competitive telecom sector and its products and services.” The Internship Report contains Executive Summary, Introduction, History of ZONG and Products & Services of ZONG. During the Internship, I worked in various operations as general sales of SIMs, customer acquisition, customer retention, easy load, MNPs. The company will have to perform with more realistic approach by focusing on customer need it need to be working hard to meet the challenges of competition and to satisfy the customer to accelerate the business. In this report, the company analysis with suggestions and recommendations for improvement to stand with success with in competitive market, the statistics shows that company have a robust future in Pakistan telecom market. xi
  • 12. EXECUTIVE SUMMARY As a student of BBA, I got the chance to be a part of a reputed business company in telecom sector of Pakistan during my studies. It is a compulsory part of our studies and as per rules of the Department of Business Administration, every student of MBA/BBA program have to do internship in some reputable organization. This is comprehensive report on CMPak, it has been discuss about every major aspect of the ZONG, which were being observed and perceived during internship program. In this report, the details about the current position along with the processes, policies, procedures, products, and services offered by the ZONG have conferred. Furthermore, this report consists of five chapters. First chapter consists about China Mobile Communication Corporation (CMCC) and China Mobile Pakistan (CMPak) then after telecom companies in Pakistan operating. The mission, vision, and core values of ZONG are also part of this chapter. In chapter two, it have been discussed about the products, services and other services offer by ZONG to its customers and explain the packages and special exciting offers of ZONG. In chapter three, it have been discuss about mission of Customer Service Centers and the departmental hierarchy with a brief introduction of Customer Service Center of Abbottabad. In chapter four, it have been discussed Marketing Strategies and written all working, which have done during internship also written down about the tasks which was assigned, accomplishments, new knowledge which had acquired during internship. In chapter five, SWOT and PEST analysis of company notified, which reflect the problematic area for the businesses in Pakistan market and what political, economical, social and technological factors the company has to follow to retain in the market. It was a great experience and it helped in realizing where potential lies. What learnt at ZONG over the weeks was how to get along with the people that have to work with everyday, building relationships with people, building confidence and improving communication skills. xii
  • 13. CHAPTER 1 INTRODUCTION This chapter is all about introduction of ZONG and CSC Abbottabad. First, the introduction of telecom sector of Pakistan after that China Mobile Communication Corporation (CMCC) and after that China Mobile Pakistan (CMPak). Afterward, ZONG’s vision and mission and core values. 1.1 Customer Service Center of Abbottabad Customer Service Center where I started my internship on 18 October 2011 until 31 Dec, which is located at Business Complex, Supply Bazar, Manshera Road, Abbottabad. There was one CSC manager, three CSR’s which were assigned different duties and one finance officer was working and I was working there as SE (student entrepreneur). 1.2 Telecom Sector of Pakistan Pakistan's service sector accounts for about 53.3% of GDP. Transport, storage, communications, finance, and insurance account for 24% of this sector, and wholesale and retail trade about 30%. Pakistan is trying to promote the information industry and other modern service industries through incentives such as long-term tax holidays. In Pakistan, following are the top mobile phone operators: 1. Mobilink (Parent: Orascom Telecom, Egypt) 2. Ufone (Parent: PTCL / Etisalat, Pakistan/UAE) 3. Telenor (Parent: Telenor, Norway) 4. Warid (Parent: Abu Dhabi Group / SingTel, UAE/Singapore) 5. ZONG (Parent: China Mobile, China) 1.3 History Pakistan is on the verge of a telecom revolution and it is by far the most attractive sector in Pakistan in terms of Foreign Direct Investment coming into the country. 1
  • 14. Since liberalization, over the past four years, the Pakistani telecom sector has attracted more than $9 billion in foreign investments. During 2007-08, Pakistani communication sector alone received $1.62 billion in Foreign Direct Investment (FDI) about 30% of the country’s total foreign direct investment. Pakistan mobile industry now is experiencing growth explosion. Though the existing players are trying hard to meet the growing demand, still there is a huge amount of unmet demand in the country as against the supply of connection by the operating mobile companies. By March 2009, Pakistan had 91 million mobile subscribers 25 million more subscribers than reported in the same period 2008. In addition to 3.1 million fixed lines, while as many as 2.4 million are using Wireless Local Loop connections. 1.4 China Mobile Communications Corporation (CMCC) China Mobile is the world's largest telecom operator. Having a customer base of over 300 million customers, its network routes 700 million text messages every day and handles 250 million calls every hour. China Mobile is perhaps the only cellular network that provides uninterrupted, reliable coverage through tunnels, on highways, inside sky scrapper elevators as well on top of Mount Everest. One of the unique features of China Mobile servicing excellence is to customize its products, services and tariffs to suit the individual needs of its huge subscriber base. There are hundreds of payment/tariff options to choose from according to one's usage pattern, budgetary limitations and nature of use. China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to offer and operate voice, data and all value added services in the entire country. One of the fastest growing cellular markets in the world, Pakistan is a key region that is likely to offer expansion opportunities as well the chance to make a difference in the lives of a growing clientele those demands, understands, and appreciates better quality and service standards. 2
  • 15. ZONG is committed on attracting and retaining the best human resource from all over Pakistan. It also provides a working environment, which satisfies the professional and personal needs of its employees. 1.5 China Mobile Pakistan (CMPak) Paktel started its commercial operations in Pakistan in November 1990 as the pioneer of cellular telephony with an AMPS network, which converted to TDMA (Digital) in 2003 after that GSM quickly gained popularity all over the world and became the technology of choice leaving AMPS/TDMA far behind. Paktel’s principal shareholder was Millicom Pakistan, which held 98.86% equity of Paktel but on Feb 13th 2007 Millicom announced that it sold 88.86 per cent if its shareholding in Paktel Limited to China Mobile Communications Corporation which finalized Millicom’s existence from Pakistan. Soon after, china mobile company bought all the assets of Paktel, the new management seems busy, to tie up promotional strategies, with the intention to win the telecom market slowly & slightly. Well that is just a prediction because in Pakistan Chinese products mostly are famous due to their cheap prices & more the 90% population in Pakistan is price conscious due to their lower or medium income level, ZONG is facilitating mobile users specially youngsters by providing lowest calling, SMS, MMS as well as GPRS rates with the comparison of their competitors. So far, CMPak has invested more than US$ 700 million in the telecom sector in Pakistan and an additional US$ 800 million will be invest until the end of year 2008. With ambitious plans to cater the fastest growing Pakistani market and to win over the ever-demanding Pakistani customers, it will be offering unprecedented coverage, voice and data services, as well as a wide range of tariff options to choose. CMPak's edge comes from the experience and expertise of running the world's largest telecom service and the commitment they make to setting quality and customer relations standards. CMPak is gear to offer neatly packaged VAS products that will benefit the individuals, corporate as well as small businesses. Led by a team of professionals from the field of cellular communication, CMPak is determined to make its mark in the Pakistani market and to change the way people communicate. 3
  • 16. 1.6 ZONG Pakistan A first international step for China Mobile, ZONG aims at touching the lives of all Pakistanis! We serve to inspire and empower the people of Pakistan with innovative technology that keeps pace with today's fast evolving culture. Expanding our wings of coverage to all corners, making no distinctions along the way and most of all, maintaining excellence in connectivity everywhere we go. Affordability & Innovation are what define us, aided with a diverse set of entertaining and informative Value Added Services. With a state of the art system, along with other services ZONG allows and enables its users to avail the best possible Mobile Internet bundles that are not offer anywhere else in the country making the experience, truly a unique one! ZONG is support by groundbreaking communications, trend setting Customer Services and an unmatched Product Offering that has redefined the rules of the game. China Mobile Telecom in Pakistan after replacing the code 0304 with 0314 and introducing new codes 0312, 0313, 0315 and 0332 is consider with the great sales and penetration in telecom. With introductory slogan “Say everything” or “Sub Kah Do” started its advertising campaign at popular print and electronic media. ZONG is the first international brand of China Mobile being launch in Pakistan. The company often cited as China Mobile Pakistan. It meant to empower the people of Pakistan in every corner of country with the easy accessibility of network coverage. It will become a part of their hearts, their minds and bring about a change in their lives that every one desired but few thought would be possible. The core essence of ZONG is to allow people to communicate at will. Without worrying about tariffs, network coverage, capacity issues, overloaded network e.t.c. ZONG will be support by groundbreaking communications, trend setting customer service and unmatched product offering which will refine rules of game and establish ZONG as a serious challenger for number one spot. ZONG would offer its customers with entertaining and innovative VAS and will empower them by giving a wide variety of products and services. We are privileged to be the pioneering country introducing this brand with others to follow. 4
  • 17. 1.7 Company Vision “Make communication exciting.” 1.8 Company Mission To be the leading mobile Operator of Pakistan by continuously innovating and offering exceptional quality services; to be a good corporate citizen and envoy of friendship between China and Pakistan. 1.9 Code of Commercial Practice We are resolute to provide our customers with an excellent service. This is only possible if customers converse with us. We value input from every customer and are open to suggestions, feedbacks, criticism that helps us in our efforts to provide the best services. 1.10 Standard & Quality of Service We will ensure possible service quality as per our license and the applicable legal regime administered by the PTA Customer services is at the core of our business and we will try to ensure our customers stay in touch with loved ones at all time We will ensure clear and focused advertising and customer communication regarding our products and services Customer services help line will abide by industry global standards We will not use any unfair Commercial Practices while selling services to customers, as prescribed under the provisions of Telecom Consumers Protection Regulations 2009 1.11 Customer Communication & Advertising We will ensure clear and focused advertising and customer communication regarding our products and services, providing clear information regarding the pricing and taxation, so that our valued customers can take well inform decisions about availing our services. 5
  • 18. CHAPTER 2 PRODUCTS AND SERVICES ZONG offers a wide range of new services to serve customers even better. Below is a brief introduction of all these services.  Postpaid  Prepaid  Other services and offers 2.1 Post paid Exciting news for ZONG’s postpaid customers, ZONG has introduced some new postpaid packages and may be the most feature rich in market. Now, ZONG’s postpaid packages comes with the free mins on-net and off-net, and also unlimited SMS, 15 MB of free GPRS quota and many more. Packages are given below:  100 Line rent package  300 Line rent package  600 Line rent package  1200 Line rent package  2000 Line rent package If customer comes to purchase postpaid SIM than he can avail packages which are given above. On post paid SIM there is no default package customer will select any of the above packages according to his need and deposit line rent according to the package and package will be changed. 2.2 Prepaid When a customer purchase a prepaid SIM its default package is 80 paisa per 30 second but customer can avail any of the following packages:  ZONG 65 package  ZONG free package  ZONG 12 anny package  ZONG Z20 package  ZONG aik second package 6
  • 19. 2.2.1 ZONG 65 Package ZONG 65 package offers its customer:  ZONG 65 offers call rate of 65 paisa per 30 second any time any network 2.2.2 ZONG Free Package ZONG free package offers its customer:  For the first time in Pakistan customer can make free calls for life  Choose one favorite ZONG number and call from mid night to 7am-absolutly free  During break time, hours call all ZONG numbers at Rs.3.99 per hour from noon to 2 pm  Now customer can call up to 10 FNF numbers  The free number can be modified once in a month 2.2.3 ZONG 12 Anny Package ZONG 12 anny package offers its customer:  Call or SMS for only 75 paisa to any network and any time  30 second billing  Talk for an entire hour of customer liking-any hour, for only Rs. 4.99 and for first time in Pakistan customer can change the hour every day  Happy hour needs to be activated by customer; every action/modification will be charged at Rs. 5  FNF rate apply for 24 hours, for those customers who have subscribed for happy hour, FNF rates will not be applicable during that hour 2.2.4 ZONG Z20 Package The concept of behind this package is to promote the value of time and the importance of “choti but zaroori baat”. 2.2.5 ZONG Aik Second Package ZONG aik second package its customer:  Per second billing  Make call for just 4 paisa per second any network any time  Call five FNF numbers for just 2 paisa per second 7
  • 20. 2.3 Other Services and Offers ZONG has always provided its customer with the best offers and services some of them are given below:  BTO1  LNO2  LBC3  FNF4  Happy hour  Super free number  Conference call  SMS5 packages  GPRS6 packages  Ramzan value time offer  E-care  Missed call alert  Dial tune  ZONG Mobile offer  Black Berry special discount offer  Call forwarding  BYN7  Call waiting  ZONG bijli offer  ZONG fone on hai offer  ZONG family pack  Voice bundle 1 Break time offer 2 Late night offer 3 Location base charging 4 Friends and family 5 Short message service 6 General packet radio service 7 Book your number 8
  • 21.  Bara recharge  Block unwanted call and SMS  MNP8  Mobile Music channel  Unlimited free number  ZONG weekly infotainment  SEP9  ZONG USB 2.3.1 Break Time Offer (BTO) ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon to 2 pm, and on Friday from noon to 4 pm. This offer is on ZONG free package. 2.3.2 Late Night Offer (LNO) ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per hour. This offer is on ZONG free package. 2.3.3 Location Base Charging (LBC) ZONG has always provided its customer with the best offers and services and in continuation of efforts ZONG now brings LBC. LBC is in more than 40 cities through which the customer can enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day. 2.3.4 Friends and Family (FNF) ZONG brings special rates for customer friends and family members add FNF numbers in almost all prepaid and postpaid packages. 2.3.5 Happy Hour ZONG brigs happy hour talk for an entire hour of customer liking-any hour, for only Rs. 4.99 and for first time in Pakistan customer can change the hour every day. 2.3.6 Super Free Number ZONGS gives customer an opportunity to talk to one number free whole month @ 499 Rs. +tax. 8 Mobile number portability 9 Student entrepreneur program 9
  • 22. 2.3.7 Conference Call Now five members can talk to each other at one time ZONG brings to customer conference call service. Now activated on all prepaid and postpaid numbers. 2.3.8 SMS Packages ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus tax daily. New unlimited SMS bundle Offers: Table 1.1: Packages SMS Limit Price Daily SMS bundle 500 SMS 100 MMS 1 day 3.99+tax Weekly SMS bundle 1000 SMS 7 days 10+tax Fortnightly SMS bundle 500 SMS per day 15 days 50+tax Monthly SMS bundle 500 SMS per day 30 days 80+tax 2.3.9 GPRS Packages Please be updated that now ZONG have a new and exciting GPRS packages for ZONG customers. Packages are as follows:  Hourly package(Time Based Package)  Monthly packages- for prepaid user  2 GB10 bundle  4 GB bundle  Truly unlimited 2.3.10 Ramzan Value Time Offer By subscribing to ZONG’s ramzan value time offer, all ZONG customers can avail lowest call rates from 1st – 29th ramzan. By subscribing to ZONG’s ramzan value time offer, all ZONG customers can avail on net call rates of 2.99/hour. 10 Giga byte 10
  • 23. 2.3.11 E-Care No need to walk into a Customer Support Center or make a call to get such modifications done. Our customers now have this facility in the comfort of their homes and offices. Through Prepaid e-Care, customers can enjoy the following features online: Web Portal Activation / Subscription:  SMS bundle  GPRS11  Call/SMS Block  FnF12  BYN13 Queries like:  Customer information query  Recharge history  Call record Change requests like:  Package change  Change FnF  Change call forwarding 2.3.12 Missed Call Alert No is miss call now, ZONG brings miss cal alerts for its customers. A message will be sent to customer that this number called to customer if customer phone is:  Busy  Not answered  Out of reached 11 General packet radio service 12 Friends and family 13 Book your number 11
  • 24.  Not responding 2.3.13 Dial Tune Customer’s friends and family or anyone who call customer will listen to the song of customer’s choice. ZONG brings dial tune facility for its valuable customers. Just dial 230 to activate this service. 2.3.14 ZONG Mobile Offer ZONG has launched five handsets in the market with its bundle offers in the handsets to robust the sales and give flexible offers for its valued subscribers ZONG is proud to launch the fifth handset due immense sales company launched the touch screen phone with variety of features. N 281 ZONG is all set to shake the telecom industry with its startling new Touch Screen phone being offered at an unbelievable price. Along with this splendid Touch Screen handset and high-quality camera, customer will also get an incredible bundle deal of free GPRS and balance to make calls and SMS to any network in Pakistan. Handset Features  Touch Screen  2 MP Camera  EDGE Support  FM Radio  20MB Internal Memory  Micro SD card Supported  8 Pre-Loaded Bookmarks (which include Facebook, Gmail, Google, CricInfo, ZONG, Wikipedia, Yahoo)  ZONG Music Hot Key for one touch access to ZONG Music IVR14 Product Pricing 14 Interactive Voice Response 12
  • 25.  Handset with new ZONG SIM: Rs. 4,199/ Rs. 300 worth of airtime divided over 3 months (Rs. 100/month); the balance is valid for on-net calls, off-net calls and SMS  6MB of free GPRS each month for 3 months. G 2201 Following the immense success of ZONG previous affordable handset offers, company is back with another handset deal with the latest affordable handset offer that is bound to catch customer interest and attention. The stylish and affordable G 2201 handset coupled with an amazing bundle offer from ZONG. Handset Features  WAP  FM Radio  Torch Product Pricing  Handset with new ZONG SIM: Rs. 1,299/ Handset Free Resources:  1000 minutes (on-net)  1000 SMS (any network)  2MB worth of GPRS free  Validity of free resources: 15 days R 231 The R 231 sleek and stylish design along with its music related functionalities is a truly appealing blend. The trendy handset is pack with numerous features and a remarkable bundle offer of free calls and SMS to any network in Pakistan. Handset Features  2 MP Camera  EDGE Support  FM Radio 13
  • 26.  34MB Internal Memory  Micro SD card Supported Product Pricing  Handset with new ZONG SIM: Rs. 2,599/ Rs 225/- FOC balance divided over 3 months (Rs 75/month); the balance is valid for on-net calls, off-net calls and SMS  6MB free GPRS each month for 3 months R 221 The stylish R-221 is an amazing handset packed with a camera, FM Radio, Torch and GPRS. Its classy look and features will definitely appeal to customer. Along with this GPRS, enabled handset customer will also get a remarkable bundle offer of free GPRS, Calls and SMS to any network in Pakistan. Handset Features  0.3 MP Camera  GPRS  FM Radio  Torch Product Pricing  Handset with new ZONG SIM: Rs. 1,599/ Rs 150/- free balance divided over 3 months (Rs 50/- per month); valid for onnet calls, off-net calls and SMS  6MB of free GPRS each month for 3 months Z 100 Considering the immense success of previous handset offers, ZONG is back with another handset deal with the latest handset on the offer that is bound to catch customers' interest. The new stylish handset comes with 1000 free minutes and 1000 free sms but that is not all, among a number of features ZONG is now offering the 14
  • 27. handset in two different colors to provide the valued customers with the choice as per their preference. Handset Features  Slim Candy Bar shape  Torch  FM Radio with loudspeaker  Color Display  300 Phonebook entries  100 SMS storage Product Pricing  Handset Offer with new ZONG SIM: Rs. 1,599/ Handset Free Resources:  1000 minutes (on-net)  1000 SMS (any network)  Validity of free resources: 15 days 2.3.15 BlackBerry Special Discount Offer ZONG continues to bring innovative and exciting products and promos to the market. The introduction of BlackBerry Discount Offer is another feather in the cap of ZONG that puts the amazing world of BlackBerry services within reach for all. 2.3.16 Call Forwarding Another exciting and new service from ZONG now customer can forward incoming call to other number if customer phone is:  Busy  Not answered  Out of reached  Not responding 2.3.17 Book Your Number (BYN) Book Your Number gives the service to customers by self-visiting website there customer can check the favorite number which the preferably like. After booking of number the will come to customer doorstep. 15
  • 28. 2.3.18 Call Waiting Never miss any call; ZONG brings customer call waiting service. With this service customer will miss no important call. 2.3.19 ZONG Bijli Offer Right when the energy crises are on the peak and electricity load shedding is on its height, ZONG has come up with Bijli Offer. I will call this a just in time offer, because it is giving what common customers may want in these time. The innovative Bijli campaign gives all new ZONG prepaid customers a chance for automatic daily lucky draw entries to win hundreds of UPS, generators, rechargeable fans and rechargeable lights every day. 2.3.20 ZONG Fone on Hai Offer Now just keep customer phone on and win many prizes like free SMS, Free minutes (on-net), car and many more. 2.3.21 ZONG Family Pack Now with ZONG Family Pack, subscribers can call to their three family numbers without being worrying about the time limit or additional charges. However, free calls are not for all ZONG numbers but to a group of three, that could be customer family or friends. 2.3.22 Voice Bundle ZONG has introduced Voice bundles. Now customer can avail more minutes in less cost. 2.3.23 Bara Recharge ZONG has launched Bara Recharge a special campaign to reward subscribers each time they recharge their balance. ZONG’s Bara Recharge is the perfect solution for prepaid subscribers who will receive instant and guaranteed free airtime in proportion to the loaded amount, every time they recharge their balance. 2.3.24 Block Unwanted Calls and SMS ZONG offers another exciting service, now customer can block not only calls but also SMS as well. Therefore, there is complete liberty from an ambitious numbers. 16
  • 29. 2.3.25 Mobile Number Portability (MNP) With this new offer from ZONG, customer and all of customers, family members and friends on other mobile networks can port into ZONG. They will all be able to keep their existing numbers and code and switch to ZONG network and can enjoy ZONG’s exciting services. 2.3.26 Mobile Music Channel For the first time in Pakistan ZONG introduce SMS search of song. Now customer can search song of customer choice. 2.3.27 Unlimited Free Number ZONG offer unlimited ZONG free numbers to the subscribers of ZONG FREE package. Now call on a specific number unlimitedly. 2.3.28 ZONG Weekly Infotainment ZONG has launched a Weekly Infotainment bundle. Customer can now obtain three different infotainment services at the same time on a weekly basis. 2.3.29 Student Entrepreneur Program (SEP) For the first time in Pakistan ZONG has established a concrete learning facility for students to go in the market and take a survey by their own self and make sales by their own PR this activity also gives earning opportunity for students. Just get customer self registered as SE in any CSC of ZONG anywhere in Pakistan and avail the chance to get sales experience and enjoy profits as well. Moreover, I think it is best for marketing students to get a chance of working with a best renowned company and it is a great job to work with Telecom companies that has an enormous future in country. 2.3.30 ZONG USB ZONG has finally launched its high-speed wireless Broadband services in major cities of Pakistan. This service will be available with a USB Stick, which is supported by a built in SIM with EDGE/GPRS activated. After you have bought the SIM simply you have to plug-in in the USB in USB port and you will be asked to set up some basic instructions and voila, you can access the internet on the go. Price Rs. 8,000/Unlimited GPRS package Rs. 400/month + tax. 17
  • 30. 2.3.31 Other Special Features  Yaari call  ZONGopedia  Video on demand  Islamic portal  Sports  Ringtones  Games  Buddy chat rooms  Wallpapers  Breaking news This chapter was all about introduction of ZONG and its products and services. In next chapter, Business Operations of ZONG will be explained. 18
  • 31. CHAPTER 3 BUSINESS OPERATIONS Third chapter of this report is devoted to the business operations of ZONG. In this chapter, first departmental structure of ZONG CSC department is discussed and structure of CSC Abbottabad describe in this chapter. Fig 3.1: Departmental Structure CEO COO DRICTOR Customer Service Regional Manager Central 1 CSC Manager Customer Service Representative Finance Officer Regional Manager Central 2 Regional Manager North Regional Manager South Fig 3.2: Structure of CSC Abbottabad 19
  • 32. CSC Manager CSR CSR CSR (Value Added (Prepaid (Postpaid Services) Information) Information) Finance Officer In CSC15 Abbottabad one CSC manager which have all the responsibility of CSC and under CSC manager three CSR are working all CSR16 are assigned different works like value added services, prepaid, postpaid and other works and one finance manager is also working there. 3.1 Customer Services Centers Mission of Customer Service Center “To realize the perceived value of the customers and build higher expectations through excellence in service” Customer Services department exists to serve customer. Any queries customer may have about getting a connection, account information, coverage details, information about their franchises, value added services, SMS information, anything at all customer that customer want to know about them and their services. 3.2 Customer Service Center of Abbottabad I did my internship in Customer Service Center Abbottabad from October 2011 to December 2011, which is situated at Business Complex, Supply Bazaar, Manshera Road, Abbottabad. There is one CSC manager, Three CSR officers and one finance officer working. I was working there as SE (student entrepreneur). 15 Customer service center 16 Customer service Representative 20
  • 33. CHAPTER 4 SALES & MARKETING STRATEGY 4.1 Marketing Department Mission Statement “ZONG marketing department will become the best marketing department of the industry in terms of adding values to their brand name, improving the image of the organization, increase in sales, with quality of people and team spirit to lead toward the goals.” 4.2 Sales and Distribution Department Mission Statement “To maximize the number of revenue generating subscribers by efficiently planning and executing policies and operations related to product visibility and availability.” Distribution ZONG purchases equipment from four companies ZTE, Ericsson, Alcatel and Hawaii, these are the venders, and operator of ZONG distributors and franchises, CCSC17 and different outlets, ZONG has CCSC and 100,000 different outlets in Pakistan. 4.3 Marketing Mix "Marketing Mix" is set of correlated tools that work together to achieve company’s objectives, they are:  Product  Price  Promotion  Place 4.3.1 Product Product means offerings of a company, and ZONG is offering its customers Services as well as products. In services, ZONG is offering followings: 17 customer care service centers 21
  • 34.  Postpaid packages  Prepaid packages  Other Services and Offers Postpaid packages are generally for business class and in postpaid ZONG are offering many other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line rent and 2000 line rent. Prepaid packages are for low and middle class in prepaid ZONG also offer many packages like 12 anny, 65 paisa, free package and aik second package and also many exciting Other Services and Offers like missed call alert, ramzan value time offer, dial tune, E-care, happy hour and many more exciting offers and products like handsets and for postpaid ZONG offers blackberry. 4.3.2 Price ZONG is offering its products and services at a low price so ZONG is using price penetration because all the packages (postpaid and prepaid) are very low priced and other value added services are also very low in cost. Some of them are free of cost like:  Missed call alert  E-care  MNP18  Conference call  Subscription of SMS packages As Ufone is giving its customers, uth package and it charge its customer’s hourly rate but ZONG gives its customers a package called Location Base Charging it charge customer only one-time charges and then whole day free. ZONG also using bundle pricing like SMS packages, voice bundle and handset offers. 4.3.3 Promotion ZONG is promoting its products and services in many ways like:  Print media 18 Mobile number portability 22
  • 35.  Billboards  TV ads  Mobile promotions  Through Local cable  Internet In print media print ads and newspapers are include if ZONG is offering something in a specific place than ZONG use print media like print ads and newspapers. Billboards are use in all over the country. On many TV channels, Ads are promoting ZONG. Mobile promotions like in Multan and Lahore when trucks and buses decorated with ZONG logos and advertising about LBC19. On many websites, ZONG is promoting its packages and offers and ZONG has its own commercial web site www.ZONG.com.pk. 4.3.4 Place Place means that how a company reach to its customers or how a customer can get product of a company. ZONG is reaching to its customers in the following manners:  Franchises  Customer service centers  Retailers  Through Student Entrepreneurs Franchises and customer service centers are there for customers and customers can get ZONG products and services from retailers and student entrepreneurs. 4.4 Competitive Strategy: Differentiation Differentiation is how customer product is different from customer competitors it can be done in many ways like products differentiation, features differentiation, low price and many others, for this differentiation a company should have to create a critical success factor and ZONG is having a critical success factor of low rates and quality services. ZONG offers quality products and services in low prices. 4.5 Business Process Analysis Customer Service Center Process 19 Location base charging 23
  • 36. CSR20 greets customer and ask what he/she can do for them: 4.5.1 Prepaid Sale For the sale of prepaid connection, following are the required steps:  CSR receive the customer request, required documents for prepaid connection, and verify customer as per the verification parameter.  CSR asks the customer to provide CNIC 21.  CSR checks through BOSS system22 if customer has already 10 subscriptions.  CSR fills CSAF23 and takes signature from customer on CSAF.  CSR hand over Customer & finance copy to customer and guide him/her to cash counter.  Cashier marks the cash paid stamp and sign the customer copy and hand over SIM card and customer copy to customer.  Customer than call to 789 for SIM activation and verification of ownership from PTA24. 4.5.2 Book Your Number Customer walks in for booking of his/her number. Following are the required steps to follow:  CSR inform customer regarding the price of BYN.  CSR confirm MSIDN25 to be booked.  CSR ask the customer to provide CNIC.  CSR check through BOSS system.  CSR check number availability in BYN portal.  CSR log the request in BYN portal with: o Customer name o CNIC 20 Customer service representative 21 Computerized national identity card 22 Activity base system 23 Cellular service agreement form 24 Pakistan Telecommunication Authority 25 The dial able number 24
  • 37. o Contact number o Address of customer  A unique ticket number will be generating.  CSR will ask customer to fill in CSAF.  CSR route the customer towards finance counter and finance officer will follow the payment process and give SIM to customer. 4.5.3 Handset Sale Process Customer walks in for the purchase of handset following are the required steps to follow:  CSR guides customer about bundle deal of handset.  If customer agrees, CSR will ask customer to select the MSIDN form stock.  CSR verify customer as per verification process.  CSR ask customer to fill CSAF.  CSR route the customer to finance counter for payment and handset collection.  Finance officer performs the functions of BOSS system.  Finance officer associates MSIDN with IMEI 26 of hand set in BOSS system.  Finance officer records transaction in BOSS system.  Finance officer asks the customer to open the packing of handset to check if accessories (handset + charger + warranty card) are complete.  Finance officer take warranty card from customer and after signing and stamp, he will hand over the warranty card, handset and customer copy to customer. 4.5.4 SIM Replacement Customer walks in for replace his/her SIM; following are the required steps to follow:  CSR verify the customer as per verification parameters.  CSR inform the customer about SIM replacement charges (if any).  CSR fill CSF27 and get it signed by the customer and attaches a copy of CNIC.  CSR process the SIM replacement in BOSS.  CSR hand over the customer copy and finance copy to customer and guide customer to cash counter. 26 International mobile equipment identity 27 Customer service form 25
  • 38.  Cashier gets CSF copies and payment from customer.  Cashier record transition in BOSS.  Cashier hand over SIM28 and payment receipt to customer.  CSR send CSF to data warehouse for filling. 4.6 ZONG Intranet ZONG intranet is software program which have each and everything in it about ZONG and this can be opened only in the arena of CSS. Loaded with everything this is very useful thing for CSR and other employee. 4.7 Knowledge Base System (KBS) This is also software program, which is loaded with all the activities and other information like:  Products and services  Basic VAS29  New VAS  Retailer information  789 activation and deactivation SIM  668 campaign  Office timings And many more. 4.8 Complaint Management System In this section, CSR can record or resolve the complaints of customer and their own issues regarding their work like:  IT issues  Process issues  Query and log  Managing configurations 28 Subscriber identity module 29 Value added services 26
  • 39. 4.9 CRM System CRM system30 where from CSR can login the system and do his work or duties. 4.10 Business Process Management A web-based program through which employees of CSC can generate or initiate requests like:  Announcements  ID card request  IT equipments  IT requests  Leave application  Visiting card request And more other requests. 4.11 Learning as a student internee I discussed all about my duties during internship. Accomplishments, new knowledge gained during exercise of practical life, problems encountered in the way of completion targets. In the end of chapter, I discussed about experience, how this experience affect my career. 4.12 My Duties During Internship In internship, I was assigned outdoor duties that include:  Selling SIMs of ZONG (telesales activities)  Selling miniload (Top Up)  MNP31  Giving information to customers about packages and offers of company 4.13 Details of My Duties 4.13.1 For Top up (Selling Mini Load) From ZONG telesales SIM Go to ZONG menu select E-TOP from menu: 30 Customer relationship management system 31 Mobile number portability 27
  • 40. To recharge a number o Retail charging o New charging now o Enter service password o Phone number without zero e.g.(31xxxxxxxx) o Enter amount which customer want to transfer o Number recharged.  To check customer top up balance o Choose balance query 4.13.2 To Pair A Number, Active A Number Go to ZONG menu from telesales SIM and select Telesales from menu and: Select special number choice (to check that number is available or not) o Exact number o Number start with o Number ends with o Number contain If customer desired number is available, customer will receive a message as (31xxxxxxxx) 4.13.3 Binding The Number First book that number again go to telesales and choose NUMBER BOOKING menu than: Enter the number that checked before. Message will come Number <31xxxxxxxx> Booking OK. Please use HLR<x> e.g. [HLR O6] SIM for activation. Once the desired numbers is booked then go back to telesales menu and choose NUMBER ACTIVATION and enter:  MSISDN (that number which was booked earlier)  ICCID (serial number of the SIM)  CNIC (customers ID card number)  Name (customers name)  Address (customer address) 28
  • 41. On successful bind, a message will come: Bind successful. Welcome to ZONG Now inform the customer that SIM is active but to enjoy ZONG’s exciting services call 789 and give customer information that is being require for the verification by helpline than customer can enjoy ZONG’s exciting services. The prepaid sales of number have two forms those are given below: Customer copy Office copy 29
  • 42. 4.13.4 Accomplishments As far as accomplishments concerned, I was given a target of sales; my target was to sell SIMs and recharge anywhere in the country on any ZONG numbers. The time duration of internship was three months and the target of minimum sales was 50 SIM’s and 100 load each within 30 days. For completing this, I had to do a lot of hard work, I went to university where I am studying and inform all of my fellows and PR’s. My activity was good enough all over, the interested customers contacted me and I developed the interest by telling the flexible packages to other company subscribers I also went to my city where I thought I could make more sales. I did one to one marketing in many areas to increase my sales. After my internship I get result in February and the total sales was 140 SIM’s in which new SIM sales and MNP’s included. 4.14 My Sales Data 4.14.1 New SIM Sale 30
  • 43. 4.14.2 Load Record 31
  • 44. 4.14.3 MNP 4.15 Application of Classroom Learning In Organization As I am a student of Bachelor in Business Administration, so in this we learn all about business, How business is run? How policies are made? How management make decisions? Etc. regarding above questions we study many subjects like principals of management, marketing, managerial finance, human resource management, organizational behavioral, operations management and many more, so everything we learn in our class has somehow practical implication in organization. But ZONG is telecommunication company mostly work is based on marketing, management and organizational behavior in customer service center, so I practically get exposure about management and marketing and organizational behavior that how practically these are implemented in organizations. 4.16 Management Concepts The concepts of management that we studied in our subject, principles of management are being implemented in organizations; how they follow the management concepts are given below: The four management functions that are planning, organizing, controlling, and leading were followed in the ZONG. 32
  • 45. Planning and organizing is done by top-level managers whereas leading and controlling is done by middle level managers. There were cultural dimensions that are actually prevailing in ZONG are: People oriented, Team oriented, Innovation. The flow of command is not fully centralized not fully decentralized in ZONG. Top management provides directions toward their goals and then fully authority is in hand of lower management to achieve the goals but top management has strict check and balance on the performance of lower management and employees. 4.17 New Knowledge Gained Being a student of marketing it was a great experience to have a chance to get in the market and do work with Telecom Company. I have learned how to deal with customers, as I think if you want to make sales, you should go to the customer or customers come to you. You should have a smiling face to greet the customer and if customer do not buy your product than you should leave a good impression on that customer because if in future that customer need your product than it will come to you to buy that product. As I told that I was given a target of sales, I learned a lot during my internship how to deal, how to avoid difficult situations and how to create demand for customer. I myself make many policies to make sales because selling a SIM32 was not a difficult task, to do customer is ready to take SIM from you but to sell him recharge of Rs.100 was a bit difficult as well, so keep in view the cost of SIM and load I make many polices to sell. Even I sold free SIMs too. 4.18 Problems Encountered During time in the field, I encountered many problems like:  Cross questions of customers  Customers having much knowledge about other network’s offerings  Pricing problem 32 Subscriber identity module 33
  • 46. I face those problems very well, and I was able to neglect those problems but as a sales representative, we have to be cool and calm because nobody wants to loss his customers. I came with one to one marketing go to the customer to sell my product and was very much successful doing this. Another problem was that customer was ready to take SIM but without recharging, it was a very difficult thing to convince that customer to recharge at the spot. 4.19 How This Experience Impact My Career? It was a great experience in the field, before the completing my studies I got a chance to get in the market and do some work. When I will get in my practical life soon after completing my degree this experience will go whit me and will be very beneficial for me in the field because personnel of sales & marketing department have interaction with the customers and try to fulfill the needs and wants of the customers. Being a student of marketing it was a great experience to have a chance to get in the market and do the sale activity I learned a lot from the market survey and Telecom customers’ personal interest with their preferences of their particular subscription. 34
  • 47. CHAPTER 5 SWOT and PEST ANALYSIS 5.1 SWOT Analysis of ZONG Customer Service Center The SWOT 33 analysis covers strengths, weakness, opportunities and threats. Strengths and weakness are generally internal attributes. Opportunities and threats are generally external attributes. Therefore, SWOT analysis of CSC Abbottabad is given below: 5.1.1 Strengths of ZONG Customer Service Center Strengths are defined as any activity the organization does well or any unique resources the organization has. Some strengths of ZONG Customer Service Center are given below:  All the products and services, which ZONG is offering, are available here in this CSC of Abbottabad. In addition, all the services of ZONG are activated and deactivated here.  Motivated, educated and qualified staff makes services more reliable and satisfy customers.  ZONG is at more competitive on experience curve. 5.1.2 Weaknesses of ZONG Customer Service Center Weaknesses are defined as any activity the organization does not do well or the resources the organization needs but it does not possess. According to my point of view, following are the some weaknesses of ZONG Customer Service Center:  Number of CSR is not sufficient here in CSC Abbottabad, customer some time should have to wait for their turn a bit.  The staff of CSC is not involved in more outdoor activities.  Coverage Issues in some cities and this can decrease the customers’ interest in purchasing the connection. 33 Strengths Weakness Opportunities Threats 35
  • 48. 5.1.3 Opportunities of ZONG Customer Service Center Opportunities are define as positive trend of organization in external environment. According to my point of view, following are the some opportunities of ZONG Customer Service Center.  Sales of this CSC can be increased if more and more outdoor activities (establish kiosk outside) those can be done by the management of this CSC.  SE34 is very good for this CSC because customer get information on the go.  China mobile have large experience of network so ZONG can introduce new products such as dish TV because ZONG have good wireless technology e.g. ZTE, Alcatel and Hawaii etc. 5.1.4 Threats of ZONG Customer Service Center Threats are defined as the negative trends of organization in environment. According to my Point of view, following are the some threats of ZONG Customer Service Center:  Competitors are the biggest threat for any company. Here also exist Warid, Mobilink, Ufone and Telenor’s CSCs so they are biggest threat for ZONG CSC.  Policies of TMA35 are also some time threatening when they are on outdoor activity. When staff of CSC Abbottabad wants to do, outdoor activity it must have to get NOC from TMA Abbottabad and TMA Abbottabad has its own limitations.  Another threat is that according to PTA36 rules any one can switch to other mobile network that they think are reliable and due to signal problem and call drop complains in some hilly areas of Abbottabad customers are leaving ZONG.  Attractive Packages by Competitors best example is Ufone there are so many packages offered by Ufone. 34 Student Entrepreneur 35 Tehsil munsipal authority 36 Pakistan Telecommunication Authority 36
  • 49. 5.2 PEST Analysis In order to survive and remain profitable in today’s competitive marketplace, ZONG need to be able to react and adapt to changes in the external environment and ideally be proactive in impacting these forces. External environment factors can be classified into five general categories: competitive, social/cultural, legal, economic, political, and technological. 5.2.1 Political Factors Political Instability Pakistan is facing political instability causing danger for the telecom industry but the political factor does not effect on ZONG so high because ZONG related from china and relationship of china and Pakistan is very strong. Deregulation The telecom sector of Pakistan has successfully liberalized in an efficient, transparent, and fastest deregulation of telecom in the region. The Government of Pakistan gave the status of Industry to Pakistan Telecommunication Sector. Changes in Tax Laws Tax rates have been increased day-by-day government tax rate of call is 19.5%. 5.2.2 Economic Factors Gross Domestic Product Telecom sector of Pakistan has a share of almost 2 percent in National GDP. Average Revenue per User (ARPU) The average revenue per user is falling. It does not affect value able on ZONG because ZONG started in same condition. Decline in Money Value The decline in Rupee value against the US Dollar, the decrease in the interconnect charges and lower priced tariffs have resulted in an overall decrease of ARPU in US Dollar terms. Outflow of Capital: The ongoing economic turmoil along with the worsening of security conditions in Pakistan has caused an increased outflow of capital from the country. 37
  • 50. 5.2.3 Social factors Strategies according to the need of people while making the marketing strategies companies consider many factors like cultural and social. The study of culture helps to understand the consumer behavior and in turn assists firms to improve their marketing strategies. ZONG has done wonderful job in this perspective. Before entering into market, it has done extensive research on the behaviors of the consumers. 5.2.4 Technological Factors Technological Development Companies are investing in their infrastructure to not only expand but also to upgrade their existing structure. As the competition is strong, ZONG is focusing on its value added services. Technological Advancement Currently all companies are providing Multi-media Messaging Services (MMS), General Packet Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks, Conference Calling, Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail at low price. Technological Trends The well-recognized technology trends that are influencing the evolution of the network indicate that the cost of a call is becoming even more insensitive to the distance. The modularity of the network is increasing; switching off from one network to another is very easy; geographic boundaries are irrelevant for emerging technology; intelligence and function are moving away from the central office. In these conditions, competition is very strong among competitors. ZONG is improving itself in technology. 38
  • 51. Conclusion ZONG have a strong financial position and growing very fast in the current position of the market of Pakistan in which other companies growing very slowly or decreasing their market shares. As we can check in the market growth analysis ZONG increased its market share by 3% from December 2010 to December 2011. It is very big achievement for the ZONG because it is new brand in the market. As ZONG has become the favorite brand of the youngsters just because of its best prepaid packages and the best SMS packages, we can say that ZONG can be a market leader after few years as early it is growing. As all of we know that the other communication companies especially UFONE providing more and more packages for its customers ZONG also have to focus on it and provide more offerings to its customers. The best suggestion for ZONG to become more favorite brand of telecom customers it should provide cheaper GPRS packages like ZONG GPRS daily free package with some daily charges etc. ZONG have kept in mind that these points are for the better progress in ZONG and ZONG have to use more promotion campaigns to increase the sale. 39
  • 52. Suggestions and Recommendations After doing internship in the ZONG I have find out some deficiencies in the ZONG so I suggest some following points to the ZONG: Voice clarity and call disconnection is the major issue of ZONG; this issue can be resolve by installing new boosters in the different areas. ZONG emphasis on hiring young, fresh, and energetic personnel and they should train their old experienced workers because human resource are the assets of the company, after training those old workers will perform well as compare to the fresh workers. ZONG mobile should use strategy to provide the spare parts for the ZONG mobile in market, so customers can repair the mobile after the warranty, due to this step customer will get more faith on China Mobiles. China Mobiles have huge experience of network operation in similar high mountainous areas in china itself. Therefore, it is opportunity for ZONG (CM Pak) to cover the northern areas of Pakistan and get good image in the eyes of current users and potential users and ZONG can cover the border of China, with the Karakoram highway and can play a vital role during the journey from this border. To increase the market share of the company and to get more loyal customers ZONG have to launch the wireless broadband package because there is signal problem of the cellular companies as compare to existing wireless broadband companies (as wateen, evo are major players), so company can get competitive advantage to provide this facility. 40
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