a strategic initiative in the Middle East and Africa

1. Lahore Garrison University
MIDCOM: A strategic initiative in the Middle East and Africa
BY Muhammad Bilal & Muhammad Adnan

2. Declining shares of Nokia globally in 2012
• Midcom had maintained the majority
share in the market
• The MEA region was the least affected
by Nokia’s global market share drop
• There was stiff competition from
several Chinese brands and global
brands

3. Chairman
• Mr Anand Kapoor, Group Vice
Chairman, sat in his office in
June 2012, in the Jumeriah
Lake Towers in Dubai, United
Arab Emirates, discussing with
the Mincom's business group
head and his strategic team
the declining shares of Nokia
globally, which had affected its
business in the Middle East
and Africa (MEA) region.

4. Mission statement of Midland Group
Mission
• To efficiently deliver products and services of the
highest level for the benefit of our stakeholders
and the greater communities in which we
operate. We do so by integrating the rich
resources of our diverse business units with the
most professional management practices and up-
to-the-minute technological advancements. We
constantly strive to better serve our customers
and add value to our products, our services and
ourselves

5. Midland group’s vision was
• To become the indisputable market
leader in the provision of each of the
products and services we offer
throughout the regions in which we
operate and beyond. To respond to
inevitable change in global and local
market conditions with agility, whilst
keeping our sights on a bright future of
limitless possibility.

6. The success of Midland
• Vertical market
• its versatility and agility in response
• true market leader in each of their
specialist fields
• clear vision and the mission

7. Diverse Business
• Communications
• Real estate development
• international education
• Floriculture
• Dairy
• foreign exchange
• international commodity trading and
the transport industry

8. Midland Group has always been focused on
• Flexible
• Collaborative
• results oriented
• self-reliant
• transparent and committed to
excellence

9. invested into the following businesses:
• Telecom: Midcom was the leading distributor of Nokia handsets in the MEA
region.
• Forex: Midland Forex Bureau in Kampala was a leading forex bureau
focusing on corporate and consumer business
• Education: Rainbow International School was the leading international
school in Uganda
• Real Estate: Course View Towers was a prime commercial real estate
property in Kampala, fully occupied by multinational organizations.
• Agro Business: Venus Farms was originally a rose farm that now exports an
estimated 4 metric tons of cut roses to The Netherlands each week

10. Cont.…
• Dairy: Pearl Dairy was a milk processing plant set up in the Mbrara
region of Kampala and produces approximately 200,000 liters of milk
every day.
• Logistics: Midland Hauliers was a logistics Kenya with a fleet of 130
trucks/lorries servicing the entire East Africa region.
• Commodities: Trident was the commodities division that sources
items such as paper,tires, sugar and rice from suppliers all over the
world and caters to the East African Market.

11. The organization structure consists of three
tiers
• The strategic global office.
• The strategic business unit.
• The group support

12. The HR strategy’s key drivers.
• recruitment and resourcing.
• talent and succession planning
• reward strategy
• performance measurement
• management

13. Strategy at Midcom
• market leadership
• Retailing
• geographic expansion,
• customer satisfaction
• best distribution management
• market penetration strategy

14. Nokia–Midcom priority dealer network
• vast network of over 300 priority dealers across East Africa
• original Nokia products to consumers
• after-sales services
• own high-end, experiential retail stores exclusively

15. Thank You