Mobilink is the largest cellular service provider in Pakistan. It has a 36% market share and was the first to introduce GSM technology in 1994. The group analyzed Mobilink's mission, vision, objectives, strategies, internal and external factors. Mobilink faces threats from competitors offering lower rates and new technologies, but also has opportunities to expand services and improve network quality. The analysis found Mobilink has an average competitive position and response based on internal and external evaluations.

2. STRATEGIC MANAGEMENT PROJECT
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3. GROUP NAME :-
MOBISTARS
Group Members:-
NAME: - ROLL NO:-
• Farukh Nathoka 12-121
• Nadeem Aslam 12-109
• Hamza Ghuman 12-139
• Nouman Saqib 12-137
• Hafiz Muhammad Atif 11-028 11-028
University of Sargodha 3

4. INTRODUCTION:-
• Moblink is telecomunication industry
• Mobilink started operations in 1994 as the first GSM cellular Mobile service
in Pakistan by MOTOROLA Inc. later it was sold to Orascom, an Egypt-based multi-
national company.
• Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate
postpaid package is sold under the brand name "Indigo" and prepaid by the name of
"Jazz".
• Moblink is a private structure company
• Parent company of Moblink is Orascom telecom Egypt
• Founded in 1994
• Owner of Company is Naguib Sawiris
• In Mobilink round about 10000 world wise employees are working in different
designations .Mobilink has 264 franchise offices and 14 service centers. Its generate
revenue about us $56 million per month.3000 connection sold per hour.
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5. MOBLINK MISSION, VISION:-
• Mission:-
“To be the unmatchable mobile system of communication in
Pakistan, this provides the best value to its customer, employees, business
partner and shareholders.”
• Vision:-
“To be the leading Telecommunication Services Provider in Pakistan by
offering innovative Communication solutions for our Customers while
exceeding Shareholder value & Employee Expectations”
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6. MOBLINK 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.
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7. MARKET SHARE:-
Moblink
36% Ufone 17%
Telenor
23% Warid 12%
Zong 12%
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8. MOBLINK CURRENT 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.
• Construct layers of target market for better service quality and gaining lost
customers and retaining 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 and expenses.
• Offering services like competitors such as Call Block Service.
• Customer Representative.
• Gain competitive advantage via increasing service speed and response time to
customer.
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9. ALTERNATIVE STRATEGIES:-
1:-Ensure network quality.
Advantage: - Quality will improve
Disadvantage: - Errors can be occur in the system
2:-Focus on subscriber retention.
Advantage: - Subscriber loyalty can be increase
Disadvantage: - Subscriber can be switch
3:-Better customer incentive plans.
Advantage: - Customer can be increase
Disadvantage: - Competitor can also give better incentives
4:-Training on regular bases to keep employees up to date and
motivated.
Advantage: - Employee learn new things on regular bases
Disadvantage: - Employee may be fed up from daily training
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10. CONT:-
5:-Innovation in technology.
Advantage: - Technology must be improved
Disadvantage: - Competitor may be over take your technology
6:-Offer lower rates as compare to other networks.
Advantage: - Grab more customers as compare to others
Disadvantage: - Competitor will also be offer
7:-Improvement in customer services.
Advantage: - Customer satisfaction will be increase
Disadvantage: - Conflicts can be cause when Moblink offer any
service
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11. EXTERNAL ANALYSIS:-
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Opportunities:- Threats:-
1:-Different value added services like
Online transaction, Money transfer
1:- Due to H.R demand Moblink
employee can switch
2:- Focus on quality to provide high
quality
2:-On that places there is no proper
network coverage Telenor is providing
better coverage
3:- Give lower sms rates as compare to
competitors
3:-Due to arrival of Zong most
customers are switching
4:- Organize events 4:-Wateen have Installed Wimax
technology
5:- Increase market share by entering in
new markets
5:-Due to intense competition Moblink
losing its market share
6:- Add further services in their services 6:-Political and economic instability
7:- Provide facility of high internet 7:-Other networks adopting 3G and 4G

12. EXTERNAL FACTOR EVALUATION MATRIX
RESULT:-
THE TOTAL WEIGHTED SCORE 2.58 SHOWS THAT COMPANY
RESPONSE IS AVERAGE.
Total Weight Total weighted score
1.00 2.58
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13. INTERNAL ANALYSIS:-
Strengths Weaknesses
1:-Market Leader with 36% market
share.
1:-Expensive as compare to other
networks.
2:-Pioneer of GSM technology in
Pakistan.
2:-Network problem is still a big issue.
3:-Covering 9000+ cities, villages and
towns.
3:-There is lack of interdepartmental
communication.
4:-Mobilink is at more competitive on
experience curve.
4:-Billing mistakes in indigo bills is
common.
5:-Having strong brand equity across
the country.
5:-Mostly process are not efficient in the
routine jobs.
6:-Premium brand image and Exclusive
Black Berry Services.
6:-There is no proper software available
for Inventory system.
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14. INTERNAL FACTOR EVALUATION
MATRIX RESULT:-
THE TOTAL WEIGHTED SCORE 2.50 SHOWS THAT
COMPANY RESPONSE IS AVERAGE.
Total Weight Total Weighted Score
1.00 2.50
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15. COMPETITIVE PROFILE MATRIX:-
Companies Warid Moblink Telenor U fone
Total Weight Total
Weighted
Score
Total
Weighted
Score
Total
weighted
Score
Total
Weighted
Score
1.00 2.49 3.27 3.14 2.87
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16. BCG MATRIX:-
Star: - (High growth rate and High market share)
• Jazz One
Cash Cow: - (Low growth and high market share)
• Moblink Indigo
• Jazz budget
Question Mark :- (High growth rate and low market share)
• Jazz share
• Moblink PCO
Dog: - (Low growth and low market share)
• Jazz octane
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17. PORTER'S FIVE FORCES MODEL:-
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18. MOBLINK PRODUCT LINES:-
1:-Mobilink Indigo
2:-Mobilink Jazz
3:-Mobilink World
4:-Mobilink PCO
5:-Moblink 3G
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19. DEPARTMENTS OF MOBLINK:-
1. Human Resource
2. Administration and Security
3. Sales
4. Marketing
5. Customer Services
6. Corporate Affairs
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20. ORGANIZATIONAL STRUCTURE:-
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21. INDUSTRY LIFE CYCLE:-
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22. PROBLEMS:-
• Cultural Difference
• Emotional interference
• Connectivity Issue
SOLUTIONS:-
• Cultural Training Programs
• Create friendly enviourment
• Work on Quality
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23. 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 applied in the organization nationwide.
• They are agile to adopt latest technologies, launch innovative products & services,
and offer a learning environment to its employees.
• Marketing team at Mobilink is working at the best of their abilities in designing and
executing distinctive marketing approaches in such a competitive local telecom
scenario.
• Mobilink has proven itself as a socially responsible corporate by participating in
charity and education programs that support the poor.
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