Bps Project

7/31/2019 Bps Project

1/12

Business policy and Strategy

Mr. Mansoor Ahmed

ORGANIZATION:

Group leader: Azmat Ullah SP11-BBS- 013

Group Members:

Azmat Ullah SP11-BBS-013

Waqas Ashraf SP11-BBS-049

Pervez Rizvi SP11-BBS-043

Aneela Saman SP11-BBS-09

Komal Ashfaq SP11-BBS-027


2/12

COMPANY INTRODUCTION

Orascom Telecom ("OTH") was established in 1998 and has grown to become a major

player in the telecommunication market. OTH is considered among the largest and most

diversified network operators in the Middle East, Africa, and South Asia, and has

acquired in early 2008 a license to operate mobile services in North Korea. Orascom

Telecom is a leading mobile telecommunications company operating in six emerging

markets having a population under license of 430 million with an average penetration of

mobile telephony across all markets of approximately 40%. OTH operates GSM

networks in Algeria (Djezzy), Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana),

Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe). OTH had exceeded 74

million subscribers as of March 2008. OTH is dedicated to providing the best qualityservices to its customers, value to shareholders and a dynamic working environment for

its nearly 20,000 employees.

Mobilink, a subsidiary of Orascom Telecom, started its operations in 1994, and has

become the market leader both in terms of growth as well as having the largest customer

subscriber base in Pakistan - a base of over 31 million and growing. Mobilink is the first

cellular service provider to operate on a 100% digital GSM technology 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 diverse group of people, from individuals to businessmen to corporate and

multinationals. To achieve this objective, Mobilink offer both postpaid (Indigo) and

prepaid (JAZZ) solutions to customers. Compared to its competitors, both the postpaid

(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan

cellular industry. In addition to providing advanced voice communication services that

makes the lives of millions that much easy, Mobilink also offer a host of value-added-

services to customers. At the same time, Mobilink places high importance to its coverage,

which is why there coverage is in 10,000+ cities and towns nationwide as well as over

130 countries on international roaming service.
http://www.orascomtelecom.com/http://www.orascomtelecom.com/http://www.orascomtelecom.com/


3/12

Head Office:

The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad. Its

branch offices are located in Lahore, Karachi, Faisalabad, Rahim Yar Khan, Sukkur,

Peshwar, Quetta, Swat, and Kohat. Moblink has three main contact centers in three

regions of Pakistan. As for the customers centers there are about 2000-2500 customers

service centers all over Pakistan.

The number of subscribers of Mobilink has been fast increasing since year 2000 ,the

number of subscribers of Mobilink has almost doubled in the last one year from 5 million

approx to 10 million approx. This figure has almost increased by 50 times as it was inyear 2000. This in fact is a milestone for Mobilink. However due to the growing

competition in the telecom sector Mobilink is losing some of its customer base recently

because of higher charges as compared to other telecom companies.

PTAlast declared these stats in June 2011 when mobile phone users count

stood at 108,894,518 with teledensitys of 64.8 percent.

According to stats,Mobilinkleads the market with 33,537,922 subscribers,

followed by Telenorwith 27,607,043 subscribers till October 2011.Ufonestood

third with 20,828,145 subscribers. Warid had 15,985,299 subscribers

withZongat fifth position with 13,168,025 subscribers.
http://propakistani.pk/category/cellular/pta/http://propakistani.pk/category/cellular/pta/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/telenor/http://propakistani.pk/category/cellular/telenor/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/zong/http://propakistani.pk/category/cellular/ufone/http://propakistani.pk/category/cellular/telenor/http://propakistani.pk/category/cellular/mobilink/http://propakistani.pk/category/cellular/pta/


4/12

During last reported four months Zong outclassed other operators by adding

highest number of subscribers while Warid lost 1.4 million subscribers under the

head of data cleanup.

Telenor added 939,964 subscribers during reported period. Ufone managed to

grab 294,358 subscribers with Mobilink adding 159,761 subscribers from July-October 2011.

1) Market share:

Mobilink 30%

Ufone 19%

Zong 12%

Telenor 25%

Warid 14%


5/12

2) Strategy Formulation:

To be the unmatchable mobile system of communications in Pakistan

this provides the best value to its customers, employees, business partners

and shareholders.

"To be the leading Telecommunication Services Provider in Pakistan by offeringinnovative Communication solutions for our Customers while exceeding

Shareholder value & Employee Expectations".


6/12

Total Customer Satisfaction

Mobilink believes that customers are at the heart of its 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 their expectations.

Business Excellence:

Mobilink strive for excellence in all that they do. Mobilink aspire to the highest standards

and raise the bar of excellence every day. This commitment to delivering world-class

quality translates into unmatched service and value for its customers and all stakeholders.

Trust & Integrity:

Mobilink takes pride in practicing the highest ethical standards in an open and honest

environment, and by honoring their commitments. They take personal responsibility forall their actions, and treat everyone fairly, and with trust and respect.

Respect for People

Mobilink believes that its relationships drive its business. They respect and esteem their

employees and all stakeholders. Mobilink believe in teamwork, empowerment and honor.

3) Strategies at Mobilink:

Three types of major strategies employed by the organization at different level.namely

1. Corporate Level Strategy

2. Business Level Strategy

3. Functional Level Strategy


7/12

4) SWOT Analysis:

Strength:

Strong brand image

Potential customers

Highest coverage

M2 moterway coverage

The company excels in marketing, sales and customer services.

It has the advantage of having a huge and loyal customer base.

WEAKNESSES

Currently providing not good quality services because of change their:

Network from 900MHZ to 1800 MHZ

Less investment

Fewer advertising now days

Weak customer retention


8/12

Engineering department of mobilink is not well competent

Opportunities:

Can expand their network in uncovered areas

Services in the future can be

Wireless

Calling Cards

B2B services with providing I Phone

Lower prices

Develop their website for online bill payment and sim swap services

Threats:

New market player Zong

Competitors can offers packages to corporate customers in better way

Brand name survival

Price War

5)PEST Analysis :


9/12

Political factor:

Political environment of Pakistan is not stable in the current situation and country

is not progressing in terms of economic growth that was expected.

Environment is investor non-friendly & telecommunication sector is under

regulation.

Economic Factor:

Marketers should consider long term and short term state of tradingmarket.

Inflation is being controlled by state bank and under strict eyes but

unemployment rate is going up and with increase of poverty. Economic instability is decline day by day as liquidity crisis is prevailing

in the world

Socio-Cultural Factors:

Most of the people dislike anything extra-ordinary or something whichsabotage their culture or subculture

Company are mostly targeting upper- end of market mostly publishedtheir advertisement in English language

Technological Factors:

Companies have technology with which they can compete in the Pakistanand now companies are investing in their infrastructure to not only expandbut also to upgrade their existing structure.

Mobilink shifted its whole network from 900 MHz to 1800 MHz offerValue Added Services like General Packet Radio Service (GPRS),Multi-media Messaging Services (MMS) and Virtual PrivateNetwork (VPN) etc

6) BCG Growth share matrix:


10/12

STARS:

MOBILINK indigo

Mobilink blackberry Jazz Jazbah

Cows:

Jazz one

Jazz ladies first Jazz budget

Question Mark:

Jazz easy

Mobilink Pco

Dogs:

Jazz Octane

7) core competencies:


11/12

Largest network provider

Excellent customer provider

Highest customer base

8) competitive advantages:

Mobilinks strength lies in the establishment of a strong, fundamental andcoherent long-term business plan, designed to sustain economic challenges inthe country.

It has invested heavily in infrastructure, technology, human resources andcustomer services which has given impetus for abroad-based future planningstrategy. It further is investing US $500 billion in Pakistan to developits infrastructure. Therefore it has the competitive advantage of making hugeinvestments in Pakistan which no-one else had made before regardingtelecom.

Pioneer cellular service in Pakistan to provide coverage on the M2motorway.

Pioneer in GSM service in Pakistan.

With 30 million customers Mobilink is truly called the King ofcellularserviceproviders.

Mobilink has the highest market share of 36 % not only in terms of number of

subscribers but also in terms of revenue.

Large number of corporate customers uses Mobilink post paid connectionIndigo and Mobilinks Blackberry handsets.

Mobilink and Muslim Commercial Bank have made a combined effort inorder to maximize the ease and the satisfaction of their respective customersby offering them all banking services from their very own mobile handset


12/12

Documents

Bps Project