CHAPTER 01
IntroductionCMCCChina 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 customise 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 that is
demanding and understands and appreciates better quality and
service standards.
Company ProfileCMPAKChina Mobile Pakistan (CMPak) is a 100%
subsidiary of China Mobile. The pioneering overseas set up of China
Mobile came through acquisition of a license from Millicom to
operate a GSM network in Pakistan.
So far CMPak has invested more than US$ 700 million in the
telecom sector in Pakistan and an additional US$ 800 million will
be invested till the end of year 2008.
With ambitious plans to cater to the fastest growing Pakistani
market and to win over the ever demanding Pakistani customer, it
will be offering unprecedented coverage, voice and data services as
well as a wide range of tariff options to choose from.
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 geared
to offer neatly packaged VAS products that will benefit the
individuals, corporates 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.
ZONGZONG is the first International brand of China Mobile being
launched in Pakistan. It is meant to empower and liberate the
people of Pakistan in every nook and corner of the country. 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 or congestion. ZONG will be supported by
ground breaking communications, trend setting customer service and
an unmatched product offering which will redefine rules of the game
and establish ZONG as a serious contender for the number one spot.
ZONG would offer its customers with entertaining & innovative
value added services and will empower them by giving a wide variety
of products, services & content to choose from.
They are privileged to be the pioneering country introducing
this brand with others to follow. And God willing, together they
will also make ZONG a success story for others to try and
replicate
The BrandZong font is futuristic depicting a clear and modern
approach. It is simple and in italics, depicting the move forward,
yet comes out as composed and a coherent.
The new refined font couples a tinge of dexterity transforms in
to a flexible outlook. The blue background gives the brand a young
and fresher look, whereas the type phase, illustrates the
confidence, stability and corporate image.
Colour:Color is second element in developing a distinctive
visual identity; color can trigger an emotion and evoke brand
associations. Zong logo is predominantly blue, red and white; the
colors depict energy, youth, sophistication and optimism. Different
people, different landscapes, different cultures, but one nation,
one common expression, one common voice, one choice-Zong a brand
that understands your needs and speaks to your mind and heart.
Zong is young, progressive, energetic, genuine and honest,
clearly someone from your bunch of friends, who never lets you down
and deeply inclined to your side-a true companion and well
wisher.
Zong a fresh dynamic and customized brand befitting your
lifestyle in order that you feel it as part of your life. A brand
that you can always count on, sincerely, that understands your
needs, wishes and desires and helps you get connected with your
loved ones anywhere, anytime. So speak your heart out and be good
to your expression as Zong is all set to mesmerize you with the
ever-entertaining journey of life
The VisionWith perfect sincerity and integrity, we will strive
to fulfill their triple-sided responsibilities: their economic
responsibility; their social responsibility and their environmental
responsibility. As a good corporate citizen, China Mobile Limited
is committed to the harmonious development of its business, society
and the environment. China Mobile Limited will remain humble and
keep innovating in order to achieve pre-eminence.
The MissionChina Mobiles mission statement is Communicate a
Boundless World and Construct an Information Society. It aims to
build an omnipresent mobile network to provide a colorful set of
mobile communication applications with omnipotence, to promote the
citizens level of informationalization and enhance China Mobiles
competitiveness at an international level.
Omnipresence entails a secure, open digital network with
seamless coverage which allows everyone to use the network at
anytime and at any place. Omnipotence entails the continuous
creation of all kinds of applications to suit the individual needs
of consumers and the prompt adaptation to new changes to the
environment.
Omnipresence and Omnipotence are China Mobiles ambitious plans
and also the objectives that China Mobile aims to achieve through
its ethos Perfection.
Goals and Objectives
Mobile communication is now a utility. You need your mobile
phone. Zong team seeks to meet consumers all communication needs by
providing the best technology at an affordable price. They give
you: Coverage - at an affordable price Convenience - at an
affordable price Connectivity - at an affordable price
It would be their prime objective to be rated as the best
cellular service provider in Pakistan by expanding their service
area to every corner of the country which is to be backed by
excellent after-sales service.
As a major step towards achieving their goal of expanding their
services rapidly They have decided to award the expansion contract
to different vendors in Pakistan. These high ambitions would
certainly lead us to become a major force in the development of
telecom industry in Pakistan.
We know that their partners Alcatel-Lucent Technologies,
Ericsson Pakistan Limited, Huawei Technologies Pakistan and ZTE
Pakistan are very well-known globally for their technical expertise
and professionalism. The professionals representing their partners
will help CMPak achieve its goals in the shortest possible
time.
Zong have completed acquisition of 100% shares of ZONG. US $ 723
million worth of FDI has already been made in the country and on
top of that Theyll be investing millions of dollars in the
future.
Let me reiterate their resolve and uncompromising commitment
that China Mobile is here to stay which is why They are planning to
continuously invest to improve their network coverage and quality.
China Mobile has the resources and technical expertise to become
one of the largest operators of the country. HR Policies
It is China Mobiles part of H.R policy to retain and recruit the
local employees, which would benefit both the parties, thus they
would be contributing in reducing the unemployment rate in the
country by providing new job opportunities & the opportunity of
training & development.
They would make this company the most sought after in terms of
human resource, network, and brand and customer service to begin
with and show all their stakeholders that They are the best
professionals in this industry and They mean business.
To support and assist the local employees, CMPak would be
calling in Chinese experts who possess a rich experience in the
relevant fields.
Moreover, on the front of Corporate Social Responsibility, They
as a team owe a lot to this society and would render their support
in some social development projects. They will also show and
announce about their environment friendly Towers as soon as
possible.
Their plans aim to make this company grow very rapidly in areas
like human capital, brand, technology, distribution and services
etc. However, none of these plans can be achieved without a strong
national workforce in Pakistan.
CareerZONG is committed on attracting and retaining the best
human resource from all over Pakistan. Its also provides a working
environment which satisfies the professional and personal needs of
its employees.
Strategic PlanningThe Company has set up a strategic management
system to formulate the company s
five - year development plan and three-year strategic plan,
which includes five management modules: environmental analysis, an
objectives system, proposal formulation, measures planning and
implementation assessment. These modules lay down the action plan
for the Companys development and establish a strong supervisory
control system for the implementation of strategies, budgets and
internal performance management, strengthen the guidance and
driving function of strategies on business operations.
Budget Management:Strategic optimal resources allocation
The Company has adopted a comprehensive budget management system
based on the Companys strategy and market analysis to ensure the
Companys strategy, business plans and budget are effectively linked
up and to guarantee that the key areas of enterprise development
are carried out with priority. The budget objectives also provide a
breakdown of responsibilities from subsidiaries, departments to
individuals and strengthen control and analysis of the budget
implementation to ensure the realization of the strategic
planning.
Core ValuesThe Company upholds its core value in earnest, namely
Responsibility Makes Perfection. With Communicate a Boundless World
and Construct an Information Society as its mission, the Company
strives to become the Creator of Superior.
Responsibility Makes PerfectionCMPak is here with the same theme
which they are following in China i.e. Responsibility leads
perfection. By this CMPak shows how much responsible the
organization is to achieve perfection.
Corporate Philosophy
The core concepts of the Companys corporate culture are
Responsibility and Pre-eminence, meaning that the Company shall
Enrich the Publics Livelihood by its Noble Virtues. To that end,
the Company is committed to being a benevolent, responsible and
outstanding corporate citizen who never ceases in its efforts in
making improvements.
Based on the understanding of their triple-sided
responsibilities, namely their economic responsibility to grow,
their responsibility to the society and their responsibility to the
environment, China Mobile Limiteds vision of responsibility is as
follows:
With perfect sincerity and integrity, They will strive to fulfil
their triple-sided responsibilities: their economic responsibility,
their social responsibility and their environmental
responsibility.
- The Company will keep its commitment to being an outstanding
corporate citizen and will fulfill its promises with utmost
integrity, and it will continue its efforts in innovation and
pursue ever greater perfection without resting on its laurels in
order to achieve the harmonious development of the Company, the
society and the environment.
The starting-off point of the Companys vision of responsibility
is acting in good faith, which bears the two-fold meaning of
"sincerity" and "integrity" in ancient Chinese culture. Sincerity
is the starting-off point and driving force behind the continuous
efforts of the Company in fulfilling its responsibilities and
integrity is the norm and basic standards for the fulfillment of
their responsibilities.
Economic responsibility- the Company will pursue harmonious
development for itself and will secure its own sustainable
development through credible and responsible economic activities.
To this end, the Company will demonstrate all its strengths,
continue its efforts in innovation and pursue ever greater
perfection.
Social responsibility- the Company will pursue the harmonious
development of the society and, whilst pursuing its own excellence,
the Company will strive to achieve synergy with the development of
the society with a view to make progression towards the sustainable
development of the human society.
Environmental responsibility- the Company will pursue the
harmonious development of the environment. To this end, the Company
will endeavor to protect the natural environment by reducing its
consumption of resources and the impact of its operation on the
environment.
Code of Business PrincipleCMPak activities should serve to
illustrate that business success in demanding markets can be
achieved without compromising ethical principles or international
norms. Their Codes of Conduct have been adopted by the CMPaks Board
and are a key management tool for influencing all their
activities.
The Codes of Conduct cover areas that are important for ensuring
solid business ethics in all aspects of their activities. They
contain specific and practical rules, and set the standards for how
individual employees should conduct business when faced with
competition and demands for meeting business objectives. Failure to
comply with the Codes of Conduct results in sanctions suited to fit
the nature and extent of unauthorized actions. The Codes of Conduct
apply to managers, employees, hired staff and anyone acting on
behalf of CMPak.
Products and ServicesTheir businesses can be primarily divided
into voice business and new businesses.
Voice BusinessTheir voice business refers to the business where
their subscribers make and receive calls with a mobile phone at any
point within the coverage area of their mobile telecommunications
networks. The services include:
Local calls Domestic long distance calls International long
distance calls Intra-provincial roaming Inter-provincial roaming
International roaming
Voice value-added Services.Their voice value-added services
mainly include: Caller identity display. Caller restrictions. Call
waiting. Call forwarding Call holding Voice mail Conference
calls
New BusinessesTheir new businesses include data businesses and
value-added services
Data businessTheir data businesses mainly include short message
services, or SMS, wireless application protocol, or WAP, Color
Ring, multimedia messaging service, or MMS and others. They have
also developed many other data products such as Java Applications ,
IVR, PIM and others.
Value Added ServicesBesides these basic services CMPak is
providing its customers a wide range of Value Added Services. This
includes. Group SMS Gumnam SMS Secret Inbox Chit Chat Corner
International SMS Fun 440 Greetings PIN and PUK Voice Mail Latest
Ring tones Picture Messages Group Logos Mobile Greetings Valentines
day Special Monthly info services. GPRS
ZONG PackagesZONG offers both Post Paid packages and Pre-Paid
packages.
Post Paid package:
Line Rent (Rs)0
100
500
1000
On-Net Calls (Rs.)0.6
0.6
0.4
0.3
Off-Net Calls (Rs.)0.9
0.9
0.8
0.75
Spouse Number (Rs.)0.4
0.25
0.15
Free
Free SMS (On & Off-Net)0
25
50
100
SMS Rate (Rs.)1
0.75
0.5
0.5
Free Minutes0
100
600
1200 Free Minutes Break Up Free Minutes Billed Per
MinuteOn-Net0
75
450
900
Off-Net0
25
150
300
Securities
Local / Nation Wide
Rs 1000
International Dialing
Rs 1500
International Roaming
Rs 15000
30 Second Billing Billing of Free Minutes will be per minute
Off-Net free minutes will also include landline numbers and will be
inclusive of interconnect cost All VAS services (Ring-tones,
Picture messages, Logos, informational services) and International
SMS will be charged as per standard tariffs International Roaming
Charges in case of outbound roaming will apply All charges are
exclusive of taxes
Pre-Paid Packages:Call or SMS for 75 paisa 50 Paisa/call(8
Aanay) 12 Aanay Package Free Package ZONG super Free Number Break
Time Offer Aik Second Package
Call or SMS for only 75 paisa to any network and time!
Talk for an entire hour - any hour, for only Rs.4.99 and for the
first time in Pakistan you can change the hour everyday!
Pay 30 Second Charging
ZONG to ZONG
75 Paisas ZONG to any other number 75 Paisas
SMS to any network
75 Paisas Happy Hour Rs. 4.99 per hour
ZONG Friends and Family numbers
5 Numbers ZONG Friends and Family rate 50 Paisas
*8 Aanay Offer
50 Paisas MMS Rs. 3/100KB
Mobile Internet
Rs. 15/MB
40 paisa extra will be charged during first minute 8 Aanay offer
is only for one off-net number at a time and it can be changed
any
time 8 Aanay offer can be selected by dialing 907 and each
addition/modification will be
charged at Rs. 15 + tax
30 Second Charging
ZONG 12 Anay is available at all ZONG Sales and Services Centers
and selected retail outlet across Pakistan. Happy hour needs to be
activated by the subscriber; every action/modification will be
charged at Rs5. Friends and family rate apply for 24 hours, for
those customers who have subscribed for happy hour, Friends and
Family rates will not be applicable during that hour. Happy hour
can be modified once everyday.
50 Paisa/call (8 Aanay) Any Network Any Time
People claim of simplicity and yet give you half the truth. Only
ZONG gives you the full truth at half the price. Now make calls to
any other mobile network for 8 aanay i.e. 50 paisas per call and
you can change that number any time you want. You will have to pay
40 paisas extra for the first minute only. So say it clear, say it
loud, say it to anyone, and say it all! To avail this offer please
dial 907 from your ZONG number. This offer is available on 12 Aanay
package only.
Free CallFor the first time in Pakistan you can make free calls
for life! Choose one favorite ZONG number and call from midnight to
7am - absolutely free! This is a limited time offer, so rush now
before you miss the deal of a lifetime! During Break Time Hours
call all ZONG numbers at Rs.3.99 per hour from noon to 2.00pm. Now
you can call up to 10 Friends and Family numbers.
Nationwide Tarrifs ZONG to ZONG Rs. 2.00/minute ZONG to any
other network Rs. 2.00/minute SMS to any network Rs. 0.20 ZONG
Friends and Family numbers 10 numbers 1 Free Number (Midnight to
7:00 am)* Free Late Night Offer (Midnight to 7:00 am) ** Rs. 3.99
per hour Break Time Offer (Noon to 2:00 pm) ** Rs. 3.99 per hour
ZONG Friends and Family rate Re. 1.00/minute MMS Rs. 3/100KB Mobile
Internet Rs. 10/MB
Limited time offer ' All ZONG numbers You can subscribe to ZONG
Free Package by dialing 900 with onetime charges of Rs. 15 only
(first time migration to this package is free) Balance validity is
based on re-charge Daily subscription charges are Re. 1 The free
number can be modified only once every month You can choose to
unsubscribe from Break Time offer by calling 310 To avail one free
number the subscriber needs to maintain balance of Re.1. To
reactivate call 900
ZONG Super Free NumberThat special someone deservers something
special Now call on your one special number 24 hours - for free!
That's right you can literally talk your heart out 24 hours a day
everyday to that special someone - all for FREE! Subscription
Monthly subscription Rs500+Tax This offer is for ZONG Free Package
for ZONG to ZONG calls only. Dial 908 for package conversion &
special number selection / modification. You can also subscribe
through SMS by sending SUBFREE TO 908
Break Time OfferFor the first time in Pakistan, ZONG offers you
the benefit of calling your friends and family freely during
daytime. This facility is available through Break Time Offer which
is available on ZONG Free Package. Break Time Offer is a fabulous
offer from ZONG that enables you to call any ZONG number from 12
noon to 2pm for just Rs.3.99 + tax per hour.
There is no subscription fee OR any additional charges with
Break Time Offer. Any subscriber to the ZONG FREE Package can avail
this facility. To subscribe to ZONG FREE Package dial 900 from your
ZONG connection and follow the simple instructions to activate ZONG
FREE Package.
Make call for just 4 paisa per second
All Networks. All Numbers. All Time! Call 5 Friends and Family
numbers for just 2 paisas per second.
Nationwide Tariff
ZONG to ZONG
4 paisas ZONG to any other network 4 paisas
SMS to ZONG
75 paisas SMS to any other network Re 1 ZONG Family and Friends
numbers 5 numbers
ZONG Friends and Family rate
2 paisas MMS Rs.3/100KB
Mobile Internet
Rs.15/MB
Per Second Charging: Customers can subscribe to ZONG Aik Second
Package by dialing 900 with one-time charges of Rs. 15 only (first
time migration is free) Package can be changed once every day
Balance validity is based on re-charge
Special FeaturesYAARI LOAD ZONGOPEDIA ZONG INTERNET USB CARD
ZONG SUPER FREE NUMBER ZONG MOBILE PHONE OFFER ISLAMIC SERVICES
VIDEO ON DEMAND ZONG DIAL TUNES ZONG MOBILE MUSIC CHANNEL SMS SONG
SEARCH UNLIMITED SMS ZONG MOBILE INTERNET HOURLY PACKAGE
GPRS PackagesZONG Unlimited @ Rs. 400+Tax/month ZONG Free @ Rs.
10+Tax/M
Sales Department
Marketing and sales departments are two departments which leads
organization to success or failure. The sales department of CMPak
is working very hard to get the market share and lead the
organization to success. There are six Zonal and assistant managers
with their own teams. These managers are trying their level best to
make the work force work for the best of organization. The work
force consists of RSOs andDSOs.Structure of Sale Department
At the top of the sales department there is GM sales, then comes
Head or Sales department, then Regional
Manager Sales and Distribution, then Zonal Managers/ Assistant
Managers who control RSOs and DSOs.
HIERARCHY OF SALES DEPARTMENTGM Sales
Head Sales
RSOs
Assistant Manager Sales
Zonal Manager Sales
Reginal Manager Sales and Dsitribution
DSOs
Culture (Internal Environment)The internal environment of the
organization is very friendly. Like working in sales department I
have noticed that the monthly targets are given to the Regional
Manager Sales and Distribution. The RMD divides the targets amongst
the ASM with mutual consent. They sit together and device methods
by which they will divide targets amongst them. There is no
restriction on the division of targets from the higher
management.
Also one dont have to follow the managerial hierarchy for
certain situations. Like being an internee I had to discus my
proposals with my concerned manager but I was not bounded I can
directly discuss that proposal to the Regional Manager or even the
Head of Sales.
Also the Assistant managers and Zonal Managers have full
autonomy on controlling their respective teams. There is no bound
form the management on how to control the teams they are concerned
about the results. That is why I have even seen managers in dual
moods sometimes they are very lenient with the team members and
some times they seems to be very harsh on them. Because sales is
target oriented job and they have to achieve the targets.
Customers and MarketCMPak exist to serve both the corporate and
non corporate clients. Currently the CMPak is following the same
strategy which is adopted in China i.e. Cater the Youth. Because
according to CMPak if you make youth a user of your services it
will have a long term impact like greater level of Loyalty. Also
youth as we all know are techies so by new innovative services it
is easy for the company to capture the segment comprises of
Youth.
But the company hasnt limited itself to youth only. Right now
the company is investing a lot on expanding the network by
installing 2500 BTS by the end of this year this is done not to
increase the network capacity of CMPak but also to change the
perception of the people which they hold toward Zong i.e. The
network is not good.
Customer ServicesCustomer Services department exists to serve
you. Any queries you may have about getting a connection, account
information, coverage details, information about their franchises,
value added services, SMS information, anything at all you that you
want to know about them and their services.
Three Factors Drive Business GrowthNew
Customers
New
Services
New
Traffic
Initially ZONG was in the question marks where they got mediocre
size
investments and were unable to convert to cash cows.
This amount of investment was actually a waste of money as they
should either
have received enough investment for their SBUs in order to
achieve real market
dominance and become cash cows which of course was impossible in
case of
ZONG which had very few finances.
According to the new strategy, it is our aim to place ZONG in
the matrix as cash
cows which have high market share with a low growth rate.
The most important factor for keeping the company in this grid
is that, here we
have to invest low and the return on investment is comparatively
high.
Markets
ZONG CoverageZONG is constantly expanding its coverage, adding
new cities and regions to its country-wide network. Powered by
their commitment to setting new service standards, the ZONG network
coverage extend up to 600 cities and towns of Pakistan.
Where ever you go, we will follow you!
Coverage MAP
Managerial View
Planning Process and Related IssuesAs I was in sales department
I will discuss the planning according to sales department. All the
planning was done by higher management. The targets was set by the
higher management and then given to the regional manager. The
regional manager then setup a meeting with the ASMs and zonal
managers to discuss about those sales targets and how to divide
targets amongst the managers. They develop certain formulas on the
basis of which they allocate targets to the managers. Planning
Tools and Techniques
Sales targets were set on monthly basis and the technique used
is the review of previous months performance and achievement of
targets. Certain formulas were developed to allocate fair targets
to the managers. Who then try their best to achieve those targets
through their respective teams.
Organizational Structure and DesignQian Li
CEO
Zafar Usmani
COO
Xin Jie
Chief Financial Officer
Sajid Mehmood
CIO
Babar Bajwa
Director COPS
Salman Wassay
Director Marketing
Tehmina Khalid
Manager Revenue Assurance
Cyrus Sikandir
Head of O & M
Wajid Ali
Head of NP & S
Board of DirectorsExecutive Directors Mr. WANG Jianzhou
(Executive Director, Chairman & Chief Executive Officer) Mr.
LI Yue
(Executive Director & Vice President) Mr. LU Xiangdong
(Executive Director & Vice President) Mr. XUE Taohai
(Executive Director, Vice President & Chief Financial
Officer) Mr. ZHANG Chenshuang
(Executive Director & Vice President) Mr. SHA Yuejia
(Executive Director & Vice President) Mr. LIU Aili
(Executive Director & Vice President) Madam Xin Fanfei
(Executive Director & Vice President)
Independent Non-Executive Directors Dr. LO Ka Shui Mr. Frank
WONG Kwong Shing Mr. Moses CHENG Mo Chi Non-Executive Directors Mr.
Paul Michael Donovan Principal Board Committees
Audit Committee Dr. LO Ka Shui (Chairman) Mr. Frank WONG Kwong
Shing Mr. Moses CHENG Mo Chi
Remuneration Committee Dr. LO Ka Shui (Chairman) Mr. Frank WONG
Kwong Shing Mr. Moses CHENG Mo Chi
Nomination Committee Dr. LO Ka Shui (Chairman) Mr. Frank WONG
Kwong Shing Mr. Moses CHENG Mo Chi
Human Resource
Equal Opportunities for Development
China Mobile strictly complies with the relevant laws and
regulations of the place where it is located as well as the
industry code of conduct during the employment relationship. In no
event shall child labor be employed in any position. Forced labor
and work place discrimination shall be avoided.
China Mobile upholds the principle of gender equality and adopts
an equal employment opportunity policy. China Mobile attaches great
significance to the career development of female employees. In
2001, China Mobile sets up the protection of female employees
rights association on a national basis. Contribution from the
female employees to enterprise development and to society has been
widely recognized. A number of female employees were commended by
the state for their outstanding performance.
Caring for Employees Health and Safety
China Mobile has reinforced safety and has enhanced workplace
safety measures to create a safe work environment. It also places
emphasis on increasing employees awareness of workplace health and
safety such as carrying out fire drills. Additional precautionary
tools and gears have been given to outdoor construction workers
working at height, working at power supply facilities, working
under inclement weather conditions and working in dangerous
terrain. In strict compliance with the relevant regulations, China
Mobile takes out occupational injury insurance so that employees
who suffer from workplace injury or occupational diseases are
guaranteed to receive medical assistance and economic
compensation.
Focus on Employees Career Development
The Company has set up a comprehensive performance based
incentive scheme and reward mechanism. China Mobile values the
career path planning of employees of different positions. In order
to promote employees career development, direct supervisors are
required to conduct face to face meetings with their staff
regularly relating to job duties and work performance during which
employees can express their views and make suggestions for
improvement.
China Mobile is committed to building a learning organization
and continuous efforts have been made to enhance its training.
China Mobile Communication University was established to provide
training to each level of China Mobiles employees. Course
instructors include internal specialists and external specialists
and professors from tertiary institutions such as Tsinghua
University, Beijing University and Renmin University of China.
China Mobile takes the initiative to establish an e-learning system
which is now operated on a trial basis at the headquarters and five
subsidiaries. There were 17 online courses which increased to 111
by the end of 2006. There are a wide range of courses covering
areas such as enterprise strategy management, business
administration, human resources management and financial
management.
China Mobile introduced and implemented an effective secondment
program to promote staff mobility. All outstanding employees within
the group are eligible for secondment to the headquarters or other
subsidiaries of the group for a period of several months up to a
year. Through continuous efforts, China Mobile now maintains a
stable workforce and has seen significant enhancement in its staff
quality. These are key factors for a rapid and healthy development
of an enterprise.
Internal CommunicationCommunication is normally done through top
to bottom as the planning is done by higher management. But if
someone has any kind of issues then bottom up communication is also
allowed.
Also for sales force the communication is normally bottom up.
The sales force will communicate certain issues to the management
which will then be discussed by higher management.
Leading
Group and TeamsThe organization follows a hierarchy for
individuals only the sales department has teams.
In sales department there are 6 Assistant and zonal managers.
Excluding the corporate manager sales the rest 5 managers have
their own teams comprising of Rsos and Dsos.
The managers put a strong check on the teams and evaluate their
performance on almost daily basis.
The managers have further divided the teams in sub teams like a
manager has assigned different areas so he can make teams for every
assigned area and can evaluate the performance.
Motivational TechniquesMarketing and sales are two important
department of the organization who needs to be motivated more than
other employees because they lead the organization to success or
failure. Same is the case with CMPak. CMPak uses several techniques
to motivate the sales department employees.
Manager of the WeekOrganization declares manager of the week on
the basis of direct SIM activations. To be manager of the week the
manager struggle hard and make the team to work hard.
Commission Base CompensationThe sales force is given commission
on achieving sales targets besides their basic salary.
Employees Protection & Rights
Equal Opportunities for DevelopmentChina Mobile strictly
complies with the relevant laws and regulations of the place where
it is located as well as the industry code of conduct during the
employment relationship. In no event shall child labor be employed
in any position. Forced labor and work place discrimination shall
be avoided.
China Mobile upholds the principle of gender equality and adopts
an equal employment opportunity policy. China Mobile attaches great
significance to the career development of female employees. In
2001, China Mobile sets up the protection of female employees
rights association on a national basis. Contribution from the
female employees to enterprise development and to society has been
widely recognized. A number of female employees were commended by
the state for their outstanding performance.
Caring for Employees Health and Safety
China Mobile has reinforced safety and has enhanced workplace
safety measures to create a safe work environment. It also places
emphasis on increasing employees awareness of workplace health and
safety such as carrying out fire drills. Additional precautionary
tools and gears have been given to outdoor construction workers
working at height, working at power supply facilities, working
under inclement weather conditions and working in dangerous
terrain. In strict compliance with the relevant regulations, China
Mobile takes out occupational injury insurance so that employees
who suffer from workplace injury or occupational diseases are
guaranteed to receive medical assistance and economic
compensation.
Focus on Employees Career DevelopmentThe Company has set up a
comprehensive performance based incentive scheme and reward
mechanism. China Mobile values the career path planning of
employees of different positions. In order to promote employees
career development, direct supervisors are required to conduct face
to face meetings with their staff regularly relating to job duties
and work performance during which employees can express their views
and make suggestions for improvement.
China Mobile is committed to building a learning organization
and continuous efforts have been made to enhance its training.
China Mobile Communication University was established to provide
training to each level of China Mobiles employees. Course
instructors include internal specialists and external specialists
and professors from tertiary institutions such as Tsinghua
University, Beijing University and Renmin University of China.
China Mobile takes the initiative to establish an e-learning system
which is now operated on a trial basis at the headquarters and five
subsidiaries. There were 17 online courses which increased to 111
by the end of 2006. There are a wide range of courses covering
areas such as enterprise strategy management, business
administration, human resources management and financial
management.
China Mobile introduced and implemented an effective secondment
program to promote staff mobility. All outstanding employees within
the group are eligible for secondment to the headquarters or other
subsidiaries of the group for a period of several months up to a
year. Through continuous efforts, China Mobile now maintains a
stable workforce and has seen significant enhancement in its staff
quality. These are key factors for a rapid and healthy development
of an enterprise.
Leadership Style of ManagersThere is no specific leadership
style the managers follow. Sometimes they are dictators, some times
democratic and even laisez-Fair.
In my internship the style of manager, regional manager and head
of sales was more likely laisez-fair and sometimes democratic. They
never used to be dictator.
ControllingManagers and above have the controlling authorities
in CMPak. A manager can control his sales force using any means
being lenient with them and even harsh sometimes. Every higher
authority can control the subordinates.
Controlling Against Fraud and Illegal ActionsSales managers try
to control the fraud and illegal actions by compelling the sales
force to have the copy of N.I.C of each customer to which they sell
a connection. Then a complete form is filled by the sales officer
with customer details and then submitted to record office of
organization.
Structure and Design IssuesOrganizational Hierarchy:C.E.O
GM
CENTRAL-I
GM
CENTRAL-II
GM
NORTH-I
GM
SOUTH-I
CFO
MANAGER COPS
ADMIN
SALES HEAD
RMD
ASM
ASM
ASM
ASM
FFR
DSO
RSO
Departments:Geographic Distribution
CMPak is divided into four regions of Pakistan. Every region has
its own Regional Managers for sales.
Region 1 (North-I)
Region 1 is Islamabad. Islamabad is the headquarter of CMPak.
All the higher management resides there. Peshawar location is also
controlled by this region.
Region 2 (Central-I)
Region 2 is Lahore. In Lahore there are two offices the main
office is IN New Garden Town where I did my internship and the
other one is on Main Boulevard D.H.A. Marketing, sales, and HR
department resides in this region also. Locations like Shiekhupura
etc are controlled by this region.
Region 3 (Central-Ii)
Region 3 is Faisalabad. Faisalabad has its own zonal and
assistant manager sales and sales force.
Region 4 (South -I)
Region 3 is Karachi. Karachi has its own zonal and assistant
manager sales and sales force. Hyderabad and Balochistan location
are also controlled by this region.
IT
ADMIN
COPS
HR
MARKETING
SALES
ENGINEERING
FINANCE
Structural Dimensions
Formalization
Formalization is the degree to which the jobs within the
organization are standardized. Job are standardizes in CMPak.
Document exists for every activity. Like in sales promotion
activities a complete proposal has to be made in order to get
approval on that proposal.
Specialization
Specialization is the degree to which organizational tasks are
subdivided into separate jobs. Different department exist in CMPak
which refers to specialization. There are separate departments for
Human Resources, Marketing, Sales, Finance, Engineering etc. Every
department is concerned with his assigned task.
Hierarchy Of Authority
Centralization
Centralization is the extent to which the decision making is
concentrated at a single point in the organization. In CMPak the
main decision making is concentrated at higher levels of
management, they dictate the goals to achieve but it depends on
manager sales and sales force how they achieve it.
HEAD SALESREGIONAL MANAGER SALES
ZONAL MANAGER SALES
GM SALES
RSOS
DSOS
Professionalism
Work staff is highly educated and experience according to their
post or job title. Staff has both formal education and job
experience. The staff is regularly provided with extensive
training.
Personnel RatioMost of the CMPak comprises of male staff. There
are certain positions held by females like HR Manager is a
female.
Contxtual Dimensions
SizeSize can be counted as number of employees in the
organization or through total assets or total sales. As CMPak has
recently acquired PAKTEL and lot of restructuring is going on so
its very difficult to have an exact number of employees. Approx 230
employees are there in Lahore office.
TechnologyTechnology plays a key role in producing quality
services to its customers. At CMPak technology is properly
installed in order to ensure efficiency and quality in the services
offered. Technologies include mobile towers, switches, telephones,
fax machines, computers, internet, intranet, printers, photo copy
machines etc.
External Environment
External environment plays a major role in the development and
working of any industry. At CMPak external environment that can
effect the organizations operations are the services offered by
competitors, regulation by PTA etc.
Culture
CMPak has a good corporate culture. Sales managers have least
politics amongst them. Employees care for each other.
Goals And StrategyMobile communication is now a utility. You
need your mobile phone. ZONG team seeks to meet consumers all
communication needs by providing the best technology at an
affordable price. They give you: Coverage - at an affordable price
Convenience - at an affordable price Connectivity - at an
affordable price
It would be their prime objective to be rated as the best
cellular service provider in Pakistan by expanding their service
area to every corner of the country which is to be backed by
excellent after-sales service.
As a major step towards achieving their goal of expanding their
services rapidly They have decided to award the expansion contract
to four different vendors in Pakistan. They will be their strategic
partners in a contract which is worth US $ 500 million to execute
the most aggressive expansion plan in the history of the country.
In the coming years
They plan to invest in the areas of building new network
capacity of more than 20 million customer base and other
infrastructure. These high ambitions would certainly lead us to
become a major force in the development of telecom industry in
Pakistan.
We know that their partners Alcatel-Lucent Technologies,
Ericsson Pakistan Limited, Huawei Technologies Pakistan and ZTE
Pakistan are very well-known globally for their technical expertise
and professionalism. The professionals representing their partners
will help CMPak achieve its goals in the shortest possible
time.
As you are aware their new company name now is CMPak Limited and
They have completed acquisition of 100% shares of ZONG. US $ 723
million worth of FDI has already been made in the country and on
top of that well be investing millions of dollars in the
future.
Let me reiterate their resolve and uncompromising commitment
that China Mobile is here to stay which is why They are planning to
continuously invest to improve their network coverage and quality.
China Mobile has the resources and technical expertise to become
one of the largest operators of the country.
It is China Mobiles part of H.R policy to retain and recruit the
local employees, which would benefit both the parties, thus They
would be contributing in reducing the unemployment rate in the
country by providing new job opportunities & the opportunity of
training & development.
They would make this company the most sought after in terms of
human resource, network, brand and customer service to begin with
and show all their stakeholders that They are the best
professionals in this industry and They mean business.
To support and assist the local employees, CMPak would be
calling in Chinese experts who possess a rich experience in the
relevant fields.
Moreover, on the front of Corporate Social Responsibility, They
as a team owe a lot to this society and would render their support
in some social development projects. They will also show and
announce about their environment friendly Towers as soon as
possible.
Their plans aim to make this company grow very rapidly in areas
like human capital, brand, technology, distribution and services
etc. However, none of these plans can be achieved without a strong
national workforce in Pakistan.
Dynamic Process ManagementDecision MakingAt CMPak the decision
making is centralized at top level. The regional manager sales and
distribution is informed with the decisions made by top management
and then he is responsible to communicate it to the
subordinates.
Power And PoliticsEvery employee has his relevant power. Like
sales manager can control his sales force by any means without
consulting with regional manager.
Politics is a part of every organization some faces less some
faces more. During my stay I didnt saw much politics amongst sales
managers.
Marketing And Sales DepartmentGM
CENTRAL-I
MARKETING MANAGER
HEAD SALES
MARKETING
EXECUTIVES
REGIONAL MANAGER SALES
ASSISTANT/ ZONAL MANAGER SALES
RSOS
DSOS
Micro EnvironmentMicro environment revolves around organizations
internal affairs. Micro environment revolves around organizational
strengths and weaknesses, conflict of employees, relationship/
bargain power of suppliers and retailers, supply chain
management.
In CMPak the organization is not very prone to its internal
environment. The only thing which is creating hurdle is the
customers perception towards organization because of least network
support.
The organizations telecom network and bad word of mouth is the
main weakness company is having right now.
The major strength of CMPak is organization is having a lot of
budget to survive in the long run. CMPak is claiming that it has
budget for next 10 years which none of the existing company is
having. Telenor is at second place with five years budget in
hand.
CustomersRight now the customers are reluctant to subscribe to
CMPak because of negative word of mouth.
EmployeesThere is lot of restructuring going on in the
organization. Before the acquisition of CMPak there were lot of
down sizing in the organization and the nos. of employees were very
limited. Now the organization is trying to hire skilled work force
but the top management of different organization which CMPak is
trying to hire is still thinking to join the drowning ship.
SuppliersCMPak has developed good relationship with the
suppliers. Normally the work is done in time.
Retailers
Retailers are showing resistance on selling CMPaks connections
because they say that there is no market demand for CMPaks
connections. Now the organization is trying to convince them by
giving certain incentives o them.
Macro EnvironmentMacro environment revolves around the external
environment of the organization. It includes all the competitors,
governmental policies, rules, regulations etc in short any kind of
external situations which are out of control of organization
contributes to organizations external environment. Macro
environment can produce both opportunities and threats.
OpportunitiesThe Major opportunity for the company is it is the
richest telecom sector company in Pakistan. It has a budget for
next ten years. Secondly right now only 1.3rd of Pakistani
population is cell phone user so 2 segments are still left to
exploit so CMPak is not too late to get into the market. CMPak has
good chance to capture the market. Also with big budget CMPak is
trying to hire many skilled management and work force from the
major companies of Pakistan.
ThreatsThe main threat is the market share of existing
companies. Also companies like Telenor are utilizing its budget
very efficiently which can hider the way to success. Last but not
the least the negative word of mouth of Paktel in customers
mind.
CompetitorsEvery industry is surrounded with the threat of
competitors. Competitors normally try to hinder ones way to success
and same is the case in Telecom sector. Right now every telecom
company is using massive advertisements. Also the existing
companies have quite a good share of market and CMPak has to travel
a long way in order to catch with them.
Governmental Rules/ RegulationsGovernmental policies has a big
impact on every industry same is the case with telecom sector with
the deregulation of telecom sector the industry becomes very
competitive. The companies are continuously lowering the call rates
also providing innovative features at the same time.
There are many rules, regulations and procedures by the
Government of Pakistan, Ministry of Science and Technology, IT and
Telecom Division which telecom companies have to follow. Like
getting the license, modification to the license, transfer of
license, Interconnection between compatible systems etc.
Marketing MixProductProduct is known to be the heart of
marketing mix. As this is the one for which price, placement and
promotion is done. CMPak is a service sector organization providing
cell phone services to it customers.
CMPak is providing both Pre and Post pay services with GSM
network. Keeping the needs of consumers in mind CMPak is coming up
with new packages to cater different segments of market e.g. youth,
students etc.
CMPak has launched two main packages Power Package and Party
Time. Power package with low call rates and party time with free
SMS facility on the deduction of specific amount. Perfectly for
students and youth.
PricingPricing is a very major issue considering a product.
Price is normally associated with the quality whereas price should
be such which is affordable for target consumers.
CMPak recognizes this fact and is providing much lesser rates
for different services comparing to other companies. After the
acquisition CMPak has launched two main packages Power Package and
Party Time. Power package with low call rates and party time with
free SMS facility on the deduction of specific amount. The
above
mention packages have 30 second billing and when comparing with
other companies the rates are much cheaper.
DistributionCMPak has its own sales force which provides retail
and direct sale services.
Every sales manager has its own assigned area and sales force.
There are two categories of sales force at CMPak RSO and DSO. RSO
stands for Retail Sales Officer. The duty is to manage sales
through retail out let and franchises. Whereas DSO stands for
Direct Sales Officer, the duty of DSO is to sell the service direct
to the customer; CMPak is doing this by putting stalls at several
locations of Pakistan or managing events. Every manager is
responsible to manage sales in his area. DSO is the position which
I am holding at CMPak.
PromotionPromotion was the area on which I am really working on
my internship. My responsibility is to promote the two packages
Part Time and Power Package through different sales promotion
activities. To promote the brand and package, I with my team made a
marketing and sales plan for CMPak. Also They worked on several
proposals for sales promotion like They arranged a two days
activity at STEP Institute, New Muslim town. In their own
department They arranged an event which was having Quiz
Competition, SMS Competition, and Dares etc on 16th of Aug, 2007.
There were also many proposals on which They planned to work but
were not possible due to several constraints.
They supported their sales promotion activities with various
gifts and giveaways which were provided to us by CMPaks management.
The gift includes IPODS, Flasks, FM Radios, Parker Pens, T-Shirts,
and Caps etc. They gave two IPODS in the activity held on 16th of
Aug, 2007 in their department.
Marketing ResearchMarketing research is conducted by the sales
force of CMPak on monthly basis. Sales force provides information
about the market to the management and then management reviews
it.
In my internship I also developed a marketing research
questionnaire which can provide valuable information to CMPak.
Review, Conclusion & RecommendationsSTRENGTHSRichest company
of telecom sector in Pakistan Largest company of China on the basis
of subscribers. Plans of aggressive network expansion
WEAKNESSESComparatively late entrant in market. Currently
negative word of mouth in consumers mind. Weak network support.
Less man power.
OPPORTUNITIESOnly 1/3rd of Pakistani population is cell phone
user so 2/3rd segments are still left to
THREATSCompetitors. Governmental policies.
exploit. Growing trend of mobile telephony.
Conclusion
After spending time with organization I have figured out that
CMPak is quite optimistic about its growth and success. It seems
like management has get rid of the old and negative thoughts of
ZONG and putting their maximum effort for CMPaks success.
The management has a pre planned level of achievement which they
say that they will achieve that in the year 2011. Also the
management seems like they are expecting some great promotions in
the mean time every one has crossed fingers.
Also the way company has planned to expand the network it seems
like the organization will really achieve their targets. They have
planned to install 5500 BTS by the en of this year. Till now they
have installed 2950 BTS. The management said that you yourself will
see the difference by the end of this year.
So over all in my view the aggressiveness of company shows that
it will soon become a leading cell phone operator of country.
Recommendations
After working with the organization I would like to recommend
certain things to the company.
Get rid of the ZONG policies as soon as possible. They must
analyze the following for better generation of revenues They
suggested following tag lines for CMPak
Give maximum coverage to users
Communication Reinvented
Pioneers are back
Give quality services Try to co-brand with some IT-based company
like Microsoft (Acer) that
will surely add value and prestige to the products and services
of
CMPak especially w.r.t advanced technologies.
In future the company can collaborate with banks in order that
the customers/users can directly refill their credits or can pay
bills through the ATM machines.
The company can go for kiosk marketing at places like airports,
shopping malls and centers. This marketing technique will promote
the brand image.
