international business in ghana launching Uninor telecommunication .

7/30/2019 international business in ghana launching Uninor telecommunication .

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Launchof

Uninorin

Ghana

Presented to:

Prof. Jitendra Sharma

Submitted By:

Akshita Paliwal

Harsha Silan

Pintu Maharana

Sharmil Mehta


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Country Profile

Formal Name: Republic of Ghana.

Short Form: Ghana.

Term for Citizens: Ghanaian(s).

Capital: Accra.

Political system- Democratic

President- Mr. John Dramani Mahama

Date of Independence: March 6, 1957.


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About Ghana

Population Trend

population of Ghana is 24.97millians (females-51%, males 49), population density of 78

persons per sq. km (201 per sq. mi)

Language and Religions

Official language English, local languages are GA, Dagomba, Akan and Ewe. 41 percentChristian, 38 percent traditionalist, 12 percent Muslim, and the rest (about 9 percent) no

religious affiliation

Geography and Topology

Total area of 238,533 square kilometers,

Physical Infrastructure

Road Connectivity(.27 (world average 0.46) ), Air0.46 no. of airport , Rail

Penetration(947km) Energy (Production (Bn KWh): 8.204 (world 19020 Bn KWh)

Consumption (Bn KWh): 6.76 (world 17480 Bn KWh), Water Resources 0.98 cu km/yr.


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Culture of Ghana

Lifestyle and Family

Ghanas culture is strongly influenced by Europe but the country is striving to conserveand promote their African culture

Teen Life and Sports

Teen life is influenced mostly by a vibrant traditional culture which is still alive and well inurban as well as rural areas, and Western culture through T.V., movies and music.

Diet

Fish is also common. Ghanaians enjoy hot and spicy foods. Tropical fruit andvegetables supplement the diet

Dress

Light weight clothes are best for the heat, but women wear long skirts and men wearlong pants. T-shirts and knee length shorts are also accepted

Festival

Dodoleglime- nov, Abokyer-may, Homovo-sep.


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Economy Of Ghana

Monetary Unit

The cedi (). One cedi equals to 27.64 Indian rupees

Export and Import

Gold, cocoa, timber, tuna, bauxite, aluminum, manganese ore, diamonds, Imports

Capital equipment, petroleum, foodstuffs

International Trade

Ghana is active in the United Nations and many of its specialized agencies, as well

as the World Trade Organization, the Nonaligned Movement, the African Union

(AU), and the Economic Community of West African States (ECOWAS).

GDP

GDP Growth Rate is 7.9%

Fiscal year- 1jan to 31st dec.

Per Capital income- 14,071.62


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Advantages of Doing Business in

Ghana

Official language: English

Member of the World Trade Organization (WTO)

Export free zones where goods traded with other countries

are exempt from customs duties and laws

Telecom industry Growth Rate 1.1%

Near to ocean


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Business etiquettes

Times A factor

Brief Your Self

Take the time and get to know one another a little bit

Hierarchy and the respect a higher social status commands

Professional and academic titles are important

Concept of face- ( honor, dignity, and good reputation)


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About

Uninor is a young mobile operator in India based in Gurgaon, India.

Joint venture between Telenor group and Unitech group.

It is an affordable mass market service.

Telenor Group holds a majority stake in Uninor of 67.25%, and has invested Rs

14,000 Crore in establishing and running Uninor operations. Offers mobile voice and data services based on the GSM technology, currently

on a 5.4 MHz spectrum.

Launched in 8 circles on 3 December 2009, 6 months later, 5 additional circleswere launched including metropolitan areas like Mumbai and Kolkata.

Serves more than 3 crore customers in the states of Uttar Pradesh, Uttarkhand,Bihar, Jharkhand, Maharashtra, Goa, Gujarat and Andhra Pradesh.

Uninor has 31.8 million customers and a total workforce of 16,500 people.

Products and services are available from a more than 332,000 retail outletsserviced by 1,576 distributors.


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Company Profile

Name of Company: Uninor Telecom.

Status: A world class GSM service provider

Joint Venture: Telenor (Norway) & Unitech Wireless (p) Ltd(India)

Telenor: Worlds 6th largest telecom company (Presence in 14

countries)

Unitech Wireless: A constituent of Indias 2nd largest real estate

firm Unitech

Market share of Telenor: 67.25%

Market share of Unitech Wireless: 32.75%

In India: Rollout license for 21 circles out of 22 telecom

circles.

Current status: Launched in 13 circles including Maharashtra.

Experience in Telecom Sector: More than150 years

Total Number of Mobile Subscription: 174 million.

Number of Employee: 40,000 employees across the globe.

Punch Line: ab mera number hai

Vision: We exist to help you get the full benefits of

communications services in our daily lives. We are here to

help.


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Marketing Mix

Product

Prepaid CDMA and GSM mobileservices in 8 circles out of 22 circles

in India.

Price

Pioneer concept, one of its kind.

24X7 changing discount plan Upto60% discount depending on the

time and place.

Smart Tariff Plan

Talklonger@29p/min

Callmore@29p/min

Cost of pack Rs. 48 Rs. 26

Validity 365 Days

Talk time Rs. 10

Local Call (Uninor toUninor & Others)

50 p/min60p/min (5% to 60%

discount)

STD 50 p / min 60p/min

ISD

SMS Local & National 25p/ SMS

MMS Rs.5/- per event


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Marketing MixPromotion Hoardings with the changing discount rates along with the time for which they

are applicable

TV and web advertisements featuring their own employeestreasuring theirpeople the most

Localized advertisements and different versions of the tagline Ab mera

number hai Campaigns without famous personalities and celebrities to contain marketing

costs.

Slogan- Ab mera numberhaiBrand Ambassador- Young, Energetic,Ambitious youth.

Place 8 circles of 22 Indian telecom circles- in cities like Mumbai, Delhi, Kolkata,

Chennai, Hyderabad, Bangalore, Kochi, Noida, Greater Noida, Agra, Lucknow,Varanasi, Gurgaon and Ghaziabad.


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STP Analysis

Segmenting

Targeting

Positioning


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STP Analysis

Targeting

The company is targeting for 8% market share in India by 2018.

The country will have over 1.2 billion customers by 2018 as against540 millionnow.

Thus Uninor is targeting for 80 million customers by 2018.

Break-even in 3 years

Positive operating cash flow within 5 years in India.

Targeting youth as well as all the ambitious people.

Selective specialization targeting strategy.

First priority is to roll out across the country; a credible market share can bebuilt only after that. They hope to launch across the entire country by the end of

the year.


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SWOT AnalysisStrengths

Joint venture between worlds 6thlargest telecom company and Indias 2ndlargest real estate company.

Least capital investment as various services are outsourced. Least number of employees. Decentralized management structure.

Simple prepaid plan in which a local call is priced at 29 paisa/minute. The more you talk, the lower the price gets. Different segmentation strategy as compared to competitors. Use of real young people in promotion instead of any role model. Innovative promotional strategy.

Weakness

It has still not launched postpaid schemes Late entrant in the market. Too much outsourcing may go against the health of the company.


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SWOT AnalysisOpportunities

With rising individual saving rate with 9% growth rate, and expected increasein market size by 500 million in2010 (almost double), the company has greatopportunities.

Approximately 10-15 million mobile connections are being added every month.The national mobile tele-density is about 39 per hundred, Urban areas-75 (inMumbai), but Rural areas-13.

Micro segmentation strategy in rural markets adopted by the company. Falling handset prices and tariff rates. Increasing network distribution.

Statistics-

Cell phone ownership- Total- 51% Male-56% Female-44% Youth (16-19 years)-64% Amount spent on Mobile per month (average)- Boys- Rs. 125 (71% of pocket money) Girls- Rs.106 (62% of pocket money)

New mantra of youth- Kapda Ipod and Cellphone.


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SWOT Analysis

Threats

Competitors like Airtel, Reliance, BSNL, Vodafone.

Extensive Government regulations through TRAI as regards introduction of

new services.

Bloodbath in the market due to price war.

Uninor is likely to be followed by Etisalat of United Arab EmiratesPvt. Ltd,the Videocon group-promoted Datacom, and Bahrains Batelco co-owned STel.


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Competitors of Uninor in Ghana


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STP of Airtel Industry

Market segment : Market Niche, Mass Customization

Market Target : Elite group, professionals, entrepreneurs

Women and senior citizens

Market Positioning : Most affordable network


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4 Ps Of Marketing

Product

Price

Promotion place


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SWAT Analaysis

Strenth

Weakness

Opportunities

Threats


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Mode Of Entry

Marketing office

Guideline for Entry(national communication authority)

Application Form

7 (Self Marketing office)

We cover 5 mega city, 10 Districts,100 Villages


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Location decision

Population

Geography

Competitor

Airtel network vodafone network


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Uninor Network In Ghana


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STP Analysis

Segment lower middle class and upper lower class people

Service person(sales and distribution ) call at list 40 to 50 calls per day.

Teenagers, youngsters.

Target Market 15% market share

50 lakh customers

Network In all over Ghana

Positing lowest price but complete Facility

a business efficiency tool.


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Uninor Marketing mix

Product & Price SMS pack - GHC6/- month 400Msg, GHC10/-month 1000Msg. Caller tune service- GHA6 for 30 day, Gha12 for 3 month Net pack 2G and 3G- GHC 15/- 2GB , 3G GHC 60 1.5GB for 30days Jock Pack, Music Pack, Match Score Pack, Love SMS Pack, ETC

Call Rate Cuter Pack- GHA 6/- 0.068Gp for 3month Night Pack- Uninor 2 Uninor 11pm to 7 am free in 8GHA only BlackBerry pack- GHA99 for one month Games- GHA 5 /- Game MMS service

Information service (Hotel, Restaurant, club, Travel, Road) Video clip send and received Accounts are recharged with top up cards available in various

denominations of 50p GH1, GH1.5, GH2, GH 4, GHC 5, GH10, GH20GH50.


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Cont.

Place

Price: 2500 $

City: Accra (incl. Teshie, Nungua)

Square (m2): 1

Number of floors: 1

Number of rooms: 4

Square of land (a): 1

Price: 35000 $

City: Kumasi (incl. Tafo)

Square (m2): 80

Number of floors: 1

Number of rooms: 4

Square of land (a): 80
http://www.reghana.com/en/houses/house-446.htmlhttp://www.reghana.com/en/houses/house-21.html


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Cont.

Promotion

1,00,000 GHA Paper media

The Ghanaian times, Daily Guide, Ghanaian Voice

Package :- Right Side Banner, Size :- 160 x 600 pixels

Location :- Right column of displayed pages

Cost:- GH7 for 1000 Impressions

Audio media:

Gold FM : Frequency: 90.4 MHz

Website: www.Gold FM.com

Location: Link Road/Lartehbiokorshie ,Telephone: 300281-2 ,Coverage: 80Km

Format: Local/International News (English) Music (Variety)

City: Accra, lome, Bolgatanga , tamle, 1 marketing office in east(Drobo), 1marketing office in west(Abengourou)
http://www.africaonline.com.gh/RadioGoldhttp://www.africaonline.com.gh/RadioGoldhttp://www.africaonline.com.gh/RadioGold


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Organizational Structure

Managing Directors- 7

Finance- 28

Admistretive & Executive- 28

Network & internet 28

Telecommunication- 34 & call center-30

Security guards & helping staff- 50

Sales executive- 40


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Distribution. Channel

Its recharge and SIM also going to sellthrough independent retailers Special for

slum and villages, total retailer 500. Also provide online Recharge and bill paying

facilities.

Plangenreate

Company

stores Company Own Store

consumer Individual Retail Distributer

Costumer Costumer


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Budget

Expenses Building and Land

Purchase land and building

Building and land in metro city 12,00,000

(40 store purchases)

Building and land in rural area 3,00,000

(60 store purchases)

Furniture (fan and AC include) 1,00,000

Computer equipment 50,000

Tower installation expenses(150000*100)

40 tower in metro city (150000*40)

60,00000 60 tower in rural area (150000*60)

90,00000

Total Expense 1656631

Employee salary Expense

Senior Manager 1000 Manager 800 Deputy Manager - Service Operations 750

Executive - Monthly 700Executive - Monthly 675Executive 600MIS EXECUTIVE 564Manager-SCM 503Area Sales Officer 439Senior Project Engineer 350Area Sales Manager 250

Advertisement expenses- 100000

Source of fund:

Uninor is private company so we cant issued share, so we invest 30% own money and other 70% money take loan

to bank


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Reference

http://www.nca.org.gh/33/115/Telecommunication-Services.html http://www.modernghana.com/news/312040/1/telecoms-

industry-in-ghana-heats-up.html

http://ar11.millicom.com/financial-info/default.aspx https://www.studymode.com/oauth.php

http://www.studymode.com/essays/Company-Profile-Of-Tigo-Ghana-575571.html

http://www.telephoneghana.com/buy/mobile_recharge?country=ghana&operator=tigo&gclid=CKHuwZ-u1LYCFZFw6wod03UAkw

http://www.extensia-ltd.com/articles/tigo-ghana-reports-one-third-

of-users-on-mobile-money/10050/ https://www.vodafone.in/prepaid/pages/prepaid_guj.aspx?cid=guj


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international business in ghana launching Uninor telecommunication .

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