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Page 1: mobilink

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Page 2: mobilink

HISTORY

Mobilink (Pakistan Mobile Communications Limited), a subsidiary of Orascom Telecom,

started its operations in 1994, and has become the market leader both in terms of growth, as well

as in terms of having the largest customer subscriber base in Pakistan - a base of over 30 million

and growing. We pride ourselves in being the first cellular service provider to operate on a 100%

digital GSM technology in Pakistan, also offering state-of-the-art communication solutions to

our customers.

Mobilink offers exclusively designed tariff plans that cater to the communication needs

of a diverse group of people, from individuals to businessmen to corporations and multinationals.

To achieve this objective, we offer both postpaid (indigo) and prepaid (JAZZ) solutions to our

customers. Both indigo and JAZZ are the largest brands of their kind in Pakistan’s cellular

industry. In addition to providing advanced voice communication services that make the lives of

millions of people easier, we offer a host of value-added-services to our customers. To ensure

customer satisfaction, Mobilink places extreme importance on its network coverage. It is for this

reason that we operate in over seven thousand destinations nationwide, providing international

roaming services in one hundred twenty countries across the globe. In a nut-shell, we speak your

language, everywhere. Mobilink - Reshaping Lives!

Mobilink»s

Vision

“To be the leading Telecommunication Services Provider in Pakistan by offering innovative

communication solutions to our customers while exceeding shareholder value & employee

expectations”.

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Commitment to Total Customer Satisfaction:

Customers are the heart of our success, placing their trust and confidence in us. In return,

we endeavor to anticipate customer needs and deliver service, quality and value beyond

expectations.

Passion for Business Excellence:

Mobilink strives for excellence in all that it does. We aspire the highest standards and

raise the bar for ourselves every day. Our commitment to world-class quality translates into

unmatched service and value for our customers and our stakeholders.

Trust & Integrity:

At Mobilink, we take pride in practicing the highest ethical standards in an open and

honest environment by honoring our commitments. we accept responsibility for our actions, and

treat anyone fairly, with trust and respect.

Respect for People:

Our relationships drive our business. we respect and cover all our stakeholders in high

esteem. We staunchly believe in team work, empowerment, and honor.

Responsible Corporate Citizen:

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As the market leader, we recognize and fulfill our responsibility towards our country and

the community we operate in. we contribute to worthy causes and are dedicated to the

development and progress of society through our business and social activities.

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ORGANIZATIONAL STRUCTUREError: Reference source not found

A BRIEF DESCRIPTION

CEOManager

1manager 2

Specialist 1speciatist 2Associate 1 Associate 2

GM (Customer- care)

GM (HR & Admin)

GM (Finance)

GM (information Systems)

GM (Marketing)

GM (Engineering)

GM (Quality Assurance)

Business Unit Manager (BUM)

North

BUM South

BUM Central NOTE: Similar Lines for the other two BUMS

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Mobilink also looks from the organizational hierarchy point of view. There are 7 different

departments each headed by a General Manager. They report directly to the CEO. Then there are

three BUMs (Business Unit Managers) who report directly to the CEO but they are also directed

and responsible to report to all the GMs of the 7 other departments. BUMs are divided

geographically into three divisions.

BUM North (Islamabad, Peshawar, Jehlum)

BUM Central (Lahore till South of Punjab)

BUM South (Entire Sindh)

CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES

Mobilink believes in playing an active role in supporting the community and social

development of Pakistan. Our Corporate Social Responsibility goes beyond philanthropy and

donations whereby we take into full account the impact that Mobilink creates on all stakeholders

and on the environment when making decisions.

We follow ethical standards in our supplier selection, promoting environmentally sustainable

practices and adherence to thelaw. Mobilink also believes in sharing the benefits of Information

and Communication Technology (ICT) by developing products, aimed at poverty alleviation

such as the Mobilink PCO and the Kisan service, an agricultural IVR information service.

Mobilink and its employees contribute significantly to local organizations and community

projects and enrich the lives of Pakistanis through support in education, health, and the

environment. We recognize that an educated healthy society is Pakistan’s key to ensuring

sustainable development.

Our CSR Mission Statement:

Support local communities in which customers,

employees, investors and suppliers live.

Support programs to increase accessibility and use

of mobile technology in education, community

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health and employability.

Protect the environment and promote sustainable

practices in the business value chain.

Promote diversity and remove barriers that prevent

people from participating fully in society.

Support personal development of employees and

their involvement in local communities.

Share benefits of developments in mobile

Communications technology as widely as possible.

Community

Mobilink believes in playing an active role in supporting the community and social

development of Pakistan. Each year, Mobilink and its staff contribute significantly to charities

and community projects to help bring about a better quality of life to

the less privileged in the community and enrich the lives of Pakistanis

through support in education, health, arts, sports and environment.

Roshni Homes Trust building in Gujranwala, constructed with the

financial support of Mobilink, which has led to one of the wings being

dedicated to Mobilink.

Education

High quality education is the right of every Pakistani; but most

of the time this right does not see the light of day. Education being one

of the keys to socio-economic development, our cooperation with

various educational institutes is well established. Mobilink believes that educating the next

generation is a crucial investment into a better future, and we are continually increasing our

efforts in this area. Mobilink Scholarships Programs Mobilink currently supports three

scholarships at two leading universities in Pakistan: 1 Bachelors scholarship each year at the

Ghulam Ishaq Khan Institute of Engineering Sciences and Technology (GIKI) alternately for

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Electronic /Electrical Engineering and Computer Science. 2 scholarships each per year; one for

Masters and one for Bachelors in Computer Science at the Lahore University of Management

Sciences (LUMS).

Health

Health is a shared responsibility, one that Mobilink has

taken on through numerous donations in the health sector. Our

concern rests with disadvantaged and marginalized groups; those

living in remote areas with little access to medical help; and

providing facilities not

available to these people. Therefore, Mobilink is determined to

play its part in improving access to health services in Pakistan.

The partnership between Mobilink and Pakistan Myasthenic

Welfare Organization (PMWO) for provision of

Plasmapheresis services in Pakistan is unique in the history of

Pakistan. Never before has a large corporate collaborated so

openly and effectively with an NGO and a government institute

(PIMS) to help the poor, needy and sick within the country.

The generosity and keenness of Mobilink to nurture this

relation is particularly appreciable. Lives of hundreds of

patients of Myasthenia Gravis and GBS are saved and this process is ongoing. One can only say -

Thank You Mobilink.

Disaster ReliefDuring the devastating earthquake of 2005 that struck the Northern areas of Pakistan,

Mobilink was amongst the first to respond to the crisis. In addition to our immediate emergency

relief efforts, we expanded our support to sustainable projects that aim to rebuild lives and

communities affected by such natural disasters.

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Flood Relief

Following the devastation caused by the earthquake, which hit the Northern Areas of

Pakistan in 2005, Mobilink recognized the importance of putting together a disaster relief team.

Mobilink was able to effectively and efficiently offer aid and support to the affectees of floods in

Pakistan in the summer of 2007. Victims received aid amounting to Rs. 1.5 million. This

included food items, medicines, tents, clothes and most importantly clean water.

Indigo Rewards Point Donations

Well earned reward points by indigo customers can now be donated

to deserving welfare and health organizations by simply dialing

111.

EMPLOYEE MOTIVATION

At Mobilink employees are motivated by providing them recreational activities, such as

Annual increment in salary, some time biannually

Badminton

Cricket

Football

Eid party

Theme dress competition

Achievement awards on monthly basis

On spot awards

Century awards at the end of the year

Five year,ten year awards

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SWOT ANALYSIS OF MOBILINK

What is a SWOT Analysis?

A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to provide a

general or detailed snapshot of a company's health. SWOT analysis is a tool for auditing an

organization and its environment. It is the first stage of planning and helps marketers to focus on

key issues. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. By identifying

the organization's strengths, weaknesses, opportunities and threats, managers can formulate

strategies in such a way so that the strengths and opportunities can be utilized and internal

weaknesses and environmental threats can be minimized. To fulfill its mission, Mobilink should

capitalize on its key strengths, overcome or alleviate its major weaknesses, avoid significant

threats, and take advantage of the most promising opportunities.

Why use a SWOT Analysis?

In any business, it is imperative that the business be its own worst critic. A SWOT

analysis forces an objective analysis of a company's position and the marketplace.

Simultaneously, an effective SWOT analysis will help determine in which areas a company is

succeeding, allowing it to allocate resources in such a way as to maintain any dominant positions

it may have.

The SWOT analysis of Mobilink is conducted as under: -

STRENGTHS

Following are the vital strengths of Mobilink:

Mobilink is an acknowledged market leader of all the companies of its kind.

Being a first GSM company

The network service of Mobilink is distributed over a wide area.

Mobilink provides good service to its customers.

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The customers of Mobilink are very much satisfied therefore, therefore it is the biggest

strength

Mobilink has a distinctive competence.

It has adequate financial resources.

The company has good competitive skills.

Mobilink has effective product innovation abilities.

Increased brand equity

Premium brand image

The company has hired well-qualified and able employees in all its departments.

The services of Mobilink are wide spread such that you can see many small outlets in every

market area.

WEAKNESSES

Following weaknesses are identified in Mobilink:

Mobilink provides costly services to customers as compared to other mobile companies.

Sometimes the network is busy and over loaded which results in poor connectivity.

The product line is too narrow.

OPPORTUNITIES

Mobilink has the following opportunities:

2.3% of the population of Pakistan is mobile users. Mobilink has the opportunity to expand

its services to a larger number of people.

Mobilink can expand its target markets and enter new market segments.

This company has faster market growth.

Mobilink has the opportunity to add further products to its existing product line. E.g.

Mobilink Star is a new package introduced recently.

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THREATS

The threat that Mobilink may faces is the strength of existing competitors. Although Mobilink

has competitors in the market but as Mobilink is a market leader so it has no fear from

competition but still there are some factors which can affect the sales of Mobilink

Mobilink has two major competitors, U-fone and Zong. Under certain circumstances

these companies may act as a major threat for the organization.

Change in Government policies can act as a threat for Mobilink.

Rising sales of substitute products like U-fone may also act as a threat.

If PTCL privatize then it may have implications

Wireless local loops can be a threat.

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BCG MATRIX

Relative Market Share Position

JAZZ ONE

JAZZ EASYHigh

Low

High Low

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One network, one nation, one rate … one brand, jazz! Introducing jazz one, this

proves that it pays to be part of the biggest network in Pakistan. The market share of Mobilink

jazz one package is high and its market growth is also high as compare to its competitor’s

packages. It is generating enough cash to meet its all A to Z requirements. Currently it’s the top

most package in use of the jazz in terms of its volume as compared to its other packages.. The

more the volume the more is the expense to meet its advertisement and media campaigns. It is

not in a generate the cash to meet the requirements of the other packages of the jazz. It is

completely on its own behalf mean generates cash to meet its own requirements.

JAZZ BUDGET

Jazz budget is an amazing package, and a completely fresh look! Offering remarkable rates and

package features. Their market share value is high and market growth rate is low because their

competitors growing day by day. It is mainly because of ineffective marketing as compared to

the competetors. If the management will take a keen interest in its advertisement then it can b

converted into a stars quiet easily.

JAZZ LADIES FIRST

As the competition among the mobile providers heats up in Pakistan, they are coming up with

new packages to attract and retain customers. Mobilink had introduced an interesting

package called”Ladies First” to attract the female market segment. Currently Mobilink is number

one mobile operator in Pakistan with over 19 million subscribers (49% market share). This

package is highly market value in telecommunication sector and their market growth is

comparatively low as compare to other related competitors. this package is generating so much

cash to meet its requirement and supplying cash to support other packages. it is realy necessary

to milk the cash cows as much as company can.

JAZZ EASY

JAZZ easy have now become dog where market share value and growth rate is low because it

has out lived utility due to the new offers of Mobilink. It is not in position to generate enough

cah to meet its own requirement. its upto the management of the company wheather to continue

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the project further and convert it into a cash cow or any other segment but it would be good if the

company shut down this project and use that cash in questions marks and stars.

PORTER FIVE FORCES

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Rivalry Among Competing Firm

Mobilink has the following competitors

UFONE, WARID, ZONG, and TELENOR. The intensity of competition increases as the no of

competitor increases, and the competitor become more equal in size. Rivalry also increases when

customer may switch to UFONE or other connection when cost is high. This is the major issue

that the management of the company has to face all the times.

Potential Entry of New Competitor

Barriers to entry may let some competitor to

enter the market but Mobilink do not have any threat from such competitor because they use

current technology and do not compromise on their technology. Mobilink manages the counter

moves of new entrances by lowerets’ in its prices of call rates and attractive packages to all its

customers all the time to restrict the new entrants.

Potential Development of Substitute Products

There is a potential

development of substitute’s product because all the competitors are provided almost same

services at cheep rates as the Mobilink is providing so in order to be the most attractive it has to

cover all those areas where the competitors have not yet covered in order to b the leading and the

most favourite company of its users.

Bargaining Power of Suppliers

Employees are the suppliers of Mobilink they do

not bargain with Mobilink as they are loyal to the organization and Mobilink is provided them

maximum facilities so that they remain in connection with the company and show the

commitment in the best way they can with the company. This will be the real competitive edge

of the company.

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Bargaining Power of Customers

Customers do not bargain with Mobilink because their

packages and services are fixed on all the Mobilink franchises. so the main point of focus should

be that the rates should be attractive for the customers.

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MOBILINK’S PEST ANALYSIS

PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes

a framework of macro-environmental factors used in the environmental scanning component of

strategic management. Following points explains these points with reference to Mobilink.

Political Condition

Before March, 2007 political environment of Pakistan was in stable situation and country

was doing an excellent on economic front. But after it overall political condition of Pakistan

turned into a sever condition. Main reasons of this crisis were lawyers’ movement, assassination

of Benazir Bhutto and military operation in NWFP. At the same time no political party could

take majority in general elections, 2008. Due to it a collation government could not make sure a

politically stability of Pakistan. Currently, all sectors in Pakistan are in crisis due to political

instability. But telecom sector is the only sector which is growing in rapid speed due to its

independent status. Government and political parties do not have such influence and interference

in telecom sector as compared to other sectors. Now Pakistan Telecommunication Authority

(PTA) does not have monopoly and has liberal policy to regulate telecom industries like

Mobilink. Therefore being a part of this sector, Mobilink is independent in its decision making.

But PTA only regulates its products and services. Mobilink has to comply various laws like

Electronic Crime Ordinance, 2007 etc. In total 90 million subscribers, Mobilink has 31 million

subscribers all over Pakistan. These subscribers are increasing day by day.

Economic Condition

Due to global financial crisis Mobilink is also facing various problems. In Pakistan, rate

of inflation is creeping up day by day. People are facing hardships. They do not have money

even to purchase their daily items. Purchasing power of general public has decreased. Banks

have stopped landings to big institutions like Mobilink. Therefore, such industries are not in a

position to start new projects. Inflation is controlling by state bank and under strict eyes but

unemployment rate is going up and up with the increase of level of poverty. Due to above factors

sales of Mobilink are going downward.

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Socio-cultural Condition

Mobilink is running its operations according to social and cultural conditions of Pakistan.

As described above in the Mobilink’s activities of corporate social responsibilities, Mobilink has

contributed at large extent to promote social and cultural values in Pakistan. Mobilink celebrates

all festivals with the people of Pakistan and offer special services and products on these

occasions. Pakistan is an Islamic country and people are very strict in case of it. Mobilink has

taken all possible steps to follow these values, but there is need to do more to restrict abusive and

wrong behaviour of people. Mobilink should make strict code and use various technologies.

Technological Condition

Companies have technology with which they can compete in the Pakistan and now

companies are investing in their infrastructure to not only expand but also to upgrade their

existing structure. Mobilink is providing Multi-media Messaging Services (MMS), General

Packet Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks, Conference

Calling, Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail. But some

of these services are not so cheap and accessible to general public as compared to other

companies like Ufone and Warid telecom. Mobilink is also providing an important feature that

one can see TV channels on their cell.

HOW IT IS FILLING ITSELF IN GLOBALIZATION

Mobilink is an orascom telecommunication company originated from Egypt. It is a sister

concern company which is establishing its network in different countries. Mobilink started its

services in Pakistan in 1994. Mobilink roaming service fits it in globalization as if you go any

where in the world you can use Mobilinkgsm service at local rates.

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CRITICAL ANALYSIS

WEAKNESSES

Because of ever going no. of customers there networks are often very busy.

They charging more rates of services as compared to their competitor.

Mobilink has failed to be innovative in sense of price and packages.

Sometimes customer sees that there is unfair charging to them.

To increase their network customers they did sell unregistered sims without caring

criteria for ethical management.

They are loosing their loyal customers.

Customer does not consider it fit for messaging services.

SUGGESTIONS

They should work on their network coverage.

They should lower their service rates.

They should try to be market leader in the field of innovation.

Unfair charging must be eradicated.

They should not sell unregistered sims.

They should try to maintain loyal customers.

Messaging rates must be minimized.

CONCLUSION

MOBILINK is the first and the leading communication network working in PAKISTAN.

Mobilink provides a large range of services in Pakistan. Overall performance of Mobilink is

quite good specially in rural areas. They need to do some work on urban customers. In the end

we can say that Mobilink is fastest and reliable mode of communication and an essential part of

life.