Strategic Business Management Of Mobilink

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STRATEGIC MANAGEMENT PROJECT

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GROUP NAME :- MOBISTARS

Group Members:-

NAME: - ROLL NO:-

• Farukh Nathoka 12-121

• Nadeem Aslam 12-109

• Hamza Ghuman 12-139

• Nouman Saqib 12-137

• Hafiz Muhammad Atif 11-028 11-028

University of Sargodha

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INTRODUCTION:-• Moblink is telecomunication industry

• Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc. later it was sold to Orascom, an Egypt-based multi-national company.

• Mobilink is the largest cellular service provider in Pakistan. Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the name of "Jazz".

• Moblink is a private structure company

• Parent company of Moblink is Orascom telecom Egypt

• Founded in 1994

• Owner of Company is Naguib Sawiris

• In Mobilink round about 10000 world wise employees are working in different designations .Mobilink has 264 franchise offices and 14 service centers. Its generate revenue about us $56 million per month.3000 connection sold per hour.

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MOBLINK MISSION, VISION:-

• Mission:-

“To be the unmatchable mobile system of communication in Pakistan, this provides the best value to its customer, employees, business partner and shareholders.”

• Vision:-

“To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations”

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MOBLINK OBJECTIVES:-

• Business Expansion.

• Better service provision.

• Retaining the role of a leading telecom company.

• Attract maximum customers and satisfy them.

• Excel in meeting customer needs.

• Seek employee involvement, continuous improvement and enhanced performance.

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MARKET SHARE:-

Moblink 36%Ufone 17%

Telenor 23%Warid 12%

Zong 12%

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MOBLINK CURRENT STRATEGIES:-• Low Priced promotional packages.

• Improve Service and gain Market Share.

• More Sponsorship in games other than cricket and football.

• Partnering with Corporate Clients.

• Effective & Efficient distribution Channel.

• Construct layers of target market for better service quality and gaining lost customers and retaining the existing, like corporate segment, middle segment and lower segment.

• Employee Benefit programs and non-financial benefits like 'Employee of the month’

• Backward Integration over their infrastructure vendors and suppliers to reduce cost and expenses.

• Offering services like competitors such as Call Block Service.

• Customer Representative.

• Gain competitive advantage via increasing service speed and response time to customer.

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ALTERNATIVE STRATEGIES:-

1:-Ensure network quality.

Advantage: - Quality will improve

Disadvantage: - Errors can be occur in the system

2:-Focus on subscriber retention.

Advantage: - Subscriber loyalty can be increase

Disadvantage: - Subscriber can be switch

3:-Better customer incentive plans.

Advantage: - Customer can be increase

Disadvantage: - Competitor can also give better incentives

4:-Training on regular bases to keep employees up to date and motivated.

Advantage: - Employee learn new things on regular bases

Disadvantage: - Employee may be fed up from daily training

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CONT:-

5:-Innovation in technology.

Advantage: - Technology must be improved

Disadvantage: - Competitor may be over take your technology

6:-Offer lower rates as compare to other networks.

Advantage: - Grab more customers as compare to others

Disadvantage: - Competitor will also be offer

7:-Improvement in customer services.

Advantage: - Customer satisfaction will be increase

Disadvantage: - Conflicts can be cause when Moblink offer any service

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EXTERNAL ANALYSIS:-Opportunities:- Threats:-

1:-Different value added services like Online transaction, Money transfer

1:- Due to H.R demand Moblink employee can switch

2:- Focus on quality to provide high quality

2:-On that places there is no proper network coverage Telenor is providing better coverage

3:- Give lower sms rates as compare to competitors

3:-Due to arrival of Zong most customers are switching

4:- Organize events 4:-Wateen have Installed Wimax technology

5:- Increase market share by entering in new markets

5:-Due to intense competition Moblink losing its market share

6:- Add further services in their services 6:-Political and economic instability

7:- Provide facility of high internet facility

7:-Other networks adopting 3G and 4G

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EXTERNAL FACTOR EVALUATION MATRIX RESULT:- THE TOTAL WEIGHTED SCORE 2.58 SHOWS THAT COMPANY RESPONSE IS AVERAGE.

Total Weight Total weighted score

1.00 2.58

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INTERNAL ANALYSIS:-Strengths Weaknesses

1:-Market Leader with 36% market share.

1:-Expensive as compare to other networks.

2:-Pioneer of GSM technology in Pakistan.

2:-Network problem is still a big issue.

3:-Covering 9000+ cities, villages and towns.

3:-There is lack of interdepartmental communication.

4:-Mobilink is at more competitive on experience curve.

4:-Billing mistakes in indigo bills is common.

5:-Having strong brand equity across the country.

5:-Mostly process are not efficient in the routine jobs.

6:-Premium brand image and Exclusive Black Berry Services.

6:-There is no proper software available for Inventory system.

7:-The environment is very conducive. 7:-Fewer Advertisements now a days.

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INTERNAL FACTOR EVALUATION MATRIX RESULT:-

THE TOTAL WEIGHTED SCORE 2.50 SHOWS THAT COMPANY RESPONSE IS AVERAGE.

Total Weight Total Weighted Score

1.00 2.50

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COMPETITIVE PROFILE MATRIX:-

Companies Warid Moblink Telenor U fone

Total Weight Total Weighted Score

Total Weighted Score

Total weighted Score

Total Weighted Score

1.00 2.49 3.27 3.14 2.87

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BCG MATRIX:-Star: - (High growth rate and High market share)

• Jazz One

Cash Cow: - (Low growth and high market share)

• Moblink Indigo

• Jazz budget

Question Mark :- (High growth rate and low market share)

• Jazz share

• Moblink PCO

Dog: - (Low growth and low market share)

• Jazz octane

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PORTER'S FIVE FORCES MODEL:-

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MOBLINK PRODUCT LINES:-

1:-Mobilink Indigo

2:-Mobilink Jazz

3:-Mobilink World

4:-Mobilink PCO

5:-Moblink 3G

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DEPARTMENTS OF MOBLINK:-1. Human Resource

2. Administration and Security

3. Sales

4. Marketing

5. Customer Services

6. Corporate Affairs

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ORGANIZATIONAL STRUCTURE:-

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INDUSTRY LIFE CYCLE:-

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PROBLEMS:-• Cultural Difference

• Emotional interference

• Connectivity Issue

SOLUTIONS:-

• Cultural Training Programs

• Create friendly enviourment

• Work on Quality

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CONCLUSION:-• Mobilink is following all management functions effectively, as it is the subsidiary of

Orascom, corporate strategies are developed and communicated from the top level.

• Region is accountable to the parent company from where instructions are received and applied in the organization nationwide.

• They are agile to adopt latest technologies, launch innovative products & services, and offer a learning environment to its employees.

• Marketing team at Mobilink is working at the best of their abilities in designing and executing distinctive marketing approaches in such a competitive local telecom scenario.

• Mobilink has proven itself as a socially responsible corporate by participating in charity and education programs that support the poor.

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