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TABLE OF CONTENTS
EXECUTIVE SUMMARY ........................................................................................................................ 5
1. HISTORY OF COMMUNICATION ................................................................................................ 6
1.1. Smoke Signal ................................................................................................................................ 6
1.2. Lantern Means of Communication ............................................................................................... 7
1.3. Communication by Drums ............................................................................................................ 8
1.4. Communication by Birds .............................................................................................................. 8
2. HISTORY OF TELECOMMUNICATION ..................................................................................... 9
2.1. What is Telecommunication?........................................................................................................ 9
2.1.1. Telegraph and Telephone .................................................................................................... 10
2.1.2. Radio and Television .......................................................................................................... 11
3. HISTORY OF CELLULAR COMPANIES IN PAKISTAN ........................................................ 12
3.1. Paktel........................................................................................................................................... 12
3.2. Instaphone ................................................................................................................................... 12
3.3. Mobilink ...................................................................................................................................... 13
3.4. Telenor ........................................................................................................................................ 15
3.5. Warid........................................................................................................................................... 16
3.6. Ufone........................................................................................................................................... 17
4. BACKGROUND OF THE ZONG ................................................................................................... 19
4.1. China Mobile Communications Corporation (CMCC) ............................................................... 19
4.2. China Mobile Pakistan (CM Pak) ............................................................................................... 19
4.3. ZONG Pakistan ........................................................................................................................... 20
4.3.1. Vision Statement ................................................................................................................. 21
4.3.2. Mission Statement ............................................................................................................... 21
4.3.3. Core Value .......................................................................................................................... 21
4.3.4. Goals and Objectives .......................................................................................................... 22
4.3.5. Company Information ......................................................................................................... 23
4.3.6. Management Line of ZONG ............................................................................................... 24
4.3.7. Organizational Chart ........................................................................................................... 25
4.3.8. Customer Center Chart ........................................................................................................ 26
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5. PRODUCTS AND SERVICES ........................................................................................................ 27
5.1. ZONG Postpaid ........................................................................................................................... 27
5.2. ZONG Prepaid ............................................................................................................................ 28
5.2.1. ZONG Default Package ...................................................................................................... 28
5.2.2. ZONG 45 Package .............................................................................................................. 28
5.2.3. ZONG 65 Package .............................................................................................................. 29
5.2.4. ZONG 12 Aanay Package ................................................................................................... 29
5.2.5. ZONG Free Package ........................................................................................................... 30
5.2.6. ZONG Aik Second Package ............................................................................................... 30
5.3. Other Offers and Services by ZONG .......................................................................................... 31
5.3.1. Break Time Offer (BTO) .................................................................................................... 31
5.3.2. Late Night Offer (LNO) ...................................................................................................... 31
5.3.3. Location Based Charging (LBC) ........................................................................................ 31
5.3.4. Friends and Family (FnF) ................................................................................................... 31
5.3.5. Happy Hour ......................................................................................................................... 32
5.3.6. Super Free Number ............................................................................................................. 32
5.3.7. Conference Call................................................................................................................... 32
5.3.8. SMS packages ..................................................................................................................... 33
5.3.9. GPRS Packages ................................................................................................................... 33
5.3.10. ZONG E-Care ......................................................................................................................... 34
5.3.11. Missed Call Alert ................................................................................................................ 34
5.3.12. ZONG Family Pack ............................................................................................................ 34
5.3.13. Student Entrepreneur Program (SEP) ................................................................................. 35
5.4. ZONG Mobile ............................................................................................................................. 36
5.4.1. Android Handset ................................................................................................................. 36
5.4.2. ZONG Handset N281.......................................................................................................... 37
5.4.3. ZONG Handset R231 .......................................................................................................... 38
5.4.4. ZONG Handset R221 .......................................................................................................... 39
5.4.5. ZONG Handset G2201 ........................................................................................................ 40
5.4.6. ZONG HandsetZ100 ........................................................................................................... 41
5.5. ZONG‟sUSB ............................................................................................................................... 42
5.5.1. SMS Charges ...................................................................................................................... 42
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5.5.2. Available at CSCs of the following cities ........................................................................... 42
6. DEPARETMENTS ........................................................................................................................... 43
6.1. Human Resource Department (HRD) ......................................................................................... 43
6.2. Administration Department......................................................................................................... 43
6.2.1. Mission Statement ............................................................................................................... 43
6.2.2. Functions of Administration Department ............................................................................ 44
6.3. Finance Department .................................................................................................................... 44
6.3.1. Mission Statement ............................................................................................................... 44
6.3.2. Functions of Finance Department ....................................................................................... 44
6.4. Marketing Department ................................................................................................................ 45
6.5.1. Mission Statement ............................................................................................................... 45
6.5. Sales and Distribution Department ............................................................................................. 45
6.6.1. Mission Statement ............................................................................................................... 45
6.6.2. Distribution ......................................................................................................................... 45
7. ANALYSIS ........................................................................................................................................ 46
7.1. SWOT Analysis .......................................................................................................................... 46
7.3. PEST Analysis ............................................................................................................................ 53
7.4. Number of Subscribers and Market Shares ................................................................................. 56
8. WHAT I DID IN MY INTERNSHIP .............................................................................................. 57
8.1. Check Territory Sales Officer‟s (TSO) activity in Market ......................................................... 57
8.2. Check Stock Availability in Market ............................................................................................ 57
8.3. Brand Promotion ......................................................................................................................... 57
8.4. Shopkeeper Claims ..................................................................................................................... 57
8.5. Say Welcome to The Customers in The Office .......................................................................... 58
8.6. Postpaid Billing Process and Term & Conditions about Postpaid Connection ........................... 58
8.7. ZONG Number Booking Procedure and Number Activation Procedure .................................... 58
8.8. SIM Replacement Process .......................................................................................................... 59
8.9. Prepaid Sale Process ................................................................................................................... 60
8.10. Handset Sale Process .............................................................................................................. 60
9. APPLICATION OF CLASSROOM LEARNING IN ORGANIZATION .................................. 61
9.1. Management Concepts ................................................................................................................ 61
9.2. Marketing Concepts .................................................................................................................... 62
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9.3. Organizational Behaviour Concepts ........................................................................................... 62
10. CONCLUSION ................................................................................................................................. 63
11. SUGGESTIONS AND RECOMMENDATIONS........................................................................... 64
12. GLOSSARY ....................................................................................................................................... 65
13. REFERENCES .................................................................................................................................. 67
14. ANNEXURE ...................................................................................................................................... 68
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EXECUTIVE SUMMARY
As a student of MBA I also got the chance to be a part of a reputed business company in
telecom sector of Pakistan during my summer vacations. This practice by the company is known
as Internship Program. It is a compulsory part of our studies and as per rules of the Department
of Business Administration, each and every student of MBA/BBA program.
And during my internship I write a comprehensive report on CM Pak, I have discussed about
every major aspect of the ZONG, which I observed and perceived during my internship program.
In this report, I have explained the detail about the current position along with the processes;
policies, procedures and products and services offered by the ZONG are also discussed in detail.
In this report, I discussed the SWOT analysis in detail of the company. In which I explain the
what are the strength of the company and how by using these strength they can got the
opportunity that are prevail in the market. And what is the weakness of the company if they do
not solve these problems in very early time that can becomes threat for them. For understanding
the working environment of the market of the Pakistan telecommunication sector for which I do
complete the PEST analysis of that market which reflect the problematic area for the businesses
in the Pakistan market and what economic, political, technological factors the company have to
follow to retained in the market and expanded their market share.
At the end I discuss my internship working with ZONG in this report in which is discuss my
duties responsibilities and accomplishment during internship period and also write suggestion
and recommendations for ZONG which I understand during my internship that they should
follow these points to grow more.
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1. HISTORY OF COMMUNICATION
Communication is the process of sharing ideas, information and messages with others. The most
basic communication methods that are known to man are speech (verbal) and non-verbal
expressions such as facial expressions and body language. Apart from these basic methods of
communication there are other methods of communication. These methods began to evolve and
become complex as the wants and needs of human beings became complex.
Other than these methods of communication there were other methods used to signal and
communicate with in a distance. Our ancestors developed systems for sending simple messages
or signals over a distance through:
fire or smoke signals,
lanterns,
drumbeats,
Birds and arrows.
1.1. Smoke Signal
In 150B.C. Native Americans (old American) used a type of communication called smoke
signals. In this form of communication, puffs or columns of smoke were sent into the air in many
different ways, signaling different things. The smoke signals were not exactly a full language,
but were mostly used as brief signals of communication. Some of the recognized signals are
remembered today.
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One puff of smoke sent into the air was believed to signal attention.
Two puffs meant all's well or everything is okay.
Three puffs signal either danger, call for help, or simply just trouble.
The smoke is made by putting green branches or grass into the fire. Blankets are used to control
the smoke puffs. Important events were also marked by smoke signals like war, death, or
marriage. There were light and heavy signals, each meaning separate things. One meant good,
the other meant bad.
In Ancient China, soldiers stationed along the Great Wall would alert each other of impending
enemy attack by signaling from tower to tower. In this way, they were able to transmit a message
as far away as 750 kilometers in just a few hours.
1.2. Lantern Means of Communication
Another interesting element of the Chinese lanterns history is that, they also served as a means of
communication among neighbors, when placed on the doorway, and the colors of the lanterns
symbolized the events that the family was going through.
Red Lantern: Red is a symbol of exuberance and zeal at its peak. As such, when
placed outside a house, it symbolizes an event of marriage, or a birth in the family.
Blue Lantern: A blue lantern is an indicator of poor health in the house, and also
symbolizes the degenerating health of a family member.
White Lantern: As is the case with many cultures across the world, white represents
death in the Chinese culture too. When two white lanterns are placed on top of a
doorway, along with a white sash that is placed across them, it symbolizes that a
family is in mourning.
Not only were Chinese lanterns used to communicate the good and bad events in a family, they
also served as a means of communication among the military.
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1.3. Communication by Drums
Drums are used for communication in central
Africa. Many languages of the Bantu family of
languages, spoken there, have drum
equivalents. It works just about like the Morse
code (a code of signaling and telegraphy),
except that the Morse code uses letters as units,
and the drum communication uses words.
1.4. Communication by Birds
Ever since the beginning of time as we know it, our civilization has
developed and relied on various forms of communication in order to
confer amongst those of his own species. Whether it is to convey messages
of friendship, anger, sadness or even war, Birds carried messages through
a long distance. The message was attached to a foot of a Pigeon or a
Falcon who flew home with the message. This specific method of
communication was used to a great extent during World War I.
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2. HISTORY OF TELECOMMUNICATION
2.1. What is Telecommunication?
“Telecommunications is a general term for a vast array of
technologies that send information over distances.”
Mobile phones, land lines, satellite phones and Voice over Internet Protocol (VoIP) are all
telephony technologies just one field of telecommunications. Radio, television and networks are
a few more examples of telecommunication.
Telecommunication‟ is a term coming from Greek and meaning „communication at distance‟
through signals of varied nature coming from a transmitter to a receiver. In order to achieve
effective communication, the choice of a proper mean of transport for the signal has played (and
still plays) a fundamental role.
In ancient times, the most common way of
producing a signal would be through light (fires) and
sound (drums and horns). However, those kinds‟
communications were insecure and certainly left
room to improvement as they did not permit
message encryption or a fast transmission of
information on a large scale.
The true „jump‟ in terms of quality came with the advent of electricity. Electromagnetic energy,
in fact, is able to transport information in an extremely fast way (ideally to the speed of light), in
a way that previously had no equals in terms of costs reliability. Therefore, we may say that the
starting point of all modern telecommunications was the invention of the electric cell by
Alessandro Volta (1800).
It was shortly thereafter that the first experiments on more advanced communication system
begun from 1830s that electrical telecommunication system started to appear.
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Telecommunication is started at that time through
Telegraph and telephone
Radio and television
2.1.1. Telegraph and Telephone
2.1.1.1. Telegraph
A very early experiment in electrical telegraphy was an
'electrochemical' telegraph created by the German
physician and inventor Samuel Thomas in 1809 based on
an earlier, less robust design of 1804 by scientist
Francisco. Both their designs employed multiple wires
(up to 35) in order to visually represent almost all letters
and numerals. Thus, messages could be conveyed
electrically up to a few kilometers with each of the telegraph receiver's wires. An electrical
current was sequentially applied by the sender through the various wires representing each digit
of a message.
2.1.1.1. Telephone
The conventional telephone was invented by “Alexander
Graham Bell” in 1876, based on his earlier work with
harmonic (multi-signal) telegraphs. The first commercial
telephone services were set up in 1878 and 1879 on both sides
of the Atlantic in the cities of New Haven and London. Bell
held the master patent for the telephone that was needed for
such services in both countries. The technology grew quickly from this point, with inter-city
lines being built and telephone exchanges in every major city of the United States by the mid-
1880s.
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2.1.2. Radio and Television
2.1.2.1. Radio
In 1832, James Lindsay gave a classroom demonstration of wireless
telegraphy to his students. By 1854, he was able to demonstrate a
transmission across the Firth of Tay from Dundee to Woodhaven, a
distance of two miles (3 km), using water as the transmission
medium. Afterward this technology get advanced and radio invented.
2.1.2.2. Television
In December 1901, Guglielmo Marconi established wireless
communication between Britain and New foundland, earning him
the Nobel Prize in physics in 1909 (which he shared with Karl
Braun).
After that he worked with Scottish scientist Mr. Baird and 1925
they work on moving picture broadcast which were by most
accounts the first true television pictures. However for most of
the twentieth century televisions depended upon the cathode ray tube invented by Karl Braun.
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3. HISTORY OF CELLULAR COMPANIES IN PAKISTAN
3.1. Paktel
Paktel limited was the first mobile network provider company whom laid the
foundation of mobile industry in Pakistan. And after this new race of mobile
technology started in Pakistan.
During the past decade the company built a reputation for excellence with the widest coverage,
network quality, customer services and value-added facilities that have earned us the respect of
consumer‟s experts. But the general perception was that company introduced the mobile as a
status symbol and charged exorbitant rates during it early years. Paktel‟s progression towards
becoming a leading mobile service provider primarily comes from the early entry. The cellular
networks offer services in over 200 cities and towns across the country. Paktel offers the range of
cellular services with real utility; it has recently decided to shift from AMPS technology to the
GSM version. It advantages are wide coverage, value added facilities, and good customer
services.
3.2. Instaphone
Instaphone was a telecommunications company in Pakistan and the
pioneer of cellular industry in Pakistan. The company was initially
owned by Millicom International and was acquired later by the
Arfeen Group.
In January 2008, the Pakistan Telecommunication Authority (PTA) terminated the license of
Instaphone due to the company‟s failure to pay outstanding dues.
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3.2.1. Market Share
Before the company's license was canceled, it was ranked at the bottom in terms of market share.
Revenue, millions PKR
2003-04 3196
2004-05 2593
2005-06 1539
2006-07 472
3.2.2. Cancellation of License
On January 4, 2008, Pakistan Telecommunication Authority (PTA) terminated the license of
Instaphone due to the company‟s failure to pay outstanding dues for the license renewal fee they
agreed to in April 2005 ($291MM). Pakcom, the company that runs Instaphone, failed to meet
the payment schedule of $291 million for getting the operating license renewed for next 15 years
from 2005.
3.3. Mobilink
The Mobilink GSM started operation in the year 1994. The
Mobilink GSM is a subsidiary of Orascam telecom and market
leader in Pakistan. This was the first company that introduced the
GSM technology and cut down the rates. The company offers tariff
plans that are exclusively designed to cater to the communication
needs of a diverse group of clientele, taking into account occasional users to businessmen. To
achieve this objective, Mobilink offers both postpaid and the pre-paid (brand name JAZZ)
solution to our customers. The company also offers advanced voice communication services, and
a number of value added services to Subscribers. Mobilink since its start shown enormous
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growth. At the time when it entered the market it was a small player in the cellular market of
Pakistan it is now the market leader in terms of having the largest subscriber in Pakistan.
3.3.1. Mobilink DSL
Besides its cellular service recently Mobilink has also started its DSL/Wimax internet service in
26 major cities of Pakistan including
Lahore, Karachi, Rawalpindi, Islamabad, Faisalabad, Peshawar, Multan, Gujranwala, Gujrat, Jhe
lum, Sialkot, Hyderabad, Mardan, Rahim Yar Khan, Sahiwal, Wah, Sargodha, Sheikhupura,
Abbotabad, Quetta, Dera Ghazi Khan, Ghazi Kot, Bahawalpur, Sukkur, Nawabshah&Larkana.
3.3.2. Company Profile
Mobilink GSM
Pakistan Mobile Communications Ltd (PMCL)
Type Private Limited Company
Parent or
Subsidiary Subsidiary
Founded 1994
Headquarters 42 Kulsum Plaza, Blue Area
Islamabad, Pakistan
Key people President and CEO: Zouhair A Khaliq,
Products Indigo (postpaid) , JAZZ (prepaid),
MobilinkPCO
Parent Orascom Telecom Egypt
Slogan Reshaping lives
Website www.mobilinkgsm.com
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3.4. Telenor
Telenor Pakistan is a Pakistani GSM cellular service provider, and is a
subsidiary of Telenor, Norway. Telenor acquired the license for providing
GSM services in Pakistan in April 2004, and has launched its services
commercially in Islamabad, Rawalpindi and Karachi on March 15, 2005.
Telenor has its corporate headquarters in Islamabad, with regional offices in
Karachi and Lahore. On January 28, 2006 Telenor established a call center in Lahore. The
official opening was held in Islamabad with the President of Pakistan General Pervez Musharraf
as the guest of honor and a Telenor delegation headed by CEO Telenor Jon Fredrik Baksaas. On
March 23, 2005 Telenor started its services in Lahore, Faisalabad and Hyderabad. Telenor will
be launching its services in other cities as per the roll out plan.
3.4.1. Company Profile
Telenor
Type Public Limited Company
Founded April 2004
Headquarters Islamabad
Key people CEO: Jon Fredrik Baksaas,
Chairman: ThorleifEnger
Industry Telecommunication
Products talk shawk, Djuice(Prepaid),
Persona(postpaid)
Slogan Here to help, bato bato mie
Website www.telenor.com
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3.5. Warid
Warid Telecom Uganda Ltd is fully owned by WARID Telecom
International a subsidiary of the Abu Dhabi Group, a large investment
group active both in the UAE, Pakistan and now numerous other
markets on the African continent including Uganda, Congo and Cote
de Ivoire (African area where people lived). The group has sizeable
investments in various sectors including:
Telecommunications
Hospitality Property development
Oil exploration and supplies
Banking and financial services
Automobile industries.
This group currently providing GSM cellular services in Pakistan and Bangladesh (to launch in
October 2006) with headquarters located at Abu Dhabi UAE.
Warid Telecom purchased a license of Telecom Operator in 2004 from Government of Pakistan
and launched the service covering 28 cities of Pakistan and increasing its coverage 110 cities
town highways. On the 10th of October 2006, it was reported on the media that the launch of
Warid Bangladesh had been delayed by at least six months.
3.5.1. Company Profile
Warid Telecom
Type Private Limited Company
Founded 2004
Headquarters
301-Dhabi Tower, Hamdan Street, Post
Box 44222, Abu Dhabi, United Arab
Emirates
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Key people
Chairman: Sheikh NahayanMabarak Al
Nahayan,
CEO Abu Dhabi Group &Warid
International: Mr. Bashir A. Tahir,
Products Zem(prepaid), Zahi(postpaid)
Slogan We Care
Website www.waridtel.com (Pakistan)
www.waridtel.com.bd (Bangladesh)
3.6. Ufone
Ufoneisa100% owned subsidiary of PTCL was established to
operate cellular GSM services. The company commenced its
operations, under the brand name of Ufone, from Islamabad on
January 29, 2001. After the privatization of PTCL, Ufone is now
owned by Etisalat.
During the year, as a consequence of PTCL‟s privatization, 26% of its shares were acquired by
Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the management of
Ufone has also been handed over to Etisalat. During the year July 2005 to June 2006, Ufone
continued on the path to success. The Company further expanded its coverage and has added
new cities and highways. Ufone has network coverage in more than 750 cities, towns and across
all major highways of the country.
3.6.1. Company Profile
Pakistan Telecommunication Mobile Ltd. (PTML),
Ufone
Type Private Limited Company
Parent or
Subsidiary Subsidiary
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Founded January 29, 2001
Headquarters Islamabad, Pakistan
13-B, F-7 Markaz
Area served 2336 cities of Pakistan, GT Road,
Super Highway & Motorway
Key people Abdul Aziz, CEO
Products Pre Pay, Post Pay
Parent PTCL Pakistan
Slogan It‟s all about U! (Tum He Tou Ho)
Website www.ufone.com
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4. BACKGROUND OF THE ZONG
4.1. China Mobile Communications Corporation (CMCC)
China 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.
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, understands, and appreciates better quality and service standards.
4.2. China Mobile Pakistan (CM Pak)
China 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,
corporate as well as small businesses. Led by a team of professionals from the field of cellular
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communication, CMPak is determined to make its mark in the Pakistani market and to change
the way people communicate.
4.3. ZONG Pakistan
On January 22, 2007 stated that it would sell its 88.86 percent stake in Paktel Ltd. to China
Mobile for $284 million, which includes the repayment of intercompany debt and China mobile
company has invested $721 million in telecom sector in Pakistan during 2007 and it would
further invest $7 million in Pakistan this year. The sale implies an enterprise value for Paktel of
$460 million, Millicom said in its press release. Merrill Lynch advised China Mobile on the
transaction. On 4 May 2007, Paktel was renamed to CMPak.And then, on 16 May 2007, China
Mobile announced that it had upped its stake in CMPak to 100%.
ZONG 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 everyone
desired but few thought would be possible.
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.
We are privileged to be the pioneering country introducing this brand with others to follow. And
God willing, together we will make ZONG a success story for others to try and replicate.
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4.3.1. Vision Statement
“With perfect sincerity and integrity, we will strive to fulfill their
triple-sided responsibilities: their economic responsibility; their
social responsibility and their environmental responsibility
4.3.2. Mission Statement
“To be leasing mobile operator in Pakistan by continuously
innovating and offering exceptional quality and service , to be a
good corporate citizen and envy of friendship between China and
Pakistan.”
4.3.3. Core Value
Responsibility Makes Perfection Five Key Values.
4.3.3.1. Trust Worthiness
Trust worthiness to be promoted between employees and with customers. Building Trust and
Integrity must characterize in everything we do. We want everyone who comes in contact with
us to know that we do things the right way at CMPak. We work with honesty, integrity and
loyalty. We don't take short cuts.
4.3.3.2. Respect
Respect to be core part of the work environment .We treat each other with respect giving
individuals autonomy, privacy, due courtesy in day to day interaction with our customers,
suppliers, contractors, and of course each other. We tolerate and accept diversity.
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4.3.3.3. Responsibility
Responsibility sharing and being aware of the responsibility with in the work place and outside
of it.CMPak is a much larger company today than we were. With this increased size comes the
challenge of operating in a timely fashion. We must avoid bureaucratic delays in the pursuit of
excellence. We must be agile enough to act faster than our competitors.
4.3.3.4. Communicate Openly
We want good news to travel fast and bad news to travel even faster up the line. We need to be
mindful of the importance of honestly communicating problems as well as breakthroughs. The
sooner we communicate a problem, the easier it is for us to marshal our company's resources to
solve it. We must communicate with each other at all levels fostering harmony and a culture of
openness.
4.3.3.5. Team Work
Team works culture within the organization. CM Pak‟s power comes from the talented people
who make up our company. By cooperating and sharing our knowledge with each other
seamlessly across organizations, we can make our company even stronger
4.3.4. 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.
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. 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 (ZONG Z20 package in which 20 seconds billing), wishes and desires
and helps you get connected with your loved ones anywhere, anytime (ZONG to ZONG free city
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package). So speak your heart out and be good to your expression as ZONG is all set to
mesmerize you with the ever-entertaining
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 They‟ll 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.
4.3.5. Company Information
China Mobiles Pakistan (CM Pak)
ZONG
Type Private Limited Company
Parent or
Subsidiary Subsidiary
Founded May 16, 2007
Founder China Mobiles Pakistan (CM Pak)
Headquarters 7 Mauve Area, Islamabad, Pakistan
Investment US $1500 million
Cell sites 6300
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Industry Telecommunication, Wireless
Communication
Products Communication (Mobiles and SIM
and USB)
Telephone +92-51-111222111
Fax +92-51-111031031
Slogan ZONG Sab Keh Do
Website www.zong.com.pk
4.3.6. Management Line of ZONG
MANAGEMENT LINE OF ZONG
Management Line Name Location From
CEO Qin Lee Islambad China
CTO XuHaiyong Islambad China
CFO XinJee Islambad China
COO ZafarUsmani Islambad Pakistan
CHRO WaiGiang Fu Islambad China
Director Operations SyrusSikander Islambad Pakistan
Director Finances Amir Mahmood Islambad Pakistan
Director Sales MannanShabbir Islambad Pakistan
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4.3.7. Organizational Chart
CEO
COO
MARKTINGCALL
CENTER
CSCSALES
AND DISTRIBUTION
CFODIRECTOR FINANCE
PROCUREMENT
CITO
IT OPERATIONS
IT PROJECT
CHRO
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4.3.8. Customer Center Chart
CSC Manager
BDO TSOs
CSR Zong Mobile
CSR Prepaid VAS
CSR Prepaid Connection
CSR Postpaid
Account Officer
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5. PRODUCTS AND SERVICES
5.1. ZONG Postpaid
Exciting news for ZONG‟s postpaid customers, ZONG has introduced some new postpaid
packages and may be the most feature rich in market. Now, ZONG‟s postpaid packages comes
with the free minutes on-net and off-net, and also unlimited SMS, 15 MB of free GPRS quota
and many more. Packages are given below:
Line Rent (Rs) 100 300 600 1200 2000
On-Net Calls Airtime Rs./min 0.5 0.45 0.375 0.3 0.1
Off-Net Calls Airtime Rs./min 0.5 0.45 0.375 0.3 0.2
FNF Rs./min 0.4 0.3 0.2 N/A N/A
Free SMS (On & Off-Net) N/A N/A N/A Free Free
SMS Rate Rs./sms 1 1 1 1 1
GPRS(MB) 15 15 15 15 15
Free SMS 90 90 90 90 90
Free Minutes 100 300 600 1,200 6,800
On-Net 60 180 360 720 6,000
Off-Net-PTCL 20 60 120 240 400
Off-Net-Other Mobile Operator 20 60 120 240 400
Refundable Security Deposit 600 1,000 1,500 2,500 4,000
If customer comes to purchase postpaid SIM than he can avail packages which are given above.
On postpaid SIM there is no default package customer will select any of the above packages
according to his need and deposit line rent according to the package and package will be
changed.
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5.2. ZONG Prepaid
Following packages can be applied of the prepaid SIM
5.2.1. ZONG Default Package
ZONG default package have some following features
Network Price
Call Rate (All networks) 80 paisa/30 second
SMS (All networks) 80 paisa
MMS (All networks) Rs. 3.00 upto 300KB
GPRS Rs. 15/MB
Unlimited GPRS Rs. 400/month
Unlimited SMS Rs. 3.99/day
Happy Hour Rs. 4.99 per hour
Friends and Family 5 Numbers
ZONG Friends and Family rate 50 Paisas
5.2.2. ZONG 45 Package
ZONG 45package have some following features
Charging Unit 20 Seconds
Voice: All networks in Pakistan 45 paisa/20 seconds
SMS: All networks in Pakistan Rs. 1/SMS
MMS: All networks in Pakistan Rs. 3/MMS upto 300KB
GPRS Rs. 15/MB
Unlimited SMS Rs. 3.99/day
Friends and Family Not Applicable
Special offers (e.g. Happy Hour, 8 Aanay,
LNO, BTO, Super Free, Unlimited Free)
Not Applicable
Switching for package Send “sub” to 931 or by dialing 931
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5.2.3. ZONG 65 Package
ZONG 65 package have some following features
Charging Unit 30 Seconds
Voice: All networks in Pakistan 65 paisa/30 seconds
SMS: All networks in Pakistan Rs. 1/SMS
MMS: All networks in Pakistan Rs. 3/MMS upto 300KB
GPRS Rs. 15/MB
Unlimited SMS Rs. 3.99/day
Friends and Family Not Applicable
Special offers (e.g. Happy Hour, 8 Aanay,
LNO, BTO, Super Free, Unlimited Free)
Not Applicable
Switching for package Send “sub” to 910 or by dialing 910
5.2.4. ZONG 12 Aanay Package
ZONG 12 aanay package have some following features
Network Price
ZONG to ZONG 75 paisas/30 second
ZONG to any other number 75 paisas/30 second
SMS to any other network 75 Paisas / sms
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. 3/300KB
Mobile Internet Rs. 15/MB
Switching for package Dial 907
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5.2.5. ZONG Free Package
Features of ZONG free Package are as follows
Network Price
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
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
- Break time offer Fridays Only(Noon to 4:00 pm). Rs. 3.99 per hour
ZONG Friends and Family rate Re. 1.00/minute
MMS Rs. 3/300KB
Mobile Internet Rs. 10/MB
Super free number Free for 24 hour a day
Switching for package Dial 900
5.2.6. ZONG Aik Second Package
Features of ZONG Aik Second Package are given below
Make call for just 4 paisas per second!
All Networks. All Numbers. All Time!
Call 5 Friends and Family numbers for just 2 paisas per second.
For subscription dial 900.
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5.3. Other Offers and Services by ZONG
ZONG has always provided its customer with the best offers and services some of them are
given below
5.3.1. Break Time Offer (BTO)
ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon to 2 pm,
and on Friday from noon to 4 pm. This offer is on ZONG free package.To subscribe dial 900.
5.3.2. Late Night Offer (LNO)
ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per hour. This
offer is on ZONG free package. To subscribe dial 900.
5.3.3. Location Based Charging (LBC)
ZONG has always provided its customer with the best offers and services and in continuing of
efforts ZONG now brings LBC. LBC is in more than 40 cities through which the customer can
enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day.
5.3.4. Friends and Family (FnF)
ZONG brings special rates for your friends and family members add FNF numbers in almost all
prepaid and postpaid packages.
In ZONG postpaid packages FnF rates applied of line rent 100, 300, and 600 call rates are
0.4, 0.3, and 0.2 rupees per minute only respectively.
And on prepaid FnF rates applied on ZONG Default Package and ZONG 12 Aanay
Package5 FnF numbers 50 paisas per 30 seconds and and on ZONG Free Package 10 FnF
@ 1 Rs per minute, and in ZONG Aik Second Package call on 5 Friends and Family
numbers for just 2 paisas per second.
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5.3.5. Happy Hour
ZONG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for
first time in Pakistan you can change the hour every day.
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 every day.
5.3.6. Super Free Number
ZONG offers the ZONG super free number for that special someone deserves something special.
Now call on your one special number 24 hours - for free!
You can change the one super free number at the end of your subscription
Already entered FnF numbers can be added as Super free number only after 30 days of
selection i.e. after 30 days of adding the FnF number
Dial 908 for package conversion & special number selection / modification
You can also subscribe through SMS by sending sub <space> free <space> <mobile
number> to 908
5.3.7. Conference Call
Now five members can talk to each other at one time ZONG brings to you conference call
service. Now activated on all prepaid and postpaid numbers.
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5.3.8. SMS packages
ZONG‟S SMS packages are as follows
Packages SMS Days Limit Price
Daily SMS bundle 500 SMS & 100 MMS per day 1 day 3.99+tax
Weekly SMS bundle 1000 SMS 7 days 10 + tax
Fortnightly SMS bundle 500 SMS per day 15 days 50 + tax
Monthly SMS bundle 500 SMS per day 30 days 80 + tax
Just SMS <sub> to 700. You would receive an SMS asking you to choose from the
following bundles
Send a reply with 1 for daily, 2 for weekly, 3 for fortnightly, 4 for monthly.
To unsubscribe, SMS <unsubscribe> to 700
5.3.9. GPRS Packages
GPRS (General Packet Radio Services) packages detail is given below
ZONG Monthly Package
Prepaid Offer
Monthly Unlimited Rs. 200*
4 GB Bundle Rs. 400
Truly Unlimited Rs. 999
Postpaid Offer
Truly Unlimited Rs. 400
ZONG Free @ Rs. 10/M
ZONG Time Based Packages
Hourly package Rs. 0.25 per minute
For Activation Dial 905
*Monthly unlimited package provide downloading up to 2 GB.
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5.3.10. ZONG E-Care
No need to walk into a Customer Support Center or make a call to get such modifications done.
Our customers now have this facility in the comfort of their homes and offices. Through Prepaid
E-Care, customers can enjoy the following features online:
Web Portal Activation / Subscription for:
Call packages change facility
SMS bundle information
Block unwanted call and SMS
GPRS activation and packages change
FnF numbers check & change facility
BYN (Book Your Number)
5.3.11. Missed Call Alert
No is miss call now, ZONG brings miss cal alerts for its customer. A message will be sent to you
that this number called you if your phone is:
Busy
Not answered
Out of reached
Not responding
5.3.12. ZONG Family Pack
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Now with ZONG Family Pack, subscribers can call to their three family numbers without being
worrying about the time limit or additional charges. Though, free calls are not for all ZONG
numbers but to a group of three, that could be your family or friends. Bill will be paid by only one
member who active this package.
For activation dial 930
Monthly charges PKR 799+tax
5.3.13. Student Entrepreneur Program (SEP)
For the first time in Pakistan ZONG has established a concrete earning opportunity for students.
If you are currently enrolled in a university program and you want to earn a decent pocket money
then ZONG has an amazing solution for you. Just get yourself registered as SEP in any CSC of
ZONG anywhere in Pakistan. And avail that chance to get sales experience and also enjoy profit
as well.
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5.4. ZONG Mobile
5.4.1. Android Handset
ZONG brings to you the new Android handset based on the latest V 2.2 - Froyo Android
operating system and that too at an unbelievable price.The Android phone is packed with
numerous features that will revolutionize the handset market. You can know your exact
Location, find Places to eat or shop or find an ATM near you with a single Touch on the screen.
Handset along with the ZONG SIM for Rs. 10,999.
Discount of Rs. 150 can be got by the customer if he has ZONG SIM with him
Rs 450 of balance divided over 3 moths (Rs 150/month)
8MB free GPRS per month for 6 month
5.4.1.1. Features of Android Handset
CPU – 528 MHz QUALCOMM processor
3.2 MP camera
Bluetooth & Wi-Fi
EDGE supported
USB
Accelerometer
Proximity sensor
email support
Micro SD card support (Micro SD card not included)
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5.4.2. ZONG Handset N281
ZONG is all set to shake the telecom industry with its startling new Touch Screen phone being
offered at an unbelievable price. Along with this splendid Touchscreen handset and high-quality
camera you will also get an incredible bundle deal of free GPRS and balance to make calls and
SMS to any network in Pakistan.
Handset along with the ZONG SIM for Rs. 6,999.
Discount of Rs. 150 can be got by the customer if he has ZONG SIM with him
Rs 300 of balance divided over 3 months (Rs 100/month)
6MB free GPRS per month for 3 months
5.4.2.1. Features of Handset N281
Touch Screen
2 MP Camera
EDGE Support
FM Radio
20MB Internal Memory
Micro SD card Supported
8 Pre-Loaded Bookmarks (which include Facebook, Gmail, Google, CricInfo, ZONG,
Wikipedia, Yahoo)
ZONG Music Hot Key for one touch access to ZONG Music website
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5.4.3. ZONG Handset R231
The R-231's sleek and stylish design along with its music related functions. The handset is
packed with numerous features and a remarkable bundle offer of free calls and SMS to any
network in Pakistan.
Handset along with the ZONG SIM for Rs. 3,999.
Discount of Rs. 150 can be got by the customer, if he has ZONG SIM with him
Rs 225 of balance divided over 3 months (Rs 75/month) balance is valid for on-net call.
Off-net calls and SMS
6MB free GPRS per month for 3 months
5.4.3.1. Features of Handset R231
2 MP Camera
EDGE Support
FM Radio
34MB Internal Memory
Micro SD card Supported
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5.4.4. ZONG Handset R221
The stylish R-221 is an amazing handset packed with a camera, FM Radio, Torch and GPRS. Its
classy look and features will definitely attract you.
Handset along with the ZONG SIM for Rs. 2,499.
Discount of Rs. 150 can be got by the customer, if he has ZONG SIM with him
Rs 150 of balance divided over 3 months (Rs 50/month) balance is valid for on-net call.
Off-net calls and SMS
6MB free GPRS per month for 3 months
5.4.4.1. Features of Handset R221
0.3 MP Camera
GPRS
FM Radio
Torch
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5.4.5. ZONG Handset G2201
Following the immense success of our previous affordable handset offers, ZONG is back with
another handset deal with the latest affordable handset offer that is bound to catch your interest
and attention. The stylish and affordable G 2201 handset coupled with an amazing bundle offer
from ZONG.
Handset along with the ZONG SIM for Rs. 1,999.
Discount of Rs. 150 can be got by the customer if he has ZONG SIM with him
1000 minutes (on-net)
1000 SMS (on-net)
2MB free GPRS
Validity of free resources: 15 days
5.4.5.1. Features of Handset G2201
FM Radio
GPRS Supported
Torch
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5.4.6. ZONG HandsetZ100
The new stylish handset comes with 1000 free minutes and 1000 free SMS but that's not all,
among a number of features ZONG is now offering the handset in two different colors to provide
the valued customers with the choice as per their preference.
Handset along with the ZONG SIM for Rs. 1,599.
1000 minutes (on-net)
1000 SMS (any network)
Validity of free resources: 15 days
5.4.6.1. Features of Handset Z100
Slim and smart
Torch
FM Radio with loudspeaker
Color Display
300 Phonebook entries
100 SMS storage
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5.5. ZONG’sUSB
ZONG has finally launched its high-speed wireless Broadband services in major cities of
Pakistan. This service will be available with a USB Stick which is supported by a built in SIM
with EDGE/GPRS activated.After you have bought the SIM simply you have to plugin in the
USB in USB port, and you will be asked to set up some basic instructions and voila you can
access the internet on the go.
Price Rs. 8,000/-
Unlimited GPRS package Rs. 400/month + tax
5.5.1. SMS Charges
Domestic - Rs. 0.5/SMS +tax
International - Rs. 5/SMS +tax
Each month the users will have to recharge the SIM account to continue
using uninterrupted services @ Rs. 400+tax
5.5.2. Available at CSCs of the following cities
Faisalabad
Lahore
Hyderabad
Multan
Gujranwala
Peshawar
Karachi
Islamabad
Rawalpindi
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6. DEPARETMENTS
6.1. Human Resource Department (HRD)
ZONG Pakistan has a skilled human resource planning department. As we know that each
human resource department in any organization play key role and operate like an eye of an
organization, like wise in ZONG Pakistan they are performing their functions and fulfilling their
requirement of the organization by matching the organizational needs with the employee‟s skill,
knowledge and ability whether these needs are identified or being demanded by any department
of the ZONG Pakistan. Human resource planning in the ZONG is basically performing different
kind of functions which are as follows,
1. Whether there is need for recruitment in the organization.
2. If there is demand from any department, they (HR department) identify the need of the
department.
3. Placement of their employees.
4. Work for employee‟s motivation.
5. Check on employee‟s performance etc.
ZONG is newly born baby in Pakistan market, they have had strong competitors in their fields,
and they entered in the market of telecom where already the price war (price competition) had
been initiated among pioneer companies of Pakistan, including UFONE, MOBILINK,
TELENOR and WARID.
6.2. Administration Department
6.2.1. Mission Statement
“To anticipate the needs of all departments and their employees, to
address their demands for creating better safe and secure friendly
working environment, to accept challenges, achieving goals and
ultimately to be the No. 1 admin operation within CMCC(china
mobile communication corporation).”
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6.2.2. Functions of Administration Department
Provision of offices for all staff.
Provision of all office equipment for use by staff e.g. Computers.
Ensuring a clean and secure office environment.
Ensuring availability of adequate lighting, water, telecommunication, email, fax, etc.
Providing, where possible, designated parking for vehicles.
Ensuring availability of stationery.
Ensuring availability of adequate photocopying services/facilities.
Setting of internal operating rules.
6.3. Finance Department
6.3.1. Mission Statement
“The improvement in net earnings resulting from strong internal
sales growth both postpaid, prepaid segments.”
6.3.2. Functions of Finance Department
Payable
Pay Commission.
Audit and Accounts.
Cash Management
Financial Accounting
Taxation
Fixed Assets
Sun System (Accounting Software) Administration
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6.4. Marketing Department
6.5.1. Mission Statement
“ZONG marketing department will become the best marketing
department of the industry in terms of adding values to their brand
name, improving the image of the organization, increase in sales,
with quality of people and team spirit to lead toward the goals.”
6.5. Sales and Distribution Department
6.6.1. Mission Statement
“To maximize the number of revenue generating subscribers by
efficiently planning and executing policies and operations related
to product visibility and availability.”
6.6.2. Distribution
ZONG purchases equipment from four companies ZTE, Ericsson, Alcatel and Hawaii, these are
the venders and operator of ZONG distributors and franchises, CCSC (customer care service
centers) and different outlets, ZONG has CCSC and 100,000 different outlets in Pakistan.
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7. ANALYSIS
7.1. SWOT Analysis
SWOT Analysis is to evaluate the business in the market and a strategic planning tool used to
evaluate the Threats, Opportunities and Strengths, Weaknesses, involved in a project or in a
business venture or in any other situation requiring a decision. This is an important tool which is
helpful to formulate strategy. This Matrix is an important matching tool that helps managers
develops four types of strategies:
SO Strategies (Strength-Opportunities)
WO Strategies (Weakness-Opportunities)
ST Strategies (Strength-Threats) and
WT Strategies (Weakness-Threats)
SWOT is defined precisely as follows:
Strengths are attributes of the organization that are helpful to the achievement of the
objective.
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Weaknesses are attributes of the organization that are harmful to the achievement of the
objective.
Opportunities are external conditions that are helpful to the achievement of the
objective.
Threats are external conditions that are harmful to the achievement of the objective.
7.2.1. Steps for developing strategies:
There are eight steps involved in constructing a TOWS Matrix:
1. Analyze the external opportunities
2. Identify the external threats
3. Identify the internal strength
4. Identify the internal weaknesses.
5. Match internal strengths with external opportunities and mention the result in the SO
Strategies.
6. Match internal weaknesses with external opportunities and mention the result in the WO
Strategies.
7. Match internal strengths with external threats and mention the result in the ST Strategies.
8. Match internal weaknesses with external threats and mention the result in the WT
strategies.
7.2.2. Strength -- S
S.1. Resources
Being multinational company ZONG huge resources in terms of capital. It has
billions of capital to invest in various projects. Its offices are luxuriously equipped
with every facility.
ZONG while choosing people for jobs follow the strategy of choosing the best among
all therefore majority of its staff people are highly qualified from renowned
universities of Pakistan. Certain people are foreign qualified.
So far CM Pak has invested more than US$ 700 million in the telecom sector in
Pakistan and an additional US$ 800 million invested at the end of 2008.
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6.9 6.9 6.7 7.5 8.5 8.9
18.8 16.3 16.9 17.2 17.5 17.6
22.5 23.3 23.8 23.8 24.7 25.1
18.5 18.8 19.5 20.2 20.3 20.4
30.8 31.5 32.2 31.4 31.8 32.1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Jan-11
Mobilink
Ufone
Telenor
Warid
Zong
S.2. Increasing MNP Trend
Over 500,000 people have been switched to ZONG from other networks
S.3. High Growth Rate
Above table shows clearly about the growth rate of ZONG from December 2009 to January
2011. Almost in one year the market share is grew up by 2%. That is why it is also counted in
strength of ZONG.
S.4. ZONG Mobile
ZONG also offer mobile phones with very low prices and the SIM having balance of one year
(given every month). This is also very effective promotion for ZONG.
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S.5. Strong Image of Parent Company (CM Pak)
ZONG have a strong image of their parent company china mobile Pakistan CM Pak. That is
plus point for ZONG.
S.6. Lowest rate nation wide
ZONG provide lowest rates as compare to other telecom industry it‟s a great thing which is
only provided by ZONG.
S.7. Cell sites coverages
ZONG is also covering the all cities of Pakistan and in 2008 ZONG completed its
record sites 1000 in Pakistan its great achievement.
ZONG is covering the northern areas of Pakistan rapidly.
7.2.3. Weaknesses -- W
W.1. Bad Image of Paktel
Bad image of associate with Paktel. And still now having old staff of paktel.
W.2. Low Market Share
Till now ZONG have low market share 8.9% in January 2011. But the market share of
ZONG increasing rapidly from December 2009 to January 2011. Almost in one year the
market share is grew up by 2%.
W.3. Weak MIS
ZONG does not have the proper lists of its customers. It has the list but this list is not
authentic which is increasing the unauthorized use of its SIM specially pre pay. Owner of
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SEP issued sometimes unlisted numbers due to personal interest. So that is the weakness of
ZONG.
W.4. Old Staff
ZONG has till now old staff of Paktel which is not very much efficient in this era to
technology. But now ZONG try to overcome this weakness by retiring the old employees
with golden hand shake to those employees.
7.2.4. Opportunities -- O
O.1. Globalization
ZONG can expand the globally and can develop it strategy in other countries.
O.2. Acquiring / Merger
As Warid is going in loss and in the decreasing its market shares in telecom market in
Pakistan its big opportunity for ZONG to acquire Warid telecom.
O.3. Covering Pak China Border
ZONG can cover the border of China, with the Karakoram highway (old Silk Route) and can
play a vital role in freight transportation.
O.4. Covering Northern Areas
China mobiles have huge experience of network operation in similar high mountainous areas
in china itself. So it is opportunity for ZONG (CM Pak) to cover the northern areas of
Pakistan and get good image in the eyes of current users and potential users.
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O.5. New Product
As above mentioned China mobiles have large experience of network so ZONG can
introduce new products such as dish TV. Because ZONG have good wireless technology e.g.
ZTE, Ericsson, Alcatel and Hawaii etc. So it is easy for ZONG to introduce dish TV.
7.2.5. Threats – T
T.1. Old Stable Companies
1st threat for ZONG is old stable companies in Pakistan these have good brand image in the
eyes of customers.
The Mobilink GSM started operation in the year 1994
Ufone starts its GSM operation in Pakistan on January 29, 2001
Telenor acquired the license for providing GSM services in Pakistan in April 2004
Warid starts GSM cellular services in Pakistan and Bangladesh in October 2006
But ZONG started telecommunication business in Pakistan On January 22, 2007
T.2. Attractive Packages By Competitors
Another threat for ZONG is the attractive packages offered by the competitors but the best
example is Ufone there are so many packages offered by Ufone.
T.3. Price War
In Pakistan there is 5 cellular companies so that is why bargaining power of buyers is very
much high, so there is price war is also threat for new entrant ZONG.
T.4. Economic and Political Condition of Pakistan
Economic and political condition of Pakistan is very bad so this is also threat for the
companies. Increase in taxes is also threat for the companies.
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7.2.6. Strategies That ZONG Can Follow By SWOT Analysis
7.2.6.1. SO-Strategies
Matching theS.1. and O.4. ZONG can expand their business.
From S.1.and O.3. they can use the strategy of acquisition.
7.2.6.2. ST-Strategies
Matching the S.1. and T.3. ZONG can use the strategy of cost leadership.
Matching the S.1. and T.2. ZONG can use the strategy of penetration.
7.2.6.3. WO-Strategies
Matching the W.3. and O.2. ZONG can use the strategy of acquisition.
7.2.6.4. WT-Strategies
Matching the W.3. and T.2. ZONG can use the strategy of downsizing.
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7.3. PEST Analysis
In order to survive and remain profitable in today‟s competitive marketplace, ZONG need to be
able to react and adapt to changes in the external environment and ideally be proactive in
impacting these forces. External environment factors can be classified into five general
categories: competitive, social/cultural, legal, economic, political, and technological.
7.3.1. Political Factors
7.3.1.1. Political Instability
Pakistan is facing political instability causing danger for the telecom industry. But the political
factor does not effect on ZONG so high because ZONG related from china and relationship of
china and Pakistan is very strong.
7.3.1.2. Deregulation
The telecom sector of Pakistan has successfully liberalized in an efficient, transparent and fastest
deregulation of telecom in the region. The Government of Pakistan gave the status of Industry to
Pakistan Telecommunication Sector.
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7.3.1.3. Changes in Tax Laws
Tax rates have been increased day by day government tax rate of call is 15% and recently
government increased it by 6 % more.
7.3.2. Economic Factors:
7.3.2.1. Gross Domestic Product
Telecom sector of Pakistan has a share of almost 2 percent in National GDP.
7.3.2.2. Average Revenue per User (ARPU)
The average revenue per user is falling. It does not affect value able on ZONG. Because ZONG
started in same condition.
7.3.2.3. Decline in Money Value:
The decline in Rupee value against the US Dollar, the decrease in the interconnect charges and
lower priced tariffs have resulted in an overall decrease of ARPU in US Dollar terms.
7.3.2.4. Outflow of Capital:
The ongoing economic turmoil along with the worsening of security conditions in Pakistan has
caused an increased outflow of capital from the country.
7.3.3. Social factors:
7.3.3.1. Strategies according to the need of people:
While making the marketing strategies company consider the many factors like cultural and
social. The study of culture helps to understand the consumer behavior and in turn assists firms
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to improve their marketing strategies. ZONG has done wonderful job in this perspective. Before
entering into market it has done extensive research on the behaviors of the consumers.
7.3.4. Technological Factors:
7.3.3.1. Technological Development:
Companies are investing in their infrastructure to not only expand but also to upgrade their
existing structure. As the competition is strong ZONG is focusing on its value added services
7.3.3.2. Technological Advancement:
Currently all companies are 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 at low price.
7.3.3.3. Technological Trends
The well-recognized technology trends that are influencing the evolution of the network indicate
that:
The cost of a call is becoming even more insensitive to the distance;
The modularity of the network is increasing;
The switching off from one network to another is very easy;
The geographic boundaries are irrelevant for emerging technology;
The intelligence and function are moving away from the central office.
In these conditions competition is very strong among competitors. ZONG is improving itself in
technology.
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7.4. Number of Subscribers and Market Shares
7.6.1. Number of Subscribrs
Mobilink Ufone Zong Telenor Warid Total
Dec-09 32,202,548 19,549,100 6,704,288 23,798,221 16,931,687 99,185,844
Jul-10 32,264,625 20,087,449 7,018,055 23,786,402 17,039,238 100,195,769
Aug-10 31,777,445 20,182,449 7,249,813 23,743,680 17,085,379 100,038,766
Sep-10 31,444,099 20,236,451 7,453,034 23,836,209 17,164,955 100,134,748
Oct-10 31,453,954 20,187,309 7,785,713 24,121,009 17,167,065 100,715,049
Nov-10 31,544,480 20,192,949 8,028,087 24,401,083 17,474,523 101,641,122
Dec-10 31,794,292 20,275,002 8,497,799 24,692,818 17,517,476 102,777,387
Jan-11 32,106,671 20,374,352 8,881,402 25,056,416 17,587,927 104,006,768
7.6.2. Market Share
6.9 6.9 6.7 7.5 8.5 8.9
18.8 16.3 16.9 17.2 17.5 17.6
22.5 23.3 23.8 23.8 24.7 25.1
18.5 18.8 19.5 20.2 20.3 20.4
30.8 31.5 32.2 31.4 31.8 32.1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Jan-11
Mobilink
Ufone
Telenor
Warid
Zong
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8. WHAT I DID IN MY INTERNSHIP
8.1. Check Territory Sales Officer’s (TSO) activity in Market
This is also including in my working that I check the activity of the Territory Sales Officer‟s
(TSO)in the market. My focus is on the salesman that either they come in the market on the
regularly basis or not. I also consider that how the salesman behaves with the shopkeeper and
compare the our TSO‟s behavior with our competitors in the words of shopkeeper.
8.2. Check Stock Availability in Market
When I visit the market, then it is must for me that I ensure the ZONG‟s stock available in the
market or not. Stock related to:
SIM cards
Easy load
And the ZONG cards
8.3. Brand Promotion
During my working in the market I also focus and consider the product display and brand
display. During this activity I also focus on the display of the brands that all brands are available
as well as properly display on the proper place.
8.4. Shopkeeper Claims
I go in every shop and asked from the shopkeeper that they have any complaint about the TSO,
about
Behavior of TSO is good or not
Is TSO visit market regularly or not
Either TSO provide the stock (SIM cards, ZONG Cards, Easy Load) on time or not.
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8.5. Say Welcome to The Customers in The Office
In this process there is a machine that provides receipt about customer‟s arrival purpose there are
four different options on the machine that provide printed receipt to the customer
Postpaid information
Prepaid SIM activation/ change SIM packages/ SMS packages etc.
SIM blocking and SIM duplication
Others.
And provided receipt has a serial number on it, there is the screen that displayed the serial
number of receipt and that particular customer go that counter and ask about his/her problem.
And there is LCD TV available that entertained the customers.
8.6. Postpaid Billing Process and Term & Conditions about Postpaid Connection
There are some terms and conditions about billing procedure and collecting the bill, I have learnt
there how to collect bill and warning procedure and SIM blocking threats also to the customers
etc.
Terms and condition are as follows & Outgoing activity block
On reaching 90% of their credit limit, ZONG (CM Pak) will always notify its postpaid
users via SMS about their billing status.
On reaching 100% of the defined credit limit, the outgoing activity of our postpaid
customer gets blocked but incoming remains active for another 90 days. Line rent will
not be charged during this period.
On completion of another 90 days after outgoing is blocked, incoming will also get
blocked and thus the account will be completely blocked.
8.7. ZONG Number Booking Procedure and Number Activation Procedure
First book that number again go to telesales and choose NUMBER BOOKING menu than:
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Enter the number which is checked
Now message will come
Number <31xxxxxxxx> booking OK. Please use HLR <x> SIM for activation.
Once the desired numbers is booked then go back to telesales menu and choose NUMBER
ACTIVATION and enter:
MSISDN (that number which was booked earlier)
ICCID (serial number of the SIM)
Name (customer name)
Address (customer address)
On successful procedure the successful message will come.
8.8. SIM Replacement Process
Customer walks in to replace his/her SIM following are the required steps to follow:
CSR will verify the customer as per verification parameters.
CSR will inform the customer about SIM replacement charges (if any).
CSR will fill CSAF and get it signed by the customer and attaches a copy of CNIC.
CSR will process the SIM replacement in their system.
CSR will hand over the customer copy and finance copy to customer and guide customer
to cash counter.
Cashier will get CSAF copies and payment from customer.
Cashier will record transition in system.
Cashier will hand over SIM and payment receipt to customer.
CSR will CSAF to data warehouse for filling.
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8.9. Prepaid Sale Process
For the sale of prepaid connection following are the required steps:
CSR receive the customer request and required documents for prepaid connection and
verify customer as per the verification parameter.
CSR will ask the customer to provide CNIC.
CSR will fill CSAF and get signed by the customer.
CSR will hand over Customer & finance copy to customer and guide him/her to cash
counter.
Cashier will mark the cash paid stamp and sign the customer copy and hand over SIM
card and customer copy to customer.
8.10. Handset Sale Process
Customer walks in for the purchase of handset following are the required steps to follow:
CSR will guide customer about bundle deal of handset.
If customer agrees, CSR will ask customer to select the ZONG number form stock.
CSR will ask customer to fill CSAF.
CSR will guide the customer to finance counter for payment and handset collection.
Finance officer will perform the functions of system.
Finance officer will associate ZONG number with IMEI of hand set in system.
Finance officer will record transaction in system.
Finance officer will ask the customer to open the packing of handset to check if
accessories (handset + charger + warranty card) are complete.
Finance officer will take warranty card from customer and after signing and stamp, he
will hand over the warranty card and handset and customer copy to customer.
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9. APPLICATION OF CLASSROOM LEARNING IN ORGANIZATION
As I am a student of Masters in Business Administration, so in this we learn all about business,
How business is run? How policies are made? How management make decisions? Etc. regarding
above questions we study many subjects like principals of management, marketing, managerial
finance, human resource management, organizational behavioral, operations management and
many more, so everything we learn in our class has somehow practical implication in my
organization. But ZONG is telecommunication company mostly work is based on marketing,
management and organizational behavior in customer service center, so I practically get
exposure about management and marketing and organizational behavior that how practically
these are implemented in organizations.
9.1. Management Concepts
The concepts of management which we study in our subject principles of management are
implemented in my organization, how they follow the management concepts is given below:
The four management functions that are: Planning, organizing, controlling and leading
were followed in the ZONG. Planning and organizing is done by top level managers
whereas leading and controlling is done by middle level managers.
There were basically cultural dimensions that are actually prevailing in ZONG are:
People oriented, Team oriented, Innovation.
The flow of command is not fully centralized not fully decentralized in ZONG. Basically
top management provides directions toward their goals and then fully authority is in hand
of lower management to achieve the goals.
But top management has strict check and balance on the performance of lower
management and employees.
Management adopts administrative style to get all the activities done effectively and
efficiently.
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9.2. Marketing Concepts
Marketing concepts are practically implemented in my organization are as follows:
The marketing department is working on the basis of marketing mix that is price, place,
promotion and product.
Price means that the price of product is affordable for the needy customer and less prices
and more quality as compare to the competitors,
Place means product is conveniently available to the customers near to their homes more
franchises are opened in the different areas to provide better services and to provide the
products conveniently.
Promotional strategies are used by the ZONG in order to create awareness among
customers. Different communication channels are used to attract different market
segments.
And to convince the customer to buy the product according to new marketing style, (new
marketing style is to identify the need the of customer and offer product according to that
need so customer will satisfy and try to purchase again).
9.3. Organizational Behaviour Concepts
Organizational behavior helped me in understanding the organization environment
(friendly environment, strict environment etc) in ZONG there is strict environment during
dealing with the customers.
The type of the communication, (downward communication, upward communication etc)
there is both type of communication in ZONG because this organization get suggestions
from the lower management or from the employees and then top management make
policies according to that suggestions.
Employee motivation is done in ZONG through is any employee fulfill his target or to
sell more than that target organization offer rewards and incentives to that employee,
rewards may be the shield, performance excellent certificate etc.
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10. CONCLUSION
ZONG has strong financial position and growing very fast in the current position of the market
of Pakistan in which other companies growing very slowly or decreasing their market shares. As
we check in the market growth analysis ZONG increased its market share by 2% from December
2009 to January 2011. It is very big achievement for the ZONG because it is new brand in the
market. As ZONG become the favorite brand of the youngsters just because of its best prepaid
packages and the SMS packages we can say that ZONG can be a market leader after few years as
early it is growing. As all of we know that the other communication companies especially
UFONE providing the more and more packages for its customers ZONG also have to focus on it
and also provide more offerings to its customers. The best suggestion for ZONG to become more
favorite brand it should provide cheaper GPRS packages like ZONG GPRS daily free package
with some daily charges etc. ZONG have kept in mind that these points are for the better
progress in ZONG. And ZONG also have to use more promotion campaigns to increase the sale.
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11. SUGGESTIONS AND RECOMMENDATIONS
After doing internship in the ZONG I have find out some deficiencies in the ZONG so if I
appointed as a manger I will suggest some following points to the ZONG:
Voice clarity and call disconnection is the major issue of ZONG; this issue can be resolve by
installing new boosters in the different areas.
ZONG put emphasis on hiring young, fresh and energetic persons and firing the older ones
which is a good step for ZONG but beside this they should train their old and experienced
workers because human resources are the assets of the company, because after training that
old workers perform very as compare to the fresh workers.
In the ZONG‟S SBUs, ZONG mobile should use strategy to provide the spare parts for the
ZONG mobile in the mobile markets, so customer can repair the mobile after the warranty,
due to this step customer will get more faith on China Mobiles.
ZONG have strong financial position, and buyer is more powerful in the current market
because he/she has more options so by using this option ZONG should follow the cost
leadership strategy e.g. it should provide cheaper GPRS packages like ZONG GPRS daily
free package with some daily charges etc.
China Mobiles have huge experience of network operation in similar high mountainous areas
in china itself. So it is opportunity for ZONG (CM Pak) to cover the northern areas of
Pakistan and get good image in the eyes of current users and potential users and ZONG can
cover the border of China, with the Karakoram highway and can play a vital role during the
journey from this border.
To increase the market share of the company and to get more loyal customers ZONG have to
launch the wireless broadband package because there is less signal problem of the cellular
companies as compare to existing wireless broadband companies (wateen etc) so companies
can get competitive advantage to provide this facility.
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12. GLOSSARY
AMPS Advances Mobile Phone System
ARPU Average Revenue Per User
ATM Automated Teller Machine
B.C. Before Christ
BTO Break Time Offer
CCSC Customer Care Service Center
CM Pak China Mobiles Pakistan
CMCC China Mobile Communication Corporation
CPU Central Processing Unit
CSAF Customer Service Agreement Form
CSC Customer Service Center
EDGE Enhanced Data rates for GSM Evolution
FDI Foreign Direct Investment
FM Frequency Modulation
FnF Friends and Family
GB Giga Byte
GPRS General Pocket Radio Services
GSM Global System For Mobile communications
HRD Human Resource Department
IT Information Technology
LBC Location Based Charges
LNO Late Night Offer
MB Mega Byte
MHz Mega Hertz
MMS Multi-media Messaging Services
MP Mega Pixels
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OS Operating System
PKR Pakistani Rupees
PMCL Pakistan Mobile Communication Ltd
PTA Pakistan Telecommunication Authority
PTCL Pakistan Telecommunication Company Limited
SBU Strategic Business Unit
SEP Student Entrepreneur Program
SIM Subscriber Identification Module
SMS Short Message Service
UAE United Arab Emirates
USB Universal Serial Bus
VAS Value Added Services
VoIP Voice over Internet Protocol
WAP Wireless Application Protocol
Wi-Fi Wireless Fidelity
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13. REFERENCES
http://www. zong.com.pk/aboutus_ccmc.html
http://www. zong.com.pk/about_us.html
http://www.zong.com.pk/index_value_added_page.html
http://www.zong.com.pk/vas_new_offers.html
http://www.zong.com.pk/packages.html
http://www.zong.com.pk/vas_gprs_edge.html
http://www.zong.com.pk/packages_sms_bundle.html
http://ecare.zong.com.pk:8080/aiecare/index.jsp
http://www.zong.com.pk/vas_zong_handsets.html
www.mobilinkgsm.com
www.waridtel.com
www.telenor.com
www.ufone.com
www.pta.gov.pk