Management

Semester Project

Management
Semester Project

UNIVERSITY OF WAH
QUAID AVENUE, WAHCANTT.

Management
(Assignment)

Presented to:
Sir Umer Shahid.
Presented by:
Tahzeeb Khan Marwat.
Tayyaba Rani.
Waqar Ismail.

BS (Hons.) Computer Sciences

BS-CS-4th B

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DEDICATION
In loving memory of our beloved messenger, Hazrat Muhammad (sw).

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ACKNOWLEDGMENT
We are thankful to many individuals who have contributed in the development of
our Assignment. First, we owe our profound thanks to Almighty of ALLAH the lord of the
world, for blessing us with the ability, spirit, courage and strength to complete this
assignment. Second, we wish to thank those many individuals who reviewed our assignment.
We have tried to retain all the features in the assignment. We would like to thank our
lecturers that their patience and suggestions were essential. Especially thanks to our
teacher Sir Umer Shahid for helping in our project.

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Contents
About Parent company:.............................................................................................. 7
INTRODUCTION OF COMPANY:................................................................................. 7
PRESIDENT & CEO OF COMPANY:.............................................................................8
SEGMENTATION, TARGETING, & POSITIONING:...........................................................9
Segmentation:......................................................................................................... 9
Targeting:................................................................................................................ 9
Positioning:............................................................................................................ 10
PRODUCTS OF COMPANY:......................................................................................... 10
ORGANIZATIONAL CULTURE OF MOBILINK:...............................................................10
POSITION OF COMPANY IN MARKET:.........................................................................11
DIFFERENTIATION ADVANTAGES:.............................................................................. 11
COMPETITION WITH OTHER CELLULAR NETWORKS:.................................................11
MANAGEMENT FUNCTIONS:...................................................................................... 12
Planning (Selecting goals & ways to achieve them)..............................................12
Controlling (Monitor activities and make corrections)...........................................12
Leading (Influence)................................................................................................ 13
Organizing (Assign responsibility for task accomplishment).................................13
ORGANIZATIONAL STRUCTURE OF MOBILINK:..........................................................13
THE STRATEGIC MANAGEMENT PROCESS OF MOBILINK:..........................................13
MARKETING RESEARCH PROCESS BY MOBILINK:......................................................20
PROBLEMS FACED BY COMPANY:............................................................................... 21
Cultural Difference:............................................................................................... 21
Emotional Interference:......................................................................................... 21
Connectivity issue:................................................................................................ 21
CONCLUSION:........................................................................................................... 21
RECOMMENDATIONS:............................................................................................... 22
REFERENCES:........................................................................................................... 22

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About Parent company:

Orascom Telecom Holding S.A.E. (Orascom Telecom or OTH) is a leading
international telecommunications company operating GSM networks in seven high
growth markets in the Middle East, Africa and South Asia, having a total population
under license of approximately 460 million with an average mobile telephony
penetration of approximately 19% as at 30 June 2006. Orascom Telecom
operates GSM networks in Algeria (OTA), Pakistan (Mobilink), Egypt (Mobinil),
Tunisia (Tunisiana), Iraq (Iraqna), Bangladesh (Banglalink), and Zimbabwe
(Telecel Zimbabwe). Among other international ventures, Orascom Telecom also
owns 19.3% of Hong Kong-based Hutchison Telecommunications International
Limited operating in 8 countries.

INTRODUCTION OF COMPANY:
Pakistan Mobile Communications (Pvt) Limited, better known as Mobilink
GSM, is a telecommunication service provider in Pakistan. Mobilink GSM (PMCL), a
subsidiary of Orascom Telecom, started its operations in 1994, and has become the
market leader both in terms of growth as well as having the largest customer
subscriber base in Pakistan a base of over 31 million and growing. They pride
themselves on being the first cellular service provider to operate on a 100% digital
GSM technology in Pakistan that also provides state-of-the-art communication
solutions to its customers.
Mobilink offers exclusively designed tariff plans that cater to the communication
needs of a diverse group of people, from individuals to businessmen to corporate
and multinationals. To achieve this objective, they offer both postpaid (Indigo) and
prepaid (JAZZ) solutions to their customers. Compared to their competitors, both the
postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in
the Pakistan cellular industry.
At the same time, Mobilink places high importance to its coverage, which is why
they cover 10,000+ cities and towns nationwide as well as over 120 countries on
international roaming service.

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Pakistan Mobile Communications Ltd, Mobilink GSM (PMCL)

Type-Public Limited Company

Genre-Subsidiary
Founded-1994
Founder-Motorola USA
Head Quarter-Islamabad Pakistan
Area Served-10,000 Cities Town and Villages across Pakistan
Key People-Rashid Khan, President and CEO
Industry-Telecommunication
Products-Postpaid Indigo, Prepaid Jazz, Mobilink PCO, WiMax
Parent-Orascom telecom

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PRESIDENT & CEO OF COMPANY:

Mr. Rashid Khan is the President & CEO of Mobilink, Pakistan's market leader in
cellular services and part of the Orascom Telecom Holding. Prior to this, he has held
the role of Managing Director and Chief Executive Officer of Banglalink, the fastest
growing cellular operator in Bangladesh. Earlier Mr. Khan was the Executive Vice
President and Chief Commercial Officer of Mobilink and was a senior member of the
management team who played a key role in the robust growth of Mobilink's
subscriber base. With a Masters Degree in Electrical Engineering, Mr. Khan has
extensive experience in telecommunications, IT, and other technologies in both the
developed as well as emerging markets. Mr. Khan has also been associated with
various international companies and has been awarded patents for his inventions.

SEGMENTATION, TARGETING, & POSITIONING:

Segmentation:
Mobilink, a telecommunication service provider emphasizes on being part of a value
delivery process. The first phase, choosing the value, represents the homework
marketing must do before any product exists. First, the marketing staff must
segment the market. The variables used for segmenting the consumer market
demographic as well as psychographic:

Age
Income
Occupation
Social Class

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Targeting:
The second step of choosing the value is selecting the appropriate target market.
Mobilinks target market varies with its different product lines e.g. the Mobilink
Indigo brand mainly targets the corporate sector of the Pakistani community. The
Jazz Octane is designed to attract youth; Jazz Budget is aimed at the middle and
upper-middle class, while Mobilink World targets the masses with its diverse value
added services.
It is important to understand that the future of marketing telecommunication
services in Pakistan is going to be based on targeted segmentation strategies.
Mobilink follows the target selection pattern of full market coverage and develops
strategies as per the requirement of the different targeted segments. Mobilink has
followed a consistent strategy of growing the network and ensuring that the
products are available everywhere. This growth has been further strengthened with
brand building activities that have ensured that Jazz and Indigo remain synonymous
for premium telecommunication services for which they are close to the hearts and
minds of the customers.

Positioning:
Developing the offerings value positioning is the last part of choosing the value
phase of the value delivery process.
Mobilinks catchphrase Mobilink Reshaping Lives tells all about how they
want to position the brand in the minds of their target customers.
The message they want to communicate to the consumer market is that Mobilink is
the best solution for telecommunication and can be trusted to provide
communication facilities all across the globe where no other service is available.

PRODUCTS OF COMPANY:
Mobilink Indigo and jazz have 15 more products given below:
1. Mobilink Indigo
2. Mobilink Jazz
3. Mobilink Black Berry
4. Mobilink PCO
5. Mobilink WiMax
6. Mobilink TV
7. Mobilink Game
8. Jazz Cricket SIM
9. Conference Bridge
10.PSO Cards
11.PIA Reservations
12.Stock Watch
13.Fax Mail
14.Corporate SMS
15.SMS Advertiser

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ORGANIZATIONAL CULTURE OF MOBILINK:

Mobilink's corporate values serve as the foundation for its culture, behavioral
norms, and decision making. These values have always been at the heart of their
business principles and success.
Each of values guides the way they work as an organization and ensures that
mobilink not only meet the needs of their employees and stakeholders today, but
work towards sustaining and enhancing human and financial capital for the future.
These values sum up the culture at Mobilink, and aim to ensure a workplace that
necessitates open and respectful communication and exceptional quality of service
to internal and external stakeholders.

DIFFERENTIATION ADVANTAGES:

Because Mobilink target the customer groups they offer tariff plans that are
exclusively designed to cater to the communication needs of a diverse group
of people, taking into account occasional users to businessmen. To achieve
this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ)
solutions to their customers
The marketing department immediately identifies and responds to the
customer needs and comes up with interesting marketing strategies.
Mobilink is the first cellular operator to introduce the franchise concept in the
cellular industry in Pakistan and currently operates the largest franchise network in
Pakistan with over 250 franchises/national distributors (dealers operated service
centers). In order to extend its reach even further, Mobilink worked with its
franchisees to develop a network of over 500 sub dealers, these operate as point of
sales (POS) and are branded Mobilink Connect. Each franchisee is adequately
equipped to process sales, collect bills and offer customer services. All franchises
have trained sales and service staff fully capable of tackling sales challenges.

COMPETITION WITH OTHER CELLULAR NETWORKS:

Currently, the mobile sector is undergoing intense competition among the five
mobile Operators. Value Added Services have become Important over last two
years. In Pakistans competitive and heated mobile market operators survival lies in
getting into new areas exploring new Value Added products, and providing better
quality of services. This is only possible by rolling out networks and be the first to
reach untapped Population of the country. Out of 376 tehsils across Pakistan, almost
77 % are covered with mobile networks.

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In 2005 there were less than 2000 cell sites erected by all mobile operators all
together for provision of mobile services. Today total Cell sites of all mobile
operators are more than 17,500.
In 2010 the share of each company in mobile market exhibited a Change, except for
Ufone whose subscriber share remained more or Less the same. Mobilink kept on
loosing its share for another year in favor of Telenor and Zong despite its secure
subscriber base, Whereas Warid share in the market has dropped significantly.

MANAGEMENT FUNCTIONS:
Planning (Selecting goals & ways to achieve them)

Goals are set by parent company.

Strategic goals are set by 4 think tanks within an organization in contact with
foreign think tanks in Egypt.
Every employee work individually to achieve common directed goal in
autonomous (as long as it can be stretched) way.

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Hive mentality method (every employee think alike), follow target achieving
method.

Controlling (Monitor activities and make corrections)

Reporting is mechanism of monitoring.
President reports to Parent company.
Employee empowerment, delegation of authority (span of control).
Each employee has autonomous control, no need to follow hierarchy/chain of
command in order to make correction and confirmations, can contact
management personnel at top in case of need and urgency and make
corrections by themselves whatever the position.
Monitoring activities as responsible employee within the specified
limitations/goals but specified limitations/goals have enough elasticity.
Little direct supervision (Org structure)

Leading (Influence)

Leaders of team/departments in major cases/scenarios follow consensus.

Take consideration of suggestions, feedback of each employee in teams for
better outcome.
Very friendly leaders with high communication skills to convey ideas / orders
back and forth.
Increasing motivations and participation.

Organizing (Assign responsibility for task accomplishment)

Department based task, e.g.
Finance department deals with financial matters of the company.
Customer care marketing department deals with competition.
Deals in support centre, call centre, service centre (franchise, charity etc.)
Strategy department deals in planning. Sales department deals in sales.
HR department deals in workforce decision.

ORGANIZATIONAL STRUCTURE OF MOBILINK:

Although, all departments in an organization play a vital role in achieving goals and
objectives. Mobilink has cross functional teams, decentralization, low formalization,
open communication network, minimal formal rules, and wide span of control. Yet
the major departments are as follows:
Marketing
Finance
Human Resources
Customer Care
Strategy
Sales

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THE STRATEGIC MANAGEMENT PROCESS OF MOBILINK:

Step 1: Identify the Organizations Current Mission, Goals and Strategies:
Mobilinks Mission Statement:
To be the unmatchable mobile system of communications in Pakistan, providing
the best value to its customers, employees, business partners and share holders
Mobilink's Vision Statement:
To be the leading Telecommunication Services Provider in Pakistan by offering
innovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations
Mobilink Goals and 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.

Mobilink 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.
Increased Celebrity Endorsement.
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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Step 2: Doing an External Analysis:

Opportunities:

Promotional Packages
Sponsorships for local and International events
Changing Marketing Mix
Investment and Development Opportunities
Improved Customer Service and Value Added Services
Economic Influx both globally and locally
Global Telecom Industry growth is predicted, both supply push and demand
pull, pursuit of expansion
Adoption New Technology; Mobile Wallet and Gift Cards
Merger with VimpelCom; Opportunity to be Global 5th Largest Telecom
Company
Adopting to MVNO and MVNE services
Local handset manufacturing
Adoption to UTMS- 3G technology up coming in Pak
Exchange Rate Fluctuation

Threats:

Intense Competition Telenor, Ufone, Warid & Zong

Inconsistent and Adhoc Regulatory Environment and Adverse Trade Policies
of Pakistan

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Market Saturation of subscribers

Political Instability and Security Concern
Increasing maintenance cost
Skilled labor attracted to competitors via better benefits
High Tax Rates
Price war between brands in telecom industry
Natural Disaster; like the recent flood caused huge losses and the previous
earthquake

Step 3: Doing an Internal Analysis:

Strength:

Largest Market Share & Highest number of Subscriber in Pakistan

Strong Brand Image, Indigo leading Postpaid brand and Mobilink Jazz singular
pioneer pre-paid brand; & sweep two super brands award 2009 & Pioneers
with GSM Technology
Wide Network Coverage of 10,000 cities in Pakistan and over 100 countries
with International Roaming
Engineering and Technological stability at Mobilink along with competent
employees
Current ratio of company to meet its obligations improved in 2009 to 1.18
from 0.93
Concern for society and adapt to work environment needs; active CSR and
only cellular operator to be awarded 6th Environmental Excellence Award by
NFEH
ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center
First mobile operator in Pakistan to offer extensive GPRS Roaming and
BlackBerry Roaming services & Best extensive Network Infrastructure; optical
network and satellite links
Exponential growth in Revenue in first 3 quarter of 2010
Only cellular service in Pakistan to provide coverage on the M2 motorway and
implementation of full intelligence network (IN) platform from Siemens for the
prepaid platform
Mobilink's Short Message Service Center allows Vehicle Tracking and Fleet
Management services
Largest Call Center in Pakistan, which is there to assist the customers 24
hours
Total Assets Turnover and Fixed Assets Turnover had been low for 3yrs, in
2009 TAT & FAT is 0.09 and 0.22 respectively
In 2009, Mobilink ranked in top 100 telecom companies worldwide - 3rd
among the 'Brands punching above their weights' ahead of Airtel, Tata
Indicom and Reliance
Continuous and latest employee training approaches

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Effective and Rapid Communication within Management

Partnership with MCB to offer all banking services to Mobilink customers via
their handsets

Weaknesses:

Service issues with customers - average to below average service

Mismanagement due to large network
Huge Expenses incurred, high cost of material and other expenses
High Tariffs as compared to competitors & expensive service quality both call
rates and sms
Call Blockage service still not offered
Sort of bureaucratic style of Management; biasness by intermediate bosses
ARPU for pre-paid declined from 1.8 to 1.6 but for post-paid inclined to 1.3
from 1.2
Customer Retention

Step 4: Formulating Strategies of Mobilink:

The findings mentioned reflect three types of major strategies employed by the
organization at various levels. Namely they are:
1. Corporate level strategy
2. Business level strategy
3. Functional level strategy
1. Corporate Level Strategy:
As their corporate level strategy they have entered into partnerships with different
organizations. On the basis of findings, it appears that for the past few years
(1999-2003), Mobilink had a focus on internal growth. All this is evident from the
fact that since the deregulation of the mobile service industry of Pakistan, Mobilink
has undertaken various. The main reason for this change is mainly to keep up with
the competition and to retain and increase its market share. This transition is
obvious in Mobilinks repositioning itself and efforts to ensure that it changes its
stance from concentrating on its existing market to growing its market presence
hitting the market with a new face with the catchphrase Reshaping
communication With the threat of new entrants into the industry after the
deregulation, Mobilinks strategy took a new turn. To keep abreast with the
company, Mobilink took the following steps during the last 2 years:

Expanded its international roaming Service scope in 14 more countries

including Vietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria,
South Africa, Ethiopia, Uganda, Sudan, Bahrain, and Caribbean Islands.
Bilateral roaming agreements signed with 100 countries around the world to
have true roaming service operational in 151 operators of the world.
Promotional campaign launched.

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Jazz bundle offer
International summer promotion.
Indigo packages deliver nationwide cellular freedom at local call rates.
Joint Promotional Agreements with Various Organizations
JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120
phone set for only Rs. 2750
Jazz member Get Member: Opportunity for customers to become the brands
ambassador and at the same time earns Rs. 400 in airtime. The new Jazz
customer will also get Rs.100 free airtime.
Mobilinks Nokia 9500 offer
MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand
and the worlds leading car Rental Company to offer discounted car rental
rates(locally as well as internationally) to all Mobilink post-paid customers.
Foreigners visiting Pakistan using Mobilink CITIBANK Joint Promotion (free
INDIGO and Call n Control connections to all Citibank Credit Card members)
Handset Kiosk inside Mobilink Service Center: a hand-set Kiosk set up at
Mobilink service center at Awami Markaz, Karachi. The kiosk was set up in
collaboration with Mobile Zone. It gave customers the added convenience
of purchasing quality hand sets of leading manufacturers such as Nokia
Samsung or Sony Ericson right from Mobilink Service Center the Mobilink
network for cellular services swore able to receive a 20% discount on Avis-Car
rental Service.
Mobilink and UBL launch online bill payment facility for Indigo subscribers
MOB- Motorola V3 launch. On every purchase the customers would get some
free gifts to add more value to their purchase.
2. Business Level Strategy:
As their business level strategy it has focused on Differentiation strategy ever since
it started. Mobilink has always made successful attempts to distinguish
their products or services from other in the industry. They make their product
unique through:
Advertising
Highly creative people in the marketing dept
Billboards, TV commercials, bringing in famous personalities from media to
endorse their packages
Distinctive Product Features
Value added services
Online billing
GPRS enabled
Mobilink also started 3 friend and family number with a charge of 2.25/min
still expensive as compared to Warid but giving incentive to subscriber there
is an additional cost of RS 25 to add friends and family number.
International roaming: Bilateral roaming agreements signed with
100countries around the world to have true roaming service operational in
151operators of the world.
Exceptional Service

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There are certain areas of Pakistan where PTCL connections are notavailable;
the PTCL cables have not reached yet, but Mobilink has itsservice in those
areas.
Providing services in 413 cities
Best customer service in the cellular market: Biggest Call Center in Pakistan,
which is there to assist the customers 24 hours.
Only cellular service in Pakistan to provide coverage on the M2 motorway.
New Technology
Introduced GSM tech- bye to AMPS
GPRS system fast and inexpensive
MOBILINK GSM Short Message Service Center allows Vehicle Tracking and
Fleet Management services that are being provided by Tracker (Pvt.)Ltd.,
under the brand name of C-Track, a company licensed by Pakistan Telecom
Authority (PTA). Tracker currently operates from Karachi but can provide
these facilities at all those locations where GSM coverage is available.
Their differentiation strategy is usually targeted at people who are not
particularly concerned with price, so it can be quite profitable e.g. indigo and
blackberry are relatively expansive packages; blackberry is mainly targeted for
the business class who can afford it. In this way, the revenue generation remains
high. Mobilink offers tariff plans that are exclusively designed to cater to the
communication needs of a diverse group of people, taking into account
occasional users to businessmen. To achieve this objective, mob offers both
postpaid (Indigo, relatively expensive) and the prepaid (JAZZ, relatively
inexpensive) solutions to their customers.
Low Cost Strategy
Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani
mobile industry Tel. Since it first started its operations, it has been focusing its
products on the upper strata of the society. That is why its rates are higher than
its competitors, Ufone, Warid, Telenor, etc
3. Functional Level Strategy:
Sales and Marketing:
Differentiation Advantage:
Because they target the customer groups they offer tariff plans that are
exclusively designed to cater to the communication needs of a diverse
group of people, taking into account occasional users to businessmen. To
achieve this objective, they offer both postpaid (Indigo) and the prepaid
(JAZZ) solutions to their customers.
The marketing department immediately identifies and responds to the
customer needs.
Comes up with interesting marketing strategies which include advertising.
Commitment to Total Customer Satisfaction:
Customers are at the heart of Mobilink success. They have placed their trust and
confidence in Mobilink. In return, Mobilink strive to anticipate their needs and
deliver service, quality and value beyond their expectations.

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Passion for Business Excellence:
Mobilink strive for excellence in all that they do. They aspire to the highest
standards and raise the bar for their selves every day. This commitment to
delivering world-class quality translates into unmatched service and value for their
customers and all stakeholders.
Trust and integrity:
Mobilink take pride in practicing the highest ethical standards in an open and honest
environment, and by honoring their commitments. They take personal responsibility
for their actions, and treat everyone fairly, and with trust and respect.
Respect for people:
Mobilink relationships drive their business. They respect and esteem their
employees and all stakeholders. They believe in teamwork, empowerment and
honor.
Corporate Social Responsibility:
As the market leader, Mobilink recognize and fulfill their responsibility towards their
country and the environment they operate in. they contribute to worthy causes and
are dedicated to the development and progress of the society.

Step

5: Implementing Strategies:
Making it happens
Structuring an organization
Budgeting
Motivating
Creative reward structures
Creating work environment
Information & reporting systems

Step

6: Evaluating results:
Review process
Adjust mission
Adjust objectives
Adjust strategies
Initiate corrective measures

MARKETING RESEARCH PROCESS BY MOBILINK:

Effective marketing research in Mobilink consists of 6 steps
Step 1: Identifying and defining the problem
The first step is to understand the question(s), which need to be answered. Then
they work to identify and outline the marketing research project objectives and
define the size and source of the survey sample. Next, the most appropriate

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marketing research methodology is determined. The innovative and actionable
design approaches ensures that study is customized to meet the unique needs of
the project.
Step 2: Developing the approach and establishing research design and
strategy
Mobilink researchers gather data both by primary and secondary means. The
second step is questionnaire development. Surveys are designed with the marketing
research objectives in mind. It is made sure that the questions address the needs of
the project and all surveys are pre-tested to confirm the survey, instructions and
procedures are set up appropriately. The next step is to coordinate data collection.
Step 3: Collecting the data
The data is collected via telephone, in-person, through the Internet or by
using qualitative research. Marketing research studies are continuously monitored
by the research team to ensure accuracy. As Mobilink is well aware of the fact that
data collection phase is prone to errors and inaccuracies so the management tries
hard to get that right. A major problem is getting biased and dishonest answers. So
getting true respondents is crucial.
Step 4: Performing data analysis
The fourth step is to analyze the data. Once collected, Mobilink utilizes their
extensive statistical and analytical expertise to transform the data into clear,
concise and actionable information. Key findings are summarized and a course of
action is recommended.
Step 5: Reporting and presentation
The fifth step is to report the results. Our clients have come to rely on our reporting
capabilities. Whether it's providing presentation-ready materials, formatting reports
to meeting the internal standards or delivering reports via choice of media, every
effort are made to give the insight that Mobilink is the most innovative and
progressive telecommunication company in Pakistan.
Step 6: Making a decision
Mobilink uses marketing decision support system to enable its managers to make
better decisions, it is the system for collection of data, system, tools and techniques
with supporting software and hardware which an organization gathers and
interprets relevant information from business and environment and turns it into a
basis for marketing action.

PROBLEMS FACED BY COMPANY:

The problems those are faced by Mobilink are as follows:

Cultural Difference:
Mobilink is a multinational company having thousands of employees from different
areas and having entirely different culture, it faces a great problem in its day to day
business activities.

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Emotional Interference:
Mobilink has a huge area all over the world. And operate this huge employees is
not an easy task. There are many reasons in which the employees become anger
and which may cause of barriers.

Connectivity issue:
The temporary connectivity issue faced by Mobilink users was caused by a software
problem that occurred because of up gradation of systems in Lahore. Mobilink
service was also affected after an exchange in Islamabad caught fire resulting in downtime of
services for almost a day. These problems caused serious effects on their customers.

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.
Mobilink has a friendly environment where each employee is empowered to
exercise delegated powers and has an authority to directly contact the
president, if need be.
Mobilink has research setup that identifies emerging local opportunities and
makes suggestions to the parent organization.
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.
Vindicated Compensation planning and exquisite retention policies have
enabled Mobilink to hire and retain best professionals in the industry.
Mobilink has proven itself as a socially responsible corporate by participating
in charity and education programs that support the poor.

RECOMMENDATIONS:
The Strategies Mobilink should follow on are:

Adopting innovative technology, mobile wallets and gift cards product

development and mobilizing the brand
Global Expansion in emerging markets
Market Penetration; concentrate on providing reliable and better services
Concentrate on Customer Retention and gaining market share
Backward integration over vendors for reduction in infrastructure
maintenance cost and other expenses

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REFERENCES:
1. Wikipedia Article, Mobilink http://en.wikipedia.org/wiki/Mobilink , date viewed
August 8th, 2011
2. Official Website, About Us http://www.mobilinkgsm.com/about/about.php ,
date viewed August 8th, 2011
3. Official Website, About Orascom Telecom
http://www.mobilinkgsm.com/about/orascom.php, date viewed August 8th,
2011
4. Official Website, Vision & Values
http://www.mobilinkgsm.com/about/vision.php, date viewed August 8th, 2011
5. Official Website, Management
http://www.mobilinkgsm.com/about/management.php , date viewed August
8th, 2011
6. Official Website, Network http://www.mobilinkgsm.com/about/network.php ,
date viewed August 8th, 2011
7. Official Website, CSR at Mobilink http://www.mobilinkgsm.com/csr/index.php ,
date viewed August 8th, 2011
8. Mobilink Project, http://www.scribd.com/doc/9695194/Mobilink-Project , date
viewed August 8th, 2011
9. http://www.slideshare.net/zesale/mobilink-management-report
10.Babar Bhattis, Mobile Market Analysis Mobilink Is Still #1,
http://telecompk.net/2007/10/01/mobile-market-2007-mobilink-at-top , date
viewed August 8th, 2011