HOW Manager MAKE STRATEGY IN MOBILINK

Instructor:
Prof.ossamaFazal
Presented by:
IramAmeerL4S12MCOM0054
MehakAli L4S12MCOM0056
AttyiaAshiQL4S12MCOM2045
Usman Nawaz L4S12MCOM2058
Afshan Noreen L4S12MCOM2065
Sana ShafiqL4S12MCOM2061
Junaid IJAZL4S12MCOM2070
CLASS &SECTION:
M.com (MB1)
 ACKNOWLEDGEMENT

“To Him belongs the dimension of the Heavens and the earth, it is He who givesLife and death
and He have power over all things.”

(Al-Quran)

All acclamation to Allah who has empowered and enabled us to accomplish the
tasksuccessfully. First of all we would like to thank our Allah Almighty who really
helps us in everyproblem during the project.

We would like to express our sincere and humble gratitude toAlmighty who’s
Blessings, help and guidance has been a real source of all our achievements inour
life.
We would like to admit that we completed this project due to parents who pray
for our success.
We also wish to express our appreciation to our Instructor OssamaFazalwho helps
us a lotand introduce us to new dimensions of knowledge.
Last but not the least my group efforts, support, cooperation and encouragement
showed byeach members in the group with each other.

PREFACE
Every organization, whether it is a multinational, private business, government offices,
etcdepend on its people .These people working as General Managers must be
trained and kept motivated, offered good working environment and must be acknowledged
at work. Telecom industry is growing in Pakistan, with new companies getting license the
competitions tough as a result the consumer is getti ng benefi t and enjoying cheap
call rates. With a population of 15 million countries, telecom is one of the best revenue
generated industry. As  v o i c e o v e r I P , w e b c o n f e r e n c i n g a n d o n l i n e v i d e o
s e s s i o n s a r e b e c o m i n g p o p u l a r t h e s e companies have bright future ahead. 

Mobilink GSM, a subsidiary of velcam Telecom, started its operati ons 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 30 million and growing. We
pride ourselves on being the fi rst 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 objecti ve, we off er both postpaid (Indigo) and prepaid (JAZZ)
soluti ons to our customers. Compared to our competi tors, both the postpaid
(Indigo) and prepaid (Jazz)  brands are the largest brands of their kind in
the Pakistan cellular industry. In additi on to providing advanced voice communicati on
services that makes lives of millions that much easy, we also offer a host of value-added-

services to our prized customers. At the same time, Mobilink places high importance to its

coverage, which is why we cover you in 8000+cities and towns nationwide as well as over 120
countries.

Acknowledgement

Preface

Introduction of PTA
Executive Summary

History of Mobilink company

Vision Statement

Mission statement

Organizational hierarchy

Company values and Objectives

SWOT Analysis

BCG matrix

Implementation of strategy

Corporate level strategy

Marketing strategy

Conclusion

TABLE OF CONTENTS

EXECUTIVE SUMMARY
 MOBILINK GSM is a telecommunication service provider in Pakistan. According to PTA
statistics, MOBILINK has 29.55 million customers by July 2009.Mobilink is the largest
cellular service provider in Pakistan.

 MOBILINK’S corporate postpaid package is sold under the brand name "INDIGO" and
prepaid by the name of "JAZZ”. This long-term report focuses on the MOBILINK’S
Product “INDIGO”, and comprises how company started its post-paid services in
Pakistan, which segmented strategies it adopted and which segment had been and has
been catered by it.

 MOBILINK a subsidiary of the ORASCOM Telecom Group is Pakistanis leading cellular

service and market leader with an unmatched customer base of over 30 million
subscribers. MOBILINK has successfully achieved a record subscriber growth of 40 % in
2007 and with over 6000 cell sites, has coverage in over 7,000 cities, towns, and villages,
throughout Pakistan.
 International roaming is available in over 127 countries with more than 300 partner
operators, and the companies investment to date, is over US $2.5 billion. It directly
employs over 4,500 people, and facilitated through an integrated technology
infrastructure, has the largest distribution network of over 200,000 retail outlets across
Pakistan.

 Through The MOBILINK Foundation, the company’s corporate social responsibility

program contributes significantly in the areas of health and education. The company is
also the official cellular service of the Pakistan Cricket Board and the leading Blackberry
communication services provider in Pakistan.

 The MOBILINK team is dedicatedly working each day to connect the unconnected and
achieve milestones that make history. Each MOBILINK moment entails a new challenge,
a new moment of happiness, a new sense of achievement and a new success.

HISTORY OF MOBILINK COMPANY:

 Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a
telecommunication service provider in Pakistan. The company is Pakistan's leading
cellular operator with a subscriber base of 31.5m and market share of 31% in October.

 Mobilink’s Head offi ce is located in Islamabad.

 Started its operati ons in Pakistan in 1994 by MOTROLA Incorporati on, and
has become the market leader both in terms of growth as well as having
the largest customer subscriber base in Pakistan.

 Later it was sold to Orascom Telecom, an Egypt-based multi-national company. Now the
VimpelCom has took over the charge of the company.

 Mobilink GSM (PMCL), a subsidiary of ORASCOM Telecom which o p e r a t e s i n

nearly 180 countries around the globe.

 In addition to cellular service, the Orascom group is diversifying its service portfolio by
setting up new businesses and also expanding through acquisitions,

 Recently, they started offering DSL broadband through a wholly owned subsidiary,
Link.Net. Additionally, the company has also launched its wireless broadband service
through WiMax based technology under the label of 'Mobilink Infinity'. Technology is
backed by Alcatel, and company is using ZYXEL Customer Premises equipment.
 In addition to Mobilink, the Orascom group also owns TWA (Trans World Associates)
which operates an undersea fiber optic cable from Karachi to Fujairah, UAE.

 Till June'10 the company had issued two listed bonds to the tune of Rs. 3.2 billion and
Rs. 6 billion.

 A base of over 20 Million customers which is sti ll growing.

 Mobilink is the fi rst 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 thecommunication needs
of adiverse group of people, from individuals to businessmen to corporate and
multinationals.

 It offers prepaid and postpaid connections namely called JAZZ & INDIGO each of
whichhas further types.

 I n addition to providing communication services; it also offers a variety of value-added-

services to its customers.

 At the same ti me, Mobilink places high importance to its c o v e r a g e ,

w h i c h i s w h y t h e y c o v e r t h e i r c u s t o m e r s i n o v e r 1 0 0 0 c i ti e s a n d
t o w n s nationwide, as well as in over 100 countries on international roaming service
with the help of their roaming agreement with over 290 partners in those
countries.

 In other words, as Mobilink say it themselves “We speak your language…

everywhere”.

VISION STATEMENT
“To be the leading telecommunication services provider in Pakistan by offering
innovative communication solutions of our customers while exceeding
shareholder value and employee expectations.”

Mission statement

“To be the unmatchable mobile system of  communications in Pakistan this

provides the best value to its customers, employees, business partners and
shareholders.”
 Mobilink’sMission
“To be the unmatchable mobile system of communications in Pakistan this provides
the best value to its customers, employees, business partners and shareholders. ”

Customer: Company mission Statement Company wants every commonman to be its customer.

Product and services:  In addition to provide advance voice communication services, Mobilink
also offers cost efficient data services to its customers. Keeping in mind the customer
convenience company also deals in mobile handsets sold either independently or bundled.

Market: Mobilink GSM is the market leader in providing communication solution to more then
350,000 people in 30+ cities of the country as well as International roaming among 120+
destinations.
Technology: Company operates on a 100 % digital GSM technology in
Pakistan .
Concern or survival for growth: Keeping in view the growth potential of the cellular industry
Mobilink having a strong focus on maintaining high quality of services, which is always a
benchmark of Mobilink increasing usage and exploring new revenue.

Philosophy: Company believes there is no compromise for the “Services”

In order to remain portent force in cellular industry.

Self-concept: Mobilink has largest Network provider, Excellent Customer

Services, Highest Customer base which is its own identity.

Concern for employees: Company is very conscious about its employees

and its striving for provision of attractive salary package, connivance facility ,
medical allowances and Telephonic facilities.’

Concern for Public: Company offers tariff plans that are exclusively

designed to cater to the communication needs of a diverse group of people,
taking into account occasional user to businessmen. To achieve its objective it offers both post-
paid (Indigo) and prepaid (Jazz) to the customers

Commitment to Total Customer Satisfaction:

 Customers are the heart of our success, placing their trust and confidence in us. In
return, we endeavor to anticipate customer needs and deliver service, quality and value beyond
expectations.

Passion for Business Excellence:

Mobilink strives for excellence in all that it does. We aspire the highest standards and
raise the bar for ourselves every day. Our commitment to world-class quality translates into
unmatched service and value for our customers and our stakeholders.

Trust & Integrity:

At Mobilink, we take pride in practicing the highest ethical standards in an open and honest
environment by honoring our commitments. we accept responsibility for our actions, and treat
anyone fairly, with trust and respect

Board of directors of MobilinkCompany

President and CEO

Rashid khan

Chief Information Officer

Tariq Rashid
Vice president human Resources, Administration & security

Al Raza Mehdi

Vice President Sales

IrfanAkram

Vice President Marketing

Bilal Munir Sheikh

Vice President & Head of Broadband Business Division

 NaeemZamindar

Vice President Corporate affairs

Agha Qasim

Chief Technical Officer

RamyReyadKamel

Vice President Chief Strategy Officer

Mr. Aamir Ibrahim.

Head Office Location:

The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad.

Branch Offices:

Its branch offices are located inLahore, Karachi, Faisalabad, Rahim Yar Khan, Sukkur, Peshwar,
Quetta, Swat, and Kohat.

Mobilink has three main contact centers in three regions of Pakistan.

Total Strength of Employees:

 Overall: (Total 4500)

Top Managers75

Middle Managers750
Line Managers3675

 Human Resource Department:(Total 47)

Director01

Vise President04

Middle Managers16

Line Managers26

Organizational chart of MobilinkCompany

 CE
O
Manager 1
manager 2
Specialist 1
speciatist 2
Associate 1
Associate 2

A BRIEF DESCRIPTION

Mobilink also looks from the organizational hierarchy point of view. There are 7 different
departments each headed by a General Manager. They report directly to the CEO. Then there
are three BUMs (Business Unit Managers) who report directly to the CEO but they are also
directed and responsible to report to all the GMs of the 7 other departments. BUMs are divided
geographically into three divisions.

 BUM North (Islamabad, Peshawar, Jhelum)

 BUM Central (Lahore till South of Punjab)
 BUM South (Entire Sindh)

CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES

Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Our Corporate Social Responsibility goes beyond philanthropy and
donations whereby we take into full account the impact that Mobilink creates on all
stakeholders and on the environment when making decisions.
We follow ethical standards in our supplier selection, promoting environmentally sustainable
practices and adherence to the law. Mobilink also believes in sharing the benefits of
Information and Communication Technology (ICT) by developing products, aimed at poverty
alleviation such as the Mobilink PCO and the Kisan service, an agricultural IVR information
service. Mobilink and its employees contribute significantly to local organizations and
communityprojects and enrich the lives of Pakistanis through support in education, health, and
the environment. We recognize that an educated healthy society is Pakistan’s key to ensuring
sustainable development.

Our CSR Mission Statement:

 Support local communities in which customers,

employees, investors and suppliers live.
 Support programs to increase accessibility and use
of mobile technology in education, community
health and employability.
 Protect the environment and promote sustainable
practices in the business value chain.
 Promote diversity and remove barriers that prevent
people from participating fully in society.
 Support personal development of employees and
their involvement in local communities.
 Share benefits of developments in mobile
Communications technology as widely as possible

Community

Mobilink believes in playing an active role in supporting the community

and social development of Pakistan. Each year, Mobilink and its staff
contribute significantly to charities and community projects to help
bring about a better quality of life to the less privileged in the
community and enrich the lives of Pakistanis through support in
education, health, arts, sports and environment. Roshni Homes Trust
building in Gujranwala, constructed with the financial support of
Mobilink, which has led to one of the wings being dedicated to
Mobilink.
Education

High quality education is the right of every Pakistani; but

most of the time this right does not see the light of day. Education
being one of the keys to socio-economic development, our
cooperation with various educational institutes is well established.
Mobilink believes that educating the next generation is a crucial
investment into a better future, and we are continually increasing
our efforts in this area. Mobilink Scholarships Programs Mobilink
currently supports three scholarships at two leading universities in Pakistan: 1 Bachelors
scholarship each year at the GhulamIshaq Khan Institute of Engineering Sciences and
Technology (GIKI) alternately for Electronic /Electrical Engineering and Computer Science. 2
scholarships each per year; one for Masters and one for Bachelors in Computer Science at the
Lahore University of Management Sciences (LUMS).
Health

Health is a shared responsibility, one that Mobilink has taken on through numerous
donations in the health sector. Our concern rests with disadvantaged and marginalized groups;
those living in remote areas with little access to medical help; and
providing facilities not

available to these people. Therefore, Mobilink is determined to

play its part in improving access to health services in Pakistan. The
partnership between Mobilink and Pakistan Myasthenia Welfare
Organization (PMWO) for provision of Plasmapheresis services in
Pakistan is unique in the history of Pakistan. Never before has a large corporate collaborated so
openly and effectively with an NGO and a government institute (PIMS) to help the poor, needy
and sick within the country. The generosity and keenness of
Mobilink to nurture this relation is particularly appreciable.
Lives of hundreds of patients ofMyasthenia Gravis and GBS are
saved and this process is ongoing. One can only say - Thank You
Mobilink.
Disaster Relief
During the devastating earthquake of 2005 that struck
the Northern areas of Pakistan, Mobilink was amongst the first
to respond to the crisis. In addition to our immediate
emergency relief efforts, we expanded our support to
sustainable projects that aim to rebuild lives and communities affected by such natural
disasters.

Mobilink's Values and Culture:

Total Customer Satisfaction:

Customers are at the heart of our success. They have placed their trust and confi dence in us.
In return, we strive to anti cipate their needs and deliver  service, quality and value
beyond their expectations.

Business Excellence

We strive for excellence in all that we do. We aspire to the highest standards and raise the bar
for ourselves every day. This commitment to delivering world-class quality translates into
unmatched service and values for our customers and all stakeholders

Trust & Integrity:

At Mobilink, we take pride in practicing the highest ethical standards in an open and honest
environment, and by honoring our commitments. We take personal responsibility for our
acti ons, and treat everyone fairly, and with trust and respect.

Respect for People:

Our relationships drive our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor.

Corporate Social Responsibility:

As the market leader, we recognize and fulfi ll our responsibility towards

our country and the environment we operate in. We contribute to worthy cause sand are
dedicated to the development and progress of the society.

COMPANY OBJECTIVES

Since 1994, when the MOBILINK started its operation in Pakistan, it has been a pioneer in
cellular industry. Entrants namely WARID and ZONG att acked MOBILINK aggressively
and forced it to adopt cut pricing strategies and come up with cheaper and cheapest
packages and talk times.

MOBILINK in competition with WARID has lost its postpaid market share and ZONG and UFONE
has taken its prepaid customers. The most current objecti ve of the company according
 is to retain long relati onships with its current customers,
bring the loosen customers back and to attract the customers of
its competitors.

It is therefore in the tagline of MOBILINK Jazz, the

company has emphasized on all three aspects NETWORK,
QUALITY and RATES. The tagline is:"Network, Quality and Rates Pe Koi SamjhotaNahin". This
means that the company is trying to provide quality service, in wide network edge at cheaper
rates in order to attract non-users of mobile and current users of mobile and cellular services.

Indigo Rewards Point Donations

Well earned reward points by indigo customers can now be donated to deserving welfare and
health organizations by simply dialing 111.

EMPLOYEE MOTIVATION

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

 Annual increment in salary, some time biannually

  Badminton
 Cricket
 Football
 Eid party
 Theme dress competition
 Achievement awards on monthly basis
 On spot awards
 Century awards at the end of the year
 Five year, ten year awards

Products of Mobilink

Mobilink Product Lines:

Mainly there are four product lines of Mobilink with each having separate target markets and
positioning.

 Mobilink Indigo
 Mobilink Jazz
 Mobilink PCO

Mobilink Indigo

Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name,
Indigo.

“In life you come across some exceptional people, who, like you, appreciate only the finer
things in life. When it comes to creating a bond and staying connected to them count on
Indigo for its unrivalled premium post – paid connectivity to get you through”.

 Indigo Offerings
 Indigo
  BlackBerry
 Citi Mobilink Credit Card
 Indigo Reward
 Indigo Genie

Mobilink Jazz

Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic
teenagers, middle class and the youth market of the country, wishing to enjoy freedom, fun,
lower rates and a package that matches their personality.

 Jazz Offerings
 Jazz Budget
 Jazz Octane
 Jazz Ladies first Jazz Share
 Jazz Load
 Jazz Advance

Jazz Budget

Target market is those young boys and girls who want to stay in touch with their friends and
family all the time but with cheaper rates. “Happy hours” with only 0.40 /30 seconds.

Jazz Octane

Targets those customers who want to have fun in their daily life........enhancing energy in their
personality of youth with low SMS rates, discount rates and lower air time rates for three
numbers

Jazz Ladies First

Specifically designed for ladies (housewives) who along with their routine work want to have
recipes, beauty tips, shopping discounts etc. (Also lower rates for special numbers.)
Jazz Share

An exciting new service targeting the Jazz family Members and allows them to share balance
anytime, anywhere.

Jazz Advance

Targets Jazz Family Members with Additional balance benefit to help them talk some more!

Jazz Load

Jazz Load allows recharging Jazz account in variable denominations.

SWOT ANALYSIS OF MOBILINK COMPANY

STRENGTH
WEAKENESS

OPPERTUINITIES THREATS

Mobilink is the subsidiary of ORASCM EGYPT was initi ally founded by

MOTORALLA USA in 1994 but later sold to Orascom. Mobilink is the leading
service provider of telecommunicati on service in Pakistan.

Following are the SWOT analysis of Mobilink in Pakistan.

STRENGTHS
 Mobilink is market leader with huge customer base in Pakistan.
 It off ers mobile service in the majority of citi es and also in remote areas
which make it largest coverage network.
 It has been enjoying successful journey in terms of revenues, profi ts and
market share,
 Strong marketi ng and adverti sing.
 They have got the quality of human resources, the reason behind is that
recruitment and selecti on process.
 Off ers competi ti ve salaries and benefi ts to the employees.
 Powerful brand equity
 The quality of service has been tremendous, especially in the major citi es
of Pakistan.
 Only mobile service in Pakistan off ering coverage on M2 motorway.
 Mobilink has signed the agreement with 50 operators to provide roaming
services in 50 countries in the world.
 Mobilink is fi rst company to introduce Blackberry services in Pakistan, for
that reason it has been fi rst choice for business people.
 Joint ventures with MCB banks to off er mobile banking service in
Pakistan.
 The company excels in marketing, sales and customer services.

WEAKNESS
 It off ers high calls rate to the customers as compared to other
competi tors.
 Quality of service is not good in remote areas.
 The promises made in adverti sement are not fulfi lled by company.
 Not off ering att racti ve SMS packages.
  Network problem is the biggest weakness for Mobilink for which it faces major criticism
or complaints.
 The company is also vulnerable with post paid debts.

OPPERTUINITIES
 Low the call and message rates.
 It can off er the prepaid internet packages to its customers.
 Focus on marketi ng of internet, TV, Blackberry services and Radio services
to its customers in Pakistan.
 Improve the quality of services in remote areas.
 Educati ng the people about usage of services.
 It should go for joint venture with banks to off er mobile banking services.
 The company has opportunities in the field of wireless and 3G technology.
 It can also further capitalize on the emerging trend of value added services.

THREATS
 Facing tough competi ti on from Telenor, Ufone, and Warid.
 Telenor entered into new arena of Mobile commerce, it may att ract more
customers and fetch market share from Mobilink.
 Rapid rises in Taxes on telecommunicati on services.
 Infl ati on devalues the Pakistan currency.
 Security conditi on is biggest threat
 Power outage increases the cost of services due to heavy usage of
generators.
 With lots of competition coming into the telecommunication industry of Pakistan,
buyer’s growing bargaining power is the strongest threat to the company.
 BCG GROWTH-SHARE MATRIX
Companies that are large enough to be organized into strategic business units face the
challenge of allocating resources among those units. In the early 1970's the Boston Consulting
Group developed a model for managing a portfolio of different business units. The BCG growth-
share matrix displays the various business units on a graph of the market growth rate vs.
market share relative to competitors.

On the vertical axis, market growth rate provides a measure of market attractiveness. On the
horizontal axis, relative market share serves as a measure of company strength in the market.

The growth-share matrix defines four types of SBUs:

CASHCOW-(LOW GROWTH,HIGH MARKET SHARE)

A business unit that has a large market shares in a mature, slow growing industry. Cash cows
require little investment and generate cash that can be used to invest in other business units.

STAR-(HIGH GROWTH, HIGH MARKET SHARE)

A business unit that has a large market shares in a fast growing industry. Stars may generate
cash, but because the market is growing rapidly they require investment to maintain their lead.
If successful, a star will become a cash cow when its industry matures.

QUESTIONMARK-(HIGH GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a high growth market. These business
unitsrequire resources to grow market share, but whether they will succeed and become stars
is unknown.

DOG-(LOW GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a mature industry. A dog may not
requiresubstantial cash, but it ties up capital that could better be deployed elsewhere. Unless a
dog has someother strategic purpose, it should be liquidated if there is little prospect for it to
gain market share.

Strategic Business Units of Mobilink

 Jazz One
 Jazz Budget
 Jazz Ladies First
 Jazz Easy
 Jazz Octane
 Mobilink Indigo
 Mobilink PCO

Classification of SBUs according to growth-share matrix:

CASH COW
 Jazz Ladies First
 Mobilink Indigo
 Jazz Budget

Because these two packages are low growth, high share products.These established and
successful SBU need less investment to hold their market share. They produce a lot of cash to
support the other SBUs that need investment.
STAR

 Jazz One

This package is a high growth, high share product. There is need to invest more for its rapid
growth.

QUESTION MARK
 Jazz Easy
 Mobilink PCO

These packages are low share in high growth markets. They require a lot of cash to hold their
share. Management needs to think hard about question marks it should try to build into stars or
should be phased out.

DOG
 Jazz octane

It is low growth, low share product. It may generate enough cash to maintain itself but do not
promise to be large source of cash
JAZZ ONEJAZZ BUDGETMOBILINK PCO

JAZZ LADIES FIRSTJAZZ EASYJAZZ OCTANE

Competitive Forces

The industry structure of Pakistan’s mobile phone service providers is differentiated oligopoly; a
small no. of large firms producing products partially differentiated along the lines of quality,
features, styling, or services. There are 6 major providers of mobile service in Pakistan.

 Telenor

 Warid Telecom
  Zong

 Ufone

MOBILINK’S PEST ANALYSIS

PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes a
framework of macro-environmental factors used in the environmental scanning component of
strategic management. Following points explains these points with reference to Mobilink.

Political Condition

Before March, 2007 political environment of Pakistan was in stable situation and
country was doing an excellent on economic front. But after it overall political condition of
Pakistan turned into a sever condition. Main reasons of this crisis were lawyers’ movement,
assassination of Benazir Bhutto and military operation in NWFP. At the same time no political
party could take majority in general elections, 2008. Due to it a collation government could not
make sure a politically stability of Pakistan. Currently, all sectors in Pakistan are in crisis due to
political instability. But telecom sector is the only sector which is growing in rapid speed due to
its independent status. Government and political parties do not have such influence and
interference in telecom sector as compared to other sectors. Now Pakistan Telecommunication
Authority (PTA) does not have monopoly and has liberal policy to regulate telecom industries
like Mobilink. Therefore being a part of this sector, Mobilink is independent in its decision
making. But PTA only regulates its products and services. Mobilink has to comply various laws
like Electronic Crime Ordinance, 2007 etc. In total 90 million subscribers, Mobilink has 31
million subscribers all over Pakistan. These subscribers are increasing day by day.

Economic Condition

Due to global financial crisis Mobilink is also facing various problems. In Pakistan, rate of
inflation is creeping up day by day. People are facing hardships. They do not have money even
to purchase their daily items. Purchasing power of general public has decreased. Banks have
stopped landings to big institutions like Mobilink. Therefore, such industries are not in a
position to start new projects. Inflation is controlling by state bank and under strict eyes but
unemployment rate is going up and up with the increase of level of poverty. Due to above
factors sales of Mobilink are going downward.

Socio-cultural Condition

Mobilink is running its operations according to social and cultural conditions of Pakistan.
As described above in the Mobilink’s activities of corporate social responsibilities, Mobilink has
contributed at large extent to promote social and cultural values in Pakistan. Mobilink
celebrates all festivals with the people of Pakistan and offer special services and products on
these occasions. Pakistan is an Islamic country and people are very strict in case of it. Mobilink
has taken all possible steps to follow these values, but there is need to do more to restrict
abusive and wrong behaviour of people. Mobilink should make strict code and use various
technologies.

Technological Condition

Companies have technology with which they can compete in the Pakistan and now
companies are investing in their infrastructure to not only expand but also to upgrade their
existing structure. Mobilink is providing Multi-media Messaging Services (MMS), General Packet
Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks, Conference Calling,
Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail. But some of these
services are not so cheap and accessible to general public as compared to other companies like
Ufone and Warid telecom. Mobilink is also providing an important feature that one can see TV
channels on their cell.

How manager use strategy in mobilink

1-CORPORATELEVELSTRATEGY

As theircorporate level strategy, they have entered into partnerships with

differentorganizations.

On the basis of findings, it appears that for the past few years (1999-2003),Mobilink had a focus
oninternal growth. All this is evident from the fact that since the deregulation of the mobile
service industryof Pakistan, Mobilink has undertaken various efforts to ensure that it changes
its stance fromconcentrating on its existing market to growing its market presence.

The main reason for this change ismainly to keep up with the competition and to retain and
increase its market share. This transition isobvious in Mobilink’s repositioning itself and hitting
the market with a new face with the catchphrase“Reshaping communication”

With the threat of new entrants into the industry after the deregulation, Mobilink’s strategy
took a newturn. 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 aroundthe world to have true roaming service operational in
151 operators of the world.
Promotional Campaigns

 JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection and
airtimeworth Rs. 200
 INTERNATIONAL SUMMER PROMOTION: Discounted international tour packages to
SriLanka, Malaysia and Maldives..
 “JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketing strategy)
 Indigo packages deliver nationwide cellular freedom at local Call rates
 Exclusive deals to 6 northern area destination including Chitral, Galliat, Hunza, Kaghan,
Skardu and Swat.
 Roam the World: yearlong promotion including travel to the Holy Land in Ramadan,
availamazing offers at the Dubai Shopping Festival, be a part if the FIFA World Cup in
Germany or visit Paris, Milan, London and NY.

Joint Promotional Agreements with Various Organizations

 JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120 phone set for
onlyRs. 2750
 Jazz member Get Member: Opportunity for customers to become the brand’s
ambassador and at thesame time earns Rs. 400 in airtime. The new Jazz customer will
also get Rs.100 free airtime.
 Mobilink’s Nokia 9500 offer
 MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand and the
world’sleading car rental company to offer discounted car rental rates (locally as well as
internationally) toall Mobilink post-paid customers. Foreigners visiting Pakistan using
the Mobilink network forcellular services were 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
  Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Control connections to all
CitibankCredit Card members
 Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at Mobilink
service center atAwamiMarkaz, Karachi. The kiosk was set up in collaboration with
Mobile Zone. It gave customersthe added convenience of purchasing quality hand sets
of leading manufacturers such as Nokia, Samsung or Sony Ericson right from Mobilink
Service Center. On every purchase the customerswould get some free gifts to add more
value to their purchase.

2-BUSINESSLEVELSTRATEGY

As theirbusiness level strategyit has focused on Differentiation strategy ever since it started.
Mobilink has always made successful attempts to distinguish their products or services from
other in theindustry. 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
theirpackages.

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 ascompared to Warid but giving incentive to subscriber there is an additional
cost of RS 25 to addfriends and family number.
 International roaming: Bilateral roaming agreements signed with 100 countries around
the worldto have true roaming service operational in 151 operators of the world.

Exceptional Service
  There are certain areas of Pakistan where PTCL connections are not available; the PTCL
cableshave not reached yet, but Mobilink has its service in those areas.
 Providing services in 413 cities.
 Best customer service in the cellular market: Biggest Call Center in Pakistan, which is
there toassist 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
Managementservices that are being provided by Tracker (Pvt.) Ltd., under the brand
name of C-Track, acompany licensed by Pakistan Telecom Authority (PTA). Tracker
currently operates fromKarachi but can provide these facilities at all those locations
where GSM coverage is available.

Their differentiation strategy is usually targeted at people who are notparticularly 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 remainshigh. Mobilink offers tariff plans that are exclusively designed to
cater to the communication needs of adverse 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.
 3-Low Cost Strategy

Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani mobile industry Tel.
Since itfirst started its operations, it has been focusing its products on the upper strata of the
society. That is whyits rates are higher than its competitors, Ufone, Warid, Telenor, etc.

4-Marketing level strategy

As their marketing 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.

 Indigo
 Jazz
 Jazba

CONCLUSION

MOBILINK is the first and the leading communication network working in PAKISTAN. Mobilink
provides a large range of services in Pakistan. Overall performance of Mobilink is quite good
specially in rural areas. They need to do some work on urban customers. In the end we can say
that Mobilink is fastest and reliable mode of communication and an essential part of life.
 N ame Reg.N o. Hard Soft Uniq ueness Dress ing Present ati on Tot al
cop y co py mar ks
I4s12 6 mar ks 6 marks 3 mar ks 3 marks 2 mar ks 20
Mc om mar ks
Ir amameer 0054
Att yiaAsh iq 2045
Meh ak Ali 0056
Usman N aw az 2058
San a sh afi q ue 2061
Afs hanNour en 2065
Jun aidIj az