AN ORASCOM TELECOM COMPANY

MOBILINK

An ORASCOM TELECOM Company

SUBMITTED TO:

UMMARA ASIM

SUBMITTED BY:

ASIFA ASHRAF

AMNA ABRAHIM

SADAF YASEEN

RUQIA KHATOON

RABIA IBAD

JAHAN ARA
 Acknowledgement

THIS PROJECT “ANALYSIS OF SERVICE PROVIDER MOBILINK is assigned to us by our

highly regarded teacher of management

We have made best of our effort and had not left even one stone unturned to complete this

report as proper and neat as we can. This informative of outcomes is the results of

hardworking. We have utilized the skill up to my optimal level which results in such outcomes.

We have faced many obstacles while obtaining required information. We competed it our best

expertise. There may be some flows in this project but we have utilized our expertise to their

optimal level to generate something valuable for us and to share with others.

In short all this is due to love affection, care, and help of our teachers who had make us from

scrap, a something valuable and to whom we are going to dedicate our project.

Executive Summary
Currently there are six diverse companies making the mobile industry of Pakistan mobile being

one of them. Pakistan mobile communication limited launches its operations in august 1994,

under the brand name of Mobilink. Initially it was a joint venture between Motorola & safe

group. Later on, April 2000, Osasco telecom bought 38.6% stake in PMCL, later increasing it

to 68.69%.in April 2001, Orascom Telecom took over management control of the company and

as December of 31st, 2007, Orascom telecom owns 100% of the share capital of company.

Mobilink offers both postpaid (Indigo) and prepaid (Jazz) solution of their customer.Mobilink

was AWARDED a 15 years license in July 1992 to established and operate a digital cellular

telecommunication system using the GSM standard. Its current employee force consists of more

than 4500 unique individual. Mobilink hiring takes place through its webiteand is known for

offering competitive packages to its employee. Furthermore, it training and appraisal programs

are an essential part of the HR department.

Mobilink became the market leader by introducing new products and services that took full

advantage of new technology over the years and I hope that it will tend to do so in the coming

future and provides stiff competition to any challenger that poses a threat to its leadership in

the market. In this report we have studied different practices of management in Mobilink. Like

company overall and goal and mission or objective that it wants to accomplish by adopting

different management strategies.

Man in his natural psychological state wants or needs to interact with other people. it’s his

inborn desire .A s the world is processing towards a foster and a quicker pace, communication

now is of vital importance. In today s world ,time is money and with efficient and less time

consuming communication ,money is being saved .in the complex and ever growing world of

communication ,cellular technology is of greater importance .it surely shrinks the world as it is

in true sense “global”. Our report is about a major cellular company that provides a global

access in the world of communication. It’s contain in depth analysis of company‘s structure,

Mission, values, and culture etc for the past one decade.
 Table of Contents

1 .An introduction

2. Characteristics of Mobilink

3. Mission and vision

4. Research methodology

5. Goal and objective

6. Ethics & values

7. Organization structure

8. Management style

9. Manager skills

10. Social responsibility

11. Culture in Mobilink

12. Division of labour

13. Structured of ill structured problems

14. Programmed or non-programmed decision

15. Decision making process

16. Management strategies

18. Conclusion

19. Critical analysis & recommendation

20. Questionnaire
 An Introduction

Growth of Telecom sector in Pakistan:

Although wonderful growth has taken place in the Pakistan telecom sector but most of it can be

attributed to the c cellular growth. Fixed line is still awaiting a takeoff. Similarly Value Added

Service has growth but is still a drop in the bucket. Now that the competition has been

introduced in the telecom sector some very positive impact have been observed on the growth of

the sector in short growth of the sector in a short span of time which is expected to continue to

grow for at least next five years if the daring investors influx continue as in the last 3 years. A

brief account of the growth in telecom sector is given below. In Pakistan, the Pakistan Mobile

communicated Ltd (“MOBILINK”) started its operation in 1994 and, until April 2001, had a

market share of 40.In April 2001, OTH took over management control of company. As a

market leader Mobilink serves more than 31.5 million subscribers, representing a market share

of 39.2%. 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 OF

“Jazz”. In addition to cellular service, the ORASCOM group is diversifying its service portfolio

by setting up new business and also expanding through acquisition. Recently, they started

offering DSL broadband through a wholly owned subsidiary; Link.Net.Company is in place for

launch of wireless broadband service through WiMAX based technology. With a soft launch on

1st July 2008, Mobilink is now the second WiMAX internet service provider in Pakistan,

Currently providing service only in Karachi. WiMAX service will be sold in under the brand

name ‘Mobilink Infinity’’. Technology is backed by Alcatel, and company is using ZYXEL

Customer Premises equipment.

Mobilink Pakistan Premier cellular Company claims be to have 10 Million subscribers

nationwide what you call such accompany pioneers giants whatever but the fact is that

Mobilink is the largest Cellular Company in Pakistan.Mobililnk being the pioneers of

introducing cellular company networks in Pakistan. Mobilink is giant in this the reason that

they are still expensive as compare to other like Ufone & Warid Tel. As people really on

Mobilink services that’s why Mobilink still charging high rates people especially business class

hesitate to switch to other cellular company.Comany is large and has the largest subscriber

base in Pakistan. Mobilink recently started GPRS services with Rs 500/month of unlimited

usage this treat for GRPS users those who want to take their office with them .Mobilink give

them ease with reasonable charges. Mobilink also started with 3 friend and family member 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 member which is not fair.

Mobililnk has the good infrastructure and network is established well. Mobilink website is

designed to perfection and give impression that professional are sitting behind to manage it.

Everything is clear and described on the website navigation is clean and on one seems to be lost

on the web. Mobilink is major cellular company and will The stand in first place many years to

come. With professional approach and skilled staff behind Mobilink is the premier choice for

subscriber nationwide. Highly only problem I see with Mobilink is the call rates, which in my

points of view are somewhat high. As the completion is growing I hope the rates will be cut

down to attract more subscribers. Mobilink GSM (PMCL), a subsidiary of Orascom Telecom
started its operation in 1994,and has become the market leader both in terms of growth as well

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

growing. We pride ourselves 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 solution

to its customers .Mobilink offers exclusively designed tariff plans that cater to the

communication needs of diverse group of people, from individual to businessman to corporate

and multinational s. To achieve this objective, we offer both post-paid (indigo) and prepaid

(JAZZ) solution to our customer s. Compared to our competitors, both the post-paid(indigo)

and prepaid(JAZZ) brands are the largest brands of their kind in Pakistan cellular industry.

In addition to providing advanced voice communication services that makes the 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 cover you in

8000+cities and towns nationwide as well as over 120 countries on international roaming

service. In other words, we speak your language, everywhere.

To be superior communication Service Company in Pakistan which provide the best value to its

customers, employees, business partners and shareholder

MOBILINK VISION

To be the leading Telecommunication service provider in Pakistan by offering innovative

communication solution for my customer while exceeding shareholder value & Employee

expectation.
 RESEARCH METHODOLOGY

The research techniques that are adopted for the purpose of this study are as follows:

PRIMARY DATA COLLECTION

1 Formal interview

2 Informal interviews

The formal interviews include people from management and the informal interviews included

people from lower management.

SECONDARY DATA

1 Internet search

2 Newspapers

We have tried to attain the maximum authentic and complete information regarding company.

Limitation

One of the major limitations while carrying out this research was lack of cooperation on the

part of management of the mobilink in providing the data regarding the company and its

policies.
 GOALS AND OBJECTIVES

To increase and stabilize market share

According to research firm pyramid Research, mobilink has captured 63% share of the

Pakistani mobile market today and is the leading cellular company of Pakistan. Mobilink is

continuously striving to not only stabilize this market standing. Mobilink does this by their

marketing and sales department, through good advertising.

To have the largest subscriber base in Pakistan

Despite the arrival of two new players-AL Warid and Telenor into an already competitive

Pakistani mobile market in 2005, mobilink continues to add subscriber at breakneck speeds

and defy analyst expectation. Mobilink, owned by Egyptian giant Orascom telecom, added over

3 million subscribers last year or 65 percent of the country’s net additions and just months ago,

they completed 1crore customers.

Employee development

In order to maintain a motivated and committed work force, Mobilink takes into account the

promotion, safety, training and growth of the employee. The GR department conducts daily

clinics to keep a check on the

1. Total customer Satisfaction

2. Business Excellence

3. Trust & Integrity

4. Respect for people

5. Corporate Social Responsibility

Total Customer Satisfaction

Customer is at the heart of our success. They have placed their trust and confidence in us .In

return, we strive to anticipate their needs and deliver service, quality and value beyond their

expectations.

Respect for People

Our relationship drives our business. We respect and esteem our employee and all stakeholders.

We believe in teamwork, empowerment and honors.

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

environment, and by honoring our commitments. We take personal responsibility for our

action and treat everyone fairly, and with social responsibility.

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

environment we operate in it. We contribute to worthy causes and are dedicated to the

development and progress of the society.

Total strength of employees 4500

Top Managers 75

Middle Managers 750

Lower Manager 3675

Strategic business Department

Project Communication department

Operation & Customer care Department

IT Department

Finance & Accounting Department

Administration & HR Department

Centralization or Decentralization

The authority in Moblink is overall centralized but the middle and lower level manager are

allowed to make important decisions and the employees are provided with broad framework

within which they are free to make their own decision and take risks as long as they are

consistent with the company ‘S mission and goals. the regional managers are free to make

decision but the final authority to approved those decision or suggestions rests with the top

management.
 MANAGEMENT SKILLS

1. Conceptual Skills

2. Human Skills

3. Technical Skills

Here is the brief description of the above terms:

1 . Conceptual Skills (Top Management)

Mobilink top management has ability to use information to solve business problems.

Mobilink top level management is to identify opportunities for innovation.

2 . Human Skills (Top & Middle Management)

Managers with good human skills are able to get the best out of their people .Human skills are

necessary for both levels of Mobilink management top and Middle as well.

3. Technical skills (Lower Management)

Mobilink lower management has the technical skills in order to deals customer directly.

Technical skills are most important for lower or frontline manager.

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 recognize that an educated, healthy society is Pakistan’s key to ensuring sustainable

development and we do our best to give back to community we operate it.

Strong Culture

MOBILINK corporate values serve as the foundation for its culture. Behavioral norms and

decision making. These values have always been at the heart of our business principles and

success. Each of values guides the way we work as an organization and ensure that we not only

meet the needs of our 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

stakeholder.
1. Innovativeness

2. Exceeding employee expectation

3. Taking work

5. Employee motivation

Organizational success: when Mobilink completed its 10 million customers, on this achievement the

company gave a month’s salary as bonus to all its employees. Offices parties were held once in a

month’ either formal or informal.

. There is no role ambiguity and no role conflicts. The jobs, the duties and responsibility of ea

Division of labor is high, Degree of specialization is also high .Organizational roles are properly

employee are vividly defined. The span of control is narrow and horizontal differentiation is

medium. There is high vertical differentiation because of tall hierarchal structure .The

integration level is high. They work in groups and teams. The head of commercial division has a

group of people working under him as an integrating department. The hierarchy of authority n

the sales department is that: Salesperson reports to sales manager, regional manager report to

the VP of their functions, Directors report to the Vice President which report to the CEO.

Structure or Ill Structured Problems

According to the Manager the Company deals structured problems usually and also have the

solution for these day to day problems but some time it face ill structured problems as well,

then according to the problem level ,management decides to solve that problems.

Programmed or Non Programmed

Mobilink has made both types of decision programmed and non programmed as well.

Programmed decisions are generally made by lower or middle management at Mobilink and

non programmed decision are made only Top management.

The marketing research process includes the systematic identification collection analysis and

distribution of information for the purpose of knowledge development and decision making.

The marketing executive at Mobilink admits that understanding markets and customer is the

bedrock on which business planning and strategy built. Without our customer needs and wants

or understanding demand our business will be under constant threat from competitors and may

be falling to extract the maximum value from market. Mobilink provide excellence in market

research through their extensive experience in telecommunication working. they focus on

providing better research techniques that unable to understand why and how costomersmake

choices and a better research process, based on understanding the business and commercial

context.Mobilink marketing executive further says that our research process is designed so that

we take more care to understand our goals and constrain and use this to deliver better value to

our costomers.Market does not sit in a vacuum. The designed and outcomes of a market

research projects have reflect not just the results from data ,but the way in which the

organization could and should use the data. Mobilink hires Custom marketing research firms

to carry out specific projects.

Effective marketing research process by Mobilink consists of 5 steps.

Step One: Identifying and Defining the Problem

Step Two: Developing the approach & Establishing research design & Strategy

Step Three: Collection of Data

Step Four: Performing data analysis

Step five: Reporting & Representation

The findings mentioned reflect three types of major strategies.

Corporate level strategy

Business level strategy

Functional level strategy

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 (1990-2003),

Mobilink had a focus on internal growth. All this is evident from the fact since the deregulation

of the mobile service industry of Pakistan; Mobilink has undertaken various efforts to ensure

that it changes its stance from concentrating on its existing market to growing its market

presence. 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 Mobilink‘s repositioning itself

and hitting the market with a new face with catchphrase “Reshaping communication”.

Joint Promotional Agreement with Various Organizations

1 1. Jazz member Get member: Opportunity for customers to become the brand’s ambassador

and at the same time earn Rs.400 in airtime .the new jazz customer will also get Rs.100 free

airtime.

2- Mobilink’s Nokia 9500 off

As their business level strategy it has focused on Differentiation strategy ever since it

started.Moilnk has always made successful attempts to distinguish their products or services

from their in the industry. They make their product unique through:

Advertising:

1. Highly creative people in the marketing dept.

2. Billboard, TV commercials, bringing in famous personalities from media to endorse their

packages

Distinctive Product Features

1. Value added services

2. Online billing

3. GRPS enabled
Exceptional Service

1. There are certain areas of Pakistan where PTCL connection are not available, the PTCL

cables have not reached yet, but Mobilink has its service in those areas.

2. Only cellular service in Pakistan to provide coverage on the M2 motorway.

New Technology

1. Introduced GSM tech-bye to AMPS.

2. 2. GRPS system- fast and inexpensive.

Sales and marketing

1 - Differentiation advantage.

2- The marketing department immediately identifies and responds to the customer needs.Comes

up with interesting marketing strategies which include advertising.

Trust and integrity

At Mobilink, I take pride in practicing the highest ethical standard in an open and honest

environment, and by honeying my commitments. I take personal responsibility for my action,

and treat everyone fairly, and with trust and respect.

Respect for people

My relationship drives my business. I respect and esteem my employees and all stakeholders. I

believe in teamwork, empowerment and harmony.

Responsible corporate citizen

As the market leader, I recognize and fulfill my responsibility towards my country and the

environment I operate in.

Strengths

The company excels in marketing, sales and customer service.

It has the advantage of having a huge and loyal customer base.

Weaknesses

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.

OPPORTUNITIES

It can also the company has opportunities in the fields of wireless and 3G technology.

Further capitalize on the emerging trends of value added services.

THREATS

With lots of competition coming into the telecommunication industry of Pakistan, buyer’s

growing bargaining power is the strongest threat to the company.

Q 1.Give us some brief introduction about your Organization?

Q 2.Describe characteristics of your Organization?

Q 3.What is Mission and Vision of your Organization?

Q 4. What are Core values of your Organization?

Q 5. Describe your Management level?

Q 6.How may Types of Department you have in your Organization?

Q 7.What are the Decision criteria of your Organization?

Q 8. What are your view about social responsibility either it is classical or Socioeconomics?

Q 9. Which kind of organization Culture either it is Strong or Weak?

Q 10. Which type of your Problem do manager face mostly? Structured or Illusructured?

Q 11. What are the Goals of Mobilink?

Q 12. How do you classify your Managers according to your management level?

Q 13. How your Decision making process involve while taking any decision?

Q 14. How you make Management Strategies? .

SPECIALIST

SUPPLY CHAIN MANAGEMENT

www.docstoc.com

www.mobilinkgsm.com