Beruflich Dokumente
Kultur Dokumente
TABLE OF CONTENTS
Acknowledgements
Abbreviations
Executive Summary
Chapter No 1
Introduction of Report
i. Purpose of Report
ii. Purpose of Study
iii. Scope of Study
iv. Limitation of Study
v. Advantages of Study
vi. Methodology of the Study
a. 1.6.1 Primary Data
b. 1.6.2 Secondary Data
Chapter No. 02
Introduction of War Id Telecom
i. Warid Vision
ii. Warid Mission
iii. Management Profile
Chapter 3
Product and Services
i. Customer Service Centers
ii. Business Centre
iii. Scratch Cards
iv. Zem Scratch Card PINs
v. Denominations
vi. Zem Pre-Paid Connections
Chapter No 5
SWOT Analysis
i. Current Scenario
ii. Opportunities/Investment
iii. Long distance and international license opportunities
iv. Strengths
v. Weaknesses
vi. Opportunities
vii. Threats
Chapter No 6
i. Marketing Strategies
ii. Promotion Strategies
iii. Advertising
iv. Incentives to consumers
v. Personal selling
vi. Placement Strategies
vii. Channels
viii. Al Distribution -Warid Mobile User
ix. Al-Warid- Dealer -mobile User
x. Pricing Strategy
xi. Pricing Objectives
Chapter No 7
Mardan Warid Telecom Franchise
i. Introduction of Mardan Warid Telecom Franchise
ii. Management hierarchy
iii. My Job in Mardan Warid Telecom Franchise
iv. Customer Service Officer
v. Sales force
Chapter No. 8
Findings and Recommendations
References
List of Acronyms
GSM Global System for Mobile communication
SMS Short Messaging Service
MMS Multimedia Messaging Service
GPRS General Packet Radio Service
WAP Wireless Application Protocol
IP Internet Protocol
SIM Subscriber Identity Module
SWOT Strength, Weaknesses, Opportunities, Threats.
ACKNOWLEDGEMENT
All praises to almighty Allah who grant me the courage, spirit and patience to accomplish is task and
every task of my life, and all the respects be for our beloved Holly Prophet, Muhammad (P.B.U.H) whose
life is a model of guidance for all the humanity.
I would like to mention the support of my loving parents and brothers who have always been
remembering me in their prayers and encourage me to be a true Muslim as well as to achieve excellent
academic education which is the building block of my future life.
I would like to extend my thanks to the all members of Franchise who trusted me and gave me much a
position through which I can utilize the knowledge which I have learned during the BBA (H) program.
At the end and foremost I am thankful to my Supervisor, who was very kind and gracious I provide me all
opportunities of guidance, direction and assistance whenever required.
Executive Summary
As an internee I had fulfilled not only BBA requirement but learned a lot of applications of the concepts
which I had learnt during my perusing BBA Program. Operations determine the viability of a business
entity, its efficiency and effectiveness accounts for the overall success the organization. At Mardan Warid
Telecom Franchise (Warid Franchise) there are total four actions. Strategic Management responsibilities
lie at the shoulders of the director. The Manager does the job of implementing all the strategies on ground.
At sales I really applied my knowledge of 4Ps, Targeting and segmentation. Customer Services
department is supposed not only to satisfy the customers for their queries but to strive for a bit of
customer delight as well. I keenly observed the Service line and timing of different Promotions relative to
competition, some of them were reactive and other proactive moves made by the organization to gain a
competitive edge
CHAPTER NO 1
INTRODUCTION OF REPORT
1.1 Purpose of Report
The students of Mardan Institute of Management Studies arc required to
undergo an internship program in any national or international organization of
repute. This is an essential academic requirement. To fulfill this academic
requirement, 1 have done my internship in Mardan Warid telecom Franchise, a fully
authorize franchise of Al-Warid telecom located on Mall Road Mardan K P.K
Pakistan.
I am required to submit an internship report to university of Peshawar that
is properly evaluated on the basis of their description and analytical capabilities by
internal and external examiners.
3 Scope of Study
There are different franchises in all over K.P.K and as well as in all
Pakistan Al Warid, so it is difficult to cover all aspects of organization within
limited time so the study is confined to the important areas only.
4 Limitation of Study
In this branch the staff is mostly graduated who docs not contain
management skill; therefore, there are difficulties in gathering information. Non
availability of information due to secrecy of the franchise is an influencing
limitation that suffered the study. Facts and figures, which otherwise might be
equally important for analysis, but not having a direct bearing on the conclusion
arrived at this study, have been ignored.
5 Advantages of Study
The information given in this report will be useful for anyone who is
interested in knowing about franchise operations in General. It will contribute to the
body of knowledge regarding the telecom sector.
6 Primary Data
1. Personal Observations.
1 Interviews with franchise personnel
CHAPTER NO: 2
INTRODUCTION OF WARID TELECOM
Warid Telecom has implemented a new and modern corporate identity as a result of the dynamic changes
taking place in the telecom industry in Pakistan. With a reflection of a new strategy, our aim is to he
perceived not only as a telecommunication operator of voice services, but also as a universal provider of
comprehensive communications services for both residential and business customers. Warid's corporate
identity seeks to reflect the changes in telecom sector in relation to helping customers keep pace with
rapidly changing technology in the field of communication, and to harmonize the customers' perception of
our brand with the quality and range of our services. Our objective is to provide optimum level of support
and care through our highly skilled and motivated team of professionals and through maximum network
coverage and clear connectivity that we have committed to provide.
Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest groups in the
Middle East and the single largest foreign investor group in Pakistan. It has a diversified business interest
in the institutions that have enjoyed commercial success as a result of its strong financial resources and
extensive management expertise.
Warid Telecom decided to opt for GSM (Global System for Mobile Communication) technology as it is
the global standard for digital cellular telephone service. GSM networks support enhanced data
applications and more than 1 billion customers in 109 countries are using this technology. Warid Telecom
would be launching its cellular services based on 900 and 1800 GSM technology, in order to optimize the
utilization of frequency, thus ensuring the highest quality and service.
1 Warid Vision
"To be the leading national communication provider with a strong international
presence."
Warid Telecom's brand values include:
i. Quality - the best available
ii. Simplicity - easy and user friendly
iii. Innovation - providing cutting edge technology and solutions
iv. Honesty - providing openness and fairness
2 Management Profile
The appointed management team of Warid Telecom has substantial
expertise in the field of communication services and infrastructure, both
domestically and internationally.
His Highness Sheikh Nahayan is the Federal Minister for Higher Education
and Scientific Research for UAE and is also Chairman of Union National Bank,
Abu Dhabi, Chairman & Director United Bank Limited, Pakistan, Chancellor Al
Ain University and President at the Higher Colleges of Technology, Abu Dhabi. His
Highness is also the former Chairman Bank Alfalah Limited, Pakistan.
7 Commercial
i. Naveed Saced - GM Sales & Marketing
ii. Farrukh Hayat - GM Distribution & Payphones
iii. Muneer Farooqui - GM Customer Services
iv. Zoha Imam - GM Quality Assurance & Affinity Marketing
8 Technical
i. Muhammad Iltaf - GM Engineering
ii. Shahid Saeed - GM l.T
10 Wateen Telecom
i. Taiiq J. Qureshi - GM WLL
ii. Tayyab Shaft -GM LDI
2.12 Consultant
i. Peter Morgan - Launch Director
The Board Advisory Committee, along with Warid Telecom's experienced
management team aim to establish Warid Telecom as a premium communications
provider through state of the art technological equipment, through competitive
pricing strategies and introduction of innovative products and ideas. Their
experience will enable Warid Telecom to become a powerful player in the
communications business. Keeping in mind the limited number of talented
professionals in the market, Warid Telecom expects to have a clear advantage in
this respect over its competitors.
11 Warid Divisions
ii. Finance
CHAPTER NO: 3
Product and Services
Al-Warid is the firm providing digital communication facilities in the country. It offers the various
packages and scratch Card. The firm primarily dealing is only cellular links (digital communication
services), although it is focused on various customer groups and categories.
1 Quetta
i. Jinnah Road
2 Lahore
i. 1-k
ii. Spencer Building
iii. Gujranwala
iv. Sethi Marriage Hall
v. Sialkot
vi. Paris Road
vii. Faisalabad
1 Denominations
Zen Scratch Card PINs are available currently in the following denominations.
i. Rs.:100
ii. Rs. 250
iii. Rs. 500
iv. Rs. 1000
Zone 1 18
Zone 2 36
Package
Silver
Gold
Platinu
m
Emera
ld
Sapphi
re
Diamon
d
Connectio
n
Postpa
id
Postpa
id
Postpai
d
Postpa
id
Postpa
id
Postpai
d
Activation
Tax
150
150
150
150
150
Monthly
Line Rent
150
500
1,000
1,750
2,500
No. of
Friends &
Family
Members
10
20
25
30
Unlimit
ed
Monthly
VAS
Subscripti
on
50
5 Zahi Features.
Caller Line Identification (CLI)
This service enables you to identify callers at your discretion
Conference Call
With Conference Call, you can teleconference with 6 people simultaneously. You can create conference
calls with on-net (Warid to Warid) and off-net (national) numbers.
Call Divert
Whether you're unable to take a call, driving outside the national coverage area, traveling abroad or are
busy, you can divert your calls to any other Warid number.
Voice Mail
Voice Mail allows you to receive your voice messages even when your mobile is switched off, you are
outside the coverage are or are busy. You can relieve these messages for free from your Warid phone at
your own convenience.
Picture Messaging & Multi-media Messaging Service (MMS), With MMS messaging is fun, colorful and
musical. Add pictures, animations, polyphonic & MIDI sounds, even video clips to messages and show
the world how amazing communications can be.
64K SIM
Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its
users added flexibility to store up to 500 numbers and 50 text messages. No other SIM in the market
offers this amount of storage space. Prepaid customers can replace their standard 32K SIM with the 64K
SIM by paying a replacement fee.
Warid Zone
Your Warid SIM comes with a special WARID menu. This menu offers a bundle of services. Now you
don't need to remember key words or short codes to access information any more. Key words have
already been pre-coded in your SIM card, allowing you to get information...easily and swiftly.
CHAPTER NO: 04
Competitors Analysis
There are four major competitors in Pakistan including
i. Zong
ii. Mobilink
iii. Telenor
iv. Ufone
1 Zong
Zong is the company that launched cellular technology and introduced mobile
telephony in Pakistan. Since then both our customers and Zong have come a long
way in terms of the way Pakistanis communicate. From the basic one-to- one voice
communication, customers can now enjoy short messaging (SMS), picture me.'
sages, polyphonic ring-tones, conference calling, call forwarding and a host of other
fabulous services
2 TELENOR
Telenor is one of the largest mobile operators worldwide with ownership interests
in 12 mobile operators across Europe and Asia, constituting a total subscriber base
of 82.7 million at year-end 2009.
Telenor is Norway's largest telecommunications company and one of the fastest
growing providers of mobile communications services worldwide. Telenor is also
the largest provider of TV services in the Nordic region. J.n 2009, 57% of the
Group's revenues were derived from the mobile operations. Telenor has mobile
operations in some of the world's fastest growing markets, and the home market,
Norway, is one of the most advanced in the world today. Group revenues for 2009
reached NOK 68.9 billion - a growth of 14 per cent compared to 2008. At year-end
2009, Telenor employed 27,600 people (man- years) - 16.700 of whom were
employed outside Norway.
3 UFONE
PTML, a 100% owned subsidiary of PTCL was established to operate cellular GSM
900 services. The company commenced its operations, under the brand name of
Ufone, from Islamabad on January 29, 2001. Ufone expanded its coverage and has
added new cities and highways to its coverage network. Ufone ne w covers-over
100 key cities and prominent highways across Pakistan providing the customers
best quality service and value for money.
With a total current investment of over $350 Million, including a recent contract of
$161 Million for expansion & capacity for 2008-09, PTML believes in solid
commitment to growth, security & reliability. Currently, with a market share of over
24%, and an aggressive commercial plan, the customer base has more than tripled
from the last fiscal year to over 4.5 million subscribers.
4 Mobilink (ORASCOM)
Holding S.A.E. ("Orascom Telecom") or ("OTII") was established in 1998 and has
grown to become a major player in the telecommunication market in the world.
OTH is considered among the largest and most diversified network operator in the
Middle East, Africa and Pakistan. It is a leading mobile telecommunications
company operating in seven emerging markets in the Middle East, Africa and South
Asia having a population under license of 460 million in total population with an
average penetration of mobile telephony rate across all markets of 8%. Orascom
Telecom operates GSM networks in Algeria ("Djczzy"), Egypt ("MobiNil"),
Pakistan ("Mobilink"), Iraq ("IraQna"), Bangladesh
("Banglalink"), Tunisia ("Tunisiana") and ZiBBAbwe ("Tclcccl ZiBBAbwe"). Orascom Telecom
subscriber number reached over 20 million subscribers as of June, 2009.
Orascom Telecom's operation in Pakistan, Mobil ink, started its operations in 1994, and until early 2001,
had a market share of 40%. In April 2001, OTII took over management control of the company and as of
June, 2009; Mobilink served more than 7 million subscribers, representing a market share of
approximately 61% of total mobile subscribers in Pakistan.
Orascom Telecom has positioned itself as a leader in the region for its diverse GSM operations, with
various GSM support and Internet operations. One of Orascom Telecom's main strategies is to create its
own non-GSM subsidiaries to act as a support for its regional GSM operations. OTH has achieved this by
dedicating financial, technical, and management resources for its subsidiaries. This includes network
support and installation of GSM operations, equipment procurement, handset procurement and
distribution companies, value Added Services, and Internet operations.
OTH is dedicated to provide the best quality services to its customers, value to shareholders, and a
dynamic working environment for its nearly 11,000 employees.
CHAPTER 05
SWOT ANALYSES
1 Current Scenario
Four Cellular Players already in the market. Two new GSM licenses have
been awarded. License fee set at a whooping USD 291m. Additional Investment is
required by all companies to expand and improve their networks.
5.2 Opportunities/Investment
Obtain one of the existing cellular companies. Valuation could range
between 8-12 times earnings. Additional capital would be required for expansion,
and license renewal fee of USD 291m for all but two of the recently non-operation
companies will have to be paid.
5.4 Strengths
i. Low production cost
ii. Availability of infrastructure
iii. Liberal policies for IT investments
5 Weaknesses
i.
Graduate Staff
ii.
Weak Branding
iii.
iv.
v.
Customer Confidence
6 Opportunities
i. Market Size
ii. Privatization & liberalization of IT growth
iii. Govt. IT operations & projects
iv. Innovation
7 Threats
i.
ii.
Authorities
iii.
Political Instability
CHAPTER NO. 06
MARKETING STRATEGIES
Warid telecom uses the following marketing strategies.
1 Promotion Strategies
Al-Warid started out with an aggressive promotional came back relying
mostly on Print media and out-door advertising. In the monopolistic competition
not very heavy budget for advertising is set aside. The key points in Al-Warid's
promotional programs are:
i.
Sign board
ii.
Transit advertising
iii.
Shelter advertising
Promotional services three essential roles it informs, persuades and reminds
prospective customers about a company and its products and it influences
recipient's feeling, belief or behavior.
2 Advertising
Al-Warid has a very well established marketing department, which
emphasizes on advertisement through different ways like:
i. Newspaper
ii. Posters
iii. Neon sign boards
iv. Electric board
v. Advertisement through television.
vi. Internet
vii. On promotional activities Al-Warid spends millions of rupees annually.
3 Incentives to consumers
In promotional activities they provide incentive to customers like the
customers will get free airtime if he convinces his friend to use Al-Warid.
4 Personal selling
Beside their sales department Al-Warid is maintaining a separate sales
force, which goes door-to-door and different offices in order to increase the sales
volume and promote Al-Warid as well. Ratifying all miss-conceptions and
convincing them about benefits which they can get from Al-Warid.
5 Pricing Strategy
Maintaining its monopoly in digital technology, Al-Warid does not go for
keeping its packages tariffs low. Still it has competitive prices and also has
designed a few packages for less frequent users. Starting from the sale and purchase
cellular phone sets, pricing includes the security deposits in order to get connected
and then the monthly.
CHAPTER NO 7
Sales force
At Sales I really applied my knowledge of 4Ps, Targeting and segmentation. I
keenly observed the Service line and timing of different Promotions relative to
competition, some of them were reactive and other proactive moves made by the
organization to gain a competitive edge. Their major responsibilities were:
i. Personal selling
ii. Wholesale to dealers
iii. Business to Customer information dissemination
CHAPTER 08
Recommendation
i.
The Warid General Manager should arrange a training program for its
existing employees to help them perform their duties more effectively.
ii.
iii.
The Warid should appoint customers relation officer where the volume of
work is too high. This will give an impression to client for personal
relationship. This will help in improving the image of the bank and hence will
attract more clients.
iv.
The existing customers of the Warid are of the opinion that customer
services are not up to the mark. According to them customer services
provided by Paktel, Telenor, Mobilink Ufone etc., are far better than Warid
services. There must be a separate information counter in this Franchise of
Warid. So that as the customer enters in he can clearly sec someone who
would help him.
v.
vi.
The Warid must ensure the participation of the staff in all promotional
activities of the franchise to this end the company must adhere to the policy
of fringe benefits rapid promotion of capable management and official. The
old age benefit of the company employee must be increased to motivate fee
staff
REFRENCES
i. Kotler .P. (2002); Marketing Management
ii. Al Warid Telecom Franchise Nowshera Cantt
iii. Warid telecom website.www.waridtcl.com.pk
iv. Warid telecom document.
v. History and background of Warid telecom (unpublished)
0 comments:
Post a Comment
Newer PostOlder PostHome
Internship Reports
Bank Of Khyber
Warid Telecom
Mobilink Telecom
PTC(Pakistan telecommunication)
Projects
Physics
Thesis
Labels
BBA (4)
MBA (4)
Projects (6)
Thesis (6)
Followers
Copyright (c) 2010 University Projects, Thesis & Notes. Designed for Video Games
Link building package, Las Vegas High Rise Condos, Vanquis Visa