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. Warid Pakistan launched its services in May 2005. It is very famous
telecommunication company in Pakistan. Company is well known by its brand name
Warid. Their tremendous efforts on management make the services on the reach of the
customers all over the country and out of the country.
Here we studied Warid which have a unique management system, channels of
distribution, sales strategies etc and a unique ability to provide a completer range of
products and services.
Report is starts from the company Introduction and the position of the company in
the market and then we have completely described all the organizational departmental
setup and their working and complete hierarchy of the organization.
We discussed the managerial roles in the organization and the names of those
persons who are performing these jobs. Then we discussed the management functions
and then the environmental factors which are affecting the WARID business strategies. In
environmental factors we have study the mega and task environmental.
After these discussed we faced our concentration on the social responsibilities of
the organization and how they are performing them and decision making process. We
have described the research and development in the organization and the innovation in
there product and services. Then we describe Mission, Goal, Plans, and Vision of the
company. And then we analyzing the company and give the detailed SOWT Analysis of
the company.
On the end of report we give the overall analysis of the company on the bases of
BCG growth matrix.

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_ -1-
Thanks to Almighty ALLAH, who pulled us through the times when every stone was
turned against us. He and only He dawned new horizons for us when the darkest fog
made us blind, who is really the Best Manager of the entire universe. Without consent of
ALLAH, nothing is possible.
“Thank You Allah Almighty”
We invoke peace for Holy Prophet Muhammad (P.B.U.H) who is forever torch
of guidance and knowledge for humanity as a whole.
Thanks from the recesses of our hearts to our to the Most Respected Teacher, Miss Ainee
Afzal for her Untiring efforts, Her Valuable Guidance and Precious Advices are rare
Assets for us.
Many people contributed ideas, samples and advice, so many in fact that it is simply not
easy to name them all. Therefore, we wish to thank here the members of our families,
relatives and who had to endure the most during the preparation of this project, which
took place at odd hours of the early mornings, late nights, and weekends. We also offer
heartiest thanks to all the persons who guided us and encouraged to complete this tough
task successfully.

We Offer our special Thanks to Mr. Sallahudin (Floor Manager Lahore call center),
Miss. Frwah(Senior Executive), Irfan Asif (Admin Manager of Lahore call center).
They cooperate with us and give us some moments from their Precious time.

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_ -2-
_______________________________________________________________________
_ -3-
 Company Introduction

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.
The Abu Dhabi group's major investments are in the following sectors:

• Oil and gas exploration

• Banking financial services
• Automobile industry
• Hospitality services
• Property development
• Telecommunications

Abu Dhabi group's other successful investments in Pakistan besides Warid

Telecom includes Bank Alfalah, United Bank Limited, Taavun, Wateen Telecom and
Raseen. The group has successfully launched its services in Bangladesh in May 2007 and
also acquired licenses in Congo-Brazzaville and Uganda and is preparing to launch its
operations for these two markets in the last quarter of 2007. Also, there are plans in place
to launch services in the Ivory Coast soon.

Warid Telecom is the fastest growing GSM mobile company in Pakistan with
over 13 million subscribers and coverage in more than 187 cities all over Pakistan. As per
company policy, Warid Telecom's cities are only included as a coverage destination when
cell sites along with a fully functional sales and service center or franchise is operational
in the area. This results in premium connectivity and the optimal experience for our loyal
users. Waridtel user base is growing with lowest package rates of Waridtel it is becoming
hot favorite telecom company of Pakistan. Waridtel focus on its cheap rates more rather
than services. Waridtel with cheap rates is becoming hot favorite, Waridtel postpaid and
prepaid packages are good enough to catch the marketing. GPRS of Waridtel is
somewhat expensive each time you connect to Waridtel GPRS server you have pay extra
3.80 per connection keep in mind that downloading charges are extra. Waridtel should
keep an eye on its traffic of GPRS to attract business class. Other than this coverage of
Waridtel is fine they have some network problems as their email didn’t reach some times
Waridtel SMS server goes down the website is not professional build. Waridtel is overall
good Telecom company but they should improve their services in order to become giant
in the industry.

In 2004, Warid Telecom International LLC, purchased a license for operating a

nationwide mobile telephony network, (WLL) and long distance international (LDI) for
$291 million US dollars and was the first venture of Warid Telecom International LLC.
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_ -4-
 Warid Pakistan launched its services in May 2005. Within 80 days of launch
Warid Pakistan claims to have attracted more than 1 million users. According to Pakistan
Telecommunication Authority, currently Warid Telecom has 13.6 millions subscribers as
of February 2008. It is ranked as the fourth largest operator in Pakistan. Warid Pakistan
claims it has the largest "post-paid" subscriber base in Pakistan.
On June 30th, 2007, Singapore Telecommunications Limited (SingTel) and Warid
Telecom announced that they have entered into a definitive agreement subsequent to
which SingTel will acquire a 30 per cent equity stake in Warid Telecom for an estimated
$758 million — valuing the company at an enterprise value of $2.9 billion.

Where the Warid stands:

Pakistani Mobile Market Summary

International Total Total Market

Partner (% ownership) Subscribers Subscribers share
(million) (million)
April 07
April 07 July 06 April 07

Mobilink Orascom (100%) 18.3 25.2 43.2%

Ufone Etisalat (26%) 7.9 12.5 21.4%

Warid Abu Dhabi Group 5.2 9.7 16.6%

Telecom (100%)

Telenor Telenor (100%) 3.9 9.6 16.4%

Pakistan

CMPak China Mobile (88.9%) 1.1 1 1.7%

(formerly Paktel)

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_ -5-
 Human Resource Department
Organizational Setup

Warid has segmented the work into various departments to make the work more
systematic and organized. There are various departments functioning in the organization
with their own systems, following are the departments in the head office of Warid.

• Human Resource Department

• Product Management Offices (PMO)
• Product and Services Department
• Research and Development Department
• Logistic Distribution Department
• Sales and Marketing Department
• Finance Department
• Customer Care Department
• Information System Department
• Engineering Department

HR department in Warid Telecom is engaged to allocating the human and

nonhuman resources, highly qualified engineers and staff. They are also arranging the
training sections for the new employees and also for the old employees for better out put
or performance.

Hiring strategy of HR department:

The hiring process under HR department is as follows

• First HR department collect the Cv’s

• Then they call the people
• Deferential Interview
• Short list the skilled people
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_ -6-
Customer Care Department

• Then final Interviews under HR

department

In the resent past the HR department was also providing the human resources for Wateen
telecom. Wateen was the subsidiary of Warid.

A customer service is the backbone of the company. Warid staff has been
specially trained to give a homely touch as if you are talking to one of your family
members as well as you are taken care like a family member takes care of other family
members.

Warid staff is providing personalized services in all call centers and they got the
edge that they have got the one of the biggest call center in Pakistan.

At the launching phase Warid has two call centers Pakistan, one in Lahore and
other in Karachi, approximately three hundred employees are working to take care of the
customers in each center.

Warid call center is catering two different kinds of calls:

• Inbound calling
• Outbound calling

Inbound Calling:

Inbound calling are calls received by the customers and tell about their problems
or demands for help. Their staff has been trained to cater their customers in seconds.

Outbound Calling:

Warid professional Telesales team makes phone calls to generate maximum leads
for their sales team by providing the maximum information about the product.
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_ -7-
 Product and Services Department
Sales and Marketing Department

Sales and marketing department is the most important department of any

company. Warid team is looking from different angles and strategies for the
promotion of the company. They are really working hard to select different brand
names and brand logos. Marketing campaign is designed for pre-launch, proper-
launch and post-launch. They are working on ATL (Above the line) & BTL (Below
the line).

Product and Services Department launch new packages in the market and also
settings their rates. This department launches two major categories of Telecom
Services which are as follows:
• ZEM
• ZAHI
ZEM stands for the prepaid connection and ZAHI stands for the postpaid cell phone
connection.
Within ZAHI there are further classifications which are named below.
• Silver
• Gold
• Platinum
• Emerald
• Sapphire
• Diamond
New Packages
• Zahi 150
• Zahi 500

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_ -8-
 Productand
Logistic
Research Management
Distribution Offices (PMO):
Department
Development Department
Finance Department

• Zahi 1000

• Zahi 1500
• Zahi 2500
• ZahiUnlimited

In Product Management Offices a manager deals the product and services. It is the
fundamental department of company. It work together with the production and services
department

The Research and Development in Warid is supported by state-of-the-art

environment, with high-tech & fully committed staff. The continuous updating and
advance-training sessions held under Human Resource Development Programs are the
key strengths of its Research and Development Department. The research department
doing the every day research on the market trends and how can we give the satisfaction to
the customers.

The major function of Finance Department is to prepare the financial summary of

the company and maintaining the finance of the company.

Logistic Distribution Department working on to sale and distribute the connections and
submitting the reports to finance department.

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_ -9-
 Hierarchy of Warid Telecom
Engineering Department

The engineering department is doing planning on RF (Radio Frequency) RAF

(Radio assessing network) for maintaining the network also NOC (Networking operation
center) establishing and maintaining the network connections. Operation and
Maintenance department fiber department and VSAT departments are also the
Engineering departments.

The vertical hierarchy of Warid

The Abu Dhabi Group is led by His Highness Sheikh Nahayan Mabarak Al Nahayan. His
Highness is the Federal Minister for Education of the United Arab Emirates. He is also
the chairman of Warid Telecom, Wateen Telecom, United Bank Limited, and is also the
Founder Chairman of Bank Alfalah Limited.

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_ - 10 -
 CCO
CTO
BEC
(Board Executive Committee members)

The Board Executive Committee‚ to the Board of Directors‚ consists of the following full
time advisors:
Mr. Bashir Ahmed Tahir
Vice Chairman & Member of Advisory Committee
Pakistani national and is Masters in commerce and D.I.B.P II. Key positions currently
held by Mr. Bashir Ahmed Tahir are as follows:

CEO Dhabi Group Abu Dhabi‚ UAE‚ Member‚ Board Advisory Committee‚ Bank
Alfalah Limited.
Member‚ Board Audit Committee‚ Bank Alfalah Limited.

Key position previously held by Mr. Bashir Ahmed Tahir includes:

General Manager & CEO BCCE (Now UNB).

Mr. Parvez A. Shahid

Board Director

Mr. Marwan Zawaydeh

Board Director/Chief Executive Officer

Lim Chuan Poh

Board Director

(Chief Technical Officer)

Mr. Muhammad Iltaf

(Chief Commercial Officer)

Mr. Thomas Yeo

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_ - 11 -
 CIO
CSO
Senior GMs

(Chief Information Officer)

Mr. Javed Mushtaq

(Chief Strategy & Operations Officer)

Mr. Shahzad Rauf

Senior GM of HR and Admin Department

Mr. Zafar Iqbal

Senior GM of Marketing

Senior GM of Sales and Distribution

Mr. Farrukh Hayat

Senior GM of Finance

Senior G.M. Legal Affairs & Contracts and Company Secretary

Mr. Adeel Bajwa

Senior G.M. Audit‚ Risk & Corporate Governance

Mr. Tariq Gulzar

Senior G.M. Government and Regulatory Affairs

Mr. Omer Haider

Senior G.M. Customer Services

Mr. Ahmad Kamal

Senior G.M. International Business

Ms Asma Khan

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_ - 12 -
 Senior
Senior
AssistantManagers
Executives
Managers
Managers
GM’s

GM of HR and Admin Department

Muhammad Rizwan Zafar

GM of R&D
Muhammad Saad.j. Ghori

GM of production
Shareem Javad

GM of Marketing
Asim Shafi

G.M. Audit‚ Risk & Corporate Governance

G.M. Customer Services

Shhail Raza

G.M. International Business

G.M. Legal Affairs & Contracts and Company Secretor

GM of Sales and Distribution

Hani Arif Ansari

GM of Finance
Waqas javed khan

GM of administration
Hammad Ata Tung

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_ - 13 -
 Executives
MANAGERIAL ROLES

Interpersonal

Figure head:
The responsibility of figure head is performing by Mr. Adeel Bajwa & Mr. Omer
Haider who are the Senior G.M of Legal Affairs & Contracts and Company Secretary&
Government and Regulatory Affairs respectively.

Leader:

The responsibility of leader in the organization are perform by Mr. Zafar Iqbal
and who is the senior G.M. of Human Resources and Administration department his
responsibility is to build relationship with subordinates and peers and Mr. Ahmad Kamal
G.M. of Customer Services centers helps out to motivate the CSR and TSR and
responsible for engaging them in work behaviors.

Liaison:

Ms Asma Khan who is G.M. of International Business and her subordinate in

WARID telecom their responsibility is to provide the information outside the
organization and he is also engage in major negotiations.

Informational

Monitor & Disseminator:

Mr. Javed Mushtaq who is Chief Information Officer in WARID telecom he and
his team are responsible for seeking the information inside or outside the organization
and he is also performing the major function of disseminator.

Spokes person:
Mr. Adeel Bajwa who is the Senior G.M of Legal Affairs & Contracts and
Company Secretary performs the responsibilities of Spokes person.

Decisional

Entrepreneur:

The person is totally hidden and WARID is not providing any information about
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_ - 14 -
 MANAGEMENT FUNCTIONS

this person.

Disturbance handler:

The team of board of directors are perform this type of responsibility

Resource allocater:

Mr. Zawaydeh played an important role in corporate studies and decision making
related to strategic planning‚ business policies‚ organizational development and
international investment. He has also served as Board Member in various subsidiaries and
business units. Mr. Zawaydeh contributions at Warid have vital significance as he has
played a pivotal role in successful launch of Warid GSM network in
Pakistan‚ Bangladesh‚ Congo and Uganda.

Negotiator:

WARID do not provide us any information about this person it’s totally secreted.

Planning:

WARID aims to climb to the top of the telecommunication sector by the next
three to five years.

Now the WARID customers are 5.2 million, according to its internal documents,
the new entrant's initial plan is to acquire over 14 million customers in four phases by
December 2007. In second phase of the roll-out will bring coverage to 121 cities of the
Pakistan.

WARID Telecoms Bangladeshi unit plans commercial launch in 2007-08.

WARID Group, which recently got a license to offer telecommunication services in Uganda, has
selected Broad Soft’s Broad Works VoIP application software as a key part of its new VoIP and
IP-based multimedia services.
Singapore Telecommunications Limited (SingTel) and Warid Telecom announced that
they have entered into a definitive agreement subsequent to which SingTel will acquire a
30 per cent equity stake in Warid Telecom for an estimated $758 million — valuing the
company at an enterprise value of $2.9 billion.

Organizing:
For arranging the non-human resources Warid Telecom Selects Motorola to
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_ - 15 -
Deploy Extensive GSM Network in Bangladesh and in Uganda Warid Telecom
International LLC, has recently announced plans with Motorola to deploy a nationwide
wireless broadband voice and data network in Pakistan using Motorola's wi4 WiMAX

solutions. Warid is also arranging the path ways from Wateen telecom for international
calls. They are capturing the high skilled people and professional people which are
having the ten years and more experiences in deferent telecom sector.

Leading:

In many ways company is engaging their employees and workers in work

behavior by
Providing them,

• Excellent packages or salaries

• Performance awards for excellent performance
• Good and healthy refreshment to the employees
• Cool and pleasant atmosphere of working
• Providing different types games facilities
• Different types of bonuses
• Gifts on different occasions
• Pick and drop services

Controlling:

They are following the strict rules and regulation in the performance of their
employees. They are capturing the activities by hidden cameras and by performance
appraisal. They have the strict controlling team to look after the different activities which
are performing in the organization daily.

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_ - 16 -
 Task Environment
Organizational Environmental Factors

There are many environmental factors in which the organization is struggling to achieve
their tasks and goals.

Customer and clients:

Warid has 9.7 millions customers their behaviors are affecting on Warid in
number of ways. Wateen telecom and Bank Alflah are the big clients of Warid telecom
they provide the postpaid Sims of Warid to their employees.
Suppliers:

As well as the suppliers is concern Warid having no special supplier they are
producing the inputs with their own.

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_ - 17 -
Competitors:
As far as competition is concerned, Warid has to face 4 major competitors in the
market;
1- Ufone
2- Mobilink
3- Telenor
4- ZONG

These are the competitors of Warid telecom. Company is affected by these competitors in
every meaning like:

• Costumer services

• Packages

• Network converging

• Network speed

• Salaries to the employees

• Motivation to employees

• Call Rates

• Advertisements
Government Agencies:
Government agencies are not much effecting the company because in
2004, Warid Telecom International LLC, purchased a license for operating a nationwide
mobile telephony network, (WLL) and long distance international (LDI) for $291 million
US dollars and was the first venture of Warid Telecom International LLC.

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_ - 18 -
 Mega Environment

Technological Element:
In this era the technology is growing day by day different type of Technologies
and heavy machinery is used in cellular communication sector. Like the different latest
technologies are being used in NOC, RF, RAN, and VSAT departments for making the
speedy, low cast and accurate networks and connections.
Legal and Political Element:
Warid Telecom (Pvt) Ltd (Warid or the company) was successful in winning a 15
year mobile license auctioned by the Pakistan Telecommunications Authority (PTA) in
early 2004 with a bid of $291 million. The project total cost is estimated to be about $1.4
billion from June 2006 to June 2009.
Monitoring or recording of the calls, emails, text messages and other

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_ - 19 -
Innovation Research and Development

communications may take place in accordance with the laws of Pakistan , and in
particular for national security purposes or business purposes, such as for quality control
and training, to ensure effective systems operation and in order to prevent or detect crime.

Due to assassination of Banazir Bhutto Warid was effected and taken the non
programmed actions. Free the 70% employees and arranged the sleeping arrangement and
eating arrangement for three days and provide 100% securities to all the employees to
reach them to their residence.
International Element:
Internationally the political and the issues of social and religious aspects are
effecting at a dynamic way. When the Denmark criticize the Islam so many organization
are effected by this issue and telenor was also affected by this act in Pakistan and number
of customers were shifted from telenor to Warid.
Socio Cultural Element:
Warid advertising according to the norms and believes and culture of the people
of Pakistan. They also care about norms and believe of their employees and customers.
Economical element:
The packages of Warid Company are economical and affordable to every income
level so economical elements are also effecting on their packages rates.

Research & Development:

We have made no compromise on investments required for research and
development. With a projected capital expenditure of over US $700 million, Warid
Telecom has been set up to provide a premium quality GSM service, which will reach out
to most parts of Bangladesh Uganda and Pakistan by the end of 2007.
Innovation:
Warid is committed to providing superior level of professional services to all its
customers - before, during and after the deployment of our leading solutions. To
accommodate our customer's demands, we have deployed a state-of-the-art 2.5G EDGE
compliant network. There are also innovative services of various standards that cater to a
wide spectrum of users. To better manage your calls, WARID provides you with basic
GSM services which are immediately available for use as soon as you start using your

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_ - 20 -
 Social responsibility
Decision making process

WARID connection.
The enhancement in voice services are:
• Caller Line Identification
• Call Forwarding

• Call Waiting & Call Holding

• Call Barring
• Conference Call

• Organizational responsibility
• The invisible hand
• Hand of government
• Hand of management
• Anti-free loader argument
• Capacity argument
• Enlightened self interest argument
• Iron law of responsibility

When we ask above points to Warid manager he gives us general information

about social responsibility of Warid which is following.

Social responsibility of Warid Company:

Company is participating in the social sector and have establish the care center
for the children who are effected by the earth quack in Pakistan they also care about their
health, education and searching their relatives and meet to them.

There are two types of decision making process.

Normative decision- making process:

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_ - 21 -
 The Planning Process

The managers can make the decision according to the rules and regulation set by
the top management they should strictly follow the path way which has been assigned to
them.

Descriptive decision- making process:

The goals are set by the board of directors and executives who are followed by the
all hierarchy of the management. The G.M and the manager can make the modification in
the plans to achieve the goal by the mutual understanding of higher management. They
are not allowed to perform any type of descriptive decision without acknowledgement of
higher authorities.

Approval of decision:

The major decisions are made by the board of directors then they analyze theme
on the basis of market, competitors, customers, opportunities internal structure of
organization and then CEO approved finally then that major decision implement.

Goal:

WARID aims to climb to the top of the telecommunication sector by the next
three to five years.

Plan:

The new initial plan is to acquire over 14 million customers in four phases by
December 2007. In second phase of the roll-out will bring coverage to 121 cities of the
Pakistan.
WARID Telecoms Bangladeshi unit plans commercial launch in 2007-08.

Mission statement:

“WARID is committed to serve the need of the community by providing services of

superior quality at a fair price to our customer; to do this so as to earn adequate
profit, which is required for the enterprise to grow all over PAKISTAN; and by
doing so becoming the market leaders in the country.”

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_ - 22 -
 Vision of Warid

Warid Telecom's vision is "To be the leading national communication provider

with a strong international presence."
Warid Telecom's brand values include:
Quality:
We want to make a difference to people's lives. Our optimism is contagious. We
are passionate about what we do and we have confidence in ourselves.
Simplicity:
For us, clarity comes through simplicity. We recognize that we are people
communicating with other people. We are always direct and easy to understand.
Innovation:
We constantly look to do things differently and in a better way. We give color to
all that we do. We are ready to push the boundaries and take risks.
Honesty:
We are always open and honest. We say what we do and we do what we say.
Friendliness:
We enjoy working and succeeding together by building close relationships. While
we have a sense of purpose, we also have a sense of humor. We consider the needs both
of our customers and of each other.
Warid Telecom's aim is to be 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. We strive to provide optimum level
of support and care through our highly skilled and motivated team of professionals and
through maximum network coverage and connectivity.

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_ - 23 -
 SWOT ANALYSIS

STRENGTH:
According to our study these are the key strength of Warid Telecom

• Quality service
• Good and efficient network
• More consumer oriented marketing due to Alfalah Bank
• Bringing new trends in cellular technology
• Internationally approachable
• More choice and cheaper rates
• Easy to use
• Proper connectivity
• Defensive strategy
• Billing system friendly and supportive (online billing system)
• Highest no. of franchises(e.g. 41 in Lahore)

WEAKNESSES:
Weaknesses which we have find out in the functionality of the company

• New Entrant
• Lesser advertisement on broadcast media.
• Tough competition with other cellular company
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_ - 24 -
• Lesser coverage as compare to competitor.

OPPORTUNITIES:
The area of Sindh has the grater opportunities and growth area for Warid Telecom
over all Warid has these opportunities like.

• Growing industry
• More use due to increase of business in Pakistan
• Quality consciousness in people
• Latest technology
• Internationally accepted network
• More motivational opportunities to employees
• More reliable network
• They have more positive investment opportunities

THREATS:

In some of the ten cities in which Warid are going to launching the services
MOBILINK already exist. So there is the threat that people may reject the
services in favor of MOBLINK. A potential threat can also be seen in the higher
costs involved and its potential returns.

Most of the other threats which we have found out are

• Existing competitors
• Unstable political system
• Package rate of competitors
• More experienced staff in other cellular companies
• Network spread is small as compare to competitors spread.

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_ - 25 -
Warid Position in Growth Share Matrix

The corporation to get an idea about the market position of the different SBU’s
commonly uses the growth share matrix approach. To get a fair idea about the current
market position of Warid and place of Warid in the growth share matrix. The findings of
our analysis are given below.
In the growth share matrix the vertical axis measure the annual growth rate of the
market in which the business operates while the horizontal axis weight the relative
market share of the business as compared to the largest competitors.

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_ - 26 -
 Suggestions

We have placed the Warid as a Question Mark in the Growth Share Matrix. The
reason for that is Warid has the low market shares as compared to the MOBLINK, which
have the high shares and growth shares in the market.

⇒ Warid should make offensive strategies rather than defensive strategies.

⇒ For cop with the competitors company should launch
o New packages
o Cheap rates
o Maximum coverage of network.
⇒ Warid should increase the advertisement to enhance its business.

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_ - 27 -
References:

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_ - 28 -