CHAPTER.

1
"We are continually faced by great opportunities
brilliantly disguised as insoluble problems."
- Lee Iacocca

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

 1. COMPANY’S HISTORY
Mobilink GSM, a subsidiary of Orascom Telecom, is the market leader in providing state-of-the-art
communications solutions to over 20 million people in Pakistan. It is proudly boast of being the first
cellular service provider in Pakistan to operate on a 100% digital GSM technology.
The company is currently working under the patronage of Orascom International. A brief introduction of
the parent firm is as under.

Orascom was founded in 1950 by Mr. Onsi Sawiris with a mission to build the infrastructure and improve
the quality of life for the people of Egypt. Today, the Orascom Group
carries on this mission through three primary operating companies –
Orascom Construction Industries, Orascom Projects & Tourist
Development, and Orascom Technologies.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

 COMPANY’S INTRODUCTION
Mobilink.Gsm
Mobilink GSM is the market leader in providing state-of-the-art communications solutions to more than
20Million people in Pakistan. Mobilink can proudly boast of being the first cellular service provider in
Pakistan to operate on a 100% digital GSM technology.

Mobilink is a pure GSM cellular company started its services in Pakistan in 1994. At the time when it
entered the market it was a small player in the cellular market of Pakistan it is now the market leader both
in terms of growth as well as having the largest subscriber base in Pakistan. Mobilink invested $150
million in establishing GSM network in Pakistan. At that time Mobilink was only a cellular company
which provide a GSM services in Pakistan

Mobilink offer tariff plans that are exclusively designed to cater to the communication needs of a diverse
group of people, taking into account occasional users to businessmen. To achieve this objective, Mobilink
offer both Post Paid (Mobilink Indigo) and the Prepaid (JAZZ) solutions to its customers.

Jazz is an amazing prepaid service that allows freedom from monthly bills and gives complete
control over cellular expenditure. Jazz is simple, easy and loads of fun.

Mobilink launch their post paid connection in 2001 in Pakistan it was a biggest and best
campaign ever launched by any cellular company in Pakistan. Mobilink have launched the service with
new name Indigo. Mobilink Indigo is the new complexion of communication.

In addition to provide advanced voice communication services, Mobilink also offer cost efficient data
services to its customers. Keeping in mind our customer’s convenience, Mobilink also deal in mobile
handsets, sold either independently or bundled in All-in-One Packs.

ABOUT MOBILINK

In Mobilink round about 10000 world wide employees are working in different designations. .Mobilink
company has 264 franchise offices and 14 service centers. It generates revenue about US $56 million per
month.3000 connections are sold per hour.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

MARKET SHARE

In the beginning Mobilink market share lies “between” 51% to 54% but now mobilink has captured 62%
market shares.

M a r k e t S h a r e o f M o b ile O p e r a t o r s in P a k is t a n

P a k te l In s ta p h o n e
9% 14%
U fo n e
15%
M o b ilin k
62%

NETWORK COVERAGE
Mobilink provides you nationwide coverage in over 365 cities. The network coverage chart is divided into
three Main Categories according to the geographical location of the cities in Pakistan. These regions
include
 North
 Central
 South

Network Regions

CENTRAL
NORTH SOUTH
L

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

COVERAGE MAP

ACHIEVEMENTS

ISO 9002 Quality Management System Certification for Billing, Engineering Departments and CS
Contact Center. Implementation of a full Intelligent Network (IN) platform from Siemens for the prepaid
platform. Biggest Call Center in Pakistan, which is there to assist the customers 24 hours. Only cellular
service in Pakistan to provide coverage on the M2 motorway. Bilateral roaming agreements signed with
61 countries around the world to have true roaming service operational in 151 operators of the world.
MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and Fleet Management
services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company
licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide
these facilities at all those locations where GSM coverage is available.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

STRUCTURE OF MOBILINK
The structure of MOBILINK Co LTD can be easily understood with the help of the diagram.

Chief
Chief Executive
Executive
(CX)
(CX)

Regional Regional Regional

General General General
Manager Manager Manager
(South) (Central) (North)

RGM (S) RGM (C) RGM (N)

Area Area Area

Manager Manager Manager
Customer Customer Customer
Service Service Service
(AMCS) (AMCS) (AMCS)

Custome
Custome Custome
Custome Custome
Custome
rr Service
Service rr Service
Service rr Service
Service
(CS)
(CS) (CS)
(CS) (CS)
(CS)
Credit Credit
Credit
Credit
Credit
Credit Managemen Managemen
Managemen
Managemen
Managemen
Managemen tt tt
tt (CM)
(CM) (CM) (CM)
(CM)
(CM)

Director
Director
Director
Director Director
Director
Director
Director IT/MIS
IT/MIS HR/Administrati
HR/Administrati
Operations
Operations Finance
Finance on
on

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

Management team of mobilink co.

President and CEO

Zouhair Abdul Khaliq

Chief Finance Officer

Ehab Rochdy

Chief Information Officer

Tariq Rashid

Vice President Administration & Human Resources

Ali Raza Mehdi

Vice President Sales

Irfan Akram

Vice President Marketing

Bilal Munir Sheikh

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

 Vice President Customer Services
Mustafa Peracha

Vice President Strategic Planning, Business Development & PMO

Naeem Zamindar

Vice President Corporate Affairs

Agha Qasim

Chief Technical Officer

Marius Constantin Armeanca

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

 CHAPTER. 2

"All successful people have a goal. No one can get anywhere

unless he knows where he wants to go."

- Norman Vincent Peale

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

 STRATEGIC MANAGEMENT PROCESS

INTRODUCTION:
Strategic management is a set of decision and actions involving managers
from all parts of organization to formulate and implement strategies that will provide a
competitively superior fit between organization and its environment to achieve organization’s
goals.

Process of strategic management process.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

1.The vision formulation which leads to the statement of the Mission

Mission * what is business?

* What will be the business?
* It established long-term direction
* It needs to use simple terminology
* It needs to be inspirational buy in
* Recognition of threats & opportunities
* Entrepreneurial

Three Components of the mission

statement
* The needs to be served by the company
* The targeted customer group
* How the company will provide the product/service

The mission is then converted into performance

objectives
* Measurable statements
* Specified performance
* Specified time
* Short-range objectives
* Long-range objectives
* Top-down rather than bottom-up

2 Analysis of external opportunities and threats.

External environmental analysis include
• Industry and market analysis
• Competitor analysis
• Political and regulatory analysis
• Social analysis
• Human resource analysis
• Macro-economic analysis
• Technological analysis

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 11

Opportunities

The external environmental analysis may reveal certain new opportunities for
profit and growth. Some examples of such opportunities include:

• an unfulfilled customer need

• arrival of new technologies
• loosening of regulations
• removal of international trade barriers

Threats

Changes in the external environmental also may present threats to the firm.
Some examples of such threats include:

• shifts in consumer tastes away from the firm's products

• emergence of substitute products
• new regulations
• increased trade barriers

3 Analysis of internal strengths and weaknesses.

It examines overall business structure, management competencies and quality of

human resource characteristics. It includes
• Financial analysis
• Human resource analysis
• Marketing audit
• Operational analysis

Strengths

A firm's strengths are its resources and capabilities that can be used as a basis
for developing a competitive advantage. Examples of such strengths include:

• patents
• strong brand names
• good reputation among customers
• cost advantages from proprietary know-how
• exclusive access to high grade natural resources
• favorable access to distribution networks

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 12

Weaknesses

The absence of certain strengths may be viewed as a weakness. For example,

each of the following may be considered weaknesses:

• lack of patent protection

• a weak brand name
• poor reputation among customers
• high cost structure
• lack of access to the best natural resources
• lack of access to key distribution channels

In some cases, a weakness may be the flip side of a strength. Take the case in
which a firm has a large amount of manufacturing capacity. While this capacity
may be considered a strength that competitors do not share, it also may be a
considered a weakness if the large investment in manufacturing capacity
prevents the firm from reacting quickly to changes in the strategic environment.

4 SWOT analysis and strategy formulation.

It’s a comparison of strengths, weaknesses, opportunities and threats which

helps to summarize the major facts and forecasts derived from external and
internal analysis and formulate strategies in order to capitalize on opportunities,
counteract threats and alleviate internal weaknesses.

Levels of strategies
* Corporate
* Business
* Functional
* Operating
game plan for a diversified company
game plan for single business
strategy initiatives of one part of a business
initiatives of key operating units

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 13

Factors affecting strategies
* Society forces
* Political and regulatory forces
* Citizenship considerations
* The industry and competitive conditions
* Opportunities and threats
* Organizational strengths and weaknesses
* Ethical considerations
* Personal managerial ambitions
* Company culture

5. Strategy Implementation

* making it happens
* structuring an organization
* budgeting
* motivating
* creating reward structures
* creating work environment
* Information & reporting systems

5. Evaluation AND CONTROLLING of performance

* review process
* adjust mission
* adjust objectives
* adjust strategies
* initiate corrective measures

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 14

 CHAPTER. 3

You're going to make mistakes in life. It's

what you do after the mistakes that count."
- Brandi Chastain

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 15

 2. STRATEGIC MANAGEMENT PROCESS FOR
MOBILINK COMPANY.

Mission, vision, and goals of Mobilink company.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 16
MISSION STATEMENT

“To be a superior communications service company in Pakistan which

provides the best value to its customers, employees, business partners and
shareholders.”

VISION STATEMENT

“To be the leading telecommunication services provider in Pakistan by

offering innovative communication solution for our customers while
exceeding share holder value and employee expectations.”

STRATEGIC GOALS

With increasing usage of the Internet and the convergence between

data and cellular technologies, Mobilink's focus is on the integration
of Internet with its cellular offering. With this objective in mind, it
plans to invest heavily in Value Added Services, which will result in
increasing the efficiency and effectiveness of cellular communications
for their customers.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 17

 INTERNAL ANALYSIS OF MOBILINK COMPANY

INTERNAL STRENGHTS OF MOBILINK COMPANY:

Following are the vital strengths of Mobilink:

• Mobilink is an acknowledged market leader of all the companies of its

kind.
• Only cellular service in Pakistan to provide coverage on the M2
motorway.
• Pioneer in GSM service in Pakistan.
• Number of customers is more as compare to any other mobile service
provider in Pakistan.
• Highest market share not only in terms of number of subscribers but also
in terms of revenue.
• Mobilink’s short message service center allows Vehicle Tracking and
Fleet (VTF) Management services.
• Large number of corporate customers.
• Economy of scale.
• Mobilink and Muslim Commercial Bank have made a combined effort in
order to maximize the ease and the satisfaction of their respective
customers by offering them all banking services from their very own
mobile handset.
• The network service of Mobilink is distributed over a wide area.
• Mobilink provides good service to its customers.
• The customers of Mobilink are very much satisfied, therefore it is the
biggest strength
• Mobilink has a distinctive competence.
• It has adequate financial resources.
• The company has good competitive skills.
• Mobilink has effective product innovation abilities.
• Increased brand equity
• Premium brand image
The company has hired well-qualified and able employees in all its departments.
The services of Mobilink are wide spread such that you can see many small outlets in
every market area.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 18

 Internal Weaknesses of Mobilink:

• Currently providing not good quality service because of changing their

network from 900 MHz to 1800 MHz.
• Fewer advertisements now day
• Mobilink provides costly services to customers as compared to other mobile
companies.
• Sometimes the network is busy and over loaded which results in poor
connectivity.
• The product line is too narrow.
• Call disconnectivity is too much
• Customer services centre is not providing good quality services.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 19

 Opportunities

• Before start of more new companies can target as many new customers as they
can.
• Can lower prices to make business difficult for new companies.
• Mobilink is completing field-testing and certification of its General Packet Radio
Service (GPRS) products; targeted to a market that delivers Internet Protocol
packet services to over 650 million GSM subscribers.
• 2.3% of the population of Pakistan is mobile users. Mobilink has the opportunity
to expand its services to a larger number of people.
• Mobilink can expand its target markets and enter new market segments.
• This company has faster market growth so its must tri to introduce such packages
that attract more and more customers.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 20

Threats
• New market players are coming in near future.
• New companies can offer packages for corporate customers in better way.
• Wireless local loop service providers too targeting areas which are less developed.
• Current price war may reach at a position where only brand names survive.
• Due to expensive quality of service now a days customers can shift to other
companies.
• After PAKTEL is captured by china, it introduced many new package which
attract the consumer more than any other.

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 21

 SWOT analysis
STRENGTHS
• As market leader it can
target more & more
customers.
• Due to running in
economies of scale, it
OPPORTUNITIES
easily lowers prices to
prevent new entrants.
• It can target due to high
financial power &
competitive skills in those
cities and villages, where
coverage of no other
company can reach.
• As it has a good brand
image, it has introduced
such packages that have
increased the company
revenue with more
customers.
COMSATS INSTITUTE OF INFORMATION TECHNOLOGY
WEAKNESSES
• Currently providing not
good quality service
because of changing their
network from 900 MHz
to 1800 MHz, so it may
lose its customers.
• As Mobilink provides
expensive call rates to
customers as compared to
other mobile companies
that also have a bad
impact on company.
• As sometimes the
network is busy and over
loaded, it negatively
affects the brand image.
• Call disconnectivity is
too much, that irritates
the customers.
22
 • Due to high recourses it can
easily remove threats of other
competitors.
• It easily met the challenges
appeared after PTCL &
THREATS
PAKTEL privatization.
• It has ability to work in highly
competitive environment that
has created after new
companies entrances.
Strategy formulation
COMSATS INSTITUTE OF INFORMATION TECHNOLOGY
• PAKTEL has great threat
after privatization that is not
so easy to handle.
• U.fone that has also large
number of customers and
being subsidiary company of
PTCL is a big threat on it.
• WARID & TELENOR have
also strong background
which enables them to fight
with exiting company
effectively, so it also has a
threat on MOBILINK
Company.
23
COMSATS INSTITUTE OF INFORMATION TECHNOLOGY 24