Principles of Management

Project on World Call

Presented to:

Presented by: Iqra Ashraf Bela Shafique Wajid Ali Haifa Saleem Aurangzeb Shakeel Aslam Muhammad Salman

3310 3330 3336 3335 3011 3338 3329

Thursday, January 31, 2013

Presentation

We will like to dedicate this project to our respected SR. GHULAM AHMED RANA and also dedicate this project to all business students who are struggling to become business professionals and plan to achieve the dreams of their parents. Today we feel honored to be able to presenting this project. May help all of us.

Thursday, January 31, 2013

Presentation

Thursday, January 31, 2013

Presentation

 The world call service has been started in Pakistan since 1990s.
In 1996 First Capital Securities Corporation began a pay phone

operation called World call Payphones Limited in Pakistan.

World call is the first private sector telecom operator to start Long

Distance and international services in Pakistan.

They can offer nationwide and international calling facilities to the

customers. Today (47,000)payphones all over the country.

In 2000 World call Multimedia established a (HFC) cable network in

Lahore thus becoming the first Multi-service operator in the country

Thursday, January 31, 2013 Presentation 6

 The Oman telecommunication company is the most reliable and

unique telecom and multimedia service provider in Pakistan which is also known as Omantel. The world call telecommunication limited is also the Omantels company
World Call Telecom Ltd. became an associate company of Omantel

after acquisition of major share holding by Omantel in 2008. Today, World Call Telecom has become more innovative, dedicated, and reliable company in Pakistan
World Call launched its business in June 1996 with payphone

operations From Cable Broadband to Wireless Broadband, from Cable TV to Video on Demand, from LDI services and fiber optic network to wireless local loop telephony, WC has crossed a number of milestones. WC offers an array of services under three major service categories i.e. Data, Entertainment and Voice
Thursday, January 31, 2013 Presentation 7

 World Call are committed to achieving dynamic growth

and service excellence by being at the cutting edge of technological innovation

World Call strive to consistently meet and surpass

customers', employees' and stake-holders' expectations by offering state-of-the-art telecom solutions with national & international footprints
They feel pride in making efforts to position World Call

and Pakistan in the forefront of international arena

Thursday, January 31, 2013 Presentation 8

 In the telecom market of Pakistan, World Call to have an

overwhelming impact on the basis of following benchmarks

Create new standards of product offering in basic and value

added telephony by being more cost effective, easily accessible and dependable. Thus ensuring real value for money to all segments of market
Achieve utmost customer satisfaction by setting up high

standards of technical quality and service delivery. Ensuring the most profitable and sustainable patterns of ROI (Return on Investment) for the stake-holders
Thursday, January 31, 2013 Presentation 9

 WTL is focusing on its aim of becoming the number one national

telecoms provider
Creating new telecoms businesses and drawing investor attention to

the value of World call

Most extensive and diversified telecom deployments by a private

operator in Pakistan
Business Plus in Pakistan is one of the leading business channel

running by World call

National distribution network across 220 cities and 50Regional

offices encompassing with a wide network of more than 61,000 points-of-sale

Thursday, January 31, 2013 Presentation 10

Goals: To redevelop an infrastructure which help company to implement multi destination LDI operations To expand the wireless broadband network To secure advertisement revenue share through cable TV network

Objectives: To secure international terminations from the major countries of Europe and USA; and establishments POPs (Point-Of-Presence, Switch, Router, Billing system) using co-location. To establish head-ends(main transmission source) in 14 major cities of Pakistan. World Call plans to expand its EVDO service in all the 50 major cities of Pakistan
Thursday, January 31, 2013 Presentation 11

 World call telecom is a service based industry. Currently the company is

operating in telecommunication, internet services, and cable services. Decision of the company is
The major purpose of the business is to find the potential buyers and also

they are focusing on the best services to the users. For the internal communication they are currently using Local Area Networking, and for the communication with other heads of departments they are using simple internet
The managing director of the finance department is responsible for the

forecasting of new projects and also for the costing of the current departments. They are maintaining the database for every department which is being updated on the daily basis
Company has more than 61000 franchises, so it is a great task for the

business managers to collect data from all the places and than put it into a single data base
Thursday, January 31, 2013 Presentation 12

Strategic Vision:
To become the number one national alternative telecoms

provider and a leading multi-services operator with regional and international footprint

Information needs of the Company

In the organization, the information flow is from top to bottom

and then bottom to top. This information are very important to the company for operating in their operational activities and also for the development of the new strategies of the company Operational needs Managerial needs Strategic needs
Thursday, January 31, 2013 Presentation 13

Operational needs:
World call needs to have information about its daily operation like daily

sales transactions, They also need customer information for the interaction with their customers daily. They also need complete information about the packages of the company on their products

Managerial needs:
Managers need information about the customer changing demands. should

know about the technological developments in the world. They also need to have information about the channel in the world which is creating their demand. They need to know about the complete profile, past record in the business of the customer
Managers should know about the no of customers and no of the supplier in

the market. Management should know about the competitors and about their strategies

Thursday, January 31, 2013

Presentation

14

Contd
Strategic needs:
At strategic level the top management should know about the SWOT.

also the potential of the company to take advantage of new coming opportunities and the ability of the company to fight against any threat posed by the environment
The information of external and internal environment and the

possible alternative strategic options available to the company has to be known

Thursday, January 31, 2013

Presentation

15

World call telecommunication have major strategy involves:

Identifying the market style and market trend Identifying the customer trend and style Identifying the customer needs and demands Identifying the new research and development of

telecommunication Identify the segments within your market Understand company's strengths and weaknesses Implementation of 4p's price place product promotions Understand where you want your brands to be in the future, and write marketing plan on regular basis to help you get there
Thursday, January 31, 2013 Presentation 16

There are many products of World Call some are as follows:

World Call Cable Broadband World Call Wireless Broadband World Call Cable TV World Call Digital TV World Call Video On Demand World Call Wireless Phone

World Call LDI

Thursday, January 31, 2013

Presentation

17

World Call Cable Broadband: World Call Cable Broadband

facilitates high speed internet experience with video streaming and rich media content
Portability & Mobility Plug & Play No power required Unlimited downloads Unlimited express upload & download

Always on
Does not need telephone line Economical packages
Thursday, January 31, 2013 Presentation 18

Contd
World Call Wireless Broadband: With a small Plug & Play USB device, World Call Wireless Broadband running on CDMA EVDO network, provides hassle-free internet connectivity with high speed and unlimited downloads World Call Cable TV: World Call Cable TV with crystal clear 80+ channels provides its viewers a wide assortment of satellite and in-house channels to satisfy their infotainment needs

World Call Digital TV: World Call Digital TV offering 60+ channels, reinvents the television entertainment experience with sharper images, vibrant colors and stereo sound
Thursday, January 31, 2013 Presentation 19

Contd
World Call Video on Demand: World Call Video on Demand is
an interactive video library that enables choosing from a list of available titles allowing absolute control with play-back options

World Call Wireless Phone: World Call Wireless Phone, running

CDMA 1x technology offers both home-use and payphone model enabling hassle-free wireless telecommunication services

LDI - Long Distance International: World Call was the first

company to start LDI services - November 2004 Provides cost / price effective, quality voice and data solutions for nationwide & international markets catering for both the wholesale and retail segments, tailored to their individual requirements

Thursday, January 31, 2013

Presentation

20

 Cable TV
Periodic Magazines

Bill Boards

Thursday, January 31, 2013

Presentation

21

Mixture of culture in World call because the behavior of the managers depend upon the nature of the department, so culture might be aggressive, team oriented, people oriented

Political factors:
The political environment of Pakistan is getting unstable & uncertain

day by day so only the government decision and initiative measures are very important
Decline in foreign investment is also the reason of political

instability
PTA is highly autonomous govt. organization and has shown the

moderate continuity in the policies regardless of changes in the political environment

PTA is striving hard and trying its best to provide equal competition

opportunities in Telecom industry

Govt. can announce unexpected tax changes in Telecom industry
Thursday, January 31, 2013 Presentation 23

Contd
Economical factors:
The ever increasing economical issues like inflation and the growing debt of

Pakistan
The disposable income of people getting low due to the price inflation of

consumer goods & services

PTA report 2008 tells that telecom sector of economy is in a good shape

and growing
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

High interest rate ~13%
Decline in Telecom share in total GST due to low tariffs

Thursday, January 31, 2013

Presentation

24

Contd
Social Factors:
Better telecommunication services and telecommunication is now becoming

essential part of people lifestyle

Now people have become habitual of consuming new technology products.

Internet has become a real working tool, people use Internet at home

Young generation is getting more interest in wireless

telecommunication and spends more time in online social activities like chatting, social networking
Online gaming is growing rapidly and the ever increasing gaming

competition all over the world and in Pakistan as well

Internet becomes an integral part of people social-lives
Thursday, January 31, 2013 Presentation 25

Contd
Telecom sector have technology with which they can compete in Pakistan

and now companies are investing in their infrastructure to not only expand but also to upgrade their existing structure
Currently mostly companies are 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 at low price and some are also providing feature that one can see TV channels on their cell
Upcoming future wireless broadband technologies are changing the trends

of internet usage
Innovations and development in telecom technologies has played a major

role in the overall growth. Innovations and Developments in IT and Telecom can create and motivate new demands. Like Video Conferencing induced more demand for companies interested in online business meetings.
Thursday, January 31, 2013 Presentation 26

Contd
The telecommunication towers spoil the view especially of tourism

places but no attention is paid towards this

Ecological Factors Natural Obstructions in Wireless Transmission Infrastructure usage facing difficulty due to the conditions of land

Thursday, January 31, 2013

Presentation

27

Contd
Corruption and bribery in legal authorities suffers a telecom

companies a lot to face difficulties

Telecom sector changed from monopoly to competition

Protection of the rights of the companies competing with incumbents

and to provide safeguards the interest of the users of the telecommunication services
The unbiased laws of telecom sector to establish healthy competition

in market

Thursday, January 31, 2013

Presentation

28

 THREAT OF ENTRY
BARGAINING POWER OF SUPPLIERS BARGAINING POWER OF BUYERS THREAT OF SUBSTITUTE RIVALRY OF NEW FIRM
Thursday, January 31, 2013 Presentation 29

Threat of New Entrants:

Telecom is a very capital concentrated industry, entry into this industry means that the firms need access to huge amount of capital mainly to cover the fixed costs to lay and maintain a physical network (infrastructure, fiber optic cables etc) to the premises of customers The telecom industry is already dominated by major players and smaller manufacturers have to struggle, due to high setup costs and market dominations threat of new entrants is low because of following

High Government restrictions or legislation Telecom licenses, rights, regional licenses Expected Mergers and Acquisitions High fixed costs

High Capital requirements

Aggressive competition

Consumer have high power because customer influence in pricing and shifts towards other sellers if he/she is not satisfied with the quality or price of the product or services. Consumers have very high buying power in telecom sector because though they have many options to choose from especially in Voice segment
The increasing trend of communication like email, instant messaging, is declining the importance of voice services

Switching to another product is simple Customers are price sensitive Consumers have high product knowledge

Switching costs are low

Availability of existing substitute products Plenty of choice of several technologies and other communication

means available, enhanced the buyers power.

There are many substitutes available in market. In case

of dissatisfaction with any of the feature customers can easily switch to the other because he/she has the almost exact or the same kind of substitutes
Switching power is high in telecom sector characterize by

high technological developments and fast availability of alternative substitutes

. Substitutes include Broadband, Wireless broadband,

Digital TV, IP Telephony, Mobile phones, Satellite, Email, and Instant Messaging etc

Due to growth opportunities and government focus on the telecom sector, there is a strong likelihood that competition will gradually increase as new firms enter the industry. There are many existing competitors of world call. The intensity among current rivals is intense and they

are mostly competing on technological bases to create competitive advantages

Thursday, January 31, 2013

Presentation

36

Industry rivalry has become extremely intense with the emergence of new competing firms

leading to price cuts act

company can only grow by stealing market

share away from competitors. Telecom industry with a very high growth. Advertising intensity and spending are very high cross the industry

PTCL:
PTCL is operating in Pakistan from the earliest stages of

Pakistan. It the first telecommunication company in the country. It holds its monopoly since 2003, But after the investment policy is unveiled, it has no more monopoly in the country. It is also providing its customer the calling card options.

Thursday, January 31, 2013

Presentation

38

GO CDMA:
This is a newly operated company in Pakistan. It is being

worked in the country after 2003 and has enhanced its business operations in country very fast and very effectively . Like other telecom companies its major business is to provide the telecommunication services and the internet services to the customer.

Thursday, January 31, 2013

Presentation

39

Cyber net:
Cyber net is one of the competitors of the World

call by providing the ISP services

Many organizations. Currently they are coming up

with a high speed fiber optic internet (DSL) in Lahore.

They are testing the response and the quality of this

service in Lahore

GSM Operators
Another large competitor of the World call is the GSM

services provided by the GSM or cellular companies

They have also established a wide area coverage mobile

phones network in

Thursday, January 31, 2013

Presentation

41

 Technical infrastructure

HFC-cable
Product range Working in major cities Reputation Balanced sales Reliable wireless broadband
Thursday, January 31, 2013 Presentation 42

High dependence on Voice segment

Weak marketing

Weak brand positioning

Infrastructure varies from location to

locations
New entrants in the market.

Cross-sell in major cities

Increased demand for Broadband Privatization of government telecom projects PTA delayed 3G licenses

 Economy instability Cable TV operators alliance Government policies

Heavy Price competition

Strengths S 1. 2. 3. 4. 5. 6. 7. Technical infrastructure HFC-cable Product range Working in major cities Reputation Balanced sales Reliable wireless broadband

Weaknesses W 1. 2. 3. 4. 5. 6. High dependence on Voice segment Weak marketing Lacking a proper long-term strategy Weak brand positioning Less focus on short-term profitability Infrastructure varies from location to locations ERP implementation taking too long

SWOT MATRIX

7.

Opportunities O 1. 2. 3. 4. 5. Demand increased for backhaul network Cross-sell in major cities Increased demand for LDI and Broadband Privatization of government telecom projects PTA delayed 3G licenses

SO Strategies

WO Strategies Market Penetration and Product Development of Data services (O5, W1) Brand development for broadband segment (O3, W4) Develop uniformity across infrastructure (O1, W6)

Market development of HFC Cable (S3, O2) Market development of Wireless Broadband (S7, O3) Offer more B2B Data services (S1, O1)

Threats T 1. 2. 3. 4. 5. 6. Economy instability CaTV operators alliance Threat by WiMax or other 4G technologies Government policies Increased consumer churn rate Heavy Price competition

ST Strategies Market development of HFCCable (S3, T2) Diversification of Products (S3, T1) Differentiation strategy for wireless broadband (S7, T6)

WT Strategies Highly Differentiated Products (T6, W2) Quickly integrate ERP to analyze churn-rate (T6, W7) Hold & Maintain (T1, W5)

Inbound Logistics:
They use their own transportation vehicles fleet which includes

medium size pickups small cars and huge trucks

They maintain their own warehouses with vary enormous capacity

and located in very safe and outside the city area

They use their own local loop network to communicate efficiently

plus with in no time

Before launching the new products they pass the products through a

very crucial and keen observation processes

Outbound Logistic:
Distribution of products to different authentic seller, departments and

different shops
Thursday, January 31, 2013 Presentation 47

Provide the services to the customers. Their operations are to implement the system where it is needed
Need of implementing new amplifiers in order to strengthen the signals, they will implement it, where

the BTS should be needed in order to increase the wireless signals

Thursday, January 31, 2013 Presentation 48

Sales department is required to find the

authorized dealers who can sell their products, giving them licensing

Sales department is also focus on the

promotion because their sale depends on the promotion of services offered

Thursday, January 31, 2013

Presentation

49

 World call has its own 61000 franchises or point of sale in

the country, so they are doing very well in providing after sales services
They have their separate customer relation management

department whose unique function is to check where the customer is having problems and after identifying the problem they resolve the problem as quickly as possible
They also have a separate customer care department,

whose function is to record the customer problem and inform the technical department to fix it
Thursday, January 31, 2013 Presentation 50

 The BCG Matrix was developed by the Boston Consulting Group in

1986 in order to evaluate and analyze the business units and product offerings of corporations Classifies firms as: Stars
Cash cows

Question marks
Dogs
Thursday, January 31, 2013 Presentation 51

The BCG Matrix plots business units or product offerings along two axis; the first is market growth, the second is market share

Thursday, January 31, 2013

Presentation

52

Star: Stars are units with a high market share in a fast-growing

industry. In World Call, product on STAR is LDI.

Cash cow: Cash cows are units with high market share in a slowgrowing industry. In World Call, product on CASH COW is cable.

Question mark: Question marks are growing rapidly and thus

consume large amounts of cash, but because they have low market shares they do not generate much cash. No product of WC in question mark. Dog: Dogs are units with low market share in a mature, slow-

growing industry. In WC product on DOG is wireless and phone.

Thursday, January 31, 2013 Presentation 53

Corporate level:

In corporate level strategies they basically discuss the current business status as well as the future of the current business. Then they decided in meetings, that in which sector they have to add something and in which sector they want to remove something. They are mainly concerned with: What kind of businesses they want themselves in? How they should manage all sectors or businesses?

World Call mainly focuses in Related Business Diversification. As many good and effective service of World Call the broadband service of World Call has good growth and opportunity. In this same line of business they diversify their business and there diversification is very much effective for them.

Reasons for related diversification:

To reduce the risk

High Compatibility with technical infrastructure

Support some losses in other segments

World Call is using product development strategies as it involves development of telecom services and products. They have first mover advantage in wireless broadband. They deliver increased network capacity to meet growing demand for wireless services and high-speed data services.

World Call offers many services under the head of 3 Major Business Segments.
World Call Data World Call Voice

World Call Entertainment

In the curriculum of course various principles and theories provided us a detailed overview of business administration especially marketing. But the actual learning is to have a practical demonstration of the theoretical concepts by observing the systematic business operations. The standpoint of studying the organization is to have an idea of practical implementation of business principles and strategies especially of marketing concern.

To understand the structure and system development of an

organization. To know the functions of marketing department How World Call Telecommunication Pvt Ltd mange its Product Lines. How World Call Telecommunication Copes with Environmental Changes To know the competitiveness of organization. How World Call Telecommunication develop its marketing strategies. To know the management of marketing force and effective team work To know the success and failure of products. Improvement in the performance of an organization

NATURE OF ORGANIZATION
World Call Telecommunication Pvt. Ltd. is working as a services firm among a number of multinational and national Consumer goods organizations. World Call Telecommunication Pvt. Ltd. is committed to provide quality services to customers, realizing the fact. The firm is equipped with all pre-requisites for meeting the future challenges successfully. World Call Telecommunication Pvt Ltd has a high number of professionally qualified persons in Sales, marketing, Production, finance & administration and technical Department. The company is offering a complete product range of Calling Card and Payphones.
Thursday, January 31, 2013 Presentation 60

 Chairman

Executive
Director COO

Chief Operating Off

Finance & Accounts Head HRM Head DGM
Thursday, January 31, 2013 Presentation 61

Deputy General Manager

Technical
Branch Manager Accounts Department

Technical
Department Sales Team Technical Team MIS Department

Chairman Chairman is the Head of the organization and in World call Telecommunication the Chairman is . He is very capable man and basically is Chartered Accountant and he knows about the business in Telecommunication Sector. Chairman done work on over all of the organization all Major decisions about Financial, Management and other sectors. Chairman is finally Authority and final decision making in any matter of the organization.
Thursday, January 31, 2013 Presentation 63

Executive Director After the chairman in the organization second most important post is Executive Director now in this time in world call telecommunication Executive Director who deals with payphones and calling cards is . In world call telecommunication Pvt ltd have many executive director they deal with different business groups. Every Executive Director responsible to their own department and he is all in all to take decision in that department.

COO [Chief Operating Officer]

After the Executive Director the COO is most important post in the organization in some organization COE (Chief Operating Executive) first then become COO (Chief Operating Officer) He have also a key post in the organization and he fully responsible of the department and its depend on the type of department if sales or marketing, financial, Management , HRM types he deal with full confidence . If he is COO Marketing then all sales reports will be submit to the COO and then they take final decision.

DGM Deputy General Manager

In world call Telecommunication Pvt Ltd every zone has one DGM Deputy General Manager. DGM responsible of his area and he deal with other department they concerned and major work of DGM is update the sales and all region sales reports to submitted to DGM and then go for COO . DGM deal with all matter concerned with sales, marketing, promotion, finance and other department. In every organization DGM had vital role and he fulfill the sales targets and achieved the company goals.

Finance & Accounts Head

Finance & Accounts Head are responsible for the every finical decision and new financial projects and all other whole year expanses that occurred in different departments they all details and check balance done by accounts department and accounts department a major duty is that all company employees' salaries accounts and payroll accounts maintain. In every company or organization finance & Accounts head are major key role in the organization.

Administration & Security

This department is responsible for housekeeping, controlling logistics, security of offices & network and liaison to authorities like WAPDA. The basic problem encountered by the department is the security of the scattered network.

Advertising Sales & Content

This department sells media and air time to companies and ad agencies. Content editing is also performed by the department. Restrictions imposed by the government on the content are the barriers on the performance of the department.
Thursday, January 31, 2013 Presentation 68

Customer Care
This department is responsible to record customer complaints, forwarding them to the specific department and giving feedback to customers. Problems arise when there are more number of calls then the number, call center can handle.

HRM Head
In every big organization has HRM department , that was important department and there is major role about the organization like haring , selection , training, implementation, motivation , firing these all task done by HRM Head . Human resource management head major responsibility is good technical and hard work team haring and selection then they become good training and fit right minds to right palaces.
Thursday, January 31, 2013 Presentation 69

Contd
Sales & Marketing This department is concerned with sales management & enhancement, collection & recovery of revenues, distribution management, and brand promotion. Problems are faced when government imposes restrictions on content relayed, which lemmatize sales growth.

Thursday, January 31, 2013

Presentation

70

MIS HEAD
MIS Head Management Information System every good or big organization have MIS system. MIS system spinal cord of the organization because in every organization MIS system taking important role , major duties of MIS system all types of reports like different department and any type of communication with help of MIS system today 21centary every organization paperless environment like computerized system in that system everything based on computerized like different reports of different departments like sales reports analysis fore cast reports daily weekly monthly annual reports or internal or external communication with help of MIS system like Email system that all part of MIS System.
Thursday, January 31, 2013 Presentation 71

Contd
Technical Head Technical Head name as every organization has must some technical works they done by this department and technical head will be responsible to all types of technically works like machinery replacement or future prospects technical demands time to time change all technical works demands fulfill by the Head of that department. Management operation is also part of technical department every operation will help to this department.

Thursday, January 31, 2013

Presentation

72

World Call Telecommunication Lahore office marketing department consists of a team of 26 people including field, office and supporting staff. The technical staff is well versed in its field of specialization and quite efficient as well. Most of Staff is professional degree holders with specialization in different disciplines. The non-technical staff is very hardworking and active in performing their tasks. The supporting staff is also very loyal and committed to their assigned jobs. Hiring is done both through top management and also on recommendations of middle management.
Thursday, January 31, 2013 Presentation 73

Contd
Total strength of employees in Marketing 280 Total number of employee in Technical Field 168 Total number of employee in Management 100 Total number of employee 548

Thursday, January 31, 2013

Presentation

74

Autocratic leadership style of CEO

Using high formulization n job specialization Mechanistic

Thursday, January 31, 2013

Presentation

75

Contd
Reward power means they use to give positive benefits and rewards to their employees even higher then their expectations

Thursday, January 31, 2013

Presentation

76

Controlling

Thursday, January 31, 2013

Presentation

77

Span of control or span of management is a dimension of organizational design measured by the number of subordinates that report directly to a given manager. This concept affects organization design in a variety of ways, including speed of communication flow, employee motivation, reporting relationships, and administrative overhead

Controlling

Thursday, January 31, 2013

Presentation

79

There are three basic steps which involve measurement evaluation and correction. In both circles of control first extent of any problem must be measured then evaluated for different solutions and then corrected to attain total control over the rising issues.

Internal Control: In case of worldcall internal control is extremely lenient as far as their HR policies and empowerment is concerned they practice a blend of different strategies. It seems like they have implemented a multi layer and diverse system to ensure internal conrol, this looked quite well in our visit to worldcall

External Control: World call is struggling as far as their external control is concerned they failed to control the franchisees in their down stream hence their product availability collapsed. They also failed to integrate network expansion and they simply ignored the wi-max and cloud technology despite being the pioneers in the dongle internet.

Thursday, January 31, 2013

Presentation

82

THREE STEP CONTROLLING SYSTEM ANALYSIS OF WORLDCALL

Worldcall simply failed to measure the severity of technology input by other competitors such as wi-tribs. Wateen captured a huge share of market with wi-max modems. This caused Worldcalls franchise network to collapse due to lack of control which is vital source of information and variables which must be measured. As there was a huge lack of measurement not only in the external circle but also it seems like they implemented and poorly measured very poor financial and internal policies which led to this situation. Evaluation was being done on vague measurements which eventually resulted in collapse and very low market share. They failed to measure the public interest in internet and telephony so they stopped their advertisement.

Suggestions about controlling

Internal control must be channelized and blended

with external control. Financial policies must be altered to gain control over market such as advert, franchisees and mass interaction. New product development is vital to gain external control over competition and innovation must be induced at every level.

World call is using Feedback controlling Mechanism.

Change management

Main Problems according to Management:

World Call has totally changed system of management for the

company. Reducing of advertisements expense due to pressure of cost cutting. Same reasons for not having large Marketing staff. World Call emphasizing on ERP The delay in process of initiating an ERP. ERP is time-consuming process. New Managers are involved into current issues of the company. Previously they were multiple companies now all of the accounts have been reorganized and similar accounts have to be merged.

Giving unusual importance to LDI from very

beginning. Very weak franchising strategies. Franchises strength missing. Heavily lacking Long term strategies. Lack of use of BCG MATRIX for their product portfolio.

Market Penetration was earlier used in

Voice segment but now being avoided. Complains by customers due to conflict in network capacity and after sale services. Loosing potential buyers due to less Advertising. World Call is not involving low level staff in business matters.

The change process must be moved top to down

gradually by World Call. Every level of Management must be involved in the change process. Business Process Reengineering is preferable solution to WC over all problems. Using of BCG MATRIX is very important for WC to understand their DOG and STAR products. Customer complaints and customer churn rate can be reduced by sensible installing of networks and sales.

The whole experience of the customer from the first

interaction at the touch point to the consistent usage of the service will be enriched. Co-ordination between many Departments must be improved as soon as possible. World Call is coming up with Fresh Long term plans which are a good sign; well it is highly needed and must be implemented with unanimous agreement. The avoidance of market penetration will not benefit WC in long run, thus WC must behave more Competitive. WC must buy professional software. First of all, franchising strength must be increased all over the country, and then Franchises must be made more modern and must be made more productive in reference to services and sale.

WC having very strong physical network, the only need

is timely maintenance and proper resource utilization.

World Call is a competent telecom company in Pakistan with huge infrastructure and backed by strong parent company Oman tel. It has strong potential to compete and grow as a leading diverse telecom company. We have gone through analysis of World Call and studied almost every aspect of the company; we have recommended strategies, solutions to major problems faced by World Call. We also provided three year implementation plan that represent a clear growth strategy for World Call

Thursday, January 31, 2013

Presentation

93

For Your Patience . . . !!