Dedication

“Our work is dedicated to our

beloved Parents, teachers,

brothers, sisters and all of our

well wishers”.

ACKNOWLEDGEMENT

“To Him belongs the dimension of the Heavens and the earth, it is He who

gives Life and death and He has power over all things.” (Al-Quran)

All acclamation to Allah who has empowered

and enabled us to accomplish the task

successfully. First of all we would like to thank

our Allah Almighty who really helps us in every

problem during the project. We would like to

express our sincere and humble gratitude to

Almighty whose Blessings, help and guidance

has been a real source of all our achievements

in our life. We would like to admit that we

completed this project due to parents who pray

for our success. We also wish to express our

appreciation to our supervisor Mr. Awais Khan

who help us a lot and introduce us to new

dimensions of knowledge. Last but not the

least our team efforts, support, cooperation

and encouragement showed by each members

in the group with each other.

AbstractEvery organization, whether it is a multinational, private business,

government offices, etc. depend on its people. These people working as

General Managers must be trained and kept motivated, offered good

working environment and must be acknowledged at work. Telecom industry

is growing in Pakistan, with new companies getting license the competition

is tough as a result the consumer is getting benefit and enjoying cheap call

rates. With a population of 15 million countries, telecom is one of the best

revenue generated industry. As voice over IP, web conferencing and online

video sessions are becoming popular these companies have bright future

ahead. Mobilink GSM, a subsidiary of Orascom Telecom, started its

operations in 1994, and has become the market leader both in terms of

growth as well as having the largest customer subscriber base in Pakistan - a

base of over 30 million and growing. We pride ourselves on being the first

cellular service provider to operate on a 100% digital GSM technology in

Pakistan that also provides state-of-the-art communication solutions to its

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

communication needs of a diverse group of people, from individuals to

businessmen to corporate and multinationals. To achieve this objective, we

offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers.

Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ)

brands are the largest brands of their kind in the Pakistan cellular industry.

In addition to providing advanced voice communication services that makes

the lives of millions that much easy, we also offer a host of value-added-

services to our prized customers. At the same time, Mobilink places high

importance to its coverage, which is why we cover you in 8000+ cities and

towns nationwide as well as over 120 countries on international roaming

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

RESEARCH METHODOLOGY

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

1- Primary Data Collection

2-Formal Interviews

Informal Interviews The formal interviews include people from management

and the informal interviews included people from lower management.

Secondary Data Collection

Internet search

www.mobilinkgsm.com

www.mobilinkworld.com

www.pta.org

INTRODUCTION

Orascom Telecom Holding S.A.E:

Establishedin 1998 and has grown to become a major player in the

telecommunication market. OTH is considered among the largest and most

diversified network operators in the Middle East, Africa, and South Asia,

and has acquired in early 2008 a license to operate mobile services in North

Korea. Orascom Telecom is a leading mobile telecommunications company

operating in six emerging markets having a population under license of 430

million with an average penetration of mobile telephony across all markets

of approximately 40%. OTH operates GSM networks in Algeria (Djezzy),

Pakistan (Mobilink), Egypt, Tunisia , Bangladesh and Zimbabwe. OTH had

exceeded 74 million subscribers as of March 2008. In Pakistan, the Pakistan

Mobile communications Ltd (“Mobilink”) started its operations in 1994 and,

until early 2001, had a market share of 40%. In April 2001, OTH took over

management control of the company. As the market leader, Mobilink serves

more than 31.5 million subscribers, representing a market share of 38.5% (as

of March 2008). OTH has positioned itself as a leader in the region for its

diverse GSM operations with various GSM support and Internet operations.

One of OTH's main strategies is to create its own non- GSM subsidiaries to

act as a backbone of support for its regional GSM operations. OTH has

achieved this by dedicating financial, technical and management resources

for supporting its subsidiaries. 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.

MISSION

“To be a superior communication service

company in Pakistan which provides the best

value to its customers, employees, business

partners and shareholders.”

VISION

To be the leading Telecommunication Services

Provider in Pakistan by offering innovative

communication solutions for our Customers

while exceeding Shareholder value & Employee

expectations".

VALUES

Commitment to Total Customer Satisfaction:

Passion for Business Excellence:

Trust & Integrity:

Respect for People:

Responsible Corporate Citizen:

PRODUCTS Mobilink offers both Pre-paid and Post-paid services. They 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, they offer both postpaid (Indigo)

and the prepaid (JAZZ) services to their customers. Jazz is an amazing

prepaid service that allows freedom from monthly bills and gives complete

control over the customer’s cellular expenditure. The user can decide in

advance when and how much he wants to spend. He can load a scratch card

whenever he wants to and start talking. Jazz is simple, easy and loads of fun.

not only Indigo and jazz mobilink have 13 more products given below,

Mobilink Indigo

Mobilink Jazz

Mobilink BlackBerry

Mobilink PCO

Mobilink WiMAX

Mobilink TV

Mobilink Game ON

Jazz Cricket SIM

Conference Bridge

PSO Cards

PIA Reservations

Stock Watch

Fax Mail

Corporate SMS .

BCG GROWTH-SHARE MATRIX

Companies that are large enough to be organized into strategic business

units face the challenge of allocating resources among those units. In the

early 1970's the Boston Consulting Group developed a model for managing

a portfolio of different business units. The BCG growth-share matrix

displays the various business units on a graph of the market growth rate vs.

market share relative to competitors.

CASH COW -(LOW GROWTH HIGH MARKET SHARE)

A business unit that has a large market share in a mature, slow

growing industry. Cash cows require little investment and generate cash that

can be used to invest in other business units.

STAR -(HIGH GROWTH ,HIGH MARKET SHARE)

A business unit that has a large market share in a fast growing

industry. Stars may generate cash, but because the market is growing rapidly

they require investment to maintain their lead. If successful, a star will

become a cash cow when its industry matures.

QUESTION MARK -(HIGH GROWTH, LOW MARKET

SHARE)

A business unit that has a small market shares in a high growth

market. These business units require resources to grow market share, but

whether they will succeed and become stars is unknown.

DOG -(LOW GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a mature

industry. A dog may not require substantial cash, but it ties up capital that

could better be deployed elsewhere. Unless a dog has some other strategic

purpose, it should be liquidated if there is little prospect for it to gain market

share.

Strategic Business Units of Mobilink

•Jazz One

•Jazz Budget

•Jazz Ladies First

•Jazz Easy

•Jazz Octane

•Mobilink Indigo

•Mobilink PCO

CASH COW:

•Jazz Ladies First

•Mobilink Indigo

•Jazz Budget

Because these two packages are low growth, high share products. These

established and successful SBUs need less investment to hold their market

share. They produce a lot of cash to support the other SBUs that need

investment.

STAR

•Jazz One This package is a high growth, high share product. There is need

to invest more for its rapid growth.

QUESTION MARK

•Jazz Easy

•Mobilink PCO These packages are low share in high growth markets.

They require a lot of cash to hold their share. Management needs to think

hard about question marks it should try to build into stars or should be

phased out.

DOG

•Jazz Octane It is low growth, low share product. It may generate enough

cash to maintain itself but do not promise to be large source of cash.

Comments . There is need to invest in the more promising question marks

to make them stars and to maintain the stars so that they will become cash

cows as their markets mature.

Following are the different segments of Moblink

•Business class

•Ladies

•SME sector

•Sports

•Flight Roaming

Swot Analysis

Strengths:

A firm’s strength are its resources and capabilities that can be use as a

basis for developing a competitive advantage

Acknowledged market leader

Pioneer GSM Service in Pakistan

More Subscriber

Highest market shares

Network is distributed over a wide area

Coverage on M2 Motorway

Customer satisfaction oriented

Premium brand image

Good competitive skills

Distinctive core competences

Providing better services to its customers

Weaknesses

The absence of certain strengths may be viewed as weaknesses

Fewer advertisement now a days

Providing costly services

Not providing SMS packages for long term

Not providing GPRS service every where

Opportunities

The external environment may reveal certain new opportunities for profit

and growth

Before starting of more new companies can target more customers

Can lower the prices to make businesses difficult for new companies

Opportunity to expand its service to a large number of people

Providing GPRS services

Due to high market share it can attract more customers by introducing

attractive packages

Threats

Changes in the external environment may presents threats to the company

New market players are coming in near future

Attractive packages of the competitor

Current price war may reach at a position where only brand

companies can survive

Due to expensive quality of service customer can shift to other

companies

After Paktel is captured by China it introduce many packages which

attract the customers

RECOMMENDATIONS

•Mobilink follows a differentiation strategy. If it wants to grow in this

market and rise above its competitors, it should also follow low cost strategy

through it can reach to more people and comfortably increase its market

share.

•Mobilink has been fined twice by Pakistan telecommunication Authority

over its bad service. It must try and emphasize on providing better services

to its customers instead on concentrating only on expansion.

•Mobilink should revise its distribution channel in Pakistan. Different

package cards are available at variable prices across the country. There is no

consistency in process across the country. It should devise some strategy to

deal with this trouble.

•Further it does not have any promotional offerings that would attract

customers. For example, in the previous year, Ufone offered free

connections to the masses and Telenor had offered SMS service within its

Network in summer 2005. If such measures were implemented, they would

increase its brand name and add value to the organization.