Topic:

Submitted To: Mr. Rashid Saeed

Submitted By: Muhammad Ihsan ul haq

MB-09-02

MBA (Morning) 2nd Semester

(2009-12)

Tile of Course: MARKETING MANAGEMENT

BAHAUDDIN ZAKARIYA
UNIVERSITY MULTAN
BAHADUR SUB
CAMPUS, LAYYAH

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Cover Quality Aur Rate pe No Samjhota

MOBILINK
Mobilink GSM (PMCL), 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 28 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 10,000+ cities and towns nationwide as well as over 130 countries
on international roaming service. In other words, we speak your language, everywhere.

The company directly employs over 4,000 people and has the largest distribution network
with 200,000 outlets across Pakistan. Mobilink corporate social responsibility program
contributes significantly in key areas of health, education, social uplift and cultural
development causes in Pakistan and the company is the official cellular service of the
Pakistan Cricket Board. Mobilink is the only corporate in Pakistan to issue a 'high-yield'
bond worth US$ 250 million in the International Market and has portrayed a positive
image of the country as a secure destination for business activity.

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 SWOT analysis
SWOT analysis is a strategic planning method used to evaluate the strengths, weakness,
opportunities and threats involved in a project or business venture. It involves the
specifying the objectives of business ventures or projects and identifying the internal and
external factors that are favorable and unfavorable to achieving that objective. This
technique is credited to Albert Humphrey who led a convention at Stanford University in
the 1960s and 1670s using data from Fortune 500 companies.

 Strengths: attributes of the person or company that is helpful to achieving the

objective(s).
 Weaknesses: attributes of the person or company that is harmful to achieving the
objective(s).
 Opportunities: external conditions that is helpful to achieving the objective(s).
 Threats: external conditions which could do damage to the objective(s).

SWOT analysis of Mobilink

Basically Mobilink hire from reference so SWOT analysis is based on this source. What
they lose due to this source and what are the advantages of this source are discussed
below:

 STRENGTHS:
•Considered very strong and reliable
•Captured most of the potential customers (28 million and growing)
•Covering over 10,000 cities, towns and villages across the Pakistan
•First operator to introduce IR for the people of Pakistan
•Only cellular service in Pakistan to provide coverage on the M2 motorway.

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•A very strong brand image

•Highest market share not only in terms of number of subscribers but also in terms of
revenue.
•Mobilink has signed bilateral roaming agreements with 50 operators around the world to
have true roaming service operational in over 42 countries of the world.
•In order to facilitate its international Roaming subscribers traveling to USA and Canada,
Mobilink is offering Motorola Timeport Triband (TT) handsets on rental basis. These sets
are available at all Mobilink's Customer Service centers.
•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.
•Only company offering corporate packages

WEAKNESS

•Currently providing not good quality service because of changing their network from
900 MHz to 1800 MHz.
•Fewer advertisements now days.
•Most expensive telecom company both in call rates and SMS
•Engineering department of Mobilink is not that well competent as compared to its new
competitors

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•Customer retention Side is weak due to expensive packages

OPPORTUNITIES:
•Can expand its networks in the uncovered areas

•Services in the future can be

•Telephone
•Wireless
•Calling Cards
•Mobile Phone Banking
•Before start of new companies can target as many new customers as they can.
•Can lower prices to make business difficult for new companies

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.
•Employee retention is also issue because mobilink fired 1000 employees in October
2008.
•Loss of loyal customer