Mobilink project

Management Semester Project
UNIVERSITY OF WAH
QUAID AVENUE, WAHCANTT.
Management
(Assignment)
Presented to:
Sir Umer Shahid.
Presented by:
Tahzeeb Khan Marwat.
Tayyaba Rani.
Waqar Ismail.
BS (Hons.) Computer Sciences
BS-CS-4th
‘B’

DEDICATION
In loving memory of our beloved messenger, Hazrat Muhammad (sw).

ACKNOWLEDGMENT
We are thankful to many individuals who have contributed in the development of
our Assignment. First, we owe our profound thanks to Almighty of ALLAH the lord of the
world, for blessing us with the ability, spirit, courage and strength to complete this
assignment. Second, we wish to thank those many individuals who reviewed our assignment.
We have tried to retain all the features in the assignment. We would like to thank our
lecturer’s that their patience and suggestions were essential. Especially thanks to our
teacher Sir Umer Shahid for helping in our project.

Contents
About Parent company:................................................................................................................................6
INTRODUCTION OF COMPANY: ................................................................................................................6
PRESIDENT & CEO OF COMPANY:.............................................................................................................7
SEGMENTATION, TARGETING, & POSITIONING:...........................................................................................8
Segmentation:...........................................................................................................................................8
Targeting:..................................................................................................................................................8
Positioning: ...............................................................................................................................................8
PRODUCTS OF COMPANY: ............................................................................................................................8
ORGANIZATIONAL CULTURE OF MOBILINK: .................................................................................................9
POSITION OF COMPANY IN MARKET: ............................................................ Error! Bookmark not defined.
DIFFERENTIATION ADVANTAGES:.................................................................................................................9
COMPETITION WITH OTHER CELLULAR NETWORKS: ...................................................................................9
MANAGEMENT FUNCTIONS: ......................................................................................................................10
Planning (Selecting goals & ways to achieve them)................................................................................10
Controlling (Monitor activities and make corrections)...........................................................................11
Leading (Influence) .................................................................................................................................11
Organizing (Assign responsibility for task accomplishment) ..................................................................11
ORGANIZATIONAL STRUCTURE OF MOBILINK:...........................................................................................11
THE STRATEGIC MANAGEMENT PROCESS OF MOBILINK: ..........................................................................12
MARKETING RESEARCH PROCESS BY MOBILINK:........................................................................................18
PROBLEMS FACED BY COMPANY:...............................................................................................................19
Cultural Difference:.................................................................................................................................19
Emotional Interference:..........................................................................................................................19
Connectivity issue: ..................................................................................................................................19
CONCLUSION:..............................................................................................................................................19
RECOMMENDATIONS: ................................................................................................................................20
REFERENCES:...............................................................................................................................................20

About Parent company:
Orascom Telecom Holding S.A.E. (‘Orascom Telecom’ or ‘OTH’) is a leading international
telecommunications company operating GSM networks in seven high growth markets in the Middle
East, Africa and South Asia, having a total population under license of approximately 460 million with an
average mobile telephony penetration of approximately 19% as at 30 June 2006. Orascom Telecom
operates GSM networks in Algeria (‘OTA’), Pakistan (‘Mobilink’), Egypt (‘Mobinil’), Tunisia (‘Tunisiana’),
Iraq (‘Iraqna’), Bangladesh (‘Banglalink’), and Zimbabwe (‘Telecel Zimbabwe’). Among other
international ventures, Orascom Telecom also owns 19.3% of Hong Kong-based Hutchison
Telecommunications International Limited operating in 8 countries.
INTRODUCTION OF COMPANY:
Pakistan Mobile Communications (Pvt) Limited, better known as Mobilink GSM, is a
telecommunication service provider in Pakistan. 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 31 million and growing.
They pride themselves 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, they offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Compared
to their competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their
kind in the Pakistan cellular industry.
At the same time, Mobilink places high importance to its coverage, which is why they cover 10,000+
cities and towns nationwide as well as over 120 countries on international roaming service.

Pakistan Mobile Communications Ltd, Mobilink GSM (PMCL)
Type-Public Limited Company
Genre-Subsidiary
Founded-1994
Founder-Motorola USA
Head Quarter-Islamabad Pakistan
Area Served-10,000 Cities Town and Villages across Pakistan
Key People-Rashid Khan, President and CEO
Industry-Telecommunication
Products-Postpaid Indigo, Prepaid Jazz, Mobilink PCO, WiMax
Parent-Orascom telecom
PRESIDENT & CEO OF COMPANY:
Mr. Rashid Khan is the President & CEO of Mobilink, Pakistan's market leader in cellular services and
part of the Orascom Telecom Holding. Prior to this, he has held the role of Managing Director and Chief
Executive Officer of Banglalink, the fastest growing cellular operator in Bangladesh. Earlier Mr. Khan was
the Executive Vice President and Chief Commercial Officer of Mobilink and was a senior member of the
management team who played a key role in the robust growth of Mobilink's subscriber base. With a
Masters Degree in Electrical Engineering, Mr. Khan has extensive experience in telecommunications, IT,
and other technologies in both the developed as well as emerging markets. Mr. Khan has also been
associated with various international companies and has been awarded patents for his inventions.

SEGMENTATION, TARGETING, & POSITIONING:
Segmentation:
Mobilink, a telecommunication service provider emphasizes on being part of a value delivery process.
The first phase, choosing the value, represents the ‘homework’ marketing must do before any product
exists. First, the marketing staff must segment the market. The variables used for segmenting the
consumer market demographic as well as psychographic:
Age
Income
Occupation
Social Class
Targeting:
The second step of choosing the value is selecting the appropriate target market. Mobilink’s target
market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate
sector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at
the middle and upper-middle class, while Mobilink World targets the masses with its diverse value
added services.
It is important to understand that the future of marketing telecommunication services in Pakistan is
going to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of
full market coverage and develops strategies as per the requirement of the different targeted
segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the
products are available everywhere. This growth has been further strengthened with brand building
activities that have ensured that Jazz and Indigo remain synonymous for premium telecommunication
services for which they are close to the hearts and minds of the customers.
Positioning:
Developing the offering’s value positioning is the last part of choosing the value phase of the value
delivery process.
Mobilink’s catchphrase “Mobilink… Reshaping Lives” tells all about how they want to position the brand
in the minds of their target customers.
The message they want to communicate to the consumer market is that Mobilink is the best solution for
telecommunication and can be trusted to provide communication facilities all across the globe where no
other service is available.
PRODUCTS OF COMPANY:
Mobilink Indigo and jazz have 15 more products given below:
1. Mobilink Indigo
2. Mobilink Jazz
3. Mobilink Black Berry
4. Mobilink PCO
5. Mobilink WiMax
6. Mobilink TV

7. Mobilink Game
8. Jazz Cricket SIM
9. Conference Bridge
10. PSO Cards
11. PIA Reservations
12. Stock Watch
13. Fax Mail
14. Corporate SMS
15. SMS Advertiser
ORGANIZATIONAL CULTURE OF MOBILINK:
Mobilink's corporate values serve as the foundation for its culture, behavioral norms, and decision
making. These values have always been at the heart of their business principles and success.
Each of values guides the way they work as an organization and ensures that mobilink not only meet the
needs of their employees and stakeholders today, but work towards sustaining and enhancing human
and financial capital for the future.
These values sum up the culture at Mobilink, and aim to ensure a workplace that necessitates open and
respectful communication and exceptional quality of service to internal and external stakeholders.
DIFFERENTIATION ADVANTAGES:
Because Mobilink target the customer groups 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) solutions to their customers
The marketing department immediately identifies and responds to the customer needs and
comes up with interesting marketing strategies.
Mobilink is the first cellular operator to introduce the “franchise “concept in the cellular industry in
Pakistan and currently operates the largest franchise network in Pakistan with over 250
franchises/national distributors (dealers operated service centers). In order to extend its reach even
further, Mobilink worked with its franchisees to develop a network of over 500 sub dealers, these
operate as point of sales (POS) and are branded “Mobilink Connect”. Each franchisee is adequately
equipped to process sales, collect bills and offer customer services. All franchises have trained sales and
service staff fully capable of tackling sales challenges.
COMPETITION WITH OTHER CELLULAR NETWORKS:
Currently, the mobile sector is undergoing intense competition among the five mobile Operators. Value
Added Services have become Important over last two years. In Pakistan’s competitive and heated
mobile market operator’s survival lies in getting into new areas exploring new Value Added products,
and providing better quality of services. This is only possible by rolling out networks and be the first to
reach untapped Population of the country. Out of 376 tehsils across Pakistan, almost 77 % are covered
with mobile networks.

In 2005 there were less than 2000 cell sites erected by all mobile operators all together for provision of
mobile services. Today total Cell sites of all mobile operators are more than 17,500.
In 2010 the share of each company in mobile market exhibited a Change, except for Ufone whose
subscriber share remained more or Less the same. Mobilink kept on loosing its share for another year in
favor of Telenor and Zong despite its secure subscriber base, Whereas Warid share in the market has
dropped significantly.
MANAGEMENT FUNCTIONS:
Planning (Selecting goals & ways to achieve them)
Goals are set by parent company.
Strategic goals are set by 4 think tanks within an organization in contact with foreign think tanks
in Egypt.
Every employee work individually to achieve common directed goal in autonomous (as long as it
can be stretched) way.
Hive mentality method (every employee think alike), follow target achieving method.

Controlling (Monitor activities and make corrections)
Reporting is mechanism of monitoring.
President reports to Parent company.
Employee empowerment, delegation of authority (span of control).
Each employee has autonomous control, no need to follow hierarchy/chain of command in
order to make correction and confirmations, can contact management personnel at top in case
of need and urgency and make corrections by themselves whatever the position.
Monitoring activities as responsible employee within the specified limitations/goals but
specified limitations/goals have enough elasticity.
Little direct supervision (Org structure)
Leading (Influence)
Leaders of team/departments in major cases/scenarios follow consensus.
Take consideration of suggestions, feedback of each employee in teams for better outcome.
Very friendly leaders with high communication skills to convey ideas / orders back and forth.
Increasing motivations and participation.
Organizing (Assign responsibility for task accomplishment)
Department based task, e.g.
Finance department deals with financial matters of the company.
Customer care marketing department deals with competition.
Deals in support centre, call centre, service centre (franchise, charity etc.)
Strategy department deals in planning. Sales department deals in sales.
HR department deals in workforce decision.
ORGANIZATIONAL STRUCTURE OF MOBILINK:
Although, all departments in an organization play a vital role in achieving goals and objectives. Mobilink
has cross functional teams, decentralization, low formalization, open communication network, minimal
formal rules, and wide span of control. Yet the major departments are as follows:
Marketing
Finance
Human Resources
Customer Care
Strategy
Sales

THE STRATEGIC MANAGEMENT PROCESS OF MOBILINK:
Step 1: Identify the Organization’s Current Mission, Goals and Strategies:
Mobilink’s Mission Statement:
“To be the unmatchable mobile system of communications in Pakistan, providing the best value to its
customers, employees, business partners and share holders”
Mobilink's Vision Statement:
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative
Communication solutions for our Customers while exceeding Shareholder value & Employee
Expectations”
Mobilink Goals and Objectives:
Business Expansion.
Better service provision.
Retaining the role of a leading telecom company.
Attract maximum customers and satisfy them.
Excel in meeting customer needs.
Seek employee involvement, continuous improvement and enhanced performance.
Mobilink strategies:
Low Priced promotional packages.
Improve Service and gain Market Share.
More Sponsorship in games other than cricket and football.
Partnering with Corporate Clients.
Effective & Efficient distribution Channel.
Increased Celebrity Endorsement.
Construct layers of target market for better service quality and gaining lost customers and
retaining the existing, like corporate segment, middle segment and lower segment.
Employee Benefit programs and non-financial benefits like 'Employee of the month’
Backward Integration over their infrastructure vendors and suppliers to reduce cost and
expenses.
Offering services like competitors such as Call Block Service.
Customer Representative.
Gain competitive advantage via increasing service speed and response time to customer.

Step 2: Doing an External Analysis:
Opportunities:
Promotional Packages
Sponsorships for local and International events
Changing Marketing Mix
Investment and Development Opportunities
Improved Customer Service and Value Added Services
Economic Influx both globally and locally
Global Telecom Industry growth is predicted, both supply push and demand pull, pursuit of
expansion
Adoption New Technology; Mobile Wallet and Gift Cards
Merger with VimpelCom; Opportunity to be Global 5th Largest Telecom Company
Adopting to MVNO and MVNE services
Local handset manufacturing
Adoption to UTMS- 3G technology up coming in Pak
Exchange Rate Fluctuation
Threats:
Intense Competition – Telenor, Ufone, Warid & Zong
Inconsistent and Adhoc Regulatory Environment and Adverse Trade Policies of Pakistan
Market Saturation of subscribers
Political Instability and Security Concern
Increasing maintenance cost
Skilled labor attracted to competitors via better benefits
High Tax Rates

Price war between brands in telecom industry
Natural Disaster; like the recent flood caused huge losses and the previous earthquake
Step 3: Doing an Internal Analysis:
Strength:
Largest Market Share & Highest number of Subscriber in Pakistan
Strong Brand Image, Indigo leading Postpaid brand and Mobilink Jazz singular pioneer pre-paid
brand; & sweep two super brands award 2009 & Pioneers with GSM Technology
Wide Network Coverage of 10,000 cities in Pakistan and over 100 countries with International
Roaming
Engineering and Technological stability at Mobilink along with competent employees
Current ratio of company to meet its obligations improved in 2009 to 1.18 from 0.93
Concern for society and adapt to work environment needs; active CSR and only cellular
operator to be awarded 6th Environmental Excellence Award by NFEH
ISO 9002 Quality Management System Certification for Billing, Engineering Departments and CS
Contact Center
First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roaming
services & Best extensive Network Infrastructure; optical network and satellite links
Exponential growth in Revenue in first 3 quarter of 2010
Only cellular service in Pakistan to provide coverage on the M2 motorway and implementation
of full intelligence network (IN) platform from Siemens for the prepaid platform
Mobilink's Short Message Service Center allows Vehicle Tracking and Fleet Management
services
Largest Call Center in Pakistan, which is there to assist the customers 24 hours
Total Assets Turnover and Fixed Assets Turnover had been low for 3yrs, in 2009 TAT & FAT is
0.09 and 0.22 respectively
In 2009, Mobilink ranked in top 100 telecom companies worldwide - 3rd among the 'Brands
punching above their weights' ahead of Airtel, Tata Indicom and Reliance
Continuous and latest employee training approaches
Effective and Rapid Communication within Management
Partnership with MCB to offer all banking services to Mobilink customers via their handsets
Weaknesses:
Service issues with customers - average to below average service
Mismanagement due to large network
Huge Expenses incurred, high cost of material and other expenses
High Tariffs as compared to competitors & expensive service quality both call rates and sms
Call Blockage service still not offered
Sort of bureaucratic style of Management; biasness by intermediate bosses

ARPU for pre-paid declined from 1.8 to 1.6 but for post-paid inclined to 1.3 from 1.2
Customer Retention
Step 4: Formulating Strategies of Mobilink:
The findings mentioned reflect three types of major strategies employed by the organization at various
levels. Namely they are:
1. Corporate level strategy
2. Business level strategy
3. Functional level strategy
1. Corporate Level Strategy:
As their corporate level strategy they have entered into partnerships with different organizations. On
the basis of findings, it appears that for the past few years (1999-2003), Mobilink had a focus on
internal growth. All this is evident from the fact that since the deregulation of the mobile service
industry of Pakistan, Mobilink has undertaken various. The main reason for this change is mainly to
keep up with the competition and to retain and increase its market share. This transition is obvious in
Mobilink’s repositioning itself and efforts to ensure that it changes its stance from concentrating on its
existing market to growing its market presence hitting the market with a new face with the
catchphrase “Reshaping communication “With the threat of new entrants into the industry after the
deregulation, Mobilink’s strategy took a new turn. To keep abreast with the company, Mobilink took
the following steps during the last 2 years:
Expanded its international roaming Service scope in 14 more countries including Vietnam,
Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa, Ethiopia, Uganda,
Sudan, Bahrain, and Caribbean Islands. Bilateral roaming agreements signed with 100
countries around the world to have true roaming service operational in 151 operators of the
world.
Promotional campaign launched.
Jazz bundle offer
International summer promotion.
Indigo packages deliver nationwide cellular freedom at local call rates.
Joint Promotional Agreements with Various Organizations
JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120 phone set for only
Rs. 2750
Jazz member Get Member: Opportunity for customers to become the brand’s ambassador and
at the same time earns Rs. 400 in airtime. The new Jazz customer will also get Rs.100 free
airtime.
Mobilink’s Nokia 9500 offer
MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand and the world’s
leading car Rental Company to offer discounted car rental rates(locally as well as internationally)
to all Mobilink post-paid customers. Foreigners visiting Pakistan using Mobilink –CITIBANK Joint
Promotion (free INDIGO and Call n Control connections to all Citibank Credit Card members)

Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at Mobilink service
center at Awami Markaz, Karachi. The kiosk was set up in collaboration with Mobile Zone. It
gave customers the added convenience of purchasing quality hand sets of leading
manufacturers such as Nokia Samsung or Sony Ericson right from Mobilink Service Center the
Mobilink network for cellular services swore able to receive a 20% discount on Avis-Car rental
Service.
Mobilink and UBL launch online bill payment facility for Indigo subscribers
MOB- Motorola V3 launch. On every purchase the customers would get some free gifts to add
more value to their purchase.
2. Business Level Strategy:
As their business level strategy it has focused on Differentiation strategy ever since it started. Mobilink
has always made successful attempts to distinguish their products or services from other in the industry.
They make their product unique through:
Advertising
Highly creative people in the marketing dept
Billboards, TV commercials, bringing in famous personalities from media to endorse their
packages
Distinctive Product Features
Value added services
Online billing
GPRS enabled
Mobilink also started 3 friend and family number with a charge of 2.25/min still expensive as
compared to Warid but giving incentive to subscriber there is an additional cost of RS 25 to add
friends and family number.
International roaming: Bilateral roaming agreements signed with 100countries around the
world to have true roaming service operational in 151operators of the world.
Exceptional Service
There are certain areas of Pakistan where PTCL connections are notavailable; the PTCL cables
have not reached yet, but Mobilink has itsservice in those areas.
Providing services in 413 cities
Best customer service in the cellular market: 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.
New Technology
Introduced GSM tech- bye to AMPS
GPRS system – fast and inexpensive
MOBILINK GSM 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.
Their differentiation strategy is usually targeted at people who are not particularly concerned with
price, so it can be quite profitable e.g. indigo and blackberry are relatively expansive packages;
blackberry is mainly targeted for the business class who can afford it. In this way, the revenue

generation remains high. Mobilink offers 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, mob offers both postpaid (Indigo, relatively expensive) and
the prepaid (JAZZ, relatively inexpensive) solutions to their customers.
Low Cost Strategy
Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani mobile industry Tel.
Since it first started its operations, it has been focusing its products on the upper strata of the
society. That is why its rates are higher than its competitors, Ufone, Warid, Telenor, etc
3. Functional Level Strategy:
Sales and Marketing:
Differentiation Advantage:
Because they target the customer groups 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) solutions to their customers.
The marketing department immediately identifies and responds to the customer needs.
Comes up with interesting marketing strategies which include advertising.
Commitment to Total Customer Satisfaction:
Customers are at the heart of Mobilink success. They have placed their trust and confidence in Mobilink.
In return, Mobilink strive to anticipate their needs and deliver service, quality and value beyond their
expectations.
Passion for Business Excellence:
Mobilink strive for excellence in all that they do. They aspire to the highest standards and raise the bar
for their selves every day. This commitment to delivering world-class quality translates into unmatched
service and value for their customers and all stakeholders.
Trust and integrity:
Mobilink take pride in practicing the highest ethical standards in an open and honest environment, and
by honoring their commitments. They take personal responsibility for their actions, and treat everyone
fairly, and with trust and respect.
Respect for people:
Mobilink relationships drive their business. They respect and esteem their employees and all
stakeholders. They believe in teamwork, empowerment and honor.
Corporate Social Responsibility:
As the market leader, Mobilink recognize and fulfill their responsibility towards their country and the
environment they operate in. they contribute to worthy causes and are dedicated to the development
and progress of the society.

Step 5: Implementing Strategies:
Making it happens
Structuring an organization
Budgeting
Motivating
Creative reward structures
Creating work environment
Information & reporting systems
Step 6: Evaluating results:
Review process
Adjust mission
Adjust objectives
Adjust strategies
Initiate corrective measures
MARKETING RESEARCH PROCESS BY MOBILINK:
Effective marketing research in Mobilink consists of 6 steps
Step 1: Identifying and defining the problem
The first step is to understand the question(s), which need to be answered. Then they work to identify
and outline the marketing research project objectives and define the size and source of the survey
sample. Next, the most appropriate marketing research methodology is determined. The innovative and
actionable design approaches ensures that study is customized to meet the unique needs of the project.
Step 2: Developing the approach and establishing research design and strategy
Mobilink researchers gather data both by primary and secondary means. The second step is
questionnaire development. Surveys are designed with the marketing research objectives in mind. It is
made sure that the questions address the needs of the project and all surveys are pre-tested to confirm
the survey, instructions and procedures are set up appropriately. The next step is to coordinate data
collection.
Step 3: Collecting the data
The data is collected via telephone, in-person, through the Internet or by using qualitative research.
Marketing research studies are continuously monitored by the research team to ensure accuracy. As
Mobilink is well aware of the fact that data collection phase is prone to errors and inaccuracies so the
management tries hard to get that right. A major problem is getting biased and dishonest answers. So
getting true respondents is crucial.
Step 4: Performing data analysis
The fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive statistical and
analytical expertise to transform the data into clear, concise and actionable information. Key findings
are summarized and a course of action is recommended.
Step 5: Reporting and presentation

The fifth step is to report the results. Our clients have come to rely on our reporting capabilities.
Whether it's providing presentation-ready materials, formatting reports to meeting the internal
standards or delivering reports via choice of media, every effort are made to give the insight that
Mobilink is the most innovative and progressive telecommunication company in Pakistan.
Step 6: Making a decision
Mobilink uses marketing decision support system to enable its managers to make better decisions, it is
the system for collection of data, system, tools and techniques with supporting software and hardware
which an organization gathers and interprets relevant information from business and environment and
turns it into a basis for marketing action.
PROBLEMS FACED BY COMPANY:
The problems those are faced by Mobilink are as follows:
Cultural Difference:
Mobilink is a multinational company having thousands of employees from different areas and having
entirely different culture, it faces a great problem in its day to day business activities.
Emotional Interference:
Mobilink has a huge area all over the world. And operate this huge employees is not an easy task. There
are many reasons in which the employees become anger and which may cause of barriers.
Connectivity issue:
The temporary connectivity issue faced by Mobilink users was caused by a software problem that
occurred because of up gradation of systems in Lahore. Mobilink service was also affected after an
exchange in Islamabad caught fire resulting in downtime of services for almost a day. These
problems caused serious effects on their customers.
CONCLUSION:
Mobilink is following all management functions effectively, as it is the subsidiary of Orascom,
corporate strategies are developed and communicated from the top level.
Region is accountable to the parent company from where instructions are received and applied
in the organization nationwide.
Mobilink has a friendly environment where each employee is empowered to exercise delegated
powers and has an authority to directly contact the president, if need be.
Mobilink has research setup that identifies emerging local opportunities and makes suggestions
to the parent organization.
They are agile to adopt latest technologies, launch innovative products & services, and offer a
learning environment to its employees.
Marketing team at Mobilink is working at the best of their abilities in designing and executing
distinctive marketing approaches in such a competitive local telecom scenario.

Vindicated Compensation planning and exquisite retention policies have enabled Mobilink to
hire and retain best professionals in the industry.
Mobilink has proven itself as a socially responsible corporate by participating in charity and
education programs that support the poor.
RECOMMENDATIONS:
The Strategies Mobilink should follow on are:
Adopting innovative technology, mobile wallets and gift cards product development and
mobilizing the brand
Global Expansion in emerging markets
Market Penetration; concentrate on providing reliable and better services
Concentrate on Customer Retention and gaining market share
Backward integration over vendors for reduction in infrastructure maintenance cost and other
expenses
REFERENCES:
1. Wikipedia Article, Mobilink http://en.wikipedia.org/wiki/Mobilink , date viewed August 8th,
2011
2. Official Website, About Us http://www.mobilinkgsm.com/about/about.php , date viewed
August 8th, 2011
3. Official Website, About Orascom Telecom http://www.mobilinkgsm.com/about/orascom.php,
date viewed August 8th, 2011
4. Official Website, Vision & Values http://www.mobilinkgsm.com/about/vision.php, date viewed
August 8th, 2011
5. Official Website, Management http://www.mobilinkgsm.com/about/management.php , date
viewed August 8th, 2011
6. Official Website, Network http://www.mobilinkgsm.com/about/network.php , date viewed
August 8th, 2011
7. Official Website, CSR at Mobilink http://www.mobilinkgsm.com/csr/index.php , date viewed
August 8th, 2011
8. Mobilink Project, http://www.scribd.com/doc/9695194/Mobilink-Project , date viewed August
8th, 2011
9. http://www.slideshare.net/zesale/mobilink-management-report
10. Babar Bhatti’s, Mobile Market Analysis – Mobilink Is Still #1,
http://telecompk.net/2007/10/01/mobile-market-2007-mobilink-at-top , date viewed August
8th, 2011

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