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Introduction
ABOUT ZONG
Zong is the first International brand of China Mobile being
commenced
in Pakistan. The company is often cited as China Mobile
(Pakistan). It is
meant to empower and set free the people of Pakistan in every
nook
and corner of the country. It will become a part of their
hearts, their
minds and bring about a change in their lives that every one
desired
but few thought would be possible. The core essence of ZONG is
to
allow people to communicate at will. Without worrying about
tariffs,
network coverage, capacity issues or congestion. ZONG will
be
supported by ground breaking communications, trend setting
customer
service and an unmatched product offering which will redefine
rules of
the game and establish ZONG as a serious contender for the
number
one spot. ZONG would offer its customers with entertaining
&
innovative value added services and will empower them by giving
a
wide variety of products, services & content to choose from.
We areprivileged to be the pioneering country introducing this
brand with
others to follow. And God willing, together we will also make
ZONG a
success story for others to try and replicate.
relations standards.
.hina moble company in Pakistang the code 0304 with 0314 now
introduced its new
brand in called ZONG. With an introductory slogan Say everything
or Sub
Keh Do & started its advertising campaign at popular print
& electronic media
outlets.
Paktel started its commercial operations in Pakistan in November
1990 as the
pioneer of cellular telephony with an AMPS network which was
converted to TDMA
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(Digital) in 2003. Soon after GSM quickly gained popularity all
over the world and
became the technology of choice leaving AMPS/TDMA far behind.
Paktels principal
shareholder was Millicom Pakistan, which held 98.86% equity of
Paktel. But however
on Feb 13th 2007 Millicom announced that it had completed the
sale of its 88.86 per
cent shareholding in Paktel Limited to China Mobile
Communications Corporation
which finalized Millicoms exit from Pakistan. Soon after, china
mobile companybought all the assets of Paktel, the new management
seems busy, to tie up
promotional strategies, with the intention to win the telecom
market slowly &
silently. Well that is just a prediction I have made because in
Pakistan Chinese
products mostly are famous due to their cheap prices. & more
the 90% population in
Pakistan is price conscious due to their lower or medium income
level, so lets see
weather ZONG is facilitating mobile users specially youngsters
by providing lowest
calling, SMS, MMS as well as GPRS rates or not.
A Comprehensive Strategy-FormulationFramework
Important strategy-formulation techniques can be integrated into
athree-stage decision-making framework, as shown below. The
toolspresented in this framework are applicable to all sizes and
types oforganizations and can help strategists identify, evaluate,
and selectstrategies.
Stage-1 (Formulation Framework)
1. External factor evaluation2. Competitive matrix profile3.
Internal factor evaluation
Stage-2 (Matching Stage)
1. TWOS Matrix (Threats-Opportunities-Weaknesses-Strengths)2.
SPACE Matrix (Strategic Position and Action Evaluation)3. BCG
Matrix (Boston Consulting Group)4. IE Matrix (Internal and
external)5. GS Matrix (Grand Strategy)
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Stage-3 (Decision Stage)
1. QSPM (Quantitative Strategic Planning Matrix)
Threats-Opportunities-Weaknesses-Strengths (TOWS) Matrix
The Threats-Opportunities-Weaknesses-Strengths (TOWS) is
alsonamed as SWOT analysis. A TWOS Analysis is a strategic planning
tool
used to evaluate the Threats, Opportunities and
Strengths,Weaknesses, involved in a project or in a business
venture or in anyother situation requiring a decision. This is an
important tool in order toformulate strategy. This Matrix is an
important matching tool thathelps managers develops four types of
strategies: SO Strategies(strength opportunities), WO Strategies
(weakness- opportunities), STStrategies (strength-threats), and WT
Strategies (weakness-threats).The most difficult part of TOWS
matrix is to match internal andexternal factor. Once the objective
has been identified, TOWS arediscovered and listed. TOWS are
defined precisely as follows:Strengths are attributes of the
organization that are helpful to the
achievement of the objective.Weaknesses are attributes of the
organization that are harmful to theachievement of the
objective.Opportunities are external conditions that are helpful to
theachievement of the objective.Threats are external conditions
that are harmful to the achievement
of the objective.
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Steps for developing strategies:
There are eight steps involved in constructing a TOWS Matrix:1.
Rank external opportunities2. Rank external threats
3. Rank internal strength4. Rank internal weaknesses.5. Match
internal strengths with external opportunities and mentionthe
result in the SO Strategies cell.6. Match internal weaknesses with
external opportunities and mentionthe result in the WO Strategies
cell..7. Match internal strengths with external threats and mention
theresult in the ST Strategies cell.8. Match internal weaknesses
with external threats and mention the
result in the WT strategies cell.
StrengthsS
S1. CapitalS2. NetworkPortabilityS3. ResourcesS4. Location
S5. GovernmentDealingsS6. High Growth RateS7. Advertising
Weaknesses W
W1. CoverageW2. Bad Image OfPaktelW3. Low Market ShareW4. Weak
MIS
W5. Old Staff
Opportunities O
O1. GlobalizationO2. MarketingO3. Acquiring
O4. Covering PakChina BorderO5. Covering NorthernAreasO6. New
ProductO7. Penetration
SO-Strategies
S1,O1 ExpandS3,O7 PenetrationS1,O3 Acquisition
WO-Strategies
W3,O3 Acquisition
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Threats T
T1. Old Stable
Companies
T2. Attractive
Packages ByCompetitors
T3. Price War
T4. Government
Interference
ST-Strategies
S1,T3 Cost Leadership
S3,T2 Penetration
WT-Strategies
W3,T2 Downsizing
STRATEGIES FROM TOWS MATRIX
SO-Strategies
Matching the strength 1 and opportunity 4 Zong can expand
theirbusiness.
From S1 and O7 they can use the strategy of penetration.
From S1 and O3 they can use the strategy of acquisition.
ST-Strategies
Matching the strength 1 and threat3 Zong can use the strategy of
costleadership.
Matching the strength 3 and threat 2 Zong can use the strategy
ofpenetration.
WO-Strategies
Matching the weakness 3 and opportunity 3 Zong can use the
strategyof acquisition.
WT-Strategies
Matching the weakness 3 and threat 2 Zong can use the strategy
ofdownsizing.
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The Strategic Position and ActionEvaluation (SPACE) Matrix
The Strategic Position and Action Evaluation (SPACE) Matrix is
anotherimportant Stage 2 matching tool of formulation framework. It
explainsthat what is our strategic position and what possible
action can betaken. It is not closed matrix. It is prepared on
graph. It is closedmatrix. This follow counter clock wise
direction. It contains four-quadrant named aggressive,
conservative, defensive, or competitivestrategies. The axes of the
SPACE Matrix represent two internaldimensions financial strength
[FS] and competitive advantage [CA])and two external dimensions
(environmental stability [ES] and industrystrength [IS]). These
four factors are the most important determinants of an
organization's overall strategic position.
Industry Strength (IS)
1. Deregulation increase completion in telecom industry
3.0
2. Financial stability 5.0
3. Resources utilization
4.0
4. Profit potential 4.0
References www.zong.com. www.google.com www.pta.com.pk
Rana ArmughanZong Garden Town Ali Block Lahore
Rao Farhan Ali Khan
Zong Kchehri Chowk Multan
The end
http://www.zong.com/http://www.zong.com/http://www.google.com/http://www.pta.com.pk/http://www.zong.com/http://www.google.com/http://www.pta.com.pk/
