Moblink Report

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UNIVERSITY OF CENTRAL PUNJAB

MANAGENMENT

Final Project Report

Presented to: SIR AMJAD ALI

Presented by:

Momna Zafar L1S09BBAM0004

Amna Azhar L1S09BBAM0127

Maria Riaz L1S09BBAM0126

Adnan Lodhi L1F09MBAM2043

Shoaib Raza L1F09MBAM2056

Khushbakht Mukhtar L1S09BBAM2022

Section: D

Dated:25-01-2010


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ACKNOWLEDGEMENT

We acknowledge our indebtedness To Allah for giving us power, spirit,

and ability and to perform such kind of activity. And then to honorable

professorAMJAD ALIwho in a short time span make us enable and

inspire to do this project. Without his effortful guidance it will be

impossible to do this project. We are thankful to prof.AMJAD ALIwho

gives us this project to apply the concept of management terms that will

polish our abilities, enhance our performance. We are thankful to him to

support us in this project.


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MOB ILINK

Pakistan Mobile Communications Limited, better known as Mobilink GSM,

is a telecommunication service provider in Pakistan. Mobilink's Head office

is located in Kulsum Plaza, Blue Area Islamabad.

Mobilink 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.


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MOBILINKS MISSION STATEMENT

To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers while exceeding

Shareholder value & Employee Expectations

Goals and Objectives

o Expand the business.

o Provide better service to people in the field of telecommunication.

o Retaining the role of a leading telecommunication company.

o Attract maximum customers and satisfy them.

o Excel in meeting customer needs.

o Seek employee involvement, continuous improvement and enhanced

performance goals.


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MOBILINK PRODUCT LINES

Mainly there are four product lines of Mobilink with each having separate target

markets and positioning.

1. Mobilink Indigo

2. Mobilink Jazz

3. Mobilink World

4. Mobilink PCO

Mobilink Indigo

Indigo ignited an evolution in the communication industry redefining

the essence of the post-paid services in Pakistan.

Mobilink Jazz

Jazz is an exciting and energetic offering of Mobilink, targeting

specifically those enthusiastic teenagers, middle class and the youth

market of the country, wishing to enjoy freedom, fun, lower rates and a package that

matches their personality.


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MobilinkWorld

Mobilink World is the Value Added Services Brand for Mobilink. These

services are not just fun, but also help its customers with their business

needs.

Mobilink PCO

For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own

right that shall surely set apace the way its consumers communicate at the grass root

level. Mobilink PCO is a fixed wireless phone that has special PCO functions

capability.


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LEVELS OF MANAGEMENT

Top Managers

Middle Managers

First-line Managers

Non managerial Employees.

Structure of the organization:

In Mobilink the hierarchy is very lean, in general the whole setup is centralized, all the matters

are to be reported to the main company and all the policies and targets are approved at the higher

level. But at the department level the structure is decentralized.

In our point of view this hybrid org structure this best structure which best suits fast changing

industries especially cellular industry. Because to make work formally done hierarchy should be

there so that people have a head on them to whom they are suppose to report , not only this lower

management a lower non managerial people need leaders or someone to guide and look after

them from higher level. While such industries like cellular industry such people are required who

are creative as the manager told us that In our industry we need creativity, speed, execution,

written communication, attitude, knowledge & skills thats why we prefer new and young talent

thats why we hire fresh graduate each year. so unless and until people dont have freedom to

express their views and purpose new ideas such organization cannot grow , and to support this


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view within each department people should have decision making power and this can be done by

decentralizing.


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MANAGEMENT FUNCTIONS

Managers have to perform several functions in the organization in the same

way in Mobilink telecommunication the functions performed by managers

are as follows:

Management functions in Mobilink:

Mobilink has a very well defined and structured department and its various policies

of keeping each employee productive part of the organization. Employees in the

company are largely committed to their organization and have shown progress in

the company. Employees are satisfied with the management department in

Mobilink The four functions performed by the managers are as follows:

Planning:

At Mobilink, our belief is that "Our people are our greatest asset. Goals are set

by the top level management of the Mobilink and the strategies are the methods or

process required in total or in some combination and after that plans are developed

on the basis of strategies to achieve the goals.

Organizing:


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Giving each subordinate a specific task. Manager decides that which person is

going to perform which work, according to his capability work is assigned to him

and he report to the authorized person according to the job heads which are set by

the top level managers.

Leading:

Mobilink goal is to excel in Telecommunication so thats why employees are

encouraged by the managers through different ways of motivation.

Controlling:

To Check actual performance it is compares with this standard. Managers check

that all activities are performed in planned way and evaluates wheather the

customers are satisfied or not.


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MANAGEMENT ROLES

The term management roles refer to the specific actions or behaviors expected of a

manager.

Management Roles in Mobilink:

Mobilink is the fast growing Telecommunication organization in the world and it

has a large amount of customers interpersonal role is involved because the

managers have their interaction with the customers or employees a manager is the

figurehead for the organization because he has to attend meetings, seminars which

held from time to time and in that conditions he represent his organization he show

his organization values and traditions, he is the also leader because he has the team

to whom he has to lead and achieve the goals accomplished by the organization. He

maintains a liaison with his internal employees and in this way the low level

employees also has the right to give his view. With the help of liaison he remains

in contact with his employees.


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INTERPERSONAL ROLES

The interpersonal roles in mobilink are as follow

LAISON:

The liaison role of mobilink is;

Major link between company and franchisees

Availability of product in centrally one

Profitability of channels

Accomplishment of desired target

Good networking skill

LEADER:

As leader mobilink plays its role as follow

asBlend diverse work force

Collaboration of output

Transfer individual goal to organization

Sort out interpersonal conflicts


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Management of resourcesl

Experience sharing

Polish employees skills

FIGUREHEAD:

As figurehead role mobilink play a vital role that is as follow

Source of inspiration

Representative of company

Decision maker

INFORMATIONAL ROLES:

Basically the manager is the person who control the work of their employees he monitor

employees work , and all other activities he also holds the information which he receive from

high level management after receiving information he check it and decides that it is related to

employees or customers and according to information he select the way to deliver information, if

the information is related to their employees then he convey it to them through seminars,

meetings, or through calls but if the information is relating to the customers then different ways

are used to convey it, they use sign boards, websites, TV advertisements, and pamphlets.


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DECISIONAL ROLES:

Handle critical problems

Improvement of business

Decentralization

Firing of employees based on honesty

ENTERAPRENEUR:

Introduce innovative ideas

Observes latest market trend

Customer satisfaction

Attract larger market share

Risk taker

DISTURBANCE HANDLER:

Handling difficult circumstances

New ways of doing tasks

Maintain stability and calm


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MANAGEMENT SKILLS

Management skills in Mobilink:

Skills are very necessary to do the job effectively Technical skills saves time spent in analysis &

system study, manpower helps in tackling operational issues & Brainstorming, concepts are

basics for new developments

Technical Skills:

person performing any job should have knowledge of processes, techniques and tools of a

specific area like technical issues of engineering, network coverage so that they can understand

problems of customer and provide better customer care services. First line managers who are

directly dealing with the customers use technical skills.

Human Skills:

It involves the ability to interact effectively with people. Person performing this job interact and

cooperate with employees and customers and unless and until they are not social and dont have

good communication skills they cant help their customers. So human skills are equally

important for all managers.


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Conceptual skills:

It Involves the formulation of ideas. Manager should have the bility to understand

abstract relationships, develop ideas, and solve problems creatively to handle the

problems on the spot, to satisfy the customers.

Thus, technical skill deals with things, human skill concerns people, and

conceptual skill has to do with ideas.

MANAGEMENT STYLE

The Marketing Manager told us that they adopt SCIENTIFIC MANAGEMENT in their

organization. They practices scientific management because it is useful or beneficial for the

organization. They use these techniques to determine the individuals capabilities and work

performances. They adopt a unique method that helps them in achieving their goals. . They

carefully select and train the workers; they select only those employees which fulfil the criteria

of the organization like workers who gives the maximum output during the training. He told us

that they corporate with the workers to ensure that the work is done according to the scientific

method that the organization set. Division of work is the key factor in scientific management

which MOBILINK also practices in their organization like each employee have a specific job

and responsibility to perform so that his work may completed effectively and efficiently.


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ORGANIZATIONAL CULTURE

The shared values principles, traditions and ways of doing things that influence the way

organizational members act.

CULTURE OF MOBILINK

We asked from the manager that which culture they have in their Organization. He said that in

telecommunication sector it is the orders of Board of directors that you must have strong culture

in organization. There should be proper check and balance of every employee performance and

no one is allowed to violate company rules.

The culture of Mobilink determines the type ofleadership; communication and dynamics with

the organization. The people working at the head office of Mobilink express their height of

motivation in their attitude and work.

Organizational culture of Mobilink is very strong and some what dynamic. It is people

oriented and team focused. All members are cooperative with each other and follow the

direction of head office.

Socialization and Mobilink:

Mobilink believes in playing the active role for the community & society and give charities each

year to the people.


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Motivational plans of employees:

Mobilink motivates its employees by using management by objectives, employee

informational plans, employees involvement plans, variable pay programs and skill based

plans.

Organizational structure:

The organizational structure is very flexible, open and there is not any bureaucratic environment

exist. Every employee has the right to give his/ her suggestions in the meeting. They are allowed

ton interrupt the manager if it will cause problem for the organization. Mobilinks structure is to

build coordination between employees and management to create the conductive environment.

STRONG CULTURE

The manager said that we made lots of efforts to make the strong culture in 2010.AStrong culture

will have great influence on moblink employees because high degree of sharpness. Our

Employees are well aware of company shared values, history, and stories of achievers. And

identify with their culture. The senior employees plays very important role to promote the strong

culture. He told us that Moblink is the leader of market and earning good revenues. For example

in Moblink Call centre, has developed one of the strong cultures in country.


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ENVIRONMENT

There are two main environments in an organization.

SPECIFIC ENVIRONMENT GENERAL ENVIRONMENT

SPECFIC ENVIRONMENT

The specific environment includes those external forces that have a direct impact on manager s

decisions and actions, and are directly relevant to the achievement of the organizational goals.

CUSTOMERS

Customers are very important for the organization because customers are the main source of

organizations profit. Organization exists to meet the need of customers. In mobilink they offer

different packages to gain costumer attraction. It provide service to pre and post purchase to

ensure costumer expectation are exceded.If customers become dissatisfied with the organization

performance it will really affect the organization.

COMPETITORS

Every organization has one or more competitors. Competitors analysis and monitoring is

crucial if an organization is to maintain its position within the market. As moblink is a market

leader it faces a very strong competition. In Pakistan its main competitor is TELENOR which

offer almost equally services as it. Beside this it have competitions with Ufone, Warid or Zong.


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GENERAL ENVIRONMENT

In general environment there is broad external conditions that may affect the organization.

POLITICAL CONDOTION

He told us that political condition has a great affect in their organization because when

government changes it really affects on the organization and when government changes the tax

rate every year it had a big affect on IT SECTOR. In 2008 Government charges Taxes as 13.5%

But in 2009 it charges 19.5%Taxes. That has adverse effect on company revenues.

DEMOGRAPHIC CONDITIONS

Demographic condition are physical characteristics of population like age, gender, level of

education ,income , family composition etc .These demographic conditions also effect

organization .changes in these characteristics have a great impact on managers job .Manager s

job like planning, leading, controlling etc.

ECONOMIC CONDITION

The manager told us that inflation, interest rates, stock market fluctuation etc these are some

factors which can affect management practices in their organization.


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GLOBAL

The globalization is one of the major factor affecting managers and organizations. Organizations

are challenged by an increasing number of competitors in whole world.

TECHNOLOGICAL

The technology has a great affect on organization. We live in the time of technological changes.

The MOBILIK TELECOM is providing Multi Media Messaging Services,(MMS),General

Packet Radio Service (GPRS) ,Virtual Private Network(VPN),Conferencing Calling, Pocket

Stocks, Wallpapers Animated Pictures, Polyphonic Ring Tones, and Voice Mail at lower rate

than its competitors.

GOALS OF MOBILINK

Goals of Mobilink are to:

Expand the business.

Provide better service to people in the field of telecommunication.

Retaining the role of a leading telecommunication company.

Attract maximum customers and satisfy them.

Excel in meeting customer needs.


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Seek employee involvement, continuous improvement and enhanced performance goals.

GOAL FORMULATION

A Goal is a desired future state that the organization attempts to realize.

During goal formulation, the top management of Mobilink consider the following characteristics

to make goals effective.

Specific and measurable.

Cover key result areas.

Challenging but realistic.

Define time period.

Link to rewards.

The Strategic Goal of Mobilink is:-

To become the largest broadband services provider in Pakistan.

Yes, they are exactly the same and we are proud of it. As Stated Goals are official statements of

what an organization says what it wants it stake holders to believe, its goals are. They are found

in an organization`s charter, annual report, announcements or public statements made by

manager.

SPECIFICITY OF PLANNING


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It depends upon the type of the project. Mostly it is directional, a manager gives employees a

direction and they have to perform their duties efficiently and effectively using their own

resources. But there are some tasks in which a manager explains a specific way/route to

employees to perform that project.

STRATEGIC PLANS OF MOBILINK

Identifying and documenting timeframes, milestones and business case.

Integration with new or existing marketing and media activities.

Legal and compliance issues.

Strategic partners and distribution channels.

FORMAL PLANNING OR INFORMAL PLANNING

Formal Planning is done in Mobilink. As they are the leader in the telecom sector every project

which is assigned to the employees is totally written. Direction is given to the employees for

better outcomes; time boundaries are also given in start of the project.

PLANNING TIME HORIZONS:-

Organizational goals and plans are associated with specific time horizons. The time horizons are

long term and short term. Long term planning includes strategic goals and plans and may extent

as far as five years into the future. Short term planning includes operational goals for specific

departments and individuals and has a time horizon of one year or less.


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MOBILINK set their long term plans as well as short term, which leads towards effective

accomplishment of goals on time.

PLANNING APPROACH:-

The process of planning is changing. Traditionally, strategy and planning has been the domain of

top managers. However, in the learning organization, top managers no longer control the

planning process; everyone becomes involved. In some organizations, planning is being taken

out of the executive boardroom and central planning department to become a part of everyday

work throughout the organization.

In MOBILINK, top executives trust the managers at each business to set their own goals, finding

that they often set far more ambitious ones than the top brass would expect.

CHAIN IN ORGANIZATION

Yes, there is a MEANS-END CHAIN in which the accomplishment of goals at one level serves

as the means for achieving the goals, or ends, at the next level.

MBO PROCESS


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Yes I also focus on Management by Objective in which I use goals to evaluate employee

performance. There is day by day evaluation in our organization by all levels of management so

that we can fully focus on our long term and short term goals. Most of our goals are short terms.

DECISION MAKING PROCESS IN MOBILINK

Mobilink has the wide network in Pakistan and distribute its services to the customers. While

handling the management, it comes across some problems that are needed to be solved. For this

purpose Mobilink has designed activities and forms that are applied in decision making process.

Mobilink usually go with Rationally Decision Making process while dealing with suppliers in

the market.

Example:

In 2002 while signing the contract of Broadcom a leading supplier of chip sets and reference designs for

mobile phones, PDAs and cellular modem cards, Mobilink undergoes all the steps that are involved in rational

decision making process and after analyzing all situations it signed the contract. Beside it, all financial decisions are

rational in Mobilink.

Types of problems in Mobilink:

Mobilink in daily routine faces two types of problems that are


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1. Structured problems

In Mobilink as a center manager, manager came across to the customers directly and tries to

solve their issues as per the rule, policies and procedures that are defined and set by the

Mobilink.

In daily routine they deal many customers that are having some issues like signals, networking,

wrong calls, sim deactivation, card recharging, confirming their sims on their own name as per

PTA requirement etc. So these are some issues that are very common and deal it through the

guided way of Mobilink.

RULE:

For example that if any customer has lost his/her sim and wants to deactivate it theRuleis that

the person who is the owner of sim or the person whose name is registered by that sim come

along NIC and give information that is needed, then it would be deactivated.

PROCEDURE:

Procedure for this problem is that franchise of the Mobilink refers the customer to authorized

authority or the headquarter.

POLICY:

As far as the policy is concerned, in Mobilink its the policy that any employee cannot wear

casual shoes during working timings in office. One policy of CSR is that the call should not be

exceeded to 3 minutes time.


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2. Unstructured problems

Those problems that are very uncertain & need vigilant and more customized action, refer to the

franchise director that use his decision making abilities or forward it to the headquarters so that

solution could be more decisive and urgent.

Example:

In Mobilink this case was come as once our whole network was disturbed and our customers

were claimed that balance or credits are not transferring to their Sims, this was an unstructured

problem. In this situation the problem was occurred due to miscellaneous in our networking.

Some technical mishap was occurred, so we refer this problem to technician department that find

out the solution for it.

Conditions of Decision Making

In Mobilink, decision making conditions are whether at Risk, Certain and Uncertain mostly.

Example of certainty:


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While signing the contract with Broadcom supplier it was very certain decisionbecause they have good

enough information about them and outcome was known.

Example of risk:

When Mobilink launch any new product or new package it always a risky process and decision for it. For example

the introducing the Mobilink PCO was a risky decision.

Example of uncertainty:

Decisions in Uncertain conditions are very bad for any organization because it can be failed and

effect the overall performance of organization. In the case of Mobilink, managers are trained to

use the Maxi-Max approach for doing decisions in uncertainty.

OPERATIONAL GOALS:

1. To increase and stabilize market share

2. To have the larger subscriber base in Pakistan

3. Employee development

Mobilink in Global perspective:

Mobilink is a subsidiary of ORASCOM Telecom, the Egypt Company. Orascom Telecom, which

was established in 1998, operates six mobile networks with a combined total of 77 million


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subscribers, including Djezzy in Algeria, Mobilink in Pakistan, Mobinil in Egypt, Tunisiana in

Tunisia, Banglalink in Bangladesh, and Telecel Zimbabwe in Zimbabwe. Mobilink being the

service business uses the franchises title for its business expansion.

Mobilink uses the POLYCENTRIC ATTITUDE for providing services and managing its

strategic business. It is control by the host country. Mobilink is originally the subsidiary of

Orascom in the Pakistan and is maintained according to Pakistans managemen

FUNCTIONAL LEVEL STRATEGY

By analyzing the threats of new entrance in the market, mobilink make new corporate level

strategy to establish and maintain its position.

o It focus on international growth

o It does promotional compaign .

o It offers the customers variety of deals

Example:

Mobilink-AVIS partnership: Mobilink joined hands with AVIS to offer discounted car rental

rates(locally& internationally) to all mobilink postpaid customers.

BUSINESS LEVEL STRATEGY

Mobilink focused on differentiation strategy ever since it started. It promote its products by


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o Advertising

o Distinctive product features

Example:

Value added services, online bill paying facility

And mobilink is using differentiation strategy and it is targeting those market who are not

concerned with price and always demand &good quality.

STRATEGIC MANAGEMENT

Purposes of strategic Management

1. Involved many decisions that managers make.

2. Companies with formal strategic management systems have higher financial

returns than companies with no such systems.

3. Important in profit and non-profit organizations.

it is very important to run an organization. Because it involves many decisions that

manager make and because of strategic management, companies have higher

financial returns.


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SWOT ANALYSIS:

STRENGTH OF MOBILINK:

Mobilink is the acknowledged market leader in all of the companies of its kind

The number of customers is more as compared to any mobile service provider in

Pakistan.

Large no of corporate customers.


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The network service of mobilink is distributed over wide range.

It has adequate financial resources.

WEAKNESS OF MOBILINK:

Network problem is the biggest weakness for Mobilink foe which it faces major criticism

or complaints.

The company is also vulnerable in postpaid debts.

Mobilink provide costly services to its customers as compared to other.

Customer service centre is not providing good quality services.

OPPORTUNITES OF MOBILINK:

Majority of population of Pakistan is mobile user. Mobilink has the opportunity to

expand its business over large number of people.

Mobilink can expand its target market and enter new market segments.


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THREATS OF MOBILINK:

There is too much competition.

Other companies can offer packages in a better way

Current price war may reach at a position where only brand name survive

Due to expensive quality of service now a days customers can shift to other companies


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MOBILINK BCG MATRIX


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Mobilink

Jazz

Jazz -1,

Jazz ladies

Jazz

budget

Post paid

connectio

n.

No product of

mobilink lies

in dog stage


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Documents

Moblink Report