Case Study

PAKTEL TO
ZONG
Submitted By

Asad Ali Babar (2k19/MBAH/18)

Asfandyar Patel (2k19/MBAH/20)
Asim Rehman Memon (2k19/MBAH/21)
Juddan Nazeer Memon (2k19/MBAH/38)
Introduction:-
Paktel was the pioneer cellular operator of Pakistan. It was the first ever
company granted license to carry out cellular phone services in Pakistan, set up by Cable &
Wireless. It carried out AMPS services until 2004 when the company switched to GSM
technology.

Paktel offered only mobile telephony service to its 2 million subscriber base. As
of 2007, Paktel was ranked fifth mobile player of Pakistani market owing to low subscriber base
and market share. After the completion of its acquisition by China Mobile, Paktel was rebranded
Zong Pakistan on April 1, 2008

Background:-
PAKTEL Limited is the leader in terms of coverage, network quality,
customer services and value added services. It is currently offering its cellular services in 22
cities of Pakistan. At present it is the fastest growing cellular network in the country
accompanied by the highest growing customer base.

It is a company that believes in providing only the best to their

customers. PAKTEL’s customer focused policy is what makes the company better than others.
They are always striving to give their customers the services they deserve.
PROBLEM AREA OF PAKTEL:-
 PAKTEL have seen a recession period in previous period of years, and able to
compete with other companies in Pakistan. But after its transfer to CHAINA mobile
company, it has started its new projects and trying to be in parallel with other
companies.
 They still facing such problems. It can be in selection of projects, strategies, or in
employee performance or market pressure etc
 Spending to much on advertisement
 PAKTEL has to go through the stages that other companies already completed
 Extra emphasis on few packages and no more new innovation
 Reliance on the strategies that are no more viable

Zong History:-
ZONG is the first International brand of China Mobile being launched in
Pakistan. It is meant to empower and liberate the people of Pakistan in every nook and corner of
the country. China Mobile is the world's largest telecom operator. Having a customer base of
over 30 million customers, its network routes 700 million text messages every day and handles
250 million calls every hour.

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 are privileged to 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

HOW ZONG BECOME A SUCCESS STORY:-

 Did not 't Rush for Offerings
 The calmness we saw in launch campaign was also observed in latter promotions and
offerings. Let me point out “Zong’s free call on one number package”, they introduced it
a month earlier than they started advertising it. Meanwhile, it remains in what you can
say beta version.
 There is another example, when Mobilink offered Rs. 1 per min call, which was
responded next day by Telenor with a similar offer. Ufone in a week or so came up with
Ufon, while Zong took 2 months to start Rs. 1 per min call. It shows how calmly they
observe market trends before launching products
 Target the low and middle end market “this is the tagline of Zong's strategy. Pakistani
Companies doing research understood Pakistani market and came up with products and
offers that masses wanted. Yes, they were least interested in very few number of elite
class customers, rather they hit the low end market, So this was about Zong, and how
they managed to grab 6 million subscribers in record time
Conclusion: -
After Analysis, I have figured out that CMPak is quite optimistic about its
growth and success. It looks like management has got rid of the old and negative
thoughts of ZONG and putting their maximum efforts for CMPak's success. The
management has a pre-planned level of achievement which they will achieve that in the
year 2011, Also the management looks like they are expecting some great promotions in
the mean time every One has crossed figures.
Also the Way Company has planned to expand the network it looks like
the organization will really achieve their goals. They have planned to install 5500 BTS by
the end of this year. Till now they have installed more than 2050 BTS, The management
said that you will see the difference b the end of this year. So Over all in my view the
aggressiveness of company shows that it will sin become a leading cell phone Operator
of country.