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Assignment # 1 Omer Ejaz, Roll # 09

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

Subject: Management
Topic: SBUs of Mobilink
Class: MBA 1st Semester
Roll No.09
Assignment Date: 21.01.2011

Submitted to:
Mr. Khalil-ur-Rehman

Submitted By:
Omer Ejaz

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

RESEARCH METHODOLOGY

The research techniques that are adopted for the purpose of


this study are as follows:

Primary Data Collection

Informal Interviews The formal interviews include people from


management and the informal interviews included people from lower
management.

Secondary Data Collection

• Internet search
• www.mobilinkgsm.com
• www.mobilinkworld.com
• www.pta.org

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

INTRODUCTION

Orascom Telecom Holding S.A.E:

Established in 1998 and has grown to become a major player in


the telecommunication market. OTH is considered among the largest
and most diversified network operators in the Middle East, Africa, and
South Asia. Orascom Telecom is a leading mobile
telecommunications company operating in six emerging markets
having a population under license of 430 million with an average
penetration of mobile telephony across all markets of approximately
40%. OTH operates GSM networks in Algeria (Djezzy), Pakistan
(Mobilink), Egypt, Tunisia , Bangladesh and Zimbabwe. In Pakistan,
the Pakistan Mobile communications Ltd (“Mobilink”) started its
operations in 1994 and, until early 2001, had a market share of 40%.
In April 2001, OTH took over management control of the company.
OTH is dedicated to provide the best quality services to its
customers, value to shareholders, and a dynamic working
environment for its nearly 11,000 employees.

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

MISSION

“To be a superior communication service company in Pakistan which


provides the best value to its customers, employees, business
partners and shareholders.”

VISION

To be the leading Telecommunication Services Provider in Pakistan


by offering innovative communication solutions for our Customers
while exceeding Shareholder value & Employee expectations".

VALUES

• Commitment to Total Customer Satisfaction:


• Passion for Business Excellence:
• Trust & Integrity:
• Respect for People:
• Responsible Corporate Citizen:

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

PRODUCTS

Mobilink offers both Pre-paid and Post-paid services. 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) services to
their customers. Jazz is an amazing prepaid service that allows
freedom from monthly bills and gives complete control over the
customer’s cellular expenditure. The user can decide in advance
when and how much he wants to spend. He can load a scratch card
whenever he wants to and start talking. Jazz is simple, easy and
loads of fun. Not only Indigo and Jazz Mobilink have 10 more
products given below,

• Mobilink Indigo
• Mobilink Jazz
• Mobilink BlackBerry
• Mobilink PCO
• Mobilink WiMAX
• Mobilink TV
• Jazz Cricket SIM
• PSO Cards
• Fax Mail

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09
• Corporate SMS

BCG GROWTH-SHARE MATRIX

Companies that are large enough to be organized into strategic


business units face the challenge of allocating resources among
those units. In the early 1970's the Boston Consulting Group
developed a model for managing a portfolio of different business
units. The BCG growth-share matrix displays the various business
units on a graph of the market growth rate vs. market share relative to
competitors.

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

CASH COW -(LOW GROWTH HIGH MARKET SHARE)

A business unit that has a large market share in a mature,


slow growing industry. Cash cows require little investment and
generate cash that can be used to invest in other business units.

STAR -(HIGH GROWTH ,HIGH MARKET SHARE)

A business unit that has a large market share in a fast


growing industry. Stars may generate cash, but because the market
is growing rapidly they require investment to maintain their lead. If
successful, a star will become a cash cow when its industry matures.

QUESTION MARK -(HIGH GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a high


growth market. These business units require resources to grow
market share, but whether they will succeed and become stars is
unknown.

DOG -(LOW GROWTH, LOW MARKET SHARE)

A business unit that has a small market shares in a


mature industry. A dog may not require substantial cash, but it ties up
capital that could better be deployed elsewhere. Unless a dog has

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09
some other strategic purpose, it should be liquidated if there is little
prospect for it to gain market share.

CASH COW:

Because these three packages are low growth, high share


products. These established and successful SBUs need less
investment to hold their market share. They produce a lot of cash to
support the other SBUs that need investment.

•Jazz Ladies First

•Mobilink Indigo

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

•Jazz Budget

STAR

These packages are low share in high growth markets. They


require a lot of cash to hold their share. Management needs to think
hard about question marks it should try to build into stars or should be
phased out.

•Jazz One
This package is a high growth, high share product. There is
need to invest more for its rapid growth.

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

QUESTION MARK

•Jazz Easy

•Mobilink PCO

Date: 04.02.2011
Assignment # 1 Omer Ejaz, Roll # 09

DOG

There is need to invest in the more promising question marks


to make them stars and to maintain the stars so that they will become
cash cows as their markets mature.

•Jazz Octane

It is low growth, low share product. It may generate enough


cash to maintain itself but do not promise to be large source of cash.

Date: 04.02.2011