MOBILINK

ORGANISATION BEHAVIOR
PREPARED BY: Atif Jamil Abdullah Ejaz Butt Muhammad Tahir Suleman Javaid 2530-FMS/BBA/S09 2505-FMS/BBA/SO9 2532- FMS/BBA/SO9 2526- FMS/BBA/SO9

MISSION STATEMENT
To be a superior communication service company in Pakistan that provides the best value to its customers, employees, business partners and shareholders.

VISION STATEMENT
To be the leading Telecommunication Services Provider in Pakistan by offering innovative communication solutions for our Customers while exceeding Shareholder value & Employee expectation".

HIERARCHY OF MOBILINK (OBS)

President and CEO Rashid Khan

Vice President Marketing Bilal Munir Sheikh

Vice President Corporate Affairs Agha Qasim

Vice President Sales Jahanzeb Taj

Vice President Customer Care Irfan Akram

Head of Human Resources & Administration Sadia Ahmad

Chief Financial Officer Andis Locmelis

Head of Business Analysis and Planning Farid Ahmed

MANAGERIAL ROLES (WBS)

Vice president FINANCE Director accounts Director finance

Vice president TECHNOLOGY

Director Quality of service

Director Outside plant (logistics)

Director Cell planning

Director Operations core network

Director Network support services

Director R&D

Vice president COMMERCIAL

Director marketing

Director sales

Director Customer services

Director Strategic planning and business development

Regional manager North

Regional manager South

Regional manager Central

Direct sales

Indirect sales

Vice president IT

Director Billing

Director Support services

Director Data ware house

Vice president HR, ADMINSTRATION AND SECURITY

Director Admin operations

Director security

Director Staffing and compensation

Organization development

H.R operations

H.R project management

FINANCIAL GOALS
Pakistans Cellular industry faced a tough fiscal year 2009-2010. YEAR Growth %: 2006- 07 48% 2007-08 37% 2008-09 17% 2009-10 11% The causes are: Hiked pricing, lower buying power, power crisis, currency devaluation and price war

THE FINANCIAL GOALS ARE:

1. 2. 3. 4.

Revenues Market Share (in terms of revenues) Network Utilization KPIs Conclusion

REVENUES
In FYE 2009 the although Mobilinks revenue growth is 17% but over all market growth falls to 11%. During FYE 2010, cellular industry grows by 39% in which Ufone, followed by 32% by Telenor & 15% by Zong. Warid & Mobilinks share in the increased industry revenue remained less than average industry growth rate of 11%.

Market Share (in terms of revenues)

In terms of revenue, Ufone, Telenor & Zong managed to increase their market share, while Warid & Mobilink continued to lose.

Network Utilization KPIs

Mobilink topped network utilization in terms of revenue generation with PKR 10.7m per site, followed by Ufone & Telenor at PKR 9.3m per site. In comparison to network size, revenue market share of Mobilink, Ufone & Telenor is higher than network share, while Warid & Zong remained on lower side in terms of revenue share

CONCLUSION
With the subscribers retention & acquisition, customer support is going to play an important role in coming days. According to the results published by OTH, Mobilink subscriber base increased by 10.5%. Mobilink closed the first half of 2010 with revenues of PKR 47.5 billion showing a YoY increase of 11.4% and there was a YoY increase of 24.8% in its EBITDA in rupee terms. The companys EBITDA margin has increased to 39.6% versus 35.5%

ADVERTISEMENT STRATEGY
The advertisement strategy comprises of: Promotion Advertising Goal Advertising Budget Advertising Media Advertising Campaigns The Mobilink World Campaign: Sales Promotion Training the sales Representatives Success Factors of Mobilink

PROMOTION
With the manufacturing of the product the companies should effectively promote there product as well. They must skillfully use the promotion tools of advertising, sales promotion, public relations, sales force, direct marketing, and personal selling.

ADVERTISING GOAL
To increase its customer base and to stimulate more usage. Mobilink is currently using: Information Advertising: Reminder Advertising:

ADVERTISING BUDGET
It is advertising heavily to be heard. However, Mobilinks actual advertising budget was not disclosed by the management.

ADVERTISING MEDIA
Mobilink is using : 1. Radio 2. Television 3. Print The most preferred is television since this medium is the most powerful.

ADVERTISING CAMPAIGNS
The advertising theme Mobilink: Its simply a way to communicate, is designed to demonstrate the new services simplicity and convenience. Mobilink launched a nationwide campaign, suplemented by local and and regional ad campaigns composed of television commercials and print ads. The TV ads exude energy and liveliness, and an expressive color and lightning palette, which results into increased brand awareness and brand loyalty boosting sales.

STRONG BRAND AMBASSADORS:

Mobilink introduced a new route of advertising by starring the most charismatic superstars in its advertisements.  Strings,Vaneeza Ahmad, Ali Zafar, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid Afridi are some of celebrities associated with Mobilink. The tested method of having a pretty face holding a Jazz card makes its advertising campaigns booming.

THE MOBILINK WORLD CAMPAIGN:

Mobilink World being the value added service brand for Mobilink has been started with an elaborate campaign with TV advertisements and print ads.

SALES PROMOTION
Mobilink uses different types of sales promotion method such as:  Consumer promotions: In order to increase sales the mobilink is carrying out the following consumer promotions: o Indigo Freedom Plan: it provides  Friends & Family  Local Rates o Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to its consumers. An example of its current bonus offer is:  Event Sponsorship: It sponsors movie premieres, concerts, sports events and community welfare.

 Direct Marketing: Mobilink also uses direct channels to reach its customers , which includes: o Direct mail, o Catalogues, o Tele marketing as well as o E-marketing.  Eletronic marketing: It includes online ads and promotions o Online ads and promotions tools such as banners ads and search related ads are being used by Mobilink GSM. o These ads are placed on targeted and frequently viewed websites. o Banners are also placed on related websites such as those which support web to SMS. For example smspk.net

 Training the sales Representatives: it trains its sales representatives to effectively convince the customers by using effective screening techniques.

Success Factors of Mobilink

Mobilink is still the Market Leader and its success factors include: Innovative Products Excellent Customer Services Best Coverage among cellular operators

SWOT ANALYSIS
STRENGTH:
 Huge customer base.  Offers mobile services in majority of cities and also in remote areas.  Strong marketing and advertising.  Efficient human resource due to strong recruitment and selection process, and offers competitive salaries and benefits to the employees.  Only mobile service in Pakistan offering coverage on m2 motorway.  Provide the roaming services in 50 countries of the world.  Mobilink is the first company to introduce blackberry services in Pakistan  Joint venture with MCB to offer mobile banking services to customers.

 WEAKNESS  Expensive call charges as compared to other competitors  Quality of service is not good in remote areas.  The promises made in the advertisement are not fulfilled by company.  Not offering attractive SMS packages. OPPORTUNITIES  Low call and sms charges.  Offering Internet packages to prepaid customers  Focus on marketing of Internet, TV, Blackberry services and radio services to its customers.  Improve the quality of services in remote areas.  Should focus more on developing mobile banking.

 THREATS
 Mobile commerce introduced by Telenor.  Rapid rise in Taxes on telecommunication services.  Inflation devalues the Pakistan currency.  Power outage increases the cost of services due to heavy usage of generators.

H R GOALS
Recruitment And Selection Process General Conditions For Recruitment. Practices At Mobilink Regarding Recruitment And Selection. Sources Of Internal Recruitment Sources Of External Recruitment. Critical Review On Recruitment And Selection Process .

RECRUITMENT AND SELECTION PROCESS

Recruitment policy:  Objectives:It is aimed at hiring without any discrimination based on race, colour, sex, nationality, ancestry, religion or disability  Policy guidelines:The recruitment policy must comply with regulations set out by the Government of Pakistan. The Sources are: o Internal Advertisement. o Databank. o Advertising. o Head hunters/executive search organizations. o Walk in candidates. o Colleges and Universities

Practices at Mobilink regarding Recruitment and Selection: Two types of Recruitments: Internal and External. a) External Recruitment:  No candidate under the age of eighteen will be considered.  To avoid conflict of interest, hiring of close relations will not be encouraged.  Salary ranges offered to the applicant by keeping internal and external equity in perspective.  Minimum qualifications must be a Bachelor degree or equivalent.  A-Level or equivalent may be considered for call centre/support staff

b) Internal Recruitment Internal candidates must be confirmed employees of Mobilink who have completed one year of service. Selected candidates will join the new job/position after getting clearance from existing line manager. Spouse of an existing employee will not work for direct competition and either one will have to resign from service. Hiring from vendors, franchises, and clients is not encouraged.

GENERAL CONDITIONS FOR RECRUITMENT:

All recruitment will be done through the Human Resources Department. An applicants knowledge, skill and aptitude related to the position shall be judged according to a range of factors including: a) Education (Academic / Professional). b) Experience. c) Profile and Psychometric Tests d) Interviews. e) References. Applicants may apply online by registering with the web based recruitment portal. However, when considered for a specific position, they will be required to fill the standard application form of the Company.

PERFORMANCE MEASUREMENT
Policies at Mobilink for Performance Appraisal:  Objectives: 1. To measure work performance. 2. To motivate and assist employees. 3. To identify employees with high potential. 4. To identify employees training and development 5. To provide a solid path for career planning for each individual Frequency of the Performance Review: All employees will be reviewed at least once at confirmation.Therefore, Performance Reviews will be held on an annual basis from the date of hiring or more often if desirable to do so.

 Practices at Mobilink for Performance Appraisal System:  Mobilink conducts performance appraisal in order to evaluate their employees current performance or past performance relative to companys performance standards.  Mobilink uses the computerized performance appraisal method.  In Mobilink the performance appraisal of employees is conducted in December.

REWARD DISTRIBUATION
Policies on Reward system at Mobilink: There is a list of policies regarding the reward system at Mobilink. It offers both kinds of rewards: Intrinsic and Extrinsic. Following are the main reward related policies:  Salary o Salary Administration Program o Salary Outline o Salary Scale:  Setting Starting Salaries  Salary Administration Procedures  Practices on Reward systems at Mobilink  Critical Review

 SALARY  Objectives: o The salaries are reviewed in month of January every year, in the light of merit and inflation. Salary Administration Program:  Salary Objective: o The salary administration plan helps in: I. Attract & retain the services of efficient employees II. Provide fair and equitable compensation to maintain value of job on a fair and equitable basis. III. Provide annual performance appraisal for employees based on individual accomplishments and annual performance appraisals to improve their job performance and to encourage them for promotion. IV. Ensure that salaries are competitive.

 Salary Outline:  The VP Human Resources & Administration and the concerned Department Head will analyze each job classification.  Salary survey constitutes that HR department will determine appropriate salary range with respect to similar companies.  Salary structure includes analysis of each job and assign a job code, hire rate, minimum, mid and maximum point rate done by HR department.  the Director & VP HR will approve the salary structure. Salary scale:  Each job is assigned a minimum salary according to salary survey, minimum salary is the least amount paid to every job.  The salary scale move from minimum to maximum through mathematical calculations to allow for overlapping between levels as a result of salary, merit or promotional increase.

 Setting Starting Salaries: The starting salary setup by HR department offered to new candidates by Mobilink will be dependent on two factors  The particular job level.  The candidates education, experience, qualifications as compared to the minimum qualifications required by the job specification and prevailing industry rates. Salary Administration Procedures:  Human Resource Department: The documents and salary affecting considerations are forwarded to payroll section for processing includes: o Recruits, transferees o Promotion and increments o Allowances, bonuses and incentives o Discipline o Entry of all salaries based on Salary, allowances, deductions and commissions.

 Other intrinsic and extrinsic rewards include:  Medical care  Life insurance  Vacations  Relocation  Recreation  Club Policy Travel  Education assistance policy  Business mobile phone policy Practices on Reward systems at Mobilink:  Policies regarding the reward systems are strict at Mobilink.  Rewards are mostly tenure based rather than performance based.  Promotion is given on the basis of performance, as well as tenure.