Gift business school Gujranwala

Auther: maryam nazier cheema

Preface

This, being our first ever experience of management report writing, was an
overwhelming and exciting one. The very first practical experience we faced and
which exposed us directly to the outer business world. Knowledge is necessary for
exposure but the practical experiences play an important role in grooming a
positive business character.

When we were given the task, we had no clue at all where to start it from and
with the passage of time, the true sense of the task got vivid and the true
meanings of the task were exposed to us. Though we faced a lot of difficulties
regarding this project, but this also helped us learn that “this is all part of the
game.”
Since we chose the “Market Management”, first of all we had to know the ground
that this term covered. Any organization consists of many types of management
departments which include “Operations Management, Accounts Management
and Market Management etc.” We chose “Market Management” and the reason
behind this action was the fact that “Market Management” of any organization
directly relates to the customers and in the long run, organizational goals and
objectives, which is the key to success for any organization.

We thought about this for a while and reached to the perspective that in future,
we have to penetrate the business market of today and we’ll be facing all these
things practically and this would be a good demonstration for what’s to come
ahead.

We started off with the guidance provided by our course instructor, Mr. Ahmad
Tisman Pasha. Somehow, we weren’t issued authority letters, so we had to face
hindrances regarding the contact we made to the marketing personnel of the
organization we chose. Anyhow, we managed to benefit from professional
persons. This could not have been possible without the help and support of Mr.
Atif Ikhlak (Sales Manager), and Mr.Zahid Ali (Market Manager).
Contents:
 Warid
 Mission
 Vision
 Values
 History of Warid
 Warid
 Leader profile
 Structure of business
 Business portfolio
 Management function
 Challenges and issues
 Products and services
 growth
 Competitive strategies
 Culture
 Stake holder penetration
 Last 3 year financial statement
 SWOT analyses of Warid
 Who made organization successful
 Conclusion
 References
 Mission statement

“Warid Telecom's stated mission is to be the leader in innovation and services”

“To be the national communication provider with a strong International

presence

Vision statement

Warid Telecom believes in working with strategic partners and employees for long
term relationships.

As a consequence of the above, Warid Telecom is looking for the following to

deliver its vision:

Strategic vendors and partners to assist in rolling out these services in a timely
and efficient manner with a focus on turnkey solutions and premium propositions

Strong partners to assist in launching these services and creating effective sales &
marketing / business development opportunities for all to operationally and
financially gain. Consultants and experts to help deliver this vision

Well rounded employees who wish to become part of this adventure.

 Warid values:

Warid telecom’s brand values includes:

 Quality
 Transparent
 Innovative
 Customer friendly
 Simple

Quality:

 Premium qualities of services.

 International standards.
 Second to none.

Transparent:
 Leading the national communication evolution

Innovative
Bright ideas the only thing that restricts us in our imagination continuously improving through
challenging the norm and looking at things differently. Leading the way in adding value to your life.

Customer Friendly:

 Affordable solution for you.

 Being there for you when you need us.
 Speaking your language.
Simple:

 Ease of use.
 Making communication simple.
 Clear and straight forward.

Total customer satisfaction:

Customers are at the heart of our success. They have placed their trust and
confidence in us. In return, we strive to anticipate their needs and deliver service,
quality and value beyond their expectation.

Business Excellence:

We strive for excellence in all that we do. We aspire it the highest standards an
raise the bar for ourselves everybody. This commitment to delivering world class
quality translates into unmatched service and value for our customers and all
stakeholders.

Trust & Integrity:

At mobilink, we take pride in practicing the highest ethical standards in an open

and honest environment, and by honoring our commitment. We take personal
responsibility for our actions, and treat everybody fairly, and with trust and respect.

History and current Business Scenario

Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group.
Abu Dhabi Group entered into a strategic alliance with Singapore Telecom.
Subsequent to this transaction in July 2007, telecom giant SingTel acquired 30%
percent equity stake in Warid Telecom, Pakistan, for US$758 million. This
partnership is part of a strategy to support Warid Telecom’s continued growth and
to enhance its market position.

Abu Dhabi Group, one of the largest business groups in the Middle East and the
single largest foreign investor in Pakistan. It has diversified business interests,
offering strong financial resources and extensive management expertise that result
in commercial success for several institutions.

SingTel’s investment in mobile operations include, Advanced Info Service (AIS) –

Thailand, (21.4%), Bharti Telecom Group – India (30.5%), Optus Telecom –
Australia (100%), Globe Telecom – Philippines (44.5%), Pacific Bangladesh
Telecom (PBTL) - Bangladesh (45%), Telkomsel – Indonesia (35%) and Warid
Telecom – Pakistan (30%).

Further to the successful operations of Bank Alfalah and United Bank Limited, the
Abu Dhabi Consortium, lead by His Highness Sheikh Nahayan Mabarak Al
Nahayan, has recently set up Warid Telecom (Pvt.) Limited, which was recently
awarded a license to operate mobile services in Pakistan for US $291 million. In
addition, Warid Telecom also holds licenses to operate Long Distance &
International ("LDI") and Wireless Local Loop ("WLL”).

Warid Telecom intends to launch its nationwide GSM network in the first half of
2005 to cater to the current unmet demand for quality mobile services. The mobile
market in Pakistan is undergoing significant growth. Current mobile penetration in
the country is around 3%. The country has a large population of 150 million (sixth
most populous in the world) and a market with a strong appetite for
communication services. The potential of this market is further evident from the
limited existing coverage areas, capacity constraints and continued aggressive
expansion by the current telecom operators. With new entrants, customers will be
provided with more choices, better quality of services, cheaper rates and many new
innovative products, which Warid Telecom wishes to pioneer. Warid Telecom will
focus on: Quality, Transparency, Innovation, Customer Friendliness and Simplicity
in line with our Brand Values………………………………...

In addition to its mobile services, Warid Telecom will be launching a Long

Distance & International and Wireless Local Loop business shortly. This service
will provide international termination of traffic into Pakistan, alternative affordable
nationwide and international voice telephony and data & value added services.
These services also target a market that is highly price competitive and quality
conscious. It is Warid Telecom’s intent to provide premium quality services
powering not only its mobile network, but also

Its customers and partners.

………………………………………………………………

As a consequence of the growth and deregulation in the telecom markets, Warid

Telecom is also evaluating many other options. These include a national
transmission network providing quality connectivity across Pakistan, vertical
integration into complimentary markets such as Call Centers and Product
Development, and several other options.

International plans include expanding mobile, LDI and telecom footprints in other
key markets with similar profiles.
…………………………………………………………….

Warid Telecom stands committed to provide the finest mobile phone services to
customers in Pakistan. Our partnership with Ericsson, the leader in this field is
proof of our commitment to the Pakistani market, where we feel that high quality
technology coupled with impeccable customer oriented service is the key to
attaining leadership. As we approach the formal launch of our services, the team at
Warid Telecom is working hard to ensure that our network rollout, coverage build
up is the best, and that there are no compromises in the quality of the service we
offer. Our partnership with Ericsson will only cement that decisive advantage. I am
sure that in time, the partnership between Warid Telecom and Ericsson will prove
to be the most successful tandem in the mobile phone sector in Pakistan………….
…………………………………………………………

Warid Telecom’s vision is "to become the leader in national communications arena
with a strong international presence”

Warid Telecom in Pakistan

Warid Telecom was recently awarded a license to operate mobile services in

Pakistan for US $291 million. In addition, Warid Telecom also holds a license to
operate Long Distance & International (“LDI”) and Wireless Local Loop ("WLL")
activities.

In continuation to the successful operations of Bank Alfalah and United Bank

Limited, the Abu Dhabi Consortium, lead by His Highness Sheikh Nahayan
Mabarak Al Nahayan, has recently set up Warid Telecom (Pvt.) Limited.….
…………………………………….

Warid Telecom intends to launch its nationwide GSM network in the first half of
2005 to cater to the current unmet demand for quality mobile services. The mobile
market in Pakistan is undergoing significant growth. Current mobile penetration in
the country is around 3%. The country has a large population of 150 million (sixth
most populous in the world) and a market with a strong appetite for
communication services. The potential of this market is further evident from the
limited existing coverage areas, capacity constraints and continued aggressive
expansion by the current telecom operators. With new entrants, customers will be
provided with more choices, better quality of services, cheaper rates and many new
innovative products, which Warid Telecom wishes to pioneer. Warid Telecom will
focus on Quality, Transparency, Innovation, Customer Friendliness and Simplicity
in line with its Brand Values.

In addition to its mobile services, Warid Telecom will be launching a Long

Distance & International and Wireless Local Loop business shortly. This service
will provide international termination of traffic into Pakistan, alternative affordable
nationwide & international voice telephony, and data & value added services.
These services also target a market that is highly price competitive and quality
conscious. It is Warid Telecom’s intent to provide premium quality services
powering not only its mobile network, but also its customers and partners.
…………………………………………………………………

Because of the growth and deregulation in the telecom markets, Warid Telecom is
also evaluating many other options. These include a national transmission network
providing quality connectivity across Pakistan, vertical integration into
complimentary markets such as Call Centers and Product Development, and
several other options.
International plans include expanding mobile, LDI and telecom footprints in other
key markets with similar
profiles……………………………………………………………….

Warid Telecom stands committed to provide the finest mobile phone services to
customers in Pakistan. Our partnership with Ericsson, the leader in this field is
proof of our commitment to the Pakistani market, where we feel that high quality
technology coupled with impeccable customer oriented service is the key to
attaining leadership. As we approach the formal launch of our services, the team at
Warid Telecom is working hard to ensure that our network rollout, coverage build
up is the best, and that there are no compromises in the quality of the service we
offer. Our partnership with Ericsson will only cement that decisive advantage.

The Pakistan Telecommunication Authority (“PTA”), as part of the government’s

initiative to improve national telecom services and to bring in foreign investment
and expertise in the telecommunication sector, awarded one of the two new cellular
licenses to Warid Telecom (Pvt) Limited owned by the Abu Dhabi Consortium of
UAE. The license was awarded under an open auction process for a fee of $291
million.

Warid Telecom, one of the latest entrants in the telecom sector in Pakistan, plans to
operate and manage a leading telecommunication business focusing primarily on
the

mobile segment of the market and is looking to launch a nationwide GSM network
in Pakistan.

The Abu Dhabi Consortium, who has other successful investments in Pakistan,
namely Bank Alfalah and United Bank Limited, was interested in investing in
other booming segments of the economy. In light of Pakistan’s substantial
economic growth, increasing tele-density and subscriber penetration rates, and the
liberalization process-taking place in the telecommunication industry, the telecom
sector has become a favorable choice.
The past few years have witnessed a tremendous improvement in the development
and growth of the telecom industry in Pakistan, specifically the cellular market.
The introduction of Calling Party Pays regime (“CPP”) in 2000 and the entry of
Ufone in 2001 led to a threefold increase in mobile subscribers. However, the
cellular penetration rate (around 3%) of Pakistan is still considerably low
compared to that of South Asia’s, which is around 12%. This gap highlights the
immense potential for growth available in the industry.

In order to gain a footing in the mobile market Warid Telecom has partnered with
Ericsson to provide network solutions for the business. Being one of the top
cellular vendors established in over 140 countries with vast experience in the
industry, Ericsson will be able to offer Warid Telecom the latest technology
required for their business. This coupled with Warid Telecom’s sound financial
backing will place it in a strong strategic position to capture the market share in the
tapped as well as the untapped market.

As part of its business strategy, Warid Telecom plans to establish itself as a leader,
and increase the overall market size through broader coverage of all income groups
due to its affordability. Warid Telecom’s superior products, high quality of service,
and customer support will enable it to not only capture market share from existing
players, but also acquire the so far untapped market.
Headquarter of warid in Pakistan

 His Highness Sheikh Nahayan Mabarak Al Nahayan - Member of the Royal

Family of Abu Dhabi, Minister for Higher Studies and Chancellor of the
University of Al Ain.
 His Excellency Sheikh Mohammed Bin Butti Hamid Al Hamid - Chairman Abu
Dhabi Municipality and Head of the Tribe.
 His Excellency Sheikh Suroor Bin Mohammed Al Nahayan - Chamberlain of
the Royal Amiri Courts and Member of the Royal Family of Abu Dhabi.
 His Excellency Sheikh Saeed Bin Mohammed Al Nahayan - Member of the
Royal Family.
 His Excellency Dr. Mana Saeed Al Otaiba - Advisor to the President of the
UAE & Ruler of Abu Dhabi (His Highness Sheikh Zaid Bin Sultan Al Nahayan)
and ex Oil Minister of UAE.
 Bank Alfalah Limited - The leading privately owned commercial bank.
 ASSOCIATED BUSINESSES:

International Investments
 Iranian Sanden Industries
 J.C. Mc Leans & Co.
 Neo Pharma
 National Tele Systems and Services
 Al-Jazira Management Mall
 Abu Dhabi Vegetable Oil Company
 Nama Development Enterprises.
 Le Royal Meridian Hotel, Abu Dhabi
 Dhabi contracting
 Dhabi Off Shoring Drilling
 Al Ain Palace Hotel
 Dhabi Enterprises Leasing
 Union National Banking, U.A.E.
 Alfalah Exchange Company, U.A.E.
 Bank Alfalah Ltd., U.A.E.
Leader profile:

His Highness Sheikh Nahayan Mabarak Al Nahayan is the United Arab Emirates
Minister of Higher Education and Scientific Research. He is also Chancellor of two
of the UAE's three government-sponsored institutions of higher learning: United
Arab Emirates University, established in 1976, and the Higher Colleges of
Technology, established in 1988. He is the president of the third, Zayed University,
established in 1998.

Sheikh Nahayan is also Chairman of CERT (Centre of Excellence for Applied

Research and Training), the commercial arm of the Higher Colleges of
Technology, which was established in 1996.

Sheikh Nahayan is Chairman of the Abu Dhabi Group, Union National Bank, and
United Bank Limited. He is also Founder Chairman of Bank Alfalah Limited and
Chairman of WARID Telecom International (a regional telecoms group based out
of Abu Dhabi with operations in Pakistan, Bangladesh, Georgia, Uganda, Congo
Brazzaville, and Ivory Coast).

He is a recipient of Pakistan's highest civilian award, the 'Hilal-e-Pakistan', which

was conferred upon him by the President of Pakistan in 2005.
Structure of Warid business and management function:

Warid Telecom

Is working on centralized procedures

Department wise Warid Telecom they are decentralized in way that

they can perform their operation separately

But the decision-making is centralized for every single purpose decision

comes from the same channels

Details of the hierarchy:

 CEO

 General Manager Operators

 Area coach

 Assistant Area Coach

 General Manager

 Assistant Manager

 Shift Manager

 Manage in Training
 Supervisors

This is a very formal and friendly structure. The employees and the
workers are advised to go to the senior managers of the outlet if a
problem is occurred, there is a bigger issue then it is discussed with the
senior’s managers and if there is a crisis then it is immediately taken to
the CEO for the solutions. a meeting is held after six months or annually
so that a preview of the company’s outlook is checked, or seminars are
conducted to assure the safety and security of the company.

 Warid Telecom is a tall organization because of more vertical

organizational levels. That you will see in the hierarchy of Warid
Telecom under the head of “Chain of Command”.

 Warid Telecom is operating its managerial activities with the help

of centralized approach, because hire managers do not allowed
decision making to the lower level managers.

 WARID DEVIDE THEIR EMPLOY ON THE BASIS OF DIFFERENT

DEPARTMENT:

 SALES AND MARKETING

 HUMAN RESOURCE DEPARTMENT

 CUSTOMER SERVICE DEPARTMENT

 I T DEPARTMENT
 Functional Departmentalization

Resident Sales & IT Finance

GM Marketing
South

Human Customer Engineerin Logistics &

Resource Services g Procureme
nt

Corp. & LDI WLL

Regulator
y Affairs
 CEO

General
managers

Senior managers
managers

Assistant
managers

Executive Coordi_
managers nators

Team supervisor
members

Hierarchy of Warid
SPAN OF MANAGEMENT

Warid telecom came with the point of view of becoming Pakistan’s

largest cellular operator and for that they have sufficient infrastructure
and human resources.

There are supervisors for the team of twelve CSRs.

And for every (two) supervisors there is one Floor manager

All floor managers reports to department manager

The department manager reports to Contact center head

Contact center head reports to General Manager

sme hierarchy applies on every other department

DEPARTMENTALIZATION

The organization is departmentalized on the basis of its functionality

Different functions are catered in different departments

As there is one department that works for operations

The other works as credit and collection

The next works as bill delivery systems

And other works as complaints management and support

Task Division

Task division is basing on division of labor and the work specialization

The higher management perform mostly basing on their work

specialization matters

At first line managers the familiarity with the system and software
being used

MANAGERIAL COMMUNICATION

To meet the communication needs,Warid has used the best

communication technology.

Warid adopt the communication technology on the basis of

effectiveness not on cost

As they have acquired all the technology from Ericcsson that is known
to be the world’s best vendor.
Telephone system

Management employs a telephone operator to use the switchboard in order to route

incoming calls to the various extensions
. The switchboard itself automatically processes internal calls: those made
from one member of staff to another within the organization.
There is a centralized IP phone system being used in Warid where if an
employees is sitting in Lahore and has to dial Karachi they will simply
dial the extension number of that employee

Features that help the switchboard operator manage calls and

messages include:

Queuing

Call Logging

Hotline

Liquid Crystal Display (LCD)

Call Divert
Conferencing

Computers :

It is used for sending and receiving electronic mail messages and

viewing business products. Warid telecom every information they want
give away is done through proper computerized system if they have to
convey a new policy regarding any thing its important that email should
be routed through T & D department

Teleconferencing:

“Teleconferencing means using technology to conduct meetings among

several people who are in different places”

Warid is using IP phones system from where any extension number can
be dialed in any city of Pakistan

Three major forms of teleconferencing are use

Audio conferencing

Computer Teleconferencing

Videoconferencing
Audio conferencing is mostly used in Warid where every thing can be
communicated directly

Every single call from IP phones is recorded so can be used as a record

and for confidential matters

Other means are used like personal mobiles or face to face meetings .

Fax Machines:

Warid telecom has a universal fax number that is 111111322

It is not only for employees but for the facilitation of the customers as
well.

Warid has chosen a computerized fax system where the fax received
directly comes to the correspondence department email account and is
then subjected to the person attention

Group Meeting:

Groups meetings is one of the usual practice in Warid telecom

there are plenty of conference rooms and refresher rooms available for such activities.
Sometimes there are meetings of supervisors with teams

some times between floor mangers and supervisors

and sometimes between managers and floor managers and so on.

There are no specific trimmings for that whenever there is a need
formal or in formal group meetings are conducted

Formal Presentation:

Whenever a department comes up with any thing that needs to be communicated

there is always a formal presentation for that doesn’t matter if the presentation is
subjected to first line or for middle or higher management

Grapevine:

The grape vine method is always there as there is a huge number of

employees

It is mostly followed by the huge bulk of rumors that spread and dies
with every passing day

Challenges and issues:

The current and main issues for warid are there competitor. The main competitors
are as follows:
Ufone started its operations from Islamabad on 29th January 2001 as the youngest entrant in the
cellular market. Ufone, a subsidiary of PTCL, is the only Pakistani-owned cellular service
operator in Pakistan.

With a total current investment of over $350 Million, including a recent contract of $161 Million
for expansion & capacity for 2004-05, we believe in solid commitment to growth, security &
reliability.

Currently, with a market share of over 24%, and an aggressive commercial plan, we have more
than tripled our customer base in the last quarter to over 1.5 million subscribers…the fastest
uptake of any cellular service operator in Pakistan!

Ufone is the only GSM operator with 2.5G GPRS service, which is the next generation technology and
offers

 High speed data service.

 WAP data service.
 Multimedia messaging service.
 Offer real VPN system for corporate clients.
 Ufone is the subsidiary of PTCL. Therefore it has better protection .

Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, is the market leader in providing
state-of-the-art communications solutions in Pakistan. We can proudly boast of being the first
cellular service provider in Pakistan to operate on a 100% digital GSM technology.
We 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, we offer both postpaid (Indigo) and the prepaid (JAZZ) solutions to our customers.

In addition to providing advanced voice communication services, we also offer a number of value added
services to our valued subscribers. Keeping in mind our customers' convenience, we have also bundled
mobile handsets, either sold independently or bundled in Get Set Go Pack

Mobilink GSM started operations in the year 1994, from then on it has shown enormous growth. At the
time when it entered the market it was a small player in the cellular market of Pakistan it is now the
market leader both in terms of growth as well as in terms of having the largest subscriber base in
Pakistan

ISO 9002 Quality Management System Certification for Billing, Engineering Departments and
CS Contact Center Implementation of a full Intelligent Network (IN) platform from Siemens for
the Prepaid platform…………………………………………...

Biggest Call Center in Pakistan, which is there to assist the customers 24 hours.
Only cellular service in Pakistan to provide coverage on the M2 motorway.
Bilateral roaming agreements signed with 100 countries around the world to have true roaming
service operational in 151 operators of the world.
MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and Fleet
Management services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-
Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker currently operates
from Karachi but can provide these facilities at all those locations where GSM coverage is
available.
Zong take the license to operate in Pakistan in 10 April 2008. After the
introduction of Zong in Pakistan, they take the customer very fastly. And now a
days they have the 5% market share in Pakistan. But Warid have no danger from
Zong.

Other problems:

Effect of economic recession on Pakistan telecom:

In Pakistan the inflation is around 25% and prices for necessities of life have skyrocketed. Real
GDP growth has fallen to 3.6%. Naturally telecom has taken a hit. In the past few years
consumption was encouraged and that resulted in more consumers spending on phones (draining
the foreign exchange) and on voice and data. More first time users of mobile services signed up.
Now with the rough patch in economy, government has raised taxes on handsets (to discourage
import) and the services (to squeeze more revenue).
Even in these times the growth and new services potential remains compelling because:

1. Over 100 million population are less than 30 year of age and they are highly likely to use
technology and communication services
2. Incomes are rising among certain sectors including middle income
3. Business and investment friendly policies - overall environment determined by political
and security situation
4. Regulator (PTA) continues to engage in reforms and is executing well
The conclusion is that if the politics and security situation does not worsen, Pakistan should
do fine. Here are a few of the recent announcements from the global telecom media. Other than
the voluntary separation plans from PTCL, we have not seen large scale work force reduction in
Pakistan.

 AT&T to Slash Work Force

 Blackberry Sign-Ups Miss Target
 Global Mobile-Phone Sales to Fall
 Nokia Cuts Mobile Phone Mkt Forecasts Again
 Gartner: Smartphone Sales Slowdown To Continue
 Nortel cuts jobs and lowers forecast
 BT British Telecom Lay off Job Cut: fires 10000
 Telecom Italia to Cut 4,000 Jobs

Foreign direct investment in telecom sector of Pakistan drops:

According to the third quarterly report of the Pakistan Telecommunication Authority (PTA), the
total FDI in the sector was $1,824.3 million in 2007 which dropped to $1,438.6 million in 2008.

The authority maintains that main reason behind the decline is that cellular operators have
already invested huge amounts to roll out the infrastructure, and, secondly, the local financial
market has enabled them (operators) to generate sources locally.

However, the operators are of the view that 'current uncertain situation' has played a major role
in keeping the FDI at bay. It is learnt that major investment by the leading operators may not
resume even next year owing to prevailing economic and political uncertainty.

On the other hand, the PTA report reveals that subscribers' growth rate has also registered a
decrease of 61 per cent this year as compared to the corresponding period last year.

By June last year, total subscribers were 63 million and the number has risen to 89.5 million by
Aug this year. The number of PTCL subscribers has also reduced from 4.6 million to 4.4 million
this year, the report says.

By August this year, Mobilink has a subscriber-base of 31.5 million, Ufone 18.6, Telenor 18.3
million, Warid 15.9, Zong 4.8 million and Instaphone 321,134.

The reason of decline in the subscriber-base is said to be imposition of high taxes. A mobile user
has to pay almost 31 per cent in terms of taxes/service charges which is at least 14 per cent
higher than anywhere in the world. Now every customer has to pay Rs5 more in terms of service
charges to the mobile phone company on topping every recharge of Rs100.
The stiff competition among cellular companies has compelled them to lower their call rates with
an aim to capture subscribers' market, which is also resulting in decrease in their profitability.

The PTA report further reveals that teledensity of mobile phones has only reached 55 per cent in the
country, an increase of only 11 per cent to that of registered in 2007. It belies the claim of those even in
the PTA that 'around 90' per cent of the total population of the country now has cell phone coverage.

Terrorism:

Terrorism is a worldwide problem now a days, no country is saved from this

problem of terrorism. It destroys much business and shed a great impact on
economy. Many countries economies are destroyed by terrorism just like Pakistan,
Afghanistan, Iraq, USA etc. Pakistan is a great suffer from this terrorism and our
economy is crushed by terrorists. So mobilink is also suffered from terrorism
because many of there towers, exchange centers, and franchises are destroyed by
the bomb blasts.

Entrance of new competitor:

The main and major local issue and problem for mobilink is the entrance of new
competitor in the market. Mobilink is the pioneer of telecommunication in Pakistan
so in early they made lot of profit because at that time cal and packages are very
costly. But with the passage of time many telecom companies are enter in Pakistan
just like UFONE, WARID, TELENOR, ZONG. They give cheap rates to there
customers and also give many packages. Even some companies give package on
daily bases. There packages take very low cost and there is also a customer
oriented and are very attractive for new and young generation.

BUSINESS STRATEGIES

Warid telecom main strategy is to serve maximum people of Pakistan they can
serve. The company works according to the need, wants and demands of the
people who are searching for the quality on cheaper prices. This company wants
to be honest with all Pakistani’s and wanted to minimize the inflation in the prices
of mobile connections. Its not only inflation in prices but the poor quality which
forces the company to serve the people with change and give them respect and
freedom to satisfy for what they are paying enough.

Warid telecom knows that Pakistan is a poor country and people here have not
been treated fairly. Company wanted to set standards of providing quality
services on cheaper prices.

Warid telecom keeping in mind the change in trends and customer needs
company serves them by giving additional services like on line billing option,
customer can check their mobile bills on company websites, value added services
GPRS, MMS charging minor additional cost. Company offers its customers free
delivery where ever they want.


Warid telecom obviously runs that business to earn money by serving people
best, for that it focuses on more quantity sold. It keeps the prices low and little
profit per unit with more unit sold results the profit maximization.

Warid telecom in long-term strategies wants to work together with the

government for their future concern project like fiber optic cable , land line phone
service project .they have their own international gate way


Warid telecom is a business having its tough competitors covering almost every
city of Pakistan. But the competitive edge this company has is the quality and
providing maximum facilities on lowest possible rates and the compiled
comparison of the rates of other cellular operators

FINANCIAL OBJECTIVES

The basic goal of any firm is to earn money or generate profits on its investment.
Warid telecom has clear strategies to maximize profits by selling more.
Company is working well according to its plans and strategies and has been very
successful to achieve all its financial goals. It’s expanding day by day and the
financial status of the company is improving constantly.

Warid Telecom, had acquired over1350,000 customers since the network went
live on 23 May. The GSM/GPRS network was built from scratch, starting on 23
October 004, and at launch covered 28 cities, Warid is attracting an average of
over 10,000 new customers daily.

Company’s financial objective is to increase profit by using the selling technique

of more selling to maximize profit. The company not only wants all the financial
benefits but its wants to serve people and by charging less. The more the people
get use to of that, the more profit could be earn by the company.
SHORT TERM OBJECTIVES

As the company is new the short-term objectives are as follows:

1. Improve quality
2. Satisfy customers
3. Increase outlets
4. Provide all the advertised features
5. Work according to the strategies to achieve goals (SHORT TERM)

LONG TERM OBJECTIVES

Company’s long-term objectives are as follows:

1. Work with Government to cut prices and provide better quality

2. Control inflation of meat in the country
3. Set standards for the meat market and involve Government in it
4. Network in whole pakistan
5. To achieve all the financial benefits by serving people
Work according to the strategies to achieve goals (LONG TERM)

Products:

Warid telecom is introducing two types of product in all over the Pakistan-

1. Zem

2. Zahi
Zem

Zem is a prepaid connection provided by Warid telecom. Under this connection

customer obtain a digital SIM and transfer this SIM to his name. Under this
connect6ion there is no need of any security or payment of line rent. The
customers purchase prepaid scratch cards and load it into its warid SIM at any time
during a period of one year. The customers of Zem connections are free to load
balances at any time and amount of their own choice

 What is Scratch Card?

As the name suggests it, a scratch card is a medium of recharging your account by
acquiring a 16- digit code and inputting in your mobile phone for activation of that
code. Scratch card is a recharge coupon, which has a holographic scratch field.
This silver panel needs to be scratched off before any usage.

 Denominations

The scratch cards are available in the following denominations: Rs. 100, 250, 500,
1000.

 Validity Period

Warid offers 1 year of validity on all the scratch cards.

 Availability
Warid scratch cards are widely available at all departmental counters and their
Retailers situated in all small and large city markets. It is also available at the
Warid Customer Service Centre (CSC) in your city.

Zahi

Zahi is a post-paid connection provided by the warid telecom. In this connection,

the customer has to pay line rent plus the charges of call every month. In this
connection customer is billed every month. In this connection warid, telecom has
four further categories-
 Silver
 Gold
 Diamond
 Platinum

There are different price packages in these categories of post paid connections.
The procedure of getting the connection in all categories is same.
Services:
Basic Services

 Caller Line Identification (CLI)

This service enables you to identify callers and answer calls with discretion.

 Conference Calls
With conference call, you can tele conference with 6 people simultaneously. You can create conference
calls with on net and off net numbers.
  Call Hold and Call Waiting
Handle two calls at a time with your Warid phone. you can be on one call while network will alert you
about another incoming call. You can put the first call on hold while you answer the second call.

 Call Divert
Whether you are unable to take a call, driving outside the national coverage area, traveling abroad or
busy, you can divert call to another number.

 Short Messaging Services (SMS)

With SMS, you can be as discreet or as creative as you like. Either way, sending a message is quick,
reliable, and confidential and if you want to be Great Fun!

Value added services:

 Voice Mail
Voice mail allows you to receive your voice messages even when your mobile us switched off, you are
outside the coverage area or are busy. You can retrieve your messages free from your Warid phone at
your own convenience.

 Picture Messaging & Multi Media Messaging Services (MMS)

With MMS, messaging is fun, colorful and musical. Add pictures animations, polyphonic & MIDI sound,
even video clips to messages and show the world how amazing communication can be.

 Surf Now (Mobile Internet)

Surf now gives you to browse the Internet on your mobile phone and laptop anywhere you are. So,
whenever you are on the move and want to look for information on the Internet, simply set up the
Internet connection from your GPRS/ WAP enabled handset.

 Warid Zone
Thanks to state of the art SIM technology, your Warid SIM comes with a special Warid Menu. This menu
offers a bundle of services. Using this menu you can send email from your handset, download ring tones.
Set GPRS/WAP settings, get latest weather forecasts etc.

 64K SIM
Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its
users added flexibility to store upto 500 numbers and 50 text messages .No other SIM in the market
offers this amount of storage space.

 Roam About
At Warid telecom, we believe your mobile phones should be no different to use when you are out of
country. Our larger global network means you get the same great service wherever you travel.

Growth of Warid:

Market share of Warid Telecom:

THE MARKET SHARE OF WARID TELECOM IS 20% AND OTHER FIVE

COMPANIES HAVE 80% MARKET SHARE.

WARID IS ATTAIN ITS TARGET AND NOW THERE ARE 3 MILION

CUSTOMER OF WARID TELECOM ON PAKISTAN IN 300 DAYS AND
AREA OF COVEREAGE IS 83 CITIES.

Warid Telecom (Pvt.) Ltd. the country’s leading cellular company has achieved
another milestone by hitting 6,250 destinations, expanding the quality services to
486 cities, covering more than 12,500Km road length throughout Pakistan. The
subscriber base has crossed over 18.58 million with a market share of 19.37% (As
of PTA Oct-09)
With the mission to maintain and deliver unmatched high quality network
experience in every nook and corner of the country, Warid Telecom has pursued an
aggressive expansion strategy to spread its network coverage from cosmopolitan
cities to smaller towns and villages. Warid also offers international roaming with
over 229 live GSM roaming partners in 140 countries and 127 live GPRS roaming
partners in 94 countries and prepaid roaming service in 21 countries, covering
about 70% of the world including Europe, Africa, Middle East and Asia.  

Warid since its inception has always focused on delivering the best to its
subscribers by not only providing the affordable means of communication but a
truly reliable network service and delighting after sales services through 400 sales
& service centers across Pakistan.  With the substantial market share, loyal
subscriber base and the recognition as the most steadfast telecom operator, Warid
Telecom continues to set excellence benchmarks in Telecom Industry of Pakistan.

Warid is also the market leader in terms of Post Paid customers besides being
very active in the prepaid sector as well having lately announced the launch of
a new prepaid brand ‘GLOW’ as new youth brand. GLOW has become very
popular amongst youngsters who once again declared Warid as their favourite
cellular company through their over-whelming response. Warid also offers
international roaming with over 231 live GSM roaming partners in
141 countries and 128 live GPRS roaming partners in 94 countries and prepaid
roaming service in 22countries, covering about 70% of the world including
Europe, Africa, Middle East and Asia.  
 Series 1
35.00%

30.00%

25.00%

20.00% Series 1

15.00%

10.00%

5.00%

0.00%
Mobilink Warid Ufone Zong

This chart contain all companies overall market share

Culture of Warid:

 THE CULTURE OF ORGANIZATION ARE:

  CENTRALIZED
 ORGANIC
 MODERN
 INTERCONNECTED

The organization culture of Warid is very strong. As there employees

like managers said that most contribution in success of Warid is there
strong culture. Are employees are cooperative and interconnected with
each others and as well as with there respective top management.
There is always gossips take places between all employees during
working. This conversion or gossip are very beneficial for the
organization. Managers always make try to take suggestions and
comments fromm there employees.
The fact is that all managers of warid had think that it is good to take
feedback from employess before to take from customers.

Last three year financial statement:

With the end of 2009 Warid Telecom completed its four and half years
of successful business operations in Pakistan. Warid Telecom simultaneously
launched its services in 28 major cities of Pakistan on May, 23rd 2005 as
fourth largest telecom operator. Warid brought some of the most innovative
value added services which were introduced in Pakistan for the very first time.
Warid became so popular that it gained its first million subscribers in just 80
days of launch while in just 300 days the subscriber base reached to 3 million.
Warid Telecom has made tremendous progress and earned remarkable brand
reputation along with customer loyalty. Being recognized as most reliable
cellular service, today Warid subscriber base has reached over 18.71 million
customers with the market share of 19.35% (till Nov 09-PTA). 
That uniquely distinguish Warid from other operators is its quality network
services. Warid Telecom is providing cellular service in Pakistan through 2G,
2.5G & 2.75G enabled GSM technology. Being recognized as most trusted
network, started from 28 cities today Warid offers its services in 496 cities
that covers more than 12500Km road length area throughout Pakistan. 
Warid’s mission is to maintain and deliver unmatched high quality network
experience to every nook and corner of the country. Warid’s commitment to
excellence and unparalleled network experience has led it to provide coverage
in extremely difficult terrain of South-West Punjab collaboration with USFCo
for DG Khan Lot. Warid is a Dual Vendor network, the Dense-Urban /Urban
areas are being covered by Ericsson whereas the Suburban/Rural areas are
covered by Huawei. This intelligent distribution has ensured that Warid is a
very cost efficient yet quality driven Network. Warid is determined in catering
all the segments of society through careful attention. 
Warid is also the market leader in terms of Post Paid customers besides being
very active in the prepaid sector as well having lately announced the launch of
a new prepaid brand ‘GLOW’ as new youth brand. GLOW has become very
popular amongst youngsters who once again declared Warid as their favourite
cellular company through their over-whelming response. Warid also offers
international roaming with over 231 live GSM roaming partners in
141 countries and 128 live GPRS roaming partners in 94 countries and prepaid
roaming service in 22countries, covering about 70% of the world including
Europe, Africa, Middle East and Asia.  
With an ambition to win the hearts of its customers Warid Telecom is
constantly delivering with exceptional customer services. Warid has two state
of the art Contact Centers in Lahore and Karachi servicing almost 182,383
customers on average in 24 hours.  Warid also has 23 fully operational
business centers out of which 3 are Mobile Business Centers (an innovation in
the Cellular Industry). On average there are 7000 walk in customers visit
Warid business centers everyday. Warid has 84858 retail outlets and 320
franchises across Pakistan. In order to effectively gauge the current customer
experience and feedback, an innovative feedback program “Customer Delight
Program” has been initiated. Furthermore to personalize the servicing of high
value customers, “Priority Customer Services” was launched to cater the needs
of Corporate and high revenue generating customers.
Annual telecom consumer complaints report issued by Pakistan
Telecommunication Authority for 2008-09 states Warid Telecom with
minimum complaints that reflects the quality of services Warid Telecom offers
to its valuable customers. The consumer survey results of the Brands Award
reveal that Warid has been considered the best cell phone operator in
Pakistan. In year 2008, Warid won ‘Brand of the Year Award’ in the category
of ‘The Best Cellular Company in Pakistan’.  Warid was also awarded the
‘Mobile Operator with Best Consumer Pull in Pakistan’ in 2006 at the Voice &
Data CEO Conclave (Colombo). Similarly Warid Prepaid ‘Zem’ won the ‘Brand
of the Year 2006-07’ at the Super Brands Awards.  Warid Telecom since its
inception has always focused on delivering the best to its subscribers by not
only providing the affordable means of communication but a truly reliable
network service and delighting after sales services. With the substantial
market share, loyal subscriber base and the recognition as the most
steadfast telecom operator, Warid Telecom continues to set excellence
benchmarks in TelecomIndustry of Pakistan.

SWOT ANALYSIS:

SWOT analysis is specifically the study of Strength Weaknesses Opportunities and

Threats, out of which Strength and Weaknesses are internal factors whereas
Opportunities and Threats are external factors.

The SWOT analysis conducted for this assignment is of the new emerging Telecom
Company named as Warid Telecom. Warid Telecom launched in Pakistan on 23 rd
May 2005 but its pre launch operations started working six months before the
Launch this shows the planning masters took enough time studying Pakistan’s
Market and is well equipped to serve in the field of service based cellular
industries in Pakistan.

Strengths:

 Compatible Prices.

 Variety of tariff plans

 Best Vendor Selected

 Customer Focused Services

 Experienced higher Management:

 Easy access to customers

 Working on staff development strategies

 Higher Pay structures


 VAS ( Value added services, including extra features)
.

 Enough market study


 Effective marketing strategy

 Return back granted

Weaknesses:

 Network issues (signals fluctuation problem)


 Coverage Issues (city coverage is a big issue)

 Delayed activities

 Difficult to convert the customer of the other companies user

Opportunities:

 Expansion of network coverage area

.

 Better Marketing Promotions


 Needs to develop competitive edges

 Company has an opportunity to capture the large share market share:


 Employee Recognitions programs:
.

Threats:

 Constant Comparison with competitors


 Price war

 Hype

 New company image

Conclusion
Vantages

Warid holds a unique identity in the cellular market and holds more than 30% of the total cellular

customer’s average. The case does not close here; Warid enjoyed the corporate benefits for more than 3

years. There were two business rival mobilink and ufone. Even now, they are forming 7 to 9 radio based

stations all over the country per month; Warid is generating almost $3 average/unit from a regular Zem

customer and $22 average/unit from Zahi customer. These facts are enough to bother any rival. This is

helping the organization flourish and strengthen its roots in the country. Warid has become a generic

identity over the years and still is a giant contender in the market. The basic element behind their

success is satisfied customers. They hold an attitude that “customer is the king.”

Flaws

Now we all know, there’s always a room for improvement. Despite the fact that the organization is at

the top of other rivals, even then, there might be some weaknesses, by overcoming which it would be

better for the organization in every sense of the word.

The basic setback that they face is the problem with call connectivity. You might’ve noticed that the

service isn’t homogeneous in nature as far as call connectivity is concerned. On certain events like Eid

days, the network is down and the call connectivity percentage drops down. Now this is quite annoying

for any customer. This washes off all the hard work done in the aspect of persuasion.
Another problem is regarding the sms delivery. Most of the customers rely on sms as far as information

delivery is concerned. An average customer might not be able to deliver every second message through

making a call due to financial reasons.

Another major concern regarding their persuasion might be the call rates factor. Though this isn’t the

matter of concern for any carpet customer, but still the fact cannot be put aside that majority of the

Warid customers are from lower class. Now it is observed that they are inclining towards other cellular

companies due to more attractive call packages and obviously, lower call rates.

Targeting Customers is of huge importance as far as any organization is concerned. We can’t deny that

Warid is working head over heels as far s this matter is concerned, but still we felt that there is much

lesser exposure in this regard from what it should have been by now.

As far as generating revenue is concerned, Warid is in the leaders. We can’t really say that they are

advertising in acquaintance with their identity.

Recommendations

Tracking out setbacks and finding a solution to them is always a better option. But to do so, one must be

aware of them, i.e. the problems that one’s facing. As it is clearly evident from all the facts discussed in

the report, that the setbacks of the organization i.e. Warid is far lesser than their vantages or plus

points. This can be concluded as one main aspect of their success story.

Now we’ll throw some light upon the possible measures taken for the better working of the discussed

organization. Which in long run, directly affects in persuading more and more prospective customers.
First of all, there must be a homogeneous responsiveness regarding the network. No matter what it

takes, it’s the key factor. Dishearten customer can prove out in permanent loss of the share of the

revenue that he contributes. He might switch towards any other option that he thinks, suits him. We

don’t know the technical details one faces while implementing this, i.e. introducing new machine etc,

but all we know is that, by any means, this problem should be resolved.

Secondly, there should always be a check that what the rivals are up to. Producing innovative technique

isn’t an easy task at all. Knowing what services your rival company are offering, makes one get up to the

task and add those techniques in one’s own offerings.

A customer should be always well aware of the credit he’s left with. Zong Telecom for instance, has

introduced a very affective technique in this regard, i.e. after making each call, they are provided with a

message containing full details about their credit balance left.

Call rates is another issue. Organization personnel must be well aware of the categorization regarding

the financial aspect of the customers. Where there isn’t any loss, providing deserved benefits to the old

customers is always a good option. Similarly, if an organization doesn’t realize the fact that decreasing

the rates with the decrease in rates of other organization isn’t always helpful, there must be a problem.

Targeting customers according to their needs and wants has been the most helpful strategy in business

market. For instance, in this case, what exactly, do you think will happen if the company starts offering

blackberry services to the farmers residing in rural areas? Will that work? Certainly not! This would

cause the organization unbearable loss, waste of energy and resources. The reason behind the example

is that the emphasis of carpet customer offerings must be towards executive class and similarly, Zem

Gup Lagao package will always be introduced to the customers who really desire that.
Last but not the least is the fact that advertisement sector must work according to the revenue

generated. Why ufone are running ads on channels most of the time?? Is this situation pointing towards

a new dawning of an era as far as ufone is concerned and fall of a legend? Warid personnel must keep

an eye on this fact.

Getting on top isn’t that difficult, maintaining that quality and preserving that identity is the difficult one.

This needs promising attitude and devotion. We are hopeful this happens and their persuasion keeps

working as ever. We wish all the best to Warid!!!