COMMUNICATION ANALYSIS OF TWO

ORGANIZATIONS
Business communication VS

ACKNOWLEDGEMENT
We would appreciate the help of Ufone & Mobilink departments who
provided us with information regarding their internal &external
communication system.

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TIME LINE

TIME Line for Economics Project

Oct 2003 Nov 2003

ID Task Name Start Finish Duration
10/19 10/26 11/2 11/9 11/16 11/23 11/30

1 Project Assigned 10/20/2003 10/24/2003 5d

2 Proposal Preparation 10/24/2003 10/30/2003 5d

3 Research (Data Collection) 10/29/2003 11/21/2003 18d

4 Analysis 11/11/2003 11/25/2003 11d

5 Documentation 11/17/2003 11/25/2003 7d

6 Submission & Presentation 12/1/2003 12/2/2003 2d

HISTORY OF CELLULAR PHONES IN PAKISTAN

In Pakistan cellular phones were introduced in late 1980’s. It was the time when the
technological boom was heading the developing countries like Pakistan, India, China etc.
Initially it was hard to sell this new technology to the people of Pakistan, who consider it
as a luxury more than a necessity. But afterwards through the organized efforts, these
companies are able to market their products and services with a great success. And now
millions of people are availing the services of four cellular companies throughout the
country.
Paktel was among the pioneers in the mobile phone industry in Pakistan.

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ABSTRACT
We wanted to choose a company, which is the focal point of these days. For this purpose
we chose Ufone as a company to be analyzed with the perspective of their
communication.
Ufone is a subsidiary of PTCL and is providing GSM technology based mobile services.
After concluding out report we have directed few recommendations to help Ufone in
catering with present and upcoming challenges.

INTRODUCTION
As all business organizations depends upon communication. Communication binds
various elements and helps in developing a structure.
For analyzing an organization we need to focus on how people of that organization work
together, and what are their goals. The working of people in an organization depends on
the nature of the structure of the organization. i.e. whether formal or informal structure.
Similarly, analyzing what goals people work toward includes analyzing both formal and
informal goals.
People who communicate effectively in business also have to be aware of several major
changes in the business environment that have drastically influenced business
communications.
Finally, the most important factor that helps in focusing on a business strategy is to know
about the communication channels and their directional flow. Of course, communication
within these channels may vary form formal to informal. Nevertheless, each channel of
communication has certain inherent characteristics.

MISSION STATEMENT

TO BECOME THE BEST CELLULAR COMMUNICATION OPTION AVAILABLE

IN THE COUNTRY FOR “U”

Ufone’s Visions of itself as an ORGANIZATION

“Ufone-last to enter, first to venture every time”

We define an organization as one that seeks to create its own future; assumes learning
as an ongoing and creative process for its members; and develops; adapts and
transforms itself in response to the needs and aspirations of people, both inside and
outside itself

STIMULATION FACTORS BEHIND THIS CHOICE

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Ufone GSM has extended their network since their launch in Islamabad to Lahore,
Karachi and Peshawar. With PTCL at its back it achieved success by leaps and bounds
and doesn’t appear to be slowing down either.

HISTORY OF UFONE
Ufone is the only mobile service named after the people it is meant to serve – you. Ufone
is designed to cater people’s individual requirements.
Launched on January 19th 2001, Ufone is a new cellular operator in Pakistan. Pak
Telecom Mobile Ltd offers Ufone services to the people. Ufone has been a highly
successful venture, touching 500,000 subscribers.
Today more and more people are the using Ufone services. Within few years of it’s
establishment Ufone has established itself in the market as one of the leading mobile
service providers.

Ufone
Demand Growth

Time

At its embryonic stage when they adopted its share-building strategy, they launched their
operations in Islamabad only. As they were in such a high demand soon after their launch
they were in the growth stage. So they had to adopt the strategies of growth stage. Their
customers increased by leaps and bounds and their revenues have been increasing. In
growth stage where companies with differentiation strategy invests in Research and
Development, companies like Ufone, which consider themselves as the cost leaders,
capitalize on their early boosted profits and beside consolidating present market niche
that is Islamabad, it started up entering new markets including Lahore, Karachi,
Peshawar, Kohat, Jehlum, Faisalabad, Hyderabad, Multan, quetta, Sukher, Sialkoat,
Gujranwalan, Gujrat and other areas are under consideration. These areas that are under
consideration also hold a lot of demand for Ufone and so it can be rightly said that this
Ufone’s growth stage will continue for some time to come.

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ENVIRONMENTAL ANALYSIS
The environment of any organization plays a very vital role in bringing out the inner
qualities and talents of people. On entering the Ufone office, what strikes a person most
is their atmosphere and décor. The atmosphere of the Ufone head office is a very pleasant
one, with a large impressive lobby welcoming the distinguish customers. The décor
includes glass and steel walls. This communicates that Ufone has effectively dealt with
its most toughest and delicate issues with care.

To make the atmosphere more pleasant, a touch of greenery has been added, to
communicate that Ufone is an eco-friendly organization. The security check on entering
the majestic hall gives the customer a sense of security. It requires the person visiting the
office to sign an entry form and wear a badge.

All these things made the office informally communicate that it welcomed customers and
guests, but the most important element that makes this backdrop complete is the
employees, all formally dressed, communicating that the organization strictly adheres to
dress code.

ORGANIZATIONAL STRUCTURE AND ANALYSIS

Error: Reference source not found

GM
Customer care Business Unit
Manager (BUM)
GM
North
HR & Admin
GM
Finance BUM Central NOTE:Similar
GM Lines for the
Information Systems
other two8
BUM South
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GM BUMS
Marketing
GM
GM
Engineering
Quality Assurance
Business communication VS

A BRIEF DESCRIPTION
This is what Ufone looks from the organizational hierarchy point of view. There are 7
different departments each headed by a General Manager. They report directly to the
CEO. Then there are three BUMs (Business Unit Managers) who report directly to the
CEO but they are also directed and responsible to report to all the GMs of the 7 other
departments. BUMs are divided geographically into three divisions

• BUM North (Islamabad, Peshawar, Jehlum)

• BUM Central (Lahore till South of Punjab)
• BUM South (Entire Sindh)

DEPARTMENTS
As shown in the organizational structures there are 7 departments, which are prevailing in
Ufone.

• Human Resource & Admin

• Marketing
• Customer Care
• Information System
• Engineering
• Finance
• Quality Assurance

EMPLOYEE RELATIONSHIPS
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Ufone has a very comprehensive and distinctive procedure of requirement, selection,

hiring and placement of the employee. The have an active incentive program. They tend
to test people skills by assigning to them challenging tasks that fulfills their achievements
needs.

POSITION DESCRIPTION
The GM HR told us that they have changed the term job description to position
description. As job description gives a general briefing of the requirements of the job
while position description gives quantifiable objectives, such as

Objective of the job (increase the sale by 4%)

Key activities
Time spent on each activity
Reason on each activity
End result of activity

MONTHLY EVALUATION SYSTEM

Ufone has a monthly evaluation system in place that keeps a check on employees every
30 days. This is done by two methods

Informal: The HR department keeps an informal check on all employees and monitors
their performance.

Formal: Every employee is evaluated through his or her respective departments on a 30

days basis

ELECTRONIC COMMUNICATION
Ufone, in one year has started providing coverage in most major cities of Pakistan. This
roll out plan has been far more aggressive than any of Ufone's competitors. Its services

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are now available in Karachi, Lahore, Islamabad, Jehlum, Kohat, Sialkot, Sukkhar,
Multan, Faisalabad, Gujrat, and Sialkot etc.

WAP (WIRELESS APPLICATION PROTOCOL)

Ufone has provided WAP services for its customers that enable them to gather
information from the net. Thus connecting the people to the Internet.

In simple words Mobile Internet! WAP (Wireless Application Protocol) is the standard
way for a mobile phone to access and receive content from the Internet. You can browse
thousands of WAP enabled pages, get information like news, weather etc. entertain
yourself with jokes, and games, communicate using email, actually the way internet is, its
impossible to give a whole list of things you can do with WAP.

WAP is one of the latest communication technology offered by Ufone, which is getting
quite popular among the customers.

SMS (SHORT MESSAGING SERVICE)

Ufone SMS provides you the option to stay in touch with other Ufone customers in an
economical way, and you don’t even have to talk. They have also started MMS
(multimedia messaging service). Recently ufone has launched a new service of
messaging through out the world in almost 161 countries.

G- MAIL

This is an added benefit that your friends, family and colleagues can now send you e-
mails of up to 160 alphanumeric characters on your mobile from anywhere in the
world using their own e-mail accounts. You get your own G-Mail address
"0333(your Ufone number) @”Ufone.com" which becomes your mobile e-mail "G-
mail" account.

INTERNATIONAL COMMUNICATION
Ufone International Roaming allows you to take your Ufone outside Pakistan and use it
without having to change your telephone number. Your business associates and loved
ones can stay in touch with you by dialing the same familiar Ufone number, and you have
the convenience and security of a mobile phone even outside Pakistan.

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Currently Ufone has signed roaming agreements with three Operators, Thuraya, Saudi
Telecom and Etisalat (UAE).

INTERNAL COMMUNICATION
It is imperative for the achievement of goals and objectives, that all the workers must
have a clear sense of direction towards their objective.
This is achieved through an effective internal communication between top executives and
employees.

Ufone has maintained open communication channels both downward and upward in the
company’s hierarchy. This is quite effective in creating a good working environment for
the employees.

WORKING ENVIRONMENT
A healthy working environment is very necessary to induce a sense of belonging into the
employees. At Ufone we found that the working environment was very informal. People
were encouraged to participate and they could easily communicate with their co-workers.
Few of the things that we noticed about their communication flow were:
• Mostly downward communication occurs. However employee suggestions are also
welcomed. They can talk to their superiors easily.
• Employees and workers are encouraged to participate in decision making to some
extent. They are asked their opinions in any new package that the company is offering.
• But mostly at higher level, GM of all the departments interacts with each other for
major decisions. And the lower level is informed about the decision.
• No trend of memos, unless there is a major event or an unexpected holiday
announcement. There is not much written communication.
• They mostly contact through a phone call or email. In a way we see that there is an
open communication channel with in the company.

TEAMWORK
Teamwork is emphasized in all situations. Employees are well communicated about the
importance of ‘Work for customer satisfaction’. If you go to one of the branches you’ll
see that they work as a team, no one individually responds. Good working environment is
provided to the employees.
Workers are well satisfied with their jobs. They consider their office comfortable and
there is friendly atmosphere

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No file work, everything is done on and through computers. This lessens the employee’s
burden of keeping records of files and heavy paper work.

EXTERNAL COMMUNICATION
The basic aim of their external communication is to run the business smoothly by keeping
customers, Suppliers, dealers etc satisfied.

CUSTOMERS

One of the important element of any kind of business’s success is knowing your
customers and keeping up with their demands.
Ufone has emphasized on building a relationship with the customer. They encourage their
customers to offer different suggestion to improve its services. They respond positively to
the desires of the customers.

Customer care
Though Ufone has a lot of good feature about it, but we found their customer care
department to be one of the major highlights in terms of customer satisfaction. Whenever
a customer calls in to one of their call centers he feels more than welcome by either their
friendly staff. In our own survey we also came to the same conclusion as a lot of people
ranked Ufone’s customers services as a factor that they were thoroughly satisfied with.
Though it may be a biased opinion but the Ufone management also highlighted the fact
that they not only stressed on having good customer care services but also that they have
been successful in doing so.

MARKETING COMMUNICATION
This subdivision is mainly meant for promotional activities. It includes building an
identity for the corporation and brand, managing advertising campaigns, sponsorships
(example: the Junoon concert), media relations (newspaper coverage, press releases,
press conference before launching etc), point of sale material preparation (brochures,
tariffs, flyers etc), website management.

MEDIA

Ufone's television commercials have received a lot of appreciation from both their valued
customers and advertising industry professionals in Pakistan. Ufone, with Pakistan's
largest advertising company Interflow Communications Private Limited, has always tried
to deliver truthful and interesting advertising to its viewers. Through these ads they are

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trying to convey the message that Ufone is solely meant for the people’s benefit and
convenience.

PRESS RELEASES

Ufone is continuously informing the masses about their latest developments and projects
through press releases.

BROCHURES

Ufone has designed attractive brochures for their customers. These brochures contain all
the necessary information about their package deals and tariffs. Hence making it easier
for the people to know about the general prices and services offered.

SWOT ANALYSIS OF UFONE

What is a SWOT Analysis?

A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to provide a

general or detailed snapshot of a company's health. SWOT analysis is a tool for auditing
an organization and its environment. It is the first stage of planning and helps marketers
to focus on key issues. SWOT stands for Strengths, Weaknesses, Opportunities and
Threats. By identifying the organization's strengths, weaknesses, opportunities and
threats, managers can formulate strategies in such a way so that the strengths and
opportunities can be utilized and internal weaknesses and environmental threats can be
minimized. To fulfill its mission, Ufone should capitalize on its key strengths, overcome
or alleviate its major weaknesses, avoid significant threats, and take advantage of the
most promising opportunities.

Why use a SWOT Analysis?

In any business, it is imperative that the business be its own worst critic. A SWOT
analysis forces an objective analysis of a company's position and the marketplace.
Simultaneously, an effective SWOT analysis will help determine in which areas a
company is succeeding, allowing it to allocate resources in such a way as to maintain any
dominant positions it may have.

The SWOT analysis of Ufone is conducted as under: -

STRENGTHS

Following are the vital strengths of Ufone:

• Ufone is an acknowledged market leader of all the companies of its kind.

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• Being a GSM company

• The network service of Ufone is in progress to be distributed over a wide area.
• Ufone provides good service to its customers.
• The customers of Ufone are very much satisfied therefore, therefore it is
the biggest strength
• Ufone has a distinctive competence.
• It has adequate financial resources.
• The company has good competitive skills.
• Ufone has effective product innovation abilities.
• Increased brand equity
• Premium brand image
The company has hired well qualified and able employees in all its departments.
The services of Ufone are wide spread such that you can see many small outlets in every
market area.

WEAKNESSES
Following weaknesses are identified in Ufone:

• Ufone provides costly services to customers as compared to other mobile

companies.
• Sometimes the network is busy and over loaded which results in poor
connectivity.
• The product line is too narrow.

OPPORTUNITIES
Ufone has the following opportunities:

• 2.3% of the population of Pakistan are mobile users. Ufone has the opportunity to
expand its services to a larger number of people.
• Ufone can expand its target markets and enter new market segments.
• This company has faster market growth.
• Ufone has the opportunity to add further products to its existing product line.

THREATS

The threat that U-fone may faces is the strength of existing competitors. Although
U-fone has competitors in the market but as U-fone is a market leader so it has no fear
from competition but still there are some factors which can affect the sales of U-fone.

• U-fone has two major competitors, Mobilink and Instaphone. Under certain
circumstances these companies may act as a major threat for the organization.
• Change in Government policies can act as a threat for U-fone.

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• Rising sales of substitute products like Mobilink may also act as a threat.
• If PTCL privatize then it may have implications
• Wireless local loops can be a threat.

CRITICAL ANALYSIS
As far as marketing communication is concerned, one very big success that they have
achieved, that is, they have built a very strong brand and corporate identity of Ufone.
Starting off with their logo choosing campaign to their punch line “Tum He Toh Ho”
they have established an image of Ufone the way they wanted to as a consumer oriented
company. But looking at it from another point of view, Ufone’s advertisement campaign
is geared towards only a limited set of customers as well as portraying only one objective
of their strategy. We were told that they wanted to portray Ufone as a company that had
technology in terms of quality as well as prices as their strength. More over they planned
their target market to be a mixture of both corporate users as well a common person. But
they focused so much on their low prices and middle/lower target markets in their
advertisement campaigns that there is a huge difference between the forecasted and actual
division of their common and corporate users.

Ufone had a very well established and placed dealer network which clearly indicates the
efficiency of the Dealer Sales. Each one of their dealer outlets appeared to be a mini-
Ufone building as they had the same color effects as well as the same interior outlooks.
We visited few dealers some time ago and they were more than satisfied with the way
things were going between them and Ufone. But that has more than changed over the past
couple of months. As Ufone stopped issuing more subscription the dealers were the
people that were affected the most. Though it was indicated by Ufone that the dealers are
being compensated for the loss in sales but still they feel a cloud of uncertainty for the
future. In both cases Ufone is suffering, as they have to pay compensation as well as lose
out on dealer loyalty and motivation.

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MOBILINK

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 having the
largest subscriber base in Pakistan. the main head office is in Islamabad and it had other
offices are in Karachi and Lahore.
What makes Mobilink GSM the preferred choice of its customers is that MOBILINK
provide state-of-the-art value Added Services that no other cellular operator offers. A few
of these include Short Message Service (SMS), Mobilink GSM-The News Info services,
Mobilink GSM G-Mail, Mobilink GSM G-Mail, Mobilink GSM Fax & Data Services,
International Roaming, Secure Communication and Innovative tariff structures.

VISION STATEMENT
“To be a superior communications service company in Pakistan which
provides the best value to its customers, employees, business partners
and shareholders.”

This statement also reflects the image of high quality products that Mobilink offers. .
Quality is the cornerstone of the success of the Mobilink Company. People all over the
world show their trust in the company by choosing Mobilink products. This trust comes
from a quality image that has been built up over a time period. Therefore, the quality of
the products ultimately enhances the quality of the consumer’s life. Finally, it is quite
evident that the organization has actually implemented its vision statement in the business
practices that it carries out. Also, the vision statement has been an important guideline
for any SBU that the company has started and this is portrayed by the success that each
SBU of Mobilink enjoys.

CUSTOMER SERVICE AND WARRANTIES

MOBILINK provide its customer with post sales services i.e. they promise their
customers to help them in every way if there is any problem with the connection. They
even provide a guarantee that the SIM can be blocked in case if it is stolen. This all is
done to make the customer satisfied. For customer service they have a special
department, which is located in or near the main office were people can go with their
problems and get the best of solutions.

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ENVIRONMENTAL ANALYSIS
The environment of any organization plays a very vital role in bringing out the inner
qualities and talents of people. Both Ufone & Mobilink have almost same environment
analysis. On entering the Mobilink office, what strikes a person most is their atmosphere
and decor. The atmosphere of the Mobilink head office is a very pleasant one, with a
large impressive lobby welcoming the distinguish customers. The decor includes glass
and steel walls. This communicates that Mobilink has effectively dealt with its most
toughest and delicate issues with care.

To make the atmosphere more pleasant, in both the organization a touch of greenery has
been added, to communicate that Ufone & Mobilink are an eco-friendly organizations.
The security check on entering the majestic hall gives the customer a sense of security. It
requires the person visiting the office to sign an entry form and wear a badge.

All these things made the office informally communicate that it welcomed customers and
guests, but the most important element that makes this backdrop complete is the
employees, all formally dressed, communicating that the organization strictly adheres to
dress code.

ORGANIZATIONAL STRUCTURE AND ANALYSIS

ERROR: REFERENCE SOURCE NOT FOUND

A BRIEF DESCRIPTION
GM
Mobilink
Customer care Business
also looks from the organizational hierarchy point UnitThere are 7 different
of view.
departments Manager (BUM)to the CEO. Then
each headed by a General Manager. They report directly
GM
North
there
HR &are three BUMs (Business Unit Managers) who report directly to the CEO but they
Admin
are alsoGM directed and responsible to report to all the GMs of the 7 other departments.
BUMs Finance
are divided geographically into three divisions BUM Central NOTE: Similar

GM Lines for the

Information Systems
other two
BUM South
• BUM North (Islamabad, Peshawar, Jehlum)
GM BUMS
Marketing
• BUM Central (Lahore till South of Punjab)
GM
Engineering 19
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GM
Quality Assurance
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• BUM South (Entire Sindh)

DEPARTMENTS
As shown in the organizational structures there are 7 departments, which are prevailing in
Ufone.

• Human Resource & Admin

• Marketing
• Customer Care
• Information System
• Engineering
• Finance
• Quality Assurance

EMPLOYEE RELATIONSHIPS

Mobilink too has a very comprehensive and distinctive procedure of requirement,

selection, hiring and placement of the employee. The have an active incentive program.
They tend to test people skills by assigning to them challenging tasks that fulfills their
achievements needs.

POSITIONING STRATEGY
Mobilink position itself as the premium company providing the best value for money. It
has been able to get away with its premium pricing because is has built the perception of
being a better company. However, with PTML's launch, its sole edge of being
technologically superior will be washed ashore, because the dynamics of the industry are
changing, and the newer lot of customers are more price sensitive and expect more bang
for the buck!” It will be positioned as a product providing a more affordable solution to
the customers and later picking up on the premium price, thus having different strategies
for different segments of the market.
Currently, Mobilink's Value added services (VAS) are the main attraction of the high end
users. The high end users are more concerned about the services, rather than the price.
The second most important reason for the companies’ current popularity is its Value
Added Services, first being the GSM technology.

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PRODUCT FEATURES:
MOBILINK is basically dealing in two products and both of them are although same
because they aim at providing connection to people but at the same time they do have
different features. Now we shall consider these features in brief:

JAZZ
• No daily charges
• Low outgoing rates
• 180 days validity of Jazz Scratch Cards.

These features are provided while keeping in mind the customers, which use JAZZ cards.

MOBILINK STAR

• Low upfront cost

• Hour of free calls
• Best connectivity speed
• True International Roaming

ELECTRONIC COMMUNICATION
Mobilink is providing coverage in most major cities of Pakistan.

WAP (WIRELESS APPLICATION PROTOCOL)

Mobilink has provided WAP services for its customers that enable them to gather
information from the net. Thus connecting the people to the Internet.

In simple words Mobile Internet! WAP (Wireless Application Protocol) is the standard
way for a mobile phone to access and receive content from the Internet. You can browse
thousands of WAP enabled pages, get information like news, weather etc. entertain
yourself with jokes, and games, communicate using email, actually the way internet is, its
impossible to give a whole list of things you can do with WAP.

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SMS (SHORT MESSAGING SERVICE)

Mobilink SMS provides you the option to stay in touch with other customers in an
economical way, and you don’t even have to talk. They have also started MMS
(multimedia messaging service). Now they have provided a new service of messaging to
the ufone number.

VALUE ADDED SERVICES

MOBILINK GSM has always been the market leader when it comes to introducing state-
of-the-art communication services and solutions for its customers. Mobilinks Value
Added Services makes their existing package more attractive, all for our convenience.
We can now benefit from the services, which will give us all the freedom we need,
making mobile communications more exciting, convenient and enjoyable. This section
will walk us through services, which are not only useful but also cost-effective for both
business as well as personal use. These include the very basic yet indispensable services
like V- Mail to the more innovative and sophisticated ones like G-Mail, Internet Chat,
Logo Composer etc.
Mobilink is confident that their innovative and exciting new services will bring about a
revolution in the way we look at mobile communications.

G- MAIL
This is an added benefit that your friends, family and colleagues can now send you e-
mails of up to 160 alphanumeric characters on your mobile from anywhere in the
world using their own e-mail accounts. You get your own G-Mail address
"0300(your MOBILINK GSM number) @mobilinkgsm.com" which becomes your
mobile e-mail "G-mail" account. This service is available for Star subscribers (Post
Paid) only.

INTERNAL COMMUNICATION
It is imperative for the achievement of goals and objectives, that all the workers must
have a clear sense of direction towards their objective.
This is achieved through an effective internal communication between top executives and
employees.

Like Ufone too Mobilink has also maintained open communication channels both
downward and upward in the company’s hierarchy. This is quite effective in creating a
good working environment for the employees.

WORKING ENVIRONMENT

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At Mobilink we found that the working environment was very informal. People were
encouraged to participate and they could easily communicate with their co-workers.
Few of the things that we noticed about their communication flow were:
a) Mostly downward communication occurs. However employee suggestions are
also welcomed. They can talk to their superiors easily.
b) Employees and workers are encouraged to participate in decision making to some
extent. They are asked their opinions in any new package that the company is
offering.
c) But mostly at higher level, GM of all the departments interacts with each other for
major decisions. And the lower level is informed about the decision.
d) No trend of memos, unless there is a major event or an unexpected holiday
announcement. There is not much written communication.
e) They mostly contact through a phone call or email. In a way we see that there is
an open communication channel with in the company.

TEAMWORK
Employees are well communicated about the importance for the customers. In any
branch of Mobilink they work as a team. Workers are well satisfied with their jobs. They
consider their office comfortable and there is a friendly atmosphere.

No file work, everything is done on and through computers. So there were fewer burdens
on the employees for keeping the records of important documents.

EXTERNAL COMMUNICATION
The basic aim of external communication is to run the business smoothly by keeping the
same satisfaction level for the costumers, supplier, Dealers etc.

CUSTOMERS

The first step for any business’s success is look forward that what are the needs of your
costumers keeping up with their demands.
Mobilink encourages their customers to offer different suggestion to improve its services.
They respond positively to the desires of the customers.

CUSTOMER CARE

As compare to U-fone, in Mobilink we didn’t found their customer care department as

good in terms of customer satisfaction. In U-fone whenever a customer calls in to one of
their call centers he feels more than welcome by either their friendly staff. In our own

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survey we came to the conclusion that U-fone’s customer care department can be ranked
good then the Mobilink customer care department.

MARKETING COMMUNICATION
This subdivision is mainly meant for promotional activities. It includes building an
identity for the corporation and brand, managing advertising campaigns, sponsorships
(example: the Junoon concert), media relations (newspaper coverage, press releases,
press conference before launching etc), point of sale material preparation (brochures,
tariffs, flyers etc), website management.

MEDIA

Both Mobilink & Ufone television commercials have received a lot of appreciation from
both their valued customers and advertising industry professionals in Pakistan. Mobilink
has always tried to deliver truthful and interesting advertising to its viewers. Through
there advertisement they are trying to convey the message that Mobilink is meant for
their customers benefit and convenience.

PRESS RELEASES

Mobilink is also continuously informing the masses about their latest developments and
projects through press releases.

BROCHURES

Like Ufone, Mobilink too has designed attractive brochures for their customers. These
brochures contain all the necessary information about their package deals and tariffs.
Hence making it easier for the people to know about the general prices and services
offered.

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SURVEY FROM COSTUMERS

According to our survey to the customers we asked them:

Which company’s product and services do they use?

The above frequency distribution indicate that out of the hundred people, 46% uses the
services of Mobilink, 17% uses Paktel, 12 % uses Instaphone and 25% were the
customers of Ufone. This shows that the Mobilink is the most popular company amongst
the cellular phone users.

Choice of Company

50 46

40
Ufone
30 25 Instaphone
% 17
20 Paktel
12
Mobilink
10

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SWOT ANALYSIS OF MOBILINK

What is a SWOT Analysis?

A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to provide a

general or detailed snapshot of a company's health. SWOT analysis is a tool for auditing
an organization and its environment. It is the first stage of planning and helps marketers
to focus on key issues. SWOT stands for Strengths, Weaknesses, Opportunities and
Threats. By identifying the organization's strengths, weaknesses, opportunities and
threats, managers can formulate strategies in such a way so that the strengths and
opportunities can be utilized and internal weaknesses and environmental threats can be
minimized. To fulfill its mission, Mobilink should capitalize on its key strengths,
overcome or alleviate its major weaknesses, avoid significant threats, and take advantage
of the most promising opportunities.

Why use a SWOT Analysis?

In any business, it is imperative that the business be its own worst critic. A SWOT
analysis forces an objective analysis of a company's position and the marketplace.
Simultaneously, an effective SWOT analysis will help determine in which areas a
company is succeeding, allowing it to allocate resources in such a way as to maintain any
dominant positions it may have.

The SWOT analysis of Mobilink is conducted as under: -

STRENGTHS
Following are the vital strengths of Mobilink:

• Mobilink is an acknowledged market leader of all the companies of its

kind.
• Being a first GSM company
• The network service of Mobilink is distributed over a wide area.
• Mobilink provides good service to its customers.
• The customers of Mobilink are very much satisfied therefore, therefore it
is the biggest strength
• Mobilink has a distinctive competence.
• It has adequate financial resources.
• The company has good competitive skills.
• Mobilink has effective product innovation abilities.
• Increased brand equity

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• Premium brand image

The company has hired well-qualified and able employees in all its departments.
The services of Mobilink are wide spread such that you can see many small outlets in
every market area.

WEAKNESSES

Following weaknesses are identified in Mobilink:

• Mobilink provides costly services to customers as compared to other mobile

companies.
• Sometimes the network is busy and over loaded which results in poor
connectivity.
• The product line is too narrow.

OPPORTUNITIES
Mobilink has the following opportunities:

• 2.3% of the population of Pakistan is mobile users. Mobilink has the opportunity
to expand its services to a larger number of people.
• Mobilink can expand its target markets and enter new market segments.
• This company has faster market growth.
• Mobilink has the opportunity to add further products to its existing product line.
E.g. Mobilink Star is a new package introduced recently.

THREATS

The threat that Mobilink may faces is the strength of existing competitors.
Although Mobilink has competitors in the market but as Mobilink is a market leader so it
has no fear from competition but still there are some factors which can affect the sales of
Mobilink

• Mobilink has two major competitors, U-fone and Instaphone. Under certain
circumstances these companies may act as a major threat for the organization.
• Change in Government policies can act as a threat for Mobilink.
• Rising sales of substitute products like U-fone may also act as a threat.
• If PTCL privatize then it may have implications
• Wireless local loops can be a threat.

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CHOICE OF PREPAID PACKAGES BY COSTUMERS

Choice for prepaid packages

26%
Jazz

Tango
47%
Insta-one

Ufone
13%

3% Missing
11%

Users of Pre-paid & Post-paid Packages

53 60
47
50
40
Post-paid
30 %
Pre-paid
20
10
0

There is not much significant difference between the users of prepaid and postpaid
packages. However, the number of prepaid packages users is growing rapidly.

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SATISFACTION LEVEL OF COSTUMERS BY THE SERVICE

PROVIDED BY THE CELLULER COMPANIES

Valid Cumulative
Frequency Percent Percent Percent
Strongly satisfied 19 21.0 21.0 21.0
Satisfied 35 35.0 35.0 56.0
Dissatisfied 10 10.0 10.0 93.0
Extremely
dissatisfied 7 7.0 7.0 100.0
Total 100 100.0 100.0

The results showed that majority of the customers are satisfied with the services provided
by the cellular phone companies, whereas 27% are neutral in their opinions. Hence it
means that the cellular phone companies are needed to improve their services in order to
attain more satisfied customer base

COMPARATIVE ANALYSIS AMONGST TWO CELLULAR COMPANIES

NAME OF UFONE Mobilink

ORGANIZATIONS
Coverage Good Good
Quality of Service Fair Good
Distribution Fair Good
Price Mid High
Services Offered Fair Good
Billing Good Fair
Brand Strong Strong

SOME ADVANTAGES OF MOBILINK & UFONE

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Digital Technology
a) Unique Smart Card (SIM) Technology
b) Single Access Code 0300
Secure Communication
c) Incoming and off-peak Rates
d) Great Value Additions
e) True International Roaming

Thus it can be clearly said from all the advantages and the features that Mobilink is the
best company and is the market leader. No matter how strong the competition is no one at
present can over take the market share of Mobilink. Because Mobilink is a gaint and
every one would dream to be at their position. Any one thus looking for the best quality
product will definitely go for Mobilink. But now days due to high demand of Mobilink
connection there is load on their server & hence their network remains busy all the time
so some people give more preference to U-fone instead of Mobilink.

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RECOMMANDATIONS FOR MOBILINK & UFONE

a) The quality of goods offered by Mobilink & Ufone is one the best but it is
recommended that both of them should continue to maintain the same quality.

b) From the analysis of questionnaire it was found out that 69 percent of the
consumers of Mobilink value the actual product. Therefore Mobilink should focus
on the factors related to the actual products. These factors are

c) Packaging of the product

d) Product design

e) Quality

f) Warranties

g) Delivery and credit terms

h) Mobilink should improve their customer satisfaction level both related to product
i) and services.

j) The customer should be informed from time to time about the new facilities
available to them as being the customer of a specific company.

k) The consumers perceive the issue related to placement/ distribution very

important (as indicated by the questionnaire analysis that the buying decision of
91% of consumers is affected by the ease of availability and convenience in
getting a company’s product and services). The companies should ensure the
availability of their product and services at places where the consumers can get
them easily.

l) Most consumers (82%) are satisfied with the promotional activities of the
company services. Still the companies should keep in touch with their users to let
them know about the latest developments. Some new forms of promotion like
sponsorship of various events like concerts; cricket matches etc. will definitely
give competitive edge to Mobilink over other companies.

m) A special emphasis should be placed on TQM, because if quality is not

maintained then ultimately, it will reflect negatively on the firm’s reputation even
though it is the fault of the sales people. To provide better customer service, the
retail outlets should be given incentives to, for example, refund the products if it’s
not in a proper condition and if the consumer is not satisfied with it. This will
eventually create goodwill for the firm.

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