MOBILINK

ORGANISATION BEHAVIORPREPARED BY:

Atif Jamil 2530-FMS/BBA/S09 Abdullah Ejaz Butt 2505-FMS/BBA/SO9 Muhammad Tahir 2532- FMS/BBA/SO9 Suleman Javaid 2526- FMS/BBA/SO9

MISSION STATEMENT

“To be a superior communication service company in Pakistan that provides the best value to its customers, employees, business

partners and shareholders.”

VISION STATEMENT

“To be the leading Telecommunication Services Provider in Pakistan by offering innovative

communication solutions for our Customers while exceeding Shareholder value &

Employee expectation".

HIERARCHY OF MOBILINK (OBS)

MANAGERIAL ROLES (WBS)

FINANCIAL GOALSPakistan’s Cellular industry faced a tough

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

THE FINANCIAL GOALS ARE:

1.Revenues2.Market Share (in terms of revenues)3.Network Utilization KPIs4.Conclusion

REVENUES

• In FYE 2009 the although Mobilink’s revenue growth is 17% but over all market growth falls to 11%.

• During FYE 2010, cellular industry grows by 39% in which Ufone, followed by 32% by Telenor & 15% by Zong.

• Warid & Mobilink’s share in the increased industry revenue remained less than average industry growth rate of 11%.

Market Share (in terms of revenues)

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

Network Utilization KPIs• Mobilink topped network utilization in terms

of revenue generation with PKR 10.7m per site, followed by Ufone & Telenor at PKR 9.3m per site.

• In comparison to network size, revenue market share of Mobilink, Ufone & Telenor is higher than network share, while Warid & Zong remained on lower side in terms of revenue share

CONCLUSION• With the subscribers’ retention & acquisition,

customer support is going to play an important role in coming days.

• According to the results published by OTH, Mobilink subscriber base increased by 10.5%.

• Mobilink closed the first half of 2010 with revenues of PKR 47.5 billion showing a YoY increase of 11.4% and there was a YoY increase of 24.8% in its EBITDA in rupee terms.

• The company’s EBITDA margin has increased to 39.6% versus 35.5%

 ADVERTISEMENT

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

PROMOTION• With the manufacturing of the product the

companies should effectively promote there product as well.

• They must skillfully use the promotion tools of advertising, sales promotion, public relations, sales force, direct marketing, and personal selling.

ADVERTISING GOAL

• To increase its customer base and to stimulate more usage.

Mobilink is currently using:• Information Advertising:• Reminder Advertising: 

ADVERTISING BUDGET

• It is advertising heavily to be heard.• However, Mobilink’s actual advertising budget was not

disclosed by the management.

ADVERTISING MEDIA• Mobilink is using :1.Radio2.Television 3.Print

The most preferred is television since this medium is the most powerful.

ADVERTISING CAMPAIGNS

• The advertising theme “Mobilink: It’s simply a way to communicate”, is designed to demonstrate the new service’s simplicity and convenience.

• Mobilink launched a nationwide campaign, suplemented by local and and regional ad campaigns composed of television commercials and print ads.

• The TV ads exude energy and liveliness, and an expressive color and lightning palette, which results into increased brand awareness and brand loyalty boosting sales.

STRONG BRAND AMBASSADORS:

• Mobilink introduced a new route of advertising by starring the most charismatic superstars in its advertisements.

Strings, Vaneeza Ahmad, Ali Zafar, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid Afridi are some of celebrities associated with Mobilink.

• The tested method of having a pretty face holding a Jazz card makes its advertising campaigns booming.

THE MOBILINK WORLD CAMPAIGN:

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

SALES PROMOTION• Mobilink uses different types of sales

promotion method such as: Consumer promotions: In order to increase sales

the mobilink is carrying out the following consumer promotions:

o Indigo Freedom Plan: it providesFriends & FamilyLocal Rateso Bonuses & Free Airtimes:  Mobilink has been

offering a number of bonuses to its consumers. An example of its current bonus offer is:

Event Sponsorship: It sponsors movie premieres, concerts, sports events and community welfare.

Direct Marketing: Mobilink also uses direct channels to reach its customers ,

which includes:o Direct mail,o Catalogues, o Tele marketing as well as o E-marketing. Eletronic marketing: It includes online ads and promotionso Online ads and promotions tools such as banners ads

and search related ads are being used by Mobilink GSM. o These ads are placed on targeted and frequently viewed

websites.o Banners are also placed on related websites such as

those which support web to SMS. For example “smspk.net”

Training the sales Representatives:it trains its sales representatives to effectively

convince the customers by using effective screening techniques.

Success Factors of Mobilink

Mobilink is still the Market Leader and its success factors include:

• Innovative Products• Excellent Customer Services• Best Coverage among cellular operators

SWOT ANALYSIS

• STRENGTH: Huge customer base. Offers mobile services in majority of cities and also in

remote areas. Strong marketing and advertising. Efficient human resource due to strong recruitment and

selection process, and offers competitive salaries and benefits to the employees.

Only mobile service in Pakistan offering coverage on m2 motorway.

Provide the roaming services in 50 countries of the world. Mobilink is the first company to introduce blackberry

services in Pakistan Joint venture with MCB to offer mobile banking services

to customers.

• WEAKNESSExpensive call charges as compared to other

competitorsQuality of service is not good in remote areas.The promises made in the advertisement are not

fulfilled by company. Not offering attractive SMS packages.

• OPPORTUNITIESLow call and sms charges.Offering Internet packages to prepaid customersFocus on marketing of Internet, TV, Blackberry

services and radio services to its customers. Improve the quality of services in remote areas.Should focus more on developing mobile banking.

• THREATS

Mobile commerce introduced by Telenor.Rapid rise in Taxes on telecommunication

services. Inflation devalues the Pakistan currency.Power outage increases the cost of services

due to heavy usage of generators.

H R GOALS

• Recruitment And Selection Process• General Conditions For Recruitment.• Practices At Mobilink Regarding Recruitment

And Selection.• Sources Of Internal Recruitment Sources Of

External Recruitment.• Critical Review On Recruitment And Selection

Process .

RECRUITMENT AND SELECTION PROCESS• Recruitment policy: Objectives:It is aimed at hiring without any

discrimination based on race, colour, sex, nationality, ancestry, religion or disability

Policy guidelines:The recruitment policy must comply with regulations set out by the Government of Pakistan.

The Sources are:o Internal Advertisement.o Databank.o Advertising.o Head hunters/executive search organizations.o Walk in candidates.o Colleges and Universities

Practices at Mobilink regarding Recruitment and Selection:

Two types of Recruitments: Internal and External.

a) External Recruitment: No candidate under the age of eighteen will be

considered. To avoid conflict of interest, hiring of close relations

will not be encouraged. Salary ranges offered to the applicant by keeping

internal and external equity in perspective. Minimum qualifications must be a Bachelor degree

or equivalent. A-Level or equivalent may be considered for call

centre/support staff

b) Internal Recruitment• Internal candidates must be confirmed

employees of Mobilink who have completed one year of service.

• Selected candidates will join the new job/position after getting clearance from existing line manager.

• Spouse of an existing employee will not work for direct competition and either one will have to resign from service.

• Hiring from vendors, franchises, and clients is not encouraged.

GENERAL CONDITIONS FOR RECRUITMENT:

• All recruitment will be done through the Human Resources Department.

• An applicant’s knowledge, skill and aptitude related to the position shall be judged according to a range of factors including:

a) Education (Academic / Professional).b) Experience.c) Profile and Psychometric Testsd) Interviews.e) References.Applicants may apply online by registering with the web

based recruitment portal. However, when considered for a specific position, they will be required to fill the standard application form of the Company.

PERFORMANCE MEASUREMENT

• Policies at Mobilink for Performance Appraisal: Objectives: 1.To measure work performance.2.To motivate and assist employees.3.To identify employees with high potential.4.To identify employees training and development5.To provide a solid path for career planning for each

individual• Frequency of the Performance Review:All employees will be reviewed at least once at

confirmation. Therefore, Performance Reviews will be held on an annual basis from the date of hiring or more often if desirable to do so.

• Practices at Mobilink for Performance Appraisal System:

Mobilink conducts performance appraisal in order to evaluate their employee’s current performance or past performance relative to company’s performance standards.

Mobilink uses the computerized performance appraisal method.

In Mobilink the performance appraisal of employees is conducted in December.

REWARD DISTRIBUATION

Policies on Reward system at Mobilink:There is a list of policies regarding the reward

system at Mobilink. It offers both kinds of rewards: Intrinsic and Extrinsic. Following are the main reward related policies:

Salaryo Salary Administration Programo Salary Outlineo Salary Scale: Setting Starting Salaries Salary Administration Procedures Practices on Reward systems at Mobilink Critical Review

• SALARY Objectives: o The salaries are reviewed in month of January

every year, in the light of merit and inflation.• Salary Administration Program: Salary Objective:o The salary administration plan helps in:I. Attract & retain the services of efficient employeesII.Provide fair and equitable compensation to

maintain value of job on a fair and equitable basis.III.Provide annual performance appraisal for

employees based on individual accomplishments and annual performance appraisals to improve their job performance and to encourage them for promotion.

IV.Ensure that salaries are competitive.

• Salary Outline: The VP Human Resources & Administration and the

concerned Department Head will analyze each job classification.

Salary survey constitutes that HR department will determine appropriate salary range with respect to similar companies.

Salary structure includes analysis of each job and assign a job code, hire rate, minimum, mid and maximum point rate done by HR department.

the Director & VP HR will approve the salary structure.• Salary scale: Each job is assigned a minimum salary according to

salary survey, minimum salary is the least amount paid to every job.

The salary scale move from minimum to maximum through mathematical calculations to allow for overlapping between levels as a result of salary, merit or promotional increase.

• Setting Starting Salaries:The starting salary setup by HR department offered to

new candidates by Mobilink will be dependent on two factors

The particular job level. The candidate’s education, experience, qualifications

as compared to the minimum qualifications required by the job specification and prevailing industry rates.

• Salary Administration Procedures: Human Resource Department:The documents and salary affecting considerations are

forwarded to payroll section for processing includes:o Recruits, transfereeso Promotion and incrementso Allowances, bonuses and incentiveso Disciplineo Entry of all salaries based on Salary, allowances,

deductions and commissions.

• Other intrinsic and extrinsic rewards include: Medical care Life insurance Vacations Relocation Recreation Club Policy Travel Education assistance policy Business mobile phone policy• Practices on Reward systems at Mobilink: Policies regarding the reward systems are strict at

Mobilink. Rewards are mostly tenure based rather than

performance based. Promotion is given on the basis of performance, as

well as tenure.