Final Smm Report (1)

7/23/2019 Final Smm Report (1)

http://slidepdf.com/reader/full/final-smm-report-1 1/57

Course : STRATEGIC MARKETING

MANAGEMENT

Submitted To : Ms. Ayesha Aman

Submitted By :

Osama -!"Na#ish -"$Tanya -%"$

Abdu& Sa&am-'%($

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3rd January, 2014

Course Instructor: Ms. Ayesha Aman

Strategc Mar!etng Management

I"#A $n%ersty,

&arach

'ear MAM,

(e are su)mttng a re*ort on +-/CM PA&. A the normaton *ro%dedn the re*ort s com*rehens%ey dscussed th a satsactory )ac!ground o%ad acts and 5gures. In ths re*ort e ha%e dscussed ong6s mar!etngstrateges, o*eratons and unctons. It has )een *easure and chaenge

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or!ng on ths re*ort. I there are any 7ueres you ha%e a)out the matera*resented n ths re*ort, e )e e8tremey gad to a**ear )eore you.

Sncerey,

-sama Ahmed

a9sh "amar

anya #ehman

A)du Saam &han

ACKNOWLEDGEMENT

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(e are enormousy grateu to Amghty Aah; )y the grace o

hom e ha%e )een a)e to *resent ths normat%e re*ort. In

accom*shng ths re*ort e ha%e )een )ene5ted rom the

ad%ces, gudance and encouragement o a ot o *eo*e ho

deser%e credt and ac!noedgment and thout the assstance o these *eo*e, ths re*ort not )e *oss)e. <rst o a e oud

!e to than! our teacher, or her !nd assstance and su*er%son

or com*etng ths re*ort. (e sncerey ac!noedge her !nd

e=orts, thout hch ths re*ort coud not ha%e )een com*ed.

>er comments and ad%ces deser%e s*eca credt, hch oud

aso )e a source o normaton or us n uture.

Table of Contents:

S.No Contents Pg. No.

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.1. Syno*ss ?2. Com*any@s Introducton 3. Chna mo)e communcaton cor*oraton B

4. Chna mo)e Pa!stan D. Msson statement 10?. ong6s %son 11. ong6s core %aues 12B. Eusness *hoso*hy 13. Erand dentty 1410. Segmentaton, targetng and *ostonng 1D111. ong and ts strateges 1B2012. Eue ocean or red ocean strategy. 2122

13. Mar!et share o 9ong 232414. ong and ts com*ettors 2D1D. 4 P6s mar!etng 2?3?1?. ong@s 4 P6s S(- anayss 3411. ong@s S(- anayss 424?1B. Pest anayss 4D11. <uture strateges and *roFects D220. #ecommendatons D3D421. Concuson DD

SYNOPSIS

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hs re*ort *ro%des a com*rehens%e o%er%e o ong and an

nsght o ts mar!etng strategy aong th a detaed descr*ton

a)out ts *erormance and roe n Pa!stan teecommuncaton

sector. A )re descr*ton o ong, ts *arent com*anyChna

mo)e Communcaton Cor*oraton and Chna Mo)e Pa!stanGCM PA&H s )eng tod n the re*ort. A the unctons and

o*eratons o mar!etng strategy are de5ned n the re*ort

ncudng cor*orate strategy, )usness strategy, unctona

strategy and )ue ocean strategy. ot ony ths )ut ong6s %e

regardng ts segmentaton targetng and *ostonng aso )eng

descr)ed. S(- and PS anayss )oth are )eng shon n order

to !no ts nterna and e8terna actors that ha%e made ong one

o the re*uta)e com*anes o Pa!stan teecommuncaton sector.In the end some uture strateges and *roFects are aso )eng

dscussed aong th some recommendatons consdered,

)e he*u or the organ9aton n uture.

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COMPANY’S INTRODCTION

!"ONG’ t#e f$%st C#$na &ob$le b%an' $n Pa($stan )#$*# )as be$ng la+n*#e'

$n ,--. "ONG $s t#e s+bs$'$a%/ of C#$na &ob$le an' $ts o0e%seas o1e%at$ons

*a&e abo+t )#en $t got l$*ense f%o& M$ll$*o& to o1e%ate a GSM net)o%( $n

Pa($stan.

If )e loo( at t#e ba*(g%o+n' of t#e *o&1an/ so t#e%e )as a *o&1an/ b/ t#e

na&e of !PAKTEL’ )#$*# )as one of t#e f$%st *o&1an$es be$ng g%ante' t#e

l$*ense to *a%%/ o+t *ell+la% 1#one se%0$*es $n Pa($stan. In 233 $t )as be$ngla+n*#e' an' )as *l$&b$ng t#e la''e% of s+**ess b+t e0ent+all/ $t sta%te' to

lose $ts &a%(et s#a%e )#en ne) *o&1et$to%s ente%e' t#e &a%(et. T#en $n ,--4

M$ll$*o& Co%1o%at$on bo+g#t PAKTEL an' $n 5an+a%/ ,--6 M$ll$*o& sol' $t

to C#$na &ob$le. 7$nall/ $n A1%$l ,-- PAKTEL )as %e8la+n*#e' an' ente%e'

t#e &a%(et )$t# a ne) b%an' na&e *alle' "ONG )#$*# $s t#e f$%st

$nte%nat$onal b%an' of C#$na &ob$le. D+%$ng t#e /ea% ,-2,9 t#$s tele*o& g$ant

a''e' &o%e t#an fo+% &$ll$on s+bs*%$be%s to $ts base an' %ea*#$ng a%o+n' 23

&$ll$on total s+bs*%$be%s. T#e %eason be#$n' $ts s+**ess $s t#at "ONG al)a/sta(e *a%es of $ts *+sto&e%s b/ offe%$ng 0al+e a''e' se%0$*es an' 0a%$et/ of

1%o'+*ts an' se%0$*es along )$t# *#ea1 an' e*ono&$*al %ates.

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CINA MO;ILE COMMNICATION CORPORATION <Pa%ent

Co&1an/=

CINA &ob$le be$ng t#e )o%l'’s la%gest tele*o& o1e%ato% $s #a0$ng

*+sto&e% base of o0e% 4-- &$ll$on *+sto&e%s9 $ts net)o%( %o+tes 6--

&$ll$on te>t &essages e0e%/ 'a/ an' #an'les ,?- &$ll$on *alls 1e% #o+%.

One of t#e +n$@+e feat+%es )#$*# fo%*es *+sto&e%s to b+/ $s t#at $t

*+sto&$e $ts 1%o'+*ts an' ta%$ffs a**o%'$ng to e0e%/ *+sto&e%s nee'.

C#$na &ob$le Pa($stan <C#$na &ob$le f$%st o0e%seas s+bs$'$a%/= #as t#e

l$*ense to offe% an' o1e%ate 0o$*e9 'ata an' all 0al+e a''e' se%0$*es $n

t#e ent$%e *o+nt%/.

CINA &ob$le $s 1la/$ng a &aBo% %ole $n t#e 'e0elo1&ent of*o&&+n$*at$on $n'+st%/ $n *#$na. Afte% se0e%al /ea%s of #a%'s#$1s an'

effo%ts C#$na &ob$le #as been able to establ$s# net)o%( )$t# la%ge

*o0e%age9 #$g# @+al$t/ an' e>*ellent *+sto&e% se%0$*e.

C#$na &ob$le #as 1%o0$'e' $ts *+sto&e%s )$t# GSM %oa&$ng se%0$*es

)$t# o0e% ,62 o1e%ato%s $n ,- *o+nt%$es an' %eg$ons an' GPRS

%oa&$ng se%0$*es )$t# 34 o1e%ato%s $n 2-2 *o+nt%$es an' %eg$ons $n t#e

)o%l'. ;e$ng $n*l+'e' $n t#e fo%t+ne to1 ?-- fo% ? *onse*+t$0e /ea%s9

C#$na &ob$le’s latest %an($ng $s No.,,. It also %an(s t#e t# ,n' $n t#e

to1 ?-- C#$nese ente%1%$ses $n te%&s of $ts o0e%all st%engt# se%0$*e

1%o0$s$on %es1e*t$0el/ b/ t#e *#$na Ente%1%$se Confe'e%at$on C#$na

Ente%1%$se D$%e*to%s Asso*$at$on $n ,--?.

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CINA MO;ILE PAKISTAN <CM PAK=

China mobi&e )a*istan is the subsidiary o+ China mobi&e.

The ,ioneerin oerseas set u, o+ China Mobi&e /ame

throuh a/0uisition o+ a &i/ense +rom Mi&&i/om to o,erate a

GSM net1or* in )a*istan. 2ith ambitious ,&ans to /ater to

the +astest ro1in )a*istani mar*et and to 1in oer the

eer demandin )a*istani /ustomer3 it 1i&& be o4erin

un,re/edented /oerae3 oi/e and data seri/es as

1e&& as a 1ide rane o+ tari4 o,tions to /hoose +rom.

CM)AK5s ede /omes +rom the e6,erien/e ande6,ertise o+ runnin the 1or&d5s &arest te&e/om

seri/e and the /ommitment they ma*e to settin 0ua&ity

and /ustomer re&ations standards. CM )a* is eared to

o4er neat&y ,a/*aed 7AS ,rodu/ts that 1i&& bene8t the

indiidua&s3 /or,orate as 1e&& as sma&& businesses. 9ed

by a team o+ ,ro+essiona&s +rom the 8e&d o+ /e&&u&ar

/ommuni/ation3 CM)AK is determined to ma*e its

mar* in the )a*istani mar*et and to /hane the 1ay,eo,&e /ommuni/ate.

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MISSION STATEMENT

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+To be &ead in mobi &e o,erat or in )a* is tan by

/ont inuous &y innoat in and o+ +er in

e6/e,tiona& 0ua&ity and seri/e 3 to be a ood

/or,orate /iti#en and eny o+ +riendshi, bet1een

China and )a*istan.



HHH

;ONG<S 7ISION

;on<s ision is to ma*e /ommuni/ation more

e6/itin and to be/ome the &eadin mobi&e

o,erator in )a*istan. The ision is based on +e1

/om,onents 1hi/h are as +o&&o1s:

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;on<s Core 7a&ues

= Trust 2orthiness: rust orthness to )e *romoted)eteen em*oyees and th customers. Eudng trust and

ntegrty must character9e n e%erythng e do. (e ant

e%eryone ho comes n contact th us to !no that e do

thngs the rght ay at CM PA&. (e or! th honesty,

ntegrty and oyaty. (e don@t ta!e short cuts.

>= Res,e/t: #es*ect to )e core *art o the or!

en%ronment .(e treat each other th res*ect g%ngnd%duas autonomy, *r%acy, due courtesy n day to day

nteracton th our customers, su**ers, contractors, and o

course each other. (e toerate and acce*t d%ersty.

"= Res,onsibi&ity: #es*ons)ty sharng and )eng

aare o the res*ons)ty th n the or! *ace and outsde

o t. CM PA& s a much arger com*any today than e ere.

(th ths ncreased s9e comes the chaenge o o*eratng na tmey ashon. (e must a%od )ureaucratc deays n the

*ursut o e8ceence. (e must )e age enough to act aster

than our com*ettors.

!= Communi/ate O,en&y: (e ant good nes to tra%e

ast and )ad nes to tra%e e%en aster u* the ne. (e need

to )e mndu o the m*ortance o honesty communcatng

*ro)ems as e as )rea!throughs. he sooner e

communcate a *ro)em, the easer t s or us to marsha our

com*any@s resources to so%e t. (e must communcate th

each other at a e%es osterng harmony and a cuture o

o*enness.

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B?SINESS )@I9OSO)@

;on<s business ,hi&oso,hy is based on:

So&id /ommitment to ro1th: @ain arious

/om,etitors in the mar*et ;on sti&& has a

stron /ommitment to ro1 and /a,ture the

)a*istani te&e/ommuni/ation mar*et bysatis+yin their /ustomers throuh e6/e,tiona&

0ua&ity seri/e and o4erin arious ,rodu/ts

a//ordin to their /ustomers need.

Consumer /onenien/e: or /onsumer

/onenien/e ;on has o,ened its +ran/hise in

di4erent areas o+ /ities so that /onsumer /aneasi&y aai& the sims +rom that +ran/hise and

those 1ho hae 0ueries re&ated to the seri/es

they /an easi&y isit it any time to sort out

there issues.

No /om,romise on 0ua&ity: ;on neer be&iees

in /om,romisin the 0ua&ity o+ the

,rodu/tsseri/es as /ustomers are a&1ays

there 8rst ,riority so in order to maintain the

trust o+ there /ustomers they are o4erin

,rodu/ts and seri/es on reasonab&e rates

a&on 1ith e6/e,tiona& 0ua&ity .

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BRAND IDENTIT

hong o hongguo GchnaH n *ronouncaton, s 7ute

smar to -/. he a*ha)et ; der%ed rom Gheng 'e

>ou ShengH hch means correctng moraty and nourshng*eo*e and Ghen Ku h ShanH means aays see!ng and

*ursung or *erecton .he )rand coor s o Eue, hch

ustrates that -/ has ado*ted the essences o the

master )rand. he a*ha)et FO de5nes that hen e s*e out the

a*ha)et e *art our *s nto the shar* o FO, hch means

e are s*readng our %oce n the e%ery corner o the ord.

It re*resents the mo%ement o the *s hen *eo*e aresayng OK means that ths )rand s acce*ted )y e%ery other

*erson. Its red coor ndcates the access)e and energetc

nternatona mage o Chna mo)e.I e ha%e a oo! at the ord Fn t shos that the ne

)rand s n cose *ro8mty th the customers. he a*ha)et

Fn s the ntas o the Chnese greetngs n >aoL >ao

that means heo. hs a*ha)et re*resents the ord need

hch means that ong aays *rort9e the *eo*es need

and thn!s o t as there *rme res*ons)ty.In the ast the ca*ta FG ndcates the Chna mo)e

am)ton and determnaton toards go)a9aton.

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SEGMENTATION3 TARGETING )OSITIONING

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SEGMENTATI

ON

TARGETING

)OSITIONING



SEGMENTATION : he )est mar!eter s one ho does the homeor! )eore

enterng and ntroducng ts *roduct n the mar!et. In one

ay e can say that segmentng the mar!et s an m*ortant

too. ong has %ery e *ayed ts *art n segmentng ts

*roducts accordng to demogra*hc and *sychogra*hc o

consumers. <oong are the actors on the )ases o hch t

has done ts segmentaton:

Ae: It has ocused teens as e as the mdde age

*eo*e.

In/ome: Accordng to *eo*es ncome t has made ts

*roducts.

O//u,ation: Products are o=ered accordng to

occu*aton !e rom o e%e em*oyees to )usnesse8ecut%es.

So/ia& /&ass: Products are custom9ed accordng to

*eo*e6s status that s oer, mdde and u**er cass.

TARGETING : he ne8t ste* s to seect the target mar!et. 'ue to ts

d=erent *roduct nes ong6s has done ts targetngaccordng to that. he +student *ac!age and +'ost hour66 s

desgned or the youth; student o=er )udget s made or the

mdde cass and <utter or the u**er mdde cass, he

ong Eusness soutons (AP Portas ong communtes

the masses th ts d%erse %aue added ser%ces.

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ong oos the target seecton *attern o u mar!et

co%erage de%eo*s mar!et strateges as *er the

re7urement o the d=erent targeted segments.

)OSITIONING:

Postonng s the ast ste* o choosng the %aue *hase o the

%aue de%ery *rocess. ong6s sogan: FSay it a&& ndcates

that ho ong ants to *oston ts )rand n the mnds o the

targeted customers. hrough ts catchy *hrase t ants to

de%er the message to a ts consumers that ong s the

)est souton or communcatng to your o%ed ones and can

)e trusted to *ro%de communcaton actes a across thego)e.

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;on IT<s STRATEGIES

MARKETING STRATEG:ong s currenty or!ng on mar!et orented strategy. ong

s many ocusng on to most m*ortant actors that s;= Cost manaement>= Hua&ity o+ seri/es

ong s contnuousy )udng ts reatonsh* th ts

customers )y *ro%dng )etter *ac!ages and great 7uaty ser%ce

as com*are to ts com*ettors. ong s ocusng on the needs o

ther consumers rom the 5rst day n order to u5 ther desres.

COR)ORATE STRATEG :Eeo are some strateges )eng m*emented )y ong :

@ORI;ONTA9 INTEGRATION :

he *arent com*any has ac7ured PA&N n 200 and s

oo!ng or an o**ortunty to ac7ure another teecom

com*any.

MARKET )ENETRATION :

ong s o=erng o *rce *ac!ages and )unde o=ers so that

num)er o customers can )e attracted and mar!et share can

)e ncreased.

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)ROD?CT RE9ATED DI7ERSIICATION :

ong aunched ts Mo)e Money ranser ser%ce named as ong

mePey. $tty Es6 Payment, Mo)e Account and <unds ranser

are the three man ser%ces o=ered. he acty to send or rece%e

money through me*ey sho*s, ranchses and customer ser%ces

centers s aso a%aa)e. me*ey s most rea)e as t s a ser%cerom ong, the astest grong ceuar netor! n Pa!stan,

)ac!ed )y As!ar Ean! Nmted. he ser%ces one gets through the

mePey Mo)e Account are :

Money Trans+er

?ti&ity Bi&& )ayment

Cash De,osit to Time,ey A//ount

Cash 2ithdra1a& +rom Time,ey A//ount Sa&ary Disbursement

Mobi&e Ba&an/e To, ?,

Aong th ths t has aso aunched ong cor*orate Ar*ort

Nounges. Addng ne dmenson to ts array o unmatched

ser%ces, no each tme you tra%e on domestc route you

can a%a )usness ser%ces at ong cor*orate Ar*ort Nounge

&arach. he ounge s done n e8treme taste and stye. (th*eo*e to *ro%de assstance to ha%ng tee%son, maga9nes

and nes*a*er you ha%e the con%enence o hot and cod

)e%erages, com*uters, (< and the most comorta)e

seatng arrangements. he cor*orate ounge s yet another

endea%or to e8tend con%enence and comort to a our

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cor*orate cents. ong )ee%es n contnued reatonsh*s

and ha%e aays str%ed to *ro%de the )est o ser%ces and

actes.

B?SINESS STARTEG :SE$ Gstrategc )usness untH s a snge *roduct or ne o

*roducts or m8 o created *roducts that meets a common

mar!et need. So ong6s strategc )usness unts are:

= )RE)AID>= )OST)AID"= B9ACKBERR SER7ICE!= 2A)(= M%= ;ONG CIRC9E$= MOBI9E N?MBER )ORTABI9IT

ong6s current )usness strategy s Cost eadersh*. he

com*any s totay ocusng on masses and s tryng ts )estto *roduce o cost *ac!ages. ong6s nternet *ac!ages are

the chea*est as com*ares to the com*ettors. <or e.g. a day

charge o #S.10 e can a)soutey enFoy unmted nternet

e%eryday, see the houry *ac!age so Fust *ayng #S.

10Gone tme onyH or e%ery mnute e use at #s.0.2DL

mnute and !ee* a ta) on your aet.

?NCTIONA9 STARETG: he unctona de*artments o ong are com*etey ocusng

on cost cuttng and due to ths they are o=erng o saary

*ac!age to ts em*oyees as com*are to ts com*ettors.

MaForty o the roe out o*eratons are outsourced to %endors

n order to reduce cost.

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B9?E OCEAN OR RED OCEAN STRTAEG:

ong s oong Eue ocean strategy

nstead o #ed ocean strategy. he reason )ehnd s ths that #ed

ocean strategy totay ocus on e8stng mar!et hereas Eue

ocean strategy says to target the o**ortuntes n an uncontested

mar!et *ace. ong too! a smart mo%e )y enterng n an

uncontested mar!et *ace gra))ed ne o**ortunty or *ro5ta)e

and ra*d groth that6s the reason hy t got success n a short

s*an o tme hch no one thought a)out t. It6s Fust !e enter the

)ue ocean here you are the ony 5sherman n an ocean u o

5shes. ong entered n an un!non mar!et s*ace hch asuntanted )y com*etton. JJTaret the &o1 and midd&e end

mar*et the tagne o ong6s strategy.

'=erent teecom com*anes came u* th *roducts and o=ers

that masses anted th unreasona)e rates. ong ere east

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nterested n %ery e num)er o ete cass customers; nstead

they ht the o end mar!et hch no one dd e%er.

ong 'dn6t #ush or -=erngs ong6s ree ca on one num)er

*ac!age, they ntroduced t a month earer than they started

ad%ertsng t. here s another e8am*e, hen Mo)n! o=ered

#s. 1 *er mn ca, hch as res*onded ne8t day )y eenor tha smar o=er, $one n a ee! or so came u* th $on, he

ong too! 2 months to start #s. 1 *er mn ca. It shos ho

camy they o)ser%e mar!et trends )eore aunchng *roducts.

ong has o=ered a *ac!age or e%eryone O ether ts young, od,

!d, gr, student, housee or hate%er Kou ha%e a matchng

*ac!age to seect rom.

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MARKET S@ARE O ;ONG

ong Com*any hods 1D.4Q o the mar!et share

hch s grong e%eryday as t added more than

4mon su)scr)ers to ts )ase thus reachng around

1mon tota su)scr)ers. ong s *roud a)out the

act that he mo)e su)scr)er num)ers eregrong modesty at around 10 *ercent annuay st

ong managed to )oost ts groth to 34.1Q durng

2012.

ong@s uture strategy s to )ecome the argest

netor! o*erator n the country. /%en )eo s the

mar!et share anayss o Pa!stan6s teecom o*erator:

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hs anayss s ustratng that among the 5%e mo)e o*erators

ho are com*etng %gorousy or a share o su)scr)er )ase andthe re%enue each camng a heathy share o the mar!et ong

has cm)ed u* the 4th *oston th 1D.4Q mar!et share. In

uture ong s ready to g%e more tough tme to ts com*ettors .

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;ONG IT<s COM)ETITORS

ong has our com*ettors n Pa!stan to hch t s com*etng n

teecommuncaton sector. hose our com*ettor6s names are

g%en )eo:

MOBI9INK

TE9ENOR

?ONE

2ARID

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4P6s s )ased on our com*onents hch are as

oos:

)ROD?CTSER7ICES

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)RICE

)9ACE

)ROMOTION

;ONG !)<s are mentioned be&o1:

)ROD?CTSER7ICES: A *roduct s seen as an tem that

sats5es hat a consumer demands. It s a tang)e good or

an ntang)e ser%ce. Intang)e ser%ces are those hch do

not ha%e any *hysca e8stence !e hote ndustry ser%ces.

As ar as tang)e *roducts are concerned so that are those

hch ha%e *hysca e8stence !e cothes, car etc. ong has

se%en *roductL ser%ce ne n hch t o*erates hch are:

=)RE)AID : he *re*ad ser%ce conssts o %arous su)

*roductsL ser%ces hch are : ;on Rs. % o4er

Good niht o4er

)er+e/t ,a/*ae

;on utter

;on L

9o/ation based /harin

;on !(

Ai* se/ond ,a/*aes

;on de+au&t ,a/*ae

;on<s ne1 sim

;on +ami&y ,a/*

> Aanay ,a/*ae 9ate niht o4er

Brea* time o4er

7oi/e bund&es

)a*istan<s 8rst ,re,aid re1ard ,roram

ree ,a/*ae

Page | 2



>=)OST)AID: ong has aunched t *ost *ad ser%ce )y

the name o Bi#/ess. he ser%ce *ro%des ts

su)scr)er a sm*e communcaton and connect%ty

souton through hch they can enFoy the )est %aue

or money and the rght 5t or ther needs.Bi#/ess s desgned to do Fust that hether you are

an nd%dua see!ng con%enence o *ost*ad or

)usness oo!ng or cost contro Bi#/ess )rngs t a

together th a de range o *ac!age *ans, enter*rse

soutons ama9ng custom9aton o*tons that ha%e

)een careuy de%eo*ed or *ro%dng you the

communcaton e8*erence that you deser%e.

he names o ong Bi#/ess *ac!age *ans are g%en)eo:

E/ono/ess

)ro/ess

Smart/ess

"=B9ACKBERR SER7ICE: -/ GAcateNucent and

#esearch n Moton G#IMHH, aunched B&a/*Berry

souton n Pa!stan as e. $sng Eac!EerryR smart

*hones, -/ customers )e a)e to reessy send

and rece%e emas, ma!e *hone cas, )rose the

Internet, send te8t messages and access a de range

o cor*orate and estye a**catons he on the

mo%e. Intay, -/ s o=erng the Eac!EerryR

Cur%e B00 and Eac!EerryR Eod smart *hones and a choce o Eac!EerryR Internet Ser%ce or

Eac!EerryR nter*rse Ser%er. he Eac!Eerry souton

s aso a%aa)e th -/6s *ost*ad *ac!ages,

Page | 2B



*ro%dng a range o monthy *ac!ages taored to meet

customers6 needs.

!= 2A):-/ (AP Porta )rngs an unmted range o taored

ser%ces games, greetngs, atest nes and normaton.

(e can aso donoad rng tones, %deo, s*orts and

entertanment nes drect rom the nternet to your

mo)e de%ce. ong s o=erng st so u o o*tons and

addng choces to customer6s e !e; )unabi Ne1s

Ne1s nai

)unabster

Bhanra

Ka&am

Page | 2



Shayari

Ti,s

hs same content s a%aa)e n Pashto Sndh

ase.ong nternet ser%ce s d%ded nto to *ac!age*ans that s tme )ased *ac!agesG*ay )y the mnuteH and

%oume )ased *ac!agesG *ay )y the ME consumedH.In tme )ased *ac!age >oury Pac!age s the chea*est o=er

)y ong. Ey ths *ac!age user can use the nternet th a

rate o 0.2D *er mnute. he -/ has aso ntroduced ong Internet $SE Card s a

de%ce Gth a SIM nsde tH hch can )e nserted n your

a*to*Ldes!to* PC Gn the $SE SotH to *ro%de you th

access to the nternet. It or!s on the '/L/P#S netor!

and g%es you reess Internet connect%ty, anytme

anyhere.

Page | 30



(= M: ong )rngs M and ts Internet *ac!age as e as

ong M Internet, ca and SMS Pac!ages here or ts

%aued customers. ong M ser%ce s or Eusness

Persons as e as or educated 5ed #eated )odes.

Accordng to detas ths ser%ce s much attract%e ase as economc. %ery Mo)e Connecton tres to

Pro%des some e8tra to ts customer )ut ong #eay

*ro%des. (th M you are ha%ng a choce to choose

your on ca *ans as suts your *rce range.

Another nterestng eature o M s ths g%es you

Peo*e a )est rates e%er or Mo)e Phone. Some Mo)e

Connectons used a strategy that they g%es ree)ene5ts to ts customers so that they re Fon th

ser%ces.M s a )unch o *ac!ages and customer can

seect rom, here cang rates %ary rom 0.0 *er

mnute to #s. 2.20 *er mnute. here are 12 e%es o

caLSMS *rcng, hch o=er you chea*est ca rate

cou*ed th e8*ens%e SMS rate, he on the o**oste

sde M o=ers chea*est SMS and /#PS rates cou*ed

th e8*ens%e ca rates.

%=;onCir/&e: ong came u* th another youth )rand

named FCir/&eF. hs ne )rand o=ers chea* ca rates

to rends and amy mem)ers as e as d=erent

Page | 31



mo)e nternet, SMS and %oce )undes. #ecenty e

ha%e seen that other ceuar com*anes ha%e

ntroduced o=ers or youth. o ong came u* or

youth and camed that ong s o=erng the oest

charges or youth and they )e a)e to )e connectedth ther rends crce. ong sad that they ha%e done

a ong research )eore aunchng ths o=er and t u5s

youth needs.It conssts o %arous ser%ces !e; ;on Cir/&e<s u&& Gu, Shu, 7oi/e Bund&e

;on Cir/&e<s Tha*a Tha* SMS Bund&e

;on Cir/&e<s Cheetah Internet Bund&e

Crce aso has a %arety o %aue added ser%ces that you canchoose as *er your need. (hether you ant to study, sten to

songs, 5nd out a)out dscounts your ong crce *ac!age has t

aT Fust act%ate one o the o*tons )eo:

Cir/&e dia& tunes

Cir/&e Musi/a&&

Cir/&e Man/hester ?nited seri/es

Cir/&e Dire/tory

Cir/&e Comedy ,orta& Cir/&e Mobi&e Musi/ Channe&

Cir/&e Student )orta& Cir/&e ob A&erts

$= MOBI9E N?MBER )ORTABI9IT :

Mo)e um)er Porta)ty GMPH ena)es customers to retan ther

mo)e tee*hone num)ers Gncudng the three dgt *re58H hen

changng rom one mo)e o*erator to another mo)e o*erator.

(th a these *ac!ages ong o=er a ree sm, a%orte num)ers,

Page | 32



chea* mo)es and num)er o other *roducts to attract ts

customers. he good *ont o the -/ com*any s that the

*roducts they o=ered Gether t s ther *ac!ages or t s ther

*roductsH are accordng to the demands o customer. Eecause not

ony a rch *erson s a)e to get these *roducts )ut mdde cassand oer cass *eo*e are aso a)e to a=ord t easy.

)RICE : he *rce s the amount a customer *ays or the *roduct.

he *rcng actor s *retty much m*ortant as t determnes

Page | 33



the com*any@s *ro5t and hence sur%%a. ong s oong

Mar!et Penetraton Prcng Strategy chargng o *rce to

encourage the customers, ree ar tme and SMS )oth onnet

o=net ree, oest securty charges n com*arson th

com*ettors and no hdden charges. ong s o=erng o *rce rates on )oth *ost*ad and *re*ad

ser%ces and other %aue added ser%ces are aso %ery o n

cost. Some o them are a)soutey ree !e Mssed ca aert,

care, MP, Conerence ca, Mo)e num)er *orta)ty,

Su)scr*ton o SMS *ac!ages. As customers are the 5rst

*rorty o ong so *rces o *ac!ages are taored n such a

manner that e%ery cass o *eo*e can easy a%a t.

)9ACE: 'urng the ast D years ong has set u* arge

netor! n country. Currenty ong s co%erng 11000U stes.

hs has n%o%ed the n%estment o the com*any more

than2D mon V .ong ha%e more than 21 stches and

10B ce stes and num)er s ncreasng day )y day. ong

has aso de%eo*ed around 1100 &M o*tca ca)e. In

u*comng years ong s tryng to n%est n technoogca

u*grades, su*eror customer ser%ces and m*ro%e

connect%ty. ong s constanty e8*andng ther dstr)uton

and ranchse netor! naton de so that ong customer

can 5nd them easy and as soon as *oss)e.

Page | 34



CO7ERAGE: ong *ro%de a huge netor! o 200 Uctes

and connectng o%er more than three mon amy

mem)ers n e%ery second o day. o ong s *ro%dng

co%erage o three categores. (hch are :

• Physca Presence: ong has *hysca *resence

n e%ery area as they ha%e numerous ca

centers n e%ery cty.• Indoor S*o%er co%erage: >gh co%erage e%e n

adFonng areas.• -ut door S*o%er co%erage. Medum co%erage

e%e n adFonng areas.

DISTRIB?TION C@ANNE9: ong *ro%de ts ser%ce

*roducts drecty to customers or th he* o ntermedares

n%o%ed n dstr)utng ts *roduct. 'str)uton channe

contan set o nterde*endent organ9atons n%o%ed n the

*rocess o ma!ng a *roduct or ser%ce a%aa)e or use or

consum*ton )y the consumer or )usness users. -/ aso

dstr)utes ts *roduct to end user th he* o ntermedaresas e as t dstr)utes ts *roduct drecty to customers.

-/ su**es ts *roduct range to ntermedares th

n%o%ement o ts Commerca and Saes 'e*artment.

ong *ro%des ts *re*ad cards to a most a the mar!ets

and sho*s. Pro%dng ts *re*ad cards n amost e%ery corner

o the cty he*s n satsyng the need o the consumer and

to gan customer satsacton. >oe%er ong de%ers tsSms to ts customers th the he* o ranchses, ser%ce

centers or saes oWce.

Page | 3D



)ROMOTION :Eac! n May 200B, Fust ater the aunch, the 5rst

thng that ong made an m*resson th as th a

ta!y ad%ertsement. In act the %ery 5rst daogue o

ong6s XC as:

aar ai* baat tu batayainP eh naa/h naa/h *ay hie mobi&e /onne/tions

be/hna *yun #arori hayQ

ong dd e thout a those dancng XCs and Fnges that

other o*erators ere so %gorousy oong n those days.

$n!e eenor and Mo)n! , ong ca*ta9ed on ta!y ads to

ceary and e=ect%ey con%ey the message. ong6s MP

XCs are su*er e8am*e o the ta!y XCs that not ony

)rought them mon o MP su)scr*tons )ut such XCs

actuay he*ed the genera user n understandng MP n

rea. her ta!y ads ere soon re*cated )y other sectors

ncudng )an!s and <MC/s.ong n act sur*assed (ard to )ecome num)er our

o*erator n Pa!stan n <e)ruary 2012.

Page | 3?



ong s usng N Strategy as t6s not ony usng soca and

*rnt and eectronc meda )ut aso dong drect mar!etng

!e %stng d=erent coeges, un%erstes and mas dong

*romotons o%er there. -ne o ther *romotons !e ; I you are a ong customer and %ng n &arach, here s a

chance or you to n ree handset )y reerrng your rends

and amy to ong. ong &arach handset o=er )e g%ng

aay nstant handsets to those customers ho reer

others to ong and u5 the recharge re7urements.

Page | 3



;ONG !)<S S2OT ANA9SIS

)ROD?CT :

STRENGT@ :

ong6s maFor strength hch t s ha%ng rght no s that t s

o=erng more than 1D *ac!ages to ts *re*ad customers

hch any other teecom com*any s not o=erng to ts

customers. ong s caterng rom youth to )usness *eo*e

and custom9ng o=ers accordng to ther needs.

2EAKNESS :

Athough t6s o=erng numerous *ac!ages )ut the ser%ce

7uaty o the nternet has )een decnng day )y day.

#esdents o !orang, surFan and near )y are not a)e to

enFoy the nternet ser%ces due to *oor sgnas and ac! o

ong toers. Mosty customers et -/ due to

connect%ty *ro)em. Customers aso com*an a)out ther

other ser%ces e.g. acng dWcuty n rece%ng te8tmessages. /P#s settng *ro)ems, ca dro**ed durng ca

etc. ong6s connecton s*eed greaty reduces n *ea! hours

G?:00 PM12:00 AMH and e%en ast oadng e)stes coudn6t

)e o*ened or se%era mnutes. Mo)n! and eenor are

among those ho ha%e )etter nternet ser%ce.

O))ORT?NITIES:

As ong s entertanng ts customers th %arous *ac!ages

ong can m*ro%e ts nternet ser%ce much )etter than t )e a)e to ta!eo%er ts com*ettors customers. ot ony

ths )ut many o there customers stch to ong and ths

can )e an o**ortunty or them.

Page | 3B



T@REAT :

Mo)n! can )e a threat or them. As these days ts nternet

ser%ce are ay much )etter than any other com*any.

Mo)n! ser%ces are reaya=ectng ong hch s a dangerous sgn. ong reay need

to m*ro%e n order to ca*ture more customers.

)RICE :

STRENGT@: Zong has the cheapest rates, which is one of the mainreasons behind their growth, *rces o ong *ac!ages are 7ute

reasona)e hether t s a student or oer cass *erson )oth

can easy a%a ts o=ers as t6s 7ute economca and e%ery

other *erson can easy a=ord t. umerous *ac!ages are

)eng taored accordng to the customers need n order to

satsy them.

2EAKNESS:

Some o ther *ac!ages are )t e8*ens%e e com*are t

th $one. $one Pre*ad Mo)e Internet *ac!age *ro%dng

30ME #s. 1D0 Incus%e o a8 or 30 'ays and ts another

*ac!age *re*ad mo)e nternet unmted 2 /E, #s. 200

Incus%e o ta8 or 30 'ays hereas; ong6s $nmted

Internet Pac!age s o #s. U ta8 or 30 'ays and another

*ac!age Monthy Internet Pac!age 2/E or #s.200U ta8 or

30 'ays e can see the d=erence tse.

Page | 3



O))ORT?NITES :

ong has the o**ortunty to decrease ts rates as soon as t

can as there are chances o oosng ts customers n some o

ts *ac!ages. ong s amous or ts chea*er rates t not oer there rate than $one )e ts toughest

com*ettor n ts nternet *ac!ages area. ong st no can

oer ts rates ts not too ate t can retan ts customers

those ho ha%e et )y re%sng the oer rates *ocy n

some o ts *ac!ages.

T@REAT :

$one s threat or ong as ts nternet *ac!ages are 7utereasona)e more than ong so n uture there are chances

that t )e ts maFor com*ettor.

)9ACE :

STRENGT@: 'urng the ast D years ong has set u* arge

netor! n country. Currenty ong s co%erng 11000U

stes. hs has n%o%ed the n%estment o the com*anymore than2D mon V .ong ha%e more than 21 stches

and 10B ce stes and num)er s ncreasng day )y day.ong ranchses are o*ened n amost e%ery area o the ctes

so that customers can easy contact the customer

re*resentat%es n order to so%e ther 7ueres.

Page | 40



2EAKNESS :

ong ranchsesL ser%ce centers are o*en n amost e%ery

de%eo*ed cty )ut there are some rura areas here there

are no ser%ce centers or ther customers. Iterate %agersmany o the tmes are una)e to o*erate or ha%e dWcuty

he usng t these ser%ce centers )e made o%er there

so t )e 7ute he*u or them to so%e ther ssues.

O))ORT?NITES :

Increase co%erage to those areas here any other netor!s

has not reached u* t no.

T@REAT :

hreat or ong can )e that no other netor! shoud e8tend

ther netor! )eore ong or ese the com*any ace the

conse7uences n uture.

)ROMOTION :

STRENGT@ :ong started o= ts *romoton th ts 5rst ta!y XC

ad%ertsement hch earned huge re*utaton through ths t

ca*tured num)er o customers hch as a com*ett%e

edge or them as at that tme other com*ettors ere

oong dancng XC6s and Fnges. <rom than onards ong

)ecome one o the strong contenders and threat or others

due to ts un7ue *romotona ad%ertsement.

Page | 41



2EAKNESS :

ong ater ts huge success o ts 5rst XC started to ma!e

dancng ad%ertsements !e other com*ettors; they started

to de%ate rom

ther on sayng and made a dancng ad hch as a co*yo amous South &orean ra**er PSK song named /A/AM

SKN. ong not ony co*ed the ad )ut t ha**ens to )e the

orst e8ecutons n the ceuar ndustry ac!ng *roessona

!no ho a)out the communcaton. Perha*s t to*s the st

o orst ceuar ads n Pa!stan t date.

O))ORT?NIT :

hey need to ncrease there *romotona act%tes n

%ages, *ace ))oards n those areas so that more *eo*e

can !no a)out ong and t o=ers es*ecay n those areas

here none o the com*ettors has started there *romotons.

hs o**ortunty he* them n attractng more customers.

T@REAT :

In order to attract customers e need to ha%e ama9ng

XC6s and ad%ertsement and or that e need to ha%e a

*ro*er )udget or t. I the )udget o *romoton s notsuWcent enough and not u* to the mar! than eye catchy

ad%ertsements ont )e a)e to made. So )udget s aso an

m*ortant actor or ong.

Page | 42



STRENGT@S :

7ariety o+ )a/*aes: ong6s )ggest strength s ts

numerous *ac!ages hch t has o=ered to ts customers.

More than 1D *ac!ages are there hch are custom9ed

accordng to the needs and ants o e%ery other *erson

and *retty much reasona)e as e.

9o1 Rates: ong *ro%des o rates to ther customers as

com*are to ther com*ettors. (hether t6s an nternet

*ac!age or ca *ac!age or any other a are so much

reasona)e that e%ery student or e%ery o ncome *erson

can easy a%a t thout thn!ng a )t.

Stron Imae o+ )arent Com,any: ong ha%e a strong

mage o ther *arent com*any @@Chna Mo)e @@. hs s a*us *ont or ong, as 0Q o the *roducts are )eng used

)y the *eo*e o Pa!stan are rom Chna. So customers can

easy trust the ser%ces o ong.

Page | 43



Mobi&e Number )ortabi&ity: ong as the 5rst ho

ntroduced ong mo)e num)er *orta)ty aterards

other com*ettors ntroduced ths system. ong hen

entered the mar!et t dd not ony et ts com*ettors n

the race o saes )ut had ousted a o*erators n Mo)e

um)er Porta)ty race too. ong to**ed the MP user

gan )y addng net 3?,0D su)scr)ers durng January

2011 to August 2011.Mo)n! stood second n terms o

su)scr)ers sht, t added net 111,4DB su)scr)ers

durng the re*orted *erod .ong n 2012 consdered to

ha%e ganed more num)er o customers rom MP than

any other ceuar netor! ser%ce *ro%ders n the

mar!et o Pa!stan. It as a)out 4B3,23 su)scr)ers o

other mo)e *hone netor! that ha%e *orted ther

ser%ce to ong. hs as as *er the re*ort rom the

month o June to the month o august 2012.

;on Dries Te/hno&oy Innoation 1ith

)a*istan<s 9arest State-o+-the-Art Conta/t

Centre:

-n 10th 'ecem)er, 2013 ong has aunched ts state

otheart Contact Centre n Cha! Sheh9ad Isama)ad. It

s the Pa!stan6s argest coud com*utng )ased contactcenter. (th the aunch o ths ne Contact Centre,

ong has ta!en another gant ea* to *ro%de )est n

cass su**ort ser%ces to ts customers and actate

them th ther 7ueres round the coc!. he Contact

Page | 44



Centre ao ong to get coser to the consumer

*use and address ther needs more *rom*ty.

Addtonay, the Contact Centre aso create more Fo)

o**ortuntes n Pa!stan hence ma!ng a *ost%e contr)uton to

the economy. It s ong6s contr)uton to the I ndustry that adds

%aue to the I eecom ndustry o Pa!stan. ong has

undou)tedy )ecome a )enchmar! or other Pa!stan teecom

o*erators.

;on5s subs/riber<s base tou/hes mi&&ion mar*s:

the teecom gant added more than our mon su)scr)ers

to ts )ase thus reachng around more than1 mon G22

a**ro8mateyH su)scr)ers mar! durng 2012. Mo)e

su)scr)er num)ers ere grong modesty at around 10

*ercent annuay, ong managed to )oost ts groth to 34.1*ercent durng 2012.

2EAKNESS :

)oor Hua&ity Seri/e: Athough t s o=erng d=erent

*ac!ages th chea* rates )ut ts *oor 7uaty o ser%ces

has )ecome one o ts ea!nesses. Mosty customers et

-/ due to connect%ty *ro)em.

9a/* o+ Seri/e /enters in 7i&&aes: ong doesn6t ha%e

any ser%ce centre n ess de%eo*ed areas G%agesH due to

hch they are ha%ng *ro)ems. hey need to co%er those

Page | 4D



areas as e otherse the com*ettors get an

o**ortunty to )ecome the strongest contender.

Ca&& Rates To Other Net1or*: Ca rates rom ong to

ong are %ery chea* )ut to other netor!s ts rates aree8*ens%e.

Im,roe its adertisin /am,ain:o ong s ma!ng ad%ertsements !e other ceuar

com*anes. here s nothng d=erent n those

ad%ertsements. ong need to ma!e more eye catchy and

ad%ertsements !e ts 5rst XC n order to attract more

customers.

Com,etitie Disadantae: (hen ong came n Pa!stan ceuar mar!et, Mo)n! as

aready *re%ang n the mar!et and t as a Mo)n!mono*oy at that tme. hough th the *assage o tme

ong too! many customers o Mo)n! )ut st Mo)n! has

arge num)er o users )ecause t as 5rst to Pa!stan6s

ceuar mar!et and ths s the com*ett%e dsad%antage to

ong.

O))ORT?NIT :

E)AND G9OBA99: ong can e8*and go)ay and can

de%eo* ts strateges n other countres as e.

Innoation: ong can sur*rse ts com*ettors )y

ntroducng +;on *ios* . hese )e AM !e

Page | 4?



machnes and that g%e 24hour ser%ce to ong

su)scr)ers to oad the )aance Fust !e they ta!e money

rom AM.

O,,ortunity In Northern Areas :ong can ha%e a cear edge o%er the com*etton n northern

areas, as Chna mo)e has huge e8*erence o netor!

o*eraton n smar hgh mountanous areas n Chna tse.

Merer A/0uisition:

he Pa!stan arm o Chna Mo)e has stated that t s

nterested n ac7urng oca o*erator (ard eecom, hch s

aready the target o somemaFor o*erators oo!ng to consodate ther *oston n the

Pa!stan mar!et. ong, th around 22 mon su)scr)ers, s

currenty num)er our o*erators n Pa!stan. I dea goes

through successuy then )y addng (ard6s 12 mon

su)scr)ers get ong to second *oston n the mar!et

th 34 mon su)scr)ers, Fust 2 mon short o Mo)n!.Buying Warid can be a good idea for China Mobile.

T@REATS :

Barainin )o1er O+ buyers: Poer o )uyer s hgh n

teecommuncaton sector. here are D mar!et *ayersncudng ong and *ayers are o=erng d=erent *ac!ages at

d=erent *rces and stuaton o *rce ar s runnng. Euyers

ha%e *oer to )uy any *ac!age hch s suted to them.

Page | 4



Chan/es o+ Ne1 Entrant: As /o%ernment o Pa!stan s

shong )erasm n case o teecommuncaton sector and

o*ened ts *oces to aard ne censes to ne mo)e

ser%ce *ro%der so threat o ne entrant s hgh.

Cut Throat Com,etition: As ong s on 4th *oston and st

need to str%e to get on 2nd *oston or to* there s cut throat

com*etton among ceuar com*anes n Pa!stan. Mo)n!

s hs maFor com*ettor so ong oud ha%e to ace some

grong com*ett%e *ressures.

E/onomi/ Situations: Pa!stan s acng some serous

economc *ro)ems no days so that oud aso a=ect ong. he current recesson n mar!et s not good or any !nd o

)usness ncudng teecommuncaton.

)EST ANA9SIS

In order to sur%%e and reman

*ro5ta)e n today6s com*ett%e

mar!et*ace, ong need to )e a)e

to react and ada*t to changes n the

e8terna en%ronment and deay )e

*roact%e n m*actng these orces.

8terna en%ronment actors can )e

cass5ed nto 5%e generacategores: *otca, economc,

soca, and technoogca.

)O9ITICA9 ACTORS:

Page | 4B



• )o&iti/a& Instabi&ity: Pa!stan s acng *otca

nsta)ty causng danger or the teecom ndustry. Eut

the *otca actor does not a=ect much on ong

)ecause ong s a Chnese com*any and reatonsh* o chna and Pa!stan are %ery strong.

• Chanes in Ta6 9a1s: a8 rates ha%e )een ncreased

)y go%ernment. Pa!stan go%ernment has announced to

ncrease the ta8 rate on teecom ser%ces, a sector that

s to**ng the ta8ed st, )y D *ercent rom Juy 1st,

2013 can ha%e an m*act on oregn n%estment n theteecom sector; t can hurt netor! e8*anson *ans o

the o*erators and com*romse 7uaty o the ser%ce.

Accordng to our 5nance mnster Isha7 'ar, a teecomusers no ha%e to *ay 1D *ercent thhodng ta8,

ths as *re%ousy setted at 10 *ercent or ast many

years.

• Chanes In Reu&ations:In Pa!stan go%ernment s changng the *oces hch

create nsta)ty.

E/onomi/ a/tors:

• Gross Domesti/ )rodu/t: eecom sector o Pa!stan has a

share o amost 2 *ercent n natona /'P. eecom sector6s

Page | 4



contr)uton to /'P G/ross 'omestc ProductH decned n the

outgong 5nanca year 201011 due to erodng *ro5ta)ty

thn sector on account o rsng mar!etng e8*endture n

res*onse to aggress%e com*etton.

• Aerae Reenue ,er ?ser AR)?=: -%era teecom

sector re%enues recorded ?. *ercent groth durng <K11 as

com*ared to the margna 1.D *ercent ncrease recorded n

<K10.he ncrease n o*eratng costs has aso tended to

o=set o%era re%enue groth tnessed n ths sector

conse7uenty, )oth o*eratng *ro5ts and margns o teecom

com*anes regstered decnes n <K11.

(thn the teecom sector, the groth n re%enues o ceuar

mo)e com*anes shoed some sta)ty n <K11 ater

recordng success%e decnes or the *ast e years.

Part o ths m*ro%ement s attr)uta)e to groth n A%erage#e%enue *er $ser GA#P$sH as e as the tota ceuar

su)scr)ers6 )ase. >oe%er, ths e%e o mo)e *hone

*enetraton s oer than most other regona countres,

suggestng that groth *otenta n ths sector s st strong

)ut t re7ure addtona n%estments n nrastructure to

ncrease the su)scr)er )ase urther and ta**ng mar!et6s

*otenta.

Outo1 o+ Ca,ita&: he ongong economc turmo aong th the orsenng o

securty condtons n Pa!stan has caused an ncreased

outYo o ca*ta rom the country.

Page | D0



De/&ine in Money 7a&ue: he sudden decne n the %aue o the ru*ee n recent days

has ed to a shout or the go%ernment to do somethng .he

decne n #u*ee %aue aganst the $S 'oar, the decrease n

the nterconnect charges and oer *rced tar=s ha%eresuted n an o%era decrease o A#P$ n $S 'oar terms.

SOCIA9 ACTORS :

• So/ia& Res,onsibi&ity: Soca as*ect s another m*ortant actor. he com*anes

ho are tryng to gnore the socety ne%er *ros*er. Ater

-ct.Bth, 200? earth7ua!e Chna Mo)e has *utconsderatons or the reesta)shment o educatona

nsttutons n AJ&. o -/ has *anned to act%ey

*artc*ate n the *roFects o socety eare.

o ensure that the Eauchstan earth7ua!e %ctms don6t ee

et out ths duA9ha, ong agan ste**ed u* andarranged s*eca d *ac!ages or the earth7ua!e %ctms o

Eauchstan.ong T Chna Mo)e Pa!stan GCM Pa!H com*any and *art o

Chna Mo)e, the argest eecom o*erator n the ord

)ee%es n ta!ng e%ery o**ortunty to g%e )ac! to the

socety. hey need to do more such !nd o soca act%tes n

uture.

• ?nedu/ated )eo,&e: Noer cass *eo*e coud not )e a)e

to understand the anguage o teecommuncaton. hat

creates msunderstandng and creates threat a)out that

*artcuar *ac!age.

Page | D1



• Destroyin Cu&tura& Norms: Athough these com*anes

are )rngng *ost%e change n the socety )ut aso

destroyng the soca cuture and *ro%dng the negat%eatttude to the young generaton o the country )y *ro%dng

ate nght *ac!ages that s a=ectng the educaton o young

generaton.

Te/hno&oi/a& a/tors:

Te/hno&oi/a& Dee&o,ment:Com*anes are n%estng n ther nrastructure to not onye8*and )ut aso to u*grade ther e8stng structure. As thecom*etton s strong ong s ocusng on ts %aue addedser%ces more.

• "G Mobi&e Te/hno&oy: (hen go%ernment )odes are struggng hard to *a%e ay

or 3/, mo)e ceuar o*erators are dong a the homeor!

to get therse%es ready or 3/ aunch. ong has )een

e8tens%ey testng 3/ ser%ces on ts netor!, *artcuary nnorth, or hch t )ee%es that the tme has come to demo

the 3/ onders to che reguatory oWcer o the ndustry. Accordng to teecom e8*ert that ong *rogress n Pa!stan

s %ery good on su)scr)er )ase. ong s aso aunchng 3/

Page | D2



ser%ce n Pa!stan soon )ecause ong ants to Increase ts

Potenta and shares.

ong has a ot o sa%ng and money to aunch 3/ ser%ce n

Pa!stan. ong decded that he not ta!e *art n )ddngor (ard )ut -/ s no nterested to n%est on 3/

echnoogy.

• Im,a/t on Cost Stru/ture: 'ue to atest technoogy the

cost o teecommuncaton ndustry s decreasng and due to

ths they are o=erng oest rates to ts customers to reman

n contact th amy and rends.

?T?RE STRATEGIES )ROECTS

More trans*arency and ncreased Yo o normaton

)eteen Chna Mo)e Communcatons Cor*oraton and

ong.

Ac7ustons o other ceuar com*anes n Pa!stan.

Page | D3



Mar!et eadersh* )y ut9ng strengths o ac7ured

com*anes.

Chna Mo)e s no nterested n esta)shng an ngshanguage ca center n Pa!stan to cater to ts mons o

go)ay dstr)uted ngshs*ea!ng customers. It oud use

the oca human resource and, there)y, generate much

needed em*oyment. (th ths %enture, the com*any aso

ho*es to attract n%estment n the nrastructure o Pa!stan.

Another uture *roFect s to or! toards set sharng,

nrastructure sharng and saeguard sharng n the mo)e

ndustry )y enterng nto coo*eraton th other oca ceuar

ser%ce *ro%ders such as Mo)n!, eenor, $one, and

(ard, as e as Internet ser%ce *ro%ders GISPH that ncude

Cy)er net and (secomm. he e%entua goa or ong , s to

*ro%de onesto* ser%ce to ts customers. hs stands out as

the com*any6s un7ue com*ett%e edge.

RECOMMENDATIONS

ong shoud oo! orard to there o**ortuntes as t

ead toards success

ong shoud hre more s!ed management

Page | D4



ong shoud )e ncreasng ther netor! co%erage and oot

*rnts n e%ery corner o the country to ca*ture the mar!et

Connect%ty and ser%ce a*ses shoud )e so%edmmedatey and n 7uc! tme.

hey need to or! on )usy netor! that get Fammed on

e%ents.

um)er o ranchses shoud )e ncrease th res*ect to

ncreasng customer )ase.

Re/ommendation +or Cor,orate stratey :

• )rodu/t dee&o,ment Re&ated diersi8/ation=: ongcan o=er mo)e and car trac!ng soutons that use the

e8stng netor!, )ecause o ts Chnese orgn ong can

easy get the reated e7u*ment at o *rce.

• 7erti/a& Interation Ba/*1ard Interation=: ong

need to ac7ure an N'I com*anyGong dstance nternatonaH

they reay need to get ths cense as rght no the ceuar

*hone com*any s *ro%dng nternatona ca ser%ces ncoa)oraton th d=erent *artners )ut ater gettng cense

com*any can o*erate nternatona cas, SMS and tee*hony

ser%ce rom ts on netor!.

Re/ommendations +or Business stratey :

• '=erentaton strategy must )e used to create a good )rand

magenno%at%e XC@s and ad%ertsements need to )e

Page | DD



made more n order to attract more *re*ad and *ost*ad

customers.

Re/ommendations +or un/tiona& stratey :

• Com*ett%e saares and *ro*er career *rogresson

o**ortuntes shoud )e *ro%ded.• Mar!etng de*artment shoud outsource the ad%ertsements

to a ne agency that *ro%de nno%at%e soutons at o

cost.

CONC9?SION

Page | D?



Snce CMCC ta!eo%er .e. thn one year ony, ong has ache%ed

great mestones. ong o=ers se%era *romotons, ser%ces and

*ac!ages to cater to d=erent needs o a de %arety o customer

)ase. hey ha%e done consdera)e research n order to

understand customer needs o ths regon )ased on ther cuturaas e as regous com*usons. <or the 5rst tme users get

hat they ant, rather than )eng made o=ers that sut

o*eratona needs more than user needs.

Chna mo)e has *ro%en tse as a )rand no and t seems !e

they are gong to g%e tough tme to other ceuar com*anes n

comng days. he hardest *art o chna mo)e as to re)ud the

mage that had )een ost )y Pa!te: oten e see, t6s easy to

ma!e a ne )udng, than o restructurng the damaged one.

hey are st a ary ne )rand and ther customer )ase s mted

n com*arson to the mar!et gants so they need to )e reay

nno%at%e and use young taent n order to reach the to*.

Final Smm Report (1)

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Transcript of Final Smm Report (1)