MCKI A1 QCF Nov 2013 DUE

MCKI A1 QCF Nov 2013 DUE 1

Assignment Received By: Date:

DANANG UNIVERSITY OF ECONOMICS BTEC HND IN BUSINESS (MANAGEMENT)

ASSIGNMENT COVER SHEET

NAME OF STUDENT

REGISTRATION NO.

UNIT TITLE Unit 16 Managing Communication Knowledge & Information

ASSIGNMENT TITLE Information and Knowledge Management at MobiFone

ASSIGNMENT NO 1 of 2

NAME OF ASSESSOR

SUBMISSION DEADLINE

I, __________________________ hereby confirm that this assignment is my own work and not copied or plagiarized from any source. I have referenced the sources from which information is obtained by me for this assignment.

________________________________ _________________________

Signature Date

----------------------------------------------------------------------------------------------------------------

FOR OFFICIAL USE


Unit Outcomes

Outcome Evidence for the criteria

Feedback Assessor’s decision Internal

Verification

First

attempt Re-

work

Understand how to assess

information and

knowledge Needs

LO1

Discuss the range of decisions to be

taken 1.1

Examine the information and

knowledge needed to ensure effective

decision taking

1.2

Assess internal and external sources of

information and understanding

1.3

Justify recommendations for improvement

1.4

Be able to create

strategies to increase personal

networking to widen

involvement in the

decision making Process

LO2

Identify stakeholders for a decision-making

process

2.1

Make contact with those identified and develop business

relationships

2.2

Involve those identified in the

decision making as appropriate

2.3

Design strategies for improvement

2.4

Merit grades awarded M1 M2 M3

Distinction grades awarded D1 D2 D3


Assignment ( ) Well-structured; Reference is done properly / should be done (if any) Overall, you’ve

Areas for improvement:

ASSESSOR SIGNATURE DATE / /

NAME: ..........................................................................................

(Oral feedback was also provided)

STUDENT SIGNATURE DATE / / NAME : ..............................................................................

FOR INTERNAL USE ONLY VERIFIED YES NO

DATE : ...........................................................................

VERIFIED BY : ............................................................................

NAME : ............................................................................


Scenario – MobiFone

Vietnam Mobile Telecom Services Company - VMS, a state-owned company under

Vietnam Posts and Telecommunications Corporation, was founded in April 16th

1993, VMS has become the first GMS 900/1800 mobile telephony services provider

in the brand name MobiFone, marking the beginning momentum of the mobile

telephony industry in Vietnam. MobiFone specializes in building, developing network

and providing mobile telephony.

There is 3.000 MobiFone staff in ready to effectively meet every demand of

customers. MobiFone is the first and exclusive mobile telephony services provider in

Vietnam which is selected as of the best mobile operator in three consecutive years

(from 2005-2008) in the Vietnam Mobile Awards Ceremony organized by E-chip

Mobile Magazine, Especially in 2009, MobiFone was honoured to receive the

Excellent Operator 2008 granted by Vietnam Ministry of Information and

Communications.

MobiFone has become a member of the Bridge Alliance, the Asia Pacific's leading

mobile operators' association comprising members from 12 major territories and with

over 470 million customers.

"The alliance will provide us a perfect technical service system to exchange

expertise and experience with other mobile service providers in the Asia Pacific

region," MobiFone general director Mai Van Binh said.

Now the company's roaming service around the Asia – Pacific will improve, while

customers will also get a better price.

MobiFone, one of the three biggest mobile networks in Vietnam, has lost 1/3 of its

market share over the last year, from 29.11% to 17.9%. This gives VNPT one more

reason to persuade the government to approve its plan to merge VinaPhone and

MobiFone.

Both VinaPhone and MobiFone are belonging to the Vietnam Post and

Telecommunication Group (VNPT). However, under the new Competition Law, a

legal entity must not hold more than 50% of the market share in order to ensure the

healthy competition among service providers in the market.

Parallel to offering corporate customers attractive charge-based incentives,

MobiFone is reportedly the only service provider honouring special rewards on this

customer segment. At year-end occasions, mobile phone networks often race in

launching impressive sales promotion programmes to woo customers and come on

par with burgeoning market demand during the period.

Accordingly, from December 17-31, 2012 corporate customers and organisations

possessing from 30 post-paid MobiFone subscribers procure the right to purchase


one Samsung’s super smart-phone Galaxy S3 or Galaxy Note II at 40 per cent price

discount tantamount to around VND6 million ($286) per unit.

MobiFone has offered diverse promotions to corporate customers with discounts

from 7-12 per cent on their

monthly bills, sometimes 15 per

cent to customers showing bills

from VND100 million ($4,800)

per month. Besides, people

representing the subscriber

groups have been offered from

VND100,000 to 500,000 in the

monthly fee and become

Vietnam Airlines’ Gold or

Diamond members.

“Alongside big fee incentives we

will continue working with global

leading brands like Samsung to

bring corporate customers

upscale service experiences.

Special rewards on New Year

occasion carries a message

about our services that

MobiFone wants to convey to

customers,” said MobiFone’s

deputy general director Nguyen

Dinh Chien.

MobiFone SWOT Analysis

Strengths

� Vietnam’s second largest mobile operator, reporting around 35mn subscribers at

the end of December 2010.

� Strong subscriber growth with almost 6mn net additions reported for 2010.

� 2010 revenues reached VND36trn, up by 31.5% in the year, despite intense

market competition.

Weaknesses

� Overtaken by Viettel having earlier been the market leader for a number of years.

� Recent customer growth has been driven by discounted tariff strategy.

� Economic recession has led the operator to report significant discounts.

� Value of IPO has been reduced by US$1bn due to economic recession.


Opportunities

� Continued interest in IPO remains, with parties such as France Télécom

interested.

� Value-added services entering the market strengthening its non-voice services

portfolio.

Threats

� Regulatory intervention in terms of prepaid registration and reduced pricing could

negatively affect MobiFone’s performance.

Mobile Services

Multimedia Messaging Services (MMS) were introduced by MobiFone in January

2009, charging customers VND300 per MMS for texts, and VND600 per MMS for

pictures. To promote its new service, the operator announced it would be offering a

50% discount from December to March 2009.

Further reductions to its local outgoing calls, also of up to 50%, were introduced in

March 2009. Then in June 2009, MobiFone slashed its service fees by up to 30%.

Activation fees, monthly fees and call charges for several plans were slashed. The

MobiGold plan activation fee was lowered by 18%, and the monthly fee was lowered

by 11% to VND 49,000. On-net charges on this plan were dropped by 2% and off-net

charges by 10% to VND 1,080 per minute. MobiFone also lowered the call charges

on its MBusiness and prepaid packages. The MobiCard prepaid plan saw the biggest

drop, with call charges plunging by 21% to VND 1,380 per minute for on-net calls

and to VND1,580 per minute for off-net calls. The move by MobiFone to lower its

service fees was a direct response to the Vietnamese military-owned operator

Viettel, which cut its service tariffs at the start of June 2009.

MobiFone's W-CDMA/HSDPA network launched in Vietnam in December 2009,

offering users access to four key services – video calling, mobile internet, 32

channels of mobile TV and fast connection speeds of up to 7.2Mbps. At the end of

February 2010, the operator claimed 6mn subscribers.

MobiFone introduced reduced prices to its 3G service. In March 2010, MobiFone’s

3G promotional programme involved a 30-50% reduction in charges to be applied for

many services. From March to June 30 2010, customers registered to use Mobile

Internet services with package kits of Surf7 and Surf30 will see charges reduced by

50% to VND40,000 per month and VND150,000 per month respectively. In addition,

subscribers to its FastConnect 3G service will not have to pay an activation fee,

while FastConnect 2 and FastConnect 3 users will only have to pay 50% of the

subscription fee.

http://www.vir.com.vn/news/business/corporate/mobifone-ramps-up-incentives-for-

corporate-customers.html


Sharing and transferring technological and business knowledge with its overseas

partner is critical for MobiFone. As the company grows, information and knowledge

management becomes an important factor in making decisions at various levels of

management. Managers must make sure that they have sufficient information and

knowledge to make decisions in their daily operations. Information and knowledge

sharing among managers and employees from various departments as well as

agents become increasing challenging.

In order to cope up with these challenges, employees as well as managers must

continuously upgrade their knowledge and expertise.

Assume that you are working as a manager of MIS department. As a specialist in

information and knowledge management field, you are assigned to complete the

following tasks:

Tasks:

� Discuss the range of decisions taken by managers at different levels of

management at MobiFone (1 .1)

� Examine the information and knowledge needed to ensure that the above

decisions are effective. (1.2)

� Assess internal and external sources of information and understand that

managers need to collect (1.3)

� Justify recommendations for improvements in information and knowledge

management and decision-making in the given organization (1.4)

� Identify possible stakeholders (both internal and external) for decision making

process of MobiFone (2.1)

� Make contact with stakeholders and collect required information by designing

a survey related to the awareness and interests on MobiFone products and

services. Analyse your findings and prepare a business presentation to the

management team. Your analysis should include recommendations for

improvements in business relationship with stakeholders and increase

networking (2.2, 2.3)

� Based on the tasks above, 2.1 to 2.3, recommend appropriate strategies for

improvement in decision-making process and development of the company

(2.4)

Note that your compilation should include a content page, sign questionnaires and

any other relevant presentation slides as appendices to assist you in writing your

report.


GRADING

Pass is achieved by meeting all the requirements defined in the assessment

criteria. (Refer page 2 of the assignment brief)

Merit Identify and apply strategies to find appropriate solutions (M1)

Characteristic / Possible Evidence - Indication of relevant techniques

with effective judgements have been made. This can include qualitative

and quantitative information, external communication systems, forming

of business relationships.

Select and apply appropriate methods. (M2)

Characteristics / Possible Evidence – Appropriate personal networking

methods like formal and informal, have been applied forming business

relationships and decision making as well as sources are justified.

Present and communicate appropriate findings (M3)

Characteristic / Possible Evidence – Application of a range of methods

and sources of information used. Achieving complex business data

synthesized and processed for appropriate uses especially in the

methodology to indicate confidentiality, trust and business relations

build up.

Distinction Use critical reflection to evaluate own work and justify valid conclusions (D1)

Characteristics / Possible Evidence: Ability to show evaluation has taken place using defined criteria such as developing a business relationship to meet corporate objectives and plans, functional roles and duties and appropriate use of personal networking. Take responsibility for managing and organizing activities (D2)

Characteristics / Possible Evidence: Ability to show with evidences the areas of substantial activities/projects or investigations have been planned, managed and organised with clear explanation of appropriate (at least two) strategies proposed for improvement and involve the key stakeholders identified in the decision making process.


PRESENTATION

1. The assignment should have a cover page that includes the assignment title, assignment number, course title, module title, Lecturer/tutor name and student’s name. Attach all the pages of assignment brief/cover sheet with your report and leave them blank for official use.

2. Ensure that authenticity declaration has been signed.

3. Content sheet with a list of all headings and page numbers.

4. A fully typed up professionally presented report document. Use 11-point Arial

or 12-point Times New Roman script.

5. Your assignment should be word-processed with accompanying presentation materials as an appendix.

6. Your assignment should be word-processed and should not exceed 3,000

words. Exhibits and appendices are outside this limit. A CD should be included with references and accompanying notes.

7. The assignment should contain a list of any references used in the report.

8. Use the Harvard referencing system.

NOTES TO STUDENTS FOR SUMMISSION

• Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted.

• Ensure that you give yourself enough time to complete the assignment by the due date.

• Do not leave things such as printing to the last minute – excuses of this nature will not be accepted for failure to hand-in the work on time.

• You must take responsibility for managing your own time effectively.

• If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension.

• Failure to achieve a PASS grade will results in a REFERRAL grade being given.

• Take great care that if you use other people’s work or ideas in your assignment, you properly reference them in your text and any bibliography.

• NOTE: If you are caught plagiarizing, the University policies and procedures will apply.

MCKI A1 QCF Nov 2013 DUE

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