Marketing Mix of Telenor

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EXECUTIVE SUMMARY
Telenor was launched in Pakistan in March 2005. Despite facing fierce competition it has managed to make its mark in the telecommunication industry and captured a huge consumer base. It is a provider of high quality telecommunications and media communication services and is ranked, as the 7th largest mobile operator in the world, and caters to over 153 million subscribers. Today after six years of its existence in Pakistan, Telenor is the fastest growing cellular network in the country. It offers a variety of packages which cater to the needs of people from all walks of life. Telenor has been technically innovative coming up with various new services such as easy-load, Telenor mobile TV, Auto location service´ to name a few. Its marketing efforts in promoting such services have ensured that their product is differentiated from its competitors, which helped them take hold of a large portion of the market share. This report covers all major aspects of Telenor’s leading telecommunication services in Pakistan including a thorough analysis of its progress and future goals for the years to come.

HISTORY

Telenor Pakistan is a Pakistani GSM cellular service provider, and is a subsidiary of Telenor, Norway. Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations in Asia together with Thailand, Malaysia and Bangladesh. Telenor Pakistan launched its operations in March 2005 as the single largest direct European investment in Pakistan, setting precedence for further foreign investments in the telecom sector. The company has crossed many milestones and grown in a number of directions, making Telenor Pakistan a leading telecom operator of the country. They are the fastest growing mobile network in the country, with coverage reaching deep into many of the remotest areas of Pakistan. In the most difficult terrains of the country, from the hilly northern areas to the sprawling deserts in the south, at times they are the only operator connecting the previously unconnected. It is spread across Pakistan, creating 2,500 direct and 25,000-plus indirect employment opportunities. It has a network of 23 company-owned sales and service centers, more than 200 franchisees and some 100,000 retail outlets. Telenor acquired the license for providing GSM services in Pakistan in April 2004, and had launched its services commercially in Islamabad, Rawalpindi and Karachi on 15 March 2005, and on 23 March 2005, Telenor started its services in Lahore, Faisalabad and Hyderabad. Telenor has its corporate headquarters in Islamabad, with regional offices in Karachi and Lahore. On January 28, 2005, Telenor established its first call centre in Lahore. Telenor is the 2nd largest network of Pakistan after Mobilink. Telenor believes:

“What matters most is the right strategy, at the right time and precision in execution.”

Telenor’s Product Strategy
To get the real fruits of more open market at regional level requires the satisfaction of the demands of the target market and this satisfaction can only be achieved if the product or service offered in the market is suitable and acceptable for its purpose and this can be obtained by adopting a regional product strategy suitable for company and the market as well. Telenor’s study indicates that it is acting quite on this concept that, in order to be more competitive in the world market, firms should shift their emphasis from local customized products to globally standardized products that are advanced, functional, reliable and low priced. But here low priced strategy be to compromise and later on due to its quality, Telenor’s low price strategy takes shift from low to high but competitive. Buzzel (1968) argued that product standardization has different benefits (a) economies of scale, (b) faster accumulation of learning experience and (c) reduced costs of design modification. In the regional open market, Telenor is taking the fruit of this by adopting the product...
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