Marketing Research

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Table of Contents
INTRODUCTION3
VISION4
ACHIVEMENTS4
CORPORATE SOCIAL RESPONSIBILITY4
AIMS AND OBJECTIVES5
INFORMATION GATHERING7
LIST OF SOURCES FOR INFORMATION GATHERING7
LIMITATIONS IN GATHERING INFORMATION9
ETHICAL LIMITATIONS10
Results, Analysis, Conclusions and Recommendations12
MAKETING MIX12
SWOT ANALYSIS24
MICHAEL PORTER’S FIVE FORCES26
CONCLUSION31
RECOMMENDATIONS31
BIBLOGRAPHY33
APPENDIX35
Skills and Learning Statement38
Meetings with my Mentor:38
Answering my research questions44
Demonstration of interpersonal and communication skills47

INTRODUCTION

The topic that I have chosen for Oxford Brookes research and analysis project is Topic 18: The marketing strategies of an organization. The organization that I have selected is Mobilink (Wireless Telecommunication Company in Pakistan).

Mobilink, a subsidiary of the Orascom Telecom Holding, is Pakistan’s leading cellular and Blackberry service provider. With more than 31.6 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the country’s largest voice and data network with over 8,000 cell sites. Housing Pakistan’s largest distribution and contact centre networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.3 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries. The company is also the official cellular partner of the Pakistan Cricket Board. As a responsible corporate citizen, Mobilink also offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company supports education, health and environmental initiatives and promotes sustainable business practices. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, they offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Compared to Mobilink’s competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, Mobilink also offer a host of value-added-services to there prized customers. At the same time, Mobilink places high importance to its coverage, which is why they cover 10,000+ cities and towns nationwide as well as over 140 countries on international roaming service. (http://www.mobilinkgsm.com/about/about.php)

VISION
The vision of Mobilink states:
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations.” (http://www.mobilinkgsm.com/about/vision.php) ACHIVEMENTS

The achievements of Mobilink in past few years are summarized as follows: * ISO 9002 Quality Management System Certification for Billing, Engineering Departments and CS Contact Center. * Implementation of a full Intelligent Network (IN) platform from Siemens for the Prepaid platform. * Largest Call Center in Pakistan, which is there to assist the customers 24 hours. * Only cellular service in Pakistan to provide coverage on the M2 motorway. * Bilateral roaming in over 100 countries around the world with true international roaming with over 300 operators across the globe. * First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roaming services....
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