PROJECT REPORT OF PRINCIPALS OF

MANAGEMENT
MBA 1ST SMESTER

University of South Asia

PROJECT REPORT OF PRINCIPALS OF

MANAGEMENT
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PROJECT COMPNY MOBILINK

Introduction To Company

1. Brief History:
In Pakistan, the Pakistan Mobile communications Ltd (Mobilink) started its operations in
1994 and, until early 2001, had a market share of 40%. In April 2001, OTH took over
management control of the company. As the market leader, Mobilink serves more than 31.5
million subscribers, representing a market share of 38.5% (as of March 2008).

Mobilink, a subsidiary of the Orascom Telecom Group is Pakistans leading cellular

service and market leader with an unmatched customer base of over 31+ million
subscribers.

Mobilink has successfully achieved a record subscriber growth of 40 % in 2007 and

with over 6000 cell sites, has coverage in over 7,000 cities, towns, and villages,
through out Pakistan. International roaming is available in over 127 countries with
more than 300 partner operators, and the companys investment to date, is over US
$2.5 billion. It directly employs over 4,500 people, and facilitated through an
integrated technology infrastructure, has the largest distribution network of over
200,000 retail outlets across Pakistan. The company is a carrier-class nationwide
connecting service with its 6,500 kilometers fiber optic backbone, and is leading the
Mobile Commerce revolution with its first lifestyle application,

The actual numbers reported by PTA.

Genie which enables customers to pay utility, telephone bills and top-up prepaid
credit through their mobile phones.

Through The Mobilink Foundation, the companys corporate social responsibility

program contributes significantly in the areas of health and education.

The company is also the official cellular service of the Pakistan Cricket Board
and the leading Blackberry communication services provider in Pakistan.

The Mobilink team is dedicatedly working each day to connect the unconnected and
achieve milestones that make history. Each Mobilink moment entails a new
challenge, a new moment of happiness, a new sense of achievement and a new
success.

Principal area of Business:

Mobilink have two products
Jazz

Indigo

Mobilink Latest Offers:

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1.1

Ownership Structure:

President and CEO

Rashid Khan

Chief Information Officer

Tariq Rashid

Vice President Human Resources, Administration & Security

Ali Raza Mehdi

Vice President Sales

Irfan Akram

Vice President Marketing

Bilal Munir Sheikh

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Vice President Customer Services

Mustafa Peracha

Vice President & Head of Broadband Business Division.

Naeem Zamindar

Vice President Corporate Affairs

Agha Qasim

Chief Technical Officer

Ramy Reyad Kamel

Vice President/ Chief Strategy Officer

Mr. Aamir Ibrahim

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1.2 Head Office Location:

The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad.

Branch Offices:
Its branch offices are located in Lahore, Karachi, Faisalabad, Rahim Yar
Khan, Sukkur, Peshwar, Quetta, Swat, and Kohat. Mobilink has three
main contact centers in three regions of Pakistan.

Total Strength of Employees:

Over all:
(Total 4500)
Top Managers

75

Middle Managers 750

Line Managers

3675

Human Resource Department:

(Total 47)
Director

01

Vise President

04

Middle Managers 16
Line Managers

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1.3 Head of Administration Department

Furqan Buchaa

1.4

Key People /Designation of the administration

Department:

Overseeing nationwide facilities management, the Administration

department ensures that employees are provided with a comfortable
working environment that is conducive to high performance. It is responsible
for office build outs & maintenance, travel & accommodation, transport fleet
management, janitorial services, event management, cafeteria services and
office supplies.

HOD-Admin
Regional
Head
Manager
Admin

Manager
Admin

( Buildings )

(Transport)

Stationary
Building
Official
Requirements

Ensure Transport for all designated

employs
Contract signing with rent companies.

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2. MISSION STATEMENT
To be the unmatchable mobile system of communications in
Pakistan this provides the best value to its customers, employees,
business partners and shareholders
1. Customer: Company mission Statement Company wants every common
man to be its customer.
2. Product and services: In addition to provide advance voice communication
services, Mobilink also offers cost efficient data services to its customers.
Keeping in mind the customer convenience company also deals in mobile
handsets sold either independently or bundled.
3. Market: Mobilink GSM is the market leader in providing communication
solution to more then 350,000 people in 30+ cities of the country as well as
International roaming among 120+ destinations.
4. Technology: Company operates on a 100 % digital GSM technology in
Pakistan .
5. Concern or survival for growth: Keeping in view the growth potential of
the cellular industry Mobilink having a strong focus on maintaining high
quality of services, which is always a benchmark of Mobilink increasing
usage and exploring new revenue.
6. Philosophy: Company believes there is no compromise for the Services
in order to remain portent force in cellular industry.
7. Self-concept: Mobilink has largest Network provider, Excellent Customer
Services, Highest Customer base which is its own identity.
8. Concern for employees: Company is very conscious about its employees
and its striving for provision of attractive salary package, connivance facility ,
medical allowances and Telephonic facilities
9. Concern for Public: Company offers tariff plans that are exclusively
designed to cater to the communication needs of a diverse group of people,
taking into account occasional user to businessmen. To achieve its

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objective it offers both post-paid (Indigo) and prepaid (Jazz) to the

customers

2.1 Mobilinks Vision

To be the leading telecommunication services provider in Pakistan by
offering innovative communication solutions of our customers while
exceeding shareholder value and employee expectations

3. Goals and Objectives:

Corporate Objectives
31+ Million Subscriber base to retain and come up with new promos
to control churn.
Best customer services providing across the country.
Remain on market leader with innovative communication solution.

Departmental Goals
Smooth operations
Departmental coordination to ensure timely delivery
Cost intimation
Ensure offering Ambiance and decor
Providing full office related products

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4. Organizational Environment:
Internal
Mobilinks corporate values serve as the foundation for its culture, behavioral
norms, and decision making. These values have always been at the heart of our
business principles and success.
Each of our values guides the way we work as an organization and ensures that we
not only meet the needs of our employees and stakeholders today, but work
towards sustaining and enhancing human and financial capital for the future.
These values sum up the culture at Mobilink, and aim to ensure a workplace that
necessitates open and respectful communication and exceptional quality of service
to internal and external stakeholders.

Total Customer Satisfaction

Respect for People
Trust and Integrity
Business Excellence
Corporate Social Responsibility

Total Customer Satisfaction

Anticipate their needs and deliver service, quality and value beyond their
expectations.

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Respect for People

Our relationships drive our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor.

Trust and Integrity

At Mobilink, we take pride in practicing the highest ethical standards in an open and
honest environment, and by honoring our commitments. We take personal
responsibility for our actions, and treat everyone fairly, and with trust and respect.

Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards and
raise the bar for ourselves everyday. This commitment to delivering world-class
quality translates into unmatched service and value for our customers and all
stakeholders.

Corporate Social Responsibility

As the market leader, we recognize and fulfill our responsibility towards our country
and the environment we operate in. We contribute to worthy causes and are
dedicated to the development and progress of the society.

External
PEST Analysis of Pakistan in Telecom Industry
Political Factors
Political environment of Pakistan is stable in the current situation and country is not progressing
in terms of economic growth that was expected.
Environment is investor non-friendly & telecommunication sector is under regulation.

Economic Factors
Marketers should consider long term and short term state of a trading market
Inflation is being controlled by state bank and under strict eyes but unemployment rate is going
up & up with the increase of level of poverty
Economic instability is worsening day by day as liquidity crunch is prevailing in the world

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Socio-Cultural Factors

As Pakistan is an Islamic country and people are very strict in case of Islam any thing against the
philosophy of Islam on either print or electronic media are treated as against Pakistan.

Most of the people dislike anything extra-ordinary or something which sabotage their culture or
subculture.

Companies who are targeting upper-end of market mostly published and aired their
advertisement in English language.

In metropolitan cities women are doing work along with their other responsibilities but other
than metropolitan cities it is difficult for women to convince their parents and spouses for work.

Technological Factors
Companies have technology with which they can compete in the Pakistan and now companies are
investing in their infrastructure to not only expand but also to upgrade their existing structure.
Mobilink shifted its whole network from 900 MHz to 1800 MHz offer Value-Added Services like
General Packet Radio Service (GPRS), Multi-media Messaging Services (MMS) and Virtual
Private Network (VPN) etc.

SWOT Analysis of Mobilink

STRENGTHS

WEAKNESSES

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OPPORTUNITIES

THREATS

Strengths
Competitive Advantages

Mobilinks strength lies in the establishment of a strong, fundamental and coherent long-term
business plan, designed to sustain economic challenges in the country.

Pioneer cellular service in Pakistan to provide coverage on the M2 motorway.

Pioneer in GSM service in Pakistan.

With 30 million customers Mobilink is truly called the King of cellular service providers.

Mobilink has the highest market share of 37 % not only in terms of number of subscribers but
also in terms of revenue.

Large number of corporate customers use Mobilink post paid connection Indigo and Mobilinks
Blackberry handsets.

Mobilink and Muslim Commercial Bank have made a combined effort in order to maximize the
ease and the satisfaction of their respective customers by offering them all banking services from
their very own mobile handset.

Weaknesses of Mobilink

Less Investment

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Although Mobilink is covering whole Pakistan but its call rates are high and network quality is
poor. These are the two major issues which brought Mobilinks share down to 37% in 2008 from
60% in previous years.

Fewer advertisements now days shows that Mobilink is taking out its investment from marketing
&its advertising is not active up to the mark. However if we compare it with Telenor, Zong and
Warid well realize that they are heavily marketing their products.

Quality of Network
Mobilink must have planned very good network quality but the results are opposite as described
below.

Mobilinks network mostly remains busy in thickly populated cities such as Karachi, Lahore and
Multan so people face a lot of difficulty while trying to connect to their friends and families.
However Warids network provides crystal clear voice quality. So many of Mobilinks customers
(including me) have shifted to Warid.

Mobilink has been fined twice by Pakistan telecommunication Authority over its bad service. It
must try and emphasize on providing better services to its customers instead on concentrating
only on expansion

Opportunities of Mobilink
Developments

Mobilink can develop a stronger market by focusing on segments such as teenagers, adults, office
workers, girls and ladies as well as old people by offering innovative packages. These packages
could be offered keeping in view the time consideration as well as pocket of each segment. These

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packages could be at low cost for teenagers and grand parents as their pocket is small but could
be little expensive for the rest.

Through proper advertisement also Mobilink can target as many customers as it can in order to
augment and give support to its falling market share.

Mobilink can lower its call rates, SIM charges, Mobitune charges, GPRS charges and other extra
charges in order to capture a larger market to make business difficult for rival companies. In this
way it can segment a larger market and may capture the customers of low income group as well.

Threats of Mobilink
A New Market Player, Zong
A new market player i.e. Zong is getting immense popularity among teenagers and youngster students
because of its very low call rates and attractive packages. It is expected from the mushroom growth of its
customers that it will soon capture a large market share hence if Mobilink keeps its call rates high it is
expected that a large percent of young Mobilink users will switch over to Zong

Better Packages by Other Cellulars

Companies like Telenor offer better packages for corporate customers. Telenor Postpaid
connection Persona is a good example of it.

Wireless local loop (WLL) service providers are also targeting areas which are less developed.

Price Wars

Current price war among cellular service providers may reach at a position where only brand
names survive.

Unreasonably Restrictive Trade Practice

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Mobilink is involved in an unreasonably restrictive trade practice, prohibited under the provisions
of MRTPO, 1970 by not allowing its blackberry subscribers to other service providers. This can
lead to legislative proceedings against Mobilink.

Concluding, it is analyzed that Mobilink has a number of strengths which could be utilized to avail the
opportunities & overcome its weaknesses. However, as threats to an organization are always external
therefore they cannot be eradicated however they could be handled efficiently to minimize the unforeseen
problems.

5. Organizational Chart:

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23

The organizational structure of Mobilink represents well-organized system of control

of operations as decentralization in decision making is seen. According to (personal
communication, July 29, 2008) decentralization makes the operations more
productive as employees are granted more power & autonomy so they feel
delegated with authority

6. Core Competencies:
Largest Network provider
Excellent Customer Services
Highest Customer base

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7. Competitive Advantages
Mobilinks strength lies in the establishment of a strong,
fundamental and coherent long-term business plan, designed to
sustain economic challenges in the country.
It has invested heavily in infrastructure, technology, human
resources and customer services which has given impetus for a
broad-based future planning strategy. It further is investing US $
500 billion in Pakistan to develop its infrastructure. Therefore it has
the competitive advantage of making huge investments in Pakistan
which no-one else had made before regarding telecom.
Pioneer cellular service in Pakistan to provide coverage on the M2
motorway.
Pioneer in GSM service in Pakistan.
With 30 million customers Mobilink is truly called the King of
cellular service providers.
Mobilink has the highest market share of 37 % not only in terms of
number of subscribers but also in terms of revenue.
Large number of corporate customers use Mobilink post paid
connection Indigo and Mobilinks Blackberry handsets.
Mobilink and Muslim Commercial Bank have made a combined
effort in order to maximize the ease and the satisfaction of their
respective customers by offering them all banking services from
their very own mobile handset.

8.

Core areas of Research In Management

Planning and Decision making process

All planning and decisions are made by the department known as

Strategy and Planning

Vice president of the department is Amir Ibrahim who introduces the Brand
JAZZ and the department is Islamabad base.
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Strategy & Planning VP

(ISB)
Amir Ibrahim
(Jazz Launch)
Ja
Brand
Strength

Over all
planning to
maintain
market share

Organizing and staffing process

In MOBILINK, the activity to fill a vacancy or a new job starts with the requirement
communicated by the respective managers to the HR department. The HR department then
looks for the possibilities of internal and external recruitment.

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Mobilinks Competitive
Environment
Economic, Political,
Demographic, Competitive and
Technological Trends

Companys Strategic Situation

Companys Strategic Plan

Companys Internal
Strengths and Weaknesses

Companys HR strategies

Organizational Performance

Formulation of HR policies

Formulation of HR
practices

Appraisals

Appraisal category

Definition of category

% Of total numbers of
employees which can
be rated in this

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category
Indicates exceptional
performance

1.expert

2.very Good

3. Good

4. Basic

Indicate performance that

consistently meets the
requirements of the
position, very good
indicates the individual is
on track for
advancements
Indicated performance
that requires
improvement (i.e. meet
requirements without
initiative or
advancement)
Performance to be
improved (hardly meets
requirements)

15%

10%

8%

5%

Inter job hiring

In MOBILINK, internal recruitment is done for the managers of the higher grade and
directors. When a position is vacant, the HR department views the past performance of
the people working at lower levels than the vacant position and chooses the right
person who is promoted to that position.
At the manager and director level, the internal recruitment process is mostly carried out
but when managerial position is vacant and a suitable person is not available for the
desired post from with in the organization then external recruitment is carried out.

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New staff hiring

For external recruitment in MOBILINK, the line managers are required to make a
requisition form for the job in which they have to mention their need taking in account
the budget for establishment and salaries for the position of Management, Business
Support Officers and Workers. Role profile for the specified job is also prepared
matching up the requirement and the grade of the job. Training period is also specified
on the requisition form.
The requisition form along with the role profile is sent by the line manager to the
functional director for his approval and then forwarded to HR Manager. The HR
manager confirms the availability of budgets required for establishment, salaries and
cost of advertisement for the job. After all this, the requisition form along with the job
profile and the budget forecast is sent to the HR Director for his final approval.
After approval from the HR director the HR manager and the line manager work hand in
hand to prepare job and person specifications for advertising or giving to the head
hunters.
The sources that MOBILINK uses to attract applicants are:
Inviting applications through advertisement
Recommendations from the head hunters
Applications obtained from the data bank of MOBILINK where direct applications
are received from time to time.

The HR department is responsible for overall administration of the assessment centre

including training of the assessors.
.
The HR department provides details of remuneration package and terms and conditions
of service. The HR department also prepares appointment letter, service agreement and
finalizes other documentation for service record.

Leading Process
Standardization Team

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Performance management is one of the most important parts of a Supervisors or team

leaders job. Developing skills in performance Management is wise investments that will
help Mobilink achieve its Goals.
Managing employee performance includes:

Planning work and setting expectations

Monitoring and measuring performance
Developing the capacity to perform
Periodically rating performance in a summary fashion
Recognizing and rewarding good performance

Communications
Establishing and maintaining effective communications with each Employee not only
requires good oral and written communications Skills, but it also includes the ability to
establish good working Relationships. To communicate effectively with employees,
Supervisors must establish an environment that promotes an open Door atmosphere,
the sharing of ideas, and employee involvement in decision making processes.

Setting Goals
Setting long and short-term goals with employees gives focus to Employee efforts. When
goal setting is done correctly, employees strive to accomplish those goals and feel
confident in achieving them. When goal setting is done poorly,
work does not progress as desired. Knowing how to set goals effectively is an important
part of Performance management. To do this well, supervisors need to be able to clarify
expectations and to set realistic standards and targets.
Measuring Employee Performance

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Credible measures of performance that employees understand and accept are critical for
achieving high level performance. Measuring employee accomplishments, using both
qualitative and quantitative measures, provides the information that supervisors and
employees need in order to monitor performance.
Giving Feed Back
Feedback should inform, enlighten, and suggest improvements to employees regarding
their performance. Supervisors should describe specific work related behavior or results
they observe as close to the event as possible.
Coaching & Developing
Using their coaching skills, supervisors evaluate and address the
developmental needs of their employees and help them select diverse
experiences to gain necessary skills. Supervisors and employees create
development plans that might include training, new assignment, job
enrichment, self study or work details.

Controlling Process

Controlling System

RAM (Random Activity Monitoring)

Efics (Sales entry & Billing Soft wear)
CSS (Customer Satisfaction Survey)

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10.

Research Design
Interview

Rabab Naqvi interviewed...

1. Mr Yasir Yaseen

ZSM of MOBILINK
(Zonal Sales Manger)

2. Mr Suleman Abdul Khaliq

System Developer-Specialist

(Fraud Control & System Development )

3. Mr M. Zeeshan Serwer

Franchise Support Executive

Interview tools used during Interview

Interview consist of live recording
Questioner filled by said persons
Pictures with interviewer
Visiting cards are also attached as reference

Questioner
1. Ethics has become a major concern for management. What factors influence
ethical behavior of individual in organization?
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2. Challenge for organizations across the world is to have their HR deliver
quality product and services to each other, customer & clients. How this
challenge is met by MOBILINK?

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------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------3. Reward system of an organization is a critical factor to employee

performance. What type of reward system you are offering?
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------4. What are the features of excellent companies?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

5. How national culture influences organizational culture?

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

6. What strategies MOBILINK is following to enhance job satisfaction among

workers?
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------7. According to you who are the main Competitors of the Company?

8. How you feel to be a part of this Organization?

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---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------9. What do you learn while working in MOBILINK Pakistan?

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------10.Do you think MOBILINK is one of the best institutes for talented people?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------11.Do you think MOBILINK has encouragement for deserving needy candidates?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------12.The management of MOBILINK is friendly that management should be or
struck like school discipline?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------13.Do you think MOBILINKs management has dictatorship, favoritism or
democratic and positive for employee?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------14.What do you think what is exactly MOBILINKs management strategy?

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

15.Is this one of the best management of country or best services provider of
the country or best customer services?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------16.Do we have competent employee and management to compete other
network in Pakistan?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------17.Are the things which plays important role for Mobilink to become market
leader.
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

18.Are you satisfied MOBILINKs marketing strategies or you want to make more
changes? If yes then what?
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------19.Enlist the name of .
Board of Directors

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--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Bankers.
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Chairmans Message.
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

20.Explain the responsibilities of Finance & Accounts Department?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------21.What are the primary factors that influence motivate and cause a customer
to purchase a MOBILINK sim?
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------22.What are the various market segments and what is their average age,
financial position, gender?

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

23.What are the top ten stress and fears of MOBILINK in market?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

24. What are the factors that play an important part in selecting leadership
style?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

25. Boss and leader are one and same thing. What you say?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

26. What do you think what are the leadership skills to be an effective leader?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

27. In an organization which is facing Economic & Financial constraint, how you
can keep your managers motivated?

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

28. Who are the Auditors, Legal Counsels and Tax Consultants of the company?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

13. References
Mr Orangzaib Khan
Mr Zeeshan Sarwer
Mr Yasir Yaseen
Mr Sulman Abdul Khaliq
Rabab Naqvi
www.mobilinkgsm.com
www.mobilinkworld.com
www.google.com

14. Bibliographies

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GSM

Global System Management

CS

Customer Services

GPRS

General Radio Packet

Services

RAM

Random Activity Monitoring

CSS

Customer Satisfaction
seaway

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