ROLL NO.

71

SAMRAH QAMAR KHAN

M.COM FINAL (SEMESTER 3)

(ASSIGNMENT# 1)

(ADVANCE MANAGEMENT)
SUBMITTED TO: SIR OMER

TOPIC: ANALYSIS OF MOBILINK CULTURE

MOBILINK
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication
service provider in Pakistan. Mobilink started operations in 1994 as the first GSM cellular Mobile service in
Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multi-national company. It has
become the market leader both in terms of growth as well as having the largest customer subscriber base in
Pakistan - a base of over 24 million and growing. Mobilink prides itself on being the first cellular service
provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art
communication solutions to its customers.

Company’s Vision
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication
solutions for our Customers while exceeding Shareholder value & Employee Expectations”.

Company’s Mission
“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 than 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 objective
it offers both post-paid (Indigo) and prepaid (Jazz) to the customers.

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

Culture of Mobilink Pakistan

The Manager – Symbolic View
The symbolic view of management can be defined as: “The view that much of an organization’s success or
failure is due to external forces outside managers’ control.”

 Mobilink’s  Perspective
Mobilink follows the symbolic view of management because the managers believe that apart from manager’s
actions, there are some external factors as well that are responsible for the company’s failure or success.
Culture:
The organizational culture can be defined as:

“The shared values, principles, traditions and ways of doing things that influence the way organizational
members act.” Even though culture may not be immediately observable, identifying a set of values that might
be used to describe an organization’s culture helps us identify, measure, and manage culture more effectively.
For this purpose, several researchers have proposed various culture typologies. One typology that has
received a lot of research attention is the Organizational Culture Profile (OCP) where culture is represented by
seven distinct values.

Dimensions of Organizational Culture Profile (OCP)

Team Oriented:
Companies with a team-oriented culture are collaborative and emphasize cooperation among employees. In
team-oriented organizations, members tend to have more positive relationships with their coworkers and
particularly with their managers.

Mobilink’s  Perspective
Mobilink strongly believes in the team orientation. The management along with the employees works
together and maintains a very friendly and professional relationship simultaneously.
Stability:
Stable cultures are predictable, rule-oriented, and bureaucratic. When the environment is stable and certain,
these cultures may help the organization to be effective by providing stable and constant levels of output.

 Mobilink’s  Perspective
Mobilink’s management deeply understands that the degree to which it is working must be maintained well
resulting in the stability of the organization.

People Oriented:
People-oriented cultures value fairness, supportiveness, and respecting individual rights. In these
organizations, there is a greater emphasis on and expectation of treating people with respect and dignity.

Mobilink’s Perspective
Mobilink also believes in people orientation. According to the company, “To lead the organization in
enhancing its human capital and creating a winning environment where everyone enjoys contributing to the
best of one’s ability.” Mobilink has a much defined and well-structured department and its various
policies of keeping each employee productive part of the organization are intoned with the corporate world’s
requirement. The employees working at Mobilink shared their experience “A well-managed organization and
fun place where you enjoy working but still a lot room for improvement, especially regarding communication
gaps between management and the staff”.

Detail Oriented:
Organizations with a detail-oriented culture are characterized in the OCP framework as emphasizing precision
and paying attention to details.

Mobilink’s Perspective
Customers are at the heart of their success. According to the CEO, the customers have placed their trust and
confidence in us. In return, the company strives to anticipate their needs and deliver service, quality and value
beyond their expectations. The company takes the feedback from their customers regarding its services and
tries to improve it in order to keep the trust level of its users.

Innovative:
According to the OCP framework, companies that have innovative cultures are flexible, adaptable, and
experiment with new ideas. These companies are characterized by a flat hierarchy and titles and other status
distinctions tend to be downplayed.

Mobilink’s Perspective
Mobilink Pakistan gives value to the technological changes. To provide best services to its customer the
company always to be innovative so as to strengthen its capabilities. It has invested heavily in infrastructure,
technology, human resources and customer services which have given impetus for abroad-based future
planning strategy.
Aggressiveness:
Companies with aggressive cultures value competitiveness and outperforming competitors; by emphasizing
this, they often fall short in corporate social responsibility. 

Mobilink’s Perspective
The company doesn’t follow aggressive culture and has a contribution in corporate social responsibility. As
the market leader, Mobilink recognize and fulfill its responsibility towards its country and the environment
they operate in. The company contributes to worthy causes and is dedicated to the development and progress
of the society. Mobilink believes in playing an active role in supporting the community and social development
of Pakistan. Each year, Mobilink and its staff contribute significantly to charities and community projects to
help bring about a better quality of life to the less privileged in the community and enrich the lives of
Pakistanis through support in local arts, education and sports.

Outcome Oriented:
The OCP framework describes outcome-oriented cultures as those that emphasize achievement, results, and
action as important values.

Mobilink’s Perspective
Mobilink gives priority to customer satisfaction rather than achieving high profit. Because they believe in trust
and integrity so the company try to provide high quality services to its customers. As the company wants every
common man to be its customer, therefore its main target is the happiness of its users.

Sum up

Mobilink is following all management functions effectively, as it is the subsidiary of Orascom, corporate
strategies are developed and communicated from the top level. Region is accountable to the parent company
from where instructions are received and applied in the organization nationwide. Mobilink has a friendly
environment where each employee is empowered to exercise delegated powers and has an authority to
directly contact the president, if need be. Mobilink has research setup that identifies emerging local
opportunities and makes suggestions to the parent organization. They are agile to adopt latest technologies,
launch innovative products & services, and offer a learning environment to its employees. Marketing team at
Mobilink is working at the best of their abilities in designing and executing distinctive marketing approaches in
such a competitive local telecom scenario.

Suggestions for the Improvement of Mobilink Culture

Improving organizational culture can be a big challenge for the organization and its members. Focusing on a
few important steps will help you get started in improving organizational culture. Getting the right training for
your employees is the first step toward improving organizational culture. 

The strategies Mobilink should follow on are:

 Adopting innovative technology and mobile wallets. Product development and mobilization of the
brand is also necessary.
 Global expansion in the emerging markets. The company must planned long-term goals to target the
international with the high market share rather than just concentrating on customer satisfaction.
 Market penetration, the company must focus on providing reliable services in order to increase the
number of customers.
 Concentrate on market retention and gaining market share. The company should focus on the
outcome oriented culture in order to increase its share in the market and lead the business towards
more profitability.
 Backward integration over vendors for reduction in infrastructure maintenance cost and other
expenses.