Project on World Call Limited

Submitted to Qurashi Submitted by Anwar

Sir M

Imran KAShif

4564-FMS/MBA/S10

Shariq Zia
4548-FMS/MBA/S10

Abbas Khan
4688-FMS/MBA/S10

Subject Management

Strategic

Marketing

MBA 1 year

Preface
The requirement of education by training for future MBA is met by professional program by involving a combination of theoretical education and practical training. It equips student with skill, knowledge and professional values, sufficient for performing as qualified professional and to continue to grow in their career through an unending process of learning to learn. Our teacher has therefore been seized with the need of or developing training regulation, which not only cater for the above stated requirements but would also help in providing experience to students to meet the future needs of the market place. In this concern we were given an opportunity to having a marketing plan of World call. Our report is all based on what we have learnt. We hope that our report will give you good overlook of all the Telecommunication related matters.

Acknowledgement

All praises are for Allah almighty that has bestowed upon human being the crown of creation and has endowed him with knowledge and wisdom. After Allah, is the last prophet Mohammed (SAW) who brought for us revelation and unlimited knowledge and civilized the barbarian human being. Although this report base only our name but numerous people were very important to the development of this report without the support of them we could never successfully completed. Our special thanks to Sir Imran Qureshi who provided us such an opportunity and his kind guidance at each and every step whenever we felt difficulty.

Introduction
WorldCall Telecom Limited (WTL), an Oman Telecommunications Company (Omantel), is the most reliable and unique telecom and multimedia service provider in Pakistan. WorldCall launched its business in June 1996 with payphone operations. Amid fundamental shifts in technology and industry, innovation and dedication led us to growth in diversified businesses with a range of services designed to serve the needs of the local market. From Cable Broadband to Wireless Broadband, from Cable TV to Video on Demand, from LDI services and fiber optic network to wireless local loop telephony, WTL has crossed a number of milestones. WTL offers an array of services under three major service categories i.e. Data, Entertainment and Voice. WorldCall Telecom Limited became an associate company of Omantel after acquisition of major share holding by Omantel in 2008 Board of Directors Mr. Mr. Mr. Mr. Mr. Mr. Mr. Mr. Mr. Mr. Mehdi Mohammed Al Abduwani (Chairman) Salmaan Taseer Bernhard Heinichen van der Merwe Samy Ahmed Abdulqadir Al-Ghassany Talal Said Marhoon Al-Mamari Zafar Iqbal Asadullah Khawaja (Nominee of Arif Habib Securities Ltd.) Babar Ali Syed (Chief Executive Officer) Mirghani Hamza Al-Madani (Chief Internal Auditor) Saud Al-Mazroui (Company Secretary)

Products & Services

With a Plug & Play small USB device, WorldCall Wireless Broadband opens up a new world of hassle-free wireless internet connectivity with amazing speeds and unlimited downloads. You can take the internet with you and surf the internet in your car, at the office or in a park.

With a simple click, WorldCall Cable Broadband makes internet surfing faster and a lot more pleasing ensuring transfer of heavy data, sending/receiving large emails, music downloads and uninterrupted viewing of online videos.

Unparallel quality of digital picture and sound WorldCall Digital TV offering 60+ channels, reinvents the television entertainment experience with sharper images, vibrant colors and stereo sound.

The absolute amalgam of drama, thriller, action, romance, news and documentaries WorldCall Cable TV with crystal clear 80+ channels has been providing its viewers a wide assortment of satellite and in-house channels to satisfy their infotainment news.

WorldCall Wireles Phone offers hassle-free wireless communication. Operating in more than 50 cities of Pakistan, using CDMA 1x technology we provide reliable voice services along with express and economical data

access. Offered both in home-use and payphone models, we provide ease of communication with economical packages

Strengths
Strong financial Base Skilled work force R&D State of the art HFC Plant.

Weaknesses
Low Coverage (Poor Distribution Network) After Sales Services Poor Positioning Poor technical back-up to distributors Franchises given to unexperienced Investors Lack of coordination coordination No ERP System among departments and cross functional

Opportunities
Acquisition of distribution rights for various channels. Advertisement potential, as companies are moving towards cable advertising. Growing Market Investors coming in franchising telecommunication business

Threats
New entrants in the market. Availability of other ISPs with cheaper hourly rates and better speed. Emergence of ISDN & DSL with better business solutions

TOWS
S-W
Strength: Research and development Opportunity: Growing market Company should offer new and innovative services and features to capture greater share of the ever growing telecommunication sector.

S-T
Strength: Skilled HR and strong financial base Threat: Technological advancements The company has a strong financial base and should capitalize on its skilled human resource to overcome the big technological advancements that are taking place nowadays.

W-O
Weakness: low coverage Opportunity: Investors coming in the franchising the telecommunication business Company should offer its franchise in different areas where its not currently operating, as more and more investors are eager to invest heavily in the franchising business of telecommunication. All of this can improve the coverage of the company.

Financial Ratios
Rs 000 2008 2009 RS 000

1- Opertaing Profit /Assets (313350)/17932116 (1.75)%

employed

=154/22814969

0.00067%

The ratio is increasing that is good trend for the company. In 2008 company was having loss and now has started to generate profit. 2- Opertaing Profit /Sales Revenue = (10.1)% 154/8413695 .0018% (313350)/3095587

The ratio has increased from the previous year. But is very small because the profits are very low.company needs to increase its profit. 3- Sales /Total Assets (times) 17932116 0.17 = 8413695/22814969 0.369 3095587/

The ratio increased from the previous year but is not good company not utilizing its assets efficiently 4- T.Assets /Avg. Daily sales (days)= 22814969/23371.375 976 2085 17932116/8598.852

5- Dist. & Marketing cost /Sales = 109348/8413695 2.5%

1.3%

79418/3095587

Distribution and marketing cost has increased from the previous but not to the proportion of the sales. 6- General & Admin cost /Sales = 1080271/8413695 15.76% 12.84% 488024/3095587

As the sales have increased by large amount from the previous year general and admin cost are now lesser Percent of the sales that is good for the company, 7Cu. Assets/Avg. daily 3439385/8598.852 400 sales(days) = 4261183/23371.375 182

8- Fixed Assets 17588178/8598.852

Avg. 2045

daily

sales

18553786/23371.375

793

9-Debtors / Avg. daily sales(days) = 2116744/23371.375 90 978451/8598.852 113

Industry Growth Rate: 2008 PTCL Wateen Worldcal l Total 9950400 615000 2166850 2009

58005390-46103500 46103500 = 25.8 % Market Share 56.9 5.4 37.7 100 Growth Rate -10.6 36.7 171 22.65 RMS 1.5 .0.09 0.66

8885850 841000 5889520 1561637 0

1273225 0 Wireless Telephony

Broad Band

2008 PTCL Wateen Worldcal l Total 1990080 0 8610000 619100 2912990 0

2009 2369560 0 1177400 0 1682720 3715232 0

Market Share 63.7 31.69 4.5 100

Growth Rate 19 36.7 172 27.5

RMS 2.01 0.5 0.07

2008 PTCL Wateen Worldcal l Total 3316800 615000 309550 4241350

2009 3554340 841000 841360 5236700

Market Share 67.8 4.5 31.69 100

Growth Rate 7.1 171 36.7 23.46

RMS 4.1 0.23 0.23

Cable/ Digital TV

Buying behavior
The buying behavior of the customers towards the brands of our company is dissonance reducing. Customers show high involvement when purchasing the products in the markets where there are few differences between the available brands. Most of the packages offered by the companies within the market are almost the same, like wateen has offered unlimited USB wireless internet and in response Worldcall and PTCL have offered almost the same kind of packages. Type of Product

All the products of the companies lie in the shopping goods category because the frequency of buying is less and the prices are a bit high. Consumers Thinking The consumer thinking about the products is retrospective that is they usually take advice from people around them or from their experiences when making a buying decision. Competitor analysis Against whom are we competing? Competition consists only of those companies offering similar product or service. Therefore, our main competitors are Wateen and PTCL. Perspective of competition Our company is pursuing the industry perspective of competition so, the company is monitoring the competitors and following their footsteps. Competitive focus: Competitive focus in the industry is coexistence that is companies are competing but not so aggressively. Companies are not trying to throw the competitors out of the industry. Competitor response: The company have two main competitors and the response of both to the actions of the company is different. PTCL is the selective competitor. It will not respond to every action of the company rather will choose selectively which actions to respond. Wateen on the other hand would be termed as tiger competitor and will respond to every actions of the company.

Market Segmentation:
Possible segments: Psycographic Variables:

Uppar & Middle Class Demographic: Teens , Families Eductionn Services: students B2B Targeting: Families,Students,Business Target Marketing strategies Differentiated Marketingis done by world call. Company is doing very less marketing and there are different packages available for the segments. Positioning: Multiple benefit positioning like in intenet services company has focused on eduction, entertainment and business uses.

GE MATRIX
Industry attractiveness Industry growth Medium growth Profitability Average Start up cost High Maintenance cost High On the basis of above mentioned factors industry attractiveness is medium. Competitive position On the basis of: SWOT Competitive analysis Market share Relative market share On the basis of above mentioned factors the competitive position of world call is weak.

Shell Matrix

Competitor Analysis:

Position Based Strategies

Scorpio Technique:

Scorpio Tecnique: According to Analysis suitable strategy for world call is Phased withdrawl.however if the company have to company have to survive by adopting the penetration strategy following changes and needs to be done. Industry or market: Company is currently pursuing Industry perspective that is leading the company nowhere. Company has to change from industry perspective to Market perspective. That is company needs to address the customer needs and wants. The Customer: Customers of the company will remain same that are Students, teens, Families and business sector. Company needs to understand the customer insights. Customer is seeking high quality services at high competitive prices.company approach should be differentiated.

Segmentation and targeting: Possible segments available will remains the same. Psychographic Variables: Upper & Middle Class Demographic Variables: Education Services Teens, Families Business Sector Company target market will also be the same. Company targeting is good but the company needs to actively pursue the target market and should adopt differentiation strategy and come up with suitable packages for each segment. Positioning and Branding Till now the company has done very low work on the postionng. The company image in the customer minds is not good. And company needs to do much on this aspect. Company should go for advertising, improve and enhance its distribution network, Come up with new offerings. Customer Retention: Customer retention is most important factor in the industry as it is not the one time sale there is long lasting relationship between the customers and the company so the company in order to retain its customers have to take different steps. First of all has to improve its distribution network, should have qualified staff at the franchisee which it lacks currently, improve After sales services , should develop Marketing Information System So that the Customer complaints be addressed Quickly and there should be regular feedback from the customer about the improvements they require in services. Organisation Process: Company is having an internal focus that it has to change to external and the companies internal processes are not joined up because it has no ERP system developed. Company should develop a ERP syatem so that internal communication between the department increased.