Analysis of Telenor Pakistan
TABLE OF CONTENTS Introduction: 3 Awards and Accolades 4 Vision & Values 4 Our Vision 5 Corporate responsibility 5 Emergency Response Program 6 Khuddar Pakistan 7 Fund-raising Initiatives 7 Telenor brand 9 Macro environment in telecom sector 10 Monopoly, a thing from the past 10 Privatization and Liberalization 10 Cut-throat Competition 11 Choice: 11 Good quality 12 Accessibility 12 Prices 12 Improves and maintain standard 12 Stimulate growth 12 Rapidly Expanding Global Market 12 Mergers and Acquisition 13 Trans-Nationalization 13 Market Integration 13 Arrival of the State Of The Art Technology 14 Trends in the User’s Device 14 Trends in the Carrier Technology 14 Trends in the Switching Technology 14 Advancement in the Wireless Technology 14 Micro Environment in Telecom Sector 15 The Market 15 De-regulation of Telecom Sector in Pakistan 15 Regulatory Reforms, a Snapshot 16 Competitive Telecom Market 16 Improving Penetration & Tele-densities 16 End of Monopoly 17 Marketing Objectives and Strategies 19 Corporate Strategy: 19 Business Strategy 20 Market Orientation 22 Market Driven Strategy 23 Target Market 23 The market segments Telenor is targeting include: 23 Market Orientation 24 Core Competencies 27 Telenor’s network coverage 28 National Coverage 28 International coverage 28 Telenor 30 The Organization 30 The Marketing Functions 33 Pre-Paid Packages 33 Post-Paid Package 34 Mobile Fun Services of Telenor 36 Mobile Fun 36 The Product Strategy 37 Add a new product strategy 37 Cost reduction strategy 38 Product improvement strategy 38 Changes in marketing strategy 38 Product Elimination strategy: 38 Pricing Strategy 39 Promotion Strategy 40 Advertising: 41 Prepaid advertising 42 Postpaid advertising 43 Sales promotion 44 Publicity (indirect channel) 44 Distribution strategy 44 Customer characteristics 45 Distribution centers of