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ZONG first international brand China Mobile launched in Pakistan

Paper Type: Free Essay Subject: Business
Wordcount: 2580 words Published: 2nd May 2017

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ZONG is the first International brand of China Mobile being launched in Pakistan. It is meant to empower and liberate the people of Pakistan in every nook and corner of the country. It will become a part of their hearts, their minds and bring about a change in their lives that every one desired but few thought would be possible. The core essence of ZONG is to allow people to communicate at will. Without worrying about tariffs, network coverage, capacity issues or congestion. ZONG will be supported by ground breaking communications, trend setting customer service and an unmatched product offering which will redefine rules of the game and establish ZONG as a serious contender for the number one spot.

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ZONG would offer its customers with entertaining & innovative value added services and will empower them by giving a wide variety of products, services & content to choose from. We are privileged to be the pioneering country introducing this brand with others to follow. And God willing, together we will also make ZONG a success story for others to try and replicate. China Mobile is the world’s largest telecom operator. Having a customer base of over 540 million customers, its network routes more than 700 million text messages every day and handles more than 250 million calls every hour. China Mobile is perhaps the only cellular network that provides uninterrupted, reliable coverage through tunnels, on highways, inside sky scrapper elevators as well on top of Mount Everest. One of the unique features of China Mobile servicing excellence is to customize its products, services and tariffs to suit the individual needs of its huge subscriber base. There are hundreds of payment/tariff options to choose from according to one’s usage pattern, budgetary limitations and nature of use.

China Mobile’s first overseas subsidiary, China Mobile Pakistan has the license to offer and operate voice, data and all value added services in the entire country. One of the fastest growing cellular markets in the world, Pakistan is a key region that is likely to offer expansion opportunities as well the chance to make a difference in the lives of a growing clientele that is demanding and understands and appreciates better quality and service standards.

ZONG is part of China Mobile Pakistan which is a 100% subsidiary of China Mobile. The pioneering overseas set up of China Mobile came through acquisition of a license from Million to operate a GSM network in Pakistan. China Mobile will invest US $300 million in Pakistan in 2010 which is the largest investment by any telecom operator in the current year. ZONG has so far invested US $1.66 billion in Pakistan and has generated more than 1700 direct and over 40,000 indirect jobs in the country. This investment has been made in less than two years since its launch and China Mobile is expected to invest more in the country in the years to come as the company has chalked out more future investment plans. With ambitious plans to cater to the fastest growing Pakistani market and to win over the ever demanding Pakistani customer, it will be offering unprecedented coverage, voice and data services as well as a wide range of tariff options to choose from.CMPak’s edge comes from the experience and expertise of running the world’s largest telecom service and the commitment they make to setting quality and customer relations standards. CMPak is geared to offer neatly packaged VAS products that will benefit the individuals, corporate as well as small businesses. Led by a team of professionals from the field of cellular communication, CMPak is

Determined to make its mark in the Pakistani market and to change the way people communicate.

Vision Statement

“Zong to be one of the leading mobile information companies in Pakistan exceeding customer expectations, through employees dedicated to excellence, maximizing shareholders value”

Mission statement

China Mobile’s mission statement is “Communicate a Boundless World and Construct an Information Society”.

It aims to build an “omnipresent” mobile network to provide a colorful set of mobile communication applications with “omnipotence”, to promote the citizen’s level of “Informationalization” and enhance China Mobiles competitiveness at an international level. “Omnipresence” entails a secure,

Open digital network with seamless coverage which allows everyone to use the network at anytime and at any place. “Omnipotence” entails the continuous creation of all kinds of applications to suit the individual needs of consumers and the prompt adaptation to new changes to the environment” Omnipresence” and “Omnipotence” are China Mobile’s ambitious plans and also the objectives that China Mobile aims to achieve through its ethos “Perfection”.

Organization structure

In Zong the hierarchy is very lean, in general the whole setup is centralized, all the matters are to be reported to the main company and all the policies and targets are approved at the higher level. But at the department level the structure is decentralized.

The human resource of Zong is highly skillful, educated and committed towards their work. Mostly people working in Zong are masters in specialized fields. According to them their human resource is their biggest assets. Human resource manager is responsible of handling any disturbances but small disputes are handled by supervisors. A continuous training is conducted inside and outside the organization to improve the skills of the employee. On achieving different target different intrinsic and extrinsic rewards are given. The job description of each and every employee is predefined. Performance appraisal is done on annual basis.

Group analysis

In our industry we need creativity, speed, execution, written communication, attitude, knowledge & skills that is why we prefer new and young talent that’s why fresh graduate are hired each year. Unless and until people don’t have freedom to express their views and new ideas such organization can not grow , and to support this view with in each department people should have decision making power and this can done by decentralizing.

Managerial skills

Planning, Organizing, Leading: team counseling, vision and goal setting,

performance appraisal, job rotation, ensure motivation are common tasks. Lower level is also involved in decision making which help them to vision some thing which’s really achievable and is according to their capability. They also keep on rotating people to different departments relative to their field so that they don’t get lethargic this also give them a chance to find the best place where thy can fit in Controlling To ensure timely support for all “services & processes” being offered in-use of both internal and external customers. National and international training sessions are arranged for the employees to keep them up dated and to make the able to work on latest technology.

Technical, human and conceptual skills

Technical skill

Persons have knowledge of processes, techniques and tools of a specific area like technical issues of engineering, network coverage so that they can understand problems of customer and provide better customer care services.

Human skill

Involves the ability to interact effectively with people. Person performing this job interact and cooperate with employees and customers and unless

and until they are not social and don’t have good communication skills they can’t help their customers. Conceptual skill: involves the formulation

of ideas. Persons performing this job have understood abstract relationships, develop ideas, and solve problems creatively to handle the problems on the spot, to satisfy the customers.

Team Building

The sales department is highly dependent on the team efforts and can only perform well if the team is highly motivated. At Zong, sales officers are highly competitive and motivated as they know how well they have to inculcate their ideas and product into consumer’s mind. In this era no organization can perform its tasks effectively without team involvement but especially cellular companies can’t even dream of doing work without sales teams

Hierarchal structure

SWOT Analysis

The SWOT analysis covers strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are generally internal attributes, which we can address by changing our business. Opportunities and threats are generally external.

If ZONG cellular company has some opportunities in the market, there must be some threats to them; in the same way if they have strengths, there must be some weaknesses. I am going to discuss them one by one thoroughly.

Strength of ZONG telecommunication company

Strength is defined that any activity the organization does well or any unique resources the organization has provides a number of packages to its customers at least more than 22. Some of them are discussed below;


ZONG 65

ZONG brings you ZONG 65, the new pre-paid package of ZONG that delivers 100% on economy and guarantees lowest call rates to any network in Pakistan

Aanay Package

Talk for an entire hour – any hour, for only Rs.4.99 and for the first time in Pakistan you can change the hour everyday

50 Paisa/Call (8 Aanay)

People claim of simplicity and yet give you half the truth. Only ZONG gives you the full truth at half the price. Now make calls to any other mobile network for 8 Aanay.

Free Package

For the first time in Pakistan you can make free calls for life!

ZONG Super Free Number

That’s right you can literally talk your heart out 24 hours a day everyday to that special someone – all for FREE

Aik second Package

Make call for just 4 paisa per second!

Post paid Package

Post paid packages are at least 12 in number.

GPRS Packages

ZONG Unlimited

@ Rs. 400+Tax/month


@ Rs. 10+Tax/M

2. Weaknesses of ZONG telecommunication co.

Weakness is defined as any activity the organization does not do well or the resources the organization needs but it does not posses. According to my point of view, the first and main weakness of the ZONG Company is their low quality service. They are failed to provide the best service to its customers to satisfy them. On one hand they have introduced a lot of new things but on other hand when the customer is unable to get complete benefit of those offerings, it is then very difficult for a company to retain their customers and to make new customers.

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3. Opportunities of ZONG telecommunication co.

Positive trends of organization in external environmental factors. Zong is one of the fastest growing cellular markets in the Pakistan and it has a chance to expand in the current situation. As I discussed earlier that Zong provides a number of packages and other services for customer satisfaction. In this way they develop a good will in the market and made millions of customers within last two years. They have opportunity to expand their businesses in Pakistani markets by improving their products and by satisfying the customer needs and wants. One main opportunity of ZONG is that it is a china mobile company and Chinese products are famous in the Pakistani markets. They already have developed a good will and entity in Pakistan and they know better the customer needs and wants in Pakistani societies better than the other telecommunication companies. So they have chance to grow high and maintain their market share for a long period.

4. Threats of ZONG telecommunication co.

Threats are defined as the negative trends of organization in external environmental factors.


A number of competitor are in the market like jazz, ufone, Telenor, warid etc. all of them are trying to defeat one another. Mostly ufone is a good cellular company and are attracting the customers more and more with the passage of time by providing better facilities and wide net work coverage to its customers. Competition of the telecommunication companies is rising day by day. Another problem the companies are facing that according to the new rules of Pakistan telecommunication authority (PTA), every customer is free to transfer his/ her sim into another network which they think are reliable. Due to this reason all companies are trying to defeat their competitors by decreasing their call rates to attract more, providing lowest sms packages etc to attract more and more customer. In this way one company is trying to overcome another and in this process some companies are facing the loss.


Technologies have reached beyond the limits. Time is changing and every company is trying to introduce the new technologies according to the situation which make their customer more reliable. As four or five years

ago, the technology was not as good as it is in present time. So it is also one of the most dangerous threats to Zong Company to improve their technology with the passage of time.

Suggestion/ implication

• Net working

The main problem of Zong Telecommunication Company is that their customers are not satisfied by their networking. They don’t have a wide range of networking and there customers are facing a lot of problems because of signal problems. Whenever the customer is not properly satisfied by the company’s services, it is very difficult for the Zong Company to attract the customer and to retain their existing customers. There is need a lot of improvement their networking as well as to make it better. If they don’t take any step, they soon face a big problem and it is then impossible for them to remain in the market and to maintain their good will.


Technology is one of the most important factors. The time is changing; telecommunication revolution is the big revolution in this century; companies have needed to introduce new technologies according to the market demand to improve their net working and to satisfy the customers. In Pakistan other companies like Ufone, Jazz, Warid, and Telenor etc are working in the market for last 6 to 7 years. Their technology is better than the Zong as Zong is the new born company in the Pakistan. Zong has needed to do a lot to improve their Technology. If they do so they have a bright future in Pakistan.

• Social aspect

Social aspect is another important factor. The companies who trying to ignore the society will never prosper. In other words I can say that such companies have no way to exist in the market for a long time. Zong has needed to take look to the societies, and the people living there. They shouldn’t take any step which is against the society and the people. They should to respect of what people are demanding to them.


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