Market Survey of Warid Telecom Launched in Pakistan
Essay by usha malik • August 20, 2018 • Research Paper • 5,581 Words (23 Pages) • 863 Views
- Contents
1 Introduction 3
2 Products / Core Services 3
2.1 Supplementary Services 4
2.1.1 Facilitating Supplementary Services 4
2.1.2 Information 4
2.1.3 Order Taking 5
2.1.4 Billing 5
2.1.5 Payments 5
2.1.6 Consultation 6
2.1.7 Hospitality 6
2.1.8 Safe Keeping 7
2.1.9 Exceptions 7
3 Positioning and Promotional Strategies Used by Warid Telecom 8
3.1 Positional Strategy 8
3.1.1 Positioning Map 8
3.1.2 Analysis 10
3.2 Promotional Strategies Used by Warid Telecom 10
3.2.1 Advertising 11
3.2.2 Analysis 11
3.3 Sample Advertisements 12
4 Service Distribution Network/Methods 13
4.1 Distributors’ Channels 13
4.1.1 Corporate Channel 13
4.1.2 Direct Channel 14
4.1.3 Franchise Selling 14
5 Pricing Strategies 14
5.1 Pricing Strategies by Warid 15
5.1.1 Cost Based Pricing 15
5.1.2 Competition Based Pricing 16
5.1.3 Value Based Pricing 17
6 Service Blueprint and Script 18
6.1 Front Stage Activities 19
6.2 Supporting Activities 19
6.3 Back Stage Activities 19
6.4 Service Script 20
6.5 Service Blue Print 20
7 Customer Satisfaction 22
7.1 Warid Towards Its Customers 22
7.2 Encountering Needs 22
7.3 Analysis and Surveys 23
8 Problems Faced By the Organization 23
8.1 Challenges for Warid 23
8.1.1 Diverse Customer Expectations 23
8.1.2 Negative Word Of Mouth 24
8.1.3 Reactive To Proactive 24
8.1.4 Hyper Competitive Environments 24
8.1.5 Outrage and Crisis 24
8.1.6 Survey Reports 24
9 Bibliography 25
Introduction
Cellular Mobile Telecommunication services first established themselves in Pakistan in 1990. Currently five operators provide cellular services in Pakistan and Warid is one of them and offers state-of-the-art telecommunication services at over 7,000 destinations in Pakistan. The project evolved as a result of a joint venture between two giants in telecom industry; Warid Telecom of Abu Dhabi Group and SingTel Group of Singapore. Abu Dhabi Group is one of the largest business groups in the Middle East. It has diversified business interests, offering strong financial resources and extensive management expertise that brings it commercial success. On the other hand, Singapore Telecommunications Limited, commonly abbreviated as Singtel, is a Singaporean telecommunications company, with a combined mobile subscriber base of 500 million customers from its own operations and regional associates in 25 countries thus making it one of the largest mobile network operators in Singapore and amongst top 30 in the world (SingTel, 2016).
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