Market Survey of Warid Telecom Launched in Pakistan
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Contents1 Introduction 32 Products / Core Services 32.1 Supplementary Services 42.1.1 Facilitating Supplementary Services 42.1.2 Information 42.1.3 Order Taking 52.1.4 Billing 52.1.5 Payments 52.1.6 Consultation 62.1.7 Hospitality 62.1.8 Safe Keeping 72.1.9 Exceptions 73 Positioning and Promotional Strategies Used by Warid Telecom 83.1 Positional Strategy 83.1.1 Positioning Map 83.1.2 Analysis 103.2 Promotional Strategies Used by Warid Telecom 103.2.1 Advertising 113.2.2 Analysis 113.3 Sample Advertisements 124 Service Distribution Network/Methods 134.1 Distributors’ Channels 134.1.1 Corporate Channel 134.1.2 Direct Channel 144.1.3 Franchise Selling 145 Pricing Strategies 14
5.1 Pricing Strategies by Warid 155.1.1 Cost Based Pricing 155.1.2 Competition Based Pricing 165.1.3 Value Based Pricing 176 Service Blueprint and Script 186.1 Front Stage Activities 196.2 Supporting Activities 196.3 Back Stage Activities 196.4 Service Script 206.5 Service Blue Print 207 Customer Satisfaction 227.1 Warid Towards Its Customers 227.2 Encountering Needs 227.3 Analysis and Surveys 238 Problems Faced By the Organization 238.1 Challenges for Warid 238.1.1 Diverse Customer Expectations 238.1.2 Negative Word Of Mouth 248.1.3 Reactive To Proactive 248.1.4 Hyper Competitive Environments 248.1.5 Outrage and Crisis 248.1.6 Survey Reports 249 Bibliography 25IntroductionCellular 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).