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Mission Statement:-
To maximize shareholder value through profitable growth by providing innovative satellite communications solutions to selected customer segments.
Company’s introduction
History & Intro: -
More than 150 years of accumulated experience within telecommunications, coupled with a pioneering spirit and a quest for knowledge and development – are what have brought Telenor to where it is today. Telenor Group has operations in 14 markets around the world and is still expanding.
The Telenor Group is listed on the Oslo Stock Exchange, with headquarters in Oslo, Norway. Telenor started out as a public company in 1855 and builds on more than 150 years of telecom experience. The company was ranked top performer by the Dow Jones Sustainability Indexes in 2007 and 2008. Telenor Pakistan is 100% owned by the Telenor Group which is among the largest mobile operators in the world. The country's single largest European investor – with investments in excess of US $ 2Bn. It acquired a GSM license in 2004, and began commercial operations on March 15th^ 2005. Following the launch, a week later, on March 23 rd^ 2005, Telenor Pakistan began offering its services in Lahore, Faisalabad and Hyderabad. In February 2010, it had a subscriber base of 22.95 Million and a market share of 24% making it the country's second largest mobile operator. Telenor Pakistan acquired 51% of Tameer Micro Finance Bank in November 2008. In 2009, it launched "easypaisa" to become Pakistan's first telecom operator to partner with a bank to offer mobile financial services across Pakistan. In terms of subscriptions it is termed as one of the largest telecom operators in the world. It provides voice, data and other communication services. Its revenues were
NOK 107 Billion in 2009. The Telenor group has 179 mobile subscriptions across the world. Telenor has expanded its operations and is currently providing its services in 14 countries. In these 14 countries it employees about 40,000 people while in Pakistan, Telenor has employed about 2500 people. Telenor Pakistan currently holds nationwide GSM 900/1800 licences. In addition the company holds a license to build and operate a mobile network in Azad Jammu and Kashmir (AJK) and the Northern Areas. Telenor Pakistan also holds a Long Distance and International (LDI) licence under which it provides nationwide and international call services. After launching EDGE in August 2006, Telenor Pakistan has the country's widest EDGE coverage, allowing access to high-speed Internet and data services.
Telenor Pakistan has launched solar-powered base stations to increase network coverage. Solar-powered base stations are energy-efficient and eco-friendly.
Telenor Pakistan is spread across the country, creating thousands of direct and indirect job opportunities. We have a network of 15 company-owned sales and service centres, more than 200 franchises and 100,000 retail outlets.
A study conducted by Deloitte for Telenor in 2007 found that the mobile sector in Pakistan contributed a total of PKR 342.8 billion to the national economy in 2007, representing 5.1 per cent of the total Gross Domestic Product (GDP). The economic contribution of this sector has increased consistently year on year in Pakistan, and is expected to increase further in 2008.
Organizational Hierarchy: -
Over the past few years Telenor has increased its focus on proper business controls and management. This is due both to our operations becoming more and more extensive and complex to society's increased focus on responsible management, ethics and social responsibility.
anchoring and implementation of important business matters throughout the Group. All Group relevant matters that are of important strategic, operational, financial or non- financial fundamental significance to the Company must be discussed by the GEM. This applies to the preparation of issues to be dealt with by the Board, Corporate Assembly and General Meeting, strategy, the continuous follow-up of the operations, coordination between the Company’s top managers etc.
Group Executive Vice Presidents: -
Group Executive Vice Presidents, who are appointed by and report to the Group CEO, have the overall responsibility for an area at Group level. In addition to the specific tasks and actual area of authority assigned to the Group Executive Vice President, the Group Executive Vice President also has a Group-wide responsibility for ensuring that all the Company’s operations are carried out in accordance with the Board’s and Group CEO’s expectations. According to that stated regarding the Company’s representation to the outside world, the Group Executive Vice Presidents may represent the Company to the outside world. The Group Executive Vice Presidents act in accordance with their general authority within their area of responsibility, and undertake to keep the Group CEO continuously informed of activities within their area of responsibility. Issues of particular importance or which affect the areas of other Group Executive Vice Presidents are to be submitted to the Group CEO before any decision is made on them.
The Group CFO: -
By authority of the Group CEO of Telenor ASA, the Group CFO ensures that the finance activities within the Telenor Group at all times are aligned with and support the realization of Telenor Group’s business objectives. In accordance with Norwegian law, strict accounting and financial reporting requirements must be met. Together with the Group CEO, the Group CFO is responsible for and shall ensure that the Group conducts reporting in accordance with Norwegian law and IFRS.
Company’s vision
Telenor vision is as simple as they exist to help customers get the full benefit of communications services in their daily lives. The Telenor way is our guide and inspiration in delivering this vision together with our colleagues, customers and partners.
Company’s values
Telenor’s values is to make it easy, keep promises, be inspiring and be respectful, define how we should behave with our customer partners and each others. The values make up the glue that links the elements of the Telenor way together. The values of Telenor were defined based on answers our customers gave when asked what they expect from us and they are our fundamental tool towards becoming truly customer focused.
What’s kept in mind when formulating a specific plan or goals?
When everyone manages to live up to the Telenor way of doing business, it becomes their key differentiator and sets them apart from the other mobile operators and competitors in our markets. With rapid technological development, new services and commercial offers can easily and quickly be copied. However, it is impossible to copy the Telenor’s culture the way they behave towards each other and everyone we do business with.
S.W.O.T analysis:
Strengths:
Telenor’s strength is that they are determinedly pursuant to their mission and vision statements, they have one of the best management, they have strong a research department, they have good human capital, more than 150 years experience in the market (worldwide) and they have strong brands.
Weakness:
Telenor’s weaknesses are high operating expenditure and tight competition in the industry.
Sub brand
D-juice:
d-juice was introduced to attract youth by introducing low sms rates.
Easypeysa:
Easypeysa; a social service, offer convenience to the people to transfer the money within the country and to pay the bills.
Competitors:
There is a strong competition in the telecom sector of Pakistan. The competitors of telenor includes zong, mobilink, ufone and warid.
Market segmentation:
Market segmentation: Market segmentation is dividing the market into smaller groups with distinct needs, characteristics and behavior that might require separate marketing strategies or mixes. Since in a market overall, there are many potential buyers that differ respective to their wants, resources, location and buying behavior and attitudes. Because there is such variance among consumers, we have to segment our market in to different groups. There are four possible segmentation: geographic, demographic, psychographic and behavioral segmentation. Out of these we choose to focus on demographic, psychographic and behavioral segmentation.
Demographic segmentation: In this segmentation telenor divide the market into groups based on variables such as age, gender, nationality, family size, family occupation, income and education. Telenor packages are mostly to attract people belong to upper middle class and upper classes
Psychographic segmentation: In this segmentation telenor divided the market into groups based on social class, lifestyle and personality. So telenor divided market based on lifestyle and social class because certain consumers will prefer to have telenor due to affordability or liking.
Behavioral segmentation
In behavior segmentation Telenor is providing certain packages on different occasions. This includes eid, New Year, ramzan etc. Telenor is also being loyal to its existing customers and introduce new packages to grab new customers.
Niche marketing:
By introducing easypeysa and provide financial assistance to people to encourage their living standards. Telenor targeted the market which no other cellular company done so far.
Target market:
Target market for telenor is:
Corporate sector individuals that normally includes upper middle class and upper class Youth to attract for whom D-juice was introduce Businessman to attract for which purpose persona was introduced (post paid package) Individuals not using telenor for those easy-peysa was introduced. People that are not customer of telenor can also utilize it.
Price
Telenor basically opt for the market-skimming pricing; where we have set a high price for a new product in order to skim revenues from the market, from those segments that are willing to pay more. Telenor opt because of the following reason
The brand power of telenor, the current users of telenor not switch to other alternative even when are being offered by low prices Competitor not easily compete with telenor because of their network coverage and relatively better packages.
Product mix pricing strategy:
The pricing strategy telenor is adopting includes:
and university especially to promote it for youth, so there they may have attention to telenor’s product and can further purchase it.
Placement Telenor uses direct selling to retailer strategy for placement. They don’t have whole sellers or distributors. As per the sheer nature of the business it is mandatory for them to minimize the personnel involved in the placement chain and since a cellular connection is not that costly and the revenues on a single connection are not high so by eliminating steps in the placement chain the company can in short increase its own revenues.
