Applied Marketing Assessment: Business Environment Analysis Report

This report, prepared for a Pearson BTEC Higher National Diploma in Business (RQF) course, analyzes the business environment of three major telecommunication companies in Pakistan: Jazz Mobilink, Telenor Pakistan, and Ufone Pakistan. The report begins with an overview of each company, including their objectives, goals, sector of operation, organization size and operations, legal structure, and key stakeholders. It then delves into a comparative analysis of the three companies, highlighting their similarities and differences. The report further examines the organizational structures of each company, detailing their various departments and functions. Task 2 includes a PESTLE analysis of Jazz Mobilink, assessing the political, economic, social, technological, legal, and environmental factors affecting the company. The report also explores the interrelationships between internal and external factors, and how these factors influence decision-making using SWOT analysis. Finally, the report discusses the impacts of macro and micro factors on business objectives and decision-making processes.

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PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) BUSINESS ENVIRONMENT(LEVEL 4)
STUDENT NAME ASSESSOR NAME
ABDUAL REHMAN
DATE ISSUED COMPLETION DATE SUBMITTED ON
ASSIGNMENT TITLE APPLIED MARKETING
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PASS 1 TASK 1
PASS 2 TASK 1
PASS 3 TASK 2
PASS 4 TASK 2
MERIT 1 TASK 1
MERIT 2 TASK 1
MERIT 3 TASK 2
MERIT 4 TASK 2
DISTINCTION 1 TASK 1
DISTINCTION 2 TASK 2
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Contents
Jazz Mobilink Telecommunication:..........................................................................................................2
Objectives/Goals/Aims of company:.......................................................................................................2
Sector in which Jazz operates:.................................................................................................................2
Organization size and operations:...........................................................................................................3
Legal Structure:.......................................................................................................................................3
Key stakeholders:....................................................................................................................................3
Telenor Pakistan:.....................................................................................................................................3
Objectives and goals of Telenor Pakistan:...............................................................................................3
Sector Telenor Pakistan operates in:.......................................................................................................4
Organization size and operations:...........................................................................................................4
Legal structure:........................................................................................................................................4
Key stakeholders of Telenor Pakistan:.....................................................................................................4
Ufone Pakistan:.......................................................................................................................................4
Objectives and goals of Ufone:................................................................................................................5
Sector in which Ufone operates..............................................................................................................5
Organization size and operations:...........................................................................................................5
Legal structure:........................................................................................................................................5
Key stakeholders of the Ufone:...............................................................................................................5
Comparison between three Telecommunication companies:.................................................................6
Organization Structure of Jazz Mobilink:.................................................................................................7
Organizational structure of Telenor Pakistan:.........................................................................................8
Organization structure of Ufone Pakistan:............................................................................................10
Task 2(LO3 and LO4)..............................................................................................................................11
PESTLE analysis on Jazz Mobilink:..........................................................................................................11
The interrelationships these internal factors and external factors........................................................12
Decision Making on the basis of SWOT Analysis:...................................................................................12
Impacts that both macro and micro factors have upon business objective and decision-making.........12
References:............................................................................................................................................15

Task 1 (LO1 and LO2)
a) Investigate and Explain the different types of organizations in term of following features:
Solution:
Jazz Mobilink Telecommunication:
Jazz is Pakistan telecommunication limited provider of post-paid prepaid services for the customers. It is
located in Islamabad. Its current CEO is Amir Ibrahim. It is currently the best GSM service provider in
south Asia. It was formed in 1990 with the venture of Saif groups and Motorola. They later sold it to an
Egyptian company Orascom telecom who further sold it to a Russian company VimpelCom. Orascom and
VimpelCom made deal and as part of it all the Orascom operations were announced to re brand and
become global telecom by changing its operations in 2012. In 2014 Mobilink participated in the auction
held by Pakistan telecommunication and won the 2100 MHz 3G license later it merged with warid
telecommunication and announced that waird customers can use 3G. [Wikipedia]
Objectives/Goals/Aims of company:
Every company sets some goals and objectives which it follows for the company’s success following are
the objectives set by Jazz.
 Expansion of their business.
 Provide better service
 Become the leading telecom company.
 Satisfy customers
 Attract more customers
 Apply continues improvement for their employee benefits.
Sector in which Jazz operates:
Jazz Mobilink telecommunication is owned by many private companies. So it operates in private sector
of Pakistan and follows law and regulations of the country.

Organization size and operations:
Its head office is located in Islamabad. In Jazz Mobilink round about 10000 employees are working. It
had 264 franchises 14 service centers. It earns revenue of about 56 million per month and sales 3000
connections per hour.
Legal Structure:
Jazz Mobilink is private limited company. It owns 36 percent of market share and rest is owned by other
communication companies.
Key stakeholders:
Stakeholder are who participate in the progress of the company by financing. Jazz has always given
importance to its stake holders especially their customers. To satisfy the needs of the customer is the
objective of Mobilink. Following are the key stake holder about whom Jazz pay more attention.
 Orascom
 Management
 Customers
 Shareholders
 Employee union
Telenor Pakistan:
Telenor Pakistan is 4G provider telecommunication company. In 2004 Telenor Pakistan 1st acquired its
license and launched its services in Karachi, Lahore and Islamabad in 2005. They have head quarter in
Islamabad and reginal offices are in Peshawar, Multan, Lahore, Faisalabad, Karachi and Quetta. It was
inaugurated by previous president general Parvez Musharraf in Islamabad. Recently in 2017 new head
quarter is opened in Islamabad and was inaugurated by Previous president Shahid Khaqan Abbasi. It is
owned by Norwegian company Telenor group. They have invested about 3.5 dollars in Pakistan and
payed 300 billion direct or indirect tax to the country. [Wikipedia]
Objectives and goals of Telenor Pakistan:
The objective of the Telenor Pakistan is mainly to focus on corporate social responsibility. For this
purpose, following three primary objectives are set by Telenor for the progress of the company.

 That company will run in an ethical manner and customer will be fully aware of every term and
condition.
 Company will follow all the corporate social responsibility policies so the employee will feel
proud to be part of it.
 All the stakeholders of the company in Pakistan will have high regards in the company.
Sector Telenor Pakistan operates in:
Telenor Pakistan is owned by Telenor groups and it operates in private sector of the country. It owns 23
percent of the market rest is by other companies.
Organization size and operations:
It is subsidiary company in telecommunication industry founded in 2004 Islamabad. They provide
services of mobile telephone and internet devices. Its revenue 1420 million and its operating income is
232 million in 2019. It subsides are Telenor bank. Telenor covers 80 percent of population with network
of over 11000 cell out if which 80% are 3G and 70% are 4G.
Legal structure:
It is private limited company of parent company Telenor groups. Telenor is divided into three areas core
activities, related activities and other activities. Core activities will be organized by holding company and
the legal structure will be correspond to the public. All the announcements mergers and demergers will
be registered at Norway.
Key stakeholders of Telenor Pakistan:
Following are the stakeholder of Telenor Pakistan.
 Policy makers
 Investors
 Employees
 Community
 Media
 Customers
 NGO’s
Ufone Pakistan:
In 2001 Ufone was launched in Islamabad its full name is Pak Telecom Mobile limited or Ufone. It
provides GSM cellular. Ufone became part of Etisalat in 2006. It is 3rd mobile telecommunication service
provider in Pakistan. It owns 14 percent of market shares least of 4 mobile operating companies. It has
23 million subscribers. Ufone hired Rashid khan as CEO who was Jazz Mobilink from 2008 to 2014. In
2019 Ufone launched its LET network in twin cities. It has also announced to launch their LET services in
other cities like Karachi, Quetta and Attock. Ufone has also won the best service provider in 2012.
[Wikipedia]

Objectives and goals of Ufone:
Some objectives of the telecommunication can be achieved by target some audience for specific period
of time. Following are the objectives Ufone wants to achieve.
 Customers’ needs should be put 1st
 CSR corporate social responsibility
 Government policies and regulations should be followed
 More area coverage in coming years
 Increase performance and become better than before
 Become leader of market and increase efficiency
Sector in which Ufone operates.
Ufone is subsidiary of Pakistan Telecommunication. Its headquarters is in blue area Islamabad. Ufone
servers all national highways, all motor ways and 2336 cities. They offer prepaid, postpaid and u paisa
services.
Organization size and operations:
Ufone tower is located in Islamabad blue area. Its management is under Etisalat. It adopted the next
generation GSM network of Huawei covering 1500 cities of Pakistan. Company has added many values
added services throughout the years but most popular now a days are 3G and 4G. Ufone distributes its
sims and services through franchise and small local shops. Its mission is to the best cellular option for U.
Legal structure:
It is the subsidiary of Pakistan telecommunication. As far as knowledge is concerned, they have no
limitations. To achieve set of goals the information follow is important. Employees are confident and
they have potential. Always seeking out best practice work to all areas of work.
Key stakeholders of the Ufone:
Following are the stake holders of Ufone.
 Customers:
Ufone is 3rd largest mobile network in Pakistan and its because of its customer loyalty so Ufone gives its
customer importance.
 Government:
Government is highly important for Ufone as it is subsidiary of Pakistan Telecommunication.
 Suppliers:
Ufone have many suppliers but following are major supplier of Ufone which provide handset along with
Ufone sims.
 HTC
 Android
 Samsung
 Nokia
 Sony Ericson
 Tower Builders:

 Communication national global
 Modaraba Al Mali
 Tower share
 Mincom
 Employee:
For Ufone employees are very important. 3000 employees work all over the Pakistan.
 Media:
Ufone is making advertisements with huge amount of investment. They are paying to channels to show
their ads 10 to 22 times a day. Ufone invest 20% of its profit in advertisement.
Comparison between three Telecommunication companies:
Differences Similarities
The basic difference in these companies is the
market shares they cover Jazz Mobilink is on 1st
then Telenor Pakistan and then Ufone. This is
mostly because the of the parent companies of
all the three companies are different. Only Ufone
is owned by Pakistan Telecommunication which
makes it public company. Moreover, they have
different priority level to the stake holder and
have different stake holders. Their investment
policies legal structure strategies are all different
form one and another. Jazz provide more services
than other two.
They all deal in the same industry of
telecommunication and also provide almost same
services. They all operate in Pakistan. Target
audiences are same.
b) Explain the various functions/departments for the chosen three organizations:

Organization Structure of Jazz Mobilink:
On top most is the CEO they all of head for each department which have direct link with CEO. Chief
commercial officer handles the management of the company and their structure is more like hierarchal.
So, information is from top to bottom and from bottom to top.
Departments:
 Marketing
Responsible for all the marketing and branding of the product. Under marketing department three
directors work one is director of internet, director of pricing and director of brands. They all work
together along with other departments to make the brand name of their new product.
 Administration:

In their administration department following heads work to make company successful.
 Senior manager
They are responsible for the management of bottom management.
 Manager:
Responsible of the proper follow of information.
 Assistant manager:
 Specialist:
 Legal Affairs:
Responsible to handle all the legal affairs of the organization.
 Associates
 Technical:
All the technical features are their responsibility.
 HR department:
Hiring, firing and making pay roles with incentives are their responsibility.
Organizational structure of Telenor Pakistan:

CEO manages their rest of the department the information follow is from bottom to top and top to
bottom. Following are the departments manage by their CEO.
Departments:
 Technical Division:
Their main responsibility is check and maintain all the technical faults occur in their towers or technical
networks.
 Commercial Division
They deal with all the legal work of the company. Mostly they handle complicated cases which have
hearing at supreme court.
 Finance Division:
They are responsible all the financing company needs. This division also deals with their micro finance
bank. Which helps them in need of money and investment.
 IT division:
Responsible for the all the information infrastructure company needs to operate.
 Marketing division:
Handles all the marketing of new products and brands company offers.
 HR and Admin:
HR deals with recruitment of employees their incentives as well as the firing of the employees. Admin on
the other hand handles their scheduling and meeting details.
Rest of the departments are of specific workings.
 Department Directors:
 Managers:
 Assistant Managers:
 Executives:

Organization structure of Ufone Pakistan:
They have at top board of directors then CEO and the for management they have Project director. Under
their project director various departments work and are answerable to them. Following are
departments under project Director.
Departments:
 Marketing and sales:
Deals with all the marketing and advertisement of the company’s new product.
 Customer Care
Ufone customer care is considered to be the best as compared to the rest of the mobile networks.
 Information system:
Provide all the necessary information company needs at the right time.
 Finance:
Help with the financing of the company.
 Engineering:
Maintenance of the network and also give idea to be better their coverage.

 HR and Admin
Recruit new employee and helps with the meeting schedules and dealing with external bodies.
 Information Technology
Responsible for the all the information infrastructure company needs to operate with.
 Quality Assurance
Providing the quality service is the main objective of Ufone so this department ensure to provide the
best.
Task 2(LO3 and LO4)
a. Using PESTLE analysis, identify and discuss the various macro environment factors that impact
organizations, highlighting the positive and negative impacts, supported by examples.
PESTLE analysis on Jazz Mobilink:
There are environmental factor exists in the country which affects the company. These factors are
Political, Environmental, social, technology and economical. Companies conduct PESTEL analysis to see
the impact. [professor Francis J. Aguilar]
1. Political Factors:
Following are the factors that put impact on the company.
 Pakistan is not politically stable country it faces many instabilities due to which companies can
face many difficulties. Like change in policies regulations etc.
 Orascom is an international company which faces threats of terrorism.
2. Economic factors:
 Due to the changing in the world’s economy Mobilink is facing kind of short on their hands so
they have top hiring new employees and retaining the old.
 Mobilink has opportunity in the market as the revenue of telecommunication has increased
from Rs. 115 billion to Rs. 235 billion in last years and is expected to increase form 20 to 25
percent.
3. Social factors:
 Orascom being an international company have to use different names for telecommunication in
different countries due to their cultural and social norms.
 Also, they work for different communities as CSR.
4. technical factors:
 New technology is also being introduced in Pakistan and Mobilink’s competitors all are
trying to improve their infrastructure without expanding.
 Mobilink has shit their 900 MHz to 1800 MHz and providing value added services like 4G
5. Environmental factors:
 Jazz Mobilink take the policies on CSR seriously and implement on them.
 They take care of their employees so no one becomes the whistle blower.
 They install ecofriendly devices and which do not haram the human body.
 The employees take part in ecofriendly activities and donate their time to improve the
enviroment