| Author | Saeed, Hina |
| Call Number | AIT RSPR no. SM-99-132 |
| Subject(s) | Cellular telephone systems--Pakistan
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-99-132 |
| Abstract | The cellular phone industry in Pakistan is at a beginning stage from market penetration
aspect, yet it is extremely competitive due to the presence of three Service Operators.
There are only 500,000 subscribers out of a population of 140 million. The encouraging
factor is the 100% annual growth rate of the market. A very interesting situation has
developed with the decision of Pakistan Telecommunication Company Ltd. (PTCL), the
Government owned telecom company, deciding to staii its own cellular network in the
country. Mostly the Government of Pakistan operates in sectors where it has complete or
partial monopoly or is atleast the first operator. Pressures of financial, marketing,
technological and adminish·ative challenges would be exh·emely testing.
PTML is at the stage of evaluating the bidders and will be developing its sales and
distribution, tariff packages, customer services, adve1iising campaigns and financial
systems. For developing all these functions PTML will have to analyze the existing
market practices and their feasibility for PTML.
Traditionally the cellular service distribution systems are not known to be very efficient
and the overall low peneh·ation creates some doubt about the distribution networks
performance. The concept of dealers has evolved in the cell phone market very rapidly
ever since the inception of the indush·y in early nineties. Initially all the Service
Operators started with a concept of a tighter control and limited dealerships. In order to
expand the market and reach a broader cross section of subscribers, the Service Operators
started encouraging entities outside the organization to paiiicipate in securing business
for them.
Although the new members in the channel have been successful in bringing in business to
the industry, they have attained a position of exploitative control over the Service
Operators. They continue to secure higher profits and better incentives. Even though most
of them are not happy since they are not making enough out of the service business.
Thus, it is extremely essential for PTML to study the dealer market and make a strategic
choice for its channel of distribution. A distribution system with an allied network of
dealers and a greater element of control must be developed by PTML. |
| Year | 1999 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-99-132 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens |
| Examination Committee(s) | Tocquer, Gerard;
Troung Quang |
| Scholarship Donor(s) | - |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |