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By: Abdul Jamil Sharify

Roll No: C-07-01

A project report submitted in the partial fulfillment of the requirement for award of
degree of Bachelor of Business Administration of SV s Sridora Caculo College of
Commerce and Management Studies

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


I Abdul Jamil Sharify here by declare that the present project report entitled Consumer
Preference Study on MTN Afghanistan is submitted in partial fulfillment of the requirement
for the award of degree of Bachelor of Business Administration to of SV s Sridora Caculo
College of Commerce and Management Studies, is a Bonafide record of work done by me
under the supervision of Mrs.Harsha Talaulikar I further state that no part of the project
has been submitted for a degree or diploma or any other similar title of this or any other

Place: Khorlim-Mapusa, Goa,403507


Abdul Jamil Sharify

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Company Certificate

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Guide Certificate

This is to certify that the project report entitled Consumer Preference Study on MTN
Afghanistan is an original work carried out by Abdul Jamil Sharify under my guidance and
that no part of this has been presented for any other degree or diploma, fellowship or any
other similar title.

Place:Khorlim-Mapusa, Goa 403507

Date: 15-06-09

Abhishek Karmali

(Course coordinator)

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


This project report entitled Consumer Preference Study on MTN Afghanistan is an

output of 6 weeks of sincere and constant effort. I would like to take this opportunity to
express my gratitude and thank everybody who have helped in this project and without
whom this would not have been completed successfully
I wish to express my gratitude to my guide Mr.Azim Atarud. I am grateful to the Managers
of all Departments for granting me the required sanctions and allowing me to visit all the
departments of the company.
I am also truly grateful to the organization and all those people working at, MTN
Afghanistan for having patiently endured me and for spending their valuable time to
elucidate and demonstrate to me in detail about the working of the various departments
specially marketing, throughout my placement there. Their extreme co-operation and
helpfulness have proved as an equal factor of support to me.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Table of Contents

Serial No. Title Chapter No. Page No.

1 Executive Summary - 6

2 Industry Overview Chapter I 10

3 Company Overview Chapter II 18

4 Departmental Overview Chapter III 31

5 Consumer Survey Chapter IV 54

6 Observations & Chapter V 67


7 Learning Derived - 73

8 Conclusion - 78

9 Annexure - 80

10 Bibliography - 82

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Executive Summery

After 20 years of war and civil unrest, Afghanistan is finally seizing the chance to start a
recovery process. Telecommunications will certainly play a big role in repairing the
country s shattered economy and society.The extraordinary recent growth in mobile
subscribers is of particular note, as the country works to restore some normality. By mid-
2008, mobile market penetration had reached 21% still low by regional standards but the
total subscriber base had grown by a remarkable 165% in the previous 12 months.

Need For The Study

Two kinds of data are useful for telecom companies . Data about the population, and data
about audiences.

Data about the population

Almost every country has a government department in charge of statistics, often called a
Department of Statistics, or Census Bureau. Every 5 to 10 years, that department does a
census of the entire population, and publish volumes with detailed tables of results.

Some organizations, such as NGOs, often collect this statistical data from various sources,
and republish it in a handy format.

It's almost certain that some data about the population is available for the wanted coverage

Data about audience

However when it comes to audience research it tends to be a little different. Some

organizations automatically find out if they have customers, because they get income from

I therefore realised this need and decided to do a survey, specially done for MTN
Afghanistan, avoiding asking questions about other telecom companies except those
questions which translated value in terms of competitive analysis.The rationale behind this
kind of research is that it can give you much more detailed information than a syndicated

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Methodology of the study:

Primary Data:

Sampling design

Determining the sample size and nature was the first crucial step. In accordance with the
nature of the survey i.e. according to the demographics, sampling was done.

The criterion reserved was;

The target interviewee was compulsorily required to be a mobile user who Who used MTN
specifically, as I aimed to undertake a company specific survey.

Research design

Taking the objective into consideration a survey questionnaire was prepared to collect the
necessary information. The survey was targeted at mobile users who particularly used MTN.
It was designed to understand the psychographic profile of the consumer, the general trend
of the industry in terms of consumers preference in service, the consumers assessment of
MTN in terms of it s offerings, the consumers satisfaction with MTN, to gain an insight into
the consumers switching habits,

Data collections

The primary data for the study was collected with the help of the research questionnaire
designed. The necessary data was collected by means of face to face direct interviews and
phone interviews with the consumers. As I wanted the patrons of MTN exclusively, the
geographic scope of my survey was extended to areas where MTN events or MTN
sponsored events were taking place. Also, I frequented high end hangouts and regulars
where I was able to come into contact with a variety of candidates, for the said interview.

Data analysis

Survey was completed and then the data was tabulated into database for further analysis.
With the help of programs the data was then transferred into percentile variables for ease in
interpretation and presented along with the report.

Further the analysis and the interpretation of the each variable from the questionnaire was
By: Abdul Jamil Sharify SVSCCCMS, Goa-India
done separately. And the interpretations were presented in graphical forms with the help of
pie charts and bar graphs for better understanding.

As data was collected personally through direct interaction with the consumers, some facts
in terms of customer s expectations and needs have been revealed in the process.

Finally based on the analysis and the feedback from the customers set of suggestions and
recommendations have been forwarded through the report.

Secondary data:

The basic purpose of the secondary data surveyed was to understand the macro dynamics of
the Afghan telecom Industry. The understanding of the macro dynamics made it easier to
understand the market and customer of the telecom industry at the micro level

The objective of this study was to collect the necessary data about the Afghan telecom
industry and understand the discipline of the industry and gain insights on the marketing the
product with so many limitations.

The data was successfully collected from various sources like web sites, reference guide and
material. The knowledge gain from the secondary data was finally combined with the
primary data and hereby presented in this report.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Objectives of the study:
The chief objective of the study is to understand the consumer preference

It was designed to understand the psychographic profile of the consumer.

The general trend of the industry in terms of service offerings,

To ascertain the consumers preference in cellular brands.

The consumer s assessment of MTN in terms of its offerings,

To measure the consumer s satisfaction with MTN

To gain an insight into the consumers switching habits.

To recommend suggestions based on the findings of the research.

Limitation of the study:

The study has been conducted in a systematic and comprehensive manner so as to achieve
the objectives stated under the objectives of the study , with accurate results. Though all the
possible, care and precautions were taken, some of the limitations that were unaccountable

It takes a lot of skill to do a survey well, and produce unbiased information. Even then, a
survey can cover only a small proportion of the population, so there is always some
sampling error involved. The smaller the sample, the larger the sampling error. Despite these
limitations, a skilfully-done survey provides unbiased information. It is more trustworthy
than spontaneous audience feedback.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

(Industry Overview)

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Industry Overview

Global Perspective:

World telecom industry is an uprising industry, proceeding towards a goal of achieving

two third of the world's telecom connections. Over the past few years information and
communications technology has changed in a dramatic manner and as a result of that world
telecom industry is going to be a booming industry. Substantial economic growth and
mounting population enable the rapid growth of this industry.

Research works associated with world telecommunication industry

A number of research works are being carried out all over the world to improve the quality
and speed of transmission. Research works are also done on the basis of the users' needs.
The objective of the research work is to provide quality and affordable service to the

Market potentiality of world telecommunication industry

The world telecommunications market is expected to rise at an 11 percent compound annual
growth rate at the end of year 2010. The leading telecom companies like AT&T, Vodafone,
Verizon, SBC Communications, Bell South, Qwest Communications are trying to take the
advantage of this growth. These companies are working on telecommunication fields like
broadband technologies, EDGE(Enhanced Data rates for Global Evolution) technologies,
LAN-WAN inter networking, optical networking, voice over Internet protocol, wireless data
service etc.

Economical aspect of telecommunication industry

World telecom industry is taking a crucial part of world economy. The total revenue earned
from this industry is 3 percent of the gross world products and is aiming at attaining more
revenues. One statistical report reveals that approximately 16.9% of the world population
has access to the Internet.

Present market scenario of world telecom industry

Over the last couple of years, world telecommunication industry has been consolidating by
allowing private organizations the opportunities to run their businesses with this industry.
The Government monopolies are now being privatized and consequently competition is
developing. Among all, the domestic and small business markets are the hardest.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Afghan Perspective:

The total Afghan market grew to 6.72m, with an annual uplift of 66.7%. This was less than
half the 139.8% recorded in the prior twelve-month period. Indeed, growth has declined
consistently over the past four quarters despite the fact that penetration remains low, with a
rate of just 20.4% at the end of Q3 08. It seems highly likely that growth will continue to
slow, unless there is any significant change in the country s economic conditions.

Service Market
The market for commercial public telecom services grew to about US$100 million by the
end of December 2005. The forecast for 2006 is an increase of around 35% based on the
historically high growth levels plus the introduction of one additional nationwide mobile
(GSM) licensee as of 15 April 2006 and the possibility of one more nationwide mobile
(GSM) and up to four additional unified services licensees by the end of 2006.

Telecom Industry Trends

There is very robust demand for all kinds of telecom services. The mobile (GSM) services
market has essentially doubled during 2005, and the number of urban areas with coverage
has likewise doubled. Consumers are demanding higher quality of service and the regulator
has responded with drive tests and enforcement campaigns.

Business Evnironment

Market conditions and competition

Market conditions in Afghanistan are generally favorable. The Afghan Constitution

provides guarantees to the protection of private investment and property and a new Private
Investment Law, promulgated in 2005, provides further details. The Companies Law and
Commercial Code is expected to be drafted during the course of 2006. The Ministry of
Communications has adopted a forward-thinking policy and encouraged private investors.
A new Telecom Law was promulgated by President Karzai on 18 December 2005 that is
very favorable towards private investment, competition and consumer protection. The
Ministry of Commerce has begun serious preparations for World Trade Organization (WTO)

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Market structure and trends

The telecom market is currently dominated by two nationwide mobile (GSM) service
providers that were licensed in 2003. In September 2005, the regulator concluded an
international competitive tender for two (2) additional nationwide mobile (GSM) licenses
that were awarded for US$40.1 apiece. The incumbent wireline service provider, Afghan
Telecom was corporatized in September 2005 with the government of Afghanistan owning
100% of the share capital. Afghan Telecom will very likely be fully privatized (sold) during
The regulator completed an international competitive tender for Local Fixed Service
Provider (LFSP) licenses in December 2005 and at least four (4) applicants are expected to
be licensed to serve approximately 300,000 additional users in rural and underserved areas
of Afghanistan. About a dozen nationwide Internet Service Providers (ISPs) have been
licensed and there appears to be solid demand for additional players. Thuraya is also
providing satellite mobile communications services and cooperates with a national service
provider since late 2004.

Regulations and liberalization

On 18 December 2005, President Karzai signed the new Telecom Law into effect. The law
establishes an independent sector regulator, to be called Afghanistan Telecom Regulatory
Authority (ATRA). ATRA will consist of a five-member board appointed by the cabinet.
ATRA has the complete range of regulatory powers, including licensing, numbering,
frequency management, interconnection, consumer protection and monitoring &
ATRA will be guided by the Ministry of Communication s Telecom & Internet Policy (3
July 2003), which sets forth a very comprehensive and pro-competitive approach towards
market liberalization to accelerate the widespread availability of affordable access to
telecom services on a nationwide basis.
Based on this policy, the government has already issued two nationwide mobile (GSM)
licenses (in July 2003) and completed an international competitive tender for two (2)
additional mobile (GSM) licenses in October 2005.
In addition, in December 2005, the regulator completed an international competitive tender
for additional Local Fixed Service Provider (LFSP) Licenses that will provide wireless local
loop (WLL) to rural and underserved areas of the country.
As of 10 January 2006, the policy allows licensed mobile service providers to also offer
fixed services and vice versa. The first licensee in this category will be Afghan Telecom,
By: Abdul Jamil Sharify SVSCCCMS, Goa-India
formerly the telephone operations within the Ministry of Communications, established as a
company in September 2005 (100% government-owned). ATRA will soon conduct a public
consultation on formally adopting an Unified Services License regime by the end of 2006.

Revenue and conduct of contribution in basic services

The MoC collects 2.5% of the net revenues of all licensed service providers for a Telecom
Development Fund (TDF) to increase penetration in the rural and un-served areas. ATRA
is in the process of developing procedures and policies to use these funds efficiently and
effectively. Also, the MoC is working on a plan to provide subsidized telecom services to
the public education sector and other social services and for disabled and poor people.

The majority of GSM Services users utilize pre-paid scratch cards, while the majority of
internet usage is by NGOs and private companies that pay monthly subscription fees.

The government has adopted a modern tax regime and therefore revenue sharing is not
required. Various tax laws were promulgated in 2005, including Business Receipts Tax (a
precursor to Value Added Tax) and Income Tax.

Competitive landscape in basic telephony

At the present time there is no competition in the basic telephony market. The Policy
foresees the awarding of two additional national (fixed-line telephony) service licenses, but
it is unlikely to be implemented until after 2006. Meanwhile, at least four (4) LFSP
licensees will commence operations in early 2006 to address rural and under served parts of
the country. It is expected that the LFSP licensees will deploy at least 100,000 new access
lines by the end of 2006.

Market structure and trends

Mobile is by far the preferred choice by most users. The two mobile licensees are the largest
investors of private capital, make the largest tax contribution to the ordinary budget of the
government of Afghanistan, are the largest employers and provide training and well-paid
jobs to hundreds of Afghans.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Analysis of revenues, usage and adoption

Mobile penetration has gone from zero at the end of 2002 to 500,000 by the end of 2004 and
close to one million at the close of 2005. Services are mostly being offered on a prepaid
basis, while some postpaid customers exist in the corporate market. ARPU (Average
Revenues Per User) were initially fairly high but are expected to decrease, as penetration

Overview of mobile data service and adoption

Mobile data services are currently not being offered and SMS is apparently being
discontinued due to lack of market response. Most ISPs offer broadband connectivity to the
business market, through point-to-point wireless connections. However, Afghan Telecom
has recently rolled out dial-up internet connectivity with modest success and CDMA-based
WiFi connectivity that appears much more promising. Other licensees have also indicated
interest in offering WiFi and WiMax.

Adoption forecasts by technology

No official statement has been made by mobile operators as to technological innovations

slated for introduction yet, but it is assumed that the offering of roaming by both operators
will introduce competition in this sector and reduce tariffs.

Market structure

Up until now, it appears that most data communications is internal and among private
enterprises and NGOs (including various United Nations operations).

However, the MOC has recently created an ICT department devoted to promoting the
sector. The initial focus will be on the creation of an ICT Council, consisting of the
Ministries with the highest level of requirement and infrastructure. The first electronic
government (eGov) project was deployed during 2005 and is a real-time treasury application
to facilitate the budget process. A second initiative focusing on procurement will likely
follow in 2006. In truth, most Ministries have been very slow to adopt ICT, most due to the
lack of trained personnel.

The MoC commenced framing legislation to facilitate the broader adoption of ICT. The
draft law incorporates the UNCITRAL electronic commerce (eCommerce) and digital

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

signatures model law, reflects the CyberSecurity and CyberCrime standards set by the
Council of Europe and adopts the key elements of the information society service (electronic
communications) directives of the European Union.

Current Population

Current Total Population 28 Million

Current Rural Population 19 Million (70 %)
Current Urban Population - 09 Million (30 %)
Population Growth Rate Per Annum 2%

Current GDP

Currency: Afghani
GDP : 20 Bn ($)
GDP Per Capita : 714 ($)
GDP Real Growth : 18 20 %
GDP Composition : Agriculture: 70%, Industry: 15%, Services: 15%
Literacy 36%

Phone lines 85,000 (2008)

Phone density 0.34 (2008)

Mobile phones )

Mobile Phone Operators in Afghanistan

Mobile Commnication is one of the booming sectors in Afghanistan. Mobile

Communication were introduced in Afghanistan after the fall of the Taliban in 2001. It has
become the main means of communication and one of the fastest-growing and most
profitable sectors in the country s economy.

Currently there are four mobile operators in Afghanistan.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Etisalat Afghanistan is a newly established GSM operator in
Afghanistan. In May 2006 Telecommunications Corporation [Etisalat
of the Unites Arab Emirates] signed an agreement with Afghan
authorities in Abu Dhabi, U.A.E. to operate a GSM network across
Afghanistan and become the fourth GSM operator in the country.
Afghanistan is 100% owned by Etisalat U.A.E. Etisalat UAE (the parent company) is the
sixth largest company in the Middle East and has subsidiaries in Benin, Burkina Faso,
Central African Republic, Egypt, Gabon, Ivory Coast, Niger Saudi Arabia, Sudan, Togo,
Tanzania, and Pakistan.

Areeba is a new global brand which made its appearance in the

Sudanese telecommunication market in July 2005.
Areeba s first project has started in 1990 in Ghana then Benin
following in 1999, Syria in 2001, Liberia 2002, Yemen in 2003,
Cyprus and Guinea Bissau
in year 2004, Guinea Conakry and Afghanistan 2006.

is the trading name for Telecom Development Company Afghanistan

Currently, Roshan is one of the largest private company employers in
Afghanistan, directly employing over 470 people, 21% of whom are
women. In addition, Roshan provides indirect employment to more than 5,000 people who
work as dealers, distributors, contractors and suppliers.

Afghan Wireless Communication Company is the product of founder

Ehsan Bayat's mission to reconnect Afghanistan with the wider world.
Currently, Afghan Wireless is serving 17 cites: Kabul, Herat, Marzar-
i-Sharif, Kandahar and Jalalabad to become one of the very few
Afghan companies operating in 17 separate regions of the country.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

(Company Overview)

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Company Profile

Investcom Profile
Areeba Afghanistan is a telecommunication company started at 22nd July 2006 and
functioning in four major cities of Afghanistan . Areeba is a subsidiary of investcom an
international provider of mobile telecommunications services with operations in nice
countries in the Middle East, Africa and Europe. Areeba Afghanistan Ltd has about 300
employees which out of them 6% to 7% are expatriates.

Investcom is a leading international provider of mobile telecommunications services with

operations in ten countries in Africa, the Middle East and Europe. As at 31 December 2005,
Investcom had a total of approximately 4.9 million subscribers compared to approximately
2.5 million as at 31 December 2004.

Investcom operates five mobile telecommunications networks in Africa, namely Benin,

Ghana, Guinea-Bissau, Liberia and Sudan. In the Middle East, Investcom operates mobile
telecommunications networks in Syria and Yemen and in Europe, Investcom operates a 3G
mobile telecommunications network in Cyprus. Investcom also provides international carrier
services, principally through Mediterranean Network SAM in Monaco and
telecommunication engineering and consulting services.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Our Mission
Investcom's mission is to be the leading international telecommunications company in each
of the markets in which it operates by continuously striving to exceed its customer's
expectations. Investcom aims to improve the lives of its customers, creating the highest
levels of satisfaction and loyalty, through the provision of high quality, innovative
telecommunications services. Investcom aims to achieve a leading position in all of its
markets, and our focus is on regions offering high growth potential. This is especially the
case for the regions of Africa and the Middle East, where Investcom has a strong
competitive advantage. Investcom believes that a combination of economic growth and
favorable demographic profiles in the markets in which it operates, or will operate in the
future, will result in increased demand for its services.

Investcom considers it a vital obligation that it acts as a responsible business, providing a

great working environment for its employees, as well as working to improve the lives of the
communities and countries in which it operates. For this reason, Investcom undertakes a
variety of social, sporting and educational programs and sponsorships within many of its

The origins of Investcom Holding date back to 1982, when it was founded as Investcom
Group. Since then, Investcom has built a solid track record of providing quality, cost-
effective telecommunications services and using the most advanced mobile and wireless
telephony systems. Investcom has expanded its business into markets with high growth
opportunities, especially in Africa and the Middle East. In expanding its international
portfolio, it has successfully leveraged its experienced management team and track record of
developing and operating mobile telecommunications businesses. The result is a diverse
revenue base drawn from strong customer demand and loyalty.

Vision & Mission

To be the leading provider of telecommunication in Afghanistan

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

MTN Group Profile
MTN Group Limited is a multinational telecommunications group that began operations in
South Africa in 1994. Since then, MTN has expanded beyond Africa as the Group continues
to pursue further growth in emerging markets. Phuthuma Nhleko, is its CEO.

The MTN Group offers cellular network access and associated services through subsidiaries
and joint ventures in 10 other African countries as well as in Iran, where it is the 49%
shareholder in Irancell, the company that was awarded the second GSM license in Iran.

As at 31 March 2006, MTN reported over 24 million subscribers across 10 of its cellular
network operations in Africa Botswana, Cameroon, Cote d Ivoire, Nigeria, Rwanda, South
Africa, Swaziland, Uganda, Zambia and the Republic of Congo (Congo Brazzaville). To
date, the MTN Group has invested over R30 billion in telecommunications infrastructure
across the African continent.

In May 2006, MTN announced a landmark deal to create the pre-eminent mobile operator in
the emerging markets of Africa and the Middle East that will operate mobile networks in 21
countries and serve nearly 30 million subscribers.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Rationale of the Transaction
Investcom LLC ('Investcom') and the MTN Group Limited ('MTN Group') announced a
landmark deal to create the pre-eminent mobile operator in the emerging markets of Africa
and the Middle East.
The Proposed Transaction is firmly in line with MTN Group's vision to be the leading
provider of telecommunications in emerging markets. MTN Group is undertaking the
Proposed Transaction to enhance its growth profile in Africa and the Middle East, to gain
further scale in emerging mobile markets, to strengthen its operational capabilities and to
diversify its financial profile, thereby unlocking synergistic potential.
Investcom is a leading international provider of mobile telecommunications services with
operations in Africa, the Middle East and Europe. At the end of 2005, Investcom's mobile
operations had approximately 4.9 million subscribers in Benin, Cyprus, Ghana, Guinea
Bissau, Liberia, Sudan, Syria and Yemen. Investcom has recently been awarded GSM
licences to build and operate mobile networks in Afghanistan and Guinea Republic,
expanding its operations to ten countries and boosting its combined population under licence
to approximately 147 million.
There are no overlapping operations between MTN Group and Investcom. On a combined
basis, MTN Group and Investcom (the "Enlarged Group") would operate mobile networks in
21 countries, covering a population under license of approximately 488 million people and
serving approximately 28.1 million subscribers (as of 31 December 2005). The footprint
would also more comprehensively cover important regional hubs such as West and Central
Africa with Nigeria, Ghana, Cameroon, Cote d'Ivoire, Benin, Congo Brazzaville, Liberia,
Guinea Bissau and Guinea Republic and East Africa with Sudan, Uganda and Rwanda.
Furthermore, the Proposed Transaction would expand MTN Group's presence in the Middle
East through operations in Iran, Syria, Yemen and Afghanistan.
Given the attractive competitive position of MTN Group and Investcom in their various
markets, the Proposed Transaction would complement the Enlarged Group's strategy to be
the leading mobile operator across its footprint.
Investcom's cash generative operations would make a sizeable contribution to the financial
performance of MTN Group, enhancing its growth profile and diversifying revenues and
earnings. The Proposed Transaction also offers the Enlarged Group the potential for
increased revenue and reduced costs through regional cross-selling opportunities, enhanced
economies of scale, technology and product sharing and the alignment of a centralised
procurement system.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

The Values:

It values and nurture the energy and dynamism needed to achieve the very best in business.
It looks forward to future challenges and opportunities.


As a company, it is welcoming, sociable, and friendly to customers, suppliers, and employees. It

deals with people in a clear, direct way and is always honest and fair in business dealings.


Its aim is to open up opportunities and to actively help people reach their goals. It always
delivers what it says it will.

The Future:

The future is a world in which technology extends its reach. Already, music, books, and
services no longer have to have a physical format to be sold online. Advanced networks will
increasingly provide education, healthcare and other services and goods. For instance,
telemedicine already allows patients to seek the best advice from doctors around the world;
now robotic aids are beginning to make remote surgery possible. As the pace of
technological change increases, MTN will extend its reach into new technologies, services,
and markets to create opportunities for its customers.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Products & Services
Call Me


Me2U (Dealer to customer)

Me2U (Peer to Peer)

Send Me Product

Caller Tunez

Messaging services


Family SIM Pack

Public Call Office



Exchange Rates

Pay as you go

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

SWOT Analysis
SWOT analysis is an important tool for auditing the overall strategic position of a business
and its environment. Once key strategic issues have been identified, they feed into business
objectives, particularly marketing objectives. We have used SWOT analysis conjunction
with other tools for audit and analysis explained further on. It is also a very popular tool
with business and marketing students because it is quick and easy to learn. If a SWOT
analysis does not start with defining a desired end state or objective, it runs the risk of being
useless. A SWOT analysis may be incorporated into the strategic planning model.
Identification of SWOTs is essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs


Attractive Schemes

Good network quality

Good roaming service

Good billing system

International identity

Low cost service provider.

Equipped with the latest technology

Provides global telecommunication services in more than21 countries worldwide; Owns

Largest nationwide telecom coverage and penetration;

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


Highway coverage problem

New in the market

Underdevelopment of mobile business and lack of fixed-mobile convergence;

Lack of business strategy towards the promotion of cheap voice calls ;
General complaints about customer services provided .


Untapped market.

Expansion to more profitable products and services that are less regulated;
Emphasis on telecommunications and IT solutions and broadband internet services;
Expansion of Internet smart-phone services.
Contracting more overseas partners to further its global expansion;


May lose its customers in case of entry of new mobile players

Fierce competition from MTN-Areeba s main rivals: Etisalat, Roshan, and AWCC
Global financial crisis;
Overall increase of redemptions;
Operating markets liquidity;
Recent behavioural targeting scandal;
Inability to foresee the successfulness of long-term projects considering current
economic fluctuations

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

PEST Analysis
The PEST analysis has proven to be a flexible and easy to understand tool in the context of
strategic planning. Like with all tools, the real value of the PEST analysis depends on the
way it is used.

Political Factors Social Factors

The Communications Act 2003 Shift towards the Information Society

Environmental Concerns Mobile Society
Internet Regulation Commercialization of the Home
Concerns over Radiation from Mobile Increasing Need for Communications
Telephones Internet at Home
Converged Regulation Changing Population Demographics

Technological Factors
Economic Factors
Wireless and Mobile Communications
Fluctuations in the Economy
Overall Economy of Afghanistan
Residential VoIP
GDP Growth
Real-Time and On-Demand

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Porter s Five Force Analysis
An industry is a group of firms that market products which are close substitutes for each
other. Some industries are more profitable than others. Why? The answer lies in
understanding the dynamics of competitive structure in an industry. The most influential
analytical model for assessing the nature of competition in an industry is Michael Porter's
Five Forces Model, which is described below

The bargaining power of customers

This segment is unattractive because the buyers posses strong or growing bargaining power
such as:

1 The buyer s switching cost is low in telecom sector.

2 The product is undifferentiated because most of the companies in the telecom sector
provide almost same services.
The bargaining power of suppliers

In this segment, the suppliers bargaining power is more, because there are less number of
companies in this sector and for that reason they have the strong bargaining power

The threat of new entrants

segments attractiveness varies with the height of its entry and exit barriers.

If we look from this angle then this segment is moderate because the entry barriers are high
for the foreign companies, because of the restriction imposed by the Afghan government on
them, such as, they can have a maximum of 20% stake in the company and secondly the
companies should have certain amount of money with them as mention by the govt. and the
exit barriers are low. this segment is more attractive for the companies.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

The threat of substitute products

When we considers on the substitute products, this segment is unattractive because there are
many actual and potential substitutes for the product of MTN and all the competitors have
almost similar product or services, but they mainly differ in the service point of view.

The intensity of competitive rivalry

A segment like telecom sector which is very attractive because, it is in the growing stage of
its life cycle, and this makes this segment attractive but on the other hand it already contains
aggressive competitors such as:

1 Etisalat
2 Roshan

The numbers of Competitors are less in the telecom sector that makes this Sector attractive
to most of the foreign companies. And in future this can lead to frequent price wars,
advertising battles and new-product introductions and will make it expensive to compete.
But overall this segment is very attractive.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Marketing Mix
Product Mix: - The telecommunication companies in general develop the products

by providing some new offers or features in them so that they stand unique in the

competitive service market. Under this section will be all the different products


Promotion Mix:- In the formulation of marketing mix, telecommunication

professionals also blend the promotion mix in which different components of

promotion such as advertising, publicity, sales promotion, word of mouth promotion,

personal selling are given due weight age.

Price mix: - Pricing policy of MTN is considered important for raising the number

of customers and subscribers, prices are flexible as per the market conditions.

Special offers: For a specific period buy a sim card worth(100) and get 50afg

talk time etc.

Occasional offers: New Year offers, Eid to Eid offers.

Discount in international calls: lower than other competitors.

Place mix: - MTN s services are sold through the retail outlets and shops, the

services are available all over the country.

People mix: - People are very important in the service delivery business, as opposed
to the product delivery, where one reaches for the product on a shelf. The service
customers will judge the product partly by the service provider whether he or she is
friendly, knowledgeable, etc, so marketer carefully select, and motivate their front
line people. This task is called internal marketing.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

(Departmental Overview)

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

HR Department

Currently there are 7 employees working in HR department.

Talent management, induction, performance management, carrier development and benefits

are the most common functions of this department.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Recruitment and selection:

They use many ways of recruitment such as walk-ins, referrals, newspapers, campus hiring
and web site. Rival firms can not be a source of recruitment, because they do not patch, but
they hire them if the candidate has already left the rival firm. And there is one important
barrier on recruitment and selection process, which is the labor market; they can not get
what exactly they have described in their job description.

Interview process:

They follow well-structured interview pattern. The first interview test is taken by one of the
HR people, and after the candidate successfully passed this interview he is send to the HR
officer for the second round interview and then to the concerned department for the last


They provide on-the-job orientation program. Maximum it takes one week depending upon
the seniority of the job. Organization and development (OD) team takes care of this whole

Performance Appraisal:

Balance Score Card/EPR (Employee Performance Review) performance appraisal is used in

this company. It has a cover page containing the general information, guidelines and
instructions. General information will be filled accurately by the appraisal. And it is very
important to read the guidelines and instructions before rating the appraisee. Each party will
add their comments with the due dates and signatures.

In this EPR form they focus on 4 things:

1. Objectives Review and Evaluation

In this part, the appraiser has to rate the achievements of objectives with the due date
and related information.

2. Knowledge and Skills

Here, the appraisal rates the technical skills and knowledge of the appraisee.

3. Behavioral Competencies
The Appraisal has to rate the behavioral competency of the appraisee in this section.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

4. New Objectives and Development Needs and Plan
Here, new objectives and development plans will be filled.

The main objective of this is to:

Assess employee performance based on objectives, technical skills & behavioral

Control company productivity by improving individual performance.
Establish individual development plan

Training & Development:

T&D is need based and they do the skills gap analysis. After the skills gap analysis they
come to know who needs what type of training and development. Below are some of the
trainings they provide:

Communication skills.
Sales management.
Customer satisfaction.

Employee Remuneration

They are much better than the standards in the industry. Factors influencing their
remuneration plan are economic situation of the country, social and political environment
and mostly nature of the job itself. Some of the benefits they provide are:

Bank Account
Medical facility
Recreational activities.
Carrier development
Bonus is given once in a year based on their performance.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


They use several ways of motivating the employees. As they are following open-door
policy, they have created a friendly environment. They appreciate employee s efforts by
words and rewards. They take care of their development needs, for example if someone is
lacking skills or knowledge in a particular field, he is provided and automatically he feels

They give bonus on annual basis and salary is increased every year based on their

They have an interesting program called Y ello Star which is held every month. There is a
panel team consists of 12 members taking care of this whole process. The employee of the
month gets a prize. And the winner of the year gets the chance of traveling to South Africa.


Policies are made in corporate (Core Office) and then it is adapted, revised, and customized
accordingly in the company.

Firing Policy:

They believe in long-term relationship, but unethical behavior is not tolerated.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Admin Department

40 employees are working in this particular department.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


All types of purchase which are above 100$ are done by procurement, and those purchases
which are less than 100$ it is given by the concerned department itself.

The Directors and managers are the authorized signatories.

All SIM, Generators and Towers are bought by corporate or group level in order to gain the
benefit out of purchasing in bulk.

Site Acquisition:

This particular division basically deals with the locations/ sites for antennas or towers. For
any site in a particular location first many Site Survey Request forms are sent to the Admin
Department, and then they choose one out of all based on location and price. After the site is
chosen, contract is made for minimum 15 years which is extendable.

There are two types of sites which they choose for their antennas.

1. Roof top (small towers)

2. Green field (60 meter towers)

General Services:

Many activities are carried out by this particular division such as transportation, insurance,
security, and warehousing etc.


Hotel reservation, ticketing, travel, and visa etc are done by fleet people.

Travel expense from for travels and all are filled by the employees and sent to admin
department and then they check it according to the policy of the company and payment is
done by finance department.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


There are two kinds of warehouse, one for SIM Cards and the other is for Technical
equipments. Stocks are kept accordingly, they order whenever needed.

Fixed Assets:

They insure all their fixed assets like buidings, antennas, generators by international


Fuel of generators and the maintenance work is given to only one vendor in order to
decrease the complications.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Finance Department

Currently there are 13 employees in this department.


Related to suppliers cycle, a cycle is anything which starts with the order and ends with

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


All cycles related to dealers and customers.

General Ledger:

Cycle of depreciation, contracts and accruals plus employees whole related data such as
salary etc.

Plus whatever is related to tax, rent and similar.


Pay and receive money (Cash/ cheque) according to payment or receive order.

Bank Controller:

To do the reconciliation and the cash control.

Revenue Assurance:

To coordinate and analyze the revenue structure against (Interconnect) plus other services.
And his frequent job is to coordinate with Carrier Services, Marketing, Sales and IT.

Budgeting and Reporting:

His job is to contribute the budget and send the various monthly reports to the concerned

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Sales Department

There are 28 employees working in sales department and it has 1200 dealers around


To motivate the retailers to sell out the product by giving them incentive.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Direct & Indirect Sales Manager:

He is the responsible person to create packages in order to sell out the product for corporate
users like NGOs, Embassies, and Ministries etc and distribution accounts.

Sales Reporting Coordinator:

He has to send the weekly, monthly reports to sales general manager.


Sales General Manager is the authorized person to order the required quantity. The process
is first the order goes to procurement and they order it according to the budget. The quantity
is ordered by sales and marketing is responsible for design.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Carrier Services Department

This department is the company s interface consists of 4 people. Main function of this
particular department is to deal with AWCC, ROSHAN and Afghan Telecom and also with
International GSM networks around the world.

They also make sure that the revenue being generated is higher than what they charge. They
also take care of the quality of local and international networks.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

There is one first time contract called mother contract which is made with the other network
operators in the local and international markets and if there are some risky issues affecting
the customers then they edit it. They become ready to edit in the contract because both the
parties loose the revenue if even the problem is with one party.

As we know companies specially the rival firms are very stiff and while making the contract
as they are their competitors they demand more than what is expected, in this case the issue
goes to the higher authority which is the Ministry of Communication.


Marketing Inter-connect

Idea India
International Roaming

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Customer Care Department

72 employees in 3 shifts are working in this department. And the number of agents working
in this department is dependent on number of subscribers. The most common functions of
this department are customer service, data entry, quality, activation, back office and training.
They have Areeba Customer Service Centers in five main cities of Afghanistan such as
Heart, Mazar, Kabul, Jalalabad and Kunduz.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Qualities of Agent:

An agent should be like a salesman or who can act like a salesman. Who has computer
knowledge, good communication skills, passion, good look and personality. Who can take
all the anger from customer to let him feel relax.


Agent is provided 3-days orientation program about areeba, GSM networks, customer care
department, and services being provided by areeba such as loading a card, call waiting, call
forwarding, roaming, call conference, SMS, credit transferring etc and the way agent should
explain it to the customers. After 3 days the agent will sit with experienced agents to watch
it practically.


Main job of quality team is customer satisfaction. i.e.

Calling back the customers about their solved problems.

Asking about the services.
Listening to the conversation of agents with customers.
Quality team is also checks whether the CSR (customer service representative) is well
groomed, their body language, the way agents speak, what the agent should say after the
conversation mostly in customer service point.

Call Center:

Agents working in call center receive calls mostly about SMS, prices, codes, services,
international call. It is just like point of service but on the phone. Details of the customers
are entered in the system. If the agent is not able to solve the problem then the problem is
escalated to the back office.

Back Office:

After the unsolved problem is sent to the back office, they check it once again before
escalating the problem to the IT/ Technical department. i.e. a customer having problem
sending SMS, the agent will check the SMS Center No, if it was right, then the agent sends
the problem to the back office, they check the problem and if they could not solve the
problem, the problem is sent to the IT/ Technical department.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Data Entry:

These people are responsible to collect the Subscribers Application Forms from the dealers,
retailers, areeba main shops and enter them correctly in the system.


Before a promotion is launched, the marketing department sends the details of the promotion
to CC department and then it is told to the agents by Quality people and CC Supervisors.


IVR is prepared by marketing and CC department and is loaded in the system by IT people.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

IT Department

17 employees are working in IT department. There are various activities carried out by this
department like Software development, database development, LAN and WAN and IN

Employees joining this department first go through orientation program and then on-the-job
training which is for 4 -6 days.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Software Application:

Software applications are build in-house as well as it is purchased from 3rd party. They pay
the first part of the whole money while purchasing the software and the rest is paid after the
training and implementation is done.

Application Support Team:

They support both the development and database people.

Billing and IN:

Billing is responsible to generate the bills for postpaid SIM Cards. And IN is responsible for
SIM Card activation, top ups, putting them in the system which is for prepaid subscribers.


These people basically deals with IT related issues like PABX, LAN and WAN. PABX is
also called IP phone. Software is there to configure the IP phones in particular numbers in
the company.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Technical Department

74 employees are working in this department. Maintenance, operations and implementation

are the 3 main functions of this department.


Which is also called core network consists of switching, MSC (Mobile Switching Center),
BSC (Base Station Center), VAS (Value Added Services).

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


Handles and interconnect the routing of calls from one phone to another.


Handles the allocation of resources to the phones. It is like a channel, and without it you can
not make a call. And all the BTS are connected to BSC, and BSC controls the BTS. One
BSC can handle about 100 BTS (15000) subscribers.


BTS (Base Terminal Station) is the antenna gives average of 15 20 kms coverage and
many BTS can be connected to one BSC.


Network Management System people look after the alarms by BTS and inform the
maintenance group.


SMS, GPRS, Call me, ME2U are the value added services.


These people just install the towers, BTS, and the generators.


Maintenance is consists of electrical power. As in Afghanistan there is no proper electricity,

the GSM Network companies use generators to provide electricity for antennas.

Generators and Power:

There are two diesel generators for every site which are filled accordingly by the contractor.
They are configured in such a manner that automatically takes breaks without affecting or
loosing electrical power. There are 3 security guards working in shifts. There is also one
room for security guards. Each DG gives 60 Amps. And each areeba antenna s average
consumption is 30 Amps. The rest of the 30 Amps is consumed by security guard s room
and lighting around the site.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Marketing Department

There are 10 employees working in this department. The most common functions of this
department are communication, PR, business development and product and services.


All types of advertising is carried out by this section. Generally there are two types of
advertising they follow.
By: Abdul Jamil Sharify SVSCCCMS, Goa-India
1. ATL (Above the line) such as TV, Radio, Magazines, Outdoor, and Newspaper.
2. BTL (Below the line) such as even sponsorship, brochure, leaflets, stickers and web

There is a company in Karachi, Pakistan who makes the story of the ad and sends it to the
marketing department in order to give the ad a local feel. And after that the marketing
people make the schedule for the ad and put it on all the channels like Tolo, Afghan TV,
Shamshad and Ariana Television Network.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

By: Abdul Jamil Sharify SVSCCCMS, Goa-India
Consumer preference study of the Afghan Market

The study was aimed to understand the consumer preference of the various segments in the
telecom sector and related factors in the telecom industry. Since consumer preference of
segment or brand determines the popularity and the growth of the given brand.

Further it is important to mention that, the study revolves around the functional line of
consumer behavior.The chief objective of the study is to understand the consumer

The general trend of the industry in terms of service offerings,

To ascertain the consumers preference in cellular brands.

The consumer s assessment of MTN in terms of its offerings,

To measure the consumer s satisfaction with MTN

To gain an insight into the consumers switching habits.

To recommend suggestions based on the findings of the research.

Understanding these issues helps adapt strategies by taking the consumer into consideration.
For example, by understanding that a number of different messages compete for potential
customers attention, it can be learned that to be effective, advertisements must usually be
repeated extensively. It can be also concluded that consumers will sometimes be persuaded
more by logical arguments, but at other times will be persuaded more by emotional or
symbolic appeal. By understanding the consumer, marketers are able to make a more
informed decision as to which strategy to employ.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Analysis & Interpretations
1. Which cellular brand are you using?

Cellular brand



15% of the respondents had Etisalat SIM Card

31% of the respondents had MTN(Areeba) SIM Cards when they were interviewed

18% of the respondents said that they have Roshan SIM Cards

36% of the respondents when they interviewed said that they had AWCC SIM Cards.

2. How long are you using this brand for?

Length of time

- - -

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


26% of the respondents had their respective SIM Cards for about 1-6 months

23% of the respondents had the SIM Cards for six months to one year.

34% of the respondents had their respective SIM Cards for 12-18 months

17% of the respondents had the SIM Cards for more than 18 months.

3. Do you know all the plans available with your brand?

Yes No

Customer awarness


57% of the respondents know about all the plans available with the respective
cellular brand which they use specially MTN.

43% of the respondents didn t know about all the plans or facilities available with

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

4. Do you use value added services?

Customer awarness about value added services



68% of the respondents are aware of all the value added services with MTN

32% of the respondents are not aware of the value added services provided by MTN

5. If you go for second connection which cellular brand you will go for?

Customer's choice for second connection

Etisalat Areeba Roshan AWCC

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


33% of the respondents will go for Etisalat brand if they go for a second connection
taking into consideration the call rate and network coverage.

29% of the respondents said that they will go for MTN(Areeba) for second

14% of the respondents will for Roshan if they a second SIM Card

24% of the respondents will buy AWCC SIM Card if they go for a second

6. Where did you find information about this cellular brand from?

Information source


6% of the respondents information source was internet the facilities of having

internet access at home and the net cafés got information about the cellular brand.
18% of the respondents information source was TV advertising of the concerned
cellular brand then referred and bought a SIM Card.
16% of the respondents found information from the newspapers as many read every
day and the price of the newspaper is very much affordable taking this opportunity
telecom companies go for product promotion by newspapers and find customers so

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

the ads in the newspaper had given the information to refer to the telecom companies
and buy a SIM Card.
33% of the respondents found information from their friends because they asked
their friends about which cellular brand to go for, so friends were reliable
27% of the respondents found information about the cellular brand from their
families (father, mother, sister and brother) whom the respondents trust the most.

7. Which facilities did you consider while choosing this cellular brand?

Facilities considered

Internet (GPRS)

Call rate


Customer care

Service speed


19% of the respondents considered the Internet(GPRS), those who serve the net
specially the age group of 20 to 35 because for their daily requirements.

23% of the respondents considered the call rate because their brother, sister, son and
daughter stay out of station in other states.

21% of the respondents considered receiving the coverage of the telecom companies
since Afghanistan is a mountainous it is very essential for them to be able to connect
with their relatives.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

22% of the respondents considered the customer care, incase if they face any
problems with their SIM Cards so it should be easy for them to contact customer care
and get their problems solved.

15% of the respondents considered the service speed of the telecom companies
because they are time conscious specially for traders and merchants.

8. What external factors did influence your decision choosing this cellular brand?

Influence of external factors


Marketing activities

The ogranization




29% family had influenced the respondents decision while choosing a cellular brand
because for some family members were the big influencers and had enough
information about the cellular brands and had to follow what they said and even for a
few the SIM Cards were purchased by their family members.

27% friends were the external influencer of the decisions made by the respondents
because they are a reliable source to them and asked them every kind of questions
openly and even went to the concerned company branches with the respondents to
buy a SIM Card.

25% the organization where the respondents work were influenced, because SIM
Cards were distributed freely for some government organizations and employees
were the SIM Cards as bonus.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

7% the marketing activities (TV ads, Newspaper & Magazines ads, the billboards
ads, internet ads and also schemes) had influenced the respondents decisions.

12% Occupation has influenced the respondents to have a SIM Card like the doctors
because they have to cooperate with people in case of emergency.

9. How do you feel about your decision choosing this cellular brand?

Satisfaction level

Satisfied Average Satisfied Unsatisfied


28% of the respondents were satisfied because their needs for which they had the
SIM Cards were satisfied like Call rates and networks coverage.

63% of the respondents were average satisfied those who used to talk on the phone
very regularly and just wanted to have a SIM Cards for other facilities like to serve

9% of the respondents were not satisfied with their decisions because there was a
delay activation when they bought a SIM Card, often they had problems with
network coverage so they had to opt for some other cellular brand.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

10. Will you recommend someone else to go for this brand?




98% of the respondents who are, satisfied and average satisfied with their decision
and the facilities provided by telecom companies specially MTN like (Caller tunes,
Me2U,GPRS) will recommend someone else when they are asked to buy a MTN
SIM Card.

2% of the respondents who were unsatisfied with their decision will not recommend
someone else when they are asked to buy MTN SIM Card, because there was a delay
in activation or because of the network coverage problem.


Age group

- - -

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


Respondent in age group of 17 to 25, 5% of them had SIM Cards which includes
students, fresh graduates.

Respondents in the age group of 25 to 35, 47% which is the majority were the newly
married couples, junior executives, supervisors had SIM Cards.

Respondents in age group of 35 to 45 21% are the doctors, HR mangers, financial

managers and sonoir supervisors a few of them use cellular phone for their daily

Respondents who had above 45 years of age made just 27% who were the general
manager, doctors, HR managers, financial managers and etc.



Self Employed



76% of the respondents were salaried, working in different organization which

includes the faculties, executive, supervisors, doctors and engineers and managers.

9% of the respondents were students a few number of them work part time after
college in hotels wedding halls, or in their own shops like selling mobile credit cards
and stationeries.

15% of the respondents were self employed running their own business like garment
shop, mobile phone shops, stores and electronic shops.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Marital Status:



61% shows that most of the respondents who had SIM Cards were married because
they are more concerned about their families lives and daily work.

39% of the respondents were unmarried includes the fresh working graduates, the
students who study college and want to pursue their further education bought SIM


By: Abdul Jamil Sharify SVSCCCMS, Goa-India


77% of the respondents were male because the number of male working in different
organization, running different businesses, looking after house finance are more than
the female.

23% of the respondents were female because the number of working female is less
as compared to male in different organizations and also in running different business,
the number of females are less in young in age group of 17 to 30 years as against

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

(Observations & Recommendations)

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Key Findings & Observations

Majority of the respondents had AWCC SIM Cards.

Majority of the respondents had their SIM Cards for 12-18months.

Majority of the respondents are aware of all the plans available with MTN

Majority of the respondents are aware of value added services provided by MTN

Majority of the respondents found information for buying SIM Cards from friends
and families.

Majority of the respondents consider Call rates when they want to buy SIM Cards.

Majority of the respondents decisions were influenced by friends and families while
opening saving accounts in banks.

Majority of the respondents were satisfied with their decisions in buying MTN SIM

The majority of the respondents recommend someone else for MTN SIM Card.

Majority of the respondents were male.

Majority of the respondents were salaried (workers).

Majority of the respondents fall in age group of 25 to 35.

Majority of the respondents were married.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


The analysis proves that most of the customers subscribe to MTN because it provides
better services to its customers using the latest technology and competitive strategies, but
they have to be more active to keep the current customers and find new customers.
From the response (personal interaction) received from the customers during the survey
it could be concluded that they are happy till now and are looking forward to having
much more better services and continue to keep this strategy and make it better.
One of the problems which was told by some of the customers during personal
interaction was that some customer care calls were not answered which is going to have
an effect on the customers and on the company.
It is observed that influence of friends play a major role in selection of cellular service
The current cellular user prefers to switch to other cellular service provider due to
reasons like limited coverage, no good network

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Suggestions and Recommendations
As I was working and searching for positive points and suggestions I found many
positives and two suggestions which are as follows:
Customers are not answered and guide properly, which has got a bad impact on
customers, I would suggest them to control the employees who are working in call
centers and talk to their bosses in order to avoid such problems, and warn them if such
action is repeated or any complain has been found by the customers he or she will be
fined and fired.

They should consider the following points while training the employees:
1. Organization culture, purpose, and strategy: - When new employees are hired
employees should be told about to promote core mutual respect, honesty, integrity,
team work, service excellence, responsiveness and responsibility at their jobs.
2. Interpersonal and technical skills: - As we know that interpersonal skills are
important especially when it is a service providing organization. These interpersonal
skills involve body language, facial expression, attentive listing, answering customer
care calls, find solution to the customers problem etc all these must be explained to
them in advance during the training period. Technical skills involve knowledge
regarding how to handle new technology and take care of customers.
3. Product knowledge: - This is the most important key aspect of service quality. Staff
members must be able to explain effectively the product to customers and also know
how to position the product.
As the company is having its branches only in few major cities it should start opening
some more branches in other cities too which will be better and easy to reach customers,
find new customers and understand the market situation clearly and the customers
perception about its services.
Holding customer relations programs.
They should survey after each three months to know what the customers response is and
what are they demanding for and having problem with.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Attracting customers: - As we see that companies spend a great amount of money, time
and resources to so the MTN should be very careful with the market and the customers
to be maintained properly and not lose the current customers but to attract more
Overall Marketing strategy for MTN :- This marketing strategy will be explained by a
diagram shown below:

Internal Marketing External Marketing


Employees Customers

Interactive Marketing

External marketing: Describes the normal work that is to prepare, price, promotions,
distribute, etc.

Internal marketing: Describes the work to train and motivate the employees to serve
customers well.

Interactive marketing: Describes the employee s skill in serving the customers because
customers judge services not only by its technical quality but by its functional quality.

Satisfying customer complaints: - Sometimes it happens that some customers have a

say or are not satisfied with the services provided MTN they don t complain basically

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

because they don t know whom to complain or feel that complaining doesn t worth the
effort, but they can find these complains and problem only when they go for a survey.
Some of the solutions to solve this problem are as follow:

1. Maintain a database of the entire customer and should contact those customers having
complains further it can analyze the types and sources of complains and further can
contact theses customers and try to solve their complains and problems.
2. MTN can have service provider s work more skillfully so that they can handle the
customers well.
3. There should be proper management of advertisement and sales promotion campaign
which may be helpful in enhancing the sales of MTN.
4. MTN should promote several schemes in the market according to the different uses
based on occupation segmentation.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

Learning Derived

This part of the project contains details of how the various observations made in the
organization can be related to the theoretical concepts learnt throughout the year. This
section of the project aims at establishing a link between the observations made in the
organization and the theoretical concepts learnt during the year.

The following observations have been made at the organization:

Organizational Structure:
Every company has a different organizational structure, and it s very necessary to maintain
smooth functioning in the working of the company. An organizational structure basically
defines how job tasks are formally divided, grouped, and coordinated. There are some key
elements that the managers should keep in mind while designing their organizational
Amidst a vast variety of organizational structures, MTN has a Bureaucratic structure. This is
because, as observed, it satisfies all the aspects of the organizational functioning like its
highly formalized, the decision-making is centralized, and there are not many levels in the

Work Specialization:
Work specialization refers to degree to which tasks in the organization are subdivided into
separate jobs. It means that a worker is assigned a specific, particular task, which is to be
done. There are many benefits of adapting this form of working.
MTN also identifies itself on such a paradigm of specialization and has adapted this style of
working. For instance, a particular employee of MTN, working in the finance would just do
the work of finance. At MTN a worker as far as possible does not interfere in working styles
and patterns of other employees. In this pattern of working, employees are bound to have
limited skills but there are many prose s to this kind of a work design; some of which are
like: the work by the employees can be performed more efficiently and effectively,

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

employee will be focused. The employee s skills are efficiently used. Employee s skills also
improve in that particular job through repetition. It is easier and less costly to find and train
workers to do specific and repetitive tasks from the company point of view.

MTN has a centralized form of decision-making system. Centralization means the authority
of making decision is given only to one singular authoritive person like at MTN this
authority of decision-making is given to the M.D.
MTN is a company where all the employees are treated equally on one par, as an important
part of the company, hence there are times when even the employees are asked for their
suggestions, active participation and contribution in the decision making process. It was
observed that since the system is centralized, the decisions at MTN are made at a fast pace
and there prevails flexibility in decision-making process.

This is the second element is the organization structure after the work design of the company
is selected. Once having divided the jobs according to the workers skills we further on need
to group these similar jobs together so that these common tasks can be coordinated, it s
mainly dividing the similar jobs together as departments. As MTN has tailored the work
specialization element so it s necessary even to adapt departmentalization and we have seen
in the previous pages that the company has many departments. There are different types of
departmentalization s MTN have adapted one of these different types i.e. the function based.
Function based departmentalization is used in the service division of the company, the
different departments under functional based are the Accounts department, Human Resource
department, sales, billing. Here at MTN there exists a functional departmentalization. It can
be inferred so because here the departments are divided by the similarity of the tasks
performed by a particular group of employees. For example all of those belonging to the
accounts department will perform jobs related to the accounting of the firm and likewise
with all the other departments of the firm.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

MTN is a highly formalized company. Each and every employee in the company knows
what he/she is supposed to do. All the job details like what they are supposed to do, what
they are not supposed to do, how much work they have to do, what time their work starts,
when it ends all rule and regulations are set and all the employees have to strictly abide by
the set rules and regulations. This formalized wok pattern enables the company to achieve
the predetermined uniform and desired output.

Organizational Culture
It s a set of values, standards, ethics, and facilities given to the workers etc., which make one
organization different from the other organizations.
The culture of MTN is like, what a perfect company which is excellent in its performance
has. They have high values and morals set. They consider their employees a very important
part of the organization. They give them all the facilities like bonuses, they even provide the
employees with health club facility, and many more facilities are provided.
Organizational culture is defined as a common perception held by the organization s
members and is a system of shared meaning. At MTN all the employees believe in serving
the customer in the most efficient manner and they have shaped their culture keeping this in

Leadership styles:

The managers at MTN have high concern for productivity as well as for people. The
manager treats his subordinates as his friends and understands their difficulties and tries not
to overburden them. The Managers here at MTN Afghanistan are a mixture of both
transactional and transformational leader as they guide and motivate their followers in the
direction of the established goal by clarifying role and task requirements and at the same
time providing individual consideration to their subordinates. They are also visionary
leaders as they are able to create and articulate a realistic, credible attractive vision of the
future for all their employees. It is also seen that the managers here are employee oriented

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

leaders because their main emphasis is on the interpersonal relationships of the firm. They
take a very keen interest in the needs of the employees and also accept individual differences
among the members.


The firm has no stringent recruitment strategies. If at all there is a vacancy for a post in the
firm, they put out an advert in the news paper and the required response comes in. These
responses are then filtered and only the best few are selected (those that most closely fit the
requirements of the post) and these candidates are then called in for a personal interview.
And then from here the final selection if made based on the candidates performance in the
interview. The firm is welcome and open to young people especially in the marketing field
where the energy and enthusiasm is most sought. And in the administrative field the
experience would play a more vital role. If anyone needs a chance they give it to them. If
they prove themselves then they are taken in. if however their performance is not up to the
expected standards even after many opportunities then they are let go of. This helps them to
build their professionalism in the firm itself without any previous restrictions.

Job satisfaction:

All the employees in MTN seem to be satisfied, as the employee turnover of the company
seems to be next to negligible. The reason could probably be mutual support, compatibility
and understanding between the employees; better and lucrative job prospects and higher
financial opportunities; no ego clashes; satisfactory pay roll structure offered, pay for
performance, family feeling and so on.


Motivation may be defined as the propensity, or the level of desire of an individual to

behave in a certain manner at a certain time and in a certain situation. That means, that being
motivated means that a particular behavior has to follow. Motivation in MTN is observed to
be the willingness of an employee to respond to the organisational and company
requirements. It s seen that, the more positive the individual s motivation towards the

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

organisation and the company s requirements, the more effective is his performance. But on
a whole, it was observed that, there s a lot of positive vibes of motivation coming from the
management front of MTN towards its employees.

Performance evaluation:

At MTN, Performance Evaluation is carried out every year in order to find out whether an
employee deserves a promotion or a termination. These Performance Appraisals are carried
out to also identify training and development needs. The main aim of these appraisals is to
provide feedback to the employees about their performance and their conduct at work. These
appraisals act as a basis for reward allocations. Performance appraisal of each employee is
done by his or her immediate superior. Every minute detail is taken into consideration while
preparing a performance appraisal.

Decision making process:

The decision making process takes place at two levels in the company major decision and
minor or small time decisions. The type of decision making and goal setting approach used
by the company is of the traditional goal setting type, with a means end chain following it
and not the management by objectives approach followed by most of the companies today.
The traditional goal setting approach refers to the process of setting goals in which goals are
set at the top level of the organisation and then broken down into sub goals for and at each
level of the organisation, which is then followed by a means end chain referring to an
integrated network of goals in which the accomplishment of goals at one level servers the,
means of achieving the goals or ends at the next level. At MTN the major decisions of the
company are taken by the M.D.

Communication Model:

In today s fast moving world everything seems to be moving on just the way one
communicates. As far as communication in relation to an organization is concerned it serves
four major functions in an organization controlling and motivating the employees, emotional

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

expression and providing information to the employee. Thus helping the organization to
increase its productivity

The main objective of the communication model at MTN is to establish a procedure for
internal communication for the effectiveness of the quality management system.

Here in MTN internal communication is established for three means

- from individual department to top management

- from top management to individual department
- from department to department
Communication within a particular dept is maintained through personal discussion. But in a
centralistic point of view, the communication takes place in the company in well organized
formal, systematic free flow pattern, with very little barriers to communication.

The communication network that the channel to which the information flows in this
organization is formal network, which is mainly used in the vertical communication pattern,
that helps in the movement of the authority chain and also limits the communication to task
related communication.


An organization structure is a tool to help the management of a company to achieve the

goals of the company. Since objectives are derived from the organization overall strategy, it
is closely linked to each other. MTN as an organization mainly makes use of the strategy of
cost minimization. Cost minimization is a strategy which emphasizes on high cost control,
avoidance of unnecessary expenditure, marketing expenses and price-cutting. As it believes
that the cost minimization helps in making economical use of material, labor and time in the
most effective and efficient manner thus increasing the productivity.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

To conclude my project report I would like to say that it was really a great experience
working with MTN and I really did gain a lot of knowledge and experience not only
regarding my project but also other things regarding other functions and found the reasons
that why people want to go for a particular brand.

I really appreciated working in such a prestigious and famous company in the world.

I am very much thankful to each and every person who is working there especially my guide
Engineer Abdul Azim Atarud the one who really and mostly encouraged and helped me with
my project.

Wrapping up the survey conducted and the analysis of the survey it can be said that MTN is
facing major competition from Etisalat, Roshan and AWCC. The reason why MTN is facing
major competition is:

All the companies are giving good returns like MTN

They also have flexible and customized products.
They are also trying to build brand through advertisements

Hence the outcome of the survey conducted is the fact that MTN mainly faces major
competition from Roshan, AWCC and more specifically from Etisalat.

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


1. Which cellular brand are you using?

a. Etisalat b. Areeba c. Roshan d. AWCC

2. How long are you using this brand for?

a. 1-6 months b. 6-12 months c. 12-18 months d. more than 18 months

3. Do you know all the plans available with your brand?

a. Yes b. No

4. Do you use value added services?

a. Yes b. No

5. If you go for second connection which cellular brand you will go for?

a. Etisalat b. Areeba c. Roshan d. AWCC

6. Where did you find information about this cellular brand from?
a. Internet
b. TV
c. Newspapers
d. Friends
e. Family
f. Others: Please specify .

7. Which facilities did you consider while choosing this cellular brand?
a. Service speed
b. Customer care
c. Coverage
d. Call rate
e. Internet (GPRS)
f. Others: Please specify .

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

8. What external factors did influence your decision choosing this cellular brand?
a. Family
b. Friends
c. The organization where you work
d. Marketing Activities
e. Occupation
f. Others: Please specify .

9. How do you feel about your decision choosing this cellular brand?
a. Satisfied b. Average satisfied c. Unsatisfied

10. Will you recommend someone else to go for this brand?

a. Yes b. No

Thank you for your kind cooperation

Name Marital Status .

Occupation............................................... Sex: a. Male b. Female

Age: a. 17-25 b. 25-35 c. 35-45

By: Abdul Jamil Sharify SVSCCCMS, Goa-India


1) World Wide Web



4) Marketing Management by Philip Kotler

5) Services Marketing by Christopher Lovelock

6) MTN brochures and Magazines

By: Abdul Jamil Sharify SVSCCCMS, Goa-India

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