Introduction

Talking about ZONG, it is the first International brand of China Mobile being
launched in Pakistan. It is meant to empower and liberate the people of Pakistan in
every nook and corner of the country. It will become a part of their hearts, their
minds and bring about a change in their lives that every one desired but few
thought would be possible. ZONG offers its customers with entertaining &
innovative value added services and empowering them by giving a wide variety of
products, services & content to choose from. They are honored to be the
revolutionary country introducing this brand with others to follow. And their aim is to
make ZONG a success story for others to try and reproduce. With ambitious plans to
provide to the fastest growing Pakistani market and to win over the ever demanding
Pakistani customer, it will be offering extraordinary coverage, voice and data
services as well as a wide range of tariff options to choose from.
China Mobile Pakistan (ZONG) is a 100% subsidiary of China Mobile. So far
CMPak has invested more than US$ 700 million in the telecom sector in Pakistan
and an additional US$ 800 million has been invested till the end of year 2008. These
largest investments by CMPak act as ambassador of friendship between China and
Pakistan. CMPak will invest more investments to enhance its services and bring
innovation to sustain its leadership in the Telecom industry of Pakistan.
ZONG is having its operative roots in China and Pakistan, so we can regard it
as an international telecom company, having its parent company CMCC in China.
With the help of globalization, HR management has an advantage of having a
bigger pool of workers to be chosen from.
ZONG Human Resource Department that has the capability of performing functions
such as job analysis, recruitment, training and development, performance appraisal,
setting compensation policies and providing safety and health to their employees
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 1

Task 1 - Scenario 1
a, b, c
(L.O- 1.1, 1.2, 1.3)
Survey methodology
Survey is used to collect quantitative information about items in a population.
Surveys are used in different areas for collecting the data even in public and private
sectors. A survey may be conducted in the field by the researcher. The respondents
are contacted by the research person personally, telephonically or through mail.
This method takes a lot of time, efforts and money but the data collected are of high
accuracy, current and relevant to the topic. When the questions are administered by
a researcher, the survey is called a structured interview or a researcheradministered survey.

Collecting data
Data collection plays a vital role on in research implementation. Inaccurate date
may draw invalid conclusions and affect the whole research.
Primary research
Primary data are information collected by a researcher specifically for a research
assignment. In other words, primary data are information that a company must
gather because no one has compiled and published the information in a forum
accessible to the public.

Questionnaire
Interview

Secondary research
Secondary data are the data collected by a party not related to the research study
but collected these data for some other purpose and at different time in the past. If
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 2

the researcher uses these data then these become secondary data for the current
users. These may be available in written, typed or in electronic forms.

Online articles
Official website of ZONG

For the methodology, Questionnaire was entirely applied. Although this

questionnaire has some drawbacks because sometimes respondents are
uncomfortable or nervous, they might give wrong information. And sometimes, not
all respondents are well-aware of the questions given, they just answer without any
knowledge about this. Additionally, as interviewer is right in front of respondents,
they might be felt intimidated that giving biased views. However, even if there are
some drawbacks, this questionnaire still was carried out because it reflects the true
views of respondents who were free from pressure expressing whatever they feel
right in the questionnaire without any interruptions from interviewers. In case those
respondents do not understand some points in the questionnaire, more clear
explanation would be given to them. There were total fifteen respondents who filled
the questionnaire.

Demographics for Questionnaire

What is your age?

___

Gender?
a) Male

b) Female

Occupation?
a)STUDENT

b) BUSINESSMEN

c) SERVICE PROVIDER

Education?
a) Matric or less /O level
b) Intermediate / A level
c) Graduate
d) Masters
e) M.Phil./PhD
f) Other___________

From how long have you been using ZONG?

____

Main population for the questionnaire in primary research will be people of

Faisalabad. Data will be collected by questionnaire and through survey from student
in the Universities, Schools, colleges and also people form the corporate sector.
Fast-food restaurants and shopping malls will also be good sampling units. By using
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 3

questionnaire, I had the high response rate rather than any other survey
methodologies and by this approach, I was able to acknowledge who were willing to
participate and who were not and by then, I chose the respondents who were
appropriate for our survey.

Secondary data can be collected from supporting data from the books, on the
website of ZONG, magazines, online articles and blogs
Questionnaire
Tick the one box which describes you according to the mention criteria
Stron
gly
disag
ree

disag
ree

neutr
al

Awareness of company products

You know about various new packages of
ZONG
You have experienced ZONG 3g
You are aware about the location of
costumer care of ZONG in your area
Purchasing behavior
ZONG signals are stable
You use internet 2 hours per day on sim
You make 10 -15 calls per day
Preferences
You prefer ZONG for providing cheap call
rates to other networks?
You prefer ZONG for providing good
availability of network?
You prefer ZONG for providing good SMS
bundles?
Trends
ZONG is focusing properly on its 3g and
4g services due to changing trends
You think ZONG should introduce new SMS
packages for its loyal customers
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 4

agre
e

Strong
ly
agree

Expectations
You think that ZONG will merge with other
network companies in future
You will continue to use ZONG if it
increases its prices a little
Customer taste
You are loyal ZONG user
You feel proud to be the part of ZONG?

On a scale of 10 rate the following

1-10
Lowest - highest
You will say positive things to other people about the service provided by
ZONG
How would you the quality of ZONG
You consider ZONG to be unique from its competitors
All your cellular requirements are satisfied with ZONG
ZONG employees give you good attention
For your next purchase you intend to buy ZONG
Employees of ZONG understand your specific needs

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 5

D, E, F
(L.O-2.1, 2.2, 2.3, 2.4)
Decision making can be defined as the process of making choices among possible
alternatives. After getting the questionnaire filled from all the respondents. We have
now some calculations through which we can get some valid conclusions.
Mean is defined as the average of a series of numbers.
Formula;
Mean= (X1 + X2 + X3XN) / N
For example, the mean for the few questionnaires is as follow,

Questionnaire
Age
How long you have been using ZONG

Mean
20.4
3.93

In the question above, the mean of age of respondents who filled my questionnaires
was 20.4 which the main market for ZONG is the people around the age of 20 which
means youngsters. ZONG should focus on determining ways to satisfy its costumers
of this age. It should various new internet packages and also SMS bundles in order
to keep youngsters satisfied and loyal to ZONG.
Mean of the question How long you have been using ZONG is 3.93 which is around
4 which is also good. ZONG just need to maintain this or should do working on
improving more and more with the changing trends in the market.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 6

Median is defined as the value or quantity that falls halfway between a set of
values arranged in an ascending or descending order. When the set contains an odd
number of values, the median value is exactly in middle. If the number of values is
even, then median is computed by averaging the two numbers closest to the middle
For example, the median for the few questionnaires is as follow,
Questionnaire
You have experienced ZONG 3g
You prefer ZONG for providing cheap call rates to other networks

Median
4
4

Median in the above question you have experienced ZONG 3g is 4 out of 5. This
shows that the Quality of ZONG 3g is good comparative to other network
companies. ZONG have an edge through this but it also need to maintain this as
other network companies may come up with better packages or quality in future.
Median in the above question You prefer ZONG for providing cheap call rates to
other networks is 4 out of 5. ZONG have low calling rates due to which it is most
popular among the people.

Mode is defined as a statistical term that refers to the most frequently occurring
number found in a set of numbers. The mode is found by collecting and organizing
the data in order to count the frequency of each result. The result with the highest
occurrences is the mode of the set.
For example, Mode for the few questionnaires is as follow
Questionnaire
You make 10 -15 calls per day
You think that ZONG will merge with other network companies in
future

Mode
4
3

Mode of the question you make 10- 15 calls per day is 4 out of 5. Obviously as
ZONG is giving cheap calling rates costumers make more calls to other networks.
Mode of the question you think that ZONG will merge with other network
companies in future Is 3 out of 5 as most of the competitors of ZONG are now
merging together to make their network strong so I decided to ask the views from
the respondents. ZONG should make strategies of making the company strong
enough so that it doesnt need to take such measures in future.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 7

Percentile is defined as a measure that tells us what percent of the total

frequency scored below that measure. A percentile rank is the percentage of scores
that fall below a given score.
Formula:

For example, percentile for few of the questionnaire is as follow,

Questionnaire
You prefer ZONG for providing good SMS bundles
You will continue to use ZONG if it increases its prices a little

Percentile
3
3

In the questionnaire above the Percentile of the question You prefer ZONG for
providing good SMS bundles is 3 which means around 60 percent of the costumers
prefer ZONG because it provide good SMS bundles. ZONG should introduce more
cheap SMS bundles so the percent of costumer preferring ZONG only because of its
SMS bundle should increase from 60 percent.
Also in the questionnaire You will continue to use ZONG if it increases its prices a
little is 3 which means that 60 percent of the costumers are loyal to ZONG and
increasing the rates of calls or SMS bundles wont affect them. This is a very big
advantage for ZONG. But it should try to increase its prices as the other 40 percent
will highly be affected by this.

Quartiles are the values which splits a list of numbers into quarters. The median of
the upper half of the data set is known as Upper Quartile.
For example, Upper quartile for few of the questionnaire is as follow,
Questionnaire
You are aware about the location of local costumer care in your area
ZONG signals are stable

Upper
quartile
3
4

In the questionnaire above the upper quartile of the question You are aware about
the location of local costumer care in your area is 3 out of 5 which means the
costumers are not very well aware of the location of costumer care centers of
ZONG. ZONG should advertise more about the location of its franchises so the
costumer could know about the location and can easily come if they have any
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 8

problem with their cellular services. This will create a good image of ZONG and
customer loyalty ratio will also be more.
Upper quartile above in the question ZONG signals are stable is 4 out of 5 which
means the focus of ZONG on its quality of signal is good but ZONG can make it even
more better to achieve the complete loyalty of its customers.

Lower quartile is defined as the median of the lower half of the set of data.
For example, lower quartile for few of the questionnaire is as follow
Questionnaire
You feel proud to be the part of ZONG?
You prefer ZONG for providing cheap call rates to other networks

Lower
quartile
4
4

Lower quartile in the question above You feel proud to be the part of ZONG is 4
out of 5 which means ZONGs costumers are loyal to their network. They will feel
proud using ZONG as their cellular network because of its good services and stable
quality.
Lower quartile in the question above You prefer ZONG for providing cheap call
rates to other networks is also 4 out of 5. As the ZONG gives the cheapest call
rates to other networks it have an edge comparatively to the other networks. ZONG
should maintain its calling rates low in order to achieve its objective high market
share.

Correlation is defined as a statistical measure that indicates the extent to which

two or more variables fluctuate together. A positive correlation indicates the extent
to which those variables increase or decrease in parallel; a negative correlation
indicates the extent to which one variable increases as the other decreases.
Questionnaire
You know about various new packages of ZONG

Correlation
0.0919

Correlation of the questionnaire You know about various new packages of ZONG is
0.919 which is positive variables are parallel to each other. This means that
costumers who are using ZONG from more than one year are satisfied.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 9

Standard deviation is defined as a measure of how much an investment's returns

can vary from its average return. It is a measure of volatility and in turn, risk. The
formula for standard deviation is:
Standard Deviation = [1/n * (r i - rave) 2]
Where:
r i = actual rate of return
rave = average rate of return
n = number of time periods
For example, standard deviation for few of the questionnaire is as follow,
Questionnaire
You prefer ZONG for providing good availability of network
you think ZONG should introduce new SMS packages for its
loyal costumers
You feel proud to be the part of ZONG

Standard
deviation
0.65
0.50
0.48

Variance is a numerical value used to indicate how widely individuals in a group

vary. If individual observations vary greatly from the group mean, the variance is
big; and vice versa.
It is important to distinguish between the variance of a population and the variance
of a sample. They have different notation, and they are computed differently. The
variance of a population is denoted by 2; and the variance of a sample, by s2.
The variance of a population is defined by the following formula:
2 = ( X i - X )2 / N
where 2 is the population variance, X is the population mean, Xi is the ith element
from the population, and N is the number of elements in the population.
For example, Variance for few of the questionnaire is as follow,

Questionnaires

Variance

You know about various new packages of ZONG

0.5

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 10

You have experienced ZONG 3g

Decile is any of the nine values that divide the sorted data into ten equal parts, so
that each part represents 1/10 of the sample or population. A decile is one possible
form of a quantile; others include the quartile and percentile.
Decile for few questionnaires is as follow,
Questionnaire
ZONG signals are stable
You think ZONG will merge with other network companies in future
You prefer ZONG for providing good SMS bundles

Decile
3.4
2
3

TASK 2 Scenario 2
a- (L.O-3.1)
This pie chart is drawn of the question You know about various new packages
of ZONG. As it shows 13 percent of the targeted population (Faisalabad) strongly
agrees with this question. 25 percent agreed and the other 62 percent are neutral
about it. So the overall graph of awareness of new packages of ZONG among people
is high.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 11

strongly agree; 13%

agree; 25%
neutral; 63%

The following pie chart is drawn of the question You have experienced ZONG
3g which shows that 39 percent of the population strongly agree on using ZONG
3g services which is a very big advantage for ZONG. Only 6 percent disagree with
this questionnaire whereas 22 percent of the people of Faisalabad are neutral about
ZONG 3g.

disagree; 6%
neutral ; 22%
strongly agree; 39%

agree; 33%

The bar chart below of the questionnaire You are aware about the location of
local costumer care in your area shows that more than 50 percent of the
population agrees that they have knowledge about the location of their nearest
franchise. Whereas there are also some people who are completely neutral about
this statement. 20 percent of the population completely disagrees with this. They
may use credit cards for billing because of which they never felt a need to go the
franchise of ZONG.
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 12

strongly agree
agree
neutral
disagree
strongly disagree
0

The bar chart below of the questionnaire ZONG signals are stable shows that a
large amount from the population agrees that ZONG have a good stability in their
signals. This means ZONG have a great focus on its quality of network which is very
good. This will make costumers more loyal to ZONG. People of Faisalabad are highly
satisfied with quality of ZONG signals in there city.

stongly agree

agree

neutral

disagree

strongly disgree
0

M Waleed Ahmad
Muhammad Saad

10

Business Decision Making

Page 13

12

The column chart of the questionnaire You use internet 2hours /day on SIM
shows that ZONG 3g is very popular among the people of Faisalabad. More than 50
percent agrees that they use internet on their SIM for at least 2 hours in a day.
Considering this ZONG should focus more on its 3g bundles. Well, there is part of
people in the population who dont use internet on their SIM. There could be several
reasons for that. ZONG should take measures and launched new cheap 3g
packages.

12
10
8
6
4
2
0

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 14

b- (L.O-3.2)
International calling trends of ZONG from 2009-2015
4500
4000
3500
3000
2500
2000
1500
1000
500
0
2009

2010

2011

2012

2013

2014

2015

The trend line above shows the international calling trends of ZONG. From year
2009 to 2011, the trend is highly increasing but moving forward from 2011, there is
a sudden fall. This may be due to the introduction of various internet applications
such as VIBER and SKYPE. Also from 2011 onwards people started using
smartphones. ZONG took sudden measures to solve this problem and after 2013 the
international calling trends are stable.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 15

ZONG 3g trends from year 2009-2015

14
12
10
8
6
4
2
0
2009

2010

2011

2012

2013

2014

2015

ZONG 3g internet trend line shows that costumers are getting aware of this service
slowly from 2009. It is constantly increasing from time to time. In 2012, it became
stable than immediately after one year it started increasing again as people were
provided with a good speed of internet specially the students. Trend of using
broadband internet started decreasing a lot in these years because of its
comparatively slow speed of internet.

c- (L.O-4.1, 4.2, 4.3)

ZONG may use several information processing tools. For example, when doing its
project management it can use networking and critical path analysis. Also, the
program evaluation and review technique (PERT) can be used for doing project
management. When checking the behavior of employees in the organization ZONG
may use motivational tools such as the theory of Maslow, McGregor etc. ZONG
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 16

when doing the marketing of its product can do SWOT, PEST and Porter five field
analysis. Also to have the complete knowledge of the market it would need to do
market research. Net Present Value (NPV), Discounted Cash flow, and Internal Rate
of Return (IRR) can also be used as processing tools when ZONG needs to do its
investment Appraisal.

Critical path analysis is defined as a project-management technique that lays out

all the activities needed to complete a task, the time it will take to complete each
activity and the relationships between activities.
Using this tool ZONG can ensure a project is completed as quickly as possible, and
resources used as efficiently as possible, it does depend on the accuracy of the
information used and also, it help to predict whether a project can be completed on
time and can be used to reorganize the project both before starting it

For Example, ZONG is going to prelaunch some of its packages.

A Pre- hype campaign;

B Product launch

C Consumer buying

D Customer feedback

E revamping the flaws

The estimated length of time for each task and the order, i.e., the tasks that depend
upon others being completed are shown below.

Tasks

Order/dependency

Estimated time (weeks)

Must be done first

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 17

Can only start when A is completed

Can only start when A, B is completed

Can only start when C is completed

Can only start when D is completed

These

activities

tell that a

generalized

network

is shown overleaf

followed

by a network for

prelaunch

packages

ZONG.

of

Financial analysis

tools are

one of the most

efficient

ways that can be used for ensuring good profit from your investments. These
financial analysis tools are highly helpful in evaluating the market and investing in a
way so as to maximize the profit from the investments made. These are useful for
deciphering both internal and external information related to a specific business
organization.
One of the financial tool business can use is Internal Rate of Return. Internal rate of
return (IRR) is the interest rate at which the net present value of all the cash flows
(both positive and negative) from a project or investment equal zero.
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 18

Internal rate of return is used to evaluate the attractiveness of a project

or investment. If the IRR of a new project exceeds a companys required rate of
return, that project is desirable. If IRR falls below the required rate of return, the
project should be rejected.
Also, Return on Capital Employed can be used as a financial tool. The return on
capital employed measures the proportion of adjusted earnings to the amount of
capital and debt required for a business to function. For a company like ZONG to
remain in business over a long term its return on capital employed should be higher
than its cost of capital; otherwise, continuing operations gradually reduce the
earnings available to shareholders. It is commonly used to compare the efficiency of
capital usage of businesses within the same industry.

d- (L.O- 3.4)

Formal Business Report

Executive Summery
ZONG is the third largest cellular network in Pakistan. The head office of the ZONG
is located in Islamabad, Pakistan. Every Organizational whether its multinational,
private business or Govt. Offices depend on its people. Telecom industry is growing
in Pakistan with new companies is getting license the competition is though as a
result is the consumer is getting benefits and enjoy low call rates. With a population
of 15 million countries ZONG is one of the best telecommunication networks that
generate revenue. ZONG Company commenced its operations under the brand
name of ZONG from Islamabad on January 29 2001. ZONG Provide two kinds of
Services that is ZONG Prepay and Post pay. In postpaid they provide a Black berry,
payment choice, value added service etc.
ZONG has always played a vital role in the development of cellular market
in Pakistan. It has been a step ahead in introducing an innovative product in
the market. ZONG adopted the policy of simplified tariffs with no hidden
charges. ZONG targeted the middle class, by introducing low rates. ZONG has
network coverage in more than 5885 locations and across all major highways of
the country. Mobilink has 910,000 subscribers and ZONG has 565,000
subscribers. According to the latest marker survey there is 70.64% annual growth in
M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 19

this sector. So when ZONG will change their technology the market is open for
them because their prices are low and they are catering to middle and lower
middle class which has quite big ratio in Pakistan.
Furthermore, the research situation is the consumer satisfaction is going to increase
due to its Price, Quality and Coverage. Consumer satisfaction is dependent variable
and Price, Quality and Coverage are independent variables. I am using the Primary
and Secondary data for research on ZONG.

Terms of reference
Research Objectives

To identify the present Market Scenario of ZONG

To examine the prospects of ZONG in the overall Pakistan Market.

To know the scenario of its improvement and image.

To recommend some corrective measures, suggestions and

recommendations to resolve the problems.

To conduct the comparative study between ZONG and other

prominent Players in the market.

Analysis of customer satisfaction and to find out the reason

behind customer buying behavior while purchasing ZONG.
Brief Introduction of ZONG

Talking about ZONG, it is the first International brand of China Mobile being
launched in Pakistan. It is meant to empower and liberate the people of Pakistan in
every nook and corner of the country. It will become a part of their hearts, their
minds and bring about a change in their lives that everyone desired but few thought
would be possible. ZONG offers its customers with entertaining & innovative value
added services and empowering them by giving a wide variety of products, services
& content to choose from. They are honored to be the revolutionary country
introducing this brand with others to follow. And their aim is to make ZONG a
success story for others to try and reproduce. With ambitious plans to provide to the
fastest growing Pakistani market and to win over the ever demanding Pakistani
customer, it will be offering extraordinary coverage, voice and data services as well
as a wide range of tariff options to choose from.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 20

MISSION:
At ZONG we aim to provide you with wider coverage, superior connectivity, clear
signals & voice quality. Wherever you are, ZONG keeps you connected."
Vision:
To be the leading telecommunication service provider in Pakistan by offering
innovate communication solutions for our customers while exceeding shareholder
value & employee expectation.

Research Methodology
I adopt the following method to collect the data
Primary Research
Primary data are information collected by a researcher specifically for a research
assignment. In other words, primary data are information that a company must
gather because no one has compiled and published the information in a forum
accessible to the public. Primary data are original in nature and directly related to
the issue or problem and current data. Primary data are the data which the
researcher collects through various methods like interviews, surveys, questionnaires
etc.

Questionnaire

Interview

Secondary Research
Secondary data are the data collected by a party not related to the research study
but collected these data for some other purpose and at different time in the past.
Secondary data is also used to gain initial insight into the research problem.
Secondary data is classified in terms of its source either internal or external.
Internal, or in-house data, is secondary information acquired within the organization
where research is being carried out.

Online articles

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 21

Official website of ZONG

Level of priority
Customer Satisfaction

Price

Quality

Coverage

Research Questionnaire
A questionnaire is defined as a research instrument consisting of a series
of questions and other prompts for the purpose of gathering information from
respondents

The consumers satisfaction of ZONG is going to increase due to Price,

Coverage and Quality.
Note: If you are using ZONG connection then please fill up this
questionnaire.
There were total 15 respondents who filled my questionnaire
Demographics for Questionnaire

What is your age?

___

Gender?
a) Male

b) Female

Occupation?
a)STUDENT

b) BUSINESSMEN

c) SERVICE PROVIDER

Education?
a) Matric or less /O level
b) Intermediate / A level
c) Graduate
d) Masters
e) M.Phil./PhD
f) Other___________

From how long have you been using ZONG?

____

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 22

Tick the one box which describes you according to the mention criteria
Stron
gly
disag
ree

disag
ree

neutr
al

Awareness of company products

You know about various new packages of
ZONG
You have experienced ZONG 3g
You are aware about the location of
costumer care of ZONG in your area
Purchasing behavior
ZONG signals are stable
You use internet 2 hours per day on sim
You make 10 -15 calls per day
Preferences
You prefer ZONG for providing cheap call
rates to other networks?
You prefer ZONG for providing good
availability of network?
You prefer ZONG for providing good SMS
bundles?
Trends
ZONG is focusing properly on its 3g and
4g services due to changing trends
You think ZONG should introduce new SMS
packages for its loyal customers
Expectations
You think that ZONG will merge with other
network companies in future
You will continue to use ZONG if it
increases its prices a little
Customer taste
You are loyal ZONG user
You feel proud to be the part of ZONG?

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 23

agre
e

Strong
ly
agree

On a scale of 10 rate the following

1-10
Lowest - highest
You will say positive things to other people about the service provided by
ZONG
How would you the quality of ZONG
You consider ZONG to be unique from its competitors
All your cellular requirements are satisfied with ZONG
ZONG employees give you good attention
For your next purchase you intend to buy ZONG
Employees of ZONG understand your specific needs

Graphical representation
Mean for the few questionnaires is as follow,
Questionnaire
Age
How long you have been using ZONG

Mean
20.4
3.93

In the question above, the mean of age of respondents who filled my questionnaires
was 20.4 which the main market for ZONG is the people around the age of 20 which
means youngsters. ZONG should focus on determining ways to satisfy its costumers
of this age. It should various new internet packages and also SMS bundles in order
to keep youngsters satisfied and loyal to ZONG.
Mean of the question How long you have been using ZONG is 3.93 which is around
4 which is also good. ZONG just need to maintain this or should do working on
improving more and more with the changing trends in the market.

The median for the few questionnaires is as follow,

Questionnaire
You have experienced ZONG 3g
You prefer ZONG for providing cheap call rates to other networks

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 24

Median
4
4

Median in the above question you have experienced ZONG 3g is 4 out of 5. This
shows that the Quality of ZONG 3g is good comparative to other network
companies. ZONG have an edge through this but it also need to maintain this as
other network companies may come up with better packages or quality in future.
Median in the above question You prefer ZONG for providing cheap call rates to
other networks is 4 out of 5. ZONG have low calling rates due to which it is most
popular among the people.

Mode for the few questionnaires is as follow

Questionnaire
You make 10 -15 calls per day
You think that ZONG will merge with other network companies in
future

Mode
4
3

Mode of the question you make 10- 15 calls per day is 4 out of 5. Obviously as
ZONG is giving cheap calling rates costumers make more calls to other networks.
Mode of the question you think that ZONG will merge with other network
companies in future Is 3 out of 5 as most of the competitors of ZONG are now
merging together to make their network strong so I decided to ask the views from
the respondents. ZONG should make strategies of making the company strong
enough so that it doesnt need to take such measures in future

The following pie chart is drawn of the question You have experienced ZONG
3g which shows that 39 percent of the population strongly agree on using ZONG
3g services which is a very big advantage for ZONG. Only 6 percent disagree with
this questionnaire whereas 22 percent of the people of Faisalabad are neutral about
ZONG 3g.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 25

disagree; 6%
neutral ; 22%
strongly agree; 39%

agree; 33%

International calling trends of ZONG from 2009-2015

4500
4000
3500
3000
2500
2000
1500
1000
500
0
2009

2010

2011

2012

2013

2014

2015

The trend line above shows the international calling trends of ZONG. From year
2009 to 2011, the trend is highly increasing but moving forward from 2011, there is
a sudden fall. This may be due to the introduction of various internet applications
such as VIBER and SKYPE. Also from 2011 onwards people started using
smartphones. ZONG took sudden measures to solve this problem and after 2013 the
international calling trends are stable

Research Outcomes

According to my research most of the people are ZONG users.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 26

People showed satisfied behavior towards ZONG network coverage.

People were of the view ZONG brand is charging high rates and now a days it
is charging low rates.

They are offering messaging packages as well as call packages comparatively

better than other networks.

The advertisement of ZONG attracts the users comparatively more.

Most of the people viewed that CRM of ZONG is not as effective as other
network.

They introduce innovative services like call block covers etc.

SUGGESTIONS AND RECOMMENDATIONS

Look at all complaints about your services as an opportunity to improve. Aim

to resolve any complaint quickly and efficiently.

ZONG should encourage new products like ZONG PCO, Broad Band Services.

Learn to listen to your customer first. Really listen to them ask what you can
do help them. This is most important step in preventing problems and the
only way you can solve complaints if they come up.

Establish an environment where great service is recognized and rewarded

and poor services is challenged and rectified.

Have a fun staff melting where good service elements are discussed and role
played.

Lead by example show respect for every person at every level in your
company.

Do things regularly to improve the workplace

Be sure your employees are aware of your expectations clean services

guidelines and knowledge of the companys mission necessary.

It is necessary that the management must continuously develop technical

and managerial skills at all levels and stay abreast of latest technological
development in the industry.

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 27

References

M Waleed Ahmad
Muhammad Saad

Business Decision Making

Page 28