SWOT Analysis, EXTERNAL and INTERNAL ENVIRONMENT, SWOT Analysis of Mobilink Pakistan and Ufone

SWOT ANALYSIS

The overall evaluation of a company’s strengths, weaknesses, opportunities, and threats is called

SWOT analysis. It’s a way of monitoring the external and internal marketing environment.

·         EXTERNAL ENVIRONMENT

It includes OPPORTUNITY AND THREAT

·         INTERNAL ENVIRONMENT

It includes STRENGTHS AND WEAKNESSES

OPPORTUNITIES

A marketing opportunity is an area of buyer need and interest that a company has a high probability of profitably satisfying.

 

THREATS

An environmental threat is a challenge posed by an unfavorable trend or development that, in

the absence of defensive marketing action, would lead to lower sales or profit.

 

STRENGTHS

Strengths describe what an organization excels at and what separates it from the competition: a strong brand, loyal customer base, a strong balance sheet, unique technology, and so on.

 

WEAKNESSES

Weaknesses stop an organization from performing at its optimum level. They are areas where the business needs to improve to remain competitive: a weak brand, higher-than-average turnover, high levels of debt, an inadequate supply chain, or lack of capital.

 

 

 

SWOT Analysis of Mobilink Pakistan and Ufone

Mobilink Pakistan

Mobilink, Mobile Communications Limited (PMCL), is a mobile operator in Pakistan providing a range of prepaid and postpaid voice and data telecommunication services to both individual and corporate subscribers.

Its head office is in Islamabad, and the current President and CEO is Aamir Ibrahim. The network claims to have been the first GSM-based mobile operator in South Asia.

 

Ufone:

Pak Telecom Mobile Limited or Ufone is a Pakistani GSM cellular service provider. PTML is a wholly owned subsidiary of Pakistan Telecommunication Company Limited. Following PTCL's privatization, Ufone became a part of the Etisalat in 2006.

Ufone is the smallest GSM mobile service provider and least number mobile service in terms of subscriber base of 22 million. It has a market share of 13.5%, least among all four mobile operators.

 

Ø  STRENGTHS

Ufone	Mobilink Pakistan
1: Ability to retain its existing customer base with a high level of customer satisfaction.	1: Strong marketing and advertising
2: Provides international roaming facility with over 150 international operators in 79 countries.	2: Offers mobile services in majority of cities and also in remote area
3: Ufone increased its focus on youth segment , branded prepaid.	3: Powerful brand equity
4: Paid post is also offering black fruit set is useful and tempting for business class.	4: It has been enjoying successful journey in term of revenues, profits and market shares.
5: Ufone is offering the multimedia messaging service(MMS)	5: Offers competitive salaries and benefits to the employees.

 

 

Ø  WEAKNESSESS

Ufone	Mobilink Pakistan
1: Rates on ufone to ufone network is very cheap but other networks, their fees are expensive.	1: Offers high call rates as compared to other
2: Face problems and network is stuck on special occasions.	2: Quality of service is not good in remote areas.
3: Be part of PTCL has to face many problems such as the strike of employees, etc.	3: Not offering attractive SMS packages.
4: Ufone’s franchises are not sufficient to meet the needs of IT customers.	4: The promises made in the advertisement are not fulfilled by company.

 

 

 

 

Ø  OPPORTUNITIES

Ufone	Mobilink Pakistan
1: It should improve voice quality.	1: Low call and massaging rates.
2: Like youth in Pakistan is nearly 50% of the population to ufone can take advantage of demographic and must introduce more services and packages.	2: It can offer the prepaid internet packages to its customers.
3: Must develop some new franchises in remote areas	3: Improve the quality of services in remote areas.
4: Ufone should enter some international calling packages to middle east countries.	4: Educating people about usage of services.
5: It could develop some new and innovative services to attract customers.	5: It should go for joint  venture with banks to offer mobile banking services.

 

 

 

Ø  THREATS

Ufone	Mobilink Pakistan
1: Increasing competition between mobile services provider in country.	1: Facing tough competition from Ufone and Telenor etc.
2: Being subsidiary of PTCL, is also affecting the market value of it.	2: Rapid rise in taxes on telecommunication services.
3: Some government policies adverse to the application of tax on the telecommunication industry will ultimately affect the revenue.	3: Security condition is the biggest threats.
4: Inflation is also becoming a key threat.	4: Inflation devalues the Pakistan currency
5: Day by day declining the number of customers is also a threat.	5: Power outage increases the cost of services due to heavy usage of generators.