PROJECT REPORT OF PRINCIPAL’S OF MANAGEMENT

MBA EXCUTIVE 1ST SYMESTER

HAJVERY UNIVERSITY GULBERG III LAHORE

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PROJECT REPORT OF PRINCIPAL’S OF MANAGEMENT

PROJECT COMPNY MOBILINK

MBA EXCUTIVE 1ST SYMESTER

GROUP NO: 3

GROUP NAME: DOMINATORS

1. Rabab Naqvi

2. Behzad Anwer Khan

3. Usman Jawaid

4. Syed Yasir Kazmi

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Introduction To Company

1. Brief History:

In Pakistan, the Pakistan Mobile communications Ltd (“Mobilink”) started its operations in 1994 and, until early 2001, had a market share of 40%. In April 2001, OTH took over management control of the company. As the market leader, Mobilink serves more than 31.5 million subscribers, representing a market share of 38.5% (as of March 2008).

Mobilink, a subsidiary of the Orascom Telecom Group is Pakistans leading cellular service and market leader with an unmatched customer base of over 31+ million subscribers.

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Mobilink has successfully achieved a record subscriber growth of 40 % in 2007 and with over 6000 cell sites, has coverage in over 7,000 cities, towns, and villages, through out Pakistan. International roaming is available in over 127 countries with more than 300 partner operators, and the company’s investment to date, is over US $2.5 billion. It directly employs over 4,500 people, and facilitated through an integrated technology infrastructure, has the largest distribution network of over 200,000 retail outlets across Pakistan. The company is a carrier-class nationwide connecting service with its 6,500 kilometers fiber optic backbone, and is leading the Mobile Commerce revolution with its first lifestyle application,

The actual numbers reported by PTA.

Genie which enables customers to pay utility, telephone bills and top-up prepaid credit through their mobile phones.

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Through The Mobilink Foundation, the company’s corporate social responsibility program contributes significantly in the areas of health and education.

The company is also the official cellular service of the Pakistan Cricket Board and the leading Blackberry communication services provider in Pakistan.

The Mobilink team is dedicatedly working each day to connect the unconnected and achieve milestones that make history. Each Mobilink moment entails a new challenge, a new moment of happiness, a new sense of achievement and a new success.

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Principal area of Business:

Mobilink have two products Jazz

Indigo

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Mobilink Latest Offers:

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1.1 Ownership Structure:

President and CEORashid Khan

Chief Information OfficerTariq Rashid

Vice President Human Resources, Administration & SecurityAli Raza Mehdi

Vice President SalesIrfan Akram

Vice President Marketing Bilal Munir Sheikh

Vice President Customer ServicesMustafa Peracha

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Vice President & Head of Broadband Business Division. Naeem Zamindar

Vice President Corporate AffairsAgha Qasim

Chief Technical Officer Ramy Reyad Kamel

Vice President/ Chief Strategy Officer Mr. Aamir Ibrahim

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1.2 Head Office Location:

The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad.

Branch Offices:

Its branch offices are located in Lahore, Karachi, Faisalabad, Rahim Yar Khan, Sukkur,

Peshwar, Quetta, Swat, and Kohat. Moblink has three main contact centers in three regions of

Pakistan.

Total Strength of Employees:

Over all:

(Total 4500)

Top Managers 75

Middle Managers 750

Line Managers 3675

Human Resource Department:

(Total 47)

Director 01

Vise President 04

Middle Managers 16

Line Managers 26

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1.3 Head of Administration Department

Furqan Buchaa

1.4 Key People /Designation of the administration Department:

Overseeing nationwide facilities management, the Administration department ensures that employees are provided with a comfortable working environment that is conducive to high performance. It is responsible for office build outs & maintenance, travel & accommodation, transport fleet management, janitorial services, event management, cafeteria services and office supplies.

Manager Admin

( Buildings )

Manager Admin

(Transport)

Stationary

Building

Official Requirements

Ensure Transport for all designated employs

Contract signing with rent companies.

HOD-Admin

Regional Head

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2. MISSION STATEMENT

“To be the unmatchable mobile system of communications in Pakistan this provides

the best value to its customers, employees, business partners and shareholders

1. Customer: Company mission Statement Company wants every common man to be its customer.

2. Product and services: In addition to provide advance voice communication services, Mobilink also offers cost efficient data services to its customers. Keeping in mind the customer convenience company also deals in mobile handsets sold either independently or bundled.

3. Market: Mobilink GSM is the market leader in providing communication solution to more then 350,000 people in 30+ cities of the country as well as International roaming among 120+ destinations.

4. Technology: Company operates on a 100 % digital GSM technology in Pakistan .

5. Concern or survival for growth: Keeping in view the growth potential of the cellular industry Mobilink having a strong focus on maintaining high quality of services, which is always a benchmark of Mobilink increasing usage and exploring new revenue.

6. Philosophy: Company believes there is no compromise for the “Services” in order to remain portent force in cellular industry.

7. Self-concept: Mobilink has largest Network provider, Excellent Customer Services, Highest Customer base which is its own identity.

8. Concern for employees: Company is very conscious about its employees and its striving for provision of attractive salary package, connivance facility , medical allowances and Telephonic facilities’

9. Concern for Public: Company offers tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional user to businessmen. To achieve its objective it offers both post-paid (Indigo) and prepaid (Jazz) to the customers

2.1 Mobilink’s Vision

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“To be the leading telecommunication services provider in Pakistan by offering

innovative communication solutions of our customers while exceeding shareholder

value and employee expectations”

3. Goals and Objectives: Corporate Objectives

31+ Million Subscriber base to retain and come up with new promos to control churn.

Best customer services providing across the country.

Remain on market leader with innovative communication solution.

Departmental Goals

Smooth operations

Departmental coordination to ensure timely delivery

Cost intimation

Ensure offering Ambiance and decor

Providing full office related products

4. Organizational Environment:

Internal

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Mobilink’s corporate values serve as the foundation for its culture, behavioral norms, and decision making. These values have always been at the heart of our business principles and success.

Each of our values guides the way we work as an organization and ensures that we not only meet the needs of our employees and stakeholders today, but work towards sustaining and enhancing human and financial capital for the future.

These values sum up the culture at Mobilink, and aim to ensure a workplace that necessitates open and respectful communication and exceptional quality of service to internal and external stakeholders.

Total Customer Satisfaction

Respect for People

Trust and Integrity

Business Excellence

Corporate Social Responsibility

Total Customer SatisfactionAnticipate their needs and deliver service, quality and value beyond their expectations.

Respect for PeopleOur relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor.

Trust and IntegrityAt Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect.

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Business ExcellenceWe strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves everyday. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders.

Corporate Social Responsibility As the market leader, we recognize and fulfill our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society.

External

PEST Analysis of Pakistan in Telecom Industry

Political Factors

Political environment of Pakistan is stable in the current situation and country is not progressing

in terms of economic growth that was expected.

Environment is investor non-friendly & telecommunication sector is under regulation.

Economic Factors

Marketers should consider long term and short term state of a trading market

Inflation is being controlled by state bank and under strict eyes but unemployment rate is going

up & up with the increase of level of poverty

Economic instability is worsening day by day as liquidity crunch is prevailing in the world

Socio-Cultural Factors

As Pakistan is an Islamic country and people are very strict in case of Islam any thing against the

philosophy of Islam on either print or electronic media are treated as against Pakistan.

Most of the people dislike anything extra-ordinary or something which sabotage their culture or

subculture.

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Companies who are targeting upper-end of market mostly published and aired their

advertisement in English language.

In metropolitan cities women are doing work along with their other responsibilities but other

than metropolitan cities it is difficult for women to convince their parents and spouses for work.

Technological Factors

Companies have technology with which they can compete in the Pakistan and now companies are

investing in their infrastructure to not only expand but also to upgrade their existing structure.

Mobilink shifted its whole network from 900 MHz to 1800 MHz offer Value-Added Services like

General Packet Radio Service (GPRS), Multi-media Messaging Services (MMS) and Virtual

Private Network (VPN) etc.

SWOT Analysis of Mobilink

STRENGTHS WEAKNESSES

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OPPORTUNITIES THREATS

Strengths

Competitive Advantages

Mobilink’s strength lies in the establishment of a strong, fundamental and coherent long-term

business plan, designed to sustain economic challenges in the country.

Pioneer cellular service in Pakistan to provide coverage on the M2 motorway.

Pioneer in GSM service in Pakistan.

With 30 million customers Mobilink is truly called the “King of cellular service providers”.

Mobilink has the highest market share of 37 % not only in terms of number of subscribers but

also in terms of revenue.

Large number of corporate customers use Mobilink post paid connection Indigo and Mobilink’s

Blackberry handsets.

Mobilink and Muslim Commercial Bank have made a combined effort in order to maximize the

ease and the satisfaction of their respective customers by offering them all banking services from

their very own mobile handset.

Weaknesses of Mobilink

Less Investment

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Although Mobilink is covering whole Pakistan but its call rates are high and network quality is

poor. These are the two major issues which brought Mobilink’s share down to 37% in 2008 from

60% in previous years.

Fewer advertisements now days shows that Mobilink is taking out its investment from marketing

&its advertising is not active up to the mark. However if we compare it with Telenor, Zong and

Warid we’ll realize that they are heavily marketing their products.

Quality of Network

Mobilink must have planned very good network quality but the results are opposite as described

below.

Mobilink’s network mostly remains busy in thickly populated cities such as Karachi, Lahore and

Multan so people face a lot of difficulty while trying to connect to their friends and families.

However Warid’s network provides crystal clear voice quality. So many of Mobilink’s customers

(including me) have shifted to Warid.

Mobilink has been fined twice by Pakistan telecommunication Authority over its bad service. It

must try and emphasize on providing better services to its customers instead on concentrating

only on expansion

Opportunities of Mobilink

Developments

Mobilink can develop a stronger market by focusing on segments such as teenagers, adults, office

workers, girls and ladies as well as old people by offering innovative packages. These packages

could be offered keeping in view the time consideration as well as pocket of each segment. These

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packages could be at low cost for teenagers and grand parents as their pocket is small but could

be little expensive for the rest.

Through proper advertisement also Mobilink can target as many customers as it can in order to

augment and give support to its falling market share.

Mobilink can lower its call rates, SIM charges, Mobitune charges, GPRS charges and other extra

charges in order to capture a larger market to make business difficult for rival companies. In this

way it can segment a larger market and may capture the customers of low income group as well.

Threats of Mobilink

A New Market Player, Zong

A new market player i.e. Zong is getting immense popularity among teenagers and youngster students

because of its very low call rates and attractive packages. It is expected from the mushroom growth of its

customers that it will soon capture a large market share hence if Mobilink keeps its call rates high it is

expected that a large percent of young Mobilink users will switch over to Zong

Better Packages by Other Cellular’s

Companies like Telenor offer better packages for corporate customers. Telenor Postpaid

connection “Persona” is a good example of it.

Wireless local loop (WLL) service providers are also targeting areas which are less developed.

Price Wars

Current price war among cellular service providers may reach at a position where only brand

names survive.

Unreasonably Restrictive Trade Practice

Mobilink is involved in an unreasonably restrictive trade practice, prohibited under the provisions

of MRTPO, 1970 by not allowing its blackberry subscribers to other service providers. This can

lead to legislative proceedings against Mobilink.

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Concluding, it is analyzed that Mobilink has a number of strengths which could be utilized to avail the

opportunities & overcome its weaknesses. However, as threats to an organization are always external

therefore they cannot be eradicated however they could be handled efficiently to minimize the unforeseen

problems.

5. Organizational Chart:

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The organizational structure of Mobilink represents well-organized system of control of operations as decentralization in decision making is seen. According to (personal communication, July 29, 2008) decentralization makes the operations more productive as employees are granted more power & autonomy so they feel delegated with authority

6. Core Competencies:

Largest Network provider

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Excellent Customer Services

Highest Customer base

7. Competitive Advantages Mobilink’s strength lies in the establishment of a strong, fundamental and coherent

long-term business plan, designed to sustain economic challenges in the country.

It has invested heavily in infrastructure, technology, human resources and customer services which has given impetus for a broad-based future planning strategy. It further is investing US $ 500 billion in Pakistan to develop its infrastructure. Therefore it has the competitive advantage of making huge investments in Pakistan which no-one else had made before regarding telecom.

Pioneer cellular service in Pakistan to provide coverage on the M2 motorway.

Pioneer in GSM service in Pakistan.

With 30 million customers Mobilink is truly called the “King of cellular service providers”.

Mobilink has the highest market share of 37 % not only in terms of number of subscribers but also in terms of revenue.

Large number of corporate customer’s use Mobilink post paid connection Indigo and Mobilink’s Blackberry handsets.

Mobilink and Muslim Commercial Bank have made a combined effort in order to maximize the ease and the satisfaction of their respective customers by offering them all banking services from their very own mobile handset.

8. Core areas of Research In Management

Planning and Decision making process

All planning and decisions are made by the department known as

Strategy and Planning

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Vice president of the department is Amir Ibrahim who introduces the Brand JAZZ and the department is Islamabad base.

Organizing and staffing process

In MOBILINK, the activity to fill a vacancy or a new job starts with the requirement communicated by the respective managers to the HR department. The HR department then looks for the possibilities of internal and external recruitment.

Brand

Strength

Over all planning to maintain

market share

Strategy & Planning VP (ISB)

Amir Ibrahim (Jazz Launch)

Ja

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Appraisals

Mobilink’s Competitive Environment

Economic, Political, Demographic, Competitive and

Technological Trends

Company’s Strategic Situation

Company’s Internal

Strengths and Weaknesses

Organizational Performance

Company’s Strategic Plan

Company’s HR strategies

Formulation of HR policies Formulation of HR practices

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Appraisal category Definition of category

% Of total numbers of employees which can be rated in this category

1.expert

Indicates exceptional performance

15%

2.very Good

Indicate performance that consistently meets the requirements of the position,” very good” indicates the individual is on track for advancements

10%

3. Good

Indicated performance that requires improvement (i.e. meet requirements without initiative or advancement)

8%

4. Basic

Performance to be improved (hardly meets requirements) 5%

Inter job hiring

In MOBILINK, internal recruitment is done for the managers of the higher grade and directors. When a position is vacant, the HR department views the past performance of the people working at lower levels than the vacant position and chooses the right person who is promoted to that position.

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At the manager and director level, the internal recruitment process is mostly carried out but when managerial position is vacant and a suitable person is not available for the desired post from with in the organization then external recruitment is carried out.

New staff hiring

For external recruitment in MOBILINK, the line managers are required to make a requisition form for the job in which they have to mention their need taking in account the budget for establishment and salaries for the position of Management, Business Support Officers and Workers. Role profile for the specified job is also prepared matching up the requirement and the grade of the job. Training period is also specified on the requisition form.

The requisition form along with the role profile is sent by the line manager to the functional director for his approval and then forwarded to HR Manager. The HR manager confirms the availability of budgets required for establishment, salaries and cost of advertisement for the job. After all this, the requisition form along with the job profile and the budget forecast is sent to the HR Director for his final approval.

After approval from the HR director the HR manager and the line manager work hand in hand to prepare job and person specifications for advertising or giving to the head hunters.

The sources that MOBILINK uses to attract applicants are:

Inviting applications through advertisement Recommendations from the head hunters Applications obtained from the data bank of MOBILINK where direct applications

are received from time to time.

The HR department is responsible for overall administration of the assessment centre including training of the assessors..The HR department provides details of remuneration package and terms and conditions of service. The HR department also prepares appointment letter, service agreement and finalizes other documentation for service record.

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Leading Process

Standardization Team

Performance management is one of the most important parts of a Supervisor’s or team leader’s job. Developing skills in performance Management is wise investments that will help Mobilink achieve its Goals.

Managing employee performance includes:

Planning work and setting expectations Monitoring and measuring performance Developing the capacity to perform Periodically rating performance in a summary fashion Recognizing and rewarding good performance

Communications

Establishing and maintaining effective communications with each Employee not only

requires good oral and written communications Skills, but it also includes the ability to

establish good working Relationships. To communicate effectively with employees,

Supervisors must establish an environment that promotes an open Door atmosphere,

the sharing of ideas, and employee involvement in decision making processes.

Setting Goals

Setting long and short-term goals with employees gives focus to Employee efforts. When goal setting is done correctly, employees strive to accomplish those goals and feel confident in achieving them. When goal setting is done poorly,

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work does not progress as desired. Knowing how to set goals effectively is an important part of Performance management. To do this well, supervisors need to be able to clarify expectations and to set realistic standards and targets.

Measuring Employee Performance

Credible measures of performance that employees understand and accept are critical for achieving high level performance. Measuring employee accomplishments, using both qualitative and quantitative measures, provides the information that supervisors and employees need in order to monitor performance.

Giving Feed Back

Feedback should inform, enlighten, and suggest improvements to employees regarding

their performance. Supervisors should describe specific work related behavior or results

they observe as close to the event as possible.

Coaching & Developing

Using their coaching skills, supervisors evaluate and address the developmental needs of their employees and help them select diverse experiences to gain necessary skills. Supervisors and employees create development plans that might include training, new assignment, job enrichment, self study or work details.

Controlling Process

Controlling System

RAM (Random Activity Monitoring)

Efics (Sales entry & Billing Soft wear)

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CSS (Customer Satisfaction Survey)

10. Research Design

Interview

Rabab Naqvi interviewed...

1. Mr Yasir Yaseen ZSM of MOBILINK

(Zonal Sales Manger)

2. Mr Suleman Abdul Khaliq System Developer-Specialist

(Fraud Control & System Development )

3. Mr M. Zeeshan Serwer Franchise Support Executive

Interview tools used during Interview…

Interview consist of live recording

Questioner filled by said persons

Pictures with interviewer

Visiting cards are also attached as reference

Questioner

1. Ethics has become a major concern for management. What factors influence ethical behavior of individual in organization?

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2. Challenge for organizations across the world is to have their HR deliver quality product and services to each other, customer & clients. How this challenge is met by MOBILINK?

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3. Reward system of an organization is a critical factor to employee performance. What type of reward system you are offering?

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4. What are the features of excellent companies?

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5. How national culture influences organizational culture?

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6. What strategies MOBILINK is following to enhance job satisfaction among workers?

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7. According to you who are the main Competitors of the Company?

8. How you feel to be a part of this Organization?

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9. What do you learn while working in MOBILINK Pakistan?

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10.Do you think MOBILINK is one of the best institutes for talented people?

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11.Do you think MOBILINK has encouragement for deserving needy candidates?

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12.The management of MOBILINK is friendly that management should be or struck like school discipline?

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13.Do you think MOBILINK’s management has dictatorship, favoritism or democratic and positive for employee?

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14.What do you think what is exactly MOBILINK’s management strategy?

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15.Is this one of the best management of country or best services provider of the country or best customer services?

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16.Do we have competent employee and management to compete other network in Pakistan?

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17.Are the things which plays important role for Mobilink to become market leader.

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18.Are you satisfied MOBILINK’s marketing strategies or you want to make more changes? If yes then what?

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19.Enlist the name of ….

Board of Directors

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Bankers.

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Chairman’s Message.

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20.Explain the responsibilities of Finance & Accounts Department?

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21.What are the primary factors that influence motivate and cause a customer to purchase a MOBILINK sim?

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22.What are the various market segments and what is their average age, financial position, gender?

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23.What are the top ten stress and fears of MOBILINK in market?

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24. What are the factors that play an important part in selecting leadership style?

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25. Boss and leader are one and same thing. What you say?

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26. What do you think what are the leadership skills to be an effective leader?

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27. In an organization which is facing Economic & Financial constraint, how you can keep your managers motivated?

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28. Who are the Auditors, Legal Counsels and Tax Consultants of the company?

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13. References

Mr Orangzaib Khan

Mr Zeeshan Sarwer

Mr Yasir Yaseen

Mr Sulman Abdul Khaliq

Rabab Naqvi

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www.mobilinkgsm.com

www.mobilinkworld.com

www.google.com

14. Bibliographies

GSM Global System Management

CS Customer Services

GPRS General Radio Packet Services

RAM Random Activity Monitoring

CSS Customer Satisfaction seaway

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