• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22
  23. 23
  24. 24
  25. 25
  26. 26
  27. 27
  28. 28
  29. 29
  30. 30
  31. 31
  32. 32
  33. 33
  34. 34
  35. 35
  36. 36
  37. 37
  38. 38
  39. 39
  40. 40
  41. 41
  42. 42
  43. 43
  44. 44
  45. 45
  46. 46
  47. 47
  48. 48
  49. 49
  50. 50
  51. 51
  52. 52
  53. 53
  54. 54
  55. 55
  56. 56
  57. 57
  58. 58
  59. 59
  60. 60
  61. 61
  62. 62
  63. 63

Balanced Scorecard for Telecom Industry

Extracts from this document...


Table of Contents 1.0. Introduction 3 1.1. Background 3 1.2. Balanced Scorecard 4 1.3. Aim of the Research Study 6 1.4. The Telecom Sector in Pakistan 7 2.0. Structure of Thesis 9 3.0. Literature Review 10 4.0. Theoretical Framework 16 4.1. Financial 18 4.2. Customer 19 4.3. Internal Business Process 19 4.4. Learning & Growth 20 5.0. Data Collection 21 6.0. Findings & Analysis 22 6.1. UFONE 22 6.1.1. Company Introduction 22 6.1.2. Company Interview 23 6.1.3. Balanced Scorecard for Ufone 24 Table 1: Balanced Scorecard for UFONE 25 6.2. TELENOR 26 6.2.1. Company Introduction 26 6.2.2. Company Interview 28 6.2.3. Balanced Scorecard for Telenor 29 Table 2: Balanced Scorecard for Telenor 29 6.3. MOBILINK 30 6.3.1. Company Introduction 30 6.3.2. Company Interview 31 6.3.3. Balanced Scorecard for Mobilink 32 Table 3: Balanced Scorecard for Mobilink 32 6.4. WARID 33 6.4.1. Company Introduction 34 6.4.2. Company Interview 35 Rewards are performance based.6.4.3. Balanced Scorecard for Warid 36 Table 4: Balanced Scorecard for Warid 36 6.5. TELECOM INDUSTRY 37 6.5.1. Industry Stage of Life Cycle 37 6.5.2. Financial Perspective 37 6.5.3. Customer Perspective 39 6.5.4. Internal Business Process Perspective 40 6.5.5. Learning & Growth Perspective 41 6.5.6. Balanced Scorecard for the Telecom Industry 42 7.0. Recommendations 44 8.0. Conclusion 45 9.0 Limitations 46 References 47 Appendix 51 Exhibit 1: The BSC as a Strategic Framework for Action 51 Exhibit 2: The BSC provides a Framework to translate a Strategy into Operational Terms 53 Exhibit 3: Teledensity of WLL/ Cellular/ Fixed Sector 54 Exhibit 4: Cellular Subscribers Growth 54 Exhibit 5: Foreign Direct Investment in Telecom Sector 55 Exhibit 6: Financial Themes 55 Exhibit 7: Market Share of Telecom Operators 56 Exhibit 8: Subscriber Mix (Dec 2009) 56 Exhibit 9: Questionnaire for Interview 57 1.0. Introduction This section pertains to the mild introduction of the Balanced Scorecard concept as explained by the original authors Kaplan and Norton; its significance in today's world of business and the importance of using this tool in the Telecom Sector of Pakistan. ...read more.


It is their valued customers that bring success to the company which is why it has focused on the tagline 'Ufone, it's all about you!' Ufone's marketing strategy involves a humorous advertisement that has become its signature, but some may say it is unethical as it directly hits its competitors. In its efforts to increase its out reach for a larger customer base and provide an efficient customer service to its existing customers, Ufone has 200+ sales and customer service centers across Pakistan. Ufone is also planning to expand its existing coverage to new cities, enabling it to reach untapped markets. Ufone offers both, prepaid and postpaid services, though its postpaid service is not as popular as Mobilink "Indigo". It has activated international roaming on all its prepaid services for free for over 30 countries and is strategizing to cater for international roaming to some more countries. Ufone is a leader in Value Added Service, and has been constantly introducing innovative services to maintain its leadership position. Ufone offers its customers virtual private network, which enable the customers to make their own private network within their Ufone network. And like all cellular operators, Ufone also provides GPRS. 6.1.2. Company Interview The major points that the company official relayed to the group were as follows: * The telecom industry is almost at the mature stage; since there has been around 60% penetration rate of the total population. * Average Revenue per User (ARPU) would increase with the introduction of 3G technology from a current of Rs.220 (Average Revenue per subscriber per month) to Rs. 1800 for 3G technology. * Customer retention is more important than customer acquisition, since the former is less costly to the company; and with an industry churn of 24% it is important to retain the customers. * Ufone focuses highly on the Value Added Services (VAS); and considers 'Caller Back Ring Tone (CRBT)', Internet and Call Block VAS as the highest revenue providers. ...read more.


8.0. Conclusion The research and analysis concludes that one of the best and way forward for the telecom companies of Pakistan to succeed and raise their performance levels is through the implementation of the Balanced Scorecard. This tool will not only help managers keep track of their goals and objectives but also increase profitability by translating their strategies into measurable and achievable goals that are also known by the operational level managers. The Balanced Scorecard may not be well known at present in Pakistan, but some corporations have already started looking into this tool that has gripped the West with interest. The tool would allow companies, to take the whole organization together, and not one department at a time. The strategies at the top cascade down to the operational level and are translated into actionable objectives. Various measures ensure that the workforce knows how far their actual results are from the expected results, and hence proper feedback keeps them on track. The telecom sector reaching the mature stage, would require this tool since they need to decrease their operational costs and improve efficiency and performance, which can be achieved through a Balanced Scorecard. 9.0 Limitations There were a number of limitations that hindered the progress of the research. Foremost was the limited amount of information available on this topic, especially for the telecom sector. In Pakistan, there has not been any research done on this topic whatsoever, thus, finding primary help was another impediment. Moreover, the primary data consisted of interviews with limited number of employees of a company, maximum two employees, which again made it difficult to get complete access to all the strategies used by these companies. Along with this, the companies also were hesitant in sharing information related to some of their strategies and targets for the year. Most of the employees we interviewed worked at the operational level therefore most of them were not aware of the concept of the balanced score card. Timely access to information was another major issue as the officials of different companies would take time in replying to our queries. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Human Resource Management section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Human Resource Management essays

  1. Evaluate your performance as a team leader and your ability to lead a team ...

    positively as team members who lack certain skills can watch others and pick up new skills and techniques. I attempted to be fair across the board and did not show favouritism to any one team member over another as this may have created division.


    appraisal, in order to inform an improved system that will be implemented in a small non departmental public body. This first chapter provides an overview of the whole dissertation. It will give background to the research, explain exactly what the issue is that requires research, justify the project, and give an overview of the methodology that will be used.

  1. Critically evaluate that trade unions serve no purpose in the 21st century

    This negatively affected TU's because their membership had been concentrated with fulltime male skilled workers but there are few active male workers in the enlarged tertiary sector. This follows the facts of Bain and Elshiekh (1976) who found that changes in TU membership are closely linked with occupational compositions that differ with the changes in business and economic conditions.

  2. Effects of Miscommunication. In the following pages, I will discuss the direct link between ...

    Another concept that managers can use is keeping their employee's minds in reality. Explain to them what is expected of them, the effects of mistakes, and the way things should not be done. It is also important to keep them informed on the current status of the company and industry where they work (Krames).

  1. Making the Tough Team Call. The IMP team has been unsuccessful at completing their ...

    These are due to problems that arise in the earlier stage of group development. Such as in this case study where the three team members were not able to resolve issues in their team which did not allow them to move forward with their group development.

  2. Expatriation and Repatriation Issues in International Human Resource Management

    organization and provide adjustment work force programs should be provided to expatriates (Tran & Wong, 2006). These organizations just practice on their ways and do not follow the literatures' recommendation. Hence, all of these circumstances just match what Medich (1995)

  1. Case Analysis - A month behind its target, Green Mountain Cellular Telephone (GMCT) is ...

    Analyzing Erik Peterson as a Leader Despite the number of challenges faced by Peterson, there are number of occasions where he has proved his great decision making and problem insight capabilities. Some of these are highlighted below: 1. He identified the performance of their existing subcontractor was lagging and decided to terminate their contract with them.

  2. This report will analyse current organisational situation of Heidelberg Insurance Services Company which is ...

    As consultants ? level of performance is low and customers complain, this framework includes additional training which is needed to increase employees? knowledge and skills, such as communication. They will be given more tasks related to their work, more autonomy and flexibility.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work