BUS5EIS – ENTERPRISE INFORMATION SYSTEMS INDIVIDUAL
ASSIGNMENT
SEMESTER 1, 2023
This Case Study Assignment is worth 30% (30 marks) of total
assessment for this subject
Submission mode: Online
Due date: 20/04/2023, 5PM
Assignment type: Individual
Words limit: 2000 approx. 10% plus, Minus
Group Work: Max 2 to student in a group
Pakistan Telecommunication and Mobilink
Introduction
Cellular mobile services in Pakistan began in the 90s, when the two cellular phone
licenses were granted to Paktel and Pak Com (Instaphone) for the provision of cellular
mobile telephone services in Pakistan. Currently there are six cellular operators in the
market. There has been a remarkable growth in Cellular market. The steady growth
saw the addition of more than two million mobile phone subscribers every month
throughout the last year. Network coverage of almost ninety percent of the total
population of Pakistan has made mobile industry even more appealing for foreign
investment. Pakistan comes forward as one of the fastest mounting mobile markets
among the developing countries. This year the telecom sector grows by eighty percent,
whereas in the last four years the average growth rate has been more than hundred
percent. Total subscribers reached 76.9 million (December 2007) It was 34.5million in
2006 and 12.7million in 2005. Figure 1 shows cities/villages covered different Cellular
Mobile Operators.
Figure 1: Cities covered by the companies
In Pakistan’s the most competitive and heated mobile market operator’s survival lies
in entering new areas to explore new value added services and products and providing
better quality of services. This is only feasible by extending networks and be the first
to attain unserved population of the country. Recently, however, the industrial structure
in the mobile telecommunications has changed dramatically by liberalization. All
forecasts in conjunction with technology, market, economic or social aspects, pointing
towards continued growth in communications due to the growing concern for the safety
and security that can add a new impetus for the remote communications. Ever since
deregulation in the mobile telecommunications industry, competition has been gaining
pace, it is growing even faster than cable television businesses bundle in phone
services and cellular phones put back the fixed telephones of many customers. As a
result, many companies renovate their organizations to meet up the demands of this
new competitive environment.
Problem (Mobilink)
Mobilink started operations in 1990 as the first GSM cellular mobile service in Pakistan
with a joint venture by Saif Group and Motorola Inc., who later sold it to Orascom
Telecom, an Egypt-based multinational company and then they also further sold it to
Vimpelcom Group, a Russian Company. The Orascom group, who formally owned
Mobilink has a major share in TWA (Transworld Associates) which operates an
undersea fiber-optic cable from Karachi, Pakistan, to Fujairah, UAE. As of June 2010,
Mobilink had issued two listed bonds valued at PKR 30.2 billion and PKR 60 billion.
Moreover, as shown in figure 1, till 2007 company has highest number of customers
and provide services in almost all cities in the country.
However, recently company had made some major changes in their business policies,
such as no more mobile data and call offers/packages for prepaid customers,
company accept only post-paid customers and even they increased the cost for their
monthly packages. This in result decreased the company performance in the context
of customer satisfaction and company annual budget. Here is the company last five
years’ data, analyse the data using Attribute and Analytical view in SAP S/4 Hana and
suggest solution.
Data
Note: Data files are available via LMS
Written report guidelines and marking criteria:
Part 1: Cloud Based
• An executive summary (max 300 words) – 3 marks .
• Planning and data analysis(calculation view) (max 500 words) – 2 marks.
• Analysis result (screenshots) and discussion (result of calculation view of SAP
S/4 Hana)(max 500 words) – 5 marks.
• Recommendations and findings based on the data result (what is missing and
why) (max 500 words) – 5 marks .
Part 2: Critical Analysis
• Mobilink plans to use SAP to change culture at Mobilink. What are the
advantages and disadvantages of this approach to culture change? (max 600
words) -5 marks .
• Based on the analysis in part 1, recommend any suitable ERP system for the
Mobilink max 600 words) -10 marks .
Academic Integrity
Academic integrity means being honest in academic work and taking responsibility for
learning the conventions of scholarship. La Trobe University views this seriously as
evidenced by the following extract: Academic honesty is a fundamental principle in
teaching, learning, research and scholarship. The University requires its academic
staff and students to observe the highest ethical standards in all aspects of academic
work and it demonstrates its commitment to these values by awarding due credit for
honestly conducted scholarly work, and by penalising academic misconduct and all
forms of cheating. Academic Integrity Procedures (2010, p. 1 of 6) Academic
misconduct includes poor referencing, plagiarism, copying and cheating. You should
familiarise yourself with your responsibilities in relation to Academic Integrity and if you
have any questions, direct them to your Course Coordinator. Information can be found
on the website at:
http://www.latrobe.edu.au/learning/integrity.html
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