Corporate level Strategies

Corporate Level:
At bank Alfalah, the corporate units are also trying to change their existing strategies. As earlier,
the whole process was decentralized as each branch have their own department like loans sanction, car
finance, SME limits, credit card and debit card section, at early stage, each branch offer its own
customers different services at their own level without asking the permission from the higher authorities.
Each branch has given a target and task so to achieve the target in time and take the lead from other
banks, they sometimes involve in unethical acts as well. So many services are giving to customer without
proper check and in notice of higher authority. So problem came later when the head office people find so
many issues regarding false accounts, car leasing issue in which so many fake transaction came,
recovery problem and cost, SBL strict policies of customer account checking and look after. Still a huge
amount of banks capital was stuck in car leasing, loan sanction and other services. To resolve this issue,
bank Alfalah is planning to make a centralized department for that issue. Like no branch is allow to make
decision for loan sanction and other services. Like a customer knows that if he want loan from bank, he
have to go to bank specific branch or department from where they can go and take the loan. Means all
things will happen under one roof. So it will be easy for the bank Alfalah authority to keep track the record,
they will know to whom we are dealing, customer profile, decision rather to give or not. So this will help
the bank people to resolve the problem which they were facing the past.
Similarly they have declared their account type according to the limit like;

SME limit = 75 million

Commercial Limit = 75-150 million

Corporate Limit above = 150 Million

Bank Alfalah has there 3 levels in accounts SME, Commercial and Corporate. All of the corporate sectors
are being separated. They are given priority and with the new division of priority banking. They are hiring
people who can give privilege to corporate customers.
That was basically the policies of state bank of Pakistan that from now onward, all the banks have to
maintain proper record of all the customers, their transactions regarding deposit, giving loans to small
business or larger one. So due to this, the bank Alfalah have declared their loans type and account type
as well.

Business Unit Strategies:

Bank alfalah have more than 270 branches nationwide and still they are planning to expand its
branches to other parts of the country. They are also planning to go for international branches. Normally
in past, all the branches are decentralized like they all make their basic decision and transaction without
knowing in the mind of seniors. So mostly HO came to know the issues and problem in quarterly of semi
annually reports. To solve this issue, the bank alfalah higher authorities have plan to make all the

branches centralized as all the banks are already attached online through networks, but now all the
branches are liable to sent a proposal to Head office if they want to release any services or decision at
run time. Like now from onward, the branches will send proposal to head office for approval and then later
they will proceed if the permission from the HO accepted. All the reports are centralized onward to the HO
so that HO people can see any report of any branch. This will help them to see the performance of any
branch so that they can change or go through the strategy.

Functional Level:
Similarly bank Alfalah is also changing their existing strategies regarding branches functions. Due to
centralized decision, this will help the bank Alfalah branches to perform well as now onwards, the senior
managers can go through their performance and take corrective actions.
Similarly the functions of every branch are also monitor. They are also trying to improve their functions by
implementing some new strategies.

1. :1. Corporate level strategy2. Business level strategy3. Functional level strategy1. Corporate
Level Strategy:As their corporate level strategy they have entered into partnerships with
differentorganizations. On the basis of findings, it appears that for the past few years (19992003),Mobilink had a focus on internal growth. All this is evident from the fact that since
thederegulation of the mobile service industry of Pakistan, Mobilink has undertaken various.
Themain reason for this change is mainly to keep up with the competition and to retain
andincrease its market share. This transition is obvious in Mobilink s repositioning itself
andefforts to ensure that it changes its stance from concentrating on its existing market to
growingits market presence hitting the market with a new face with the catchphrase
Reshapingcommunication With the threat of new entrants into the industry after the
deregulation,Mobilinks strategy took a new turn. To keep abreast with the company,
Mobilink took thefollowing steps during the last 2 years:Expanded its international roaming
Service scope in 14 more countries includingVietnam, Germany, Bangladesh, Ukraine, Iran,
Venezuela, Nigeria, South Africa,Ethiopia, Uganda, Sudan, Bahrain, and Caribbean Islands.
Bilateral roamingagreements signed with 100 countries around the world to have true
roaming serviceoperational in 151 operators of the world.Promotional campaign
launched.Jazz bundle offerInternational summer promotion.Indigo packages deliver
nationwide cellular freedom at local call rates.Joint Promotional Agreements with Various
OrganizationsJAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120
phoneset for only Rs. 2750Jazz member Get Member: Opportunity for customers to become
the brands ambassadorand at the same time earns Rs. 400 in airtime. The new Jazz
customer will also getRs.100 free airtime.Mobilinks Nokia 9500 offerMOBILINK-AVIS
partnership: Mobilink joined hands with AVIS, a global brand and theworld s leading car
Rental Company to offer discounted car rental rates(locally as well asinternationally) to all
Mobilink post-paid customers. Foreigners visiting Pakistan using

2. 9. Mobilink CITIBANK Joint Promotion (free INDIGO and Call n Control connections toall
Citibank Credit Card members)Handset Kiosk inside Mobilink Service Center: a hand-set
Kiosk set up at Mobilinkservice center at Awami Markaz, Karachi. The kiosk was set up in
collaboration withMobile Zone. It gave customers the added convenience of purchasing
quality hand sets ofleading manufacturers such as Nokia Samsung or Sony Ericson right
from MobilinkService Center the Mobilink network for cellular services swore able to receive
a 20%discount on Avis-Car rental Service.Mobilink and UBL launch online bill payment
facility for Indigo subscribersMOB- Motorola V3 launch. On every purchase the customers
would get some free giftsto add more value to their purchase.2. Business Level Strategy:As
their business level strategy it has focused on Differentiation strategy ever since it
started.Mobilink has always made successful attempts to distinguish their products or
services fromother in the industry. They make their product unique through:AdvertisingHighly
creative people in the marketing deptBillboards, TV commercials, bringing in famous
personalities from media to endorsetheir packagesDistinctive Product FeaturesValue added
servicesOnline billingGPRS enabledMobilink also started 3 friend and family number with a
charge of 2.25/min stillexpensive as compared to Warid but giving incentive to subscriber
there is an additionalcost of RS 25 to add friends and family number.International roaming:
Bilateral roaming agreements signed with 100countries aroundthe world to have true roaming
service operational in 151operators of the world.Exceptional ServiceThere are certain areas
of Pakistan where PTCL connections are notavailable; the PTCLcables have not reached yet,
but Mobilink has itsservice in those areas.Providing services in 413 citiesBest customer
service in the cellular market: Biggest Call Center in Pakistan, which isthere to assist the
customers 24 hours.Only cellular service in Pakistan to provide coverage on the M2
motorway.New TechnologyIntroduced GSM tech- bye to AMPSGPRS system fast and
inexpensiveMOBILINK GSM Short Message Service Center allows Vehicle Tracking and
FleetManagement services that are being provided by Tracker (Pvt.)Ltd., under the
brandname of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker
3. 10. currently operates from Karachi but can provide these facilities at all those
locationswhere GSM coverage is available.Their differentiation strategy is usually targeted at
people who are not particularly concernedwith price, so it can be quite profitable e.g. indigo
and blackberry are relatively expansivepackages; blackberry is mainly targeted for the
business class who can afford it. In this way,the revenue generation remains high. Mobilink
offers tariff plans that are exclusivelydesigned to cater to the communication needs of a
diverse group of people, taking intoaccount occasional users to businessmen. To achieve
this objective, mob offers both postpaid(Indigo, relatively expensive) and the prepaid (JAZZ,
relatively inexpensive) solutions totheir customers.Low Cost StrategyMobilink does not follow
a low cost strategy. Mobilink is a giant in Pakistani mobile industryTel. Since it first started its
operations, it has been focusing its products on the upper strata ofthe society. That is why its
rates are higher than its competitors, Ufone, Warid, Telenor, etc3. Functional Level
Strategy:Sales and Marketing:Differentiation Advantage:Because they target the customer
groups they offer tariff plans that are exclusivelydesigned to cater to the communication
needs of a diverse group of people, takinginto account occasional users to businessmen. To
achieve this objective, they offerboth postpaid (Indigo) and the prepaid (JAZZ) solutions to

their customers.The marketing department immediately identifies and responds to

thecustomer needs.Comes up with interesting marketing strategies which include
advertising.Commitment to Total Customer Satisfaction:Customers are at the heart of
Mobilink success. They have placed their trust and confidence inMobilink. In return, Mobilink
strive to anticipate their needs and deliver service, quality andvalue beyond their
expectations.Passion for Business Excellence:Mobilink strive for excellence in all that they
do. They aspire to the highest standards and raisethe bar for their selves every day. This
commitment to delivering world-class quality translatesinto unmatched service and value for
their customers and all stakeholders.Trust and integrity:Mobilink take pride in practicing the
highest ethical standards in an open and honestenvironment, and by honoring their
commitments. They take personal responsibility for theiractions, and treat everyone fairly,
and with trust and respect.
4. 11. Respect for people:Mobilink relationships drive their business. They respect and esteem
their employees and allstakeholders. They believe in teamwork, empowerment and
honor.Corporate Social Responsibility:As the market leader, Mobilink recognize and fulfill
their responsibility towards their countryand the environment they operate in. they contribute
to worthy causes and are dedicated to thedevelopment and progress of the society.Step 5:
Implementing Strategies:Making it happensStructuring an
organizationBudgetingMotivatingCreative reward structuresCreating work
environmentInformation & reporting systemsStep 6: Evaluating results:Review processAdjust
missionAdjust objectivesAdjust strategiesInitiate corrective measures