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WORD COUNT
Number of Pages: 23
Number of Words: 4261
Word count is exclusive of the followings:

Cover Page

Content Page

Citation and Referencing

Conclusion

Tables

Graphs

Titles/Headings

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Table of Contents
Introduction....................................................................................................................................3
1.1 The range of decision taken by managers at Mobifone........................................................4
1.1.1 Strategic Decision Level:..................................................................................................4
1.1.2 Tactical Decision level:......................................................................................................4
1.1.3 Operational Decision level:..............................................................................................5
1.2 The information and knowledge need for decision:.............................................................5
1.2.1 Strategic information:.......................................................................................................6
1.2.2 Tactical information:.........................................................................................................7
1.2.3 Operational information:.................................................................................................8
1.3 Internal and External sources of information in organization............................................9
1.3.1 Internal sources:..............................................................................................................10
1.3.2 External sources:.............................................................................................................10
1.4 The recommendation for improvement:..............................................................................11
2.1 Stakeholder for decision-making process at Mobifone:.....................................................12
2.2 Survey about product and services of Mobifone:...............................................................13
2.3 Developing business relationship with stakeholders:.........................................................15
2.4 Recommendation for improvement decision-making process and development of
company:......................................................................................................................................16
Conclusion....................................................................................................................................18
References:...................................................................................................................................19
Appendix 1: The Mobifone Customer Satisfaction Survey......................................................20
Mobifone Customer Satisfaction Survey...................................................................................20

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List of Figure and Table


Figure 1 Level of decision-making process (Tutor2u.net, 2013)................................................4
Figure 2 Vietnam Mobile Subscriber Growth.............................................................................6
Figure 3 The market share of Vietnam Mobile Services Operator (Vietnam ICT White
Book, 2012).....................................................................................................................................7
Figure 4 The number of stations of Mobifone (Mobifone History, 2013)................................8
Figure 5 The revenue of Mobifone from 2005 to 2013 (Mobifone History, 2013)...................8
Figure 6. The organization structure of Mobifone (Mobifone Websites, 2013).......................9
Figure 7. The percent of type of paid in Mobifone services.....................................................14
Figure 8. The Average Age of Customer.....................................................................................14
Figure 9. The Mobifones Awareness.........................................................................................15
Y

Table 1 The example of decision-making....................................................................................6


Table 2 The percent of source information of customer..........................................................14

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Introduction
In todays business environment, information and knowledge is very important because manager
can use them to make decision. This is the reason why all manager should be provided good
information and knowledge. Mobifone is one of three biggest mobile network in Vietnam with
specialize in building, developing network and providing mobile telephony. This report from the
Management Information System (MIS) department of company. This report will introduce the
effective of information in organization and what types of them that manager need to collect such
as external, internal, primary and secondary data. In addition, the report is also show the
important of stakeholder in decision-making process and strategies to improvement for company.
The information of this assignment access all of the current research resources such as textbook,
study guide, tutorial and so on. It will be presented in references at the end of assignment.

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1.1 The range of decision taken by managers at Mobifone.


Todays, Mobifone is one of the three biggest mobile network company in Vietnam. In the case of
Mobifone, the different types of decision are taken by higher level of organization such as CEO,
Manager, and Chief Accountant and so on. The decision in an organization can be divided into
three level as following below.

Figure 1 Level of decision-making process (Tutor2u.net, 2013)


1.1.1 Strategic Decision Level:
Highest leader in organization usually takes the strategic level. The owner or board of directors
will make decision on objectives of the organization. These decisions always is big choices and
complex. The CEO of Mobifone need to have vision and make the plan for company. This
decision will affect the long-term of business and the successful of company in the market. In the
case of Mobifone, the manager of company should have more project to compete another big
competitor such as Vinaphone and Viettel. In addition, the manager will dealing with complex
issues that company face in market. In addition, board of manager can decide the available fund
to invest new project or service.
1.1.2 Tactical Decision level:
It is mainly use by middle level of management to ensure the effective use of resources within
organization. In this level, the resources input to a process produce the maximum amount of
output. The middle management decide the overall direction of company and help to implement
the strategy. The manager will create tactical plan, which have more detail than strategic plan. It
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is also relate to the economic use of resources. In the case of Mobifone, middle manager will
decide what the plan and mission for one month. They can create some project to promotion the
image of company in public such as advertisement on television, newspaper or websites The
Supervisory Board special focus on the financial performance with policies by conducting
meeting, together with regular meeting, discussion and email communication to conduct major
task as follow, to ensure the stakeholders right. .
1.1.3 Operational Decision level:
These decisions involves in short-term and focus on the effectiveness of task carried out on daily
basic. It usually solve the problem through the action of employees or customer services.
Manager at this level decide the daily activities happen in company. In Mobifone, manager
usually solve the problem from customers complaint about services of company. The manager
will make decision all daily activities to make sure the system run smoothly.
Example of unstructured and structured decisions at the different levels of management will
show in the following table.
Level of

Decision

management
Top
Strategy planning for company
(Managing

Mobifone organize the new plan.


Depend on the finance information, have

Director)
Middle

Example

major investment.
Support for strategy planning

Create the discount program for customer.

(Production
Manager)
Operation
(Production
Supervisor)

Set up routine task, rules in Dealing with the problem of customers.


company

Set up rules for performance in workshop.


Hiring new supervisor.
Table 1 The example of decision-making.

1.2 The information and knowledge need for decision:


The information is very important to make decision within the organization. In fact, the success
or failure of decision depend on the information. A good information can help to reduce the labor
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cost or making the operation more efficient and improve customer services. In order to ensure an
effective decision, manager need to have some kind of information that can be analyzed into
three levels. There are strategic, tactical and operational information. To get the highest effective
decision, the company need to know information about competitor, consumer and market.
1.2.1 Strategic information:
Directors and senior managers always use this type of information to plan the organizations
overall objectives and strategy. Making the plan for future so the report of forecast sales growth
or profitability and market share is very important. In recent years, the Vietnamese
telecommunication market have growth rapidly with billion profit. Vietnam have more 90
million people so the number of mobile network subscribers increased quickly day by day. It is
great potential to expand business and attract new customer.

Figure 2 Vietnam Mobile Subscriber Growth

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Figure 3 The market share of Vietnam Mobile Services Operator (Vietnam ICT White
Book, 2012)
From the figure, it is clear that Viettel, Vinaphone and Mobifone remain the market leader with
the majority of market share. However, in recent years the market share dropped sharply from
29,11 % down to 17,9. The development of competitor especially Viettel is the main reason for
this. Therefore, the board of manager should have more policy and strategic plan to recover the
business of Mobifone.
1.2.2 Tactical information:
It mainly use at middle level of manager. The main purpose of tactical information is support
manager or supervisor manage and control some activities such as pricing, purchasing,
distribution and stocking. There are some tactical information that manager must know such as a
twelve-month budget of sales analyzed by production department or the plan for next month.
Especially, human resources manager want to know information about employees to support the
training.

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Figure 4 The number of stations of Mobifone (Mobifone History, 2013)

Figure 5 The revenue of Mobifone from 2005 to 2013 (Mobifone History, 2013)
1.2.3 Operational information:
It is used by front-line manager such as supervisors or head clerks to ensure that specific tasks
are planned and carried out properly within a factory or office etc. (Management:
Communications and Achieving Results). The main operational information of Mobifone is
machine output statistics, delivery schedules, list of customer complaint etc. Mobifone is a
telecommunication services company so the equipment to build and operate network is very
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important. This is the reason why the company always check and maintenance to ensure
everything run smoothly. The quality of services according to telecommunication companies
own evaluation have improved in recent years.

1.3 Internal and External sources of information in organization.


Nowadays, the organization need to information and knowledge to make decision and run
activities. Therefore, the sources of information is very important for manager to collect them.
From the information that manager can have solution or idea to make decision. A modern
organization always required two sources of information consist of external and internal. All of
them usually is primary, secondary data.

Figure 6. The organization structure of Mobifone (Mobifone Websites, 2013)


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1.3.1 Internal sources:


It is necessary for all management level in any organization. It is useful for making decision in
the organization. In Mobifone, there are many sources of internal information include the
accounting ledgers, personal and payroll systems, production department and marketing
department. The internal information can be expressed document, report or anything related to
make decision affect inside of organization. These are various types of example: the annual
report, income statement, the attendance sheet and so on. For example, the human resources
manager manage the employee attendance sheet or having access to payroll system of company
to manage staffs activities. For information about customer, manager can access information
from marketing department or customer care services.
1.3.2 External sources:
It is information from the outside parties including customer, supplier, and government and so
on. It emanates from official and unofficial sources but most of external sources from
government statistics, trade association, commercial, newspaper, the internet and other electronic
sources. This source of information is very important to help company make decision and solve
the outside factors. Customer always is an important external information sources because their
feedback or complaint will help company to improve the quality of product and services. Then
the manager will understand what customer need and make decision. Secondary data is also
useful sources of external include newspaper, internet, and televisions. Manager can know many
information about new policy or the situation of stock market.
In addition, company have many ways to collect information and date. When manager want to
get a lot of information from people quickly, he or she can organize the questionnaire and survey.
This method is easy to analyse and compare data. Another method is manager can create a focus
group with ten people then they can discuss together. The information from this group is a useful
resource for manager.

A good sources information is also depend on the structure of

organization. A large organization will have many level of management. In the strategic
management, manager usually use more of external information to make decision and create
planning more than lower level. In the hierarchy structure, decision maker always require good
information from different department for taking decision. In conclusion, the effective of
information depend on the quality of sources and the skill for sender to collect and analyze data.

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1.4 The recommendation for improvement:


In todays business environment, information is one of the important factor for any operates
because it help people can make decision. In order to improve the communication process,
Mobifone should improve the way of communication between employees and manager. In fact,
the success or failure in business depend on the human resources of company. At the present,
Mobifone having more 3000 staff so it is necessary to recruit, train and develop suitable
employees for company. In order to increase the making-decision processes and the usefulness
information whether internal or external the company should crate the strategies for
improvement.
First, Mobifone should identify the customer need. They can organize and open customer
surveys to collect information and data. From information, they will understand the demand of
market and have strategy for improving. Mobifone can use the management information system
(MIS) to improve the effective of company. It is a system to convert data from internal and
external sources into information, and communicates that information in an appropriate form to
managers at all level. (Management: Communications and Achieving Results, 2010). The role of
system ensure the information and data that collected from various sources can run smoothly.
This system will provide and support manager at all levels to meet information very easy. The
structure of MIS is also design in three level are operational, tactical and strategic. Each level
have different function to support for manager. Besides, Mobifone should use the network
computer and web browsers to get instant to control activities of all level of department.
Therefore, the decision-making process will improve quickly and get the highest effective. The
technology is a huge advantage of Mobifone so they can use to create electronic meeting
between supplier and partnership. Then the information will transfer easier and convenient. The
MIS can support manager of Mobifone to management and improve the effective the process
inside Mobifone. In addition, the system will increase the exchange of information and
knowledge between different departments of company. Company can also use Decision Support
System (DSS) to support decision maker by providing them relevant information.
Mobifone have a large number of staff so building an information network is the best way for
improvement information and knowledge management. Manager can create and manage decision
making among 20 or more people. It is an ideal number for group of decision-making because
they will have more idea and solution to solve the problem. In addition, the structure of company
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is also important affect the making-decision. In the case of Mobifone, company have tall
structure with many level management and department so the manager should build a flexible
system that the speed of connection among departments is quickly and smoothly. Manager of
company can take a quick action to solve the customers complaint

2.1 Stakeholder for decision-making process at Mobifone:


Stakeholder is any individual or group who interest in or affected by some way of organization.
The stakeholder of Mobifone can be divided into two types are internal and external stakeholder.
Internal stakeholder are individual or group affect inside activities of organization for example:
employees, manager, shareholder and so on. External stakeholders include the government, local
authorities, customer and supplier. Stakeholder is an important factor that effect the makingdecision process in company. Thus, the company as Mobifone should improve contact with
stakeholder who influence highly influential. Identifying stakeholders and examining their
respective interest is an essential part of the overall decision-making process they influence the
effective business of company. There are the list of stakeholder of Mobifone effect on decisionmaking process.
Employees are the most important of the factor of production and effect on the success of
business. However, when the company has lost profit and business down then the company must
cut the number of employees to balance the finance account. The result is employees may be
unhappy unless the board of manager have solution is increase the role and wages for
subordinates.
Customer are people who pay a reasonable price for those good and services. The main customer
of Mobifone is young people so they require the high quality of services. Hence, the company
should make satisfy their needs. A clearly example of the decision-making process at Mobifone
is they always offer to discount from 7-12 percent on the customers monthly bill. It will
promotion the loyal customer and attract new potential customer to use services of company.
Supplier is always important stakeholder especially a services company as Mobifone. Hence, the
board of manager will choose the suitable supplier to provide the raw material and equipment. At
the present almost equipment of Mobifone to operate network from Huawei (China). If company
pay supplier late, existing supplier will decide to stop supplying. Besides, Mobifone is a telecom
company so it distribute services through retailer. Identify who is key retailer is very important
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for manager to expand and build the brand image. By providing product such as mobile card and
packages services in retailer store, customer can easy to know and buy them. Retailer store is
always important partner to help Mobifone attract new user.
Government has a big role in the making-decision process of company. Because the government
generate the law such as competition law and economic policies that it will effect on
performance of company. From this point, Mobifone should follow to meet the governments
objectives.

2.2 Survey about product and services of Mobifone:


The customer services or marketing department of Mobifone should design the customers
survey and questionnaire. With a marketing research, company is given priceless information
from customer about their product and services. It will help and support manager for improving
the companys performance. The survey is organized on internet and interview can follow this
link:

https://docs.google.com/forms/d/1TH-

4pFXCrQBSqmXM5knIlQwGvx8cOjvflOtfgd7x_fU/viewform

The sample of survey will show in appendixes


From the survey, management information system department collect and analyze data to
transfer the report and chart following:
Source information of customer
Advertisement on newspaper, television

23%

Internet

14%

Friend, family

36%

Events, conferences

18%

Others

9%
Table 2 The percent of source information of customer.

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Types of paid

Pre-paid
46%

Post-paid

54%

Figure 7. The percent of type of paid in Mobifone services.

The Average Age of Customer

14%

3%

15 - 24

24%

25 - 34
35 - 44
45 - 54
> 55

24%
34%

Figure 8. The Average Age of Customer.

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The Awareness
Yes

48%

No

52%

Figure 9. The Mobifones Awareness.


From the data of survey, the main customer of Mobifone is young people such as staff and
students with the average from 15 to 25. They are the potential customer can bring the huge
profit for company. Therefore, Mobifone must aim at that segment of the customer between the
ages of 15 to 25. In addition, the trend of subscriber would prefer use the post-paid services than
pre-paid services. The reason is the target customer is people have higher income then they can
pay more money for high quality. Besides, the survey shows that around 60 % respondents rate
the customer service of Mobifone as excellent and good. It is a good news for company to
understand the satisfaction of mobile subscriber. In addition, the rate of interview aware
Mobifone is 52 percent that mean that mean Mobifone image can easy to realize in public.
Almost user know Mobifone from the relative and close relationship that marketing department
must create product awareness on internet and social media. Creating more project to increase
the awareness of people is one of the important strategy of Mobifone.

2.3 Developing business relationship with stakeholders:


The organizations success depend on many factors, one of them is the good business
relationship. Therefore, CEO of company should create the useful contact of stakeholders to
increase the business relationship. Making contact with important stakeholder is the successful
factor of business. Communication and build the trust is the main sources for a lasting

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relationship between stakeholders. There are some way can develop the business relationship in
organization.
Mobifone can organize special event in cultural, artistic and entertainment program for
promotional purpose. In addition, company can offer the customer rewards for VIP such as
tourist or special discount packages. Thus, the customer loyalty will increase then they can spend
more money for service and product of company. The brand image also improve and attract more
new customer. Building social networking sites is a huge opportunity for improving contact with
stakeholders. Advertisement with many discount program will help company to sell more
product and attract more customers. Beside the customers relationship, Mobifone should focus
on caring their employees. Company can organize an employee of the month program to
motivate them to serve the customer in the best way possible. Mobifone is a services company so
they can send the message or email to customer, supplier or partner also improve the stakeholder
contact.
In business, a good supplier relationship can support and create the value for company.
Therefore, manager must have suitable strategy to improve this relationship. For example,
company can share the information and future plan for best supplier. Inspiring, encouraging the
key supplier is also good way to improve. All stakeholder mentioned above have big effect on
the decision-making process of company. Making contact with stakeholder, company can
organize an informal meeting for any group of stakeholders. It can create a relaxed atmosphere
and they can meet the representative of company to discuss problem

2.4 Recommendation for improvement decision-making process and


development of company:
In order to develop and improve business Mobifone should determine the strong and weakness of
company in mobile network market. Mobile operator market in Vietnam is a potential market so
the competition between big brand and new entrant is very high. The customer can switch other
services so easy so company should have good services to attract them.
First, Mobifone should focus on develop and improve the quality of services to meet the
customers satisfaction. In an atmosphere of rapidly changing business world, an important
aspect of strategy is the development of technology. Mobifone needs further investment in its
infrastructure and equipment is to improve the quality of services. It is a good advantage against
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other competitors in market. Expand the mobile network cover whole Vietnam is the big
advantages to compete other rivals in market. The next plan is research and develop more value
added services (VAS) for users. The development of 3G is the huge opportunities for some
services such as mobile internet, video call, mobile TV, etc
The main customer of Mobifone is young people who have high demand to use mobile phone. In
order to attract new user, social media is a best way to attract new user while building the brand
image of company. Mobifone can use Facebook or Twitter as channel to promotion services and
product. All customer can follow and update information quickly that is make they feel
comfortable. Mobifone can create the brand profiles on social network such as Facebook fan
pages or make advertisement via podcast and application. The method will help company build
the strong brand image as good and high-class services. Customers loyalty is another important
factor that increase barrier for new entrant into market. By having a quality product, company
can reduce the time that is needed for corrective maintenance and more time to support the
customer. From the information of customer survey, company must have plan to expand the
customer care division under marketing department. Developing the ability and skill for
employees is very important. The services sector is very difficult so it always requires the high
quality. Therefore, Mobifone can open a short term or long term training courses on expertise
and management for front-line staff.
Improving the effective of management information systems (MIS) can help manager decide on
development strategy and annual business plan of company. Mobifone should focus on
marketing department to create the suitable strategy plan in short-term or long-term. Besides
MIS, company can also use decision support systems (DSS). This tool will analyze the firm
database and help in making-decisions process on issues. Building a good system with modern
equipment will make company run better.

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Conclusion
The mobile network market is very tough. In order to survive and successful in business,
company need to have good information and knowledge. The acquired data of some information
system such as MIS, DSS will support manager make decision and design the strategy planning.
Therefore, Mobifone can focus on the important factors to meet and reach the satisfaction of
customer and then they build the strong position of company in market. It is the important of IT
system within an organization as a management tool for collecting and providing access to
information.

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References:
Business Environment (2010). Essex: BP Learning Media.
Commitment with customer of Mobifone (2013) [online] available from:
Decision-making in business (2013) [online] available from:
http://en.vietnamplus.vn/Home/Vietnams-2013-ICT-White-Book-released/20139/38957.vnplus
(26 December 2013)
http://tutor2u.net/business/organisation/decisionmaking.htm (27 December 2013)
https://www.mobifone.com.vn/portal/en/services/home/mobifone_customer.jsp (26 December
2013)
https://www.mobifone.com.vn/portal/en/services/home/mobifone_history.jsp

(26

December

2013)
Management: Communications and Achieving Results (2010). Essex: BP Learning Media.
Mobifone History (2013) [online] available from:
Vietnams ICT White Book released (2013) [online] available from:

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Appendix 1: The Mobifone Customer Satisfaction Survey.

Mobifone Customer Satisfaction Survey


I am student of Center Of International Education are conducting a survey and hereby request
you to fill up the questionnaire. The information provided by you will be keep strictly
confidential and will be used for academic purpose only.
Question 1. What do you do?
Staff
Worker
Housewife
Students
Police
Others.
Question 2. How old are you?
15 24
25 34
35 4W4
45 54
> 55
Question 3. What is your mobile network?
Mobifone
Vinaphone
Viettel
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Vietnammobile
Beeline
Others.
Question 4. Are you aware about Mobifone?
Yes
No
Question 5. How do you know the Mobifones services?
Advertisement on newspaper, television
Internet
Family, friend
Events, conferences
Others.
Question 6. Which of the following services do you use of Mobifone?
Pre-paid
Post-paid
Question 7. Which services are more interest for you?
Call rates
SMS
Network (3G)
Valued Add Services (VAS)
Question 8. How do you compare the Mobifones price with other competitors?
Good
Normal

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Poor
Question 9. How much money do you spend monthly?
Smaller 50000 VND
50000 VND
Larger 50000 VND
Others.
Question 10. What is the quality of Mobifones services?
Excellent
Good
Normal
Poor
Very poor
Question 11. Are you satisfy with the Mobifones services?
Yes
No
Question 12. What make you unaware Mobifones services?
Less Advertisement
High prices
Less Value Add Services
Other.

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