managenent strategies of ufone

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INTRODUCTION• Official Name : PAK TELECOM MOBILE

LIMITED (PTML)

• 100% owned subsidiary of PTCL

• Commenced operations from Islamabad on January 29, 2001.

• Has network coverage in more than 10,000 locations

• Currently caters for International Roaming to more than 260 operators in more than 150 countries

INTRODUCTION

HISTORY2001-2004

• Started their service in major cities like Rawalpindi, Islamabad, Karachi and Lahore.

• Invested around $ 65 million• Targeted the MIDDLE CLASS,• Started GPRS

HISTORY

2005 -2006

• 26% of its shares were acquired by Emirates Telecommunication Corporation (Etisalat).

HISTORY

2007-2008

• Ufone earned 2nd highest revenue i.e. 27455 million rupees during the year.

• Ufone made investment of US $174 million.

HISTORY

2008-2009

• It has a subscriber base of 20.05 million as of July 2009

• Registered profit of Rs. 1.7 billion during 2008-09

2008-2009

Revenue share

VISIONSTATEMENT

“To be the leading telecommunication service provider in Pakistan by offering innovate communication solutions for our customers while exceeding shareholder value & employee expectation.”

No matter who you are, where you are, Whom you want to say it or how you feel, What you want to say, you are our focus.

Because at Ufone,

It’s all about U.  

MISSION STATEMENT

“We are where you want to be……At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice quality.”

WHEREVER YOU ARE, UFONE KEEPS YOU CONNECTED.

OBJECTIVES• Customer Satisfaction: Customers are at the heart of Ufone success.

• Trust & Integrity: Ufone take personal responsibility for its actions, and

treat everyone fairly, and with trust and respect. •  

OBJECTIVES

• Respect for People: Ufone respect and esteem its employees and

all stakeholders. We believe in teamwork, empowerment and honor.

• Responsible Corporate Citizen: Ufone contribute to worthy causes and are

dedicated to the development and progress of the society.

UFONE’s BRAND PHILOSOPHY & VALUE

• Solid Commitment to Growth • Security • Reliability

UFONE’s SLOGANS

• In Urdu is

“Ufone Tum Hi to Ho”

• In English 

"It’s all about U”

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PACKAGES:• Special discounts:• Virtual Private Network

(VPN):• GPRS: • U-mail: • International Roaming: • Exclusive Customer Care:

GPRS:

DECISION MAKING STYLES 

OF UFONE    In ufone both ANALYTICAL and CONCEPTUAL styles of decision making are adopted.

Causes

• Tense Work Environment• Huge Investments• Dense Hierarchy• Departmental Isolations• Randomly Changing Policies • Aggressive Marketing Campaigns

Decision making matrix of ufone

Way of thinking Way of thinking

T

O

A

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UFONE’S CULTURE

UFONE is a dynamic organization with an Equally Empowering culture

that allows people to make…

Elements Of UFONE Culture

STORIESSYMBOLSCONTROL SYSTEM ROUTINES

Characteristics Of UFONE Culture

Integrity & Mutual RespectTeamworkCreativityEmpowerment

ENVIRONMENT

“It consists of forces that can effect the Organization’s Performance”

ENVIRONMENT

Internal EnvironmentExternal Environment

External Environment

Directly InteractiveIndirectly Interactive

Directly Interactive

Owners CustomersCompetitorsEmployees

Indirectly Interactive

Political & LegalSocio-Cultural DimensionsTechnologicalEconomical

NAZRA SHARIF

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SWOT ANALYSIS

SWOT ANALYSIS

• IS A TOOL USED TO PROVIDE A GENERAL OR DETAILED SNAPSHOT OF A COMPANY'S 

HEALTH.

SWOT ANALYSIS

STRENGTHS

Second Large Market ShareWorldwide Cheap call ExperienceRepresenting PTCL nameCoverage on GT Road 60%Variety of Value Added Service

WEAKNESSES

Behind on Excessive DemandOverly Dependent on PTCL

OPPORTUNITIES

Continuing to Expand Globally

Develop New Value Added Service

Publicity and Marketing

THREATS

Competitors: 

•MOBILINK

• TELENOR 

• WARID

THREATS

• Threat of New Entry • Bargaining Power of Buyers • Bargaining Power of Suppliers • Threat of Substitute Products • Competitive Rivalry

STRATEGIES OF U- FONE

CORPORATE LEVEL STRATEGYBUSINESS LEVEL STRATEGYFunctional Level Strategy

CORPORATE LEVEL STRATEGY

On the basis of analysis, it appears that for the past few years. Ufone

had a focus on “INTERNAL GROWTH”

BUSINESS LEVEL STRATEGY

It has focused on “DIFFERENTIATION STRATEGY” ever since it started. Ufone has always made successful attempts to

distinguish their products or services from other in the industry

BCG matrix

Functional Level Strategy

• DIFFERENTIATION STRATEGY

• CUSTOMER RELATIONSHIP STRATEGY

• COMPETITIVE STRATEGY

• TARGET MARKETING STRATEGY

• MARKETING STRATEGY

COMPETITIVE ADVANTAGE OF U-FONE:

• Lowest overall call rates

• Value added Services (VAS)

• Call block service

FUTURE PLANS OF

U-FONE:

• To remain a potent force in the cellular industry.

• To extend cellular network Ufone has finalized a huge

network expansion contract amounting to about USD 550

million,

• A strong focus will be on maintaining high quality of

service, which is always a benchmark of Ufone,

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Nature of ufone

structure

SPAN OFCONTROL

CENTERALIZATION

“The degree to which decision making is

centralizedAt a single point in an

organization.”

•CAUSES FOR CENTRALIZED 1-Organization is geographically dispersed.2-Due to tough completion in cellular market.3-Top level managers have better knowledge and experience about current trends.4-As organization adopt mechanistic structure

FORMALIZATION“

The degree to which jobs within the organization are

Standardized and the extent to which employee

Behavior is guided by rules and regulations”

ADVANTAGES OF HIGH FORMALIZATION:1-Managers are clear about organizations goals.2-Organization,s policies are clearly mentioned.3-Rules and regulations are strictly followed at all levels of management.4-Proper controlling is easy as well as possible.5-Clear guidelines are provided to the lower level employees.

CHAIN OF COMMAND All the employees and managers are accountable by only one superior due to which assigned tasks are accomplished efficiently and effectively.

 Accountable byOne employee      accountable to

                             only one superior

Departments in Ufone

The organizational Structure at Ufone is Lean or Horizontal structure

 UFONE HAS 8 DEPARTMENTS THAT ARE WORKING EFFICIENTLY AND ALL ARE 

INTERACTING WITH EACH OTHER TO MAKE IT A MUCH BETTER COMPANY BY SATISFYING ITS 

CUSTOMERS DEMAND.

Finance Department

Marketing Department

INFORMATION TECHNOLOGY DEPARTEMENT

CUSTOMER SERVICE OPERATION DEPATEMENT

Engineering Department

Sales Department

Human Resource Department

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RE SOURCE ALLOCATIONThe manner in which scarce resources are distributed. From a business standpoint, this relates to how management distributes capital among its various operations

There are two major resources of u-fone:• Finance• Human resource•  

RESOURCE RESOURCE ALLOCATIONRESOURCE ALLOCATION

Forecasting about Ufone            Keeping  in  view  the  growth  cellular  potential  of  the company   there  is no option but to b aggressive  in order to remain  in  the  cellular  company  .  in  order  to  extend  the cellular  network  to  new  cities  ,  towns  &  highways  and  to enhance  its  current  installed  capacities  in  existing  cities    u fone  has  finalized  a  huge  a  network  expansion  contract amounting  to about $ 550 million  , which will  enhance  the subscriber  capacity  by  10  million  ,  this  the  largest  ever expansion project of u- fone 

:  ALLOCATION OF FINANCE

• U-fone has allocated its finance resources according to following schedules:

ALLOCATION OF HUMAN RESOURCES• U-fone has allocated its human resources into following schedules

CONCLUSION

By keenly analyzing the various aspects of Ufone

• Ufone isn’t only surviving but growing at an exceptional rate• . It holds second largest market share and is seeking to become the market leader

• Ufone is using humorous theme in its ads which has become its benchmark

• Ufone bring amazing packages to attract the customers• Ufone because Ufone price level is low and affordable that every one can say 

• It’s all about ‘U’

FINDINGS AND RECOMMENDATIONSFor Finance Department• By the careful analysis of ufone strategies, we find that finance department at ufone is aiming to reduce its cost to the minimum possible level to gain competitive edge over its competitors.

• Following are some recommendations in this regard;• To minimize the cost ufone management should Control  on Advertising  and  Budget. 

• To introduce new technology ufone should Seek FOREIGN INVESTORS.• Monthly expenses should be monitored strictly. • To survive in changing and dynamic environment ufone must revised its budget policies from time to time. 

For Human Resource Department

• Hierarchical structure must be flatter to make internal control and internal check system more effective. 

• Work Environment must be professional•   Ufone should make strategies and plans for Installation of equipment with professional engineers.

For marketing and selling department• New Sales policies must be defined from time to time.• To increase the demand level Trainings in sales department should be started.

• The Results of the forecasted Budget shows that the Ufone’s   

      Sales Dept. can make its sale targets to maintain 9% Monthly Growth. 

THANK YOU