Ufone

Its All About U

SUBMITTED TO

SIR NAVEED KABIR

IQRA UNIVERSITY ISLAMABAD

Final Project

Its All About U

TABLE OF CONTENTS

INTRODUCTION 5

Mission Statement 5

Future plans 6

Brand 6

UFONE PRODUCTS 8

UFONES MANAGEMENT STRIVES FOR ERROR! BOOKMARK NOT DEFINED.

COMPETITORS 9

PRINCIPLES OF MANAGEMENT ERROR! BOOKMARK NOT DEFINED.

DIVISION OF WORK Error! Bookmark not defined.

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DISCIPLINE Error! Bookmark not defined.

UNITY OF COMMAND Error! Bookmark not defined.

UNITY OF DIRECTION Error! Bookmark not defined.

SUBORDINATION OF INDIVIDUAL INTERESTS TO THE GENERAL INTEREST Error! Bookmark not defined.

REMUNERATION Error! Bookmark not defined.

CENTRALIZATION Error! Bookmark not defined.

SCALAR CHAIN Error! Bookmark not defined.

ORDER Error! Bookmark not defined.

STABILITY OF TENURE OF PERSONNEL Error! Bookmark not defined.

INITIATIVE Error! Bookmark not defined.

ESPRIT DE CORP Error! Bookmark not defined.

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DIMENSIONS OF MANAGEMENT 11

DIMENSIONS OF MANAGEMENT 11

TEAM ORIENTATION 12

PEOPLE ORIENTATION 12

OUTCOME ORIENTATION 12

ATTENTION TO DETAIL 12

INNOVATION AND RISK TAKING 12

STABILITY 12

AGGRESSIVENESS 12

SWOT ANALYSIS 13

TOTAL QUALITY MANAGEMENT: ERROR! BOOKMARK NOT DEFINED.

OMNIPOTENT OR SYMBOLIC? ERROR! BOOKMARK NOT DEFINED.

STRONG VS WEAK CULTURE 13

UFONES GLOBAL PERSPECTIVE ERROR! BOOKMARK NOT DEFINED.

THE GREENING OF UFONE’S MANAGEMENT ERROR! BOOKMARK NOT DEFINED.

REAL GOALS 14

Stated Goal 14

ORGANIZATIONAL STRUCTURE 15

DEPARTMENTS IN UFONE 18

MARKETING DEPARTMENT 19

HIERARCHY OF SALES & DISTRIBUTION DEPARTMENT 20

Target Market 24 Research Methodology: 25

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UFONE BCG MATRIX ERROR! BOOKMARK NOT DEFINED.

SOCIAL RESPONISBILTY 25

Training Administration 26 Methods to Deliver Contents and Evaluation 27

Conclusion 32

Members

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NAMES Reg Numbers

Waqas Ali Khan 13349

Abdul Rehman Babar 13411

Waqar Wali Khan 13358

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Introduction

The company commenced its operations under the brand name of Ufone from

Islamabad on January 29 2001. Ufone expanded its coverage and has added

new cities and highways to its coverage network. Ufone GSM is a Pakistani

GSM cellular service provider. One of six GSM Mobile companies in Pakistan

.Separate entity of Pakistan Telecommunication Company. It has a subscriber

base of 20.05 million as of July 2009. It is currently owned by United Arab

Emirates based Etisalat. Total current investment of over $350 Million,

including a recent contract of $161 Million for expansion & capacity for 2007-

09. Currently, with a market share of over 24%. The customer base has more

than tripled from the last fiscal year to over 4.5 million subscribers.

Mission Statement

The company is of the view that; at this point it is more important to make

their present customers loyal, then running after the new customer.

(Reference : (www.Ufone.com)

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Future plans

In order to extend cellular network to new cities, towns and highways and

enhance its current installed capacities in existing cities, Ufone has finalized a

huge network expansion contract amounting to about USD 550 million, which

will enhance the subscribers’ capacity by 10 million. This is the largest ever

expansion project of Ufone

Brand

While keeping its tradition of being the trend setter in the industry, Ufone

changed the image of mobile phones from a luxury only affordable by the elite,

to a necessity affordable by the common man. Since its inception, Ufone has

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positioned its brand for masses. In keeping with the upcoming competition

and market dynamics, Ufone increased its focus on the youth segment (which

comprises 50% of the population), with the Prepay brand. By designing

market focused products, Ufone’s brand team launched aggressive campaigns,

which further increased the brand equity. The new brand image gained huge

popularity amongst the targeted market. A recent marketing survey

conducted by a prominent marketing research company showed that Ufone

has considerably increased its brand visibility and image. Ufone’s Prepay

brand is now considered to be one of the most favored brands by the youth

market and is followed by other mobile operators launching their respective

brands for the youth market. This marketing boost has been much credited to

the humorous and light advertising, presenting the brand itself in a light

hearted fashion, setting a new trend in the market.In other words, Ufone has

created a "Blue Ocean" for advertising in Pakistan.

(Reference : (www.Ufone.com)

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UFONE Products

Ufone markets its prepaid services as

“Prepay”. Ufone Prepay is more

affordable. Its primary market is intended

towards teenagers and students.

Following are some of the prepaid

packages of Ufone.

Postpaid services are marketed by

the name “Postpay”. These services

are mainly targeted towards the

business community of the country

Packages

o Life plus Package

o Prepay Life

o Life Value

o Josh

o UCircle Life

o UCircle Life Plus

o URock

o Public Demand

o Paanch Ka Pandrah

o Ghanta Package

o UWon

o Teen minutes Package

Packages

o U50

o U250

o U500

o U1000

o U5000

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Competitors

The following are some competitors of the Ufone

Mobilink (Jazz)

Telenor

Zong

Warid

There is a hard core competition among the cellular service providers in

Pakistan. Ufone is a market challenger in its competitive position, where

MOBILINK is the market leader. Warid, Telenor and newly introduced ZONG

are also strong contenders in market challenger category. Ufone has the

following four direct competitors:-

Ufone also considers the following as its competitors:-

PTCL WIRELESS

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Wateen

WorldCall

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Dimensions of management

DIMENSIONS OF MANAGEMENT

DIMENSIONS OF MANAGEMENT HIGH LOW

TEAM ORIENTATION

PEOPLE ORIENTATION

OUTCOME ORIENTATION

ATTENTION TO DETAIL

INNOVATION & RISK TAKING

STABILITY

AGGRESIVENESS

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TEAM ORIENTATION

People working at Ufone are Team Orientated they like to work in groups as groups make

their work more great as everyone have innovative ideas and work is done more fast.

PEOPLE ORIENTATION

Ufone have low people orientation as the make feedbacks from them after a long time.

OUTCOME ORIENTATION

Ufone cares about The Total Quality Management and The Quality of the products they want

to give their customers as they want to become No.1 in Pakistan So It’s all about outcome

orientation

ATTENTION TO DETAIL

As it is a big organization it is hard to notice how much the employees here care about the

attention to detail but I think they do care but its low I guess.

INNOVATION AND RISK TAKING

Employees are not encouraged to do innovation and risk taking but the higher ups that are

the leaders of ufone they always do innovation and take risks to take this company higher

STABILITY

Ufone is stable from over 5years and it is still on the rank of 2nd in the Pakistan so it is very

stable.

AGGRESSIVENESS

Employees working at Ufone are very corporative as they work in groups all the time.

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SWOT ANALYSIS

STRONG VS WEAK CULTURE

Ufone has a strong culture as everyone knows all the values about Ufone they

have no hidden agendas. People working at the Ufone knows all about the past

and the present of Ufone which makes it a strong cultures

Strengths

o As government is backing them

they can get as many fund as

required by them to introduce

the new technology

o Good quality service

o Pakistan's second GSM network

o Established customer base

including lower middle class

o Less rate than competitors

THREATS

o Legal environment, government

interference

o PTCL has been given license for

cellular operation

o Mobilink is also going to

introduce some new technology

and committed to invest more in

Pakistan

o Mobilink and Telenor connections

have more coverage in different

cities of Pakistan then Ufone

WEAKNESSES

o Less coverage in remote areas

o Not targeting the rural areas at

the moment

o No proper planning to cater the

excessive demand

OPPORTUNITIES

o They can start their services in

other cities of Pakistan

o As they are the subsidiary of

Pakistan telecommunication

limited, they can acquire as much

fund needed to improve their

technology

o They can also target corporate

sector

o New Technology

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REAL GOALS

“Goals that an organization actually pursues as defined by the actions of its

members” and Ufone is doing that which is to become No1 in Pakistan it is

trying its best to reach that Level.

Stated Goal

Ufone’s Pakistan's customers are confident that the company runs its

operations in an ethically responsible manner.

Ufone’s employees are proud of the way in which the company

handles its social responsibility.

Ufone’s other stakeholders, expecting high standards of social

commitment, shall have high regard for the company.

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ORGANIZATIONAL STRUCTURE

Ufone Management:

Abdul Aziz (President & Chief Executive Officer)

Naveed Khalid Butt (Chief Officer)

Muhaamad Aslam Khan (Chief Technical Officer)

Muhammad Nadeem Khan (Chief Financial Officer)

Saleem A Chauhan (GM Admin & Procurement)

Abdul Rehman Faisal (Senior Manager Human Resources)

Maj. Gen. (R) Hamid Hassan Butt (GM Coordination)

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(Reference: Basharat Ullah Khan)

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Structure of the organization

In U-fone the hierarchy is very lean, in general the whole setup is centralized,

all the matters are to be reported to the main company and all the policies and

targets are approved at the higher level. But at the department level the

structure is decentralized.

Group analysis: in our point of view this hybrid org structure this best

structure which best suits fast changing industries specially cellular industry.

Because to make work formally done hierarchy should be there so that people

have a head on them to whom they are suppose to report , not only this lower

management a lower non managerial people need leaders or some one to

guide and look after them from higher level. While such industries like cellular

industry such people are required who are creative as Basharat Ullah Khan

told us that In our industry we need creativity, speed, execution, written

communication, attitude, knowledge & skills that’s why we prefer new and

young talent that’s why we hire fresh graduate each year. so unless and until

people don’t have freedom to express their views and purpose new ideas such

organization can not grow , and to support this view with in each department

people should have decision making power and this an be done by

decentralizing.

(Reference: as Basharat Ullah Khan)

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Departments in Ufone

In Ufone the hierarchy is very lean, in general the whole setup is centralized,

all the matters are to be reported to the main company and all the policies and

targets are approved at the higher level. But at the department level the

structure is decentralized.

The Following departments are currently working:

o Human Resource Management

o Marketing Department

o Commercial Department

o Sales Department

o Finance Department

o Payroll Department

o Information Technology Department

o Engineering Department

o Administration

o Auditing Department

o Customer Care

(Reference: Abdul Rehman Faisal)

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CMO

ASSISTANT MANAGERS

HEAD OF DEPARTMENTS

MANAGEMENT

TRAINEES

SENIOR EXECUTIVES

INTERNEES

MARKETING DEPARTMENT

Marketing department handles all the marketing activities concerning all

Ufone packages and brands. A recent marketing survey conducted by a

prominent marketing research company showed that Ufone has considerably

increased its brand visibility and image through its vibrant marketing

strategies.

►Marketing department’s hierarchy is as follows:-

(Head Office : Islamabad)

(Head Office : Islamabad)

(Regional)

(Regional)

(Regional)

(Regional)

►Sub Departments of Marketing Department:-

Brand Activation

Value Added Services

International Roaming

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Media Planning (Marketing Strategies)

Marketing Finance

Marketing Operations

►Current CMO (Chief Marketing Officer) of Ufone is Mr. Arshad Yaqoob Khan

(Reference: Maj. Gen.(R) Hamid Hassan Butt)

HIERARCHY OF SALES & DISTRIBUTION

DEPARTMENT

Sales & Distribution

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(Reference: Abdul Rehman Faisal)

SALES & RETAIL TEAM RETAIL TEAM

Aamir Mumtaz

(Sr. Manager)

Khwaja Zulqarnain (National

Manager Franchise Operation

Hamid Moeen Niazi (Planning

and Polices Manager)

Noman Zafar

(Assistant Manager)

Raja Haroon Akhtar

(S & D Incharge)

Omemma But

(PromoManager)

Mian Bilal Mehmood

(S & D Executive)

Fawad Bhatti

(Retail Analysis)

Regional Sales

Manager

Regional Sales

Manager

Zonal Sales

Manager

Zonal Sales

Manager

Area Sales

Managers

Distributor Sales

Regional Retail

Manager

OLD

RETAILTEAM

OLD SALES TEAM NEW SALES AND

RETAIL Team

Assistant

Regional Retail

Manager

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(Reference: Basharat Ullah Khan)

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COMPETITOR ANALYSIS

The competitive environment for mobile telephony in Pakistan is tough and

Ufone’s is a major player of the market. Primary competition is of course

between four mobile operators for the share of the market. But there is other

potential source of competition, which should also be taken into

consideration.

DIRECT COMPETITION

Direct competition to Ufone service is with thee licensed mobile world in

today’s market. These are:

Mobilink.

Warid telecom.

Telenor.

Zong

INDIRECT COMPETITION

The indirect competition is from:

Fixed line services.

Card payphone services.

Prepaid calling cards.

Massive expansion in penetration and quality of fixed line, payphone and

prepaid calling cards can effect mobile business environment.

Economic Scenario of Pakistan makes this observation relevant because

mobile services are still comparatively much expensive and customer may

prefer to use cheaper, more readily available alternatives.

COMPETITIVE STRATEGY

To cope up with the growing competition, Ufone has always been a head

of its competitors. In today’s world, the only way to success is to gain a

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competitive edge. Ufone has always taken keen interest in serving better to its

users. UN matchless call and SMS rates have given an edge to Ufone against its

competitors. We can consider Warid telecom as the major competitor today,

because of its rates. But Ufone outclass Warid with better quality and

coverage.

(Reference:Abdul Rehman Faisal, Basharat Ullah Khan)

Target Market

Ufone has the target market concerning youth in the nation. This target

market of youngster comprises 40% of the population. Ufone has targeted the

corporate class for which the Ufone is customizing the packages in order to

preserve the existing small businessman.

Gender: Both Male & Female

Target Class: Middle & Lower Middle Class

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Targeting: Mainly they are targeting to youth, if we look at their ads,

which are shown on the TV, we got the clear idea.

Income Group: Rs. 20,000 & above

Research Methodology:

We adopt the following method to collect the data

o Primary Data

o Secondary Data

o Internet

o Newspaper

o Broachers

o TV Commercials

o Questionnaire

o Interview

Level of priority

o Low cost

o Value added services

o Packages

o Customer services

o Better quality service (connectivity and coverage).

(Reference:Salman Mehmood)

Social Responisbilty

Ufone is not only a competitive telecom leader in the industry but an

organization that has always been working towards an orderly corporate

social responsibility plan including ways of supporting those in need .

We asked the manager of Ufone that what Socially Responsibilty they have

performed recently they told us that “ On May 15, 2009 – Employees of

Ufone, one of the leading telecom companies of Pakistan, have pledged one

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day basic salary as humanitarian aid to the devastated victims of the conflict

of Swat.

Due to terrorist conflict in Swat, Dir, Buner and Malakand, mass exodus has

begun in the affected areas with over 700,000 people have displaced while

many still remain stranded. Due to continuous curfew and blocked main

highways and roads leading to troubled areas, people are struggling really

badly. Ufone with a unanimous decision of all the employees and management

has decided to come forward yet again and share the burden of these

displaced immigrants

“This gesture will not only help those in need but also be in line with Ufone’s

tradition of being a socially responsibly entity,” said, Mr. Abdul Aziz, President

& CEO Ufone”

Training Administration

To put training program into effect according to definite plan or procedure is

called training implementation. Training Administration is conducted as

follows,

o Trainees will be informed about the program through media.

o Trainer will prepare all necessary courses and material to provide to

trainees.

o Trainees will be given an overview about the coarse contents in order to

familiarize them with the coarse objective.

o Will keep records of employees who are given training

o Trainees will be given initial readings and tests in order to have good

understanding what they will be going to learn in training.

o Trainees will be given conducive environment during training

o Back up plans are prepared to support trainees when the contingency

happens.

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o All equipments such as hall, chairs, sound system, heaters, lunch facility

and other TADA is arranged.

Methods to Deliver Contents and Evaluation

Delivering methods consist of following

o Lectures

o Notes

o Group Discussions

o Case studies

o Role Play

o CDs

o Internet

Objectives of Training

After giving training to employees they will be able to handle angry

customers.

There performance level will increase

Will be able to deal with the aggression of people

They will understand the ways to manage there anger and also of

customers.

Group cohesiveness will increase

EVALUATION PHASE

Evaluation will be conducted to check whether training has had the

desired effect. Training evaluation ensures that whether candidates are able

to implement their learning in their respective workplaces, or to the regular

work routines.

Training will be considered effective when it will bring the desired results as

set earlier. It starts with the Objectives that were made after conducting TNA.

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TECHNIQUES OF EVALUATION

o Observation

o Questionnaire

o Interview

o Quizzes

(Reference: Abdul Rehman Faisal)

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Conclusion

By keenly analyzing Ufone, we group member agree that Ufone is not a safe

player in the market. It is penetrating its market by taking risks and

aggressively promoting & advertising itself. It holds second largest market

share and is seeking to become the market leader anyway possible. We came

through very unconventional strategies and ad campaigns while working on

this Project. We believe that mobile services are the toughest market to enter

and survive. And in this tough market Ufone isn’t only surviving but growing

at an exceptional rate.

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

benchmark. People enjoy watching, discussing and following Ufone ads the

most. And it is the biggest achievement of Ufone in recent times.

We wish a very best of luck to Ufone. May it progress in this field and achieve

its desired goals.

(AMEEN)

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