Final

Project

Ufone
Its All About U

SUBMITTED TO
MAM HANIYA ABID

COMSATS UNIVERSITY
ISLAMABAD
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INTRODUCTION 6
Mission Statement..............................................................................................6

Future plans.......................................................................................................7

Brand.................................................................................................................8

UFONE PRODUCTS 9

UFONES MANAGEMENT STRIVES FOR 11

(REFERENCE:ANONYMUS) 11

COMPETITORS 12

PRINCIPLES OF MANAGEMENT 14

DIMENSIONS OF MANAGEMENT 17

SWOT ANALYSIS 20

TOTAL QUALITY MANAGEMENT: 21

OMNIPOTENT OR SYMBOLIC? 21

STRONG VS WEAK CULTURE 21

UFONES GLOBAL PERSPECTIVE 22

THE GREENING OF UFONE’S MANAGEMENT 23

REAL GOALS......................................................................................................23

Stated Goal.......................................................................................................23

ORGANIZATIONAL STRUCTURE 24
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DEPARTMENTS IN UFONE 28
MARKETING DEPARTMENT.................................................................................30

HIERARCHY OF SALES & DISTRIBUTION DEPARTMENT.........................................33

Target Market...................................................................................................38
Research Methodology:.......................................................................................................38

UFONE BCG MATRIX 40

SOCIAL RESPONISBILTY 41
Training Administration.....................................................................................42
Methods to Deliver Contents and Evaluation.......................................................................43
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Members

NAMES
Roll Numbers

Syed Muhammad Hilal FA09-BBA-

090
Safder Saeed FA09-BBA-
063
Amir Qasim FA09-BBA-050
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Faisal Mehboob FA09-BBA-
028
Asim Ali FA09-BBA-112
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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.
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(Reference : (www.Ufone.com)

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
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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 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.
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(Reference : (www.Ufone.com)

UFONE Products
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Ufone markets its prepaid Postpaid services are
services as “Prepay”. Ufone marketed by the name
Prepay is more affordable. Its “Postpay”. These services are
primary market is intended mainly targeted towards the
towards teen agers and business community of the
students. Following are some country
of the prepaid packages of
Ufone.

Packages Packages

o Life plus Package o U50

o Prepay Life o U250
o Life Value o U500
o Josh o U1000
o UCircle Life o U5000
o UCircle Life Plus
o URock
o Public Demand
o Paanch Ka Pandrah
o Ghanta Package
o UWon
o Teen minutes Package
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Ufones Management Strives for

Ufone always goes for Effectiveness because they only focus on

their Goal Attainment

As they told us in the interview.

(Reference:Anonymus)
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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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PRINCIPLES OF MANAGEMENT

DIVISION OF WORK

Yes No

AUTHORITY

Yes No

DISCIPLINE

Yes No

UNITY OF COMMAND

Yes No

UNITY OF DIRECTION

Yes No

SUBORDINATION OF INDIVIDUAL INTERESTS TO THE GENERAL

INTEREST

Yes No

REMUNERATION

Yes No

CENTRALIZATION

Yes No

SCALAR CHAIN
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Yes No
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ORDER

Yes No

STABILITY OF TENURE OF PERSONNEL

Yes No

INITIATIVE

Yes No

ESPRIT DE CORP

Yes No
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(Reference : Self Known & asked from Muhammad Ali, Adeel Riaz)

Dimensions of management

DIMENSIONS OF HIGH LOW

MANAGEMENT
TEAM ORIENTATION

PEOPLE ORIENTATION

OUTCOME ORIENTATION

ATTENTION TO DETAIL

INNOVATION & RISK TAKING

STABILITY

AGGRESIVENESS
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DIMENSIONS OF MANAGEMENT

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
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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
Strengths THREATS

o As government is backing o Legal environment,

them they can get as government interference
many fund as required by o PTCL has been given license
them to introduce the new for cellular operation
technology o Mobilink is also going to
o Good quality service introduce some new
o Pakistan's second GSM technology and committed
network to invest more in Pakistan
o Established customer base o Mobilink and Telenor
including lower middle connections have more
class coverage in different cities of
o Less rate than Pakistan then Ufone
competitors

WEAKNESSES OPPORTUNITIES

o Less coverage in remote o They can start their services

areas in other cities of Pakistan
o Not targeting the rural o As they are the subsidiary of
areas at the moment Pakistan telecommunication
o No proper planning to limited, they can acquire as
cater the excessive much fund needed to
demand improve their technology
o They can also target
corporate sector
o New Technology
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Total Quality Management:

“A philopsy of management that is driven by continual

improvement and responding to customer needs and expectations
“

Ufone is doing improvement in there every field all the time

They are improving the sound quality, the management is working
hard for total quality Ufone wants to give us a better and the best
connection which can equal every other connection . As the
Slogan of the Ufone says its all about “U” so it cares about its
people and the members of Ufone . it wants to give the best to its
customers with the best quality and minimum rate.

Omnipotent or Symbolic?

Ufone had a symbolic view of management , where symbolic view

is “ The View that much of the organizations success/Failure is due
to external forces outside managers control” because of the
customers as no one can change one’s urges and they change all
the time

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
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Ufones Global Perspective
As we know that Ufone is a National Company , it is not a MNC so
there is no Global perspective of Ufone.
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The Greening of Ufone’s Management

Lesser Greater

Market Approach Activist Approach

 Stakeholde
r Approach (Dark Green)

Since Ufone is a customer Orientated Company. They think about

there customers first as it is there Long term Goal.

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
Ufones Pakistan's customers are confident that the company runs
its
operations in an ethically responsible manner.
Ufones employees are proud of the way in which the company
handles its social responsibility.
Ufones 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)

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.
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(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
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(Reference: Abdul Rehman Faisal)

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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 : CMO
Islamabad)
HEAD OF
DEPARTMENTS

(Head
Office : ASSISTANT
MANAGERS
Islamabad)

SENIOR
EXECUTIVES

MANAGEMENT
(Regional)
TRAINEES

INTERNEES (Re
gional)

(Regional)
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(Regional)
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►Sub Departments of Marketing Department:-

 Brand Activation
 Value Added Services
 International Roaming
 Media Planning (Marketing Strategies)
 Marketing Finance
 Marketing Operations

►Current CMO (Chief Marketing Officer) of Ufone is Mr. Arshad Yaqoob Khan
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(Reference: Maj. Gen.(R) Hamid Hassan Butt)

HIERARCHY OF SALES & DISTRIBUTION

DEPARTMENT

Sales &
Distribution
Aamir Mumtaz
(Sr. Manager)

Khwaja Zulqarnain
(National Manager
Franchise Operation

Hamid Moeen Niazi

(Planning and Polices
Manager)

Omemma But
(PromoManager)

Noman Zafar
(Assistant Manager)

Raja Haroon Mian Bilal Fawad Bhatti

Akhtar (S & Mehmood
(Retail Analysis)
D Incharge)
(S & D Executive)

(Reference: Abdul Rehman Faisal)

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SALES & RETAIL TEAM
RETAIL TEAM
OLD SALES NEW SALES
TEAM AND RETAIL
OLD
Team
RETAILTEAM

Regional Sales Regional Sales

Manager Manager
Regional
Retail
Manager

Zonal Sales Zonal Sales

Manager Manager
Assistant
Regional
Retail

Distributor Sales Area Sales

Managers
Regional
Sales
Coordinator

Authorized Retail
Distributor
Authorized
Retail
Distributor

Franchise
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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
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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 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.
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(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

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
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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)
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Ufone BCG Matrix

From this figure we can see that ufone prepay is at Stars and
Postpay on question marks this means that ufone should advertise
the postpay more than their prepay connections as it should also
be in the stars for higher success and to get High growth-rate and
High Market Share
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(Reference: Ch. Usman Ahmed)

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 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”

Lesser Greater

Owners And Employees Constituents in

Management the Specific
Environment
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By that example and what we came to know from the interviews
we did we found out tht Ufone works for Broader Society

(Reference: Abdul Rehman Faisal,www.ufone.com)

PROCESS OF TRAINING AND DEVELOPMENT AT

UFONE
At Ufone the procedure that is followed by the company to train
there employees is conducted by the HR department. It starts with
Need Assessment.

o Need assessment
o Designing training program
o Transfer of training contents
o Evaluation of training programe

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