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A strategic change is a type of change

where some general plans, policies of the

business are changed.

These changes are quite common and

simple, something that is qui te ordinary.

Strategic changes are market oriented andare the first and final steps for market.

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The Main Role in the changing

process are:

1. The change agent

2. Middle managers

3. Other organizational members

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The change agent: is the individual or group thateffects strategic change in an organization.

2. Middle MangersMiddle managers are implementers of strategyand their roles include:

Allocation and control of resourcesMonitoring performance and behavior of staff

members

Explaining strategy to their subordinates

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I nf luences wil l be based on their level of

interest and political power.

Approaches to managing change wil l differ

from different stakeholders.

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The main reasons in the strategies changes are:1. poor outputs

2. less revenue

3. competi tors pressure4. not completely implemented

5. poor feedback

6. more complicated

7. change of environment

8. public demand

9. change in technology

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Step one: strategic analysisAnalysis of an organizations external environment,

i ts cur rent strategic or ientation, and the degree of

i ts effectiveness at meeting its objectives andmissions.

Step 2: strategy making

Begins with the decision to change its vision and

orientation in the future and includes def ining the

products and services to be offered, and specifying

the markets to be served.

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Step 3: strategic plan designDefines how the change process wil l be

logistically accomplished through sequencing

and pacing in l ight of the prevai l ing cul ture.

Step four: implementation of the plan

Transition to the new orientation, which

includes developing budgets and timetables,

assigning roles and tasks that wil l guide the

process.9

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The four types of strategic changes

are:

1. Adaptation

2. Reconstruction

3. Evolution

4. Revolution

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1. Adaptation:Adaptation is the change which can be accommodated

within the current Model and occur incrementally. It is

the most common form of change in organizations.

2. Reconstruction:Reconstruction is the type of change which may be rapid

and could involve a good deal of upheaval in an

organization, but which does not fundamentally change

the Model. For example, an organization may make

major structure changes on a major cost-cutting

programme to deal with difficult conditions.11

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3. Evolution:Evolution can be explained is by conceiving of

organizations as ' learning systems' , continually adjusting

their strategies as their environment changes.

4. Revolution:

Revolution is change which requires rapid andmajor strategic change, perhaps in circumstances

where such dr if t has resulted in circumstances

where pressures for change is extreme. Forexample, if profi ts decline threats the continued

existence of a firm.12

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There is no one strategy that fi l ls all situation.

Rather, a mix of strategies is often necessary to

ful ly address each individual case.

Many considerations need to be taken intoaccount, including the degree of change,

population of organization and time frame.

When stakes are high, a mix of al l fourstrategies is recommended because nothing can

be left to change.

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Practical Study ofOrganization

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Ufone starts its operations in January 2001

Have more than 2o mil l ion customers.

Ufone has network coverage in 10,000 locations

and across all major highways of Pakistan.I t is one of f ive mobile companies in Pakistan.

After the privatization of PTCL , Ufone is now

owned by Etisalat in 2006.M ISSION STATEMENT of UFONE

'To be the best cellular option for u'

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Strategy 1...AdvertisementsUfone was the first cellular company who contracted withthe advertisement company.

Before this strategy change, they have the separate

department for advertisement. This strategy was change on2007 and they started advertisement in electronic media byusing just background voices and animation. In that period,ufone was just able to attract 50 thousand new customers.

And in 2009, they again change their policy regardingadvertisement and started casting famous TV actors in it.

This strategy change really works for ufone and they getmore than five lakh new customers . which increases theirprofit up to 30% per year.

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Ufone have to change their strategy of call rates

every year because of the government increases tax

every year.

The increase in tax rate affects the strategies of the

company and they redesign the strategy to givebenefits to general people.

In 2011, the government increases tax about 1.11

%, due to this ufone, profit decreases up to 5%.They introduce the new low budget packages for

their customers. The change in strategy gives vital

benefits and they overcome from their loss.17

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Ufone joins hand with the Motorola Company in 2004for a joint promotional that did not give desired profit to

both the parties but later in 2007, they change theirstrategy and joins hands with Nokia and blackberryCompany. This provides the great amount of profit tothem.

And in the same way on 2006, they contracted withNBP for online bill paying for postpay customers. Whichlater ended in 2008 and they started online billingthrough UBL under the service name of UPAYMENT.

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Ufone starts there helpline service free of cost for theircustomers. But later on 2008 due to poor feedback, theychanged the helpline strategy and starting charging thehelpline calls. For this cost, they started recording thecalls of customers and make this service available 24

hours a day. Due to this change of strategy ufone notonly manage to earn extra profit but also able to satisfycustomers.

Strategy 5...Activation of SIMThe activation of sim was very easy earlier but due to PTA newrule of activation of sim, the company has to implement their rule.The company change their system and software for activation ofsim. This change of strategy gives a huge loss to the company.

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In the early days, ufone hired their ownengineers for the network up gradation.On 2006 the management of the company

change the strategy and they agreementwith the huawei company, under theagreement huawei will expand ufonenetwork to cover 2200 cities, villages and

all major highways in the country.This strategy really improves the ufonenetwork and attracts millions of customers.

This change of strategy is the main reason 20

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STRENGTHS:Easily manage changes in strategy.

Highly technical and creative staff that's help them in

changing strategy.

Highly flexible strategies.

WEAKNESS:

No proper market research before implementing their

strategy.

Changes of strategy are very often in ufone.

The continuous changing of Strategies loses the confidence

of customers

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The continuity of their implemented Strategies can get the

confidence of new customers.Ufone should develop some new franchises in remote areasso that people will get more and more benefit from it and itwill help to increase their customers.

They should make the strategy to introduced InternationalSMS packages like local SMS to attract more customers.

THREATS:The increase in Government Tax on Telecommunication

companies is the main threat for Ufone strategies.The other competitors of Ufone are not regularly changingtheir strategies.

Pakistan is facing some serious economic problems now

days so that would also affect the implemented Strategies. 22

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From the report, concluded that the change of strategies

is the routine part of ufone.

Ufone implemented their strategies and change it.

The most of change strategies gives vital benefit to the

ufone.

The change of Advertising and Network up gradation

strategies are one of the reason of ufone success in

Pakistan.They should need to forecast the environment before

implementing their strategies.

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They should forecast before implementingstrategies.

I t has not many franchises in the country so

they should look upon on their franchise

strategy.

Ufone networks get jammed on special

occasions so there is a need to review their

network strategy.

They should hired ski l led people for making

Strategies.

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THE END!

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