Ufone

Its All About U

SUBMITTED TO MAM HANIYA ABID

COMSATS UNIVERSITY ISLAMABAD

Final Project

Its All About U

TABLE OF CONTENTS

INTRODUCTION 4

Mission Statement 4

Future plans 5

Brand 5

UFONE PRODUCTS 7

UFONES MANAGEMENT STRIVES FOR 8

COMPETITORS 9

PRINCIPLES OF MANAGEMENT 10

DIVISION OF WORK 10

AUTHORITY 10

DISCIPLINE 10

UNITY OF COMMAND 10

UNITY OF DIRECTION 10

SUBORDINATION OF INDIVIDUAL INTERESTS TO THE GENERAL INTEREST 10

REMUNERATION 10

CENTRALIZATION 10

SCALAR CHAIN 10

ORDER 11

STABILITY OF TENURE OF PERSONNEL 11

INITIATIVE 11

ESPRIT DE CORP 11

Its All About UDIMENSIONS OF MANAGEMENT 12

DIMENSIONS OF MANAGEMENT 13

TEAM ORIENTATION 13

PEOPLE ORIENTATION 13

OUTCOME ORIENTATION 13

ATTENTION TO DETAIL 13

INNOVATION AND RISK TAKING 13

STABILITY 13

AGGRESSIVENESS 13

SWOT ANALYSIS 14

TOTAL QUALITY MANAGEMENT: 15

OMNIPOTENT OR SYMBOLIC? 15

STRONG VS WEAK CULTURE 15

UFONES GLOBAL PERSPECTIVE 15

THE GREENING OF UFONE’S MANAGEMENT 16

REAL GOALS 16

Stated Goal 16

ORGANIZATIONAL STRUCTURE 17

DEPARTMENTS IN UFONE 20

MARKETING DEPARTMENT 21

HIERARCHY OF SALES & DISTRIBUTION DEPARTMENT 23

Target Market 27Research Methodology: 27

Its All About UUFONE BCG MATRIX 28

SOCIAL RESPONISBILTY 29

Training Administration 30Methods to Deliver Contents and Evaluation 30

Conclusion 32

Its All About U

Members

NAMES Roll Numbers

Syed Muhammad Hilal FA09-BBA-090

Safder Saeed FA09-BBA-063

Amir Qasim FA09-BBA-050

Faisal Mehboob FA09-BBA-028

Asim Ali FA09-BBA-112

Its All About U

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.

Its All About U(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 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

Its All About Uand 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.

Its All About U(Reference : (www.Ufone.com)

UFONE Products

Ufone markets its prepaid services as “Prepay”. Ufone Prepay is more affordable. Its primary market is intended towards teen agers 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 Packageo Prepay Lifeo Life Valueo Josho UCircle Lifeo UCircle Life Pluso URocko Public Demando Paanch Ka Pandraho Ghanta Packageo UWono Teen minutes Package

Packages

o U50o U250o U500o U1000o U5000

Its All About U

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)

Its All About U

CompetitorsThe 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

Wateen

WorldCall

Its All About U

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

Yes No

Its All About U

ORDER

Yes No

STABILITY OF TENURE OF PERSONNEL

Yes No

INITIATIVE

Yes No

ESPRIT DE CORP

Yes No

(Reference : Self Known & asked from Muhammad Ali, Adeel Riaz)

Its All About UDimensions of management

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

DIMENSIONS OF MANAGEMENT HIGH LOW

TEAM ORIENTATION

PEOPLE ORIENTATION

OUTCOME ORIENTATION

ATTENTION TO DETAIL

INNOVATION & RISK TAKING

STABILITY

AGGRESIVENESS

Its All About UUfone 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.

Its All About U

SWOT ANALYSIS

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 serviceo Pakistan's second GSM networko Established customer base

including lower middle classo 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 areaso Not targeting the rural areas at

the momento 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

Its All About U

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 CULTUREUfone 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

Ufones Global PerspectiveAs we know that Ufone is a National Company , it is not a MNC so there is no Global perspective of Ufone.

Its All About U

The Greening of Ufone’s Management

Lesser Greater

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 itsmembers” 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 itsoperations in an ethically responsible manner.Ufones employees are proud of the way in which the companyhandles its social responsibility.Ufones other stakeholders, expecting high standards of socialcommitment, shall have high regard for the company.

Market Approach Stakeholder Approach

Activist Approach

(Dark Green)

Its All About U

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)

Its All About U

(Reference: Basharat Ullah Khan)

Its All About U

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)

Its All About U

Departments in UfoneIn 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 Managemento Marketing Departmento Commercial Departmento Sales Departmento Finance Departmento Payroll Departmento Information Technology Departmento Engineering Departmento Administrationo Auditing Departmento Customer Care

Its All About U(Reference: Abdul Rehman Faisal)

CMO

ASSISTANT MANAGERS

HEAD OF DEPARTMENTS

MANAGEMENT TRAINEES

SENIOR EXECUTIVES

INTERNEES

Its All About U

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)

Its All About U (Regional)

Its All About U►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

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

Its All About UHIERARCHY OF SALES & DISTRIBUTION DEPARTMENT

(Reference: Abdul Rehman Faisal)

SALES & RETAIL TEAM RETAIL TEAM

Sales & Distribution

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 Authorized Retail DistributorFranchise Regional Retail

Manager

OLD RETAILTEAM

OLD SALES TEAM NEW SALES AND RETAIL Team

Assistant Regional Retail

Manager

Regional Sales Coordinator

Authorized Retail Distributor

Its All About U

(Reference: Basharat Ullah Khan)

Its All About UCOMPETITOR 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 competitive edge. Ufone has always taken keen interest in serving better to its

Its All About Uusers. 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)

Its All About UTarget 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 Datao Secondary Datao Interneto Newspapero Broacherso TV Commercialso Questionnaireo Interview

Level of priority

o Low costo Value added serviceso Packages o Customer serviceso Better quality service (connectivity and coverage).

Its All About U(Reference:Salman Mehmood)

Its All About U

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

(Reference: Ch. Usman Ahmed)

Its All About U

Social ResponisbiltyUfone 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

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

Owners And Management

Employees Constituents in the Specific Environment

Its All About U(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 assessmento Designing training programo Transfer of training contentso 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 trainingo 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 trainingo 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.

Its All About UMethods to Deliver Contents and Evaluation

Delivering methods consist of following

o Lectureso Noteso Group Discussionso Case studieso Role Playo CDso 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.

TECHNIQUES OF EVALUATION

o Observation o Questionnaire

Its All About Uo Interview o Quizzes

(Reference: Abdul Rehman Faisal)

Its All About U

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)

Market Approach

Stakeholder App