Acknowledgements

We are grateful to Almighty Allah who gave us strength, knowledge and power to accomplish this
comprehensive assignment.
We are deeply indebted to Sir yousuf our mentor for this course, for his guidance and knowledge
towards the accomplishment of this task.

EXECUTIVE SUMMARY
Ufone (official name: PTML) is a PTCL company, PTML (Ufone) - a wholly-owned subsidiary
has improved its financial performance commenced its operations on
29th January 2001 as a GSM 900 service provider. Since the outset, it has expanded its coverage
and customer base at a rapid pace and established itself as one of the leading cellular service
providers in Pakistan.
During the last year Ufone successfully completed the launching of sites under Phase V in existing
as well as new cities and towns by investing more than US$ 525 million. This has increased the
asset base of Ufone from rupees 20 billion to 27 billion. To further enhance the subscriber base and
strategically position the company in the growing telecom market, Ufone has finalized a network
expansion for Phase VI contract amounting to about US$ 170 Million. Ufone currently, has
network coverage in more than 4,745 locations throughout the country.
Ufone's operational performance has been very encouraging despite stiff competition in Pakistan
telecom market which has led to reduction of prices to bare minimum level. Ufone managed to
improve its revenue and after tax profit by 87% and 54% respectively, as compared to the last year
through aggressive policies and exercising strict control over expenses.

Table of Contents
Introduction of Ufone
Vision & Mission
SWOT Analysis
Competitive analysis
EFE Matrix
IFE Matrix
CPM
SWOT Matrix
SPACE Matrix
BCG(Boston Consulting Group) Matrix of Ufone
GSM(Grand Strategy Matrix)
IE(Internal, External) Matrix of Ufone
IE(Internal, External) Matrix for products
QSPM(Quantitative Strategic Planning Matrix)
Recommended strategy
Conclusion & Recommendations
Reference

Introduction
History of Ufone
Ufone GSM is a Pakistani GSM cellular service provider. It is one of six GSM Mobile
companies in Pakistan and is a subsidiary of Pakistan Telecommunication Company. 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. After the privatization of PTCL, Ufone is now owned by Etisalat.
PTML is a wholly owned subsidiary of PTCL. Established to operate cellular telephony.
The company commenced its operations, under the brand name of Ufone from Islamabad
on January 29 2001.
During the year, as a consequence of PTCLs privatization, 26% of its shares were acquired
by Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the
management of Ufone has also been handed over to Etisalat. During the year July 2005 to
June 2006, Ufone continued on the path to success. The Company further expanded its
coverage and has added new cities and highways. Ufone has network coverage in more
than 750 cities, towns and across all major highways of the country. During the year Ufone
successfully completed the network expansion of Phase 4 in existing as well as in new
cities and towns which amounted to more than US Dollar 170 million. As a result the asset
base of the Company has increased from Rs. 20 billion to Rs. 27 billion.
Future Plans keeping in view the growth potential of the cellular industry there is no option
but to be aggressive in order to remain a potent force in the cellular industry. 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.

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

Mission Statement
To become the best cellular communication option available in the country for u.
At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice
quality using state of the art technology and retaining personnel of exceptional ability. Wherever
you are, Ufone keeps you connected.

The major competitors of Ufone are domestic companies like

MOBILIINK
Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a
telecommunication service provider in Pakistan. According to PTA statistics, Mobilink has 30.88
million customers by January 2008. Mobilink's Head office is located in Kulsum Plaza, Blue Area,
and Islamabad
TELENOR
Telenor (OSE: TEL, NASDAQ: TELN) is the incumbent telecommunications company in Norway,
with headquarters located at Fornebu, close to Oslo. Today, Telenor is mostly an international
wireless carrier with operations in Scandinavia, Eastern Europe and Asia. In addition, it has
extensive broadband and TV distribution operations in four Nordic Countries.
PAKTEL/ CHINA MOBILE/CMPAK
Paktel was the first ever company granted license to carry out cellular phone services in Pakistan,
set up by Cable & Wireless. It carried out AMPS services until 2004, when the company launched
GSM services as well. Its main competitor emerged in late 1990s as Instaphone and soon began to
dominate the market. On 4th May 2007, Paktel was renamed to CMPak. And then, on 16th May
2007, China Mobile announced that it had upped its stake in CMPak to 100%. Moreover, PTA
(Pakistan Telecommunication Authority) has announced that it may resolve the frequency issue
with China Mobile, as it was one of the main reason for pullout by Millicom International Cellular
S.A.
WARID
Warid Telecom International is an Abu Dhabi based mobile telecommunication firm providing
telephony services in Bangladesh, Pakistan and Uganda.
ZONG
Zong is the first International brand of China Mobile being launched in Pakistan. It is meant to
empower and liberate the people of Pakistan in every nook and corner of the country

INTERNAL & EXTERNAL ANALYSIS

INTERNAL ENVIORNMENT
Human Resource Management
Marketing Department
Commercial Department
Sales Department
Finance Department
Payroll Department
Information Technology Department
Engineering Department
Administration
Auditing Department
Customer Care

EXTERNAL ENVIORNMENT
Economic Conditions
Social Conditions
Culture
Demographics
Environmental
Competitive
Technological
Consumer Attitude
Globalization

Strength
1. Ufone has Network Coverage in more than 750 cities, towns and across all major
highways of the country.
2. Ufone provides International Roaming facility with more than 150 international
operators across 79 countries.
3. Ufone is proud to have an efficient and friendly customer service through 21 companyowned Sales & Customer Service Centers and nearly 250 Franchisees across the country.
4.

Ufone has always believed in a solid Commitment to growth, security and reliability.
Therefore, Ufone has always balanced its expansion efforts and quality of service. With a
total current investment of $400 Million.

5. Utunes was launched on 4th Dec2007 which attracted many people towards Ufone.
6. Ufone is offering the service of Multi-media Messaging Service (MMS).
As mobile users in the country have reached over 78 million at a very rapid pace.
7.

Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a
subscriber base of around 16.5 million and a market share of nearly 25%. Ufone has seen a
subscriber growth rate of over 200% in the last year, and since the start of 2005 Ufone
added nearly 5 million subscribers onto its network. A remarkable achievement indeed,
especially considering the fact those two new international players also entered into the
market in 2005.

8. 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.
9. Ufone increased its Focus on the youth segment (which comprises 50% of the
population), with the Prepay brand.
10. Ufone has the ability to retain its existing customer base with a high level of customer
satisfaction via optimum network service and a 24 hour call center facility.
11. It has the post paid service that is normally to attract the Business class people. Most of the
business and elite class people use post paid and other services offered by the Ufone.
12. Ufone has a subscriber base of 18.97 million as of October 2008.

13. Ufone was the first cellular Company in Pakistan that introduced the service of GPRS and
hence took the competitive advantage.
14. Ufone post paid is also offering black berry set that is useful and tempting for the Business
class.
15. GPRS Roaming facility is available with more than 75 Live Operators across 59 countries.
16. Variety of Value Added Service.
17. Coverage on GT Road 60%.
18. Established customer base including lower middle class. Fewer rates than competitors.

WEAKNESSES
1. Ufone does not have the proper lists of its customers. It has the list but this list is not
authentic which is increasing the unauthorized use of its sim specially pre pay.
2. It has many franchises in the whole country but as its customers are increasing day by
day so its present franchises are not enough to fulfill the needs of it customers.
3. Ufone also face problems and its network get jammed on special occasions like Eid,
Christmas, New year etc
4. Ufone has the problem of voice quality. Though its coverage area is vast and it covers more
than 750 towns and cities in Pakistan but the voice quality is not as good as it should be.
5. Behind on Excessive Demand. This is Ufone's biggest weakness is not attempting to meet
the demands
6. Poor Organizational Structure. Centralized structure failed to provide proper guidance
over instruction and policies
7. Stagnant Profitability. As compared to financial assets, Ufone is not close to expected
profitability
8. Overly Dependent on PTCL. Subsidiary of PTCL, it is dependent on PTCL.
9. Not targeting the rural areas at the moment.
10. Less coverage in remote areas.
11. In northern areas its coverage is a bit poor.
12. In Ufone web support is not available. Its customers service staff needs training because at
many franchises their employees are having been complained about behaving rudely.

13. Ufone is plagued with some internal problems like when it is privatized to Etisalaat being
the part of the PTCL many employees were not happy with the pay scale that they were
offering.

OPPORTUNITIES
1. It should introduced International SMS packages like local SMS. Already Ufone is offering
lowest International SMS rates but if they introduce some package like this it will get lots
and lots of success.
2. They should also introduce some International call packages to Middle Eastern countries
because there are lots of Pakistanis who are living in those countries so people will
definitely be tempted towards such package.
3. In Ufone ghanta package time of the package should be extend two more hours so that
more & more people will use this service and causing Ufone to generate more revenues &
hidden charges should be removed.
4. Ufone should develop some new franchises in remote areas so that people will get more
and more benefit from it and it will help to increase their customers.
5. As in Pakistan Youth is almost the 50% of the population so Ufone can take advantage of
this demographic situation and should introduce more and more services and packages that
attracts youth towards it.
6. Ufone should extend its network coverage area to Northern part of the country as well
because in that part not too many companies are giving services and if Ufone give its
service there then it will definitely attract people and its number of customers will shoot
like a rocket.
7. It should also introduce some packages for Internet users on mobile if it do so then many
people will switch from other networks towards it.
8. If Ufone enhance its voice quality then definitely it would be prefer more by customers.

9. Ufone can surprise its competitors by introducing Ufone kiosk. These will be ATM like
machines and that will give 24-hour service to Ufone subscribers to load the balance just
like they take money from ATM.

THREATS
1. As Ufone is cellular company and there is cut throat competition among cellular companies
in Pakistan. There are six other companies also working in Pakistan so Ufone would have
to face some growing competitive pressures.
2. Pakistan is facing some serious economic problems now days so that would also affect
Ufone. The current recession in market is not good for any kind of business including
telecommunication.
3. In Baluchistan and FATA where Ufone already has network coverage is in danger because
of critical situation and operation being held there. Investment of Ufone is in danger.
4. Ufone penetrated in the market from 2005 to 2007 quite rapidly but since then it is
experiencing a bit slower growth.
5. By the arrival of China Mobile Company (Zong) in cellular industry of Pakistan the Ufone
and other companies now have to face the severe competition. As Zong is introducing some
various attractive packages of both SMS and calls to attract customers. Ufone have to
develop strategies to counter their strategy and to survive in the market.
6. The key threat to Ufone is also some adverse Government policies of implementing Tax on
telecommunication industry that will ultimately affect the revenues.
7. There are some rumors about the shares of PTCL in the market. Being the Subsidiary
company of PTCL, Ufone will also be affected by that.

8. Telenor is giving higher rumenration to its employees as compared to Ufone so many of its
skillful and competent employees are going there. That will affect the companys
profitability in the long run.
9. Some Pressure groups are protesting on the Towers that are installed in residential areas.
Their opinion is that it is not good for health of people to have such towers near their
homes that cause radiations.

COMPETITOR ANALYSIS
The competitive environment for mobile telephony in Pakistan is tough and Ufones 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 todays
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

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. 15,000 & above

EXTERNAL FACTOR EVALUATION (EFE) MATRIX

Key External Factors

Weight Rating Weighted

Score

Opportunities
1 Globalization
2 Publicity & Marketing
3 Can target Corporate
4 Develop New value Added services

0.12
0.06
0.08
0.10

4
3
3
4

0.48
0.18
0.24
0.40

5 Extend Coverage to Northern Areas

0.05

0.15

6 introduced International SMS packages like local

.06

.18

7 develop some new franchises in remote areas

.08

.32

8 Introducing Ufone kiosk.

.05

.10

1 Old Stable Companies & arrival of China Mobile

0.10

0.2

4 Government Interference

0.08
0.05
0.12

2
2
3

0.16
0.10
0.36

5 Pressure groups & health issues due to towers in

.05

.10

TOTAL

1.00

SMS & call package

Just like ATM.

Threats

Company
2 PTCL cellular license
3 Price War

residential areas.

2.97

INTERNAL FACTOR EVALUATION MATRIX

KEY INTERNAL FACTOR
STRENGTH

Weight

Rating

w. score

Network coverage

.08

.24

Unique offers & packages

.12

.48

Marketing & Advertising

.10

.3

Financial position & sales Deptt.

.10

.3

Payroll Department & HRM

.05

.15

Latest Technology

.06

.18

Administration

.04

.08

Customer Care & Feed back

.10

.3

Lack of Franchises

.04

.08

Network problem on special occasions.

.04

.12

Behind on Excessive Demand

.05

.15

Poor Organizational Structure

.04

.08

Global Expansion

.10

.2

Northern areas coverage

.08

.08

TOTAL

WEAKNESSES

(Less coverage in remote areas).

2.74

CPM-Competitive Profile Matrix

Critical
Success
Factors (CSF)
Market Share

Weight

Rating

Weighted
Score

Rating

Weighted
Score

Rating

Rating

Weighted
Score

0.15

0.60

0.45

0.15

0.45

Growth Rate

0.10

0.10

0.30

0.40

0.30

Financial
Strength
Management

0.08

0.24

0.24

0.32

0.24

0.12

0.48

0.36

0.36

0.36

Coverage

0.10

0.40

0.30

0.20

0.20

CCS

0.13

0.52

0.39

0.39

0.26

Advertising &
Marketing
Brand Name

0.06

0.12

0.18

0.18

0.24

0.10

0.40

0.20

0.30

0.30

Packages &
Offers
Price
Competitivene
ss
TOTAL

0.09

0.18

0.27

0.27

0.36

0.07

0.14

0.21

0.21

0.28

1.00

3.18

2.90

Weighte
d Score

2.78

3.00

In a CPM the ratings and total weighted scores for rival firms can be compared to the sample firm.
This comparative analysis provides important internal strategic information. Ufone Competitive

Profile Matrix is provided in Table. In this matrix market share, growth rate and financial strength
are the most important critical success factors, as indicated by a weight of 0.60. In market share
Mobilink is leading but in the growth factor Ufone is leading with the weighted point of 0.40

The ratings values are as follows:

1 = major weakness,
2 = minor weakness,
3 = minor strength,
4 =major strength.
As indicated by the total weighted score of 2.78, Zong is weakest. Because it is at its initial
position as compare to competitors. With the point of 3.18 Mobilink is leading. Only eight
critical success factors are included for simplicity; this is too few in actuality

SWOT MATRIX OF UFONE

Opportunities O
O1. Globalization
O2. Publicity
O3. Can target corporate
O4. New value added
services
O5. Covering Northern
Areas
O6. New Product
(Ufone kiosk)
O7. Penetration
Threats T
T1. Old Stable Companies
T2. Attractive Packages By
Competitors
T3. Price War
T4. Government Interference
T5. Pressure groups & health
issues

StrengthsS

Weaknesses W

S1. Capital & financial

position
S2. Network Coverage &
voice quality
S3. Resources
S4. Trend setter
S5. Unique offers &
packages
S6. High Growth Rate
S7. Advertising & marketing
S8. Focus & retain customers

W1. Northern areas Coverage

W2. Subsidiary of PTCL
W3. Low Market Share
W4. Weak MIS
W5. Old Staff Less
motivated & unfamiliar to IT.

SO-Strategies

WO-Strategies

S1,O1 Expand
S2, O5 Increased coverage &
franchises
S3,O7 Penetration
S1,O3 Acquisition & Make
the post paid package more
attractive
S4,O6 Increased loyalty &
brand image
S7, O2 Attract new
customers.

W1,O5 Enhance coverage &

market share
W3,O3 Acquisition

ST-Strategies

WT-Strategies

S1,T3 Cost Leadership

S3, T2 Penetration & co
branding with others like
banks..
S4, T1 Market Leader
S5, T2 Introduce new
packages & services.

W3,T2 Downsizing

SPACE Matrix for UFONE

Financial position (FP)

1. Revenues
2. Return on investment
3. Working capital

RAITNGS
5.0
4.0
4.0
13.0

Competitive position (Cp)

1. Resources & Assets

2. High growth rate
3. Advertising & Marketing
4. Competition capacity utilization
5. 2nd largest cellular company in Pakistan.
6. Good speed & superior voice quality.
7. Customer focus.
8. Computerized complaint cell
9. Successful brand
10. Attractive packages.

-2.0
-1.0
-2.0
-3.0
-1.0
-3.0
-3.0
-3.0
-2.0
-3.0
-23.0

Stability position (SP)

1.
2.
3.
4.
5.

Technological changes
Rate of inflation
Demand variability
Government Interference
Tough competition

-3.0
-4.0
-3.0
-1.0
-2.0
-13.0

Industry position (IP)

1.
2.
3.
4.
5.

Financial stability
Resources utilization
Profit potential
GPRS Technology
Scope in Ruler areas

5.0
5.0
4.0
5.0
4.0
23.0

Conclusion
FS average is

13/3 = 4.33

CA average is -23/10 = -2.3

ES average is -13/4
IS average is

= -3.25

23/5 = 4.6

Directional Vector Coordinates: x-axis:

4.6+ (-2.3) = 2.3

Directional Vector Coordinates: y-axis:

4.33+ (-3.25) = 1.083

The UFONE should pursue Aggressive strategies

SPACE MATRIX FOR UFONE

FP

Aggressive

Conservative

Aggressive
(2.3,
1.083)

CP

Defensive

IP

Competitive

EP

Aggressive strategies of Ufone are:

Integration
Intensive
Related diversification.

BCG GROWTH-SHARE MATRIX FOR UFONE

Companies that are large enough to be organized into strategic business units face the challenge of
allocating resources among those units. In the early 1970's the Boston Consulting Group developed
a model for managing a portfolio of different business units. The BCG growth-share matrix
displays the various business units on a graph of the market growth rate vs. market share relative to
competitors.

BCG Growth-Share Matrix

Ufone

On the vertical axis, market growth rate provides a measure of market attractiveness. On the
horizontal axis, relative market share serves as a measure of company strength in the market.

CASH COW - (LOW GROWTH, HIGH MARKET SHARE)

A business unit that has a large market shares in a mature, slow growing industry. Cash cows
Require little investment and generate cash that can be used to invest in other business units.
STAR - (HIGH GROWTH, HIGH MARKET SHARE)
A business unit that has a large market shares in a fast growing industry. Stars may generate
Cash, but because the market is growing rapidly they require investment to maintain their lead. If
successful, a star will become a cash cow when its industry matures.
QUESTION MARK - (HIGH GROWTH, LOW MARKET SHARE)
A business unit that has a small market shares in a high growth market. These business units
Require resources to grow market share, but whether they will succeed and become stars is
unknown.
DOG - (LOW GROWTH, LOW MARKET SHARE)
A business unit that has a small market shares in a mature industry. A dog may not require
Substantial cash, but it ties up capital that could better be deployed elsewhere. Unless a dog has
some other strategic purpose, it should be liquidated if there is little prospect for it to gain market
share.

Grand Strategy Matrix

RAPID
MARKET
GROWTH
Quadrant
II

In

Quadrant
I

Ufone
WEAK
COMPETITI
VE
POSITION

STRONG
COMPETITIVE
POSITION

Quadrant III

Quadrant IV
SLOW
MARKET
GROWTH

Grand strategy matrix Ufone lie in 1st quadrant because it has strong competitive position
and rapid market growth..

Suitable strategies of quadrant 1st for Ufone are

1. Market Development
2. Market Penetration
3. Product Development
4. Horizontal Integration
5. Forward Integration
6. Backward Integration

7. Related Diversification

IE Matrix of UFONE:
The Internal-External (IE) matrix is another strategic management tool used to analyze working
conditions and strategic position of a business.The IE matrix is a continuation of the EFE matrix
and IFE matrix models.
The IE matrix is based on the following two criteria:
1. Score from the EFE matrix -- this score is plotted on the y-axis
2. Score from the IFE matrix -- plotted on the x-axis

IE Matrix of UFONE

Ufone

Strategies:
Hold and maintain
Ufone

i.

Market penetration.

Prepay

ii.

Product development.

Stage-3 (Decision Stage)

Postpaid

The Quantitative Strategic Planning Matrix (QSPM)

The last stage of strategy formulation is decision stage. In this stage it is decided that which
way is most appropriate or which alternative strategy should be select.
Steps in preparation of QSPM
1. List of the firm's key external opportunities/threats and internal
strengths/weaknesses in the left column of the QSPM.
2. Assign weights to each key external and internal factor
3. Examine the Stage 2 (matching) matrices and identify alternative strategies that the
organization should consider implementing
4. Determine the Attractiveness Scores (AS)
5. Compute the Total Attractiveness Scores
6. Compute the Sum Total Attractiveness Score

Quantitative Strategic Planning Matrix (QSPM) of Ufone

Quantitative Strategic Planning Matrix (QSPM)

SELECTIVE STRATEGIES
Product Development
Market Penetration
Key External Factors
Weight
Attractiveness
Total
Attractiveness
Total
Scores (AS)
Attractiveness
Scores (AS)
Attractiveness
Scores (TAS)
Scores (TAS)
Opportunities
1
Globalization
0.10
3
0.30
2
0.20
2
Marketing
0.15
4
0.60
3
0.45
3
Acquisition
0.08
3
0.24
2
0.16
4
New Product
0.06
3
0.18
3
0.18
Development
5
Northern Areas
0.10
3
0.30
2
0.20
6

Develop some new

franchises in remote
areas
7
Introducing Ufone
kiosk.
Just like ATM.
Threats
1
Old Stable
Companies
2
Attractive Packages
By Others
3
Price War
4
Government
Interference
TOTAL
Strengths
1
Investment
2
High Growth Rate
3
Advertising
4
Net Work
Portability
5
Ufone Mobile
6
Resources Assets
And People
7
Location And
Geographical
Coverage
8
Government
Dealing
Weaknesses
1
Lack of Franchises
2
Coverage
3
Less Market Share
& behind the
demand
4
Weak MIS
SUM TOTAL
ATTRACTIVENESS
SCORE

0.12

0.48

0.24

0.10

.30

0.20

0.10

0.40

0.30

0.10

0.30

0.20

0.04
0.05

3
3

0.12
0.15

2
2

0.08
0.10

0.10
0.10
0.12
0.10

4
4
3
3

0.40
0.40
0.36
0.30

4
3
3
3

0.40
0.30
0.36
0.30

0.07
0.10

3
3

0.21
0.30

3
3

0.21
0.30

0.10

0.30

0.30

0.09

0.27

0.27

0.05
0.08

2
1

0.10
0.08

1
1

0.05
0.08

0.05

0.10

0.10

0.04
1.00

0.08
6.27

0.04
5.02

1.00

Recommended strategy:
We select the two strategies Market Penetration and Product development. There total attractive
score is 5.02 and 6.27 respectively. The strategy Product Development has big score thats
why we select him.

Conclusions and Recommendation

Ufone is 2nd largest cellular company in Pakistan. More committed towards growth.
Telecom industry is most growing industry of Pakistan still huge investment required for coverage.
The market also has strong competition after the entrance of China Mobile Company as player.
Competitors are hiring professionals to entertain the consumer which is resulting technological
implementation and value added services. People are worried about call rates they dont prefer any
particular company. Consumer searches good service with lowest call rates, although companies
are minimizing call rates this will result more growth in the market. Ufone bring amazing packages
to attract the customers. Ufone promote their product through TV commercial, Newspaper, Radio,
Internet etc. The choice of people is Ufone because Ufone price level is low and affordable that
every one can say
Its all about U

Ufone could develop some new and innovative services to attract customers to increase their
revenues as well as it customers:

It should introduced International SMS packages

Ufone has strong financial position & more competitive advantages then other cellular
companies so he should more focus on his strategies.

He should grow and maintain his position.

They should also introduce some International call packages to Middle Eastern countries.

 In Ufone Ghanta package time of the package should be extended.

He should pay more attention towards postpaid services