Ufone

Its All About U

SUBMITTED TO
MAM HANIYA ABID
COMSATS UNIVERSITY
ISLAMABAD
Final
Project
Its
All About U
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 Goa
l..........................................................
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
ORGANIZATIONAL STRUCTURE 24
Its
All About U
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

Its
All About U
Members
NAMES
Roll Numbers
Syed Muhammad Hilal FA09-BBA-
090
Safder Saeed FA09-BBA-
063
Amir Qasim FA09-BBA-050
Its
All About U
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
Its
All About U
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.
Its
All About U
(Reference : (www.Ufone.com)
UFONE Products
Its
All About U
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 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
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
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
Its
All About U
• 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
Its
All About U
Yes No
Its
All About U
ORDER
Yes No
STABILITY OF TENURE OF PERSONNEL
Yes No
INITIATIVE
Yes No
ESPRIT DE CORP
Yes No
Its
All About U
(Reference : Self Known & asked from Muhammad Ali, Adeel Riaz)
Dimensions of management
DIMENSIONS OF
MANAGEMENT
HIGH LOW
TEAM ORIENTATION
PEOPLE ORIENTATION
OUTCOME ORIENTATION
ATTENTION TO DETAIL
INNOVATION & RISK TAKING
STABILITY
AGGRESIVENESS
Its
All About U
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
Its
All About U
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 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
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 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
Its
All About U
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.
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 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.
Market Approach  Stakeholde
r 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
Its
All About U
(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.
Its
All About U
(Reference: as Basharat Ullah Khan)
Its
All About U
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
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)
(Re
gional)
(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
Its
All About U
(Reference: Maj. Gen.(R) Hamid Hassan Butt)
HIERARCHY OF SALES & DISTRIBUTION
DEPARTMENT
(Reference: Abdul Rehman Faisal)
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)
Its
All About U
SALES & RETAIL TEAM
RETAIL TEAM
Regional Sales
Manager
Regional Sales
Manager
Zonal Sales
Manager
Zonal Sales
Manager
Area Sales
Managers
Distributor Sales
Authorized Retail
Distributor
Franchise
Regional
Retail
Manager
OLD
RETAILTEAM
OLD SALES
TEAM
NEW SALES
AND RETAIL
Team
Assistant
Regional
Retail
Regional
Sales
Coordinator
Authorized
Retail
Distributor
Its
All About U
(Reference: Basharat Ullah Khan)
Its
All About U
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
Its
All About U
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.
Its
All About U
(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
Its
All About U
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)
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
Its
All About U
(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
Management
Employees Constituents in
the Specific
Environment
Its
All About U
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
Its
All About U
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.
Its
All About U
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)
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
App roaSctha
keh
old
er