RETAILING

Prepared by: Ali Raza Rizvi

BBA-4th

Prepared for: Mr.Naeem Sharif

NCBA&E
SWOT ANALYSIS

OF
 CONTENT

 Introduction
o Company profile
o Mission statement
o Slogan

 Swot Analysis
o Strength
o Weakness
o Opportunities
o Threats
 References
COMPANY PROFILE;
UFONE is a Pakistani cellular service provider. It is one of five Mobile companies in
Pakistan and is a subsidiary of Pakistan Telecommunication Company. Pakistan
Telecommunication Company Limited (PTCL) that started its operations in January 2001
under the brand name 'Ufone'. As a result of PTCL's privatization, Ufone became a part of
the Emirates Telecommunication Corporation Group (Etisalat) in 2006.

Ufone has network coverage in 10,000 locations and across all major highways of Pakistan.
Ufone currently caters for International Roaming to more than 288 live operators in more
than 160 countries. Ufone also offers Pakistan's fastest growing 3G network, and
BlackBerry Roaming coverage available with more than 200 Live Operators across 122
countries. Ufone has also become a focused and intensive leader in VAS, constantly
introducing innovative services, which have been the first of their kind in the Pakistani
cellular industry.
As the world of telecommunications advances, Ufone promises its customers to stay ahead,
developing and evolving, to go beyond their expectations.

MISSION STATEMENT;
To Be The Best Cellular Option For U.

SLOGAN;

“It's all about U”

STRENGTH;

 Differentiations (lowest off-net

call rates).
 Value added services(VAS) i.e.
ufone’s walkie talkie; call back etc.
 Seconds largest cellular in
Pakistan.
 Most attractive ATL (above the
line) activities.
 It has a strong brand identity. It has
successfully projected itself as a
company meant to serve its people.
 Ufone has a comprehensive promotional strategy.
 Ufone has a unified network of franchises.
 Ufone increased its focus on the youth segment (which comprises 50%
of the population), with the Prepay brand.
 High turnover rate.
WEAKNESS;

 Less professional management style.

 A shadow of government organization.
 Less network coverage in comparison to
the market giant MOBILINK.
 Ufone being a government organization
has relativity less human and financial
capital available as compared to it major
competitors that are subsidiaries of large
multinationals such as
MOBILINK and TELENOR.
 Customer service provide by ufone are
not according to the requirements of
their customers.
 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 its customers.
 Ufone also face problems and its network get jammed on special occasions like Eid,
Christmas, New year etc.
 When U fone came into the seen in Pakistan cellular market Mobilink was already
prevailing in the market and it was all Mobilink monopoly that time. Though with
the passage of time Ufone took many customers of Mobilink but still Mobilink has
large number of users because it was first to Pakistan’s cellular market and this is
the competitive disadvantage to Ufone.
OPPORTUNITIES;

 The phase of conversation of their

GSM technology info 3G (satellite
based) technology.
 Growing mobile customers.
 To win the customers of its
competitors by providing them
superior services on lower price. It
is pioneer where it can promote
itself and became market leader on the basis of this vary fact
 Ufone can further improve its network in order to make more loyal
customers.
 It should introduce 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.
 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.
THREATS;

 The phase of its conversation of GSM technology to 3G technology

 Boosting customers base of warid and zong.
 Decreasing economy and instability of Pakistan.
 Ufone greatest threat is its competitors especially Zong and Telenore. These
companies have introduced new technologies with consumer friendly packages.
ufone will have to devise its defensive strategies tactfully in order to retain its share
in the market.
 Changing technology is also a threat for the ufone because things are changing so
frequently in the market with change in technology.
References;

 www.UFONE.PK.com
 www.wikipedia.com

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