UFONE

PRESENTATION
 INTRODUCTION TO UFONE:
• Ufone GSM is a Pakistani GSM cellular service provider.

• 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.
 HISTORY (BACKGROUND)
•Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of

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.

 VISION STATEMENT

• “To be the leading telecommunication service provider in

Pakistan by offering innovate communication solutions
for customers while exceeding shareholder value &
employee expectation”.
 MISSION STATEMENT

• “To be the best cellular option for U”.

The company believes that it is more important at this point
to make their current customers loyal, and to follow the new
customer afterwards.
PRODUCTS:

• PREPAID
 Ufone market its prepaid services as “Prepay”.
Ufone prepay is more affordable. Its primary market
is intended towards teenagers and students.

• POSTPAID
Post Paid services are marked by the “Post Pay”.
These services are mainly targeted towards the
business community of the country.
HIERARCHY :
HR & Admin

Marketing Business Unit

and sales
Quality
Customer Care Assurance
Board of Project
CEO Information
Directors Directors
System

Finance

Engineering
CULTURAL DIMENSIONS IN UFONE

1. Attention to Detail (HIGH)

2. Outcome Orientation (HIGH)

3. People orientation (LOW)

CULTURAL DIMENSIONS IN UFONE

4. Team Orientation (HIGH)

5. Aggressiveness (LOW)

6. Stability (HIGH)

7. Innovation and Risk (HIGH)

MANAGEMENT PROCESS

• SWOT Analysis
Before an organization can start planning,
it is extremely important that a SWOT
analysis is conducted.
“An analysis of an organization internal
strength and weaknesses and external
threats and weaknesses”.
SWOT ANALYSIS
 Strengths:
 Ufone’s differentiation is its biggest strength. Ufone offers lowest off-net call rates that
differentiate it from its competitors.
 Ufone represents PTCL name as it is the subsidiary of PTCL.
 Ufone packages for youth are its major strength and a big source of income.
 Ufone has the most promising and attractive ATL (Above the Line) activities.
 Weaknesses
 As Ufone is a subsidiary of PTCL, which was previously under government
management, Ufone still has a shadow of a government organization. It is also highly
dependable on PTCL.
 It has a weak marketing strategy to attract post-paid clientele and they are more
dependent on pre-paid customers although Ufone major revenue arises from its Post-
paid customers.
 SWOT ANALYSIS

 Opportunities
 Ufone’s biggest opportunity lying ahead in near future is the phase of conversion
of their GSM technology in to 3G (satellite based) technology.
 It can further target the corporate segment in PAKISTAN.
 Ufone has the opportunity of growing its customer base due to increasing trend of
using mobile phones.
 Ufone has the opportunity to win the customers of its competitors by providing
them superior services on lower price.
 Threats
• Ufone’s biggest opportunity is its biggest threat as well. The phase of its
conversion of GSM.
BASIC FUNCTIONS OF MANAGEMENT

1. PLANNING:
• Types of goals
o Financial goals
o Stated goals
o Real goals
o Strategic goals
1. PLANNING:
• Types of plans
o Breadth:
 Operational plans
o Time frame:
 Long term plans
o Specificity:
 Directional plans
o Frequency of use:
 Standing plans
PLANNING PROCESS AND GOALS SETTING
PROCEDURES:

• Ufone uses traditional goals setting approach:

o Means-end chain
 Top management set goals for Ufone but in few situations and decisions
other members are also included in goal setting. The goals are clearly
defined to all members of Ufone in a manner.
CORPORATE STRATEGY:

• Growth:
o Concentration
COMPETITIVE STRATEGY:

DIFFERENTIATION STRATEGY:

Ufone has always strategized to meet its customers’ demands. In doing so it

was successful to distinguish itself in terms of:

 Price
 Quality service
 Technology
COMPETITIVE ADVANTAGE:

Ufone is providing their service with fewer rates than

its competitors.
COMPETITORS:

o Mobilink (Jazz)
o Telenor
o Warid
o Zong
ORGANIZATIONAL STRATEGIES

E business strategies

 Customer service strategies

 Innovation strategies
2. ORGANIZING
DEPARTMENTALIZATION:
According to functions:
DEPARTMENTALIZATION
According to region:
2. ORGANIZING:

Chain of command
Span of control
Centralized and decentralized
HUMAN RESOURCE MANAGEMENT:

oPurpose of human resource management: to maximize productivity

of an organization by effectiveness of its employee.
oMission: To acquire, develop and retain talent. These challenges will
never change.
RESPONSIBILITIES:

Staffing

Employee
compensation

Benefits
RECRUITMENT PROCESS (HIRING):

looking for Initial selection,

first Ufone sharing your The turnaround
profile against Screening
got your profile with offer and
application
relevant and
hiring function Interview time
positions Assessment joining
HR DEPARTMENTAL DIVISION

 Training and development

 HR operations
 Outsource operations
3. LEADING
MANAGING COMMUNICATION:
• Employee motivation:
 Road shows
 Cultural shows
 Movies
 Organizing parties
 Speeches
 Orientation
 HR information
 HR planning
3. LEADING

LEADERSHIP STYLE
• Freedom of decision making
• Employee’s mental health
4. CONTROLLING

Control process:
4. CONTROLLING

ORGANIZATIONAL PERFORMANCE
Measuring performance

Value change management

Quality
CONCLUSION:

This report, highlighting the aspects which allow smooth functioning

of Ufone, plays an important role in enhancing the understanding of
theoretical knowledge gained in the classroom. The process of
writing this report has made it possible to experience and observe the
management of Ufone directly, serving as an example and
extraordinary learning experience. It has not only revealed the
strength of the organization’s management but also the weaknesses
of organization.