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UNDERSTANDING MANAGMENT

PROJECT REPORT

BHS III

Group Members

ARZOO TANVEER 2018B-BHS006

AYESHA FATIMA 2018B-BHS009

BASMA SALEEM 2018B-BHS011

KHOLAH RIZWAN 2018B-BHS29

MANAHIL SHEIKH 2018B-BHS030

SUBMITTED TO: SIR TANVEER ABBAS

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DEDICATION

We would like to dedicate this project to our parents who has given us chance to study

here in Fatima Jinnah Women University, and to our respected teachers who give us an

opportunity to work on this project.

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TABLE OF CONTENTS

 Abstract ………………………………………………………………………5

 Acknowledgement……………………………………………………………6

 Objectives …………………………………………………………………….7

 Introduction…………….…………………………………………………...8

 Background of industry……………………………………………………….8-9

 History………………………………………………………………………. 9-10

 Hr department of ufone ……………………………………………………..12

 Goals of HR department……………………………………………………13-14

 Headquarter ………………………………………………………….....……14

 Mission...………………………………………………………………..……15

 Vision…………...………………………………………………………...…..16

 Sales and Services Center ………………………...…………………….........16-17

 Brand...………………………………………………………………………..17

 Performance.…………………………………………………………………17

 Departments………………………………………………………………….18

 Products.………………………………………………………………………18

 Prepaid………………………………………………………………………..18

 Packages……………………………………………………………………..19

 Postpaid ……………………………………………………………………...19

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 SMS Packages………………………………………………………………20

 Price………………………………………………………………………..20

 Promotion…………………………………………………………………….21

 Cards Review …………………………………………………………..….....22

 Market Share ………………………………………………………………...23

 Slogan ……………………………………………………………………….23-24

 Competitor …………………………………………………………………...24

 Mobilink …………………………………………………………………....24-25

 Strategic management at ufone……………………………………………..26-28

 SWOT Analysis……………………………………………………………....29

 Strength ……………………………………………………………………...30

 Weakness ………………………………………………………………….....31

 Opportunities ………………………………………………………………..32-33

 Threats ……………………………………………………………………….34

 Target Market…………………………………………………………….......35

 Research Methodology……………………………………………………….36

 Level of priority ……………………………………………………………….37

 Cellular Subscriber …………………………………………………………...38

 Conclusion …………………………………………………………………...39

 Reference ……………………………………………………………………..40

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ABSTRACT

Ufone is the second largest cellular network in Pakistan. Ufone's main office is located in

13-B, F-7 Markaz Islamabad, Pakistan. Every organizational whether its multinational,

private business or government. Offices depend on their people. The telecom industry in

Pakistan is growing and new companies are getting licenses, although consumers are

benefiting as a result of this and are enjoying lower call rates. With a population of 15

million countries, Ufone is the best telecommunications network that generates revenue.

The Ufone company started its operations from Islamabad on 29 January 2001 under the

brand name Ufone. Ufone offers two types of services which are Ufone Prepay and Post

pay. In postpaid they offer a lot of packages such as Uvon, Ushare. They provide a black

berry, payment choice, value added service etc. in public demand etc. post paid.

Ufone has always played an important role in the development of the cellular market in

Pakistan. It has been one step ahead in introducing an innovative product in the market.

Ufone adopted a simplified tariff policy without any hidden charges. Ufone targeted the

middle class by introducing lower rates. Ufone has network coverage in over 5885

locations and all major highways in the country. Mobilink has 910,000 subscribers and

Ufone has 565,000 customers. The region has a 70.64% annual growth according to the

latest marker survey. So when Ufone will change its technology the market is open for

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them as their prices are low and they are catering for the middle and lower middle class

which has a very large proportion in Pakistan.

ACKNOWLEDGEMENT

First of all we are thankful to Almighty ALLAH for giving us much cooperation and

supporting parents who has given us this opportunity to study here. I would like to thank

our instructor of our university course Understanding Management Sir Tanveer Abbas for

giving us the confidence and opportunity to prove ourselves.

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Objectives

Create memorable services.

Build preferences by communicating strengths and benefits of services.

Providing ufone customer assurance by promoting incentives.

Teach customers to use the best services of ufone services.

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Introduction

Background of Telecom Industry in Pakistan

Today information has become the most vibrant force and factor of production in the new

economy. The telecommunications system is the basis of information infrastructure.

Liberalization of the telecom sector began in Pakistan in the early 1990s. The defining

moment was the Telecom Re-Organization Act of 1996, which established the Pakistan

Telecom Authority (PTA) as the region's independent regulator and set a time limit for

ending PTCL's monopoly.

With the deactivation of the telecom sector in Pakistan in the early 90s, the Ministry of

Communications granted two licenses to start cellular operations based on AMPS

technology. Paktel and Instaphone were formed as a joint venture between foreign and

local partners. InstaFone started its services in 1990, while Pak started operations in

1992. Both companies were using amps technology. A year later, the Saif group was

awarded a third license, resulting in the launch of Mobilink, which began its services in

1994. It was the first company to introduce GSM technology in Pakistan. In 1995, the

cellular industry suffered a major setback with the closure of operations in the largest

market, Karachi, but was approved for closure after almost two years. On January 19,

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2001, PTCL entered the cellular market with an operator based on GSM technology

under the brand name Ufone.

In April 2004, Pakistan Telecom Authority (PTA) awarded two new licenses under the

open auction process for a fee of $ 291 million. These were bought by two companies

Warid Telecom and Telenor. Telenor commenced operations on 15 March 2005. Al-

Warid began its operations on 23 May 2005.

Background of Ufone

The company started its operations from Islamabad on 29 January 2001 under the brand

name Ufone. Ufone expanded its coverage and added new cities and highways to its

coverage network. After PTCL's privatization, Ufone is now owned by Etisalat.

During the year, as a result of PTCL's privatization, 26% of its shares were acquired by

Emirates Telecom Corporation (Etisalat). Being part of PTCL, the management of Ufone

has also been handed over to Etisalat. Through the years, Ufone continued on the road to

success. The company further expanded its coverage and added new cities and highways.

Ufone has network coverage in over 5885 locations and all major highways in the

country.

During the year, Ufone adopted a simplified tariff policy with no hidden charges,

resulting in a positive impact on the customer usage trend as well as the total customer

base, which has grown to 19.4 million. Ufone currently caters for international roaming

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to more than 230 live operators in over 130 countries and prepaid customers in Saudi

Arabia, United Kingdom, United Arab Emirates, Singapore, Portugal, Thailand, Cyprus,

Bangladesh, Uzbekistan, Tunisia Has introduced international roaming facility. Sri

Lanka, Belgium and Kuwait at the lowest rates, with no security deposit and activation

fee. The GPRS roaming facility is available in 85 countries with more than 115 live

operators.

0 The company has also been awarded a new license to provide cellular services in Azad

Jammu and Kashmir and Northern Territories.

History

In 1990, Pakistan launched its first mobile phone service called "Paktel". After eleven

years in January 2001, a new cellular company with GSM technology came to market

and they named it Ufone. Pakistan's government limited Pak Telecom mobile license to

operate GSM 9000

Around Pakistan. Ufone succeeded in establishing itself in the market by providing

quality service at low rates. After its inauguration, he initially began his service in major

cities such as Rawalpindi, Islamabad, Karachi and Lahore and on major highways. Later

the service expanded to other major cities such as Peshawar, Quetta and various cities.

Ufone invested $ 65 million to provide high-quality crystal clear voice and fast data

transmission to its modern technological infrastructure. Ufone targeted the middle class

by offering lower rates and different packages with Urdu names like Jazbaa etc. to attract

the lower and middle class people. Ufone has expanded its customer support in a very

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systematic way with a planned network of dealers, which is convenient for the people.

Ufone remains committed to caring for its customers even after acquiring a new

connection. Ufone not only focuses on technical capabilities, but also provides

convenience for consumers to obtain connections and services. Ufone has recently

launched GPRS through which users can connect themselves to a global village through

the internet, they have also introduced multimedia messaging services and SMS

worldwide at flat rates. Not only SMS but also provides Ufone Info service through

which users can get latest information about news, sports, religion, horoscope, stock

exchange etc. even live sports updates. The tariff packages are designed keeping in mind

the needs of every section of the society which can be a housewife, taxi driver,

businessman or student. Ufone commenced operations on 29 January 2001 from

Islamabad. Before the launch of Ufone, the performance of the cellular industry in

Pakistan was quite disappointing, with the lowest population penetration rate

Entire area. From day one, Ufone's strategy was to change the landscape and ensure that

mobile phones are transformed into everyday business and personal communication

devices. This approach revolutionized the market; Its size increased five-fold in two

years.

The performance of ufone in these two years has been exemplary, as it outdone all

financial and marketing goals. Despite Ufone’s strategy to provide a high standard of

service rather than increasing subscriber base without capacity, it has achieved a

considerable market share in a market ten years older than itself.

the headquarters

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Ufone's main office is located in Pakistan 13-B, F-7 Markaz Islamabad

And this covered area is 2336 cities of Pakistan, GT Road, Super Highway and

Motorway.

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Objectives of Ufone

 Enhancing Efficiency & quality

 Reducing costs and wastages in ufone functions & activities.

Ufone is giving many facilities going through different valuable processes

And here are the following functions:

1. Quick Access to Information:

The data can be accessed easily all levels. The authorized managers have easy and
quick access to data stored in the centralized terminal. The quick access to
information is beneficial for the manager’s decision making and the customers are
also getting reply soon.

2. Security:
The data is protected from unauthorized personal. The authorized manager is only
allowed to access with the help of given Password/Code; previously the data was
being stored in paper file. So there was a possibility of unauthorized access.

3. Accuracy:
The database management system ensures accuracy. The system does not allow
entering information in undefined way. The result generates accurate results since
the information is valid and up to date.

4. Better Data Management:

As the data is stored in centralized terminal, the manager knows where to find the
data. So, the efforts at establishing security data standards and applying other
management procedures be centralized at a single location rather than spread out
over several.

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Human Resources Department at UFONE

Structure of Ufone

Keeping in view of all these factors the structure of Ufone is designed i.e. the overall
Structure of the Ufone is Divisional (More flexible and innovative). Mainly Ufone has
four regions and within those regions the structure is functional .The decision making
authority is centralized at the top but within the regions it is decentralized i.e. regional
heads have to inform top management before making any decision.The structure of
Ufone is given under.

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Human Resource Management

HR hires the best people to work and adjust them into these four departments according
to their specialization. HR conducting its best practices to recruit, train and motivate their
employees.

HR Department

Training
& HR Outsource
Development Operations Operation

There are three Sub units of Human Resource Department at Ufone which are given as
following;

 Training & Development

 HR Operations
 Outsource Operation

The above 3 sub depts. Do the following tasks;

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 Recruitment.
 Policy & Procedures Development.
 Employees Data Management.
 Employee Benefit & Compensation.
 Training & Development.
 Employee Motivation
 Retention of Employees
 Career Planning/ Succession Planning
 Employee Relations/ Communication
 Employee Awards
 Employee Events Management
 Medical & Life Insurance

Senior Manager HR

HR Manager

Assistant Manager HR

Senior HR Executive

HR Executive

The senior manager and the assistant manager are responsible for the training and
development functions of the organization. They take main decisions regarding the final
hiring of the employees and the pay and rewards packages allocated to them. They are
also responsible for the establishing of the performance evaluation criteria. The manager
and the executives are responsible for the operations. But besides taking care of the day-

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to-day operations, they perform the function of recruiting and staffing as well.
Conducting the job analysis for each job is also the responsibility of the manager and his
executives.

Goals Of Ufone HR Department

• Policy initiation and formulation.

• Advice (on personnel policy, labor agreements, company and employee
development needs and welfare).
• Service (employment, training, development benefit work, recruitment, interview,
testing of job applicants, maintenance of adequate employee records etc.).
• Control (consistent with other departments for monitoring performance, retention
and personnel policy, procedures and practices).

Ufone HR Department Responsibilities

 Employment and recruitment (interview, recruitment, selection and orientation to

organization).

 Promotion Transfer and Promotion

 Training and development (orientation, coaching, performance management

skills training for both technical and non-technical personal, job rotation.).

 Compensation Administration (designing and establishing job evaluation

programs, salary structure, analysis of jobs and their dollar-value, maintaining
appropriate records, wage and labor market pay surveys).

 Health and Safety (Health Program, Safety Program, Medical Facility).

 Employee Relations (pay rate, working hours, employment status, negotiation,

contract interpretation and administration, grievance redressal).

 Benefits and Services (along with insurance programs, transportation facilities,

sick leave pay scheme, loan fund, annual bonus program and special bonuses to
achieve specific goals).

 Organization Development (raise the level of trust and support, increase

interpersonal skills, make communication more open and direct, face problems

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directly, tap the knowledge of all who can contribute to problem resolution
wherever in the organization Are).

 Human resource planning (the right number of qualified individuals available at

the appropriate time, performing tasks that are useful to the organization and that
provide satisfaction to the individuals involved, the goals and plans of the
organization).

 Of equal employment opportunities (no discrimination in terms of gender, caste,

age, national origin, religion).

 Personnel and Behavioral Research (Improving worker productivity and

increasing the quality of working life, predicting success in employee attitudes
and motivation, management and organizational relationships).

 Personnel Information Systems (HRIS i.e. HR Information Systems, Human

Resource Planning, Skills Invention, Employee Benefits Analysis and
Productivity Studies).

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Mission

"Ufon, it's all about U! We are where you want to be ...

... At Ufone we aim to provide you with wider coverage, better connectivity, clearer

signal and voice quality. Wherever you are, Ufone keeps you connected. "

The vision

"To become a leading telecom service provider in Pakistan by providing innovative

communication solutions for our customers while exceeding shareholder value and

employee involvement."

an objective

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Ufone because it is a dynamic organization with a powerful culture that allows people to

make the most of their skills, personality and career. I developed the knowledge and

skills that guided my career.

customer service

Ufone is proud to receive an efficient and friendly customer service through 21 company-

owned sales and customer service centers and around 250 franchisees nationwide. Outlets

are able to serve customers with innovative solutions, and empowered with web-based

franchise management systems. Ufone is ready to face the growing market challenges

and is confident that it will attract new customers. It has the ability to maintain its

existing customer base with optimum network service and high level of customer

satisfaction through 24-hour call center facility.

Sales and service center

Ufone Sales & Service Centers has been set up to provide you quality services to all

under one roof, so that you can run any of the Ufone Sales & Service Center services

like:

O connection purchase

O bill payment

o SIM activation

o Blocking number in case of lost or stolen SIM

o change of numbers

o Change of address

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O sim replacement

O change of ownership

o Product / Package Changes

o Connection closed

O PIN / PUK code number inquiry

O gprs

O IR activation

o Missed call notification

o call forwarding

O conference call

o FNF Activation / Transformation

The brand

Keeping its tradition of being a trend setter in the industry, Ufone changed the image of

mobile phones from a luxury only affordable by the elite, to a cheaper necessity by the

common man. Since its inception, Ufone has deployed its brand to the public.

Considering the upcoming competition and market dynamics, with the prep brand, Ufone

focused its attention on the younger segment (which comprises 50% of the population).

By designing market-focused products, Ufone's brand team launched aggressive

campaigns, which further increased brand equity. The new brand image gained huge

popularity in the target market. A recent marketing survey conducted by a leading

marketing research company showed that Ufone has significantly increased its brand

visibility and image. Ufone's prep brand is now considered one of the most preferred

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brands by the youth market and is followed by other mobile operators launching their

respective brands for the youth market.

Display

As mobile users in the country have risen to over 28 million at a very rapid pace, Ufone

has maintained itself as the second largest cellular operator in Pakistan with a market

share of around 6.5 million and about 25%. Ufone has seen a customer growth rate of

over 200% in the past year, and since the beginning of 2005 Ufone added about 5 million

subscribers to its network. A truly remarkable achievement, especially considering the

fact that in 2005 two new international players also entered the market. Subsequent

increase in customer base led to a healthy trend in revenue which has doubled.

Department at Ufone

The following departments are currently working:

Human Resource Management

Marketing Department

Commercial Department

Sales Department

Finance Department

Payroll Department

Information Technology Department

Engineering Department

Administration

Auditing Department

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Customer Care

Product

Ufone offers both prepaid and postpaid services. Following are the services of Ufone.

Prepaid

Ufone markets its prepaid services as "prepaid". Ufone prep is more affordable. Its

primary market is for teenagers and students. Following are some prepaid packages of

Ufone.

The packages

 Life Plus Package

 Prep life

 Life value

 Passion

 Life of UCircle

 UCrail Life Plus

 Urock

 Public demand

 Panch ka Pandara

 Hour package

 Uwon

 Teen Minute Package

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 One number free package

Post paid

Postpaid services are marketed under the name "Postpay". These services are mainly

targeted towards the business community of the country.

Sms package

Package 1 165 25 + Tax

Package 2 500 50 + Tax

Package 3 1000 75 + Tax

Package 4 8000 80 + Tax

Package 5 Unlimited 3+ Taxes per Day

Value

Compared to other telecom companies, Ufone offers its services with lower and cheaper

rates. The price of the product in the market matters but meeting the low price with high

density service is not an easy task. Ufone merged high-density services with low prices

and an extensive network to satisfy consumer satisfaction.

Both prepay and post pay tariffs are defined as follows:

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Promotion:

For the promotion of the product, print media, electronic media, hoardings, brochures and

leaflets have been used for the awareness of various customers. Ufone promotes its

services / schemes to its users and general public using a variety of promotional channels.

Through advertisements people gain awareness about the product and are able to choose

the best one to fulfill their requirement in mobile telecommunications.

Electronic media and hoarding are major sources of promotion for Ufone. A variety of

advertisements can be seen on television and billboards. Ufone is also a co-sponsor of the

Cricket World Cup 2007.

The advertising campaign is special and impressive compared to other cellular

companies, such as concept, model, color scheme and visualizing. Post pay advertising

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has been very attractive to business class customers with slogans of endless possibilities.

The ufone website (www.ufone.com) contains a set of information about products,

services, coverage, placements and value-added services. The website is playing a

leading and important role for the promotion of the product.

Cards Review

Market share

With an average monthly total of around 2.5 million subscribers, 2007 was an

unprecedented year for the growth of the mobile market in Pakistan. A look at the

numbers (from the PTA site) for the first 8 months of 2007. A quick analysis of this data

reveals some trends regarding market leadership. Mobilink gained the most subscribers

(5.45 million) in this period. Its market share is gradually decreasing but it is expected

with increasing competition. Telenor was the fastest growing company, receiving 45% of

its subscribers (5.35 million) this year. There is no doubt that Telenor has emerged as a

strong contender. It took a small lead over Warid in March and was able to maintain it.

The growth rate for Ufone has been impressive as well. It gained 5.32 million of about 20

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million new customers in the first 8 months of this year in Pakistan. Paktel has barely

overcome the negative trend of loss of customers.

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SLOGANS

One of the main reasons of the popularity of the Ufone is to use slogan to attract the

customers. The Slogan of Ufone in Urdu is “Ufone Tum Hi to Ho", In English "it’s all

about U”

Competitors

The following are some competitors of the Ufone

 Mobilink (Jazz)

 Telenor

 Zong

 Warid

Mobilink (Jazz)

Mobilink GSM a subsidiary of Orascom Telecom started its Operations in 1994 and has

become the market leader both in term of Market Share and also the largest customer

subscriber in Pakistan. To achieve the objective they offer both post pay (Indigo) and

prepay (Jazz) services to their customer.

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Jazz is an amazing prepaid service that allows freedom from monthly bill and gives

complete control over the customer’s cellular expenditure. The user can decide in

advance when and how he wants to spend. He can load a scratch card whenever he wants

and talking. Mobilink have 13 more products given below.

o Mobilink Indigo Mobilink Jazz

o Mobilink PCO Mobilink Black Berry

o Mobilink Wimax Mobilink TV

o Mobilink Game on Jazz Cricket Sim

o PSO Card PIA Reservation

o Stock Watch Corporate SMS

o SMS Advertiser Fax Mail

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STRATEGIC MANAGEMENT PROCESS

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Here in this section we are going to describe the strategic management process that was
used by Ufone, while there was a slight change in their target customers. According to
our data Ufone was interested in postpaid services at the beginning of their business. In
other words their target market was business people.

Step 1:
Current business and mission

Ufone's main function at that time was to serve the corporate class. Their services were mainly
on postpaid packages. On the other hand they were not targeting their prepaid services for
specific segment of the market.

Step 2:
Internal and external audits

The Ufones HR department conducts internal and external audits to find out the problems
and opportunities they can take to gain more market share and retain their customers. Due
to severe competition by Mobilink at that time in postpaid services, Ufone was not able to
gain large market share as per the plan. He had to change his strategy.

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 Internal Audit: At that time Ufone didnt have a competent workforce that can
face Business People or Postpaid services compared to its competitors.

 External audit: Pakistan has a higher percentage of youth of the total population.
Ufone was a state-owned company at the time and had access to the PTCL
network. Ufone used this thing as its competitive edge and brought in SMS
services for the youth.

Step 3:
New Strategies and Mission Statements

Ufone launched new services for youth at the core of You Attitude. Like his slogan was
Ufone Tum Hi Tu Ho or It's All About You

Ufone Current Mission Statement is

For u to become the best cellular communication option available in the country. Ufone
only wants to provide the best services and packages to its customers, offers them the
packages and services that people want and says about Ufone U.

Step 4:

Turn mission into goals

Since the population of Pakistan makes up about 35% of the agreement on youth, there
was a new mission for Ufone to provide better services to the youth according to their
trends and needs .. At that time youth were interested in SMS. This is the reason Ufone
introduced SMS subscription package which is very low cost as compared to the
competitors. Ufone also introduced the lowest call rate in the market. In addition, Ufone
introduced GPRS enabled MMS, WAP & Internet access, content download facilities and
some other value added services. Phonebook Saver, Video Conferencing, Call Block etc.

Step 5:

Devise strategies
To achieve this goal of maximum market share in the market, Ufone opted for a low cost
strategy and introduced low cost for the youth of Pakistan. Low call rates and the best

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coverage are also helpful in grading other age groups. Every new service was at a lower
cost than rivals.

Step 6:

The implementation
In the implementation Ufone introduced SMS packages in which the user can debit their
account to receive SMS for a specific time period, off-net and on-net at the least cost.
Low call rates and other value-added services were also made available to all customers.

Step 7:

Evaluation
The Ufone HR department used to evaluate the company's performance, and after the
implementation of this implementation strategy when Ufone's performance was analyzed, they
found that the Ufone market share had increased from 21% to 39% and its popularity. Had
increased.

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SWOT ANALYSIS

Strength

 Ufone has network coverage in over 750 cities across all major highways and

cities of the country.

 Ro It provides international roaming facility with over 150 international operators

across 79 countries.

 Owned is proud to have an efficient and friendly customer service through 21

company-owned sales and customer service centers and around 250 franchisees

across the country.

 Believed it always believes in a solid commitment to development, security and

reliability. Therefore, Ufone has always balanced its expansion efforts and quality

of service. With a total current investment of $ 400 million.

 When mobile users in the country have grown at a very fast pace to over 78

million, Ufone has maintained itself as the second largest cellular operator in

Pakistan with a subscriber base of around 22 million and a market share of around

25% is.

 Ufone has seen customer growth rate of 200% in the last year.

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 In keeping with its tradition of being a trend setter in the tradition industry, Ufone

changed the image of the elite mobile phones by the elite to a cheaper price for

the common man only.

 Brand Ufone focused its attention on the youth segment (comprising 50% of the

population) with the prep brand.

 Ufone has the ability to maintain its existing customer base with maximum

network service and customer satisfaction through 24 hours call center facility.

 It has post paid service which is usually to attract business class people. Most

businesses and elite people use post paid and other services offered by Ufone.

 Ufone was the first cellular company in Pakistan to introduce GPRS service and

hence take a competitive advantage.

 Ufone has some exciting and energetic SMS packages that have made SMS

almost free.

 Packages Ufone has some very exciting and low call packages like "5a ka 15", "u-

one", u Circle "," U fone ghanta "," U fone has some very exciting and less call

packages like "5a 15.", "U-One", U Circle "," Ufone Piglet "," U Phone Life

Package "and" Prepay Public Demand "etc. which attract a lot of customers and

many other cellular company's Users are also switching it.

 Is Ufone Post also offers a paid Black Berry set that is useful and attractive for

business classes.

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Weakness

 Ufone does not have a proper list of its customers. It has a list but this list is not

authentic which is increasing the unauthorized use of its SIM especially prepaid.

 Franch has many franchisees across the country but as its customers grow day by

day, its current franchise is not sufficient to cater to the needs of its customers.

 Ufone also faces problems and its network gets jammed on special occasions like

Eid, Christmas, New Year etc.

 Its coverage on the southern part of Pakistan is quite good but its coverage in the

northern areas is slightly poor.

 Web support is not available in U Ufone.

 Being a part of PTCL, it has to face many problems like strike by employees etc.

 When Ufone was seen in the cellular market of Pakistan, Mobilink was already

prevalent in the market and at that time it was all Mobilink monopoly. Though

with the passage of time, Ufone took many of Mobilink's customers, but Mobilink

still has a large number of users as it was previously in the cellular market of

Pakistan and is a competitive disadvantage for Ufone.

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 Problems Ufone suffers from some internal problems such as when it is part of

PTCL being privatized EtCLalaat Many employees were not happy with the pay

scale they were paying.

Opportunity

 Ufone can develop some new and innovative services to attract customers and

some suggestions are that will help them to increase their revenue:

 Ufone should develop some new franchises in remote areas so that people get the

maximum benefit from it and this will help in increasing their customers.

 As Pakistan has about 50% of the youth population, so Ufone can take advantage

of this demographicThe situation should introduce more and more services and packages

that attract youth towards it. These services can be a video call facility.

 Ufone should expand its network coverage area in the northern part of the

country.

 It should also offer some packages for internet users on mobile, if this happens

many people will turn to it from other networks.

 Ufone should import technical equipment from China as they are offering the

best technology at very low rates, so it will not only help keep Ufone technically

ahead but also help Ufone reduce its cost .

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 One Ufone can surprise its rivals by introducing "U fone kiosk". These will be

like ATM machines and will provide 24-hour service to UFOn subscribers so that

they can withdraw money from ATMs.

Threat

As there is a cut throat competition between Ufone cellular company and cellular

companies in Pakistan. Six other companies are also operating in Pakistan, so Ufone will

face some growing competitive pressures.

Pakistan is now facing some serious economic problems during its critical days so that

Ufone is also affected. The current slowdown in the market is not good for any type of

business including telecommunications. In Baluchistan and FATA where Ufone already

has network coverage under threat due to critical situation and operations. U phone

investment is in danger.

 Ufone entered the market quite rapidly from 2005 to 2006 but since then it has

seen a slight slow growth.

 Company With the introduction of China Mobile Company (Zong) in Pakistan's

cellular industry, Ufone and other companies will now face severe competition.

As Jong is offering some different attractive packages of both SMS and calls to

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attract customers. Ufone has to develop strategies to counter its strategy and

survive in the market.

 The major threat to One Ufone is also some adverse government policies to

impose tax on the telecom industry which will eventually affect revenue.

 There are some rumors about PTCL shares in the Rum market. Being a subsidiary

of PTCL, Ufone will also be affected.

 Its Telenor is giving its employees a higher rumen than the boom, so that many of

its skilled and capable employees are moving there. This will affect the

profitability of the company in the long run.

 Some pressure groups are protesting on the towers installed in residential areas.

He is of the opinion that it is not good for the health of the people that they should

put towers near their houses which cause radiation.

 Ufone will have to revise the list of customers who are legal and authorized.

Because now the government has warned that if no company will keep such a

record.

Target market

There is a target market for youth in the nation. This target market of youth comprises

40% of the population. Ufone has targeted the corporate class, for which Ufone is

customizing the packages to preserve the existing small businessman.

Gender: Both men and women

Target Category: Middle and Lower Middle Class

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Targeting: They are mainly targeting the youth, if we look at their advertisements,

which are shown on TV, we got a clear idea.

Income Group: Rs. 15,000 and up

Research Methodology:

We use the following method to collect data

 Primary data

 Secondary data

 internet

 newspaper

 Broachers

 TV Advertising

 questionnaire

 interview

 Priority level

 low cost

 Value Added Services

 package

 Customer services

 Better quality service (connectivity and coverage).

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Cellular Subscribers

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CONCLUSION

The telecom industry is the largest industry in Pakistan, which still requires heavy

investment for coverage. There is also strong competition in the market following the

entry of China Mobile Company as a player. Competitors are hiring professionals to

engage the consumer resulting in technical implementation and value-added services.

People are worried about call rates not liking a particular company. The consumer

searches for the best service with the lowest call rates, although companies are reducing

call rates this will lead to greater market growth. Ufone bring amazing packages to attract

customers. Ufone promotes its product through TV commercial, newspapers, radio,

internet etc. People's choice is Ufone because the price level of Ufone is low and

affordable which everyone can say "It's all about U"

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Reference:

www.ufone.com

www.pta.gov.pk

www.pakboi.gov.pk

www.telecompk.net

Broachers

TV Commercial

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