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BUSINESS COMMUNICATION MOHAMMAD ALI JINNAH UNIVERSITY ISLAMABAD

PROJECT REPORT MBA Section 3 Group Members JALAL UD DIN WAQAS MEHMOOD AHMAD NAWAZ MUHAMMAD RAFEH HASEEB ABBASI WAQAS AHMAD MB091027 MB091028 MB091010 MB091022 MB091018 MB091052

SUBMITTED TO: MS. AMEENA ZAFAR SUBMITTED BY: THE LEADERS
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DEDICATION

We would like to dedicate this project to our parents who has given us opportunity to study here in MAJU, and to our respected teachers who give us a chance to work on this project.

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TABLE OF CONTENTS

 Abstract ………………………………………………………………………5  Acknowledgement……………………………………………………………6  Introduction…………….…………………………………………………...7-8  History ………………………………………………………………………8-9  Headquarter ………………………………………………………….....……9  Mission...………………………………………………………………..……10  Vision…………...………………………………………………………...…..10  Objective ……………………………………………………………………..10  Sales and Services Center ………………………...……………………....11  Brand...………………………………………………………………………..12  Performance.…………………………………………………………………12  Departments………………………………………………………………….13  Products.………………………………………………………………………13  Prepaid………………………………………………………………………..13  Packages……………………………………………………………………..14  Postpaid ……………………………………………………………………...14  SMS Packages………………………………………………………………15  Price………………………………………………………………………..…15  Promotion…………………………………………………………………….16
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 Cards Review …………………………………………………………..…...16

 Market Share ………………………………………………………………...17  Slogan ………………………………………………………………………..18  Competitor …………………………………………………………………....18  Mobilink …………………………………………………………………...18-19  SWOT Analysis……………………………………………………………....19  Strength ……………………………………………………………………...19  Weakness ………………………………………………………………….....19  Opportunities ………………………………………………………………....20  Threats ………………………………………………………………………...20  Target Market……………………………………………………………...20-21  Research Methodology……………………………………………………….21  Level of priority ………………………………………………………………..21  Cellular Subscriber …………………………………………………………...22  Conclusion …………………………………………………………………...23  Reference ……………………………………………………………………..24

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ABSTRACT
Ufone is the second largest cellular network in Pakistan. The head office of the ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan. Every Organizational whether its multinational, private business or Govt. Offices depend on its people. Telecom industry is growing in Pakistan with new companies is getting license the competition is though as a result is the consumer is getting benefits and enjoy low call rates. With a population of 15 million countries Ufone is one of the best telecommunication networks that generate revenue. Ufone Company

commenced its operations under the brand name of Ufone from Islamabad on January 29 2001. Ufone Provide two kinds of Services that is Ufone Prepay and Post pay. In postpaid they provide a lot of packages such as Uwon, Ushare. Public Demand etc. in post paid they provide a Black berry, payment choice, value added service etc. Ufone has always played a vital role in the development of cellular market in Pakistan. It has been a step ahead in introducing a innovative product in the market. Ufone adopted the policy of simplified tariffs with no hidden charges. Ufone targeted the middle class, by introducing low rates. Ufone has network coverage in more than 5885 locations and across all major highways of the country. Mobilink has 910,000 subscribers and Ufone has 565,000 subscribers. According to the latest marker survey there is 70.64% annual growth in this sector. So when Ufone will change their technology the market is open for them because their prices are low and they are catering to middle and lower middle class which has quite big ratio in Pakistan.
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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 Ms. Ameena Zafar for giving us the confidence and opportunity to prove ourselves.

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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. After the privatization of PTCL, Ufone is now owned by Etisalat. During the year, as a consequence of PTCL’s 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 years, 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 5885 locations and across all major highways of the country. During the year Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on the usage trends of subscribers as well as total subscriber base, which has increased to 19.4 million. Ufone currently caters for International Roaming to more than 230 live operators in more than 130 countries and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore, Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka, Belgium and Kuwait with lowest rates, featuring no security deposit and activation charges. GPRS Roaming facility is available with more than 115 Live Operators across 85 countries.
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0The company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and Northern Areas.

HISTORY
In 1990, Pakistan introduced its first mobile phone service called “Paktel”. After eleven years in January 2001, a new cellular company with GSM technology came into the market and they named it Ufone. The government of Pakistan granted them the license of Pak Telecom mobile limited to operate GSM 9000 all Around Pakistan. Ufone succeeded to establish itself in the market by providing quality service at low rates. After it’s opening, initially they started their service in major cities like Rawalpindi, Islamabad, Karachi and Lahore and on major highways. Later the service expanded to other major cities like Peshawar, Quetta and different towns. Ufone invested around $ 65 million to setup its modern technical infrastructure to provide high quality crystal clear voice and fast data transmission. Ufone targeted the middle class, by introducing low rates and different packages with Urdu names like Jazba etc to attracted lower and middle class people. Ufone has expanded its customer support in a very organized manner with a planned network of dealers, outlets for people convenient. Ufone is committed to care for its customers even after they have acquired a new connection. Ufone not only focused on the technical capabilities, but to provide subscribers a convenient to get connections and services. Ufone recently started GPRS through which users can connect themselves to the global village via Internet, also introduced multimedia messaging services and worldwide SMS at flat rates. Not only SMS
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but also provides Ufone Info service through which user can get latest information about news, sports, religion, horoscope, stock exchange etc even live sports updates. The tariff packages have been designed keeping in mind the requirements of every segment of the society may that be a housewife, a taxi driver, a trader or a student. Ufone started its operation from Islamabad on 29th January 2001. Cellular industry performance in Pakistan before the launch of Ufone was quite dismal, with one of the lowest population penetration rates in the Whole region. Ufone’s strategy from the day one was to change this scenario and ensure that mobile phones are turned into an everyday business and personal communication tools for all. This approach brought about a revolution in the market; increasing its size five fold in a mere two years. Ufone’s own performance in these two years has been exemplary, as it surpassed 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 substantial market share in a market ten years older than itself.

HEADQUARTER
The head office of the ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan and it covered area is 2336 cities of Pakistan, GT Road, Super Highway & Motorway.

MISSION
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"Ufone,

it's

all

about

U!

We

are,

where

you

want

to

be…

…At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice quality. Wherever you are, Ufone keeps you connected."

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

OBJECTIVES
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 such knowledge and skills which directed to my career. Customer Service Ufone is proud to have an efficient and friendly customer service through 21 company-owned Sales & Customer Service Centers and nearly 250 franchisees across the country. The outlets are able to service the customers with innovative solutions, and are empowered with Web based franchise management systems. Ufone is poised to face the ever increasing challenges of the market and is confident it will attract new customers. It 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.

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different tasks are happen over there. It’s wonderful experience of my life.

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COMPANY PROFILE
An organization’s culture usually reflects the vision or mission of the organization’s founder. Because the founder has the original idea, Ufone also have biases on how to carry out the idea. Ufone is one of the main players of the telecom industry. Since its launching, it has gathered a large number of customers. Ufone was 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 2006, as a consequence of PTCL’s 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 IV 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. During the year Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on the usage trends of subscribers as well as total subscriber base, which has increased from 2,579 k in June 2005 to 7,487 k in June 2006. Ufone currently caters for International Roaming to more than 230 live operators across 130 countries and introduced International roaming facility for prepaid subscribers in Saudi Arabia and United Arab Emirates with lowest rates, featuring no security deposit and activation charges. The company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and Northern Areas.

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OPERATING PERFORMANCE Ufone’s operational performance has been very encouraging. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level, due to its aggressive policies and exercising strict control over expenses the Company managed to improve its revenue and after-tax profit by 87% and 54% respectively, as compared to last year. 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.

A strong focus will be on maintaining high quality of service, which is always a benchmark of Ufone, increasing usage and exploring new revenue streams on value added services, market visibility through various market initiatives to fulfill subscribers’ satisfaction and demand and above all to increase the value of investment for the shareholders. MILESTONES Ufone is the only GSM Operator with 2.5G GPRS service, which is the ‘next generation’ technology and offers:  High Speed Data Services through Your Ufone.  WAP Data Services.  Multi-Media Messaging Service (MMS).  First Class Customized Data & Voice Solutions for our clients including Mobile Office.
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 Offer Real VPN System for corporate clientele. OUR FIRSTS Ufone takes pride in setting standards through market initiatives and is the first cellular company in Pakistan to:  Offer real value for money packages  Introduce 6 months free incoming  Offer 32k Power SIM  Start GPRS / MMS / WAP Data services  Offer Real VPN System for corporate clientele

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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)

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HIERARCHY OF SALES & DISTRIBUTION DEPARTMENT
Younis Iqbal Sheikh (Vice President)

Sales & Distribution

Corporate Sales

Aamir Mumtaz (Sr. Manager)

Khwaja Zulqarnain (National Manager Franchise Operation

Hamid Moeen Niazi (Planning and Polices Manager)

Omemma Butt (Promo Manager)

Noman Zafar (Assistant Manager)

Raja Haroon Akhtar (S & D Incharge)

Mian Bilal Mehmood (S & D Executive)

Fawad Bhatti 18 (Retail Analysis)

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SALES & RETAIL TEAM

RETAIL TEAM

OLD SALES TEAM

NEW SALES AND RETAIL Team

OLD RETAILTEAM

Regional Sales Manager

Regional Sales Manager

Regional Retail Manager

Zonal Sales Manager

Zonal Sales Manager

Assistant Regional Retail Manager

Distributor Sales

Area Sales Managers

Regional Sales Coordinator

Authorized Retail Distributor

Authorized Retail Distributor

Franchise

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Sales & Services Center
Ufone Sales & Service Centers have been set up to provide you quality services all under one roof so you can walk in to any Ufone Sales & Service Center for services like: o Connection purchase o Bill payment o SIM Activation o Number blocking in case of lost or stolen SIMs o Number change o Address change o SIM replacement o Ownership Changing o Product / package change o Connection closure
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o PIN / PUK code number inquiry o GPRS o IR activation o Missed Call Notification o Call Forwarding o Conference Call o FNF Activation / Changes

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.
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Performance
As mobile users in the country have reached over 28 million at a very rapid pace, Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a subscriber base of around 6.5 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 that two new international players also entered into the market in 2005. Subsequently the growth in subscriber base caused a healthy trend in revenues which have doubled.

Departments in Ufone
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
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o Customer Care

PRODUCTS AND SERVICES
Ufone is providing two kinds of services to satisfy its customer’s needs as efficiently as possible. These are:  PREPAY.  POSTPAY. PREPAY: Ufone welcomes everyone to its prepay community where everyone can be their self, live life to the fullest and talk up a storm with the most amazing calling and SMS rates. At Ufone, they know people have a constant need to stay in touch with friends and family which is why Prepay scratch cards are available in three denominations to suit the budget; so a person can charge phone without making it hard on the pocket. To say nothing of the entire mind boggling value added services it offers; they say a picture is worth a thousand words wouldn’t a person rather send an MMS when you have so much to say? There’s Voice mail for when you are unable to attend your calls, of course one needs to keep in touch with friends all the time and calling isn’t always convenient, that’s where SMS’s come in; so you can put your thumbs to good use. What’s more you can download all sorts of cool picture messages, wallpapers, ring tones, logos and what not from the Ufone website onto your cell phone. Ufone Prepay is everyone’s brand, hip and always with us, vibrant, innovative and unique, with an identity that’s entirely its own. A) Recharge Options:

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Recharge your Prepay anywhere, any time you want with ease & convenience. Ufone Prepay offers you just that. Now recharge your account with our Scratch Cards, Electronic Vouchers, ATM or SMS.

Scratch Cards Now recharging your Prepay account is easier and simpler then before with the most pocket friendly & affordable scratch card denominations.

U-TOP UP: Ufone has launched a recent offer for its pre-paid customers. It is just like easyload like its others competitors. You can load from as low as Rs. 10 to own wards, whatever amount you want. B) SMS Bundle Offer: Prepay offers unbeatable SMS Offer. Ufone introduces an unbeatable SMS bundle offer which provides lowest SMS rates to any network in Pakistan.

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PACKAGES

SUBSCRIPTIO N

NO. OF FREE SMS

CHARGE/SMS

VALIDITY

SMS 'SUB' TO

Package 1 Package 2 Package 3 Package 4

75 50 25 150

1000 500 165 Unlimited

7.5 paisas 10 paisas 15 paisas Fair use policy*

30 days 30 days 15 days 30 days

601 602 603 604

C) U-Circle: Prepay provides an easy way to call Friends & Family Ufone makes it easy for all prepay users to call friends & family with U Circle. Now one can talk more for less with the most economical rates to call Ufone Circle. U-Circle (FNF) Numbers Allowed 4 Ufone 1 PTCL D) International Calling: Now make international calls with your Prepay at lowest ever call rates Ufone prepay offers the most affordable international call rates, letting users stay connected with their loved ones even when they are out of the country. E) Products and Features: With a wide range of products and features, Ufone Prepay connection is a complete communication solution that offers:  SMS.
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Call Charges 45 paisas* 45 paisas*

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 GPRS.  MMS.  Call Features.  International Roaming  Variety of amazing Mobile Products.

POSTPAY: Endless possibilities of Ufone Postpay, a connection that connects with determination to conquer all odds. Ufone Postpay is a brand that keeps up with customers, understanding their drive for victory in the business arena and sense of belonging in the personal life. On the road to success, Ufone Postpay is a brand for those who expect more from life, from themselves and from their phones. A) Tariff Ufone Postpay calling tariff Ufone Postpay provides users with matchless call plans to suit their lifestyle and connectivity drive. Ufone Postpay for business or leisure & stay connected all the time. Following is our tariff offering, Postpay ZLR Postpay Ease Monlthy Line Rent (Rs.) 0 Outgoing Call Charges (per 30 seconds) Ufone to Ufone 0.90 Ufone to Other Mobile Operators 1.15 Ufone to PTCL & WLL Network 1.00 (Rs.) SMS Charges Ufone to Ufone (Rs.) 0.5 Ufone to Other Mobile Operators 1 Postpay Value 199 0.60 1.10 0.80 Postpay Extra 399 0.50 1.10 0.70

999 0.40 0.90 0.60

0.5 1

0.5 1

0.5 1
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(Rs.) Free Free Minutes Free SMS Security Deposit Local & Nationwide (Rs.) International Dialing (Rs.) International Roaming (Rs.) International Calling Tariff Making distances smaller

0 0 750 2,500 15,000

200 25 1,000 2,500 15,000

400 50 1,500 3,000 15,000

1000 100 2,500 5,000 15,000

Now distances have no meaning. Ufone Postpay believes distances matter little where emotions and relationships are concerned. When one needs to get in touch with a loved one or a business contact no matter where they are, users can count on Ufone Postpay to get them through, and at competitive rates. C) Payment Choices Postpay open up a world of Value Added Services, Users also have so many payment options to choose. Easy and convenient bill payment choices with various modes for timely payments; Select the mode of payment and payment location as per your convenience. Payment Modes  Cash or Credit Card  Pay Via SMS  Direct Debit  Using MCB ATM Mobile Products It’s all about U! Experience complete convenience with,  Virtual Private Network  Call Management  Missed Call Notification
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 Phonebook Saver  Host of Infotainment and Entertainment services on cell phone. Coverage Ufone aims to provide users with wider coverage, superior connectivity, clear signals & voice quality Covering over 750 key destinations, Ufone is the ultimate means to stay connected wherever your business takes you allowing seamless roaming through the network providing the best nationwide coverage. It is divided into four regions, which are given below. North South Central-1 Central-2 Corporate Services Ufone provide users with high-end corporate solutions for their convenience. Whether one’s on a business trip or in a meeting, in the country or abroad, business needs are satisfied by Ufone corporate solutions. It offers the following features and more.  VPN – Personal Network  GPRS  MMS  International Roaming  Mobile Office  Call Management  Private Numbering Plan  Customized Solutions Ufone/ABN AMRO Credit card ABN AMRO introduces its first co-brand Credit Card with Ufone, one of the leading telecommunication companies in Pakistan. Now, not only can you enjoy special packages with Ufone, but the more you talk, the more you can earn on your ABN AMRO Ufone Credit Card.
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Products
Ufone offer both prepaid and postpaid services. The following are the services of Ufone.

Prepaid
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.

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
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o Paanch Ka Pandrah o Ghanta Package o UWon o Teen minutes Package o One Number free Package

Post paid
Postpaid services are marketed by the name “Postpay”. These services are mainly targeted towards the business community of the country

SMS Packages
Packages 1 Package 2 Package 3 Package 4 Package 5 165 500 1000 8000 unlimited 25+tax 50+tax 75+tax 80+tax 3+tax per day

Price
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As compare to other telecommunication companies, Ufone offers its services with lower and affordable rates. The price of product matters in the market but low price with high density service is not an easy task to accomplish. For the satisfaction of valued consumer Ufone merged the low Price and high density services with wide network. Both, the Prepay & Post pay tariff are being defined as follows:

PROMOTION:
For the promotion of product, print media, electronic media, billboards, broachers and leaflets has been utilized for the awareness of various customers. Ufone promotes its services / schemes to their users and general public via using various types of promotion channels. Through the advertisements people get awareness about the product and are able to choose the best one for fulfill their requirement in Mobile Telecommunication.

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Electronic media and billboards are the key sources for the promotion of Ufone. Different kind of advertisement can be seen on Television and billboards. Ufone is also a co-sponsor of Cricket World Cup 2007. Advertising campaign is special and impressive than other cellular companies, like concept, models, colors scheme and visualizing. The advertisement of post pay has been very much attractive for the business class customers with the slogan of endless possibilities. Ufone website (www.ufone.com) contains bunch of information about the product, services, coverage, placement, and value added services. Website is playing a leading and significant role for the promotion of product.

Cards Review

Market share
With the monthly additions average around 2.5 million subscribers, 2007 has been a phenomenal year for the mobile market growth in Pakistan. Here’s a look at the numbers (from PTA site) for the first 8 Months Of 2007. A quick analysis of this data reveals few trends about market leadership. Mobilink gained the most subscribers (5.45 million) in this period. Its market share has been decreasing gradually but that’s expected with the increase in competition. Telenor was the fastest growing company, 45% of their current subscribers (5.35 million) were
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gained this year. No doubt that Telenor has emerged as a strong contender. It took a small lead over Warid in March and has been able to maintain it. The rate of growth for Ufone has been impressive as well. It gained 5.32 million of the approx 20 million new subscribers in first 8 months of this year in Pakistan. Paktel has been barely able to reverse the negative trend of subscriber losses.

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
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• •

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. 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 o Mobilink PCO o Mobilink Wimax o Mobilink Game on o PSO Card o Stock Watch o SMS Advertiser Mobilink Jazz Mobilink Black Berry Mobilink TV Jazz Cricket Sim PIA Reservation Corporate SMS Fax Mail

SWOT Analysis of Ufone
Every Organization has some Strengths, Weakness, Opportunities and Threats. Strengths and Weakness are the Internal Factors and Opportunities and threats are External Factors.
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STRENGHTS
o They have the latest technology as compared to any other mobile company 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 o Only company present in all four provinces o Highly motivated and trained work force o Offering products like mobile office, mobile Internet and MMS

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
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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 Paktel, Mobilink and Telenor phone have more coverage in different cities of Pakistan then Ufone o High taxes are imposed on the cellular industry in Pakistan o Paktel also now has the GSM technology that is another threat for Ufone

SWOT ANALYSIS
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats of any organization. Strengths of Ufone:  1st Pakistani Cellular service provider.  State of the art equipment.  User friendly tariffs.  Online billing option  Launching new affordable post paid packages. Weaknesses of Ufone:  Owned by Govt. sector.  Less coverage in the rural areas.  Highly formalized structure.  Bureaucracy may cause hurdles in development.
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Opportunities for Ufone:  Saturated market with heterogeneous cellular needs of customers.  Can practically prove that customer is king.  Growing tend of mobile use.  Opportunities in many rural areas of Pakistan. Threats for Ufone:  Mobilink.  Warid telecom.  Telenor.  Any new company from foreign countries e.g. Orange and Vodafone.

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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:
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
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telecom as the major competitor today, because of its rates. But Ufone outclass Warid with better quality and coverage.

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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

Research Methodology:
We adopt the following method to collect the data o Primary Data o Secondary Data o Internet o Newspaper o Broachers
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o TV Commercials o Questionnaire o Interview

Level of priority
o Low cost o Value added services o Packages o Customer services o Better quality service (connectivity and coverage).

Cellular Subscribers

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CONCLUSION
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 don’t 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 43

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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 “it’s all about U”

Reference:
www.ufone.com www.scribd.com www.pta.gov.pk www.pakboi.gov.pk www.telecompk.net Broachers TV Commercial
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