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Faculty of Business Administration

Department of Management Sciences

Internship Report

Semester : MBA-IV

Student Name : Shehryar Yousaf Student Number : SP09-MBA-210

Total Marks Obtained (Report + viva)..................

COMSATS Institute of Information Technology, Islamabad.



Contents

Internship Letter............................................................................................................................................. i

Executive Summary ...................................................................................................................................... ii

1. INTRODUCTION .................................................................................................................................... 1

1.1 COMPANY PROFILE ....................................................................................................................... 1

1.2. Organizational Structure .................................................................................................................... 2

1.3. Products or Services Offered ............................................................................................................. 9

1.3.1. Ufone Prepay .............................................................................................................................. 9

1.3.2. Ufone Postpay ............................................................................................................................. 9

1.3.3. Ufone For Everyone .................................................................................................................... 9

1.3.4. U-Circle....................................................................................................................................... 9

1.3.5. U Share...................................................................................................................................... 10

1.3.6. Mobile Number Portability ....................................................................................................... 10

2. Learning & Experience ........................................................................................................................... 11

2.1. Internship Duration & Rationale for Selection ................................................................................ 11

2.2. Details of Training - Tasks performed ............................................................................................. 11

2.2.1. Reports and Presentations ......................................................................................................... 11

2.2.2. Tariffs comparison of Industry ................................................................................................. 12

2.2.3. Pricing comparison of network Operators ................................................................................ 14

2.3. SWOT Analysis ............................................................................................................................... 16

2.4. Recommendations............................................................................................................................ 19

CONCLUSION........................................................................................................................................... 21

REFERENCES ........................................................................................................................................... 22

Resume........................................................................................................................................................ 23



Ufone

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Internship Letter



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Executive SummaryThe overall consensus of industry analysts is that Pakistan is one of the countries with a

huge Untapped potential for telecom growth and an attractive investment environment.

Recently Business Monitor International (BMI) ranked Pakistan as a key destination fortelecom growth. The BMI rankings take into account a number of factors including

industry situation, growth potential, competitive landscape and economy and political

risks etc. The Pakistan market reached the 90 million subscriber mark in September 2008,

almost double from 2006 numbers. The growth slowed after that and at the end of

November 2008 the total mobile subscriber number was 90.5 million. Pakistan needs to

increase telecom research and development work within the country. China and India are

in the process of becoming world major R&D centers for technology and

telecommunication. Two top Chinese telecom equipment firms have announced their

plans tocollaborate with Pakistan: Huawei is working with UET Lahore and ZTE will

setup R&D center in Islamabad. The goal of the policy makers should be to increase the

rate of transfer of technology from abroad, broaden the pool of local skilled workforce

and accelerate the local production of telecom equipment and handset parts etc. PTCL

was established to operate cellular telephony. The company commenced its operations,

under the brand name of Ufone, from Islamabad on January 29, 2001. 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 5442 locations and across

all major highways of the country. Ufone, a wholly owned subsidiary of Pakistan

Telecommunication Co. Ltd (PTCL), is now under the control of ETISALAT group of

UAE. It has 21% of subscriber share and added the most lines (2.4 million) from 2006-

07. For those in Pakistan it is the one company where they can easily invest locally.

Ufone is maintaining its subscriber‟s base in market. However the company needs a big

push from its owners ETISALAT in shape of more investment to increase and enhance its

network and its quality.



Ufone

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1. INTRODUCTION

1.1 COMPANY PROFILE

Pakistan Telecom Mobile Ltd, operating under the brand name of „Ufone‟ a wholly -owned subsidiary of

PTCL commenced its operations on 29th January 2001 as a GSM 900 service provider. Since the outset it

has expanded its coverage and customer base at a rapid pace and established itself as one of the leading

cellular service providers in Pakistan. Ufone is now considered to be one of the most active, aggressive

and innovative players in the mobile sector of Pakistan. The growth of cellular sector in Pakistan can also

be attributable to good governance and conducive policies of the government of Pakistan In connection

with that in April 2006 Emirates Telecommunication Corporation, which is commonly known as Etisalat,

has assumed management control of Pakistan Telecommunication Corporation Ltd – part of the $2.6bn

deal to buy a 26% stake. The successful privatization of PTCL, and consequently Ufone, is hailed as

ushering in a new era for telecommunications in Pakistan. As mobile users in the country have reached 88

million at a very rapid pace, Ufone has a subscriber base of nearly 17.5 million and a market share of

nearly 21%. Ufone has seen a subscriber growth of over 10 million since July 2007 onto its network.

Subsequently the growth in subscriber base caused a healthy trend in its revenues and margins. Ufone has

always played a pivotal role in the development of cellular market in Pakistan. For most part it has been a

step ahead in introducing innovative products to the market. Ufone was pioneer in launching the GPRS

services and Multi-media Messaging Service (MMS) in Pakistan, including the lead in introducing GPRS

international roaming and prepaid international roaming for these services in the Pakistani market.

Currently Ufone has expanded its product portfolio to include Black Berry handsets and providing one of

the largest EDGE networks in the country today. Ufone understands the need to communicate effectively

and efficiently at all levels of society, which is why various products are catering for the needs of the

Pakistan corporate market. It offers services such as mobile office, Virtual Private Network (VPN), and a

lot more to revolutionized communication. Ufone provides International Roaming facility with more than

215 international operators across 124 countries. Ufone has GPRS roaming agreements with more than

100 international operators and also provides prepaid roaming facility to more than 15 destinations across

the country.



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1.2. Organizational StructureThe organizational Structure at Ufone is Lean or Horizontal structure. One of the organizational functions

of Ufone in relation to its hierarchy is, the company is having Decentralized structure. The flow of

communication becomes easy and simple in such structure. It is divided into different departments and

every department has its head and all are interconnected.

The concept of Departmentalization is effectively in practice at Ufone. There are different departments

which are working within their functional units to contribute towards the success of organization and to

achieve the over all goal of the Organization. Ufone has 8 departments that are working efficiently and all

are interacting with each other to make it a much better company by satisfying its customers demand. The

structure of Ufone comprises of Board of directors who are being reported by CEO, Chief Executive

Officer. CEO is a great supervision to the 8 Major operations of the company. These operations are

divided into departments that are:



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1.2.1. Finance Department

The head of finance department is designated as CFO – Chief Financial Officer or Vice president of financial head. There are further 4 subheads in Finance Department:

CNC

The department is responsible for Credit exposure for Ufone postpaid connection. The department

maintains the record of all postpaid subscribers in order to ensure the subscribers validity.

Budgeting and Planning

The department is working over the budgets, the planning of budget and its reports to the authorities. This

head provides the annual budget to be spent. The function of this head is also to

forecast any opportunities or threats towards the organization. The reporting of the budget is being done

on the monthly basis to the head of financial officer to keep the record of the budgets.

Relationship with banks are also being maintained in order to get help in the need time.

Accounts

The accounting head is responsible for the book keeping of the records. The internal audits are done to

ensure the stream lined working of the processes as well as external audit by the Accountancy firms.

Revenue Assurance

There are Revenue Assurance policies & procedures being made by the personnel. This assurance head

also Liaise with other departments, obtain, analyze and reconcile reports to ensure prevention of revenue

leakage. The sub-head also ensure error free billing operations, deployment of key revenue assurance

applications/solutions, fraud management.

1.2.2. Marketing Department

The head of marketing department is designated as CMO- Chief Marketing Officer or Vice President of

Marketing Head. The department has further 3 subheads working in specialized manner according to the

skills and abilities of the employees.

Brands



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There are basically two products of the Ufone which serves as the brands of the company. This sub-head

is responsible for the execution of the Brand Activities. Ufone is performing the promotional activities in

Brands sub-head, including advertising over Electronic media and print media. The promotional strategies

are made by the sub-head to get the implementation.

Marketing Strategy and Analysis

The sub-head is working in order to formularize the marketing strategy according to the market

requirement and consumer preferences. The analysis about the market trend is done and the strategies are

made in relevance. Moreover, competitors are biggest source of reacting towards the marketing activities.

Ufone is having a proactive marketing concept in context of competition.

VAS – Value Added Services

VAS sub-head is responsible for proficient functioning of conveniences provided to the customers, these

VAS are Virtual Private Network, Call Management, Missed Call Notification, Phonebook Saver and a

host of Infotainment and Entertainment services.



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1.2.3. Information Technology Department

While being a part of information technology and telecommunications, Ufone is having a major

department of Information technology. The head of information technology is termed as CIO- Chief Information officers. IT department is working with the division of further 2 sub-heads.

Billing

The billing department is responsible for aggregating CDRs and preparation of the postpaid billing for

customer from system.

IT Development

Any kind of IT development required by the company in billing or CRM (Customer Relationship

Management) module is done by IT development team.

1.2.4. Customer Operations Department Ufone provides customer care through Customer Care Center located in all key cities, across the country.

Ufone‟s customer care repr esentatives are more helpful. They will not only resolve Consumers issues but

also guide them into customizing Ufone, according to their needs. Customers care is offered to through

Call Centre

Cal centre representatives are providing services, 24 hours a day. The customers can contact the Ufone

Call Center to get answers to all their queries. Some of them include:

Bill enquiry (credit limit, expiry date etc.)

Reporting of lost phone

Number blocking in case of lost or stolen SIMs

Connection status (active / inactive)

Tariff

Products information

Ufone Sales & Service Center information

Nearest dealer information

Ufone coverage areas

Emergency number information

International roaming information



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Value added services information

Missed call alerts

Call forwarding

Conference call

FNF Activation / Changes

Post Pay Reward Redemption

o Business Centre

The business centre of Ufone are offering various services to their customers, they are basically company

owned centre, the business centre offers the SIM issuance and other customer related issues, retention of

customers and handling requests for Mobile number portability.

Govt. Relations

PTA – Pakistan Telecom Authority is the regulatory authority in Pakistan concerning the network

operators as well as telecommunication practices. Ufone is also abiding the rules that

are being made by PTA. The relationship with PTA is also being maintained as PTA is Govt. regulation.

1.2.5. Engineering Department The engineering department is Backbone of the company. The head of the department is termed as CTO -

Chief Technical Officers or Vice president. The Engineering department is divided into 4 sub-heads

BSS – Business Support System

The subhead is responsible for Radio Planning and network optimization.

NSS –

Network Switching Subsystem

The Network Switching Subsystem, at Ufone refers to as the GSM core network, usually refers to the

circuit-switched core network, which is being used by ufone GSM services such as voice calls, SMS, and

Circuit Switched Data calls.

There is also an overlay architecture on the GSM core network to provide packet-switched data services

and is known as the GPRS core network. This allows mobile phones to have access to services such as

WAP, MMS, and Internet access. All mobile phones manufactured today have both circuit and packet

based services, so Ufone as a network Operator that is having a GPRS network in addition to the standard

GSM core network.

IN – Intelligence Network

The Intelligent network‟s main purpose is to take care of charging of prepaid customers and has the

balance updates of each of the customer.



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1.2.6. Sales Department

The sales department at Ufone is headed by Vice president Sales. The department is being divided into 3

main sub-heads.

Corporate Sales

the division of the sales department is handling the sales for executives or corporate clients. These clients

are having postpaid products with billing system.

Franchises & Retail Outlets

this division is handling franchises and retail outlets with a network of more than 365 franchises and 25

company-owned customer service centers along with a distribution network of 150,000 outlets

nationwide.

Sales operations

Sales operations at the company have been set up to provide the customers, quality services all under one

roof so consumers can walk in to any Ufone Sales & Service Center for services like:

Mobile Number Portability

Connection purchase

Bill payment

SIM Activation

Number blocking in case of lost or stolen SIMs

Transfer of subscription

Changing access levels

Number change

Address change

SIM replacement

Product / package change

Activation of VAS

Connection closure

Handset & other mobileaccessories

PIN / PUK code number inquiry

GPRS

IR activation

Missed Call Notification

Call Forwarding

Conference Call



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FNF Activation / Changes

Post Pay Reward Redemption

1.2.7.Human Resource Department Human Resource department is being headed by the HR executive designated as Chief of Human

resource department. The department is working for the personnel in the organization. There are 3 main

sub-heads in the department

Recruitment and Compensation Benefits

Ufone has this policy of not mentioning the name of the company in a job advertisement. Usually hiring

takes place through outsourcing with a help of a third party. Final selection takes place after the candidate

has been interviewed by the Manager of the department who requires the new employee and then the HR

Manager. A very effective way to retain an employee is to give him compensation and benefits. At Ufone

following benefits are given: Medical Facility to employee and his/her parents and Paid Vacations,

Gratuity, Provident fund etc.

Training

Training & Development involves improving the knowledge, skills and abilities of the individuals. A

continuous training is conducted inside Ufone to improve the performance of the employee. There are two

types of trainings conducted at Ufone: In-house Training and External Training.

HR Operations

HR operations at Ufone include the working over all Human resource Functions that are

o Orientation

o Human Resource Planning

o HR hiring / recruitment

o Selection Process

o Compensation and benefits

o Training and Development

o Human Resource Information system

Strategic Planning Department

o This department directly reports to Chief Executive officer.

o Ufone views strategy as an overall approach and plan. This department monitors the executions of

strategic plans and goals across the business. So, Strategic Planning at company is the overall Planning

that facilitates the good management of a process. Ufone strategic planning is providing the big picture of

company‟s operations and long term goals.



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o Forecasting the opportunities

o Building Synergies

o Long-term Planning

1.3. Products or Services Offered

Ufone understands the value of words and the need to communicate effectively and efficiently at all levels

of society, which is why company‟s primary focus is on U. Ufone offers, Prepay & Postpay services in

the Telecom sector.

1.3.1. Ufone Prepay

Ufone prepay is the product segmented for the youngsters. They are segmented on the basis of their age

and status. They recharge through the prepaid cards whenever they feel comfortable to load the cards.

1.3.2. Ufone Postpay

Ufone Postpay is created for the executives and business class people, who require making callswithin the

country or internationally for the business purposes. Business executives enjoy the benefits and valueadded services connected with Postpay product of Ufone

1.3.3. Ufone For Everyone

The telecom market‟s growing rate in Pakistan is higher than any Asian country. Ufone offers lower rates

and better network then other already established cellular companies. All living standards have been

captured by Ufone, like Students, Labor and Businessmen, etc. Ufone aims to provide with wider

coverage, superior connectivity, clear signals & voice quality to their valued customers.

1.3.4. U-Circle

Prepay provides an easy way to call Friends & Family. Ufone is making it easy for its consumers to call

friends & family with U Circle. Now the consumers can talk more for less with the most economical rates

to call their Ufone Circle.



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1.3.5. U Share

Ufone Prepay customers can now share their balance with each other through a simple SMS in 3 easy

steps.

1.3.6. Mobile Number Portability

Ufone welcomes consumers to bring their mobile number to the best service. Through Mobile Number

Portability (MNP), mobile phone subscribers can retain their mobile phone numbers when they change

mobile operators. Therefore a 0300-xxxxxx or 0345-xxxxxxx can be a Ufone customer in the

MNP regime.



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2. Learning & Experience

2.1. Internship Duration & Rationale for SelectionI did my internship at Ufone in Customer retention and loyalty Department. This department is connected

with the customer care Department. The major responsibilities of the department are as following:

retain the loyal ufone customers.

helping the customer care department by providing them feedback taken from the customers and

market.

Develops the organization‟s long range (strategic) and short range (operating) plans for enhancing

the services and increasing the customer base.

Identification & development of new oppurtunities and strategies to build brand loyalty.

Overview the implementation of the Strategic plan & other initiatives through the PMO division.

Major Tasks

The work I have done in the PMO department was related with analyzing the strategies of the company.

The department – Strategic Planning And PMO is concerned with planning for the strategies, the future

perspectives and managing the business operations.

2.2. Details of Training - Tasks performed

2.2.1. Reports and Presentations

The activities I performed in the department were concerned with making reports and presentations. I had

been assigned a task to make a report on the

Tariffs comparison of the network operators in telecom industry.

Pricing comparison of the network operators in telecom industry.

Coverage Comparison of the industry While making different strategies in order to gain maximum

market share, it is immensely important to examine the existing situation of the company to head towards

the lead. So the internees were given such projects to provide the picture of market state according to their

understanding. The reports were not only to provide a minor help to the supervisors but also to aware the

internees about the state of telecom industry in various aspects. The reports were not much complex and

complicated. It was required to provide a 4 or 5 pages report within 5 days.



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2.2.2. Tariffs comparison of Industry

My first report to the supervisors was, drawing the comparison between the network operators on the

basis of their tariffs. Each network operator is providing a unique and attractive form of tariffs

differentiated from each other. So I gathered the information from the websites of the network operators. I

have also gained a great help from the annual reports of Pakistan Telecom Authority.

UFONE

Ufone has introduced ULoan where it has offered a facility to customers to avail a loan in order to make

an important call if and when they run out of credit. Uloan facility is available only for voice calls. The

loan amount will be deducted from the next recharge e.g. UTop Up & Card Recharge. Only customers

with a balance less than Rs .2.50+tax can avail the ULoan service. Recently, Ufone has enhanced Uloan

amount to Rs. 5.00+tax. It has launched “Paanch ka Pandrah package”. In this promotion, each 5 minutes

call gave the next 10 minutes absolutely free. In this offer, there are no daily charges and customer will be

charged @ Rs. 1.125/30 seconds for Ufone to Ufone and 1.25/30 second for all other fixed and mobile

networks. Ufone has recently launched another promotion in which its prepaid subscribers can now call

five friends and family numbers absolutely free from midnight to 7 am by just paying a nominal daily

charge of Rs.1.99 (excluding 15% GST). Ufone also launched unlimited SMS (up to 5,000 SMS) offer to

its subscribers at Rs.150 to all networks with 30 days validity. Through this promotion, Ufone subscribers

can share their thoughts, exchange jokes and chit chat with their friends. Ufone, in line with other

operators, has launched another package “Uwon” in which its subscribers can call to any other Ufone

number at Rs.1.00 per minute. Off-net tariffs of Uwon package are Rs.1.60 per minute.

MOBILINK

Mobilink, an SMP operator has reduced its tariffs for different packages. Recently, Mobilink has also

introduced Jazz One package in which its subscribers can call at very attractive rates. Mobilink has

reduced offnet tariffs of Jazz Budget, Jazz Octane and Jazz Ladies First packages in February 2008. For

Jazz Octane package, on-net tariff has been reduced from Rs. 2.50 to Rs. 2.40 per minute whereas off-net

tariff is reduced from Rs.2.99 to Rs. 2.50 per minute. Similarly, off-net tariff for Jazz Ladies First

package has also been reduced from Rs. 2.99 to Rs. 2.50 per minute respectively. Moreover, Mobilink

introduced “Apna Jazz Connection ON Karein” promotion which was specifically made for those who didnot get the chance to experience lowered Jazz tariffs. Mobilink posted an unconditional Rs. 30 worth of

balance for those who did not used Jazz connection since For SMS , Mobilink has offered three different

SMS packages (only from Mobilink to Mobilink) to its prepaid customers where it has offered unlimited

SMSes for one month for Rs. 100, 500 SMS in 15 days for Rs. 50 and 100 SMSes for Rs. 15 in 7 days.

Mobilink also introduced Club Red promot ion for its subscribers who wanted red carpet treatment.



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Under this offer, Jazz subscribers who crossed the monthly usage threshold of Rs. 1,000 got 50% discount

on all calls to Mobilink numbers for the remaining days of the month. China Mobile launched three

prepaid packages in April 2008.

CM PAK

CM Pak is offering one free number in which subscriber can make free on-net calls (from 12 am to 7 am)

for a lifetime. Up to 10 family members can be added in free package. Happy Hours has been offered in

12 Aanay Package which can be modified once everyday. Charges for modification of Happy Hours are

Rs. 5. It has also introduced 8 Aanay ( 50 paisas) offer in which its subscriber can call to other networks

at Rs. 1.40 (for the first minute) and Rs. 1.00 per minute (from second minute onwards). CM Pak offered

1,000 SMS per day with charge of Rs. 3.00 to its prepaid customers irrespective of the network.

TELENOR

Telenor launched a value-added service (VAS) by the name of 'Telenor Auto Advance'. This unique

service allowed Telenor prepaid customers to continue the call even after their balance exhausts. The

service was activated free of charge for all Telenor prepaid customers. Telenor Auto Advance Service can

be extremely useful in emergency situations where one call can make the difference. Subscribers on the

move, far from a recharge location or simply out of cash can benefit from this service. Under the service,

when a subscriber reaches the end of his balance, the call will continue without disconnection and the

balance will be adjusted in next recharge. Telenor Auto Advance is only available for voice calls at the

moment. Recently, Telenor also launched Ask Telenor and Tele Doctor 1911. Telenor launched free

unlimited onnet calls offer (from 11 am to 2 pm) for limited time period. Service activation charges for

the said promotion were Rs. 49 (exclude tax). Telenor received overwhelming response on this

promotion. Recently Telenor has launched SMS Fulltime offer for its prepaid customers in which its

subscribers can send up to 10,000 On-net SMS with charge of Rs. 99/-. Telenor's Djuice subscribers can

now make free calls (from 1am to 6am) at 5 friends and family numbers with daily charge of Rs. 3.99. It

may be noted that call setup charge of Rs. 0.05 per call is also applicable for these free calls.

WARID

Recently, Warid Telecom has launched Pakistan Package wherein its subscribers can avail 50 free on-net

minutes and 500 SMS/MMS for Rs. 15.00 per day. Warid also launched SMS craze in which its

subscribers can send 2000 free SMS/MMS (on-net as well off-net) at Rs. 150/-. Sunday craze is another

promotion by Warid in which subscribers can make unlimited free calls on Sundays from 8 am to 12 pm

at a weekly subscription of Rs. 15/-. In infinite craze, Warid subscribers can make free calls from 12 am

to 7 am to one Warid number and unlimited SMS/MMS from 12 am to 7 am across Pakistan with daily



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charge of Rs. 10/-. In the period of last few months. Warid has also offered number of value added service

to its prepaid customers that counts, Zem Talky, Zem committee,

2.2.3. Pricing comparison of network Operators

The second report I had submitted was to compare the pricing of the different network operators on the

basis of Calls rates, Value Added services, Quality provided over Voice calls and SMS. I have made a

Pricing Strategy Matrix also, in order to position all network operators.

The following table shows Prepay calling rates per minute at peak time for different mobile operators We

can see that Ufone has priced its calling rates of same, other and fixed line networks, somewhere between

the highest and the lowest rates in the industry. However, as far as the rates for the international calls are

concerned they are the lowest in the industry.

Pricing Versus Quality

Below is the summary of the Quality of Service Survey conducted by PTA.

Voice Call

Ufone has a very high voice call service quality

Calls

Same Network Off

Network

Fixed Line

Network International

Ufone

Prepay 2.50 2.50 2.50 19.54

Public Demand 1.98 1.98 1.98

Mobilink

Jazz Budget 1.80 1.98 1.98 23

Jazz Easy 2.10 2.50 2.50 23

Jazz Octane 2.40 2.50 2.50 23

Jazz Ladies 2.50 2.50 2.50 23

Telenor

Djuice 2.82 3.44 3.44 Not available

Talk Shawk 2.3 2.3 2.3 Not available

Network Accessibility(%) Service Accessibility(%) Call Completion Ratio(%)

Mobilink 99.8 98.9 97.2



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Ufone 99.4 97.2 95.9

Telenor 99.1 98.2 93.3

in terms of network and service accessibility. However, it needs to improve its call completion ratio.

SMS

Ufone has one of the highest sms service accessibility.

Pricing for Value added Services

The table below shows pricing for value added services of different mobile operators. These prices are

inclusive of 21% GST. The prices highlighted in blue depict the lowest and the prices in red depict the

maximum for each category in the market.

Servic Accessibility (%)

Mobilink 100

Ufone 99.9

Telenor 100

VAS Mobilink Ufone Telenor

To Same Network 1.00 0.50 1.00

To Other Network 1.50 1.00 1.00

International SMS 5.00 1.50 5.00

MMS Activation

Charges (Rs.) Not Available Free Free

MMS Per Incoming /

Outgoing Message 6.00 5.00 5.00

GPRS Per MB 18.00 15.00 15.00

Balance Inquiry Free 0.50 Free

Pricing Strategies Matrix

I have placed the major network operators in the Pricing Stratgy Matrix on the basis of the pricing

information. Also about Ufone calls rates, sms rates and quality we can conclude that:

Ufone has priced its sms rates low and provides a high sms service quality to penetrate the market.

Due to high quality of service Ufone has priced its call rates atcost plus premium price.



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2.3. SWOT AnalysisThe factors that are most important to the organization‟s future are referred to as strategic factors,

and summarized with the acronym S.W.O.T., standing for strengths, weaknesses, opportunities, and

threats. After identifying strategic factors, management evaluates their interaction and determines the

appropriateness of the corporate mission. The first step in the formulation of strategy is statement of

mission, which leads to determination of objectives, strategies, and policies. Organizations implement

these strategies and policies through programs, budgets, and procedures. Finally performance evaluation

and feedback ensure adequate control of organizational activities.

i. STRENGTHS

GSM technology

Wide network.

Lowest calling rates, free nights and SMS packages.

Provides lines as well as prepaid cards and cover both markets very efficiently.

Offering zero connection charges for new connections.

Also providing efficient international roaming services.

Has a comprehensive promotional strategy.

Unified network of franchises.

VPN Virtual Private Network.

It takes its good will in the market as its great strength.

Offers a collaborative and mutually supportive work environment that encourages people to

grow.

Before offering any job, Ufone conduct a comprehensive need analysis through its Human

resource information system.

Ufone has also been able to build a very strong brand identity that others have taken much more

time to achieve. This brand identity makes a lot of options easier for them to avail. In order to

create awareness of a new package or service all they have to do is hang a banner in the colors;

orange and blue, and they can be sure people will take notice of it as a message from Ufone.

The economy of Ufone is also one of their major strengths and that was evident from the masses

that they drew just on the basis on their low prices.

Customer service is available 24 hours. Just call Ufone Call Center by dialing 333 from your

Ufone or 111 333 100 from any other number.



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ii. WEAKNESSES

As Ufone has a wide network so there are problems in handling such a wide network.

Sometimes the network is busy and overloaded which results in poor connectivity.

Customer services provided by Ufone are not according to the requirements of their customers.

In Retail Sales department, typing speed of ARDs is too slow that takes too much time to enter

their data.

The Human Recourse department is very slow in performing its job.

Being a part of telecom industry, it is difficult for Ufone to control the employee turnover rate

iii. OPPORTUNITIES

They can further improve its network in order to make more loyal customers.

They can introduce more new features in prepaid connections with advancement in technology.

With the globalization of the world Ufone can further increase its market.

They should call in at different universities and offer jobs there for students to give them

employment in the organization. They can post their job advertisements on university bulletin

boards and also ask the fresh graduates for walk in interviews.

With a lot of demand for mobile services and in particular GSM technology the demand graph is

continuously on the rise. As Ufone is present in only a limited geographical boundary so it still

has a lot of markets to tap and increase their business.

iv. THREATS

Competitors are always a great threat for any profit seeking organization. Ufone also considers its

competitors as a threat for the company.



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Changing technology is also a threat for Ufone because things are changing so frequently in the

market with the change in technology just as Telenor have offered Mobile TV.

Due to the latest entrants to the telecom industry, Ufone has been facing employee retention

problems. My own Boss Maryum Anis has resigned from Ufone and joined Paktel that is now a

days Pak-China Tel.

In coming years, Ufone will find difficulty in getting sufficient pool of potential candidates as

people will be more attracted towards the new multinationals in the telecom industry like Al-

Warid, Pak-China Tel.

Though they have a very faithful dealer network but due to the recent business blockage of the

dealers because of the stoppage of subscriptions by Ufone may cause this loyalty to shift.



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2.4. Recommendations

Ufone should improve its customer services to avoid complaints of the subscribers.

Ufone should further reduce its prices to capture more market share.

They should further improve its network in order to provide more efficient services.

Due to the extensive competition in the industry Ufone has to enhance its training programs in

order to make their employees more proficient and competent.

They should call in at different universities and offer jobs there for students to give them

employment in the organization. They can post their job advertisements on university bulletin

boards and also ask the fresh graduates for walk in interviews.

They should give more incentive to there employees to make them motivated, as some employees

turnover rate is high.

The Human Resource department needs to be improved as they have a major problem that is low

job performance. As I have been interacting with them few times and they were very slow in

responding.

The biggest need is that they start work on their network expansion as soon as possible.

They should try to attain a balance between their post paid and pre paid customers. This also

holds true for their normal users and corporate users.

New features and services must be well communicated to the end consumer. For instance as they

have started a Web2Sms service but have not notified their customers through any means. They

could have alerted their customer of their new website through their info services.

They should also focus on their differentiation policy and try to keep a balance between their cost

leadership and differentiation strategies.

These recommendations could be very helpful for the company to gain more market share and

increase its customers list. As first of all I have pointed on the customer services that they should be more

polite and gentle while talking to the customers. While working at the retail sales department and

customer services department I my self have attended customers that were upset from the customer

service provided by the representatives, this unusual behavior could make Ufone loose its loyal customers

too.



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Coming to the rates charged by Ufone, I have my self performed competitors analysis while working

there and have come to a result that Warid telecom one of its Competitors are giving much better call

rates and are attracting many of the customers to switch there service.



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CONCLUSIONTelecom 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. Ufone is a place where one can live his dreams and pursue a career that reflects his

skills and passions. People in Ufone give flexibility for change, the opportunity to learn, and providing

career options with endless possibilities The managers at Ufone believes that all employees have a right to

offer input and be involved in helping their organization grow.

All departments are working together and they wants to create a work environment in which employees

can improve their minds, continuously learn, gain professional growth and feel inspired by similarly

motivated individuals. The Ufone takes pride in providing the best possible working environment. They

take a constant interest in ones progress by conducting evaluations and offering the support and resources

one needs. I reveal some complications in “Findings”. It has been analyzed that people are concerned

about call rates they do not 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 and to

meet the customer needs by satisfying them.



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REFERENCESThe information has been gathered through the various sources including

Ufone – Department of Strategic Planning

Pakistan Telecommunication Authority – Annual Reports 2007-2009

www.ufone.com

www.telecompk.net

www.pta.gov.pk .

www.propakistani.com

www.financialdaily.com

http://www.ufone.com/

http://www.telecompk.net/

http://www.pta.gov.pk/

http://www.propakistani.com/

http://www.financialdaily.com/

http://www.financialdaily.com/

http://www.propakistani.com/

http://www.pta.gov.pk/

http://www.telecompk.net/

http://www.ufone.com/



SHEHRYAR YOUSAFHouse No 543, Street No 108 I-8/4 Islamabad

0333-5452021

[email protected]

Education

2009-2010 MBA COMSATS Institute of information Technology Islamabad

2004-2008 BSDS IQRA university, Islamabad

ResumeExperience

June 2010-Aug 2010 Internee UFONE

Achievements and Recognitions

Group leader in projects

Major Projects

Project on guess brand

Marriott Hotel HR practices

Seminars and Workshops

Seminar on “Should Organizations layoff their Advertising Expenditures during Recession”

Computer Skills

Good command on MS World, Excel, PowerPoint

Language Skills

English, Urdu, Punjabi

mailto:[email protected]



sheri report

Documents

Transcript of sheri report