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Project Submitted To:

Sir Muhammad Asghar Ali Sandhu

Submitted By:

Hamood Ur Rehman 5614

Syed Ali Zain Kazmi 5623

Muhammad Ibtisam 5616

Anwaar Mussadiq 5622

Adil Yousuf 5640

Contents:

Introduction Mission Statement Organizational Hierarchy Chief Executive Officer Responsibilities Finance Department Marketing Department HR Department

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The Organization we have choose is UFONE PTML

Introduction:Ufone PTML is a wholly owned subsidiary of PTCL established to operate cellular telephony. The company

commenced its operations, under the brand name of Ufone, from Islamabad on January 29, 2001

After the partial privatization of the parent company PTCL, 26% of shares and control was sold to Etisalat and

Ufone became a part of the Emirates Telecommunication Corporation Group.

Ufone expanded its coverage and has added new cities and highways to its coverage network. Ufone now

covers all key locations and prominent highways across Pakistan providing to the customers best quality

service. Ufone believes in solid commitment to growth, security & reliability. Ufone entered in the industry

with the concept that everybody should have a mobile phone and for this they primarily targeted the middle-

income group. But now they are also targeting the corporate sector by offering some special post paid

packages. Ufone provides both pre-paid and post paid voice communication and international roaming

services. The company provides coverage across Pakistan and over 125 countries.

Companys Mission Statement:

To be the best cellular option for u

Company,s VisionUfone consider the following points to achieve its vision:

An organizational environment that fosters professionalism , motivation and quality

An environment that is cost effective and quality conscious

Services that are based on the most optimum technology

Quality and time conscious service

Services for everyone in Pakistan

http://en.wikipedia.org/wiki/Etisalathttp://en.wikipedia.org/wiki/Etisalat

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Organizational Break down Structure (OBS):

The 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 overall goals of the Organization.

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Work Break Down Structure (WBS):

Chief Executive Officer ,s Responsibilities:

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

These operations are divided into departments that are:

Supervision of Finance Department

Supervision of Marketing Department

Supervision of Information Technology Department

Supervision of Customer Operations Department

Supervision of Engineering Department

Supervision of Sales Department

Supervision of Human Resource Department

Currently Mr Abdul Aziz is the CEO at Ufone

Human Resource Department at UfoneHuman Resource department is being headed by the HR executive

designated as Chief of Human resource department.According to Ufone their belief is that

"Their people are their greatest asset.

The HR team takes great pride in acknowledging the contribution of each employee. Ufone focuses a lot on

HR.

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Mr Zulfiqar Zaidi is currently working as

General Manager HR at Ufone Islamabad.

HR OperationsHR operations at Ufone include the working of over all Human

Resource Functions that are:

o Orientationo Human Resource Planningo HR hiring / recruitmento Selection Processo Compensation and benefitso Training and Developmento Working conditionso Appraisals and termination of employeeso Disciplineo Promotion and Transfers Human Resource Training & Development

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.

Financial GoalsUfone have 23829009 annual subscribers as on September 2012 (Information Source PTA)

Marketing GoalsUfone provided its services in bigger cities first to capture a large market share but as time passed they

changed their goals. ufone is now here with new market strategy, Pakistani Market which was once driven by

"Low Rates" is now more interested in "Value Added Services" because GSM networks already offered the

lowest possible call rates and now their rates are very much alike, Like Ufone's WON, Mobilink's Jazz one,

Telenor's A1 etc.

So, to excel in new wave of marketing which is "Value Added Services" and made first moves in

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Introducing "Call Blocking", "Push to Talk", "Song Catcher" in Pakistan. Ufone has also introduced"Blackberry on Prepaid".

Attractive SMS and Voice packages for young ones and adults are always there along with Promotions

like free minutes free credit etc keeping up its attraction for everyone.

Ufone increased its focus on youth segment which comprises 50% of population with prepay brand

Expansion StrategyAli Ikram, Ufone's General Marketing Manager said the telecom operator needs the state-of-the-art

technology to expand their business and Ufone has achieved the highest revenue increase in the market due

to leading marketing tactic supported by Huawei , under the agreement huawei will expand ufone network to

cover 2200 cities, villages and all major highways in the country. This strategy really improves the ufone

network and attracts millions of customers. This change of strategy is the main reason of ufone success today.

Ufone expands its TERADATA ACTIVE ENTERPRISE DATA WAREHOUSE to help improve customer service.

They are expanding their business by providing wider coverage, superior connectivity, clear signals and voice

quality.

They had made an impact after launching ufone handsets

They say;

Let your phone be your window to the world.

They join hands with Nokia and blackberry Company. This provides the great amount of profit to them. And in

the same way on 2006, they contracted with NBP for online bill paying for postpaid customers. Which later

ended in 2008 and they started online billing through UBL under the service name of UPAYMENT.

Advertising strategyUfone is a heavy spender on Advertisements. Owing to the growing competition in cellular telephonic

services, Ufone strategize to increase its effect on market through aggressive promotion & advertising.

Ufone has its own advertising department because its packages change by time to time Ufone advertising

department is responsible for making ads and promotion. Ufone seeks to persuade people to purchase their

service or switch to their connection from other connection.

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Ufone was the first cellular company who contracted with the advertisement company. Before this strategy

change, they have the separate department for advertisement. This strategy was change on 2007 and theystarted advertisement in electronic media by using just background voices and animation. In that period,

ufone was just able to attract 50 thousand new customers. And in 2009, they again change their policy

Regarding advertisement and started casting famous TV actors in it. This strategy change really works for

ufone and they get more than five lack new customers. This increases their profit up to 30% per year.

There are two sorts of ads..which are ATL and BTL

ATL stands for above the line which consists of TV adverts, commercials. These are used for new offerings

which are conveyed to the people through electronic media whereas BTL stands for below the line in which

newspapers, pamphlets, brochures are included which are being used in sales promotion etc.

Market share

HR/Management Goals1) How Staff Is Acquired

Ufone,s recruitment process starts with internally searching the right candidate. All opportunities are

presented to internal candidates first and if they dont find the right one, they go for external search and web

portal is a primary source of short listing candidates. Candidates are evaluated according to job description,

their educational qualification, experience and aptitude tests are being analyzed. Then finally recruitment desk

select the high rated candidate.

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2) How Staff Is Trained &Motivated

Training & motivation is exercised within the organization, which involves improving the knowledge, skills

and abilities of the individuals. A continuous training is conducted inside Ufone to improve the performance

of the employee. Within their given budgets they specially conduct training for those employees who are at

critical business needs and motivated through various ways.

3) How Performance Is Measured

Performance is overall measured in the organization. There is a climate survey is conducted in the

organization. Feedback session and town hall session is conducted with CEO to measure the performance of

the organization employees. There are key performance indicators and appraisals which are founded in every

department of the organization which helps in performance measuring.

4) How Rewards Are Distributed

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.

5) How culture is maintained in the organization

Different programs are held within the organization which emphasized on the core values of the organization.

These core values are Leadership with passion, trust, teamwork, innovation, humility in relationships,

commitment and fun.

6) Name any single trait that admire you most while your visit

The trait that admire us most was there cooperation with us means with outsiders and there unity and loyalty

with their organization.

7) Are the people in the organization you choose for your project were empowered

The person to whom we met during our visit was of course empowered; his name is Umair Nayyer Khan

Executive HR (Learning & Development).He was very nice and cooperative person.

8) Leadership style that prevails in the organization

From our visit to the organization, the environment in the departments, with our group discussion and by all

the information from media and web we conclude that the style of leadership that prevails in ufone is task-

oriented or production-oriented. They want to achieve most market share and so therefore they frequently

change their goals either Financial, Marketing, HR etc.

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Findings & RecommendationsFirst of all ufone should differentiate its packages from its competitors because all the cellular companies are

giving almost same packages to their respective customers.

Secondlythere should not be heavy advertising on TV channels. Because people are fading up with this type of

unnecessary advertisements in spite of this they should enhance their overall services for the customer.

Ufone help line is not much efficient, subscribers are facing problems like, they have to wait for the

representative for a long time or a call is dropped. the lines remains busy some times.

Another problem was their too much privacy, being too much task oriented and they also restrict their

employees from getting friendly and sharing information with visitors.

ConclusionAt the end we will conclude that this project helps us a lot to learn from our visit to the organization wediscussed above. The overall interaction with the employees of the organization was very effective and wholly

a new experience for us which made us able to learn a lot.