Project Submitted To: Sir Muhammad Asghar Ali Sandhu Submitted By: Hamood Ur Rehman Syed Ali Zain

Kazmi Muhammad Ibtisam Anwaar Mussadiq Adil Yousuf 5614 5623 5616 5622 5640

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

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 middleincome 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 Vision
Ufone 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

 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.

 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 Ufone

Human 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.

Mr Zulfiqar Zaidi is currently working as General Manager HR at Ufone Islamabad.

HR Operations
HR operations at Ufone include the working of over all Human Resource Functions that are: o o o o o o o o o o Orientation Human Resource Planning HR hiring / recruitment Selection Process Compensation and benefits Training and Development Working conditions Appraisals and termination of employees Discipline 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 Goals
Ufone have 23829009 annual subscribers as on September 2012 (Information Source PTA)

Marketing Goals
Ufone 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

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 Strategy
Ali 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 strategy
Ufone 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.

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 they started 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 Goals
1) 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.

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 taskoriented or production-oriented. They want to achieve most market share and so therefore they frequently change their goals either Financial, Marketing, HR etc.

 Findings & Recommendations

First of all ufone should differentiate its packages from its competitors because all the cellular companies are giving almost same packages to their respective customers. Secondly there 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.

Conclusion
At the end we will conclude that this project helps us a lot to learn from our visit to the organization we discussed 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.