1

111

D E P A RT M EN T O F BU S I N E S S A D M I N I S T R AT I O N SUBMITTED TO:

M. Shahid Tufail
SUBJECT: TOPIC:

Strategic Management
Final Project Report

SUBMITTED BY: MOSAB MUNIR !"# $ A%&'l (a)a% *+# $ ,an-ala Tari. */! $ A&il Tan0eer !12 $

MBA Reg'lar$ E0ening 3t) SEMESTER

Se44ion 2//"52/+/$

GOVERNMENT COLLEGE UNIVERSITY FAISALABAD

211

E6E7UTI8E SUMMAR9
Ufone (official name: PTML) is a PTCL company, PTML (Ufone) - a wholly-owned subsidia y has imp o!ed i"s financial pe fo mance commenced i"s ope a"ions on 2#"h $anua y 2%%1 as a &'M #%% se !ice p o!ide ( 'ince "he ou"se", i" has e)panded i"s co!e a*e and cus"ome base a" a apid pace and es"ablished i"self as one of "he leadin* cellula se !ice p o!ide s in Pa+is"an( ,u in* "he las" yea Ufone successfully comple"ed "he launchin* of si"es unde Phase - in e)is"in* as well as new ci"ies and "owns by in!es"in* mo e "han U'. /2/ million( This has inc eased "he asse" base of Ufone f om upees 2% billion "o 20 billion( To fu "he enhance "he subsc ibe base and s" a"e*ically posi"ion "he company in "he * owin* "elecom ma +e", Ufone has finali1ed a ne"wo + e)pansion fo Phase -2 con" ac" amoun"in* "o abou" U'. 10% Million( Ufone cu en"ly, has ne"wo + co!e a*e in mo e "han 3,03/ loca"ions "h ou*hou" "he coun" y( Ufone4s ope a"ional pe fo mance has been !e y encou a*in* despi"e s"iff compe"i"ion in Pa+is"an "elecom ma +e" which has led "o educ"ion of p ices "o ba e minimum le!el( Ufone mana*ed "o imp o!e i"s e!enue and af"e "a) p ofi" by 506 and /36 espec"i!ely, as compa ed "o "he las" yea "h ou*h a** essi!e policies and e)e cisin* s" ic" con" ol o!e e)penses(

711

TABLE OF CONTENTS

2n" oduc"ion of Ufone -ision 8 Mission ,e"ails of p o9ec" Pu pose of p o9ec" :indin*s ';<T =nalysis Compe"i"i!e analysis >:> Ma" i) 2:> Ma" i) CPM ';<T Ma" i) 'P=C> Ma" i) @C&(@os"on Consul"in* & oup) Ma" i) of Ufone &'M(& and '" a"e*y Ma" i)) 2>(2n"e nal, >)"e nal) Ma" i) of Ufone A'PM(Auan"i"a"i!e '" a"e*ic Plannin* Ma" i)) Conclusion 8 Becommenda"ions

%/ %0 %5 %# 1% 11 13 1? 15 1# 21 27 2? 25 2# 7% 77

311

INTRODU7TION
Cis"o y of Ufone

Ufone &'M is a Pa+is"ani &'M cellula se !ice p o!ide ( 2" is one of si) &'M Mobile companies in Pa+is"an and is a subsidia y of Pa+is"an Telecommunica"ion Company( The company commenced i"s ope a"ions unde "he b and name of Ufone f om 2slamabad on $anua y 2# 2%%1( Ufone e)panded i"s co!e a*e and has added new ci"ies and hi*hways "o i"s co!e a*e ne"wo +( =f"e "he p i!a"i1a"ion of PTCL, Ufone is now owned by >"isala"( PTM: i4 a ;)oll< o;ne& 4'%4i&iar< o= PT7:> >s"ablished "o ope a"e cellula "elephony( ,u in* "he yea 2%%1, as a conseDuence of PTCLEs p i!a"i1a"ion, 2?6 of i"s sha es we e acDui ed by >mi a"es Telecommunica"ion Co po a"ion (>"isala")( @ein* pa " of PTCL, "he mana*emen" of Ufone has also been handed o!e "o >"isala"( ,u in* "he yea $uly 2%%/ "o $une 2%%?, Ufone con"inued on "he pa"h "o success( The Company fu "he e)panded i"s co!e a*e and has added new ci"ies and hi*hways( Ufone has ne"wo + co!e a*e in mo e "han 0/% ci"ies, "owns and ac oss all ma9o hi*hways of "he coun" y( ,u in* "he yea Ufone successfully comple"ed "he ne"wo + e)pansion of Phase 3 in e)is"in* as well as in new ci"ies and "owns which amoun"ed "o mo e "han U' ,olla 10% million( =s a esul" "he asse" base of "he Company has inc eased f om Bs( 2% billion "o Bs( 20 billion(

/11

? :u"u e Plans +eepin* in !iew "he * ow"h po"en"ial of "he cellula indus" y "he e is no op"ion bu" "o be a** essi!e in o de "o emain a po"en" fo ce in "he cellula indus" y( 2n o de "o e)"end cellula ne"wo + "o new ci"ies, "owns and hi*hways and enhance i"s cu en" ins"alled capaci"ies in e)is"in* ci"ies, Ufone has finali1ed a hu*e ne"wo + e)pansion con" ac" amoun"in* "o abou" U', //% million, which will enhance "he subsc ibe sE capaci"y by 1% million( This is "he la *es" e!e e)pansion p o9ec" of Ufone( =s "he wo ld of "elecommunica"ions ad!ances, Ufone p omises i"s cus"ome s "o s"ay ahead, de!elopin* and e!ol!in*, "o *o beyond "hei e)pec"a"ions, because a" Ufone, i"Es all abou" U(

T<pe In&'4tr< ?enre Fo'n&e& Fo'n&er 4$

P i!a"e Telecommunica"ion 'ubsidia y $anua y 2#, 2%%1 Pa+is"an Telecommunica"ion Company L"d

,ea&.'arter4 17-@, :-0 Ma +a1 2slamabad, Pa+is"an Area 4er0e& @e< people Pro&'ct4 Re0en'e Parent (e%4ite 277? ci"ies of Pa+is"an, &T Boad, 'upe Ci*hway 8 Mo"o way =bdul =1i1, C><

P e Pay, Pos" Pay

F Bs(/(1 billion PGB (fi s" Dua "e 2%%?-%0)(H1I PTCL Pa+is"an www(ufone(com

?11

8i4ion Statement
JTo be "he leadin* "elecommunica"ion se !ice p o!ide in Pa+is"an by offe in* inno!a"e communica"ion solu"ions fo ou cus"ome s while e)ceedin* sha eholde !alue 8 employee e)pec"a"ion(K

Mi44ion Statement
To become "he bes" cellula communica"ion op"ion a!ailable in "he coun" y fo JUKLLLLL( =" Ufone we aim "o p o!ide you wi"h wide co!e a*e, supe io connec"i!i"y, clea si*nals 8 !oice Duali"y( ;he e!e you a e, Ufone +eeps you connec"ed

S:O?ANS
<ne of "he main easons of "he popula i"y of "he Ufone is "o use slo*an "o a"" ac" "he cus"ome s( The 'lo*an of Ufone in U du is JU=one T'm ,i to ,oAB 2n >n*lish AitC4 all a%o't U

011

DETAI:S OF T,E PRODE7T

Ufone is a Cellula 'e !ice P o!ide founded in 2%%1 2" is also a subsidia y fi m of PTCL =s of 2%%5M Ufone employs mo e "han 1,07% people( 2" manufac"u es i"Es "he &'M company p o!idin* se !ices "o all fou con"inen"s u ban and u al a eas(, =s of 2%%5, Ufone is "he second la *es" "elecommunica"ion company in Pa+is"an( 2n ecen" yea s "he company has endu ed si*nifican" imp o!emen" in se !ices "o almos" 3,03/ loca"ions "h ou*hou" "he coun" y( The ma9o compe"i"o s of Ufone a e domes"ic companies li+e

M<@2L22NG
Pa+is"an Mobile Communica"ions Limi"ed, be""e +nown as Mobilin+ &'M, is a "elecommunica"ion se !ice p o!ide in Pa+is"an( =cco din* "o PT= s"a"is"ics, Mobilin+ has 7%(55 million cus"ome s by $anua y 2%%5( Mobilin+4s Cead office is loca"ed in Gulsum Pla1a, @lue = ea, 2slamabad(

T>L>N<B
Teleno (<'>: T>L, N=',=A: T>LN) is "he incumben" "elecommunica"ions company in No way, wi"h headDua "e s loca"ed a" :o nebu, close "o <slo( Today, Teleno is mos"ly an in"e na"ional wi eless ca ie wi"h ope a"ions in 'candina!ia, >as"e n >u ope and =sia( 2n addi"ion, i" has e)"ensi!e b oadband and T- dis" ibu"ion ope a"ions in fou No dic Coun" ies(

;=B2,
;a id Telecom 2n"e na"ional is an =bu ,habi based mobile "elecommunica"ion fi m p o!idin* "elephony se !ices in @an*ladesh, Pa+is"an and U*anda(

O<N& (P=GT>LP CC2N= M<@2L>PCMP=G)

Pa+"el was "he fi s" e!e company * an"ed license "o ca y ou" cellula phone se !ices in Pa+is"an, se" up by Cable 8 ;i eless( 2" ca ied ou" =MP' se !ices un"il 2%%3, when "he company launched &'M se !ices as well( 2"s main compe"i"o eme *ed in la"e 1##%s as 2ns"aphone and soon be*an "o domina"e "he ma +e"( <n 3"h May 2%%0, Pa+"el was enamed "o CMPa+( =nd "hen, on 1?"h May 2%%0, China Mobile announced "ha" i" had upped i"s s"a+e in CMPa+ "o 1%%6( Mo eo!e , PT= (Pa+is"an Telecommunica"ion =u"ho i"y) has

511

announced "ha" i" may esol!e "he f eDuency issue wi"h China Mobile, as i" was one of "he main eason fo pullou" by Millicom 2n"e na"ional Cellula '(=( Oon* is "he fi s" 2n"e na"ional b and of China Mobile bein* launched in Pa+is"an( 2" is mean" "o empowe and libe a"e "he people of Pa+is"an in e!e y noo+ and co ne of "he coun" y(

PURPOSE OF T,E PRODE7T

The pu pose of "his p o9ec" is "o enhance "he abili"y of unde s"andin* "he impo "an" fac"o s, ma" i), and s" a"e*y of business( =nd also "o encou a*e +nowin* mo e abou" "he "elecommunica"ion sec"o in Pa+is"an(

MarEet 4)are
;i"h "he mon"hly addi"ions a!e a*e a ound 2(/ million subsc ibe s, 2%%# has been a phenomenal yea fo "he mobile ma +e" * ow"h in Pa+is"an( = Duic+ analysis of "his da"a e!eals few " ends abou" ma +e" leade ship( Mobilin+ *ained "he mos" subsc ibe s (/(3/ million) in "his pe iod( 2"s ma +e" sha e has been dec easin* * adually bu" "ha"Es e)pec"ed wi"h "he inc ease in compe"i"ion( Teleno was "he fas"es" * owin* company, 3/6 of "hei cu en" subsc ibe s (/(7/ million) we e *ained "his yea ( No doub" "ha" Teleno has eme *ed as a s" on* con"ende ( 2" "oo+ a small lead o!e ;a id in Ma ch and has been able "o main"ain i"( The a"e of * ow"h fo Ufone has been imp essi!e as well( 2" *ained /(72 million of "he app o) 2% million new subsc ibe s in fi s" ? mon"hs of "his yea in Pa+is"an(

#11

1%

:indin*s:
INTERNA: F E6TERNA: ANA:9SIS
INTERNA: EN8IORNMENT ,'man Re4o'rce Management MarEeting Department 7ommercial Department Sale4 Department Finance Department Pa<roll Department In=ormation Tec)nolog< Department Engineering Department A&mini4tration A'&iting Department 7'4tomer 7are

E6TERNA: EN8IORNMENT Economic 7on&ition4 Social 7on&ition4 7'lt're Demograp)ic4 En0ironmental 7ompetiti0e Tec)nological 7on4'mer Attit'&e ?lo%ali-ation

1%11

11

S(OT ANA:9SIS
Strengt)
Ufone has Net;orE 7o0erage in mo e "han 0/% ci"ies, "owns and ac oss all ma9o hi*hways of "he coun" y( Ufone p o!ides International Roaming =acilit< wi"h mo e "han 1/% in"e na"ional ope a"o s ac oss 0# coun" ies( Ufone has always belie!ed in a solid 7ommitment to gro;t)B secu i"y and eliabili"y( The efo e, Ufone has always balanced i"s e)pansion effo "s and Duali"y of se !ice( ;i"h a "o"al cu en" in!es"men" of .3%% Million( Ufone has main"ained i"self as "he 2n& large4t cell'lar operator in PaEi4tan wi"h a subsc ibe base of a ound 1?(/ million and a ma +e" sha e of nea ly 2/6( Ufone has seen a subsc ibe * ow"h a"e of o!e 2%%6 in "he las" yea , and since "he s"a " of 2%%/ Ufone added nea ly / million subsc ibe s on"o i"s ne"wo +( = ema +able achie!emen" indeed, especially conside in* "he fac" "hose "wo new in"e na"ional playe s also en"e ed in"o "he ma +e" in 2%%/( Ufone inc eased i"s Foc'4 on t)e <o't) 4egment (which comp ises /%6 of "he popula"ion), wi"h "he P epay b and( Ufone has some e)ci"in* and ene *e"ic 'M' pac+a*es "ha" made 'M' almos" f ee( They a e offe in* Bs( 2/, Bs(/%, Bs(5% pac+a*es which i"s subsc ibe s eally lo!e i"( -a ie"y of -alue =dded 'e !ices( >s"ablished cus"ome base includin* lowe middle class( :ewe a"es "han compe"i"o s(

1111

12 (EA@NESSES Ufone does no" ha!e "he p ope lis"s of i"s cus"ome s( 2" has "he lis" bu" "his lis" is no" au"hen"ic which is inc easin* "he unau"ho i1ed use of i"s sim specially p e pay( Ufone ha!e "o "a+e se ious s"eps "o p ope ly lis" i"s cus"ome s "o ensu e "ha" "he e is no misuse( Ufone has "he p oblem of !oice Duali"y( Thou*h i"s co!e a*e a ea is !as" and i" co!e s mo e "han 0/% "owns and ci"ies in Pa+is"an bu" "he !oice Duali"y is no" as *ood as i" should be( Poo < *ani1a"ional '" uc"u e( Cen" ali1ed s" uc"u e failed "o p o!ide p ope *uidance o!e ins" uc"ion and policies '"a*nan" P ofi"abili"y( =s compa ed "o financial asse"s, Ufone is no" close "o e)pec"ed p ofi"abili"y 2"s co!e a*e on 'ou"he n pa " of Pa+is"an is Dui"e *ood bu" in no "he n a eas i"s co!e a*e is a bi" poo ( Ufone is pla*ued wi"h some in"e nal p oblems li+e when i" is p i!a"i1ed "o >"isalaa" bein* "he pa " of "he PTCL many employees we e no" happy wi"h "he pay scale "ha" "hey we e offe in*(

OPPORTUNITIES Ufone could de!elop some new and inno!a"i!e se !ices "o a"" ac" cus"ome s and some of "he su**es"ions a e as unde which will help "hem "o inc ease "hei e!enues: They should also in" oduce some 2n"e na"ional call pac+a*es "o Middle >as"e n coun" ies because "he e a e lo"s of Pa+is"anis who a e li!in* in "hose coun" ies so people will defini"ely be "emp"ed "owa ds such pac+a*e( Ufone should de!elop some new f anchises in emo"e a eas so "ha" people will *e" mo e and mo e benefi" f om i" and i" will help "o inc ease "hei cus"ome s( =s in Pa+is"an Qou"h is almos" "he /%6 of "he popula"ion so Ufone can "a+e ad!an"a*e of "his demo* aphic si"ua"ion and should in" oduce mo e and mo e se !ices and pac+a*es "ha" a"" ac"s you"h "owa ds i"( Ufone should e)"end i"s ne"wo + co!e a*e a ea "o No "he n pa " of "he coun" y as well because in "ha" pa " no" "oo many companies a e *i!in* se !ices and if Ufone *i!e i"s 1211

17 se !ice "he e "hen i" will defini"ely a"" ac" people and i"s numbe of cus"ome s will shoo" li+e a oc+e"( 2f Ufone enhance i"s !oice Duali"y "hen defini"ely i" would be p efe mo e by cus"ome s( Ufone should impo " "echnolo*ical eDuipmen"s f om China because "hey a e *i!in* "he bes" "echnolo*y a" !e y low a"es so i" will no" only help Ufone "o be ahead "echnolo*ically bu" also will help Ufone "o dec ease i"s cos"( Ufone can su p ise i"s compe"i"o s by in" oducin* JUfone +ios+K( These will be =TM li+e machines and "ha" will *i!e 23-hou se !ice "o Ufone subsc ibe s "o load "he balance 9us" li+e "hey "a+e money f om =TM(

T,REATS =s Ufone is cellula company and "he e is cu" "h oa" compe"i"ion amon* cellula companies in Pa+is"an( The e a e fou o"he companies also wo +in* in Pa+is"an so Ufone would ha!e "o face some * owin* compe"i"i!e p essu es( 2n @alochis"an and :=T= whe e Ufone al eady has ne"wo + co!e a*e is in dan*e because of c i"ical si"ua"ion and ope a"ion bein* held "he e( 2n!es"men" of Ufone is in dan*e ( @y "he a i!al of China Mobile Company (Oon*) in cellula indus" y of Pa+is"an "he Ufone and o"he companies now ha!e "o face "he se!e e compe"i"ion( =s Oon* is in" oducin* some !a ious a"" ac"i!e pac+a*es of bo"h 'M' and calls "o a"" ac" cus"ome s( Ufone ha!e "o de!elop s" a"e*ies "o coun"e "hei s" a"e*y and "o su !i!e in "he ma +e"( The +ey "h ea" "o Ufone is also some ad!e se &o!e nmen" policies of implemen"in* Ta) on "elecommunica"ion indus" y "ha" will ul"ima"ely affec" "he e!enues( Teleno is *i!in* hi*he sala y "o i"s employees as compa ed "o Ufone so many of i"s s+illful and compe"en" employees a e *oin* "he e( Tha" will affec" "he companyEs p ofi"abili"y in "he lon* un( =no"he "h ea" is any new company f om fo ei*n coun" ies e(*( < an*e and -odafone(

1711

13

7OMPETITOR ANA:9SIS
The compe"i"i!e en!i onmen" fo mobile "elephony in Pa+is"an is "ou*h and UfoneEs is a ma9o playe of "he ma +e"( P ima y compe"i"ion is of cou se be"ween fou mobile ope a"o s fo "he sha e of "he ma +e"( @u" "he e is o"he po"en"ial sou ce of compe"i"ion, which should also be "a+en in"o conside a"ion

DIRE7T 7OMPETITION:

,i ec" compe"i"ion "o Ufone se !ice is wi"h "hee licensed mobile wo ld in "odayEs ma +e"( These a e:
Mobilin+( ;a id "elecom( Teleno ( Oon*

INDIRE7T 7OMPETITION:

The indi ec" compe"i"ion is f om: :i)ed line se !ices( Ca d payphone se !ices( 1311

1/ P epaid callin* ca ds( Massi!e e)pansion in pene" a"ion and Duali"y of fi)ed line, payphone and p epaid callin* ca ds can effec" mobile business en!i onmen"( >conomic 'cena io of Pa+is"an ma+es "his obse !a"ion ele!an" because mobile se !ices a e s"ill compa a"i!ely much e)pensi!e and cus"ome may p efe "o use cheape , mo e eadily a!ailable al"e na"i!es

Target Market
Ufone has "he "a *e" ma +e" conce nin* you"h in "he na"ion( This "a *e" ma +e" of youn*s"e comp ises 3%6 of "he popula"ion( Ufone has "a *e"ed "he co po a"e class fo which "he Ufone is cus"omi1in* "he pac+a*es in o de "o p ese !e "he e)is"in* small businessman( Gender: @o"h Male 8 :emale Targeting: Mainly "hey a e "a *e"in* "o you"h, if we loo+ a" "hei ads, which a e shown on "he T-, we *o" "he clea idea(

In&'4tr< Anal<4i4: T)e EGternal Factor E0al'ation EFE$ MatriG

=n >)"e nal :ac"o >!alua"ion (>:>) Ma" i) allows s" a"e*is"s "o summa i1e and e!alua"e economic, social, cul"u al, demo* aphic, en!i onmen"al, poli"ical, *o!e nmen"al, le*al, "echnolo*ical, and compe"i"i!e info ma"ion( The >:> ma" i) consis"s of fi!e s"eps p ocess( R A44ign ;eig)t to eac) (% "o 1(%) 'um of all wei*h"s S 1(% Now you ha!e "o a an*e "hem acco din* "o "hei wei*h" a*e "ha" which fac"o is mos" impo "an"( 2" should be wei*h" a*e in 6 a*es( The sum of "he "o"al of all "he fac"o s should always be one( R A44ign +53 rating to eac) =actor :i mEs cu en" s" a"e*ies esponse "o "he fac"o : how well fi ms esponse "o "hese fac"o s( R M'ltipl< eac) =actorC4 ;eig)t %< it4 rating P oduces a wei*h"ed sco e 1/11

1? Cow "he fi m will espond "o "hese fac"o s e)"e nal fac"o s( 'uch c i"e ia a e +nown as a"in*( R S'm t)e ;eig)te& 4core4 =or eac)

E6TERNA: FA7TOR E8A:UATION EFE$ MATRI6 o= U=one @e< EGternal Factor4 Opport'nitie4 + ?lo%ali-ation 2 P'%licit< F MarEeting # 7an target 7orporate 3 De0elop Ne; 0al'e A&&e& 4er0ice4 ! EGten& 7o0erage to Nort)ern Area4 * intro&'ce& International SMS pacEage4 liEe local SMS F call pacEage 1 &e0elop 4ome ne; =ranc)i4e4 in remote area4 " Intro&'cing U=one Eio4E> D'4t liEe ATM> T)reat4 + Ol& Sta%le 7ompanie4 F arri0al o= 7)ina Mo%ile 7ompan< 2 PT7: cell'lar licen4e # Price (ar 3 ?o0ernment Inter=erence ! Pre44're gro'p4 F )ealt) i44'e4 &'e to to;er4 in re4i&ential area4> TOTA: (eig)t Rating (eig)te& Score />+2 />/* />/" />+/ />/! >/* >/" >/! 3 # # 3 # # 3 2 />3" />+" />23 />3/ />+! >+" >#2 >+/

/>+/ />/" />/! />+2 >/!

2 2 2 # 2

/>2 />+* />+/ />#* >+/

+>//

2>H1

,e"e mines "he "o"al wei*h"ed sco e fo "he o *ani1a"ion( Ci*hes" possible wei*h"ed sco e fo "he o *ani1a"ion is 3(%M "he lowes", 1(%( =!e a*e S 2(/

1?11

10

E6TERNA: FA7TOR E8A:UATION EFE$ MATRI6

To"al wei*h"ed sco e fo "he Ufone e)"e nal fac"o is 2(#0 which is abo!e a!e a*e( 'o i" has a** essi!e s" a"e*y(

Internal Factor Evaluation Matrix- IFE Matrix

= summa y s"ep in conduc"in* an in"e nal s" a"e*ic mana*emen" audi" is "o cons" uc" an 2n"e nal :ac"o >!alua"ion (2:>) Ma" i)( This s" a"e*y fo mula"ion "ool summa i1es and e!alua"es "he ma9o s" en*"hs and wea+nesses in "he func"ional a eas of a business, and i" also p o!ides a basis fo iden"ifyin* and e!alua"in* ela"ionships amon* "hose a eas( 2n"ui"i!e 9ud*men"s a e eDui ed in de!elopin* an 2:> Ma" i), so "he appea ance of a scien"ific app oach should no" be in"e p e"ed "o mean "his is an all powe ful "echniDue( = "ho ou*h unde s"andin* of "he fac"o s included is mo e impo "an" "han "he ac"ual numbe s( =n 2:> Ma" i) can be de!eloped in fi!e s"eps: +> Lis" +ey in"e nal fac"o s as iden"ified in "he in"e nal audi" p ocess( Use a "o"al of f om "en "o "wen"y in"e nal fac"o s, includin* bo"h s" en*"hs and wea+nesses( Lis" s" en*"hs fi s" and "hen wea+nesses( @e as specific as possible, usin* pe cen"a*es, a"ios, and compa a"i!e numbe s( 2> =ssi*n a wei*h" "ha" an*es f om %(% (no" impo "an") "o 1(% (all impo "an") "o each fac"o ( The wei*h" assi*ned "o a *i!en fac"o indica"es "he ela"i!e impo "ance of "he fac"o "o bein* successful in "he fi mEs indus" y( Be*a dless of whe"he a +ey fac"o is an in"e nal s" en*"h o wea+ness, fac"o s conside ed "o ha!e "he * ea"es" effec" on o *ani1a"ional pe fo mance should be assi*ned "he hi*hes" wei*h"s( The sum of all wei*h"s mus" eDual 1(%( #> =ssi*n a 2 "o 3 a"in* "o each fac"o "o indica"e whe"he "ha" fac"o ep esen"s a ma9o wea+ness ( a"in* S 1), a mino wea+ness ( a"in* S 2), a mino s" en*"h ( a"in* S 7), o a ma9o s" en*"h ( a"in* S 3)( No"e "ha" s" en*"hs mus" ecei!e a 3 o 7 a"in* and wea+nesses mus" ecei!e a 1 o 2 a"in*( Ba"in*s a e "hus company based, whe eas "he wei*h"s in '"ep 2 a e indus" y based( 3> Mul"iply each fac"o Es wei*h" by i"s a"in* "o de"e mine a wei*h"ed sco e fo each !a iable( !> 'um "he wei*h"ed sco es fo each !a iable "o de"e mine "he "o"al wei*h"ed sco e fo "he o *ani1a"ion( Be*a dless of how many fac"o s a e included in an 2:> Ma" i), "he "o"al wei*h"ed 1011

15 sco e can an*e f om a low of 1(% "o a hi*h of 3(%, wi"h "he a!e a*e sco e bein* 2(/( To"al wei*h"ed sco es well below 2(/ cha ac"e i1e o *ani1a"ions "ha" a e wea+ in"e nally, whe eas sco es si*nifican"ly abo!e 2(/ indica"e a s" on* in"e nal posi"ion( Li+e "he >:> Ma" i), an 2:> Ma" i) should include f om 1% "o 2% +ey fac"o s( The numbe of fac"o s has no effec" upon "he an*e of "o"al wei*h"ed sco es because "he wei*h"s always sum "o 1(%(

INTERNA: FA7TOR E8A:UATION =or U=one

@E9 INTERNA: FA7TOR

INTERNA: STREN?T, Net;orE co0erage Uni.'e o==er4 F pacEage4 MarEeting F A&0erti4ing Financial po4ition F 4ale4 Deptt> Pa<roll Department F ,RM :ate4t Tec)nolog< A&option A&mini4tration 7'4tomer 7are F Fee& %acE INTERNA: (EA@NESSES :acE o= Franc)i4e4 Net;orE pro%lem on 4pecial occa4ion4> Be)in& on EGce44i0e Deman& Poor Organi-ational Str'ct're ?lo%al EGpan4ion
:e44 co0erage in remote area4$>

(eig)t >/" >+2 >+/ >+/ >/! >/* >/3 >+/

Rating # 3 # # # # 2 #

;> 4core >23 >3" ># ># >+! >+" >/" >#

>/3 >/3 >/! >/3 >+/

2 # # 2 2

>/" >+2 >+! >/" >2

Nort)ern area4 co0erage

>/" +

>/" 2>13

1511

1#

To"al wei*h"ed sco e fo "he Ufone in"e nal fac"o is 2(03 which is abo!e a!e a*e( 'o i" is in"e nally s" on* and a** essi!e app oach(

7PM57ompetiti0e Pro=ile MatriG

>:> is used "o collec" compe"i"i!e in"elli*ence info ma"ion f om e)"e nal en!i onmen"( 2" no" focuses on in"e nal issues( ;he eas CPM is li""le diffe en" f om >:> i" also conside "he in"e nal 1#11

2% issues and bes" fea"u e of CPM "ha" i" allow "o compa e "he compe"i"o c i"ical success fac"o wi"h you o *ani1a"ion( R R R R R R :ind ou" c i"ical success fac"o ( =ssi*n wei*h" "o each fac"o depend up how impo "an" "he specific fac"o fo "he o *ani1a"ion The wei*h" an*e f om %(% "o 1(% lowe numbe shows no o minimum impo "ance and hi*h =ssi*n a"in* "o each fac"o depends upon how well o *ani1a"ion espond "o "ha" fac"o ( =ssi*n a 1-3 a"in* "o each c i"ical success fac"o "o indica"e how effec"i!ely "he fi mEs cu en" Mul"iply each fac"o Es wei*h" by i"s a"in* "o de"e mine a wei*h"ed sco e( 'um "he wei*h"ed sco es( R =!e a*e "o"al wei*h"ed sco e is 2(/(

success( wei*h" show mo e impo "ance of fac"o "o "he company(

s" a"e*ies espond "o "he fac"o ( (1 S esponse is poo , 3 S esponse is e)" emely *ood)

The abo!e CPM ma" i) compa es "he oil ma +e"in* companies on impo "ance fac"o ( The "o"al calcula"ed fi*u e "ells "he e)ac" si"ua"ion( The Compe"i"i!e P ofile Ma" i) (CPM) iden"ifies a fi m4s ma9o compe"i"o s and "hei pa "icula s" en*"hs and wea+nesses in ela"ion "o a sample fi m4s s" a"e*ic posi"ion 2n a CPM "he a"in*s and "o"al wei*h"ed sco es fo i!al fi ms can be compa ed "o "he sample fi m( This compa a"i!e analysis p o!ides impo "an" in"e nal s" a"e*ic info ma"ion( Ufone Compe"i"i!e P ofile Ma" i) is p o!ided in Table( 2n "his ma" i) ma +e" sha e, * ow"h a"e and financial s" en*"h a e "he mos" impo "an" c i"ical success fac"o s, as indica"ed by a wei*h" of %(?%( 2n ma +e" sha e Mobilin+ is leadin* bu" in "he * ow"h fac"o Ufone is leadin* wi"h "he wei*h"ed poin" of %(3%

2%11

21

T)e rating4 0al'e4 are a4 =ollo;4: + I major ;eaEne44B 2 I minor ;eaEne44B # I minor 4trengt)B 3 Imajor 4trengt)>

2111

22 A4 in&icate& %< t)e total ;eig)te& 4core o= 2>1"B Jong i4 ;eaEe4t> Beca'4e it i4 at it4 initial po4ition a4 compare to competitor4> (it) t)e point o= #>+" Mo%ilinE i4 lea&ing> Onl< eig)t critical 4'cce44 =actor4 are incl'&e& =or 4implicit<K t)i4 i4 too =e; in act'alit<

T)reat45Opport'nitie45(eaEne44e45Strengt)4 TO(S$ MatriG

The Th ea"s-<ppo "uni"ies-;ea+nesses-'" en*"hs (T<;') is also named as ';<T analysis( = T;<' =nalysis is a s" a"e*ic plannin* "ool used "o e!alua"e "he Th ea"s, <ppo "uni"ies and '" en*"hs, ;ea+nesses, in!ol!ed in a p o9ec" o in a business !en"u e o in any o"he si"ua"ion eDui in* a decision( This is an impo "an" "ool in o de "o fo mula"e s" a"e*y( This Ma" i) is an impo "an" ma"chin* "ool "ha" helps mana*e s de!elops fou "ypes of s" a"e*ies: '< '" a"e*ies (s" en*"h oppo "uni"ies), ;< '" a"e*ies (wea+ness- oppo "uni"ies), 'T '" a"e*ies (s" en*"h-"h ea"s), and ;T '" a"e*ies (wea+ness-"h ea"s)(The mos" difficul" pa " of T<;' ma" i) is "o ma"ch in"e nal and e)"e nal fac"o ( <nce "he ob9ec"i!e has been iden"ified, T<;' a e disco!e ed and lis"ed( T<;' a e defined p ecisely as follows: Strengt)4 a e a"" ibu"es of "he o *ani1a"ion "ha" a e helpful "o "he achie!emen" of "he ob9ec"i!e( (eaEne44e4 a e a"" ibu"es of "he o *ani1a"ion "ha" a e ha mful "o "he achie!emen" of "he ob9ec"i!e( Opport'nitie4 a e e)"e nal condi"ions "ha" a e helpful "o "he achie!emen" of "he ob9ec"i!e( T)reat4 a e e)"e nal condi"ions "ha" a e ha mful "o "he achie!emen" of "he ob9ec"i!e(

'"eps fo de!elopin* s" a"e*ies:

The e a e ei*h" s"eps in!ol!ed in cons" uc"in* a T<;' Ma" i): 1( Ban+ e)"e nal oppo "uni"ies 2( Ban+ e)"e nal "h ea"s 7( Ban+ in"e nal s" en*"h 3( Ban+ in"e nal wea+nesses( /( Ma"ch in"e nal s" en*"hs wi"h e)"e nal oppo "uni"ies and men"ion "he esul" in "he '< '" a"e*ies cell( ?( Ma"ch in"e nal wea+nesses wi"h e)"e nal oppo "uni"ies and men"ion "he esul" in "he ;< '" a"e*ies cell( 0( Ma"ch in"e nal s" en*"hs wi"h e)"e nal "h ea"s and men"ion "he esul" in "he 'T '" a"e*ies cell( 5( Ma"ch in"e nal wea+nesses wi"h e)"e nal "h ea"s and men"ion "he esul" in "he ;T s" a"e*ies cell(

S(OT MATRI6 OF UFONE

2211

Strengt)4LS S+> 7apital F =inancial po4ition S2> Net;orE 7o0erage F 0oice .'alit< S#> Re4o'rce4 S3> Tren& 4etter S!> Uni.'e o==er4 F pacEage4 S*> ,ig) ?ro;t) Rate S1> A&0erti4ing F marEeting S"> Foc'4 F retain c'4tomer4 SO5Strategie4 S+BO+ EGpan& S2B O! Increa4e& co0erage F =ranc)i4e4 S#BO1 Penetration S+BO# Ac.'i4ition F MaEe t)e po4t pai& pacEage more attracti0e S3BO* Increa4e& lo<alt< F %ran& image S1B O2 Attract ne; c'4tomer4> ST5Strategie4 S+BT# 7o4t :ea&er4)ip S#B T2 Penetration F co %ran&ing ;it) ot)er4 liEe %anE4>> S3B T+ MarEet :ea&er S!B T2 Intro&'ce ne; pacEage4 F 4er0ice4>

(eaEne44e4 L ( (+> Nort)ern area4 7o0erage (2> S'%4i&iar< o= PT7: (#> :o; MarEet S)are (3> (eaE MIS (!> Ol& Sta== :e44 moti0ate& F 'n=amiliar to IT>

27

Opport'nitie4 L O O+> ?lo%ali-ation O2> P'%licit< O#> 7an target corporate O3> Ne; 0al'e a&&e& 4er0ice4 O!> 7o0ering Nort)ern Area4 O*> Ne; Pro&'ct U=one Eio4E$ O1> Penetration T)reat4 L T T+> Ol& Sta%le 7ompanie4 T2> Attracti0e PacEage4 B< 7ompetitor4 T#> Price (ar T3> ?o0ernment Inter=erence T!> Pre44're gro'p4 F )ealt)
i44'e4

(O5Strategie4 (+BO! En)ance co0erage F marEet 4)are (#BO# Ac.'i4ition

(T5Strategie4 (#BT2 Do;n4i-ing

T)e Strategic Po4ition an& Action E0al'ation SPA7E$ MatriG

2711

23 The '" a"e*ic Posi"ion and =c"ion >!alua"ion ('P=C>) Ma" i) is ano"he impo "an" '"a*e 2 ma"chin* "ool of fo mula"ion f amewo +( 2" e)plains "ha" wha" is ou s" a"e*ic posi"ion and wha" possible ac"ion can be "a+en( 2" is no" closed ma" i)( 2" is p epa ed on * aph( 2" is closed ma" i)( This follow coun"e cloc+wise di ec"ion( 2" con"ains fou -Duad an" named a** essi!e, conse !a"i!e, defensi!e, o compe"i"i!e s" a"e*ies( The a)es of "he 'P=C> Ma" i) ep esen" "wo in"e nal dimensions financial s" en*"h H:'I and compe"i"i!e ad!an"a*e HC=I) and "wo e)"e nal dimensions (en!i onmen"al s"abili"y H>'I and indus" y s" en*"h H2'I)( These fou fac"o s a e "he mos" impo "an" de"e minan"s of an o *ani1a"ion4s o!e all s" a"e*ic posi"ion(

SPA7E MatriG =or UFONE

Financial Strengt) FS$

RAITN?S

1( Be!enues 2( Be"u n on in!es"men" 7( ;o +in* capi"al

/(% 3(% 3(% +#>/

7ompetiti0e A&0antage 7A$ 1( Besou ces 8 =sse"s 2( Ci*h * ow"h a"e 7( =d!e "isin* 8 Ma +e"in* 3( Compe"i"ion capaci"y u"ili1a"ion /( 2nd la *es" cellula company in Pa+is"an( ?( &ood speed 8 supe io !oice Duali"y( -2(% -1(% -2(% -7(% -1(% -7(%

2311

2/ 0( Cus"ome focus( 5( Compu"e i1ed complain" cell #( 'uccessful b and 1%( ="" ac"i!e pac+a*es( -7(% -7(% -2(% -7(% 52#>/ En0ironmental 4ta%ilit< ES$ 1( Technolo*ical chan*es 2( Ba"e of infla"ion 7( ,emand !a iabili"y 3( &o!e nmen" 2n"e fe ence /( Tou*h compe"i"ion -7(% -3(% -7(% -1(% -2(% 5+#>/

In&'4tr< Strengt) IS$ 1( :inancial s"abili"y 2( Besou ces u"ili1a"ion 7( P ofi" po"en"ial 3( &PB' Technolo*y /( 'cope in Bule a eas /(% /(% 3(% /(% 3(% 2#>/

7oncl'4ion

2/11

2? :' a!e a*e is 17P7 S 3(77 S -7(2/ 3(?T (-2(7) S 2(7 3(77T (-7(2/) S 1(%57 C= a!e a*e is -27P1% S -2(7 >' a!e a*e is -17P3 2' a!e a*e is 27P/ S 3(?

,i ec"ional -ec"o Coo dina"es: )-a)is: ,i ec"ional -ec"o Coo dina"es: y-a)is:

T)e UFONE 4)o'l& per'4e Aggre44i0e 4trategie4MMM

SPA7E MATRI6 FOR UFONE

:'

7on4er0ati0e
(2.3, 1.083)

Aggre44i0e =** essi!e

C=

2'

De=en4i0e

7ompetiti0e

>'

=** essi!e s" a"e*ies of Ufone a e:

2?11

20

2n"e* a"ion 2n"ensi!e Bela"ed di!e sifica"ion(

B7? ?RO(T,5S,ARE MATRI6 FOR UFONE

Companies "ha" a e la *e enou*h "o be o *ani1ed in"o s" a"e*ic business uni"s face "he challen*e of alloca"in* esou ces amon* "hose uni"s( 2n "he ea ly 1#0%4s "he @os"on Consul"in* & oup de!eloped a model fo mana*in* a po "folio of diffe en" business uni"s( The @C& * ow"h-sha e ma" i) displays "he !a ious business uni"s on a * aph of "he ma +e" * ow"h a"e !s( ma +e" sha e ela"i!e "o compe"i"o s(

B7? ?ro;t)5S)are MatriG

Ufone

2011

25

<n "he !e "ical a)is, ma +e" * ow"h a"e p o!ides a measu e of ma +e" a"" ac"i!eness( <n "he ho i1on"al a)is, ela"i!e ma +e" sha e se !es as a measu e of company s" en*"h in "he ma +e"( T)e gro;t)54)are matriG &e=ine4 =o'r t<pe4 o= SBU4:

7AS, 7O( 5 :O( ?RO(T,B ,I?, MAR@ET S,ARE$ = business uni" "ha" has a la *e ma +e" sha es in a ma"u e, slow * owin* indus" y( Cash cows BeDui e li""le in!es"men" and *ene a"e cash "ha" can be used "o in!es" in o"he business uni"s( STAR 5 ,I?, ?RO(T,B ,I?, MAR@ET S,ARE$ = business uni" "ha" has a la *e ma +e" sha es in a fas" * owin* indus" y( '"a s may *ene a"e Cash, bu" because "he ma +e" is * owin* apidly "hey eDui e in!es"men" "o main"ain "hei lead( 2f successful, a s"a will become a cash cow when i"s indus" y ma"u es( NUESTION MAR@ 5 ,I?, ?RO(T,B :O( MAR@ET S,ARE$ = business uni" "ha" has a small ma +e" sha es in a hi*h * ow"h ma +e"( These business uni"s BeDui e esou ces "o * ow ma +e" sha e, bu" whe"he "hey will succeed and become s"a s is un+nown( DO? 5 :O( ?RO(T,B :O( MAR@ET S,ARE$ = business uni" "ha" has a small ma +e" sha es in a ma"u e indus" y( = do* may no" eDui e 'ubs"an"ial cash, bu" i" "ies up capi"al "ha" could be""e be deployed elsewhe e( Unless a do* has some o"he s" a"e*ic pu pose, i" should be liDuida"ed if "he e is li""le p ospec" fo i" "o *ain ma +e" sha e(

2511

2#

?ran& Strateg< MatriG

2n & and s" a"e*y ma" i) Ufone lie in 1s" Duad an" because i" has s" on* compe"i"i!e posi"ion and apid ma +e" * ow"hL((

'ui"able s" a"e*ies of Duad an" 1s" fo Ufone a e

1( MarEet De0elopment 2( MarEet Penetration 7( Pro&'ct De0elopment 3( ,ori-ontal Integration /( For;ar& Integration ?( BacE;ar& Integration 0( Relate& Di0er4i=ication

2> Ma" i) of U:<N>:

The Internal5EGternal IE$ matriG is ano"he s" a"e*ic mana*emen" "ool used "o analy1e wo +in* condi"ions and s" a"e*ic posi"ion of a business( The Internal External Matrix o sho " 2> ma" i) is based on an analysis of in"e nal and e)"e nal business fac"o s which a e combined in"o one su**es"i!e model( 2#11

7% The 2> ma" i) is a con"inua"ion of "he >:> ma" i) and 2:> ma" i) models( The 2> ma" i) belon*s "o "he * oup of s" a"e*ic po "folio mana*emen" "ools( 2n a simila manne li+e "he @C& ma" i), "he 2> ma" i) posi"ions an o *ani1a"ion in"o a nine cell ma" i)( The 2> ma" i) is based on "he followin* "wo c i"e ia: 1( 'co e f om "he EFE matriG -- "his sco e is plo""ed on "he y-axis 2( 'co e f om "he IFE matriG -- plo""ed on "he x-axis The 2> ma" i) wo +s in a way "ha" you plo" "he "o"al wei*h"ed sco e f om "he >:> ma" i) on "he y a)is and d aw a ho i1on"al line ac oss "he plane( Then you "a+e "he sco e calcula"ed in "he 2:> ma" i), plo" i" on "he x a)is, and d aw a !e "ical line ac oss "he plane( The poin" whe e you ho i1on"al line mee"s you !e "ical line is "he de"e minan" of you s" a"e*y( This poin" shows "he s" a"e*y "ha" you company should follow( <n "he ) a)is of "he 2> Ma" i), an 2:> "o"al wei*h"ed sco e of 1(% "o 1(## ep esen"s a wea+ in"e nal posi"ion( = sco e of 2(% "o 2(## is conside ed a!e a*e( = sco e of 7(% "o 3(% is s" on*( <n "he y a)is, an >:> "o"al wei*h"ed sco e of 1(% "o 1(## is conside ed low( = sco e of 2(% "o 2(## is medium( = sco e of 7(% "o 3(% is hi*h( Qou ho i1on"al and !e "ical lines mee" in one of "he nine cells in "he 2> ma" i)( Qou should follow a s" a"e*y dependin* on in which cell "hose lines in"e sec"( The 2> ma" i) can be di!ided in"o t)ree ma9o e*ions "ha" ha!e diffe en" s" a"e*y implica"ions( Cells 2, 22, and 222 su**es" "he * ow and build s" a"e*y( This means in"ensi!e and a** essi!e "ac"ical s" a"e*ies( Qou s" a"e*ies should focus on ma +e" pene" a"ion, ma +e" de!elopmen", and p oduc" de!elopmen"( : om "he ope a"ional pe spec"i!e, a bac+wa d in"e* a"ion, fo wa d in"e* a"ion, and ho i1on"al in"e* a"ion should also be conside ed( Cells 2-, -, and -2 su**es" "he hold and main"ain s" a"e*y( 2n "his case, you "ac"ical s" a"e*ies should focus on ma +e" pene" a"ion and p oduc" de!elopmen"( Cells -22, -222, and 2U a e cha ac"e i1ed wi"h "he ha !es" o e)i" s" a"e*y( 2f cos"s fo e9u!ena"in* "he business a e low, "hen i" should be a""emp"ed "o e!i"ali1e "he business( 2n o"he cases, a** essi!e cos" mana*emen" is a way "o play "he end *ame(

7%11

71

Stage5# Deci4ion Stage$

T)e N'antitati0e Strategic Planning MatriG NSPM$
The las" s"a*e of s" a"e*y fo mula"ion is decision s"a*e( 2n "his s"a*e i" is decided "ha" which way is mos" app op ia"e o which al"e na"i!e s" a"e*y should be selec"( Step4 in preparation o= NSPM +> Lis" of "he fi m4s +ey e)"e nal oppo "uni"iesP"h ea"s and in"e nal s" en*"hsPwea+nesses in "he lef" column of "he A'PM( 2> =ssi*n wei*h"s "o each +ey e)"e nal and in"e nal fac"o
U=one Prepa<

#> >)amine "he '"a*e 2 (ma"chin*) ma" ices and iden"ify al"e na"i!e s" a"e*ies "ha" "he o *ani1a"ion should conside implemen"in* 3> ,e"e mine "he ="" ac"i!eness 'co es (=') !> Compu"e "he To"al ="" ac"i!eness 'co es

Po4tpai&

*> Compu"e "he 'um To"al ="" ac"i!eness 'co e

7111

72

N'antitati0e Strategic Planning MatriG NSPM$ o= U=one

N'antitati0e Strategic Planning MatriG NSPM$ SE:E7TI8E STRATE?IES Pro&'ct De0elopment MarEet Penetration @e< EGternal Factor4 (eig)t Attracti0ene44 Total Attracti0ene44 Total Score4 AS$ Attracti0ene44 Score4 AS$ Attracti0ene44 Score4 TAS$ Score4 TAS$ Opport'nitie4 + ?lo%ali-ation />+/ # />#/ 2 />2/ 2 MarEeting />+! 3 />*/ # />3! # Ac.'i4ition />/" # />23 2 />+* 3 Ne; Pro&'ct />/* # />+" # />+" De0elopment ! Nort)ern Area4 />+/ # />#/ 2 />2/ * De0elop 4ome ne; =ranc)i4e4 in remote area4 1 Intro&'cing U=one Eio4E> D'4t liEe ATM> T)reat4 + Ol& Sta%le 7ompanie4 2 Attracti0e PacEage4 B< Ot)er4 # Price (ar 3 ?o0ernment Inter=erence TOTA: Strengt)4 + In0e4tment 2 ,ig) ?ro;t) Rate # A&0erti4ing 3 Net (orE Porta%ilit< />+2 />+/ 3 # />3" >#/ 2 2 />23 />2/

/>+/ />+/ />/3 />/! +>// />+/ />+/ />+2 />+/

3 # # #

/>3/ />#/ />+2 />+!

# 2 2 2

/>#/ />2/ />/" />+/

3 3 # #

/>3/ />3/ />#* />#/

3 # # #

/>3/ />#/ />#* />#/

7211

77
! * U=one Mo%ile Re4o'rce4 A44et4 An& People 1 :ocation An& ?eograp)ical 7o0erage " ?o0ernment Dealing (eaEne44e4 + :acE o= Franc)i4e4 2 7o0erage # :e44 MarEet S)are F %e)in& t)e &eman& 3 (eaE MIS SUM TOTA: ATTRA7TI8ENESS S7ORE />/1 />+/ />+/ />/H />/! />/" />/! />/3 +>// # # # # 2 + 2 2 />2+ />#/ />#/ />21 />+/ />/" />+/ />/" *>21 # # # # + + 2 + />2+ />#/ />#/ />21 />/! />/" />+/ />/3 !>/2

Becommended s" a"e*yLLL

;e selec" "he "wo s" a"e*ies Ma +e" Pene" a"ion and P oduc" de!elopmen"( The e "o"al a"" ac"i!e sco e is /(%2 and ?(20 espec"i!ely( The s" a"e*y P oduc" ,e!elopmen" has bi* sco e "ha"Es why we selec" i"(

7711

73

7oncl'4ion4 an& Recommen&ation

Ufone is 2nd la *es" cellula company in Pa+is"an( Mo e commi""ed "owa ds * ow"h( Telecom indus" y is mos" * owin* indus" y of Pa+is"an and s"ill hu*e in!es"men" eDui ed fo co!e a*e( The ma +e" also has s" on* compe"i"ion af"e "he en" ance of China Mobile Company( Compe"i"o s a e hi in* p ofessionals "o en"e "ain "he consume s which is esul"in* "echnolo*ical implemen"a"ion and !alue added se !ices( Consume sea ches *ood se !ice wi"h lowes" call a"es, al"hou*h companies a e minimi1in* call a"es( This will esul" mo e * ow"h in "he ma +e"( Ufone b in* ama1in* pac+a*es "o a"" ac" "he cus"ome s( Ufone p omo"e "hei p oduc" "h ou*h T- comme cials, Newspape , Badio, 2n"e ne" e"c( The choice of people is Ufone because Ufone p ice le!el is low and affo dable "ha" e!e y one can say

J2"Es all abou" UK

Ufone could de!elop some new and inno!a"i!e se !ices "o a"" ac" cus"ome s "o inc ease "hei e!enues as well as i" cus"ome s:
7311

7/

2" should in" oduced 2n"e na"ional 'M' pac+a*es Ufone has s" on* financial posi"ion 8 mo e compe"i"i!e ad!an"a*es "hen o"he cellula companies so i" should mo e focus on i"s s" a"e*ies( 2" should pay mo e a""en"ion "owa ds pos"paid se !ices

7/11