Company Information

Pakistan Telecommunication Corporation Limited (PTCL) that started its operations in January
2001 under the brand name ‘Ufone’. As a result of PTCL’s privatization, Ufone became a part of
the Emirates Telecommunication Corporation Group (Etisalat) in 2006.
Since its inception, Ufone has focused on the people of Pakistan, empowering them with the
most relevant communication modes and services that enable them to do a lot more than just
talk, at a price that suits them the most. Along with the claim of lowest call rates, clear sound
and best network, Ufone offers its customers simplified tariffs with no hidden charges. With a
strong and uniquely humorous communication direction that has now become Ufone’s
signature across all advertising media, Ufone gives its customers many reasons to smile.
This customer focus and best offering has allowed Ufone to build a subscriber base of over 20
million in less than a decade. Ufone has network coverage in 10,000 locations and across all
major highways of Pakistan. Ufone currently caters for International Roaming to more than 288
live operators in more than 160 countries. Ufone also offers Pakistan’s largest GPRS &
BlackBerry Roaming coverage available with more than 200 Live Operators across 122
countries. More recently, Ufone has become a focused and intensive leader in VAS, constantly
introducing innovative services, which have been the first of their kind in the Pakistani cellular
industry.
As the world of telecommunications advances, Ufone promises its customers to stay ahead,
developing and evolving, to go beyond their expectations, because at Ufone, it’s all about U.

Mission Statement

“To become the best cellular option available in

the country for you.”
EXECUTIVE REVIEW:

Ufone is the most important association in the cellular business. They contain experienced

highly qualified employees. Ufone. There is unwrap policy existing at Ufone. They truly think

about their human resources and for the development of HRD, they endlessly perform training

workshops, which are both on and off the job. They do there staffing advertisement through

online and newspapers. They use both internal and external recruitment. All the recruitment

and hiring is done from the head office.

The approach of administration at Ufone is special from the conventional organizations, Ufone
has implemented participative management. This form of administration generates a sense of
supervision among the employees. There are no working women concerns in Ufone, and
women are in good percentage of the total work force of Ufone. The Hr department at Ufone
also manages grievance.
Ufone provides perfect setting for employees to work professionally to gain knowledge and to
put in value to the organization.

They are using a Human Resources Information System, which is an immense mark for any
organization particularly like Ufone who are through their expansion. They do screening
interviews, service tests, jobs propose etc for the scheduled time. They also give their new
entrants orientation so that they get familiar with the environment of the organization. The
immediate supervisor evaluates performance. The try-out time is 6 months. There are no
mergers in the organization.

Advertisements

The HR management has hired the services of Interflow, an advertising agency, to propagate
their service and company for them. They are also using the services of a web designer,
Eveready media, to post the advertisement of the company on the Internet.
Endless possibilities for your career is waiting for you at Ufone
 

Careers
Ufone is a place where you can live your dreams and pursue a career that reflects your skills and
passions. We give you flexibility for change, the opportunity to learn, and providing career
options with endless possibilities.
Our people make Ufone a great company and an exciting place to work with a shared desire to
learn leading edge skills and stretch beyond their limits.

Culture
Ufone is a dynamic organization with an equally empowering culture that allows people to make
the most of their skills, personality and career. As a company we deliver solutions that drive
business value, create social value and improve the lives of every customer.

Values

The stimulating corporate culture of success comes from what we value as a company and how
we live those values as individuals.
Integrity & Mutual Respect: We do the right thing.
Teamwork: We work together to get the job done.
Creativity: We seek creativity and “outside the box” thinking.
Empowerment: We enable our people to make decisions with responsibility which increases
loyalty and fosters ownership.

People

Ufone is a special place to work. Employees at Ufone gain help in developing their capabilities
and are recognized and competitively rewarded for their performance.
We believe that all employees at Ufone have a right to offer input and be involved in helping
their team grow. Creating a work environment in which employees can improve their minds,
continuously learn, gain professional growth and feel inspired by similarly motivated individuals
is fundamental at Ufone. In turn, we expect that employees share Ufone’s vision for company,
team and individual growth and that employees will strive to make a difference every day. This
exemplifies Ufone’s commitment to people.

OBJECTIVES

1. Ufone’ main objective is to provide services at low costs to it customers and therefore
make them affordable for everybody.
2. To provide services throughout the country and make the network one of the largest one’
in the country.
3. Ufone providing its services in more than 20 cities and it want to expand further
therefore accomplishing one of its one more objective
4. Lastly Ufone wants to provide advanced services to its customers.

MANAGEMENT
Span of management is in essence slender but it depends and varies from subdivision to
subdivision. As in human resource department there is one vice president of human resource and
in total the numbers of employees are nine.

BRANCHES
Ufone started it operation from the Capital city in 2001; the vision of the company is to expand
its services across the country. Ufone has made a tremendous effort to provide its services in
major cities of Pakistan.

CORPORATE STRATEGY
Every organization has its corporate strategy, which aims at their long-term goals. The corporate
strategy of Ufone is very clear by their objective. The vision of Ufone is to expand its business
countrywide with better excellence of services. In accordance with its corporate strategy Ufone is
expanding its business day by day.
DEPARTMENTALIZATION

Ufone has segmented the work into various departments to make the work more systematic and
organized. There are various departments functioning in the organization with their own systems,
following are the departments in the head office of Ufone:

 Marketing Department
 Finance Department
 Human Resource Department
 Customer Care Department
 Information System Department
 Engineering Department

HIERARCHY
 President
Mr. Abdul Aziz (CEO)

Vice President

Manager Manager
Manager Customer
Customer
Manager Manager
Care
Care
Marketing Finance HRM
HRM
Manager IS Manager Engineering
SystemSystem

Assistant
Managers

Ex. Assistant
Managers

Assistant Assistant
Manager Managers

Management
HR Executive
Trainee
DEPARTMENTALIZATION

Ufone has segmented the work into various departments to make the work more systematic and
organized. There are various departments functioning in the organization with their own systems,
following are the departments in the head office of Ufone:

 Marketing Department
 Finance Department
 Human Resource Department
 Customer Care Department
 Information System Department
 Engineering Department

Human Resource Department

Ufone’s human resource department is in the head office Jinnah Super, Islamabad. The HR
department of Ufone is carrying out very professionally, there are in whole 25 staff in which the
in attendance is one head who is the Human Resource Development Manager, who deals with all
the material associated to HR in the organization.
HR department in any association is very important, no one can reject from its significance
because individuals functioning in an organization are the most valuable benefit of that
organization. Ufone also knows that accomplishment of their company is in their human
resources. The essential and fundamental function of HR Department is to select and keep the
right person for the right job.
Job of HR manager is very significant, the achievement or the collapse of the business depends
on Hr manger, as he is the individual who appraise people whether they are fit for the particular
job or not
Like all important organization at Ufone HR department is responsible for execution off all the
procedure in the organization. HR department is also accountable for set off diverse types of
policies such as,

 Hiring And Firing Policy

 Working Hours Policy
 Leave Policy
 Performance Evaluation
 Training Policy
 Career Counseling
 Gripe Management
HR department at Ufone designs the job, and than according to that hire people who best fit in
that job. Training the employees to make them more efficient and effective is done by HR
department, for this purpose they have to identify the needs and than design the training to meet
the requirements of that need.

FORMULATION AND IMPLEMENTATION OF POLICIES

The executives with the consent of the employees formulate the policies and that’s why they
haven’t faced any problem during the implementation of those policies. There is no resistance
against the policies because of participative management and this generates the sense of
ownership among the employees. It is the responsibility of the HR department to implement all
the policies.

JOB ANALYSIS

Job analysis is systematic exploration of activities within a job. It is a technical procedure used to
define the duties, responsibilities, and accountabilities of job. It is proved that job analysis is
almost first activity of HR department to be done. Because on this, pay packages, compensations,
job descriptions, job specifications, job evaluation etc are made. So at Ufone experts do job
analysis. They construct “Job Analysis form”.
There are mostly following methods used to conduct job analysis:

1. Interviews

There are two kinds of interviews in this method i.e. individual interviews and team interviews.
In interview method, a team of job incumbents is selected and interviewed extensively or
simultaneously.

2. Direct Observations

At Ufone direct observation is also done for job analysis. Employees are directly observed and
watched at work that what rather functions they are dong relating to their jobs? Based on which
job analysis is made.

3. Industry Patterns for Benchmark Jobs

Sometimes, in Ufone they just observe the industry and see the duties, accountabilities etc of a
benchmark jobs.
JOB DESCRIPTION

A job description is a written statement of what the jobholder does. How it is done? Under what
conditions it is done. And why it is done? It should accurately portray job contents. Most
organization has a general job description form and Ufone is also having which Marjory
includes,

 Job title
 Duties to be performed
 Distinguishing characteristics of the job
 Authorities and responsibilities of jobholder etc.

HIRING POLICY

The hiring is a very important and crucial thing for any organization because if the company
hires the right number of people at the right time for the right job they can excel and if there are
some loopholes in hiring the company might suffer. For hiring any employee the attributes
mentioned above in selection process are taken into consideration.

Ufone’s hiring policy is quite simple, what it does, is this that it first decides about the existing
vacancy that whether a new employee is required or the job could be done with the existing
employees. If the situation would be such then the company decides that whether the employee
should be hired as a permanent full time employee. In case of hiring recruitment is done which
can be of two types:

 Internal Recruitment
 External Recruitment

Internal Recruiting

In internal recruitment employees are recruited from within the organization. They are using a
well-established HRIS system so they have all the information about the employees and also
about the jobs for all the departments. Because all the departments are integrated so when there
is a need of an employee firstly the HRIS checks within the organization that is there any person
which is best suited for the specified post and if any is selected. There are two major types of
internal recruitment as follow
 Promotion
 Job posting for any vacant position
External Recruiting

External recruitment is also done at Ufone. While doing external recruitment HR department has
to see a lot many things like criminal check, health certification reference checks etc.

While doing external recruitment employees are recruited by giving advertisement in newspaper,
walk in interview etc.

SELECTION CRITERIA

Different jobs have different criteria. There are no hard and fast rules regarding the selection of
an employee but they take into consideration the following during selection process:
 Education
 Experience (related to work)
 Performance in the previous work
 Domain knowledge
 Abilities

SELECTION PROCESS

There are different steps used at the Ufone for hiring the employees.
 Screening interviews
 Employment test
 Job offer
 Medical test
 Reference check

Screening Interview:

In screening interviews Ufone actually selects the best résumé’s according to their objectives,
goals, etc. It is the first step in the selection of an employee.

Employment Interview:

After screening interview, candidates are selected for the employment interview in which the
interview maybe structured or unstructured. Generally the structured interviews are taken from
the top management and the unstructured interviews are taken from the managers, etc.

Employment Test:

Once the candidates pass the interview they are tested for the skills they need. They have to pass
the technical test and then they are judged on the basis of it.

Conditional Job Offer:

There is no such policy as conditional job offer in Ufone.
Job Offer:
After passing through all the steps the candidates selected are offered job.

Medical Test:
Then the employees who are offered jobs they then have to go through the medical test in which
the company makes sure that the employee is not a heart patient or diseased like sugar, cancer,
etc.

Reference checks:
In the last the company does reference check to make sure that what ever the person said was
based on facts, no false information was given in order to fool the employers.

EMPLOYEE ORIENTATION

At Ufone orientation is given to the employees. For different sort of jobs different sort of
orientation is given means its not like that during the orientation the new entrant is notified about
the rules and regulations only in fact some time it might exceeds one day because they basically
identifies the training needs of the employees and this orientation is some what directly related
with the training programs.

PROBATION PERIOD

Probation period at Ufone is 6 months. Usually the employees are given the status of permanent
employees only if they are performing up to the task or the objectives set by the organization. If
an employee is in need of more training they keep him as a temporary employee and gives him
feedback and when he improves he is taken up by the organization as a permanent one. And if he
couldn’t show any improvement then he’ll be fired.

FIRING POLICY

At Ufone the management is also very conscious about the performance of the employee because
they are a service oriented organization, and if the employees are not working properly the
clientele and the goodwill of the organization might suffer a lot. They usually didn’t fire there
employees because they spent a lot on them and do counseling to resolve their issues, but if the
one who is not performing well is fired with a one month prior notice.

Performance based & Tardiness in work

WORKING HOUR POLICY

Working hour’s policy at Ufone is almost the same like other private organizations i.e., 9:00 am
to 5:30 p.m.
LEAVE POLICY

As concerns with the leave policy there are different types of leave policies like:
 Annual leaves which are 20
 Medical Leaves are 8
 And the casual leaves are 10 (en cashable).

TRAINING POLICY

Training is the organized procedure by which people learn knowledge and/or skills for a definite

purpose. Almost every employee hired by an organization will require some training in his or her

job. Some training programs may be more extensive than others, but all require the trainer to

have identified content and subject matter needed in the training and tasks to be performed on the

job to ensure that the training will prepare individuals to perform the job effectively.

Training policy at Ufone is very good as they buy the need of it and provides training to all the
employees irrespective of their status. Training is provided at all stages to the employees so that
they came to know about their future goals settings. The HR manager suggests training policy
after doing the performance evaluation. The training policy is done according to the employee
needs; these can be on the job training and off the job training.

PROMOTION POLICY

Sometimes it become a big issues that a junior is superseded over a senior. That might be the
case here at Ufone because they promote their employees on performance basis. But according to
them as the selection criteria is clear about the selection of an employee so that problem can be
generated only in case of wrong hiring. Otherwise they took the best from the market that has
knowledge about their field. The bottom line is there promotion policy is simply based on the
performance of the employees so there is a pretty tough competition among the employees and
this thing is doing favor for the organization.
PERFORMACE EVALUATION

Performance evaluation is a process in which the performance of an employee is observed, that if

it is up to the standards or below the standards set by the organization. At Ufone performance is
evaluated on the basis of following
 Goals
 Objectives
 Benchmark

Ufone is at very high scale in evaluating the performance of there employees because of
integrated system. They are using tailored made software to achieve this purpose. Every
employee organization wide is allotted a user name and password (objectives and goals are
defined for each employee) and there productivity is monitored with the help of intranet. HR
department is also responsible for conducting performance evaluation process. Immediate
supervisor evaluates the performance of subordinates at Ufone.

REWARDS

Rewards are given to enhance the morale of the employees that they can work more efficiently
and effectively. Every organization gives rewards to its employees on achievement of some goal.
At Ufone rewards are also given to the employees on there performance. Ufone is offering
following types of rewards:
 Financial Rewards
 Non financial rewards

Financial Reward:

There are different types of financial rewards offered by Ufone it includes

 Bonuses
 Salary increments

Non Financial Rewards:

Besides financial rewards Ufone is also offering non-financial rewards to its employees to
encourage them. Because they think the organization can grow with fast speed only unless and
until its employees are performing up to the tasks assigned to them. To achieve this purpose
Ufone is offering an environment, which enhances the productivity of the employees.
BENEFITS

Ufone is providing many benefits to its employees in order to boost their morale, reduce
turnover, gain a competitive position, etc. All this is done in order to maintain a high position in
the market and in order to recruit high performing employees. Following are some of the benefits
provided to employees:

 Paid time off

  Vacations
 Holidays
 Tuition Reimbursement
 Pension Plans
 Health Insurance
 Death Benefit
 Salary Advance
 Service Awards
 Provident Funds
 Conveyance allowance

STRENGTHS:

Strengths include internal capabilities, resources, and positive situational

factors

that may help the company to serve its customers and achieve its objectives.
The

strengths of Ufone are as follows:-

Ufone’s differentiation is its biggest strength.

Ufone offers lowest off-net call rates that differentiate it from its
competitors.

Ufone is offering more and better Value Added Services (VAS) than its

competitors i.e. Ufone’s Walkie talkie.

Ufone is enjoying the second largest cellular network in Pakistan

Ufone has the most promising and attractive ATL (Above The Line) activities

Ufone has great management within the organization (internally &

externally)

WEAKNESSES:

Weaknesses include internal limitations and negative situational factors that

may
interfere with the company’s performance. The weaknesses of Ufone are as
follows:-

Ufone has less professionalism within the organizational members.

As Ufone is a subsidiary of PTCL, which was formerly under government

management; Ufone still has a shadow of a government organization.

 Ufone still has room for the betterment of its network coverage in
comparison

to The Market Giant “MOBILINK”.

Ufone has pathetic billing system for postpaid connections. This faulty

system

creates a negative vibe among its customers.

OPPORTUNITIES:

Opportunities are favorable factors or trends in the external environment that

the
company may be able to exploit to its advantage.

 
Ufone has following opportunities in its way:-

Ufone’s biggest opportunity lying ahead in near future is the phase of

conversion of their GSM technology in to 3G (satellite based)
technology.

Ufone has the opportunity of growing its customer base due to in creasing
trend of using mobile phones.

Ufone has the opportunity to win the customers of its competitors by

providing
them superior services on lower price.

Ufone has the opportunity that it is pioneer in southern Punjab where it

can
promote itself and become market leader on the basis of this very face.

THREATS:

Threats are unfavorable external factors or trends that may present challenges
to
performance. Ufone is facing/about to face the following threats:-

Ufone’s biggest opportunity is its biggest threat as well. The phase of its
conversion of GSM technology to 3G technology can be a threat for it if
not carried out properly

The boosting customer base of Warid and Zong is also a big threat for Ufone

The decreasing economy rate and instability of Pakistan is a big threat for
all
businesses in Pakistan including Ufone.
(Marketing Report)
CONCLUSION:

At Ufone HR practices are functioning very well, they have adopted modern techniques for
management. Anyone can voice his/her opinion and thoughts at any time and will be taken
into consideration by upper management. The HR department is doing all the things, which
are necessary for improving the quality of the HR development by conducting continuous
training and development programs. Ufone is among the service industries, which value its
HR department and are constantly working towards its improvement by hiring qualified
and capable Hr personals.
By keenly analyzing of Ufone, Ufone is not a safe player in the market. It is

penetrating its market by taking risks and aggressively promoting &

advertising

itself. It holds second largest market share and is seeking to become the

market

leader anyway possible. I believe that mobile services are the toughest market

to enter and survive. And in this tough market. Ufone isn’t only surviving but

growing at an exceptional rate. Ufone is using humorous theme in its ads which

has become its benchmark. People enjoy watching, discussing and following

Ufone ads the most. And it is the largest achievement of Ufone in recent
times.

RECOMMENDATIONS:

 Ufone can induct temporary or contract employees as well which will not only increase their
HR inventory but also enhance their marketing representatives.

 They should start installing the ERP modules so that after some time they could easily handle
the whole ERP according to the organizational requirements.

 Employees who have direct interaction with the customers should be evaluated on 360-
degree evaluation method as well as their immediate supervisors evaluate them.
 They should conduct some seminars in stress management.

 They must conduct employee safety awareness programs.

 They have to improve the quality of the sub-ordinates.

Causes of low Ufone Share in

Telecommunication Market.

1. Low Coverage Area: Coverage area implies that the greater the coverage area, the greater number of
customers can have the Ufone service otherwise they will have to switch over to other cellular operators
who are providing the services in the areas where Ufone does not work. The simple example is of Murree,
where Ufone does not work, but its major competitor "Mobilink" is providing services over there. Coverage
area is undoubtedly one of the major factors that is influencing market share of Ufone. Ufone as a new
entrant is not able to increase its coverage area at present because this requires large investments, which
Ufone does not have at present. They are thinking on these lines to grasp greater market share.

2. Competition: The second important factor that has been identified is that Ufone is facing stiff
competition especially from "Mobilink". Mobilink was the market leader at the time when Ufone entered in
the market and they still have a considerable number of loyal customers. This customer loyalty is coming
in way of Ufone to grasp bigger market share. It is obvious that it would be very difficult for any new
entrant to completely rule out such an organization from the market. Ufone is facing stiff competition in
Pricing, Promotion, Placement, and Product innovation as well. It has been giving tough time to Ufone.
Ufone faces consistent and intense competition from its competitors through innovation and price along
with the variety of packages and services being offered. This results in a continuous threat of the
competitors grasping market share from Ufone.

3. Inexperienced Management: Third Variable is inexperienced management. Experienced managers

help a lot in building up the company image. They are a sort of blessing for the company. Inexperienced
managers cannot identify the opportunities prevailing in the market situation. They can also not analyze
the problems effectively. By problem we refer to both the present and potential problems. With
experience, managers can analyze the probability of the occurrence of a problem and preplan solutions in
a better way. Experienced managers have greater knowledge about market so they know how to satisfy
market demand in a better way. This is why we have chosen inexperienced management as a variable
that hinders the organization in gaining greater market share.Inexperienced management has an inverse
relationship with the market share i.e. greater the inexperienced lower the market share and vice versa.

4. Narrow Dealership Network: The narrow dealership network is also one of the hindrances in the way of
management to grasp further market share. Their dealership is available only in major cities. Through the
questionnaire that was used to find out the reasons of low market share, this has come to know that the
connections of Ufone are not easily available. This would be discussed in detail in the later part of this
study.
1. Poor signals – Yes! they really are poor! line drops, confirmed in
Sadiqabad, rawalpindi and Attock… severely bad and interrupted
service. If you are inside home, then forget the signals!
2. sms don’t go some times! and then deliver at once . . .