became

a
part
of
the
Emirates
Telecommunication Corporation Group (Etisalat)
in 2006.
3. Since its inception, Ufone has focused on the
people of Pakistan.
4. Ufone has network coverage in 10,000 locations
and across all major highways of Pakistan.
5. Ufone currently caters for International Roaming
to more than 260 live operators in more than
150 countries.

1. Mr. Abdul Aziz

President & CEO

2. Mr. Mohammad Nadeem Khan

Chief Financial Officer

3. Mr. Naveed Khalid Butt

Chief Officer
(Customer Operations & Regulatory Affairs)

4. Mr. Jafar Khalid

Chief Technical Officer

5. Mr. Faisal Khaliq

Chief Information Officer

6. Mr.Younas Iqbal Sheikh

Chief Officer (Sales &
Distribution

7. Mr. Akbar Khan

General Manager Marketing

8. Mr. Moqeem Ul Haque

General Manager Corporate
Strategic Planning & PMO

CONTENTS
1.
2.
3.
4.
5.

DETAILS OF THE PROJECT.

COMPETITORS.
PURPOSE OF THE PROJECT.
FINDINGS (Internal & External Analysis).
SWOT ANALYSIS (Strength, Weakness,
Opportunities, & Threats).
6. DETAILS OF PRODUCT.

1. DETAILS OF THE PROJECT

Ufone is Cellular Service Provider Founder in

2001.
It is also a Subsidiary Firm of PTCL.
Ufone employs more than 1,730 people.
GSM Company providing Services to all Four
Urban and Rural Areas.
Ufone is the Second Largest Telecommunication
Company in PASKITAN.

2. COMPETITORS

MOBILINK.
TELENOR.
PAKTEL/ CHINA MOBILE/CMPAK.
WARID.
ZONG.

Ability to Understand the Important Factors

Matrix, and
Strategy of Business.
Knowing more About the Telecommunicatio
Sector in
PAKISTAN.

4. FINDINGS (Internal & External Analysis)

INTERNAL ENVIRONMENT
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Human Resource Management

Marketing Department
Commercial Department
Sales Department
Finance Department
Payroll Department
Information Technology Department
Engineering Department
Administration
Auditing Department
Customer Care

4. FINDINGS (Internal & External Analysis)

EXTERNAL ENVIRONMENT
1.
2.
3.
4.
5.
6.
7.
8.
9.

Economic Conditions
Social Conditions
Culture
Demographics
Environmental
Competitive
Technological
Consumer Attitude
Globalization

5. SWOT ANALYSIS
A. STRENGTH

Second Largest Market Share

Worldwide Cheap Call Experience
Variety of Value Added Services
Representing PTCL Name
Coverage of GT Road 60%
Aggressive Advertising

B. WEAKNESSES

Un-Organized Organizational Structure

Overly Dependent on PTCL

5. SWOT ANALYSIS
C. OPPORTUNITIES

Targeting Corporate Sector

Continuing to Expand Globally
Publicity and Marketing
Introducing More Value Added Service

D. THREATS

Government Interference
PTCL Cellular License
Un-Avoidable Law & Order Situation

Prepay & Postpaid.

Ufone Offers Lower Rates and Better Network.
All living standards have been captured by
Ufone, like Students, Labor, and Businessmen,
etc.
Wider Coverage, Superior connectivity, Clear
Signals &
Voice Quality .

CONTENTS
1.
2.
3.

CUSTOMER RETENTION.
CUSTOMER DEFECTION.
WAYS USED TO RETAIN THE CUSTOMERS

Acquiring a New Customer is far more Expensive

than keeping
an Existing One.
Retention is Important to Most Businesses.
Retention must be Greater than the Defection
Rate.

Does not meet Customer Specifications or

Requirements, or
Causes Customer Dissatisfaction, or
Does not Fulfill the Functional or Physical
Requirements.
Relationship Marketing and Conquest Marketing
are Two Approaches that can be used to Reduce
Customer Defection Rate.

3. WAYS USED TO RETAIN CUSTOMER

A.
B.
C.
D.
E.
F.
G.

KNOW ABOUT YOUR CUSTOMER.

CUSTOMER SURVERYS CAN BE USED TO PREDICT
CUSTOMER CHURNS.
PASSIVE RETENTION.
ACTIVE & SCIENTIFIC RETENTION.
EFFECTIVE COMMUNICATION.
ACHEIVEMENT DRIVE.
DAILY PLANNING & PERSONAL MANAGEMENT.

A.

KNOW ABOUT YOUR CUSTOMER.

Important thing In customer Retention is to
Understand Your Customers Well Enough:
Customer Expectations, Satisfaction,
Demographic & Geographic
& Psychographic Customer Tendencies, etc.
Can Develop more Effective Strategies if Know
Which
Customer Group is Defecting.

B.

CUSTOMER SURVERYS CAN BE USED TO PREDICT

CUSTOMER CHURNS.
Important Means for Identifying Potential
Problems in Your Services.
Customer Defection Include Inadequate Service
Quality and High Cost.
Actions Can be Taken to Prevent Customer
Defections.

C.

PASSIVE RETENTION.

. Passive Retention Involves Building Loyalty with Customers

Through
Communication and Rewards, with Segmentation Being
Based on
Managerial Judgments.
D.

ACTIVE & SCIENTIFIC RETENTION.

Both Focus on Identifying Customers Who May Lapse in

the Future
and Using Tactics to Retain Them.
Active Retention Uses Managerial Judgments While
Scientific
Retention Uses Sophisticated Mathematical Models.

3. WAYS USED TO RETAIN CUSTOMER

E.

EFFECTIVE COMMUNICATIONS.

Communication Skills is the First Component in Establishing

and Maintaining a Selling Edge and Developing Long-Term
Customer or Client Relationships.

F.

ACHEIVEMENT DRIVE.

Successfully Sells Services.

G.

DAILY PLANNING & PERSONAL MANAGEMENT.

Achieve Success in Selling.

Sales Promotional Activities.