Marketing Plan

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EXECUTIVE SUMMARY
TABLE OF CONTENTS
Topics| Page .No|
* Introduction of UFONE| 3|
* VISION and MISSION| 4 |
* MARKET SHARE| |
* Purpose of Project| |
* SWOT Analysis| |
* Competitive analysis| |
* EFE Matrix| |
* IFE Matrix| |
* CPM| |
* SWOT Matrix| |
* SPACE Matrix| |
* BCG Matrix| |
* IE Matrix| |
* QSPM| |
* Recommendation Strategy| |
* Conclusion & Recommendation| |

INTRODUCTION
Ufone GSM is a Pakistani GSM Cellular Service provider. It is one of six GSM mobile companies in Pakistan and is a subsidiary of Pakistan Telecommunication Company. The company commenced its operations under the brand name of Ufone from Islamabad on January 29 2001. Ufone expanded its coverage and has added new cities and highways to its coverage network. After the privatization of PTCL, Ufone is now owned by Etisalat. PTML is a wholly owned subsidiary of PTCL. Established to operate cellular telephony. The company commenced its operation, under the brand name of Ufone from Islamabad on January 29 2001. During the year, as a consequence of PTCL’s privatization, 26% of its shares were acquired by Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been handed over to Etisalat. During the year July 2005 to June 2006, Ufone continued on the path to success. The company further expanded its coverage and has added new cities and highways of the country. During the year Ufone successfully completed the network expansion of Phase IV in existing as well as in new cities and town which amounted to more than $170 million. As a result the asset base of the company has increased from Rs. 20 billion to Rs. 27 billion.

VISION STATEMENT

To be the leading telecommunication service provider in Pakistan by offering innovative communication solution for our customers while exceeding shareholder value & employee expectation.

MISSION STATEMENT

To be the leading telecommunication service provider in Pakistan by offering innovative communication solutions for our customers while exceeding shareholder value and employee expectation.

MARKET SHARE
With the monthly additions average around 2.5 million subscribers, 2010 has been a phenomenal year for the mobile market growth in Pakistan. The rate of growth for Ufone has been impressive. It gained 5.32 million of the subscribers in first 10 months of this year in Pakistan.

External Factor Evolutional

Total weighted Score for the Ufone external factor is 2.97 which is above average.

EFE of Ufone Products:

* EFE of Postpay

* EFE of Prepay
* Oppurtunities :| Weight | Rank| WxR|
Packages for executives Internet facilityIncrease expiry dateNo balance consumption during holdSms packagesLow call rates n Ufone ghanta packages.| .10.10.15.06.10.10| 333222| .30.30.45.12.20.20| * THREATS| | | |

PostpayMobilink Telenor Zong High Rates| .10.10.10.10.05| 44322| .40.40.30.20.10| | | | |
Total | 1.00| | 2.97|

Internal Factor Evolution

* Total weighted score for the Ufone internal factor is 2.74which is above average.

Competitive Profile Matrix (CPM)

SWOT MATRIX

BCG MATRIX

Ufone understands the value of words and the need to communicate effectively and efficiently atall levels of society, which is why company’s primary focus is on U. Ufone offers, Prepay & Postpay services in the Telecom sector. 

The telecom market’s growing rate in Pakistan is higher than any Asiancountry. Ufone offers lower rates and better network then other already established cellular companies. All living standards have been captured by Ufone, like Students, Labour and Businessmen, etc. Ufone aims to provide with wider coverage, superior connectivity, clear signals & voice quality to their valued customers

BCG MATRIX of Ufone by product point of view...
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