EMPLOYER BRAND MANAGEMENT:
Today’s global organizations should stand out in developing Employer Brand Management practices to generate multicultural workplaces where an employee can feel pride and satisfaction for belonging to an organization where he/she is considered, respected and recognized. The cultural dimensions (Credibility, Respect, Fairness, Pride and solidarity) should be adapted to pursuit this purpose.
When an employee as usually happens in most of today's companies is considered as a mere commodity that may be easily replaced, relocated, hired and finally fired out, is easy to expect that in such workplaces an torture feeling of demoralization, progressive disengagement and lost of motivation finally will have a profound and unfavorable impact over employee’s productivity, increasing the rate of employee’s attrition and affecting the whole company’s productivity for the long term. This is the reason that justifies the progressive adoption of Employer Branding practices.
3.5 MANAGING MULTICULTURAL ORGANIZATIONS:
In global organizations that are occupied in developing transformational projects with a worldwide scope dealing with cultural differences in organizations requires from a strong, empowered and influential leadership with the willingness of applying the proper corporate governance practices to regulate those differences around an inspiring business vision that being strongly encouraged by senior Management and enabled by collaborative technologies may be active in reducing the inefficiencies of having multidisciplinary teams geographically dispersed with different cultures working in markets, products and projects that could be intrinsic and inherent to the particular country´s culture, history and traditions.
MANAGING GLOBAL ENVIRONMENT:
International managers face intense and constant challenges that require training and understanding of the foreign environment. Managing a business in a foreign country requires managers to deal with a large variety of cultural and environmental differences. As a result, international managers must continually monitor the political, legal, socio cultural, economic, and technological environments.
(International Environment)
POLITICAL /LEGAL ENVIRONMENT:
The political environment can promote or hinder economic developments and direct investments. This environment is ever-changing. The political and economic philosophies of a nation's leader may change overnight. The stability of a nation's government, which frequently rests on the support of the people, can be very volatile. Various citizen groups with vested interests can undermine investment operations and opportunities. And local governments may view foreign firms suspiciously.
MANAGING DIVERSE TEAMS:
Many business teams are made up of members from a variety of different cultures and backgrounds. Understanding and managing the differences can build tolerance.
Many business teams are made up of members from a variety of different cultures and backgrounds. Understanding and managing the differences can build tolerance. This brings many advantages; businesses can choose the right people for the team from a range of sources
and people from ethnically diverse backgrounds bring to the team their own unique experiences.
Understand the Differences
Get to know and understand the various cultures on the team. This can be a great activity early on in the team’s formation and gives all the team members an opportunity to know more about each other.
Zero Tolerance to Discrimination
Discrimination does still exist today and it’s very important for managers to address any such behaviour when it immediately arises. If you are subjected to discrimination, do not tolerate it and raise it with your manager.
Establish a zero tolerance attitude on the team for discrimination.
(tips-for-managing-culturally-diverse-teams)
3.9 UNDERSTANDING SOCIAL NETWORKS:
Management need to understand the social networks and social relationships of work groups. This is another challenge or issue being faced by the management in today’s world. Because a social relationship can help determine an individual to help or hinder his effectiveness. Reviews and surveys had shown that the teams with high levels of interpersonal and interconnectedness actually attained their goals better and were more committed to staying together.
ORGANIZATIONAL CHANGE:
It is one of the most critical aspects of effective management. but the nature of Change is may be increasingly complex, and it is more often extensive.
Effective management requires attention to detail, and planning comes in at two places: ¬ First, is to think through all aspects of the implications of the change; ¬ the second, is to set out all the actions that need to take place in order to ensure that need to ¬ take place in order to ensure that the change is implemented.
(how-to-manage-organizational-change)
BARRIERS TO COMMUNICATION:
Communication skills are critical for managers. Unfortunately, there are a number of barriers that can negatively impact communication effectiveness. Understanding these barriers and taking steps to minimize or overcome them can help to ensure that managers are effective in their communications with employees and others. The key barriers are distractions, time limitations, biases and skills.
Time
Managers must juggle not only their own responsibilities and tasks, but must also be attentive to the needs of the people they manage and sometimes they manage a lot of people. With only so many hours in a day and days in a week managers can be challenged to find the time to communicate effectively not only with employees, but with colleagues, bosses and customers. While we can't find more time, we can find ways to use the time we have more effectively. Scheduling time in our day to attend to specific tasks based on how alert we are in the morning or afternoon, grouping like tasks together and using a planning tool to help keep tasks organized can be ways to stay on top of multiple responsibilities.
(Barriers communication)
UNDERSTANDING ORGANIZATIONAL BEHAVIOR:
One of the challenges in understanding organizational behavior is that addresses issues that aren’t obvious. Organizational behavior provides managers with considerable insights into the important but hidden , aspects of organization. I.e. attitudes, perceptions, group norms, informal interactions, interpersonal and inter group conflicts. These are the elements that influence how employees behave at work.
It is most important for a company to realize that if an Organizational behavior principle has to be introduced in a company; it would need to be transitioned slowly. Dramatic introduction and transition of a guideline would lead to employee dissatisfaction.
(Understang Organizational Behavior)
MANAGING DOWNSIZING:
Downsizing is the planned elimination of jobs in an organization, when an organization has too many employees. This can happen when an organization is faced with declining market share, has grown too aggressively, or has been poorly managed. One option for improving is to eliminate some of those excess workers
MANAGING ETHICAL ISSUES:
Managers at all levels, in all areas, in all sizes and in all kinds of organizations do face ethical issues and dilemmas. What is ethics? Ethics is defined as principles, values, and beliefs that define right and wrong decisions and behavior. Many decisions that managers make require them to consider both the process and who is affected by the result. To better understand the ethical issues involve such decision and stage of moral development.
MANAGING WORKFORCE DIVERSITY:
To manage workforce diversity, management need to widen their recruiting net. When a diverse set of applicants exists, managers must ensure that selection process does not discriminate. Applicants need to be comfortable with the organization’s culture and made be aware of management’s desire to accommodate their need. The goals of an organization, strengthens its business partnerships and creates positive change within the community. While the impetus for diversity programs begins with desirable social and political goals, the strategic commitment needed to make it a part of the company’s business strategy can come only from the highest levels of an organization. Many organizations provide special workshops to raise diversity awareness issues.
MANAGING CHANGE AND INNOVATION;
The management facing challenges in encouraging creativity and innovation among all their employees are certainly not unique. Although innovation has always been a part of the manager’s job. Nowadays managers are taking steps to make their workplace more efficient and flexible. Changes come in the form of an occasional storm, a brief distraction in an otherwise calm and predictable trip.
MANAGING WORK-LIFE BALANCE:
Work-life balance is about people having a measure of control over when, where and how they work. It is achieved when an individual’s right to a fulfilled life inside and outside work is accepted and respected as the norm – to the mutual benefit of the individual, business and society.”
MANAGING SEXUAL HARASSMENT:
Sexual harassment is a global issue. Sexual harassment creates an unpleasant work environment and undermines worker’s ability to perform their job. Sexual harassment is defined as unwanted action or activity of a sexual nature that explicitly or implicitly affects an individual’s employment, performance, or work environment. For many organizations, it’s offensive or hostile environment issue that is problematic. Managers must be aware of what constitutes such an environment. Another thing that managers must understand is that the victim doesn’t necessarily have to be the person harassed but could be anyone affected by the offensive conduct.
PRACTICAL STUDY
HISTORY:
PTML is a subsidiary of PTCL (Pakistan Telecom Company Limited), the largest operator in Pakistan. PTML was established to operate cellular telephony. The company commenced its operations, under the brand name of Ufone from Islamabad on January 29’ 2001.Since Etisalat took over PTCL in 2006, 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. In September 2006, Ufone selected Huawei to deploy the nationwide GSM network at a contract value of above USD550 million. Ufone adopted Huawei's new-generation GSM solution, including All-IP core network and BTS, to construct a GSM network covering 1,500 cities and towns of Pakistan.
MISSION STATEMENT OF Ufone:
"Ufone, it's all about U! We are, where you want to be……At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice quality. Wherever you are, Ufone keeps you connected."
VISION OF Ufone:
“To be the leading telecommunication solutions for our customer while exceeding shareholder values and employee expectation.”
BUSINESS PORT FOLIO OF Ufone:
While keeping its tradition of being the trend setter in the industry, Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, Ufone has positioned its brand for masses. In keeping with the upcoming competition and market dynamics, Ufone increased its focus on the youth segment (which comprises 50% of the population), with the Prepay brand.
Ufone’s Prepay brand is now considered to be one of the most favored brands by the youth market and is followed by other mobile operators launching their respective brands for the youth market.
BRANDS:
PACKAGES:
SERVICES:
Both Post-Pay and Pre-paid Ufone subscribers can enjoy any/all Ufone services including GPRS based services (MMS, Ufone Internet, Pocket stocks) global sms, etc.
OTHER SERVICES PROVIDED BY UFONE:
Internet access.
Online billing payment
Power sim
WAP
International roaming
MOBILE PRODUCTS:
Ufone is offering the following mobile products.
Utalk
Missed call notification
Phone book saver
U chat
U games
U kisan
Ufone Prize bond.
Hajj guide
Voice mail
Call management
Trivia Quiz
U share
U loan
U tunes
Awaz sms
Self service kiosk
U healthGY
U bazaar
MARKETING STRATEGY:
Market Segmentation: Cellular service market is a diverse set of people. Ufone as well as other cellular companies segment their market on four bases: economy, age, gender & occupation.
TARGET MARKETS:
Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus of our youngsters. All the cellular companies are targeting The Youth one way or other. Ufone is no longer a follower in this race. Its main focus is “THE YOUTH ” of Pakistan which is its Target Market. Target marketing strategy Ufone has always been targeting Youth Market by using young brand endorsers or ambassadors. It always brings such packages and offers that precisely meet the needs of our young people. No doubt it has also launched packages, brands and offers for working people, business class, ladies and aged ones. Ufone seeks to target masses in the long run.
COMPETITIVE ADVANTAGE:
Its an advantage over competitors gained by offering consumers greater value than competitors offer. Ufone strategies to gain more and more competitive advantages. It also uses these advantages well enough for its promotion. Currently Ufone is enjoying the following competitive advantages.
Lowest overall call rates.
Value added services (VAS)
Call block service
Corporate color.
CHALLENGES:
Ufone face many challenges with the ever growing needs of telecommunication. It must remain money-spinning with the decreasing economical situation of Pakistan. It must grow as well in these dark times if it has to remain in the market. Ufone face very strong competition from its competitors. It must offer lowest rates with better quality service. New features and services should be introduced to make its customers trustworthy, pleased and satisfied.
There are several reports, from customers about problems being faced with MMS and GPRS services on Ufone’s network.
Ufone’s GPRS system remained down for dozens of hours, on other side, MMS is not being sent/received by many of customers, especially post paid ones.
Ufone’s helpline for last few weeks to get MMS going, not able to send/receive MMS on Ufone numbers.
Upgrading of billing server is also a challenge being faced by Ufone.
SWOT ANALYSIS:
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)
REVIEW OF THEORETICAL AND PRACTICAL STUDY:
To increase the reach and frequency of advertisement Ufone is using repetitive strategy for its advertisements. And the humorous theme always makes the ads more appealing and engaging the minds of customers. Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus of our youngsters. All the cellular companies are targeting The Youth one way or other. Ufone is no longer a follower in this race. Its main focus is “THE YOUTH ” of Pakistan which is its Target Market. While keeping its tradition of being the trend setter in the industry, Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. In today’s growing world of business, in every organization the management is facing different challenges. Management is responsible for the overseeing the activities and work of the people working in organization, so in every aspect they have to be responsible.
CONCLUSION:
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. I wish a very best of luck to Ufone. May it progress in this field and achieve its desired goals. (AMEEN)
REFRENCES:
Barriers communication. (n.d.). Retrieved April 2012, from smallbusiness: http://smallbusiness.chron.com/barriers-communication-managers-3050.html
how-to-manage-organizational-change. (n.d.). Retrieved April 2012, from slideshare: http://www.slideshare.net/ghael0625/how-to-manage-organizational-change
International Environment. (n.d.). Retrieved April 2012, from diffsnotes: http://www.cliffsnotes.com/study_guide/The-International-Environment.topicArticleId-8944,articleId-8937.html
Marketing Report. (n.d.). Retrieved April 2012, from scribd: http://www.scribd.com/doc/24651247/Marketing-Report-Ufone
tips-for-managing-culturally-diverse-teams. (n.d.). Retrieved April 2012, from lisa-koning: http://lisa-koning.suite101.com/tips-for-managing-culturally-diverse-teams-a96161
Understang Organizational Behavior. (n.d.). Retrieved April 2012, from Org-behavior: http://www.org-behavior.com/understanding-organizational-behavior.php
by
wyteroze (student)
