View File - University of Engineering and Technology, Taxila

Software System/Design & 

Architecture 

Eng.Muhammad Fahad Khan 

Assistant Professor 

Department of Software Engineering

OBJECTIVES 

What is SWOT analysis 

Why we do SWOT analysis 

Importance of SWOT 

Benefits of SWOT 

Copyright 2012@ M.Fahad Khan

TOPICS COVERED 

Environmental scanning 

Principles of Environmental scanning 

SWOT 


Question Answer Session Lecture 4 


SWOT ANALYSIS 

SWOT ANALYSIS 


Copyright 2012@ M.Fahad Khan 

Environmental Scanning

Definition 

Careful monitoring of an organization's internal and external environments for detecting 

early signs of opportunities and threats that may influence its current and future plans. In 

comparison, surveillance is confined to a specific objective or a narrow sector. 


Environmental scanning and analysis Definition

Environmental Scanning 

Organizational environment consists of both external and internal factors. Environment 

must be scanned so as to determine development and forecasts of factors that will 

influence organizational success. Environmental scanning refers to possession and 

utilization of information about occasions, patterns, trends, and relationships 

within an organization’s internal and external environment. It helps the managers to 

decide the future path of the organization. Scanning must identify the threats and 

opportunities existing in the environment. While strategy formulation, an organization 

must take advantage of the opportunities and minimize the threats. A threat for one 

organization may be an opportunity for another. 

Internal analysis of the environment is the first step of environment scanning. 

Organizations should observe the internal organizational environment. This includes 

employee interaction with other employees, employee interaction with management, 

manager interaction with other managers, and management interaction with 

shareholders, access to natural resources, brand awareness, organizational structure, 

main staff, operational potential, etc. 



Environmental Scanning

Environmental scanning is one component of the global environmental 

analysis. Environmental monitoring, environmental forecasting and 

environmental assessment complete the global environmental analysis. 

Environmental scanning refers to the macro environment.The global 

environment refers to the macro environment which comprises industries, 

markets, companies, clients and competitors. Consequently, there exist 

corresponding analyses on the micro-level. Suppliers, customers and 

competitors representing the micro environment of a company are 

analyzed within the industry analysis. 



Environmental scanning can be defined as ‘the study and interpretation of 

the political, economic, social and technological events and trends which 

influence a business, an industry or even a total market’.The factors which 

need to be considered for environmental scanning are events, trends, 

issues and expectations of the different interest groups. Issues are often 

forerunners of trend breaks. A trend break could be a value shift in society, 

a technological innovation that might be permanent or a paradigm change. 

Issues are less deep-seated and can be 'a temporary short-lived reaction 

to a social phenomenon'. A trend can be defined as an ‘environmental 

phenomenon that has adopted a structural character’ 



SWOT stands 

for 

Strengths, Weaknesses, 

Opportunities and Threats 


SWOT Analysis: Defined 

SWOT Analysis is a strategic planning method used to evaluate the Strengths, 

Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It 

involves specifying the objective of the business venture or project and identifying the 

internal and external factors that are favorable and unfavorable to achieve that objective. 

A SWOT Analysis must first start with defining a desired end state or objective. A SWOT 

analysis may be incorporated into the strategic planning model. Strategic Planning has 

been the subject of much research. 

http://av.vimeo.com/83619/169/90924988.mp4token=1350928253_609b7a49ac17eef76680dc904d69ff4d 



What is a SWOT Analysis

Strategic Planning & SWOT 

This strategic planning process includes the following five elements: 

• Mission and Objectives 

• Environmental Scanning 

• Strategy Formulation 

• Strategy Implementation 

• Evaluation and Control 

SWOT analysis is part of the environmental scanning step in the strategic 

planning process. Essentially, the environmental scanning step is broken down 

into three specific activities: 

• A thorough internal analysis of the firm’s strengths and weaknesses. 

• A task environment analysis of the firm’s industry that looks at entry barriers, 

suppliers, customers, substitute products, and competitors. 

• An external macro environmental analysis that focuses on opportunities and 

threats. 


SWOT Analysis 

1. Strengths: characteristics of the business or team that give it an 

advantage over others in the industry. 

2. Weaknesses: are characteristics that place the firm at a disadvantage 

relative to others. 

3. Opportunities: external chances to make greater sales or profits in the 

environment. 

4. Threats: external elements in the environment that could cause trouble 

for the business. 

Identification of SWOTs are essential because subsequent steps in the process 

of planning for achievement of the selected objective may be derived from the 

SWOTs. First, the decision makers have to determine whether the objective is 

attainable, given the SWOTs. If the objective is NOT attainable a different 

objective must be selected and the process repeated. The SWOT Analysis is 

often used in academia to highlight and identify strengths, weaknesses, 

opportunities and threats. It is particularly helpful in identifying areas for 

development. 


SWOT Analysis Breakdown 

Strengths 

• Strengths must focus upon what the firm can do with its internal resources. 

Any asset that the firm owns could certainly be classified as a strength, but 

the degree of each asset’s contribution to the competitive position of the firm 

may vary greatly. Newer assets such as state-of-the-art production line 

machinery would provide greater strengths to the firm than older assets such 

as an aging truck fleet. Not all strengths are physical in nature. A strong 

brand-name presence, recognized customer service excellence, and/or 

exclusive access to a strong supply chain network are all examples of 

nonphysical asset strengths. 

• One type of strength that is often overlooked is well-trained and experienced 

staff. Good employees can substantially benefit the firm. 




Weaknesses can include any area in which the company lacks strength. Poor 

product positioning, deteriorating physical assets, out-of-date production 

equipment, and poor customer service all are among the weaknesses of the 

firm. High employee turnover that causes the firm to lose talented people can be 

a major weakness of the firm. Talent is hard to replace, especially in the 

innovative environment of today. Sometimes a strength can be a weakness, 

such as if the firm’s physical plant is state of the art but saddles the firm with a 

large amount of debt that limits what the company can invest in to improve 

earnings. 




Opportunities 

Opportunities can be subject to interpretation. In general, any changes in the 

external environment can be an opportunity to the firm. If competitors are 

weakened by a poor cash-flow position, it is an opportunity for the firm to 

capture market share. Changes in tax structure, improvements in economic 

trends, or the passage of favorable laws can all be opportunities of which the 

firm should take advantage. Market positioning, new technologies, and 

international trade agreements can provide substantial opportunities as well. 



SWOT Analysis 

Breakdown 

Threats 

• Threats arise from a lack of opportunities or from the strengths of 

competitors that may place the firm at an extreme disadvantage. Changes in 

consumer preferences, new competitor innovations, restrictive regulations, 

and unfavorable trade barriers are all examples of threats. Loss of favorable 

distribution networks and the restrictions on the firm’s cash flows can 

threaten the firm’s market position. Changes in the economic climate can 

also put a substantial strain on the firm. 



10 Million Question 

What the firm should try to configure its overall position in 

the marketplace by seeking the best combination 


Optimizing After SWOT 

After completing the SWOT analysis, the firm should try to configure its overall 

position in the marketplace by seeking the best combination of strengths , 

Threats and opportunities that can optimize returns. Not every opportunity can 

be pursued and every strength is not necessarily an exploitable advantage to 

the firm. Choices need to be made by the firm to take complete advantage of its 

position; likewise, the firm should seek to improve its weaknesses and minimize 

its threats. 



Internal and External 

Factors 

• The aim of any SWOT Analysis is to identify the key internal and external factors that are important to achieving the 

objective. These come from within the company’s unique value chain. SWOT Analysis groups key pieces of 

information into two main categories: 

• Internal Factors – The strengths and weaknesses internal to the organization. 

• External Factors – The opportunities and threats presented by the external environment to the organization. 

• The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization’s 

objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. 

The factors may include all of the 4P’s (product, price, place, and promotion); as well as personnel, finance, 

manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological 

change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The 

results are often presented in the form of a quadrant matrix chart. 

• SWOT Analysis is just one method of categorization and has its own weaknesses. For example, it may tend to 

persuade companies to compile lists rather than think about what is actually important in achieving objectives. It 

also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities 

may appear to balance strong threats. 

• It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of individual SWOTs will be 

revealed by the value of the strategies it generates. A SWOT item that produces valuable strategies is important. A 

SWOT item that generates no strategies is not important. 



SMART Marketing Objectives 

All businesses need to set objectives for themselves or for the products or 

services they are launching. What does your company, product or service hope 

to achieve 

• Setting objectives are important. It focuses the company on specific aims 

over a period of time and can motivate staff to meet the objectives set. 

• A simple acronym used to set objectives is called SMART objectives. 

• SMART stands for: 

• Specific – Objectives should specify what they want to achieve. 

• Measurable – You should be able to measure whether you are meeting the 

objectives or not. 

• Achievable (Attainable) – Are the objectives you set, achievable and 

attainable 

• Realistic – Can you realistically achieve the objectives with the resources 

you have 

• Time (Traceable) – When do you want to achieve the set objectives 





Every organization should have a clear plan detailing their marketing goals, how 

they intend to achieve them, and determine performance of marketing efforts. 

Whether you are responsible for your organization’s strategic marketing plan or 

department or program’s tactical marketing plan, you must first set clear, concise 

goals so that you know what you are working towards. 

To begin, every successful strategy, marketing or otherwise, should lay out 

SMART goals. Yes, SMART goals. Your marketing goals should be SMART – 

Specific, Measurable, Attainable, Realistic, and Timely. 


Examples of SMART Objectives: 

There are a number of business objectives, which an organization can set: 

• Market share objectives: Objectives can be set to achieve a certain level of 

market share within a specified time. For instance, the market share 

objectives may be to obtain 3% market share of the mobile phone industry 

by 2012. 

• To increase profit: An objective maybe to increase sales 10% from 2011 – 

2012. 

• To survive: The hard times the business is currently in. 

• To grow: The business may set an objective to grow by 15% year on year 

for the next five years. 

• To increase brand awareness over a specified period of time. 



We are taking 

Ufone organization 

for 

SWOT analysis 


SWOT ANALYSIS 

of 

UFONE 


INTRODUCTION 

Ufone GSM is a Pakistani GSM cellular service provider. It is one of 

the six GSM mobile companies in Pakistan and it is a subsidiary of 

Pakistan Telecommunication Company Limited. It has a subscriber 

base of 20 millions of June 2009. 

The company commenced its operation under the brand name of Ufone 

from Islamabad in January 29 2001. 

During the years, Ufone continued on the 

path to success; the company has network coverage in more than 5885 

locations and across all major highways of the country. 





TRENGTHS

Strength is… 

• NETWORK COVERAGE 

Ufone has a network coverage in more that 5885 locations and across all 

major highways of the country. 

• INTERNATIONAL ROAMING 

Ufone currently caters for International Roaming to more than 230 live 

operators in more than 130 countries. Ufone has introduced 

International Roaming facility for prepaid subscriber in various countries 

around the globe with the lowest call 

rates, featuring no security charges and activation charges. 


• GPRS ROAMING 

Contd……. 

This facility is available with more than 115 live operators across 85 

countries. 

• LICENSE FOR AZAD JAMMU KASHMIR AND NORTHERN 

AREAS 

The company has also been awarded a new license for providing 

cellular services in Azad Jammu and Kashmir and Northern Areas. 



• VALUE ADDED SERVICES 

Contd… 

Ufone is a host of value added services and data connectivity with the 

best network in Pakistan. 

• LOWEST PRICES 

Ufone offers the most reasonable prices for its users. 

• REPRESENTATIVE OF PTCL 

Ufone acts as a representative of PTCL as it is its subsidiary. 




• PIONEERS OF MMS AND GPRS 

Contd…. 

Ufone was the first to launch GPRS services and Multimedia 

Messaging Service (MMS) and prepaid roaming in Pakistan. 

The network also allows Ufone subscriber to have high speed wireless 

data service. 


Contd… 

• SECOND LARGEST MARKET SHARE 

Ufone is the second largest cellular operator in Pakistan with subscriber 

base of around 6.5 million and a market share of nearly25%. 

Ufone’s Prepay brand is now considered to be one of the most favorite 

brands by the youth market. 

• QUALITY COVERAGE 

Ufone provides its subscriber with quality coverage and clear 

Connectivity. 


Contd… 

Ufone Package 

Ufone has some very exciting and low call packages 

like 

“5 ka 15” 

“u-one” 

“ucircle” 

“Ufone ghanta” 

“Ufone life package” 

“prepay Public Demand” etc 

which attracted lots of customers towards it and many 

other cellular company users are also switching to it. 



Ufone has some exciting and energetic SMS packages that made SMS 

almost free. 

They are offering Rs. 25, Rs.50, Rs.100, Rs. 150 SMS packages which its 

subscribers are really loving it. 

Ufone increased its focus on the youth segment (which comprises 50% of 

the population), with the Prepay brand. 

It has the post paid service that is normally to attract the Business class 

people. 

Most of the business and elite class people use post paid and other 

services offered by the Ufone. 


Contd… 

Utunes was launched on 4th Dec2007 which attracted many people 

towards Ufone. 

Ufone post paid is also offering black berry set that is useful and tempting 

for the Business class. 

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. 




WEAKNESS

Weakness is… 

• BEHIND ON EXCESSIVE DEMAND 

This is Ufone’s biggest weakness; company is unable to meet the demands. 

• POOR ORGANIZATIONAL STRUCTURE 

Centralized structure failed to provide proper guidance over instruction and 

policies. 



Contd…. 

• STAGNANT PROFITABILITY 

As compared to financial assets, Ufone is not close to expected profitability. 

• LACK OF FRNACHISE 

It has many franchises in the whole country but as its customers are 

increasing day by day so its present franchises are not enough to fulfill the 

needs of it customers 



Contd…. 

• OVERLY DEPENDENT ON PTCL 

Since, it is a subsidiary of PTCL it is dependent on PTCL. 



Contd…. 

• LACK OF INNOVATIVE SERVICES 

Ufone though has some unique and distinct services but it has not yet given 

many innovative services as compared to other cellular companies. 

• NETWORK COVERAGE 

Its coverage on Southern part of Pakistan is quite good but in northern areas 

its coverage is a bit poor. 



• COMPETETION 

Contd…. 

 

When Ufone came into the seen in Pakistan cellular market Mobilink 

was already prevailing in the market and it was all Mobilink monopoly 

that time. 

Though with the passage of time Ufone took many customers of Mobilink 

but still Mobilink has large number of users because it was first to 

Pakistan’s cellular market and this is the competitive disadvantage to 

Ufone. 


• INTERNAL PROBLEMS 

 

Ufone is plagued with some internal problems like when it is 

privatized to ETISALAT being the part of the PTCL many 

employees were not happy with the pay scale that they were 

offering. 

Being the part of PTCL it has to face many problems like strike by 

employees etc. 

Its customers service staff need training because at many 

franchises their employees are have been complained about 

behaving rudely. 


Contd… 

Ufone does not have the proper lists of its customers. It has the list but this 

list is not authentic which is increasing the unauthorized use of its SIM 

specially pre pay. 

Ufone have to take serious steps to properly list its customers to ensure 

that there is no misuse. 



OPPORTUNITY

Opportunities 

• CONTINUING TO EXPAND GLOBALLY 

Ufone has the ability to expand globally. But due to current economic 

condition all its operation on halt. 

• PUBLICITY AND MARKETING 

With the right marketing strategy they can acquire much more. 



• DEVELOP NEW VALUE ADDED SERVICE 

This is an opportunity that will never be satisfied, meaning that Ufone 

should always be attempting to keep improving new value added 

services and as we know what is in today will be out tomorrow. 

• INTRODUCE KIOSK TECHNOLOGY 

Ufone can surprise its competitors by introducing “Ufone kiosk”. 

These will be ATM like machines and that will give 24-hour service to 

Ufone subscribers to load the balance just like they take money from 

ATM. 


• Ufone Self Service Kiosks!! 

Now no longer need to stand in queue while visiting our Customer Service 

centre for a scratch card, U Top Up or to pay your postpay bills, you can pay 

them right away at a Ufone self service kiosk placed at our service centers. 


DEVELOP FRANCHISE IN REMOTE AREAS 

 

Ufone should develop some new franchises in remote areas so that 

people will get more and more benefit from it and it will help to increase 

their customers. 

Ufone should extend its network coverage area to Northern part of the 

country as well because in that part not too many companies are giving 

services and if Ufone give its service there then it will definitely 

attract people and its number of customers will shoot like a rocket. 



Some others are… 

In “ Ufone ghanta” package time of the package should be extend two 

more hours so that more & more people will use this service and causing 

Ufone to generate more revenues. 

It should also introduce some packages for internet users on mobile if it do 

so then many people will switch from other networks towards it. 

It should introduced International SMS packages like local SMS. 

Already Ufone is offering lowest International SMS rates but if they 

introduce some package like this it will get lots and lots of success. 



THREATS

Threats 

• GOVERNMENT INTERFERENCE 

Government interference in terms of taxes will always be treated as a threat. 

• PTCL CELLULAR LICENSE 

Ufone is nothing just a cellular license to PTCL, PTCL should provide more 

financial support to enhance profitability of its subsidiary company. 


• PENSION PAYOUTS 

Part of this threat is their own doing and other is simply unavoidable. 

Fine is responsible for providing generous pension benefits to its 

employees, which at time seems like a great idea, however they are 

now experiencing problems as more and more people begin to collect. 


• INCREASED HEALTH CARE COSTS 

Ufone, like many large companies with quality employees’ health care 

benefits, is experiencing a large financial hit that only get worse as time 

continues as compare to other cellular firms. 

• TOUGH COMPETETION 

As Ufone is cellular company and there is cut throat competition among 

cellular companies in Pakistan. There are six other companies also 

working in Pakistan so Ufone would have to face some growing competitive 

pressures. 


Contd… 

• PRESSURE GROUP 

Some pressure groups are protesting on the towers that are installed in 

residential areas. Their opinion is that it is not good for health of people 

to have such towers near their homes that cause radiations. 

• ECONOMIC PROBLEMS 

Pakistan is facing some serious economic problems now days so that 

would also affect Ufone. The current recession in market is not good 

for any kind of business including telecommunication. 


Some others are… 

In Baluchistan and FATA where Ufone already has network coverage 

is in danger because of critical situation and operation being held 

there. Investment of Ufone is in danger. 

Ufone penetrated in the market from 2005 to 2006 quite rapidly but 

since then it is experiencing a bit slower growth. 

There are some rumors about the shares of PTCL in the market. Being 

the Subsidiary company of PTCL, Ufone will also be affected by that. 


Contd… 

Ufone have to revise the list of subscribers who are legal and authorized. 

Because now the Government has warn to take strict action if any 

company would not keep such record. 


Comparison with others… 

By the arrival of China Mobile Company (Zong) in cellular industry of 

Pakistan, the Ufone and other companies now have to face the severe 

competition. 

As Zong is introducing some various attractive packages of both SMS and 

calls to attract customers. 

Ufone have to develop strategies to counter their strategy and to survive in 

the market. 




Comparison..

Contd… 

Telenor is giving higher rumen ration to its employees as compared to 

Ufone so many of its skillful and competent employees are going there. 

That will affect the company’s profitability in the long run. 



Question in my 

mind is 

Should I ask this 

hmmmmmmmmm

If you have any query please feel free to ask 

Phone: +92-51-9047-746 

Fax: +92-51-9047-420 

Email: fahad.khan@uettaxila.edu.pk 

University Of Engineering & Technology Taxila Pakistan

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