ABSRTACT

• Telecommunication industry getting a better place in market. • Exorbitant growth in Pakistan. • The telecom infrastructure is improving dramatically with foreign and domestic investments. My selected Company is "Pakistan Telecommunication Company Limited" (PTCL) which is the largest telecommunication company in Pakistan. • The monopoly of PTCL is now over and the sector is moving towards liberalization.

EXECUTIVE SUMMARY
• PTCL is one of the leading telecom company of Pakistan. • The PTCL is one of the outstanding and profitable organizations. • the executive summary in which  Summary is being discussed.  Company background in which brief history of an organization is given.  A detailed SWOT analysis is done.  Detailed analysis of an organization as well as marketing, sales strategies adopted by PTCL.

COMPANY DESCRIPTION
• Pakistan Telecommunication Company Limited (PTCL) is the largest telecommunication company in Pakistan. • Company provides telephony services to the nation and still holds the status of backbone for country's telecommunication infrastructure. • The company consists of around 2000 telephone exchanges across country providing largest fixed line network. • The Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006

COMPANY DESCRIPTION(Cont.)
Under the PTCL reorganization act, 1996 the telecommunication sectors were split up into four bodies. I. Pakistan Telecommunication Company limited (PTCL) II. Pakistan telecommunication authority (PTA) III. National Telecommunication Corporation (NTC) IV. Frequency allocation board (FAB)

BUSINESS MODEL OVERVIEW
• • • • OBJECTIVE OF FORMATION The main objective of the Company is to provide telecommunication services to its subscribers residing in Pakistan. VISION STATEMENT To be the leading ICT (Information and Communication Technology) Service Provider in the region by achieving customer satisfaction and maximizing shareholders' value'. MISSION STATEMENT To achieve our vision by having An organizational environment that fosters professionalism, motivation and quality. An organizational environment that is cost effective and quality conscious. ‘Quality’ and ‘Time’ conscious Customer Service. CORE VALUES Professional Integrity Customer Satisfaction Team Work Company Loyalty Corporate Culture

BUSINESS MODEL OVERVIEW(Cont.)
• Marketing objectives. • Financial objectives. • The primary objective of PTCL is to provide telecommunication services to people in the Country. • Acquire, promote and manage research and development, transfer of technology and software development. • Enhance efficiency, improve quality and expand the system to meet customer’s satisfaction and provide service on demand. • To introduce computerized directory assistance & complaint service, reform billing and a revenue collection system.

• PTCL Brand Philosophy As the leading Information and Communication Technology Service Provider in the region we are the link that allows global communication. We are striving towards mobilizing the world for the future. By becoming partners in innovation, we are ready to shape a future that offers telecom services to bring the world closer. • PTCL Positioning Statement Hello to the Future • • • • • • Brand Values Evolving Innovative Human Trustworthy Quality Conscious

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MOBILINK Is a largest mobile phone company of Pakistan.Mobilink is currently having more then31, 9 58, 5 97 users base which is the 36% of total cellular industry of Pakistan. Mobilink is basically competing U-fone which is subsidiaries of PTCL. TELENOR Is another cell phone company it have 17, 84, 107 4 subscribers which is 20 % of total Mobile industry. WARID Is also providing cell phone facilities in Pakistan. Waridtel having more then15, 1 14, 678 subscribers which is17 % of Pakistan mobile industry. NEW COMPETITORS: WATEEN PTCL competitors is WATEEN which is providing most popular product against the PTCL .WATEEN is now a days leading company in Pakistan. It not only provides landline service but also providing GSM service like 23 WARID telecom. It’s providing grant package against the PTCL and making problem for PTCL.

As part of the Company’s vision of maintaining and growing its position as the leading ICT service provider and a profit leader, a five year Strategic Master Plan for the Company, with defined corporate KPI targets, timelines and ownerships was developed by the PTCL management. Defining yearly targets on market shares for various voice and data services, introduction of a corporate KPI based performance measurement system, Restructuring of the organization, formulation of IPTV, Triple Play and converged services, migration to an end to end IP based network, Investment strategies such as Assets Management for risk diversification and improved Return on Investments, were all part of the master plan. The five year master plan will be reviewed and updated on an annual basis. PTCL chose August 14th, the Independence Day, to launch its new logo and theme of „feel the difference‟. To support the new spirit and to reinforce its commitment, PTCL offered „free‟ nationwide calls to the people of Pakistan. The traffic on 14th August 2007 jumped to 4 times the level on a similar holiday to give credence to our hypotheses that the „good old telephone‟ Company is still the trusted landmark of the people of Pakistan. This unprecedented response to free calls on 14th August was a heartwarming experience as it reassured the faith of our customers in our services, making us even more aware of our responsibilities towards putting our customer first. Fixed Line Telephony PTCL‟s fixed line segment has witnessed decline in numbers in 2007-08 as against last year with a decrease of 452K lines during the past year. The market for the FLL segment has least amount penetration primarily due to the major inclination towards cellular and wireless segments by users. PTCL‟s fixed line potential is anticipated to remain stable with its having the largest network, coverage and better quality service as compared to WLL and cellular networks. The fixed line segment is anticipated to cater the needs of the business community at large and as expected is to be driven by the country’s future economic growth.

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Segmentation: The segmentation strategy of PTCL has two basis: Corporate esidential • • Following this strategy PTCL also trying to cater the needs of corporate customers as well as residential customers so that their product value and worth can be easily increased by catering the needs of the different segments. • Target Market: • PTCL’s 80% revenue comes from just 20% customers, who are corporate customers and other big and small business organizations. The main focus of PTCL marketing efforts is on retaining and satisfying that 20% chunk of key customers at any cost. For this purpose, PTCL is now established Corporate Customer Services Centers in major cities to take care of these vital customers. Apart from these important customers, PTCL targets general public and other small business companies for sale of its landline telecom services like telephone, fax, Internet, as well as other services like CLI, VMS, and Digital Facilities etc. • • Positioning: • As PTCL is the sole provider of the landline telecom services in the country; it is the market leader in providing these services because there are no competitors to challenge its market leader status. Thus presently PTCL is facing no problems in positioning its services in the market as a market leader because it enjoys monopoly in the industry. However, with the deregulation of telecom sector PTCL is gearing up itself to maintain this market leader position, on the other hand competitors are doing to challenge it. • • Placement: • As PTCL have wide distribution channels in the form of their franchisers so any of their product can be purchased from their franchises and they are also try to make their product available in whole country so that to maximize their profits. • • Promotion: • PTCL have many promotional options which are very effective mean and can be used for the promotion or launch of any of their product. The major means which PTCL have for promotions are as follows: • • In house marketing channels • Customer Care Units • Advertisements (TV, Radio, Print) • Sales promotions • Direct Marketing • Public Relations

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STRENGTHS MONOPLY: LEADER IN THE MARKET GREAT EARNINGS MODERN TECHNOLOGY PFRIENDLY ENVIRONMENT
WIDE DISTRIBUTION CHANNELS IMPRESSION OF BUILDING FRINGE BENEFITS • Medical Facilities as a very large Dispensary working at Islamabad. • After Death Marital Fund Rs. 200000 is granted to family of employee. • Salaries of staff members are very satisfactory.

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MEDIA FRIENDLY Ufone DISCIPLINE QUALIFIED STAFF

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IMAGE AMBIGUITY IN STRATEGIC DIRECTION NO EFFECTIVE MARKETING DEPARTMENT CULTURE. CUSTOMER DISSATISFACTION AND DELAYED RESPONSES NO FIX TENURE FOR PROMOTION There is no growth plan for employees that has caused 1. Due to which over employment of staff in each department. 2. Low level of employee’s satisfaction and commitment. DELAYS IN THE DECISION MAKING

• SKILLFUL EMPLOYEES • SPONSOR DIFFERENT EVENTS • INCREASING AWARENESS

• INFRASTRUCTURE
• ENTERING THE NEW MARKET • NEW PARTNERSHIPS • TELECOM FACILITIES IN RURAL AREAS

• DECREASING CONFIDENCE OF PEOPLE • GOVERNMENT LEGISLATION • DECREASE IN MARKET SHARE DUE TO COMPETITION • GOVT. TAXATION • LONG DISTANCE CALLS • WIRE LESS TECHNOLOGY

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To implement the sales strategy, a sales department is responsible to increase the sales of different packages. Employees in the sales department check that where sales are possible and how much potential is in the market. Sales person check new places of potential where they can increase their sales. They develop distribution network and use different media vehicles to increase their sales. Basically there are two main departments of PTCL that are responsible to do the sales, and they also define sales strategy at the departmental level. Business Development Department: Business development department is responsible to develop products for corporate sector. They look for Prospects for new business, making sales presentations and few other tasks. Reporting and analytic support to address business strategies and product development that provide for solid business intelligence solutions environment and infrastructure. They target general sector and corporate sector. Business Intelligence Department: This department checks the trend and traffic in PTCL own services in market and also check what is the effect of competitor action on the services of PTCL. For example, there is need to check the traffic of calls by customers, assure that the performance of the data warehouse environment is performing optimally through the use of capacity planning, and systems monitoring. Lead the effort to analyze business needs and data, subsequently establishing, documenting and implementing a consistent analysis methodology and use of resources across the organization. Ensuring sound requirements definition, specification and scope definition processes are upheld through reporting & analysis.

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