EXECUTIVE SUMMARY

With employee strength of 30,000 and 5.7 million customers, PTCL is the largest
telecommunications provider in Pakistan. PTCL also continues to be the largest CDMA
operator in the country with 0.8 million V-fone customers. The company maintains a
leading position in Pakistan as an infrastructure provider to other telecom operators
and corporate customers of the country. It has the potential to be an instrumental agent
in Pakistan¶s economic growth. PTCL has laid an Optical Fibre Access Network in the
major metropolitan centres of Pakistan and local loop services have started to be
modernized and upgraded from copper to an optical network. This report is being
started with the brief and complete introduction of organization, its historical
background, its services and its products offerings..What is the hierarchy in the
organization as well asworking of various departments are concisely discussed.The most
important thing the BUSINESS STRAGTEGIES is discussed in such a way that it¶snot
difficult to understand it. Internal and External analysis has the vital importance, which
inthis report is also done. More over the Financial Analysis is also done which is
depicting thefinancial position of the org in the market place. Whereas SWOT analysis
is done which clearlysows what are the strengths, weaknesses, opportunities and threats
in the organization. Finallysome suggestions and recommendations are given to org in
this report. Limitation although veryfew but can¶t be negligible are discussed. Thus this
report completely depicts the true picture of ptcl in a meaningful way

MISSION

Our mission is to achieve our vision by having:

1) an organizational environment that fosters professionalism, motivation and quality;

2) an environment that is cost effective and quality conscious;

3) services that are based on the most optimum technology;

4) ‘quality’ and ‘time’ conscious customer service; and

5) sustained growth in earnings and profitability.

PROBLEMS OR OPPORTUNITY DISCRIPTION

i. According to the NEWSTRIBE’S, PTCL EVO WINGLE, EVO, JADO (magic) box
users are facing connectivity and speed problems especially during the first half of the
day.
ii. Consumers are facing issues in contacting PTCL helpline, 1218 which denies the
presence of any issue.
iii. The quality of service in some areas is much poor hence creating the problems for
customers.
iv. The fixed wireless phone service is poor. They should use some their marketing
Rupees and use it for better service delivery, correct billing and competent customer
service.

SWOT ANALYSIS

 STRENGTH:
 PTCL enjoy monopoly
 State of the Art International Gateway Exchanges & Satellite Earth
 Stations
 large earnings
 good quality international connectivity
 Customer Base of over 4 million
 Government support

 WEEKNESSES:
 Lack of customer focus
 Outdated people and technology (perception)
 Lack of aggressive marketing
 Lack of customer services
 Ambiguous management style
 Lack of corporate culture

 OPPORTUNITY:
 Growth in telecommunication industry
 More aware and technology understanding
 Market open for more number of products
 Introduce High Value-added Products
 Time to establish brand loyalty
 THREATS:
 Exposure to market competition
 Migration to Cellular Networks
 Ability to Attract & Retain Quality Professionals
 Reduction in International Settlement Rates
MARKETING PLAN

a) Goals/Objectives:
The primary objective of Pakistan Telecommunication Company Limited is to
providetelecommunication services to the people in the country or in short to
satisfy thetelecommunication needs of its customers. Responding to the rapid
economic and technologicalgrowth, the company is determined to meet the
challenge of expanding needs of telephone anddata communication such as
public data network, integrated services digital network and
 Internetservices.The following basic policy steps have been taken to meet the
objectives laid in PTCL Act toexpand and operate telecommunication services in
the country. The main objective of anycompany is to earn the profit and
minimize expenses by winning goodwill in the market.

b) Target market:

c) Product:

Pakistan Telecommunication Company Limited not only Provides Conventional telephone

facilities, it also offers optical fiber services to the private sector. We will briefly discuss
below the product lines being offered by the PTCL. .

a) NEW TELEPHONE CONNECTIONS:

As mentioned earlier, PTCL is presently the only telecom company, who provided fixed-line
telephony in the country. So whenever, any Private business concern or any individual needs
a new telephone connection for provision of telephone service.

b) VALUE ADDED SERVICES:

CLI (Caller’s Line Identification)

Caller Line Identification (CLI): Calling line Identification (CLI) allow customers to identify
the caller before picking up the phone receiver. To subscribe to CLI services, a customer
needs a telephone set with display capability or a CLI device attached to the phone.

PREPAID CALLING CARDS:

PTCL calling card is the most popular choice of millions of customers all over the country. It
is now available with balance transfer facility and follow on call facility.

 Comes in easily affordable denominations of Rs. 100, 250, 500, 1000 and 2000.
 Easily available throughout the country
 Easy to use from any PTCL digital phone (Dial 1010)

 Fast and easy, nationwide and international access

 No line rent and no Phone bills
 24 hours customer services through toll free number (0800-80800)
E-BILL PAYMENT

Billing system is a part of customer services so providing connivance to its valuable

customers PTCL launched a new billing service which is available through “ PTCL Calling
Card” This is another service from PTCL. This service is basically providing billing solutions
for the users.

DIGITAL FACILITIES:

PTCL offers a variety of features to digital exchange customers like:-

 Hotline
 Abbreviated Dialing.
 Call Waiting
 Don’t Disturb
 Call Transfer on (a) Busy (b) No Reply (c) Immediate
 Wake up call
 Absent Subscriber
 Code Barring

PREPAYMENT TELEPHONY SERVICES (PPT)

With the changing trends most telecoms are diversifying their services towards Prepaid
solutions .one of such modern era telecommunication service is Prepayment Tele Phone
(PPT).It provides the facility to subscriber to load a prepayment Telephony card against their
telephone number thereby generating an account on I/N platform and any call made from that
telephone will be charged to this account. The service will provide state of art technological
facilities to the subscribers.

2- SERVICES FOR CORPORATE CUSTOMERS

PTCL is striving hard to facilitate its valued corporate customers at each level of service.
PTCL offers a host of unmatched services to suite the needs of the Corporate Customers. The
list of Corporate Services is given as under. For more information regarding any of the
following services, PTCL Corporate Customer Centers can be contacted.
UNIVERSAL ACCESS NUMBER (UAN):

UAN (Universal Access Number) service is ideal for organizations Engaged in marketing of
products or services. Here is a list of business who can avail UAN Service.

 Banks
 Insurance
 Newspapers
 Credit Card Companies
 Airlines
 Travel
 Hotels
 Courier Services
 Shipping Lines
 Utility Services
 Fast Food Outlets
 Trading Companies
 Consumer Products
 Stock Brokers Companies
VOICE MESSAGING SERVICE: (VMS)

With PTCL Messaging Service, you can have all for (or Desired) calls recorded when you are
absent, busy on phone or do not want to attend the calls for any reason. You can, later on at
your convenience, retrieve all recorded messages from any telephone anywhere in the
country. Security of message is ensured against eavesdropping through subscriber controlled
password.

PTCL VMS is designed for those who do not want to miss a call or Fax because that can be
beneficial. Great for anyone owning a telephone or Fax, at home or business.it is much more
powerful and flexible than answering machine due to Message options available in your
voice mail system.

PTCL MESSAGING PLUS:

PTCL MESSAGINH PLUS is designed for small and medium business enterprises having
problems with managing telephone message. PTCL MESSAGING PLUS will definitely
handle these problems for you. Advanced messaging features save time, make you truly
mobile and increase productivity. Essential for time-conscious executives, frequent travellers
and Professional groups.

UNIVERSAL INTERNET NUMBER (UIN) 131

UIN 131 numbering scheme for internet services providers, represent exclusive code to each
ISP.The concept of the service just like toll free 0800 but charges a local call for each
connectivity attempt, UIN involves allocation of numbers to individual ISP’s who are
licensed by PTA.

VIRTUAL PRIVATE NETWORK (VPN)

Communication is the secret of success in today’s highly competitive market. When it comes
to enabling your enterprise, your communication got to be instant, fast and hassle free. The
answer to this corporate need is virtual private net work.It is an innovative and intelligent
private network to integrate business/enterprises having sub-offices with in a city or nation
wide. Without necessity installation of dedicated resources, VPN enables organization to
create a private network.

DIGITAL CROSS CONNECT (DXX)

Telecommunication networks are the most important infrastructure elements of any business
today. As the businesses increasingly depend on it, quality of networks is gaining strategic
importance.PTCL offers flexible and reliable data services solutions through a high quality
platform of digital leased line network.PTCL digital cross connect (DXX) network provides
the most dependable media for WAN connectivity with more than 200 nodes country wide.

ISDN BRI/PRI

It is a near broadband experience suitable for household and small/medium sized

organizations.

d) Positioning:

e) Pricing:

Being a government organization, PTCL is not authorized to determine the prices of its
products itself; the Telecom Regulator Authority viz. Pakistan Telecommunication Authority
(PTA) fixes the prices of telecom services. The process is such that whenever PTCL intends
to increase or reduce the rates of its services, it submits its Proposal to PTA for approval.
PTA then calls consumers’ representatives, journalists and other interested groups for
discussion on the proposal. After listening to the viewpoints of all the interested parties, PTA
gives its decision. If PTA approves PTCL’s proposal, the new rates are enforced. It may be
mentioned here that telecom technology is only technology whose rates are on the decline
with the passage of time. PTCL also rationalizes its tariff with the passage of time. Tariff
rationalization process started in 1997 as part of GoP Telecom Sector policy for privatization
of this sector. It was mainly focused on rebalancing the domestic process like NWD,
international, local call, line rent etc. Rebalancing is completed by the end of 2008 (as per
Tariff rates) with the objective to position PTCL for competition.

f) Placement

The Head Office of Pakistan Telecommunication Company Limited is situated in Sector G-

8/4, Islamabad, which is headed by the “President”. Besides, it has Regional Headquarters
like:

 Islamabad Telecom Region,

 Rawalpindi Telecom Region,
 Hazara Telecom Region Abottabad,
 Northern Telecom Region-I Peshawar,
 Lahore Telecom Region (South),
 Lahore Telecom Region (North),
 Multan Telecom Region,
 Faisalabad Telecom Region
 Southern Telecom Region-I Hyderabad
 Southern Telecom Region-II Karachi
  Southern Telecom Region-V Sukkur
 Western Telecom Region Quetta.
 Switching network Central region Lahore.

These Regions provide Telecommunications services to the customers in their respective

areas. Apart from these, PTCL has an Optical Fibre Construction Region Lahore and Optic
Fibre System Islamabad, each headed by a General Manager to install, operate and look after
optic fibre systems/cables. In each District and Tehsil, an Exchange, Franchisor, Call Centres,
Customer Care Centres are available to facilitate the customer needs.

g) Promotion:

PTCL is using following components of promotional mix for the promotion and Publicity of
its product/services.

ADVERTISING:

In promotional mix, PTCL’s main stress is on advertising in print and electronic media.
PTCL periodically places its advertisements in print media on services like “H/Qs hotline
0800-44544”, “Caller line identification (CLI)”, “Voice Messaging Service”, “Digital
Facilities”, “PTCL Prepaid Calling Cards”, “Inquiry 17”, “Complaint 18”, phone bill cards
prepaid telephone etc. to remind the customers of these services. Sometimes, corporate ads
are also released to print media to mark special occasions.PTCL’s Commercials on “Prepaid
Calling Card”, “CLI”, “Voice Messaging”, “Digital Facilities” etc. are also broadcast
immediately on electronic media as reminders to Customers.

SALES PROMOTION:

PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free
from 11:00 pm to 06:00 am to promote the usage of its telecom network. Moreover, PTCL
offers special rate packages on special occasions like Ramadan Package and EID package,
which offer customer reduced rates for specific timings.

For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter
from 6:00pm – 6:00 am to attract customers to use its telephone service. These rates result in
increased revenue for PTCL and also facilitate the customers to talk to their near and dear
ones on these special occasions on affordable rates.

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