CASE STUDY OF PTCL:

Corporate Vision
To be the leading and most admired Telecom and ICT provider in and for Pakistan.

Mission
To be the partner of choice for our customers, to develop our people and to deliver value to our
shareholders.

Core Values
Professional Integrity, Teamwork, Customer Satisfaction, Loyalty to the Company

Vision

It is our vision to be the leading ICT service provider in the region by achieving customers
satisfaction and maximizing shareholders value.

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.

Core Values
In achieving our mission and making our vision a reality, we will practice the values of
professional integrity, customer satisfaction, team work and company loyalty.

Responsibilities

As a corporate citizen, we recognize five main areas of responsibility:

To Our Shareholders

We will strive to protect shareholders investment, and provide an attractive return.

To Our Customers

We will win and maintain our customers by developing effective and innovative connectivity
and making it affordable for our customers.
To Our Employees

We understand and realize that commercial success depends on the full commitment of all
employees so we will remain committed to team work and a working environment where there is
mutual respect and where everyone feels responsible for the performance and reputation of our
company.

To Our Business Partners

PTCL is committed to establishing mutually beneficial relations with its suppliers, customers and
business partners. We expect our business partners to adhere to business principles consistent
with our own.

To Society

PTCL wishes to remain a trusted corporate citizen. As an integral part of society, PTCL observes
the laws of Pakistan and aims to enhance general well being of the society by promoting
education, health and cultural activities conducive to the growth and development of its fellow
citizens.

SWOT analysis: a case study of ptcl

1. 1. Presentation Topic SWOT Analysis of Pakistan Telecommunication Co. Ltd: a case

study
2. 2. BRIEF HISTORY OF PTCL 1947 Posts & Telegraph Dept. established 1962
Pakistan Telegraph & Telephone Deptt. 1995 About 5 % of PTC assets transferred to
PTA,FAB & NTC. 1996 PTCL Formed & listed on all Stock Exchanges of Pakistan 1998
Mobile & Internet subsidiaries established 2000 Telecom Policy Finalized 2003 Telecom
Deregulation Policy Announced 2006 Etisalat Takes Over PTCL's management
3. 3. Originally fully owned by the Government of Pakistan, this holding has; since 2006;
been reduced to 62%, when 26% of shares and control was sold to Etisalat - and the
remaining 12% to the general public.Pakistan Telecommunication Company Limited
(the backbone for country's telecommunication infrastructure) was founded in 1947 while
incorporated on December 31, 1995 and commenced business on January 1, 1996. The
Company is now listed in Karachi, Lahore and Islamabad stock exchanges.
INTRODUCTION
4. 4. Etisalat is the Middle East's leading telecommunications operator and one of the
largest corporations in the six Arab countries of the Gulf Cooperation Council, with a
market value of approximately Dh 81 billion (US$22 billion) and annual revenues of over
Dh32.9 billion (US$9 billion). A multinational, blue-chip organization, Etisalat has
operations in 15 countries in the Middle East, Africa and Asia. Nearly 42,000 people are
directly employed by the company.INTRODUCTION
5. 5. Etisalat acquired shares in PTCL, Pakistan's most reliable and largest converged
services carrier providing all telecommunications services from basic voice telephony to
data, Internet, video-conferencing and carrier services to consumers and businesses all
 over the country. The company has over 20 million mobile subscribers under the name
"Ufone" and more than 5 million fixed-line customers. Etisalat International Operations
include Etisalat UAE Thuraya , Zantel, Mobily , Etisalat Lanka , Canar Atlantique
Telecom (AT) , Pakistan Telecommunications Company Limited (PTCL) Etisalat Misr ,
Etisalat Afghanistan, Excelcomindo (XL), Etisalat NigeriaINTRODUCTION
6. 6. PTCL is a leader in providing infrastructure to other telecom operators and corporate
customers in Pakistan. PTCL is committed to improvement, growth and quality service as
is evidenced by the modernisation of local loop services from copper to an optical
network, the acquisition of supplementary capacity on the two SEA-ME-WE and
IMEWE intercontinental cabling route to expand its international capacity in an effort to
meet the increasing demand of international traffic. With the laying of Fibre Access
Network technologies in major metropolitan centres of Pakistan, PTCL has proved to a
potential instrument of change in Pakistan's economic growthINTRODUCTION
7. 7. PRODUCTS
8. 8. Website www.ptcl.com.pkNet income U.S. $16 million Revenue U.S. $310
million(2011)
9. 9. To be the leading Information and Communication Technology Service Provider in the
region by achieving customer satisVision OF PTCL The future is unfolding around us.
In times to come, we will be 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 that bring us closer.faction and
maximizing shareholders' value'.
10. 10. To achieve our vision by having: An organizational environment that fosters
professionalism, motivation and quality An environment that is cost effective and
quality conscious Services that are based on the most optimum technology "Quality"
and "Time" conscious customer service Sustained growth in earnings and
profitabilityMission OF PTCL
11.12. SWOT Analysis Of
12. 13. Environmental factors internal to the firm usually can be classified as strengths (S) or
weaknesses (W), and those external to the firm can be classified as opportunities (O) or
threats (T).A scan of the internal and external environment is an important part of the
strategic planning process which is performed by strategic planning tool called as SWOT
analysis. SWOT Analysis?
13. 14. The SWOT Analysis Framework Environmental Scan / Internal Analysis External
Analysis / / Strengths Weaknesses Opportunities Threats SWOT Matrix
14. 15. Strong international brand names.The largest landline network of Pakistan.
Oldest Telecommunication Company of Pakistan founded in 1947. Strengths:
Attributes of the organization that are helpful in achieving the objectives. PTCL
Strengths
15. 16. PTCL maintain the records of customers in an organize way with the principle of
privacy. PTCL can be used as a backup network if the mobile networks are down due to
any reason. PTCL is offering multiple services which includes Telephone, Internet and
T.V. Competent and Skillful Human Resources in few specialized fields. Strong
financial position
16. 17. It offers low rates for the national calls etc, as compared to mobile networks. It has
been offering Internet DSL connection to the customers with students package offer.
All the telecommunication companies operating in Pakistan directly or indirectly
dependent upon PTCL network.
17. 18. Functional units are not well organized. No research and development programs.
No clear strategic direction. Poor organizational structure. Lack of technical staff in
DSL technical support. Quality of Service; offered to the Customer is very poor and in-
efficient, specially the Internet service. Weaknesses: Attributes of the organization that
are harmful in achieving the objectives. PTCL Weaknesses
18. 19. Form processing for new connection takes more time in larger cities. V-wireless
coverage and service is feeble. Very low employee morale. Extra employee
overhead due to over-hiring. Low rate of customer retention. Political intervention in
decision making. Low revenue per user. Bad debts due to non payments of bills.
Weak marketing of new services.
19. 20. Development of new, innovative and customized products Huge market size to
Increase market share. Opportunities: External conditions that may be helpful, In
achieving the objectives. PTCL Opportunities Re-structuring of organizational hierarchy
(Proper planning and implementation is required, to Improve overall services).(Increase
in company product lines)
20. 21. Hire technical staff in specific areas e.g for DSL issues in order to increase customer
satisfaction. Joint ventures with other telecommunication companies for introducing
new services. Improvement in customer services. Hire competent marketers and adopt
aggressive marketing that is required to promote offered services and give tough time to
competitors. Making technology accessible to all (e.g. broadband). Adopt latest
technologies.
21. 22. Inconsistent and Adhoc decisions by Company management. New players in the
industry. Strong competition from telecommunication companies. Threats: External
conditions that may be harmful in achieving the objectives. PTCL Threats
22. 23. Recession in economy. Rapid raise in Government taxes. Inflation in the country,
may increase the cost of services which will finally transferred to customers. Political
instability. Cyber crimes percentage is increasing. Security and fraud issues.
23.24. SWOT Interactions
24. 25. SWOT / TOWS Matrix TOWS Analysis Strengths Opportunities S-O Weaknesses
Strategies Threats W-O Strategies S-T Strategies W-T Strategies
25.26. 4 types of Suggested Strategies for
26. 27. An oldest telecommunication company of Pakistan, containing good reputation,
customers trust1)S-O Strategies: & high brand loyalty as strengths can grab the
opportunity to increase its market share and position globally. Having a high reputation
and brand name, it has an opportunity of Joint ventures with other telecommunication
companies for introducing new services so can increase its market share.
27. 28. Good financial position of PTCL can help availing the opportunity of developing new
and innovative products.The largest land-line network having a strong financial
position can increase further its product lines, invest its capital, hiring competent
marketers to adopt aggressive marketing strategies particularly advertising. hiring 0f
 expertise and skillful human resources to adopt latest technologies and to make
technology accessible to all.
28. 29. PTCL can be used as a more sophisticated and secure backup network. PTCL
offering multiple services, enjoying competitive advantage in the industry, can cope with
its national and international competitors through its valuable resources. Producing
customized products as per demand of the customers can able PTCL to compete with
other companies in the industry. For instant students package for DSL.
29. 30. Continuous improvement in customer services: PTCL can increase its market share
by improving its customer services including privacy of customers, secrecy and
organization of profiles, before /during & low call (nationalafter sale services etc. &
international) rates or uniform fixed service charges may help PTCL to enjoy long term
sustainability and growth
30. 31. PTCL has weak marketing of new services and contain an opportunity to adopt latest
on-line technologies to overcome this weakness. The company can also overcome this
weakness by availing opportunities of hiring competent marketers and to adopt
aggressive marketing stra2)W-O strategies: tegies particularly advertising.
Enhancing employees morale with organizational polices and leadership trust .
31. 32. Bad debts (non payments of bills from customers) requires improved , enthusiastic
and efficient management in decision making process. Impact of poor overall
management structure and policies can be reduced through re-structuring of
organizational hierarchy and benchmarking. Poor and in-efficient customer service can
be overcome through re-structuring of organizational hierarchy and delegate authority in
a limit with responsibility to low level staff, that may increase level of motivation with
accountability.
32. 33. To adopt latest on-line technologies the company may overcome the weakness of
form processing and can make it easier. Technical staff in DSL technical support can be
helpful to the level of DSL issues and to increase customer satisfaction. Low Revenue
per user, generated by company, can be overcome by increasing its market size to make it
acceptable and sufficient for company.
33. 34. PTCL good reputation, customers trust3)S-T strategies: & PTCL also
maintains privacy of its customers by keeping customer profiles secret and in well
organized manner to enhance customer satisfaction and resolve the security issues like
fraud and cyber crimes PTCL financial position can overcome the threat of existing
competition with other telecommunication companies in the industry through
differentiation. high brand loyalty can eliminate the threat of new comers in industry.
34. 35. political intervention in decision making processForm processing duration for new
connection Low employee morale Extra employee overhead due to extra hiring
weak V-wireless coverage and service in-efficient customer service (especially
internet services. inconsistent and adhoc decisions by companys management. Poor
organizational/management structure 4)W-T strategies: Following weaknesses
/problems have to be addressed to avoid or minimize the threats of competitive
environment.
35. 36. Conclusion PTCL is at maturity stage now. They are following the cost leadership
& differentiation strategies. They are providing advanced technologies and services to
their customers by lowering the prices and they are the only ones, who are providing the
 services to such a big extent. The suggested strategies are under consideration. If serious
attention been on required actions , the company can enjoy long term sustainability and
competitive edge.

. Organizational structure of PTCL Board of Directors CEO Project Director

Marketing & Sales Customer Care Information System Finance Engineering . HR &
Admin Information technology Quality Assurance HR Department of PTCL and Polices
Introduction: The human resource department in PTCL was formally established in 1996
and it was reorganized in 2005. PTCL. Human resource is known as the HRIS-PTCL and
it is working under SEVP and GM under region centers. HR Managers plays very
important in the hierarchy of PTCL and also in between the higher management and
lower management employees. He is the most important employee to achieve the
company over all objectives, goals by properly managing and utilizing the company
resources.
1. . HR Importance: The main objective of HR department in PTCL is to meet
company needs of the human resource and the needs of the people hired by the company.
The Management of the PTCL considers that in order to stay competitive and to meet
needs of the customers. They also focus on the employees. They consider the employees
as the main asset of the company providing the better facilities
2. 5. Advertisement through different Medias Online submission of C.V(e.g. Rozi.com)
Online prescreening for those who dont meet initial requirement Then an application of
short listed candidates reaches to HR manager Skills Required Qualification
Experience Personality and Behavior Job Description: After job specification they move
towards job description and write details of duties and responsibilities, working
conditions and other main aspects. Recruitment and Selection: PTCL Hired the Candidate
through internal and external way. Internal Candidates: PTCL select their internal
candidates for vacant posts by following methods. They use online software call PMS for
performance evaluation. Ask from employees immediate boss or if boss nominate any
employee as eligible. External Candidates: For generating pool of external candidates
PTCLfollows the given steps: What type of work job requires? Which activities
should be performed? What competencies we need for the job? What kind of person
should we hire for the job? Job Specification: After analysis of job they write job
specification taking following things under consideration Job Analysis at PTCL:
In PTCL job analysis is done through procedure manuals. They do forecasting for future
turnover. After forecast they analyze where they have vacancy either it is in HQ, Region,
CCS or somewhere else? They collect data from managers, supervisors as well as their
own inputs. They collect data through interviews, informal questions about the job and
observation.They do job analysis to analyze that:
3. 6. Learning by doing Training by colleagues Training by supervisor Off the job
training On-the job Training: It includes learning by observation of their higher level of
employees such as On the job training Questions for internal candidates are
situational and job related. Training and Development: Orientation is given to new
employees according to manual/forum, Policies, Rules and Regulations of the
organization and what kind of Duties and responsibilities to be performed and tell
him/her about Routine Task of company. Tell him/her about work and also do
Communication to colleagues and immediate boss Types of training: PTCL do TNA
provides following two types of training In 2nd interview most of questions are
situational and job related In 1st interview they evaluate qualification, skills and
behavior of the applicant Head of concerned department Head of HR department 1 or 2
members of higher management Members of higher management can be different in 2nd
interview Types of Questions asked in interview: Interview is formal and structured and
each panel member has sheet to evaluate Conducting Interview: 1st Interview:
After initial prescreening short listed candidates are called for interviews 2nd Interview:
After further short listing from 1st interview remaining candidates are called for 2nd
interview andfor internal candidates there is only one interview. Both interviews are
Panel interviews consisting of 3 to 4 members