Strategic Analysis

2. Noor ul Mustafa
Kiran Faiz
Shilpa
Sumera Razaque
Waqar Latif
Group Members

3. PTCL
STRATEGIC MANAGEMENT

4. Overview
• Fastest growing segments of Pakistan’s economy
• Estimated more than 100 Million cellular users
• Revenues of telecom sector reached Rs :449.6 billion against
Rs :463.5 billion (2013-2014)
• Telecom companies invested a total of US $1,815.6 million (3g
& 4G)

5. • Pakistan Telephone and Telegraph department in 1962.
• In 1991 the government took the decision to privatize the PTCL.
• In 1995 December, assets of PTC had divided into PTCL, PTA, NTC, and
FAB.
• In 1996 by the enactment of parliament PTCL was established in public
sector.
• In 1998 mobile and internet subsidiaries established which again grow this
sector.
• In 2005 government decides to fully privatize the PTCL and sold the shares
to Etisalat
• PTCL operates in huge market of the world in Pakistan (19m population)
• 2000 telephone exchanges across Pakistan
History of PTCL

6. To be the leading Information and
Communication Technology Service
Provider in the region by achieving
customers' satisfaction and maximizing
shareholders' value.
Vision statement

7. Mission statement
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 profitability.

8. • Professional Integrity
• Customer Satisfaction
• Teamwork
• Company Loyalty
Core Values

9. Objectives are the ends towards which activity is aimed:
• To provide quality services to its customers in
Pakistan.
• To provide maximum satisfaction to its customers by
using the latest technology.
• To increase the worth of owners.
• To lead the telecommunication industry in Pakistan.
Objectives

10. • Evo
• BroadBand
• GSM
• Smart Tv
• V fone
Products offered

11. EFE MATRIX

12. SPACE MATRIX

13. IFE MATRIX

14. SPACE MATRIX

15. SPACE MATRIX

16. IE MATRIX

17. QSPM MATRIX

18. • There is a high potential market for value added services of
PTCL in Azad Kashmir and Rural Areas. The company should
start the internet, Pay-card Phone, and Mobile phone services
in these areas in collaboration with private investors.
• HRD is a key component in every organization; In PTCL this
is not going well. So there is an immense need to improve this
department.
• Those who are existing employees, they must be provided with
the trainings and HR department should appraise them timely.
If inefficiency is found in staff, they should be provided with
the training and the HR department must be enquiring from
GM of the PTCL exchanges.
Suggestion and Recommendations

19. • PTCL should have agreement with advertising agencies as
well like they have agreements with banks like Allied bank,
Bank Al-Habib, Bank ALfalah, BoP, MCB and others.
Likewise they should have agreements with the ad agencies as
well so that when new product is launched the ad agency could
run their ads frequently via electronic media on request of
PTCL rather using print media more and this will help to
improve IMC (Integrated Marketing Communication) of the
company.
Suggestion and Recommendations

20. Implementation
• Market Penetration as in Matrix QSPM, the weighted average score shows
more value to Market Penetration.
ANNUAL OBJECTIVES:
R&D
• To Assess Customer needs.
• To Improve Services that satisfy our customers.
Marketing
• To Increase Ads and campaigns by 40%.
• To Enhance promotions.
• To increase Public Relations.
• Finance
• Raise long-term finance by
HR
• To improve the employee loyalty and satisfaction.
• To Enhance their skills and abilities.
• To Reduce Overstaffing.
Culture
• To improve the organization culture

21. POLICIES:
• At least one Ad in a quarter so that the customers get awareness about our
offerings.
• All departments must submit a monthly performance report
• Employees in the all departments must take at least one training and
development course each year.
• Promotions must be based on the merit.
RESOURCE ALLOCATION:
• Heavy financing will be required for advertisements to make customers
aware.
• To hire market experts that helps in aggressive marketing activities.
• For trainings and workshop for employees finance is required.
MATCHING STRUCTURE WITH STRATEGY:
• In Matching structure we selected to go with SBUs so that we facilitate our
strategy implementation.
• This will help us in planning and controlling in a better way.
Implementation

22. CEO
CIO CFO COO
Corporate Product
SBU
Fixed Line
Broadband
Wireless
Consumer SBU
Fixed Line
Broadband
Wireless
VP of
Marketing
VP of
HR
Organizational Structure

23. MANAGING CONFLICT AND RESISTANCE:
• Before implementation of strategy, communicate within the organization to
avoid the resistance.
• Discuss the objectives with employees like to “enhance the market share of
broadband” so, the employees know that this is the important goal to
achieve.
• Help employees so that know and understand their responsibilities.
• Leadership Qualities and Supportive Management will resolve the conflict
within the departments.
LINK PERFORMANCE TO PAY:
• Employees should be rewarded on the MERIT-BASE PAY.
• The benefits should be provided on the basis of their work.
Implementation

24. Policies Resource Structure
At least one Ad in a quarter so that the
customers get awareness about our
offerings.
Heavy financing will be required
for advertisements to make
customers aware.
Well established technological
structure should be present
Employees in the all departments must
take at least one training and development
course each year.
For trainings and workshop for
employees finance is required.
De-centralized structure
should be kept
Promotions must be based on the merit. Good PR should be present to
jump through loopholes and
avoid extra taxes and licensing
issues
Delegate authorities so the
employees take better decision
Managing Conflict and Resistance Culture Performance to Pay
communicate within the organization to
avoid the resistance.
High teamwork among
employees
Employees should be
rewarded on the MERIT-
BASE PAY.
Help employees so that know and
understand their responsibilities.
Very interactive culture exists
with an open door policy
The benefits should be
provided on the basis of their
work.
Leadership Qualities and Supportive
Management will resolve the conflict
within the departments.
High class business culture

25. Evaluation and Controlling