STRENGTHS PSO is having good competitive skills.

It has adequate financial resources as it is a public sector organization and is having support of the government. It is a well-recognized market leader as it has top oil market in Pakistan. PSO petrol pumps are computerized PSO is having product innovation as it frequently introduces new products accord ing to the requirements of its consumer. It has well conceived functional area strategies. WEAKNESSES The organization is falling behind in research and development. Sometimes the organization is unable to implement strategies in front of its com petitors. Although the services of PSO are quite well but it has weak market image as comp ared to Shell. OPPORTUNITIES Diversity into the related products i.e. creating some unique features in the pr oducts to attract their consumer. Add some complementary products in the future. It is likely in the future that the organization is going to expand the business and enter into the new market. Ability to move with the better strategies i.e. applying some new ways to cover the losses, increase the financial resources or increase the market share. Introducing the new product having the features that are very first in the marke t i.e. not in any other product offered by any competitor. THREATS Likely entry of the new competitors that are having new technology and are going to provide better services. Rising sales of the substitute products offered by the competitors. Adverse government policies i.e. government may increase the taxation rate on th e products offered to the customers. Growing competitor pressures can be proved as threat to the survival of the orga nization. Buyer s needs and tendencies may change and they are not fully satisfied by the ex isting products and may switch to the other products offered by the competitors. Adverse demographic changes.

SUGGESTIONS This is needed for the organization to improve the services. PSO is lagging behind in the field of marketing research. So they should pay att ention to make the research and development department efficient and active. Management should work in depth to know that which petrol pumps are more profita ble and which are generating low sales so they can adopt new policies in order t o increase sales. Conclusion Term report on marketing enabled me to have practical experience. Since it was m y first experience to make a report on marketing. This provided me the opportuni ty to have close might into the business activities. The main source of data col lection was interviewing the employees of Pakistan State Oil Company Limited . So i t becomes a source of sharpening my communicator and interpersonal skills. By fa ce to face interviews with Divisional Manager (Industrial consumer) and Division al Manager (Retail) I come to know that how to communicate with personnel s. It ga ve me confidence to move in professional field. SWOT Analysis: SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. Once key issues have been identified, they feed into marketing objectives. It ca n be used in conjunction with other tools for audit and analysis, such as PEST a nalysis and Porter's Five-Forces analysis. It is a very popular tool with market ing students because it is quick and easy to learn. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. For example, strength could be your specialist marketing expertise. A weakness could be the lack of a new product. Opportuniti es and threats are external factors. For example, an opportunity could be a deve loping market such as the Internet. A threat could be a new competitor in your h ome market.

When we went to PSO regional office situated at the mall road of Multan Cantt, w e noticed some similar strength there and some of our observations were not anal ogous with each other. This difference might be because of our observation crite ria or because of our personality differences. So that according to me the SWOT analysis is like that: STRENGTHS A distinctive competitive advantage. Adequate financial resources. An acknowledged market leader as it is having largest market shares of 72% Competitive advantage as it is considered as governmental Company. The whole company is fully computerized.

Being a government company it has big contracts with other governmental organiza tions like Pakistan Railways, PIA etc. Pakistan State Oil is the only Oil Marketing Company of Pakistan that has receiv ed top 25 Companies Award. WEAKNESSES Falling behind in Research and Development. Below average marketing skills Less developed website. Opportunities There is lot diversity in their products. They are having faster market growth. Complacency among rival firms. They are having opportunity to create better strategic group. Threats They have a threat to face adverse governmental policies. They have a threat of growing competitive pressure. The biggest competitive threat which they are facing now is Findings: According to our study The system of the whole company is computerized In the whole organization is using modern technology process and techniques. All of its officers are very co-operative. They are sincere enough to their company. All of them were having the strong attachment with PSO. The employees are committed with their duties. It is one of the biggest oil marketing company in Asia It has the biggest market share in Karachi Stock Exchange. PSO has less developed Research and Development department. PSO is having the support of government. Suggestions: Nothing is perfect in this life so that PSO should also have to improve itself. Shell

Its should improve its research and development. They should improve their services at their retail outlets. They should focus more on their marketing activities. They should promote themselves during national events like cricket tournaments. Conclusion In this way, it was a good chance to get practical experience and close look of official working. During our project we got a prestigious exposure of business f ield. We got a chance to sharp our interpersonal skills and communication skills . We came to know how to communicate in the business world and attitudes of pers onnel. We got confidence to move in the practical field. Swot analysis SWOT ANALYSIS THREATS Competitive threats Loss due to similar products More inclination towards CNG OPPORTUNITIES Can enter new markets Diversity into related products expansion of shop stops More contracts with PARCO STRENGTHS Acknowledged market leader Corporate responsibility to community and environment Distinctive core competencies Well conceived functional area Awarded company WEAKNESSES Weak R&D abilities Plagued with internal problems Interference by govt. Weak conceived image Vulnerable to competitive pressures

SWOT Analysis, which is key step in planning, helps marketers to focus on key is sues. Once these key issues have been identified they feed into marketing object ives. Pakistan State Oil Company Ltd. Have also some strength, weaknesses, opportuniti es and threats as being in the oil marketing company. Strengths The most dominant strength of PSO is that it is the largest Oil Marketing Compan y (OMC) in Pakistan with a market share of 72%. PSO utilizes sophisticated equipment and sound industry standards to prevent any form of pollution and preserve natural habitat. PSO was the first oil marketing company (OMC) to introduce Premier Plus in Pakis tan. It is a low lead gasoline with a special additive to reduce Carbon Monoxide levels in vehicle emissions. CNG, a much cleaner fuel in place of gasoline, is also being introduced in Pakistan by PSO. PSO has a distinctive core competence of strong supply chain as well as strong v alue chain. Starting from their supplier to their end consumers, they are well t hought off. Being a government organization, PSO is the leader in distribution of petroleum products to all business buyers. PSO has been ranked as No.1 performing company in Pakistan by Karachi Stock Exch ange and received award for the 16th consecutive year in 1999-2000. PSO is the only company in Pakistan which is listed in top 1000 companies of Asi a and has received TOP 25 Companies Award every year, for the last 13 consecutiv e years. Weaknesses At present, the greatest weakness of PSO is its poop research and development ca pabilities as compared to its biggest competitor, Shell. The R and D department of PSO which is centered only in Karachi is quite inactive in research field. Being a government sector, PSO is confronted with many internal problems due to excessive staff and unnecessary political interference. The managing Director (MD) of company is changed every time when the government is changed which creates in stability in the company. As PSO is a public sector, so people poorly conceive it and there is a conceptio n of lack of managerial skills and talents about it. As Shell is the biggest competitor of PSO with a market share of 20% and innovat or in new vision program, it has created competitive pressure for PSO. Opportunities PSO can enter new markets by clarifying their image through efficient and effect ive marketing skills It can create diversity in its products by complementary products introduction.

It can expand the shop stops into proper restaurants to provide better service t o travelers and to create a more attractive vision of retail outlets. It can sign more reliable and strengthening term product off-take agreement with Pak Arab Refining Company (PARCO). Threats The biggest threat for PSO is the emerging company of France, the Total. It has started its services in Pakistan and is gaining wide popularity. PSO can lose its potential customers due to similarity of products offered by Oi l Marketing Companies in Pakistan Due to more inclination towards CNG, the demand for petrol and HSD is in danger .As is the law of Canadian government for built in CNG kits in cars, it will be a threat for fuel oils if imposed in Pakistan Findings and Recommendations Pakistan State Oil Company Ltd is the finest Oil Marketing Company in Pakistan. Although it faces constant competitive threats from its competitor Shell, yet it is moving fastly to gain even larger proportion of market share. The Company is maintaining the tempo of achievements through wholehearted commitment & hard wo rk of its Human Resources and full support of its dealers / agents and customers . It has remained in the forefront to protect the health and safety of its emplo yee, customers and the environment in which it conducts its daily operations and shares with the community. The introduction of Internet facility at 150 outlets indicates PSO concern for providing modern means of communication to PSO dealer s and also opens a world of information to communities across the country. PSO i s now in position to serve the requirements of a broader base of customers. Expa nding the range of services at its outlets, PSO has set up easy payment centers, in collaboration with Citibank, at selective retail outlets of Karachi, where c ustomers can pay their utility bills at any time of the day, avoiding the hassle s of long Queues. PSO has also to make its position stronger in this growing environment. It shoul d appoint checking staff apart from sales men on retail outlets who can check th e quality and quantity of oil products and can listen to the claims of people. S imilarly, the R and D department should conduct research for promotion of its pr oducts and for exploring new ways of fascinating customers towards PSO products .For distributing its products in Northern Areas; PSO has to incur some losses d ue to higher transportation charges. So arrangements should be made to make PSO sell on at least breakeven. Privatization of PSO is underway whereby JP Morgan s financial advisory consortium is assisting the Government of Pakistan in the privatization process. The basic purpose of privatization is to more effectively develop the hydrocarbon resourc e potential of Pakistan and reducing the growing dependence on imported petroleu m. All these attributes endorse one thing, grow with grace and sound earnings, alon g with all those associated with PSO, i.e. its customers, business partners, man power and share holders. This has been the greatest asset of the Company's Manag ement, able guidance from its Board of Management (Oil) and Ministry of Petroleu m & Natural Resources. Conclusion

Making a term report of marketing on Pakistan State Oil Company Ltd. was a first experience of my academic career. I visited the regional office two times along with my colleagues for gathering information. Generally there is a strong belie ve in public that officers in there regional offices give a cold response when a sked anything. But it is a false notion. As for as our experience is concerned w e were informed of everything we required. What I believe is that this type of p ractical study enhances interpersonal and communication skills. So there should be assigned more assignments and projects to enhance our capabilities.