IN THE NAME OF ALLAH,

THE MOST BENEFICIENT,

THE EVER MERCIFUL

Marketing Project On
Pakistan
Telecommunication
Company Limited (PTCL)

Group Members
o
o
o
o
o
o
o

Arslan Aslam
Uzair Liaquat
Naeem Aslam
Abubakar Malik
Jamal Hassan
Awais Zafar
Huma Naseer

1. Goals & Objectives

2. Mission & Vision

Mission Statement:
To provide a learning environment and tools to help our
customers reach their full potential.

Vision Statement:
To be the leading Information and Communication
Technology Service Provider in the region by achieving
customer satisfaction and maximizing shareholders
value.

3.Analysis
SWOT Analysis
PEST Analysis

SWOT Analysis
Strengths
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

SWOT Analysis
Weakness

Government organization
Lack of customer focus
Outdated people and technology (perception)
Lack of aggressive marketing
Lack of customer services
Ambiguous management style
Lack of corporate culture
Social responsibility

SWOT Analysis
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

SWOT Analysis
Threats
Exposure to market competition
Migration to Cellular Networks
Ability to Attract & Retain Quality Professionals
Reduction in International Settlement Rates

Pest Analysis

Political Analysis
Economic Analysis
Social Analysis
Technological Analysis

PEST Analysis
Political
Government laws put restrictions on the tariffs and
internet that the telecommunications industry produces
and all new technology must adhere to a strict set of
government rules. Goods and services provided by the
telecom industry also need to fit the safety and privacy
government regulations.

Some political factors are:

Un Stable political environment in Pakistan.
Government policy influence laws that regulate or
tax on telecom.
Anti-trust regulations
Price regulations
Rapid change in regulations
Changing Government's policies on telecom sector.

PEST Analysis
Economic
Economic factors are directly controlled and influenced
by the financial institutions like State Bank of Pakistan
(SBP). So they help the industry in giving economic
soundness and provide financial aids to survive in the
time of crises.

Some Economic Factors are:

Currently government has increased the taxes

Efficiency of financial market is not so Good
Overall economic conditions are not very sound
Economic Conditions influenced by Government
Fastest Growing Industry (Comfortable for investment)

PEST Analysis
Social
Social analysis is directly attached with the people and
with the culture in which they are working if they try to
dictate the social factors that create the threats to that
industry and if they work with in the social norms then
social factors become the key to success.

Some Social Factors are:

Suddenly there has been in increase of using social
media. Which increased the use of internet.
Competition is increased due to more usage of
internet. Multiple companies have came in field with
competitive packages. In that environment it has
become very tough for PTCL.
Online Education System is increasing
Growth rate of population of Pakistan is increasing at
an alarming rate increasing the usage of internet.

PEST Analysis
Technology
The rate of technological change is important within the
telecommunication industry. Revolutionary technological
changes and discoveries are having a dramatic impact
on telecom industries.

Some Technology Factors are:

New models of phones and communication devices
are being produced at an alarmingly fast rate.
The companies involves in the communications
industry in respect to Pakistan are in a constant race
to be the first to have the newest Devices with the
latest technology.
The latest Technology 3G and 4G has been introduced
by PTA which effects the broadband service.

4.Marketing Mix

Product
Promotional
Price
Place

5.Postioning