RESEARCH ON

PTCL CRISES

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 ROYAL
Researchers
GROUP LEADER
MOHD. ASIF

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 SUPPORTERS
AKHTAR HUSSAIN
LIAQUAT ALI
AFTAB AHMAD
SHAKEEL AHMAD

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BRIEF OVERVIEW
INTRODUCTION
Historical background
Executive team of PTCL
Who are interviewed
Case under observation
Major reasons
Agenda for today’s meeting
Recommendation by the marketing
expert
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continued.

Recommendation by the technical

expert
Recommendation by the HR expert
Recommendation by the finance
expert
Conclusion to the study

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INTRODUCTION

FOUNDED 1947
HEADQUARTERS
ISLAMABAD
2000 TELEPHONE EXCHANGE.
SHARES
5.3 million customers &
32000employees

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7
HISTORICAL BACKGROUND

1947 posts and telegraph dept. established.

1961 Pakistan telephone dept.
1990-91 Pakistan telecom corporation
1996 PTCL become on the top of stock
exchange list.
1998 mobile (Ufone) and internet (paknet)
subsidiaries established.
In 2003 the monopoly of PTCL was over.
2006 Etisalat takes over PTCL*s management.

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Executive team of PTCL
Hafiz-u-rehman , chairman PTCL board.
Abdul Rahim Abdullah , Abdul Rahim-ul-
nooryani , chairman & CEO. Etisalat international
Pakistan LLC.
Ahmad , ministry of finance
Abdul Aziz Ahmad , Salih Ahmad-ul-Swalih ,
chief Human resource officer , Etisalat , UAE.
Noor-ud-baqi , member (Telecom) Ministry of
information technology
Fadhil mohd , Erhama ul ansari , Embassy of
Pakistan .

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ABDUL AZIZ , OMRAN TARYAM ,
General manager , northern Emirate ,
Etisalat , UAE.
Saood Hamad Ali junaibi , Executive
voice president portfolio mgt , Etisalat ,
UAE
Farah Qamar , Company secretary ,
PTCL Head quarters

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Who are interviewed?
Noor wali khan (director
general_Bsc ENGG.) Saddar branch.
Shahriar (Assistant manager-
technical) customer care center.
Abdul wahid (Bsc line man).
Wajid Ali shah (Assistant director
security-electrical diploma).
Arif khan &khalil nawaz (Gate
keeper)
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CASE UNDER OBSERVATION

Our aim is to find answers and if

possible remedies to the so called
problem with the communication
industry especially PTCL as once it
had a monopoly and is also Govt.
owned organization. Communication
itself is a vital part of a Govt. structure
as well as public.
When there were a monopoly.
High market share till to 2003. 12
Continued…...
Competition has been intensified and
so the customers have more choices.
Customers are not satisfied and have
given up using PTCL connection.
problem: imaging ourselves
as a group of consultants
contacted by PTCL , to express
our recommendations about
the problem of PTCL.
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MAJORE REASONS
End of monopoly
No proactive
No marketing
No enough customer care
Extra bill charges e.g. CLI , line rent etc
Corruption
No proper planning

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SOLUTION TO THE CASE

The solution to the case was found in a two

session meeting one held on 1st JUNE 2009
and the second was held on next week.
In the 1st session of the meeting all the
consultants were advised to come that what
problems PTCL is having in different areas
causing to PTCL failure as notified in the
above case study.
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COTINUED…..

The major problem was customer

dissatisfaction and hence a decline in
PTCL market shares and sales.
All the consultation experts have been
called for the meeting to come up with
their solutions.

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AGENDA FOR TODAY’S
MEETING
All the consultants are required to present
there problems with the best solutions.
What impacts will these solutions have on the
company as a whole.
All the participants will be required to prove
their solutions through facts and figures.
All the members will be required to give their
views on recommendations given by the
every member.

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Recommendations by Marketing
Expert
As it is a competitive environment so more
packages must offered to the customers.
Low prices but not as much as to lead to
disinterring price war .
Attractive development of adv. Adds (giving
more touch to culture &/or modernism)
proper placement of adv. Adds or promotional
messages.
increased customer care and service quality.

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Recommendations by Technical
Expert
The technical staff is well qualified but
lack of proper arrangements for the
training and development system.
arrangements for the employees
training in Japan or the import of the
experts form specialized countries is
advised in order to have a
competitive edge.

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Continued….
The management is hesitating to
expand their services to the rural areas
due to law & order situation. It is
advised to expand the services to the
rural areas.
The latest & updated technology e.g.
Ericson company’s GSM technology
must be adopted in order to cover the
network failure problems.

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Recommendations By HR Expert
1. PTCL‘s personnel are not properly trained
technically like other competitors.
2. Incentives must be granted to employees like
competitors e.g. telenor giving every lower mgt
staff a new handset.
3. Proper arrangements must be done for the
foreign tours like telenor for their motivation.

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Continued…..

1. Proper hiring programs for the

development of mgt and employees.
2. Proper and performance based
compensation system must be
adopted for the employees
motivation.

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Recommendations By Finance
Expert
1. If the top management allows then PTCL
can make arrangements to finance any
plan of expansion.
2. The company’s financial position is strong
so this position can be cashed for the
debt or equity financing if needed.
3. Due to the high credit worthiness it is
advised to go for debt finance instead of
equity.

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Conclusion of the Study
After completion of the study we recommend
the following for improvement of PTCL
Cutting down the prices as low as competitors
are offering.
Effective Advertisement campaign like
Telenor on TV through popular celebrities
and popular newspapers.

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Continued….
Increased expenditures by 30% on
advertisement.
Arrangements for training and
development of the technical staff.
Introducing new innovative packages at
least every week.
The latest technology available must be
adopted as soon as possible for
improvement.

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THANKS

welcomed
your questions
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