PTCL: Future Prospects & Challenges
Edward De Bono’s strategic management philosophy correctly maintains that business centers have evolved to a phase where concentrating on “Sur-petition” has become essential than focusing on “Competition”. “Sur-petition” refers to creating a synergy through corporate level, business level and functional level strategies and eminent implementation thereafter in order to go beyond competition. In layman language, it is a phenomenon which can be described as “Survival” of the fittest. Therefore, instead of focusing on individual growth objectives, enterprises must adopt a holistic approach towards achieving organizational goals.
As the past incumbent and current Significant Market Player (SMP), PTCL, no doubt, has got the largest operational network and infrastructure within ICT (Information & Communication Technologies) segment. They don’t lack numbers and potential if we mention human resources. Their financial strength has further become their strategic strength after Etisalat has joined them as investment arm. PTCL enjoys market leadership in Local loop, Wireless local loop (WLL) and Fixed telephony. PTCL (Ufone) is market challenger in GSM segment. Overall they have the largest consumer clout on average in the whole Pakistan telecom industry. Even their competitors still depend on PTCL network either directly or indirectly. All this adds to their strategic strengths and after having all that in their basket they lack at area where they are supposed to have developed core competence. PTCL, so far has not been able to nurture its growth around customer services oriented strategy, this has translated into inadequate brand loyalty for them. Internal organizational and business processes issues, monopolistic culture has further added to its complexities. For many individual prospects like me, using PTCL offerings was a purchase decision made as no other option was available.
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