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.
PTCL can turnaround very well by reaping the benefits of “Sur-petition” in the shape of “Sur-petitive Advantages” in comparison to competitive advantages. All they have to do is to follow a holistic approach towards growth, besides focusing on Customer Support & Services, reverting back to competitive and service centered operational culture, spending upon marketing communications to revamp Brand Image, improving existing network and existing products for market penetration and developing innovative new products and services for long term growth. The “Strategy Map” on the right (click on it to see a full resolution image) depicts a guideline for holistic growth around Financial, Customer, Internal Business Process and Organizational learning & Growth perspectives.
Editor’s Note: Thanks to Atif for his first story here. See related posts from the past about PTCL here and here.
Created by Babar Bhatti, TelecomPk.Net is a leading source of information and analysis about Pakistan Telecom industry. 
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Good but need more effeciency
I think the need of today has rightly been depicted by the word Sur-petition
good work done..keep it up
ptcl is doing a very good work. its marketing and managment strategies are very effective.i am doing Mba so i need some information for my project, can u plzz tell me the market share of ptcl. do reply
thanks
mehwish.
[...] towards customer services. Our readers who have read the post on Balanced Score Card Technique (PTCL: Future Prospects & Challenges) on this blog can now see the practical implementation of BSC effectively being done by PTCL at [...]
Sir, It is a very good effort. I being a student of MBA, would like to discuss a few key factors of your Balance Score Card. If you could kindly provide me with your phone number and/or email address. Thanks!