ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD

(Department of Business Administration)

ORGANIZATIONAL BEHAVIOR (565)

Submitted By: Husnain Khalid

Roll # AD511764

Submitted To: Mr. M. Nawaz Ali

An Assignment is submitted in partial fulfillment of the requirement for the degree

of MBA

ASSIGNMENT No. 2

Issue

DESCRIBE THE IMPACT OF MAJOR PERSONALITY ATTRIBUTES LIKE OF

CONTROL IN ONE’S LIFE, SELF ESTEEM, SELF-MONITORING, TYPE A ETC ON

EMPLOYEE BEHAVIOR. WHAT ABILITY DO SUCH AND MANY OTHER

TRAITS HAVE ON PREDICTING EMPLOYEE BEHAVIOR

2

ACKNOWLEDGEMENTS

First of all, I would like to say Alhamdulillah, for giving me the strength and

health to do this project work until it done Not forgotten to my family for

providing everything, such as money, to buy anything that are related to this

project work and their advise, which is the most needed for this project. Internet,

books, computers are as my source to complete this project. They also supported

me and encouraged me to complete this task so that I will not procrastinate in

doing it.

Then I would like to thank my teacher for guiding me and my friends throughout

this project. We had some difficulties in doing this task, but he taught us patiently

until we knew what to do. He tried and tried to teach us until we understand what

we supposed to do with the project work.

Last but not least, my friends who were doing this project with me and sharing

our ideas. They were helpful that when we combined and discussed together, we

had this task done.

3

ABSTRACT

In contemporary psychology, the "Big Five" factors (or Five Factor Model; FFM)

of personality are five broad domains or dimensions of personality which are used

to describe human personality.

The Big five factors are Openness, Conscientiousness, Extraversion,

Agreeableness, and Neuroticism (OCEAN, or CANOE if rearranged). The

Neuroticism factor is sometimes referred to as Emotional Stability. Some

disagreement remains about how to interpret the Openness factor, which is

sometimes called "Intellect". Each factor consists of a cluster of more specific

traits that correlate together. For example, extraversion includes such related

qualities as sociability, excitement seeking, impulsiveness, and positive emotions.

The Five Factor Model is a purely descriptive model of personality, but

psychologists have developed a number of theories to account for the Big Five.

4

TABLE OF CONTENTS

INTRODUCTION TO THE ISSUE (BRIEF HISTORY &

SIGNIFICANCE OF ISSUE ASSIGNED)

PRACTICAL STUDY OF THE ORGANIZATION (WITH

RESPECT TO THE ISSUE)

DATA COLLECTION METHODS

SWOT ANALYSIS (STRENGTHS, WEAKNESSES,

OPPORTUNITIES & THREATS) RELEVANT TO THE ISSUE

ASSIGNED

CONCLUSION (ONE PAGE BRIEF COVERING IMPORTANT

ASPECTS OF YOUR REPORT)

RECOMMENDATIONS (SPECIFIC RECOMMENDATIONS

RELEVANT TO ISSUE ASSIGNED)

REFERENCES (AS PER APA FORMAT)

ANNEXES (IF ANY)

5

INTRODUCTION

Personality researchers have proposed that there are five basic dimensions of

personality. Evidence of this theory has been growing over the past 50 years,

beginning with the research of D. W. Fiske (1949) and later expanded upon by

other researchers including Norman (1967), Smith (1967), Goldberg (1981), and

McCrae & Costa (1987).

The "big five" are broad categories of personality traits. While there is a

significant body of literature supporting this five-factor model of personality,

researchers don't always agree on the exact labels for each dimension. However,

these five categories are usually described as follows:

Extraversion: This trait includes characteristics such as excitability, sociability,

talkativeness, assertiveness, and high amounts of emotional expressiveness.

Agreeableness: This personality dimension includes attributes such as trust,

altruism, kindness, affection, and other pro social behaviors.

Conscientiousness: Common features of this dimension include high levels of

thoughtfulness, with good impulse control and goal-directed behaviors. Those

high in conscientiousness tend to be organized and mindful of details.

Neuroticism: Individuals high in this trait tend to experience emotional

instability, anxiety, moodiness, irritability, and sadness.

Openness: This trait features characteristics such as imagination and insight, and

those high in this trait also tend to have a broad range of interests.

6

These dimensions represent broad areas of personality. Research has

demonstrated that these groupings of characteristics tend to occur together in

many people. For example, individuals who are sociable tend to be talkative.

However, these traits do not always occur together. Personality is a complex and

varied and each person may display behaviors across several of these dimensions.

The Big Five factors and their constituent traits can be summarized as follows:

Openness – (inventive / curious vs. consistent / cautious). Appreciation for art,

emotion, adventure, unusual ideas, curiosity, and variety of experience.

Conscientiousness – (efficient / organized vs. easy-going / careless). A tendency

to show self-discipline, act dutifully, and aim for achievement; planned rather

than spontaneous behavior.

Extraversion – (outgoing / energetic vs. shy / reserved). Energy, positive

emotions, surgency, and the tendency to seek stimulation in the company of

others.

Agreeableness – (friendly / compassionate vs. competitive / outspoken). A

tendency to be compassionate and cooperative rather than suspicious and

antagonistic towards others.

Neuroticism – (sensitive / nervous vs. secure / confident). A tendency to

experience unpleasant emotions easily, such as anger, anxiety, depression, or

vulnerability.

The Big Five model is a comprehensive, empirical, data-driven research finding.

Identifying the traits and structure of human personality has been one of the most

fundamental goals in all of psychology. The five broad factors were discovered

and defined by several independent sets of researchers (Digman, 1990). These

researchers began by studying known personality traits and then factor-analyzing

hundreds of measures of these traits (in self-report and questionnaire data, peer

ratings, and objective measures from experimental settings) in order to find the

underlying factors of personality.

7

The initial model was advanced by Ernest Tupes and Raymond Cristal, but failed

to reach an academic audience until the 1980s. In 1990, J.M. Digman advanced

his five factor model of personality, which Goldberg extended to the highest level

of organization (Goldberg, 1993). These five over-arching domains have been

found to contain and subsume most known personality traits and are assumed to

represent the basic structure behind all personality traits. These five factors

provide a rich conceptual framework for integrating all the research findings and

theory in personality psychology. The Big Five traits are also referred to as the

"Five Factor Model" or FFM (Costa & McCrae, 1992), and as the Global Factors

of personality (Russell & Karol, 1994).

At least four sets of researchers have worked independently for decades on this

problem and have identified generally the same Big Five factors: Tupes & Cristal

were first, followed by Goldberg at the Oregon Research Institute, Cattell at the

University of Illinois, and Costa and McCrae at the National Institutes of Health.

These four sets of researchers used somewhat different methods in finding the

five traits, and thus each set of five factors has somewhat different names and

definitions. However, all have been found to be highly inter-correlated and factor-

analytically aligned.

Because the Big Five traits are broad and comprehensive, they are not nearly as

powerful in predicting and explaining actual behavior as are the more numerous

lower-level traits. Many studies have confirmed that in predicting actual behavior

the more numerous facet or primary level traits are far more effective (e.g.

Mershon & Gorsuch, 1988; Paunonon & Ashton, 2001

When scored for individual feedback, these traits are frequently presented as

percentile scores. For example, a Conscientiousness rating in the 80th percentile

indicates a relatively strong sense of responsibility and orderliness, whereas an

Extraversion rating in the 5th percentile indicates an exceptional need for solitude

8

and quiet. Although these trait clusters are statistical aggregates, exceptions may

exist on individual personality profiles. On average, people who register high in

Openness are intellectually curious, open to emotion, interested in art, and willing

to try new things. A particular individual, however, may have a high overall

Openness score and be interested in learning and exploring new cultures but have

no great interest in art or poetry.

The most frequently used measures of the Big Five comprise either items that are

self-descriptive sentences or, in the case of lexical measures, items that are single

adjectives. Due to the length of sentence-based and some lexical measures, short

forms have been developed and validated for use in applied research settings

where questionnaire space and respondent time are limited, such as the 40-item

balanced International English Big-Five Mini-Markers or a very brief (10 item)

measure of the Big Five domains.

The determination of what makes a good employee comes from more than just the

words on a resume. Experience only goes so far before personality steps in. If

employers pay more attention to the whole package, they can use the resources

that are available more appropriately, resulting in a more successful operation.

The process starts by performing an analysis on each employee to get a good read

on his or her behavioral patterns. This, more than the employee’s past training,

indicates where the employee best fits in at the company, says Mike Stewart,

West Coast consultant for Predictive Index.

“Usually you pick the right people, but they have the wrong behavior for the

jobs,” Stewart says. “Sometimes the behaviors don’t fit the jobs, but the applicant

wants the job, and the employer needs someone in it.”

The Predictive Index is a personality indicator that helps companies determine the

best fit within the organization for an employee based on his or her behavioral

traits. With this type of analysis, a golf course can use the work force it has and

make the most of it.

9

The test, developed in 1955 by Wellesley, Mass.-based PI Worldwide, is best

taken before a prospective employee is hired. Applicants don’t need to worry

about failing the test – there’s no pass or fail determination, Stewart says. It only

helps the employer get a better grasp of the employee’s personality.

More than just the resume

While the ability to swing a club seems to be a key component of being a golf

professional, it’s not the end all be all for a standout pro.

“Not all great golfers make great golf professionals at a clubhouse,” Stewart says.

“If they can retail well and merchandise well, the members love them. They don’t

have to be extraordinarily social, but they have to be good retailers, not

necessarily great golfers.”

The personality indicator test helps pick out which golf pros fit this description

There is a range of behavioral patterns that can be detected with the Predictive

Index, but they generally are categorized into four main personality types:

• Dominant (independent, self-starter). • Extrovert (socially poised, empathetic,

easily delegates). • Patient (More deliberate, more consistent). • Formal (More

attentive to details, conservative and precise).

Based on the different responsibilities each position at a golf course brings,

Stewart provides examples of which personality type would best be suited to each

job. For instance, someone who’s flexible and diligent to a point would likely

make a good general manager, he says.

“They have to balance the needs of the members – the people side of things – with

the bottom-line side of things,” he says. “They have to be proactive, resourceful

and flexible.” usually involves someone who’s more of a cautious risk-taker.

“Superintendents innovate – they try a new agronomic approach or use something

to save water,” he says. “They’re going to trade shows and trying to stay topical.

They can be flexible, but they also want to do it right.”

10

PRACTICAL

PAKISTAN TELECOMMUNICATION COMPANY LIMITED

(PTCL)

Established on January 1, 1996

Head Office: - Pakistan Telecommunication Company Limited ,G-8/4,

Islamabad

INTRODUCTION

Ten years into a new century, the telecom sector of world finds itself at crossroads

after changing itself almost beyond recognition over the last 25 years.

Privatization and competition are the order of the day, with a majority of countries

having adopted these policies to advance their telecom sector. The results have

been impressive; the industry has grown at unprecedented pace. Although there

has been a phenomenal growth in Pakistan, especially in the cellular mobile

communication and in the internet, yet the late density remains almost stagnant.

So far PTCL is the sole land line service provider of Pakistan. PTCL is the giant

of Pakistan telecommunication industry and enjoying the monopoly. This part of

the report contains a brief introduction of PTCL. This introduction is divided into

two parts,

HISTORY AND CURRENT SITUATION

BRIEF HISTORY

Over the years, technology has changed the concept of communication and what

was thought to be a fictional only a decade ago, has actually made its way through

to our hands today. This is the future we dreamt of so fondly. Welcome to the

modern age, of telecommunication, which have become complementary to our

lives. But there must also be an anchor to introduce, allow, improve and

channelize all these services and innovations sweeping through the globe. In

11

Pakistan same anchor is Pakistan Telecommunication Company Limited from the

humble beginnings of posts & Telegraph Department in 1947 and establishment

of Pakistan Telephone & Telegraph Department in 1962, to this very day, PTCL

is a story of commitment and vision. Pakistan Telecommunication Corporation

(PTC) set sails for its voyage of glory In December 1990, taking over operations

and functions from Pakistan Telephone and Telegraph Department under Pakistan

Telecommunication Corporation Act 1991. This coincided with the Government’s

competitive Policy, encouraging Private Sector participation and resulting in

award of licenses for Cellular, card-operated Payphones, paging and, lately, data

communication Services.

Pursuing a progressive policy, the Government in 1991, announced its Plans to

privatize PTC, and in 1994 issued six million vouchers exchangeable into 600

million shares of the would-be PTCL in two separate placements. Each had a par

value of Rs.10 per share. These vouchers were converted into PTCL Shares in

mid 1996.In 1995, Pakistan Telecommunication (Reorganization) Ordinance

Formed the basis for PTCL monopoly over basic telephony in the country. It also

paved the way for the establishment of an independent regulatory regime. The

Provisions of the Ordinance were lent permanence in October 1996 through

Pakistan Telecommunication (Reorganization) Act. The same year, Pakistan

Telecommunication Company Limited was formed and listed on all stock

Exchanges in Pakistan. Since then, PTCL has been working vigorously to meet

the dual Challenge of telecom development and socio-economic uplift of the

country. This is characterized by a clearer appreciation of ongoing telecom

scenario where in convergence of technologies continuously changes the shape of

the Sector. A measure of this understanding is progressive measures such as

Establishment of the company’s mobile and Internet subsidiaries (U-fone &

Paknet) in 1998. As telecommunication monopolies head towards and imminent

end, services and infrastructure providers are set to face even bigger challenges.

Pakistan also entered post-monopoly era with deregulation of the sector in

January 2003. On the Government level, a comprehensive liberalization policy for

12

Telecom sector has already been announced now. Now PTA have issued License

to two new telecom companies in Pakistan TELENOR international and WARID

TEL this act will put some challenges for PTCL to cope with. PTCL is in process

of enhancing organizational and business Proficiency through vertical integration

and horizontal diversification. At the same time, cross-national ownerships,

operations and partnerships are being evaluated with a view to developing and

diversifying the business.

CURRENT SITUATION OF ORGANIZATION

After having brief introduction from past end of PTCL now we move towards the

current situation of the company .In this part focus will be on the:

Structure of organization

Technical & operational Net work

Services provided by PTCL

Financial front of PTCL

Competitors and subsidies

Structure of organization

An Organizational Structure clarify the roles of personnel of an Organization and

to determine who has to do what task, which is responsible for what, objectives to

be achieved, who is to report to whom and to remove the obstacles for

performance caused by confusion and uncertainty of job assignment as well as to

make easy decision- making and communication networks reflecting and

supporting organization objectives.

The head of Pakistan Telecommunication Company Limited is called “President”.

Then come the SEVPs (Senior Executive Vice Presidents), i.e. SEVP (Finance),

SEVP (Operations), SEVP (Technical), and SEVP (Human Resource

Management), SEVP (Marketing & Business Development). Then there is a chain

of Executive Vice-Presidents (EVPs) like EVP (Finance Central), EVP

(Marketing), EVP (HR Central), EVP (Accounts), EVP (Operation), EVP

(Information Technology, Training & Research), and EVP (Revenue). All these

are appointed at Pakistan Telecommunication Company, Headquarters at G-8/4,

13

Islamabad. Apart from these EVP, there are also EVP (Operation), EVP (HR) etc

who are heading the other regions of PTCL in major cities country wide. Then

there are Chief Engineers and General Managers at H/Qs who report to their

relevant EVP. Then there are Senior Managers, Deputy Directors, Assistant

Directors, Account Officers, Assistant Account Officers, Financial Analysts,

Marketing Managers, Computer Programmers, and IT Specialists etc.There are

also Regional Heads (General Managers) to head PTCL Regions then come the

Senior Managers (Operations), Senior Engineers (Operations), Engineers to look

after the telecom system of Regions. There are also Senior Managers Finance,

Account Officers and Accountants to Handle Regional account and billing

matters. Manager HR & his staff are responsible to take care of Personnel affairs

at Regional Level. In non-gazetted staff there are Engineering Supervisors

Operations /Switching /Power plant /Optical Fiber system/M.W Media, Account

Assistants, Stenographers, Assistants, Key Punch Operators, Telecom

Technicians, Upper Division Clerks, Lower Division Clerks, Line Men, Wire

Men, Drivers, Exchange Cleaners, Naib Qasids and Peons etc. All the staff is

recruited by the HR Department headed by SEVP HR. The HR experts are

responsible for hiring & to further streamline its recruitment process.

MAIN OFFICES

The Head Office of Pakistan Telecommunication Company Limited is situated in

Sector G-8/4, Islamabad, which is headed by the “President”. Besides, it has

Regional Headquarters like:

Islamabad Telecom Region,

Rawalpindi Telecom Region,

Hazara Telecom Region Abottabad,

Northern Telecom Region-I Peshawar,

Lahore Telecom Region (South),

Lahore Telecom Region (North),

Multan Telecom Region,

14

a

Faisalabad Telecom Region

Southern Telecom Region-I Hyderabad

Southern Telecom Region-II Karachi

Southern Telecom Region-V Sukkur

Western Telecom Region Quetta.

Switching network Central region Lahore.

These Regions provide Telecommunications services to the customers in their

respective areas. Apart from these, PTCL has an Optical Fibre Construction

Region Lahore and Optic Fiber System Islamabad, each headed by a General

Manager to install, operate and look after optic fibre systems/cables.

Technical & Operational Net Work

Pakistan telecommunication Corporation under the Act 1996, Pakistan

Telecommunication Authority (PTA) issued license to Pakistan

Telecommunication Company Limited for the provision of telecom services

within Pakistan to private sector and the general public as the Federal

Government may determine and during the exclusivity period of the Pakistan

Telecommunication Company Limited (PTCL) specified in above-mentioned Act.

PTCL has 25 years license to provide telecom services in Pakistan with Stake in

the Company with about 62% equity. PTCL has largest network and huge

infrastructure for it’s more than 4,405,161users as on (Mar,2008).

Switching Technology

There are 7 different kinds of switching technologies currently operational in

PTCL network.

Alcatel

Siemens

NEC

Erricsson

Huawi

15

J.S telecom

ZTE

With these different switching technologies PTCL is running its huge network

and providing different communication facilities to its customers.

TECHNICAL AND OPERATIONAL MILE STONES

PTCL is continuously improving its network. During the year 2007 PTCL

installed capacity was 4940154 but now in current year the installed capacity is

improved. PTCL achieved 100% digitalization in this year.

Computerized Fault Management System

This feature of PTCL improved network & is being used to register & rectify

Land Line Faults in a computerized way. This system was working in few cities

but now it is available all over the Pakistan.

Launch Of IN Platform

To augment the capacity and introduce additional value added services a new

Intelligent Network (IN) Platform was launched in October 2003.This platform

has higher capacity for prepaid calling cards and provision for introduction of new

services.

Optical Fiber Junction Access Network

To further support the launch of new services the optical fiber junction access

network has been in implementation phase. This system further supports the

upcoming project of PTCL WLL (wire less local loop), Broad Band Services &

IPTV. This was the brief introduction of PTCL network now we move further and

develop our understanding about PTCL services and offerings.

SERVICES OF PTCL

Pakistan Telecommunication Company Limited not only Provides Conventional

telephone facilities, it also offers optical fiber services to the private sector. We

will briefly discuss below the product lines being offered by the PTCL. Basically

PTCL divide their services into two parts.

services for consumers

16

.

services for corporate customers

Services for Consumers

These services are basically for the common users (Individual/home users) those

use telephone in their home/work place and they are basically non business users.

a) New Telephone Connections:

As mentioned earlier, PTCL is presently the only telecom company, who

provided fixed-line telephony in the country. So whenever, any Private business

concern or any individual needs a new telephone connection for provision of

telephone service.

b) Value Added Services:

CLI (Caller’s Line Identification)

Caller Line Identification (CLI): Calling line Identification (CLI) allow customers

to identify the caller before picking up the phone receiver. To subscribe to CLI

services, a customer needs a telephone set with display capability or a CLI device

attached to the phone.

Advantages:

Check on obnoxious calls

Complete record of incoming / outgoing calls with time & date.

User Friendly

PREPAID CALLING CARDS:

PTCL calling card is the most popular choice of millions of customers all over the

country. It is now available with balance transfer facility and follow on call

facility.

Comes in easily affordable denominations of Rs. 100, 250, 500, 1000

and 2000.

Easily available throughout the country

Easy to use from any PTCL digital phone (Dial 1010)

Fast and easy, nationwide and international access

Noline rent and no Phone bills

24 hours customer services through toll free number (0800-80800)

17

How to use it:

Scratch off the security coating on the indicated strip to get your card

Pin Number.

Dial PTCL’s toll free number 1010 from any digital phone.

Dial 1 for Urdu & 2 for English Instructions, Enter your card Number &

Press #.

For International Call Dial

00+CountryCode+CityCode+PhoneNumber+#.

E-BILL PAYMENT

Billing system is a part of customer services so providing connivance to its

valuable customers PTCL launched a new billing service which is available

through “ PTCL Calling Card” This is another service from PTCL. This service is

basically providing billing solutions for the users.

FINANCIAL ANALYSIS

Financial analysis of any organization is very necessary for the evaluation and

assessment of a firm. The information derived from these types of analysis should

be blended to determine the overall financial position. This analysis includes ratio

analysis, common size analysis and the study of differences in components of

financial statement. One of the primary objectives is identification of major

changes in trends, amounts and relationship and investigation of the reasons

underlying those changes. In the financial analysis of P.T.C.L we will analyze

some important information about the company. As I did my internship in human

resource management, but it has not an independent organization so I have to

analyze the P.T.C.L for the analysis purpose.

Current ratio

Current Ratio is an indicator to determine the short term debt paying ability or the

liquidity of a company. It tells us that how many current assets are available to

pay for the current liabilities of the company. Current ratio of the company in 31

Mar 2008 is 1.67& is favorable for a company. The ideal condition is 1.1 but ratio

is quite reasonable. Quick ratio:

18

Quick ratio or the acid test ratio also performs the same task as is performed by

current ratio but with more sophistication. Quick ratio of the company is 1.5 up to

Mar 31, 2008 its quick ratio is decreasing. As P.T.C.L is a service organization

there fore the quick ratio is very good because there is not need of inventory as

any manufacturing organization needs. As already mentioned, presently PTCL

has to face war with major competitors in mobile phone & WLL telephony

operators, however, there are also competitors of its following

subsidiaries/products: -

SUBSIDIRAY/PRODUCT COMPETITOR

Multimedia & Broad Band (ISP Product) There is about 100 competitors of

product throughout the country to provide Internet service to the customers.

However, some of the major competitor ISP’s of product are Cyber net, World

online, Apollo, World Call, and Comsats WOL etc. U-fone (Cellular service

provider). There are five competitors of Ufone in cellular phone industry i.e.

Mobilink, Instaphone and C.M Pak, Telenor, Waridtel. PTCL Calling Cards

(Product) Hello Cards, Call Point Cards, Call Mate Cards, Global Telecom Cards.

Wireless Local Loop (V-Fone) Go CDMA, Wateen Telecom & World Call are

the Fixed Wireless Telephone competitors of V-PTCL. Marketing Department is

called a revenue-generating department of an organization. Marketing Department

undertakes market research and gives feedback to management about customers

needs and wants on the basis of which, products and services are developed and

positioned to give value to the customers. Thus Marketing department of an

organization plays a pivotal role in its business development, growth &

expansion. During my internship I worked with PTCL marketing department.

Through working there I gain so much practical knowledge that will help me

during my practical life. For understanding the work flow and the operation of the

department we have to move in certain manner. We have to look the key

operation the structure of the department and in the end the focus will be on the

critical analysis.So we will move in the pattern describe below:-

Marketing strategy of PTCL

19

Market segmentation of PTCL

Marketing mix of PTCL

Promotional strategy of PTCL

1. Marketing Strategy of PTCL

For understanding the marketing department work flow and its function we must

have clear picture of the PTCL’s marketing strategy. For developing clear

understanding of marketing strategy of PTCL there is no one line statement or

clear vision of marketing department so we have to move traditionally

.Classically, Marketing has been all about the “four P’s”: Product, Place, Price

and Promotion. The marketer identifies a target market, defines the product and

Pricing to appeal to this market and a strategy to deliver the product to the market.

Thus the marketer is the steward of the value proposition, ensuring that the firm is

delivering maximum value to its customers. We will briefly discuss below the

marketing strategy, product planning, development & management, Pricing

strategy, distribution strategy and promotional strategy: -

Marketing Strategy

Normally, a marketing strategy identifies the target markets, the desired position

in each market and the marketing mix that will persuade those target markets to

part with their money. Market is targeted through market segmentation.

Segmentation can be done on four types i.e. Demographic Segmentation (age,

gender, race/ethnicity, household type, home ownership, education, employment,

income etc.), Geographic segmentation. Positioning oneself by product can do

positioning differentiation, positioning by product usage, positioning against a

particular competitor, positioning against an entire product category, positioning

by association and positioning by problem, Marketing Mix includes P’s i.e.

Product, Price, Promotion and place.

TARGET MARKET

PTCL’s 80% revenue comes from just 20% customers, who are corporate

customers and other big and small business organizations. The main focus of

PTCL marketing efforts is on retaining and satisfying that 20% chunk of key

20

customers at any cost. For this purpose, PTCL is now established Corporate

Customer Services Centers in major cities to take care of these vital customers.

Apart from these important customers, PTCL targets general public and other

small business companies for sale of its landline telecom services like telephone,

fax, Internet, as well as other services like CLI, VMS, and Digital Facilities etc.

Market Segmentation

Basically PTCL segmented its market on two bases

To better implement customer services features, segment the market on a

customer basis:

– Corporate

– Resident ional

on the basis of services as:

– Telephony

– Data

– Video

PTCL has segmented its market for its services and products to effectively deal

with its customers. Some of its services like Universal Access Number, Co-

Location centers and virtual private network are specially targeted at corporate

customers and business concerns. The other services like new telephone

connections, digital services etc. are meant for mass market. The services like

Internet, fax facility etc. are targeted at both the corporate and general customers.

POSITIONING STRATEGY

As PTCL is the sole provider of the landline telecom services in the country; it is

the market leader in providing these services because there are no competitors to

challenge its market leader status. Thus presently PTCL is facing no problems in

positioning its services in the market as a market leader because it enjoys

monopoly in the industry. However, with the deregulation of telecom sector

PTCL is gearing up itself to maintain this market leader position, on the other

hand competitors are doing to challenge it.

MARKETING MIX

21

Product Planning:

In PTCL, so far products had been planned and developed by the engineering

department and marketing professionals had no role in product planning as there

was no marketing department in the Company. But now marketing professionals

have been inducted in the Company and they will definitely have a close

coordination with engineering department in planning and development of

products to satisfy customers’ desires. It should also be kept in mind that PTCL is

a technical organization enjoying state-of-the-art telecom technology. The

services offered by PTCL are built in the technology and with the passage of time;

PTCL rolls out these products in the market. even many products, which have

become obsolete in developed countries, are launched as new products by PTCL.

But we cannot deny the fact that being monopolist, PTCL is depriving customers

of many digital services that are available free in many other countries. However,

as the Marketing department has been established now, it is expected that in

future there will be close coordination and liaison between marketing

professionals and engineers for planning and developing customers oriented

products.PTCL is also in the process of hiring brand Managers to manage its

different products in a thorough professional way.

Pricing Strategy:

Being a government organization, PTCL is not authorized to determine the prices

of its products itself, the Telecom Regulator Authority viz. Pakistan

Telecommunication Authority (PTA) fixes the prices of telecom services. The

process is such that whenever PTCL intends to increase or reduce the rates of its

services, it submits its Proposal to PTA for approval. PTA then calls consumers’

representatives, journalists and other interested groups for discussion on the

proposal. After listening to the viewpoints of all the interested parties, PTA gives

its decision. If PTA approves PTCL’s proposal, the new rates are enforced. It may

be mentioned here that telecom technology is only technology whose rates are on

the decline with the passage of time. PTCL also rationalizes its tariff with the

passage of time. Tariff rationalization process started in 1997 as part of GoP

22

Telecom Sector policy for privatization of this sector. It was mainly focused on

rebalancing the domestic process like NWD, international, local call, line rent etc.

Rebalancing is completed by the end of 2003 (as per Tariff rates) with the

objective to position PTCL for competition.

PROMOTIONAL STRATEGY

PTCL is using following components of promotional mix for the promotion and

Publicity of its product/services.

Advertising:

In promotional mix, PTCL’s main stress is on advertising in print and electronic

media. PTCL periodically places its advertisements in print media on services like

“H/Qs hotline 0800-44544”, “Caller line identification (CLI)”, “Voice Messaging

Service”, “Digital Facilities”, “PTCL Prepaid Calling Cards”, “Inquiry 17”,

“Complaint 18”, phone bill cards prepaid telephone etc. to remind the customers

of these services. Sometimes, corporate ads are also released to print media to

mark special occasions. PTCL’s Commercials on “Prepaid Calling Card”, “CLI”,

“Voice Messaging”, “Digital Facilities” etc. are also broadcast immediately on

electronic media as reminders to Customers.

Sales Promotion:

PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local

calls are free from 11:00 pm to 06:00 am to promote the usage of its telecom

network. Moreover, PTCL offers special rate packages on special occasions like

Ramadan Package and EID package, which offer customer reduced rates for

specific timings. For Example, In EID Package PTCL charges half rates from

6:00am - 6:00pm and quarter from 6:00pm – 6:00 am to attract customers to use

its telephone service. These rates result in increased revenue for PTCL and also

facilitate the customers to talk to their near and dear ones on these special

occasions on affordable rates.

Personal Selling:

As PTCL is enjoying monopoly in fixed-line telephony, the Company has no

Professional sales force because the company has not felt any strong need to use

23

the Services of a sales force for increasing the sale of its products. At the moment,

PTCL’s Customer Services Centers are playing the role of sales outlets.

Customers can make telephone calls; send fax messages from these Customer

Services Centers. They can also get connected their telephone bills and get

duplicate bills from these outlets. However, with the establishment of Marketing

Department in PTCL, The marketing professionals are now in the process of

inducting professional sales force for the company.

SWOT ANALYSIS OF PTCL

STRENGTH

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

These are the few basic strengths of the PTCL now we look each one in isolation.

PTCL Enjoy Monopoly

PTCL is sole provider of land line services in Pakistan .so there is no competition

regarding their basic service. it means that there is a monopoly of PTCL.

• International Submarine Cables

• High Capacity National Fiber Optic Backbone Ring

• 36 Transit Exchanges with easy Facility of Expansion

• About 99% Digitization of Country Network

• Strong Platforms & Exchanges for Value added Services

• Access Network & Customer Base of over 04 millions

State Of The Art International Gateway Exchanges & Satellite Earth

Stations

24

PTCL have largest net work with its state of art technology and new digital

exchanges. These are the few important characteristics of PTCL network.

• International Submarine Cables

• High Capacity National Fiber Optic Backbone Ring

• 36 Transit Exchanges with easy Facility of Expansion

• About 99% Digitization of Country Network

• Strong Platforms & Exchanges for Value added Services

Large Earnings

As described earlier that PTCL with more then 4 million users having greet

revenues this is another strength of the company

Government support

As you know PTCL is government organization so it has great support and it is

strength for PTCL.

WEAKNESS

Image– Government organization

Image– Lack of customer focus

Image– Outdated people and technology (perception)

Lack of aggressive marketing

Lack of customer services

Ambiguous management style

Lack of corporate culture

Social responsibility

OPPORTUNITY

Growth in telecommunication industry

More aware and technology understanding consumer – a base that is

growing at a fast rate

Market open for more number of products – less dependence on single

category or product

Opportunity to introduce High Value Added Products / High margin

products for the new, more aware consumer

25

s

Time to establish brand loyalty, Pre-empt competitors, co-opt partners,

invest in technology and networks

THREATS

Internet Telephony & other rapidly evolving technologie

Expected competition due to the deregulation in December 2003

New technologies

Efficient operators

International players, reduction in settlement rates,

Migration to satellite and cellular telephony

26

DATA COLLECTION METHODS

Data collection is a term used to describe a process of preparing and collecting

data - for example as part of a process improvement or similar project. The

purpose of data collection is to obtain information to keep on record, to make

decisions about important issues, to pass information on to others. Primarily, data

is collected to provide information regarding a specific topic. Data collection

usually takes place early on in an improvement project, and is often formalized

through a data collection plan which often contains the following activity. Pre

collection activity – Agree goals, target data, definitions, methods

Collection – data collection

Present Findings – usually involves some form of sorting analysis and/or

presentation. Prior to any data collection, pre-collection activity is one of the most

crucial steps in the process. It is often discovered too late that the value of their

interview information is discounted as a consequence of poor sampling of both

questions and informants and poor elicitation techniques. After pre-collection

activity is fully completed, data collection in the field, whether by interviewing or

other methods, can be carried out in a structured, systematic and scientific way. A

formal data collection process is necessary as it ensures that data gathered is both

defined and accurate and that subsequent decisions based on arguments embodied

in the findings are valid. The process provides both a baseline from which to

measure from and in certain cases a target on what to improve. Other main types

of collection include census, sample survey, and administrative by-product and

each with their respective advantages and disadvantages. A census refers to data

collection about everyone or everything in a group or population and has

advantages, such as accuracy and detail and disadvantages, such as cost and time.

A sample survey is a data collection method that includes only part of the total

population and has advantages, such as cost and time and disadvantages, such as

accuracy and detail. Administrative by-product data is collected as a byproduct of

an organization’s day-to-day operations and has advantages, such as accuracy,

time simplicity and disadvantages, such as no flexibility and lack of control.

27

CONCLUSION

For years researchers interested in public policy implications of retirement plans

have been concerned that the evolution of benefit accruals and contributions in the

private sector from defined benefit to defined contribution will provide increasing

uncertainty in the provision of retirement income for employees, especially for

defined contribution plans with 401(k) features. Two of the reasons for this

concern involve the employee’s decision making with respect to participation and

asset allocation. These aspects have been studied extensively.2 The third reason

focuses on contribution behavior, and less has been yielded in the way of

empirical work that may be extrapolated to the 401(k) universe. This is primarily

because of the types of contribution matching formulas utilized by sponsors.

While these formulas are often complicated because of the desire of sponsors to

provide sufficient incentives to non-highly compensated employees to contribute

in order to comply with actual deferral percentage/actual contribution percentage

(ADP/ ACP) testing, this complexity makes it virtually impossible to

appropriately analyze the employee’s behavior if the observer must use either

aggregate plan data from Form 5500 filings or information on the plan

contribution formulas provided by the participant. Four studies have attempted to

perform this research using individual participant data provided by the sponsor.3

The purpose of this paper is to provide preliminary findings introducing new

methodology to expand the usefulness of modeling these data as well as a better

understanding of contribution behavior by 401(k) plan participants.

28

RECOMMENDATIONS

Most people agree that employee selection is not an exact science. However, this

does not mean that we must rely exclusively on our intuition or "gut feelings."

Good people "savvy" is important in helping you make a selection decision, but

going beyond your feeling will make it even more effective. I would like to

suggest a simple method for you to better use the intuition that you have about a

candidate by asking better questions directly related to your need. There is a

commonly held belief among behavioral scientists the best predictor of what an

individual will do in the future is what he or she has done in the past. This

concept, that behavior predicts, is the key to better employee selection. When you

learn more about the performance behaviors of the past you gain information,

which will predict future job performance. Although people change and grow

professionally, by and large their futures tend to be consistent with their past

actions. In a phrase, past behavior is the best predictor of future performance.

Structure your interview around this concept and you will increase the quality of

information in making employment decisions. The process on how to do this is

not complicated but requires some thought and planning. First, analyze the

position to identify the competencies such as technical knowledge, skills and

abilities needed for successful job performance. Second, for each competency

requirement, develop a set of questions intended to obtain information on the

candidate's past accomplishments, work activities and job performance.

Remember, your interview questions should target what the candidate has actually

done (behaviors) not what the candidate would have or should have done. Third,

prepare a list of desired or expected responses that reflect the work behaviors,

experience, achievements and demonstrated skills or personal traits of an ideal

candidate. Finally, conduct the interview, document candidate responses and

compare the candidate information to your requirements and desired responses.

You are now in a position to confirm your intuitive feelings with behavioral

information that should enhance your final selection decision. Reaching an

employment decision to hire a professional from among your qualified applicant

29

pool is probably one of the most important decision-making responsibilities you

have as a manager. Employee selection can be time consuming and costly, and

can have both short- and long-range implications for the organization. The need

for selecting the "right" professional for your organization cannot be overstated. It

is always worth it to invest the thought and attention required to increase the

probability of selecting a professional who is well suited for the specific needs of

the position.

30

REFERENCES

1. Goldberg, L. R. (1981) Language and individual differences: The search

for universals in personality lexicons. In L. Wheeler (Ed.), Review of

Personality and Social Psychology, Vol. 2. Beverly Hills, CA: Sage.

2. McCrae, R.R., & Costa, P.T. (1987) Validation of the five-factor model of

personality across instruments and observers. Journal of Personality and

Social Psychology, 52, 81-90.

3. McCrae, R.R., & Costa, P.T. (1997) Personality trait structure as a human

universal. American Psychologist, 52, 509-516.

4. Ash, M.G. 1992. "Cultural Contexts and Scientific Change in Psychology:

Kurt Lewin in Iowa." American Psychologist, Vol. 47, No. 2, pp. 198–

207.

5. Hatch, M.J., "Organization Theory: Modern, symbolic, and postmodern

perspectives." 2nd Ed. Oxford University Press (2006) ISBN 0-19-

926021-4.

6. Jones, Ishmael, The Human Factor: Inside the CIA's Dysfunctional

Intelligence Culture. New York: Encounter Books (2008) ISBN 978-

1594033827.

7. Robbins, Stephen P. Organizational Behavior - Concepts, Controversies,

Applications. 4th Ed. Prentice Hall (2004) ISBN 0-13-170901-1.

8. Scott, W. Richard. Organizations and Organizing: Rational, Natural, and

Open Systems Perspectives. Pearson Prentice Hall (2007) ISBN 0-13-

195893-3.

9. Weick, Karl E. The Social Psychology of Organizing 2nd Ed. McGraw

Hill (1979) ISBN 0-07-554808-9.

31

10. Simon, Herbert A. Administrative Behavior: A Study of Decision-Making

Processes in Administrative Organizations, 4th ed. 1997, The Free Press.

11. Tompkins, Jonathan R. "Organization Theory and Public

Management".Thompson Wadsworth (2005) ISBN 978-0-534-17468-2

12. Kanigel, R. (1997). The One Best Way, Frederick Winslow Taylor and the

Enigma of Efficiency. London: Brown and Co.

32