Chapter 1
INTRODUCTION OF THE REPORT
BACKGROUND OF THE STUDY
MBA students of Hazara University Mansehra required under an internship program of two months (Eight weeks) in any national or international organization of repute. It is an academic requirement to justify their MBA program.
Being a student of business Administration at Hazara university, I was required to join an organization for internship program of eight weeks .i thought it would be better for me to join an organization where I not only can transfer my theoretical knowledge about business in general and marketing in particular, into practical one, but also could fruitful for my professional career in future.
The organization I choose for was Paknet Ltd a PTCL company. Which is leading company in Pakistan
PURPOSE OF THE STUDY
The main purpose of the internship is to provide student with an opportunity to convert their theoretical knowledge gained in two years MBA program into practical one and to build a platform for their professional career.
This internship report is to present the experience gained, facts obtained, critical points felt during the internship period and obtained by analysis and recommendation for improvement. The internship report is being presented to Management Department of Hazara University for the purpose of evolution.
OBJECTIVES OF STUDY
Objectives are the benchmark to evaluate the performance
The evaluation of Internet service provider industry in Pakistan
Study and analysis of marketing department performance to evaluate the performance of sales to get an insight into the process and function carried out by Paknet marketing department and to make an effort to link theoretical learned with the practical implication.
SCOPE OF THE STUDY
Focus of work
In order to understand thing comprehensively I had to adjust my work due to shortage of time .at the beginning, I took overview of the industry and organization, and latter on I focused my work to marketing department only.
METHODOLOGY OF THE REPORT
It is very difficult to understand and analyze the whole organization in the limited period try my best to collect all the regarding information about the selected company and marketing department.
Sources of Primary Data
· Personal observation
· Structured and unstructured interviews
· Working with some area
Sources of Secondary Data
· Company documents
· Manuals
· Special reports
· Website
· Annual reports
· Journal articles
SCHEME OF REPORT
The report has been divided into seven chapters.
Chapter 1 is introduction of study and includes study background, purpose, objectives, Scope, methodology and scheme of the report
Chapter 2 Definition of Internet, history, Internet growth in Pakistan
Chapter 3 Parent company PTCL overview, Introduction, Historical Background, Mission& Vision statement, Corporate Services, Consumer Services,
Chapter 4 Paknet Ltd, Introduction, Performance, Promise, Project of Paknet, Departmentalization.
Chapter 5 Marketing Department, Objectives of Marketing Department, Responsibilities of Marketing Department, 4p’s, Product And services, Price, Place, Promotion.
Chapter 6 Market Analysis, Market Segmentation, Target Market Segmentation Strategy, Corporate Segmentation, Consumer Segmentation, Competitor Analysis, Target Audience, consumer attitude &perception, User segmentation, Market Growth and Trend, Services business Analysis. Competitor Analyses, SWOT Analysis,
Chapter 7 Recommendations, Strategy & implementation, Value Proposition, Marketing Strategy, Pricing Strategy, And Recommendation to company.
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