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sunshinejins · 4 years

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the slowest and most beautiful way to fall in love - theodore nott

hello and welcome to the 9.4k MONSTER that is my theodore nott x oc fanfic. like two people said they would be interested to read it so uh here it is.

pairing: theodore nott x camilla avery (oc)

fandom: harry potter

i. beauty and the boggart

“I heard we’re doing boggarts today in Defense Against the Dark Arts,” Draco sniffed as he took a bite of toast. Theo looked up in interest, sticking his thumb in between the pages of Modern Magical History. Draco was scowling at his plate as he flicked through the DADA textbook in front of him. Blaise gave him a look that could have been interpreted as mildly amused, and turned back to his own breakfast. Pansy and Daphne were too absorbed in their own gossip to even notice Draco had spoken, which surprised Theo to his core as Pansy made it obvious every time Draco spoke that it was worth dropping everything to listen. Theo’s eyes then turned to rest on the one person who’s reaction he had been waiting for.

Camilla Avery, with her shiny blonde hair and curious hazel eyes had turned all of her focus from Pansy and Daphne’s gossip session to Draco. Theo felt his heart catch slightly in his chest. He’d always been fond of Camilla, ever since they were little and had played at Malfoy manor and had sat next to each other on the Hogwarts Express when they were eleven and Draco had been scouring the train for Harry Potter. But when she had returned to school for third year with slightly longer hair that curled at the ends and a straight smile that dimpled in all the right places, Theo had felt like his heart had suddenly been submerged.

Now, she tilted her head slightly, and let waves of hair tumble over the shoulder of her robes.

“You sound annoyed, Draco,” her voice lilted with teasing, “Surely you realize that this would mean we’ve officially been taught more by a professor than any other year at Hogwarts?”

“I don’t trust that Lupin guy,” snapped Draco, “He’s a bloody Gryffindor.”

“And you’re a sodding stereotype,” Camilla gave him a warm smile and Draco rolled his eyes with a smirk. Theo grinned. Camilla caught his eyes and flicked her eyes pointedly at the book he held.

“That one any good?”

“S’all right,” Theo shrugged, “I’ll let you borrow it when I’m done.”

“Deal,” Camilla nodded. Theo felt his heart swell.

Later, after a particularly taxing Charms class where Blaise accidentally shot a full glass of water at Theo’s head, the band of six piled into Lupin’s classroom and took up spots near the back where Draco and Blaise could easily tease the so-called “golden trio” in peace. Camilla slid into place next to Theo with a soft grin and Theo immediately threw his arm around her. His stomach tingled slightly but he ignored it in favour of keeping Camilla at his side.

Lupin talked for a while about Boggarts and taught the charm to destroy them, then revealed with a swell of excitement that there was one in the classroom they could attempt to defeat if they so chose. Camilla turned to Theo with excitement.

“We’ve got to try, Theo!”

“Nott’s’ll be a book with half the pages ripped out,” Draco teased over her shoulder. Theo shot him a dry look.

“And what’ll yours be? A copy of Harry Potter that can’t hear your brilliant insults?” Pansy burst out in a snort of laughter which prompted Lupin to pointedly shush them.

“That’s enough over there. Now line up. Neatly please! You’ll all get a chance,” Lupin gestured to the cabinet that housed the boggart and the group of Slytherins, mostly guided by Draco, shoved their way nearly to the front. Camilla stood behind Theo and wrung her hands excitedly.

Weasley and one of the Patil twins, Theo wasn’t sure which one, went one after another and successfully transformed the boggart. Millicent Bulstrode, a third year Slytherin that roomed with Daphne, Pansy, and Camilla struggled before somewhat turning a rather large dog into one with floppy bunny ears. Theo stepped up to the boggart and it shifted a few moments before turning into a circus clown with blood red paint dripping down its face. He cast his counter-curse with only a slight tremor and the clown became covered in sweet smelling flowers. Then, it was Camilla’s turn. She stepped up with an easy smile and the boggart swirled between shapes for a moment before materializing into a figure. Theo’s blood ran cold.

In front of his best friend was a figure dressed all in black, wearing an intricate silver mask, with a hood pulled up over its hair. Camilla froze, smile no longer present on her lips. Despite holding her wand readily in her hand, she made no move to cast the counter-curse. It was like she was petrified. Theo thought that would be the worst, that Camilla would recover and cast the counter-curse and turn back to him with a bright cheery smile and a throwaway comment about how easy she found it. Then, the figure began to speak.

“Camilla… You have no choice,” it rasped in a voice that sparked something in the back of Theo’s brain. Camilla still stood completely still, and Lupin had finally jumped into action and thrown himself in front of the boggart to force it to change.

“Miss Avery, you may lea-” Camilla didn’t wait to hear the end of Lupin’s sentence, she simply tore from the classroom without a glance back. Theo found his feet were moving as well, chasing after her as quickly as he could.

Theo found her sitting in one of the windowsills on the third floor, the one where the two of them met frequently to trade books and read in companionable silence together. She had buried her face into her robes, and from the short distance between them, Theo could tell she was crying. He sat down softly in front of her, trying not to disturb her too much.

“Camilla?” She raised her head and Theo’s heart ached at the sight of tear tracks and tears themselves streaming down her face.

“Go away, Nott,” she buried her head into her sleeve again. Theo tried not to feel badly about her using his last name, something she only did when she was upset.

“Camilla, please. Talk to me,” he pleaded. Camilla raised her head again, and after seemingly concluding that Theo wasn’t about to insult her, sat all the way up. A few tears were still tumbling down her cheeks and she swiped them away hastily.

“What do you want to talk about? How bloody embarrassing that was? How weak I looked?” She snapped. Theo shook his head.

“You didn’t look weak, Camilla.”

“Well what would you call it then?” Camilla shouted, voice echoing in the deserted hallway. “I froze, Theo! I couldn’t do a bloody thing! I didn’t even move my wand!” Theo laid a hand on top of hers and she trained her eyes on him, pools of hazel blazing in the dim light of the sun.

“It was a Death Eater, wasn’t it?” Theo asked quietly. Camilla hesitated. For a moment, Theo thought she was about to pull away, but instead she flipped her hand up and slotted her fingers in between his.

“My father,” she said softly. Theo nodded. He knew Camilla’s father had been a Death Eater, so had his own, and Draco’s had been for sure. Theo remembered Camilla coming to his house in tears when she was little, barely old enough to use the Floo network but stumbling into the fireplace in his bedroom anyways. As she got older, she stopped speaking of her father completely, much like Theo. His reasons, though much darker and more focused on bruises, didn’t cause a boggart to materialize in his father’s likeness however.

“He used to tell me that He-Who-Must-Not-Be-Named would return one day, and that I would be expected to join the family in his ranks,” Camilla whispered, the words slicing through the morning air. Theo frowned deeply and she looked sadly to their joined hands. He stroked his thumb lightly over the soft skin. He had never known that was the reason she used to cry.

“I didn’t know I was still afraid of it. I didn’t think I remembered what he used to say,” she said with a grimace, “I’m terrified that he’ll come back one day looking like that and I’ll have no choice but to be forced into it.”

“That doesn’t make you weak, Camilla,” Theo said sternly. Camilla gazed at him with thoughtful but endlessly sad eyes. “It makes you very strong that the thing you find most terrifying is someone forcing you to abandon your morals.”

“But I froze,” Camilla’s voice was a terrified murmur. Theo shook his head.

“You wouldn’t freeze if it was real. You’d hex the ever-loving shit out of your dear old dad.” Camilla snorted and Theo smiled so largely at the sound that he couldn’t help but gather her into a hug.

“You’re the strongest person I know, Camilla. I promise,” he said. Camilla snuggled into his arms and he could feel her smile against his shoulder.

“Thank you, Theo,” she said. Theo smiled into her hair. It was then he knew: he was going to be in love with Camilla Avery for a very long time.

ii. the blueprint to a perfect evening

“So, Nott,” Draco slid into the seat next to Theo. Theo looked up with raised eyebrows. Blaise sat across from the two and began helping himself to potatoes from the large dish in front of them. Draco had a devious look on his face that Theo had seen before, right before he had broken his ankle when they were seven.

“Yes, Draco?” He asked, turning back to his bowl of oatmeal when Draco didn’t immediately start talking.

“The Yule Ball is in two weeks,” Draco said while taking a few slices of toast from the platter beside him. Theo’s eyebrows rose again. Contrary to his choice to appear uninterested in most school gossip, he had been aware of the biggest Hogwarts event in the last fifty years besides the bloody Triwizard Tournament.

“Yes, and?” Theo looked at Blaise for some sort of guidance and he raised his hands in defense. Draco gave Theo a look that implied he thought he was rather thick. Theo didn’t think he was but clearly Draco knew better.

“Who are you asking?” Draco flapped his hands in exasperation and Theo’s eyes widened slightly. He hadn’t thought that far.

“We have to have dates?” He asked with a grimace. Draco rolled his grey eyes and smacked Theo on the shoulder.

“Yes, dimwit. Everyone needs a date. Otherwise it’s just embarrassing,” he scoffed. Theo shrugged noncommittally but the pit in his stomach deepened. He knew objectively that he wasn’t a bad looking bloke, girls looked at him often enough when he passed by them. He was more shy than his friends, but he supposed he had quite a lot of personality when he was comfortable. None of that really mattered to him though, considering there was one girl in all of Hogwarts that he would consider asking to the ball and she had just slid into the seat beside him.

Camilla’s hair was pulled into neat plaits and they laid nicely against the emerald of her robes. Her eyes were sparkling and she was giggling apparently from the remainder of a conversation with Pansy and Daphne. Theo’s stomach turned cartwheels as she grinned at him and scooted close enough that their elbows brushed as she served herself eggs.

“You lot! Do you have dates yet?” Draco asked, nearly leaning into a pot of raspberry jam to speak to the girls. Pansy shook her head.

“We don’t. But about five boys asked Camilla on the way to breakfast,” she said as she stole a strawberry from Blaise’s plate. Theo’s stomach dropped.

“Surely you didn’t say yes?” He turned to Camilla in a panic. Her eyes were wide with curiosity as she lowered the fork she had been holding.

“I didn’t. I don’t want to go with someone random. I’d rather know I’m going to have a decent night,” she said. Theo’s stomach began fizzing again. If he could just pluck up the courage, right now, when she looked so pretty…

“Why don’t we just go with each other?” Daphne said with a raised brow. Theo looked up half-dazed. Blaise was nodding, and so was Draco, and he quickly matched their attitudes.

“Makes sense at least. There’s six of us,” Pansy said through a bite of fruit. Camilla nodded, though if Theo knew her as well as he thought he did, she looked vaguely apprehensive at the idea.

“How are we going to decide who goes with who?” She asked, “Not to dent your confidence, Blaise, but I’d rather not be upstaged by that pretty face.” Everyone burst into chuckles at that but Theo knew there was a deeper meaning to her statement. Camilla didn’t want to go with Blaise.

“Well I’ll make it easy for you then, Avery,” Blaise drawled. He turned to Daphne and extended a hand gracefully. “Miss Greengrass, will you do me the honor of accompanying me to the Yule Ball?” Daphne giggled and nodded, placing her hand good-naturedly in Blaise’s. Draco shrugged and turned to Pansy.

“What about you, Parkinson? Feel like accompanying me?”

“Only because you asked,” Pansy mock sighed, then laughed and high-fived Draco. Theo turned to Camilla who’s face had turned a rather pretty shade of rose.

“Guess you’re stuck with me,” he said apologetically, though his heart was racing against his ribs. Camilla smiled, and placed her hand lightly into his.

“Guess so,” her voice was soft and it warmed Theo all the way down to his toes.

“I promise not to have a prettier face than you,” Theo said. Camilla broke out into a laugh that lit up the room.

“Don’t promise something you can’t live up to, Nott.”

The next few weeks were a blur of end of December lessons. Theo wrote to his mother asking for dress robes and she had sent him a handsome enough set of charcoal grey robes that made him look like the lord of some fancy castle. He had no clue what Camilla was wearing, considering that every time she tried to tell him, Pansy shushed her and made her keep it a secret. Her smile convinced him well enough that she would appear looking flawless on the day of the ball.

Draco kept bugging him about Camilla every chance he got. He had gathered that Theo harboured a not-so-small crush on their friend, and was convinced that he was a certified idiot for not asking Camilla flat out before they had all sworn to take each other as friends.

“I’m telling you, mate,” Theo said in frustration one night after Draco had been chastising him for an hour straight, “She wouldn’t have wanted to go with me.”

Draco had called him an idiot.

The night of the ball finally fell upon them and Theo felt his stomach bubble over from nerves. Draco was dressed in complete black while Blaise had donned a rather posh suit of deep forest green which complimented his dark skin nicely. They had gotten ready in record time, and expecting the girls to take at least another hour, had gathered some butterbeers and set up camp in front of the fire in the common room.

“I think Pansy’s wearing pink,” Draco was saying as he drained his bottle.

“Daphne’s wearing green too I think,” Blaise said thoughtfully.

“What’s Avery got going on then?” Draco asked him. Theo shrugged.

“No idea. Pansy would never let her tell me.”

“Watch her show up in orange or something ghastly,” Blaise snickered. Theo shook his head.

“Whatever she wears will be beautiful,” Theo said, “Just like her,” he added in an undertone to himself. Draco caught his words however.

“Bloody hell, Nott, just tell her you fancy her!” Theo was about to retaliate with some sort of half-formed comment on Draco’s lack of experience with crushes and therefore lack of ability to talk shit, when the girls descended from their dormitory. Theo felt himself stop breathing.

Daphne and Pansy looked nice enough themselves, they weren’t in any way unattractive people. But Camilla had them beat by a long shot. Her dress was a beautiful shade of grey-blue that matched the colour of the sky on an autumn day and it had flowers all over the top before flowing into waves of chiffon at the bottom. Her hair was glossy but her smile blew Theo off his feet. She crossed the room to him and lightly punched him on the arm.

“You said you wouldn’t be the prettiest one in the room!” She joked, eyes sparkling in the firelight.

“I’m not,” Theo said honestly, his voice rasping as it came back from where it had disappeared after Camilla had walked into the room. Her eyes widened but the smile she gave him was so sweet that he didn’t mind the boldness of his statement. He offered her his arm and she took it gratefully. As the group exited the common room she leaned up to him and whispered softly.

“You’d best be ready to dance, Nott.” Theo wanted to tell her that he would have done anything for her if she asked, but he settled for squeezing her hand with a smile and walking into the Great Hall feeling like this may have been the best night of his life.

The party lasted for hours, and Theo had never had as much fun as he did twirling Camilla around on the dance floor and sneaking drinks of firewhiskey and bites of cake with her. Pansy and Daphne had eventually ditched the boys to disappear and snog in some random corner for an hour, so Draco and Blaise had found girls from Beauxbatons to spend the night with. Camilla, however, showed no desire to leave Theo’s side as she continued to laugh and sing with him through all of the songs of the night.

Finally, a few minutes before midnight, the Weird Sisters announced a slow dance for all the people who remained at the ball. Theo gave Camilla a pointed look and extended his hand.

“Will you grant me this dance?” Camilla grinned.

“Naturally,” she slipped her hand into his and he pulled her to an empty spot on the dance floor. Theo fully expected her to keep a small distance as she had all night, only bumping into him during fast songs and once after too big a sip of firewhiskey. Instead, she rested her head on his shoulder and wrapped her arms softly around his neck. Despite the now almost alarming pace of his heart, Theo responded by wrapping his arms around her waist and holding her close. They swayed back and forth softly, more focused on holding each other than really dancing.

“I hope you had a good night, Theo,” Camilla said softly into his collar. Theo pulled back and looked at her, her eyes more shy than he’d ever seen them.

“Why wouldn’t I have?” He asked. She shrugged, playing with the edge of his cloak.

“I know you went with me because I was the last one. I just hope it wasn’t disappointing,” she said. Theo’s eyes nearly popped from his head. He pulled her close to him again, until there was not an inch of space between them and murmured in her ear.

“I always wanted to go with you. I just didn’t know how to ask.” He felt her smile against his shoulder before she pulled back and smiled at him deeply. Theo grinned back, feeling like he had won the lottery.

“I wanted to go with you too,” she affirmed. They fell back together and danced a few more moments before she leaned up one last time and pressed her soft lips against Theo’s cheek. He looked at her in shock.

“What was that for?”

“A perfect night,” Camilla said. The song ended and neither of them moved. Theo felt like his heart was about to beat from his chest. He had never wanted to kiss Camilla so badly in his life. He could smell her perfume, some sort of flower, and the powdery scent of sugar on her lips from an iced bun.

He could do it, all he had to do was lean forward…

“Mr. Nott. Miss Avery. If you would please return to your common room. The ball is over.” Theo looked up in shock at Professor McGonagall who wore a very knowing smirk. Camilla stepped back immediately with a look of embarrassment and Theo nodded. As they walked from the hall however, she slipped her hand back into his and didn’t let go until they had reached the dungeon. She turned to him with a tired smile.

“G’night, Theo.” Theo smiled.

“Night, Cams.” She smiled and blew a small kiss, then turned to descend to the girl’s dormitory. Theo leaned against the wall with a sigh of happiness. He was never going to forget this night.

iii. a green monster lives at the bottom of this bottle

Theo’s veins fizzled with what he assumed was a disgusting and unhealthy amount of firewhiskey. Blaise and Draco were sitting up against one bed in the room, passing a bottle between the two of them. Pansy and Daphne, hands grazing all over each other’s skin, were sitting against the wall beside them. Theo was laying half on a pile of pillows that had been pulled off of Pansy’s bed, and Camilla sat beside him wrapped in an emerald green comforter while she giggled and took sips of her own bottle of whiskey.

They had made it to fifth year, finally, and this party was in celebration of that. Pansy had bullied Millicent and Tracey Mills from the room and banished them to the common room for the night; Blaise had conjured about six bottles of firewhiskey from God knows where; Daphne had provided bags of treats she’d brought from home; Draco had cast silencing charms on the entire room to ensure no one disturbed them during their festivities; Camilla and Theo had done a ery good job of looking busy while the others bustled about. Now, they had finished three bottles of whiskey between them all, and Theo was ready and tingling for something to happen.

Camilla’s head tipped towards him and she smiled in a way that made Theo think of very sunny days and chocolate ice cream.

“Theodore,” she drawled his name out. Theo leaned up and tucked his chin into his hand while he gazed into her eyes. She looked beautiful, the flush on her cheeks from the alcohol deepening her dimples. If he wasn’t bloody terrified of ruining their friendship, he would have surged across their small distance to kiss her.

“Yes, Camilla,” he tried to drag her name out like she had done to his own. She giggled and the sound filled his chest.

“You look like a proper Englishman,” she said. Theo blinked at her.

“What the hell does that mean?” Camilla started laughing again, which prompted the rest of their friends to tune in and listen.

“You’ve got the sexy messy curls and the pale skin and the look of someone who generally spends a lot of time being pretty. That’s what Englishmen do,” Theo’s heart stopped and restarted about a thousand times in a row. Draco let out a loud cackle and Daphne and Pansy dissolved into giggles while Blaise held a slight hint of a grin.

“Blimey, Avery,” Draco said through tears of laughter, “You’re bloody buggered aren’t you?” Camilla sat up in retaliation, though she wobbled a bit as she stood and the sleeve of her sweater brushed Theo.

“You’re one to talk, Draco!” She hiccuped and Pansy tumbled to the floor in laughter.

“You’re pissed, Cams. Just admit it.”

“Maybe I am!” Camilla said, tossing her arms in the air, “But I’m not wrong!”

“Yes, Theo is beautiful and stuff,” Daphne said in quite a wobbly tone, “Can we move onto something fun?” Pansy’s face curved into a grin.

“We could play spin the bottle.”

“You two are in a relationship though,” Blaise pointed to where the two girls’ bodies were tangled at the legs, “How are we meant to play when you can only snog each other?”

“Oh I have no worries about Daph leaving me for one of you lot,” Pansy said dismissively. Daphne nodded with hiccup and Blaise shrugged.

“I’m game.”

“Me as well,” Draco added.

“And me,” Camilla raised the hand that held a bottle of whiskey. Five pairs of eyes trained on Theo.

“Fine, you bloody horny gits,” Theo said in fake exasperation. They cheered and Draco drained the last of the firewhiskey he had been sharing with Blaise and placed the bottle on the floor.

“Ground rules?” He asked.

“Tongue absolutely required,” Pansy said. Camilla snorted a mouthful of whiskey out of her nose and Daphne dissolved into giggles. Theo shifted slightly uncomfortably. Despite the alcohol burning his veins, there was only one person here he wanted to kiss and she was currently leaning over to spin the bottle with a grin. The bottle landed on Daphne and she wiggled her eyebrows.

“I’m comin’ for your woman, Pans,” she chuckled before leaning over and pecking Daphne lightly. Theo felt the knot in his stomach unsqueeze a bit.

“There was no tongue!” Pansy shouted. Camilla leaned back and licked a strip up the side of Daphne’s face.

“There’s your tongue,” she said cheekily. The six of them burst into laughter again and the game continued.

Eventually they had to make some restrictions to the game. For starters, Draco made the assertion that they should be allowed to drink if they happened to not want to kiss someone, on the grounds that he would pitch himself off the Astronomy tower if he had to kiss Theo more than once. Theo had steadfastly agreed, and since the addition of that particular rule, he had become closer to nearly inhuman levels of intoxication which had in turn made the girls nearly wet themselves laughing.

Then, the world skidded to a stop as Camilla spun the bottle and it landed without question on Draco. Theo held his breath, hoping, truly hoping that despite all odds, she wouldn’t do it. He hoped that she would take a large mouthful of firewhiskey and giggle in Draco’s face in apology. Theo had never more wanted something not to happen.

She didn’t drink. Instead, she climbed over the bottle in the centre of their little circle, settled herself into Malfoy’s lap and pressed her lips decidedly against his. Blaise let out a whoop, his demure persona smudged away by alcohol. The girls cheered as Malfoy’s hands cemented themselves on Camilla’s hip. Theo felt as though he should maybe throw a bottle of alcohol into the fireplace.

Camilla finally pulled away after what felt like ten years of Theo’s life and looked very thoughtfully at Malfoy.

“You’re about a four out of ten on the snog meter, Draco. You mustn’t treat a woman’s mouth like a whirlpool,” she said as she clambered off his lap and back to her spot at Theo’s side, though she sat much closer than she had before. Theo gasped out a laugh at Draco’s offended face and Camilla turned to him with a smirk. She tilted her head towards his ear and spoke in whispered tones that sent butterflies into his stomach.

“You didn’t honestly think that I wanted to snog him over you, did you?” She asked sweetly. Theo gulped.

“It crossed my mind.”

“You’re supposed to be smart, Theodore Nott,” she giggled, and he felt her lips graze his ear. Camilla then turned back to the circle and knocked the bottle away.

“I’m bored now. Let’s play a game of Would You Rather.” Theo nodded his agreement to her suggestion, but focused mainly on the feeling of her lips on his ear. She hadn’t wanted to kiss Draco, really. He was glad she didn’t. Though he supposed the stab of jealousy he felt towards one of his oldest friends cemented his growing feelings for Camilla. She turned to him and gave a grin that seemingly soaked him from head to toe in honey.

Yeah. He loved her.

iv. a simple weekend

If anyone had bothered to ask Theo, they would have known how much he truly did not like trips to Hogsmeade. He always wanted to visit Tomes and Scrolls and spend hours looking at the new books and writing utensils they stocked there, but his friends all insisted on spending hours in Honeydukes and the Three Broomsticks. He liked butterbeer well enough, but he would prefer to stay home and read and let his friends bring him back a bag of treats. Not to mention catch up on homework.

There were all the reasons he gave for not wanting to attend the second Hogsmeade trip of their fifth year. They were also all the reasons his friends were currently throwing back in his face.

“Come on, Nott,” Draco was begging, “It’ll be fun. I promise we can stop in at that book place if you want but it won’t be the same if you’re not there.”

“Yeah, Theo. We’d miss you too much,” Daphne added.

“Plus it’s our only chance to get out of here and away from Potter and his bloody prophecies about the Dark Lord,” Pansy added. Blaise gave a nod to certify he agreed with the rest of them, but Camilla was suspiciously silent as she turned the pages of her book. She wouldn’t even spare Theo a glance which he found, considering how close they were, quite odd.

“I just don’t want to go,” Theo said, finding himself becoming curiously angry at their rejection of his desire to stay back. They all had copious amounts of homework, what with it being an O.W.L year and all, and he just wanted to stay back.

“Theo, honestly, don’t be a prat. Come with us,” Draco said, flipping to another page in his Herbology book. Theo felt his temper simmer and finally boil over.

“I’ve told you, you bloody git, that I don’t want to come. That’s final. Leave it,” he snapped. At his words, Camilla’s head raised and she gave him a look that seemed like the halfway point between concern and curiosity. He ignored her in favour of not turning his temper on her, gathered his books and swept up to the dormitory to sleep. He heard murmurs of “what was his problem?” from Blaise and Pansy but he ignored them. He was more than a bit tired of his extroverted friends and their ability to leave him be. He would be fine after some rest and a day to himself.

The next day dawned bright and clear. Theo was alone in the dorm when he awoke which he attributed to his outburst the night before. He assumed the boys had gone on without him in an effort to avoid his temper. His predictions were proven right when he descended for breakfast and found the Slytherin table void of all of his friends. Camilla included. Theo ate rather moodily, wishing he hadn’t snapped quite so much on his friends. They probably wouldn’t even bring him back Sugar Quills. Not that he deserved them.

Breakfast was over quickly, and Theo retreated back to the dormitory to pick up his study supplies. They were rumoured to get a quiz in Potions the following week and he wanted to be as prepared as possible. The common room was still deserted when he returned, and there was no sign of anyone returning for a while. He sighed, though he knew he would study better if his friends, Pansy and Draco in particular, weren’t present. His heart still ached a bit at Camilla’s absence.

It was on his walk to the library that he became aware of a pattering of feet behind him.

“Theo!” He turned and his heart seized as Camilla drew up to him, slightly out of breath, but smiling. Her hair laid in soft curls against her emerald sweater and she was clutching an armful of textbooks.

“I assumed you were going to be studying today,” she said when Theo hadn’t managed to say anything to her after a few seconds, “So I ate breakfast early and I’ve been waiting in the windowsill for a while hoping you would come by and we could head to the library together. You didn’t see me though,” she laughed slightly embarrassedly and Theo’s mind was still struggling to catch up.

“But… You… What about Hogsmeade?” He managed to sputter out. Camilla’s smile turned slightly more bashful.

“I didn’t really want to go anyways,” she said softly before linking her arm with his. Theo nodded, though his brain was still spinning slightly. They walked to the library in relative silence, though it wasn’t uncomfortable in any way. After choosing a table well away from Madam Pince, they both pulled out their textbooks and immersed themselves in studying.

Camilla and Theo had studied together plenty in their years at Hogwarts together. They knew each other’s strengths and weaknesses as well as their study habits. Their study sessions were more like carefully choreographed dances with school subjects and each other. When he was younger, however, Theo hadn’t been quite so entranced by how the sunlight from the window wove in with the blonde strands of Camilla’s hair or how her hazel eyes flitted across the pages she was reading from. He didn’t fantasize about holding her hand across the desk or resting his hand on her knee either.

They worked in silence for most of the day before Theo managed to voice what had been bothering him since the night before.

“Camilla?” She raised her head and fixed him with her whiskey coloured eyes.

“Yeah?”

“Why didn’t you talk to me yesterday? When I was talking about how I wanted to stay back?” She shifted in her seat, looking uncomfortable in the way of someone who had been caught doing something against the rules. Theo couldn’t see what would make her feel that way.

“I knew you were upset and I didn’t think another person talking at you would help,” she said. Theo blinked.

“But that’s considerate of you? I don’t see the issue?”

“I don’t know. I was hoping you wouldn’t think it was odd of me,” she said looking away shyly. Theo considered this for a moment before reaching forward and grabbing Camilla’s hand from where it rested on top of her Transfiguration textbook.

“I appreciate it, Cams. I really do. Just like how I appreciate that you gave up a day at Hogsmeade to study with me.” Camilla blushed deep pink.

“Well I wasn’t really giving anything up. This has been a much better day anyways.” Theo processed her words more slowly than he cared to admit, but he made up for the lost time by lightly smoothing the back of Camilla’s hand with his thumb. He remembered her saying he was pretty a few months ago with such bravery and confidence. Now, she seemed more herself, and he couldn’t help but notice that she still let him hold her hand.

“I like it when it’s just the two of us to be honest,” Theo muttered, shifting slightly in his seat so his leg pressed against Camilla’s. She smiled and rested her head against Theo’s shoulder. His heart thrummed against his ribs deliciously. Her hair smelt of rosemary, and her skin smelt like roses and almond oil. Everything about her invited him in.

“Me too. I wish it was like this more often,” she said. Theo hummed and nodded. They sat like that for a moment, watching the sun dip below the mountains before Camilla sat up and lightly pulled her hand from Theo’s to his disappointment.

“The others will be back by now. It’s dinnertime,” she offered as explanation. Theo nodded, though he would have given anything to go back to their tender moment a second before. They both gathered their books slowly and made their way down to the Great Hall. Draco, Blaise, Pansy, and Daphne were already back, cheeks pink from the cold and tucking into a roast supper. Draco caught sight of them and waved them over.

“What if they’re angry with me?” Theo mumbled quickly. Camilla shook her head and gave him a kind look.

“They understand they pushed you a bit far. I’m sure they’ll be completely fine.” Theo nodded, but still kept a half pace behind Camilla as they settled into their places. Draco gave him a slightly guilty smile.

“Hey mate. Sorry for last night and all. I went a tad far,” he apologized.

“You think?” Theo said, though the grin on his face gave him away. Draco clapped him on the shoulder with a grin and Theo chuckled, feeling his apprehension ease. Pansy then turned to Camilla.

“Where have you been all day? You were supposed to meet us in the courtyard at ten. We assumed you were right behind us.” Theo gave Camilla a shocked look and she turned a very pretty shade of crimson while she stabbed a Yorkshire pudding.

“I had things,” she said evasively. Theo shook his head with a laugh and she gave him a very private smile. Dinner continued, but if anyone noticed Camilla’s hand resting lightly on top of Theo’s in between their laps, no one said a thing.

v. pansy’s frustration

Theo hadn’t gone through much in his life. He was born into a rich pureblood family that had enough old money to keep him going for centuries and enough new money to keep a swimming pool of Galleons if he wanted. Sure, his father was a Death Eater and a generally unpleasant man to be around, but he generally left Theo alone, and Theo’s mother was one of the best women he knew. He was never hungry, had never wanted for anything, and his time at Hogwarts had been filled with loyal friends and good grades.

He supposed these facts were the reason that the only real pain he had ever felt in his life came from his crushing and potentially unreciprocated crush on his best friend.

Camilla, despite all of Theo’s very best efforts, had cemented herself in his life so resolutely as the most important person in his world. He would have done anything for her, and he strongly suspected that she felt the same though she never said so. This was why, when their little band of six was hit by a sudden burst of Peruvian Instant Darkness Powder on the way to Hogwarts for their sixth year, he immediately grabbed her hand so as not to lose her in the fray.

“What the bloody hell is this?” Draco’s voice bloomed from the smoke and Theo chuckled a bit despite himself. He hadn’t seen Draco all summer, and he had forgotten the posh tone of his voice.

“It’s probably a first year just messing around, sit down Draco, honestly,” came Pansy’s voice from a little in front of Theo. The smoke finally cleared and Theo could finally properly see his five friends. Pansy and Daphne were still curved around each other, sickeningly sweet in their love for each other, Blaise sat coolly with his fine china features curved into a delicate smile, and Draco was brushing dust from the sleeves of his black suit. Camilla shook some powder from her head of blonde waves and shot Theo a smile before turning back to the rest of their friends.

“Right! Sixth year! N.E.W.T classes. What are we all taking?”

“The basics I suppose,” Daphne hummed, “I don’t have many aspirations.”

“She wants me to support her I suppose,” Pansy said. Blaise snorted and so did Camilla.

“Well I’m taking the full lot. May as well, right?” Camilla said, running her fingers through her hair. Theo gave her an interested look.

“What are you planning to do, Cams?”

“It’s a secret, Theodore,” she said with a devious smirk. Theo rolled his eyes good-naturedly and Camilla laughed. Draco turned up his nose slightly.

“I happen to think that Hogwarts is a pathetic excuse for a school. I’d rather die than continue here another two years.”

“What, are you planning on dropping out?” Pansy asked with a raised eyebrow. Draco shrugged evasively and turned his gaze out the window. Theo looked to Camilla, expecting her to make a comment on Draco’s actions but she was watching him with a guarded expression. She looked nearly afraid of him. Theo ignored it, hoping it was a trick of light, and launched into a conversation about the start of term feast. Eventually, everyone lapsed back into conversation and Theo felt the grip on his heart ease every time Camilla laughed.

They’d been back at school for only a few weeks when it happened. Theo and Camilla had been eating breakfast in companionable silence, breaking it only to compare notes on each other’s DADA essay, when Pansy came charging up and tossed her Potions book to the table.

“I’ve heard something brilliant,” she said, helping herself to the bacon on Camilla’s face. Camilla regarded her with a dry look.

“Is it about how good my bacon is?” She asked. Pansy shook her head and Camilla rolled her eyes. Theo chuckled and leaned forward.

“What’d you hear, Pans?”

“We’re gonna get to smell Amortentia in Potions today,” Pansy clapped her hands together in excitement. Camilla raised an eyebrow.

“Isn’t that potion illegal?”

“Yes, but Slughorn thinks we should be aware of all sorts of potions in order to practice curing their effects! Though I doubt we’d brew a cure today, but we still get to smell it,” Pansy said, now tucking into her own plate of breakfast.

“What’s so interesting about that?” Both girls fixed him with an incredulous look.

“Amortentia smells like the things you love,” Camilla said slowly, playing with the edge of her napkin. “You know, like what attracts you.”

“So you smell the person you fancy?” Theo asked, beginning to feel his heart rate pick up. He could guess a few of the smells that would erupt from the cauldron for him. Camilla nodded.

“Yeah that. But also smells you like, like the ocean or something.” She turned back to her plate with a light blush. Theo nodded, beginning to shovel his breakfast into his mouth at a slightly quicker pace. Suddenly, he couldn’t wait to get to Potions class.

The three of them met up with the rest of their friends at the entrance to Slughorn’s class. Draco looked slightly disheveled to Theo’s slight surprise. Blaise was still immaculate, and he leaned against the wall casually talking to Daphne. They had no sooner arrived than had the door opened and the class begun to file in. There were only twenty of them in the class, most of their former classmates not getting decent enough grades from Snape to progress to a N.E.W.T level. Theo took his regular seat next to Camilla near the front and immediately noticed the bubbling pink potion resting on the desk in front of them.

“Welcome, welcome!” Slughorn cheered. Theo smiled. He enjoyed the new Potions master infinitely more than he had enjoyed Snape. He actually made the subject somewhat interesting.

“I’m assuming you have all realized that today you will be introduced to a few more intricate potions which we will attempt to counteract by the end of this year. The most interesting of which is this one, of course,” he gestured to the Amortentia.

“Amortentia. The most powerful love potion in the world. One tiny drop and the drinker of the potion will fall madly in love with the giver. At least until the effects wear off!” The entire class chuckled and Slughorn smiled.

“Now I know you’ve all gathered that Amortentia tends to smell like what most attracts the person. It can be a brilliant array of things. I, for instance, smell oak matured mead and Sugar Quills.”

“I know you all have an interest in giving the potion a good smell. So I’d ask you to line up quickly and quietly. May as well get this out of the way before the rest of the lesson.” Everyone scrambled to get in line in front of the little cauldron. Theo shot a look back at Camilla who stood behind him and she gave him a nervous grin. Theo knew how she felt.

The line crawled slowly, everyone taking the time to smell the potion for at least a minute before reluctantly pulling away. Theo noticed Hermione Granger smell the potion and give Ron Weasley a look of surprise. He snorted. He’d have to bet with Camilla on that relationship. At his turn, Theo stepped up to the cauldron and inhaled deeply.

The first thing Theo smelt was books, the crisp scent of newly cracked pages. Then, the scent turned to warm vanilla, the exact smell of the sugar cookies that he baked with his mother each Christmas. Finally, without much shock to him, he smelt the intoxicating scent of Camilla: rosemary, rose, and almond.

Theo pulled away, smiling slightly. Camilla stepped up and inhaled for a few seconds, eyes screwed tightly shut. Theo attempted to read her expression, but it was carefully arranged as she stepped back and betrayed no hint of any feelings she held about what she smelt. There remained only a few people after Camilla, and Slughorn quickly launched into the lesson after Ernie Macmillan had smelt the potion.

Theo wasn’t the only one who wanted to talk about what he had smelt in the Amortentia. The second class ended, and they had stepped into the hallway, Pansy was on their cases.

“I smelt mint obviously, you know how Daphne drinks peppermint tea all the time. And then hot chocolate and salt water. What about you lot?”

“I smelt hot chocolate for you as well, Pans,” Daphne smiled. “Then I also smelt mint and dusty velvet like the curtains in my mum’s room.” Pansy nodded, and turned to Blaise with an expectant look.

“Wood polish, black tea, and cinnamon,” he said simply. Pansy turned then to Draco who shook his head.

“You can’t weasel out of it, Draco. What did you smell?”

“Fine,” snapped Draco, “Green apple, pine, and what I can only assume is lipstick.”

“My sister always smells like lipstick,” Daphne muttered thoughtfully, though only Theo could hear her. Pansy had rounded on Theo finally and he shot a furtive glance to Camilla. Camilla looked as though she wanted the walls to collapse on Pansy.

“What about you, Theo?” Theo cleared his throat.

“Ehm. New books, vanilla, and…” his voice trailed off as Camilla’s eyes widened in almost fear. He made a split second decision.

“Watermelon.” Camilla’s expression didn’t change, though a look of surprise flitted lightly across Pansy’s face.

“Interesting. Cam?” She turned to Camilla who looked like she was trying to gather her expression into a more neutral one.

“Um. Rosemary, clean linen and ginger.” Pansy gave her a similar look to the one she had afforded Theo, but Theo’s heart was too busy breaking to notice. It was true. Officially. Camilla had no feelings for him. Theo suddenly broke away from his friends, feeling like he had to get to Transfiguration or he would positively cease to breathe.

That, and he didn’t want his friends to notice the spare tear that trickled down his cheek.

The next few weeks nearly killed Theo. He avoided Camilla at nearly every cost. He had taken to sitting with Draco in most classes, which as dreary and dismal as he looked these days, was better than pretending not to be in love with his best friend who for sure didn’t love him back. If he wasn’t mistaken however, Camilla was avoiding him just as hard. She had fully begun to sit with other houses in class, even sitting next to Harry Potter in a few classes to Theo’s frustration.

This continued well into October, and it was beginning to look like Theo and Camilla would never speak again. Meetings with the entire group of friends had become so tense that often enough, the girls would separate from the boys and head off to do their own thing. This, coupled with Draco’s bad mood and Blaise’s unaffected attitude had brought Theo’s mood to an all time low. His grades were dropping alarmingly, to the point where he had received a letter from his mother telling him in not so kind words to get his shit together. He couldn’t help it. He was miserable.

Halloween came and went, and it was finally November. Theo had given up hope on reconciling with Camilla long ago. She had fully integrated herself into a friendship with Hermione Granger as well as Harry Potter, and spent most meals sitting either with them or absent from the Great Hall in general. Theo had reciprocated these actions by dramatically exiting the hall when Camilla sat at the Gryffindor table, or slamming the door of the common room when he noticed Camilla there.

Clearly, Pansy had had enough.

“You absolute bloody git,” she said one day at lunch, after Theo had pointedly been stabbing at his potato post Camilla sitting with the Gryffindors. Theo looked up in outrage.

“What the hell do you mean?”

“You’re such a child,” Pansy snapped. Daphne looked up in alarm, but sensing the tension in the air, returned to her shepherd's pie with no comment. Blaise also looked interested, but continued to stare at his textbook without comment. Theo balled his fists.

“What has prompted you to call me names, dear Pansy?”

“I know you lied about what you smelt in the Amortentia in September,” Pansy gave him a harsh glare and Theo felt his stomach drop out from under him.

“W-what do you mean?”

“I mean,” Pansy nearly snarled, “That I am fully aware you smelt something Camilla related in that cauldron and you lied about it.” Theo’s mouth opened and closed a few times without sound before Pansy snorted in frustration.

“I knew it! You idiot! Why would you lie?”

“I didn’t need to embarrass myself, Pansy! You try telling your best friend you’re in love with them after being friends with them for over ten years.” Pansy clicked her tongue in disgust.

“Why do you assume you would have embarrassed yourself?”

“You heard Camilla! She didn’t smell me either. Not in the mood to have my heart broken!”

“Oh you absolute prat!” Pansy shouted, gaining curious looks from some of the other Slytherins. “She lied about what she smelt too!”

“What?” Theo felt like all the blood had drained from his face. “Why would she do that?”

“Because you lied too!” Pansy shouted again, this time rousing Draco from his own thoughts as well. Theo felt like he couldn’t breathe, his heart was beating so quickly against his ribs.

“I didn’t… I didn’t know…”

“Well of course she loves you, you blind idiot! You’ve both been absolutely miserable for months without each other. You spent the past eleven years attached at the hip. How could you honestly think that she didn’t like you?” Theo shook his head, trying to focus despite the new information rolling around in his brain. As he was processing this clearly monumental new piece of information, he noticed Camilla stand from the Gryffindor table and begin to make the trek back to the common room. Theo stood without realizing, then shot a panicked look to Pansy.

“Oh go after her you idiot,” Pansy sighed. Theo nodded distractedly and tore from the Great Hall, only hearing a small snippet of “Now for you, Draco…”

Theo’s feet moved of their own accord, chasing Camilla down in the hallway. She walked quickly, though he assumed that meant she wasn’t expecting anyone to follow her. He finally caught up close enough to see the shine in her blonde hair and called out.

“Camilla!” She froze, cloak swishing against her ankles. Theo nearly tripped over his feet rushing up to her. She turned to see him and her mouth opened in a small “o” as she realized who had called her.

“Theo?”

“You lied,” he gasped out as he reached her. Camilla’s features rearranged into confusion.

“I’m sorry?”

“You lied. About what you smelt in the Amortentia.” Her eyes widened before she swore quietly under her breath.

“Pansy…” she shook her head and straightened, a new defense in her limbs. “I don’t see why that matters.”

“Because you lied to me. We’re always honest with each other.” Theo said, stepping half a step closer. If Camilla noticed, she didn’t say a word.

“Well why don’t you go be honest with whoever it is that smells like watermelon,” she spit, and Theo finally realized the jealousy in her tone. Despite himself, he began to laugh. Camilla looked appalled.

“I didn’t realize what I said was so funny,” she sniffed. Theo couldn’t stop. He drew even closer to her and wrapped her in his arms, still shaking with mirth. Camilla scowled and it only spurred him on further.

“I’m sorry, I’m sorry.”

“Well you bloody well should be!” Camilla said, pushing back from Theo and effectively ending his fit of laughing. “I’ve been in love with you for years, Theodore Nott and I don’t appreciate you treating my feelings like a big joke.” Theo’s mouth dropped slightly. She was in love with him?

“I don’t mean to imply that your feelings are a joke,” he whispered softly. Camilla’s expression stayed stony. “I really don’t. That’s the last thing I want.”

“Then what then? What was the purpose of calling me out for lying about my Amortentia?” She asked, folding her arms. Theo took a moment to gaze at her up close, for the first time in months. Her hair was still soft and curled, brilliant blonde against the grey stone of the castle. Hey eyes shone hazel, and her lips looked as soft and kissable as they had his whole life.

“Because I lied too.” Camilla’s eyes opened wide.

“What?”

“Rosemary, rose, and almond oil,” he spoke softly, moving closer to her again until their noses brushed. “It’s what you’ve smelt like every day for the past eleven years. That’s what I smelt in my Amortentia.” They were standing so close now that if Theo dipped his lips half an inch, he would meet hers. He waited. Camilla’s eyes grew shy as they dropped to his mouth hovering ever so slightly above hers.

“Books. A whole library. And mahogany. That’s what I smelt,” she whispered. Theo’s face broke out in the biggest smile of his life.

“Camilla Avery, I’ve been in love with you for my entire life.” She looked at him with a look that he finally now recognized as thinly veiled yearning, the same look she had been giving him since the Yule Ball.

“I’ve been in love with you even longer, Theo Nott. Maybe even since we were atoms.”

“Have you been reading Muggle science books again?”

“Maybe.”

“I don’t care,” Theo tipped his head down and kissed Camilla. Her mouth opened slightly and he deepened the sweet kiss, pulling her flush against his chest. Her hands tangled in his mess of curly hair and a small noise left her throat as his hands pressed into her back under her school shirt. Theo kissed her over and over again, tasting strawberry and pancake on her tongue from breakfast, tasting sunshine on her mouth from the happiness that poured from her, finally feeling like his life was complete.

They pulled apart only slightly, still sharing breath between them. Camilla’s eyes sparkled more than he had ever seen and Theo rested his head on hers.

“Please be my girlfriend. I think I will positively die if you don’t.” Camilla laughed and the sound was sweet in Theo’s ears.

“We can’t have that. Of course I’ll be your girlfriend, dummy,” Theo nodded with a laugh and pressed a kiss into her hair. He didn’t care that they had probably missed the first part of Charms. He didn’t even care that the comments Pansy would make would be nearly unbearable. He had fallen in love with Camilla Avery and against all the odds, she fell in love with him back.

and there we go! kudos to you if you made it all the way through. tagging @remibarnes22 and @ladiefury because they both said they were interested!

#theodore nott #theo nott #theodore nott fanfiction #theo nott fanfiction #theo nott fanfic #theodore nott fanfic #slytherin #draco malfoy #pansy parkinson #blaise zabini #daphne greengrass #harry potter #harry potter fanficton #my writing #theodore nott x oc

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STRAMA PAPER - GROUP 4

Philippine Long Distance Telephone Company (PLDT)

Acknowledgement

We would like to express our sincere gratitude to each and every one of us in Group 4, for the hard work and cooperation in completing this paper.

To our Professor, Mr. Sofronio “Toti” Dulay, for giving us the opportunity to experience this kind of activity that can help us enhance our skills and ability, for sharing his knowledge about strategic management, and for guiding us all throughout the semester.

To our families, for always motivating us and supporting us when we feel stressed and pressured. To our chosen company, PLDT Inc. and to all the author of the websites that we used, for giving us the information that we need in order for us to finish this paper.

Most of all, to our Almighty God, for guiding us and giving us strength. This paper would not be possible without the help of the people who were gratuitously sharing their time for us and who were always there for us.

1 Executive Summary

This strategic management paper shrouded the first largest and only integrated telecommunication company, The Philippine Long Distance Telephone, Inc. (PLDT) within the Philippines. PLDT, Inc. has been awarded Ph's first global MEF 3.0 certification for carrier ethernet services. The company is the leader in providing a wide extend of media transmission services, counting settled line, cellular, and broadband services in the country.

This paper provides PLDT’s corporate vision and mission. The vision statement is brief and comprehensive, it identifies the company’s goals and defines where and what PLDT Inc. wants to be in the future. The mission statement is realistic and clear, PLDT Inc. has recognized its target client bunches, and also distinguished their needs and requests, audibly it focuses on tending to issues of client fulfillment. It also implicated the corporate officers of the company. Provide some examples of the product and services they offered. In external assessment, the sector includes different kinds of forces, key external factors, and the Porter’s Model Analysis. It also evaluates the internal and external matrices that show the strong internal status and how successful PLDT Inc. in its field. After calculating the total weighted score of the matrices, they were translated into a formulation of business strategies.

The biggest competitor of the company in the telecommunication sector is Globe Telecom. In the fixed-line telephone market, PLDT with its subsidiary is Globe’s main rival. PLDT was consistently increasing in revenues against Globe Telecoms. In general market development in terms of subscriber’s base within the year is still at 7.3% and the market value is still at 8.1% making the company drop into quick advertise development. Based on the increment of subscriptions and the overpowering volume of information usage tied down with the rising modern technologies.

2 Internal Assessment

2.1. Corporate Profile

PLDT

Headquarters:

Ramon Cojuangco Building, Makati Avenue corner Dela Rosa Street, Legazpi Village, Makati, Philippines.

PLDT is the Philippines' largest and only integrated telco company. Founded on November 28, 1928, the Philippine Long Distance Telephone Company (PLDT) is the leading telecommunications and internet service provider in the Philippines. Through its three principal business groups—fixed line, wireless and information and communication technology, PLDT offers the largest and most diverse range of telecommunications services across the Philippines’ most extensive fiber optic backbone and fixed line, cellular and satellite networks.

The company's core businesses are fixed-line telecommunications, mobile telephony services, broadband, and internet of things services under various brands. It also has investments in broadcasting, print media, utilities, and direct to home satellite services, among others. As of 2019, PLDT is listed on the Philippine Stock Exchange (PSE:TEL) and its American Depositary Shares are listed on the New York Stock Exchange (NYSE:PHI). PLDT has one of the largest market capitalizations among Philippine-listed companies.

The first president of PLDT was Theodore Vail Halsey while Major J.E. Hamilton Stevenot, who represented the American firm General Telephone and Electronics Corp. (GTE), was elected executive vice president and general manager.

When PLDT was incorporated and given the franchise to establish and operate telephone services in the country on November 28, 1928, a typhoon had just ravaged Eastern Visayas, Bicol Peninsula, and Samar. The ability to communicate amongst loved ones and across the country became crucial. Sadly, phone networks then were like disconnected intercom systems and you could only call people within your own small city. Filipinos were disconnected from neighboring towns, disconnected from friends in the other island and, needless to say, disconnected from the rest of the world. It was under this scenario that the law was signed giving birth to PLDT.

What the new law hoped to achieve was to interconnect these "intercom" systems into a seamless nationwide network that would facilitate communication and delivery of services to the people, as well as spur economic development in the countryside.

Under the American owners of PLDT, many small phone companies in the provinces were acquired by the Company to help speed up the rollout and connection of these different phone systems all over the country. The management of PLDT was then set to lay the groundwork towards linking Filipinos to each other and, more importantly, to the world.

2.2. Company Vision and Mission

VISION

“Lead and inspire Filipinos to create a better tomorrow.”

MISSION

“Empower Filipinos everywhere with customer-focused digital innovations that unlock and share their infinite potential.”

2.3. Corporate Officers

Table 1

The table above is showing the positions of every officers in PLDT Corporation. We also provided a list of the name and positional official officers of the company that we choose.

Manuel V. Pangilinan

President and Chief Executive Officer

Anabelle L. Chua

Senior Vice President, Chief Financial Officer and Chief Risk Management Officer

Alfredo S. Panlilio

Chief Revenue Officer

Victorico P. Vargas

Business Transformation Office Head

Ma. Lourdes C. Rausa-Chan

Corporate Secretary and Chief Governance Officer

Marilyn A. Victorio-Aquino

Senior Vice President and Chief Legal Counsel

Gina Marina P. Ordoñez

Senior Vice President and Chief People Officer

Alejandro O. Caeg

Senior Vice President

Mary Rose L. Dela Paz

Senior Vice President

Juan Victor I. Hernandez

Senior Vice President

Menardo G. Jimenez Jr.

Senior Vice President

Mario G. Tamayo

Senior Vice President

Florentino D. Mabasa, Jr.

Assistant Corporate Secretary

Leo I. Posadas

First Vice President and Treasurer

Katrina L. Abelarde

First Vice President

Marco Alejandro T. Borlongan

First Vice President

Mary Julie C. Carceller

First Vice President

Bernard H. Castro

First Vice President

Joan A. De Venecia-Fabul

First Vice President

Gil Samson D. Garcia

First Vice President

Joseph Ian G. Gendrano

First Vice President

Victor Emmanuel S. Genuino II1

First Vice President

Ma Criselda B. Guhit

First Vice President

Leah Camilla R. Besa-Jimenez

First Vice President

Princesita P. Katigbak

First Vice President

Albert Mitchell L. Locsin

First Vice President

Dale M. Ramos

First Vice President

Angel T. Redoble

First Vice President

Aileen D. Regio

First Vice President

Luis S. Reñon

First Vice President

Bernadette C. Salinas

First Vice President

Victor Y. Tria

First Vice President

Jude Michael H. Turcuato

First Vice President

Melissa V. Vergel De Dios

First Vice President

Catherine Y. Yang

First Vice President

John Henri C. Yanez

First Vice President

Maria Cecilia H. Abad

Vice President

Minerva M. Agas

Vice President

Benedict Patrick V. Alcoseba

Vice President

Cecille M. Alzona

Vice President

Elizabeth S. Andojar

Vice President

Roy Victor E. Añonuevo

Vice President

Tito Rodolfo B. Aquino, Jr.

Vice President

Mitchie M. Arcaina

Vice President

2.4. Product Line

The PDLT (Philippine Long Distance Telephone Company) provided an internet service in the country of the Philippines. PLDT has many bundles that they offer to people who wanted to have an internet connection. We gathered some image that shows the bundles and promos they offer. These we presented below is from their official Facebook page.

Figure 1. Pldt, Inc. Fiber Enterprises

2.5. Internal Factor Evaluation Matrix

Table 2

Note:

*Weight- 0-1 (important)

*Rating 1 (Major Weakness), Rating 2 (Minor Weakness), Rating 3(Minor Strength), Rating 4(major strength)

*Weighted score- Weight x Rate = Average score

The total weighted score of 2.68 in the table above indicates that PLDT has a strong internal status, with its strengths outnumbering its weaknesses.

Strengths

PLDT’s three main business groups, Fixed Line, Wireless, and Information and Communication Technology, provide the country’s most comprehensive and diverse range of telecommunications services. To offer the best services to their customers, the company uses the most comprehensive fiber optic backbone as well as fixed line, cellular, and satellite networks.

Weaknesses

On the other hand, one of PLDT’s flaws is its sluggish link speed. When PLDT introduced its Vibe and DSL products, which enabled customers to connect to the internet faster via broadband, there were numerous complaints about the service. The slow internet was the one of the top complaints as it failed to meet the customer’s needs. And those issues were not addressed or published in a timely manner. Customers may decide to switch providers if they believe that they find a better offer for the service they need.

3 External Assessment

a. Economic Forces

i) Economic/Business Cycle Stage

High political stability provides a stable and friendly business environment with predictable market growth trends. However, when there is political chaos, it deters the investors and harms the stakeholders’ trust in economic and consequent organizational performance. Currently, PLDT Inc. is present in different countries, each having own political tensions.

ii) Inflation/Employment/Interest/Exchange Rates

The GDP growth rate will determine the PLDT Inc.’s ability to pursue its long-term growth strategies. High GDP also signals the consumers’ ability to spend more on offered products. High unemployment signals the availability of surplus labor at comparatively lower wages. Operating in such a market can lower the production cost of PLDT Inc. The organization should also carefully consider the interest rate and its influence on borrowing ability and attitude towards investment. The high interest rate will encourage the attitude towards investment and increase growth opportunities for PLDT Inc. Finally, the exchange rate fluctuation can also influence the profitability and international trade. The high fluctuation on local currency can be a cause of serious concern for PLDT Inc.

iii) Labor Market Conditions

PLDT Inc. must study and predict the labor market conditions to understand how it can attract talented workers and leverage their skills to improve business performance. When labor markets are flexible, PLDT Inc. can take advantage of higher labor productivity. Whereas, operating in rigid labor markets may cause labor wage and other issues raised by powerful labor unions. PLDT Inc. should also carefully analyze the availability of skilled human capital as a shortage of skilled labor can affect business efficiency and make talent attraction and retention more challenging.

iv) Financial Markets Efficiency

The global expansion strategies of the PLDT Inc. are influenced by the financial market efficiency as operating in highly efficient financial markets leads towards improved liquidity position and strengthened ability to enter new markets. The health and efficiency of financial markets will determine PLDT Inc.’s ability to raise the capital at fair prices.

v) Economic Structure

The business practices of the PLDT Inc. are influenced by the prevailing economic structure. The economic and regulatory environment in a monopolistic or oligopolistic structure will be different from the monopolistic competition and perfect competition.

b. Social, Cultural, Demographic, and Natural Environment Forces

i) Demographic Trends

Studying the demographic characteristics can help PLDT Inc. in choosing the right market segment/segments with high growth potential. The business and marketing strategies are also influenced by migration. It is important for PLDT Inc. to understand the people’s general attitude towards migration as it can influence firms’ ability to bring international managers to host country.

ii) Equality and Power Distance

PLDT Inc. must adjust its business management practices while entering in markets with high or low power distance. The growing inequality in many countries is altering the power structure, which has serious implications for international business organizations like PLDT Inc.

iii) Gender Roles

PLDT Inc. need to study the traditionally assigned gender roles to align its marketing and communication practices accordingly. Marketing and human resource strategies in a traditional, patriarchal society with clearly distinguished gender roles will be different from societies with low gender stereotypes.

iv) Societal Norms and Class Distribution

PLDT Inc. should develop local teams and develop local partnerships for understanding the societal attitudes and norms to tailor marketing strategies according to unique cultural context. The observation of social class stratification is also important for PLDT Inc. Offering luxury products at premium prices to a market where the high-end market is considerably small in number will require PLDT Inc. to adopt the niche marketing strategies.

v) Online Shopping

PLDT Inc. needs to understand the online shopping behavior by considering the generational differences as younger consumers are more inclined to shop online than older customers. The growing use of mobile phones and social networking sites must be considered when developing marketing and communication strategies.

vi) Spending Patterns and Behavior

PLDT Inc. should invest time on understanding the consumption motivations and social trends that define the consumption behavior. PLDT Inc. should also attempt to understand the degree of consumer ethnocentrism and consider the country of origin effect to determine local consumers’ evaluation of foreign products. Lastly, PLDT Inc. should study the consumers’ leisure interests and should focus more on enhancing the customer experience if customers prefer experiential products over traditional product offerings.

c. Political, Governmental, and Legal Forces

i) Political Stability

PLDT Inc. is present in different countries, each having own political tensions. Growing tensions and instabilities in the global political environment can affect the Gold industry growth and limit the growth opportunities available to PLDT Inc.

ii) Changing Policies

It is important for PLDT Inc. to study the current trends in the country’s political scenario as changes in government may alter the government’s priorities towards the development of different industries.

iii) Protests/Pressure Groups and Governance System

PLDT Inc. should carefully analyze the protests by pressure groups, social/environment activists and worker unions as such protests play an important role in the policy making process. Close collaboration with such groups may enhance the PLDT Inc.’s ability to collaborate with community and achieve long-term corporate goals.

iv) Bureaucracy and Corruption

Operating in countries with high corruption level and weak law enforcement makes the business environment increasingly unpredictable for PLDT Inc. due to jeopardized public trust on business organizations and overall political and economic structure. The corruption can influence various business operations, ranging from licensing, contracting, fraudulent deals to frequent lawsuits. It will also threaten the organization’s sustainable development by destabilizing the society, harming justice system and endangering the rule of law.

v) Taxation, Trade Restrictions, and Intellectual Property Protection

High taxation affects international trade and prevents exports. PLDT Inc. can enter in low taxation markets and benefit from high profits that can be invested in research and development activities. PLDT Inc. should know the specific taxation policies to understand the host government’s priorities and interest in developing industries and how intellectual property rights are protected in the host country and make the business strategies accordingly.

a. Technological Forces

i) Social Media Marketing

Use of social media has become common in a modern business environment. PLDT Inc. can leverage the opportunities offered by social media marketing to improve business performance. Technological trends can be used to start the creative social media campaigns for developing online brand communities.

ii) Technological Innovations and Development Level

PLDT Inc. should carefully consider the on-going technological innovations to stay ahead of the competition. Entering in markets where technological advancement has not reached the maturity means PLDT Inc. can increase the market share by focusing on emerging technological innovations.

iii) Research and Development on Technology and Impact on Cost Structure/Value Chain

PLDT Inc. needs to consider the investments made by competitors on a micro and macro level to understand how new technologies influence the firm’s value chain and prevailing cost structure. Research and development activities are highly important in an environment characterized by creative disruption.

iv) Shortened Product Life Cycles

The adoption of new technologies has shortened the lifecycle of new product development. Today, new products are developed quickly, and supply chain partners have also gained more power. It pressurizes PLDT Inc. to develop new products quickly, increase product range diversity, integrate flexibility into the value chain and develop healthy business relationships with value chain partners.

3.1. Porter’s Model Analysis

Figure 2. Porter’s Model Analysis

• Rivalry Among Competing Firms = Strong

There are only few competitors that PLDT have in the Philippines such as Globe Telecom, Sky Cable Corporation, and Converge ICT Solutions. Globe Telecom is one of the leading telecommunications companies in the Philippines. It operates mobile, fixed line, and broadband networks and provides communications services to individual customers, small and medium-sized businesses, and corporate and enterprise clients. Next is Sky Cable Corporation which is known as the first internet service provider and the leading cable and broadband technology provider in the Philippines. It offers broadband, cable and satellite television services. And lastly, Converge ICT Solutions which is the leading player in all-optical broadband access industry in the Philippines. It operates fixed networks, fiber optics, cable TV, enterprise private lines, fixed broadband, and wireless broadband services for home, businesses and in the corporate world. These are the top competitors of PLDT for having almost the same services in the market. In that case, PLDT should step up their game since they offer almost the same services with these competitors. They should try differentiating their services or add something unique by providing new services. In that way, PLDT can get new customers and gain more loyal customers.

• Potential Entry of New Competitors = Moderate

There are also new entries of competitors of PLDT such as Dito Telecommunity Corporation. Dito Telecommunity Corporation is formerly known as Mindanao Islamic Telephone Company, Inc., or Mislatel. It is considered as the newest major telecommunications company in the Philippines. It offers connectivity with secure, fast, and high value 4G and 5G technologies that enable the customers to be connected, anytime, anywhere, any way they prefer. PLDT should focus on innovating their services from this new competitor. In that way, it can build a strong brand identity in the market.

• Bargaining Power of Suppliers = Strong

These suppliers can influence in raising the prices as well as reducing the goods and services of PLDT. It includes foreign investors, international and local contractors, and stakeholders. Foreign investors such as American Depositary Receipts (ADRs) where they issued with American Depositary Share (ADS) which represented one PLDT common share. This means that ADSs are listed and traded on the New York Stock Exchange and the Pacific Exchange in the US where PLDT (as one of the largest market capitalizations) is in listed companies. International and local contractors such as Chinese telecom suppliers Huawei Technologies, FiberHome, Sunsea Telecom Ltd., and Tyco Electronics, Singapore-based Fujikura Asia Ltd., Sweden’s Ericsson Telecommunications, and Fibercom Telecom Philippines which helps in the first phase of its P1.8-billion fixed-line fiber-to-the-home (FTTH) network rollout program. And lastly, stakeholders which have a say in nominating directors as well as independent directors. Having these suppliers can help PLDT develop a close relationship where all of them can benefit from each other.

• Bargaining Power of Consumers = Strong

These consumers help in determining the quality of the goods and services offered by PLDT. It includes businessmen who are in charge in generating revenue from business activities, changing network services who are in charge of satisfying the customers' expectations and concerns regarding quality of service, pricing, application process, service provisioning process, repair and restoration service and the billing process, government sectors wherein having a partnerships with them can help the society, and lastly, small entrepreneurs such as PLDT Load / Smart Load from over 1 Million retailers nationwide and sari-sari stores or any PLDT Sales and Service Centers. These consumers can reduce the prices and improve the quality of the goods and services offered by PLDT.

• Potential Development of Substitute Products = Strong

These substitute products offer the same benefits of PLDT but in a different way. It includes mobile data and portable or pocket WIFI. Mobile data is an ability to use your cellular data in online browsing. It can also replace your internet at home especially if you are a light data user by activating your hotspot. Light data users use internet at home just to check the email, shop occasionally, or browse the websites. This can also save you from paying too much for an internet. Another substitute is Portable or pocket WIFI. Portable or pocket WIFI is a small wireless modem that connects any Wi-Fi enabled device (smartphones, laptops, and tablets) to the internet using load. It is small and light which makes it very comfortable to carry. These substitute products are considered as a threat for PLDT.

3.2. External Factor Evaluation Matrix

Table 3

Note:

*Weight ranges from 0.0 (Low Interest) to 1.0 (High Interest)

*Rating ranges from 1 to 4, 1 (Poor Rating), 2 (Average), 3 (Above Average), 4 (Superior Rating)

The External Factor Evaluation (EFE) Matrix shows the evaluation of external factors according to its weight, rating, and weighted score. The Key External Factors are based on the opportunities and threats of PLDT. Based on the gathered data, the total weighted score of weight is 1.0, while the weighted score is 3. This means that PLDT’s strategies are effective in taking advantage of the opportunities and preventing threats in the company.

3.3. Competitive Profile Matrix

Table 4

Note:

*Weight ranges from 0.0 (Low Interest) to 1.0 (High Interest)

*Rating ranges from 1 to 4, 1 (Poor Rating), 2 (Average), 3 (Above Average), 4 (Superior Rating)

The three companies had met the average standard of how performance of the industry should be in terms of what kind of service that this company is giving to their customers. As you can see from the table in terms of the scoring and with the comparison of various strengths and weakness that has been computed and being scored, we can tell that in terms of the final result, the PLDT has more advantage on attaining and being successful at their field because of how they cater the demands of their customers which is their strong point. It is mostly in terms of the PLDT’s breath of service offered and its availability and accessibility to the whole various people and to their customers which makes them attain and preserve the excellency they are known of in their line work as it is. The reason why the other major strengths of the other two companies of its competition had been seemed as not sufficient or effective is because of the availability and quality of the products that is being produced is mostly not covered by most demand of the customers all across the country.

3.4. Key External Factor

Political Forces

Since PLDT is a major telecommunications firms the exert a specified services to masses as its own advantages and disadvantages that could lead as its weakness in the long run. Such major companies such as PLDT must have or initiate a long term plan on how they will organize and solve such incoming or futuristic issues that will provided on them in terms on their connection in the political environment

According to Fern Fort University, this are some political factors that could affect the company and some investors or shareholders must be wary before they enter this type of huge company by determining PLDT’s:

· Political stability and importance of Telecom Services – Foreign sector in the country’s economy.

· Risk of military invasion

· Level of corruption – especially levels of regulation in Technology sector.

· Bureaucracy and interference in Telecom Services – Foreign industry by government.

· Legal framework for contract enforcement

· Intellectual property protection

· Trade regulations & tariffs related to Technology

· Favored trading partners

· Anti-trust laws related to Telecom Services – Foreign

· Pricing regulations – Are there any pricing regulatory mechanism for Technology

· Taxation – tax rates and incentives

· Wage legislation – minimum wage and overtime

· Work week regulations in Telecom Services – Foreign

· Mandatory employee benefits

· Industrial safety regulations in the Technology sector.

· Product labeling and other requirements in Telecom Services – Foreign

Economic Factors

PLDT is one of the huge companies in the Philippines where they hold a certain amount of power to keep the market going and to satisfy the needs of their customers through internet communications and digital services through their servers. And such economic factors of the Philippines could work in their favor in terms of growth rate of the industry, inflation & industry’s economic indicators as digital service provider will be determined on how they’re daily goals of assets and profits will be in the next several years. PESTEL analysis is also a great way to examine and to enlist such several major factors that could identify future advantages and disadvantage of a major company when dealing itself in the macro perspective of its environment. In terms of the economic factors, according to the Fern Fort University of Ferndale State of Michigan, such economic factors that could impact the economic environment of PLDT are:

· Type of economic system in countries of operation – what type of economic system there is and how stable it is.

· Government intervention in the free market and related Technology

· Exchange rates & stability of host country currency.

· Efficiency of financial markets – Does PLDT Inc. needs to raise capital in local market?

· Infrastructure quality in Telecom Services – Foreign industry

· Comparative advantages of host country and Technology sector in the particular country.

· Skill level of workforce in Telecom Services – Foreign industry.

· Education level in the economy

· Labor costs and productivity in the economy

· Business cycle stage (e.g. prosperity, recession, recovery)

· Economic growth rate

· Discretionary income

· Unemployment rate

· Inflation rate

· Interest rates

Social Factors

As major company that scope a wider variety of its audience and customers has its advantage and disadvantage that could compare to the various strength and weaknesses of the company which could depend from the social community’s way of life and its cultural outlook towards on doing things which could involve such particular company where in this case the PLDT is serving its customers as a digital and technological services which is a need to be catered to the needs of its customers as such daily activities are mostly involve in this company. PLDT should always need to understand the well-being and the needs of their clients as their generated profit and income surrounds from its users. Social customer leadership is a potent factor to lead and to know what factors that could impact the social status of the company in the eyes of its wider audience, According to the (Fern Fort University, n.d.), using such PESTEL analysis could determine the:

● Demographics and skill level of the population

● Class structure, hierarchy and power structure in the society.

● Education level as well as education standard in the PLDT Inc. ’s industry

● Culture (gender roles, social conventions etc.)

● Entrepreneurial spirit and broader nature of the society. Some societies encourage entrepreneurship while some don’t.

● Attitudes (health, environmental consciousness, etc.)

● Leisure interests

Technological Factors

In this time of digital age we need to remember in all the things that surrounds us may not seem as they used to be. It is far more competitive and we grab the innovative approach towards success and improving our ways of life This could set as an example of the technological services and devices that is being distributed into this globalized economy. We should always remember that every industry has its impacts to any other types of other industry or services that comes along the way and if we disrupt this process we may face such difficulties in coping up or slowing down to give opportunities to the key players of any specific industry into this globalized age. In the last recent years technological services has been improving and it is fast approaching and sometimes there are such instances that it is hard to cope with and with the best possible social is to determine whether on how we keep on track on the playing field which will not only make a greater impact to the company or in the PLDT company in this case but also to the competitive companies on it who struggle to make a difference and to improve the ways how economy is distributed in the globalization. According to the (Fern Fort University, n.d.), such technological factors that could impact and shall be determined and to determine its outlook in the future is in terms of the:

● Recent technological developments by PLDT Inc. competitors

● Technology’s impact on product offering

● Impact on cost structure in Telecom Services – Foreign industry

● Impact on value chain structure in Technology sector

● Rate of technological diffusion

Environmental Factors

Being technological service provider we must look into the various effects of the environmental situations that we deal every day because it should always remember that technology can have a various effects from which condition of the weather occurs in our day to day environment as it is the most vulnerable type of industry that is very much exposed and that could also depend on the environmental factors where it could impact the PLDT conditions of its services to the users as it is. And it is very crucial as every day we are losing money and generating profits on it from time to time. Using the PESTEL analysis, PLDT could determine its adverse impact to their operations in terms of:

● Weather

● Climate change

● Laws regulating environment pollution

● Air and water pollution regulations in Telecom Services – Foreign industry

● Recycling

● Waste management in Technology sector

● Attitudes toward “green” or ecological products

● Endangered species

● Attitudes toward and support for renewable energy

Legal Factors

Having a well establish legal framework is very important for the major business in the macro environment to thrive as this will be the bases on how they’re going to protect their organizations and the well-being of their company without its legal documents being a possible impact whether it could be a positive or a negative effects to its company. I case of the PLDT, they should always remember to determine and to not only protect the authenticity and quality of their services and as a whole company but also to the one who will be affected to the way they handle things in terms of the legal reasons, which in the best interest of their investors, shareholders, employees and most of all their customers. According to the Fern Fort University, PLDT should identify the legal factors that could impact their social status in the economy in terms of the:

● Anti-trust law in Telecom Services – Foreign industry and overall in the country.

● Discrimination law

● Copyright, patents / Intellectual property law

● Consumer protection and e-commerce

● Employment law

● Health and safety law

● Data Protection

4 Strategy Formulation

In order to provide the continuously of success and the progress development of the PLDT, they believe in creating the wider broad of services and distributing the positive effects in the industry of the company not only covers the communities but with the whole globalization that is in place in the country as it can also make a positively approach or an any outlook that set as a responsibility towards influencing to other countries as well. According to the press released of Chairman Manuel V. Pangilinan, “The PLDT Group is in a unique position in the industry – we have the scale and ability to continue investing significantly in infrastructure and services which can impact positively on our country’s development. We have been always mindful however that this strength begets much responsibility. We have therefore seen to it that our subscribers derive commensurate benefits in terms of value and innovation”. In order to formulate a strategy within the company, expectations is a valid statement that must’ be acknowledge within the company. It doesn’t mean that it can or cannot have an adverse effects in the company but just think the possible potential of the company in the long run where there will be on some point that they can improve their services not only to the people but also in the business as well. And its expectation is the representative of how valid and consistent their work as it is.

It was therefore concluded by Chairman Manuel V. Pangilinan that “Over the medium term, our goals are to continue achieving growth in our core businesses while establishing new revenue streams from recent investments, principally Spi. Our strong cash flows provide us with this “triple play” ability – new investments, sustained capital expenditures and increasing dividend yields. In this way, we address shareholder needs both for the present and for the longer term,” And it is a valid point to which the reputation is continuously uphold by their excellent services which actually reveals better result from the expectation of the masses and had actually generated revenue and more profit coming from the customers, investments and its shareholders.

“Our core earnings for the first quarter this year have been more encouraging than anticipated. We envisage revenues to continue growing whilst we manage down our cash costs, including interest expense. Cash flows will be healthy; debts will continue to reduce across the board – including prepayment of most of Piltel’s debts. In that light, our dividend payment policy is currently being considered with the view of raising our payout ratio to shareholders to 60%. This reflects our improved assessment of prospects for 2006 as a whole,” - Chairman Manuel V. Pangilinan

4.1. Boston Consulting Group Matrix

The major products of PLDT are Fixed Line telephony or communication, Mobile, broadband or wireless connection. The Market share that will show below is compared with the largest competitor of the company which is GLOBE.

Table 5

Figure 3. Boston Consulting Group (BCG) Matrix

The resulting figure indicates that the broadband and mobile are in the star quadrant with high market share and high market growth. It can be forecasted that with the maintenance of quality of product and service, it will remain and can keep its good position. Fixed line is in the cash cow quadrant which means it has high market share and lower market growth and could move into the dog’s territory if a decline of services will occur.

4.2. Strategic Position and Action Evaluation Matrix

Table 6

RATING SYSTEM

(CA) And **(SP) => **Rating Scale from -6 (worst) to -1 (best)

**(IS) **and **(FS) => **Rating Scale from 1 (worst) to 6 (best)

CONCLUSION

X – Axis (CA AVERAGE + IS AVERAGE) 3.8

Y – Axis (FS AVERAGE + SP AVERAGE) 0.5

Figure 4. Strategic Position and Action Evaluation (SPACE) Matrix

The results of the 4 strategic positions which are the Competitive, Industry, Stability and Financial Position was marked in the upper right side of the graph or in the Aggressive Quadrant which simply means that the strategies that should be given priority in the implementation process are as follows: Horizontal, Backward, and Forward Integration, Market Development, Product Development, Market Penetration, Technological Development and other Diversification.

4.3. Grand Strategy Matrix

Table 7

The overall market growth in terms of subscriber’s base in the year 2017 of PLDT remains the same until this present year. Market Growth is still at 7.3% and the market value is still at 8.1% making the company fall into a rapid market growth. As reported, the rapid market growth is based on the increase of subscriptions and the overwhelming volume of data usage anchored with the emerging new technologies.

Globe is the major competitor of PLDT, making the company be in a competitive position. It prioritizes the development of its network and customer service in order to dominate the postpaid segment.

The vector results emphasizes that PLDT is in the Strong Competitive Position and Rapid Market Growth which means they should craft strategies targeting the Horizontal, Backward, Forward Integration, Market Development, Product Development, Technological Development and Market Penetration.

4.4. Internal – External Matrix

Table 8

4.5. Strength – Weaknesses- Opportunities – Threats Analysis

SWOT analysis is an imperative strategic planning apparatus that can be used by Philippine Long Distance Telephone Inc. supervisors to do a situational examination of the whole company. It is a critical method to analyze the present Strengths (S), Weaknesses (W), Opportunities (O), & Threats (T) PLDT Inc. is confronting in its current commerce environment.

Table 9

The table above shows SWOT analysis/matrix of PLDT Inc. and it empowers the managers of the company to creates four types of strategies, the Strengths-Opportunities (SO), Weakness-Opportunities (WO), Strengths-Threats (ST), & Weakness-Threats (WT) strategies. PLDT Inc. is one of the driving firms in its industry. PLDT Inc. keeps up its prevailing position in the market by carefully analyzing and investigating the SWOT analysis. SWOT analysis immensely intuitively prepares and requires successful coordination among different divisions within the company such as – marketing, finance, management data systems, operations, and strategic planning.

Strengths of PLDT Inc. – Internal Strategic Factors

Diversified business operations.

Across the telecommunication domain PLDT Inc. has a well-built free cash flow that makes the company fast moving into expansion of new projects.

Advanced integrated network.

PLDT has a large social media presence, with millions of followers across the three most popular platforms: Facebook, Twitter, and Instagram. On these channels, it has a high degree of customer engagement and a quick response time.

One of the top positions in the Philippines.

PLDT Inc. is the leading telecommunications and digital services provider in the Philippines.

One of the top providers of wireless phones.

PLDT Inc is a well-known company that has been in the industry for many years. As a result, the name is well-known.

Has creative marketing strategies.

PLDT Inc reached more than millions of followers in Twitter, Facebook, and Instagram which these three social media is one of the famous platforms and this makes them for having a strong presence on social media.

Has a wide range of products.

PLDT Inc has a large number of locations in almost every state, backed by a robust distribution network that ensures that its goods are easily accessible to a large number of customers in a timely manner.

Industry Specialists.

PLDT Inc has invested heavily in workforce preparation, resulting in a large number of highly trained and motivated workers. PLDT Inc has a diverse workforce, with people from various regional, ethnic, cultural, and educational backgrounds contributing to the company's success by bringing in new ideas and methodologies.

National coverage.

In the year 1928 PLDT Inc was founded and up to this year was still working and they have created up to 151 branches nationwide.

Foreign investment.

PLDT Inc forms strategic relationships with its manufacturers, distributors, retailers, and other stakeholders. This enables it to use them in the future if necessary.

Strong sales team.

PLDT Inc. Aspire to be the service provider and be the strongest and advance connection for the family are at home.

Weaknesses of PLDT Inc. – Internal Strategic Factors

Slow internet connection.

The performance evaluation is not done in a systematic way. People are often unappreciated for their work. Employee morale suffers as a result, and promotion prospects are limited.

Half of the company’s total dept are coverage by US dollars.

The company's current assets are poor in comparison to its current liabilities, which could trigger liquidity issues in its operations. At PLDT Inc, there is a lack of proper cash flow planning, resulting in situations where there isn't enough cash flow as needed, resulting in needless unplanned borrowing.

Venture for new technologies.

Even though PLDT Inc spends more on research and development than the industry average, it spends much less than a few players who have gained a major competitive edge as a result of their creative products.

Intermittent assistants.

In comparison to rivals, PLDT Inc has a higher rate of employee turnover. As a result of the increased turnover, the company is investing more on training and growth.

Low signal strength.

Due to the area of their costumers, there is an interruption on the signal that the company did not consider when they are offering their services and product.

Intense competition.

In comparison to its rivals, it is not very good at predicting product demand, resulting in a higher rate of missed opportunities. One of the reasons why PLDT Inc.'s days inventory is so high in comparison to its rivals is that the company isn't very good at predicting demand, so it ends up having more inventory in-house and in the channel.

Corroded cable lines.

Multiple families are availing the item and did not consider the number of valuable costumers within the area.

Company’s liability and obligations.

In recent years, competition has increased, and skilled workers have left the organization, potentially resulting in a talent shortage in the coming years.

Increase number of competitors in the market.

Growing strengths of local distributors also presents a threat in some markets as the competition is paying higher margins to the local distributors.

Public perception.

The product's marketing left a lot to be desired. Even though the product is a sales success, its positioning and unique selling proposition are not clearly established, which could lead to competitor attacks in this market.

Opportunities of PLDT Inc. – External Strategic Factors

Online Market.

Opening up of new markets because of government agreement – the adoption of new technology standard and government free trade agreement has provided PLDT Inc. an opportunity to enter a new emerging market. Expansion of network that serves large number of customers.

Expansion of network that serves large number of customers.

New consumer behavior patterns may open up new market opportunities for PLDT Inc. It gives the company a great chance to diversify into new product segments while also generating new revenue streams.

Decreasing the prices of computers and laptops.

Reduced freight costs as a result of lower shipping costs will lower the cost of PLDT Inc.'s goods, giving the company the option of either increasing profitability or passing on the savings to consumers to gain market share.

Taking risk for new technologies.

Opening up new markets as a result of a government agreement – PLDT Inc. has been given the ability to reach a new emerging market as a result of the introduction of a new technology standard and a government free trade agreement.

Collaboration with other establishments.

As the market develops, competitor advantages will dwindle, allowing PLDT Inc. to improve its competitiveness in comparison to its rivals. In similar other product fields, an organization's core competencies may be a success. For example, GE healthcare research aided in the development of better oil drilling machines.

Threats of PLDT Inc. – External Strategic Factors

Extreme competition that causes margin pressure.

New technologies developed by the competitor or market disruptor could be a serious threat to the industry in medium to long term future.

Fixed line market drop.

An increasing trend toward isolationism in the American economy can prompt a similar response from other governments, reducing foreign sales.

Changes in currency that impacted foreign revenues.

Since the company operates in a variety of countries, it is subject to currency fluctuations, which are exacerbated by the uncertain political situation in a number of markets around the world.

New competitors.

Intense competition with other companies for having the same telecommunication business.  

Unpredictable cost.

Local distributors' the strength poses a challenge in some markets, as the rivalry pays local distributors higher margins.

S-O Strategies

Maintain the strong presence of PLDT Inc on social media and continue to increase the number of followers in Famous social media to keep the customer engagement. (S2, S5, O1)

The company with its dedicated followers in social media is those customers who had a satisfaction on the services that the PLDT provided with them. It indicates high good brand quality that made the customers to share and recommend PLDT to other people.

A strong financial perspective with successive profits along with concentrated profit reserves that can be used to support future capital expenditures and expansion. (S1, S9, S7, O2, O5,)

The increased number of internet users all over the world is an opportunity for PLDT to maintain the financial cash flow for the company to expand more of their presence not just only in the Philippines but in other country in the world. It also resulted a growth in sale meaning, there are a lot of people purchasing the services that can be led to an online stores connection to make the sales expand.

Keep the quality of product and services over the years and are still valued by households, who find it as excellent value and worth it for the finances they pay. (S3, S4, O2, O4)

There has been an increase of household in purchasing the product and services of PLDT as their internet provider. The income along with an increase in consumer spending following the financial condition that leads to the growth of target market and having new customers that can be attracted to purchase the item.

A dedicated customer relationship with the PLDT Inc. has able to attain an elevated level of customer contentment among valued and new customers and good brand equity among the potential clients. (S6, S10, O1, O2)

Valued customer who also recommend and market the services and product help the company to maintain the number of customer satisfaction population they had. The Company provide good services and achieve the needs of the households that made the PLDT company to be the number 1 internet provider in the Philippines.

W-O Strategies

Innovation of strategies and plan to meet the challenge that the new entrants given to the company to not gain any lost. (W1, W2, O2, O5)

The company needs to plan and design an idea that make the company overcome the challenges that encountered on the new entrants. Even though the product and services are a success in terms of sales, but it is needed to innovate strategies that strengthen and cannot be attack by the competitors.

Strengthen the online sale services, websites, and social media presence for better engagement through brand ambassadors, campaigns, advertisement, testimonies, branding, and better customer service experience. (W8, O1)

Nowadays, People are using online platforms in all their transactions. Most of them are addictive in online shopping, bills payments, and delivery mode since it is the most convenient to them. Strengthen the online sale services and website is one of the keys to maintain the record of high sales. As much as possible make the online services and website easier to understand and manipulate. Provide good customer entertainment and ethics for the customer maintain its impression and good feedbacks. Social media is the most powerful online platform since everybody has its social media life. Using famous celebrities or popular local celebrities added the connection and trust of people on purchasing the product and services because of the appeal given by those people. Make a new tagline and had a unique TV and media advertisement so that it will be added to the strength of gaining new customers.

Develop financial planning and come up on a plan that make the financial stable to sustain the good services and employment of the employees. (W2, W3, O2, O3, O4)

Even though the company offers discounts and voucher it must maintain the financial stability of the company. Using discount and vouchers can help to encourage new clients on availing the products and services. It added the clients so that the financial will continue to be stable. The competition is always there with the new entrants, but it needs to have a concrete plan to beat the challenge on the market by upgrading the product and services and honest feedback coming from the customers. Broaden partnership and encourage investors to invest to the company it also helps to maintain financial stability.

S-T Strategies

Focus on the development of data and upgrade websites by putting some features for easy transactions for the customer will not find it difficult to manipulate when purchasing an item or internet plans online. (S6, S8, T5)

With the advance technology offered in this present time, the company must go with the trends online. The website must up to date and well-monitored for online transactions. As much as possible, developed the website by putting features that make the manipulation of online purchases and fill ups will be easy to the customers.

Strengthen social media connections by putting some entertaining advertisement and improve engagement through customer service supports brand ambassadors, campaigns, and testimonies. (S5, S10, T1, T2)

Make a campaign that fits to the bracket age of the valued customers. Putting unique advertisement that catches the attention of future customer is an advantage to maintain the market finance of the company. Brand ambassador must be well-known by the society since it is effective as those personalities uses appeal to authority to encourage viewers to avail the product and services. In social medias, we can put short testimonies as one of the strategies to prove the effectiveness of the product and services. For customer service, a well-trained employee and providing the customer to give feedback to the services for better improvement and to answer all the queries without any delay.

Offering Promos and discounts to the customer, provide low-cost product and services and raffle draws. (S7, S8, T1)

Chances of winning, discounts and affordable but in excellent quality of product and services are one of the keys to maintain the balance within the competitors. Giving discount vouchers online, Bundle promos, and low-cost options of plan can encourage the customer to avail the items and services. Filipinos are into luck, so offering them a raffle draw wherein the price is catchy for the viewers will also add the cash flow of the company. It will make the customers to be excited and will purchase the offered product and services to them since it will be affordable to them.

Expand the connection, partnership and make the branches more productive and visible by giving training to the employees to maintain the good services, record breaking ranking and impression of the valued customers and investors. (S9, T3, T4)

The company need a skilled worker to provide quality services to the customers. To maintain the Top leading telecommunications and digital services provider in the Philippines, giving workshops and training to the employee should be given so that it will avoid poor services and lessen the complaints on now providing the right solution on the customer support. Expanding connection and partnership is advisable since it bring small and big connection and elaborate new strategy to beaten up the growing competitor.

W-T Strategies

Continue to create partnerships and invite investors to sustain the needs and maintain financial stability to maintain the profit and afford salary maintenance for the employees. (W2, T3)

Partnerships and investors help the company to survive. To maintain stability, the company needs stable impression and strong partnership to their partners and investors. It is an opportunity to open good relationship and employees will stay on the company.

Maintain offering low-cost product and services and giving promo discounts and voucher to encourage more customers and maintain valued customers. (W10, T2).

One of the strategies of new entrants is giving their clients extravagant promos and discounts. It is effective though there will be a possibility of monetary loss. Balance the opportunity of giving promos and discount and have a fix policy and guidelines on how to purchase such opportunities so that it will be balance to the company sake and customer's sake.

Proper planning and strategies to meet the demand and conquer challenges that the new entrants offer (W1, W3, T2, T3).

Meeting the leaders of the company and plan innovation and strategies to cope up with the high technology and competitors to sustain the strength of the company demands and needs. The company need to improve plans and strategy and come up on a concrete solution to deal with the new entrants deals and offer to the market most especially to the consumers. A wide connection and broad development needed to not lessen and maintain the valued customer of the company. Strengthen the goal and products and services to maintain the high quality of services of the company.

4.6. Quantitative Strategies Planning Matrix

Table 10

SUM WEIGHTS 100% 100%

The PLDT Company is the Philippines' largest telecommunications provider, offering fixed line, cellular, and internet services. The telecommunications industry has undergone a transformation in recent years, and PLDT's position in the industry has been challenged by new entrants. These strategies were developed, implemented, and evaluated in order to come up with a better decision that would allow them to continue achieving their goals. The PLDT company has rates to compile some of the methods that were developed and evaluated based on an analysis of external and internal variables as well as a SWOT Analysis.

Based on the SWOT analysis, PLDT holds the top spot in the telecoms industry. They began by providing fixed lines to the Philippines market and have since expanded their market to include wireless technology. They became the number one cell phone provider after acquiring SMART as a wireless partner. When technology progressed, the DSL became widely established. Then came PLDT, which served as the company's technology arm. PLDT provided solutions to internet issues and even rose to the top of the rankings.

Based on the Internal and external factors, Customer experience- When PLDT introduced a product that enabled customers to connect to the internet faster using Broadband and WIFI, there were many complaints about the quality of the service. Many of the grievances stemmed from the sluggish link, which failed to meet the customer's expectations, as well as the fact that complaints were not addressed in a timely manner. Customers may decide to switch providers because they believe they are much better at providing the service required in this situation.

In our overall analysis, to avoid financial loss and losing to the fierce competition offered by new entrants, PLDT must improve their marketing strategy. One of the keys is to increase the online presence on various social networking platforms and to take advantage of opportunities provided by emerging local brands and newcomers. As much as possible, the company should generate a long-term strategy to maintain the market sales and to avoid losing finances and employees.

5 Strategy Recommendation

It is suggested that the organization ought to harp on making concentrated procedures. This includes product development, market development, and related diversification. These techniques require concentrated endeavors for PLDT’s cutthroat situation with existing items to improve.

Related Diversification

Giving all the users different options and more enhancement makes a strategy improvement, because people or the users can see that there are new activities and improved varieties that can help them have an internet connection more flexible and compact.

Product Development

Improve operation and service

Liable for item improvement guide and dispatch dates. Plan financial plans and earn back the original investment examination for new activities. Also, Distinguish and suggest new item ideas. PLDT is one of the well-known internet service providers in the country Philippines, enhancing their operation and service can help them to broaden their internet service and executing this could improve to accomplish the procedure. It tends to include a plan that can make and put together plans.

Market Development

Keep up exceptional contender information with center around its innovative abilities. Furthermore, screen contenders, make and update cross-references, perform continuous exploration of contender item highlights, blend and item advancement procedure. Should have careful information and comprehension of contender items to the segment level and innovation arrangement sources.

6 Action Plan

Related Diversification

Setting up standards and providing different kinds and flexible options to the user of PLDT internet connection can make a customer’s loyalty and giving them the standards that they will need in future circumstances and can last their stay in the internet provider since they experience value.

Product Development

This can build deals by improving and developing present assistance, upgrading and preparing legitimate client relationships. Indeed, even items and administrations are practically the comparative contrasts with different contenders. This is one of the components one bank can keep up the dedication of its clients and make a decent client connection.

Market Development

This activity includes expanding in working hours and days and advancement. This can keep up and serve more clients in whenever of the day and would be effective in the event that it will be following on additional time the executives during the initial time.

7 Conclusion

Based on the statistical results of the diverse matrices, the following conclusions have been made:

In Internal Factor Evaluation matrix (IFE matrix), the Philippine Long Distance Telephone Company (PLDT) garnered a total weighted score of 2.68% which means they are having above average responsiveness rating in telecommunication service provider industry. It also prompts that the firm has a solid position in terms of its internal issues, maintain its strengths, be mindful in balancing and improve its weaknesses.

With an overall score of 3% in External Factor Evaluation Matrix (EFE matrix), PLDT has a strong position in their field as telecommunication service provider industry. The company is responding above average by exploiting opportunities in overpowering threats in its external domain.

In accordance with the Competitive Profile Matrix (CPM), the Philippine Long Distance Telephone Company has the first position in the comparative analysis with the total weighted score 3.08% and followed by the Globe Telecom with the total weighted score 2.87% and Smart Communication with 3.01%. Among its competitors, Philippine Long Distance Telephone Company is on the lead in providing good service and the most advantaged in their field.

In the Boston Consulting Group Matrix (BCG matrix), the ensuing figure demonstrate that the broadband/wireless and mobile are in star quadrant which indicates that sector has high market share and high market growth. While the fixed line is in the cash cow quadrant with a high market share and lower market growth.

The Philippine Long Distance Telephone’s Strategic Position and Action Evaluation Matrix (SPACE matrix) shows Competitive Advantage (CA) with an average of -1.75, Financial Strength (FS) with an average of 3.5, Industry Strength (IS) with an average of 5.55 and Stability Position (SP) with an average of 3.0 which leads to a conclusion of 3.8 in the X-Axis and 0.5 in the Y-Axis. In overall, it was concluded that PLDT positioned in Quadrant 1 which Competitive, Financial, Industry, Stability Position pointed in Aggressive Strategy. This alludes that the Philippine Long Distance Telephone has a strong competitive position in the market growth. Therefore, the company must develop a market penetration and development strategy.

8 Financial Projection

9 References

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