1. Syed Junaid Asad Arfa Iqbal Ghayur
M. Fuzael Amin
Akbar Shahzad Shah Mushtaq 1

2. Introduction
Zahid Latif Khan Securities (Pvt) Ltd is a leading
Brokerage House in Islamabad Stock Exchange
(ISE).
Established in 1999.
Zahid Latif Khan Securities Pvt Ltd has become
a renowned brokerage house of the ISE with
branches in Rawalpindi and Islamabad.
The company is the corporate member of ISE.
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3. Vision of ZLK Securities
Our Vision
is to set the
There is no limit to the joy and
rich fulfillment we can have if Highest
standards
we only let our visions lead
the way.
In the
Capital
Market
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4. Mission Statement of ZLK
• To be the most progressive, dynamic and
premier brokerage house by providing
Zeal highest quality services to our clients.
• Through professionalism, commitment,
diligence, integrity, and high operational
Lead efficiency.
• By our teams of various branches to serve
whilst maintaining the high ethical and
Keenness regulatory standards.
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5. Values of ZLK Securities
• Providing the best • Working in the
quality services of best interest of our
Highest Clients in particular
Standards to our and Capital market
Customers. in general.
Excellence Commitment
Zest Integrity
• Having the best • Maintaining High
team to serve all Ethical and
the needs of our Professional
Valued Customers. Standards in all
our dealings.
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6. ZLK Securities Code of
Ethics
Be Honest to
Every Client
Refrain from
Be Courteous
Loud,
and show
Boisterous
Respect to
Talk and other
Treat every Visitor
Unbecoming
and Client
Conduct Every
Client
Equally
Respect
Uphold Rules
Privacy of
and
every Client
Regulation
and Employee
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7. SWOT Analysis of ZLK
•Trust Factor
•Honesty
Strengths •Online Trading
•90% clients in Rwp & Isb
•No time delay
•Services not up to mark due to large
Weaknesses clientage.
•Discipline due to timing. 9 till work
finishes.
Opportunities •Expansion to anywhere in Pakistan and
abroad.
•Economy
•Current Affairs
Threats •Terrorism
•Political Instability
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8. Organizational Structure
ZLK
Branch Branch
Manager ISE Manager Cantt
Department of Department of
Department of Department of Department of Department of
Accounts / Accounts /
Trading Shares Accounts Trading Shares Accounts
Administration Administration
Main Regional Branch Chaklala Branch
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9. Marketing Analysis
Product
/ Place
Service
Core Services: Financial Services Head-Office: ISE Towers
Actual Service: Equities trading Service Branches: Cantt, Chaklala &
Augmented Service: Online Statement of Murree Road
accounts, web trading, mobile trading
Promotion
Price
Cost Based Pricing or Value Direct, Telephonic &
Base Pricing Can Be Used Web Site
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10. Competitive Analysis
Competitors
Direct Indirect
All Brokerage Houses of
Islamabad Stock All Banks, Investment
Exchange, Lahore Stock Companies, Mutual
Exchange Funds,etc., of Pakistan
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11. Market Segmentation
Students
Service
Housewives
Persons
Market
Segments
Retired Professionals
Persons Businessmen
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12. Promotion Strategy
Company
External Internal
Marketing Marketing
Customers Employees
Interactive
Marketing
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13. Competitive Advantage
Strategies
Differentiation Strategy
• Introduce Unique and Innovative financial products
and Services
Cost Leadership
• Offer products at lowest price while maintaining a
good level of quality
Focus Strategy
• Focus on a particular segment like service quality
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14. Suggestions and
Recommendation
Keeping the staff low
Keeping the work low during recession
Saving investors during a recession
Need to have more training workshops
for employees
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15. Conclusion
ZLK Securities has been one of the pioneer
brokerage houses in Rawalpindi and
Islamabad
They implement new technologies as soon as
possible
Each member of this company is dedicated
and hardworking
Overall one very good business that has a
bright future ahead
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