Business Strategy - EE Limited

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BUSINESS STRATEGY
(TELECOMMUNICATION
SECTOR UK)
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Table of Contents
INTRODUCTION...............................................................................................................3
TASK 1...............................................................................................................................3
P1 Impact and influence of macro environment on EE Limited and its strategies........3
TASK 2...............................................................................................................................7
P2 Analysis of internal environment and capabilities of given organisation using
various types of frameworks .........................................................................................7
TASK 3.............................................................................................................................10
P3 Applying porters five forces model to evaluate the competitive forces of a given
market sector................................................................................................................10
TASK 4.............................................................................................................................11
P4 Interpret and devise strategic planning for a given organisation by applying range
of theories and models ................................................................................................11
CONCLUSION.................................................................................................................14
REFERENCES................................................................................................................15
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INTRODUCTION
In the telecommunication sector, there are several companies included that make
effective communication at global environment. In this regard, different elements are
included which create impact to operate functions at global environment. Further, it also
takes attention in recent years that create broadband usage of mobile communication
and internet (Ghezzi, Cortimiglia and Frank, 2015).
Present study based on the EE limited which is British mobile network operator
company. They provide different types of internet services which assists to establish
division in several areas of the world.
For gaining insight information of the present report, it covers PESTLE analysis to
conduct environment assessment of UK. Furthermore, in respect to assess internal
environment VRIO model also implement to find strategic capabilities that possessed by
the enterprise. At last, report produce strategic management plan which assists to show
clear strategic direction and availability in the enterprise.
TASK 1
P1 Impact and influence of macro environment on EE Limited and its strategies
1. PESTLE analysis
EE Limited is one of the biggest players in term of mobile sector of UK market.
They target several people such as customers, companies and government those helps
to develop significant advantages at workplace (Khanagha, Volberd and Oshri, 2014).
Political factors: In UK, there are different rules, regulations and norms that
create major issues on telecommunication industry. Government has no appropriate
involvement in this sector but people possess different ideas so it can be interpreted
that basic human right must be accomplish for development of the people. There are
different rules and regulations determined by the government to regulate accurate
functioning in telecom industry. Therefore, it is essential to look upon basic development
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of people with providing them education, career, etc. (Üner, Güven and Cavusgil, 2015).
Hence, EE limited need to look for this to increase online experience and serve
essential things with following rules and regulations of government. On the other hand,
there are several elements exists which create impact on the EE limited in negative
manner. In UK, there is lack of encouragement to innovative ideas so that the chosen
enterprise get effect due to this. This is because, as per each country, the chosen
enterprise need to regulate their functions. If they operate in new place they must cope
up with their norms and culture.
Economic factors: EE limited is also impacted by different elements of
economic factors such as interest rates, inflation, taxes, etc. This is because expenses
affect to the pricing strategy for per plan that is offered to customers. It is very
expensive to build towers and resources to promote telecommunication in rural areas in
successful manner. Recession of 2009 created negative impact on the results so it is
essential to focus on the increasing in GDP which develop significant advantages at
chosen workplace (Sharabati, Shamari and Moghrabi, 2016). In order to regulate
successful operations, it is essential to look upon consumption of the mobile services
that continuously increasing in the telecom sector.
Social factors: EE limited consider horizontal growth which is limited.
Specifically, it is difficult to expand operations in rural areas. Therefore, customers are
left with less than handful options to take services of telecommunication. They possess
monopolies so that they charge for internet and mobile career. Customers look for these
packages that can be successfully communicate with friends, social media challenges,
etc. (Jiang, Peng and Mutlu, 2015). Young generation has different demand and
requirements so that it also create negative impact on the results. Therefore, in
smartphone the selected enterprise need to focus on their needs and requirements.
Technological factors: Telecommunication factors considers needs and
requirements for telecom services that are advancing. Telephone companies also stable
in UK so that EE limited has opportunities to expand their operations in different areas
with new concepts. Basic needs of the customers also accomplish with smartphone,
voicemail, caller ID, etc. New people also encourages with implement this concept
(Arasa and Githinji, 2014). EE limited has goal to provide appropriate services that
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