This presentation discusses the key considerations of strategic plans for Etisalat, including critical evaluation of major issues related to the external environment, introduction of new products with innovated technology, innovation of consumer-effective goods and services at cheaper rates, introspection of the company’s resources, capabilities and drawbacks, implementation of strategic business plans, business expansion to unexplored areas, acquisition of small companies, and strong media communication. It also talks about the implications of implementing the required business strategies, organizational changes, and economic implications related to the successful implementation of the plan. Additionally, it discusses the probable ways to escape the comfort traps mentioned in Martin’s article.