Strategic management analysis - British telecom

Strategic management

Table of Contents
INTRODUCTION ..........................................................................................................................1
1. Identify the firms existing vision, mission, objectives and strategies.....................................1
2. Develop Vision and mission statements for the organization ................................................3
3. (a) SWOT Analysis ................................................................................................................4
(b) Develop Pestle analysis ........................................................................................................5
5. EFE Matrix..............................................................................................................................7
6. Organizational internal strength and weakness.......................................................................9
7. Internal factor evaluation matrix...........................................................................................10
8. Strategies to achieve long term objective..............................................................................11
9. Two matrix............................................................................................................................11
10. Recommendation to implementation of all the matrix in work place.................................13
RECOMMENDATION.................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Strategic management is the formulation and implementation of the major goals and
initiatives of the major goals and objectives taken by the company. It is the most essential and
required for the company to make productive and essential goals and techniques. Strategic
management provides the overall direction to the company by utilising the overall resources of
the firm. Present study will be based on strategic management for that British telecom company
will be taken into action. Further apart, this study will be cover the different models of business
in order to accomplish the overall objectives of the company. It will also take the company
mission, vision, objectives in order to gain competitive advantage. It will more advancing and
more efficient for the company to define the company goals. Furthermore, strategic management
generally focusing on long term planning and direction of the organisation. Strategic
management helps to manage the things in proper systematic manner.
1. Identify the firms existing vision, mission, objectives and strategies
British telecom is a British multinational telecommunication holiday company with two
head offices in London, United Kingdom. It has overall very wide network and expansion
growth which contribute overall growth manner (Barney, J. B., 2014). It is the big and wast
network company which is mostly known for its wide range of services. It also provides many
services to their potential customers in order to gain their goals and objectives. Company always
ensure customer values and their requirements from the company expectations.
Mission
British telecommute main mission is that to revolves around a total dedication to the
quality of services and experience our customers. BT is always adopted customer centric
approach and always provides services as per the requirements of the buyers. The mission of the
company is the that to grow in advanced manner (Purpose and strategy, 2016). They ensure to
develop different services which creates flexibility and innovation in the business growth. Their
mission is that to promote new offers or communication channel to full fill the needs of
customers. BT enable to connect large population and target market growth. Mission of the
company is to build new routes to market and manage profitability to developing new areas of
connectivity
Vision
1

BT has a vision paints a vivid picture of the future by growing new opportunity and
growth. It makes new services and growth for the new development. Company will get to
achieve the position of market leader Which enhance the coverall position growth. They want to
become specialized logistics and transportation and related services in Australia (Ginter, 2018).
Moreover, it also helps to bring new services of telecommute sector (Purpose and strategy,
2016). They earn maximum enthusiasm of buyers by providing the best productive services with
the help of integrity, teamwork and innovation.
Objectives
BT goal is to deliver sustainable profitable revenue growth by promising best services
with customers. They also help to enhance the best quality performance and telecommunication
services. In 2015 company focused on the cost transformation to offset the declining revenues.
This process helps BT to grow the business values (Hill, Jones and Schilling, 2014). They always
set the objectives on the basis of customer requirements and their comfort level. It will be more
enhancing and implementing process of working. It will be more comforting and influencing
process of making good services or output for the company (Purpose and strategy, 2016). The
major objectives of the company is to produce sustainability growth in long term market.
Strategies
Deliver best service growth It gives new services or growth for the company
enhancement. Moreover, strategy is the more influencing and productive nature of growth.
Along with that it also helps to influence the other activities which makes more influencing and
growth factor (Moutinho and Vargas-Sanchez, eds., 2018). There are three pillars of the BT is
delivering superior customer service, transforming the costs, investing for growth. The main
organisation is that to protect the major objectives and growth. The focus of the company is
always is on the customer sides and their potential needs. Moreover, it will be more promising by
the company side to build long term relation with the customer and their stakeholders.
2

2. Develop Vision and mission statements for the organisation
BT telecommunication is the fastest growing company in terms of services. They make
their milestones to break their own standards. It makes new advancing technologies which makes
new development growth and findings (Rothaermel, 2015). In order to compete with their other
competitors company requires adopting the best technique or strategy to build great advantages
or growth. BT adopts follows three pillars or growth factor deliver superior customer service
under this they get good experience from customers by offering them best network. Develop
new services and growth which makes new development opportunity and growth factor. In order
to full fill the best opportunity and growth factor. Along with that, BT communication services
are very much wider and strong through customer always satisfied with the services of company.
The major approach which adopted by the company is that cost transformation. BT hires the best
employees and talented force to fix the needs of customers and always try to found some new
strategies and growth for the development of business expansion (Slack, 2015). It makes new
opportunity and growth for the company development. This major factor enhance the
opportunity growth for the betterment of customer service.
Vision
3
Illustration 1: Strategy model
Source: Purpose and strategy, 2016

Vision is based on company objectives as organisation objectives they focus on the
customer centric approach and adopt productive strategic management approach in order to meet
the client future needs (Wheelen and et.al., 2017). Company should analyse the market
competition and current needs of buyers, in terms of their better connectivity. It also makes the
better services and growth for the organisation betterment. Their mission is that to target the
goals and objectives to make another goals and objectives. Company should set their vision for
growing diverse culture, vibrant, progressive which is safe and livable.
Mission
Mission helps to take the furthermore opportunity and growth for the new development.
New opportunity growth is that to promote the best possible action plan. It also set the
transparency, efficiency and effective public service delivery. Furthermore, another mission of
the company should be develop values and new opportunity for their team staff in terms of
grabbing new opportunity growth (Rothaermel, 2015). It makes good sense of good making
things. Moreover, another objective of the organisation. Mission of the company should be more
productive and efficient for the company nature.
3. (a) SWOT Analysis
Strength
 BT has a strong base and target
market goals.
 Wide spectrum of product and
services.
 Deliver strong customer services.
Weaknesses
 Large dependency on UK market
with limited growth of business.
 Large pension deficit and accounting
scandal
Opportunities
 Tasks business expansion strategy
with wide range of company services.
 Adopt new service line and more
advancing services.
Threat
 Dynamic nature and uncertain
situation.
 Interference of government
regulations and licence.
4

(b) Develop Pestle analysis
Political: Political factor determined as frequent changes in development growth.
Regulations and changes gives fluctuations in the policies of company structure and further
enhancement in the growth sector. Telecommunication sector is the highly influence from the
changes in government policies (Wheelen and et.al., 2017). Wi-Fi internet is the most essential
and required part in daily life. No one can manage their daily routine without the use of internet.
Telecommunication company is the highly earning sector or most uncertain sector as well.
Customers wants that government will take positive steps to acknowledge their internet facilities.
Customer believes that internet is the human right which is most required and necessary.
Political factors are the significant factor to analyse the factors which affect BT groups in long
term manner. Before, making any decision making approach company always consider some
factors such as political stability, risk military invasion, level of corruption, especially levels of
organisations in telecommunication sector, intellectual property protection, favoured trading
partners, taxation rates, wages legislations. They required to considered all factors before making
any strategy planning.
Economical: macro and micro environmental will affect telecommunication sector by
influencing and or changing in interest rates, foreign exchange rates etc. these factors might be
influence demand and supply (Rothaermel, 2015). Besides, company also would affect
competition prices which may be harmful for the company growth. It makes negative influence
on the development growth. Economic factors are always in dynamic in nature they keep on
changing according to the situation and crises level of work.
Social: it is the another factor which can be more impactful on the company positions.
Society culture and the way of things impact of an organisation culture in an environment. This
might be more influencing and impactful idea and more generating goals. Social factors are the
highly influencing and more challenging factor which gives new strength or weaknesses.
Technological: Technological factor is the fastest growing factor across the board.
Transformation industry is the good example to describe services in better performance. Before
making strategies company requires adopting some factors to be considered such as flexibility,
leisure interest. Attitudes etc.
Legal: it is the most essential and significant factor, legal implications relies on different
working conditions country to country. Firm should carry out the strategies under the
5

consideration of legal implications (Hill, Jones and Schilling, 2014). Such as consumer
protection law, data protection, employment law, discrimination law, anti trust law in
telecommunication industry.
Environmental: different market has their different environment to be changed
according to working standards which impact on the BT strategies. Each country has their own
policies and set of targets. In this form working conditions should be according to the needs and
wants of customers needs.
4. Construct a Competitive Profile matrix (CPM)
Factors Orange Virgin Media Virgin Media
Advertising Rating Score Rating Score Rating Score
Quality 4 0.8 3 0.6 4 0.6
Management 4 0.6 4 0.4 5 0.4
Customer
loyalty
3 0.4 2 0.2 4 0.7
Financial
position
2 0.9 3 0.3 6 0.8
Total 13 2.7 12 1.5 19 2.5
Competitive profile matrix is very much required for the company to measure the best
possible action plan. On the basis of this matrix company can easily measure their competitors
strength and market position. Along with that, it also makes proper implementing process of
generating new profit revenue for the company benefits (Barney, J. B., 2014). According to the
best sources of material this is the long term process of making the best strategic position.
Besides, with the helps of this matrix company also can make the best productive strategic
planning in order to compete with their competitors. Competitor analysis helps BT to make
more strategic planning and productive growth factors to make more essential growth. Along
with that, on the basis of analysation company needs to considered the quality and product and
services of their competitors to get over the major facts.
6

5. EFE Matrix
The EFE matrix is the strategic method or tool which is utilized in order to evaluate a
company's existing strategies, EFE matrix can be referred as a strategic tool used for the
evaluation of macro or external environment of an organization (). It helps in determining
various factors in the external environment that affects the business activities in an organisation
such British Telecommunication.
External factors
External factors are expelled after significant examination of outside condition (). Unmistakably
there are some incredible and some horrendous for the association in the outside condition. That
is the reason outside parts are isolated into two classes openings and risks.
Openings
Openings are the chances exist in the external condition, it depends firm whether the firm will
abuse the openings or maybe they ignore the open entryways as a result of nonattendance of
benefits.
Threats
Threats are always despicable for the firm, the slightest number of risks in the outside condition
open various doors for the firm. Most outrageous number of threats for the firm decrease their
vitality in the business.
Rating
Rating in EFE lattice address the response of firm toward the openings and threats. Most
amazing the rating better the response of the firm to abuse openings and monitor the threats.
Rating range from 1.0 to 4.0 and can be associated with any factor whether it goes under
conditions or threats.
There are some basic guides related toward rating in EFE lattice.
1. Rating is associated with each factor.
2. The response is poor addressed by 1.0
3. The response is typical is addressed by 2.0
4. The response is superior to anything anticipated that spoke would by 3.0
5. The response is unrivaled addressed by 4.0
Weight
7

Weight quality in EFE arrange shows the relative importance of factor to being viable in the
organization's business. The weight an area from 0.0 means not crucial and 1.0 means basic,
whole of all delegated weight to factors must be equal to 1.0 for the most part the calculation
would not be consider right.
 Weighted Score
 Weighted score regard is the result achieved in the wake of expanding each factor rating
with the weight.
 Mean Weighted Score
The sum of all weighted score is comparable to the total weighted score, last estimation of total
weighted score should be between go 1.0 (low) to 4.0(high). The ordinary weighted score for
EFE Matrix is 2.5 any association indicate weighted score fall underneath 2.5 consider as
delicate. The association signify weighted score higher than 2.5 is considered as strong in
position.
Steps in working up the EFE Matrix:
1. Recognize a once-over of KEY external parts (fundamental accomplishment factors).
2. Apportion a weight to each factor, running from 0 (not fundamental) to 1.0 (basic).
3. Name a 1-4 rating to every essential accomplishment factor to exhibit how effectively the
organization's present systems respond to the factor. (1 = response is poor, 4 = response is
to an awesome degree extraordinary)
4. Increment each factor's weight by its rating to choose a weighted score.
5. Add up to the weighted scores.
8

Illustration 2: EFE matrix
6. Organisational internal strength and weakness
In this context, internal performance of the organisation is one of the most important
parts of managing. A structure must have the quality to examine and make modification based on
inner capability and imperfection (Moutinho, 2018). This is to be based on performance and
structure of the organisation. On the other hand, planning tool that can be used to evaluate
internal strength and weakness of internal administration. A SWOT investigation can be
damaged down into two chisel environment is strengths and weaknesses, based on inner situation
component, and the possibility and threats, based on the outside situation constituent. For the
intent of this instruction, are going to concentrate on the external environmental factors, or the
capability and the imperfectness. In addition, strength and weakness of organisation are as
follows :-
 Strength :- BT organisation is leading telecommunication company. This is focus on
proper internal management of organisation and some changes will be made as per the
need of current market structure (Ginter, 2018). It is provided global telecommunication
services in more than 180 countries. This is big achievement in telecommunication
sector. There are some management changes, employee moral and culture changes is part
of internal working environment. The organisation is to be provide the public phone box
world worldwide as well as participation is the biggest world stock exchanges in London.
This is to be provide bond band internet connection worldwide.
9

 Weakness :- In each and every organisation is running with some positive and negative
aspects of organisation. In the same way, BT organisation is failed employees are filling
insecurity and long hours or work. This is give negative impact of overall working
environment. This is give reduce he level of employees as per management of human
resource administrative division.
7. Internal factor evaluation matrix
In IFE matrix is help to provide correct information about internal business environment.
This is help to improve overall management changes will be made as per the need of internal
employees (Barney, 2017). This is to be concentration on the internal audit of the firm and use
internal analyses of different functional areas. Some changes will be made as per the need of
overall management activity or assignee duty of each and every employees. This matrix is to be
used by different are like marketing, finance, human resource department and information
technology.
There are some of import terms in IFE enclosure which should be known to the
individual who shall be using this implement of interior analysis of any Institution or System.
This matrix is to be focus on some internal factor to improve the of condition of governance. On
the other side, overcome some weakness related to working condition. In addition, the complete
work and put the best effort to solve each and every weakness (Wheelen, 2017). In addition, BT
should arrangement and put to death a deliberate working status for its representatives and
limelight on working norms to recover representatives' dynamical group action.
This is to give the best effort to the organisational performance and growth rate will be
current as per the need of customer in the market. At the end, the result was the best product
quality, strong financial condition and high market share. There are some changes made as per
the need of current market structure. Some all changes in made with the help of such kind of
matrix is used to improve the overall market improvement.
These among many another other fascinating human assets packages see to it that BT has
the lowest worker turnover rate. Its production schedule and dominant regulations are also
limber. At most 20,000 employees activity from away while respective others are equipped to
work from any object on a peculiar day (Meyer, 2017). This manner, BT ensures changeless
service delivery while half note on absence outgo.
10

8. Strategies to achieve long term objective
This is to be focused on some most important part to improve the overall working
condition with the help of internal management system. On the other side, long term objective is
helping to increase the current market structure. In addition, electronic is way of buying and
selling goods to provide some extra effort and improve productivity and profit will be increased
inside the organisation. Which had been wide used and endlessly growing, group can bargain and
sell their merchandise without restriction of buying house and all approximately the global. This
heighten adaptability for custom-made to shop distant at home or any-place which can be entreat
cyberspace work (Ethiraj, 2017). The administration that lies in the first argumentative
administrative district of the graphical record should adopt an assertive plan of action. The
construction that falls in the 2nd impish quadrant of the graphical record follows the conservative
plan of action.
In addition, some new strategies use more and more improvement with the help of
internet in market condition. This is to provide each and every thing on the internet and provide
some extra activity to increase productivity and profit will be managed over the period. The
customer has purchased each and every thing in online store. It is easy to handle any kind of
situation related to online services. To be used business buying and selling services is provided
by the overall working environment. The work is to be done on security of business transaction.
The design of all the higher up points are to alter the speedy maturation in BT's market place,
administration concentration, inter-departmental co-operation and flexibility to meet the
approaching inevitably to find a equilibrium component. To unable to range this equilibrium
point, we need work plan of action as main parts of the structure commercial enterprise
(Lasserre, 2017). On the other hand, new strategies is to be made as per the need of overall
marketing strategies and increase the production and profit will be better in coming time. There
are some changes in made on inner and outer on the job situation or meliorate profit.
9. Two matrix
In this context, to be focus on some nee changed in to be made in internal as well as
external working environment. In addition, some new matrix are as follows :-
 Strategic position and action evaluation matrix :- It is more complex than the SWOT
analyses. This is to be focusing on financial position of the company. On the other side,
manager work or improve productivity and profit is changed in on the job state of affairs.
11

The financial work is completed based on such kind of activity in general employed
geographical area. It is to short letter that on the fiscal stableness and competitor vantage
side comparing is made to rival whereas on the situation stability and manufacture
strength side comparing is made to other commercial enterprise. In addition, market
share, product life cycle, cash flow, quality, technological, etc. All such kinds of factor is
helping to improve complete accounting situation inside the organisation. The complete
overall market share will be depend on production and profit will be manage over the
period (Michael, 2017). The increase the customer demand and profit will be changed
such kind of factor. The worldly order is unbend-able & must be post-date in represent.
There are confident set of plan of action for each kind of activity instrument of the matrix
unspecified by the model. The organisation that lies in the first contentious country of the
graph should adopt an aggressive plan of action. The structure that falls in the second
impish quadrant of the graph follows the conservative scheme. Similarly, the third right
angle is anti-aircraft & the social group should follow aircraftmen scheme while the
organisation falling in the fourth right angle follows the competitors plan of action. This
is assist with managed financial work and increase the condition.
 BCG matrix :- In this kind of matrix is helping to internal and external strength of the
work place. The product and services of the organisation and company is allotted the
resources which is most important and help to improve results public presentation. In this
context, some steps is to be focus on it (Bryce, 2017). Like cash flow, doges, star,
unknown etc. All such kinds of factor top improve the marketing condition. In addition,
Institution intent to bend stars into their next hard cash cows with the fatal diminution in
the growth of the commercial enterprise. This can help potentially if they are able to keep
their points as a marketplace person (Durand, 2017). If this does not accident, then stars
can bend into dogs. This more often than not consequence in the aforesaid magnitude of
monetary system forthcoming in that is actively retired. Stars can yet change state cash
cows if they prolong their happening until a clip when the marketplace maturation rate
decrease. This is seen the actual position of the company and changed investment to start.
To grow in a future time period is shown to invest assets in right time and the right place.
This is to be changed as per the need of condition.
12

10. Recommendation to implementation of all the matrix in work place
In this context, focus on all such kind of matrix is help to implementation to improve
customer relationship management and increase productivity and profit will be managed. There
are some different factors to be change are as follows :-
 Management :- In this context, overall management will be changed with the help of such
kind of matrix will help to improve management activity (Trigeorgis, 2017). Human
resource management is focus on internal working environment.
 Finance :- In finance sector BCG matrix is help top improve customer, with the help of
accounting and balance sheet. To improve marketing activity is help to increase profit
and productivity will be change for given time period (Rees, 2017). It is one of the most
important department that is help to increase stakeholder in market place. Some changes
will be made as per the financial position of the organisation.
 Marketing :- In research work is find out that use more and more promotional activity is
help to increase customer (Aguinis, 2017). The number of customer is help to improve
stakeholder and other intermediary. This is give direct impact on increase profit and
productivity. They forever set the subjective on the basis of client involve and their
consolation level. It will be more heighten and instrumentality process of on the job. It
will be more cheering and determiner cognitive operation of making good employment or
output for the organization. On the other hand, the best worker and gifted force to fix the
necessarily of custom-made and always try to recovered some new scheme and
maturation for the development of concern enlargement (Baumgartner, 2017). It makes
new chance and growth for the organization evolution. There are some improvement in
promotional activity is help to alteration the number of custom-made. All such kind of
other activity is assist to better client and increase productiveness and profit will be
managed.
 Research and development :- In this context, more and more research is help to provide
the new way of solution and handle any kind of problem in overall management. This
kind of activity is assist future public presentation of arrangement.
RECOMMENDATION
Considering both the political and monetary perspectives both give the key investigation
of supporting the innovations and usage. BT should more concentration concerning the social
13

viewpoint as it alludes emphatically with the prerequisite of subjective and quantitative
examination of new items which would rather situate for the client inclination. Similarly, with
the previously mentioned viewpoints Technology assumes an indispensable part in the segment
of industry where BT should be more grounded and refreshed at each mode. Some other
improvement are as follows :
 BT is the real organization to down size its representatives yet can be over stopped by the
change of new century arrange inside a few years which is normal before the finish of
2010.
 The administration gave by the BT Company is low viable and can be enhanced by new
interface IT arrangements and quality systems' administration.
 By extension and contracting with abroad accomplices will challenge as for worldwide
testing and to guard from the money related emergency. On the other side, work is to be
done with any alteration in direction scheme and other activity.
 To exist in a focused domain with alternate contenders BT need to develop as a
worldwide pioneer and give more administrations in full degree.
 The effectiveness of taking care of the general dissensions must be reached out to
brilliant perspectives.
 BT should create and start new advancement techniques for advancement of the least
expensive voice based calls and increment its business methodologies .
 BT should design and execute a deliberate working condition for its representatives and
spotlight on working norms to recover representatives' dynamic cooperation
 Keeping up great connection as for political researchers and experts will redesign the
changing types of the enactment in various nations by which BT can be invaluable
regarding its improvement all inclusive.
 Business arrangements can be nearly powerful for the improvement and survey of BT
with the propelled updates of bug examination. This is help to increase the current market
share and profitably will change as per the need of future accommodation.
 Imaginative development and development of the business relies upon the subjective
supply.
 Request increments by giving the savvy items to the provider which thusly gives high
market an incentive inside the association and additionally outside condition.
14

 There are to be focus on internal as well as external level of each and every factor. All
such kind of factors are important part in management activity.
CONCLUSION
Form the above report is based on strategic management for that British telecom
company will be taken into action. Further apart, this study will be cover the different models of
business in order to accomplish the total clinical of the company. It will also take the company
missionary post, imagination, objectives in order to gain competitive advantage. As per the
above report is focus on more than enhancing and instrumentality process of working. It will be
more comforting and influencing process of making good services or output for the company. In
this report is based on company is always is on the customer sides and their potential needs.
Moreover, it will be more likely by the company side to build long term relation with the
customer and their stakeholders.
In this report is focus on different kind of matrix to change customer relationship
management and production will be increases. Form the above report is supported on major
approach which adoptive by the establishment is that cost arrangement. BT hires the best worker
and gifted force to fix the needs of custom-made and ever try to found some new strategies and
growth for the improvement of concern enlargement. In this written report is supported on values
and new opportunity for their team staff in terms of mechanical device new chance growth. It
brands bang-up sense of good devising things.
Form the above report is based on SWOT investigation can be damaged down into two
chisel environment is strengths and weaknesses, based on inner situation component, and the
possibility and threats, based on the outside situation constituent. In this report is focus on
concentration on the internal audit of the firm and use internal analyses of different functional
areas. Some changes will be made as per the need of overall management activity or receiver
duty of each and every employees.
15

REFERENCES
Books and journals
Moutinho, L 2018. Strategic Management in Tourism, CABI Tourism Texts. Cabi.
Ginter, P.M., 2018. The strategic management of health care organizations. John Wiley & Sons.
Barney, J.B., 2017. Resources, capabilities, core competencies, invisible assets, and knowledge
assets: Label proliferation and theory development in the field of strategic
management. The SMS Blackwell handbook of organizational capabilities, pp.422-426.
Wheelen, T.L 2017. Strategic management and business policy. Pearson.
Meyer, G.D 2017. The entrepreneurship‐strategic management interface. Strategic
entrepreneurship: Creating a new mindset, pp.17-44.
Ethiraj, S.K 2017. Reviews of strategic management research. Strategic Management
Journal, 38(1), pp.3-3.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Michael, S 2017. Discovery and coordination in strategic management and
entrepreneurship. Strategic entrepreneurship: Creating a new mindset, pp.45-65.
Bryce, H.J., 2017. Financial and strategic management for nonprofit organizations. Walter de
Gruyter GmbH & Co KG.
Durand, R 2017. The expanding domain of strategic management research and the quest for
integration. Strategic Management Journal, 38(1), pp.4-16.
Trigeorgis, L 2017. Real options theory in strategic management. Strategic Management
Journal, 38(1), pp.42-63.
Rees, G 2017. Strategic human resource management: An international perspective. Sage.
Aguinis, H 2017. Improving our understanding of moderation and mediation in strategic
management research. Organizational Research Methods, 20(4), pp.665-685.
Baumgartner, R.J 2017. Strategic perspectives of corporate sustainability management to
develop a sustainable organization. Journal of Cleaner Production, 140, pp.81-92.
Barney, J. B., 2014. Gaining and sustaining competitive advantage. Pearson higher ed.
Ginter, P. M., 2018. The strategic management of health care organizations. John Wiley & Sons.
Hill, C. W., Jones, G. R. and Schilling, M. A., 2014. Strategic management: theory: an
integrated approach. Cengage Learning.
16

Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Rothaermel, F. T., 2015. Strategic management. McGraw-Hill Education.
Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.
Wheelen, T. L. and et.al., 2017. Strategic management and business policy. Pearson.
Purpose and strategy, 2016. [Online]. Available through:
<https://www.btplc.com/Sharesandperformance/Annualreportandreview/pdf/
2016_BT_Strategic_Report.pdf>
17