Strategy and the Global Competitive Environment - Assignment

Added on - 22 Nov 2020

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Strategy and the GlobalCompetitive Environment
Table of ContentsINTRODUCTION...........................................................................................................................1Company background.....................................................................................................................1Strategic analysis............................................................................................................................2Marketing orientation.................................................................................................................2Strategic priorities......................................................................................................................3Competitive advantages.............................................................................................................3External analysis.............................................................................................................................3PESTLE Analysis:......................................................................................................................3Porter's five forces for Virgin Media.........................................................................................5Conclusion.......................................................................................................................................7
INTRODUCTIONThe organisations willing to increase their market share, sales and profit shows theirinterest in expanding the business in various countries or global market. The global market ishighly competitive as a huge number of organisation or business are competing with each otherin order to gain leading position in the market. The present report will identify various factorswithin external environment that affect and influence business functions. The report will alsoinclude analysis of strategic marketing position of the cited organisation. In this context Virginmedia company is taken into consideration that operates its business activities in variouscountries all around the world. In order to analyse current market situation and environment ofthe company as well as industry in which it operates its business.Company backgroundVirgin media is one of the most successful company in entertainment and communicationsector offering a quad play of services including television, broadband, mobile, television andfixed line telephone. The organisation was established by Mr. Richard Branson, the chairperson1Illustration1: Virgin Media(Source : Marketing Report Virgin Media, 2017)
of the company is James Mooney and Neil Berkett is chief executive office of the business. Thecompany has developed a top position in the industry as a successful media and communicationservice provider. The company has used various techniques such as innovation, diversificationand competitive design their products as well as services. The Virgin media has three majoroperating segments -1.Mobile2.Cable3.ContentCable – This segment offers services such as television network, internet and fixed linetelephone services under the brand Virgin mobile to customers in United Kingdom.Mobile – Within the mobile segment Virgin mobile has collaborated with T-mobile bybuyingairtime from T-mobile and it was promoted under the Virgin mobile brand name.Content – The last segment consist eight genre based entertainment channels such asLiving, Virgin1, Trouble, Challenge Jackpot, Bravo etc. It has a joint venture with BBCworldwide and this segment also oversees the company's interest in UK televisionchannels (Shobaki and Naser, 2017).Strategic analysisMarketing orientationThe main goal of a market oriented company is to fulfil the demands and needs of theircustomers. The company developed a typical marketing orientation model as described below -A market oriented organisation tries to improve customer satisfaction continuously, improvecustomer satisfaction. In order to deliver high customer value the company focus on paying closeattention to their services before and after sales. The concept of Virgin Media's marketingorientation is built on three main pillars -1.Coordinated marketing2.Customer focus3.ProfitabilityA company's ability to create an orientation towards any one of these pillars dependsupon the internal culture and structure. Virgin media follows a marketing orientation strategy inwhich the organisation is highly concerned abut the needs and wants of the customers. It focuseson satisfying needs of the customers by delivering effective services according to their needs.2
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