Organisational Strategy Analysis: BT Group Plc's Growth and Challenges

This report provides a detailed analysis of BT Group Plc's organisational strategy, examining the challenges the company faces in the external environment within the UK, including legacy network issues, process automation, portfolio simplification, and IT modernization. It delves into BT's internal business situation and resources, highlighting financial strengths, human capital, and customer base, as well as its network infrastructure. The report also assesses the competitive landscape in both the UK and international markets, focusing on BT's strategies for maintaining its market position. Furthermore, it explores strategic options and directions for future growth, emphasizing converged networks, differentiated customer experiences, and a simplified business model. The conclusion summarizes the key findings, emphasizing the importance of adapting to the evolving digital landscape and implementing effective strategies for sustained growth. The report is a comprehensive overview of BT Group's strategic position and future prospects.

Organisational Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Analyse the key challenges facing the company in the external environment in the UK?.........1
Analyse the internal business situation and resources of the company in the UK?....................3
Analyse the competitive environment of the company in the UK and international market?....4
What strategic options and directions could the company pursue for the future growth both in
the UK and international market?...............................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Organisational strategy is dependent of the different set of action that is performed by
the business in order to attain all its objectives and target within the stipulated period of instance.
It is basically defined as a long term planning of the business that helps to maintain certain level
of lead within the competitive marketplace and along with this the ability to gain more profit in
terms of sales is getting enhanced in adequate manner (Arasanmi, 2019). The company must
have uses different set of activities and with this the completion of various strategies is occurred
on timely basis. It aid to make positive changes by which success and development of the
business is attained on constant way. The following report is based on the case study of BT
group plc that used to build and create digital infrastructure and along with this connectivity and
suitable communication services is delivered with brilliant experiences. The report consist of key
challenges and internal situation and resources that is faced by company, competitive
environment and strategic options that used to pursue for future growth in both UK and
international market.
MAIN BODY
Analyse the key challenges facing the company in the external environment in the UK?
The key challenges are those that reduce the willing of the business and also its
probability of success and development. These challenges are those that are developed and
generated from external environment and it is not in controlled of the business but they have
induce different set of strategies to get over from the situation in easiest manner. The external
environment is based on those factors that are developed and generated as from the market
surround or by the change of different market components (Balding, 2020). BT must have
transformed its business into the digitalised advancement as with this assist to make better level
of improvement within the communication strategies as it also helps to develop trusted
interrelationship with the customers. In support of it not only trusted but the loyal relations are
developed within the timely basis. The BT having a lot of customers and have transferred the
services to consumers, businesses, public sector, multinational corporation and with the other
communication provider as well. But on the other hand while offering diverse range of services
and by making transformation process better level focus and concern is maintained. As there are
a lot of issues that are faced by the organisation and that are as explained below as:
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 Mitigation customers from legacy to converged network: BT is having more than 16
million of customers and that is developed due to the legacy that is maintained as per the
development of business or with its expenditure with two others businesses as well and
named as EE and Plusnet. The network is much wider and along with this it is harder to
maintained fluency in the working style and method of business (Chatzoglou, 2018). As
it enhance the unreliable measures by which it is not easy to maintain the correspondence
expensive with better comfort. In this it is required that BT is converted into state of art
technologies through which faster and liable connectivity is maintained with better
satisfactory. Building simple zero-touch, fully automated processes: The working process of BT is
quite complex by which radial working is processed which is more effective and
efficient. In this the lesser amount of intervention is required by which manual working is
reduced and it aid to deliver fastest services within the marketplace with prior
sufficiency. Thus if it is managed in appropriate mode then productivity and performance
is getting increase and more sales is attained. Simplifying our portfolio and focusing on experiences and services: BT is working with
a lot of services thus it is required that it get in controlled and must be managed with
more accuracy. Thus it is required that radical amount of reduction is processed in which
selling services is affected (Choi, 2018). The complex situation is more confused to both
the customers and colleagues thus it is not easy to process the working in adequate way.
The product proliferation is also be quite expensive by which it is difficult for the
business to manage the quick respond so as to match the dynamics of market.
 Creating modern IT components to enable digital experience: As BT is trying to
reduces the complexities from its project the company must have try to simplifying the IT
estate. In addition 58 system tracks is also be modularised by which future growth and
development is embraced. On the other it also emphasis the level of different components
as from the businesses (Thakhathi, 2019).
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Analyse the internal business situation and resources of the company in the UK?
The internal business situations and the resources are always be the prior aspect for the
growth of business and along with this only the capability to make better solution is experienced
and enhanced in appropriate manner. These environment is in the control of business thus they
have ensure that certain level of strategies are developed by which the working process and its
accessibility is maintained in effective and efficient manner. The services of BT is attained by
the business as only by taking monthly subscription and buy the proposition by which the
collection of revenue is always be more constant (Ciocoiu, 2018). They have develop 12-to-24
months of contracts with individual and household whether with small and medium enterprise
the customers are more usually dependent on similar timing. BT managed its domestic and
international contracts as by managing the multi year contracts as with the large enterprise
customers. In addition to this the wholesale contracts are developed while regulating the product
with one month as it managed the service dealings. The business situation and resources are
induces the unique combination as with the technology, content, network, people and the other
asset by which supportive changes and values are added in order to develop more opportunities.
Financial strengths: The cash flow of business is its major strength as it helped to
develop certain funding by which long term values are created to develop better investments. In
this £2.1billion is invested for the networking and in it provide support of £2.0 billion by which
normalised flow of cash is maintained in future period of instance (Rosenbaum, 2018).
Colleagues: The commitment and expertise of the business is used to make collective
success and development and for this diverse nature and culture is get accepted in appropriate
manner. BT group having 105,300 number of employee's and in this around 82,700 are working
in UK while the rest and as from the other nations.
Customers: The survival and growth of the business is dependent on the amount and
potential customers those are effectively using different set of functions and operations of
business. In this the size, scope and base of customers of BT is much wider and with this they
have easily gain much advantage as from the newer proposition and it is as from the various
benefits that are brought in the marketplace (Enya, 2018). BT having around 32 million of
customers and it is as from the 1 million of business and the public sector organisation of UK,
Republic of Ireland. The company also having 4000 of multinational corporations and it is due to
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network distribution services which is provided to more than 650 communication provider in
UK.
Networks and physical assets: The core and fixed network in UK is managed by BT and more
than 650 network service provider have uses their services. The company hold the mobile
spectrum as per the extensive services as of 2G, 3G, 4G and 5G networks.
Analyse the competitive environment of the company in the UK and international market?
BT works with the purpose to use the effective power of communication by which better
world is developed and it helps to drive sustainable growth in terms of values and images. In
support of these services BT maintain lead in converged connectivity in between the values and
opportunities by which leading efficiency is developed on continuous basis (Furniss, 2018). The
competitive environment provides all the needed information that is used to make effective
understanding about the different strategies that is applied by the competitors. To get manage
with the competitors BT must have tries to maintain balanced stability in between the UK and
international market those are served by them and is as explained below as:
 BT maintain focus to build excessive connectivity with the fixed and mobile services all
across UK and concerned about to develop the largest and leading network. To develop
sufficient amount of sales have tries to build multinational corporations networks.
 Innovation is another aspect and with this BT tries to find out the insight of customers by
which new and technical creativity is developed as in form of better proposition.
 BT has provide best and largest converged network by which critical success is attained
in effectual mode. It helps to connect and communicate with more number of customers
by which rapid increase in the sensor and smart devices used to make lead in connected
platform that is used to grow even faster. It is a factor that is used to scaled more benefits
in terms of its competition.
 BT believes that technology support and its scale helps to attain long terms goals in terms
of cost position. In this company develop its focus on two critical stakeholders as like its
colleagues and it communities in which they have performed its business (Lauver, 2020).
It helps to create more values by which digital lives is developed with brilliance and aid
to make supportive profit while comparing it with its competitors.
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What strategic options and directions could the company pursue for the future growth both in the
UK and international market?
The strategic options reflect stratified the set of actions and activities that are
implemented by the business so as to purse collective growth in future period of time. The
certain level of directions helps to maintain a pathway that is followed by all the individual those
are connecting with the business and with this both short term and long term profit is completed
in timely basis (Ligonie, 2018). There are different strategic options and direction that is used by
BT to measure more growth and success in future and it is as explained below as: Best converged network: The customers only get attracted towards those services that
provide fastest and widest services. It is always be demanded by the customers that
secure, fast, ubiquitous, reliable, seamless connectivity is provided which enable the
digital lives. Thus BT delivered the best networks and roll out FTTP and 5G all across its
fixed and mobile assets. Differentiated customer experience: The customers and the other businesses has a lot of
choices and it is changes as per the communicate and working process of company. In
this BT works with the aim to provide genuine products and services which is completely
different as per the other existing businesses (Oyewo, 2020). To get stay with the
business it is always required that digital lives are provided and offered by the business
that aid to personalised and easy experiences.
 Simplified, lead and agile business: The digital market is more dynamic and with this
competitive as well by which continuous complication in the regulation is processed
within the industry. Thus BT provide priority to create simple and leaner business that
actually modernised the changes.
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CONCLUSION
It has been concluded from the above report organisational strategies and its development
is most required aspect and with this it is required that they have induce better policy by which
the ability and capabilities to attain more success and growth is getting enhanced. The external
environment is more affected and with this the working process of business is developed and it is
done by the parallel reduction of different issues that are generated on random basis. The internal
condition of business also be more helpful and with this they must have manage the working
operation and functions by which superior competitive advantage is attained. Furthermore, the
strategic directions and options is even more helpful and with this future growth is accomplished
with sustainability.
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REFERENCES
Books and Journals
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Commercial Training.
Balding, C. and Leggat, S., 2020. Making high quality care an organisational strategy: Results of
a longitudinal mixed methods study in Australian hospitals. Health Services
Management Research, p.0951484820943601.
Chatzoglou, P. and et. al., 2018. The role of firm-specific factors in the strategy-performance
relationship. Management Research Review.
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organisational insiders. Journal of Information Science. 44(6). pp.752-767.
Ciocoiu, L. and et. al., 2018, June. Implementation of remote condition monitoring system for
predictive maintenance: An organisational challenge. In Contemporary Ergonomics and
Human Factors 2015: Proceedings of the International Conference on Ergonomics &
Human Factors 2015, Daventry, Northamptonshire, UK, 13-16 April 2015 (p. 449).
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Enya, A. and et. al., 2018. A systematic review on high reliability organisational theory as a
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Lauver, K.J. And et. al., 2020. The importance of aligning lean with organisational strategy.
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Ligonie, M., 2018. The “forced performativity” of a strategy concept: Exploring how shared
value shaped a gambling company's strategy. Long Range Planning. 51(3). pp.463-479.
Oyewo, B. and et. al., 2020. Strategy-related factors moderating the fit between management
accounting practice sophistication and organisational effectiveness: the Global
Management Accounting Principles (GMAP) perspective. Spanish Journal of Finance
and Accounting/Revista Española de Financiación y Contabilidad, pp.1-37.
Rosenbaum, D. and et. al., 2018. Planned organisational change management. Journal of
Organizational Change Management.
Thakhathi, A. and et. al., 2019. Sustainability Leaders’ Influencing Strategies for
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