Corporate Strategy: Analyzing Etisalat & ADA's Strategies & Ethics

This report provides a comprehensive analysis of corporate strategies, supply chain management, and ethical considerations, focusing on Etisalat and Abu Dhabi Aviation. It critically examines strategic theories and models like Porter's Five Forces and SWOT analysis applied to Etisalat, assessing the success of diversification and differentiation strategies in Abu Dhabi Aviation. The report evaluates the impact of individual, organizational, and global ethical issues on corporate strategy, highlighting the importance of coordination, fair working conditions, and equal opportunities. Furthermore, it analyzes supply chain methods, models such as the SCOR model and cost relationship model, and the role of global supply chains in both organizations. Finally, the report identifies factors affecting global supply chains, including external and internal risks, environmental uncertainty, government support, and information technology, and suggests mitigating actions for negative impacts. Desklib offers a range of resources, including similar assignments and study tools, to support students in their academic pursuits.

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Introduction:
This assignment is prepared in context of different functions, components, and strategies adopted
by the organization. It provides deep understanding of different components and functions of
the organization by using the different organizations and scenarios of the UAE.
Structure of this assignment includes four different tasks which reflect the knowledge related to
different functions of the organization. Task 1 of this assignment focuses on the strategies and
theories and models, task 2 on supply chain models, Task 3 on corporate strategies, and task 4 on
the personal skills. Lastly, it describes the brief conclusion for concluding the assignment.
Tasks 1:
1.1 Critically analyze strategic theories and models:
Select your own/any other organization: For the purpose of this assignment, I choose Etisalat.
This group is considered as one of the largest leading telecom groups across the globe. Current
market cap of this group is over AED 156 billion (42.5 billion USD).
Headquarters of this organization is situated in Abu Dhabi. This organization established almost
4 decades ago in UAE as the first telecommunication service provider. An international blue chip
organization, Etisalat group provides the innovative services to almost 140 million subscribers in
16 countries (Etisalat, 2018).
Identify older than one strategic theory and models & Analyze the role of strategic theories
and models in the organization:
Strategic models & theories Role analysis
Porter Five Forces model- This model is the
strategy execution framework and created by
Michael Porter in 1979. Following are the fie
forces:
 Threat of new entry
 Threat of substitute products
 Bargaining power of customers
 Bargaining power of suppliers
 Competitive rivalry among existing
firms (Luftman, Lewis & Oldach,
1993).
This model play important role in the Etisalat
in following manner:
Threat of new entry- The largest barrier is
finance in context of entering into the capital-
intensive telecom industry.
Threat of substitute products- It must be noted
that there are number of non-traditional
telecom industries which impose substitute
threat such as Satellite operators and Cable TV
are giving tough competition for buyers. IN
similar manner, introduction of the internet
based messaging services such as what Sapp
also reduced the portion of revenue earned by
the telecom industries (UAE, 2011).

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Bargaining power of customers- Now
customers have number of choices in telecom
products and services, and this increased the
bargaining power of customers. The
appearance of competitors in the UAE region
presents number of options to the buyers.
Bargaining power of suppliers- Suppliers in the
telecom industry hold substantial bargaining
power over the operators, and this happen
because it is not possible for operators to
transfer the data and voice without the
equipment’s.
Competitive rivalry among existing firms-
Competition in UAE region is very high, as
new entrants use all techniques to capture the
market (Etisalat, n.d.).
SWOT analysis stands for strength, weakness,
opportunity and threats.
Strength: Following are the strength of
Etisalat:
 Control over different
telecommunication services.
 Effective human resource
 Customer training services.
Weakness: Issue related to the modernization
& underdevelopment.
Opportunity: good reputation for its service
efficiency.
Threat: Strong growing competition in the
UAE region (AL Ansari, 2009).
1.2 Assess to determine how successful different strategies are, when applied
in the global marketplace:
Select any global or regional marketplace and an organization:

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For the purpose of this section, I choose Abu Dhabi Aviation Company. Abu Dhabi Aviation
provides oil-fields and economic services in the UAE and other Arab countries. This company
also engaged in the services of VVIP transportation facilities, etc.
Identify more than one corporate strategies practiced by the organization & Assess the success of
these strategies in the global/regional marketplace:
Corporate strategies Success of these strategies
Diversification strategy: this strategy is the
corporate strategy which is used by existing
organizations for the purpose of entering into
the new market or industry in which business
is currently not operates. It also includes the
creation of new product for that new market or
industry.
Abu Dhabi aviation is the largest commercial
helicopter operator in the middle east, and for
ensuring future growth and profitability, this
organization is adopting diversification
strategy. This company plans to diversify its
business in training and real estate industries.
Company ensures new facilities related to
training in the Khalifa city and this includes
flight stimulators, flights attendants, etc
(Kasseem, 2016).
It can be said that diversification strategy will
be successful in future in case of present
organization, because this diversification help
the organization in capturing the market in
large extent and also help the organization in
maintaining the balance during the changes
occurred in the economy.
As it helps the company in utilizing their
potentially underutilized resources (Finance
management, n.d.)
Differentiation strategy: For the purpose of
achieving competitive advantage against the
competitors and other organizations,
management can use this strategy.
Training section of the Abu Dhabi aviation is
considered as the competitive advantage of this
company over its competitors. There are
number of levels on which training function is
performed by this company. These training
programs not only satisfying their own training
needs but also the needs of their customers
such as Pilot training, Engineer training, Cabin
Crew training etc (Abu Dhabi Aviation, n.d.).
This competitive advantage of the organization
ensures success and long term survival of the
organization in future. It helps the organization
in creating such staff which mainly focuses on

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the client satisfaction, and this is considered as
the most important attribute for the
organization to gain loyalty of customers.
1.3 Evaluate how individual & organizational ethics and global ethical issues
can impact corporate strategy:
Identify and list individual and organizational ethical and global ethical issues:
Individual ethical issues Organizational ethical issues Global ethical issues
Lack of coordination, and full
contribution at the workplace.
There is clear lack of fair
working conditions, which
means organization fails to
provide healthy working
conditions to their employees
(Abu Dhabi Aviation, n.d.).
Prevail of nationality,
which means organization
does not provide equal and
fair opportunities I each
and every country in which
they operate (Casselbury,
2018).
Identify more than one corporate strategies practiced by the organization & Evaluate the
impact of this ethical issue on the corporate strategies:
Ethical Issues Impact on Strategy
Lack of coordination, and full contribution at
the workplace.
This issue directly affects the differentiation
strategy as lack of coordination results in
number of chaos and confusions, and lead to
negative results (Landier, Nair & Wulf, 2009).
It ultimately leads the organization towards the
conflicts which directly or indirectly affects the
competitive advantage get by the company.
Lack of health working conditions This ethical issue affects the human resource
strategy of the organization, as it creates
negative effect on the workers and reduces
their potential to conduct the working in the
organization.
This directly affects the physical and mental
health of the workers and prevent them from
performs their task efficiently, which
ultimately results in negative manner for
strategy.
Prevail of nationality It affects the growth strategy of the company,
because company restricts the talent and

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prefers only employees with nationality. It also
prevent the company from accepted across the
globe.
As it prevent the company from seeking best
talent across the globe and also use their talent
for the growth of the company (Bormann &
Hofmann, 2014).
Task 2:
2.1 Critically analyze supply chain methods, models and theories:
Identify and list more than one supply chain methods, models and theories & Analyze
(role, etc) of supply chain methods, models and theories in the organization: For the purpose
of this section, I choose Etisalat group of companies.
Supply chain methods Role of Supply chain methods
SCOR Model: Supply Chain Operations
Reference model is the unique model, which
links business processes, performance metrics,
practices, and people skills in particular
structure (APICS, n.d.).
This model is very effective in Etisalat in
following manner:
 This model increases the speed of the
implementation system.
 Improve the business nimbleness.
 Improve the effectiveness of the
business process.
 It also improves the inventory process
of the business.
 It provides support to the learning goals
and training facilities of the
organization.
 Helps the organization in improving the
operational performance.
Cost relationship model: This model is
effective in nature, as in this organization focus
on providing the best quality in fewer prices.
This is only possible when organization
maintained its cost in effective manner (IIMM,
n.d.).
With the help of this model, Etisalat provide
number of cost-effective solutions, and ensure
best quality to its customers through reduced
prices. Following are the cost effective
methods used by the organization:
 Organization discovers the competency
gaps, and tries to overcome from them.
 Organization tries to recruit and retail
best talent, as it saves the training cost.
 Performance of the organization is
measured and improved on continuous
basis.
 Organization focus on being
competitive by using the best and
updated technology, as it saves the

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correction cost (Etisalat, 2017).
2.2 Critically assess the role of global supply chains in organizations:
Select at least two different types (industry) organizations: For the purpose of this section, I
choose Etisalats (telecommunication industry) and Abu Dhabi Aviation Company (Aviation
industry).
Assess the role of global supply chain models in the organizations:
Organizations Role of global supply chain models
Etisalats: This company is engaged in the
telecommunication industry, and provides the
innovative services to almost 140 million
subscribers in 16 countries.
SCM system of this organization is very
effective in nature, as it required reliable
designs and versatile tools for the purpose of
controlling the material flow in the
organization. The main purpose of this tool is
to reduce the inventory cost, lead times, and
other related costs in context of assuring
reliable and on-time deliveries. It is considered
as the chain coordinated network that also
ensures best services to the clients
(Shodhganga, n.d.).
Abu Dhabi Aviation: Abu Dhabi Aviation
provides oil-fields and economic services in
the UAE and other Arab countries. This
company also engaged in the services of VVIP
transportation facilities, etc.
The SCM of this organization mainly focus on
resolving different issues related to the supply
process of the organization such as
benchmarking in context of supply chain
activities, management of the material request
cycle, etc.
Supply chain model of this company helps the
organization in tracking the lifestyles of the
Aircrafts. Through this components and life of
the aircrafts are managed in context of the
predictive alerts such as due date component
maintenance, used life of component,
notifications, etc (Kreyon, n.d.).

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2.3 Identify the factors that can affect global supply chains and how they can
impact on corporate strategy. And identify any mitigating actions
organizations can take to reduce any negative impacts:
Identify factors affecting global supply chains: There are number of factors which directly or
indirectly affect the global chain supply management:
External & internal risk factors: At the time when organization expands its business globally,
then it is necessary that company adjust its supply chain in such manner as they can deal with
international risks such as environmental, geopolitical and economic risks and also with the
internal risks (Li, Rao, Ragu-Nathan, Ragu-Nathan, 2005).
Environmental uncertainty: it includes the environmental issues in the product chain such as
changes occurred in the customers, suppliers, competitors, etc.
Government support: this is the factor which directly affects the SCM such as changes occurred
in the importing regulations, changes in policies, parties, etc.
Information technology: Information technology affects the SCM in indirect manner such as it
affects the lead time, quality management, etc (Lee, Yeung, Cheng, 2009).
Discuss how the factors of SCM or SCM itself have an impact on corporate strategy &
Identify actions to mitigate the negative impact of SCM on the organizations:
Factors affecting global supply chains Impact of factors
Internal and external risk factors These factors have direct impact on the
corporate strategy of the organization, and it is
necessary for the management to evaluate these
factors while preparing the strategies
(Igboanugo, 2014).
Any issues occurred in the internal risk factors
will directly impact the operations strategy of
the organization in different ways such as it
creates chaos in the internal working which
automatically reduces the efficiency of
operational process and results in the loss.
Government Support It mainly includes the norms, regulations,
policies, and advice inn context of that
particular sector in which company operates. It
is necessary for the organization to ensure
flexibility in this context, because any changes
will lead to adverse impact (Quayle, 2006).
This affects the marketing and other sales

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strategy of the organization, because any
changes occurred in the norms and regulations
of the government will affect the working of
the organization.
Task 3:
3.1 Evaluate how corporate strategy can be applied in a range of organization
functions:
Identify at least one corporate strategy practiced & Evaluate how the corporate strategy
can be applied for at least three functions (eg HR , Finance):
For the purpose of this section, I choose, The Emirates group. This group was established in
1985, and at that time operations was conducted with just two air crafts. Currently, this group is
considered as the world’s biggest fleets of airbus A380s and Boeing 777s, and offers their
customers maximum comfort (The Emirates, 2018).
Corporate strategy Business operations
Quality control strategy: Through this strategy
business organizations try to ensure effective
quality to their customers at reasonable prices
(Nanda, 2005).
In context of emirates, this strategy worked in
well manner, as stated, quality is also
considered as the competitive advantage of the
organization. Following are the three areas on
which this strategy leave its impact:
Management functions: This affects the
functions of the management in good way by
ensuring the systematic management approach.
This develops the ability in the top
management to identify, understand, and
manage the different processes of the
organization. All these things ultimately lead in
the meeting of organizations objective in both
efficient and effective manner.
Operations management: This strategy is
considered as the most important and
innovative strategy in context of operations
management. It can also said that, link between
operations management and this strategy is
very strong, because quality of the products
and services offered by organization can only
be improved by making relevant changes in the
operations management. As this function

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directly deals with the chosen strategy because
this strategy includes resources, functions,
service process, etc (Adam, 1992).
Planning function: This function is considered
as the initial function which is affected by this
strategy. It must be noted that quality
excellence initiates with the strategic quality
planning (BIA, n.d.).
3.2 Critically assess how corporate strategy can be successfully integrated into
organizations:
Consider at least Two Organizations: For the purpose of this section, I choose Emirates group
(Consumer Services) and Dana Gas (Oil & Gas Industry).
Identify at least one corporate strategy practiced by each organization & Assess how each
corporate strategy is integrated into these organizations across at least 2 functions: In context of
this assignment
Organizations Role of global supply chain models
Emirates Group: This group applied quality
improvement strategy in their organization. As
stated, this strategy mainly focuses on
providing the improved quality of product and
services to the customers at reasonable price.
This strategy is the most successful strategy of
the organization, and ensures both growth and
profitability.
Finance: this strategy helps the organization in
increasing their cash flow, as this improved
quality meets the needs of the customers and
result in profit for the organizations. If
organizations gain success in meeting the
needs of its customers then customers
definitely show their loyalty towards the
organization. In other words, satisfied
customers can create strong customer base for
the organization (Bagad, 2008).
Human resource management: This strategy
reflects the effective and efficient leadership in
the organizations. By establishing the system
which ensures best quality, emirates focus on
the coordination towards embracing the unity
of direction in context of pursuing the mission
of the organization. Each and every worker
understands this approach, and it works as
great motivators for the workers for the
purpose of meeting the objectives and also the
goals of the organization.
Dana gas: This organization adopt growth Finance: The biggest impact of this strategy is

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strategy which mainly aimed at winning the
larger market share, even at the expense of the
short term earnings (Dana gas, 2018).
on the finance function, as this strategy is not
that must expensive. Conducting this strategy
is less expensive and consumes less cost as
compared to other, and this definitely increases
the company’s profitability (Sherman, n.d.).
Management functions: This strategy also
focuses on different management functions and
conduct continues evaluation of each.
3.3 Discuss how different organization functions can affect the success of
corporate strategy across the organization:
Select at least one corporate strategy practiced by the organization: For the purpose of this
section, I choose Dana gas as a company, and corporate strategy practiced by the organization is
growth strategy.
Identify the implementation of the strategy in at least two functions, for each organization.
& discuss how the implementation at the functional level, affect the success of corporate
strategy:
Functions Implementation at functional level
Operations Management Role of operational management in growth
strategy is very much important, and this can
be understood through following facts:
 Improved quality of the products
satisfies the needs of customers and
ultimately helps the organization in
gain market share and profitability.
 operations management also ensure the
cost effective in which it focus on
reducing the cost of the process, and
this also leads towards the growth. In
other words, it ensures cost
management which automatically
resulted in the growth (INC, n.d.)
Research and Development This is another important function through
which growth strategy can be implemented.
This function provides the platform to the
organization to create and innovate, and
creativity and innovation is the most important
term for developing the competitive advantage.
By implementing this strategy in this function,

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organization can ensure competitive advantage
which ultimately results in capturing of market
share and growth (Ganapathy, 2014).
Task 4:
4.1 Evaluate personal skills against the skill set needed to operate effectively
in a global organization at strategic level:
Select an organization & Identify and list skill set needed at strategic level to operate
effectively in global environment: For the purpose of this Assignment, I choose Jumeirah
Group, an organization indulged in the customer service industry (Jumeirah, 2018). This
organization offer’s most luxurious hotels and resorts around the world. There are number of
skills which are required for the purpose of operating in effective manner in the global
environment, and some of these skills are stated below:
 Strategic perspective
 Interpersonal skills
 Customer focus and understanding
 Global negotiator
 Ability to grab the opportunities
 Engaged and Committed teams
 Willingness to take risks
 Honesty
 Deep knowledge and understanding (Zenger, 2014).
For yourself or other professional at strategic level, identify the personal skills & evaluate
these skills against the skill set needed:
There are number of skills which are required for my work profile, and these skills are identified
in Column 1, and evaluation of these skills are done in column 2 in context of skill set in
(column 3) stated above:
Identified Personal skills Evaluation of skills at
strategic level
Evaluation of skills against
the above stated skills set
Ability to align This is the most important
skill, as it focuses on finding
common ground with other
managers and process, so that
work can be conducted in
coordinated way for achieving
This skills fall under the
interpersonal skills, and the
process to align actually
required some interpersonal
skills. Alignment mainly
required number of inter

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the target of the organization.
This also includes the skills to
coordinate with the other
managers and other processes
conducted in the organization
(Mattson, 2016).
personal skills such as
communication skills,
decision making skills,
strategic perspective, etc.
It also required the skill of
working in teams.
Decision making skills The most important role of
strategic workers is to take
decision, and such decision
must be effective in nature.
Any wrong decision of
strategic leaders may lead to
corporate failure and also big
consequences or loss for the
organization.
On the other hand, an effective
decision may ensure both
growth and profitability in the
organization. Decision making
skill includes the evaluation of
facts for taking effective
decision in timely manner.
Strategic perspective requires
the decision making skills,
because in this, employee
needs to take number of
effective decisions for
ensuring growth and survival
in global environment.
Deep knowledge and
understanding
Knowledge and understanding
of market, consumers, and
other matters which fall under
the working scope of strategic
leader is necessary. In other
words, person must gain
proper understanding of that
area (Contactzilla, 2016).
This skill is required in global
working also, as
understanding of customers
and market is essential.
4.2 Understand and make use of theory, relevant techniques and practices
that enables learners to develop their individual skill set:
Consider at least two learners with different situations: First learner in this context is the
purchase manager who deals with suppliers and other relevant authorities. Second learner is the
operations manager who handles the team of number of workers.
Select relevant theories/Techniques/Practices of Learning & Identify the Benefit, the
Approach of these theories/Practices:
Theories/ practices of learning Benefit, and the approach of these theories

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Training and development This theory and practice is most effective in
nature and develop number of skills of the
person. This is the only method which
develops those talents and skills under the
person which he never practiced. It also
increases the effectiveness of the performance
of the person by eliminating different faults.
Approach related to this recognize the need of
training, plan for training, evaluation, etc.
Motivation theories Motivational theories include hierarchy of
needs, as it is considered as the most effective
theory which mainly focus on the five levels
that are:
Physiological – Survival needs.
Safety –personal and financial security
Love– need for friendships & relationships
Esteem – the need to feel confident
Self-actualization – the desire to achieve
everything
This theory helps the person in increasing their
motivation level by achieving these needs step
by step.
Hertzberg’s Two-Factor Theory is another
theory which includes two factors:
Motivator factors: it focuses on satisfaction and
motivates the employees of the organization.
Hygiene factors: If these factors are not present
then it results in dissatisfaction and lack of
motivation.
List how in the given the situations how these Approaches can be adopted and Benefits
received:
Situations Learners development
First learner is the purchase manager Training and development helps this learner in
developing their skills in context of purchase.
This learner deals with the suppliers and heads
of other departments, and because of this it is
necessary for purchase manager to get effective
training.

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Second learner is the operations manager Motivational theories include hierarchy of
needs, as it is considered as the most effective
theory.
This motivation theory helps the operation
manager in focusing on the fulfillment of needs
of employees for the purpose of motivating
them to achieve the target and goal of the
organization (Doyle, 2018).
4.3 Provide personal examples where a range of professional skills where
demonstrated:
Select some of the professional Activities carried on by yourself in the past & for each activity
List the professional skills that you demonstrated:
Activities carried out Skills required
Training given to the employees in context of
improved coordination in the organization.
It required some necessary skills, and these
skills are stated below:
 Deep knowledge and understanding of
the coordination process, its
advantages, and requirements.
 Soft skills in presenting the relevant
materials.
 Ability to answer the issues and
questions.
 Effective communication skills.
Shareholders meeting of the company It requires:
 Planning skills
 Organizing skills for managing the
entire meeting
 Negotiating skills
 Communication skills.
4.4 Communicate effectively with fellow professionals and competently
present ideas and proposals:
Select some of the Communication episodes carried on by yourself with fellow professionals in
the recent past & and describe how a) the communication was effective b) ideals or proposals
were communicated competently:
Communication experience Effectiveness and ideality

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Discussion of new rules and regulations in
context of shift timings.
Communication in this context is effective in
nature, as employees understand the point of
view of the employer and their concerns. This
communication is two way, and employees
also present their issues and concerns.
Discussion with the shareholders in context of
declined performance.
Communication was effective, but results are
not that much effective, because few
shareholders declined to understand the issues
faced by the company.
Conclusion:
After considering the above facts, it is clear that this paper provides detailed and deep
understanding of different functions and processes conduct in the organization. This assignment
highlights all the personal skills and abilities required by employees and organization.
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