EE Telecommunications: Ecuador Market Expansion Strategy Report

This report examines EE, a UK telecommunications company, and its strategy to expand into Ecuador. The report outlines the actions needed for successful market entry, including market research, adoption of marketing channels, and workforce planning. It emphasizes the importance of control mechanisms like Key Performance Indicators (KPI) and benchmarking to monitor performance. The report applies Porter's Diamond model to analyze Ecuador's competitive advantages, considering factor conditions, demand conditions, related and supporting industries, and strategy, structure, and rivalry. The conclusion highlights the significance of effective decision-making and the use of tools to achieve business objectives in a new market. References to books and journals are also included.

Group Presentation

Contents
INTRODUCTION.......................................................................................................................................3
TASK 3.......................................................................................................................................................3
Action plan..............................................................................................................................................3
Control.....................................................................................................................................................4
Porter’s Diamond:...................................................................................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

INTRODUCTION
Every organisation has its own goals and objectives which needed to achieve within pre-
determined time period. It includes expansion of business into new market where an organisation
receives more demand of its products and services. The management plays an important role in
driving business to other nations through taking corrective actions. The present report is based on
the case scenario in which EE, a telecommunication company of UK decides to enter into new
country i.e. Ecuador with having objectives of increasing market share and customer base. The
report discusses the actions, controlling techniques and use of Porter’s Diamond model in market
expansion.
TASK 3
Action plan
The management of EE need to take corrective suitable actions for expansion of its
business to another nation in more successful way. It includes:
Conducting market research: It is important step that manager need to perform as it
helps them in acquiring knowledge about the purchasing behavior of targeted customers living in
Ecuador and on the basis of which suitable pricing strategy should be opt.
Adoption of marketing channels: It is essential for EE to create awareness about its
entrance into new market i.e. Ecuador so that targeted customers can draw its attention toward
their offered services and accordingly make comparison with local companies. For this, investing
in TV advertisements, hiring celebrities, using of social media marketing etc. are some tools that
EE can adopt to gain attention of new customer base.
Workforce planning: Employees are the one whose contribution ensures EE to expand
into new market in successful manner. Thus, the management of EE need to develop its existing
workforce by giving them suitable training and development programs so that they could easily
coordinate with new customers living in Ecuador. Apart from this, recruiting new employees
who are having adequate knowledge about the taste and preferences of customers living in
Ecuador that makes easy for EE to update its excising plans according to the requirements of
market.

Control
This is a crucial stage in which management plans to monitor and measure the
performance level according to the objectives decided earlier. For this, adoption of Key
Performance Indicator (KPI) and Benchmarking tool are best to adopt which gives accurate
result about actual performance of an organisation. KPI assist management in identifying the
deviations if any, by making comparison between actual and desired level of performance and
make corrective actions accordingly for further improvements. Benchmarking is another an
effective technique which sets objective towards involved employees and direct them to achieve
within specific time period so that opportunities can be grabbed and makes easy for EE for
global expansion.
Porter’s Diamond:
It is also known as Porter Diamond Theory of National Advantage, which describes the
nation's competitive advantage in the international market. It consists of four attributes: Factor
Conditions, Demand Conditions, Related and Supporting Industries and Strategy, Structure and
Rivalry. This model is used by EE to help guiding and shaping strategies in respect of
approaching investigation and operations in different markets of Ecuador. It describes nation's
competitive advantage and source of obtaining such advantage. Porter Diamond Model is
explained as:
 Factor Conditions- It relates to different type of resources available in a nation. It
includes infrastructure, labor force and other natural resources. According to Porter
Nation's creates the most important factor of production i.e. skilled human resource.
Ecuador is a leading country in human resource sector with a high level of trained and skilled
labor force which will be beneficial for EE to expand its operations in this country as this will
lead to increased productivity and profitability of the organisation.
 Demand Conditions- It is the domestic market demand of the industries product and
services. It provides a primary driver of growth, quality improvement and innovation.
The nations with strong domestic market attracts the firms to expand its operations in
such nations.

Ecuador is the eighth largest economy in America and ranked 69th in the world economy. It
gives an open opportunity to EE to expand in Ecuador as it have favorable conditions in terms of
terms of demand conditions of the country.
Conclusion
It has been concluded from the above project report that expansion of business at global
level requires an effective decisions and actions to undertake in order to achieve pre-determined
objectives within given time period. Actions includes market research, using of marketing tools
etc. KPI and benchmarking tool are considered as an effective technique to adopt in order to
measure the performance level of employees as well as an organisation. These all requires
support from management to execute properly.

References
Books and Journals
de Guzman Huerta, P.C., Maestro, A.A. and Perez, R.B., ElasticBox Inc, 2019. Deploying,
monitoring, and controlling multiple components of an application. U.S. Patent
10,216,503.
Iarusov, I. and Nasir, S., 2018. Marketing Plan: Case company: Standard.
Issar, G. and Navon, L.R., 2016. Key Performances Indicators (KPI). In Operational
Excellence (pp. 73-76). Springer, Cham.
Li, S.M., 2017. Systems and methods for programming, controlling and monitoring wireless
networks. U.S. Patent 9,734,694.
Nuutila, E., 2018. Social Media Marketing Plan for Restaurant Töölönranta.
Ruszkiewicz, K., 2020. Project of digital marketing supporting the sales process in a medium-
sized production and sales company (Doctoral dissertation, Instytut Organizacji
Systemów Produkcyjnych).
Sirkiä, T., 2019. Creating an Effective Price Match Email Marketing Plan: Case Company X.
Sutela, A., 2017. Launching a Social Media Presence via a Digital Marketing Plan: Case: Odessa
Comptoir.
Zhang, K., Shardt, Y.A., Chen, Z., Yang, X., Ding, S.X. and Peng, K., 2017. A KPI-based
process monitoring and fault detection framework for large-scale processes. ISA
transactions, 68, pp.276-286.