Detailed Analysis of Sky Internet's Strategic Position and Environment

This report provides a comprehensive analysis of Sky Internet, examining its strategic position within the telecommunications industry. The analysis begins with a background of Sky Internet and explores its strategic positioning, highlighting how marketing strategies have contributed to its brand recognition and market leadership. The report delves into an internal analysis, focusing on product differentiation strategies, human resource management practices, and supply chain management processes. Furthermore, the report conducts an external environment analysis using the PESTLE framework, assessing the political, economic, social, technological, legal, and environmental factors impacting Sky Internet. The report concludes with recommendations for improvement, emphasizing the importance of differentiation and internet speed to enhance customer satisfaction and maintain a competitive edge. The analysis draws upon various academic sources to support its findings and recommendations.

SKY
INTERNET

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of Sky Internet....................................................................................................1
Strategic position of Sky Internet...........................................................................................1
Internal analysis of Sky Internet.............................................................................................2
External Environment of Sky Internet....................................................................................4
Recommendations and conclusions.................................................................................................5
REFERENCES ...............................................................................................................................7

INTRODUCTION
The key objective of the report is to analyse the internal and external environment of the
Sky Internet. The report is going to include the strategic position of the venture which helps
them to become the multinational organisation with the good brand name. This will help them to
cope up the competitive environment and they gain the competitive advantage. Other than that
the report is going to consist the internal and external analysis which helps the management and
employees to operate and discover that how it can impact over the venture. At last
recommendations will be given so that organisation can become good brand
Background of Sky Internet
Sky Internet provides wired and wireless high speed internet connectivity to the house
hold people and the business people. Other than that they also provide the Wi-Fi solution such as
retail, healthcare, hospitality, education, enterprise. Other than that they also provide the Wi-Fi
services to outdoor. The venture brings the internet to house and office of the people whether
they are at the same place or shifted to the other one. They provide the internet plans according
to the needs and wants of the customers (Aithal, 2017). Other than that also provide these
services for 24 hours and 7 days. They provide complete solution for the different hardware,
networking and software of the computers. The Wi-Fi solution which they provide is able to
connect all the end devices whether the people are at home or at the office. The services which
the venture serves help the organisation to gain the different advantages such as effective
implementing of different strategies of human resource, technology etc. Other than that these
services are very much cost effective for the venture which they need to be maintained. Other
than they provide the managed services which help the venture to get the advantage related to
the technology, cost effective and innovative (Abedin and Karim, 2017). They also make hand
with the different sub operators by which they can expand the network of their customers.
Strategic position of Sky Internet
After the introduction of the digital satellite, it had made it possible for the firm to enhance
their market position. As the venture has being launched, their marketing strategies have made it
possible for them to attract and retain the large number of customers and made them a good
market leader in the same field (Mhlanga and Steyn, 2017). Other that customer have started
understanding that what are the different benefits which the firm is going to serve them.
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Marketing strategies have extended them to create the unique brand position in the mind of their
customers.
Internal analysis of Sky Internet
Product differentiation:
It is the strategy which helps the venture to gain the competitive advantage by serving
different products and services from the other competitors. Other than that Sky Internet several
other strategies which their rivals does not implement. This helps them to create and present
their goods and services in the different manner so that they attract and retain large number of
customers (Kukemelk, 2017). There are several ways by which venture have implemented the
differentiation strategy, which are effective customer research, innovative production and
development. They have started arranging the different event for the customer in order to
enhance the knowledge and understanding regarding the internet. There are several ways which
they has made this possible such as large scale advertising campaign involving television, radio,
posters, magazines, newspapers and the internet.
Other than that they have identified that this marketing activities is not sufficient, they
need to create relationship with the customer by effective communication. They have started
using marketing mix, such as public relationship, social media marketing, sponsorship,
consumer promotions, in-store marketing, branding and direct marketing activities. Other than
that they have not identified the specific target market, they focus on all the people who have
being using internet or the people who are going to use the internet (Mohamed, 2017). Other
than that it state that the venture have targeted the different segments as they need to do
positioning every type of customers.
The ongoing mission for Sky’s marketing and sales are to drive subscription growth (i.e. more
buyers), encourage loyalty and retain customers (González-Chang and Wratten, 2017). In order
to do so, they have made two marketing mission, that is to generate the new customers as the
perspective of digital one and encourage their customers to move forward for the use of digital.
Human resource's management
Employees plays very significant role in promoting the business and gaining success for
the venture. This is because they are only one which can cater the needs and wants of the
customer by producing and selling the innovative and quality products. Employees of Sky
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Internet are producing innovative broadband services, where they deal with numerous daily. In
order to conduct these activities and operation, firm have planned and organised different
training programs for the employees so that they can handle all the activities and operation in
effective and efficient manner (Tay and De Barro, 2017). Other than that had also organised
some good training programs which helps the employees to handle different physical challenges.
When it is concerned about the human resource department and management, the hey
responsibility is to hire, train and develop the people in the Sky Internet.
Other than that venture is also focusing on the performance management and appraisal.
The firm first plan the different standard for the employees which they have to meet. Further,
standard and actual performance is being compared in order to find that employees are able to
meet the different standard set by them (Woodside and Giberson, 2017). Other than that human
resource management analyse the performance of employee every year which helps them to find
that whether the employee is growing or not?
Supply chain management
Sky Internet serve Wireless or wired, secure high speed Internet connectivity to the
customer home and business. Their Wi-Fi solutions include Healthcare, Enterprise, Hospitality,
Retail, Transportation, Public sector, Education, Stadium and Outdoor WiFi (Aithal, 2017).
They bring internet to the customer office or residence where ever the customer are located
within the firm;s covered area. They provide internet facilities 24 hours in all seven days.
When it is concerned about the supply chain management of the organisation, they plan
practical and unique training and development secession in order to serve understanding about
the core principles of supply chain management and how the quality is being delivered in the
real life projects (Abedin and Karim, 2017). Other than that venture is using the SMART
business simulation approach which is being implemented in the real work environment. Other
than that firm serve all the needed tool and techniques with the support to the learning of
employees. There are several principles that have been defined by the venture regarding their
supply chain management, that are as follows:
 All the project need to be clearly defines in order to serve clarity in the terms of project
roles, scope, responsibility and other components.
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 Implement the effective lifestyle to the project in order to break them in the different
steps.
 Identify when the appropriate project need to be adopted so that they can manage their
workload.
 Proper planning and organising of the different project documents by implementing the
effective tools which can add value to the project.
 Proper controlling and monitoring the different activities of project so that best practices
and techniques can be used.
 Tailor the different approach of effective project management so that complexity can be
managed.
External Environment of Sky Internet
In order to analyse the external environment of the venture, organisation need to find that
what are different external factors which can have negative as well as positive impact over the
venture. PESTLE analysis is one of the way by which organisation can analyse their external
environment. The factors are as follows:
 Political: There are several rules and regulation which have been made the government
of the UK, which the venture need to follow. The venture is dealing in the
communication, telecasting, wireless connection etc. All the broadcasting,
telecommunication, wireless etc. in UK are handled by an independent company called
Ofcom (Mhlanga and Steyn, 2017). The broadcasting act 1990 lays many restrictions on
those who are permitted to have ofcome license. This states that when any broadband
organisation do go against the agreement with them, then it ma happen that they can
revoke the licence given by them. He firm is very much successful in implementing the
same and this is the reason which have made the venture a renown business.
 Economic: There are several factors that are included in the economic aspect such as
inflation rate, interest rate, foreign exchange, economic cycle, aggregate demand, supply,
investment etc. on the other hand it also consists of competition norms, growth rate,
consumer spending etc. It is being known that demand of the internet is being increasing
day by day, this have great impact over the supply of services and products of the
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venture. Thus, it has positive impact over the profitability of the organisation (Kukemelk,
2017).
 Social: In the same, there are several factors which have impact over the operations of
the venture such as Demographics and skill level of the people, class structure, power,
hierarchy, culture of the country such as gender roles, social conventions, attitude of the
people, leisure interest etc. Sky is a major player in providing cultural life including
English national opera , English national ballet etc. and sporting life for its viewers who
support large sports organisations which includes Olympic, Paralytic gold etc. This have
great impact over the venture demand (Mohamed, 2017).
 Technological : There are several components regarding the technology factor that have
influence over the activities and operations conducted by the venture. Such as recent
technological factor, technology impact on the product they are offering, impact over the
cost structure, rate of technological diffusion etc. Sky internet is the broadband industry,
they have been using very advanced technology which helps them to gain the competitive
advantages
 Legal: It is being known that, every country have their own laws and legislation which
need to be fallowed by the people and organisation. This factor consist Discrimination
law, Employment law, Data Protection, Health and safety law, Consumer protection and
e-commerce, Anti-trust law in Media industry and overall in the country etc. Sky internet
need to follow these laws, so that any strict action can not be taken against it if any
wrongful conduct is being done by the venture (González-Chang and Wratten, 2017). In
that case, it will hamper the image of the venture.
 Environmental: Firm need to conduct some activities and operation by which they can
protect the environment and do not pollute it. In order to do so, the firm is celebrated the
earth day in the April and world environment day in the June.
Recommendations and conclusions
It can be concluded from the project report that venture is doing very well and have
earned a good brand name. PESTLE analysis concluded that there are several factors that have
negative impact over the venture, but some of them serve the positive impact. Other than that
firm have good supply chain which helps them to reduce the time and cost in supplying the
products and services to the venture. Other than that it is being recommend to the venture that
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they need to focus on the differentiation strategy in depth so that they can serve the different
products and services to the customer and gain the competitive edge. Other than that firm need to
focus on the speed of internet they are providing. This will help them to serve the quality
services to the customers and more number of customers will be attracted and retained.
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REFERENCES
Books and Journal
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Company Analysis.
Abedin, Z. and Karim, R., 2017, January. An interoperable IP based WSN for smart irrigation
system. In Consumer Communications & Networking Conference (CCNC), 2017 14th
IEEE Annual. IEEE.
Mhlanga, O. and Steyn, J. N., 2017. Impacts of the macro environment on airline operations in
southern Africa.
Kukemelk, S., 2017. Do regional airlines in Eastern Europe have the right to survive in the
European single sky environment?. Aviation. 21(4). pp.155-161.
Mohamed, T. Z. F., 2017. Geo-service Industry Analysis: Scanning Challenges and
Opportunities for Sustainable Asia-Pacific. Journal of Business and Behavioural
Entrepreneurship. 1(1). pp.50-58.
González-Chang, M. and Wratten, S. D., 2017. Ecological and pest-management implications of
sex differences in scarab landing patterns on grape vines. PeerJ, 5, p.e3213.
Tay, W.T. and De Barro, P. J., 2017. Novel molecular approach to define pest species status and
tritrophic interactions from historical Bemisia specimens. Scientific Reports. 7(1). pp.429.
Woodside, J. M. and Giberson, W., 2017. Blockchain Technology Adoption Status and
Strategies. Journal of International Technology and Information Management. 26(2).
pp.65-93.
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