Assignment on Business strategy Introduction Orange is one of the competing telecommunication companies in UK .

Telecommunication is the fastest growing service industry in the whole world. Like other industries the success of a company in its sector depends the way they devise their strategic planning and make strategic decision. Since telecommunication industry is technologically driven and changing continuously the business strategy of any company in this sector has to be dynamic in fundamental, corporate and generic levels. The telecommunication industry in UK market is classified as an oligopoly market. In tha t prospective Orange is not the market leader, rather they are follower. As a result Orange mostly sets their business strategies in terms of the strategies sets forth by the leader.

Task1
1.1 Define the roles of business strategy

Corporate Culture Future planning Types of strategy

Business
Strategic intents

Strategy
Evaluation

Strategic planning

Analysis

Figure1.1: Business strategy

Business strategy: business strategy is process that help business to evaluate the external environment and create opportunities which a business can exploit and as well as threats that can damage the business. Business needs right resource and capabilities in place to find out the opportunities and responds threats. The important part of business strategy is to make sure that those resources and competencies are fully understood and evaluated - a process that called strategic audit.(Mcdonald, 2004).

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1.3 Conduct an environmenta l and organizational audit of Orange company Environmental Auditing of Orange Company: PES A l i (P liti l, E i ,S i l i l i t i t lf t f C

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M 4 or less 50 million mobiles are now registered in UK according to the latest figures making mobile phones the most successful consumer product ever. 50 million mobile phones mean one phone for each person with the expectation of very young to old person. Some people off course have more than one. In 2002 Mobile phone market dominated by Camera phones but in 2003 is likely see video games, Short film making phones dominate market and now a days phone with free wifi is more popular.(orange, Now-a-days consumers are facing more and more Technologies and frequent innovations as a matter of fact Orange groups launched the EDGE revolution. Indeed, the 3G is characterized by a technologys standard of mobile phone that is accessible to consumers since 2002. Thus, the EDGE revolution 6permits to complete the 3G innovation in 2005. The debit can reach 38 Kbit/s: this innovation has a real impact on the strategy of Orange and other companies who want to use new technologies to obtain new market shares.(Orange, 6

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Assignment on Business strategy Organi ational uditing of Orange om any: S OT Strength, weakness, opportunity and threats helps to describe the Organi ational auditing of orange company.

Figure1. : S OT analysis

Strength:  Orange recently merged with T-mobile to create batter network coverage. They became UKs leading mobile company with 37% market share.  Good peer to peer communication system  Good integration and coexistence with 5GHz WLANs(Orange,2009) Weakness:  According to the survey they took in 21 March 2007, 68% of Orange customers are unsatisfied with orange customer care service. It was voted most unreliable broadband provider.  Channel 4 news Investigation says lack of se  curity which may expose customers records to fraud.  In 2008 news published with i-phone 3G performance, compared to other network orange was capping download.(Orange,2009)  Orange 50:50 joint venture with T -mobile will lead to the creation of a new market leader which will have more than 34 million subscribers along with 43% UK market share.  Developing mobile companies like 3G or virgin may take the market share.  Big company merge like O2 and Vodafone could be big threat for orange. (H. Barnwell, 2009)

Opportunity:

Threats:

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Assignment on Business strategy 1.4 pply one strategic positioning technique to the analysis of Orange company

Strategic positioning: Strategic positioning is a process that define how an organi ation want to in future and how they going to face changing environment. Organi ation also need to think how they going to use the opportunities and face the threats.(Temporal,2000)
The missi n

The leadership

The meth ds
The Gr und

The climate

igure1.6: Strategic positioning elements Any strategic position has five elements that define it. The mission: The Orange wants to build richer relationship with customers and provide better network coverage for customer. They want to be market leader in mobile industry, The climate: The merging with T- obile good opportunity for Orange. If they successful they will be the largest provide r in UK mobile industry and their Network will be more batter. The Ground: The main competitor of the orange company is The O . To create competitive advantage Orange needs to provide better customer service, Batter network coverage and other facilities a nd that not possible one day. Orange needs to fix the deadline to be market leader. To become market leader, they have used their opportunities properly and face threats. The leadership: hen Orange will be market leader they have to do some leadership fundamentals to make their customers and employees to follow them. Such as, more concern for customers and employees and capitali e the opportunities. They have to tough but fair to run the business. The methods: The Orange needs to use the strategy, sales and marketing tactics in proper way. If they fail to using art of methods, it will be impossible to obtain their mission.

YousufHasan

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Task 2
2.1 After considering Orange company, demonstrate your ability to think strategically about which SBUs in this company should be close done or expanded by using BCG matrix SBU(Strategic business unit): St f ll i t t. i t t tt f t t t tit t i l t t St t .J f i i fl ill t l t i

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Assignment on Business strategy Question Marks: a business unit with low market share but which operate higher growth market share at the expense of more powerful competitors. anagement have to which one they should invest and which one they should allow to shrink? Home broadband has low market share but growing industry, so home broadband is question mark of orange co mpany. Dogs: a business unit with low growth rate and market share, which operate in mature markets. anagement have to think whether to continue support dogs or to implement a divestment strategy. Barrier to exit also need to be considered. Orange landline has low growth and market share so landline consider as dogs.(M. Butje, 200 )

. Prepare a strategic plan for Orange ompany, based on pre ious analysis

Assessment

Baseline

C mp nents

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D wn t specifics

Evalute

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Assessment
y y y Environmental scan: Internal and external factors of Orange mobile company. Background information: The current position of Orange mobile company. Situational analysis

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Task -3
3.1 Evaluate possible alternative strategies - substantive growth, limited growth or retrenchment for orange company

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3.2 Select an appropriate future strategy for Orange Company by using Ansoff Matrix
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Task .1 Compare the roles and responsibilities for strategy implementation in two different organizations

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In 4 of June 2010 CEO of orange company plans for orange in UK, designed to deliver better quality, innovation and service to its customer and growth for company. He has also announced new network policy which can cover 15.8 million customers across the Britain. The company rollout 450 new 2G base stations across the UK to ensure customers will benefit from best quality coverage and service when using their phones for calls and texts Orange's global R&D unit Orange Labs Orange UK will deliver pioneering new technologies over the next 12 months and beyond, in order to provide its customers with a unique level of quality and experience that no other mobile company can offer. Operations manager Pawel Loj said in 2006 Orange took-up 70% in Poland but still leaves room for growth and they looking at Germen and Swiss market to take-up over 100% is possible and that is what orange looking for! He also said 3000+ intelligent voice server which machine can answer the phone, recognize natural language, guide customer and even anticipate their expectation. In charge of an UK orange store Hasan Cinar said his main responsibility is to keep listening to the needs of various people customers but also employees . He also said he keeps his team committed to deliver the best service to customer.

9 @A B CD EFA C G HID EP

In 31march 2010 Vodafone Chairman sir Joan Bond said Vodafone targeting to maintain growth in dividend per share at no less than 7% per annum for next three years. Mobile voice price declining 10% every year, Vodafone has 1 billion cost program to keep voice price low in future.

Q G R D fG EA

In 8th June 2010 CFO of Vodafone Michel Combes Explains stronger agenda for Vodafone: More commercially focused in Europe, executing on turnarounds and regaining competitiveness in H2 Delivering company-wide focus on free cash flow generation to support increased shareholder return Maintained investment - capital expenditure 6.2b Vodafone telesales manager MiChael Oxton responsible for eight telesales agent which is responsible for eight Outbound Sales Agents and the team result of maintaining 500k revenue per month from existing customers Increased conversion rates from 20% to 30% in a five month period through coaching and support.
Maintained a high standard of Customer Care.

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y Staffs y y One customer at a time ....they can spend more time with customers. They feedback facility to measure staffs performance. y

Vodafone staff now have the flexibility to spend more time with customers developing their business Staff can seize new business leads whilst growing existing relationships

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.2 Identify and eva luate required resource to implement a ne w strategy for Orange Company

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.3 Propose objectives and schedule for achie vement in Orange Company to monitor de ve lopment Strategy

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Figure4.1: Time -table for orange activities in India

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Recommendation: It i t l i ti i i t l t t l t l i ti ,l ll i t ti ll . To be able to be known worldwide, the company must include in their strategy the acquisition and merges, to properly utilise branding strategy. By acquiring, other famous company within the software field, the company can easily enter the marketing arena in the global competition.

Conclusion: The mobile industry has already extended all over the world. Firms who run the business in mobile industry that are categorise as a market structure that is ile C any and it trategi arketing highly competitive. Orange lanning as een t e f s f t is research is that t he Orange ile any as a arket leader in the ile industry . C

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Assignment n Business strategy

Reference:
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) Understanding strategic management . Anthony, . (2 Oxford uni ersity ress.

ed. ew York,

Byars, . ( 9 4) Concept of strategic management: planning and implementation. st ed. ondon, British li rary cataloguing -in-data. Botten, . (2 in-data. ) Business Strategy.
st

ed. ondon, British li rary cataloguing-

) Statistic management: A stakeholder approach . 3rded. Edward, . (2 ew York, Cambridge uni ersity ress. itman, J. and Carl, . (2 western cengage learning. ) The future of business .
th st

ed. SA, South

rant, . (2 ) Contemporary strategy analysis . Blackwell ublishing.

ed. ictoria, Australia,

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Assignment on Business strategy

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