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Introduction - Business Strategy

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Business strategy consider several elements to make successful results and design aims and objectives in the enterprise. In this regard, organisation setting and accomplish goals which contain long term activities in strategic plan. Further, every enterprise contain their aim so that they are able to develop systematic crowd and attract customers as well (Ghezzi, Cortimiglia and Frank, 2015). Business strategy will help to understand performance of the business which drives on increasing and protecting against future risk. It considers support and guidance which requires put test and key elements in business plan. Present report based on the EE company which is one of the largest part of business telecommunication. They consider more advanced digital communication in Britain and delivering mobile with communication services. They more around 553 retail stores and deals with 31 million connections across the mobile and communication services (The UK's most advanced digital communications' company, 2018). Approximately, there are 553 retail stores and services for more than 31 million connections with the network.

For gaining insight information about the present report covers macro environment analysis with PESTLE analysis, Ansoff matrix, etc. Furthermore, it includes strategic capabilities and VRIO model to assess strategic capabilities in the chosen enterprise. In addition to this, Porter five force analysis with devise appropriate strategy to improve competitiveness. At last report carry discussion on Bowman's strategy clock model which consider analysis of strategic direction and option that available to the selected business (Cortimiglia, Ghezzi and Frank, 2016).


P1 Impact and influence of macro environment factors on chosen business

EE company consider several operations and functions in the macro environment to develop their profits and revenue. In this regard, mobile devices and the internet that are the biggest elements consider in telecommunication industry. In addition to this, customer, companies and the government consider their industry to develop outcomes (Wei, Samiee and Lee, 2014). Following factors create impact on the telecommunication industry:

  • Political factors: In the UK, regulation consider major issue. Government and people both possess different ideas to handle telecom industry. Wi-Fi and internet are essential part of customer life. Hence, government acknowledge EE to follow all rules and regulations of the country. In this aspect, it is important to concentrate on the providing important and basic knowledge of education to country's people (Levi-Faur, 2018). Applying job is the online experience which consider on the business website and uploading with essentially aspects. Customers are also believed that internet and data treated in the same consideration of service provided.
  • Economic factors: Furthermore, there are several elements consider in economic factors that create major impact on the telecommunication industry. In this regard, interest rates, inflation, taxes, etc. elements create major impact on the EE company (Frue, 2018). In addition to this, expenses are also created major impact on the selected business to offer plan and build towers and resources. When more houses are build, telecommunication industries expanded. Resources are needed in rural areas to develop effective results in the market. It drives prices as per the location. Amount of customers in an areas and need to consider in systematic manner with different consideration (Schaarschmidt and Kilian, 2014).
  • Social factors: Customer demand and market trends are continuously changed day by day. Therefore, telecommunication industry horizontally grow in limited consideration. For the EE company, specifically it is difficult to expand operations in rural regions. Customers left with less handful of options when it comes to buying internet and other packages (Peitz and Valletti, 2015). However, this industry consider their operations as monopoly, they are regularly considered changes in internet and mobile carrier. It is more important aspect of each person with daily consideration. Social factors are highly impact on the business so that it is essential to maintain effectiveness with advancing results at workplace. As per the customer demand and requirement, the company has responsibility to implement functions. It will helps to focus on the creativity that consider in business (Frank, Cortimiglia and de Oliveira, 2016).
  • Technological factors: Technological factors consider needs and requirement for telecommunication industry in advance consideration. Advancing activities in EE company determines so that they are able to deliver effective results in the market. Furthermore, wireless activities mainly included to move towards the positive aspect in the market to undertake basic needs in smartphone such as voicemail, caller ID (Molle, 2017). Needs leads to more investment in the businesses implemented to lead with strong influence in development through smartphone, computers, etc. In respect to implement the advance technology, the chosen business has advantage to consider their effectiveness at workplace with develop more profits and revenue. In order to make creative functions, the selected business consider advance technology at workplace (Chang and Taylor, 2016). Therefore, they are able to maintain effectiveness and tend to cope up with new things in EE company.
  • Legal factors: Telecommunication industry and global warming create major impact to the industry to reach towards the consumers. In this aspect, EE company need to focus on the development of business through focus on the legislation issues. There are major issues consider that is government, monopolies and customers (MacKenzie and Marks, 2018). However, the chosen business need to follow all rules and regulations in telecom products in international areas to develop industry and outcomes.
  • Environment factors: Furthermore, environmental factors consider climate changes and global warming. It creates major impact on the telecommunication products to reach towards the customers. In this regard, it is important to focus on advance technology implementation and adapt changes as well. Products are come and go. Therefore, it is important to replaced something better (Aas, Breunig and Pedersen, 2015). In this way, previous version consider unemployed in the market. EE company need to focus on their operations that never impact negatively on desired outcomes and effectiveness as well.

Figure 1 PESTLE analysis


Ansoff Matrix

In order to take decision, it is essential to look upon the corporate level outcomes. This is because, it helps to consider right strategic tool with implement Ansoff matrix. It assists to make high growth in the market and implement product portfolio as well. In order to implement the above strategy, following consideration included:

  • Market penetration: In respect to consider Market penetration, strategy has been adopted to grow existing product with growth of the business in existing areas. In this aspect, EE Company need to consider scenario in the telecom industry with different products in same market (Battistella, 2014). Hence, competition goes high which cater to the market and increase share as well. In order to provide right information about the products and services in market, the chosen company able to combine their marketing and sales promotion to grow systematic work.
  • Product development: Market development strategy helps to consider second market growth strategy in the market. In this regard, strategy used to target customers from new place with existing products. Several examples included which consider strength of the selected business in appropriate consideration (Fuentelsaz, Garrido and Maicas, 2015). Hence, specific customers develop towards the specific market. Hence, leverage its strength consider for developing new products by EE company. It helps to increase market share of the company at new place.
  • Market development: In this regard, the chosen business need to implement additional marketing segments in geographical regions. Development of the new market for the products consider as the good strategy which include core competencies that are related with the specific products and experience (Saldanha, Mithas and Krishnan, 2017). Therefore, EE has benefit to implement penetration strategy at workplace. With the help of the global call development, effective results ascertain at business environment.
  • Diversification: Diversification is the most risky element to make high growth which requires product and market development as well. Therefore, competencies develop in systematic manner which assists to focus on the risk compensated and high rate of return. EE company has advantage to diversify their business with includes potential to gain attractive results at workplace. Overall business portfolio risk also reduced in systematic manner at workplace (McDonald and Wilson, 2016). The chosen company enter in new place to develop effective functions and operations in internet and customer services.

M1 Critically analysis macro environment with strategic management decisions

As per the view of Osabutey and Okoro, (2015), macro environment consider major impact on the telecommunication industry. In this regard, EE company get positive and negative both perspective impact on their functions and operations. This is because, overall business portfolio helps to undertaken to gain systematic results at workplace. Furthermore, they need to follow all rules and regulations that create impact on the business performance and outcomes. In this regard, they are able to get proper support and part from the government to take strategic management decisions. Beside this, Czarnecki and Dietze, (2017) argued that Ansoff matrix implementation consider positive impact on the business performance. This is because, it helps to attain more desired outcomes through focus on the innovative characteristics and increase market share as well.


P2 Assessment of the chosen business and conduct assessment with internal environment and its capabilities

Strategic capabilities' means: Strategic capabilities' means ability to make successful employ with competitive strategies. It allows survive and increase value as per time. Strategic capabilities take consideration account on the basis of organisation assets, resources and market position (Coccia, Falavigna and Manello, 2015). Future development outcomes ascertained to measure and noting strategic capabilities. In EE Company, it considers to make positive results with financial viable and growing despite to attain competition in the free market. There are many groups interested to attempt measurement and track strategic capability. Employees are also taken care about it to identifies stable and competitors to make better understanding in the market. Financial analysis and government regulatory agencies have interest in strategic capabilities which play important role to monitor businesses (Buckley and Casson, 2016).

VRIO model

In respect to analysis the whole market, it is essential to look towards the innovations and functions in the business environment. These elements help to focus on the new aspects of EE company that assists to measure its effectiveness and outcomes. Furthermore, it also helps to focus on the desired results at workplace with create certain elements (Aas, Breunig and Pedersen, 2015). It can be understood in the following manner:

  • Value: In respect to include element of value in the chosen business, it has been analysis that firm capable to exploit opportunity with external resources and threat. In this regard, effectiveness will be increasing to target customer in the business (Kim and Mauborgne, 2014). EE company make ensure that their employees have full skills and capabilities to ascertain strong position at workplace. Therefore, business able to implement their strong advantages that are available to make significant advantages.
  • Rarity: In rarity element, there are different resources exit which is consider in the tern of controlling. Therefore, review exist to make significant advantages in the business. With the help of some innovative and creative characteristics, the chosen business able to attain their desired results at workplace easily (Cortimiglia, Ghezzi and Frank, 2016). In order to make sure that hands of relative review consider to attain more systematic functions. As results, EE company able to make their concentration in the new features.
  • Imitability: However, it is difficult to imitate the considerable cost because firm always trying to acquire, develop and replicate the resources and skills. It assists to look towards the some innovative characterises that need to attain desired outcomes and results. With the help of the creative functions, it has been seen that firm able to increase their effectiveness in the different areas of the world (Frank, Cortimiglia and de Oliveira, 2016).
  • Organisation: AT last, organisation consider different aspects that assists to exploit the resources to carry and attain more specific functions. It helps to capture value and make creative performances at workplace (Aas, Breunig and Pedersen, 2015). With the help of the organised value, innovative results will be attaining at EE company. Therefore, it assists to make certain results to determines success. In the following manner, scale of low, medium and high could be consider systematic work performances:




Cost to imitate

Organised to capture value

Comparative implications

Strength/ Weakness

Technological know how





Temporary attainment of competitive advantages


License of spectrum





Relevant competitive advantages


Customer relation





Sustained attainment of competitive advantages


Managerial expertise





Temporary competitive advantages


Service levels of Vodafone





Sustained competitive advantages

Strength distinctive roles and outcomes

Strength and weaknesses

In respect to consider effective results in telecommunication industry, EE continuously grow their operations and functions in successful consideration. They ascertain internal analysis to make creative position in the business (Wei, Samiee and Lee, 2014). Following strength and weaknesses consider to make systematic work performance at workplace:


  • More customers' attraction: In the international market, there are several strengths exist of chosen business that assist to attain more desired results and outcomes at workplace. In this aspect, EE company has maximum number of customers exits that helps to capture more areas of the market to develop their systematic results (Frank, Cortimiglia and de Oliveira, 2016). In this regard, they can easily increase their effectiveness and maintain profitability as well. In order to focus on the business goals, selected enterprise consider their attraction in the different areas of the world. With different aims and objectives, customers could be attracted at workplace. In different areas of the world, the company regularly update their information in different areas of the world easily.
  • The Largest coverage market: Furthermore, another strength of the chosen business is that they cover large market area of the world. This is because, they consider effective functioning in the business environment to cope up with the creativity and innovations. They regularly consider new activities through customers attracted at workplace. With the help of systematic results and outcomes it can be stated that company can make their effectiveness (Fuentelsaz, Garrido and Maicas, 2015).
  • Major areas' consideration: Furthermore, major areas consideration implemented that assists to cope up with the creative results. In addition to this, EE company has develop their operations and functions in major areas so that effectiveness will be develop at workplace. In order to develop significant advantages, it is essential to includes major areas where the business expand their operations easily (Aas, Breunig and Pedersen, 2015).
  • Brand visibility: In addition to this, the company consider their effective brand visibility that helps to focus on the innovative results and outcomes. In this regard, EE company operate their functions and operations to cope up with the innovations and creativity tht helps to attain desired result in the business (Fuentelsaz, Garrido and Maicas, 2015).


  • Brand recall week: However, there are several weaknesses of the EE company exist that create impact on the functions and operations. This is because, their brand consider regular updates and effective results in the market. IN this regard, they need to cope yup with the all functions and operations that assists to attain more effective results in the business. In addition to this, it is important for the chosen business to main their brand in new areas so that effectiveness also develop to make their high position (Wei, Samiee and Lee, 2014).
  • Targeting only individual customers: However, another weakness of the chosen business is that they are only consider individual customer in their business. This is because, their services consider for each person. Hence, EE company unable to target more than 1 person at a time. They also not considering functions and operations towards the group. It need to maintain effectiveness in the new areas so that development of aims and objectives in systematic manner (Fuentelsaz, Garrido and Maicas, 2015).
  • High competition in the market: In the UK, in telecommunication industry, there is high competition so that it reduces company effectiveness to attain more significant advantages at workplace. With this regard, EE Company need to focus on the new activities through they ate able to attain creative results. In this manner, the company not able to develop their advantages in the business (Aas, Breunig and Pedersen, 2015). In addition to this, company need to focus on some innovative and creative characteristic.
  • Require high cost to implement innovations and creativity: In order to look towards customers attraction, telecom industry need to implement new things at workplace. In this regard, it is important to focus on the investment so that EE company need to bear more weakness at their workplace in the consideration of effectiveness. With this regard, target people and attainment of the goals are related with advance technology and effectiveness as well (Fuentelsaz, Garrido and Maicas, 2015).

M2 Critically evaluates strength and weaknesses in the enterprise with internal capabilities, structure and skill set

The company has major part of the customer attraction which assists to attain more effective results at workplace with develop profitability and effectiveness as well. It will help to concentrate on the new investment that helps to focus on the development business in new areas such as developing countries. EE Company has advantages to attain creativity at workplace which helps to focus on the make brand awareness in different areas of the world. Furthermore, there are consider creative development to attain structure and skills set (Cortimiglia, Ghezzi and Frank, 2016). With the help of strength and innovative elements, it is important to focus on the internal capabilities and make functions and operations in the business.


P3 Evaluate competitiveness in UK in telecommunication sector with using Porter Five forces

In order to deal with the international market, it is important to analysis market with implement Porter five forces. In this way, EE company get affected by several elements which need to signify in systematic manner. Following elements are included in this aspect which create major impact on the performance of chosen business:

  • Bargaining power of suppliers (High): In the UK, there is high level of competition among different existence. Therefore, they act as reducing prices to producers. Furthermore, low concentration of suppliers consider many aspects with limited bargaining power (Ghezzi, Cortimiglia and Frank, 2015). Hence, it creates major impact on EE Company to produce systematic results and attain more advantages at workplace. However, different suppliers exist but they produce same products so that it is easier to mix and match the inputs which need to reduce supplier bargaining power. Therefore, it impacts positively on the chosen business environment. When suppliers consider high volume, they perceive less bargaining power so that they have low threaten to cut volume and hurt to suppliers profits as well. It impacts positive on the chosen business to develop systematic work performance (Fuentelsaz, Garrido and Maicas, 2015).
  • Bargaining power of customers (Moderate): In addition to this, customer's bargaining power in UK is also high. This is because, when they require special customisation, they are less likely to switch to producers that face difficulty in EE Company. However, customisation of buyer create positive impact on the desired results at workplace. In addition to this, when produces consider low dependence, distributors considered less bargaining power. It creates positive impact on the business environment (Wei, Samiee and Lee, 2014). Cherish positively on the products consider paying more for particular product. As results, it also creates positive advantages in the business to deal with the innovative outcomes. At last, it depicts that customers have limited choices so that they are paying more on them. As results, it creates positive impact on the desired results which need to consider at workplace.
  • Threat of new entrants (Low): In respect to enter new business, there are several disadvantages occurs at workplace of existing firms. However, in the UK market there is large amount requires deal with the telecommunication operations and functions. Expenses of building is strong distribution network consider positive impact on EE company. Due to high capital requirement, the company need to spend their more time and lot of money to complete their operations in the market (Aas, Breunig and Pedersen, 2015). It considers positive impact on the chosen business to develop their strategy and attain creative results as well. With this regard, it is essential to focus on the some ascertain systematic results.
  • Competitive rivalry (High): Telecom industry consider large operations and function because it is wide enterprise. In this regard, multiple firms and produces consider their outcomes which have steal market share. As results, larger size of the operations impact positive on EE Company. Therefore, it considered effective results to make concentration to weight with analysis. Government policies and regulations dictate with the level of competition in the industry (Fuentelsaz, Garrido and Maicas, 2015). Therefore, it creates positive results to the chosen business in effective consideration. Few competitor's means that there are fewer firms exist for the same customers and resources which consider positive results at workplace.
  • Threat of substitute (Low): Apart from this, in UK market, there are several businesses exist that provide same products and services as the EE Company. Therefore, it is important to look towards the innovative functions and operations in the market. In this regard, it is important to comparable products and services meet with effective functioning. In addition to this, the company also unavailable to produce systematic functions in the business environment (Cortimiglia, Ghezzi and Frank, 2016). Therefore, it is essential to focus on the systematic functions and operations in the business. With this regard, it is essential to make innovations and creative aspects in the business. Therefore, it is essential to focus on the above the more investment.

M3 Devising appropriate strategies to improve competitive edge and market position

In order to concentrate on the market creativity, it is important to focus on the relevant results and outcomes in the business environment. In this regard, it is important to look upon the market demand and requirement (Ghezzi, Cortimiglia and Frank, 2015). According to the competitive edge, EE company need to attain systematic analysis that create major impact on its work and performance. In this regard, it is important to implement strategy that helps to devising different strategies at workplace. Market position of the chosen business also developed in this regard which helps to attain creative results at workplace.


P4 Bowman's strategy clock model in the context of Everything & Everywhere (EE)

Everything and Everywhere is the telecommunication leading company which is highly modifying and goal oriented company. It deals with mobile network, internet service provider and a division of BT group (Fuentelsaz, Garrido and Maicas, 2015). In order to gain the competitive advantage of the organisation company requires to adopting the best possible action plan.

Bowman's model is used by a company while designing marketing strategy to analyse its competitors position. It is based on the diagrammatic representation which shows relationship between customer value and prices (Armstrong, Kotler, Harker, 2015). Micheal porter developed generic strategies which also called porters marketing techniques. Apart from that, it also concludes better environmental growth for the company through they get better objective and required task. It includes eight strategic positions of Bowman's strategy clock.

Position 1: Low Price / Low added value

This is the situation in which no one company wants to be in the position it gives the better option and target market goals to achieve the best productive target market goals. This is the position of bargain basement and companies do not want to be in this position. Generally companies adopt this strategic position when their products and services having lack differentiated value. This might be adopted by the company when they require to adopting effective selling value. Under this situation it only helps company to sustain in the long term market rather than to attract customer focus (Johnson, 2016). This is the another major goal oriented strategy to beat the company objectives and target market goals. In the context of EE they are not considered this strategy into the market conditions. It is the best telecom company with having great demand. It is the another process of making good process of product and service in order to meet the customer goals. Besides,

Position 2: Low Price

A Company can select this option for their product and services when it will be low cost leaders. Low operated product and services are very much profitable for the company profit. It gives low profit margin for the company development (Wei, Samiee and Lee, 2014). Along with that, under this situation company needs to high their sales volume and overall development growth. Low prices strategies market strategy will not cover the company objectives. It will be more low cost producing task and best approachable target market growth. Moreover, another major objective of the EE is that to recover the major target goals and target market. Company provides their services at reasonable process which I affordable (Scholes, 2015). It is the another process of making good task oriented work and better management goals.

Position 3 : Hybrid (Moderate Price & Moderate Differentiation)

It is the another process or target market position in order to full fill the better objective goals. Besides, it also helps to make the better opportunity and growth. It is the overall target market plan in order to enhance the market position. Under this situation, organisation provides their product and services at low prices. In order to gain the market high values such as provides best offers, discounts and target market goals (Ghezzi, Cortimiglia and Frank, 2015).

Position 4: Differentiation

In differentiation option companies invent such product and services which is different from other competitors which is unique. For example EE Outlined brand strategy and 4G LTE network plans. They also planning to enhance the customer services by introducing the best opportunities and growth. They offering different services with more than 700 stores. EE having wide customer reach through they get better response from the customers in order to full-fill the growth opportunity (Sia, Soh and Weill, 2016). Differentiation is the one and only tool which grabs the opportunity and attention of customers. It involves high opportunity and growth for the new development. This short of situation create a competitive edge between the rival firms. For example EE is well known brand in terms of customer services. It also enhances the better opportunity and growth. Moreover, another major competitive growth is that to operate the best possible action plan (Fuentelsaz, Garrido and Maicas, 2015).

Position 5: Focused differentiation

In terms of Focused differentiation generally company perceived high value growth against high prices. On the contrary, companies focused on the quality rather than price, they charged high prices on the behalf of high prices. Besides, it also influenced the best approachable

Target goals to make better appearance goals. Moreover, it will be the great option and complex nature of things (Cortimiglia, Ghezzi and Frank, 2016).

Position 6: Increased price and standard product

In some certain of time company makes some sudden changes in the prices of product and services. This might be creating more advancing process of work. In this situation company enhance the prices without any increase to the value side of the equation. This strategy is not fruitful for the long term process or not very much profitable for the company (Frank, Cortimiglia and de Oliveira, 2016).

Position 7: High Price/Low value

High prices low value is the market it is the another process of making good task oriented (Sia, Soh and Weill, 2016). This is the most required and large making process of oriented process. This is the situation when only one company dealing with the services. Besides, it is the long lasting process for maintaining the company position in the market. It is the moreover, process of making good task oriented work (Ghezzi, Cortimiglia and Frank, 2015).

Position 8: Low value/standard price

This is the another market strategy which is not fruitful for the company and company will definitely loose the market. If company has a low value market of product and services it is the more challenging behaviour and target market goals (Sia, Soh and Weill, 2016).

M4 Tactical strategic priorities and objectives

Strategic management plan is the overall document in which company maintained and set their vision, mission statements which recovers the major goals and target market plans. There are some fundamental components of strategic management will help to achieve the target market goals. Such as mission, vision, overarching strategic results, strategic themes, performance perspective and core values (Wei, Samiee and Lee, 2014). With the help of the tactical strategies, it is important to focus on the maintain aims and objectives. In this regard, focus needed to plan and maintain fruitful results at workplace. As results, it assists to attain more significant advantages. With the help of these activities, to maintain low value market. In the market different activities need to attain to ascertain systematic work performances.


From the above report, it can be concluded that EE company consider their successful operations in telecom industry. Therefore, they perceive advantages to gain more profits and market share in systematic aspect. With the help of the innovation and creative aspect, they can attain desired results in the new areas. Furthermore, it considers discussion on PESTLE analysis to focus on the market assessment which create impact on chosen business. In addition to this, it also assists to attain creative results in the market to focus on the new strategies which undertaken on the basis of strategic assessment. Moreover, it determines discussion on Ansoff Matrix which helps to attain more systematic work performance through business development. There are different kinds of four strategies explained that helps to focus on the development of market.

In respect to consider major analysis, report articulated about the strength and weaknesses of the business. It will help to attain more creative and desired results in the EE Company. They are also developed innovation and creativity so that more customers could be attracted at workplace. With the consideration of major business, analysis consider porter five forces analysis to identify impact of different elements in the market.


Books and Journals

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  • Saldanha, T.J., Mithas, S. and Krishnan, M.S., 2017. Leveraging Customer Involvement for Fueling Innovation: The Role of Relational and Analytical Information Processing Capabilities. MIS Quarterly, 41(1).
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  • Wei, Y.S., Samiee, S. and Lee, R.P., 2014. The influence of organic organizational cultures, market responsiveness, and product strategy on firm performance in an emerging market. Journal of the Academy of Marketing Science, 42(1), pp.49-70.


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