Etisalat Marketing Strategy Essay - 825 Words

Etisalat's Strategy and Solutions to Compete in the Global Market (Essay Sample) Content: Etisalats Strategy and Solutions to Compete in the Global MarketNameInstitutionDate of Submission Introduction Etisalat is a leading telecommunication company globally offering a variety of communication solutions for mobile and data to content providers, mobile operators, ISPs, international telecommunication companies, local and international businesses, and individuals (Etisalat, 2014). By the year 2010, the revenues of the company were approximated at AED 31.9 billion (McArthur et al., 2012). The companys headquarters are in Abu Dhabi. It is the largest telecommunication company in the Middle East and Africa with its market value exceeding AED 80 billion. The figure below provides a summary of the revenues of the company by 2010.
Source: HYPERLINK "https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPMJ7cvmTkplA9d4b6NZXa9V_r9R7vjLY7l6vQJ9tJ2pYV20ER6E8HzyUkc6lUoSeMsG6bxT8M4x414UsBQJWfulFFfkVn5IWM3e73ubBHrcfy2zzdCQxd98Eb1v9B7JYHQYxIaa9kv0c/s1600/fig+2.bmp"https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPMJ7cvmTkplA9d4b6NZXa9V_r9R7vjLY7l6vQJ9tJ2pYV20ER6E8HzyUkc6lUoSeMsG6bxT8M4x414UsBQJWfulFFfkVn5IWM3e73ubBHrcfy2zzdCQxd98Eb1v9B7JYHQYxIaa9kv0c/s1600/fig+2.bmp In America, the Middle East and Afri ca, Etisalats credit ratings place it at the top (McArthur et al., 2012). Globally, it is rated in the second position among other telecommunication companies by the Fitch scale. The moodys rating and the SP rating, it is the fourth highest globally (McArthur et al., 2012). This presents a powerful and very competitive telecommunication company both locally and internationally. The success of this company depends on its effective business strategies and marketing intelligence. Strategy The strategic approach of the company is determined on the needs of the region and specific country. They are defined based on the companys global strategies that focus on market leadership, innovative practices and customers (Etisalat, 2014). The most common strategy that the company employs in its internationalization process is acquisition and merger. For instance, the company enhanced its presence in the Asian markets by purchasing PTCL, the largest telecommunication company in Pakistan in 2006 ( Al-Ghamdi, 2010). The company also employs huge resources in establishing itself in emerging markets such as Nigeria, India, Egypt, Sudan, Jordan, and Sri Lanka (McArthur et al., 2012). Thus the companys strategy is focussed on providing telecommunication services for developing and emerging economies as well as providing other telecommunication services in the developed economies (Etisalat, 2014). The company also collaborates with other global telecommunication companies in the development of the submarine cable as an approach for it to meet the ever increasing demand for broadband services. A combination of this services and high levels of diversification including voice communication and internet communication enables this company to increase on its global competitiveness. The table below shows the growth patterns of the company
Source: HYPERLINK "https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5zV2PpMBsPGk5dbNFiGFxsKIRoFMjHxfUkWpVq27MRW5UhSyucZnX-W84gouvMMuyiTYxrncGJgk5yBW3Zom4UO1XU1_Tv0iusp7oXr26-wSu80DLsdI6GW-VBzHEKitFn46x8jQqh8Y/s1600/fig+4.bmp"http://1.bp.blogspot.com/-PCPAvFy_aRo/Tep fuE6vpkI/AAAAAAAAAeY/YeCMrNAVhRo/s1600/fig+4.bmpBusiness and Consumer Solutions The communication services provided by Etisalat include internet, mobile, and fixed line services. Other than being the largest voice carrier in the Middle East region, the company serves as an internet hub providing internet connectivity for internet service providers in the Middle East and Africa. The company has various services for consumers, businesses and telecommunication providers. For instance its all-in-one service combines three most common services landline services, cable TV and broadband internet in a single network access (Etisalat, 2014). The company also offers a high speed, private and secure network to businesses through an express connect service that is based on multiprotocol label switching (MPLS) (Al-Ghamdi, 2010). Other services include the yellow pages portal, and submarine cable installation. Supply Chain Since this companys operations have numerous prod...