RQF-Unit-32, Unit Level-5 - Business Strategy – Unit Code –K/508/0574

TABLE OF CONTENTS

EXECUTIVE SUMMARY.................................................................................................................................. 3
BACKGROUND OF BT..................................................................................................................................... 4
INTRODUCTION............................................................................................................................................ 4
L1 ANALYZING IMPACT OF MACRO ENVIRONMENTAL SITUATION ON BRITISH TELECOMMUNICATION
COMPANY..................................................................................................................................................... 5
L2 INTERNAL ENVIRONMENT OF BRITISH TELECOMMUNICATION AND ITS CAPABILITIES................................8
VRIO FRAMEWORK...........................................................................................................................................8
VRIO ANALYSIS OF BRITISH TELECOMMUNICATIONS, PLC...............................................................................................8
SWOT ANALYSIS.................................................................................................................................................10
EVALUATION FROM VRIO AND SWOT.......................................................................................................................11
COMPANY’S INTERNAL AND EXTERNAL ENVIRONMENT AND ITS POLICY STANDARD............................................................11
STRATEGIC CAPABILITIES..........................................................................................................................................11
L3 MARKET SITUATION AND POSITION ANALYSIS......................................................................................... 12
PORTER’S FIVE FORCES...................................................................................................................................12
BARGAINING AUTHORITY OF SUPPLIERS.....................................................................................................................12
BARGAINING POTENTIAL OF BUYERS..........................................................................................................................13
THREATS OF ALTERNATE PRODUCTS OR SERVICES.........................................................................................................14
L 4 STRATEGIC DIRECTION FOR BRITISH TELECOMMUNICATION PLC.............................................................15
PORTER’S GENERIC STRATEGY FOR COMPETITIVE ADVANTAGE ......................................................................................15
BUSINESS STRATEGY BT COMPETITIVE ANALYSIS..........................................................................................................16
BUSINESS STRATEGY BT COMPETITIVE ADVANTAGE......................................................................................................16
CULTURE...............................................................................................................................................................17
CONCLUSION.............................................................................................................................................. 17
RECOMMENDATIONS.................................................................................................................................. 18
REFERENCE................................................................................................................................................. 18
Table of Figures......................................................................................................................................................19

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 RQF-Unit-32, Unit Level-5 - Business Strategy – Unit Code –K/508/0574

BUSINESS STRATEGY
“TELECOMMUNICATION SECTOR (UK)”

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ASSIGNMENT

ON

BUSINESS STRATEGY
“TELECOMMUNICATION SECTOR (UK)”

Submitted

To

(………………….)

Submitted

By

(...................................)

(Student ID No..........................................)

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Executive summary

This business strategy report performs a depth evaluation and analysis of British
Telecommunication PLC, by using different methodologies for understanding its position in
the fast growing technological competitive market, besides that Base upon devaluation of the
position of the company and its competitive fewer suggestions are also provided in the report
and it should applied and achieve better quality of products and services for the customers
and it make BT more powerful.

The retention and expansion of customers depends on total quality management, more over
the globalization issues also been taking concern as vital issues and had been concluded with
recommendations for future betterments of BT and grind their competitive advantages within
the market.

Background of BT

British Telecommunication is one of the oldest telecommunication companies in the world. In

1846 The Electric Telegraphic Company Established, but collaboration, merger and at last all
transferred to state control under the Post Office. The Carter Committee Report suggested In
1977 to make it two corporations based on two services. British Telecommunication Act
1981leads to take responsibility from post offices and made two corporations and BT become
the licence provider of other telecommunication providers also. In the year 1982 government
sold morethan 52% of the shares to private sector and in the year 1984 it privatized and it
issued morethan 50% shares to public.

Introduction
Refers to the Chairman of the British Telecommunication PLC, Jan du Plessis, “We have
made good progress on delivering our strategy, focused around differentiated customer
experience, our best converged network, and creating a simple, lean and agile business.” (BT
Group PLC, 2019),

British Telecommunication PLC is the biggest provider of Telecommunication in United

Kingdom and it had been privatised in 1984. The company has significant presence in global
market and is an important player in telecommunication services and also broadcasting the

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company has its origin in 1980 after the partition of post office and telecommunication Under
the Carter Committee report in 1977. Before the privatization of British Telecom they were
responsible for providing licence for other operators in coordination with the secretary of
state for trade and industry in order to operate telecommunication activities in United
Kingdom.

According to Chief Executive of British Telecommunication PLC, Philip Jansen, “We play an
important role in UK society and provide mission-critical services all around the world. It is
a privilege to lead such a special company, with a great history and a very exciting future. BT
creates value for a large and diverse group of stakeholders.” (BT Group PLC, 2019)

L1 Analyzing impact of macro environmental situation on British

Telecommunication Company

British Telecommunication Company is dedicated to ensure that quality is provided to the

customers, (BT, 2018). British Telecommunication Company is committed towards quality
and medication is reflected in the mission of the company. The company focuses on
developing a business strategy in a customer centric focus while ensuring that share holders
value is assured. The company focuses on engaging and exciting its employees so that
customer satisfaction is achieved through maximization of value that they provide through
their activities.

The vision of the company is to connect the world completely to ensure connectivity between
the different parts of the world by making communication easier. The focus of the company is
to ensure that long lasting relationship is achieved with customers by providing them with
better customer service to make them satisfied true making the life simpler and easier, (BT,
2018). The company is planning to achieve its objective of developing long term customers
by adopting principles that accommodate the regulations of the industry e in United Kingdom
and across the globe while remaining flexible, brilliant and efficient to provide best services
in communication channels to the customers. British telecommunication is having a clear
understanding about the changing situations that it will have to face in the future while
remaining competitive in the industry.

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Business strategy is the set of decisions that is planned by the management to achieve the
objectives of the business. It involves a master plan that is developed by the company
management adventure market competitiveness by carrying out the operations in an
effectively to ensure customer satisfaction and achieve the goals of the organisation.
Corporate strategy is developing to define the strategic objectives and goals of organization,
which focus on achieving these through strategic management activities.

Macro environmental situations can significantly influence the decisions that are made by the
company and its operations in a particular market even though these factors are not within the
control of the company, (Hollensen, 2010). Careful understanding about the market situations
and the Macro environment is essential to develop business strategy that can ensure
competitiveness in the telecommunication industry. Pestel analysis is an efficient method in
which macro environment can be analysed. The political, economic, social, technological,
legal and environmental factors contribute to the success of a company in a market. The
challenges that British telecommunication has faced in Italy is an excellent evidence of how
macro environmental factors can influence business success. Careful evaluation of the macro
environment will help tree structure and reposition the business adventure better capabilities,
competency, compliance and governance, (Vogel, 2018).

Political: British Telecom will benefit from brexit due to higher interest rate which helps to
ease pension liabilities of company.

Economical: acquisition of EE will benefit better synergy that's providing cost efficiency.
With the development of Telecommunication opportunities the chances of merger and
acquisition is increasing.

Social: product differentiation is achieved by bundling the different products to the customers
and the increase the social requirement for different communication services is enabling BT
to achieve better differentiation. The improvement of Technology E and growth in wearables
and smart devices is increasing requirement for connectivity E and telecommunication
requirements, (Vogel, 2018).

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Technological: BT investing in 5G Technology with increase network speed. It will also

achieve economies of scale through the services that it provides in the cloud platforms.
Legal: legal actions pending against BT is a challenge to the company and Ofcom ruling to
separate open reach from BT is also another challenge.

Environmental: BT is focused on ensuring the reduction of carbon emission it is taking

initiative to ensure that its operation is made hundred percentage environmental friendly true
utilisation of renewable energy.

The macro environmental situations indicate that company has to evolve according to the
legal requirements and also to the changing needs of the customers, (Vogel, 2018). The
increasing demand on connectivity will require the company to invest on better Technology
as well as to prepare itself through a committed workforce venture that better customer
satisfaction is achieved. The political situation is paving way for BT to develop better
foothold in UK market.

Ansoff matrix Is utilised to understand the strategies that can be developed for the growth of
the company based on the products and Markets. An evaluation of BT indicates that better
connectivity even increasing requirement from the customers with the advent of smart
devices and wearable gadgets. The provision for penetrating the market with better
communication services and latest 5G Technology is understood for the company,
(JOHNSON G. et al, 2011). Market penetration using the present products can be achieved by
improving better customer service and reducing the cost for the service. Market development
it can be achieved through acquisitions and mergers which will ensure that new market will
be opened for the company.

Figure 1-Ansoff Matrix to develop Marketing Strategy

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Source: Oxford College of Marketing

L2 Internal environment of British telecommunication and its

capabilities

VRIO FRAMEWORK
Jay B Barney developed the VRIO Framework initially for assessing the relevant value of
supplies to a specific organization, (Barney, and Hesterly, 20100. The full form of VRIO is
Value and Rareness of the resource, Imitation Risk, and Organizational Competence. VRIO is
an imperative tool for the study that is focused on the resources. VRIO can be utilized by the
leaders that are present in the markets in Britain for developing a sustainable competing
benefit through the greater perception of the capacity of resources available in the
comprehensive business model in the British Markets’.

VRIO Analysis of British Telecommunications, PLC

The markets in Britain are examined using the VRIO analysis which is an investigation that is
based on the resources by utilizing the specifications given in the case study of British
Telecommunications, PLC. This imperative investigation based on the resources is grounded
on the hypothesis that the decisive resources can contribute the British Markets with a chance

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to develop sustainable competing leverage superior to its competitors in the business,

(Barney, and Hesterly, 2010). And this will, in turn, benefit the British Markets for
experiencing top-notch profits in the business and prevent rival obligations. For the analysis
of British Telecommunications, PLC, four of VRIO's components have been utilized. And
they are:

Valuable: This is the resource which is much relevant to the British Markets. With respect to
Sally E. Durdan, in the case study the human resources, operations management, financial
resources, and marketing expertise which are the significant resources which are precious to
the organization are investigated.

Rare: There is a need for the British Markets to investigate if the resources are worthy to the
British Markets and whether they are unique or expensive to achieve. If the resource is not
unique compared to the prevailing one in the market, then the new competitors who have
emerged into the market can undoubtedly gain entrance to them and access the competing
aspect.

Expensive to Imitate: In the modern aspect, utmost businesses are encountering growing
warnings of interruption. With respect to the information presented in British
Telecommunications, PLC – it appears that the essence of divergence of the British Markets
is challenging to repeat. On a widespread range the duplication of commodities of British
Markets can occur in two methods that are, replication of the commodities of the business,
and rivals emerging with replacement commodities which will agitate the existing business
structure, (Barney, and Hesterly, 2010).

Organizational Subsistence & Capacities to Secure Maximum of the Resources – It includes

how significantly the organization was equipped to secure the relevant, unique and
challenging to duplicate resource in the market. The inquiry of the exploitation level for
products in the British Markets may be made from two viewpoints. Is the company capable of
adequately utilizing the potential of the resource, conversely if it yet holds much confusion?

Frequently the level of exploitation is extremely reliant against the achievement crew and
execution plan of the organization, (Barney, and Hesterly, 2010). So the level of exploitation
is an immeasurable gauge to evaluate the characteristic of human resources in the company.

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Abilities perform to begin or extend beyond experience as a company demands efforts that
develop on its imperative resources.

SWOT Analysis
Strategic capability of a company is defined as the ability to develop strategies to achieve
competitive advantage in a market and to execute the strategy by the proper utilisation of
resources, capabilities and screening of the organisations to increase its value over a period of
time. The strategic capacity e of a company will define its market position by the better
utilisation of resources and Assets of the company by proper implementation of the strategies
developed for achieving competitiveness, (Helms, and Nixon, 2010).
Strength and weakness of the company can be e understood using SWOT analysis and this
internal analysis will help to obtain a proper insight about the position of the company and
ability it has to develop in future.
The strength of the company e is that it has a proper balance sheet with the help of cash flow
incredible financial position. The brand of the company e is a significant strength and it has a
large customer base in United Kingdom which provides it much of its revenue. BT has wide
spectrum portfolio of services and products and is renowned for delivering better customer
experience through quality services and products that it offers.
The weakness of the company e is the lack of international persons especially in the Asia
Pacific region which is large market for telecommunication companies. BT has customer base
in UK but any e economic or Political situation in this region can affect its revenue due to its
focus on a single market. Ofcom ruling which has separated open reach will affect the
branding efforts of the company and is also increasing cost. The pension deficit scandal in the
Italian region is affecting the company and this may her financial position, (Helms, and
Nixon, 2010).
There is significant opportunity for the company in expanding its operations in new markets
and also technical competency will ensure better products to be launched in the market. The
acquisition of EE will improve the synergy and will help market expansion why better
partnership with Hawaii and Nokia will also in sure strategic achievements.
The threat that company will face from the bruit decision is the devaluation of the currency
which will hurt its profitability and also the new regulatory policies and licence requirements
from the government that will increase cost burden on its operations. The increasing
competition and the reducing profits is also another challenge with the company is facing.

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Evaluation from VRIO and SWOT

Evaluating the understanding of frameworks used to analyse internal capabilities it is clear
that BT is a competitive company that have sufficient resources and capabilities to remain
competitive in the market. Human resources and the technological capabilities of the
company is a significant valuable resource that the company is having and the ability of the
company in providing optimised services to the customers ensure that British Telecom is
positioned to meet the challenges of the changing market.

Company’s Internal and External Environment and Its Policy Standard

In the prevailing market situation, great contestants, synthesis beyond international

businesses, developments in technology including the improvement of the
telecommunications division are certain outside circumstances that determine the shift
administration plan of BT. The administrative ability of the company and the degree of the
impulse of its employees are certain domestic determinants motivating imperative
supervision, (Kim, and Mauborgne, 2015). For developing the efficiency of the business, the
plan is the solution for the reason that it leverages the abilities of the people and the business
in an adhesive style. The typical expansion policy for an organization like BT which
investigates industry flexibility and substantiality all through its sequence of actions is an
additional method.

Strategic Capabilities

Incremental approaches are efficient inside the prevailing progressive conditions. Supervisory
confluence is a fundamental determinant in the adoption of an incremental approach for
managing transformation and maintaining advantages. The difficulties of international
opposition have to be perceived inside the comprehensive administrative structure for
powerful diplomatic administration. The incremental method to diplomatic administration is
an acknowledgment to the complicated and modifying the corporate atmosphere,
(ROTHAERMEL, 2014). Therefore, the diplomatic method introduced in an incremental
practice adjusting to differences in the domestic and outside circumstances of the
organization. Conclusions will later be inspired by various objects. BT has moderate levels of
marketing resources compared to its telecommunications assistance though it is regularly
developing in the range of broadband communications. BT has published a drop in sales even

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if it encountered strong interest in 2013. Reasonable or essential company means indicate

elevated decisive abilities that facilitate the business to exceed utilizing alteration or
denotative vital administration.

L3 Market Situation and Position Analysis

PORTER’S FIVE FORCES

Porter Five Forces denotes a comprehensive policy structure which steered the decisive
judgments aside from merely examining the existing rival(s), (Porter, 2008). The focus of the
Porter Five Forces remains on how the BT Group plc can develop a sustainable competing
interest in the industry of Diversified Communication Services. BT Group plc's supervisors
cannot just utilize the Porter Five Forces for developing an imperative place inside the
industry of Diversified Communication Services but additionally is able to examine sufficient
possibilities in the entire sector of Technology presenting unique value statements for the
customers. BT Group plc must maintain each of these hurdles and develop an efficient
restriction to preserve its competing advantage.

How the Intimidations from New Competitors can be tackled by the BT Group Plc.?

• Through modifying innovative services and products. The innovative products not
just make further buyers to the crease but additionally provide the former buyers a
mentality to purchase the products from BT Group Plc’s.
• By developing markets of order for the reason that the fixed price per piece can be
lowered.
• Raising capabilities and giving capital on investigation and advancement. The latest
competitors less probably access a progressive business where the authorized
opponents like BT Group plc persist to establish the criteria constantly. It undoubtedly
diminishes the pane of exceptional values for the innovative organizations
consequently intimidate current opponents in the business.

Bargaining Authority of Suppliers

Most probably, the majority of the businesses in the Diversified Communication Services
industry obtain their raw substances from various suppliers, (Porter, 2008). The suppliers in
an authoritative form can reduce the boundaries of the earnings by the BT Group plc in the

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marketplace. Dominant suppliers in the Technology division exercise their bargaining

capability to obtain greater demands from the companies in the Diversified Communication
Services area. The comprehensive influence of leading supplier trading control is that it
reduces the total advantage of Diversified Communication Services.

How the Bargaining Authority of the Suppliers can be tackled by BT Group plc?

• By creating an effective supply chain with various suppliers.

• By investigating with goods patterns utilizing various substances so that when the
rates of any raw material used are increased then the business is able to substitute with
another.
• Increasing committed suppliers whose trade is confided in the company. One among
the exercises BT Group plc can acquire from Nike and Wal-Mart is how those
organizations originated third-party operators, whose trade entirely rely on them,
therefore, building a situation where those third-party businesses become significantly
weaker in terms of capability to bargain to Wal-Mart and Nike.

Bargaining Potential of Buyers

Customers are usually a necessitating lot. They require purchasing the high-grade
contributions accessible by spending the least reasonable amount. This exerts stress on the
profitability of the BT Group plc in the long track. The less and exceedingly strong customer
support is of BT Group plc the greater the negotiating ability of the consumers and greater
their capacity to endeavour growing discounts and offers.

How the Bargaining Potential of Buyers is tackled by the BT Group plc?

• By creating large support of clients. This remains significant in two methods. It will
decrease the negotiating capacity of the customers and will additionally present a
chance for the organization to establish its process of selling and production.
• By swiftly ground-breaking innovative outputs. Buyers frequently demand discounts
and gifts on authenticated commodities therefore, if BT Group plc retain developing
new products next it can restrict the transaction authority of customers.
• The latest products will additionally decrease the deficiency of subsisting consumers
of BT Group plc to its opponents.

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Threats of Alternate Products or Services

While an innovative service or product satisfies comparable requirements of the customer in

various forms, the profitability of the business is affected. For instance, services such as
Google Drive and Drop box are a replacement for storage hardware drives. The intimidation
of a replacement service or product is huge if this gives a value hypothesis that is uniquely
distinct from the existing contributions of the business.

How the Threat caused by the Substitute Products / Services is tackled by the BT Group plc

• By remaining service determined preferably than merely being product orientated.

• By knowing the primary demand of the buyer preferably than whatever the buyer is
purchasing.
• By improving the switching value for the consumers.

The competition between the Present Competitors

If the competition between the present opponents in business is strong then it will push down
costs and reduce the comprehensive profitability of the business. BT Group plc functions in a
highly competing Diversified Communication Services business. This rival(s) affects the
entire extended profitability of the business.

How BT Group plc can grab Strong Opposition amidst the Current Contestants in the
Diversified Communication Services business

• By developing a sustainable separation

• By creating a measure for playing properly
• Co-operating with opponents for increasing the size of the market preferably than
merely striving for small businesses.

Indications of Porter Five Forces on BT Group plc

By examining all the five competing powers BT Group Plc administrators can obtain a
comprehensive knowledge of what influences the organizations' profitability in the
Diversified Communication Services business. They will recognize revolutionary courses
ahead on and can quickly reply to utilize the developing possibility, (Vietor, 1989). By
following the Porter Five Forces in magnificent feature BT Group plc’s administrators can
mould those powers in their support.

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L 4 Strategic Direction for British Telecommunication Plc.

Porter’s Generic Strategy for Competitive Advantage

The four generic strategies recommended by Porter for gain competitive advantage are
connected with the extent to where the scope of the business activities, such as narrow versus
broad and differentiation of products. The sustainable competitive advantage is essential and
to achieve it is challenging. The Generic Strategy used to position itself in market by
organizations, besides that cost leadership strategy used to positioning in market as cost
leader with cost focus. The differentiation strategy focused to provide differentiated products
to customers that competitors’ are face difficulty to imitate and cost strategies or focused
differentiation aimed at a focused niche of customers in market supplying to customers by
either cost focus or differentiation in those specific niche.

The generic strategy of British Telecom focused differentiation, such as providing customers
advanced technology based services, moreover focused to provide sports viewership to sports
enthusiastic through BT sports channel to give priority to global sports enthusiastic.
Figure 2-Porter's Generic Strategies

Source: - (Tutor2u, 2019)

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Business Strategy BT Competitive Analysis

The important characteristic of the incremental approach is that it remains decentralized and
it acknowledges the changing environmental difficulties. BT is confronting a deteriorating
socioeconomic ambiance at a point in which the incremental method estimates for the
aforementioned variable. An incremental approach permits the company to accomplish its
purpose by connecting the division separating long spun as well as small term intentions
inside a dynamic situation. The organizational scheme accompanied by a probability strategy
following the landmark research which is carried by Vietor, (989). When an organization
encounters a challenging situation, the incremental approach is considered reliable than
innovative or rehabilitate policies on record of the challenging circumstances encountered by
the business. Being a British MNC that has to sustain global rival(s), BT must go for an
incremental approach to expand its possibilities and transactions. The extent to which the
background of an organization is globalized further impacts its expansion plan.

Business Strategy BT Competitive Advantage

BT requires estimating the comprehensive range of contestants by an incremental strategy to

improve administration. Porter (1980) has explained that companies must acknowledge the
performance of an organization which is offering the alike commodities together with the
performance of suppliers, opponents providing replacement commodities and the consumers
themselves. An incremental plan facilitates organizations like BT to produce a universal
aspect of the business to improve marketing flexibility and increase earnings. Competitive
advantage must be addressed throughout a plan recommended by Porter demonstrated below:

Ansoff (1985) has explained whereby organizations must additionally improve the plan
retaining the course of significant resources used for production. They must likewise
acknowledge how they can influence non-market players. Nonmarket players or imperative
business associations additionally hold an influential part to engage in determining the
improvement plan of a company, (Karnani, 1984). BT must accompany a cost-effectiveness
policy concerning economical value preferably than striving for product exclusiveness as
there exists several competitors offering excellent assistance in the aforementioned division.

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Culture

The culture of a company too performs an essential part in determining the policy it chooses.
The expertise of the company rotates round the resource, experiences, and plans along with
its proficiency. Perspectives and additional subjective constituents indicate the culture of an
organization. BT has a unique work culture. It concentrates on the fulfilment of projects and
the accumulation of critical obligations. The organizational culture of an organization
determines its progress in modern accounts. BT requires pursuing an incremental approach on
how it modifies to evolving universal and native background so that it can retain itself among
its rivals. The selection of an imperative administration strategy is positioned on various
significant factors like company’s imperative abilities, competing interpretations, competing
for support, and culture.

A company must hold a policy that can face the hurdles of its inside or outside conditions
(Vogel, 2018). Accordingly, an incremental approach will be absolute for intensifying the
viability of business systems and the flexibility of British Telecom. Examine the staff,
construction, operations and economic resources to be critical determinants in each policy for
innovation supervision. An incremental approach supports a likelihood method that is
excellent for British Telecom.

Conclusion

An incremental program to imperative administration will begin regarding this alteration for
British Telecom, even though the change control methods must hold an interest for workers.
Companies that require causing higher than persist ought to improve themselves to balance
up to opponents. Change supervision plans possess consolidated several techniques like
inclusive quality control, criticizing, reconstitution, social transformation, and inversion in an
effort to increase their profit perimeters. British Telecom requires accompanying a
transformation agenda that tracks the change in a form that is adjustable and continues in
involvement amidst the incremental approach of adjusting to modifications. Likewise, several
businesses disappoint to advance exceeding a definite limit while it reaches to accumulating
business share due to the reason that they do not expect variation with respect to
circumstances like improvements in technology and technical rival(s). Indeed, a transition
control plan on the basis of an incremental strategy can hold several traps.

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Predicting development is not obvious. In several occasions, market investigators might be

foretelling a course that is temporary. Kotter’s 10-year of deeper investigation in over 100
organizations discovered an ineffective change administration plans disappointed to create
the importance of expressing a concept that might be related properly to produce around a
comprehensive development.

Businesses require being reasonable and practical in their ambitions. Solely then the change
control plan succeeds in a perfect insight. Restrictions to the change control plans proposed in
this writing involve accelerated developments in the administrative structure, unexpected
discoveries, and improvements in the area of technology moreover the necessity of business
vision. Actual alterations need innovative schemes that will yield productive clarifications to
obstacles. A change management program on the basis of an incremental approach will
benefit only if firm employees hold the vision to see achievements and losses in wrong ideas.

Recommendations
Recommended product diversification based on changing technology, and cost leadership , in
specific, follow Ansoff Matrix and Porter's Generic Strategies.

Reference
1. ROTHAERMEL, F. (2014) Strategic Management. 2nd Ed. Maidenhead: McGraw-
Hill.
2. JOHNSON G. et al (2011) Fundamentals of Strategy. 2nd Ed. Financial
Times/Prentice Hall.
3. Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regnér, P.,
2014. Exploring strategy. Financial Times Prentice Hall.
4. Chan Kim, W. and Mauborgne, R., 2015. Blue Ocean Strategy, Expanded Edition:
How to Create Uncontested Market Space and Make the Competition
Irrelevant. Harvard Business Review Press, Boston, Massachusetts.
5. Hollensen, S., 2010. Marketing management: A relationship approach. Pearson
Education.
6. Helms, M.M. and Nixon, J., 2010. Exploring SWOT analysis–where are we now? A
review of academic research from the last decade. Journal of strategy and
management, 3(3), pp.215-251.
7. Barney, J.B. and Hesterly, W.S., 2010. VRIO framework. Strategic management and
competitive advantage, pp.68-86.

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8. Porter, M.E., 2008. The five competitive forces that shape strategy. Harvard business
review, 86(1), pp.25-40.
9. Karnani, A., 1984. Generic competitive strategies—an analytical approach. Strategic
Management Journal, 5(4), pp.367-380.
10. Vietor, R.H., 1989. Strategic Management in the Regulatory Environment: Cases and
Industry Notes (p. 23). Englewood Cliffs, NJ: Prentice Hall.
11. Vogel, S.K., 2018. Freer markets, more rules: Regulatory reform in advanced
industrial countries. Cornell University Press.
12. BT. (2018). About BT. Available:
https://www.btplc.com/Thegroup/Ourcompany/Ourvalues/index.htm. Last accessed
20th May 2019.
13. BT Group PLC, 2019. BT Group PLC. [Online]
Available at:
https://www.btplc.com/Sharesandperformance/Annualreportandreview/2019summary/
[Accessed 05 July 2019].
14. Tutor2u, 2019. tutor2u.ne. [Online]
Available at: https://www.tutor2u.net/business/reference/porters-generic-strategies-
for-competitive-advantage
[Accessed 5 July 2019].

Table of Figures
FIGURE 1-ANSOFF MATRIX TO DEVELOP MARKETING STRATEGY ............................................................................................7
Figure 2-Porter's Generic Strategies.......................................................................................................................15

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