Re the 3 individual assignment (assignment #2 on Strategic Management), pls see instruction as follows:
Compare and contrast 2 telecommunications companies in Hong Kong
Writer A (previously work on Star TV assignment) - Peoples vs SmarTone
Writer B (previously work on PCCW Directories YP) - PCCW mobile vs One2free
Writer C (previously work on Nokia Mobile) - Peoples vs CSL1010
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Strategic Management – Compare and contrast 2 telecommunications companies
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Following are 3 assignments
1) Peoples vs SmarTone (Star TV writer)
2) PCCW Mobile vs One2Free (PCCW Directories writer)
3) Peoples vs CSL1010 (Nokia writer)
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– submit each assignment in essay format with the following requirements:
Requirements: ( FOCUS MORE WRITING ON COMPARE AND CONTRAST STRATEGY )
1. Describe the industry environment.
2. Compare and contrast the business level strategy of these companies.
3. Assess if the strategy chosen is the best strategy, and if not, recommend the strategy you believe should be adopted.
4. Essay format with Harvard’s style referencing that includes INTRODUCTION, above-stated REQUIREMENT and CONCLUSION.
· Introduction: this states the purpose and structure of the essay, and identifies the main theme or proposition that you are trying to prove. You should specify the scope of your coverage (what you have chosen to focus on) and why you have chosen to direct your focus in the way you have chosen. It tells the reader what to expect
· body: to build a logical argument that supports the main theme or proposition. Use theory and examples to explain your argument.
· Conclusion: you need to draw together your key points to demonstrate that you have supported your theme or proven your proposition. The conclusion needs to be consistent with both the introduction and body of the essay.
5. 2000 words needed for each above – mentioned assignment
Textbook-Strategic management: an integrated approached – by hill/ jones/ galvin/ haidar- 2nd Australasian edition
Essay Outlines:
1. Describe telecommunication industry
2. ● Corporate mission and major goal :
Describe the mission statement and major goals of the organization and explain why organization use these statement : Corporate mission – which is the first key indicator of how a company views the claims of its stakeholders. The purpose of the mission statement is to establish the guiding principles for strategic decision making. The mission sets out why the organization exists and what it really wants to do. In this case, broad mission statements maybe considered to be adopted to allow them flexibility in what they do, whereas other companies have not thought exactly where they want to be and how they will get there.
● Abell’s approach :
Identify Abell’s 3 key components that can help in defining a business by using Abell’s approach which stresses the need for customer orientation and business definition. In terms of Abell framework to its business in three dimensions: Who is being satisfied (what customer groups), What is being satisfied (what customer needs) and How are customer needs being satisfied (by what skills or distinctive competencies) – require a diagram on Abell’s framework for defining the business
● Business Ethics :
Identify the ethical decision in the organization
● Galbreath, J 2006, Corporate Social Responsibility (CSR) strategy:
Identify the 4 basic strategies a firm might choose to pursue with respect to (CSR) : Shareholder strategy; Altruistic strategy; Reciprocal strategy and Citizenship strategy
3. Describe Environment:
a) External Analysis : Industry opportunities and threats
· Porter 5 forces
Risk of new competitors – brand loyalty, economies of scale, government and sociocultural, government regulation.
Rivalry among established firms – industry’s competitive structure, demand (growth and decline) conditions in industry, product/ service differentiation and high strategic stakes
Bargaining powers of suppliers – their products have few substitutes and are important to buyers. Suppliers can vertically integrate forward to compete with buyers and buyers can’t integrate backward to supply their own needs.
Bargaining power of buyers – buyers may be consumers (end-users) or distributors (dealers or wholesales), buyers can switch suppliers at low cost or buyers can easily vertically integrate to compete with suppliers.
Threat of substitute products – the competitive threat of a substitute product increases as it comes closer to fulfilling a similar function to the original product and the existence of substitute products may create price limits on the original.
● Role of the Macroenvironment :
Macroenvironment can affect a company through Political forces, Legal forces, Technological forces, Economic forces, Sociocultural forces and Demographic forces.
b) Internal Analysis : Resources, Capabilities, Competencies and Competitive Advantage
· The value chain – the activities that are necessary for transforming inputs into outputs that customers value (Research and development > Production > Marketing Sales > Service).
· The 4 generic building block of Competitive Advantages : efficiency; quality; innovation and customers responsiveness. Distinctive competency – a unique strength that allows a company to achieve superior efficiency, quality, innovation or responsiveness to customers. It may be the skill to manage resources better than competitors do or the possession of a uniquely valuable resource and the ability to exploit that resource effectively.
4. Compare and contrast business-level strategy :
Describe what is business-level strategy.
· Choosing a generic business-level strategy. They can choose from 3 basic generic competitive approaches : (cost-leadership strategy, differentiation strategy and focus strategy ) and compare and contrast the above-mentioned (selected accordingly) two companies– (price, market penetration, product development, market development and product proliferation)
CLS1010, SmarTone, and PCCW – using differentiation strategy
One2Free – using focus strategy
Peoples – using cost leadership strategy
5. Comment on appropriateness of strategy
· Strategies to manage rivalry in mature industries
– Industry over-capacity may lead to lower prices and price competition
– Excess may result from technological factors and new entrants
– Capacity control strategies: preempt rival firms by building capacity ahead of anticipated increases in demand, indirect coordination with rivals firms to keep industry-wide capacity in line with demand.
MAIN POINTS ARE HIGHLIGHTED IN TURQUOISE
Re : ‘PCCW’ vs ‘One2Free’ (HK mobile telecommunication strategic management comparison)
Pls have the writer for my previous PCCW Directories Ltd (Yellow Pages) assignment on strategic management assign #1 to help.
For his/her quick info, pls see attachedc my final version on assignment 1 (PCCW Directories which I amended most from your writer’s draft). I think it will give more insight to your writer on what we need and guess some PCCW company info in the essay may help your writer to work on this Assignment 2 (PCCW mobile service versus One2Free).
For this Assignment 2, pls note that PCCW always highlights itself with a total ‘quadruple play’ offer that includes fixed-line, broadband Internet, broadband pay-TV and mobile services, and provides one-solution with its strong telecommunication technology, say its NOW TV (pay-TV) can be viewed on PCCW mobile phone and PCCW Yellow Pages on mobile……
One2Free was first launhed in 1996 by CSL to introduce, for the 1st time, a lifestyle brand aimed at the YOUNG and dynamic market segment. But recently in April 2008 it re-brand itself and to provide customized solutions aimed at every family member, considering the Hong Kong mobile services enviroment (almost every adults and many school boys got one mobile).
* Telstra bought the remaining 40% stake in CSL from Hong Kong’s telecoms giant, PCCW in 2002. (http://news.bbc.co.uk/2/hi/business/2077458.stm)
One2Free official website :
http://one2free.hkcsl.com/jsp/abouto2f/about_us.jsp
PCCW mobile services :
http://www.pccwmobile.com/?lang=en
http://www.pccw.com/eng/Products/ForYourHome/MobileServices.html
PCCW (group) website :
http://www.pccw.com/eng/
Credit:ivythesis.typepad.com
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