THE MARKETING STRATEGY ANALYSIS OF BT GROUP PLC

THE MARKETING STRATEGY ANALYSIS OF BT GROUP PLC

BT GROUP PLC

INTRODUCTION

Information systems are transforming the way the businesses are conducted and how the products and services are provided. We need a broad comprehension about information systems in order to achieve higher levels of productivity and effectiveness in factories and offices.

In this assignment we are going to identify and analyze the major telecommunication company in Europe, British Telecommunication (BT) through its key elements, mission statement, key business process and environmental factors, as wells as, strengths, weakness, threats and opportunities to the organization and the critical success factors involved.

Finally, based on the above analysis we are going to propose a specific information system to support each of the level of the management upon information requirements of British Telecommunication.

Sector:

Services

Industry:

Communication Services

Services:

BT is a UK wide communications solutions provider with a global reach in the business market.

Employees:

99,900

Competitors:

Cable & Wireless Plc - CWP, Deutsche Telekom AG - DT, France Telecom - FTE.

Historical Development: The British Telecom begins with the introduction of the first commercial telegraph service in the nineteenth century. At that time, the state was controlling all the telegraph and telephone. All the telegraph companies were submitted to the Post Office Company control. The United Kingdom telegraph and telephone services were provided by the General Post Office (GPO) in competition with a few private companies. In 1896, the GPO took over the private sector, becoming the monopoly supplier of telegraph and telephone services in 1912. The GPO ran and developed the British Telephone sector till 1965, at that time, the British Government established a "Steering Group on the Organisation of the Post Office", the GPO was divided into five different divisions: Post Services, Telecommunications, Saving, Giro and National Data Processing Services.

The British Telecom Act. 1981, transformed the responsibility for telecommunications services from the Post Office, in respect of introduce competition into the UK telecommunication market, also other operator got license to run and develop telecommunications systems, as the public telephone network and instruments supplied to the market.

The strategies of alliances provided to BT a structure of a telecommunication corporation. Moreover, in 2000, BT made public plans to set about of five different business expansions: BT Retail, BT Wholesale, BT Global, BT Openworld, BT Exact. BT Group has re-focused its core activities on voice and data customers primarily based in the UK and elsewhere in Europe - a fiercely competitive market but one in which BT's businesses have a wealth of expertise on which to build. These business units are:

BT Global Services - BT's global managed services and solutions provider, serving multi-site organisations world-wide.

BT Wholesale - runs BT's networks and provides network services and solutions to other communication companies.

BT Exact - BT's research, technology and IT operations business, helping our customers gain maximum advantage from communications technology, by combining an in-depth knowledge of networks and networked applications.

BT Retail - serving end business and residential customers. And the prime channel to market for other BT ...