Strategic Management

Etisalat

Introduction

•Telecommunication giant in the UAE

•Etisalat keeps people connected

anywhere in the world

•Latest telecommunication services

provider to its customers

•Main services include internet, TV and

fixed and mobile telephony

Vision and Mission of Etisalat

• The vision of Etisalat is:“To enable customers to be unaffected by matters of distance”. • Etisalat has created a world where people move

around the globe effortlessly while staying in touch with friends and family

• Etisalat provides fresh opportunities that allow supply of new products and services to all who want to but

• Etisalat has strategic power around the globe• Mission statement of Etisalat is:“we work together as one team to satisfy customer requirements in telecommunications services and technology in friendly efficient manner”.

Corporate Strategy•Main focus of corporate strategy of

Etisalat is:- Strong cash position- Differentiated products- Low prices•Strategic pillars of Etisalat are:- Service offering- Customers experience- Operational excellence•Etisalat provides differentiated products

of media and entertainment through tis service offering

Sub Strategies of Etisalat• The ENGAGE strategy of Etisalat is evolution

of its existing strategy, and includes:- Run the corporate strategy process that is comprehensive- Conduct review of corporate portfolio- Define corporate strategy, vision and mission

of Etisalat Group• The group wise strategic initiatives of Etisalat are:- Broadband services- Digital Services- Procurement/Non-procurement Spend- Infrastructure sharing

Sub Strategies of Etisalat Continued……

•Openness, energy and enablement are core values of Etisalat’s strategy

•Etisalat nurtures dynamism and energy needed to achieve the best in its business

•Etisalat’s policy is based on:- Honesty - Openness and fairness to suppliers,

customers and employers- Create sociable and friendly atmosphere

to work in- Help people reaching their goals

Sub Strategies of Etisalat Continued……

• Etisalat management realizes that actual empowerment is possible with education • Etisalat is engaged to provide quality education

with:- Etisalat College University- Etisalat Academy• The courses offered in these institutes include:- Business Administration- IT- Basic Science- Information Security- Communication Engineering- Computer Engineering- Electric Engineering

Functional Level Strategies

•Functional level strategies of Etisalat are based on optimization of technology and manpower•SERVE program of Etisalat is aimed to

improve customer experience and employee satisfaction

•Etisalat’s People Capability Building program is aimed to strengthen strategic abilities of the staff

•340 of Etisalat employees were awarded Excellence Performance Award Ceremony 0f 2011

Functional Level Strategies Continued….

•Etisalat introduced REYDA program to provide better training in

leaderships skills and strategy development in more than 50 Etisalat calibers•Main elements of REYDA training include corporate challenges, academics and rotating work assignment in various functions, organizations and countries

Execution/Implementation of Strategies

• The steps involved in strategy execution are as follows:

1. Strategic planning2. Uncertain environment3. Clear strategy4. Managing integration in the organization5. Managing culture6. Managing change7. Managing performance8. People9. Allocation of resources10. Organization culture11. CEO and leadership12. Knowledge management of execution

Execution/Implementation of Strategies continued…..

The execution of corporate strategy of Etisalat

is based on following pillars:

•Enrich experience of Etisalat customers

•Nurture more advanced technologies

•Achieve leadership in broadband services

•Govern decisively

•Develop with sustainable portfolio and

•Excel in execution

Conclusion

•Etisalat has three core values at the core of its corporate philosophy: openness, energy and enablement

•The corporate strategy of Etisalat is based on aim of developing strong cash position with differentiated products; and keeping the prices low

•In order to achieve the goals set in its corporate strategy, Etisalat has evaluated various integrated tools to give more comprehensive view of growth opportunities and workforce skills.