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Etisalat : International Market Entry Strategies

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To identify the international market entry strategies of Etisalat by considering the current situation of Sri Lankan telecommunication industry

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Etisalat : International Market Entry Strategies

  1. 1. International Market Entry Strategies
  2. 2. Overview  Entry strategy  Market research carried out and how they decided on the country and partners  Current problem associate with export marketing  Competitors and their key strategies  Cultural implication  How does the company objectives to connect to the entry strategy
  3. 3. GOING GLOBAL
  4. 4. Entry Strategy
  5. 5.  Problem with Strategic Alliances  Entry strategy: Acquisition tigo  Buying a company = Buying Human+ Technological+ Administrative assets  Quick access to an existing customer base+ employee base
  6. 6. Problems associate with the entry strategy and how they have overcome those Threat of new entrants Threat from substitute Bargaining power of suppliers Bargaining power of customers Industry Rivalry
  7. 7.  Threat of new entrants  Bargaining power of suppliers  Threat of substitute products  Bargaining power of customers  Competitive rivalry within the industry
  8. 8. Market research carried out and decision on the country and partners  Demographic characteristics  Target location description  Cultural characteristics “Our corporate strategy targets to cover geographical areas where there are cultural similarities, links and relations between the people.”
  9. 9.  Workforce characteristics literacy rate being over 90.8%  Relevant trade and investment policies and laws Telecommunication Regulation Commission (TRC)  Political stability
  10. 10. Current problems associate with export market  Government regulations and uncertain political environment  Less availability of infrastructure  Current trends which affects the telecom industry
  11. 11. Competitors 40% 21% 20% 19% Market Share(%) Dialog Mobitel Etislat Airtel + Hutch
  12. 12. Competitor Strategy  Etisalat acquiring TIGO  Bharathi Airtel sharing towers  Axiata incremental stake
  13. 13. Cultural Implication  Language  Religion  Values and attitudes  Education  Law and politics  Social organization
  14. 14. Company objectives vs entry strategy  Service Offering  Customer Experience (Enhance positive customer experience)  Operational Excellence (Strong Profitability)
  15. 15.  Portfolio (operational influence over its assets.)  One Company (Maximize economies of scale)  People and Culture (Attract, nurture and retain top talent within the organization)
  16. 16. Summary  Entry strategy  Market research carried out and how they decided on the country and partners  Current problem associate with export marketing  Competitors and their key strategies  Cultural implication  How does the company objectives to connect to the entry strategy
  17. 17. Q & A

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