Etisalat 2016

アブストラクト

Etisalat is a leading telecommunication company based in the UAE. The case has two parts: the first one is related to the presentation of the company, and how it became one of the biggest telecommunication brands in the region. This part includes also an analysis of the UAE telecommunication market and its intensity as it shows that the market became mature which drove the company to invest in international markets to grow which was realized by expanding in 15 countries by 2014. The second part talks about how the company struggled in the West African market, and how it was capable of overcoming its failure by relying on the acquisition of Maroc Telecom that was proved to be a successful operation through the increasing revenues, and numbers of subscribers in West Africa starting from 2014. However, and even if the company was enjoying a profitable position in West Africa, the remaining businesses of Etisalat in Africa started having difficulties, such as Nigeria and Sudan, where the company was struggling in addition to some future challenges and threats that the company started facing in West Africa such as the increasing competition from Orange, and it’s up to the students to propose how such threats and challenges can be overcome. From this case, students are expected to analyze the strategy that was followed by the company to improve its West African business using Porter’s five forces, SWOT analysis, “Where are we now? Where to go? How to go there?” framework, CAGE framework, and others. Also, the students are asked to think about whether a similar approach to the one used for the West African should be used to face the other threats in the remaining parts of Africa by defining and evaluating the risks, and presenting a roadmap to overcome these challenges.

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