Etisaat Nigeria Strategic Audit Analysis

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ABSTRACT: A strategic audit can be referred to as a business health check. Barnat defines strategic audit as an examination and evaluation of areas affected by the operation of a strategic management process within an organization. (Barnat, 2014).Conducting a strategic audit is crucial to the success of any business. This strategic audit analyses how internal and external factors affect the strategies of Etisalat Nigeria retail outlets operations and the effects on its overall business strategies. Though Etisalat has good strategy and marketing plans the Nigeria telecoms retail market is very competitive. The audit shows how the micro and macro environment affects plans and strategies. The report uses frameworks like SWOT. It further investigates…show more content…
(Knight Pg. 13)

Vision statement: Etisalat Nigeria’s vision statement is to be the leading and most admired telecoms company in Nigeria.

Mission statement: Etisalat Nigeria’s mission statement is to extend people’s reach by developing advanced networks that support people and allow them to develop, learn and grow.

This includes planning the desired future position of an organization on the grounds of present and foreseeable developments, and coming up with plans to realize that positioning. Etisalat Nigeria is operating in a very fast-paced and challenging environment and there are a lot of factors that affect the company in the external environment. Due to saturation of the telecoms market with varied products services, they face a very stiff competition. Etisalat is very sensitive to technological, social and economic factors, it has to keep up with ever growing and changing trends in the demography they target for the product and services if they have to compete in the market. The key drivers that affect Etisalat are changing trends and demands for cheaper calls and data rate as they have no control over
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• It has a large market share with about 20 million subscribers.
• It has a good and long-term relationship with its resellers and trade partners.
• It’s has been operating across Middle-East, Asia and Africa for over 40 years.
• Loyal customer base.


• Etisalat is heavily reliant on its 3G network for customers’ internet access, while its competitors have upgraded to the faster LTE 4G network.
• They rely on higher prices and rates to keep up with their competitors and rarely offer discount sales during festivals like Christmas and Easter, this is the time when the customers spend a lot.
• Investment in technology is poor, such as fiber cable backbone across the country, as undertaken by at least two of its competitors.
• No innovation or product to attract the affluent older generation.
• Poor advertising compared to other GSM networks.
• Increase in customer complaints.
• Quality concerns due to franchised operations in some retail centers.
• Poor inventory and stock availability at retail centers.
• Etisalat is spending over $300 million in expanding and upgrading its
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