Cyprus international Institue of management
Course: Competitive Analysis Professor: Andreas Petrou
Competitiveness of MTN Cyprus
Antoine Haykal 20100049
This paper is the personnel assignment on competitive analysis which analyze the competitiveness of MTN in the Mobile Data business, check the industry the company situation, the competitors, research the market, check MTN strategy and finally suggest a strategy based on all the researched points.
Table of Contents
The Business we are in direct and indirect competitors
Telecom in General
Identifying the competitors
Pest analysis situation analyses: Cyprus Data telecom industry
Analysis of industry attractiveness – Porter’s Five Forces
2.5 The attractiveness of the industry
2.6 Source of Competitive advantage
CUSTOMER SEGMENT ANALYSIS.
Which segments does the client serve currently and where they should focus in the future.
Current company objective related to Data (SMART):
FINDINGS FROM RESEARCH
Data Collection Method
Summary & implications for MTN.
Profile of competitors
MTN position against its competitors.
Mystery shopping survey
Summary of Findings & Implication for MTN
Analysis of objectives – How they can be achieved
List of ideas
Ideas Prioritization and Evaluation
What should the new strategy be?
New Strategy Execution.
PART A: MOBILE USAGE
PART B: HANDSET RELATED
PART D: NEW OPTIONS
PART E: PSYCHOGRAPHICS MOBILE HABITS
PART F: DEMOGRAPHICS
1. COMPANY BACKGROUND
MTN is one of the largest telecommunications providers in Cyprus. It launched its commercial operations in Cyprus in July 2004 as Areeba, after having successfully won the auction for the second mobile license. Its license covers the use of both GSM and UMTS radio frequencies for the provision of full mobile services. MTN became the new brand name of Areeba in September 2007, following the acquisition of its mother company Investcom LLC by the multinational telecommunications company MTN Group. Launched in 1994, the MTN Group is a multinational telecommunications group, operating in 21 countries in Africa, Asia and the Middle East. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code “MTN”. As of September 2008, MTN Group has over 81 million subscribers in the countries in which it operates. In October 2008 MTN Cyprus made a strategic step through a Vertical Forward integration when buying the Germanos chain and Related Diversification by buying Otenet. In details, Amaracos Holding (a company owned by the Shacolas Group) has acquired 49% of MTN Cyprus’ share capital. MTN Cyprus has also acquired 100% of the retail chain Germanos, and 100% of Otenet Telecommunications, a fixed telephony and internet service provider in Cyprus. Through these acquisitions MTN has significantly expanded its distribution network with approximately 30 points of sales and is able to provide integrated mobile, fixed and broadband services. This joint venture enhanced the company’s capabilities and allowed MTN to continue to lead the way in technology developments in Cyprus, offering innovative products and services in mobile and...
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