British Telecom Case Study.

Topics: Marketing, BT Group, British Telecom Pages: 23 (5146 words) Published: February 6, 2006

BT is the leading telecommunication company in Europe. As the information and telecommunication requirements of people increases, British Telecommunication (BT) has a leading corresponding growth in the size and number of information processed. Therefore, the genuine analyses on BT are required for such an important and strategic company.

In that assignment, we followed the Systems Design approach which includes analysing the components of the system, brainstorming the alternatives to improve the processes and implementation of the preferred solution. First of all, we presented some information on the history of British Telecom considering the expanding process of BT. Then, we identified and analysed its key elements in the expansion of BT into about five different businesses BT Retail, BT Wholesale, BT Global, BT Openworld, BT Exact, and how The Group has re-focused its core activities on voice and data customers. After that, the mission statement of customer focus and excellent service promise, key business processes as to how BT operates and a STEEP analysis as to how BT is affected from external environment took part. Thereafter, a SWOT analysis was conducted to show the state of BT in business as a brand and its opportunities in new technology and markets in contrast to the decreased volume of fixed calls and another problem to resolve the huge amount of debts. Finally, the critical success factors for BT and strategies to reach the corporate goals were analysed and based on that we proposed a specific information system to support each of the level of the management process named as "Marketing Information System", which is a kind of Decision Support System upon information requirements of British Telecommunications.

The main findings on BT research and its goals suggest that BT's main focus is on improving customer satisfaction through the strategies of intelligent pricing and aggressive and creating marketing and enhancing the number of broadband subscribers. Hence, a Marketing Information System (MkIS) was obviously the best alternative upon the goals of the company since there is a need for information about the future of the markets, industry and the company to overcome the huge threat of future innovations.

Consequently, the belief of our group is that the information system proposed (MkIS) can help BT continue its competitive advantage over rivals and prepare BT for the uncertain nature of future.


Information systems are transforming the way the businesses are conducted and how the products and services are provided. We need a broad comprehension about information systems in order to achieve higher levels of productivity and effectiveness in factories and offices.

In this assignment we are going to identify and analyze the major telecommunication company in Europe, British Telecommunication (BT) through its key elements, mission statement, key business process and environmental factors, as wells as, strengths, weakness, threats and opportunities to the organization and the critical success factors involved.

Finally, based on the above analysis we are going to propose a specific information system to support each of the level of the management upon information requirements of British Telecommunication.

Sector: Services

Industry: Communication Services

Services: BT is a UK wide communications solutions provider with a global reach in the business market.

Employees: 99,900

Competitors: Cable & Wireless Plc - CWP, Deutsche Telekom AG - DT, France Telecom - FTE.

Historical Development: The British Telecom begins with the introduction of the first commercial telegraph service in the nineteenth century. At that time, the state was controlling all the telegraph and telephone. All the telegraph companies were submitted to the Post Office Company control. The United Kingdom telegraph and telephone services were provided by the General Post Office...

References: BT annual report, 2004. Retrieved December 26,2004 from
BT Battles on, October 2004, MT Magazine.
Collins,J.C.&Porras,J.I. 1996, "Building your company 's mission", Harvard Business Review, Sept/Oct, pp. 65-77.
D. J. Power. 1997, "What is a Decision Support System?", The On-line Executive Journal for Data - Intensive Decision Support, Vol.1, No. 3.
Laudon, J. and Laudon, K., 2002. Management Information System. Prentice Hall. London. Retrieved January 10,2005 from:
Mallach E
Marketing Information Systems. Retrieved February 6, 2005 from:
Molony, D
Mulgrew B, & McParland P., 2004, "Enterprise northern ireland and bt solutions in £2.8 million e-commerce", Press release partnership dcl Public Relations.
O 'Brien,J.A. 1998, Management Information Systems [online]. 4th ed, McGraw Hill. Retrieved January 5,2005 from:
Quotes&Info,BT Group plc. Retrieved: January 25, 2005 from:
Strategic Action Plan
Technology Support Plan. Retrieved January 7, 2005 from:
The Business Vision and Company Mission Statement
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