Emirates Telecommunication Corporation trades in the brand name Etisalat. It is based in the United Arab Emirates. It is a multinational company with operations in seventeen countries across Africa, Asia and Middle East (Etisalat Corporation, 2012a).
With a market value of approximately USD 20 billion and annual revenues of over USD 8.7 billion, Etisalat is today on the verge of being numbered amongst the top ten operators in the world (Etisalat Corporation, 2012a).
Etisalat now has access to a population of more than two billion and its satellite network provides services over two thirds of the planets surface (Etisalat Corporation, 2012b). In 2011, the company generated a net profit amounting to USD 8.7billion. This treatise aims to discuss data mining and how it can be beneficial to the company in retrieving information.
Data mining
Data mining entails removal of information from bulky databases. Data mining helps companies focus on relevant information on their data warehouses. A data warehouse is a collection of information that supports business analysis activities and decision making. Data mining tools are software tools that are used in a data warehouse environment.
These tools aid in forecasting future behaviors. Examples of these data mining tools are query and reporting tools, artificial intelligence, multidimensional analysis tools, digital dashboards, and statistical tools. These tools are useful in day to day running of Etisalat since they simplify information that would otherwise take people a long time to process (Jiawei, Kamber, & Pei, 2011).
Information obtainable from data mining
Various types of data can be obtained using data mining. The data depends on the line of business of the entity. Examples of information obtainable from data mining are transaction data, text report and memos, relational data, World Wide Web repositories, and multimedia data. These types of data retrieved benefits the company in various ways.
For instance, transaction data provides Etisalat Corporation with details of transactions carried out in the company. Transaction data provides information such as the time when transactions with customers and with other companies took place. Examples of transactions are sales, purchases, banking, and exchanges (Jiawei et al., 2011).
World Wide Web provides the company with information on a broad variety of topics covered and infinite contribution of resources and publishers. The Web contains information of all kinds that can benefit the Corporation. Multimedia data comprises of images, audio, text media, and video. Retrieval of such information requires high technology. Multimedia information is beneficial to the Telecommunication Company.
Relational data comprises of information of various attributes kept in tables. For instance, a relational data of customers for the company contains information of the customer such as customer name, identification number, address, age, occupation, annual income, credit information, and category.
Finally, text report and memos provides the company with details of communication within the company or between companies or with private people. These communications are kept in digital form and transmitted in text form often exchanged via email (Jiawei et al., 2011).
Unstructured data
Unstructured data refer to data that do not have a particular structure. These data do not have identifiable data models and may not fit in to relational tables. Unstructured data are text bulky and in most cases take the form of images, videos, documents, and texts.
Unstructured data contain information such as dates, numbers and facts. The nature of some of the data makes it difficult to understand using traditional computers. Unstructured data can either be textual or non textual.
Textual data comprises of Word documents, Power point presentations, email messages, and instant messages. Non textual unstructured data comprises of MP3 audio files, flash video files, and JPEG images. Unstructured data needs to be managed so as to minimize storage space (Artis Consulting L.P, 2008).
Examples of unstructured data that Etisalat Corporation can access are Excel spreadsheets, word documents, and email messages. The company uses these data during day to day running of the organization. Apart from the three identified above, the company may also consider using RSS feeds, audio files, and video files.
Being a telecommunication company, use of these files improves efficiency of the company. Further, for customer facing areas, management should endeavor to analyze information contained in unstructured data so as to improve relationship marketing and customer relationship (Artis Consulting L.P, 2008).
Benefits of data mining
Data mining provides numerous benefits for companies. First, data mining helps the company to save money and time by advertising to clients who show interest in their products thus increasing the success of marketing (Chomsky & Dvorak, 2007). Second, data mining enables companies to segment their markets and to personalize communications between them (Chomsky & Dvorak, 2007).
Market segmentation is achieved when there is adequate information about customers. Further, it enables companies to carry out price discrimination thus increasing profitability. Also, data mining help companies identify customer prospects and maintain them for a long period, (Chomsky & Dvorak, 2007). Overall, data mining provides companies with easy access to information on an extensive scale (Chomsky & Dvorak, 2007).
References
Artis Consulting L.P. (2008). Structured and unstructured data. Web.
Chomsky, C., & Dvorak, M. (2007). Data mining. Web.
Etisalat Corporation. (2012a). Company profile. Web.
Caught in the global web, one cannot possibly abstain from online interactions, hence the need to use numerous Internet-related services. Therefore, the significance of the organizations providing the related services, from the basic access to the Internet to the advanced options, cannot be doubted. The UAE technological and business environment offers the services of numerous organizations, yet several companies stand out of the range of the existing services.
The Etisalat Company ( Etisalat par. 1) is currently at the helm of the industry, although Saudi Oger also manages to keep up with the pace set by its competitor ( Saudi Oger par. 2). Although both organizations are viewed as legitimate services, personal experience with each has shown that the customer service at Oger leaves much to be desired, which means that Oger may need focus on its approach toward customer relations.
Overview
Etisalat
Although the NAT IP searching issue has been around for quite a while, I had not encountered it up until recently. At some point, I noticed that, when using Google services, particularly, Google Search, I was asked to enter a CAPTCHA before my query was answered (see Fig. 1). A CAPTCHA, which is rendered as the Completely Automated Public Turing test to tell Computers and Humans Apart ( CAPTCHA: Telling Humans and Computers Apart Automatically par. 1), is typically used to protect sites from bots (Yan and Ahmad 2).
At first, I blamed CAPTCHA on the hiccups in the Google services and did not pay much attention to it. However, soon enough, I was blocked from Google completely, with the following lonely notice over the screen of my computer: Were sorry& but your computer or network may be sending automated queries. To protect our users, we cant process your request right now ( Google Automated Queries par. 3).
After contacting the companys support team, I was instructed thoroughly on the subject of the available tools for troubleshooting, including checking the browser for any VPN-related extension, identifying VPN-related software that could have been active at the moment, etc. After every other possibility was exhausted, the staff member that I referred to ran a check on my IP address and suggested that one of the users included in the NAT that my IP belonged to as well could have malware installed. Afterward, the office worker stated that the problem had been identified and that I would be provided with a whitelist IP address.
Saudi Oger
Before transferring to the Etisalat Internet Services, I was a customer of Saudi Oger, also known as Oger Telecom. After about a year of using their Internet connection services, I realized that the speed of the connection was dropping greatly. Therefore, the money paid for the 100 Mbps was wasted on about 30 Mbps. Contacting the organization did not resolve the issue; although the support members that I communicated with were polite enough, they seemed eerily disinterested in the feedback that I provided. More importantly, the actions that they advised me to take did not result in any further improvements. Several unsuccessful attempts to resolve the issue later, I decided to choose a different services provider.
Concepts
Among the key concepts that can be mentioned in the above cases, responsiveness should be named first. The two scenarios described above showcase two entirely different levels of responsiveness, the first one being rather high, whereas the second one being moderate at best.
Another concept worth mentioning, the phenomenon of competency needs to be brought up. At this point, one must admit that both representatives of the company displayed a rather insufficient competency level. Whereas in the first case, the IP issue should have been brought up earlier, in the second one, the care for the needs of the customers was absent. While the first scenario could be deemed as acceptable, the second one needs improvements (Mandal 240).
Alternative
Speaking of the first incident, if I were the service provided, I would have probably addressed the situation in the same manner as the support team member above did. At first, the possible issues that the user might have been having with their PC had to be identified. However, when it became evident that it was the company to blame, I would have accepted the responsibility. Also, instead of wallowing in remorse, one should address the problem to meet the customer demands, which was exactly what the staff member above did, and what I consider the most sensible course of action. In other words, the first scenario can be viewed as a model workplace behavior.
While claiming that the entire companys staff is incompetent based on several negative experiences with the organization would be wrong, one still has to admit that the current approach toward customer communication needs to be reconsidered at Oger. Whereas at Etisalat, the Support Service member seemed to be willing to address the problem no matter whether it was caused by my actions or the hiccups in the companys operations the Oger Support Team member seemed detached and disinterested in my problems.
The lack of enthusiasm displayed by the above employee pointed to the fact that the organization could update its current customer relationship model. Also, the lack of enthusiasm of the employee could be attributed to a poor Organizational Behavior model and the lack of a proper leadership approach.
Therefore, it could be suggested that the very framework of the companys operations should be reconsidered and a new principle of customer relationships should be promoted at the firm. Thus, entrepreneurship would benefit from increased loyalty rates among the target audience.
The Etisalat Organization, in its turn, can be viewed as a rather positive example of managing both the internal processes and customer relations. It could be suggested, though, that the competency rates should be updated among the staff members. Thus, the speed of managing a problem and locating the appropriate decision could be increased significantly, thus, leading to a rapid rise in the companys profitability.
Providing services of high quality and keeping customers satisfied is a challenging task due to the number of objectives that need to be completed. Apart from catering to the needs of the target audience as the primary goal of an organization, both companies should consider improving the communication process and, therefore, establishing better customer relations with their clients. As soon as both organizations start viewing customer satisfaction as their priority, they are expected to experience significant economic growth. The above change, however, will have to be carried out by changing the processes management at Etisalat and redesigning the ethics and values at Saudi Oger.
As soon as both companies recognize their weaknesses and establish a framework that will allow them to manage the essential operations more successfully, they are bound to attain success in the designated area.
Works Cited
CAPTCHA: Telling Humans and Computers Apart Automatically, n. d. Web.
Google Automated Queries, n. d. Web.
Etisalat, n. d. Web.
Mandal, Pumendu. Proceedings of the International Conference on Managing the Asian Century: ICMAC 2013. New York, NY: Springer, 2014. Print.
Saudi Oger, n. d. Web.
Yan, Jeff, and Ahmad Salah El Ahmad. Usability of CAPTCHAs or Usability Issues in CAPTCHA Design. Pittsburg, PA: SOPUS, 2010. Print.
Etisalat is a company that provides a range of internet services to consumers in the United Arab Emirates. The major services offered by the organization include broadband, 3G, and 4G internet services for businesses and individuals. Due to its wide scale of operation that covers a large part of the United Arab Emirates (UAE), the organization needs to have exceptional criteria that facilitate superb evaluation of suppliers.
Kersten and Mansi ( 2009) state that the need for exceptional supplier evaluation criteria arises because the company needs to deliver its services on time and as required by its wide spectrum of consumers in the UAE. Among its list of suppliers is Huawei, a company that supplies the requisite skills and expertise to Etisalat. Being one of the renowned and leading suppliers of the internet in the region, Etisalat has to evaluate Huawei, which is one of its suppliers, and asses its performance. It is within this backdrop that the essay explains supplier evaluation rationale and its influence on the value of services delivered by Etisalat Organization.
There are several methods and criteria used in assessing supplier performance. Some of the criteria include assessing the performance using time of delivery, quantity of delivered products, and the effectiveness of the suppliers (Gordon 2008; Moser, R 2006). The rationale behind the evaluation is to ensure that suppliers like Huawei, which is the supplier in context, delivers products that match consumer expectations on time.
In addition, Etisalat needs to assess the effectiveness of Huawei in undertaking the requisite services as promised and agreed. Using the stated criteria, Etisalat can make informed decisions, which lead to augmented value and service quality. According to Kusiak (2000), suppliers need to ensure that their products arrive on time and in their desired states. Therefore, by assessing Huawei about its supply efficiency, Etisalat is in a good position to make informed decisions and increase the amount of revenue as well as its market share in the UAE.
Fundamentally, supplier evaluation is very important in adding value to the services provided by Etisalat in the UAE. It is imperative to assert that modern consumers, who form part of Etisalats clients, are trendy, and hence, focus on aspects such as quality and fashion. Failure to match the expectations of these consumers is tantamount to loss of revenue and market share. Therefore, an exceptional criterion that facilitates the evaluation of suppliers is vital in improving the quality of services to potential consumers of Etisalat in the UAE.
For instance, through assessment and constant evaluation of Huawei, Etisalat has increased the quality of its services and rose to be one of the leading internet providers in the UAE region. Luzzini, Caniato, and Spina (2014) elucidate that informed decisions from Etisalat initiated a successful cooperation, which has improved its service quality, value, and its overall performance in the UAE. As such, it is crucial to state that a good supplier evaluation criterion is core in advancing the quality of services delivered as well as the revenues earned by an organization. ,
Supplier evaluation is one of the cornerstones that determine the overall performance of a particular organization. As a leader in the provision of internet services in the UAE region, Etisalat has to engage in supplier evaluation constantly so that it can enjoy an increasing market share and win the loyalty of potential consumers. Suppliers such as Huawei need to be subjects of the selected evaluation criteria that assess their performance in relation to delivery, communication efficiency, and management of their supply chain. Notably, poor suppliers lead to delivery of products that are low in quality, whereas smart suppliers facilitate delivery of high-end products. As a result, supplier evaluation is critical for Etisalat Organization.
Reference list
Gordon, S 2008, Supplier Evaluation and Performance Management Excellence, McGraw-Hill, New York. Web.
Kersten, W & Mansi, A 2009, Supply Chain Performance Management: Current Approaches, Erich Schmidt, Berlin. Web.
Kusiak, A 2000, Computational Intelligence in Design and Manufacturing, Wiley & Sons, New York. Web.
Luzzini, D, Caniato, F & Spina, G 2014, Designing Vendor Evaluation Systems: An Empirical Analysis, Journal of Purchasing and Supply Management, Vol. 20, Issue, 1, pp. 113-129. Web.
Moser, R 2006, Strategic Purchasing and Supply Management: A Strategy-Based Selection of Suppliers, Grin Verlag, Wiesbaden. Web.
Emirates Telecommunication Corporation trades in the brand name Etisalat. It is based in the United Arab Emirates. It is a multinational company with operations in seventeen countries across Africa, Asia and Middle East (Etisalat Corporation, 2012a).
“With a market value of approximately USD 20 billion and annual revenues of over USD 8.7 billion, Etisalat is today on the verge of being numbered amongst the top ten operators in the world” (Etisalat Corporation, 2012a).
“Etisalat now has access to a population of more than two billion and its satellite network provides services over two thirds of the planet’s surface” (Etisalat Corporation, 2012b). In 2011, the company generated a net profit amounting to USD 8.7billion. This treatise aims to discuss data mining and how it can be beneficial to the company in retrieving information.
Data mining
Data mining entails removal of information from bulky databases. Data mining helps companies focus on relevant information on their data warehouses. A data warehouse is a collection of information that supports business analysis activities and decision making. Data mining tools are software tools that are used in a data warehouse environment.
These tools aid in forecasting future behaviors. Examples of these data mining tools are query and reporting tools, artificial intelligence, multidimensional analysis tools, digital dashboards, and statistical tools. These tools are useful in day to day running of Etisalat since they simplify information that would otherwise take people a long time to process (Jiawei, Kamber, & Pei, 2011).
Information obtainable from data mining
Various types of data can be obtained using data mining. The data depends on the line of business of the entity. Examples of information obtainable from data mining are transaction data, text report and memos, relational data, World Wide Web repositories, and multimedia data. These types of data retrieved benefits the company in various ways.
For instance, transaction data provides Etisalat Corporation with details of transactions carried out in the company. Transaction data provides information such as the time when transactions with customers and with other companies took place. Examples of transactions are sales, purchases, banking, and exchanges (Jiawei et al., 2011).
World Wide Web provides the company with information on a broad variety of topics covered and infinite contribution of resources and publishers. The Web contains information of all kinds that can benefit the Corporation. Multimedia data comprises of images, audio, text media, and video. Retrieval of such information requires high technology. Multimedia information is beneficial to the Telecommunication Company.
Relational data comprises of information of various attributes kept in tables. For instance, a relational data of customers for the company contains information of the customer such as customer name, identification number, address, age, occupation, annual income, credit information, and category.
Finally, text report and memos provides the company with details of communication within the company or between companies or with private people. These communications are kept in digital form and transmitted in text form often exchanged via email (Jiawei et al., 2011).
Unstructured data
Unstructured data refer to data that do not have a particular structure. These data do not have identifiable data models and may not fit in to relational tables. Unstructured data are text bulky and in most cases take the form of images, videos, documents, and texts.
Unstructured data contain information such as dates, numbers and facts. The nature of some of the data makes it difficult to understand using traditional computers. Unstructured data can either be textual or non textual.
Textual data comprises of Word documents, Power point presentations, email messages, and instant messages. Non textual unstructured data comprises of MP3 audio files, flash video files, and JPEG images. Unstructured data needs to be managed so as to minimize storage space (Artis Consulting L.P, 2008).
Examples of unstructured data that Etisalat Corporation can access are Excel spreadsheets, word documents, and email messages. The company uses these data during day to day running of the organization. Apart from the three identified above, the company may also consider using RSS feeds, audio files, and video files.
Being a telecommunication company, use of these files improves efficiency of the company. Further, for customer facing areas, management should endeavor to analyze information contained in unstructured data so as to improve relationship marketing and customer relationship (Artis Consulting L.P, 2008).
Benefits of data mining
Data mining provides numerous benefits for companies. First, data mining helps the company to save money and time by advertising to clients who show interest in their products thus increasing the success of marketing (Chomsky & Dvorak, 2007). Second, “data mining enables companies to segment their markets and to personalize communications between them” (Chomsky & Dvorak, 2007).
Market segmentation is achieved when there is adequate information about customers. Further, it enables companies to carry out price discrimination thus increasing profitability. Also, “data mining help companies identify customer prospects and maintain them for a long period,” (Chomsky & Dvorak, 2007). Overall, data mining provides companies with easy access to information on an extensive scale (Chomsky & Dvorak, 2007).
References
Artis Consulting L.P. (2008). Structured and unstructured data. Web.
Chomsky, C., & Dvorak, M. (2007). Data mining. Web.
Etisalat Corporation. (2012a). Company profile. Web.
Etisalat is a UAE based telecommunication company that was initially referred to as the Emirates Telecommunication Corporation. The corporation is a governmental agency charged with the major function of providing communication services. Additionally, it is a multinational company operating in over fifteen countries in the Middle East, Asia, and Africa, particularly west and North Africa.
The recently released report on the performance of companies globally showed that Etisalat is at number twelve with a stable customer base of over one-fifty million. The Forbes magazine declared the organization the best in the UAE in 2012.
Financial History and Capability
In the beginning March 2014, the organization reported a stable revenue of US$10.6 billion, with a net profit of USD$1.93 billion. In 2012, analysts reported that the organization enjoyed a market capitalization of $22 billion (Arbache, 2010). Its closest rival, the Emirates Integrated Telecom, is far much behind in terms of capital and profitability. The company is considered an internet center in the Middle East region since it offers connectivity to upcoming firms conducting their operations in small-scale in various states.
It was ranked the twelfth globally in terms of voice carriage, but it is the leading in the Middle East region and Africa. In October 2008, the corporation had at least 510 roving accords with coverage in over 186 states.
The firm has managed to penetrate the European and American markets, which shows that it is one of the world’s best performing companies given the fact that it operates PoP in New York, Amsterdam, Frankfurt, Paris, and London. Since 2011, the organization has been trying to put up Etisalat 4G, which is a powerful internet network in the world.
History of Governance Issue
Since its inception in 1976, International Aeradio Limited owned the organization, the British company, and some domestic investors had shares as well. However, the ownership structure changed hands in 1983 and this was when the issues of governance emerged when the administration of the United Arab Emirates acquired over sixty percent of shares. Currently, foreign and local investors own just forty percent meaning that they do not have the power to influence the selection of the board members.
One of the major governance problems that facing the organization was first witnessed in 1991 when the government formulated a federal law allowing the corporation to be the only provider of telecommunication services in the country (Dawley, &Jamal, 2008). It was regrettable when the administration gave the corporation the authority to control licenses as regards ownership, importation, producing, and operating any communication gadget.
This was a mistake because the firm used this advantage to kill competition leading to monopolized market. The government’s directive meant that the firm was a regulatory agency, as well as a competitor in the sector.
The government argued that it was trying to protect the economy by eliminating unnecessary competition. Even though the corporation has been successful in achieving its financial objectives, it has failed seriously in terms of governance because managers are never answerable to the members of the public, but instead the board controls them.
The governance issues facing Etisalat are the same as those facing other public corporations in the Middle East region, as well as West Africa. Rarely does the management of the firm follow the ethical codes as stated in manuals of various professional bodies. Financial reporting is skewed because no member of the public is involved in the auditing process while funds are often misappropriated, yet the board has been doing nothing.
Analysis
Studies show that that the emergence of state owned enterprises in the country and in the entire MENA region is attributed to the socialist policies that the region adopted after the process of colonization. The country has been applying various developmental models before settling on the current one, which the government is in charge of all major sectors. The shift to the current model that encourages the government to intervene in the market has been gradual and the focus has been on strategic sectors, such as the oil and gas sector.
The current state of affairs whereby the government is in control of most of the corporations is a new phenomenon having started in early 1970s. Initially, the governments in the MENA region argued that they had to control the important sectors to ensure people were employed, oil flowed smoothly, and adequate revenues collected. Just after the Second World War and the subsequent development of the Cold War, states in the region were of the view that various western powers were targeting their economies.
Therefore, they embarked on ambitious programs aimed at planning at the state level, commonly referred to as centralized planning, which encourages protection of local markets, facilitating industrial development, nationalization of all private companies in the economy, and redistribution of public resources through adoption of public. The aim was to empower the public through advocating for social development, which would be achieved through public sector employment program.
Governance Issues
Many public companies, including Etisalat are forced to work based on the government directives, which are often marred by controversies given the fact that politics will always take center stage whenever elected leaders are involved in the management of profit making organizations. In countries that the government plays a minor role in controlling commercial activities, restructuring has never been an issue because of little social resistance.
Stakeholders and experts from the World Bank and International Monetary Fund have been urging the government to consider privatizing Etisalat Corporation in order to improve its corporate governance, but the social resistance has never allowed reforms to take place. Whenever the government tries to privatize the enterprise, members have been quick to lobby the government and the religious bodies to reject the move meaning that mismanagement is expected to go in the company.
The company is known to fund major government projects, including campaigns for the sitting head of state. Managers are never responsible since they know that they have the backing of the executive. In terms of relating with clients, the organization is supposed to conduct customer experience surveys to establish their levels of satisfaction (Clarke, 2004).
Unfortunately, the organization has never cared because of the defective social corporate responsibility structure that simply favors the rich and does not consider the sufferings of the majority (Aglietta, & Rebérioux, 2005). In fact, the management indicates in the company website that it engages customers in personal meetings, discussion forums, field visits, and arrangement of conferences to discuss the issues facing clients.
This has never happened and whenever an individual launches a complain, it takes several days to address the problem, something suggesting that the firm is not keen on retaining customers given the fact that it enjoys a monopoly. From time to time, it conducts road shows and organizes for trade fairs, but these are simply projects meant to benefit some individuals in the organization since it gives them an opportunity to divert resources to private projects.
Employee Issue
On the issue of employees, the organization is expected to have a clear recruitment system that follows the concept of meritocracy, but top directors are simply appointed from among those handpicked by the political leaders. Additionally, the process of employing the chief executive has been open mainly because the head of operations should be somebody trusted in the political circles that can cooperate in squandering public money.
While the company policies suggest that employees are supposed to report any form of mismanagement and injustice to the senior management, the reporting structure, including the use of email, has never been clear because workers are victimized leading to dismissal and subsequent sanctions. Promotions are conducted based on favoritism whereby family members are only considered, as well as those believed to be politically right.
The best performing employees should be given some form of non-financial rewards, such as arranging for an annual event, but funds meant to facilitate employee efficiency have never been used appropriately because of corruption (Clarke, 2004). Professional training is no longer offered instead new members with adequate experience are brought in and given promotions at the expense of the most loyal workers who might have worked in the form for over twenty years.
Partners, Consultants, and Vendors
In the company profile, it is stated that each business partner, consultant, and other vendors are free to interact with the board and the top management, including the CEO. However, the mode of engagement is not clearly laid out because important consultants are to be met at the trade exhibitions and whenever periodic conferences are held.
If an organization is to improve its performance as far as governance is concerned, it should ensure that consultants are allowed to submit their reports, views, and findings at any time, irrespective of the time and place.
The process followed in issuing tenders has never been fair because an individual will have to know somebody to bribe in the board before being given the permission to supply goods and services in the company, which means that the best suppliers will never have an opportunity of trading with the company simply because of poor governance.
Whenever an opportunity presents itself, only cooperative service providers are given the contracts while those committed to ethical principles are often accused of mismanagement and provision of poor quality services. For instance, the company’s policy on dealing with suppliers and other contractors claim that whenever their services are needed, they will be contacted via phone or email. In fact, no supplier has eve managed to supply anything to the corporation without being given the gone ahead by the government.
Others bribe their way, which is a bad practice in business. In terms of following the regulations and legal standards, the management has always failed meaning that a serious governance problem exists. Even though the organization is a government agency, it should be able to survive in another environment that is not supported. The corporation has never been keen on observing the laws on labor relations since employees are often mistreated, with discrimination being the major problem at the time (Werenfels, 2002).
International Business and Issues
Internationally, it is suggested that an organization should reveal its financial records to the public, but this has never been the case with Etisalat because it does not present the audited accounts. The regulatory bodies, including the municipal council, the local authorities, and consumer affairs authority have equally failed because they do not play their role of controlling the Etisalat from violating the law.
Some senior managers of Etisalat are members of chambers of industry and other regulatory bodies meaning that the organization has put in place adequate measures to prevent it from public scrutiny. The way the corporation relates with investors, fund managers, analysts, and lenders raises many questions in the sense that they do not question the usage of resources even after being presented with reports on the mismanagement of the organization.
Moreover, its relationship with members of the public is not good since it rarely gives back to the society. Whenever a community-based project is presented to the management, they conduct an audit to establish which one to fund meaning they are biased and they always look at the political affiliations of those intended to benefit from the project (McConnell, 2003).
Conclusion
Directors of Etisalat have various roles and responsibilities to play meaning that they have to employ a systematic framework that will restore consumer confidence and this could only be achieved through implementation of strong corporate governance policies, including the codes of conduct, remuneration, reporting policies, and employee management. Currently, the organization is not in a position to develop risk management policies because it suffers from mismanagement.
Metric Stream System
The organization should consider utilizing metric stream, which is a flexible system that aims at streamlining the governance structure of organizations with the major aim of facilitating strong corporate governance.
Through the system, the company is likely to comply with the rules and regulations, such as accountability and adopting an open communication policy. Without the system, mismanagement and misappropriation of funds is likely to continue because the organization is greatly influenced by the external forces some of which are powerful government bureaucrats (Douma, & Schreuder, 2013).
Effectiveness of the System
The system is known to support enterprise risk management meaning that the organization will be in a strong position to take risks. Additionally, policy formulation, especially as regards to change, would be easy and viable. It is recommended that the organization adopt the metric stream system since it will guarantee communication and public awareness.
The system makes use of management tools, such as the balanced scorecard, which ensures monitoring and the making of decisions in a simpler way. Many organizations have been applying the system in the United States and Europe and the results have been positive (Holton, 2006). For instance, it is known to streamline several CCO-level oversight strategies, agendas, measures, executive decisions, reviews, documentation processes, and teaching mandates.
Through the system, the organization will be able to eliminate SOX practices, money-laundering claims, and corruption practices that are rampant. With time, the company will be in a position to implement ethical codes since the system will facilitate a productive corporate culture of honesty and integrity.
Metric stream has been proved to combine software and content in delivering the form of governance that many organizations have been yearning for since it offers an imbedded solution that facilitates best practices. Employees will be able to access quality education from experts, as well as learn the regulations without necessarily attending classes.
References
Aglietta, M., & Rebérioux, A. (2005), Corporate Governance Adrift: A Critique of Shareholder Value. Northampton, MA: Edward Elgar.
Arbache, A.M. (2010). Presentation to the OECD Taskforce on Corporate Governance of State-Owned Enterprises. Cairo: Associated Press.
Clarke, T. (2004). Critical Perspectives on Business and Management: 5 Volume Series on Corporate Governance – Genesis, Anglo-American, European, Asian and Contemporary Corporate Governance. New York: Routledge
Clarke, T. (2004). Theories of Corporate Governance: The Philosophical Foundations of Corporate Governance New York: Routledge.
Dawley, D., &Jamal I.H. (2008). Privatization and Financial Performance: Can Value Be Created by Privatizing State-Owned Enterprises in the Middle East & North Africa (MENA) Region? Journal of Economic Valuation and Economic Loss Analysis, 3(1), 67-93.
Douma, S. & Schreuder, H. (2013). Economic Approaches to Organizations. London: Pearson
Holton, G. A. (2006). Investor Suffrage Movement. Financial Analysis Journal, 62(6), 15–20
Jamal, I. (2008). Infrastructure Privatization: A Multinational Review of Five Initiatives in the Middle East and North Africa. International Journal of Arab Culture, Management and Sustainable Development, 1(1), 1-45.
McConnell, J. (2003). International Corporate Governance. Journal of Financial and Quantitative Analysis, 38 (1): 1–36.
Werenfels, I. (2002). Obstacles to Privatization of State-Owned Industries in Algeria: the Political Economy of a Distributive Conflict. The Journal of North African Studies, 7(1), 87-103.
Etisalat is a multinational company that deals with telecommunication operations in the Middle East, Asia, and Africa. The company has been in operation since 1976 and has established a strong market base in the United Arab Emirates and other regions of Africa and Asia. Remarkably, the company is among the leading operators of the telecommunication industry in the region and operates in about 15 countries in Africa, Asia, and the Middle East. Etisalat is a blue-chip company that employs a significant number of individuals from the areas where it executes its operations. In addition, the company has a high market value and progressive annual revenues that amount to hundreds of billion dollars. Therefore, the paper examines the effect of successful variables such as green technology, diversification, and collaborations that took place in Etisalat.
Recently, the company announced its plan to invest in green technology and use environmentally friendly technologies in its operations. According to the company’s management, the world is quickly adopting the provisions of green technology in science and information technology, and thus, there is a need for all the companies in the region across the world to adopt eco-friendly technologies in their operations (“Etisalat: Company profiles” par. 7).
Remarkably, one of the beliefs that the company holds is the vital role that telecommunication companies can play in reducing the number of greenhouse gases released into the world. The company proposes that telecommunication companies can build transparent and eco-friendly strategies that, in turn, reduce the number of emissions that cause climate change and global warming. The proposal to adopt green technology in its operations is a successful variable as it increases the sales of the company’s products to a wide consumer base, including those products, which are environmentally friendly.
Over the recent past, Etisalat undertook a number of steps aimed at increasing its market base. The plan focuses on increasing the market base that the company enjoys in several parts of the world. The company decided to buy some shares from companies like Maroc Telecommunications, an African based company. Eventually, Etisalat will have a wide market share and a high consumer base in Africa and other parts of the world.
In addition, the company has extended its services to countries like the United States and Britain. To cope with technological advancements and consumer demands, the company introduced high-speed internet broadband that enables its consumers to access the Internet easily, quickly, and at consumer-friendly prices. The innovative and creative culture that the company employs is crucial to its success as it helps in providing customers with services that match their expectations (Plunkett 28). It is imperative to understand that diversification helps in the delivery of high-quality products and increases the sales volumes of the company.
Another success variable that the company executed over the recent past is the collaborations with other popular companies around the world. Collaborations with companies like Sony Erickson, Maroc Telecommunications, and Intelligent Energy do not only help in increasing the number of clients to the company but also increases their trust and loyalty to its services. According to Katsioloudes and Spyros (56), collaborations with other companies increase the spectrum of services that customers of Etisalat enjoy from the friendly nature of businesses developed through collaborations. The wide spectrum of services that emanate from collaborations increases loyalty among consumers, who want to associate with the company and benefit from its services and those from affiliate companies.
Etisalat is a Telecommunication Company in the United Arab Emirates that operates in about 15 countries of Africa, Asia, and Arabia. Recently, the company undertook several activities aimed at increasing the sales volumes and consumer base of the company. Some of the activities that the company undertook include the adoption of green technology, diversification, and collaborations with other international companies. The activities fall under the category of success variables since they resulted in the progress of the company and served to increase its market base and consumer levels.
Works Cited
Etisalat: Company Profile 2014. Web.
Katsioloudes, Marios, and Hadjidakis Spyros. International Business: A Global Perspective. London: Routledge, 2007. Print.
Etisalat is a company that provides a range of internet services to consumers in the United Arab Emirates. The major services offered by the organization include broadband, 3G, and 4G internet services for businesses and individuals. Due to its wide scale of operation that covers a large part of the United Arab Emirates (UAE), the organization needs to have exceptional criteria that facilitate superb evaluation of suppliers.
Kersten and Mansi ( 2009) state that the need for exceptional supplier evaluation criteria arises because the company needs to deliver its services on time and as required by its wide spectrum of consumers in the UAE. Among its list of suppliers is Huawei, a company that supplies the requisite skills and expertise to Etisalat. Being one of the renowned and leading suppliers of the internet in the region, Etisalat has to evaluate Huawei, which is one of its suppliers, and asses its performance. It is within this backdrop that the essay explains supplier evaluation rationale and its influence on the value of services delivered by Etisalat Organization.
There are several methods and criteria used in assessing supplier performance. Some of the criteria include assessing the performance using time of delivery, quantity of delivered products, and the effectiveness of the suppliers (Gordon 2008; Moser, R 2006). The rationale behind the evaluation is to ensure that suppliers like Huawei, which is the supplier in context, delivers products that match consumer expectations on time.
In addition, Etisalat needs to assess the effectiveness of Huawei in undertaking the requisite services as promised and agreed. Using the stated criteria, Etisalat can make informed decisions, which lead to augmented value and service quality. According to Kusiak (2000), suppliers need to ensure that their products arrive on time and in their desired states. Therefore, by assessing Huawei about its supply efficiency, Etisalat is in a good position to make informed decisions and increase the amount of revenue as well as its market share in the UAE.
Fundamentally, supplier evaluation is very important in adding value to the services provided by Etisalat in the UAE. It is imperative to assert that modern consumers, who form part of Etisalat’s clients, are trendy, and hence, focus on aspects such as quality and fashion. Failure to match the expectations of these consumers is tantamount to loss of revenue and market share. Therefore, an exceptional criterion that facilitates the evaluation of suppliers is vital in improving the quality of services to potential consumers of Etisalat in the UAE.
For instance, through assessment and constant evaluation of Huawei, Etisalat has increased the quality of its services and rose to be one of the leading internet providers in the UAE region. Luzzini, Caniato, and Spina (2014) elucidate that informed decisions from Etisalat initiated a successful cooperation, which has improved its service quality, value, and its overall performance in the UAE. As such, it is crucial to state that a good supplier evaluation criterion is core in advancing the quality of services delivered as well as the revenues earned by an organization. ,
Supplier evaluation is one of the cornerstones that determine the overall performance of a particular organization. As a leader in the provision of internet services in the UAE region, Etisalat has to engage in supplier evaluation constantly so that it can enjoy an increasing market share and win the loyalty of potential consumers. Suppliers such as Huawei need to be subjects of the selected evaluation criteria that assess their performance in relation to delivery, communication efficiency, and management of their supply chain. Notably, poor suppliers lead to delivery of products that are low in quality, whereas smart suppliers facilitate delivery of high-end products. As a result, supplier evaluation is critical for Etisalat Organization.
Reference list
Gordon, S 2008, Supplier Evaluation and Performance Management Excellence, McGraw-Hill, New York. Web.
Kersten, W & Mansi, A 2009, Supply Chain Performance Management: Current Approaches, Erich Schmidt, Berlin. Web.
Kusiak, A 2000, Computational Intelligence in Design and Manufacturing, Wiley & Sons, New York. Web.
Luzzini, D, Caniato, F & Spina, G 2014, ‘Designing Vendor Evaluation Systems: An Empirical Analysis’, Journal of Purchasing and Supply Management, Vol. 20, Issue, 1, pp. 113-129. Web.
Moser, R 2006, Strategic Purchasing and Supply Management: A Strategy-Based Selection of Suppliers, Grin Verlag, Wiesbaden. Web.
Caught in the global web, one cannot possibly abstain from online interactions, hence the need to use numerous Internet-related services. Therefore, the significance of the organizations providing the related services, from the basic access to the Internet to the advanced options, cannot be doubted. The UAE technological and business environment offers the services of numerous organizations, yet several companies stand out of the range of the existing services.
The Etisalat Company (“Etisalat” par. 1) is currently at the helm of the industry, although Saudi Oger also manages to keep up with the pace set by its competitor (“Saudi Oger” par. 2). Although both organizations are viewed as legitimate services, personal experience with each has shown that the customer service at Oger leaves much to be desired, which means that Oger may need focus on its approach toward customer relations.
Overview
Etisalat
Although the NAT IP searching issue has been around for quite a while, I had not encountered it up until recently. At some point, I noticed that, when using Google services, particularly, Google Search, I was asked to enter a CAPTCHA before my query was answered (see Fig. 1). A CAPTCHA, which is rendered as the “Completely Automated Public Turing test to tell Computers and Humans Apart” (“CAPTCHA: Telling Humans and Computers Apart Automatically” par. 1), is typically used to protect sites from bots (Yan and Ahmad 2).
At first, I blamed CAPTCHA on the hiccups in the Google services and did not pay much attention to it. However, soon enough, I was blocked from Google completely, with the following lonely notice over the screen of my computer: “We’re sorry… but your computer or network may be sending automated queries. To protect our users, we can’t process your request right now” (“Google Automated Queries” par. 3).
After contacting the company’s support team, I was instructed thoroughly on the subject of the available tools for troubleshooting, including checking the browser for any VPN-related extension, identifying VPN-related software that could have been active at the moment, etc. After every other possibility was exhausted, the staff member that I referred to ran a check on my IP address and suggested that one of the users included in the NAT that my IP belonged to as well could have malware installed. Afterward, the office worker stated that the problem had been identified and that I would be provided with a whitelist IP address.
Saudi Oger
Before transferring to the Etisalat Internet Services, I was a customer of Saudi Oger, also known as Oger Telecom. After about a year of using their Internet connection services, I realized that the speed of the connection was dropping greatly. Therefore, the money paid for the 100 Mbps was wasted on about 30 Mbps. Contacting the organization did not resolve the issue; although the support members that I communicated with were polite enough, they seemed eerily disinterested in the feedback that I provided. More importantly, the actions that they advised me to take did not result in any further improvements. Several unsuccessful attempts to resolve the issue later, I decided to choose a different services provider.
Concepts
Among the key concepts that can be mentioned in the above cases, responsiveness should be named first. The two scenarios described above showcase two entirely different levels of responsiveness, the first one being rather high, whereas the second one being moderate at best.
Another concept worth mentioning, the phenomenon of competency needs to be brought up. At this point, one must admit that both representatives of the company displayed a rather insufficient competency level. Whereas in the first case, the IP issue should have been brought up earlier, in the second one, the care for the needs of the customers was absent. While the first scenario could be deemed as acceptable, the second one needs improvements (Mandal 240).
Alternative
Speaking of the first incident, if I were the service provided, I would have probably addressed the situation in the same manner as the support team member above did. At first, the possible issues that the user might have been having with their PC had to be identified. However, when it became evident that it was the company to blame, I would have accepted the responsibility. Also, instead of wallowing in remorse, one should address the problem to meet the customer demands, which was exactly what the staff member above did, and what I consider the most sensible course of action. In other words, the first scenario can be viewed as a model workplace behavior.
While claiming that the entire company’s staff is incompetent based on several negative experiences with the organization would be wrong, one still has to admit that the current approach toward customer communication needs to be reconsidered at Oger. Whereas at Etisalat, the Support Service member seemed to be willing to address the problem no matter whether it was caused by my actions or the hiccups in the company’s operations the Oger Support Team member seemed detached and disinterested in my problems.
The lack of enthusiasm displayed by the above employee pointed to the fact that the organization could update its current customer relationship model. Also, the lack of enthusiasm of the employee could be attributed to a poor Organizational Behavior model and the lack of a proper leadership approach.
Therefore, it could be suggested that the very framework of the company’s operations should be reconsidered and a new principle of customer relationships should be promoted at the firm. Thus, entrepreneurship would benefit from increased loyalty rates among the target audience.
The Etisalat Organization, in its turn, can be viewed as a rather positive example of managing both the internal processes and customer relations. It could be suggested, though, that the competency rates should be updated among the staff members. Thus, the speed of managing a problem and locating the appropriate decision could be increased significantly, thus, leading to a rapid rise in the company’s profitability.
Providing services of high quality and keeping customers satisfied is a challenging task due to the number of objectives that need to be completed. Apart from catering to the needs of the target audience as the primary goal of an organization, both companies should consider improving the communication process and, therefore, establishing better customer relations with their clients. As soon as both organizations start viewing customer satisfaction as their priority, they are expected to experience significant economic growth. The above change, however, will have to be carried out by changing the processes management at Etisalat and redesigning the ethics and values at Saudi Oger.
As soon as both companies recognize their weaknesses and establish a framework that will allow them to manage the essential operations more successfully, they are bound to attain success in the designated area.
Works Cited
CAPTCHA: Telling Humans and Computers Apart Automatically, n. d. Web.
Google Automated Queries, n. d. Web.
Etisalat, n. d. Web.
Mandal, Pumendu. Proceedings of the International Conference on Managing the Asian Century: ICMAC 2013. New York, NY: Springer, 2014. Print.
Saudi Oger, n. d. Web.
Yan, Jeff, and Ahmad Salah El Ahmad. Usability of CAPTCHAs or Usability Issues in CAPTCHA Design. Pittsburg, PA: SOPUS, 2010. Print.
The proposed research will discuss the quality of the Internet services provided by Du and Etisalat, according to the customer perception. The clients of these companies will be questioned regarding their satisfaction. As a result, it will be possible to identify what improvements are needed to benefit the population. Du and Etisalat will be able to use the findings of this research to enhance their performance. Due to these actions, businesses will improve their operations, individuals will contact each other easily, and the development of the UAE will streamline.
The Background to the Study
Due to technological development, many telecommunication providers started offering Internet services. In the UAE, they all are controlled by the Telecommunications Regulatory Authority (TRA). Since the second half of the 20th century, Etisalat has been the only provider of such services in the country. However, at the beginning of the 21st century, Du was created. These organizations manage to avoid great competition mainly because they operate in different areas. The recent increase of the UAE population requires Du and Etisalat to provide Internet services that satisfy everyone. As these companies differ greatly in their services, it is vital to reveal what their clients think about them.
The Significance of the Study
The study will assist Du and Etisalat since they will realize whether their customers are satisfied with the provided services. Additionally, the ways for improvement will be identified. The representatives of the general population will have an opportunity to obtain better services.
The Purpose of the Study
The purpose of the research study is to assess the quality of Internet services provided by Du and Etisalat as they are perceived by their clients.
The problem of the study deals with the quality of Internet services and lack of understanding of customer satisfaction.
The rationale is the fact that the quality of services affects people’s ability to communicate, study, and conduct business. Moreover, this research allows identifying whether companies’ efforts appeal to their clients.
Research Questions
Are clients satisfied with Du’s services?
Are clients satisfied with Etisalat’s services?
Is there a difference in quality between the services provided by the two companies?
What improvements are needed to increase customer satisfaction?
Hypotheses
Null Hypothesis: According to customer perception, Etisalat provides Internet services of a higher quality than Du.
Alternative hypothesis: According to customer perception, Du provides Internet services of a higher quality than Etisalat.
Definitions of Terms
Customer satisfaction – a measure of the way services meet clients’ expectations.
Customer perception – client’s awareness and impression of the obtained services.
Internet services – ability to access and use the Internet offered by providers to clients.
Literature Review
Quality of Internet Services
The Internet is operated by different providers all over the world. They are competitive organizations that need to provide high-quality services to attract clients. In view of this, Internet providers are required to pay much attention to the efficiency of their operations because it allows them to meet the needs of their clients. This fact is significant since it is connected with the profitability of the organization. The roles of the Internet develop quickly, so providers need to adapt their offerings so that businesses can operate and individuals can find required information (Rodrigues et al. 20).
Internet Services in the UAE
The UAE has the best Internet services in the Middle East. However, their quality is not yet as good as in other developed countries. To increase their efficiency, additional improvements are needed. They should be identified on the basis of clients’ needs and expectations. As a result, enhancement of business operations is likely to be observed, which can affect the country’s financial status (Al-Khouri et al. 88). To reach this goal, Internet providers of the UAE should realize how their services are perceived by customers and what improvement is needed.
Summary
Internet services provide countries with an opportunity to develop, benefiting individuals and businesses. The quality of these services is critical to the overall success. The UAE providers should understand how they are perceived by clients to implement required improvements.
Theoretical Framework
This research is based on the expectation disconfirmation theory. The assumption that customer satisfaction can be perceived as a gap between the expected and perceived quality of the purchased services are used. This concept is affected by corporate image, as it makes people develop some impression of a provider even without any previous contact. The ease of use, the load speed, and the price of the services affect customer perception and influence their overall satisfaction.
Materials and Methods
The study will be based on qualitative research. Participants of the survey will be diverse, as both individuals and businesses will be approached. At least 150 respondents are going to be gathered. Questionnaires will be distributed throughout the UAE to gather trustworthy information. Appropriate authorities will be contacted for assistance in data collection.
Instruments
Questionnaires will be used to collect information. They will include a range of questions that are to be answered. There will be no less than 10 questions that discuss the quality of the Internet services in the USA, focusing on Du and Etisalat. Formal letters will be used to contact participants and encourage them to give fair answers. Their permission for the use of data will be obtained. These instruments are both reliable and valid as they are used by numerous researchers and provide an opportunity to obtain information needed to fulfill the purpose of this research.
Data Collection Procedure
Questionnaires will be developed to collect data. They will be distributed randomly throughout the UAE. Permission will be obtained to use the information provided by businesses. Agencies will be requested for assistance in data collection. Differences between services will be discussed to reveal real situations and find out how individuals and businesses are influenced.
Data Analysis
Content analysis will be used to summarize the information provided by the participants and discuss it, focusing on the quality of services provided by Du and Etisalat. Quasi-statistics will be required because this tool provides an opportunity to identify dominating responses and compare them.
Limitations
The research study can be time-consuming due to the necessity to contact many participants and interview them. Moreover, personal biases may affect the quality of the information (for instance, some people may be unwilling to reveal their dissatisfaction). However, participants will provide written answers anonymously, which allows overcoming these drawbacks.
Works Cited
Al-Khouri, Ali, et al. “A Government Framework to Address Identity, Trust and Security in E-government: The Case of UAE Identity Management Infrastructure.” European Scientific Journal, vol. 10, no. 10, 2014, pp. 85-98.
Rodrigues, Gwendolyn, et al. “Factors that Influence Consumer Adoption of E-government Services in the UAE: A UTAUT Model Perspective.” Journal of Internet Commerce, vol.15, no. 1, 2016, pp. 18-39.
Etisalat is a trademark of the Emirates Telecommunications Corporation from the UAE. This company is the national internet service provider of the UAE. The firm provides communication services in 18 countries of the Middle East, Asia, and Africa. There is steady revenue growth, as evidenced by statistics (Statista, 2021). Etisalat’s main competitor in the UAE is Du, whose share in the local market is constantly growing. However, there is no competition between these companies since the market is divided geographically, and both companies are mostly state-owned. Du has its own network of mobile base stations, while the cable infrastructure for the Internet is owned mainly by Etisalat. The company needs to maintain its competitiveness to continue to maintain a leading position.
High-Contact Services
In conditions of freedom of choice of services and the absence of subordination of the client to the service company, the latter is forced to study the client and develop unique methods of influencing customers. According to the client’s degree in operational processes, services range from high-contact to low-contact. Previously, most contacts took place in real life (Vivid Fish, 2016); now, connections are mediated by new technical means (Brenan, 2020; Li et al., 2017), although, changing, the role of direct communications remains. One of Etisalat’s high-contact services is the sale of office and home-use Wi-Fi services for customers in retail stores located in several cities in the UAE. Facilitating services include information, billing, payment, and order-taking (Hashem, 2018). At the same time, enhancing services consist of consultation, safekeeping, exceptions, and hospitality.
The Flower of Service
The core product is the possibility of purchasing and installing Wi-Fi in homes and offices provided by the company. The information provided by Etisalat allows customers wishing to purchase in retail stores to receive complete details on any service. When the client is ready to buy internet services, the consultant proceeds to process the order, draw up bills, make changes to the database, etc. Information on prices for Internet tariffs is publicly available so that customers will not have any difficulties obtaining this data. The payment procedure is simplified as much as possible for the convenience of customers; Etisalat accepts most modern payment types.
When choosing a product, a more detailed consultation with a specialist may be required—the likelihood of a purchase increases in the case of providing competent advice to the client. Retail store employees are ready to suggest which tariff will be more profitable based on the needs of a particular person applying. Employees communicate following the norms of etiquette, not allowing rudeness towards the client, striving to create the most hospitable atmosphere. The company provides a guarantee for the services offered and the goods sold, taking care of the customers. For customers with special needs, there are particular internet tariffs in the assortment of shops.
Theatre Business
The seller of the service must take care of what and how to produce. Employees can be thought of as actors playing a role (Wilson et al., 2016). For all employees in high contact with clients, rules (script) of behavior are written, while the staff must wear a suit (uniform) or coordinate their clothes with adopted standards. Employees should look neat and know their lines when talking on the phone, accepting an order, greeting, etc. (Wilson et al., 2016). For this, they are specially trained in voice production if public messages are required. Moreover, the rules prohibit smoking, drinking, chewing while on duty. Service firms traditionally spend a lot of money on training their employees, and if there is a high-contact service, then training in interpersonal relationships is a must.
Analysis
As a firm, Etisalat does an excellent job of fulfilling its role as a Wi-Fi retailer. Supplementary services turn out to be of a high standard. Competitiveness determines how prepared a company is to compete in the market (La Falce et al., 2020). Service differentiation, as a rule, is used when the goods are almost identical, and it is difficult to modify them in any way (Pahwa, 2021). Petals help to understand how unique and high-quality products a company creates, and therefore help increase its competitiveness. They also assist in understanding where to focus more; that is, they are beneficial in differentiating services.
The Additional 6 Ps
The marketing model is a critical element of a business strategy. Further factors such as location, price, process, people, promotion, and presentation will be analyzed. Process describes the mechanism of interaction between the consumer and the organization. The interaction between clients and Etisalat is based on the principles of convenience and respect. The product’s price influences the final profit of the company, while it is made up of production costs and expected profits (Niros et al., 2017). Etisalat sets reasonable prices for goods while maintaining the ability to grow profits. An essential aspect is the availability of the product for the consumer. Etisalat retail stores are located in many major cities in the UAE.
Promotion of a product in a marketing model is the kind of activity that attracts a potential buyer’s attention. Advertising a new product on the market begins with creating a portrait of the target audience (Malnik, 2021). It is necessary to determine the needs of potential buyers and, based on this data, create an advertisement for the product. To attract the attention of customers, Etisalat creates advertising banners and videos promoting the services provided. Employees need to be trained so that they can fully represent the benefits of the product. People in contact with the consumer must understand human psychology. Etisalat employees undergo training before being allowed to work with clients.
Presentation is how a product appears on the market; customers’ opinions on how a product is shown can influence their purchasing decisions. Some of the clients may not like the packaging or, for example, the company’s values will go against clients’ beliefs. Many circumstances influence the customer’s decision (Laja, 2021), and Etisalat strives to create credible products in the way they are presented. Discount offers posted in retail stores make users want to use the service (Lee & Chen-Yu, 2018), which is achieved by the careful work of designers and marketers. The appearance of stores and employees should also contribute to the desire of customers to make a purchase.
Conclusion, Recommendations for Possible Improvement
It seems that the company is showing excellent results in all these parameters. However, it would help if the company created more interesting, large-scale, and technological advertising projects (Wroblewski, 2018). Enhanced control over the activities of the company’s employees is required since the likelihood of a purchase by customers depends on them (Phibbs, 2017). Etisalat should also develop a customer retention program since engaging with loyal customers will be much cheaper than finding and attracting new customers (Wertz, 2018). For example, this will require more frequent promotions and better services. Quality service and uniqueness of the products will also increase competitiveness.
La Falce, J., De Muylder, C., & Ferreira Santos, M. (2020). Competitiveness: Theoretical reflections and relation with with innovation. Revista Horizontes Interdisciplinares da Gestão, 4(2), 1-21.