This report concerns itself with the management of Optus Company Australia. The objective of the report is to conduct an analysis of Optus limited company and expound on some of the tenets that impacts on the organization and influence decision making. The report will also examine some of the internal and external factors that affect the business across Australia and how they affect the business structure and its strategies.
Optus Limited is one of Australia’s biggest telecommunication company in Australia. The company is owned by SingTel which has its headquarters in Singapore.The success behind Optus limited is that for starters it owns and operates its network infrastructure and uses the wholesales services of other brans like Telstra and National Broadband Network.
The company offers services to users directly and also acts as a wholesaler to other brands such as Amaysim and Exetel. Among the wholesale services that Optus ‘yes’ brand offers includes 4G mobile and Satellite
Due to constant changes in the environment that business operates in, organizations have to think way beyond their current market share. As a result in the formulation of its strategies organizations must take into account its external environment. A critical analysis concerning the strategy being implemented by Optus indicates that the company has adopted a strategy that aims at achieving higher growth and profitability for the organization (Hollensen, 2007.).The analysis has also indicated, just like other organizations Optus is faced by external environmental factors that impact on its operations and some of this factors the organization has no control over them (Kotler & Armstrong, 2010). The analysis of environmental factors affecting Optus has been done through the use of various tools which include PESTEL analysis and Porter five forces.
Porter’s five forces analysis has been used in this report. It assesses the current position of the organization and the ways in which
It is analyzed that political conditions are one of the main conditions affecting the performance of Optus Limited directly. Competition has also been pointed out as a condition that is affecting Optus operations in Australia.
To examine the domestic and external contextual factors affecting Optus Porter, Five force analysis was used. This model was introduced by Porter E. Michael to assist in the assessment of organizational strategies in their quest to break even in an ever-changing business environment. This analysis was used in the case of Optus limited, and the following deductions were made
Optus is still stands out to be one of the most profitable businesses in Australia and its neighboring countries.
While focusing in the formulation of strategies that would bring back profitability Optus must take into account its macro-environment. (Feenberg, 2001). The Australian telecommunication market presents a series of external environmental factors that directly impacts on the profitability curve of Optus. In addition this factors weighs a lot of the operations of the firm since it has no control over them (Kotler and Armstrong, 2010)
In this regard, PESTEL analysis was used to assess some of this factors that affect the firms profitability. PESTEL is an acronym of six factors that may affect the profitability strategy of an organization if not factored in during the drafting stage. These factors include;
A critical analysis with reference to the strategy being implemented by Optus indicates that the company has adopted a strategy that aims at achieving higher growth and profitability for the organization. The analysis has also indicated, just like other organizations Optus is faced by external environmental factors that impacts on its operations and some of this factors the organization ( Albaum & Duerr,2008)
In regard to the PESTEL Analysis Optus will need to come up with strategies that will be flexible to in order to fit in any economic situation and the ever changing needs of consumers. For instance the firm will need to constantly monitor the economic indicators and come up with strategies that will quickly adapt to any change. This will also give them a clear view of the market’s position with reference to economic indicators. The analysis has also shown that firms that are reluctant to embrace technology may lose customers to upcoming players in the market who have embrace technology and are using it to their advances. Also firms should note that consumer preferences and taste changes according to technological advancement. As a result, organizations should package itself and ready to embrace technology in all aspects of its operations.
Conclusion
In summary, the performance of Optus id impacted by environmental factors. These factors can be understood through PESTEL and Porter’s Five Forces. The bargaining power of consumers in Australia is high and there are many substitute services from other companies. Optus competes with companies such as Telstra and these is affecting its performance. However, there is a low threat of entrants which boosts its performance. The Australian telecommunication market presents a series of external environmental factors that directly impacts on the profitability curve of Optus. High inflation rate, exchange rates, and interest rate and trade regulations may adversely affect the profitability Optus. Enhanced technology enhances the performance of Optus. In addition to these, the social and legal factors also enhances the company’s performance.
References
Albaum, G. & Duerr, E.(2008) International Marketing and Export Management. Sixth Edition
Prentice Hall.
Arthur, W. B.(2009). The Nature of Technology. New York: Free Press. p. 28. ISBN
978-14165-4405-0.
Burt, D. & Starlin, S.(2003) “World Class Supply Management”, Eighth Edition
Cadle, J., Paul, D. and Turner, P (2010). Business Analysis Techniques, 72 Essential Tools for
Success, BCS The Chartered Institute for IT.
Feenberg, A. (2001). Transforming Technology. New York: Oxford University Press.
Hollensen, S. (2007). Global Marketing. (4th Ed.) Prentice Hall.
Johnson, G., Whittington, R. and Scholes, K.(2009). Exploring Corporate Strategy with
MyStrategyLab,Financial Times/Prentice Hall.
Kotler, P. & Armstrong, G. (2010). Principles of Marketing. (13th Ed.). Pearson.
Kotler, P., Keller, K.L., Brady, M., Goodman, M., and Hansen, T.(2009). Marketing Man-
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McDonald, M. and Wilson, H. (2011), Marketing Plans: How to Prepare Them, How to Use
Them, 7th Edition, John Wiley
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Porter E. (2016).The Five Competitive Forces That Shape Strategy. Havard Business Review.
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