Introduction
Du (previously Emirates Integrated Telecommunications Company) is one of the largest telecom operators in the United Arab Emirates. In 2006, the company entered the market dominated by Etisalat to prevent the telecom monopoly in the country (“Our story,” n.d.). Du utilized a hybrid strategy that combined a competitive price offering and a broad range of provided services. In other words, the company achieved a substantial competitive advantage by implementing an intelligent business plan. Since 2006, Du has been actively increasing the quality and scope of its products, which has allowed the company to become one of the largest telecom providers in the UAE today.
Corporate Vision
A thorough understanding of the organization’s vision and mission has allowed Du to attract a loyal group of customers by promoting endorsing values, such as transparency, honesty, and innovation. The company’s executives have established clear objectives regarding profitability and sustainability, which is essential for attracting new investors (“Sustainability,” n.d.). Ultimately, meticulous attention to corporate responsibility and ethics is a significant factor in the company’s success.
Strategic Planning
Consequently, strategic planning plays an essential role in the effectiveness of the established business-level strategy. Namely, Du has applied the Blue Ocean strategy, implying the new demand generation and intelligent market segmentation (Kyrylov et al., 2020). Since Etisalat is the only major competitor, Du can utilize the Blue Ocean model to divide the market and take the specific niche in telecom operations. The company achieves this objective primarily by providing flexible options in mobile, internet, and TV plans.
Conclusion
In summary, the business-level strategy adopted by Du has been the most crucial factor in the company’s success since 2006. The previous monopoly by Etisalat was a significant challenge for newcomers in the telecom industry. Nevertheless, the intelligent usage of market segmentation, broad product variety, and the application of the Blue Ocean strategy to divide the market have helped Du to create a competitive advantage. Ultimately, Du’s chosen business-level strategy was paramount to the company’s success, turning Du into one of the largest telecom providers in the UAE today.
References
Kyrylov, Y., Kyrychenko, N., Stukan, T., & Zhosan, H. (2020). Formation of enterprise management strategies and entrepreneurship training. International Journal of Management, 11(06), 793-800. Web.
Our story. (n.d.). Du.
Sustainability. (n.d.). Du.