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Digicel
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Strategic Modelling
Busi123
Assignment 1
(02nd November, 2007)
_________________________________________
Topic: Analysis of vision and mission statements of Digicel Trinidad and
Tobago and Horticultural Service Division of Trinidad and Tobago
...
In this
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section, we will be examining Digicel Trinidad and Tobago Limited where the findings
and analysis will be presented using the theoretical framework
...
Being the fastest growing GSM mobile operator in the region the company has
captured a market share of 60% overall across all its markets
...
Digicel Trinidad & Tobago
Digicel opened its doors to Trinidad and Tobago on April 6th 2006 with an investment of
U
...
At Digicel their focus is to deliver an amazing customer experience that
will not only result in churn reduction but in ultimate customer satisfaction
...
Along with this the company offers:
The best GSM/GPRS network – the first to introduce GSM technology in the
Caribbean
...
Excellent customer service – available 24hours, 7days a week
...
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Digicel sponsorship – Supports the development of the local community
...
Vision Statement
A strategic vision points the organization in a particular direction, charts a strategic
path for it to follow in preparing for the future, and molds the organizations identity
...
It should have the following
characteristics as shown in the table:
Digicel’s Vision
“To be the brand of choice, by enriching customers lives through care, coverage and
choice
...
Division vision statement
...
The vision is easily understood by all
stakeholders since you can actually see what
the company wants do
...
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comprehensive in meaning
...
Quite challenging but it is attainable for the
organization
...
Stakeholders
can
actually see what
the
organization wants to achieve
...
Not concerned with numbers
...
Sets the tone for employees
...
Mission Statement
A company’s mission statement usually deals with a company’s present business scope
and purpose, which would include “who we are, what we do and why we are here”
...
The mission statement should also be brief
but comprehensive and should be easy to understand and descriptive
...
Digicel’s Mission
“Digicel’s mission is to provide our customers with affordable and innovative mobile
communications that foster personal and professional connections between Caribbean
nations and people”
...
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It gives a broad statement of what they are and what they do ( provider of mobile
communications)
With or for whom they do it – for both professionals and personal connections
...
The statement did not include the company’s ultimate end in doing what they do
...
(Refer to recommendation)
...
The internal environment is the strengths and weaknesses of the
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organization
...
These will be discussed in detail below
...
Internal Analysis – Strengths and Weakness
(Human, Organizational and Physical Resources)
...
Digicel is a well
known mobile provider in the Caribbean so it was a smooth transition when the
company opened it doors to Trinidad and Tobago with knowledgeable staff
...
With the introduction of new products and services staff who are directly
involved with customer issues are trained to deal with all queries, in instances
where escalation of particular queries may arise it is necessary that these are
forwarded to the relevant team to be handled
...
The evaluation which is done
by the team leader will then be given to each individual who will review his or
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her performance and include comments if there are any
...
This six
month review also determines the bonus to be received for all employees
...
In addition, under the general Customer Care department lies the,
The Managing Director
Support Managers
Team Leaders
Customer Care Agents
Quality Assurance Team
The organization’s formal structure is appropriate in implementing its strategic plan of
choice, care and coverage;
Choice – in products and services, choice in handsets, choice in spending and choice in
mobile provider
...
Coverage – Network coverage
...
Digicel’s goal is to “transform the market by offering services that
place the Caribbean at the cutting edge of wireless technology, while challenging
competitors in a manner that drives positive business development”
...
The score cards list a number of things that should be done on the call
...
Members of the Sales and Distribution Department continuously liaise with manufactures
to ensure that the company receives the handsets the are in demand
...
With regards to the network capacity Digicel is able to load each subscriber with its
advanced technology, as there is no delay for customers to make and receive calls or
send messages whether it is regular text messages or multi-media messages (picture
messages)
...
Dealer stores are located on almost every corner in the
country
...
External Analysis – Opportunities and Threats
(Pest frame work – Political legal, Economic, Socio Cultural and Technological)
Political Legal
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Digicel would encounter unfamiliar political systems or government supervision and
regulations since they are an international company
...
This
was especially apparent in 2000 when Digicel first attempted to enter the Trinidad and
Tobago market but was unable to do so because of stiff blocking by its rival TSTT
...
Economic
Changes in the exchange rates can have major implications for the profitability of
international operations
...
This can
result in the increase of the cost of handsets
...
Socio-Cultural Forces
A nation’s culture includes the shared knowledge, beliefs and values as well as the
common modes of behavior and ways of thinking among members of society
...
In Trinidad and Tobago Digicel has proven that
they fully understand the culture
...
Recognizing the community’s
commitment to sports Digicel has pledged the resources of the company to elevate the
status of sporting activities in the Caribbean, for example, Digicel made a multi-million
dollar sponsorship agreement of the West Indian Cricket team and the Digicel Caribbean
cup in association with the Caribbean football union
...
Digicel’s infrastructure include cell sites or cell towers that make the connection form
one point to another possible, however, many persons believe that living in close
proximity to the sites can be hazardous to ones health
...
Business
transactions in terms of introducing new phones or models to the market are done via
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intranet/internet
...
After determining which handset models they wish to import they will liaise
with the different dealer stores
...
Porters Five Forces Model
Rivalry among existing competitors
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Since Digicel entered the Trinidad and Tobago market in 2005 there was a delay in
granting the interconnection license by its rival TSTT
...
Not only this, but at first TSTT only gave a limited capacity to Digicel which meant
that some mobile numbers with certain number ranges were unable to connect, that is,
Digicel to bmobile or bmobile to Digicel
...
However, this was only done for
voice calls; Digicel is still awaiting data transfers to be done such as text and picture
messaging
...
Threat of substitute products and services
Threat of products and services will be walki-talkie, and internet calling
...
Due to economic factors
...
The customer will decide based on quality, service and product
differentiation
...
Recommendation
(Revised vision and mission statement)
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Based on the study conducted an examination was done on the Digicel’s existing
vision and mission statement
...
Revised Vision Statement
To be the brand of choice, by enriching customers lives through professional
customer care, local and international coverage and preference
...
With the revised statements we incorporated the theoretic framework for both vision
and mission statements
...
However, improvements and adjustments can be made to work on the
current weaknesses and threats of the organization
...
Author: Arthur A Thompson Jr
John E Gamble
Handouts:
Texts: The Strategic Planning Process; SWOT Analysis and Critical Issues
Worksheet; Vision Statement Worksheet; Mission Statement Worksheet
...
Sc
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digiceltt
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Appendix
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Caribbean Footprint
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