Leading international markets
A Marconi case study

Page 1: Introduction

In recent years, fewer industries have been faced with more challenges than the telecom equipment industry. Though the industry has been around for more than one hundred years, it has changed more in the past few years than in the entire preceding century! By examining how it has adapted to this accelerated process of change, this case study illustrates how Marconi Communications has developed...
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Page 2: The changing environment

The modern business environment contains many different influences that make decision-making more complex than ever, such as technological change, competitive rivalry and global communications. The ability to make sense of these influences is particularly important for managers - on the one hand they signal opportunities, on the other they warn of threats. Organisations that recognise the...
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Page 3: Making a strategic decision

Strategy involves making major decisions about the long-term direction of a business. It results from a process of corporate planning. Deregulation was changing the telecoms landscape in the US and the UK and signs indicated that when changes reached the rest of Europe, the pace would quicken. At a time when transformational change was required for GPT, it was important that strategic decisions...
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Page 4: The expanding marketplace

In recent years there has been a rapid growth in telecommunication services such as call waiting, call identification, conference calls and voice mail. A larger development has been in the world of data rather than voice. In the past, these were considered to be niche markets, with few mass market opportunities. The development of the Internet has, however, provided the most significant increase...
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Page 5: Core competencies

Core competencies are separate activities that provide competitive advantage and are usually difficult for competitors to imitate. Marconi’s competencies are: speed of response technological scale global reach highly-skilled and motivated people. In its strategy to develop competitive advantage, Marconi Communications had to develop the technology and build on its core competencies. It was...
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Page 6: Conclusion

Marconi today is the world leader in SDH and supplies customers worldwide, from Australia and China to Latin America and most European countries*. Marconi Communications has also been successful in winning key corporate customers such as Microsoft, Shell, Intel and Disney. Such sales sometimes require strategic partnerships to fully meet customer needs. For example, Ericsson has entered into an...
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