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Opportunities (markets or marketing) on BT Cellnet Essay Sample

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Opportunities (markets or marketing) on BT Cellnet Essay Sample


This research paper presents the issue of opportunity for small and medium-sized enterprises (SMEs) with a focus on markets and marketing. This also discusses an overview of the BT Cellnet business enterprise and its way of commerce management. It discusses critically both the positive and negative aspects of running the company accompanied by a thorough review of the steps to be taken in its product line or service concerning the issue of opportunity.

Research, Synthesis, and Evaluation of Opportunity for a group of local SME owners

London is the world’s main hub for finance. In spite of this, several SMEs (see appendix for definition) have problems in building on an appropriate plan that causes the enterprise boosting the essential marketing. There is a recognized disparity in the market where shareholders are unwilling to invest in a commerce that is seeking growth capital, choosing the lower risk of a customary enterprise and the economies of scale of bigger investments. While urban border areas entail high SME beginning rates, they as well go through various high collapse rates. According to Kitching and Blackburn (1999, p.27), in the London Boroughs of Camden, Hackney and Islington particularly, more enterprises became unsuccessful than were situated in 2005.

The business sector is never an easy matter. It has a lot of different sides that must be taken into account to run it smoothly. Marketing practitioners time and again discover themselves so lost in thought with the difficult task of administering promotion courses, taking charge of human resources or personnel and transaction strength, and being present at to the habitual chore that they lose vision of the bigger scene. On the other hand, it is necessary from time to time to move back, obtain a slight point of view, and carry out certain critical performance of strategy. The wide-ranging range of tactical arrangement takes in each and every item for consumption or service that a venture of business enterprise, company, or corporation presents, every single market they serve, both interior and external variables, and manufacturing, research, pecuniary elements, and other managerial fundamentals required for success.

Strategic setting up comes across the instantaneous conditions, in the manner of expounding where they desire to be in the years to come. This premeditated viewpoint can be diverged to the deliberate stages, which focus on accomplishment of particular products or markets on a more concise frame of period and functional scheduling which concentrates on the details of getting the tasks done (Brown, 1993, p.20).

Loads of firms have gotten themselves in serious dilemma for the reason that they fell short to be aware of just precisely what commerce they were in. Strategic planning aids to avoid the same old oversights by approaching a focal point, examining, reflecting, and coming to an accord with reference to what dealing they are actually and accurately in.

This subject encompasses state of affairs study, which may as well be insinuated as a promotion appraisal. This analysis must be accomplished on a regular basis to grab hold of a picture of a firm’s existing position. The circumstances, needless to say, consist of both interior and exterior features.

Furthermore, strategic planning takes account of economic-demographic factors. Trade and industry influences are constantly imperative as an escalating financial system has essentially diverse repercussions than a firm that is economizing. Business enterprises must in addition identify with demographic aspects, and above all the demographic alterations.

Moreover, technical and industrial parts, which nowadays revolutionize at a rapid rate, must also be covered by strategic management. Novel procedures, new-fangled merchandise, and innovative markets for earlier unlikely manufactured goods are the standard or custom. Undeniably, the claim for original creations or service can compel business ventures into obsolescence if they would not adjust and manage to go with the flow of the fast pace of technology with appropriate and proper management. They basically cannot afford to pay no attention to this facet.

And as a last aspect, socio-cultural factors are also present, and strategic planning is equally important to this matter. The delicate market and psychosomatic energies that modify demand sequences and market dynamism.

Inside appraisal of the business may be incorporated with the use of strategic planning here turning to a across-the-board examination of inner progression, together with information schemes, creation connections, competition, allocation means, market arrangement, transactions recompense, advertising expenditures, and outflow financial statements.

From the strategic market planning, firms may come up with good marketing study. Consumer examination responds to principal inquiries concerning every definite item for consumption or service offered in the market. Crucial contender investigation and SWOT analysis may be applied. By this SWOT study, it characterizes the classification and taking the full advantage of the strengths, curtailing the weaknesses, making the most out of opportunities, and offsetting the threats (Kumar, 1999). The yield of a firm SWOT examination will help various business ventures in forming their marketing ideas and purposes.

Analysis, Evaluation, and Application to BT Cellnet

As an overview of the company, BT Cellnet originally functioned during the late 1980’s. Initially started in 1985, Telecom Securicor Cellular Radio Limited was a combined endeavor between BT Group which was formerly named as British Telecommunications comprising of 60% share and Securicor with 40% share, which do business as Cellnet as affirmed by Chairman Peter Erskine. In 1993, it started marketing GSM business in London, and its eTACS business was suspended in 2000, with the amendments to the range of bylaws in London. Appearing in 1999, Securicor sold its outstanding investments to BT and the business was relabeled BT Cellnet and developed into a subsidiary of the BT Wireless group.

With the merging down from BT in 2001, BT Cellnet turned out to be O2 UK, a subordinate of mmO2 plc and out of all the main UK system operatives, Telefónica O2 has the biggest quantity of customers as the Chairman claimed.

More than better businesses which at least have the preference of managing a lot of their needs domestically, SMEs like BT Cellnet are dependent on other businesses or organizations for services like personnel training, and marketing. SME grouping is widespread all over the world. Enterprises regularly progress in a group, principally when working in the similar or linked manufacturing sectors, to boost their competitive advantage by means of supportive ventures.

Great opportunities are at hand in the functioning for an SME like BT Cellnet. It can be completely discrete from functioning for a superior established company. The opportunities of BT Cellnet are the following. It primarily involves extent of experience in view of the fact that there is less dissimilarity between roles, wherein former students running inside an SME are more expected to get engaged in a broader scope of endeavors and industry operations and deal with additional everyday tasks where there are divergences, therefore obtaining a range of familiarity and competence. They are less possible to be sorted out.

Another opportunity of BT Cellnet is its flexibility. BT Cellnet puts forward lots of appealing assistance, subsidies, and relations-oriented policies, such as employment sharing, operating from home and adaptable or part-time hours.

Next is its involvement. By involvement it means that alumnae are provided more opportunities to express their individual thoughts and outlooks and are persuaded to play a part in determining the business customs and dealings from an initial phase.

Furthermore, BT Cellnet also incorporates control over job succession. By reason of the smooth character of roles, former students have more influence over their professions and work designations and the chance to improve such roles, which would be perceived as non-alumnae points by superior graduate employers, into a reliable occupation course. It also integrates basic responsibility. A lot of former students are offered sovereignty from an initial phase and the chance to strike the position management. Uniqueness and credit also play a part here wherein there is a superior possibility of being viewed in an SME just like the BT Cellnet’s nature of business, rather than being simply one of the numerous hundred workers in a bigger corporation (Dev & Schultz, 2005, p.12).

Last is its rapid turn-around wherein the period between creating a design and considering the outcome is much shorter, with the opportunity of participation at each phase of the progression. Pace of development is as well related to this which entails that there are fewer positions to work through, so promotion can take place speedily. As stated by Brown (1993, p.19), the camaraderie whereby functioning as part of an undersized group towards a collection of collective objectives can be exceptionally worthwhile, both personally and professionally.


At this instant with the strategic planning tools at hand, primarily, business enterprises can now set up, design, and prepare long term aspects for multi-trained communication and dealings core and project back-office settings or situations; building up most favorable conscription procedures that reduce outlay while coming to get certain objectives and offering supervisors with the facts they must have to go through and hastily consent financial plans, labor force personnel running, optimization, and quality monitoring.

Secondly, the firms can now measure or gauge the outfitted and pecuniary paybacks and effects of diverse circumstances ahead of constructing resolutions. Third is that they can already enhance forecasting precision with advanced scrutiny of historical information. They can eventually plan their wherewithal ahead to replicate anticipated client demands and plan their allocation of resources in venturing for other projects in the future.

With this, firms can turn out this preparation development a group endeavor. They can now request everybody concerned in putting into practice the strategy for proposition. Strategic market arrangement must be an existing method to occasionally make another study of firms’ standing. They may keep each and every team associates informed of the marketing and administration advancement in and amend the strategy as challenging prospects become apparent to improve the profitability of various business entities.


Brown, Stephen (1993) Postmodern Marketing. European Journal of Marketing 27 (4)

November, pp.19-20.

Dev, C.S. & Schultz, D.E. (2005) In the Mix: A Customer-Focused Approach Can Bring the

Current Marketing Mix into the 21st Century. Marketing Management 20 (5) February, p.12.

Kitching, J. & Blackburn, R. (1999) Intellectual Property Management in the Small and Medium Enterprises. Journal of Small Business and Enterprise Development 5 (4) September, p.27.

Kumar, V. (1999) International Marketing Research. England: Prentice Hall.

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