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The report examined Deutsche Telecom and its possible entry in United Arab Emirates. According to the findings, there are a number of opportunities in the market including the supportive government policies and regulation, investment in the telecom industry and other favourable macro factors. The report also points out sources of risk for Deutsche Telecom, and suggests some ways to help improve its long term profitability including formulating an overall corporate strategy for pricing and promotion.

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Foreign Market Analysis (FMA 601 ) Case Study


Key Learning Outcomes

By the end of the case, students should be able to:
  • Understand the broad macro-environment of United Arab Emirates in terms of political, economic, social, or legal factors in order to analyze its market potential, opportunities and sources of risk for case study company (PESTEL/PEST/STEEPLE).
  • Formulate an overall corporate strategy for pricing and promotion.
  • Suggest some ways to help improve long term profitability of case study firm from the new market.

 

Assignment question

You are required to choose a firm from among these firms – EasyJet, Deutsche Telecom. For the selected firm, 

1. Give a brief back ground of the firm’s global operations 
2. Evaluate the market environment in UAE, to analyze the market potential for the company
3. What are the major sources of risk facing the company?
4. Formulate an overall corporate strategy for pricing and promotion.
5. Suggest some ways to help improve long term profitability of the firm from the new market 

 

1.0 INTRODUCTION


Deutsche Telecom is the biggest telecommunications company in Germany as well as Europe. It operates across in most major global markets including the US, China, UK, India, France under various subsidiaries including T-Mobile, EE, etc. Revenues for the year ending 2019 were €80.5billion. The report examines Deutsche Telecom and its possible entry in United Arab Emirates. Using frameworks such as Pestle, we analyse the market environment of UAE to unveil any opportunities in the market including government policies and regulation, investment in the telecom industry and other favourable macro factors. The report also points out sources of risk for Deutsche Telecom, suggesting some ways to help improve its long term profitability including formulating an overall corporate strategy for pricing and promotion.

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