Question

1. Choose a well known Emirati company for your assignment. (examples: Etisalat, Du telecom, Damac real estates, Damas Jeweler etc.)

2. 2. Study and analyze any Strategic HRM topic below in the company

Suggested topics

·      Business Mission, Vision and HRM values and objectives  

·      HRM organization strategy

·      innovation in HRM strategy

·      Competitive advantages through HRM

·      Learning organization

·      Employee demand Forecasting

·      Staff Recruitment, training, salary, promotion and loyalty reward strategy

3.    The report should be 8-10 pages long MS word (Excluding cover page, table of contents, data questionnaire and references).

5. Make your report look attractive with relevant visuals, pics, and data

6. should include the following :

1.     Table of contents

2.     Main Report

3.     Page 1-2: Briefly Describe the business, mission and vision of the Emirati company you have chosen

4.     Page 3-4:  Briefly Describe your strategic Human Resources management topic (what and why it is important)

5.     Page 4-6: Briefly Describe the strengths and weaknesses of how the Emirati company manages the HRM topic.

6.     Page 7-9: Give Five suggestions to improve the topic.  

7.     Page 10: Five lessons you have learnt in doing this assignment.

8.     References

Answer 1

Table of Contents

Introduction

Business Vision

Mission of the company

Objectives of the company

Emirates Integrated Telecommunications Company (du) was founded in 2006. Du is the second telecommunication company operating in the United Arab Emirates. It offers mobile, fixed telephony, broadband connectivity and Internet Protocol Television (IPTV) services for personal and business purposes. It is expanding its area of business. It has started providing carrier services, a data hub, internet exchange facilities and satellite services for broadcasters. The working population of du is more than 2,000 people. The employees working with du are spread across 60 countries. Because of the cultural diversity, it is able to serve its customers in a variety of languages.

Vision:

Vision of ‘du’ is:

“Enhance customer’s lives – anytime, anywhere”

Mission:

Du works with various missions. These are listed below:

1. Delight the customers.
2. To create optimal value for its stakeholders through business excellence and innovation.
3. To be the employer of choice for the best talent in the market.
4. To contribute to the transformation of the community.

Du only works to achieve its mission and deliver vision by using its talent, skills and energies to connect to people, inspire them and its employees and to reward all it touches, every day.

As du is spreading its business, it has more than 6.5 million mobile customers, which contributes to around 50% of market share, around 555,000 fixed line subscribers, 180,000 home services subscribers and over 70,000 businesses have chosen du for their services. Du was named to be the Best Mobile Broadband Network in the Middle East and Africa in 2012. The annual revenue of du in today’s date is exceeding AED 10 billion. (Data taken from http://www.du.ae/about-us/who-we-are)

Above all the services du provides, it also offer value to its customers and enhance their services every now and then. Du’s objectives are driven from the company’s vision and mission, which are mentioned above.

Objectives of du are:

1-First-year objective:

The first year objective of du is to be stable in market, have a strong and professional relationship with customers. The market of telecommunications was a monopolistic market and it was controlled by Etisalat.

2-Second-year objective:

By employing UAE nationals in the company, du focusses to increasing Emiratization. It is focusing on developing training programs for UAE nationals, trying to support projects of UAE nationals and advertising for the company ‘du’ throughout the UAE cultural places around of UAE.

3-Third-year objective:

Du’s third year objective is to spread its market globally. It will work to open a new du branch in the Middle East countries such as Egypt, Algeria, and other countries too.

Price strategies are made by keeping the competitor prices in mind. It is a very important decision for the marketers. The UAE telecommunication market consists of two cellular companies, Du and Etisalat. A few years ago, Du entered the telecommunication market. It took the risk to compete with Etisalat, the leading company in this region. Etisalat offered a good quality of service with high pricing whereas, du offered low prices that has attracted customers.

Du considers the audience as a priority and they consist of residential and business customers. The audiences have different preferences, such as products and services that enable communication and entertainment of high quality at affordable prices.

The emergence of a new telecommunications company has targeted both the nationals and the citizens that has increased the competitive power. The different offers and lower prices of phone calls, Wi-Fi, messaging, etc. are major factors that increased competition. The only and key competitor of du in the United Arab Emirates, is Etisalat.

Targeted segments	Customer Needs	Corresponding features/Benefits
Consumers : Households Individuals	To have improved entertainment technology to stay in touch with the world in lower prices to carry less devices	Present mobile and fixed voice calling, Internet, data services and television. Provide internet services that are more convenient such as the Mobile Broadband Data Card that provides with internet everywhere. Moreover, the television services that assures movies on demand, controlling with forward pause and record of live TV, and high definition of many packages.
Business: Small and medium business Enterprise and Government	search for ease, support, simplified solution where all their telecommunication requirements are met at one stop shop Aim for growth enhance relations	business voice that allows users to benefit from inbound and outbound services to ease your communication needs Business mobile that provides flexible mobile strategies and mobility products to outfit the business needs. business managed services help enhance the business IT investment value Business access is committed to secure and reliable point-to-point connection for offices countrywide or globally that are there when needed.
Carriers: Blue collar workers	Develop business analytics and product	Provide international data networks and wholesale services to international operators, multinational corporation and telecommunication carriers.

Competitive advantages:

The emergence of a new company du, has targeted both the nationals and the citizens. The difference in prices for text messaging, phone calls and different entertainment systems are major factors of increased competitiveness. The only and foremost competitor of du is ‘Etisalat’. It uses promotional strategies rather than reducing the prices. Du can gain recognition and success despite this tough competition. Additionally, du has attracted over 159,800 customers in the last quarter and a total mobile market of 37 percent. Du is the economical service provider; it attracts its customers by providing lower prices than etisalat, but unfortunately provides lower quality. Du offers bundle, allowance and discount, and segmented strategy. It offers per second pricing, thus a majority of user prefer to call from du.

Strategies followed by Du:

Du follows the strategy by analysing the current market and then by developing marketing strategies which influence the product design offered. It’s strategy is based on a positioning of product differentiation. Its primary consumers are both men and women who uses mobiles at good prices.

Competitiveness is the main strategy for du to expand its market. As Etisalat did not have competition in the market and it was the leading operator in the market, there was no creativity in the product they offered. Its marketing strategy is to focus on the consumer’s need rather than just launching a new product in the market. Since most of the customers travel between their work area and home, du looks for great solutions by offering voice, messaging, data and increasingly fixed line services to meet consumers’ needs.

Du analysed that the use of internet and phone calls is increasing in everyone’s daily lives and decided to create a new international roaming offer at a flat data pricing rate for its subscribers. Du’s prices reflect its strategy of attracting new customers as well as maintaining loyal customers. This offer provides customers with peace of mind, rather than having to worry about hidden international costs.

Du’s distribution strategy uses both direct and indirect channels. Advertisements in booking websites and retail shops will be included under direct channels.

Salaries of the employees are expected to be increased by around 4.3 percent. There has been 12-13 percent increase in jobs in UAE. Du has been expecting a lot of hiring to go on due to the change in technology and automation.

As per indirect channel distribution, it gives the responsibility to distribute and advertise its products.

While doing the analysis on the company, I learnt some of the strategies should be followed to see business growth and how a business minded person should think of before making business strategies.

References:

Du(2011). Retrieved 11 June 2018, from: http://www.du.ae/about-us/who-we-are