BMAN 615 - Deliotte Industry Engagement Assignment - North-West University

Assignment Task

1. Brief Release Company Background

“Company X” is a market leader in the African Telecommunication industry. The company currently has a 38% market share in Africa. The current portfolio offering is made out of fixed line, mobile line, fixed data, mobile data, pay TV services, Fintech (mobile money payments) and gaming services. They have a B2B (Business to Business) and B2C (Business to Consumer) segments. Their infrastructure includes Optic Fibre, FWA (Fixed Wireless Access) and FTTH (Fibre To The Home).

The company currently has footprint in the following countries:

• South Africa: 20 million users
• Kenya: 18 million users
• Nigeria: 40 million users
• Ghana: 25 million users
• Tanzania: 7 million users
• Namibia: 2 million users

The company has a long serving CEO, COO and CFO, who have been in industry for over a decade each. They all have worked for “Company X’s” competitors in Africa and bring a wealth of industry knowledge and leadership expertise. The CSO (Chief Strategy Officer) is new and has been in the company for only 6 months. He previously worked for a global Telecommunication company in the USA and brings over 15 years of senior leadership experience. The CSO’s experience ranges from entering new markets, developing and launching new products successfully.

The company has done well over the years, with footprint in over 6 countries including South Africa, Nigeria, Kenya and Ghana. Telecommunication companies are currently faced with challenges of reduced data and voice prices, the emergence of TowerCo’s (companies that build network towers and lease them out).

The company has asked you to advise them on how they can increase their revenue by either entering a new market with existing offerings or grow their product portfolio in the existing markets.

The company is faced with multiple options which are outlined below:

• Option 1: Monetise their data (commercialise data that is generated through its platforms)
• Option 2: Enter quad play (offer packages that include fixed and mobile voice and data products and paid TV services)
• Option 3: Enter a new market (using their existing offerings or new offerings)
• Option 4: Transformative (be innovative)

2. Client Requirements

Company X has asked you as the junior consultant at Deloitte to advise them on how they can increase their revenue by either entering a new market with existing offerings or grow their product portfolio in the existing markets.

Recommend a business case to the executive team of Company X based on the above options (they do not need be exclusive) outlining the following:

• The target market and justification of that
• Total Addressable Market (TAM) and the serviceable obtainable market (SOM) by Company X (size of the prize) – include with supporting assumptions.
• Construct an ANSOFF matrix for developing the revenue growth strategy while considering the potential risk of each strategic Indicate Company X’s competitive advantage for the revenue growth strategy.
• Key success factors to win in the chosen revenue growth strategy and comparison of those factors to Company X - include supporting
• Market entry strategy

Assessment Criteria

• Market Analysis: Was the target market clearly identified, explained and justified?
•  ANSOFF matrix: Was the ANSOFF matrix executed correctly and were appropriate strategies suggested?
• Key Success factors
• Market entry strategy:
• Communication: How well is the proposal documented?

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