Applied Strategic Management: Orange UK
The strategic performance of any organization is always determined by the interaction between the firm's macro and micro-economic factors and the decision making functions of the organization. Orange UK has been a dominant market player in the UK in last decade and has fared well in the provision of wireless telecommunication services. It also offers fixed broadband services. Orange has grown over the years to attain a customer base of about 16.5 million customers consuming its mobile telecommunication services. This paper conducts a strategic analysis on Orange UK with an aim to establish its strategic positioning in the market. It also evaluates additional strategic options available to the company to continue its good performance record. Strategic options have therefore been provided with the main focus being on the practicality and value of the same.
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