战略商业领袖(ACCA)课件4题目-PESTEL-1a波特五力1b.docx
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1、Strategic Business Leader - Mock Exam 4 - 2TelYou are a management consultant, working for a consultancy firm based in Farland.Your firm has been commissioned by 2Tel to advise them in relation to a potential business opportunity. You are part of the team working on the 2Tel assignment, and you have
2、 been asked to prepare a consultancy report for the client, as well as advising them on other issues.2Tel is a large mobile network operator, and reported group revenues of $2,400m and profits of $405m in 20X6, its latest financial year. 2Tel has grown mainly through significant acquisitions both at
3、 home and overseas, and it has extensive experience in buying companies and integrating them into the group. Its Chairman and Chief Executive is Vincent Spark, who founded the company and has many years1 experience in the mobile phone industry. It also has a subsidiary, 2Tel Phones, which operates a
4、 network of retail stores and an internet sales division, selling a range of devices in Farland.2Tel continually invests substantial funds in research into network technologies. Like all the main mobile network operators, it is constantly looking for technical opportunities for making its networks q
5、uicker, more reliable and, if possible, cheaper to install and maintain .Before entering any market (or industry), 2Tel commissions an independent report from an external consultant which considers both the external environment of that market or industry (the wider macroenvironment which the market
6、or industry works within) and the competitive environment of the market or industry itself (the market or industry the proposed company will work within). This report is used by the board of 2T el as part of its evaluation of whether a market is attractive to enter, and if it does attempt to enter,
7、whether it should enter directly or through acquiring a current operator.Your firm has been commissioned to prepare this report in relation to 2T els possible expansion into The Federates States (TFS).You have collected and analysed the following information to help you prepare the consultancy repor
8、t and to address the other issues in which 2T el has asked for your firms advice:Exhibit 1 - Potential opportunity and environmental analysis of TFS - an overview prepared by one of your colleagues on the teamExhibit 2 - Licensing arrangements and mobile phone usage in TFS - Market intelligence repo
9、rt, published by Pintel, a leading market research company in TFSExhibit 3 - Extracts from email from CEO of 2Tel about concerns raised by an institutional investorExhibit 4 - Research into TFS bidding and tendering process - findings of Professor Tan (an acknowledged expert in probabilistic decisio
10、n making, commissioned by 2T el to investigate the bidding process in TFS)Exhibit 5 - Extract from board paper - background information on T-MeExhibit 6 - Internal company notes - 2Tel PhonesExhibit 7 - Notes from a meeting between Vincent Spark and 2Tel*s head of investor relations, Heidi Parr Usin
11、g th is information, you are now starting to prepare the consultancy report and associated tasks for 2Tel.EXTRACTED FROM THE STATEMENT OF FINANCIAL POSITION20X4 $m20X5 $m20X6 $mTotal non-current assets268280286Current assetsInventories670680690Trade receivables2,4322,5162772Cash and cash equivalents
12、780750690Total current assets3Z8823,9464J52Total assets4J504,2264,438Total shareholder rs equity320310300Non-current liabilitiesInterest bearing long-term loons90100noOther provisions263032Total non-current liabilities116130142Total current liabilities3,7143,7863,996Total equity and liabilities4,150
13、4f2264Z438EXTRACTED FROM THE STATEMENT OF PROFIT OR LOSS20X420X520X6$m$m$mRevenue664674680Cost of sales460504500Gross profit204170180Wages & salaries747678Other expenses707680Interest payable688Total150160166Net profit before tax541014Tax1064Net profit after tax44410Extracted from annual reports2,65
14、027502,8002,65027502,800Number of employeesExhibit 7 - Transcript from a recent meeting between Vincent Spark and 2Telfs head of investor relations, Heidi Parr:Vincent Spark: I need to discuss something with you. At the beginning of the year, the remuneration committee of 2Tel awarded a large basic
15、pay increase (and pension contribution increase) to Frank Finn, our Sales Director. One of our major shareholders, Avo Investments, has been looking into this, and has expressed concern that the increase was, in their words, Substantially over-inflation, with no apparent link to performance. They al
16、so point out that Mr. Finn has a cross directorship with Joe Ng, an executive director of DEF Co, a software company here in Farland. As you know, Mr. Ng is a non-executive director of 2Tel, and chairman of its remuneration committee.Heidi Parr: Yes, I know all about this one. Avo Investments argued
17、 at the annual general meeting last month that there was a problem with the independence of Mr. Ng and that Mr. Finns remuneration package is poorly aligned to the interests of Avo and other shareholders because its too much weighted by basic pay rather than other incentives.Vincent Spark: You may r
18、emember that I openly disagreed with Avos position at the annual general meeting, telling them that they had nothing to worry about as Mr. Finns performance is strong, his remuneration is fair and it provides an appropriate level of incentive. Surely there is no need for Mr. Finns remuneration packa
19、ge to be designed merely to suit Avos requirements?Heidi Parr: Avo Investments has proposed that the composition of Mr. Finns remuneration package be reconsidered by the remuneration committee, and that Mr. Ng should not be present during the discussion. But another of the larger institutional share
20、holders, Hanoi House, has now objected to this. They argue instead that Mr. Ng and Mr. Finn both resign from their respective non-executive directorships as there is, in their words, fclear evidence of malpractice1. Avo considers this too radical a step. We can all see that Mr. Ngs experience is ver
21、y valuable on the 2Tel board.The case requirements are included in the tasks shown below:IFrom the information you have assembled, draft a section of the consultancy report for the directors of 2Tel to include the following:(a) An analysis of the macro-environmental factors affecting the mobile oper
22、ator industry in TFS, using an appropriate model. (15 marks)Professional skills marks are available for demonstrating analytical skills relating to the environment. (4 marks)(b) An evaluation of the competition within the mobile operator industry in TFS. (8 marks)Professional skills marks are availa
23、ble for demonstrating evaluation skills relating to competition in the industry. (2 marks)2 The CEO of 2T el has asked for your advice about how to respond to Avo! s concerns about acquiring a network operator in TFS.RequiredDraft a reply to the CEO advising him how he should respond to Avo* s conce
24、rns, addressing the points he has highlighted in his email. (6 marks)Professional skills marks are available for communication skills in highlighting the key points the CEO should make to Avo. (2 marks)(Total = 37 marks)3 2T el also requires an evaluation of the relative advantages of bidding for a
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