Application of different tools of analysis of external and internal business environment and identification of business strategy

Abstract

The article represents the application of different tools for analysing external and internal business environment such as PESTEL and SWOT in order to identify generic business strategy. Case of such application is OmanTel-public corporation, leading telecommunication provider in Sultanate of Oman. Based on collected secondary data, descriptive analysis of and some company' internal factors, as its vision, mission, core values and strategic objectives is presented. The article also contains descriptive analysis of Oman business environment using PESTEL framework. Based on both internal and external factors analysis, SWOT was generated for OmanTel. Results of analysis done were considered in identifying generic strategy pursued by OmanTel.