Generating an integrated SWOT strategy from the SERVQUAL survey results-the need for a comparative assessment of telecommunication companies in Oman

Abstract

A detailed analysis of the Telecommunication external environment was made - both the industry as a whole and the regional market for wired and wireless communications services. The possibilities of applying the experience of foreign companies in the region, as well as the possibility of transferring the anti-crisis measures implemented in other sectors of the economy to the industry, were assessed. A deeper analysis of the factors of the formation of the competitive position of the enterprise in the market is carried out. Within the framework of this study, the method of constructing a competitiveness polygon was used. The analysis of competitive positions was carried out according to the criteria of a wide range of services. The result of the analysis has been used to generate a specific SWOT strategy integrated with SO-Strategy, WO-Strategy, ST-Strategy, and, WO-Strategy. The integrated SWOT analysis contents are used to identify the factors of formation of the company's competitive position in the market. The present research finds that the quality of service provided by companies to superior the service provided by the External company. Based on the results of the research, a number of technological and strategic decisions were adopted and, subsequently, implemented. The proposed strategic analysis is designed to form a special, strategic position of the enterprise, which can ensure the long-term viability of the enterprise in changing conditions, especially in the conditions of an economic downturn.