BMA583: Managing People and the Employment Relationship
Assessment task 2: Individual Report
Case Study: Unitel
Unitel is one of the largest telecommunications companies (telcos) in the Asia–Pacific
region. Like most large telcos it was formerly government owned, but was privatised in
the early 1990s. Since privatisation, however, Unitel has faced increased competition
from foreign and local competitors. Unitel remains profitable, but the telecommunications
industry has seen considerable innovation in terms of both products and services in
recent years. Automation and increased competition have also become pronounced
features of the industry. Senior management at Unitel are concerned that the firm’s
culture needs to be improved if the telco is going to continue to grow its presence and
maintain its profitability in a continually developing and changing market.
Last year, Unitel senior management unveiled a new corporate strategy to guide Unitel
into the next decade. Called “Vision 2022”, it is an ambitious program which aims “to
place customers in a pivotal position” and to seek “excellence in products, customer
service, product delivery and corporate image”. Developed by an external management
consulting firm, Vision 2022 aims to reposition Unitel as the “best enterprise in the
region” by developing “action teams” and “change teams” whose role is to encourage
“possibility thinking” and “customer comes first values” in the large industry incumbent.
Vision 2022 has been enthusiastically embraced by many senior managers at Unitel. “It
