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EXECUTIVE SUMMARY BT is the leading telecommunication company in Europe As the information and telecommunication requirements of people increases British Telecommunication BT has a leading corresponding growth in the size and number of information processed Therefore the genuine analyses on BT are required for such an important and strategic company In that assignment we followed the Systems Design approach which includes analysing the components of the system brainstorming the alternatives to improve the processes and implementation of the preferred solution First of all we presented some information on the history of British Telecom considering the expanding process of BT Then we identified and analysed its key elements in the expansion of BT into about five different businesses BT Retail BT Wholesale BT Global BT Openworld BT Exact and how The Group has re-focused its core activities on voice and data customers After that the mission statement of customer focus and excellent service promise key business processes as to how BT operates and a STEEP analysis as to how BT is affected from external environment took part Thereafter a SWOT analysis was conducted to show the state of BT in business as a brand and its opportunities in new technology and markets in contrast to the decreased volume of fixed calls and another problem to resolve the huge amount of debts Finally the critical success factors for BT and strategies to reach the corporate goals were analysed and based on that we proposed a specific information system to support each of the level of the management process named as Marketing Information System which is a kind of Decision Support System upon information requirements of British Telecommunications The main findings on BT research and its goals suggest that BTs main focus is on improving customer satisfaction through the strategies of intelligent pricing and aggressive and creating marketing and enhancing the number of broadband subscribers Hence a Marketing Information System MkIS was obviously the best alternative upon the
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