REF: This report is written for Business Basic Phone Company to provide them with a description of the external environment in which they operate, to describe and analyze any internal or external problems they may be facing and to address them with recommended solutions.

EXECUTIVE SUMMARY

As an important retailer on the market, Business Basic Phone Company has been challenged lately with increased competition in the mobile phone market, as several new competitors entered the game. Additionally, the global economy, the new requirements from the targeted customers and a certain need to adapt its former retailing methodologies have resulted in decreasing sales in the past period of time, complemented by a decreasing market share.

This report will aim, first of all, to perform a keen analysis of the current situation. This will include an internal environment analysis, with a SWOT...