BUSINESS CASE

(GROUP 4)

BELL

Sannat Kamboj
Harshpreet Singh
Hamza Ahmed Peerzada
Manbir Singh
 Introduction

According to (Bell Canada, n.d.) Bell Canada, officially known as Bell

Canada Enterprises (BCE Inc.), provides a range of communication
services throughout the country. Founded by Charles Fleet ford Sise
back in 1880, it is one of the oldest telecommunication companies in the
world. Also being named after the inventor of the telephone, Alexander
Graham Bell.

Bell plays a vital role in how Canadians live, work, and stay informed as
it does not only provide communication services but also plays a crucial
role in the country’s digital and media worlds. Bell Canada's
headquarters are located in Montreal, Quebec, but the company has a
strong presence in both urban and rural areas.

In 1907, the Bell Telephone Company of Canada officially became a

Canadian-owned company after buying the rights to operate in the
country. Bell Canada continuously works to provide the best services to
its customers including 5g networks and access to broadband.
 Business Ethics
According to ("Business Ethics," n.d.) Since early days in 1880, Bell
investment in communications and innovation leadership has
increased the growth and success of the Canada. A trusted Canadian
brand Canadians count on to deliver value to our customers,
communities, shareholders and employees. Bell's vision is to enable
Canadians to connect with each other and the world. Building on
our heritage of service and accomplishing our objective, we are all
required to achieve the highest standards of ethical and professional
conduct in our work, such as knowing and
work, such as knowing and attached to the values and expectations set
out in the Bell Code of Business Conduct.

Ethical risks
Ethical risks arise where organizational behaviour conflict with desired
or anticipated conduct. Bell provides clear guidance on
expectations of ethical conduct, which often go beyond legal and
regulatory requirements, in the Code of Business
Conduct. Several examples are provided to assist employees with
difficult situations relating to issues such as personal integrity, conflict
of interest, sales practices, employee values including harassment and
diversity, customer interaction and supplier relations with the objective.

Code of Business Conduct and ethics training.

 Confidential Business Conduct of company Help Line that assists
employees with any ethical issue, breach the Code of Business Conduct
or any Bell policy and disclosure of concerns about accounting.
 The administration of BC Enterprise's corporate policy
management system to increase employee awareness and access to some
of the core corporate policies and business unit-specific practices,
processes and procedures.
 Statement of Corporate Social
Responsibility
According to Bell Canada. (n.d.) Bell Canada is active and engaged in
looking out for the community ensuring ethical practices among
everyone. Bell Canada's "Bell for Better" initiative focuses on creating
positive impact for society, communities, employees, and shareholders.

Environment Sustainability:

 Being the largest communications company in Canada, Bell aims

to lead in sustaining the environment by responsibly managing
resources and helping with climate change impact.

 The company gives high importance to improving energy

efficiency, using renewable energy, reducing and recycling
materials to decrease waste. Also investing in green technologies.

 Bell Canada is committed to sustainability and takes action

through several initiatives. These efforts are a part of Bell’s goal to
help make a more sustainable future for Canada.

Mental Health Awareness:

 “Bell Let’s Talk” campaign by Bell, is an important initiative

which raises awareness and makes sure to understand those who
are struggling with mental issues. Their goal is to create a society
where mental health is treated the same as physical health.

 Since its founding in 2010, the campaign has invested more than
121 million into mental health initiatives in Canada. It has also
reached over 1.3 billion people through different media platforms,
starting important talks and spreading awareness.
Ethical Governance:

 Bell Canada ensures there is transparency, integrity, and

accountability in its business and workplace by following strong
environmental, social, and governance (ESG) practices.

 Some examples of Bell Canada’s ethical governance are code of

business conduct, governance structure, sustainability and ESG
commitments. These actions show Bell’s commitment to its values
and aiming to make a positive impact on both its business and the
society.

Globalization Opportunities
According to Bell Canada. (2024):

1. Globalization strategy

One of the largest telecommunication companies in Canada, Bell Canada

leads in the broadband and media communications. Bell’s strategy for
the international market focuses on partnership with other companies to
enter the international market as it makes it easier to adopt the local
market and regulations. For instance, an internet providing company,
Ziply Fiber, was purchased by the bell was the first step to enter the
USA market

2. Opportunities

5g and telecommunication expansion: As the bell is the leading in the

broadband networks and 5g technology in Canada and the same can be
provided in the International Markets like north America, south America,
Asia and Europe. Media and streaming: CTV News, and The Sports
Network (TSN) is owned by the bell which possibly be a good option for
the international media consumption market. Cloud computing and
cybersecurity: Bell can provide its cloud computing and cybersecurity
services in the other regions of the world outside Canada.

Partnership and acquiring the companies: To ensure the higher chances

of success in the foreign regions, partnering with local companies and
acquisition can be helpful.

3. Challenges

Telecommunication regulation: Operating in different countries comes

with different rules and regulations Bell needs to adopt. For example, in
the USA the Federal Communications Commission (FCC) is the
government body which need to obey to perform business activities.

Competition in the foreign market: By entering the foreign market, it

does open many opportunities but in other counties like the USA there
already have established telecom companies which will be tough
competition for the bell.

High cost of global operations: Expanding in international market

requires billions of USD to fund the operations that means high risk is
involved. Cultural and regional challenges: Expanding in the foreign
land requires to bell make changes to its services to adopt to meet the
expectations of the local consumers.

Solutions to overcome challenges

1. To overcome the problem of the cultural and regional differences

bell need to hire local experts who have a better understanding of
the local market.
2. Another problem of obeying regulations set by the government can
be solved by partnering with local telecommunication providers.
3. Develop strong strategies to adjust the pricing to attract the
consumer and to do marketing suitable for the local community.
 Forms of business ownership
According to BCE Inc. (2024):

The legal structure of Bell:

BCE Inc. owns the Bell Canada, and it is a publicly traded cooperation
which are listed on Toronto Stock Exchange (TSX: BCE)

New York Exchange (NYSE: BCE)

Why Bell needs to be a public company

Shares can be sold to the public through the stock exchange market
which increases the value of the stock and with this structure there are
many advantages to the bell.

1. Availability of capital: Bell can easily raise money from investors

rather than relying upon loans

2. Limited Liability: Shareholders are not solely responsible for the

company's debt

3. Growth in business: Money raised from investors can be used in

new technology like 5g, and cloud services

4. Regulation: Public companies need to follow strict rules to be

trusted in the market

5. Transparency: Financial performance needs to be revealed to the

public in the public company.
 Internal Structure of Bell

(Bell internal structure, n.d.)

According to BCE Inc. (2024) Bell has a matrix organization structure

that contain divisional and functional department

1. Corporate Structure- Bell is a part BCE Inc (Bell Canada

Corporation), it a parent company that holds three other divisions-

• Bell Canada: One of the biggest telecommunication companies that

network wireline and wireless services.
• Bell Media: A television station specialty in sports leaders TSN and
NoVo Networks.

• Bell Mobility: It is a wireless network operated by Bell Canada using

LTE and HSPA+ on its mainstream network

2. Functional structure- This company has various tasks to do and

to improve efficiency different departments are made:

• Network Operations: tracking all the progress of company in terms of

infrastructure

• Marketing and Sales: They focus on scanning the environment to

capture big market share by getting consumers’ needs

• Customer Service: The Service department require in every company

to resolve conflicts and queries of the customers.

• Finance and Administration: All monetary transaction and budget are

monitor that assist in future planning

3. Regional operation- Bell Canada operations are further

categorized regionally to serve local market needs

• Bell Aliant: Some regions in Canada are in Atlantic residents needs

business communication services which is provided in this program

• Bell MTS: this only runs in Manitoba, that contains multiple

communication services

• Northwester: High geographically areas such as northern parts in

Canada services are provided
 Management Functions
According to BCE Inc. (2024) Bell Canada effectively uses 4
fundamental management functions of business that are planning,
organizing, directing, controlling at various stages of management that
leads to the organization's common goal or growth

1) Planning- The process of determining of goals or objective of the

organization to achieve in the future through pathways in advance
called planning. E.g.- to capture a big share in market 5G
development is best plan to achieve so Directors of Bell start using
budgets to improve the network marketing
2) Organizing- Assigning tasks, duties and accountability to
managers, employees to use the resources according to plan to
follow a path of success. E.g.- for improvement in wireless
connection human resources is needed to allocate in regional areas
to upgrade network
3) Directing- The aim to provide clear vision, guidelines that aid
employees to work in an efficient way with less wastage of time
and energy to achieve the company goals. E.g.- leaders provide
training to workers and supervise them on their job that encourage
them to improve quality of work.
4) Controlling- it is closely related to planning which involves
measuring performance and taking necessary actions to improve
the effectiveness and efficiency of company. E.g.- big share is
captured by the bell because of 5G network development that fulfil
the consumer needs.
 SWOT Analysis
Strengths Weakness Opportunities Threats

Wide spread Moderate Success Internet Users Very Intensive

Distribution Beyond Its Competition
Network Primary Business from other
Communication
Service Providers

Leading Market Costly Small New Threat by Local

Position Plans Environmental Distributors
Policies

High Qualified Competition with Stable Free Cash Controversies

Workforce Brands Affecting Flow
the Market

Customer Reliance of Canad Technological The plans do not

Satisfaction is ian Market for Advances match with
High Major Revenue customer needs,
expectations.

According to Shastri, A. (2024, September 16)

Strengths of Bell

Bell, as the leading player in its industry, has several strengths that help
it prosper within the marketplace. These strengths, not only do
they help in sustaining market share in the already established
regions but also help it in breaking into new markets.

 Wide Spread Distribution Network: Bell

has built a strong distribution network over its 142 years
of existence that allows it to reach the majority of its target market
through innovation.
 Leading Market Position: Bell enjoys a leading market position
because of its early establishment as the first telephone provider in
Canada. Its expansion since the inception of the company
enabled it to create a new source of income and distribute the risk of
the economic cycle in the markets it serves positioning Bell at the top
of the Canadian market.

 Highly Qualified Workforce: Through training and learning schemes,

Bell was able to develop a highly qualified workforce.
Bell spends significant amounts of money on staff training and
development, which provides them with a highly skilled but also
motivated workforce to achieve even more success.

 Good Capital Expenditure Returns: Bell has a good track record

of delivering new projects and realizing good returns on capital
expenditure by developing new source revenues.

 Customer Satisfaction is High: Bell has been able to attain high

customer satisfaction among current customers and high brand equity
among potential customers due to its committed customer
relationship management department.

Weaknesses of Bell

Weakness of Bell is an area where he can improve. Strategy is all about

making important decisions, and weaknesses are areas where a company
could improve with the help of a SWOT analysis.

 Moderate Success Beyond Its Primary Business: It has not been

able to leverage other product segments with its present culture
despite being one of the best organizations in its industry.

 Competition with Brands Affecting the Market: Although Bell has

its own unique strategy for promoting new brands and other brands
are also coming up with new strategies. But in order to hold the
title of best telecom services they need continuous promotion,
 product improvement and this creates most of the expenses of the
brand.

 Reliance of Canadian Market for Major Revenue: As

Bell is based in Canada and it is providing the services efficiently
and getting major revenue from Canada. It is mostly reliant on the
Canadian market and hence does not get revenue from the global
level.

 Limited International Presence: Bell operates only in eight markets

around the world. It must expand to other countries,
to diversify the business and have strong brand presence and
awareness within the market.

Opportunities for Bell

Opportunities are possible avenues that a firm may look into to

improve results, sales, and ultimately, profit. Opportunities
for Bell are as follows:

 Internet Users: According to Statista.com, there are over 13.2

million active internet users worldwide. Bell has a great chance
of growing its customer base by providing cheap data plans.

 New Environmental Policies: The new opportunities

will create chances for a level playing field to all
the industry players. It is a good opportunity for Bell to drive
the advantage home by buying new technology
and expanding market share for new product categories. Also
to retain the potential customers as well as loyal ones.

 Stable Free Cash Flow: The stable free cash flow gives
opportunities to invest in products around the corner. Thus,
whenever the company has extra cash, it can think about some
new product lines and technologies to grab the market share.
  Technological Advances: The new technology gives the
company a chance to experience a practice of differentiated
pricing in the new market. The technology allows the
company to keep its loyal customers satisfied with excellent
service and attract new customers with other value-based
propositions.

 Development of the Customers: Today we can see a very

dynamic lifestyle of the people and therefore lifestyle and
standards mean more consumption of the products and services,
and thus more opportunities to motivate the buying. This
will finally result in an increase in the market share of Bell.

Threats to Bell

Those external environmental elements which can harm the

development of a Bell are termed as threats. The threats to Bell are listed
below:

 Very Intensive Competition from other Communication Service

Providers: There is a lot of competition in the industry today.
This impacts on prices, and thus revenue or income for Bell is
diminishing.

 Threat by Local Distributors: Local distributors' rising power

also represent a threat in a few markets due to the more margins
are being given to local distributors by the competition.

 Controversies: Bell has been involved in controversy and

scandal such as not really stopping bandwidth throttling of
BitTorrent traffic over its network when it declared that it would
stop. Mere threats like this can lead to a bad brand image.

Conclusion
 Bell Canada has proven itself as a top contender in the Canadian
telecommunications industry, building on its history and focusing
on innovation. Through its focus on ethical practices and corporate
social responsibility, Bell continues to improve its reputation and
build trust among customers, employees, and stakeholders.

 Despite being the best in the country in network distribution and

leading market position, Bell faces challenges such as high costs of
expansion, workforce reductions, and powerful competition both in
the country and internationally. However, there are many growth
opportunities as well like expanding their 5G networks, cloud
computing, and media streaming.

 To maintain their position at the top and improve globally, Bell

must apply strategies such as forming strong partnerships,
providing services to different markets, and investing more in
technologies. By following these strategies, Bell can become the
leader in the telecommunications industry around the world while
also caring for the community like they always have.
 References
 Bell Canada. (n.d.). About us. Bell Canada. https://www.bell.ca
 Business Ethics. (n.d.). https://www.bce.ca/responsibility/key-
documents/2020-business-ethics.pdf.
 Bell Canada. (n.d.). Corporate social responsibility. Bell Canada.
https://www.bell.ca
 Bell Canada. (2024). Annual report: Global expansion and strategic
initiatives. Bell Canada. https://www.bell.ca
 BCE Inc. (2024). Annual report: Corporate structure and financial
performance. BCE Inc. https://www.bce.ca
 Bell internal structure. (n.d.).
organimi. https://www.organimi.com/wp-content/uploads/2024/06/
Bell-Canada-Organizational-Chart.png
 BCE Inc. (2024). Annual report: Organizational structure and
regional operations. BCE Inc. https://www.bce.ca
 BCE Inc. (2024). Annual report: Management practices and
operational strategies. BCE Inc. https://www.bce.ca
 Shastri, A. (2024, September 16). Detailed SWOT analysis of Bell
- 2023 study IIDE. https://iide.co/case-studies/swot-analysis-of-
bell/