This research performs a strategic analysis on MCI Commun ications. In part, this analysis is based upon data provided in Case No. 16, "MCI Communications" (Byars, & Creecy, 1986). The latest case data, however, pertains to 1985. Thus, sup plementary data through January 1990 has also been used in the analysis.
The strategic analysis is performed within the framework of three questions. These questions, stated from the perspec tive of the company, are as follows:
At the beginning of the 1990s, MCI Communications was the second largest long distance carrier operating in the American telecommunications industry (Woodlief, 1990). MCI's share of this market has grown to approximately 15 percent (Woodlief, 1990).
At the beginning of the 1990s, MCI's primary business is voice transmission. The company has in excess of five million customers (Woodlief, 1990).
In answering the question "where are we going?," the starting point is 1990. Thus, the answer to the question relates to the 1991 1992 time period.
In the mid 1980s, MCI's primary goal was to become a com prehensive provider of telecommunications services in the United States (Byars, & Creecy, 1986). At that time, the com pany had no hopes of displacing AT&T as the long distance mar ket leader; however, it did intend to aggressively pursue mar ket share growth (Byars, & Creecy, 1986).
At the beginning of the 1990s, MCI continues to seek to be a comprehensive provider of telecommunications services; how ever, to build upon past success, the company now has more spe cific goals. These goals are as follows:
1. The first objective is to attain sales growth in excess of the 10 percent per year projected rate for long dis tance communications (Woodlief, 1990a). Attaining this objec tive, thus, infers that the company will also increase its long distance market share.
2. The second objective is to gain by 1992, a viable market share in the "800" long distance...