At&t Strategic Plan

AT&T currently has a huge part in the communications business and with rapid progress of 4G and LTE cell phones, AT&T needs to stay current and stay ahead of its competitors. AT&T currently has a large chunk of the US market with how people communicate. AT&T once held exclusive rights to the Apple iPhone, which helped to catapult them to the carrier many wanted and the carrier many were forced to. The company operates mainly out of Dallas, TX with many offices throughout the country.

AT&T will utilize certain tactics and work hard to achieve the strategic goals of the company. If the company continues to listen to its customers, pursue the right strategies, and follow the trends of the market, AT&T will continue to be a strong leader for other carriers to follow.

AT&T is the second largest carrier next to Verizon Wireless. AT&T wants to be the number one provider for all wireless communications and mobile systems alike. The company needs to develop a new company structure so that they can become more “customer friendly”. Customers want service in their car, home, on the go, and anywhere else a wireless signal can be obtained. With new devices coming out each year that take advantage of wireless communications, the company current structure doesn’t match what certain consumer’s want or know exists.

AT&T currently utilizes a functional structure. In a functional structure each portion of the organization is assembled based on its function. Positions are grouped by skill and type of work. For AT&T, there is a marketing department, a sales department, accounting/finance department and other functional departments. Each functional area is lead by an administrator who has expertise in the field. Functional structures have historically been the preferred structure of most business. However, a key drawback to a functional structure is that the coordination and communication between departments can be limited due to the organizational boundaries of having the various departments working separately.

Utilizing a Matrix structure we feel will benefit AT&T greatly. The matrix structure incorporates both aspects of the functional and divisional structures. It is a hybrid version of both. The matrix structure allows for the benefits both organizational structures to exist in one organization.  Managers and employees from different departments in this organizational structure, work together to accomplish a goal.

One of the key benefits of employing the matrix organizational structure is that it can lead to an efficient exchange of information. Departments work closely together and communicate frequently to complete the task at hand. Having efficient lines of communication enhances productivity and allows for quick decision-making.

The matrix structure in a sense supports a democratic leadership style. The inputs of team members are highly regarded before managers make decisions.  This will result in employee satisfaction and heightened motivation because employees will feel that their inputs are valued. In a matrix structure, each employee brings his or her expertise to the discussion. Managers are involved in the day-to-day operations; this enables them to make decisions based on the collective views of the employees.

AT&T currently is the second largest carrier in the world behind Verizon. To achieve the number one spot, AT&T should improve on their customer acquisition and retention. We will utilize the matrix organizational structure to achieve this goal. We will form a team gathered from marketing, finance, customer service and research and development. This team sole goal will be find ways to attain new customers and retain the current ones.