Individual Marketing Plan

Running Head: INDIVIDUAL MARKETING PLAN
INDIVIDUAL MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

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INDIVIDUAL MARKETING PLAN
Executive summary
SingTel is one of the leading and the most popular telecom company in Singapore. The
organisation is highly instrumental in attracting the middle and high class people. However, for
maximising its market it is essential for SingTel to incorporate the low wage earning customers
as well. This marketing plan is trying to develop proper marketing strategy in addition to the
product, price, distribution and communication management development so that SingTel can
develop a strong customer base accompanied with high to low income earning customers.
Moreover, there are also prescribed strategies like discount promotion strategy, cost leadership
pricing that are expected to meet the objective of SingTel to maximise its customer base up to 3#
within a year and increase sales up to 5% within two years.

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Table of Contents
Assessment 2: Individual marketing plan........................................................................................3
Introduction......................................................................................................................................3
Company and competitor analysis...................................................................................................3
Marketing objective and strategy formulation.................................................................................4
Company objectives.....................................................................................................................4
Customer segmentation...............................................................................................................5
Geographic...............................................................................................................................5
Demographic............................................................................................................................5
Behavioural..............................................................................................................................5
Psychographic..........................................................................................................................6
Rationale of the marketing strategy.............................................................................................6
Marketing strategy formulation.......................................................................................................6
Objective..................................................................................................................................6
Tactics......................................................................................................................................6
Product management.......................................................................................................................8
Objective......................................................................................................................................8
Tactic...........................................................................................................................................8
Rationale of the tactic..................................................................................................................8
Pricing management........................................................................................................................9
Objective......................................................................................................................................9
Tactics..........................................................................................................................................9
Rationale of the tactic..................................................................................................................9
Distribution management...............................................................................................................10
Objective....................................................................................................................................10
Tactics........................................................................................................................................10
Rationale of the tactic................................................................................................................10
Integrated marketing communication management.......................................................................11
Objective....................................................................................................................................11
Tactics........................................................................................................................................11
Rationale of the tactic................................................................................................................11
Implementation and control...........................................................................................................11
Action plan.................................................................................................................................11

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INDIVIDUAL MARKETING PLAN
Budget........................................................................................................................................12
Control.......................................................................................................................................13
Conclusion.....................................................................................................................................13
Reference.......................................................................................................................................14
Appendices....................................................................................................................................17
Appendix 1.................................................................................................................................17
Appendix 2.................................................................................................................................18
Appendix 3.................................................................................................................................19

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INDIVIDUAL MARKETING PLAN
Assessment 2: Individual marketing plan
Introduction
Singapore Telecommunication Limited or SingTel is one of the leading
telecommunication companies in Singapore with the largest mobile network operations in the
country. It can be stated that the organisation has a huge number of subscribers such as from the
present statistics there are approximately 4.1 million customers of SingTel with 640 million
customers in the combined mobile subscribers (Singtel.com 2019). This huge customer base
creates a great deal of opportunity for SingTel to expand its market further. Therefore, it is
important for the organisation to put a great deal of focus on its marketing, product, pricing and
distribution management so that it will provide a strategic advantage for SingTel to encapsulate
the market.
In this regard, this report aims to create a marketing plan for SingTel in the form of
analysing and planning its marketing practice accompanied with implementing specific product,
pricing and distribution strategy for the organisation. In addition to this, the implementation plan
and control of the strategies are also mentioned in this marketing plan.
Company and competitor analysis
On the basis of the macro and micro environmental analysis it can be stated that the
telecom market of Singapore is associated with a number of unique characteristic such as
focusing on the technological implementation and procuring a low cost pricing strategy to get
more customers. The micro situational analysis in terms of porter’s 5 forces suggests that rivalry

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INDIVIDUAL MARKETING PLAN
in the telecom market of Singapore is very high because of high bargain power of the customers
and high threat of substitute product. Therefore, it is important for SingTel to create an effective
strategy that can foster a competitive advantage for the organisation for the organisation.
Based on the competitor analysis in Table 1, it can be stated that SingTel has a unique
market position in terms of its revenue, net income and customer volume. However, introducing
new technologies is always considered to be a desired factor for the Singapore telecom
companies to get strategic advantages in the market. According to Payne, Frow and Eggert
(2017) every market has its unique value proposition so that it will bring a strategic advantage
for the business enterprise. In this regard, it is important for the SingTel to focus on the market
trends. The rival companies like Starhub and TPG are already offering a range of different
services to the customers. As a result of that it is becoming easier for them to attract customers in
a large scale. In addition to this, it is also essential for SingTel to reconsider its target market
through re-evaluation of the minimum pricing of services.
Marketing objective and strategy formulation
Company objectives
Element Factors
Specific To maximise the sales up to 5% within the next 2 years.
Measurable To increase the number of customers up to 3% within a year
Attainable To execute an effective marketing strategy and setting the pricing of
products.
Relevance To evaluate the product, price and distribute management and take