Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Determination of the external marketing environment....................................................................3
Identification of the industry potentiality........................................................................................5
SWOT ana1ysis...............................................................................................................................6
Strengths......................................................................................................................................6
Weaknesses..................................................................................................................................6
Opportunity..................................................................................................................................7
Threats.........................................................................................................................................8
TOWS analysis................................................................................................................................9
Strengths – opportunities.............................................................................................................9
Weakness – opportunities............................................................................................................9
Strength – threat.........................................................................................................................10
Weakness – threat......................................................................................................................10
Benefit segmentation.....................................................................................................................11
Perpetual mapping.........................................................................................................................12
Market positioning strategies.........................................................................................................14
Recommendations..........................................................................................................................15
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

2MARKETING MANAGEMENT

3MARKETING MANAGEMENT
Introduction
Internet plays an important role in the current global scenario including the business as
well as for the individual use. Moreover, the popularity of the internet is increasing with the
increase in its alternate uses among the users and becoming the major revenue source for the
telecommunication sector (Battistella 2014). This is due to the reason that a few years back,
mobile connectivity was the major source of revenue for the telecommunication sector but in the
current time, internet service is taking the pole position by making the voice call services
irrelevant. This situation is also making the exiting players in the telecommunication sector to
upgrade their connectivity infrastructure along with offering more internet based services. In this
case, Singaporean telecommunication limited is the one of the leading name in the Asian market
(Kim, Jun and Lee 2014).
Singaporean Telecommunications Limited or SingTel is based out of Singapore and is the
leader in providing the internet based services to the customers across Asia, Australia, Europe
and the United States. It is reported that they are currently having more than 650 million active
subscribers across the globe (singtel.com 2019). Currently, the service portfolio of SingTel
includes voice call services, information communication solutions and multimedia contents such
IPTV services. However, in the current business scenario, esports are also emerging as a
potential internet based services across the world with the more online players are getting
involved.
This report will discuss about the internal business factors for SingTel in their current
business approach along with determining their effectiveness in overcoming the challenges. In
addition, market segmentation and positioning will also be discussed for SingTel and