Marketing Strategies of SingTel: SWOT Analysis, TOWS Matrix, Competitive Advantage
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Added on 2019-09-21
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This report discusses the marketing strategies of SingTel, the largest telecommunication company in Singapore. It includes a SWOT analysis, TOWS matrix, and competitive advantage analysis. The report also highlights the company's strengths, weaknesses, opportunities, and threats.
Marketing Strategies of SingTel: SWOT Analysis, TOWS Matrix, Competitive Advantage
Added on 2019-09-21
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Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3SWOT Analysis......................................................................................................................3TOWS Matrix.........................................................................................................................5Competitive Advantage..........................................................................................................7Critical Success Factor...........................................................................................................8Segmentation..........................................................................................................................9Market Positioning...............................................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................142
INTRODUCTIONMarketing is a very important aspect of a business. It allows an organisation to promoteits products as well as services among masses. There are examples of various industries andspecific companies which has raised their business through effective marketing techniques.Marketing not only helps companies in enhancing their sales and profits, but it also allowsconsumers to get the best possible product at a very competitive prices. There are variousmarketing channels that are available which can be used by companies for efficiently market itsproducts and services. Singapore Telecommunication Limited or SingTel is a telecommunicationcompany based in Singapore (Leng, 2014). The company along with its subsidiaries have a baseof more than 640 million subscribers. It is the largest telecommunication service provider inSingapore. The company generates a revenue of around 13 billion$ and a net profit of 3 billion$.The company employs around 25,000 employees that make it the biggest employer in theindustry. The current report will discuss the various marketing strategies followed by themanagement of SingTel. A proper analysis of all the marketing tools as well as techniques usedby the company for marketing its products as well as services will be discussed in detail underthe current report in an efficient manner.MAIN BODYSWOT AnalysisSWOT Analysis is a tool used by the management of an organisation for the purpose ofanalysing the current strengths and weakness of an organisation and a comparison is made of thesame with external opportunities as well as threats of the market. The Swot analysis of SingTel isdiscussed as follows:StrengthOne of the main strength that company has is its next generation mobile network servicethat it offers. The company has excellent network capacities, which allows it to give effectivenetwork in even remotest areas of the country. The call drop rate is very low and the price chargeby the company as network fee from consumers is also quite low. Thus it can be said that rightkind of growth can be achieved by company through its efficient mobile network (Ratama,2013).3
The subsidiary of the company, which is also engaged in enterprise business, has donefairly well and thus giving an effective support to the company and its operation in an efficientmanner. The company has effective marketing strategies which allow it to capture a highermarket share in the longer run.WeaknessSingTel is a big company within Singapore and thus a large chunk of revenue of theorganisation comes from Singapore. However, its strength is now becoming its weakness. It hasto rely more on Singapore market for generating revenue for the business. The competitivetelecom policy of the government in future can affect growth of company adversely, if newplayers enter the market. Also, one of the primary weaknesses faced by the company is decliningrevenue in Australia, which is putting pressure on the margin of company, therefore there is aneed to make right strategies for the business segment wise, instead a single strategy for thewhole telecommunication portfolio that SingTel possess (Shi-Nash, 2015).OpportunitiesAfrica and Vietnam are markets in the emerging mobile space, which is definitely worthour interest, and SingTel is actively taking the lead to explore the untapped emerging telecommarket. Singapore and Australia accounted for 54 percent of the group’s EBITDA and moreopportunities for further growth. With SingTel outbid Star Hub to score the coveted rights tobroadcast the next three seasons of the English Premier League (EPL), there will be greatopportunities to expand the customer-base for Pay-tv customers.ThreatsWith StarHub and Mobile1 obtain licenses to sell Apple’s popular iPhone; SingTel lostthe 15th months monopoly. Thus, will likely to face tougher competition in the local market.Potential merger of StarHub and MobileOne will be a big treats to SingTel’s Number Oneposition in Singapore for mobile market in Singapore. SingTel’s subsidiary Optus is facingstrong competition with their competitors in the Australia and maybe affects their leadingposition and revenges. With the competitive market, SingTel will have to fight against StarHuband MobileOne through price, promotions, and advertising since all three companies’ mainbusiness are in the provision of mobile plans and the sale of mobile phones. Perhaps, SingTelmay need to improve the customer service further to create a superior customer service that tagto their brand.4
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