Strategic Management of SingTel: SWOT, PESTLE and Competitive Analysis

Running head: Strategic management
Strategic management

Strategic management
Table of Contents
Introduction.................................................................................................................................................3
Internal and external environment of the organization................................................................................3
Competitive analysis of SingTel..................................................................................................................6
Strategic leadership and strategic direction in SingTel................................................................................8
Triple bottom line measures......................................................................................................................10
Conclusion.................................................................................................................................................12
References.................................................................................................................................................12
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Strategic management
Introduction
The primary purpose of this research is to outline and analyze the business functions and
operations of SingTel Company. SingTel is one of the growing and largest companies across the
world. The paper also explains that how SWOT and pestle analysis are done by the firm to
identify and analyze the risks and challenges of the market. The SWOT and pestle analysis also
helps in overcoming the competitors in the marketplace. The porter five forces analysis,
competitors and sustainability also have been discussed in the task. Along with this, the paper
also depicts that how the organization follows triple bottom line approach to maintain
sustainability within the organization. More detail of the task has been discussed below.
Singapore Telecommunications Limited is a Singaporean Telecommunications Company which
is originated in 1879.The firm operates and manages its mobile network operators in Singapore
with 4.1 million subscribers. It is a biggest corporation in the world measured by capitalization.
The firm is a leader in the integrated telecommunication company who is providing innovative
products and services in the international market. SingTel telecommunication is the largest and
leading listed Singapore companies on the Singapore exchange evaluated by capitalization. The
main mission of the firm is to be a leader in the telecommunication industry. Along with this,
SingTel wants to provide easier, faster and more reliable for the consumers by delivering
excellent values to the customers. The core values include challenger spirit, customer focus,
integrity, teamwork and personal excellence. The main objective of SingTel is to create a
sustainable and effective long term growth and to provide superior returns to the shareholders
(SingTel, 2018).
Internal and external environment of the organization
The micro and macro environment play a vital and empirical role in each and every organization
to accomplish the long term goals and objectives. It has been found that SingTel can focus on its
micro environment. It is failed to monitor on the external environment (Leng, 2014). The
organization uses SWOT and pestle analysis to evaluate and analyze the opportunities and
threats of the market. Furthermore, it also helps in attaining competitive advantages in the
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Strategic management
international market (Curwen and Whalley, 2014). The SWOT and pestle analysis for SingTel
have been detailed below.
SWOT analysis: This analysis helps the company to identify and evaluate the strengths and
weaknesses of the competitors in the competitive market.
Strengths Weaknesses
 The organization uses excellent
marketing and advertisement strategy
(Coombs, 2014).
 Strong and unique performance in
enterprise business.
 Next generation mobile network and
regional associates (Singtel, 2018).
 Rising customer base with existing base
of over 400 million customers. In this
way, the company has been able to
maintain strong position in domestic
market in Australia and Singapore
(Singtel, 2018).
 High price competition in the global
market (Hui, 2012).
 The company is majorly dependent on
the Singapore market and mobile
revenue and outputs are reducing in
Australian market (Singtel, 2018).
Opportunities Threats
 Positive outlook can provide a great
opportunity to the company (SingTel,
2018).
 Growth oriented initiatives is also an
excellent opportunity for Singtel.
 3G network is growing in the global
market (Fleischmann and Srikantaiah,
2011).
 The high and intense competitive
market causing a margin pressures.
 Saturated market in home regions.
 The strict rules and regulations also
affect the business operations and
activities adversely (Bull et al, 2016).
Pestle analysis: It is a significant analysis for the company to stay in the competitive market.
PESTLE analysis for SingTel has been discussed below.
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Political factors: It has been noted that Singapore Telecom Company is protected from the
ample of market forces and rendered with a financial support. The company faces ample of
competition when the firm stripped of this protection (Tremewan, 2016). The Singapore
government introduces and encourages competition because the government wants to prepare
Singapore Telecom to face international competition and development. This could also affect the
market share and profitability of the company. It is noted that SingTel Company locked major
customers into multiyear service agreements in the Singapore and some other countries. In this
way rules, regulations and policies have been made by the different government could also affect
the success and profitability of the firm. On the other hand, it has been noted that competition is
encountered by the Singapore government to prepare Singtel Company for the expansion and
development. All these factors affect the outcomes and progress of the firm adversely and
negatively as well (Feraco and Müller-Wittig, 2014).
Economic factors: It has been analyzed that various economic factors affect Singapore Telecom
performance and productivity. Globalization has jumped into the national boundaries this it
provides is an opportunity for the firm. The government of the country has invested huge amount
in diversifying the economy. Apart from this, business sector will also generate a good and
favorable environment to motivate and support the labor force as well as setting the financial and
legal business framework. The growth and success in various economic factors represents the
various opportunities for the company to increase business globally. It is noted that the company
need to do good preparation to gain competitive advantages in the international market (Brooks,
2016).
Social factors: It is revealed that Singapore culture is unique and effective with four primary
ethnic groups such as Indians, Eurasians, Malays and Chinese. Thus, the company can take
ample of advantages in the country. The social cultural factors include values, beliefs, custom,
aspects and attitudes of the people that might affect the progress of the firm. All these factors
present a great opportunity for the company to increase and enhance their revenue and outcomes
(André Cavalcante, 2013).
Technology factors: It is analyzed that technological factors also affect the outputs of the firm.
The company uses advanced and innovative technologies in the workplace to gain competitive
benefits in the global market. The lifestyle of the people and quality of daily operations and
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Strategic management
activities is having an effective and unique impact of the internet, communication technology
and social networking that have been used there. The IT infrastructure of the country is quite
unique and effective as it also has a favorable impact on the growth and development of the
country. E-commerce is also used by the company to attract and retain maximum number of
customers in the global market (Yeboah-Asiamah, Quaye and Nimako, 2016).
Legal factors: Beside the above mentioned factors, legal factors also influence the targets and
results of the firm. The government of the country thinks that growth and expansion of the
electronic commerce depends on the market favorable legislations and regulations. Specific
regulatory, legal and business settings are essential to support the economic growth and
industrial development. Along with this, the country also introduces some new e-commerce
policies. All these things will provide support to SingTel to grow and flourish the business
activities and operations worldwide. In addition, Intellectual property rights, electronic
transactions act and tax issues could also influence the efficiency and effectiveness of the
company (McNeill, 2013).
Environmental factors: It is observed that Anti pollution unit and ministry of the environment
work in order to maintain air quality and other environmental elements in the country. Pollution
and climate change is the key issues in the Singapore urban areas. It has been measured that
Singapore lost around 30% of its mangrove area. One of the significant issues for Singaporeans
is that the nation does not have enough water to support their wants, desires and needs. Along
with this, the country is dependent on the Malaysian supplied water. It is analyzed that Singapore
is a remarkable and significant country (Quah, 2013). SingTel Company should focus on the
macro environmental factors to stand out against the competitors and to maximize the returns
and profitability (Hwang, Zhao and Gay, 2013).
Competitive analysis of SingTel
The company uses porter five forces analysis to gain competitive benefits in the global market.
The porter 4 corner analysis for SingTel has been discussed below.
Competitive
analysis
SingTel Starhub Telstra M 1
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