The competitors in undertaking expansion

Running head: MARKETING
Marketing Plan
Name of the Student:
Name of the University:
Author Note:

MARKETING1
Executive Summary:
The report examines the marketing plan of SingTel based on the SOSTAC model. Singtel
belongs to the telecommunication sector which has been quite attractive in recent times. Singtel
happens to be one of the reputed telecomm service providers of Singapore. The report
commences with a situation analysis that shows both the internal and the external factors
effecting the company. It has been found that Singtel is influenced by the economic, social,
technological and the legal factors. The report shows how Singtel remains in a better position by
taking advantage of the opportunities and avoiding the threats. The Porter’s five forces tries to
portray how the company can gain competitive advantage and remain in a better position. The
evaluation through the Ansoff matrix shows how the company remains ahead of the competitors
in undertaking expansion through adopting the penetration strategy. The marketing mix shows
the tactics that the company adopts with respect to product, price, place, promotion, people,
process and physical evidence. The report also put forward an action plan that the company
needed to adopt along with a mention of the measures of control. Although Singtel serves close
to over 4 billion customers so it needed to have plans for adopting changes.

MARKETING2
Table of Contents
Introduction:....................................................................................................................................3
Marketing Plan:...............................................................................................................................3
1. a. Situation Analysis:...............................................................................................................3
b. Segmentation, Positioning and Targeting (STP)......................................................................8
2. Objectives:...............................................................................................................................9
3. Marketing Strategy:..................................................................................................................9
4. Implementation or Tactics:....................................................................................................10
5. Action Plan:............................................................................................................................12
6. Control:..................................................................................................................................13
Conclusion and Recommendations................................................................................................13
References:....................................................................................................................................15

MARKETING3
Introduction:
The report aims at providing an insight into the marketing plan of Singtel
Telecommunications Limited (singtel.com 2020). Singtel represents one of the biggest operators
of mobile network. The company has 4.1 million subscribers. Through its subsidiaries the
company has a subscriber base that stands at 640 million (singtel.com 2020). Singtel experienced
massive expansion outside home market and owned shares with different regional operators. The
company had substantial control on market shares of Singapore since the company owns eighty
two percent shares in the fixed line market, forty three percent share in the broadband market and
forty seven percent share in the mobile market. Singtel is also considered one of biggest with
regard to market capitalization. The report puts across a detailed analysis of the marketing plan
of the firm based on the SOSTAC framework. The report thus focuses on the situation analysis,
objectives, strategy, tactics or implementation, action and control.
Marketing Plan:
The marketing plan in this report puts across the marketing strategy of Singtel
Telecommunications Limited covering period of one year.
1. a. Situation Analysis:
Situation analysis refers to the analysis of internal and the external factor of Singtel. This
analysis helps in identification of the customers, capabilities, business environment and potential
customers along with their impact on company (Blackwell and Eppler 2014). The situation
analysis comprise of three sections, market analysis, competitor analysis and company
analysis. The details of the analysis is mentioned in the following paragraphs

MARKETING4
As far as market analysis is concerned, it is noted that Singtel Telecommunications
Limited works towards delivering value to the employees, customers and the shareholders. The
company through its communication network makes the communication faster, easier, reliable
and economical through breaking barriers of the price, time, distance and technology. However,
there are various macro environmental factors that influence the decision of the managers at
Singtel. The PESTEL framework will help in understanding influence and demand which will
enable the company in pursuing its goals and thereby sustain business (Dockalikova and
Klozikova 2014). The analysis is mentioned as follows:
Political The trend of privatization, deregulation and
liberalization in telecommunications industry
and support from government allowed Singtel
to put forward better quality of service at
competitive pricing. The company also
introduced innovative service aimed towards
fulfilling needs of the market segments.
Economic It directly impacted the business of Singtel.
Globalization not only opened up but also
enhanced the business for the firm. The
increased use of telecommunications device
provided Singtel with the opportunity of
Overseas investment for enlarging market and
thereby maintain the profitability.
Social Young Singaporean’s works harder to earn
more and pursue a modern and newer
technology. This also contributes towards
change in purchase behavior, lifestyle and also
demand higher standard of service and quality.
This allowed Singtel to increase its revenue

MARKETING5
through offering customized and new services
and products.
Technological The rapid changes in the technology has led to
the introduction of service like Internet
Telephone. The rise in the telecommunication
users has compelled Singtel to cover services
like e-commerce, telephone line and the mobile
service. The company also undertook internet
based activities.
Environmental Singtel contributes to the environment through
minimizing pollution as well as conserving
resources. Provides a safe work and healthy
environment along with managing
environmental footprint.
Legal Singtel had been roped into legal action for
running a campaign for the youth through
social media when a blogger published internal
instructions and briefings against the
organization.
The framework shows economic, social, political and technological factors that leads to
higher market demand thereby making the operating environment for Singtel highly competitive.
The increase in demand creates intense competition amongst the telecommunication companies
along with the increased expectations of clients towards providing quality and standard service.
The Competitor Analysis can be explained with the help of Porter’s Five Forces
Analysis (E. Dobbs 2014). This can be explained as follows:
Threat of the Substitutes It is higher. There has been increased threat of