Hyflux Ltd. Analysis: SWOT, Porter's, and Ansoff Matrix

This report provides a comprehensive analysis of Hyflux Ltd., a company involved in water and energy solutions, and Bluebird Indonesia and SMRT Singapore. The report includes a SWOT analysis of Hyflux, examining its strengths, weaknesses, opportunities, and threats, along with strategic recommendations. It also applies Porter's Five Forces to assess the competitive landscape. Furthermore, the report uses the Ansoff matrix to evaluate Bluebird Indonesia's marketing strategies and growth, and the VRIO framework to assess SMRT's resources and capabilities. The analysis includes recommendations for business development, market penetration, and strategic improvements for all companies.

REPORT

Table of Contents
Hyflux Ltd...................................................................................................................................................1
SWOT analysis:.......................................................................................................................................1
Porter’s five forces:.................................................................................................................................3
Bluebird Indonesia:.....................................................................................................................................5
Ansoff matrix..........................................................................................................................................5
Board of Directors:..................................................................................................................................7
SMRT Singapore:........................................................................................................................................8
RBV: VRIO................................................................................................................................................8
Mission and vision:..................................................................................................................................9
References:................................................................................................................................................10
Hyflux Ltd.
SWOT analysis:
It helps in analysing the strengths, weakness, opportunities and threats for the organisation (Bull,
et al. 2016).
Strengths Global presence: Hyflux is the company that deals with providing solution in
the areas of water and energy worldwide. It has been analysed that the company
has installed its membrane in around 400 locations all over the world (Lau, et
al. 2014).

(Zhang, et al.2016).
Innovation and Technological advancement:
It is the company that has developed Singapore’s first desalination operations
and also been awarded as that Asia pacific Water Technology company of the
year. Hyflux at Singapore collaborated with Dutch technology foundation and
executed a research program on advanced membrane separation technologies.
Weakness Decreasing revenue:
In terms of financial data from the past few years, it has been analysed that the
company is facing the issues of decline in revenue consistently year after year.

The revenue history clearly shows the decline in the revenue of the company
from 2016 to 2017. The major reason that has found behind the declination is
increase in operating cost of the company. Its operating margins has faced
decline from 10.88% to 4.96%.
Opportunities Acquisition of smaller companies and government projects: this is the great
opportunity for the company to acquire some of the smaller companies who are
operating in the same industry. Taking the government projects can also help
the company to earn revenues and increase their market shares in the industry.
Threats Competition: the major threat that the company is facing is the market
competition. Some of the major competitors for the company are EMD
Millipore Corporation, 3M Purification Inc. and GE Water and Process
Technologies

Recommendations business strategies as per SWOT:
1. Acquisition: it is the strategy by which the company can acquire the small companies
working in the same industry; this helps the company to get more market share. It has
been analyzed that by implementing this industry, Hyflux can develop its market and the
brand name in the company.
2. Innovation: innovation is the key to success in this sector, it is required by the company
to innovate its membrane technology and should develop the sustainable practices of
energy generation such as Solar etc. so that it can provide better services to the
customers.
3. Development of recycling processes: this is also one of the great strategies for business
development for the company. Recycling is the need of hour and making use of natural
resources at the optimum level can help the company to provide beer services in the
market.
Porter’s five forces:
Rivalry amongst competitors: HIGH
As discussed earlier that the company is facing a high competition from various companies
(Anton,2015). It has been analysed that the major competition is because of the growth in the
industry. The company also faced opposition from the conglomerates that are Keppel and
Sembcorp. As the company operates in around 400 locations thus face competition from each
and every company from different countries.
Threats from new entrant: LOW
The companies like Hyflux have low threat from the new entrants in the industry because of
some of the barriers of entry. The biggest barrier is capital requirement. The companies that want
to enter this industry require many resources and thus require high capital to invest at the initial
level (Hyflux.com, 2018). Not even the capital but the technical knowledge is also required to

initial the business operations.
Bargaining power of buyers: MEDIUM
This is because there are large numbers of firm operating in the same industry but
simultaneously the expertise and technological competitive advantage of the company gives it an
upper hand. The company is price sensitive as well and thus it is preferred by most of its target
groups. It has been analysed that bargaining power of the buyers in case of Hyflux is medium
Bargaining power of suppliers: LOW
Backward integration is the approach that the companies like Hyflux use. This approach results
in low bargaining power for the suppliers because of the contracts with the suppliers. In this
industry, the firms are significant customer groups for the suppliers (Editorial, 2018).
Threat of substitute products: LOW
Threat of substitute is very low in this industry. This is because Hyflux operates with very high
and innovative technologies and it is difficult to substitute these technologies with other methods
which are more costly and less effective in nature.
Recommendations:
1. Research and development: As discussed that the company has the upper hand in
technological advancement thus it is required by the company to make more investment
in research and development department. This helps the company to have competitive
advantage in the research and development section. Research and development is the
department that helps the company to innovate the process and the products that the
company offers.

Bluebird Indonesia:
Ansoff matrix
It is the tool that helps in marketing planning of the company. It is the tool that determines the
marketing and the product strategies that the company is using (Kuimov, 2017).
Market penetration: Bluebird focuses on serving the customer with various sales discounts that
helps in penetrating in the same market.
Products development: In case of bluebird it has been analysed that the company initiated its
services with taxi service and then increased the range of services offered to the customers. In
1972, the company has initiated its operations with just 25 taxis (Bluebirdgroup.com, 2018). It
has range of services such as golden bird, big bird, silver bird and iron bird. Silver bird is the taxi
service for higher market while golden bird is the service that deals with car rentals. Big birds are
charter buses and iron birds are container trucks.
Market development: The Company started its business from Jakarta (Bluebirdgroup.com,
2018). However, today, Blue Bird Group services can be enjoyed in many of Indonesia's largest

cities including Jakarta, Bali, Bandung, Banten, Lombok, Semarang, Surabaya and Yogyakarta.
They are also to be found in the heart of major business and tourist destinations throughout the
country.
Diversification: In case of Bluebird, it is not just the taxi company but it has become the way of
life of the people. Just like yellow taxis are famous in New York, these blue taxis in Indonesia
are very famous. It has diversified from being the taxi service to the transportation by targeting
business customers to transport their products or stuffs by container trucks.
Recommendations:
1. Diversification: Although, the company has diversified in its services and the market as
well. It has been analysed that most of the taxi services these days are providing some
other services to the people such as cars on hire. This service allows the customers to take
the cars of their choice and they can drive it themselves.
2. Market development is also one of the recommendations that the company can
implement. This can be done by developing the services for the working people by
offering them taxis on the monthly basis for reaching to office and coming back to the
same. This helps the company to target new market of office going people.
3. Discounting and offers: discounting and offers are some of the marketing strategies that
can help the company to increase its sales or the number of customers. it has been
analysed that most of the companies in this sector provides discount or the loyalty points
to the regular customers.
Board of Directors:
Board of directors of the company are the one who are at the top management of the company.
They take all the important decisions of the company. In Board of Directors team of Blue Bird,
there are three members. First one is Noni Sri Ayati Purnomo. She is the president directors of
the company and done her Bachelors in Engineering stream and MBA as well. She is one of the
most qualified employees of the company (Investments, 2018). Next one is Kresna Priwan
Djokosoetono, who is the director of the company and done his MBM. The last director of the

company is Ir. Sigit Priwan Djokosoetono, and he has done MBA. Directors suggest that they
want to grow the company internally as well as externally. The company keeps all the bluebird
staff and drivers at the first place and later on aims for long term customer satisfaction by
maintaining the quality standards of the services. The directors also focus on managing effective
communication in the organisation along with quality infrastructure, and easy payment system
for the passenger.
Recommendations:
1. It has been recommended to the BOD of the company that they needs to develop more
interaction with the employees at the lower level also so that they feel motivated and
work for the company with full zeal and confidence.
2. Communication portal: this is the strategy for motivation of the employees working in the
company. It has been analysed that development of communication portal helps the
Board of Directors of the company to directly communicate with the lower level
employees and also helps the employees to make the direct interaction with the directors
of the company.
SMRT Singapore:
RBV: VRIO
VRIO framework is the framework that focuses on the resources and the capabilities of the
company in order to judge the competitive advantage of the company.
Resources Is it valuable? Is it rare? Is it difficult to
imitate?
Is organisation
organized
around?
Human resources Yes No No Yes
Marketing
abilities
Yes No No Yes
Customer Yes No Yes Yes

satisfaction
Brand loyalty Yes Yes Yes Yes
Technological
capability
Yes No Yes Yes
Sustainability Yes Yes Yes Yes
Corporate values Yes Yes Yes Yes
Customer centric
approach
Yes No No Yes
Recommendations:
As per the above analysis, it has been realised that there are some of the competitive advantage
of the company that can be improved so that the company can attain better benefits. Some of the
recommendations that have been made for the company are:
1. More focus on rail services: as the company wants to be sustainable in nature thus it is
required by the company to focus more on rail transports as it is the medium that is more
sustainable in nature and creates more pollution than road transport services. It is the
need of hour to reduce the traffic on the roads of Singapore and thus it is recommended to
the company that they should focus more on rail transports.
2. Maintenance of transport: it is recommended for SMRT corporation to make investment
in the maintenance of the transport facilities so that more and more people can take up the
public transport services in Singapore with great convenience.
Mission and vision:
SMRT Corporation ltd. is the company based at Singapore that deals with providing land
transport services to the customers. The core operations of the company are in rails,
maintenance, engineering along with bus taxi and automotive services. The company claims that
the integrated business approach of the company with retail, media and marketing along with
properties and retail management operates with the view of being sustainable.

The vision statement of the company that is Moving People, Enhancing Lives suggests that the
company wants the people to make the life of the public easy by providing them efficient public
transport facilities.
As far as the mission statement of the company is considered, it states that “to be the people’s
choice by delivering a world class transport service and lifestyle experience that is safe, reliable
and customer centric”. It has been analysed that the company wants to serve the customers with
the transport services that are safe and customer centric (Pang, 2013).
Several recommendations have been made in the process that allows the companies to make its
process efficient and more customers centric:
1. Increasing the number of vehicles: as public transport is the facility that is being used by
the general public of the place thus it sometimes become so crowded that the people
cannot get proper space to sit. To avoid the issue and showing the customers centric
approach, it is recommended that the company should increase the number of transport
services on the busy routes.
2. Health and cleanliness: this is another concern if the company wants to be customer
centric. The transport vehicles need to be clean and tidy so that more and more customers
make use of this service.
References:
Anton, R., 2015. An Integrated Strategy Framework (ISF) for Combining Porter's 5-Forces,
Diamond, PESTEL, and SWOT Analysis.
Bluebirdgroup.com. (2018). Blue Bird Group. [online] Available at:
http://www.bluebirdgroup.com/ [Accessed 17 Mar. 2018].
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services, 17, pp.99-111.

Create.edu.sg. (2018). SMART. [online] Available at:
https://www.create.edu.sg/about-create/research-centres/smart [Accessed 17 Mar. 2018].
Editorial, R. (2018). Company Profile for ${Instrument_CompanyName}. [online] IN. Available
at: https://in.reuters.com/finance/stocks/company-profile/HYFL.SI [Accessed 17 Mar. 2018].
Hyflux.com. (2018). Hyflux. [online] Available at: https://www.hyflux.com/ [Accessed 17 Mar.
2018].
Investments, I. (2018). Blue Bird Group - Pusaka | Indonesia Investments. [online] Indonesia-
investments.com. Available at: https://www.indonesia-investments.com/business/indonesian-
companies/blue-bird-group/item415? [Accessed 17 Mar. 2018].
Kuimov, V., 2017. A Contextual-Functional Analysis of the Enterprise
Performance. International Journal of Entrepreneurial Behavior & Research, 23(2), pp.356-362.
Lau, W.J., Goh, P.S., Ismail, A.F. and Lai, S.O., 2014. Ultrafiltration as a pretreatment for
seawater desalination: A review. Membr. Water Treat, 5(1), pp.15-29.
Pang, A., 2013. Derailed: Communicating Singapore’s mass transit crises. Media Asia, 40(2),
pp.124-127.
Zhang, S., Liu, L., Pang, X., Lu, J., Kong, F. and Lv, J., 2016. Use of Microfiltration to Improve
Quality and Shelf Life of Ultra‐High Temperature Milk. Journal of food Processing and
Preservation, 40(4), pp.707-714.