Principles of Management Report: Singtel's Strategies and Analysis

This report provides a comprehensive analysis of Singtel's management principles. It begins with an introduction to Singtel, including its background, size, and organizational structure. The report then delves into Singtel's management philosophies, exploring its vision, mission, goals, policies, and organizational structure. It examines Singtel's management systems, including its participative approach, and analyzes its organizational culture, emphasizing team working, individual potential, customer focus, and employee satisfaction. The report further discusses Singtel's relationship with its employees, including its communication strategies and motivational forces. The report highlights how Singtel's leadership focuses on digital marketing and data analytics to provide the best customer experience. The analysis covers Singtel's management committee, its emphasis on leadership and performance excellence, and its use of challenge as a motivational force to create a healthy competitive environment. Finally, the report concludes with a summary of the key findings.

Principles of
Management

Table of Contents
1. INTRODUCTION.......................................................................................................................3
2. Management philosophies...........................................................................................................4
3. Organization and its employees...................................................................................................7
4. CONCLUSION............................................................................................................................9
REFERENCES..............................................................................................................................10

1. INTRODUCTION
Principles of Management refer to those values which are basis for management of the
organisation. principles of management are guidelines regarding how organization can carry out
their activities concerned with management. This report will discuss about several elements of
principles of management in context of Singtel. Singtel is a Singaporean multinational
telecommunication conglomerate was founded in 1879 as private telephone exchange and in
1992 became Singapore telecom. Company is headquartered at Singapore and area served by the
company is Asia, Australia and Africa. Products of the company are fixed line, mobile
telephony, and broadband and fixed line internal service, digital television, IT and network
services and to provide these services and manage all the operations of the company, Singtel
employs around 25000 employees. Organisation chart which suggest what are the managerial
and organisation position are there in organisation and in what manner they are organised in the
hierarchy.
Figure 11Organisational Chart of Singtel

2. Management philosophies
Singtel as a company involved in technological services presently management of the
company focuses in digital marketing and data analytics. Singtel focuses and keeps digital
experience at the forefront in its business activities and through this focuses on giving best
experience to customers. This is also aimed at keeping the position of the company at top in
telecommunication industry (Dahlgaard-Park, Reyes and Chen, 2018). Concerned with its
management it is managed by a management committee which includes top management
positions of the company namely CEO, CEO, International, CTO, CFO, CCO (Chief corporate
officer), CHRO, CDO (Chief Digital Officer) etc. Management at top level of the company is
carried out of by this committee of management. This committee at Singtel involves
management for all major operations of the company. For its operations Singtel focuses on
leadership and performance excellence are important for achieving objectives and goals of the
organisation. Singtel focuses on personal excellence and they consider to be committed to doing
and being best. One of the managerial philosophy of the company is to seek continuous
improvement.
Vision Mision, Goals, Policies and Structure
Vision
This means something that organisation and its people are willing to achieve.
‘Vision of the company is to be Asia Pacific’s best communication technology company’.
This vision statement of the company reflect that they are presently focusing on the areas
where they are serving and aspire to be best at what they are doing.
Mission

Mission statement of the company refers to way through which company go ahead in
achieving its vision. This shows that way and what path company will select in order to achieve
its vision.
‘Mission of Singtel is Breaking Barriers, Building Bonds’.
Singtel believes that world is a better place when technology is used to help people and
businesses communicate effortlessly.
This reflect that mission statement of company suggest what is the way they are using to
meet their vision and also focuses on their business activities (Wolf, 2017). continuing the
mission statement Singtel states that
We make communication easier, faster and more reliable for customers while delivering value to
our stakeholders.
This statement suggests that Singtel believes and focuses on its customers and its
stakeholders considering importance of both.
Goal
Goals refer to something that company is willing to achieve in a fixed time span. Every
organisation has their goals along with vision and mission.
Goals statement of Singtel is
‘To create sustainable long-term growth, to deliver superior returns to shareholders and positive
impact to stakeholders ’
Policies
Code of conduct at the Singtel includes all the policies that employees and organisation is
required to adhere to (Kim, Arcodia and Whitford, 2018). Policies and areas covered in code of
consuct expand to several areas of organisational operations, these are compliance with laws,
workplace health and safety, compay property and assets, computers use and use of IT system,
work performance (this means that every employee is required to perform task in reliable and
responsible manner) and several areas are covered in this.

Structure
Structure of Singtel is as follows Singtel is headed and leaded by group chief executive officer.
This structure of Singtel is divided in two parts which is Group Business and corporate function.
Group business involves Chief executive officer consumer, Australia/ Chief executive officer
Optus. Chief executive officer consumer Singapore/ Group chief digital officer, chief executive
officer group enterprise/ country chief officer Singapore, group chief officer Group Digital life
and group executive officer international. These are all positions in group business of Singtel.
Other than this corporate functions of the company involves Audit committee, this audit
committee at Singtel includes group chief internal auditor other than this corporate functions
involve group chief corporate officer, chief executive officer group strategy and business
development/ country chief officer Thailand, Group chief financial officer, group chief human
resource officer, group chief information officer and group chief technology officer (Cheek and
et.al., 2019). This all positions are there in corporate functions of Singtel.
Management systems
Management system can be defined as manner and system through which organisation is
managed and operations of the organisation are carried out and this also includes level of
authority and participation in the organisation. There are several types of management system
and in context of Singtel its management system is Participative management system. This
means that decision making involves participation of the employees of the Singtel and ideas and
opinions are invited and considered (FitzPatrick, 2018). Concerned with decision making
everyone can contribute in that and all are encouraged and motivated to communicate and share
knowledge they believe is important and valuable. This valued by decision making authority and
open discussion is encouraged at Singtel along with commitment to agreed decision. This
ensures that everyone has a part to play in the organisational decision making.
Organisational Culture
Organisational culture refers to system of shared assumptions, values, beliefs which
govern behaviour of people in organisation. Singtel employs and have a very effective culture of
organisation because every part and element of the organisation is valued in this culture.

Culture of Singtel involves that they put major focus on team working and they commit to get
result from integrated efforts (Kulapov and et.al., 2019). Along with this it has been stated by the
company that they also value individual potential and personal excellence. This means that
Singtel has significant focus on performance excellence of the people working for the company.
along with this people are recognised and awarded for their contribution to the organisation. This
is because this is performance based culture of organisation and performance is important.
Customer focus is another aspect of the culture of company because customers are treated with
respect and dignity and customers focus is basis of success of the organisation. This leads
company to anticipate needs of the company and facilitating them to business with company. In
order to ensure success of the company it focuses on giving value and quality services to the
company.
In culture of Singtel along with satisfaction of customers equal importance is given to
satisfaction of staff as they are important and integral to carry out operations of the company.
they are also important as their excellence and performance directly affect performance of the
company and satisfaction of the employee. This is one of the reason that company employs
participative style of management so that staff remains satisfied with the practices of the
company that staff is given opportunity to participate in organisational decision making. When
staff gets opportunity to share their ideas and express their opinions and they became basis for
agreed decision making this plays important role in staff satisfaction at Singtel.
In relation with involvement company promotes and employs participative culture that everyone
in the company can express their ideas and believes. These are also given importance and placed
while making decisions (Sari, 2017). Open discussion are also promoted and encouraged and
individual potential is equally valued in a team working culture of the organisation. open
communication and participations also involves feedback from the employees and people
involved in organisational operations.
3. Organization and its employees
The SingTel group have been the Asia leading communications group with the range of
providing the diverse level of services which have the infolding the info comms technology and

more level of developing the distal solution in the perfect manner. The firm has been recognized
as the company which is working closely with the respective associates, leveraging the network
clues, reach of customer with extensive operational services.
On the other hand, the firm is more level of operating there to have the major level of focus of
the customer expectations by setting up the new level of bench marks by grouping the effective
business position (Baillie and et.al., 2020). The firm have aimed its herself as the leading the
next generation communication, infotainment and technology services along with developing the
small business. The firm have the established brand with respective market by sharing the level
of commitment by continuous investment in the terms of brand awareness, networks along with
the processing to the deliver their superior level of customer experience.
On their other hand the employee of the company help in providing there comprehensive,
the integrated level of ICT solution that have the covering the mobile, voice and the respective
data structure, managing level of services, development of cloud computing’s and professional
consultancy.
As being the market leader, the firm have been backed up with the extensive data
network along with infrastructure as the span tends to across key the business cities along long
the market in region. The leadership of the company have been the situation one which make the
clear level of dependency on the defend situation. as to achieve the respective a level of mission
and vision of company make the proper level of focus on their developing the digital technology
and marketing which tends to have proper level of data analysts among the areas. There is the
usage of unique assets s which are considered or their regional customer base, payments
mechanism along with data analytics engine and extensive customer touch points (Sadiq, 2018).
As this have the clear level of aim in there creating and seizing the business opportunity by
adding the value of offering with core business which will help the customer in order to discover
there new and amazing experiences through the digital services.
On the other hand, there firm have the inspiring the high level of standards in terms of the
managing the corporate governances by creating the ling tern value creations. There have been
there se level of well-defined policies along with procedure in order to make proper enhancing
respective corporate services, performance and accountability (Razani, 2018). There is the part to
make the proper level of corporate standards with respective market by sharing the level of
commitment by continuous investment in the terms of brand awareness, networks along with the

processing to the deliver their superior level of customer experience. Hence, with effective
communication strategies to be suit the managed infrastructure, services, cloud along with
mobility solutions. This will be added to IT consulting and business applications provide
businesses, industries and governments.
To motivate its employees along with positive and integrative work culture company uses
and effective force of motivation which is known as Challenge and challenging work. This is an
important motivation force and as Singtel employs effective and efficient people in the
organisation challenge is most effective force for them (Akhmetshin and et.al., 2018). This also
creates conditions for healthy competition in organisational culture and Singtel becomes direct
beneficiary of this healthy competitive culture of the organisation.
4. CONCLUSION
On the basis of above discussion it can be concluded that principles of management are
rules that are required to be followed by company. Company discussed for the purpose of this
report Singtel follows principles based on suitability of their operations. company has mission to
be best and mission has been developed considering aspects which can contribute in achievement
of its vision. Later management system and organisational culture of company were discussed
and they are all suitable according to current business environment and are also able to
adequately contribute in attainment of organisational vision and objectives.

REFERENCES
Books and Journals
Akhmetshin and et.al., 2018. Internal control system in enterprise management: Analysis and
interaction matrices.
Baillie, Z and et.al., 2020. Sustainability for Organisational Success: How Is Optus Joining the
Dots?. In Industry and Higher Education (pp. 73-100). Springer, Singapore.
Cheek, C and et.al., 2019. Organisational structure.
Dahlgaard-Park, S.M., Reyes, L. and Chen, C.K., 2018. The evolution and convergence of total
quality management and management theories. Total Quality Management & Business
Excellence, 29(9-10), pp.1108-1128.
FitzPatrick, D.J., 2018. The collective experiences of middle management when implementing a
business continuity management system within their public sector organisation
teams (Doctoral dissertation, Auckland University of Technology).
Kim, S., Arcodia, C. and Whitford, M., 2018. Public organisation policies supporting the
sustainability of intangible cultural heritage as a tourism resource. CAUTHE 2018: Get
Smart: Paradoxes and Possibilities in Tourism, Hospitality and Events Education and
Research. p.428.
Kulapov, M and et.al., 2019. Corporate Culture of Organization: Typical and Russian
model. Montenegrin Journal of Economics. 15(1). pp.215-226.
Razani, M., 2018. Commercial Space Technologies and Applications: Communication, Remote
Sensing, GPS, and Meteorological Satellites. CRC Press.
Sari, M., 2017. The effect of organization culture and internal control on corporate governance
and its impact on state owned enterprises performance in Indonesia. Proceedings of
AICS-Social Sciences. 7. pp.244-251.
Wolf, G., 2017. New Challenges of the Digital Transformation: The Comeback of the Vision-
Mission System. In Out-thinking Organizational Communications (pp. 113-128).
Springer, Cham.