Introduction to Management: SingTel's Business Analysis Report

This report provides a comprehensive analysis of SingTel, a major telecommunications company. It begins with an executive summary and an introduction outlining the report's objectives, which include evaluating SingTel's marketing activities and operational strategies. The report details SingTel's business operations and its position as a leading telecommunications provider in Singapore and globally. It proceeds to a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors influencing SingTel's business decisions. The report also includes a Porter five forces analysis to assess the competitive landscape. Finally, it offers management recommendations to enhance SingTel's profitability and revenue, focusing on strategies to address future challenges and maintain a strong market position. The conclusion summarizes the key findings, emphasizing SingTel's success factors and strategies for customer retention and growth.

Running head: Introduction to management
Introduction to management

Introduction to management
Executive summary
The paper explains the trading activities and operations of SingTel which has been
chosen for the task. It is one of the biggest telecommunication industries in the world which
provides internet and telecommunication services to the customers worldwide. The report also
explains the marketing strategies, plans, and policies of the organization. Porter five forces
analysis and pestle analysis are conducted by the firm to identify and measure the growth
opportunities and challenges in the market. Apart from this, management recommendations have
been explained in the report to maximize the profitability and revenue. In this way, the firm has
been able to meet future challenges and barriers in the global world.
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Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Description of the company........................................................................................................................4
PESTLE analysis of Singtel............................................................................................................................5
Porter five force analysis.............................................................................................................................6
Management recommendations.................................................................................................................8
Conclusion...................................................................................................................................................9
References...................................................................................................................................................9
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Introduction to management
Introduction
The main aim behind this study is to evaluate and analyze the risks and opportunities of
the market. Here is the discussion about SingTel Company which has been selected in the report
to explain and analyze the marketing activities and operations. It provides a diverse range of
communication services and solutions including data, internet, fixed, satellite and info-
communication technology. Furthermore, SingTel group is a long-term and effective investor in
six regional multi operators in Indonesia, Philippines, and India. A description of the
organization has been discussed in the report. In the second phase, it depicts pestle analysis to
evaluate and identify the marketing opportunities, risks, and challenges. SingTel is considered as
a long-term strategic investor. Therefore, they work closely with their affiliates to expand and
grow the business. The paper explains porter five forces analysis which is used by the company
to attain competitive benefits in the global world. At the end, some management
recommendations have been given in the report in order to make strong and attractive goodwill
in near future and to make a good position in front of competitors.
Description of the company
Singapore telecommunication limited is a Singaporean telecommunications company. It
is the biggest mobile network operators in Singapore with 4.1 million subscribers. In today’s era,
the firm is expanding and exploring its business activities and operations globally. There are
approx 25,000 employees employed in the organization. The company was incorporated in 1879
with its headquartered is located in Singapore (Hossain & Suchy, 2013). It provides services for
customers with ISP, fixed line telephony, IPTV and mobile phone. The organization is investing
in leading companies in Africa and Asia, including Telkomsel, Globe Telecom, Bharti Airtel and
advanced info service. Singtel is listed on the Singapore exchange. The organization provides
wider network for communication. Furthermore, the company serves consumers in Singapore,
Australia, and other emerging markets through the regional mobile associates. The firm plays a
vital role in the development and expansion of country (Singtel, 2017). The vision of the Singtel
is to become a best communication technology firm in Asia. Customers focus, teamwork,
Challenger spirit, integrity and personal excellence are core value of the organization (Ahmed,
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2012). The main aim of the company is to create a sustainable long-term success, growth and to
render superior returns to shareholders. It is the biggest player in the telecommunication industry
(Curwen & Whalley, 2014). It provides a communication hub to several types of customers
across the world.
PESTLE analysis of Singtel
Macro environment encompasses several factors which affect success and growth of the
business. These factors include political, economic, social, technological, legal and
environmental factors (Delios & Singh, 2012). The PESTLE analysis for Singtel Company has
been stated below.
Political factors: Singtel is the biggest corporation measured by market capitalization in
Singapore exchange. There are several political factors that affect the decisions of the managers
of the company. Various laws, regulations, and rules influence the business activities and
operations of the firm. Temasek’s shareholder and Singapore minister of finance are involved in
its investment and other business decisions. Therefore, the government increases the credibility
of the organization. It helps to attain long-term vision and mission of the firm (Levi-Faur, 2011).
Economic factors: It is one of the significant factors that affect SingTel business activities.
Globalization also affects the progress of the company. Currently, Singapore government has
invested a huge amount in diversifying the economy. Additionally, the association uses
telecommunication services and devices to reach its target audience across the world. The
telecommunication services are closely connected to economic activities and operations in
Singapore. Therefore, the company needs to have a good planning and preparation to gain the
full advantages of change of income and habits of consumers. Along with this, the company
needs to take care several other economic factors such as exchange rate, interest rate, inflation
rate and unemployment rate (Picard, 2011).
Socio-cultural factors: Singapore culture is dynamic and effective with four primary ethnic
groups such as Indians, Malays, Chinese, and Eurasians. The firm is still believed in their
culture, values, and customs to gain competitive advantages in the global market. The firm
conducts development program to provide help children and youths with their special
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requirements and needs. The organization focuses on the socio-cultural factors to increase and
maximize revenue and returns in the international market (Castells, 2011).
Technology factors: In today’s modern era, technology has developed and changed
continuously and rapidly. SingTel uses effective and dynamic technologies to attract more
customers and to increase the sale of the firm (Grant & Meadows, 2013). The organization
provides a suite of ICT solutions for several industries vertical such as logistics, education,
healthcare, and hospitality. In addition, the company uses digital strategies and policies to attain
competitive benefits globally (Hutchby, 2013).
Legal factors: SingTel is a telecommunication company that is impacted by legislation and
legal issues. The issues are related to monopolies, customers, and government. The company
needs to focus on legal factors to beat the competitors and to run the business activities
successfully (Grajek & Röller, 2012).
Environmental factors: The firm is committed to render a healthy and safe work environment
for its business associates, consumers, and employees. Furthermore, global warming and climate
changes can also affect telecommunication products and services adversely. Therefore, in term of
employment, the workers need to adopt new and innovative technologies to increase profits and
returns in the market. Water conservation is also done by SingTel to reduce adverse
environmental impact (Epstein & Buhovac, 2014).
Thus, all these factors have a direct impact on the goals and objectives of SingTel. The firm
needs to conduct marketing research and survey to evaluate and recognize these factors.
Porter five force analysis
SingTel is considered as the largest telecommunication organization in Singapore.
Vodafone, Telstra, and Starhub are the main competitors of the firm. SingTel in Singapore taking
to the full integrated telecommunications and information services corporation. The firm focuses
on the rivalries plans, policies and strategies to beat the competitors in the competitive market
(Sutherland, 2014). The firm uses porter five forces analysis to find and evaluate the business
strategies of competitors. The porter five force analysis has been discussed below.
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Threats of substitute products: The threat of substitute is high in Telecommunication
Company. Fixed line method is used by the firm to evaluate and analyze the products and
services of the competitors. Fixed-line telecommunication is still using in the company included
SingTel. It is convenient and effective method to attract customers in the global market. Fixed
line communication also helps to attain desired outcomes and results in the world (Kim, Ryoo, &
Jung, 2011).
Power of buyers: SingTel maintains strong bargaining power to promote and encourage
services. The bargaining power of buyers is high for SingTel because of low switching cost and
increment of various communications. Customers can use internet telephone and other services
of the firm. The organization has to consider their products and services to overcome on the
competitors and to make an effective financial position in the market (Nikou, Bouwman & de
Reuver, 2012).
Power of suppliers: There is a balance between telecommunication companies and suppliers in
Singapore so the power of suppliers is fair. Furthermore, suppliers have not been able to compete
with current customers because of the geographically extensive network. The company is not
able to make long-term contracts for the telecommunication market (Hüttinger, Schiele &
Veldman, 2012).
Threats of new entrants: Every potential and capable entrant into telecommunication and
mobile industry has required a license issued by the telecommunication authority of Sing
Singapore. However, the license is restricted by the government in Singapore. Additionally, the
new entrants can measure and evaluate the sufficiency of financial resources. The threat of new
entrants is low in the telecommunication industry (Kim, Ryoo, & Jung, 2011).
Intensity of rivalry: There are enormous elements related to intense rivalry affect the
sustainability and sale of the firm. The number of rivalries is increasing while the industry’s
growth has slowed down. The company has to watch policies and plans of competitors. M1,
Vodafone, and Starhub are the strong rivalries of the firm that influence the progress and
profitability of the firm. Now it can be said that SingTel needs to monitor the trading activities of
the competitors to stand out against the competitors in the global world (Hüttinger, Schiele &
Veldman, 2012).
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Introduction to management
.
Now it is assumed that SingTel uses porter five forces analysis, Pestle analysis and SWOT
analysis to identify and measure the plans and approaches of the competitors globally. It helps to
evaluate and analyze the opportunities and threats of the market.
Management recommendations
SingTel announced a new organization structure to capture new and innovative opportunities
in the market. The firm needs to make a strong position and goodwill in outside Singapore
market. It helps to gain competitive advantages and to make effective and dynamic decisions.
Although the organization is exploring its business but still some recommendations have been
given for gaining competitive advantages in the future, it also helps to meet the long-term
requirements and demands of the customers. The management recommendations have been
stated below.
 SingTel must create valuable and non-place competitive advantage by creating strong
core competencies and values. It helps to survive the trading operations in the future.
 Apart from this, the company should use unique leadership styles to influence the
subordinates in an organization. It will also help to handle the grievances and complaints
of the employees.
 The organization must focus on the business level strategies and corporate level strategies
to maximize the revenue and outputs. It helps to maintain sustainability within the
organization.
 The employees resist the organizational change thus, SingTel should focus on the
resistance to change to run the activities and operations successfully. The workers do not
want to adopt new technologies and changes because they avoid the work. In this way,
managers and top management should maintain a reciprocal relationship with employees
to resolve their problems and issues.
 The firm should make attractive strategies to connect and listen with customers and
another businessman with dignity and respectfully. It also provides support to estimate
and understand their needs and wants to do business effectively and powerfully.
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 Along with this, SingTel should fight always to become the first to introduce and produce
new products and technology within the organization. Moreover, the firm must always
take strong preparations and precautions in their network system to improve the services
and to provide satisfaction to the customers. In this way, the organization can retain and
increase the number of customers in near future.
 The firm should also focus on advertisement and promotional strategies to increase sales
and profitability of the firm.
Conclusion
On the above-mentioned study, it has been analyzed and concluded that SingTel is the
well known biggest telecommunication industry. It is the biggest mobile operator in Asia. The
reason behind the success and growth of the firm is their potential and capable customers. The
firm focuses on needs, requirements, and desires of the customers to attract and retain a wide
range of customers. The organization will have to maintain their effort and capability to catch up
with community and world. Currently, the firm has expanded and flourished its business in more
than 20 countries. Apart from this, the company uses international strategies to become a
successful leader in the market. Furthermore, situational analysis is done to overcome the
competitors in the competitive market. The firm makes effective and dynamic policies and plans
to stay in the competitive market. It also helps to make a good image in minds of customers
globally. SingTel also uses growth strategies and corporate level strategies to maximize the
profitability and minimize the risks and challenges of the market and competitors as well.
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References
Ahmed, S. (2012). Consumers’ Expectations from mobile telecommunication operators:
Bangladesh perspective. DU Journal of Marketing, 15, 245-265.
Castells, M. (2011). The rise of the network society: The information age: Economy, society, and
culture (Vol. 1). John Wiley & Sons.
Curwen, P., & Whalley, J. (2014). Telecommunications Strategy: cases, theory and applications.
Routledge.
Delios, A., & Singh, K. (2012). Strategy for Success in Asia: Mastering Business in Asia. John
Wiley & Sons.
Epstein, M. J., & Buhovac, A. R. (2014). Making sustainability work: Best practices in
managing and measuring corporate social, environmental, and economic impacts.
Berrett-Koehler Publishers.
Grajek, M., & Röller, L. H. (2012). Regulation and investment in network industries: Evidence
from European telecoms. The Journal of Law and Economics, 55(1), 189-216.
Grant, A. E., & Meadows, J. H. (Eds.). (2013). Communication technology update and
fundamentals. Taylor & Francis.
Hossain, M., & Suchy, N. J. (2013). Influence of customer satisfaction on loyalty: A study on
mobile telecommunication industry. Journal of Social Sciences, 9(2), 73-80.
Hutchby, I. (2013). Conversation and technology: From the telephone to the Internet. John
Wiley & Sons.
Hüttinger, L., Schiele, H., & Veldman, J. (2012). The drivers of customer attractiveness, supplier
satisfaction and preferred customer status: A literature review. Industrial Marketing
Management, 41(8), 1194-1205.
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Kim, K. K., Ryoo, S. Y., & Jung, M. D. (2011). Inter-organizational information systems
visibility in buyer–supplier relationships: the case of telecommunication equipment
component manufacturing industry. Omega, 39(6), 667-676.
Levi-Faur, D. (Ed.). (2011). Handbook on the Politics of Regulation. Edward Elgar Publishing.
Nikou, S., Bouwman, H., & de Reuver, M. (2012). The potential of converged mobile
telecommunication services: a conjoint analysis. info, 14(5), 21-35.
Picard, R. G. (2011). The economics and financing of media companies. Fordham Univ Press.
Singtel.,(2017). Our company, retrieved on 6th January 2018,<
https://www.singtel.com/about-us/company/company-profile>
Sutherland, E. (2014). Lobbying and litigation in telecommunications markets–reapplying
Porter’s five forces. info, 16(5), 1-18.
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