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Sampleofassignment:MarketingstrategiesofSingTelChinaAbout.net
Sampleofassignment:MarketingstrategiesofSingTel
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Sampleofassignment:MarketingstrategiesofSingTel
1.Situationalanalysis
1.1Companyandproductbackground
1.1.1Companyintroduction
AsoneoftheleadingmajorcommunicationservicesprovidersinAsiacoveringfixedline,
mobile,data,internetandTV,SingTelisstillthelargesttelecommunicationcompanyin
Singaporethoughtheadvantageovertheothercompetitorshasbeencontinuouslydecreased
bythehypercompetitionintheindustry.With8%growthintermofrevenueinSingapore,
thisgrowthevendidntmatchtheconsolidatedrevenuegrowthof13%suggestingthatthe
homemarketdidnotprovideenoughthemomentumforthegrowth.Butstillasthefigure
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belowshow,Singaporeisstilloneofthemajorstablemarketsthatprovidelargesumof
revenueandcashinflowtothecompanyasthereisrisksintheinvestmentinotherregional
mobilemarketssuchasIndia.Soitwouldbeofstrategicallyimportancetoseizethe
opportunityprovidedbythenewfibernetworkandcontinuetodeveloptheSingaporemarket.
Figure1.0EBITDAbymarkets(Source:SingTelAnnualreport20092010)(seealso
appendix)
1.1.2Productintroduction
TheopticalfiberbroadbandthatSingTelcurrentlyprovidesinitiatesfromtheconceptof
buildingupSingaporesNextGenerationNationwideBroadbandNetwork(NextGenNBN)
sincethemiddleof2010withtheexpectationtocompletetheinfrastructureby2012anditis
basedonthehighqualityfiberplatformoperatedbyOpenNetPteLtd,ajointventuresbyfour
partnershipcompaniesAxiaNetMedia(Axia),SingaporeTelecommunications(SingTel),
SingaporePressHoldings(SPH)andSingaporePowerTelecommunications(SPT)
(OpenNet.com.sg2010).Themajorinnovativefeaturethatthefibernetworkhascompared
withthecurrentprevailingnetwork,ADSLorCablebroadband,isthatitwillupgradethe
broadbandspeeduptooneGbpsorevenmorewhichfacilitatesservicesuchasInternet
ProtocolTV,telemedicine,realtimesimulationgameandsoon.
1.2Macroenvironmentalanalysis
1.2.1Politicalfactors
ThegovernmentisplayingoneofthekeyrolesinhelpingSingaporetogrowintoabustling
centerintermoffinance,trade,technologyandmanufacturingwithoneofthemoststable
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politicalenvironments(Christopher2007,p175),theimportanceofthegovernmentrolecould
alsobefoundinpromotingtheNextGenerationNationwideBroadbandNetwork.Asearlyas
1981withgreateffortfromtheSingaporegovernmenttheNCB(NationalComputerBoard)
wassetuptoenhancethenationscompetitivenessbyexploitingITinaninformationage.
AndtheSingaporeOne[1]whichwasdesignedtolinkbusinesses,schoolsandhome
throughoutthecountrybynationalwidebroadbandnetworkisthekeycomponentofthe
nationalITmasterplanIT2000initiatedbytheNCB(Unknown2008,p165).Nowwhenit
comestotheNextGenerationNationwideBroadbandNetwork(NextGenNBN)the
governmentisstillplayingapositiveroleinputtingforwardtheupgradeofthenational
networksystem.
1.2.2Economicalfactors
Source:TradingEconomics.com2011
Chart1.0SingaporehistoricalGDPGrowthRate
BeingoneoftheFourAsianTigers,Singaporessuccesshascloserelationshipwithitshighly
developedfreemarketeconomyintermofahigherpercapitaGDPthanmostdeveloped
countries.Asshowninthechartabove,soonafterthebreakoutoftheUSledeconomycrisis
inaworldwidescaletheeconomyofSingaporemanagedtoreturntonormalandeven
outperformthemajoreconomygiantsbykeepingahighGDPgrowthrateandaccordingto
thelatestavailabledataSingaporehadmaintaina6.9%GDPgrowthinthelastquarterofyear
2010.Withafreehealthymarketeconomyandbasedonthestrongdemandofhighspeed
networkconnectionitisfairtosaythatSingaporehasthematuredeconomyconditiontobuild
uptheopticalfiberbroadbandnetwork.
1.2.3Socialandculturalfactors
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WhenSingaporehastheeconomyconditionandavividgovernmentthatisanxiousto
upgradeitsnationalnetworksystemtotaketheleadagainbethefirstcountrytopossesssuch
anationalwideopticalnetworkconnectiontoincreasethecountryscorecompetitiveness
whilethecountrylacksofsomeotherresourcessuchasnaturalresources,anotherproblem
arisesthatisdotheSingaporeanreallywantandneedsuchhighspeednetworkconnection
againsttheexpectedaddedcost?Inthemiddleoflastyear,NeilMontefiore,theCEOof
StarHub,anothernationalnetworkserviceproviderratherthanSingTelexpressedthesimilar
concernduringaninterview.HewasquotedassayingfivepercentofStarHubs408,000
Internetsubscriberssignedupforits100MbpsInternetservice,thefastestthatitoffers
speedisnottheonlyfactorthatthecustomersconsiderandpricedoesmatter[2]Anditis
wellknowthatthemajorofSingaporeanaregoodatcalculatingcosttheypayagainstthe
benefitstheygain,itissurethatsomeofthemmaynotbewillingtopaymoretoenjoythe
ultraspeedfibernetwork,thoughtheremaybeuncertaintiesinthefamilyusersbutstillthe
planwillgoonasNeilMontefioresaid,thebiggestchangebeonthe24,000commercial
buildingsthatthecurrentnetworkhasnotcovered(Networkworld.com2010).
1.2.4Technologicalfactors
SincetheenactmentoftheSingaporeiN2015Masterplantoupgradethenationintoan
intelligentcityby2015,twomajorstepshavebeentakentobuilduptheinfrastructureforthis
vision:oneistheNextGenerationNationalBroadbandNetwork(NextGenNBN)andthe
otherisWireless@SG,aplanthatfacilitatetheWirelessFidelity(WiFi)internetaccess
throughoutthecity(Akhtar&Arinto2009,p312).Whatsmoretheupgradeoftechnological
infrastructureisalsoonthewayinotherforms,forexampletheSingaporegovernmentwill
graduallymigratetoIPv6by2010toprepareforanultrafiberbroadbandnetworknational
wide(Scholl2010,p246).
1.3Competitiveanalysis
Competitiveanalysiscouldhelptodeterminethecurrentcompetitiveconditionofthe
collaborativenetworktoseetheanticipationofattractiveness,profitandcollaborationofthe
selectedindustry(CamarinhaMatos,Afsarmanesh&Ortizp2005,p349).Oneofthemost
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famousandrepresentativetheoriesofcompetitiveanalysisisMichaelE.Porter(1979)sFive
ForcesAnalysiswhichsuggestedthatthecompetitivenesslevelofanindustrycouldbejointly
determinedbyfiveforces,i.e.theCompetitiveRivalrywithinanindustry,BargainingPower
ofSuppliers,BargainingPowerofCustomers,ThreatofNewEntrantsandThreatof
SubstituteProducts.
Figure2.0MichaelE.Porter(1979)sFiveForcesAnalysis
ServiceProviders
Plan
SingTel
Speed:56kbit/s)
Pacnet
(Speed:56kbit/s)
Table1.0DialupISPproviders
Source:(Ida.gov.sg2011)
Service
Plan
Providers
SingTel
6Mbit/s,10Mbit/s,15Mbit/s,25Mbit/s(onlyavailableonmioPlan)
StarHub
VariousbutonlyavailabletoBusinessusersintheCBDarea
Pacnet
512kbit/s,1.5Mbit/s(Ondemand)
M1
5Mbit/s,8Mbit/s
Table2.0ADSLproviders
Source:(Ida.gov.sg2011)
Service
Plan
Providers
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StarHub
3Mbit/s,6Mbit/s,16Mbit/s,30Mbit/s,100Mbit/s
Pacnet
8Mbit/s,12Mbit/s,30Mbit/s
M1
15Mbit/s,30Mbit/s,100Mbit/s
Table3.0Cablebroadbandproviders
Source:(Ida.gov.sg2011)
Service
Plan
Providers
Qmax
256kbit/s512kbit/s,1Mbit/s,1.5Mbit/s
StarHub
2Mbit/s,7.2Mbit/s,21Mbit/s
M1
1Mbit/s,2Mbit/s,4Mbit/s,7.2Mbit/s,21Mbit/s
SingTel
1Mbit/s,2Mbit/s,7.2Mbit/s,14.4Mbit/s
Pacnet
512kbit/s
Table4.0MobileBroadbandproviders
Source:(Ida.gov.sg2011)
Service
Plan
Providers
StarHub
ResidentialPlans:100Mbit/s,150Mbit/s,200Mbit/s,1Gbit/s)(Business
Plans:100Mbit/s
Pacnet
PlansTBD
M1
ResidentialPlans:25Mbit/s,50Mbit/s,100Mbit/s,1Gbit/sBusiness
Plans:10Mbit/s,25Mbit/s,50Mbit/s,100Mbit/s
SingTel
ResidentialPlans:150Mbit/s,200Mbit/sBusinessPlans:30Mbit/s,100
Mbit/s
LGATelecom
BusinessPlan:10Mbit/s
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SuperInternet
ResidentialPlan:100Mbit/sBusinessPlan:100Mbit/s
Table5.0OpticalFiberbroadbandproviders
Source:(Ida.gov.sg2011)
Fortheopticalfiberindustry,thebargainingpowerofthesuppliersisunknownduetothe
limitationoftheaccesstotherelativeresourcesandinformation,buttheotherfourforces
couldbeindentifiedanddescribed.FortheBargainingPoweroftheCustomers,asmentioned
above,customersinSingaporetoosomeextentcouldbeverysensitiveaboutthepricingofthe
newfibernetworkproducts.Andforthethreatofsubstituteproducts,customerswhodonot
choosethefiberproductcouldalsoturntotheotherinternetconnectionservicesbutif
customersdemandforultrainternetspeedthansofarthereisstillnoothersubstituteproduct
thatcouldprovidesuchhighspeed.Butforthecompetitiverivalryandthethreatofnew
entrants,bothforcesdonotaddanyattractivenessoftheindustry.Ononehandasthetables
aboveshow,withtheupgradeoftheinternetservice,thereisatrendofincreasingnumberof
retailserviceproviders,andrightnowtherearealreadyseveralserviceprovidersforthefiber
products,andontheotherhandaftermorethan10yearsoftheliberalizationofthe
telecommunicationindustry,thenewfiberindustrywouldcertainlyattractmoreretailersin
thefuture.
1.4Analysisoncustomers
Hometomorethan7000multinationalcorporations(MNCs)and3.77millionresidentsanda
totalpopulationofover5millionafteraddingupthenonresidents,Singaporehasputits
islandcityintooneofthecountrieswiththelargestpopulationdensityintheworld.Whilethe
businessuserstendtobemorerational,theanalysisonthebehaviorofthecustomersshould
befocusedonthefamilyuserswhoaremoreeasilyattemptedbymarketingtoolssuchas
promotionalactivitieslikeanIPhonepackage.Withvariousethniccompositionsofthe
residentpopulation,Chinese,Malays,Indiansandotherethics,itisimportanttohavecareful
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customerbehavioranalysisbeforeenactingafinalmarketingplan.Forexample,fibernetwork
asweknowaremorepopulousandwelcomedbytheyoungagedgroups,especiallythose
from20sto30sasaccordingtoChang(1996)inherexaminationoftheSingaporeanXers,she
cametotheconclusionthattheislands20to30yearoldshaveextraordinarilyhigh
expectationsintermofcareerprogression,remunerationandmaterialpossessions.Suchkinds
ofcharactersmaketheusersunderthisagerangeworthmoreattentionfromthemarketers.
1.5Distributionanalysis
Whilethefiberbroadbandinternetserviceisdistributedthroughtheinfrastructureandfacility
developed,operatedandmanagedbyOpenNet,distributionoftheserviceseemsnota
problemtotheretailserviceproviderslikeSingTel.Butsomedistributionissuemaystill
appearlikewhathappenedinthecurrentSingnetBroadband(SNBB)product.Theproblem
happenedinthedistributionofthepremiumgiftwhichusuallyexistsinthepackagesbutthe
theydidnthappeninthedeliveryasinatinycountrylikeSingaporewithhighlydeveloped
transportationinfrastructure,aregularmailjusttake2workingdaystoprocess,thereal
problemhappeninthestocks.Forexample,somecustomersdidgetveryangrywhenthey
signedupthetwoyearscontractwithSingTelundertheAppleMacBookPremiumPackage
eyeingforafreeAppleMacBookbuttheyweretoldtowaitbecausetherewerenotenoughof
stocks.Sodistributionissuesstillneedtobeconsideredtoforeseeallthepossibleproblems
thatmayarise.
1.6SWOTanalysis
SWOTanalysisisasimplebutstillausefulandlogicalplanningtool,anditsvalueisusually
underestimated.SWOTanalysiscouldbeaviablemechanismforthedevelopmentofthe
marketingplan(Ferrell&Hartline2008,p717).BelowacarefulSWOTanalysiswillbe
carriedoutaimingatprovidingthebasicfactdescribingthepositionofSingTelinoffering
andmarketingthenewfiberproductsagainstothercompetitors.
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1.6.1Strength
SingTel,astheoldesttelecommunicationserviceproviderwithgoodwordofmouth,hasa
largenumberofoldandloyaluserswhoarewillingtocontinuetousetheSingTelnew
services.
SingTelisoneofthefourmajorshareholdersofOpenNet,thecompanyinchargeofthe
buildupandmanagementoftheopticalfiberinfrastructure,bypromotingthenewfiber
productSingTelwillbeaddingrevenueforbothSingTelandOpenNet.
AstheMioTVserviceandsomeothermobileservicesarerightnowcombinedwiththe
fiberproduct,bothprovidedbySingTel,suchcombinedqualityservicecouldaddupthe
advantagesthatSingTelhasinpromotingthenewfiberproducts.
1.6.2Weakness
Theincreaseofthefiberuserwillprobablycomesatthecostofthedecreaseofnumberof
userscurrentlyusingotherinternetconnectionssuchastheSingNetBroadbandwhichisalso
underSingTel.
WithanumberofISPsthatareoperatinginthenewfiberinternetproductsandwantto
occupythemarketwithastrategicconsideration,thepricingofthefiberproductcouldbe
lowerthanexpectedwhichwillleadtolongreturncircleofinvestment.
1.6.3Opportunity
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Thedevelopmentofthenewproductandnewmarketcouldbringnewprofitgrowthtothe
groupthathasfounditshomemarketgrowsinaslowerpacethanotherregionalmarkets.
Astheplanofnetfiberproductisalsoundercontractwhichisusuallyintwoyearsterm,
SingTelwiththecurrenthighcontrolovertheoldusersthroughmediaexposureandfrequent
communicationsuchasmailing,itcouldpenetrateandoccupythenewmarketthrough
promotionoradvertisingandthustaketheleadinthenetproductmarketingcampaign.
1.6.4Threat
Asthecurrentlargest(InternetServiceProvider)ISP,thepromotionofthefiberinternet
servicewillreshapetheISPconfigurationwhichmayreducethemarketshareofSingTel.
Withsuchhighspeedinternetservice,somecustomersmayfinditunnecessarytopayfor
theMioTV,anumberofpayTVchannelservicethatSingTeliscurrentlyprovidingtothe
customers.
Anotherthreatcomesfromtheuncertaintiesoftheconsumerbehaviorsofthetargeted
consumerswhichhasbeenmentionedabove,theymaysimplydonotseeitisnecessaryto
havesuchanultrainternetspeedupto1Gbpscomparedtothecurrent10or15Mbpsinternet
servicewhennotallofthemwillbeinterested.
WiththesimpleSWOTanalysiswehaveabove,theadvantagesofthenewproductisobvious
whilethepotentialthreattothenewproductisalsoworryingtoSingTel.Butitisthetruththat
SingTelhastotakethestrategicchangetokeepitsleadintheindustryandsomeadaptations
basedontheanalysiscouldalsobeappliedinthemarketingplantoavoidorreducetheimpact
ofthesomethreatandweaknesstoachieveasmuchbenefitsaspossible.
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2.
Objectives
2.1Companyvision,missionandcorevalues
Asclearlystatedintheofficialwebsite,SingTelhassetitsvisiontobeAsiaPacificsbest
multimediasolutiongroupanditsmissionastoenablecommunicationbybreakingbarriers
andbuildingbondsandcreateanddelivervaluetocustomers,employeesandshareholders.In
termofcorevalues,SingTelhasitscorevaluescometogetherwiththeaspirationtopromotea
performancebasedculturewhichisinnovativeandopen.Severalkeywordsareselectedto
describethecorevaluesofthecompanyindetail:CustomerFocus,ChallengerSpirit,
Teamwork,IntegrityandPersonalExcellence(Singtel.com2010).
2.2Marketingobjectives
Asthemarketingplanisinathreeyearstermfrom2011to2013,belowanumberoftargets
willbesetforthemarketingobjectivesinacorporatelevelandaproductlevelregardingthe
fiberproductthathasbeendiscussedinthisstudy.Inthecorporatelevel,withthehelpofthe
promotionofthenewproduct,thegrowthofrevenueisexpectedtoreach10%comparedto
the8%intheSingaporemarketinthelastfinancialyear.AndintermofEBITDA
contribution,becauseofthelargescaleofinvestmentinthenewproductintermofmarketing
activities,thetargetoftheSingaporemarketwillbetomaintainitsproportionatecontribution
ofaround27%,thesamedigitasthelastyear.Andintheproductlevelthemostcritical
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indicatorismarketshareofthenewproductinthenextimportantthreeyears.Thegoalsetfor
thenewproductaccordingsomeanalysisthatwehaveabove,themarketshareintheendof
2013bySingTelintheopticalfiberinternetisanticipatedtoreacharound35%afterthe
considerationofthehypercompetitioninthenewmarket.Butcertainlythesegoalsneedtobe
dividedintogradualgoalsforeachyearandeachmonthinthedetailedmarketingplan.
3.
Marketingstrategies
3.1Portersgenericstrategy(1980)
Figure3.0Portersgenericstrategyoptions(source:WordPress.com2008)
MichaelE.Porter(1980)inhisfamousbookCompetitiveStrategylistedoutthreemajor
genericstrategyoptionsforbusinessestocreateandmaintaintheircompetitiveadvantages
basedontwodimensions:strategicscope(BroadMarketVSNarrowmarketposition)and
strategicstrength(UniquenessVSLowCostcompetency)asshowninthefigureabove.Porter
claimedthattheselectionofanyofthethreegenericstrategyoptionscouldbeeffectivein
helpingthecompaniestoachievecompetitiveadvantagedependingonactualsituations.
AsinthecaseofSingTel,itisadvisablethatthecompanytakethedifferentiationstrategy
optiontomaintainitscompetitiveadvantages.Ononehandintermofstrategicscope,asthe
largestinternetserviceproviderinSingapore,SingTelcouldnotfocusinasmallmarket
becauseitusedtocoverthemajorityofthebusinessandfamilyusers,ifthecompanythis
timefocusesonasmallmarketthenmanycustomerswillbedisappointedandturntoother
internetserviceproviders.Ontheotherhandintermofstrategicstrength,costleadershipis
notagoodoptiontothecompanybecauselikeothercompetitors,SingTelisjustaretailerof
theopticalfiberproduct.ItisnotpossiblethatSingTelcouldgetalowerbuyinginprice
thoughitisoneofthefourmajorshareholdersinOpenNet.
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3.2Segmentation
Marketsegmentationcouldbedefinedastheprocessofidentifyingdifferentgroupsofusers
withinamarketwhocouldpossiblybetargetedwithseparateproductsormarketing
programmers(Croft1994,p1).Marketsegmentationcouldhelpimproveacompanys
competitivepositionasmarketingisconcernedwithmatchingthecompanysresourcestothe
usergroups.Accordingtothepropertyofthecustomers,userscouldbesegmentedasbusiness
usersandpersonalusersandbasedonthespeedofthefiberinternetservice,customerscanbe
divedintohighspeed(from500Mbpsto1Gbps)usersandmediumspeed(50Mbpsto500
Mbps)users.Basedonthesetwobasicdimensions,theusersofthenewfiberproductscould
besegmentedinfourgroupsasillustratedinthetablebelow:
BusinessUsersdemandforHighspeed
BusinessUserssatisfiedwithmediumspeed
connection
connection
PersonalUsersdemandforHighspeed
PersonalUserssatisfiedwithmediumspeed
connection
connection
Table6.0Marketsegmentationforfiberproduct
3.3Positioning
Asanalyzedabove,itisadvisablethatSingTeladoptsthedifferentiationgenericstrategyto
maintainitscompetitiveadvantage,soasfortheselectionofmarketingsegmentsSingTelalso
needstocoverthemajorityofusers.Butinconsiderationoftheoperatingcostandfurther
differentiationstrategybycombiningotherSingTelserviceswiththenewfiberproductin
termofpackage,itispracticalneedthatSingTelgiveupthehighendmarket,i.e.thehigh
speedconnectionmarket.Soforthepositioningstrategy,SingTelhaschosenthetwotypesof
segments:BusinessUserssatisfiedwithmediumspeedconnectionandPersonalUsers
satisfiedwithmediumspeedconnection.
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3.4Marketingmix
Marketingmixconsistsofmarketingstrategiesthatcompaniesusedtopersuadeand
manipulatethemarketandmarketingmixismostpopularlyrepresentedbythe4Ps(Baker&
Hart2008,p463).Belowthemarketingplanwillbeunfoldedusingthe4Psframework.
3.4.1Productdecisions
Basedontheconclusionswehaveabove,thenewfiberproductwillusethedifferentiation
genericstrategyandfocusontheuserswhoaresatisfiedwiththemediumspeed.Several
productdecisionscouldthusbeenmadetodescribethefeaturesofthenewproduct.Firstly,
thenewproductshouldhaveitsownproductnametodifferentiateitselffromotherproduct
thatSingTelprovidesandthecompetitorsprovidetomakeitstandingoutsecondly,thenew
productwillbereleasedintothemarketintermofapackageratherthanastandaloneformto
avoiddirectcompetitionwithotherfiberinternetserviceprovidersandcreatedifferentiations.
SingTelcouldprovidevariousplansthatconsistofdifferentSingTelproducts,forexample,a
exPress50thatconsistsof50Mbpsfiberspeed,homelineandbasicMioTVservicesisthe
basicplanandexPloreHome50willbasedonthepreviousplanandaddmoreservicessuch
asmobilelineandmoreTVchannels,likewiseexPress100exPloreHome200plans
couldalsobeprovidedtocustomersthirdly,allplansshouldbeunderatthetwoyears
contractaimingatsustainingmorecustomersandavoidfrequentchangeofusers.
3.4.2Pricingmix
Severalfactorsneedtobeconsideredandleveragedcarefullybeforepricingthefiber
products:cost,competitionlevel,andcompanysstrategytooccupythemarketandachieve
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profitabilityatthesametime,productstrategytodifferentiatetheproducts.Toaddressall
theseconcernsregardingthecompanysstrategicconsiderations,generallythecompanycould
priceitsnewproductsinamediumlevelwiththehelpofthefollowingpricingstrategies.The
firstisProductBundlePricingwhichsetapriceforseveralproductsthatarecombinedina
packagethisisinaccordancewiththebundleproductstrategythatjustmentioned.Asthe
productsarecombinedtogether,SingTelcouldsetacompetitivepricecomparedtothevalues
itprovidestothecustomersinthepackagetoachievebothobjectivesofoccupyingthemarket
andsoundprofitanotherpricingstrategythatcouldbeusedisPromotionalPricingas
promotionalactivitieswillbeofgreatimportancetothemarketingofthenewproductwhich
willbeexplainedindetailinthecomingpartofthisstudy,andusingapromotionalpricing
strategytoprovidelowerandattractivepricewillhelpthecompanytoobtainmorecontract
signedforthenewproductinashortperiodoftime.Onemorepricingtacticthatcouldbe
usedisPsychologicalPricing,asmentionedabovetherearevariousethnicsgroupsin
SingaporebutChineseisthelargestoneinSingaporeaccountforaround70%ofthe
population,sosomeluckyandmagicalnumbersuchas8couldbeagoodideatoattractmore
potentialChinesecustomers.Forexample,themonthlysubscriptionofthebundleplancould
besetas$88.8.
3.4.3Promotionalmix
Thepromotionalmixthatusedtoincreasetheexposureofthenewproductandpersuadethe
potentialcustomersintobuyingbehaviorswillbeofcriticalstrategicimportancein
considerationofthecompanysstrategicgoaltooccupythemarketinthemarketingplanin
thenextthreeyears.Intermofbudgeting,thepromotionalactivitieswouldtakeupalarge
proportionofthebudgetwhichwillbereflectedinthebudgetinglaterforitsimportanceinthe
marketingplan.AndintermofpromotionalchannelsSingTelcouldusethefollowing
channelstounfolditspromotionalactivities:directmailing,salepromotion,personalselling,
advertising,telephonesale.Amongthesetechniques,advertisingandsalepromotionisofno
doubtwillbeveryimportantbutthedirectmailingisalsoveryeffectiveinSingTelscaseas
thecompanyisthelargestinternetserviceprovidersinSingaporeanditsmajorityofuserswill
checktheirmailboxatleastonamonthbasistogettheirbilloftheSingTelservices,so
sendingthepromotionalinformationthroughdirectmailingcouldbeaneffectivemethod
undersuchcircumstances.
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3.4.4Placemix
WhentheplacemixistheleastconcernedPamongthe4Psconcept,itisnottheleast
importanttobeconsidered.Incontrast,itisthesourceofcompetitivenesstoSingTel,a
companythatearnthecustomersroyaltybyitswellknownqualityservice.Fortheplacemix,
severalsuggestionscouldbeprovidedtothecompanytokeepupitsqualityserviceasit
promised.Firstly,theinstallationandactivationperiodmustbereducedlargely.Currently,asa
newproduct,thefiberinternetconnectioncouldtakeup4to9weektoactivatewhichisnot
acceptablecomparedtoitsthepromiseofqualityservicethoughitisnewproducts.Secondly,
asmentionedearlier,therehadbeencasescustomerswereveryunsatisfiedastheysignedup
thecontracteyingforthepremiumgiftsbutwerelatertoldthattherewerenotenoughof
stocks,sothistimeSingTelshouldavoidthesecasesfromhappeningagain.Andtoachieve
this,awellestimationofthenumberofpremiumgiftsneededandclosedcarefulmanagement
ofthestockswillplayingimportantroletoavoidsuchcasesfromhappeningagainandifthe
stockisrunningoutthenthenewcustomerswhoareabouttosignthecontractshouldbetold
inadvanceaboutthepossibledelayofthedeliveryofthepremiumgifts.
4.
Implementationandbudgeting
Duetothelimitoftheaccesstotheactualdigitsanddataregardingthebudgetingofthe
marketingplanevenintermofapproximatedigits,thebudgetingwillbeservedinthe
referencepurpose.
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Activities
Jan
Feb
Mar
Apr May
Jun
Jul
Advertiseme
Au
Sep
Oct No
De
Budge
3,600
300
200
150
500
R&D
3,000
Total
7,750
nt&Promotio
n
Saleforce
stimulation
Saleforce
training
Distribution
channel
maintenance
Telephone
sale
Inthousands(SGD)
Chart2.0SingTelmarketingactionsandbudgetGanttchartfor2011(Fiberdivision)
Activities
Jan
Feb
Mar
Apr May
Jun
Jul
Advertiseme
Au
Sep
Oct No
De
Budge
4,600
400
300
250
nt&Promotio
n
Saleforce
stimulation
Saleforce
training
Distribution
channel
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maintenance
Telephone
500
R&D
3,000
Total
9,050
sale
Inthousands(SGD)
Chart3.0SingTelmarketingactionsandbudgetGanttchartfor2012(Fiberdivision)
Activities
Jan
Feb
Mar
Apr May
Jun
Jul
Advertiseme
Au
Sep
Oct No
De
Budge
3,600
400
400
350
500
nt&Promotio
n
Saleforce
stimulation
Saleforce
training
Distribution
channel
maintenance
Telephone
sale
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R&D
3,000
Total
8,250
Inthousands(SGD)
Chart4.0SingTelmarketingactionsandbudgetGanttchartfor2013(Fiberdivision)
Asshowninthethreechartsabove,thepromotionalandadvertisementeffortwillbeincrease
inthefirsttwoyears,butinthethirdyears,thebudgetingwillbereducedastheproductis
expectedtobeacceptedandcommercializedbythemarket.Sothebudgetingisreducedinthe
thirdyearsinconsiderationofthecostcontrol.
5.
Saleforecast
Thesaleforecastisalsoveryapproximateanddiscrepanciescouldevenbeverylargetothe
actualdigitsduetothelimitedaccesstothecompanysdata.
2010
2011
2012
2013
Salerevenue
300,000
400,000
600,000
750,000
Cost
210,000
266,000
360,000
440,000
Profit
90,000
134,000
240,000
310,000
(aftertax)
Inthousands(SGD)
Table7Projectedprofitandlossstatement(fiberproductdivision)
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Pleasebenotedthatthegrowthofrevenueandprofitismorethan10%whichhasbeen
previouslysetbythemarketingobjectiveinacorporatelevel,butsincethisisonlyaboutthe
fiberproductdivision,thegrowthrateisevenhigherwhichacceptableincommon
understanding.
6.
Controlandfeedbackcollectionsystem
Whenthemarketingplanisunderimplementation,thecompanyshouldfocusonthecontrol
andfeedbackcollectionefforttocloselymonitortheimplementationofthemarketingplan,in
thisregardsseveraltoolscouldbeusedsuchasmarketshareanalysis,profitabilityanalysis
andsaleforceefficiencymonitoring.Forexamplethemarketshareisexpectedtoreach35%
intheendofthethreeyearplan,butthecompanyshoulddividethetargetintosmallertargets
onayearormonthbasistoensurethatthemarketingeffortcouldachievethetargetintheend
ofthe2013.Whatsmoreintermoffeedbackcollection,thecustomercenter(callcenter)
couldhelpmonitorthefeedbackfromthecustomers.Forexample,thecompanycould
calculatethenumberofcallsthatcustomerscalledintocomplainthecompanysservicesand
productsregardingthefiberinternetservice.
Referencelist
Akhtar,S.&Arinto,P.2009,DigitalReviewofAsiaPacific20092010,NewDelhi:SAGE
PublicationsIndiaPvtLtd,p312
Baker,M.J.&Hart,S2008,Themarketingbook,8thedition,Oxford:ElsevierLtd.p463
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Sampleofassignment:MarketingstrategiesofSingTelChinaAbout.net
CamarinhaMatos,Afsarmanesh&Ortizp2005,Collaborativenetworksandtheirbreeding
environments,NewYork:TheInternationalFederationforInformationProcessing,p349
Chang,H.1996,InSingaporethedreamsaregettingbiggers,BusinessWeek,Sep23,2021
Christopher,P.J.2007,50PlusOneGreatestCitiesintheWorldYouShouldVisit,Chicago:
EncouragementPress,p175
Croft,M.J.1994,Marketsegmentation:astepbystepguidetoprofitablenewbusiness,New
York:Routledge,p1
Ferrell,O.C.&Hartline,M.D.2008,MarketingStrategy,Mason:ThomsonHigher
Education,p717
Ida.gov.sg2011,accessedon26thJan2011,[online]available:
http://www.ida.gov.sg/home/index.aspx
Porter,M.E.1979,HowCompetitiveForcesShapeStrategy,HarvardbusinessReview,
MarchApril1979
Networkworld.com2010,StarHubCEOnotsureSingaporeansneedfibertothehome,
accessedon26thJan2011,[online]available:
http://www.networkworld.com/news/2010/061510starhubceonotsuresingaporeans.html
OpenNet.com.sg2010,WhoWeAre,accessedon26thJan2011,[online]available:
http://www.opennet.com.sg/aboutus/whoweare/
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Sampleofassignment:MarketingstrategiesofSingTelChinaAbout.net
Porter,M.E.1980,CompetitiveStrategy:TechniquesforAnalysingIndustriesand
Competitor,NewYork:FreePress
Scholl,H.J.2010,EGovernment:Information,Technology,andTransformation,NewYork:
M.E.Sharpe,p246
SingTelAnnualreport20092010,accessedon26thJan2011,[online]available:
http://info.singtel.com/sites/default/files/invrel_areports/ar_0910.pdf
Singtel.com2010,CompanyProfileVision,Mission&CoreValues,accessedon19Jan
2011,[online]available:http://info.singtel.com/aboutus/visionmission
TradingEconomics.com2011,SingaporeGDPGrowthRate,accessedon27thJan2011,
[online]available:http://www.tradingeconomics.com/Economics/GDPGrowth.aspx?
Symbol=SGY
Unknown2008,SingaporeDiplomaticHandbook,8thEdition,SingaporeDiplomatic
Handbook,p165
WordPress.com2008,Gambar3.ThreeGenericStrategies,accessedon27thJan2011,[online]
available:http://mustamu.wordpress.com/2008/08/19/sepuluhaliranformasistrategi3the
posi
AppendixFinancialhighlightsin20092010annualreport
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[1]SingaporeOneisdrivenbytheNationalComputerBoard,theNationalScience&TechnologyBoardand
theTelecommunicationAuthorityofSingapore,withtheEconomicDevelopmentBoardandtheSingapore
BroadcastingAuthority.
[2]ThemonthlysubscriptionofStarHubs100MbpsserviceisS$124(US$89),whilea6Mbpsconnectionis
pricedatonlyS$46.
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