The SingTel Group is Asias leading marketing communications group, providing a diverse selection of communication services and alternatives, including predetermined, mobile, data, Internet, info communications technology, satellite and pay Television set. They are detailed as the largest company in Singapore Exchange by market capitalization. Also, they are shown on the Australian Securities Exchange consequently of our own acquisition of Optus, the next largest communications professional in Australia on Sept 2001. In addition, the SingTel Group is a long-term strategic entrepreneur in six local mobile operators in India, Indonesia, the Philippines, Thailand, Pakistan and Bangladesh. To provide the needs of multinational businesses, SingTel has a network of 36 office buildings in 19 countries and territories throughout Asia Pacific, in European countries and the united states. The SingTel Group provides about 383 million mobile customers in 25 countries.
In Singapore, SingTel has 130 many years of operating experience. SingTel has played an intrinsic part in the introduction of the united states as a significant communications hub in the region. Today, SingTel continues to condition the digital multimedia and ICT market in Singapore. Despite full liberalization since 2000, SingTel remains the best mobile, broadband and predetermined collection operator and in July 2007 ventured into home entertainment with the introduction of mio Tv set. In Sept 2010, SingTel launched high-speed fibre services, with distinctive applications focusing on entertainment, convergence and productivity development for home and business users.
SingTel is a permanent strategic investor. As the strategic entrepreneur, they work directly with their affiliates to grow the business enterprise, by leveraging their scale in systems, customer reach and considerable functional experience. SingTel's affiliate marketers advantage not only from the relationship with SingTel. By being part of a larger group, they are able to share experience and insights in one another. These learning help affiliate marketers as they navigate issues and take good thing about opportunities in their own market segments. In the future, the Group carries on to examine new investment opportunities in Asia and growing adjacent markets and you will be financially disciplined in its evaluation of new investment funds. (Sustainability Survey, 2010)
Purpose of the analysis
As the Asia Pacific's best media solution group, SingTel believe that creating and delivering value to customers, employees and shareholders is important to their business. These are making communication easier, faster, more economical and reliable by breaking the obstacles of distance, price, time and technology.
Singapore Telecommunications Limited (SingTel) has over 130 many years of functioning experience and has performed an intrinsic role in the introduction of Singapore as a major communications hub in the region. SingTel are successful to providing the best-in-class global marketing communications solutions to customers. So, the purpose of this examination to has an overview of SingTel's procedure, priorities and performance in the area of sustainability for business functions and exactly how they work with their regional associates. Their insurance policies and programs are covered under four key areas - Marketplace, People, Environment and Community.
Moreover, remaining success for many years, SingTel has been competing with many players within niche market. This newspaper is to analysis the different factor of Singapore environment impacts on the specialty telecommunication industry and competitive environment of SingTel and its own core competences in order to win on the market battle
2. Macro - environment analysis
There are extensive factors in the macro-environment that will affect the decisions of the managers of SingTel. Taxes changes, new laws and regulations, trade barriers, demographic change and administration policy changes are examples of macro change. The PESTEL model will progress in Singapore market to be able to comprehend the influences and demands, which will help the business to quest for the organization goals and support the business. It also provides the flexibility for the business to get effective reaction to adapt the external environment.
2. 1. Politics- legal
Recently, "the Liberalization and Privatization of Telecommunications in Singapore" backed by Telecommunication Expert of Singapore (TAS). The telecommunications industry as well as SingTel especially entered a stage driven by fast-changing technology, which is stimulated by the needs of increasingly advanced end-users. To meet these demands, there has been a worldwide trend towards privatization, liberalization and deregulation in the telecommunications industry. This trend has generated many opportunities, as well as issues for SingTel.
Liberalization, deregulation and competition thus offer a viable method of ensuring the provision of better quality of services at highly competitive prices. SingTel also promote more impressive services targeted at gratifying the needs of different market segments with custom-made solutions. In Singapore, the liberalization plan is aimed at increasing consumer choice and rousing greater efficiencies in the use of scarce resources.
In 2009, the Info-communications Development Expert of Singapore (IDA) has made a decision in regards to to SingTel's exemption request for the Business and Administration Customer Portion and Individual Marketplaces. This helps SingTel to seek exemption from the application of Dominant Licensee regulation to its provision of telecommunication services in six specific markets, all retail telecommunication services to customers available and authorities customer portion with an annual devote to telecommunication services of at least S$250, 000. (IDA Singapore, 2009)
Singapore has one of the most advanced Information and communication technology (ICT) networks on the globe with very high levels of gain access to. It has been possible because of the small size of the united states as well as increasing levels in income and authorities commitment to telecommunications brilliance. SingTel was originally a monopoly on the ICT field before market opened up to the other companies. (NUS. edu. sg)
2. 2. Economics
Economic situation is one of factor impacting on to SingTel business immediately. Globalization has jumped nationwide boundaries, opened and increased trade and business in addition has an opportunity for the business. Thus, the using of telecommunications device and services has increased internationally and the development is likely to continue. This provided SingTel the opportunity to make investments oversea, to expand the market and maintain profitability.
Recently, the Singapore authorities has invested heavily in diversifying the current economic climate. The business sector will create good environment to support and stimulate the workforce as well as establishing the legal and financial business platform. All the economic sectors will continuously develop such as tourism industry, financial service, advisor service and retail. The development in various financial factors presents the ability for SingTel to increase business locally. Furthermore, the telecommunication services are carefully linked to economic activities in Singapore and region. So, SingTel have to have a good planning to take the full advantage of results such as the change of income and consumer spending behavior.
2. 3. Sociable - culture
Singapore Culture is unique with four major cultural groups: Chinese, Malays, Indians and Eurasians. They are still strongly thought in their traditional value although the younger generations has began to modify with the european culture. Especially, there is a stage in the state of mind of Singaporean that "kiasu" means "afraid of dropping out to other". With this frame of mind, many young Singaporean spent some time working hard to anticipate high income and go after the new and modern tools. They can be always changing in their lifestyle, purchase patterns and the demand the high standard of quality and services. These present an opportunity for SingTel increase their income by offering the new and customized the product and services
A change is occurring in the mobile industry. Customers are progressively engaged with the smart phones and Internet devices to perform functions for work and leisure anywhere, anytime. Richer applications and services will be provided over mobile sites. In fact, for many regional and rural customers in the growing markets, they'll be accessing the Internet for the very first time through their mobile phones. SingTel has seen this reality and relocated to meet customer demand.
2. 4. Technology
Technology has altered and developed swiftly and constantly nowadays. New services such as Internet Telephone and the increasing of telecommunication users will be the reasons for company to get developing new technology in products and services. In today's business, SingTel covers telephone series, e-commerce, Internet and mobile services. But SingTel has indentified e-commerce and Internet-based activities, which there are significant development with customer segments. So, the scientific investments are an integral part of SingTel's technique for long-term growth. Also, the high investment in proven technology was the critical factors made SingTel flourish in the past.
3. Key Opportunities and Hazards of SingTel
In the telecommunication industry with 4 main external environment factors that are impacting SingTel, it generates the opportunities as well as the risk for SingTel.
Singapore has highest income per capita in Asia
Singapore is the most advance it hardware infrastructure on earth.
Merger and acquisitions
The higher penetration rate in Singapore
Refocused its oversea in investment in Asia
Trend of deregulation and privatization.
Customer requirements and goals.
Rapid growing of technological changes
The economic crisis
StarHub and Mobile1 as new competitor
Faced competition from international callback service.
Government creates competition.
3. 1. Opportunities
Because of high demand of the market and the operating environment of SingTel is very competitive, which means that the company can see the surroundings will the same or even more challenger in the foreseeable future. However, the business still has opportunities to maintain the position as leading telecommunication company in Singapore and the spot. Firstly, Singapore has highest income per capita in Asia. This impacts on the purchase behavior of customer tend to use internet and telecommunication service in daily life as well as in the workplace. Subsequently, Singapore is the most advance information technology hardware infrastructure on the globe. This is a good condition for the telecommunication industry development generally as well as for SingTel in especially. It was not simply in Singapore market and yes it is the SingTel advantages to enter into oversea market. Such as SingTel also offers hybrid satellite-fibre solutions to permeate customer needs in Asia Pacific, USA, European countries and Midsection East markets. In addition, SingTel brings more than 25 years of experience in delivering industry-leading satellite marketing communications. The innovative alternatives empower to offer state-of-the-art communication solutions that will generate value and optimize communications for customers. Especially, the development of deregulation and privatization were opportunities for SingTel to adopt a big step in improvement quality and price of service in the highly competitive environment.
3. 2. Threats
Demand keeps growing so it will generate a more intense competition among telecommunication companies. StarHub and Mobile1 are believed as major opponents of SingTel. Thus, the expectation of customers is increasing toward the demand of quality and service criteria. Even though SingTel invest in but never found out service answer to customer, it'll become very hard to access them, especially when the company wishes to penetrate market segments in developing countries.
During the tough economy of the world economy has greatly affected the SingTel development. At this time, when the result of currencies by the inflation and the prices storm in product and service, the people have to filter their demand. Also, the merger of SingTel to Parts of asia strongly affected by the global tough economy. It has greatly influenced the sales of SingTel in your community.
The foreign callback service was a threat affect to SingTel when the price of this service is even cheaper than SingTel service. Also, when SingTel is becoming a member of their business internationally, they must follow the various regulations and regulations in various countries. These procedures have a tendency to be stricter with foreign companies in this industry because the federal government wants to protect their local industry. This is also a challenge for many companies included SingTel.
4. Competitive environment analysis
By software of Porter's five forces model, it helps to learn the business strategy issue of measure the investment value of SingTel. A knowledge of this, it suggest for SingTel to know which key success factors are necessary to cope with the competitive forces.
C:\Documents and Adjustments\Nguyen Dung\Desktop\porterfiveforces. gif
4. 1. Risk of Substitute Products (High)
The need for fixed lines is slowly reducing as a convenience method. The risks of substitute for fixed brand telecommunication is high and upgrading by VoIP (Words over Internet Protocol) and cellular phone applications, that can be a benefit for reducing communication and infrastructure costs. However, the predetermined line telecommunication continues to be using greatly in almost company included SingTel. That is turned out its convenience and efficiency by arriving of interim price and non-price term for set lines telecommunications services under the new telecommunications access plan. These services are currently used as inputs by competitive communications companies to provide voice, facsimile and broadband internet products to consumers and businesses.
4. 2. Vitality of potential buyers (High)
Buyer affect a business through their capacity to force down price, great buy for higher quality plus more services and play competition against each other (Wheelen and Cravings for food, 2010). The bargaining ability of supplier is high for SingTel as a result of increase of varied communication and low switching cost. Customers can choose to use internet mobile phone over fixed line service. In Singapore, there are two big competition as StarHub and Mobile1, where SingTel have to consider with their products and services. The client has many alternatives in the standard and undifferentiated between SingTel products and others.
4. 3. Electric power of Suppliers (Average)
On one palm, there is a balance of power between suppliers and telecommunication companies in Singapore, so the vitality of suppliers is average. Alternatively, suppliers are not able to compete immediately with present customers as a result of geographically extensive networks and your time and effort to make long term agreements can be difficult for the telecommunication market.
4. 4. Threat of New Entrants (Low)
Every potential entrant into telecommunication industry is necessary a license issued by the Telecommunications Authority of Sing Singapore (TAS). On the other hand, as the security issues are highly hypersensitive in the businesses of telecommunication services, the Singapore federal government will scan meticulously before accepted the certificate. Furthermore, the new entrant required capital as a key factor and the new entrant can measure the sufficiency of financial source. As the market dominated by SingTel that is add up to others companies. Given the entry barriers are high, therefore the effort of a new player in telecommunication industry is low.
4. 5. Depth of Rivalry (High)
There are several factors related to strong rivalry. The number of competitors has increased as the industry's growth has slowed up, have brought on the strong industry rivalry. M1 being the primary competitor which have huge resources and strong electricity. SingTel have to watch the other person carefully to step among their competitors. Moreover, as the merchandise and services characteristics that required the high investment as well as low mobility of set costs and infrastructure make it difficult for the business position in telecommunication market.
5. Main competencies
In order to be successful, SingTel human learning resource and brand image must be value, uncommon, imperfectly inimitable and non- substitutable compare with others in same industry (Barney, 1991).
Value: SingTel's successes derive from customer emphasis. By understanding their needs and anticipating to them, SingTel enhance business success by offering to customer value and quality service, in the meantime they may be always looking for the creative and innovative ways of conducting business and posting a passion to make a difference. In addition, authority team and employees are the most important assets for the company. By working as you team with talk about goals, they are producing strong bonds by communicating and posting knowledge. By adding value to everyone, this urged the open conversation and invest in an agreed position. As the control and superior position, their performance is achieved through pursuit of personal quality. They seek continuous improvement and take pride in what they do. Mutually, they rejoice the success and successes. Therefore, recruiting are most valuable tool of SingTel. Plans to bring working out programs for staffs and professionals never to only aware of their responsibility to execute and established the example in the implementation of the value of the company, also coach them have a vision of the future business.
SingTel Touching Lives Fund (STLF) is our corporate and business philanthropy program in Singapore to support community programs and disadvantaged children and young people.
Support community development to prevent disaster relief and reduce disease in the communities where SingTel has a higher potential impact.
Imperfectly inimitable: Through integrating best-in-class individual resource procedures for expertise recruitment, retention, development and employee welfare, the business nurture and groom future market leaders to power SingTel's sustainable progress. SingTel attract the top talent about the world as a result of employee variety is integral to business success as every worker bring their particular skill and work experience to allow develop the global market. To ensure equal employment opportunities within the business predicated on non-discrimination and fair employment guidelines, all employees are determined on merit and their ability to perform the precise job functions. So, the human source of information strategies were the lasting competitive advantages that no enterprise can imitate.
Non- substitutable: Keeping yourself prior to the competition in this energetic telecommunications industry is an ongoing problem for SingTel. Therefore, the aspect of non-substitutable is the necessary weapon to remain competitive on industry. The SingTel efforts will give attention to the new market and satisfied customers. With SingTel, isn't just committed to action when the items busted, but it is a long way to desire customer and make sure they are smile to SingTel product and service. It was also the trading for future to conform the versatility of the market needs. Furthermore, if without the ability to commit to good governance, will not be linked with the associates to be on long road packed with obstacles and hardships. SingTel identify good corporate governance and transparency are critical to making sure the long-term success and protecting shareholder hobbies. This also aligns with the corporate objective to improve market leadership and corporate reputation.
Based on the position of area of expertise telecommunication industry, as well as SingTel features and core competences, they are really doing well, but SingTel should make the tactical actions to triumph over threats. Firstly, attentiveness is an effective strategic action to reduce cost, where SingTel need to realize the weaknesses running a business strategy. Through improvement structure of procedures and the scanning continuously of internal economic, SingTel can over time reduce production, circulation and service cost to the benefit of the consumer as well as the business. If SingTel can do that, SingTel will achieve status of the lowest cost telecommunication services company. This allows the business to boost the competitive advantages. Second, Research and Development (R&D) can be an investment to company's future since when the current products outdated by their competitors, they'll lose sufficient. R&D will helpful for engineering work it give own wholly and safety as well as supply the lower per unit cost. This can help SingTel to pursue cost management position and from the potential competitors. Finally, innovation driven is a vital ingredient to success. SingTel need to work directly to their partners to identify and explore new idea and technology to fulfill the demand in swiftly changing environment. With all the strengths, resources and functions of SingTel, it can overtake risks and embark on the strategic actions. The better performance today than last night was the SingTel slogan to stay relevant to the customers' needs, also to expand the opportunities soon.
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