Marketing AuditStarHub

Lecture: Keith Y.N.NgGroup members:Nguyen Duy HieuNguyen Thi Cam VanNguyen Thi Thu HuongVuong Hoai NamZhai Yunmiao

Brief introduction of StarHub1

Research Methodology2

External Impacts3

SWOT Analysis6

Outline

Marketing Strategy Mix5

Market Segmentation, Targeting & Positioning4

Recommendations5

Conclusion6

StarHub at a glance

The pioneer in hubbing

Official launch in April 2000

Singapore's most innovative info-communications providers

Singapore's fastest two-way HSPA+ mobile network

Listed on the main board of the Singapore Exchange since October 2004

Singapore's fully-integrated info-communication company

StarHub

Milestones

2005

2006

2007

2008

Launched 3G servicesLaunched Demand TV, Singapore's first near VOD service on televisionLaunched i-mode mobile Internet service Overtook competitor to become the second largest mobile operator

Launched Smart TV (DVR) serviceFirst in the world to commercially launch 100Mbps (MaxOnline Ultimate)Founding member of Conexus Mobile Alliance, Asia’s largest alliance of mobile operators

Launched Southeast Asia's first commercial HDT serviceLaunch fastest two-way (HSPA) nationwideLaunched innovative mobile Internet service called ‘pfingo’

Launched the first nation-wide location-based mobile advertising serviceLaunched Home Zone, the world's first commercial 3G Femtocell serviceLaunched Demand TV, comprising both On Demand Channels

2009Launched HSPA & networkAnnounced Singapore’s next generation national broadband networkStarHub was added to the MSCI Singapore Free Index

Operating Revenue of StarHub

SGD Million

Reseach Methodology

Research Approach

Primary Research Secondary Research

Media Sources

(TV, Internet,

etc.)

Annual Report

StarHub case

Company

Interview Observation

PEST

Political Impact

EconomicImpact

SocialImpact

TechnologyImpact

External Analysis

Market Segmentation

Demographic Seg Psychographic Seg Behavioral Seg

- Originating from the word ‘demography’ which means a ‘study of population’.

- Age, gender, income, and family lifecycle

- The dividing of the market into different segments based on social class, lifestyle and personality characteristic

- A market segmentation strategy whereby the division of the target market is made according to the patterns

- Groups based on knowledge, attitude, uses, or responses to a product

Market Targeting & Positioning

Market TargetingMobile services and Postpaid SubscribersMarket TargetingMobile services and Postpaid Subscribers

Market PositioningThe second largest mobile network operator, broadband supplier Market PositioningThe second largest mobile network operator, broadband supplier

Promotion- Advertising- Sale promotion- Personal selling- Public relationship

Place- Crowded area

- StarHub Shops

- Exclusive partners

- Online

Market target

Marketing Strategy Mix

Product Life Cycle

Stage Introduction Growth Maturity Decline

Competition Few More Many Reduce

Product One More version Full product line Best sellers

Price Skimming or penetration Gain market share Defend market share, profit Stay profitable

Promotion Inform, educate Build brand preference Build brand loyalty Minimal promotion

Place Limited More outlets Maximum outlets Fewer outlets

Implication in Manager Product Life Cycle

SWOT Analysis of StarHubHelpful Harmful

Internal origin

(influence of the

environment)

Strengths: Internal factors that can help a firm to achieve its goal.

Weakness: Internal restrictions that obstruct a company to accomplish their objective.

External origin

(influence of the

environment)

Opportunities: External influences that the company may use these advantage to develop .

Threats: New external factors that can make difficulties to the company to survive in market.

• Full range of products and services

• New service and product

• Uninformative and inconvenient website

• Unsuited product

• Offering many new services• Targeting both individual

clients and corporate clients

• Focusing only on local market• Higher prices compared with

other competitors

Recommendation

Improving retail outlets system1

Investing more on overseas market2

Providing better quality of services and phone packages3

Conclusion

Add Your TextStarHub will continue to maintain

their leading position in the info-

communication industry in Singapore

by implementing effective marketing

strategies and creditable performance