Research Proposal of “The Marketing Plan on the Fiber Network Products in Singapore Telecommunications”

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Content page

  1. Company profile……………………………………………………………………………………….. 2
  2. Background to the research problems…………………………………………………………… 2
  3. Problem Definition…………………………………………………………………………………….. 3

3.1      Research Question……………………………………………………………………………. 3

3.2      Research Objectives…………………………………………………………………………. 3

  1. Literature review……………………………………………………………………………………….. 4
  2. Research Methodology………………………………………………………………………………. 4

5.1      Research Design………………………………………………………………………………. 4

5.2      Data Collection Method……………………………………………………………………. 5

5.3      Census and target Population…………………………………………………………….. 5

  1. Limitations and Time Schedule……………………………………………………………………. 5

6.1      Limitations………………………………………………………………………………………. 5

6.2      Time Schedule…………………………………………………………………………………. 6
Research Proposal of

The Marketing Plan on the Fiber Network Products in Singapore Telecommunications

 

1.        Company profile

 

The SingTel Group is Asia’s leading communications group, providing a diverse range of communication services and solutions, including fixed, mobile, data, Internet, info-communications technology, satellite and pay TV. We are the largest listed company on the Singapore Exchange by market capitalization. We are also listed on the Australian Securities Exchange as a result of our acquisition of Optus, the second largest communications provider in Australia, in September 2001. In addition, the SingTel Group is a long-term strategic investor in six regional mobile operators in India, Indonesia, the Philippines, Thailand, Pakistan and Bangladesh. To serve the needs of multinational corporations, SingTel has a network of 36 offices in 19 countries and territories throughout Asia Pacific, in Europe and the USA (Singtel.com 2010).

 

 

2.        Background to the research problems

 

In Singapore, SingTel has 130 years of operating experience. SingTel has played an integral part in the development of the country as a major communications hub in the region. Today, SingTel continues to shape the digital media and ICT market in Singapore. Despite full liberalization since 2000, SingTel remains the leading mobile, broadband and fixed line operator and in July 2007 ventured into home entertainment with the launch of our Mio TV. In September 2010, SingTel launched high-speed fibre services, with distinctive applications focusing on entertainment, convergence and productivity enhancement for home and business users (SingTel Annual report 2009). Given this market and industrial background, this thesis is dedicated to reviewing and critically criticizing the marketing strategy currently adopted and tries to proposed a comprehensive marketing plan of the new fiber network products in SingTel as a market leader based on the literature review to provide a careful examination of the competitive marketing strategy which depends on a company’s industry and on whether it is a market leader (Kotler & Armstrong 2008, p.599).

 

3.        Problem Definition

 

And a well structure marketing plan which is well written could help avoid inconsistencies, unknowns, gaps and implausibility and provide solutions to such possible difficulties and also a good marketing plan also help the management to focus on the organization’s strategic business goals and the changing market conditions. What’s more it provides a well arranged implementation timetable that ensures that tasks and goals are completed within a certain period of time.

 

3.1    Research Question

 

What’s the market position held by SingTel?

 

What are the current marketing strategies adopted by SingTel in the matured products?

How to design a pragmatic and viable marketing plan for the new fiber network products?

 

3.2    Research Objectives

 

To list out the difficulties and challenges faced by the organization

 

To provide an overall situational analysis of SingTel in the new generation network product market

 

To evaluate the relative major marketing theories such as Porter (1980)’s generic strategy

 

To provide a comprehensive marketing plan using Philip Kotler’s marketing plan framework on the new generation network product

 

To provide guidance and suggestions in the implementation of the proposed marketing plan  

 

4.        Literature review

 

By approaching each aspect of the marketing mix in a way that will position the offering effectively for the target market, a marketing plan need to (1) identify potential alternatives for achieving the organization’s goals; (2) determine the financial implications of these alternatives; (3) decide which alternatives to pursue and (4) decide on the marketing mix (4Ps) and marketing expenditures for each objective and program (Kotler & Scheff 1997, p436). Theories such PEST analysis, Porter (1980)’s generic strategy and 4Ps will also be briefly discussed with the focus put in the implementation of the theories.

 

5.        Research Methodology

 

5.1    Research Design

 

Quantitative research based on the statistics would be used to evaluate the effectiveness of the current marketing strategies and customer satisfaction degree to the current product and services offered by SingTel. Also descriptive and casual research would be used later to find out how the target product should be marketed in term of four marketing mix.

 

5.2    Data Collection Method

 

Observation could be used in forming the preliminary assumption and collect experimental evidence. And financial and statistical data could be accessed through the company’s released reports such as the annual statement. On line self-report close-ended questionnaires will also be used to collect the necessary information on the census of customers.

 

5.3    Census and target Population

 

Two major kind of target users, residential and business users will both be focused with analysis and census done to them and what’s more users will also be group by ages to check the different age group’s differences as basis for further analysis and comparisons.

 

6.        Limitations and Time Schedule

 

6.1    Limitations

 

There are two major limitations: firstly the market is not within Malaysia which create difficulties for surveys and questionnaires to be performed and what’s more less practical usage experiences could be perceived; secondly, with little experience in the telecommunication industry, product knowledge might be one of the major challenges that need to be addressed during the research process.

 

6.2    Time Schedule

ActivitiesTime periodDate
Research Proposal16 days5 Apr 2011
Finding and reading1 week6 Apr – 13 Apr 2011
Designing questionnaire1 week14Apr 2011- 21Apr 2011
Running test1 week22Apr 2011-30Apr 2011
Analyzing data1 week1May 2011-7May 2011
Writing up2 weeks8May 2011-22May 2011
Revise1 weeks22May 201-29May 2011
Submission1 day30May 2011

 

References
Kotler, P., & Armstrong, G. 2008, Principles of marketing, New Jersey: Prentice Hall, p.599

 

Kotler, P. & Scheff, J. 1997, Standing room only: strategies for marketing the performing arts, Boston: Harvard Business Press, p436

 

Porter, M. E. 1980, Competitive Strategy: Techniques for Analysing Industries and Competitor, New York: Free Press

 

SingTel Annual report 2009-2010, accessed on 4th Apr 2011, [online] available: http://info.singtel.com/sites/default/files/invrel_areports/ar_0910.pdf

 

Singtel.com 2010, Company Profile – Vision, Mission & Core Values, accessed on 4th Apr 2011, [online] available: http://info.singtel.com/about-us/vision-mission