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Starwot Analysis Essay

788 Words4 Pages

StarHub Limited (StarHub) was founded in 1998 and is the currently the second largest telecommunication organization in Singapore. Today, StarHub has is 28% market share, the largest competitor is Singapore Telecommunication Limited (Singtel) which has a market share of 47%. StarHub targets both individual and business customers by providing a full range of information, communications and entertainment services. This report will seek to analyse StarHubs’s present day standing in the industry, with emphasis on business to consumer and business to business activities; including a SWOT (Strength, Weakness, Opportunity, Threats) analysis. StarHub’s market standing is then determined through studying the market segmentation strategies currently …show more content…

Thereafter, recommendations are brought forth, suggesting improvements to their marketing structure, product pricing and …show more content…

Succeeding to reduce their staff turn over rate to a three year low of 15.5% from 17% in 2011. 2013StarHub is the last telecommunication to join the industry in 2000 and became the second largest telecommunication company in the Singapore’s industry which offers island-wide hybrid fiber coaxial (HFC) network, high speed broadband services, different network coverage in Singapore.

Situation analysis
Business to Consumer
Geographic
Starhub focuses on single geographical exposure. It has been Singapore’s fastest growing mobile operator since its launch in April 2000. It has close to two million customers and is the second largest mobile network operator after SingTel ( Phillip Capital, 2012).
In the business line, Starhub’s business customers made up of 5443 suppliers in 2013, which 83.21% are local suppliers (StarHub 2013).

Demographic
In order for Starhub to reach the right target range of customers, Smart Targeting is introduced to track the channels watched that Starhub Cable Vision users watched and the websites that Starhub mobile users often visit.
Smart Targeting helps advertisers to get better marketing results. The right audience segmentation will help to get customers across platforms like mobile apps, web banners, TV spots or electronic direct mailers. Consumers will be categorized into various groups (The Straits Times

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