Starhub Financial Evaluation

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Oxford Brookes University
BSc (Hons) in Applied Accounting
Research and Analysis Project

An evaluation of financial and business performance of StarHub Ltd from FYE 2008 to 2010

Clement Ngu
ACCA student no. 1933056

May 2011

Word count:

Table of Contents
1. Project Objectives and Overall Research Approach……………………. 1.1 Reasons for choosing Project Topic Area and Organisation 1.2 Organisation’s profile
1.3 Project Objectives
1.4 Research Approach

2. Information Gathering, Accounting and Business Techniques……………… 2.1.1 Sources of Information
2.1.2 Methods of Collection
2.1.3 Limitations of Information collected
2.1.4 Ethical Issues

2.2.1 Accounting Ratios
2.2.2 Limitation of Accounting Ratios
2.2.3 Business Models
2.2.4 Limitation of Business Models

3. Results and Analysis, Conclusion and Recommendations
3.1.1 Porter’s 5 Forces
3.1.2 Threat of entry
3.1.3 Power of supplier
3.1.4 Power of customer
3.1.5 Threat of substitute
3.1.6 Competitive rivalry

3.2.1 Porter’s Five Forces
3.2.2 Threat of new entrants
3.2.3 Bargaining power of suppliers
3.2.4 Bargaining power of customers
3.2.5 Threat of substitute products
3.2.6 Competitive rivalry
3.3Conclusion and recommendations

Reference List
Appendix 1: Extracts from Financial Statements
Appendix 2: Calculation of Key Ratios
Appendix 3: Spreadsheet formulae
Appendix 4: Abbreviation List

Part1: Project objectives and overall research approach

1.1 Reasons for choosing Project Topic Area and Organisation The project topic area and organisation is Topic 8 – the business and financial performance of an organisation over a three year period and Starhub Ltd (SH), which is a telecommunications company based in Singapore. The reason for choosing topic 8 is because it can help me learning the skills and techniques of interpreting financial statements and evaluating the financial and non financial information of an organisation in order to assess its performance. Doing this project can also help me to learn synthesizing the key trends in the financial statements and analyse the key trends based on sound reasoning skills. The reason of choosing SH is because that it is operating in a telecommunication industry which is undergoing a significant changes such as worldwide Smartphone revolution, TV policy changes in Singapore and advancement of in high speed broadband. This could bring significant potential to telecommunications company like SH.

1.2 Organisation’s profile
SH is Singapore's fully-integrated info-communication company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. SH operates Singapore's fastest two-way High Speed Packet Access (HSPA) mobile network that delivers up to 21Mbps for downlink to complement its nation-wide GSM network, and an island-wide Hybrid fibre-coaxial (HFC) network that delivers multi-channel cable TV services (including High Definition Television and on-demand services) as well as ultra-high speed residential broadband services. SH also operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, SH offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services. Launched in 2000, SH has become one of Singapore's most innovative info-communications providers, and the pioneer in 'hubbing' - the ability to deliver unique integrated and converged services to all its customers. SH, listed on the main board of the Singapore Exchange since October 2004, is a component stock of the Straits Times Index and the MCSI Singapore Free Index. (StarHub Ltd 2011) SH is the second largest telecom company in Singapore in terms of revenue of S$ 2.238...
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