Starhub
Marketing Plan
* Table of Contents
Table of Contents 2
1 Executive Summary 3
2 Background 5
2.1 Introduction 5
2.2 Company Mission & Objectives 7 2.2.1 StarHub’s Mission Statement: 7 2.2.2 StarHub’s Objectives 7
2.3 Market Overview 8
2.4 Market Size 9
2.5 Market Potential 10
2.6 Market Structure 11
2.7 Trends 11 2.7.1.1 Purchasing Power Parity 11 2.7.2 Changes in Technology 12 2.7.3 Political/Legal 12
3 SWOT analysis: 13
3.1 Strengths 13
3.2 Weaknesses 13
3.3 Opportunities 14
3.4 Threats 14
4 Segmentation Table 16
5 Statement of marketing objectives 18
6 Target Market Defined 19
7 Positioning 21
7.1 Statement 21
7.2 Perception Map 21
7.3 Product 23
7.4 Price 26
7.5 Placement 28
7.6 Promotion 28
8 Action Program 31
9 Control Program 36
9.1 Set Goals 36
9.2 Measure Performance 36
9.3 Evaluation of performance 36
9.4 Take Corrective Action 37 9.4.1 External 37 9.4.2 Internal 37
10 Budget/Costs 38
11 Conclusion 40
12 References 41
13 Appendix 44
13.1 Appendix A 44
13.2 Appendix B 46
13.3 Appendix C 50
13.4 Appendix D 51
Executive Summary
Rapid changes in technology have led to a decrease in physical contact with one another, resulting in increasing communication breakdown among family members. StarHub sees this as an opportunity to complement technology with the busy lifestyles of families, hence FamilyPlus was developed.
FamilyPlus is a bundled package which is a combination of adult and youth mobile plans offered at an affordable price. Over a span of twelve months starting from January 2011, StarHub aims to increase customer awareness by 20 percent, sales margin by 3.5 percent and customer base by 2 percent through the introduction of FamilyPlus.
StarHub operates in an oligopolistic market; this market consists of two rivals, SingTel and M1. SingTel currently dominates the market with a market share of 45 percent, StarHub in second place with 29 percent, and M1 following closely
* Table of Contents
Table of Contents 2
1 Executive Summary 3
2 Background 5
2.1 Introduction 5
2.2 Company Mission & Objectives 7 2.2.1 StarHub’s Mission Statement: 7 2.2.2 StarHub’s Objectives 7
2.3 Market Overview 8
2.4 Market Size 9
2.5 Market Potential 10
2.6 Market Structure 11
2.7 Trends 11 2.7.1.1 Purchasing Power Parity 11 2.7.2 Changes in Technology 12 2.7.3 Political/Legal 12
3 SWOT analysis: 13
3.1 Strengths 13
3.2 Weaknesses 13
3.3 Opportunities 14
3.4 Threats 14
4 Segmentation Table 16
5 Statement of marketing objectives 18
6 Target Market Defined 19
7 Positioning 21
7.1 Statement 21
7.2 Perception Map 21
7.3 Product 23
7.4 Price 26
7.5 Placement 28
7.6 Promotion 28
8 Action Program 31
9 Control Program 36
9.1 Set Goals 36
9.2 Measure Performance 36
9.3 Evaluation of performance 36
9.4 Take Corrective Action 37 9.4.1 External 37 9.4.2 Internal 37
10 Budget/Costs 38
11 Conclusion 40
12 References 41
13 Appendix 44
13.1 Appendix A 44
13.2 Appendix B 46
13.3 Appendix C 50
13.4 Appendix D 51
Executive Summary
Rapid changes in technology have led to a decrease in physical contact with one another, resulting in increasing communication breakdown among family members. StarHub sees this as an opportunity to complement technology with the busy lifestyles of families, hence FamilyPlus was developed.
FamilyPlus is a bundled package which is a combination of adult and youth mobile plans offered at an affordable price. Over a span of twelve months starting from January 2011, StarHub aims to increase customer awareness by 20 percent, sales margin by 3.5 percent and customer base by 2 percent through the introduction of FamilyPlus.
StarHub operates in an oligopolistic market; this market consists of two rivals, SingTel and M1. SingTel currently dominates the market with a market share of 45 percent, StarHub in second place with 29 percent, and M1 following closely
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