Strategic Marketing of StarHub Mobile - Essay Example

StarHub has 13 directors and 4 alternate directors that are headed by the Board Chairman. Five of its directors are independent as defined by the Singapore Code of Governance, and others are non-executives. It has the same responsibilities as in any large corporation that could be found.
3.2.2 Senior management is comprised of talented and experienced people in the industry and was given specific responsibilities in the company’s operation. Giving responsibilities is an act of recognition of talents which according to Deutsch, Barry n.d. is one way of keeping the best employees. An example is Neil Montefiore, the current CEO and Executive Director of StarHub who brought with him his 36 years of telecom experience. Neil was chosen as Asia’s Best Executive and one of the 100 most powerful people in the industry in 2010. (See Annex 1 )
3.2.2 Corporate culture
Corporate culture is defined as an organization’s shared values, symbols, behaviors and assumptions or simply put, ‘it is the way things are done”. (Jason, Martin. M. 2006) StarHub has a vision “to be Singapore’s first choice for information, communication, and entertainment services” and a mission “To provide every person, home and business in Singapore with world-class multimedia services and content. (Starhub 2012)
StarHub considers people as there as their most important assets in the communication industry. Management fosters a work culture that values teamwork, customer responsiveness and reliability. Its core values are Excellence, Integrity and Teamwork.
6. Recommended strategies
Marketing strategy allows a business to focus its attention on a targeted goal in a pre-determined approach and be able to predict future growth and profitability (Jordan, John, 2011).
In setting up, Pophal, Linda. ( 2009)said goals for business should be realistic, measurable and achievable. For this purpose, the goal is to increase the customer base by 10% in 2013. But how could this be done? These could be done by wrapping up the 4Ps of business – the product, price, place and promotion.
6.1. Market scope strategies
Although Starhub Mobile is the last entrant to Singapore’s mobile market, operating nationwide, it is now the nation’s second-largest mobile service provider. It is recognized by customers due to its innovative and pioneering services and pricing plans offered to users. For example, its 3G Power Value 100 gives a bundle of services, like free incoming calls, free miss call alert, and free voicemail. It also offers promo discounts for subscribers and convenient pricing plans.
The company is all set to introduce the 4G Model that has added features and will give more value to customers. StarHub's 4G LTE network coupled with the advanced DC-HSPA+, offers customers improved peak downlink speeds of up to 75Mbps1 and 42Mbps1 respectively. The Customers can expect increased data capacity, improved speeds and reduced latency.
The goal is to stir the interest of subscribers that will result in 10% added sales and more customers’ base by 2013.
Note that earlier reports saw StarHub lagging behind its giant competitors in the field
and the mobile market showing signs of maturity. When signs of product maturity show up, it recommended that efforts of R & D should be stepped up by producing another design or product improvement.

6.2 Market Geography strategy
Starhub has been successful in entering partnerships and alliances with networks in selected Asian countries. Groundwork has been laid to its entry to China. They could also do this strategy in other countries as well since they have the necessary resources to back them up. BRIC countries may be a good starting point as these economies show ever-increasing importance to the strength of the global economy. The goal is to establish interesting connections in Brazil, Russia, India and China by 2014.
6.3 Market entry strategy
The long-term success of a company in its chosen market could depend on its market entry strategy. In StarHub Ltd, partnership and exclusive contracts are strategies used to enter a foreign market.
Joint management such as partnerships and exclusive contracts are popular strategies in international management since it allows integration of a foreign environment and avoidance of control problems. (Lambin, Jean-Jaques. 2007). Since this has been a successful model of entry for the company, the same pattern is recommended as the company is already familiar with rules.
6.4 Market commitment
Market commitment is described in Marketing Dictionary (n.d.) as a degree of company’s involvement that a company seeks in a particular market. This commitment may be classified as strong, average or light. Lack of commitment may cause revenue decline and a reduction of market share. Reasons that describe lack of commitment are: maybe the company is too slow in responding to changes in market conditions or failing to attract new (or younger) customers.
As it is, competitors are challenging the market position of StarHub. On this, StarHub must not be complacent. It should fight back by assertively using different products, pricing, and distribution strategies. It should develop new products so as not to be committed to obsolescence, improve its customer service, think of cost-cutting, and get better channels of distribution.