Executive Summary
StarHub is a well established player in providing fully integrated info- communication. This report analyze the Focus Strategies it adopted, and also on the Integrated Approach to service management, with eight components, namely Product element, Place, Promotion, Price, Process, Productivity and quality, People and Physical Environment. On top of that, the other two important aspects, Role and Scripts are also being studied.
SatrHub is using the Market Focus strategy in providing services to its targeted market. It has a wide range of services, ranging from Next Gen NBN to demand TV, catering for the segments that it can serve best. In the Integrated Approach, for the product element, StarHub has a good balance of product mix. Most of the products are at different stages of their respective life cycle. By applying Boston Consulting Group product portfolio matrix, it is evident that the company products ranges are evenly spread over the four quadrants of Question mark, Stars, Cash cow and Dog. In term of pricing, besides competing on price, the company also set sight on the non pricing elements, which focused on the width and depth of services being provided. The company also has good promotion, which utilized major promotion tools such as Advertising, Personal selling, Sales Promotion and Publicity. Based on the information available from the interview, its process could broadly classify into People processing and Information processing (Project Next Gen NBN). The people processing involved a high level of contact between service staff and customers, whereas the information processing, which focus on technology, has low level of contact. In physical environment, there are operational and marketing perspectives. From operation perspective, StarHub has a good estimation in number of hardware requirement to cater for the forecasted level of customers. From the marketing perspective, StarHub has provided sufficient information to facilitate...