ANALYSIS OF SINGTEL’S COMPETITIVE STRATEGIES
SingTel’s main competitive strategies are: to lead in Singapore, grow in Australia, partner
across Asia, connect Asia, and innovate for the future.18 In this analysis we reconcile these five
strategies with the growth strategies represented in Ansoff’s Product-Market Growth Matrix.19
Market-Penetration Strategy (Grow in Australia)
SingTel has spelled out its intentions to penetrate the Australian telecom market through its
subsidiary, Optus who promises to deliver reliable and low-cost services to current and new
customers. This strategy entails minimal risks as business parameters of the services largely remain
the same. Optus is also able to boost sales without having to increase its relative market share. It can
do so by, for instance, reducing prices. However, this strategy is only viable in growing markets.
Product-Development Strategy (Lead in Singapore and Innovate for the Future)
SingTel aims to solidify its status as the leading service provider in Singapore by providing
low-cost services and innovating to cater to consumers’ ever-changing needs. For instance, SingTel
has partnered with Alcatel to enhance its network infrastructure. This strategy will allow SingTel to
capture a larger market share, and maximize future earnings. However, its implementation could be
risky. Nevertheless, these risks could be effectively diminished via careful planning and
implementing control mechanisms.
Market-Development Strategy (Connect Asia and Partner Across Asia)
Through various partnerships across the Asia-Pacific, SingTel strives to explore new
international markets and customers. Aside from its partnerships, SingTel has to adapt to these newmarkets, and attempt to understand potential customer’s needs. Thus, SingTel’s core competency is
crucial in identifying and providing services that suit potential customers’ needs.
Thus, with proper implementations, SingTel could gain coveted market share and a...