Marketing Strategy for M1

1. Introduction

In Singapore, there are 3 telecommunication service providers, namely SingTel, M1 and StarHub. While M1 main focus is on mobile communications, SingTel and StarHub extended their businesses to cable, direct telephone services, broadband and many others more. The report touches on how M1’s current marketing strategies enable M1 to be so successful in the market and identify other approaches for profitability.

1.1 Company Background

Launched in April 1997, M1 is one of Singapore’s leading telecommunication service providers with more than 2 million subscribers. M1 emphasize heavily on network quality, customer service, value and innovation. It is the most exciting and innovative service provider.

Although being ranked after SingTel and StarHub, M1 tried to differentiate itself by taking a different approach in the industry. M1 is the first operator in Singapore to offer 24 hour customer service and introduced Info on Demand service, which provides financial and other information via Short Message Service (SMS) to consumers and as well as many other SMS services.

The effort that M1 puts into creating a strong branding and value proposition made it achievement with significant profit within 2 years since the commencing of its operations. Till date, M1 have been gaining brand presence and market shares through its strategic marketing strategy. (Appendix A)

1.2 Vision and Mission Statement

M1’s vision is “to be the leader in communications, distinguished by innovativeness and dedication to our customers, people and shareholders.”

Its mission “linking anyone and anything; anytime, anywhere.”

2. Industry Analysis

This chapter will look into a short description about the competitors, PESTLED analysis and analyze M1’s strengths, weaknesses, opportunities and threats.

2.1 Competitors in the Industry

SingTel – One of the pioneers that made a change to Singapore communication services and currently Singapore’s leading company. SingTel’s...