Treatment plan for Paranoid- type Schizophrenia Case Study

Treatment plan for Paranoid- type Schizophrenia - Case Study Example The paper tells that the goals of treatment for paranoid- type schizophrenia emphasize the promotion of safety of the client and other involved people, ensuring proper nutrition, enhancing therapeutic relationship between the client and the therapist, and prevention of complications associated with medications and inappropriate social behavior. Recent developments in mental health research stress out the importance of treating the client as an individual case rather than as part of the general afflicted population. In considering the treatment plan in this particular scenario, the psychiatric diagnosis may be complicated with the consideration of the client’s current substance abuse. Since substance abuse appears to be co- morbid for this client’s case, prescription of medications should consider all aspects that could hinder the client’s adherence to the regimen. When the climax of the appearance of signs and symptoms starts to stabilize, assistance may be neede d to facilitate the client’s reintegration to the society. In this phase of treatment, follow- up care should facilitate the participation of the client’s family to identify early signs and symptoms of relapse. Since the client is potentially harmful to herself and others, safety should be regarded as the highest priority. Based on the initial assessment performed in the clinic, the client looked paranoid and seemed to be threatened by her new environment. At this moment, it is important that the therapist approach the client in a non threatening manner. Furthermore, the therapist should also be careful not to sound authoritarian as it may increase the client’s stress level. Space is a vital component to be considered especially in the early phase of interventions (Videbect, 2007). With the status of the client, preemptive measures should include securing a physician’s order for administering medication to control potentially injurious behaviors. Moreover , the therapist should continue to observe signs of escalating aggression such as pacing, kicking, and yelling. A quiet and less stimulating environment may be helpful in calming the client. However, seclusion and other forms of restraints may also be needed in heightened situations. Evaluation of this intervention is concurrent and does not end until the client demonstrates full recovery. The therapist should be careful in deciding whether the client has fully achieved a mental status at a functional level. Research has suggested that the client’s report of feeling a sense of well- being is never an assurance that the risk for self- injury has subsided (Videbect, 2007). Management of medications and side effects Another important aspect regarding the establishment and maintenance of safety for the client is the careful monitoring of the adverse effects of medications (Valenstein et al., 2011). Potent psychotropic drugs may affect the organ function, especially the liver and kidneys, of clients on prolonged therapy. BUN and liver enzymes monitoring should be part of the treatment regimen to ensure that the client maintains a safe level of the medication. Other minor side effects like frequent urination, constipation, dry mouth, and photosensitivity may affect the client’s adherence to prescribed therapy. Most patients initiating antipsychotic medications tend to terminate the regimen within the first few months of treatment (Olfson et al., 2007). Studies have shown that failure to follow the prescribed medications for mental health conditions is the most common cause of relapse of psychotic symptoms and subsequent hospital readmission (Videbect, 2007). With proper adherence to the prescribed therapy, the client is expected to attain a functional recovery and lead a normal life. Actually, the client’s adherence to the prescribed regimen may be facilitated by the therapist in various ways.

Own Memories of Learning to Read or Write Essay Example | Topics and Well Written Essays - 500 words

Own Memories of Learning to Read or Write - Essay Example I remember that my parents used to subscribe to young children's magazines for me. They were stories that were silly about turtles or butterflies or the basic type of scenario for a children's book. However, they were also stories that had morals to them. I remember being read to almost every evening by my dad, a magazine that was one of my favorites. I looked forward to those magazines not only because my father would be reading me something new but also I got the mail. I enjoyed these stories and was never ready for bedtime until I had heard my story. When looking back on the instant that I began to really remember learning to read was not really reading at all. Instead, it was recollecting. I remember my grandmother reading me my favorite story. It was a book that I would always try to talk someone into reading to me. While she was reading the story, I had heard it so much that I basically had it memorized. When she stumbled upon some of the words or did not read it completely correct as I had had it memorized, I told her, â€Å"Grandma, that is not what it says there.† She would give me a puzzled look and have to correct herself to my own personal satisfaction but she was amazed at my memory of the story almost verbatim. That was the first memory I have of a milestone that taught me how to read. It was not exactly what one would call reading, but it was through word recognition. When I think back to learning how to read, I realize how differently I learned based on that milestone. While I was a fairly decent student growing up, I had my own methods of learning to read and expand vocabulary. Back then, it was a big deal to teach phonics in the classroom at a young age. This then would place emphasis on learning how to sound out words. I really struggled with phonics.

The European Central Banks Targeted Inflation Rates Assignment

The European Central Banks Targeted Inflation Rates - Assignment Example Inflation is a rise in the price of soothing ds and services within an economy which results in a decline in the purchasing power of every subsequent unit of currency and this causes a loss in the real value of exchange within an economy. The main measure of inflation is the Consumer Price Index which provides an indication of the price level of consumer goods and services which are purchased by households, business firms, the government as well as the rest of the world (in case of an open economy). The CPI in the United States is defined by the  Bureau of Labor Statistics  as â€Å"a measure of the average change over time in the prices paid by urban consumers for a  market basket  of consumer goods and services.† This paper helps to provide an insight into the inflation that is currently taking place within the German economy. As per the current happenings within the German economy, the prices of goods and services naturally saw a hike due to the holiday season; this period mostly witnesses an increase in demand of goods and services which is met by an almost equivalent amount of supply. ... Most governments, especially in the European zone, had been able to recover well from the financial crisis that took place world over in 2008-2009 but the repercussions of that are lingering on as inflation in the same economies. German consumer prices nonetheless, harmonized to compare with other European Union countries, showed a rise of 2.4 percent on the year in December, down from 2.8 percent in the previous month. The following graph helps to show the Consumer Price Index in Germany and the changes that the same has undergone over a decade. The graph thus helps in interpreting the various changes within the German economy with respect to fluctuations in the Consumer Price Index. By understanding the ups and downs within the graph it may be understood that the demand and supply situation of a consumer base within Germany has never been a constant; it varies according to the variations of the need for goods. Thus, putting the same to thought, it may be comprehended that a hike is usually seen during the peak holiday season when the demand and supply of goods and services see a huge rise. Chart - CPI inflation Germany 2011 (yearly basis) Interest rates refer to the rates at which a borrower is able to borrow money in order to have greater purchasing ability. (Parkin, Michael) Since loans and smaller debts can be taken from the European Central Bank at lower rates, consumers have been able to increase their purchasing powers and have been thus causing the economy to slow down considerably. Due to increased spending by the consumers, the economy has witnessed growth and expansion which has almost led in the demand outpacing the supply.

The Relationship Between Religion and Morality Essay

The Relationship Between Religion and Morality - Essay Example This paper approves that A man is not strong enough to resist the feeling of fear. Instead, the absence of friendship and universal virtues are closely connected with low morals and fear of people to be abandoned by God. In this case, killing of enemies deals with self-preservation of people. It means that a person could easily lie in order to avoid punishment even if it is resulted in the death of other people. When one person's actions begin to affect another person, we have moved from personal ethics to social ethics and often have to place some limits on human behavior. So, neither of the facts mentioned above can be interpreted as goodness and moral. So, it is possible to say that God and religion is not moral. The main problem caused by human sacrifice ritual is that people had no choice: they had to commit suicide in order to please their God. This essay makes a conclusion that historically, the mixing of morality and religion is not accidental. It helps to strengthen power and gain personal economic benefit. It is equally wrong for religion to impose morals on others by force. In either case the religious arena becomes a battleground, between right and wrong morals, so about right and wrong dogmas. So, fundamental values are denied humans are turned into corpses at astounding rates. At the more basic level, religion is an attempt to legislate morality. The distinction between religion and morality creates a space for freedom, in which an individual can feel free. In many cases, followers need emotional support for their morality, and this can come only from religion.

Lessening Secondhand Smoke on Children Research Paper - 2

Lessening Secondhand Smoke on Children - Research Paper Example e deaths around the world and exposure to environmental tobacco smoke has some adverse effects on the people adoption of strategies to reduce this form of some would include the following interventions. Creating smoking bans and restrictions within certain places. This would involve implementation of policies and regulations which are aimed at limiting or controlling the use of tobacco within designated areas (Mills, White, Pierce, & Messer, 2010). These approaches are strongly effective based on scientific evidence regarding exposure to ETS. This also has some effects on reducing the amount of smoke within the environment since some people become deterred from smoking (Mons, Nagelhout, Allwright, Guignard, Putte, Willemsen, & Breitling, 2010). Conducting community education among the parents and teachers about the relevance of reducing smoking. This will be undertaken in seeking to create awareness on the various individuals, including children, regarding the positive outcomes of reduced smoking. The education interventions will motivate individuals to modify their smoking behaviors in the effort to reduce the ETS. Tobacco use initiation is described as the behaviors by individuals, who are non-smokers to begin smoking. Different interventions can be undertaken to reduce these initiations and they include the following. Increasing the price of tobacco products – this is a legislative measure which seeks to increase the price so that people become deterred from using these products (Hiscock, Bauld, Amos, Fidler, & Munafo, 2012). Although these are various factors which affect the possibility of people smoking, the cost factor plays a fundamental role to which effect since people must consider their costs. Mass media campaigns – these can be combined with other interventions, like education to the general public. These campaigns are focused at providing information to the general public regarding the importance of living a tobacco free lifestyle (Martens,

Qualitative Research or Quantitative Research Essay Example for Free

Qualitative Research or Quantitative Research Essay Both qualitative and quantitative research methods have their specific qualities which make them useful to a researcher, however in the course of this short essay I will explain why, for several reasons, qualitative research is better. As both methods operate within different assumptions, it is important to stem criticism for each methods respective theoretical base in order to adequately judge them. In the course of this essay I will highlight each methods theoretical assumptions and then I will assess each method by pointing out their positive and negative factors. The underlying assumption behind qualitative research is that the entire subject needs to be examined in order to understand the phenomenon. Quantitative research however, places importance in collecting and analyzing data from parts of a trend and in so doing, can miss important aspects which could lead to a complete understanding of the whole phenomenon. Theres no such thing as qualitative data. Everything is either 1 or 0(Fred Kerlinger: 1999)Unlike quantitative research, there is no overarching framework for how qualitative research should be conducted; rather each type of qualitative research is guided by the particular philosophical stances that are taken in relation by the research to each phenomenon (Miles Huberman: 1994, p. 40) This enables qualitative research to be more involved with the subject at hand whereas quantitative research has the same rules which it applies to every subject matter, thus making it easier to overlook important evidence. As the researcher using qualitative methods becomes entirely immersed in the data collection phase of the project, he himself actually becoming the data collection tool as opposed to the questionnaires and equipment used by quantitative researchers, it allows him to gain a better understanding of the subject matter as a whole and observe the subject in its own environment:Human behaviour is significantly influenced by the setting in which it occurs; thus one must study that behaviour in situations. The physical setting  ¬e.g., schedules, space, pay, and rewards  ¬and the internalized notions of norms, traditions, roles, and values are crucial contextual variables. Research must be conducted in the setting where all  the contextual variables are operating. (Marshall Rossman: 1980)Quantitative research disregards these valuable contextual variables as most of the work is done in a laboratory with the researcher using the principles of impartiality and an objective portrayal of t he subject. In conclusion, qualitative research is better than quantitative research because it places emphasis upon the subject itself by studying it in an in-depth manner and becoming involved with it on a personal level. Quantitative research keeps a level of impartiality with the subject matter thus making it neglect important contextual factors crucial to the research itself. 1.Using British Election Study data for example, why is it problematic to do quantitative research on ethnic minorities?It is problematic to do quantitative research on ethnic minorities because the standard deviation is so small, thus the observations are spread out over a very small sample which would not accurately represent the entire ethnic group. There is such a small valid percent that subjects would need to be targeted as they are unlikely to be caught during random sampling. 2.Providing either hypothetical and/or published examples, how accurate is it to label content analysis as a quantitative method?It is quite accurate to label content analysis as a quantitative method for several reasons. The comparisons of their theoretical patterns are numerous and therefore it has more in common with quantitative than qualitative methods. In the course of this short essay I will explain why it is accurate to label content analysis as a quantitative method by using an example of research employing content analysis and pointing out the similarities between the two. Content analysis has been described as:Any technique for making inferences by objectively and systematically identifying specified characteristics of messages (Holsti: 1969 p. 14)Compare this with a definition of quantitative research:The aim is to classify features, count them, and construct statistical models in an attempt to explain what is observed. It is objective seeks precise measurement analysis of target concepts. (Miles   Huberman: 1994, p. 40)Both of these definitions contain the term objective, which shows that both of the methods share the core aspect of non-interference with subjects:Content analysis is often referred to as an unobtrusive method'(Bryman: 2008, p. 289)This key concept lies at the heart of both content analysis and quantitative research methods, it is an obvious similarity. In Shephards study of the dynamics between the party, candidates and constituencies he used content analysis on party leaflets to spot recurring trends. His method (content analysis) bears a striking resemblance to quantitative research, for example both methods begin with hypotheses and theories, Shephard choosing to ask whether emphasis in leaflets matches the profile of the constituents. He then made two hypotheses stating that -the higher the unemployment rate the higher the emphasis on jobs and job creation and the higher the home ownership, the higher the emphasis on interest rates and mortgages. Quantitative research methods also start off with hypotheses and theories; therefore it is clear to see that content analysis could be labelled quantitative due to this fact. Furthermore, both methods of research have a high level of transparency because they are both highly structured and systematic in their approach. Shephard stated that to conduct his analysis objectively and systematically (two quantitative features) that he had to identify his sample, sample period, text/images and what words and images to count. This shows that both content analysis and quantitative research share epistemologically grounded beliefs about what constitutes acceptable knowledge (Bryman: 2008, p. 155)In conclusion, it is accurate to label content analysis as a quantitative method due to the fact that it shares many features in common with quantitative research. These include, maintaining objectivity during the study, transparency and a systematic approach to research. These features indicate that content analysis is grounded in the same theoretical processes and philosophy as quantitative research. 3.Providing examples of focus group research from the literature, discuss the advantages and disadvantages of focus groups. Focus groups are a highly useful method of data collection but they have many advantages and disadvantages. I will discuss the advantages and disadvantages of focus groups in this essay and also consider real-life examples of focus group research to illustrate this. Focus groups can provide an insight into the way in which people organize and interpret knowledge as well as how people construe information. This is especially useful in the study of audience reception- how audiences receive different kinds of television and radio programmes, etc. Such a study was conducted by Morley in 1980 into how Nationwide, a popular television programme at the time, was received by specific groups of people. He noticed that different groups had different interpretations of the programmes which they had watched, which indicated that the meaning of the programme was based in the way it was watched and interpreted not in the programme itself. (Bryman: 2008, 475) This provides more information that a simple interview because the interviewee has the choice to respond to fellow participants and argue with them, leading the researcher to gain a greater insight into why they hold such beliefs and how strongly they feel about them. Another advantage of focus groups is that they can provide a more open environment to respond to questions by the way in which they are selected prior to the event. For example, Kitzinger notes in her research on HIV that any attempts at discussions about risks for gay men were blocked out by strong homophobic clamouring amongst homophobic men. (Kitzinger: 1994b in Bloor, et al: 2001, p. 20) Therefore focus groups consisting of specific groups such as male prostitutes, retirement club members, etc, provided a more relaxed environment in which views could be openly discussed without fear of being criticised for ones beliefs. In addition to this, organising groups consisting of only HIV positive people meant that disclosure of a potentially stigmatising status could be overcome. (Bloor: 2001 p. 23)However focus groups also have their disadvantages, the most prominent one being the role of the researcher within the discussion- the way in which the focus group is designed, the participan ts selected to take part, where the meeting takes place, how the questions are worded and delivered and who the instigator is may affect the responses which are obtained. This raises  the question over the validity of the results as the researcher has less control over a focus group than he would over a one on one interview with respondents possibly talking amongst themselves on irrelevant issues, or the simple fact that they may get bored or have personality issues with other members of the group. (Walvis: 2003 p. 405)Another disadvantage of focus groups is the tendency of researchers to (either consciously or subconsciously) pick groups so that they align with pre-determined beliefs about a subject. One famous example of this was when Coca-Cola launched New Coke in 1985 despite the fact that the focus groups had made it explicit that they would not like to see the traditional coke removed from the shelves. (Pendergast: 1993 and Greising: 1998) The taste-tests however had proved positive, but they had not been asked the vital question about how they would feel if traditional coke was removed from the shelves, this positive response was more in line with how the CEO of Coca-Cola felt about the product and it was launched based on the back of poorly conducted focus groups. The subsequent product was a massive failure and lost Coca-Cola a large share of the market; it was obvious that Coca-Cola had spent too much time and money on the plan to dismiss it on the results from focus group research at the last minute. One final disadvantage of focus groups is their limited spread of views; Morgan (1998) suggests that the average size of a group should be around six to ten people. This clearly cannot be representative of the population as a whole- Stephen Fisher and Robert Andersen (2005) state that in order to have a representative sample for one million people you would need, with a margin of error of 5%, 384 participants. Bibliography †¢Bloor, M. et al. (2001) Focus Groups in Social Research (London: Sage). †¢Bryman, A. (2008) Social Research Methods (2nd Ed.) (Oxford: Oxford University Press). †¢Greising, D. (1998) Id Like the World to Buy a Coke: The Life and Leadership of Robert Goizueta (New York: Wiley)†¢Holsti, O.R (1969) Content Analysis for the Social Sciences and Humanities (Reading, Mass.: Addison-Wesley)†¢Kerlinger, F. Foundations of Behavioural Research (Nova York: Holt, Rinehart and Winston 1965)†¢Marshall, C., Rossman, G. (1980). Designing qualitative research. Newbury Park, CA: Sage. †¢Miles Huberman (1994, p. 40). Qualitative Data Analysis†¢Pendergast, M. (1993) For God, Country and Coca-Cola: The Unauthorised history of the Worlds Most Popular Soft Drink (London: Weidenfeld Nicholson)†¢Shephard, M. (2007) Multiple Audiences, Multiple Messages? An Exploration of the Dynamics between the Party, the Candidates and the Various Constituencies, Journal of Elections, Public Opinion and Parties†¢Walvis, T.H (2003), Avoiding advertising research disaster: Advertising and the uncertainty principle, Journal of Brand Management, Vol. 10, No. 6

Strategic Analysis of SingTel Telecom

Strategic Analysis of SingTel Telecom Introduction Singapore Telecom (Singapore Telecommunications Limited, referred to as SingTel, AFP) was established in 1879, is a wholly-owned by Singapore government-owned company, it is Singapores largest telecommunications companies. Singapore Telecom to increase strongly in markets outside of Singapore, and a partial stake in the operator, including the Australian carriers Optuss 100% stake in 2000, the British Cable and Wireless Optus, and other shareholders of the shares. Singapore Telecom a majority stake is controlled by Temasek Holdings, the Chairman is Lee Hsien Yang (the second son of former Prime Minister Lee Kuan Yew and current Prime Minister Lee Hsien Loong, his younger brother). Products and Services SingTel is Asias leading telecommunications company, with across wireless and Internet platforms for voice, data services, service-oriented business, as well as home two areas. Singapore Telecom has long been committed to providing customers with the Asia-Pacific regions most high-quality service. Now the focus is on the Internet service providers, mobile phones and fixed telephone communications services above. Company History Over the past decade, Singapore Telecom has successfully completed their high efficiency to the worlds leading operator changes. The company offers a wide range, the price is quite competitive telecommunications services, and global 5000 companies from different countries to provide telecommunications services. Singapore Telecom has already built a large scale in Singapores domestic telecommunications network, and the annual investment of 1 billion new coins update the network. In order to enhance competitiveness at home and abroad, the company offers intelligent fixed telecommunications services. At present, the company has been in the world, 15 countries, 23 cities and regions set up operational organs, including China, the United States, Britain, Japan, Korea, Malaysia, Indonesia, Vietnam and Hong Kong and Taiwan. It has a glorious history of 120 years. SingTel aims to be a new era of pan-Pacific region bears the brunt of the true sense of the telecom operators. To this end, Singa pore Telecom will continue to expand with other Asian countries in telecom peers, and the scope of cooperation. SingTels Group CEO is Chua Sock Koong and CEO is Allen Lew. Business strategy Singapore Telecommunications Ltd. owns 7800 million as the users SingTel is Asia Pacific region, excluding China, the largest mobile Internet operators. 1992 companies from the former government monopoly privatized, SingTel in 2003, when the postal service from its opening, the focus is now on the Internet service providers, mobile phones and fixed telephone communications services above. Hopes through a comprehensive and sophisticated international leading-edge technology, and gradually get rid of the public color, sharply turned into a full private sector. Goal is to build a world-class institutions, not only to win the international community for its recognition of science and technology and technical expertise, and quality service and products provided by domestic users have also been positive. Logo New corporate logo by a simple, symbolic of the ellipse, with the two squares. Designed to highlight the companys innovative technology, international affairs and services-oriented. Elliptical lines out of Singapore Telecoms global vision, the two squares on behalf of the emerging digital technologies, while the red and black of a stable and reliable dissemination of messages. The new visual corporate identity and enhance Singapores telecommunications as a global industry leaders pivotal position. From the above mentioned, we understand that SingTel Group is a leading company in the telecommunication industry in the region, due to successful business strategies. Thus, it is important that all organizations understand their strengths and weaknesses before implementing strategies. They should first analyze their goals and operations to see if the current practices are working towards the mission and vision. A companys vision and mission is crucial to an organization, as it paves the way for where the company is headed and what it assumes to provide for its stakeholders. At the beginning of strategic management process, the organization needs to develop its vision statement and mission statement. A vision statement is what the organization wants to become and describe how the future will look if the organization achieves its mission. A mission statement explains what the organization does, for whom and what the benefit is. The vision, mission statements and core values of SingTel are shown in table 1 as follow: Prior to the development of strategy and marketing plans, they should evaluate both the external and internal factors. Hence, the corporate world usually utilizes various strategic tools like the SWOT Analysis that may influence the implementation of plans. Below is the SWOT Analysis of SingTel: SingTel SWOT Analysis SWOT analysis is the overall evaluation of a companys Strengths, Weaknesses, Opportunities, and Threats. The external analysis looks at opportunities and threats created by the environment while the internal analysis looks at the strengths and weaknesses of the company. In strategic planning, the company matches its capabilities with available opportunities and takes action to minimize threats. (Kotler, Bowen and Makens, 2006) SingTel Group is the leading integrated communications service providers in the Asia Pacific region and their core business operations are located in Singapore and Australia. The company has business in a number of sectors of the telecommunications market in the Asia Pacific region (http://home.singtel.com/investor_relations/default.asp , 2009). Internal Environmental Analysis (Strengths Weakness) Strengths are resources and capabilities that allow the firm to complete important tasks. Resources can be the tangible and intangible assets held by the firm, and capabilities result when the firm integrates several different resources to complete a task or a series of related tasks. (Hoskisson/ Hitt/ Ireland, 2009) Weaknesses are those actions a company is not doing well or resources a company are lacking. Most importantly each business needs to evaluate its strengths and weaknesses periodically. Strengths and Weaknesses of SingTel are as follow: Strong cash flow Singapores Top Ten Brands 2009 ranked number 6 Exclusive contract with Apple 2008 Right to broadcast the next three seasons of the English Premier League (EPL) Lack of feasibility of a universal set-top box Lack of contents for local pay TV market Strengths Most of SingTels strategic, operational and financial dynamics are currently improving. This is an indication that the companys current business strategies are proving to be successful. SingTel has a diverse spread of geographical operations. The companys main business activities are focused in Singapore and Australia and partners located in India, Belgium, Hong Kong, Thailand, the Philippines, Taiwan and Indonesia. The spread of geographical operations will benefit the company, as it will become less depend on the local market to generate revenues. Most of their businesses are experiencing double-digit revenue growth over the past year (http://home.singtel.com/investor_relations/default.asp , 2009). SingTel captured the exclusive contract with Apple last year, and has since brought in more than 100,000 iPhones, thus increasing the companys revenue, the average spending per customer for mobile data (http://home.singtel.com/investor_relations/default.asp , 2009). Taking sixth position for the Superbrands Survey, which identified over 500 of Singapores consumers favorite brands across 93 categories of consumer products and services demonstrated the consumers choice and trust in SingTels products and services (www.marketing-interactive.com/news/11875). SingTel outbid StarHub to score the coveted rights to broadcast the next three seasons of the English Premier League (EPL) from 2010 to 2012. With the rights to broadcast the EPL, there will be a great potential that sports incline customers from StarHub will switch to SingTel (The Straits Time dated 11 November 2009). Weaknesses As a leading telecommunication company in Asia, the customer service in SingTel has rooms for improvement. Under the current extreme competitive environment, all the companies not only need to provide unique products but also good customer service. Thus, employee training program could be provided in order to handle customers problems effectively. With acquire of the Pay TV license in the domestic market in Singapore, Singapore needs to look at the feasibility of a universal set-top box that will best benefits consumers and align with the government strategic direction. SingTels cable television subscribers complaining about the hassle of having two set-top boxes may be a challenge that SingTel need to overcome (The Business Times dated 4 November 2009). External Environmental Analysis (Opportunities Threats) Opportunities are conditions in the firms external environment that may help the firm reach its vision (Hoskisson and Hitt, 2009). A marketing opportunity is an area of need in which a company can perform profitably. Opportunities can be listed and classified according to their attractiveness and the success profitability. (Kotler, Bowen and Makens, 2006) Threats are conditions in the firms external environment that may prevent the firm from reaching its vision (Hoskisson and Hitt, 2009). An environmental threat is a challenge posed by unfavourable trend or developments that would lead, in the absence of defensive marketing action, to sales or profit deterioration. Threats can be classified according to their seriousness and probability of occurrence. (Kotler, Bowen and Makens, 2006) Opportunities and Treats of SingTel are as follow: Global opportunities in mobile communication Rights to broadcast the World Cup 2010 Potential merger of StarHub and MobileOne (M1) Australian market strong competition Opportunities Africa and Vietnam are markets in the emerging mobile space, which is definitely worth our interest, and SingTel is actively taking the lead to explore the untapped emerging telecom market. (Harry Suhartono, Nov 11,2009) Singapore and Australia accounted for 54 percent of the groups EBITDA , earnings before interest, taxes, depreciation and amortization and more opportunities for further growth. With SingTel outbid StarHub to score the coveted rights to broadcast the next three seasons of the English Premier League (EPL), there will be great opportunities to expand the customer-base for PayTV customers (http://home.singtel.com/investor_relations/default.asp , 2009). Moreover, with the exclusive right to broadcast the next three seasons of EPL, F1, the next opportunity for SingTel is Word Cup 2010. With clinch of the World Cup 2010, SingTel will dominate the Sports channels in the region. Treats With StarHub and MobileOne obtain licenses to sell Apples popular iPhone and their launched on 9 December 2009, SingTel lost the 15th months monopoly. Thus, will likely to face tougher competition in the local market. Potential merger of StarHub and MobileOne will be a big treats to SingTels Number One position in Singapore for mobile market in Singapore. SingTels subsidiary Optus is facing strong competition with their competitors in the Australia and maybe affects their leading position and revenges. With the competitive market, SingTel will have to fight against StarHub and MobileOne through price, promotions, and advertising since all three companies main business are in the provision of mobile plans and the sale of mobile phones. Perhaps, SingTel may need to improve the customer service further to create a superior customer service that tag to their brand With the winning of the broadcast rights for the English Premier League, it is expected that loyal football fans will switch from StarHub over to SingTel, especially with the low rate offered by SingTel. Hence, competition is intense and SingTel would need to take on actions to further enhance its Strength whilst working on its Weaknesses. After evaluating the external and internal factors, SingTel started to develop strategies such as launching of Mio TV, which is able to capture more market share and ultimately enhancing SingTels market position. Mio TV is a new technological product in the current market, thus, it is necessary for the company to assess the product life cycle (PLC). Product Life Cycle According to Kotler, every product has its life. The product life cycle concept allows marketer to plan their marketing strategies to manage their product or service through various phases of their product life cycle. The purpose of this concept to establish which phase of its life cycle is and select the best fitting marketing strategies for the product in that phase. Base on Kotler (2000) the product life cycle can be divided into four distinct phases those are introduction, growth, maturity and decline phases. Furthermore, Kotler also provided the following marketing characteristic, marketing objective and marketing strategies within its of the product life cycle phases. Characteristic: according to Kotler, there are existing different characteristic sales, cost, profit, competitors and customer for its stages in the product life cycle. Those can be described as follow Sale characteristics: sales are low in the introduction stages, rapidly increase in the growth stages, peaking in the maturity stages and decreasing in the decline stages. Cost characteristics: the cost per customer will be high in the introductory stage, average cost per customer in the growth stage, and low cost per customer in the maturity and decline stage. Profit characteristic: profits can be none or negative in the introductory stage, increase in the growth stage, and high in the maturity stage and reducing in the decline phase. Competitors characteristic: there is existing only few competitors in the introductory stage, increasing in the growth stage, stable in the maturity and decreasing in the decline stage. Customer characteristic: in the introductory stage has only few customers who call innovators are testing the product, early adopter trying the growth stage, a middle majority testing product in the maturity and the laggard trying the product in the decline stage. Marketing objectives: Kotler also provides differences kinds of companys marketing objectives which linked to four stages of product as below Introductory stage: to make awareness and trial by using an intensive advertising and promotion campaign. Growth stage: to maximize the market share Maturity stage: maintaining market share while profits can be still maximize Decline stage: reducing marketing expenditure of the product during this stage while the aim will be to milk the product. Marketing strategies: the alternative marketing strategies was given by Kotler are related to various stage of the product life cycle as below: Product strategy: a basic product will be offered in the introductory stage, product extensions and warranties will be offered during growth stage, brand and individual product item will be diversified in the maturity stage and the weak model will be phased out during decline stage. Price strategy: the cost plus price will be changed during introductory phase, price will be set to penetrate the market during the growth phase, the price will be set to meet competitive price during the maturity phase while price will be cut during the decline phase. Distribution strategy: distribution will be built selectively during introductory phase, it will be intensive during growth phase, distribution will be further developed during the maturity phase and it will be more selective during decline phase. Advertising strategy: building awareness of product among early adopter and dealers in the introductory phase, building awareness and interest in the mass market during the growth phase, stressing brand differences and benefits during the maturity phase and reduce the advertising level needed to retain hard core-loyal customers in the decline phase. Sale promotion strategy: using heavy promotion to entice trial during the introductory phase, reduced promotion to take advantage of heavy customers demand during the growth phase, increase promotion to encourage brand switching in the maturity phase and reducing promotion to minimum in the decline phase. Limitations of the Product Life Cycle Concept The term life cycle implies a well-defined life cycle as observed in living organisms, but products do not have such a predictable life and the specific life cycle curves followed by different products vary substantially. Consequently, the life cycle concept is not well-suited for the forecasting of product sales. Furthermore, critics have argued that the product life cycle may become self-fulfilling. For example, if sales peak and then decline, managers may conclude that the product is in the decline phase and therefore cut the advertising budget, thus precipitating a further decline. Each customer is more or less free to adopt products for their own needs; this is sometimes called the shopping caddy approach to product adoption. However, in order to attract customer, not only should SingTel understand the PLC, it is also necessary for SingTel to analyze the competition and to be proactive to beat competitors in the current highly competitive market. Porters five forces is a framework for the industry analysis and business strategy development developed by Michael E. Porter of Harvard Business School in 1979. It uses concepts developing Industrial Organization (IO) economics to derive five forces that determine the competitive intensity and therefore attractiveness of a market. (http://en.wikipedia.org/wiki/Porter_five_forces_analysis) SingTels Competitive Rivalry Singapore Telecommunications Limited is considered as the biggest telecommunication company in Singapore. Singtels services provide for customers with ISP (SingNet), IPTV (Mio TV), fixed line telephony and mobile phone. The second largest in mobile operator and cable television is StarHub, its also the biggest competitor of SingTel in Singapore. The recently moves of these two companies in cable television services have made the impacts on them. This also pointed out the effective strategy that SingTel approached over its competitors StarHub. StarHub used to be right holder of English Premium League, Champion League and it had to pay around US $150 million for the current 2007 to 2009. StarHub has provided attractive packages of television cable that includes so many sport and entertainment channels. Its really an advantage competitive of StarHub to increase its market shares over SingTel. StarHub actually has surpassed SingTel in this area and been really a big challenge of SingTel. However, a fantastic move of strategy from SingTel recently has changed things differently. StarHub has been beaten on bid and SingTel has won the right to be the holder of English Premium League and Champion League for its Mio TV. The ESPN Star Sports channel of StarHub cable networks will belong to SingTel in the middle of 2010 as well. The rights of ESPN Star Sport include English FA Cup, Formula One motor racing, Wimbledon tennis, US Open, Australian Open and US Open golf. These channels are going to Singtel, and this factor will definitely make increasing number of Singtels subscribers. The failure of StarHub in bidding racing is not the end of its Television cable services. StarHubs platform still can present the English football with delayed telecasts matches on Goal TV 1 and Goal TV2 channels for its subscribers at present and future seasons. For Singtel, with the advantages in being the new holder of those channels, Singtel will have a contract of three years period. The contract will start in August 2010 and include mobile and internet rights as well as Television cable services. One thing is considered as promotion of Singtel, it will guarantee to keep the current payment of StarHubs subscribers and will not change anything. It will be Singtel, the company will deliver the English Barclay Premium League matches to Singapore. The ways of viewing live football matches on Television, on mobile phones and internet will be improved by Singtel. It will bring the best services to its football fans. On the other hand, SingTels competitor, StarHub still tries to maintain the best quality sport content to its customer. It now focuses more on shareholders expectations in terms of profits. StarHubs bid for Barclay Premium League was really aggressive. So now they look forward to the time when they can get back to right of being the holder. And StarHub is always a big challenge of SingTel. It could approach the opportunities anytime and get over SingTel in the future. Implication Analysis Impacts on viewers Most of viewers from StarHub will not be happy when they have to change to SingTels Mio TV service for sports channels. The situation will be worst for the customers, who have signed the contract of two years with StarHub for sport package. The English Premium League and other sports content will now not be able to be viewed by them. The subscribers of StarHub need to sign up with SingTel as an addition if they would like to view sports content. When the viewers sign up for Mio TV service of SingTel, they also need to install a SingTel fixed line in advance. SingTel has promised with the consumers to keep the pricing of sport content as the current StarHub rates and will not increase anything. It can be seen that, SingTel is giving a special promotion with special package for sports fans. The customers could subscribe to English Premium League and sports packages only of SingTel if they would like. Impact on Singapores Pay TV landscape SingTel has taken a new step in TV cable service. Now its holding the right of English Premium League and other sports channels, and this will be a very important factor in competing more strongly with other TV providers, especially StarHub. Its really dominance of StarHub when it owns 85 % of market share of Singapore. However, SingTel now will be the only one that brings English Premium League and other sports content to Singapores football fans. Therefore, SingTel is expected to be the number one in providing TV cable services in the future. Impact on Starhub Since the IPTV of SingTel appeared in 2007, it has been a big challenge of StarHub. The development of SingTels IPTV has made StarHubs growth rate decrease to 4% year on year. StarHub had 530 thousand TV subscribers in the first half of 2009 and 250 thousand of them belong to the sports package. So being the winner of the right holder of English Premium League, SingTel will affect StarHubs subscribers so much. Specially, SingTel will attract the attention of football fans directly. However, it is not complete ending for the StarHubs TV cable. StarHub still has other premium content like: Star World, HBO, AXN and so on. The customers also need to sign up with StarHub if they wish to view this content. Among 250 thousand of sports package, 36% of them are expected to switch from StarHub to SingTels service. The rest subscribers are expected to sign up for SingTels sports package and still keep their StarHub service for premium content. Impact on SingTel Twenty three months since 2007, SingTels Mio TV service had grown so quickly, 100 thousand subscribers is the number of SingTel has reached in June 2009. SingTel has captured over 15% Singapore TV cable market. From April 2008 to March 2009, it has expanded its subscribers over its rival StarHub by 79%. Together with the competitive advantage of being the winner of English Premium League and other sports channels, a number of 348 thousand new subscribers will be set for SingTel as an objective to achieve at the end of 2010. This objective will help SingTel to increase up to 42% share of Singapore Pay TV market. However, with the expensive bid like that, its also a long-term plan for SingTel to make IPTV business profitable. SingTel now is holding English football sports and US content pack, but its still not complete. SingTel need to keep its speed of growth and try to take over the premium content of StarHub. It could be the core factor, which can build the SingTels Mio TV cable ser vices perfectly. In the competitive market place, having a competitive advantage means that the firm is using its resources, capabilities, and core competencies in ways that create more value for customers compared to the value competitors products create for those customers. (Hoskisson/ Hitt/ Ireland, 2007) By launching the Mio TV, SingTel is able to gain a competitive edge, the reasons are as follow: Competitive Advantages One of telecommunication suppler SingTel provides national fixed-line services, mobile services, broadband, IP and internet access, and international telephone services more than 20 countries. SingTel still continue invest in strategic regional markets, including India, Indonesia, The Philippines, Thailand and Bangladesh for long term growth. According to the Singapore Telecommunications Report that pay-TV subscriber base around 45,000 mioTV customers in June 2008. Over the quarter, there were some 2,000 net additions. The operator has continually expanded its range, they had further agreements with three Hollywood studios includes Disney-ABC International Television, News Corp units Twentieth Century Fox and Time Warners Warner Bros International Television to raise mioTV channel offering from 20 to 50. It is important for a company to develop their own distinctive competitive advantages. It must be unique, hard to imitate by competitors in the same industry and its create value to customers and benefit to the company. The Singapore-base telecommunication company Singtel has introduced pay-TV services called MIO TV. It has 33-channel mio TV and customers can select and pay what channel they want to watch. Features like the TV program list channel guide let viewers glance program in advance for 30 days. The mio TVs picture-in-Picture feature that viewer wont miss out other channel showing and remain current channel as well. The viewer can preview any video before watching from library of HD movies and video and make pause, rewind and fast-forward all depend on customers. The viewer can enjoy high HD quality playback and control your favorite shows to watch and record just click of a button, you can record your favorite shows even when you away with Remote Digital Video Recording. The viewer can easy to search the favorite program by input keyword through remote control or via the virtual keyboard on the Television, the intuitive search engine offer intelligent results. The viewers can watch Channel NewsAsia, Mom-on-Demand and KBS world and some other available channels on the new mobile service, including the ads on Mio TV, as well as on mobile phone that SingTel selected Nokia phones to offer this service. The competitive advantage should be benefit to company increase shares of market and revenue returns and create value to shareholders, owners and customers. However, the competitive advantage may be imitate by competitors or create different advantages to more value to customers. One of the competitors of Singapore-base telecommunication company Starhub, they provide cable TV as well. But the exclusively offer by SingTel had been rewarded to broadcast UEFA Champions League and UEFA Europa League from 2009 to 2012. Subscribers can watch live matches broadcasting in Dual Sound both in English and Mandarin. Furthermore, SingTel had picked up a right to broadcast Barclays English Premier League matches and ESPN STAR Sports on Mio TV. According to director of Mio TV Low Ka Hoe said Sport content is an important part of our offering, and this move signifies our ongoing efforts to expand and improve our selection of quality content for our viewers, The world wide service of SingTel is a opportunity for the firm continually invest and expansion in core overseas market of Indonesia, India and new market such as Vietnam and Pakistan and beyond Asia Pacific. Overseas investments are an essential part of SingTel strategy especially in saturated domestic market of Singapore. According to Singapore Telecommunications Report SingTel in June 2008 and its foreign associates shared a total of 197.714 mn, representing an increase of 45% over the year and 8.2% during the quarter. Evaluate strategy base on competitive advantage The firm should create non-replace and valuable competitive advantage through create strong core competencies. Base on competitive advantage, Cliff Bowman and Richard DAveni use Strategy Clock to further explain Michael Porter s generic strategy. The strategy clock represents different positions in a market where customers have different requirements in terms of value for money. The organization may have unique resources that others cannot imitate or obtain, for example, long-term established brand; be a cost leadership by apply price-based strategy or lower-priced strategy. However, in small domestic saturated market like Singapore, managers may take Differentiation strategy or hybrid strategy that provides unique or slightly different products and services from others to customer by pricing slightly higher. The strong and well-established competitive advantages can strength companys capability and strategy decision making. Therefore, Conclusion In account of analyzing the strategy of Singtel, it surly gave the reason that why the Singapore Telecom is Singapores largest telecommunications company. This company has nearly 130 years of operating experience in the successful completion of this period to the worlds leading high- performance carrier changes. In business, SingTel seek a breakthrough innovation, development of local public sentiment for the internationalization of the business to treat the inability to adapt. Of course, these innovations are also based on SingTels own existing resources, it is an international network. More than that, Singtel not only in China for the global 5300 companies in different countries offer a wide price quite competitive telecommunications services, but also SingTel has built its domestic large-scale telecommunications networks, and the annual investment of 1 billion new coins to be updated in order to enhance domestic and international competitiveness. SingTels overseas investment is a long-term strategy. Currently, SingTel has expanded to 20 countries and regions, their overseas operations include not only the traditional fixed, mobile phone networks and the Internet, voice data, but also related to satellite communications, submarine cable systems. In the past 10 years, strong adaptability and technical advantages SingTels international strategy is to promote time and time again to be successful. Opportunities always favor those who prepared. SingTels long-term development plan formulated by it can, and be good at the right time, choosing the right investments. The use of a merger or investment to enter unfamili