1.0 introduction
Singapore Telecommunications (SingTel) started in the the year 1879 of as a company which was wholly-possessed by the legislature. Singtel is the largest telecommunication company in Singapore. Singtel have 130 years of telecom operating experience and not only that , they also played a major role in Singapores Develpment by being the key communication centre.Singtel is one of the top compananies in Asia for their telecommunication services , data services like 3G or 4G, internet and pay televisons. Singtel is not just only listed as the largest company in Singapore , but it is also listed in Optus a telecom company in Australia which is stands at the top for their integrated telecommunication services and poroducts.(about us, n.d.)
We are a significant interchanges player in Asia and Africa through our key ventures in five local versatile administrators, in particular Telkomsel (Indonesia), Globe Telecom (the Philippines), Progressed Information Administration (Thailand) and PBTL (Bangladesh).(About us, n.d.) The Gathering likewise has speculations in Bharti Airtel (India), which has critical vicinity in Sri Lanka, Africa and Bangladesh.As a key financial specialist, they work nearly with their members to develop the business, by leveraging their scale in frameworks, customer touch base at and broad operational experience .Singtel's offshoots profit not just from the association with Singtel

PESTEL

2.1 Political factor
Singapore is a political stable venture nation . The ministry of Trade and Industry and the ministry of Finanance are accountable for developing the economy in Singapore, encouraging genius endeavor enviroment and joint effort with industry masters will help manage it as a world class money related and business center point (political factor, 2010)

2.2 Economic factor
Despite the fact that globalization has blurred national boundaries, increased exchange,furthermore organizations and hence strengthened competition, it has also displayed opportunity for some companies to internationalize and grow their markets. Facts uncovered the utilization of information transfers gadgets and administrations have accordingly .Asia's Economy crisis has affected Singtel greatly as their comapny suffered a loss in the year 1999/2000 (economic factor, 2010). In the midst of the miserable monetary viewpoint, there are still open doors that Singtel can investigate and abuse.In Asia, the entrance rates of settled and cell lines were respectably lower than different landmasses.Nonetheless ,this entrance rates propose a high potential for development especially when it is around the late 1990s as economy is improving slowly.(economic factor, 2010)

So far the Singapore government has put vigorously in expanding the economy. This incorporates guaranteeing that the business division is well upheld and fortified by a defilement free nature's turf, an taught and spurred workforce and also an entrenched legitimate and monetary business skeleton. All these prompted the nonstop development of the tourism business, budgetary administrations, business counsel administrations and retail. In-arguably, the development in the different business parts presents Singtel the chance to expand its business generally. Regardless, the information transfers organizations are nearly connected to financial exercises in Singapore and the area. Thus, Singtel needs to be cognizant with the business cycle so it might be better ready to exploit the impacts such as progressions in optional wage and purchaser using design.

2.3 Social factor
Singapore is an eastern nation who still emphatically trusts in protecting customary family values albeit a portion of the more young period has started to change in accordance with western culture and qualities.(Social factor, 2010) Due to that, in this current era younger generations tend to be more 'kia su' a term which means perplexed about missing out to others and with this mind-set people tend to work harder each and everytime to fulfil their own materialistic desires.

To some degree this has emphatically expanded the country productivities and the business segments since they can expect a higher purchasing power from the customers. This presents an opportunity for information transfers organizations to build deals as well.

Progressively, Singaporeans are additionally getting to be more complex along these lines they will request considerably higher principles of value and administration particularly when there will be more decisions of information transfers suppliers.( social factor, 2012) This would be an opportunity for all three telecommunication provider to increase their earning by releasing their new products ans services

2.4 Technological factor
In this current generation everyone is reliant on technology. With the present technology , our work loads greatly reduces and infomation is as easy as just looking up through a small portable device called the smart phone. To many people now , internet is important no matter where they go as they need it in their everyday lives.

Singapore is a high technological driven country as technology is being used in our everyday lives no matter what were doing.Singapore is as of now a standout amongst the most mechanically praiseworthy nations.(Singapore, 8 Feb 2012).

Singtel could use our advancement in technology to boost our connnectivity range from a broadband system as inetrnet is important to all. Singtel could also use the advanment of technology to upgrade their machines so internet connection like 3G and 4G can have btr connections no matter where they are. By using this technnologies , it not only just solves theior users needs but also attracts more custimer to get their phones from Singtel rather than the other two competitors .The further moves up to our information transfers framework through the full conveyance of the Next Generation Nationwide Broadband Network will reaffirm our position as an info-communications center, and open new avenues to monetary open doors and social excitement."(Singapore, 8 Feb 2012)

2.5 Enviromental factor
As technology advances so does telecommunication and their equipments which needs to support the system. The enviroment is an important part of our everday lives and now it is considered as one of the most important impact factor in the telecommunication industry.(telecom sector , 20 March 2013)

One way Singtel can do to reduce the effects of our destruction of our enviroment is by using less combustioned produced electricity to power their machinery whereas they can and encourage to use other sources of energy like example solar energy which charges up elctricity and can be used later.(telecom sector , 20 March 2013)

2.6 Legal factor
Singapore tax policies is one of the numerous lawful components .Singapore's obligation procedures, though giving the essential wellspring of sponsoring for the council, attempt to enhance its fiscal force and pull in outside hypotheses. More remote wanders mean more business open entryways for Singtel. Singtel additionally need to take after the labor law with the goal that everybody is decently treated and no biasness will be included, along these lines everybody gets a reasonable treatment. On the off chance that Singtel does not take after anybody of the standards there possibly serious delayed consequence yet with the base discipline would begin off from fining the organization.(Legal factor , 2010)

Porter's Five Forces

3.1 Threats of new entrants ( low)
The entrance into telecommunications industry is exceptionally directed. Every potential entrants are required to acquire a license which was originally Telecommunication Authorities of Singapore (tas) which is now presently a part of Info-comm Development Authority of Singapore in short IDA(history, n.d) before they could even start any operation of their company in the country.As the operations of telecommunications administrations are exceptionally touchy and includes security issues, the government carefully evaluate each and every new entrants carefully leaving no spot for errors before they issue a license. Not only that but if new potential entrants want to get into business the would also require a heavy amount of fund to just start the company and if they want to sustain the company they would also need another huge amount of money to just keep it going. Built with respect to the reports of the 3 existing telecommunication organizations, a couple of billion dollars are required. (Chuan.G.W, july 2010). As the industry is being mostly controlled by Singtel, it discourages new entrants to even consider of fighting with them.To conclude, since the amount of barriers are high so the chance of having new challengers are low in percentage.

3.2 Threat of substitute
The imperatives of settled line is gradually diminishing as an accommodation technique. The risk of substitutes for settled line information transfers is high and even now expanding, particularly from versatile telephones and Voice over Internet Protocol (Voip) applications - which offer a more suitable and moderate plan B. However to fight against this threats the some major corporations , are often seen to promote the same kinds of offer.(Threats of substitute,2010)

3.3 power of suppliers
On one hand there is an absence of suppliers because of their particular capacity to supply intricate, dependable and geologically far reaching systems. One the other hand exchanging expenses occupant with the information transfers market are regularly high as ending long haul supply contracts could be troublesome. Given this equalization of force between suppliers and telecommunication organizations, the power of suppliers is moderate( Power of suppliers, 2010)

3.4 power of customers
Because of the expand accessibility of mixtures of communications and the low switching costs, the buyers’ power is high. For example, clients can decide to utilize Internet telephony over altered line benefits in making abroad call. The previous gives a feasible and moderate option for a few shoppers. The force of purchasers along these lines will be further fortified as the more youthful era regard altered line benefits as less suitable and advantageous to them. (Power of Customers, 2010)

3.5 Intensity of rivalry
The high capital speculations and also low versatility of settled possessions and base make it troublesome for the current information transfers organizations to retreat. This, coupled with decently low exchanging expenses for end-clients and decreasing market execution,has really headed to extraordinary contention in the Singapore information transfers market.market. Starhub and M1 being the biggest rival with large amounts of capital backup.which is why it poses a threat to Singtel in way like their name of their company which is their brand , their capabilities and lastly their knowledge on technology. To keep it simple , the conceivable open doors and dangers are attached in the table underneath. From the investigation of this firm, it could be concluded that the working environment of Singtel is exceptionally focused and loaded with vulnerabilities which implies that the organization can anticipate that that the earth will be the same or harsher later on. On the other hand, in the midst of the difficulties, there are still open doors for Singtel to investigate and adventure so as to keep up its status as the heading and most gainful information transfers organization in Singapore.(Intensity of rivalry, 2010)

4.0 Recommendation
Firstly, Differentiation strategy would be a good strategy as by using this strategy it would fulfill the needs of different customers.Singapore Telecom would proficiently deliver items/administrations with separated (exceptional quality) characteristics, while having the capacity to keep up expense in the meantime.(Zhu.A, n.d.).This would help the company gain more business by providing new services to satisfy their customers needs to gain the loyalty of their customers.Therefore, in conclusion, integrated cost leadership/differentiation strategy would enable Singtel to acquire cost advantages (by improving process efficiency),what's more have leeway with separation in it's products/services (i.e. cheaper rates with packages containing innovative products/services), picking up the reliability and fulfillment of clients all the while(Zhu.A, n.d.)

Secondly,concentric diversification would be another perfect strategy as a recommendation as by using this strategy , Singtel will be progress by developing new products or new services that can help them get into new markets as a form of expansion in their business trade. Singtel develop from the fix-line telecommunication to the versatile administration and e-business, yet at the same time utilizing the same assets(Key success factors, n.d.) Thirdly,Strategy clock is another way as this method would uses Micheal porters 3 generic strategies and expands them so that there are more rooms for thinking plus strategist by comparing their results with their competitors.This visualization permits organizations to further explore precisely what each one organization offers while picking the most ideal approach to keep afloat rivalry.(bowman's strategy clock, n.d.) Utilizing the aides, organizations can hope to measure up their administrations or items to those in the same business. Most different procedures essentially offer thoughts based around low costs and saw esteem, however this is excessively fundamental for organizations to investigate.(Bowman's Strategy Clock, n.d.)

Lastly, international growth strategy is the last strategy that is recommended so there might be a chance Singtel will be even more successful in future as this method expands outside its home markets to get access to new clients, to spread its business hazards over a more extensive business build or to underwrite with respect to its center skills(International , n.d.)

5.0 Conclusion
As seen from my PESTEL analysis, Singtel in Singapore is very stable and it is the one dominating the telecommunication industry in Singapore.Singtel is stable as the government in the country cooperate with masters of the industry and get the economy and stability of Singapore running smoothly.through social factor Singaporeans are hard working due to their mindset of missing out which supports the well-being of the country even more. Singtel accepts new technology fast as technology is closely related to the telecommunication industry as in this present ear almost everyone is using a smart phone which makes all our lives easier and Singtel supports it greatly. Singtel also slowly changing the power source so that our environment wont be destroyed by us.

For Porter's Five Forces, threat of new entrants is very low for Singtel as Singtel dominated the telecommunication industry in Singapore as compared to the other 2 M1 and Starhub. Whereas for Threats of substitution, it is high as this is easily replaced by Voice over Internat Protocol( VIOP) a system where is way cheaper but for companies like Singtel they are sometimes seen to offer the same kind of promotions themself.For the bargaining power of suppliers , Singtel is only moderate because some long term contracts might be too troublesome for both parties.Bargaining power of customer is high as customers all want things that are cheap and high in quality which is why demands are high for Singtel . Lastly, there is high as not only there s Singtel , but also M1 and Starhub which is also major in the Telecom industry ,but nonetheless they may be strong Singtel still sustain their position at the top of the industry.