Companies strive so hard to ensure that they remain competitive in the market amid severe competition from already established companies. Starhub just like the many companies around the world seem to be working hard to ensure that it remains the big player in the industry. As Michael Porter categorizes companies’ generic strategy in two major categories of cost leadership and Differentiation, Starhuh seem to be one of the companies that have adopted the Porter’s analysis. The mission statement of Starhub Company is to offer their customer with the best quality good all over the world (Hedley, 2010). To achieve this mission, the company has worked very hard to push the envelope and to provide results; this has earned the company a very strong competitive advantage with a very solid differentiated products. To counter the challenges of new digital economy, the company resorted to key strategic initiatives. The driving factor of the company is to take good care of their customer, and they intend to offer premium customer experience, and from this, company’s customer division is ranked as the best (Hedley, 2010). A cording to Porter, differentiation, as a strategy used by most companies, involves the development of unique products or services that provide unique characteristics that satisfy customers. Starhub has continuously improved on their services coming up with innovative products every time and again, which has placed it as highly competitive firm in the market. The company as a differentiation strategy, the company has ensured that their mobile network is fully enhanced to take care of the high demand for mobile broadband.
The company is looking for means of supporting large communication by utilizing the white space. The data analytics is set to be a big data investment branded as SmartHub. This is aim at ensuring that customers’ needs are understood in time and the answers provided. The other clear way through which Starhub is employing differentiation strategy is when they launch Sunsilk Academic Fantasia, which makes them very different from their competitors. The company seems to be successful in differentiation because access to leading scientific research. The firm gets support from creative agency called DDB Group. Through this creative group, Starhub managed to win Brand of the year award in Singapore (Starhub, 2010). Starhub intends to reach demographic in the near future by capitalizing on their brand momentum. The value of stakeholders and those of shareholder is another focus for the company, and they achieve this sustainability strategy. The company participates highly in social responsibility, which seems to be working so well in building brand (Starhub, 2010). Most of the products produced by the company are unique and not very easy to imitate which has reduced the risk of imitation.
With highly skilled personal and very creative employees Starhub’s products has managed to remain of high quality as the product development team has ensured that the product are the exact answer to the customers’ needs. The company has managed to earn high reputation for their high quality services and constant innovative nature that has ensured new and unique satisfying characteristics. The sales team of Starhub has the ability to communicate the company’s strength to the customers, making the company different from competitors. The company intends to stay ahead by putting their customers first; offering them faster and better service, and provide a much bigger range of products to meet customer needs.
Reference List
Starhub, 2010. Starhub Website: Retrieved On 8 March 2014
Hedley, F2010. Strategic Management: Porter’s Generic Perspective. Chicago: Chicago Press.
