SWOT Analysis of PLDT with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing

Analysis

PLDT

Parent Company PLDT Philippine Long Distance Telephone

Category Mobile Service Provider

Sector Telecommunication

Tagline/ Slogan Were Changing Lives

The largest telecommunications company in the Philippines and is also the

USP largest company in the Philippines

STP

Telecommunication services to its subscribers through fiber optic backbone

and fixed line, cellular and satellite networks. Three major segments include
Segment Wireless, Fixed line and ICT businesses.

Information and communications technology sectors, as well as the

operation of Vitro data center, customer interaction solutions and knowledge
Target Group processing solutions business and serves all customer categories

It offers the largest and most diversified range of telecommunications

services across the country through its three principal business groups,
namely: Fixed Line, Wireless, and Information and Communication
Technology. The company uses the most extensive fiber optic backbone
and fixed line, cellular and satellite networks to provide the best services for
Positioning their consumers.

SWOT Analysis

1. Leading Market Position in its operating market in Phillipines

2. Diversified Business Operations across the telecommunication domain
3. Advanced Integrated Network helping to provide better services
4. Over 18,000 people form the backbone of the workforce
5. Total mobile, broadband and other service subscriber base is
Strengths approximately 100 million

Weaknesses 1. Over dependence on a smaller market without huge global operations

 1. Strategic Partnerships across the geographies for growth
2. Network Expansion helping to serve wider number of customers
Opportunities 3. Growing demand for Wireless services in Philippines

1. Intense Competition causing margin pressures

2. Rapid Technological Changes needing constant strategic changes
Threats 3. Currency Fluctuations impacting foreign revenues

Competition

1. Globe Telecom
2. Digitels
Competitors 3. BayanTel

Philippine Long Distance Telephone financial and strategic SWOT analysis - Strengths, Weaknesses,
Opportunities, Threats of Phil

This financial and strategic SWOT analysis of Philippine Long Distance Telephone provides a strategic SWOT
analysis of the company's businesses and operations. The profile shows a comprehensive view of the
company's key strengths and weaknesses and the potential opportunities and threats.

Top of Form

Categories: cost analysis, strategic analysis, company report

Tag: detailed financial ratios, SWOT analysis, risk analysis, business description

Description: We see a growing market and believe that this trend will continue. The company may gain
diversification potential. Diversification reduces the overall risk.

This SWOT Analysis of Philippine Long Distance Telephone provides a strategic SWOT analysis of the
company's businesses and operations.

Strengths -growth rates and profitability

-global markets
-income level is at a constant increase
-monetary assistance provided -new markets
-high profitability and revenue -growing demand
-existing distribution and sales networks -venture capital

Weaknesses Threats

-future profitability -increasing costs

-future cost structure -financial capacity
-external business risks
-price changes
Opportunities -rising cost of raw materials

-new acquisitions
Profitability

Outlook

Market

The industry shows a growth rate of about 1%.

Financial and Strategic SWOT Analysis provides a comprehensive insight into the company?s history,
corporate strategy, business and financial structure, management and operations. The report contains a
detailed SWOT analysis, information on the company?s products and services, key competitors, as well as
detailed financial information.

Highlights

Philippine Long Distance Telephone Company (PLDT) is a telecommunications service provider. The company
solutions include cellular services, wireless broadband, voice services, satellite, data services, very small
aperture terminal and other services. PLDT also offers a range of fixed line services such as local exchange,
international long distance, national long distance, data and other network and miscellaneous services. It
provides a wide range of telecommunication services to its subscribers through wireless, fiber optic and fixed
line, cellular and satellite networks. The company operates along with its subsidiaries in Philippines, Cayman
Islands, British Virgin Islands and Singapore. PLDT is headquartered in Makati City, Metro Manila, the
Philippines.

Key benefits of buying this profile include:

You get detailed information about the company and its operations to identify potential customers and
suppliers.
- The profile analyzes the companys business structure, operations, major products and services, prospects,
locations and subsidiaries, key executives and their biographies and key competitors.

Understand and respond to your competitors business structure and strategies, and capitalize on their
weaknesses. Stay up to date on the major developments affecting the company.
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financial and operational performance.
- Financial ratio presented for major public companies in the profile include the revenue trends, profitability,
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Philippine Long Distance Telephone Company - Strategy and SWOT Report, is a source of comprehensive
company data and information. The report covers the companys structure, operation, SWOT analysis, product
and service offerings and corporate actions, providing a 360 view of the company.

Features:

- Detailed information on Philippine Long Distance Telephone Company required for business and competitor
intelligence needs
- A study of the major internal and external factors affecting Philippine Long Distance Telephone Company in
the form of a SWOT analysis
- An in-depth view of the business model of Philippine Long Distance Telephone Company including a
breakdown and examination of key business segments
- Intelligence on Philippine Long Distance Telephone Companys mergers and acquisitions (M&A), strategic
partnerships and alliances, capital raising, private equity transactions, and financial and legal advisors
- News about Philippine Long Distance Telephone Company, such as business expansion, restructuring, and
contract wins
- Large number of easy-to-grasp charts and graphs that present important data and key trends

Highlights:

Philippine Long Distance Telephone Company (PLDT or "the company") offers diverse telecommunication
services across Philippines. It offers wireless services, fixed line and business process outsourcing (BPO)
services through its subsidiaries. The company primarily operates in the Philippines where it is headquartered
in Makati City and employed 36,740 people as of December 31, 2012. The company recorded revenues of
PHP163,484 million ($3,858.2 million) during the fiscal year ended December 2012 (FY2012), an increase of
10.1% over FY2011. The operating profit of the company was PHP39,461 million ($931.3 million) during
FY2012, a decrease of 6.9% compared to FY2011. The net profit was PHP35,454 million ($836.7 million) in
FY2012, an increase of 11.9% over FY2011.

Reasons to Purchase:

- Gain understanding of Philippine Long Distance Telephone Company and the factors that influence its
strategies
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- Stay up to date on Philippine Long Distance Telephone Companys business structure, strategy and
prospects
Philippine Long Distance Telephone Company - Research Paper

The Philippine Long Distance Telephone Company (PLDT) was started in the Philippines on November 28,
1928. The Philippines Legislature granted PLDT the franchise to establish and be able to operate telephone
services, following the merger of 4 telephone companies under a common US ownership.

It was in 1967 when General Telephone and Electronic Corporation sold PLDT to a group of Filipino
businessmen. The Philippine governments intention to integrate the Philippine telecommunications industry
made way for PLDT to purchase the Republic Telephone Company in 1981.

Now, PLDT is the leader in providing telecommunication services in the country. The companys business can
be divided into three main business areas: fixed line, wireless, and information and communication technology.

The fixed line business provides local calls, national and international long distance services, which operates
around 2.1 million access lines. The wireless segment provides cellular, satellite, and VSAT services. PLDT
provides cellular services through SMART, while Piltel is a reseller of SMARTs digital GSM capacity under its
own branding and pricing strategy for both voice and text messaging services.

The information and communication technology provides solutions for internet applications and multimedia
content delivery, with use of internet protocol-based solutions. The internet access are provided by Infocom a
subsidiary of ePLDT. And other investees of ePLDT provide e-commerce, call centers, and other IT-related
services.

Common shares of PLDT are listed and traded on the Philippine Stock Exchange (PSE). These are also listed
and traded on the American Stock Exchange and Pacific Exchange in the US, prior to October 19, 1994.
During October 19, 1994, American Depositary Receipts (ADRs), were issued with each American Depositary
Share (ADS) that represented one PLDT common share. The ADSs are listed and traded on the New York
Stock Exchange and the Pacific Exchange in the US.

II. Statement of the Problem

What actions can PLDT take to sustain their position and maintain their current market?

III. Objectives

To study how the company reached their success

To identify strategies how the company can maintain the top position

To suggest ways on how the company can improve existing services to the customers

IV. Areas for Consideration

STRENGTH

Owns top position PLDT owns the top position in the Philippines for the telecoms industry. They initially
provided fixed line to the Philippine market during the early times, and have now extended their market for
wireless technology. By acquiring SMART as their wireless partner, they became the number 1 provider for
wireless phones. As technology continued to boom, then came the internet, which started as dial-up
connection and eventually produced the broadband connection, widely known as the DSL. Then came ePLDT,
which stood as the technology arm of PLDT. ePLDT gave the answer to internet problems and also took the
top position.
Majority of Philippine market share Having a wide range of products, from fixed line, wireless line, and
internet connection, PLDT was able to capture majority of the Philippines market. PLDT holds the Philippine
market for fixed line. By taking a gamble of getting SMART during the time when the GSM (Global Service for
Mobile Communications) service and cellular market growth was still uncertain, they now earned the market for
wireless lines, used of mobile phones, which accounts for 52% of PLDT Groups revenues. As technology was
taking over the publics attention, PLDT also caught the market in broadband and narrowband internet. They
launched the product Vibe for dial-up connections, and DSL for broadband connections.

Industry specialists With the long history and very vast knowledge in the industry, PLDT has invested on their
people. As technology becomes more sophisticated, the company provided trainings to their employees to
keep them up to date with the latest technologies and be at par or better than their competitors. PLDT provides
training with a trainer and by use of online materials.

National and global coverage After successfully capturing majority of the market in the Philippines, PLDT
decided to go global by expanding their market in Hong Kong. They launched the 1528 Smart to cater for the
Filipino people in Hong Kong. This was a partnership of Hong Kong CSL Ltd and PLDT (HK) Ltd. It allows the
Filipinos in Hong Kong to access Smart mobile services and content, which includes Smart Money, Smart
Load, Smart Pasaload, and Smart Padala the worlds first text-based remittance service. This also provides a
cheaper rate for OFWs when they make long distance calls or send text messages to the Philippines. The cost
is much cheaper by as much as 50% as compared to using foreign networks.

Creative marketing strategies PLDTs marketing proved to be one of the best by continuously coming out with
new ideas to capture the Philippine market. Aside from the products that they already sell to customers, they
think of ways on how they can satisfy the needs of the people by providing more reasonable and affordable
rates and give chance to the less fortunate to experience the new technologies available in the market.

Conquering the mass market Most of the population in the Philippines represent the masses, so PLDT
thought of ways to capture the mass market. With a wide range of products they can offer, they transformed
them into smaller forms to make it more affordable to the majority of the public. For the fixed line, they came
out with the Telesulit, which offered a prepaid version of the fixed line. This enabled PLDT to retain their
customers who cannot afford the normal fixed line, and resulted to 33% more fixed line users from a year ago.
For the Vibe, the dial-up internet connection service, they also offered a prepaid version, by allowing
customers to purchase scratch card that contained the connection details, which only amounted to 100 and
allows the customer to use 20 hours of internet. If we calculate it in a per minute basis, it only costs 8 cents per
minute. Aside from the prepaid internet offered for the Vibe, it also has what they call the pay-per-surf. Using
this kind of package, the customers will only pay for the minutes they use. For the wireless services, SMART
introduced the Smart Load, which enabled the prepaid customers to make a reload for as low as 30 pesos
(based on 2004 data).

WEAKNESSES

Customer service When PLDT launched its Vibe and DSL products, which allowed customers to have a
faster connection to the internet using broadband, there were a lot of complains regarding the service provided.
Much of the complaints were because of the slow connection which didnt meet the customers expectations.
And that complaints made or reported were not attended at a reasonable time. This kind of situations may
cause customers to decide and change their providers, who they believe are much better in providing the
service needed.

Foreign Investments PLDT is very much exposed to the risk of peso weakness because 98% of its US$2.5
billion is denominated in foreign currency. Around half of the companys total debt are covered by the US
Dollar, which is equivalent to around USD$351 million. The risk of the depreciation of peso is mitigated by the
linkage of about 40% of PLDTs revenues to US dollar. Since about 18% of PLDTs US dollar linked revenues
are from the monthly charges payable by the postpaid fixed line customers, these monthly charges may
increase if the peso depreciates.
OPPORTUNITIES

Venture for new technologies Ideas of introducing a new technology to the market is a good move, especially
if the product is very attracting to the public. People are very much interested for new products that are
launched in the market, and how it can add do the current technology they are using. Being the very first to
release a new technology will have a good chance of capturing the market sales, therefore increasing in
customers and revenue. An example for this is the text messaging for mobile phones.

Dropping prices of PC and laptops As more and more people are turning into the computer business, it is
predicted for prices of PCs and laptops to go down to affordable prices, as other computer manufacturing
companies are trying to offer lower cost for these equipments. The more affordable these electronic
equipments go, the more people will be willing to purchase one. And as more computers are sold, there will be
a bigger demand for broadband service.

Partnership with other establishments With the internet becoming part of the everyday life nowadays, people
are looking for ways to connect to the worldwide web wherever they go restaurants, hotels, shopping malls,
resorts, and other public places. Having a broadband socket or hotspot in place may attract more people in
choosing this certain area other than their competitors. This may result for the establishment to gain more
customers and at the same time, generate more revenues.

THREATS

Fixed line market drop There are predictions that the fixed line market will drop as the future nears. With new
communication technologies coming out at a very fast rate, the public are now considering of using those new
technologies that offer more comfort and convenience. Even for PLDT, who holds the market for fixed line,
may be affected of this drop in sales.

Industry competitors Presently, there are already different competitors providing the same services as PLDT
and SMART have, not to mention other competitors that may still enter the playing field. If one of those
competitors will be able to introduce a new product that may interest the public, then theres a chance that
customers will consider having a deal with those competitors.

SWOT Diagram
Strengths Weaknesses

Owns top position in the industry

Majority of Philippine market share
Industry specialists
National and global coverage
Creative market strategies
Conquering the mass market
Customer service
Foreign investments
Opportunities Threats

Venture for new technologies

Dropping prices of PCs and laptops
Partnership with other establishments
Unstable Economy
Fixed line market drop prediction
Industry competitors
PEST Analysis:

POLITICAL

PLDT evaluates the short and medium-term threats posed by government instability, adverse economic policy-
making, deterioration in the business environment and external shocks.

Risks - PLDT assess explicit short and long-term risks to political stability; latest ratings, rankings and trends
for the Philippines' risk are compared with Asia regional and global averages.

Current Administration and Policy-Making in the Philippines - Threats to the continuity of Philippine economic
policy would likely change the business operating environment.

War Threats - Continuous operations of the company may be interrupted due to this factor similar to what
happened in 1942-46.

ECONOMIC
PLDTs economic forecasts for the Philippines are key assumptions for the global economy covering growth,
inflation, employment, trade and investment, interest and exchange rates.
Stability and Exchange Rates - The country's per capita income has barely grown in the past 21 years. The per
capita income of P12,913 in 2003 is only P318 higher than P12,595 in 1980. The value of the peso has
depreciated by as much as 1,373 percent against the dollar.

In line with their aim to ensure business stability to meet its debt reduction target, PLDT may be greatly
affected when economy fluctuates more so of its balance debt as of 2003 of $2.5 billion dollars.

Competitors - Stiff competion. PLDTs main competitors are Globe Telecom and Digitel in both the fixed-line
and mobile (via Smart's competition with Globe) markets. Bayan Telecommunications (BayanTel) is also a
major fixed-line competitor.
SOCIAL

PLDT assesses levels of transparency, flexibility of labor market, tax burden, infrastructure and IT, and trade
liberalization in the Philippines

Strain in Making Consumers Need the Product - With PLDTs diversified services and various products,
several marketing strategies be develop in order to impose a greater impact in building the need to want the
services and products being offered in the market.

Position a Product That Caters to Various Market Segment - In proportion to Philippines demography on
income earners, PLDT needs to explore more on areas where possible consumers limits its purchase power to
their level of income.

TECHNOLOGICAL

PLDT assesses development on technology, the effects from its these development and cost structure

Fast Technological Change - PLDT is faced with a constant threat of innovation to its products and services to
keep up with the fast evolution of technology in order to sustain a competitive advantage in the market.

Demand For Technological Change Would Redefine Cost Structure - Cost is incurred in developing or
adapting to new changes in technology.

V. Alternative Course of Action

For our Alternative Courses of Action we present the following:

ACA #1: Improve PLDTs approach customer service

Pros:

- The company will earn customer loyalty and confidence on their products. Having customer loyalty and
confidence, the public will be the one to look for PLDT whenever a new product comes out. The company will
not only gain sales through marketing and advertisement, word of mouth from these loyal customers will bring
other customers who are new to the companys product.
- Having a good branding on the public will make it easier for the company to sell their products if they release
new ones in the future, because the people will have in mind that whatever they buy from PLDT, they can be
sure that there will always be someone to support them in case they encounter any problems.
- Will avoid their existing

Cons:

- Funds will be needed to hire more people to accommodate the numerous customers needing the service
- Employees who are less performing may be spotted when management looks closely to the performance of
each member

ACA #2: Acquire exclusive contracts with different establishments to provide broadband connection or other
new products to be introduced, with a reasonable price for customers to pay

Pros:

- The products of PLDT, like the DSL/broadband internet, can installed in the location of its partners, like
hotels, resorts, restaurants, shopping malls, and other places where most of the people usually go. The
broadband internet is quickly becoming one of the necessities, especially for working people.
- People who are not yet familiar with PLDT broadband will be introduced to the product. And if the public
experiences the fast connection, they may also consider having that at their home. Or change their existing
ones to PLDT
- As their product gets known to the people, PLDT will also earn from what is being charged from the
customers for the use of broadband

Cons:

- If the establishment doesnt give a good impression to the public, then there will be lesser opportunities for
the installed broadband to be exposed to the people
- PLDT needs to cash out some money to install the devices in those establishments and make sure that
everything is well maintained and secured
- Market for other establishments with existing agreements with other competitors may no longer be available

ACA #3: Introduce new technologies to the market

Pros:

- PLDT will become the pioneer of the new product to be launched and will get the market for that new
technology
- Employees and the company itself will be exposed to new technology and can prepare themselves more for
the other technologies to come in the future, as technology evolves from one existing one to a new one

Cons:
- Money needs to be spent for R&D of new product and also to manufacture the new technology and to market
the product
- Spending will also be necessary for training to be conducted to employees on how to handle the new
technology
- If the new product launched doesnt catch the interest of the public, the money spent on research and
manufacturing will go waste
- Competitors will quickly think of ideas on how they can produce the same product or similar product with
added functionalities

ACA #4: Expanding of its fixed line and broadband network capability, coverage, and services

Pros:

- PLDT will be able to reach areas where their services are not yet available. With this they further cement their
hold on the market by gaining new customers and improving their existing services.
- With longer reach and a bigger share of the market, PLDTs sustainability will increase. Also by improving
existing services, they can maintain their hold on their current customers
- With expansion comes new opportunities and with it comes new jobs for Filipinos. PLDT can rehire those that
have been retrenched before or even reach into our countrys pool of top talent.

Cons:

- A significant amount of resources as well as research and development will be needed in order to achieve
discernible results.
- A better monitoring system should be put in place especially since the new areas are a distance away from
the mother office in metro manila. Therefore to maintain their outstanding quality certain monitoring practices
should be developed.

ACA #5: Setup partnership with computer companies to embed their microchips in laptops

Pros:

- By tying up with certain computer companies PLDT can have these companies integrate their broadband
roaming systems directly into the laptops. This should equate into a moderate profit for the company.
- Cheaper laptops?

Cons:

- PLDT will have to pick their companies well, as competition is fierce in this industry.
- PLDT will have to devote time and money on developing new technology or improving on existing technology
in order to make this happen.

ACA #6: Provide free internet service for public schools and public hospitals

Pros:

- PLDT will benefit from good publicity and gain positive news coverage, giving their shareholders more
confidence and peace of mind.With this also comes an increase in customer loyalty. People will see that PLDT
is not heartless company with just profit on their minds.
- By giving public schools access to the internet, With the breadth of information available on it, PLDT is
providing for a now increasing need for e-learning. Further improving the Philippine Public school system in the
process.
Cons:

- Yet again a significant amount of funding will be needed, depending on the number of computers to be
bought, not to mention the resources they are going to eat up by providing these public schools with free
internet access.

VI. Conclusion/Recommendation

Conclusion

Philippine Long Distance Telephone Company (PLDT), together with SMART, is currently the countrys leader
in the telecoms industry. Although thats the case now, we may never know when one of their competitors will
suddenly go pass them, or when a new competitor will come in to play. Without proper and well-planned short-
term and long-term strategies, the company could lose its position in the market.

As with their current products, they are currently the leader. But PLDT should not just reply on what products
they have now or the scope of market they have. PLDT should also consider widening their span of customers.
Having more opportunities of getting more customers to buy their products, the more they have the chance to
make their profits grow. When they earn much more, the company will be able to plan for more programs or
projects to promote to the public. These new projects may result to more expansion or introduction of new
products that may capture the publics attention.

In order to continue and secure their market position, PLDT would need to make the necessary means to make
their customers always satisfied with their products and the services that they provide.

Recommendation

The group ultimately believes that in order for PLDT to thrive in the competitive world of telecoms, they must
focus on 3 main aspects of the business: customer service/logistics improvement (ACA #1), new technology
introduction (ACA #3) and expansion of current products (ACA#4).

The most important of the ACAs chosen is ACA#1. Before the company can even do expansions or introduce
new products, they should first evaluate and improve their current customer service. Customers will not
continue with deals with PLDT if they dont get enough support in cases they encounter problems with their
products. To get retain the loyalty of the customers, the company should provide a better quality of service.

When the customer service (ACA#1) is stable, PLDT can now focus on doing ACA#4 expansion of current
products. We believe that PLDT has not penetrated most areas in the country for their broadband services.
With the ongoing positive trend for broadband, they should explore untapped markets and regions to generate
more profit and sustain their leadership in the telecom industry. This move can give PLDT more customers
from other provinces of the Philippines. But it is important for PLDT to put up a strong infrastructure of
expansion, as not to get bad criticisms, especially from the new customers.

In time, PLDT can also consider offering an edge over the others and bring customer satisfaction to a new
level by improving their customers experience and offering something new (ACA#3). People of this generation
are very much interested in new products and technologies. They always thrive for new things and ideas that
can help make their lives easier. Being the 1st one to introduce something in the Philippines will help them
catch majority of the market.

But in implementing these recommendations, PLDT should consider their budget. They should plan every idea
carefully, that they will have proper funding to complete the whole project. The company should look at all
possible options and risks that may negatively affect them, before finalizing any decisions.