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MARKETING

PUBLIC
RELATIONS
20% INDIVIDUAL ASSIGNMENT

Cherisa Ng Wen Hui /APR

S10172971G
T2P2
Tutor: Ms Christina Jimenez
CONTENT PAGE
INTRODUCTION AND BACKGROUND FOR RESEARCH Pages 3-4
• History of Plantronics Page 3
• Task at hand Page 3-4

OBJECTIVES OF MARKET PROPOSAL Page 5-6


• Secondary research objectives Page 5
• Primary research objectives Page 5-6

FINDINGS OF SECONDARY RESEARCH Pages 7-21


• Partnership between Plantronics and Dialog Semiconductor Page 7
• Awards and recognition Page 7-8
• Current media platforms Pages 8-9

• PESTLE Pages 10-14

• Plantronics’ SWOT Pages 15-18

• Competitors Pages 19-21

METHODS OF PRIMARY RESEARCH Pages 22-23


• Qualitative research – Focus group Page 22
• Quantitative research – Questionnaire Page 23
PROCEDURE TO CARRY OUT RESEARCH Pages 24-25
• Focus group Page 24
• Questionnaire Page 24-25

PROPOSED QUESTIONNAIRE Pages 26-31


• Questionnaire for consumer sector Pages 26-29
• Questionnaire for enterprise sector Pages 29-31

WORKS CITED Pages 32-36

APPENDIX Pages 37-43

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Introduction and background

History of Plantronics

Plantronics is an electronic company which specialises in creating and developing audio
communication devices for businesses and everyday consumers. It was started in 1961 by
airline pilots - Courtney Graham and Keith Larkin – in a tiny garage in Santa Cruz, California.
What originally started out as a dream for the two pilots to create commercial headsets for
aviation soon turned into business pioneering the wave of audio communications. More
notably, the duo created and developed the world’s very first lightweight headset.

At that point of time, no one would have thought to believe that the very headset – the
MS50 – would eventually be the device chosen for use during the National Aeronautics and
Space Administration’s (NASA) 1969 Mercury mission. Plantronics then made history when
Neil Armstrong uttered the first words, “That’s one small step for man, one giant step for
mankind” through the MS50 headset.

For over 50 years, its products aim to provide clear and simple communication for its users.
Plantronics’ innovative devices aid enterprise professionals foster better business
communication and efficiency due to the quality and comfort it provides. Similarly,
Plantronics’ fuss-free devices are easily incorporated into the day-to-day lives of consumers
as well.

Today, Plantronics is used by almost every corporation listed in the Fortune 100 as well as
for 911 dispatch callers, air traffic control marshals and numerous mission-critical
applications for those on the front line.

Task at hand

However, in today’s day and age, the competition for unified communication devices is
intense. Brands such as Sennheiser and Bose are competing with Plantronics in both the

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business and lifestyle sector. In order to stand out and distinct itself from rest, the following
proposal will clearly give an outline for the appropriate marketing public relations steps
Plantronics can take.

Previously, there was a meeting with TEXT 100 on 1st November 2017 in their agency
located along Prinsep Street. There, the agency gave us a comprehensive brief on
Plantronics. They also gave a background of the company along with information such as
their competitors and the target demographics. Currently, the main issue Plantronics is
facing is reaching out to their target audiences.

Therefore, the following three goals listed below were tasked to us by Text100.

As one of the industry’s pioneering leaders of product innovation, the main objective of this
to strengthen the Plantronics brand image. As mentioned above, Plantronics is currently
facing stiff competition from other companies in both consumer and enterprise sectors.
Many of their competitors offer similar products, leaving the audio market saturated. Thus,
both consumers and enterprises have difficulty selecting a particular brand as they are spoilt
for choice. To ensure survival, Plantronics must plant itself as a leader in the audio
communications industry. This would be done by first, strengthening the overall brand
image. By doing so, both consumers and enterprises would be more likely to choose
Plantronics over the rest as the company now has a strong standing in people’s minds.

Another objective would be to drive and increase sales for Plantronics. This is to be applied
to both the consumer and enterprise end. Ultimately, sales is an important factor for as it
ensures long term survival of any business.

Lastly, it would be beneficial to leverage on the existing relationships Plantronics’ currently
have with channel partners in the consumer end such as retailers and alliance partners in
the enterprise end such as Microsoft. This step is crucial. Once a stable and lasting
relationship is fostered between the organisation’s business to business (B2B) decision
makers, those organisations will be more inclined to purchase and support Plantronics’
products.

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Objectives of this market research proposal

Secondary research objectives

• To gain a deeper insight into Plantronics as a whole. This involves doing a deep dive
into their media platforms, competitors and beliefs the company values. Through
this, an accurate brand positioning of the company would be shown.

• To analyse the environmental factors which may affect Plantronics. This would
outline the threats the company should be wary about and the opportunities it can
leverage on.

Primary research objectives

• To determine the current perception of Plantronics
To find out the outlook the target audience have of Plantronics as a brand. More
importantly, to discover how the perception they hold of the brand affects the way
Plantronics is favoured or unused. Also, this would determine the existing tone
(positive, neutral or negative) the media or influencers have of the company.

• To assess the target demographics’ (enterprise businesses and consumers) level of
awareness on Plantronics’ and its audio devices
To find out how familiar and informed the target demographics are of Plantronics.
This includes knowing about the brand’s name, corporate image, range and product
details. Information gathered will be able to tell how aware the target audiences are
of Plantronics. Thus, determining the strength of Plantronics’ brand image.

• To find out the target demographics’ (enterprise businesses and consumers) wants
and needs when it comes to audio devices
To realise the factors which the target demographics prioritises when it comes to
purchasing an audio headset. Factors which may sway and influence the

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demographics include price, comfort, usability and brand name. This would be able
to show what the demographics deem to be important when it comes to buying
headsets.

• To find out more about media consumption habits and preferences in Singapore
To know and determine which media channels and outlets to use to reach out to the
target audiences. By finding out which traditional and social media platforms are
commonly used within the demographic, subsequent marketing strategies will be
able to be developed with greater ease.





















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Findings of secondary research

According to Forbes, Plantronics is #90 Best Small Companies. In 2014, the company had a
market cap of $2 billion USD (Forbes, 2014). Plantronics has over 80 distributors worldwide.
The enterprise sector saw a revenue of US $626.7 million while the consumer sector saw a
revenue of US $230.2 million. In 2016, the United States raked in the highest total revenue
for the company with 56.3%. On the other hand, Asia-Pacific accounted for 12.3% of the
total revenue (MarketLine, 2016).

Partnership between Plantronics and Dialog Semiconductor

For more than a decade, Plantronics and Dialog Semiconductor have collaborated to create
specialised chips used in Plantronics headsets in order to cater to the ever-changing
consumer and enterprise needs. Specifically, it was during the time when the next
generation of integrated systems-on-chips (SoCs) were about to be made available online.
While many competitors leaving the market, Dialog begin to offer chip designs that could
support Plantronics’ technologies. Soon, a long-term collaboration fostered between the
two companies. An example of a single chip DECT/ CAT-iq solution provided by Dialog is the
SC 14480. The chip is extremely ideal for all headset applications as it provides the
processing power to support superior audio quality while reducing the bill of materials
(BOM) costs. Thus, the SC 14480 is found in practically all of Plantronics’ audio products
(Dialog Semiconductor, n.d.). This collaboration between the two organisations would then
provide better quality goods.

Awards and recognition

Plantronics was presented the 2017 North American Augmented Reality Technology
Innovation Award by Frost & Sullivan for Habitat Soundscaping (Plantronics, 2017). The
most common issue employees have with open office concepts are speech distractions.
Hence, Habitat Soundscaping solves that problem by offering the workplace nature-inspired
audio, adaptive software and engaging visuals to turn distracting office environments into

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peaceful spaces. Frost & Sullivan commends Plantronics for its innovation and forward-
thinking technology.

Plantronics’s BlackBeat PRO 2 won the 2017 Product Design Award in the International
Forum Design (iF) competition. This marks the tenth consecutive year where Plantronics
have been honoured by iF.

Current media platforms

Plantronics has a ‘Products and Solutions’ tab under their main page. There, the audio
devices Plantronics’ provide are categorized by type, business and personal usage. Hence,
allowing website visitors to easily view all the devices available at a glance. Moreover, links
to their social media platforms are shown as well.

The following social media platform Plantronics uses are Facebook, Twitter, YouTube and
LinkedIn.

Its Facebook account, @PlantronicsSEA, has a total of 279,340 likes and 279,253 people
following the page as of 28 November 2017 (Fig 1). Unfortunately, it seems that the
Facebook page is not frequently updated as the last post put up is dated 3 August 2017.
Furthermore, there is a lack of engagement on their Facebook posts. Despite having over a
quarter of a million followers and likes, each post garners an average of a mere three likes.

The Twitter page, @PlantronicsSEA, has a total of 46 followers and 1102 tweets put out by
the company as of 28 November 2017 (Fig 2). The Twitter page was started in March 2012.
Moreover, posts are not updated regularly as well – last being 31 July 2017. Tweets put out
by Plantronics are not retweeted or favorited by its followers as well, indicating that there is
poor engagement. This shows a slow growth for Plantronics on Twitter.

Both Plantronics Facebook and Twitter page posts similar content. The posts revolves
around the products available as well as articles and reviews related to Plantronics.

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On YouTube, @PlantronicsTV, has 5265 subscribers as of 28 November 2017 (Fig 3). The
most viewed video uploaded was the “BackBeat FIT – Plantronics” which is a 30 second
commercial on the BackBeat FIT. It has garnered over 258,170 views (Fig 3.1). The content
on their YouTube page is mainly about new and upcoming products, the company as well as
the technology which goes into making the devices.

Its LinkedIn account, @Plantronics, has 28,665 followers as of 28 November 2017 (Fig 4).
The page is still frequently used with the last update being posted four hours ago. The
LinkedIn account showcases the company’s background as well as vital information
prospective interns or employees might want to know.





















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PESTLE

Political:

The government have assistance schemes and fund plans in place for online businesses. In
Singapore, there are cash grants such as the ACE Start-ups Scheme and business incubation
plans such as the NRF Technology Incubation Scheme (Hawksford, n.d.). As such, setting up
online businesses are easy. As such, this would then create opportunities for Plantronics to
capitalise on online businesses.

In addition, political stability in the market is important to Plantronics as well. If more
political barriers are set in place, the harder it would be for Plantronics to venture and
expand its business. Fortunately, there is a stable political system in Singapore. Hence,
political barriers should not be a main issue for Plantronics in the local market.

Economic:

According to Singapore’s Department of Statistics (DOS), the average household income
among employed households saw a 2.6% increase. It rose to $8846 in 2016 from $8666 in
2015 (Yin, 2017). Plantronics can leverage on this trend. For instance, the company can
market the Backbeat Pro 2, which is a pair of noise cancelling headphones, more
aggressively. This is based on the expectation that consumers are more well-to-do and now
possess higher purchasing power.

A country’s Gross Domestic Product (GDP) is a common indicator and gauge of the nation’s
economic health. In the latest quarter, Singapore’s GDP grew by 5.2% (Fig 5). This statistic
even beat expectations of only a 5% growth. For 2018, it is expected that Singapore’s GDP
will continue to grow by 1.5% to 3.5% (Shiao, 2017). The increase in GDP could lead to a
higher demand in Plantronics’ products as the economy is doing well.

According to Mercer’s report on Compensation Planning for 2018, salaries across all sectors
in Singapore are expected to rise by 3.9% in 2018 (Xan, 2017). Employees in the legal,

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finance, and research and development industries can potentially see the largest pay
increase. With this in mind, people would then possess higher purchasing power as they
have more disposable income. Thus, Plantronics can expect to see a growth in sales.

The Energy Market Authority (EMA) reported a drop in electricity tariffs. As the cost of
natural gas decreased by 7.5%, the tariff will naturally fall by an average of 3.2% (CNA,
2017). Hence, Plantronics may benefit from this as the manufacturing costs would be
lowered for the next quarter of the year.

A 2017 survey done by online coupon code provider Flipit revealed that the e-commerce
penetration in Singapore is 60% (Singapore Business Review, 2017). Moreover, the yearly
average e-commerce revenue per customer is $1022, and the market has the potential to
grow and expand by 11.2% by the year 2021 (Fig 6). Based on these statistics, Plantronics
can expect take advantage of the growing e-commerce bubble in Singapore and market
their products online.

Social:

According to PGi’s Global Telework Survey, it was found that now more than ever,
companies are becoming supportive of flexible working workings. 66% of survey
respondents felt that telecommunicating is positively reflected and view in their companies.
Thus, Plantronics can take note of this telecommunication trend and market their audio
devices towards that audience.

According to a 2016 Avanade survey, 91% believe that their organisations’ workforce will
need to change substantially as smart technology becomes more rampant (Avanade, 2016).
Thus, there is a growing trend for offices to implement Smarter Technology. Smarter
Technology is an approach which recognises different working styles and ensuring that each
and every employee is well-enhanced. Ultimately, it is about integrating technology
seamlessly into the workplace. Thus, this opens a window of opportunity for Plantronics to
market its headsets more aggressively as the demand is there.

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With reference to a 2016 research done by website host organisation, GoDaddy, close to
74% of Singaporean young adults aim to be entrepreneurs within the next decade. This far
exceeds the 50% reported for millennials worldwide. One of the main driving factor of this
trend is the fact that 91% feel that technology has now made start-ups easier in Singapore
(Today Online, 2016). This would be an opportunity for Plantronics as there is a large
growing sector of young entrepreneurs in Singapore. Thus, they would most likely require
audio headsets which Plantronics manufactures.

In Singapore, there is the Do Not Call (DNC) registry. When an individual signs up for the
registry, he is has chosen to opt out from receiving telemarketing and advertising calls
(Personal Data Protection Comission, 2016). This registry has been in practise since 2014.
Therefore, due to the presence of the DNC, there may now be a smaller pool of professional
telemarketers as people are able to block telemarketing calls. Hence, this may pose as a
threat to Plantronics as a good portion of its products are audio headsets.

Technology:

Plantronics’ can expect to see growth opportunities due to the increasing dependence on
technology. As a part of the government’s initiative to integrate technology into Singapore’s
society, a “Smart Nation” plan was devised. Initiatives such as smart homes, autonomous
technology and assistive technologies in healthcare are just a few of the many schemes
rolled out in 2017. Hence, Plantronics can make use of growing dependency the nation has
on digital technology.

According to the 2017 Speedtest market report, has one of the quickest Internet speeds in
the world (Liu, 2017). For fixed broadband download, the average is 180.61Mbps which is
an 18.1% increase from the previous years’ average (Fig 7). With such impressive broadband
speeds, it shows that it is internet speed is a priority for Singaporeans. Therefore,
Plantronics can market its products more aggressively.

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Legal:

The increasing laws and efforts set in place to protect patents is an opportunity to
Plantronics. This factor can help to facilitate the company’s growth by ensuring their
intellectual and proprietary information is safe and protected. This is especially important to
Plantronics as the company has over 700 patents.

The European Union has a directive coined the “Restrictions of Hazardous Substances
Directive (RoHS)”. RoHs prohibits the import of devices containing hazardous levels of
substances such as lead, mercury and cadmium (Foley & Lardner LLP, 2016). In the
beginning of 2016, China passed a similar directive titled the “Management Methods for
Restriction of the Use of Hazardous Substances in Electronic and Electrical Products”. This
directive similar to the European RoHS; thus, the directive is also known as the RoHS2. With
such policies in mind, it may be an issue for Plantronics as the company revolves around
electronics. Such directives may hinder future import and export processes. Plantronics may
also have to increase their product development facilities in order to comply with the
restrictions set in place.

Similarly, there is a strict regulation of hazardous chemicals in Singapore. With reference
from the National Environmental Agency’s (NEA) website, any individual who wishes to sell,
import or export hazardous substances controlled under the Environmental Protection and
Management Act (EPMA) has to acquire a Hazardous Substance Licence (National
Environmental Agency, n.d.). Moreover, this law is heavily reinforced by the Singapore
customs (Singapore Customs, 2015). Thus, Plantronics would have to take the necessary
steps and abide by the rules and regulations set by the government to have a smooth
running business in Singapore.

In Singapore, the government buys products through three procedures. It is based solely on
the value of the contract (SME Portal, 2017). The first is small value purchases which are
products up to $5000. Next, there is invitation to quote which are for products priced
between $3001 and $70,000. Lastly, there is invitation to tender which is for products above

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$70,000. In order to register as a government supplier, Plantronics must comply with
regulations such as registering as a GeBiz Trading Partner.

Environmental:

With reference to a 2014 United Nations study, only 16% of total global electronic waste
was recycled. Furthermore, the amount of electronic waste is expected to grow by 8% every
year (LeBlanc, 2017). Thus, there are more regulations set in place to combat electronic
waste. Plantronics can use this opportunity to strengthen its brand image by doing its part in
conserving electronic waste.

Inevitably, releasing greenhouse gases are unavoidable when it comes to producing and
manufacturing goods. At the start of the year the Singapore government noticed that it will
begin to impose a carbon tax starting in 2019 in efforts to cut down greenhouse gas
emissions (En, 2017). The tax will be applied to large emitters of greenhouse gas such as
manufacturing stations and power stations. Therefore, Plantronics would have to comply
with the regulations set in place so as to avoid heavy taxation.

The National Environmental Agency (NEA) has introduced plans to reduce packaging waste
by 2021 (National Environmental Agency, 2017). Under the new compulsory reporting
procedure, businesses that have products in the consumer sector will be required to submit
a yearly report detailing the type and amount of packaging used as well as their subsequent
packaging waste reduction strategy. Thus, Plantronics must be ready to comply to such
environmental standards in order to maintain smooth business operations in Singapore.







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Plantronics’ SWOT

STRENGTH WEAKNESS

• Research and development • Increased debt
• Strong foothold in the enterprise • Declining consumer revenue and
sector profitability
• Diverse distribution network • Low social media presence
• Rich history

OPPORTUNITIES THREATS

• Contact centres and offices (CC&O) • Intense competition
market • Growing counterfeit market
• Growth in telecommunications
industry


Strength

Research and development:

Plantronics strongly believes in research and development. Its research costs are mainly
focused towards the development of new audio products as well as the advancement of
existing product lines. Moreover, the company has a large number of research and
engineering facilities all over the world - China, Mexico, United Kingdom, United States and
the Netherlands. In 2016 alone, Plantronics set aside $90.4 million USD on research and
development. The company’s strong belief and focus has allowed it to acquire an
intellectual property cache of roughly 775 worldwide, of which are expected to expire
between 2017 and 2040 (Plantronics, 2016).

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Strong foothold in the enterprise sector:

The enterprise sector is the highest revenue generating sector for Plantronics. It increased
from $619.3 million USD in 2015 to $626.7 million USD by the end of 2016. Ultimately, the
enterprise sector constituted to 73% of the company’s total revenue in 2016. The growth
was mainly attributed to the increase in sales of UC devices.

Diverse distribution network:

Plantronics has distribution networks across Asia-Pacific, Europe and North America. This
has allowed the company to reach a wide global audience. Plantronics gains most of its sales
through commercial distributors - such as headset specialists and national resellers -
followed by retailers and finally, carriers.

Rich history:
The company has a rich and interesting history. As mentioned earlier in this report,
Armstrong spoke through a Plantronics headset as the first man to step foot on the Moon.
Having NASA choose Plantronics out of all the audio communications brands available at the
time shows the reliability and quality Plantronics’ products offer.

Weakness

Increased debt:

Unfortunately, debt for Plantronics grew from $35.5 million USD in 2015 to $489.6 million in
2016. This large increase in debt can be detrimental for a company. It means that
Plantronics would have to set aside a large portion of their future revenue to pay off the
debt. Investors may also feel worrisome and thus, have a lack of confidence in the company.
Moreover, having debt may result in operational and financial problems for the company.


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Declining consumer revenue and profitability:

Plantronics reported low operating incomes and margins in 2016. For the fiscal year of 2016,
its operating margin was 12.6% as compared to 17.2% in 2015. Furthermore, the operating
cost of 2016 was $108 million USD. This is worrisome as it showed a sharp 27.6% decrease
from the following year. In addition, the consumer sector saw a 6% decrease in 2016.
Revenue raked in from the consumer sector in 2016 was $230.2 million USD while revenue
in 2015 was $246 million USD. Furthermore, Plantronics has seen a 3% drop in the most
recent second quarter bottom line. The company said its earnings declined to $26.16
million, or $0.80 per share. This was lower than $26.89 million, or $0.82 per share, in last
year's second quarter (Nasdaq, 2017). Collectively, these factors could most definitely
adversely affect Plantronics in the long run.

Low social media presence

From the social media audit done in the above, it is safe to say that Plantronics does not
have the strongest brand presence online. The posts are not regularly updated nor well-
received by the general public. Furthermore, Plantronics does not have social media
channels which cater solely to its Singaporean audience. As a result, the company is unable
to properly reach out to their target demographics in Singapore. This also relates to the
local audiences having a low awareness in the brand.

Opportunities

Contact centres and offices (CC&O) market:

The rapidly growing CC&O headset market is something Plantronics can leverage on.
According to Frost and Sullivan, the market saw revenues of $1.2 billion USD in 2014. It is
projected to grow more than double to $2.6 billion USD by 2021 (Frost & Sullivan, 2015).
Notably, unified communications enabled headsets are expected to increase to $1.51 billion
USD by 2020. Thus, as Plantronics offer a wide range of unified communications headsets
for the CC&O industry, it can capitalise on the growing market and focus their efforts there.

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Growth in telecommunications market:

With reference to a 2016 Infocomm Media Development Authority (IMDA) survey,
Singapore had a wireless penetration rate of 194% (IMDA, 2017). Hence, it is no surprise
that the nation has seen a recent increase in the competition within the
telecommunications industry as many companies are trying to take advantage of the
growing marketplace. For example, in 2016, TPG Telecom made news after winning rights to
become the country’s fourth telco operator. This news shook up the local
telecommunication market as Singtel, Starhub and M1 had the market locked up for the
past 15 years prior to TPG Telecom’s entrance. Thus, the ever-growing local
telecommunication market may be beneficial to Plantronics as it can provide more sales
opportunities.

Threats

Intense competition:

The audio communications industry is highly saturated. The competition in the enterprise
sector includes companies such as Jabra, Sennheiser and Logitech. Moreover, Plantronics
also competes in the consumer sector with companies such as Bose Corporation, Sony and
LG. As many competitors have a strong foothold in the industries and an abundance of
resources, it may be difficult for Plantronics to compete with them.

Growing counterfeit market:

According to a 2016 Organisation for Economic Cooperation and Development (OECD)
report, electronics are one of the top industries affected by the global market. Moreover,
the report showed that Singapore was the fourth most common country where counterfeit
goods originate from (Organisation for Economic Cooperation and Development, n.d.). The
counterfeit industry is also expected to grow pass an astounding $2 trillion USD by 2026.

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Hence, the rising demand of fake goods coupled with the accessibility of such products may
hurt Plantronics in terms of consumer sales.
Competitors

The following brands were identified as competitors of Plantronics’ by the agency at the
Text 100 briefing (Fig 8).

Sennheiser

Sennheiser is a privately-owned corporation based in Germany which specializes in audio
electronics. It was founded in 1945 by Doctor Fritz Sennheiser.

Under the Sennheiser group, there is Georg Neumann GmbH which specialises in
loudspeakers and studio microphones since 1991. Moreover, there is the joint venture,
Sennheiser Communications, which was established in 2003. This company specialises in
developing headsets for the enterprise sector.

There are seven essential values which the company honours – integrity, respect,
entrepreneurial spirit, curiosity and openness, excellence, empathy and passion. The vision
for the company is “We are shaping today the audio world of tomorrow”.

Remarkably, Sennheiser received the Engineering Emmy’s Phil T. Farnsworth Award back in
2013 (Sennheiser, 2013).

According to Jumpshot, Sennheiser over the ear headphones made it to the top three most
purchased headphones on Amazon with 14% (Fig 9).

Bose Corporation

Bose Corporation was founded in 1964 by Amar Bose in Framingham, Massachusetts. It is a
company which manufactures audio systems.

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The mission statement of Bose Corporation is “Think of better solutions, create better
products and help people enjoy the things they love”. The company also revolves around six
core values – excellence, passion, integrity, innovation, respect and value (Bose, n.d.).

Today, Bose Corporation’s products are categorized into five categories – automotive
systems, professional systems, military applications and the Bose Ride system (MarketLine,
2017). In Singapore, the company focuses on professional systems, automotive systems and
the Bose Ride system. Notably, Mercedes-AMG Petronas Motorsport and Bose Corporation
have a partnership together for the annual Formula One.

Bose has business operations worldwide, with more than 126 store in North America alone.

In January 2017, Bose had a market share of 16.1% (Carnoy, 2017).

Jabra

Jabra is a company which markets wireless and corded headsets for both the enterprise and
consumer sector. It was founded in 1983 by inventor Elwood Norris in Utah. Today, the
company is a subsidiary of GN Netcom.

Interestingly, Jabra underwent a rebranding in 2012 (Jabra, 2012). The company’s
rebranding is headlined by the statement, “Jabra YOU’RE ON”. According to the company,
the statement is all about putting the individual at the centre. The main aim of the
rebranding was to further establish Jabra’s online presence. It was done so by mainly
providing interactive content.

Jabra is Plantronics’ biggest competitor as identified in the Text 100 briefing. This is because
both Plantronics and Jabra offer similar products which cater to the same target
demographics. With reference to the Text 100 slides provided (Fig 10 and Fig 10.1), Jabra
appears to be ahead of Plantronics when it comes to news coverage regarding their
enterprise-focused goods. This is especially so for their Evolve 75 and Speak 710. On the
other hand, Plantronics received a notable amount of reviews for its consumer-focused

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goods while Jabra was included in a lot of listicles.

As such, it is clear that both brands are in a stable and established point. Thus, Plantronics
has to distinct itself from Jabra by strengthening its brand image.

Sony

Sony is a Japanese multinational conglomerate headquartered in Tokyo, Japan. It was


founded in 1946 by Masur Ibuku.

The company believes heavily in Kando. As defined by CEO Kazuo Hirai, Kando refers to the
concept of emotional investment. Thus, Sony’s mission statement is “A company that
provides customers with Kando and inspires and fulfils their curiosity”. As for their vision, it
is “To use passion for technology, content and services to deliver Kando, in ways that only
Sony can” (Meyer, 2017).

The Sony group has four main sectors – electronics, motion pictures, financial services and
music (Sony, n.d.).

In 2016, Asia-Pacific accounted for 11.8% of total sales for Sony (MarketLine, 2016).











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Methods of primary research:
Population, sample size and description of research

For primary research, I have opted to carry out both qualitative and quantitative research.
For qualitative research, a focus group will be executed while a questionnaire will be
conducted for quantitative research.

Qualitative research – Focus group

A series of discursive questions will be proposed in the focus groups. Through the
information gathered and collected, an in-depth understanding of the respondents’ feelings,
attitudes and opinions on Plantronics would then be easily established.

In total, there will be three focus group discussions. Each group will consist of 10 members.
The first group will be people who are in the enterprise sector who are the end-users. This
would include customer service and sales representatives as well as entrepreneurs.
Similarly, the second group will be people in the enterprise sector as well. However, in this
instance, the focus group will be people who are the decision makers for organisations.
These people are the middle-man. Examples of such would be Information Technology (IT)
managers and Chief Information Officers. Finally, the third group will be people who are in
the consumer sector. The people present in this group would be fitness enthusiasts and
audio fanatics. For all three focus groups, there will be an equal mix of both male and
females. In addition, there should be a mix of races and religion in the groups as well.

The tentative location and date of the focus groups will be at Ngee Ann Polytechnic, in the
School of Film and Media Studies (FMS) meeting room. The first focus group will meet on 3rd
January 2018, the second focus group will meet on 4th January 2018 and the third focus
group will meet on 5th January 2018. For all three focus groups, the discussion will begin at
2pm and end at 4pm. Light refreshments and bottled water will be provided to all focus
group members to ensure maximum comfort for them. In addition, traveling cost for the

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members will be compensated as well. These efforts act as an incentive so that all members
would be in attendance for the focus group.

As the focus groups are conducted with all three target demographics, this will give a good
indication of what the demographics feel and think of Plantronics and its devices. Moreover,
this method would be able to show what features certain demographics may prioritise over
another. Thus, giving Plantronics a better idea which audio communication device fit with a
certain audience or which feature should be further developed as it is deemed to be
important by many.

Quantitative research – Questionnaire

Two questionnaires will also be conducted over a span of three weeks online on Google
Forms. One will be given to the target audience in the consumer sector while the other will
be given to the target audience in the business sector. The distribution for both surveys will
tentatively start on 3rd January 2018 and will close on 24th January 2018. The aim is to
receive 50 respondents.

The questionnaire should be easy to comprehend, straightforward and direct. There will be
a good mix of multiple choice questions (MCQs), ranking and open-ended questions.

This research method is chosen as it is both practical and economical. A large range of
information and data can be gathered in a relatively short time span. Importantly,
questionnaires will be able to reach target demographics in any geographical location. Also,
it gives respondents an adequate amount of thinking time before answering the questions.
Hence, this may result in better quality of answers. Furthermore, the results collected can
be easily quantified and collated through the use of the Google Forms software. Thus, this
quickens the process of interpreting data results.


23
Procedure to carry out research

Focus group

1. Create and develop a set of interview questions that are to be asked during the focus
group. Find a coordinator and assistant coordinator to mediate the focus group
discussion. Ensure that both coordinators are well-spoken, articulate and friendly in
nature. Get the two coordinators to run through and practise the set of interview
questions so that they are well versed in the content. This would help to guide the
focus group to ensure smoother discussion.

2. Source and send out a request for the thirty focus group participants from all three
target demographics. Ensure that the selected participants are well balanced in
terms of race, religion and gender to receive unbiased answers. Split the thirty
participants into groups of 10 for the three focus group discussion dates.

3. Craft a personal particulars form for each of participants. The form would detail
information such as their name, gender, age, occupation and race.

4. Book the FMS meeting room and confirm the date, venue and time with the focus
group participants. Remind the participants to arrive at the venue at least 10
minutes prior to the start of the discussion so that they will be able to feel
comfortable. This would also minimise the chances of late-comers. Start preparing
the light refreshments to be served to participants.

5. On the day of the focus groups, the campaign group should arrive at least an hour
and a half before the designated meeting time for the participants. This is to set up
the cameras, microphones and to ensure that all technological devise are running
smoothly. One member from the campaign group should be on stand-by at all times
to welcome the focus group participants when they arrive and serve them the
refreshments and drinks when they arrive. The two coordinators should have a final

24
run through of the interview questions and the discussion points.

6. During the focus group, the main coordinator will be the one who is directing the
conversation. The assistant coordinator will be taking note of the participants’
answers, facial expressions and body movements. Meanwhile, the campaign group
should be reviewing the camera footage at all times. This ensures that the camera is
not only running smoothly, but also helps keep track of the discussion points.

7. At the end of the focus group, thank the participants for their time and help. Clean
up the meeting room and consolidate the results.

8. Review and analyse the results. Discuss with the campaign group should there be
any improvements that can be made for the next two focus groups.

9. Repeat steps 4 to 8 for the next two focus groups.

Questionnaire

1. Craft and develop the questionnaires according to research objectives. Make sure
that the flow of questions is logical. Ensure that there is a good mix of open and
close ended questions so that respondents do not get bored or tired easily.

2. Create the two separate questionnaires on Google Forms.

3. Preview the questionnaires once it has been created to do a test run. This is to see if
the survey is performing well.

4. Send out the survey link to the respective target demographics on 3rd January 2017.
Keep the survey open for three weeks. Analyse and monitor the results closely.

5. Close the survey on 24th January 2017. Collate and review the results.

25
Proposed questionnaire with correct formatting

There will be two separate questionnaires. One will be for the target audience in the
consumer sector while the other will be for the target audience in the enterprise sector.

Questionnaire for the consumer sector

Introduction:
Hello! The following survey seeks to gain a deeper perception of the audio communications
industry as well as a better understanding of media consumption habits in Singapore. Thank
you for taking time out of your day to complete this survey, it is greatly appreciated!

1. What is your gender? (MCQ)
• Male
• Female

2. Which age group do you belong to? (MCQ)
• 18 to 24
• 25 to 34
• 35 to 44
• 45 and above

3. Rank the following traditional media platforms in terms of usage. (Ranking)
• Television
• Radio
• Newspapers
• Magazine

4. Rank the following social media platforms in terms of usage. (Ranking)
• Facebook
• Twitter

26
• Instagram
• Snapchat

5. How would you like to receive promotional information? (MCQ)
• E-mail
• Newsletters
• Mail
• SMS

6. Rank the following features in terms of importance when it comes to purchasing a
pair of audio headset. (Ranking)
• Comfort
• Price
• Brand name
• Clarity
• Product design

7. Have you heard of Plantronics? (MCQ)
• Yes (proceed to question 8)
• No (proceed to question 12)

* If respondent answered ‘no’, give the following brief summary of Plantronics as a
company:
Plantronics is an electronic company which creates, develops and manufactures audio
solutions. Notably, the company specializes in providing audio devices for both
enterprise businesses and consumers.

8. How did you come to know of Plantronics? (MCQ)
• Through work
• Word-of-mouth
• Advertising

27
• In-store enquires

9. What first comes to mind when Plantronics is mentioned? (Short-answer)

10. Do you own any products by Plantronics? (MCQ)
• Yes (Proceed to question 11)
• No (Proceed to question 12)

11. How was your personal experience with Plantronics? (Open-ended. Following this,
proceed with question 14.)

12. Do you own a pair of audio headsets? (MCQ)
• Yes (Proceed to question 13)
• No (Proceed to question 14)

13. What brand and model is it? (Short-answer)

14. Rank the following brands in terms of brand quality. (Ranking)
• Plantronics
• Jabra
• Sony
• Bose
• Sennheiser

15. Rank the following brands in terms of brand familiarity. (Ranking)
• Plantronics
• Jabra
• Sony
• Bose
• Sennheiser

28
16. Rank the following brands in terms of brand favourability. (Ranking)
• Plantronics
• Jabra
• Sony
• Bose
• Sennheiser

Questionnaire for the enterprise sector

Introduction:
Hello. The following questionnaire seeks to understand corporate wants and needs when it
comes to unified audio communication devices. Thank you for taking time out of your day to
complete the survey, it is greatly appreciated.

1. What is your gender? (MCQ)
• Male
• Female

2. Which organisation are you currently employed to? (Short-answer)

3. Rank the following features in terms of importance when it comes to purchasing an
audio headset. (Ranking)
• Comfort
• Price
• Brand name
• Clarity
• Product design

4. What first comes to mind when Plantronics is mentioned? (Short-answer)

29
5. Does your organisation use Plantronics? (MCQ)
• Yes (Proceed to question 6)
• No (Proceed to question 9)

6. Which Plantronics’ model does your organisation use? (Short-answer)

7. How was your experience with Plantronics’ audio devices? (Open-ended)

8. What is one facet that you would like to change about Plantronics’ products? (Open-
ended. Following this, proceed to question 10)

9. What brand and product model does your organisation use? (Short-answer)

10. Why is Plantronics’ not used in your organisation? (MCQ)
• Unaware of Plantronics’
• The organisation has a long tradition of using another brand
• Plantronics’ devices are not adequate enough for the organisation
• Other: ___________ (Should this option be chosen; the respondent would have
to fill in the blank)

11. Rank the following brands in terms of brand quality. (Ranking)
• Plantronics
• Jabra
• Sony
• Bose
• Sennheiser

12. Rank the following brands in terms of brand familiarity. (Ranking)
• Plantronics
• Jabra
• Sony

30
• Bose
• Sennheiser

13. Rank the following brands in terms of brand favourability. (Ranking)
• Plantronics
• Jabra
• Sony
• Bose
• Sennheiser




31
Works Cited

Bose. (n.d.). The First 50 Years of Bose. Retrieved November 25, 2017, from bose.com:
https://www.bose.com/en_us/better_with_bose/dream_and_reach.html
Dialog Semiconductor. (n.d.). An Ideal Collaboration. Retrieved November 25, 2017, from
https://www.dialog-semiconductor.com/plantronics-ideal-collaboration
MarketLine. (2017). Bose. MarketLine.
Plantronics. (2016). On the Move. Plantronics.
Frost & Sullivan. (2015, November 5). Increase Productivity in the Workplace through the
Use of Contact Center and Office Headsets. Retrieved November 25, 2017, from
https://ww2.frost.com/news/press-releases/increase-productivity-workplace-
through-use-contact-center-and-office-headsets/
IMDA. (2017, November 3). IMDA. Retrieved November 25, 2017, from
https://www.imda.gov.sg/industry-development/facts-and-
figures/telecommunications/statistics-on-telecom-services/statistic-on-telecom-
service-for-2016--jul
Organisation for Economic Cooperation and Development. (n.d.). Global trade in fake goods
worth nearly half a trillion dollars a year - OECD & EUIPO. Retrieved November 25,
2017, from Organisation for Economic Cooperation and Development:
http://www.oecd.org/industry/global-trade-in-fake-goods-worth-nearly-half-a-
trillion-dollars-a-year.htm
Foley & Lardner LLP. (2016, January 28). China's “RoHS 2” Regulation: What Manufacturers
Must Know . Retrieved November 26, 2017, from Lexology:
https://www.lexology.com/library/detail.aspx?g=277388d6-8ebd-40ef-9afb-
8282c28e78df
Yin, C. H. (2017, February 16). Median household income from work in Singapore up 2.6% in
real terms in 2016. Retrieved November 26, 2017, from Business Times:
http://www.businesstimes.com.sg/government-economy/singapore-budget-
2017/median-household-income-from-work-in-singapore-up-26-in
Hawksford. (n.d.). Singapore Government Funding & Assistance Schemes . Retrieved
November 26, 2017, from https://www.guidemesingapore.com/business-
guides/managing-business/banking-funding-and-finances/government-funding-and-
assistance-schemes
LeBlanc, R. (2017, March 26). E-Waste Recycling Facts and Figures. Retrieved November 26,
2017, from The Balance: https://www.thebalance.com/e-waste-recycling-facts-and-
figures-2878189
Plantronics. (2017, October 20). Plantronics Honored By Frost & Sullivan With 2017 North
American Augmented Reality Technology Innovation Award For Habitat
Soundscaping. Retrieved November 26, 2017, from Plantronics:
http://newsroom.plantronics.com/press-release/us/plantronics-honored-frost-
sullivan-2017-north-american-augmented-reality-technology
Nasdaq. (2017, October 31). Plantronics Reports 3% Drop in 2nd Quarter Bottom Line.
Retrieved November 26, 2017, from Nasdaq:
http://www.nasdaq.com/article/plantronics-inc-reports-3-drop-in-q2-bottom-line-
20171031-01621

32
Plantronics. (n.d.). Plantronics Careers. Retrieved November 27, 2017, from Plantronics:
http://www.plantronics.com/us/careers/
Avanade. (2016). Smart technologies are delivering benefits to the enterprise— is your
business one of them? Retrieved November 26, 2017, from Avanade:
https://www.avanade.com/~/media/asset/point-of-view/smart-technologies-
delivering-benefits-pov.pdf
Bose. (n.d.). Our Values. Retrieved November 27, 2017, from Bose:
https://www.bose.com/en_us/about_bose/our_values.html
Bose. (n.d.). Our Values. Retrieved November 27, 2017, from Bose:
https://www.bose.com/en_us/about_bose/our_values.html
Sennheiser. (2013, October 23). Sennheiser receives Engineering Emmy‘s® Philo T.
Farnsworth Award. Retrieved November 27, 2017, from Sennheiser: https://en-
us.sennheiser.com/news-sennheiser-receives-engineering-emmys-philo-t-
farnsworth-award-
Jabra. (2012, May 9). JABRA CUSTOMERS TAKE CENTER STAGE IN NEW COMPANY BRAND
PROFILE. Retrieved November 28, 2017, from Jabra :
https://www.jabra.com/cp/us/pressreleasesarchive/2012/press%20release%2005-
09-2012
En, S. M. (2017, Febuary 22). Carbon tax to be imposed from 2019 to cut greenhouse gas
emissions. Retrieved November 28, 2017, from National Climate Change Secretriat:
https://www.nccs.gov.sg/news/today-carbon-tax-be-imposed-2019-cut-greenhouse-
gas-emissions
National Environmental Agency. (n.d.). Hazardous Substances. Retrieved November 28,
2017, from National Environmental Agency: http://www.nea.gov.sg/anti-pollution-
radiation-protection/chemical-safety/hazardous-substances
Singapore Customs. (2015, October 30). National Environment Agency - Pollution Control
Department (Hazardous Substances). Retrieved November 28, 2017, from Singapore
Customs: https://www.customs.gov.sg/about-us/national-single-
window/tradenet/competent-authorities-requirements-for-controlled-
items/national-environment-agency---pollution-control-department-hazardous-
substances
CNA. (2017, June 30). Electricity tariffs to fall for next 3 months . Retrieved November 28,
2017, from Channel News Asia :
http://www.channelnewsasia.com/news/singapore/electricity-tariffs-to-fall-for-
next-3-months-8992176
Sony. (n.d.). About SOny. Retrieved November 28, 2017, from Sony:
http://www.sony.com.sg/electronics/about-sony
Meyer, P. (2017, Febuary 21). Sony Corporation’s Vision Statement & Mission Statement.
Retrieved November 28, 2017, from Panmore: http://panmore.com/sony-
corporation-vision-statement-mission-statement
Singapore Business Review. (2017, April 24). E-commerce market set to expand by 11.2%
until 2021. Retrieved November 29, 2017, from Singapore Business Review:
http://sbr.com.sg/retail/in-focus/e-commerce-market-set-expand-112-until-2021
Today Online. (2016, October 20). 3 in 4 Singaporean millennials aim to become their own
boss. Retrieved November 28, 2017, from Today online:
http://www.todayonline.com/business/3-4-sporean-millennials-aim-become-their-
own-boss

33
Shiao, V. (2017, November 23). Singapore economy beats expectations with 5.2% growth in
Q3, 2017 forecast raised to 3-3.5%. Retrieved November 29, 2017, from Business
Times: http://www.businesstimes.com.sg/government-economy/singapore-
economy-beats-expectations-with-52-growth-in-q3-2017-forecast-raised-to
Xan, L. M. (2017, November 29). Salaries in Singapore likely to rise 3.9% next year: Mercer.
Retrieved November 29, 2017, from Business Times:
http://www.businesstimes.com.sg/government-economy/salaries-in-singapore-
likely-to-rise-39-next-year-mercer
Liu, H. (2017, May 28). Ookla’s latest Speedtest report reveals the fastest ISP and telco in
Singapore. Retrieved November 28, 2017, from Hardware zone:
http://www.hardwarezone.com.sg/tech-news-ookla-s-latest-speedtest-report-
reveals-fastest-isp-and-telco-singapore
National Environmental Agency. (2017, June 5). NEA To Introduce Mandatory Reporting Of
Packaging Data & Waste Reduction Plans By 2021 . Retrieved November 29, 2017,
from National Environmental Agency: http://www.nea.gov.sg/corporate-
functions/newsroom/news-releases/nea-to-introduce-mandatory-reporting-of-
packaging-data-waste-reduction-plans-by-2021
Personal Data Protection Comission. (2016, May 16). Do Not Call Registry & You. Retrieved
November 29, 2017, from Personal Data Protection Comission:
https://www.pdpc.gov.sg/individuals/do-not-call-registry-you
SME Portal. (2017, October 23). Overview of Government Contracts and Tenders. Retrieved
November 29, 2017, from SME Portal:
https://www.smeportal.sg/content/smeportal/en/opportunities/government-
contracts-tenders.html
Carnoy, D. (2017, January 17). AirPods' sales spike barely dents market share for Beats and
Bose. Retrieved November 28, 2017, from CNET: https://www.cnet.com/news/npd-
wireless-headphone-sales-december-2016-airpods-beats-bose/
Forbes. (2014). Plantronics. Retrieved November 28, 2017, from Forbes:
https://www.forbes.com/companies/plantronics/
MarketLine. (2016). Plantronics. Company Overview.
MarketLine. (2016). Sony. Company Overview.










34






APPENDIX

35
Fig 1

Fig 2

36
Fig 3

Fig 3.1


37
Fig 4

Fig 5

38


Fig 6






39



Fig 7

Fig 8

40
Fig 9


Fig 10

41

Fig 10.1


Works Cited
Bose. (n.d.). The First 50 Years of Bose. Retrieved November 25, 2017, from bose.com:
https://www.bose.com/en_us/better_with_bose/dream_and_reach.html
Dialog Semiconductor. (n.d.). An Ideal Collaboration. Retrieved November 25, 2017, from
https://www.dialog-semiconductor.com/plantronics-ideal-collaboration
MarketLine. (2017). Bose. MarketLine.
Plantronics. (2016). On the Move. Plantronics.
Frost & Sullivan. (2015, November 5). Increase Productivity in the Workplace through the
Use of Contact Center and Office Headsets. Retrieved November 25, 2017, from
https://ww2.frost.com/news/press-releases/increase-productivity-workplace-
through-use-contact-center-and-office-headsets/
IMDA. (2017, November 3). IMDA. Retrieved November 25, 2017, from
https://www.imda.gov.sg/industry-development/facts-and-
figures/telecommunications/statistics-on-telecom-services/statistic-on-telecom-
service-for-2016--jul
Organisation for Economic Cooperation and Development. (n.d.). Global trade in fake goods
worth nearly half a trillion dollars a year - OECD & EUIPO. Retrieved November 25,
2017, from Organisation for Economic Cooperation and Development:

42
http://www.oecd.org/industry/global-trade-in-fake-goods-worth-nearly-half-a-
trillion-dollars-a-year.htm
Foley & Lardner LLP. (2016, January 28). China's “RoHS 2” Regulation: What Manufacturers
Must Know . Retrieved November 26, 2017, from Lexology:
https://www.lexology.com/library/detail.aspx?g=277388d6-8ebd-40ef-9afb-
8282c28e78df
Yin, C. H. (2017, February 16). Median household income from work in Singapore up 2.6% in
real terms in 2016. Retrieved November 26, 2017, from Business Times:
http://www.businesstimes.com.sg/government-economy/singapore-budget-
2017/median-household-income-from-work-in-singapore-up-26-in
Hawksford. (n.d.). Singapore Government Funding & Assistance Schemes . Retrieved
November 26, 2017, from https://www.guidemesingapore.com/business-
guides/managing-business/banking-funding-and-finances/government-funding-and-
assistance-schemes
LeBlanc, R. (2017, March 26). E-Waste Recycling Facts and Figures. Retrieved November 26,
2017, from The Balance: https://www.thebalance.com/e-waste-recycling-facts-and-
figures-2878189
Plantronics. (2017, October 20). Plantronics Honored By Frost & Sullivan With 2017 North
American Augmented Reality Technology Innovation Award For Habitat
Soundscaping. Retrieved November 26, 2017, from Plantronics:
http://newsroom.plantronics.com/press-release/us/plantronics-honored-frost-
sullivan-2017-north-american-augmented-reality-technology
Nasdaq. (2017, October 31). Plantronics Reports 3% Drop in 2nd Quarter Bottom Line.
Retrieved November 26, 2017, from Nasdaq:
http://www.nasdaq.com/article/plantronics-inc-reports-3-drop-in-q2-bottom-line-
20171031-01621
Plantronics. (n.d.). Plantronics Careers. Retrieved November 27, 2017, from Plantronics:
http://www.plantronics.com/us/careers/
Avanade. (2016). Smart technologies are delivering benefits to the enterprise— is your
business one of them? Retrieved November 26, 2017, from Avanade:
https://www.avanade.com/~/media/asset/point-of-view/smart-technologies-
delivering-benefits-pov.pdf
Bose. (n.d.). Our Values. Retrieved November 27, 2017, from Bose:
https://www.bose.com/en_us/about_bose/our_values.html
Bose. (n.d.). Our Values. Retrieved November 27, 2017, from Bose:
https://www.bose.com/en_us/about_bose/our_values.html
Sennheiser. (2013, October 23). Sennheiser receives Engineering Emmy‘s® Philo T.
Farnsworth Award. Retrieved November 27, 2017, from Sennheiser: https://en-
us.sennheiser.com/news-sennheiser-receives-engineering-emmys-philo-t-
farnsworth-award-
Jabra. (2012, May 9). JABRA CUSTOMERS TAKE CENTER STAGE IN NEW COMPANY BRAND
PROFILE. Retrieved November 28, 2017, from Jabra :
https://www.jabra.com/cp/us/pressreleasesarchive/2012/press%20release%2005-
09-2012
En, S. M. (2017, Febuary 22). Carbon tax to be imposed from 2019 to cut greenhouse gas
emissions. Retrieved November 28, 2017, from National Climate Change Secretriat:

43
https://www.nccs.gov.sg/news/today-carbon-tax-be-imposed-2019-cut-greenhouse-
gas-emissions
National Environmental Agency. (n.d.). Hazardous Substances. Retrieved November 28,
2017, from National Environmental Agency: http://www.nea.gov.sg/anti-pollution-
radiation-protection/chemical-safety/hazardous-substances
Singapore Customs. (2015, October 30). National Environment Agency - Pollution Control
Department (Hazardous Substances). Retrieved November 28, 2017, from Singapore
Customs: https://www.customs.gov.sg/about-us/national-single-
window/tradenet/competent-authorities-requirements-for-controlled-
items/national-environment-agency---pollution-control-department-hazardous-
substances
CNA. (2017, June 30). Electricity tariffs to fall for next 3 months . Retrieved November 28,
2017, from Channel News Asia :
http://www.channelnewsasia.com/news/singapore/electricity-tariffs-to-fall-for-
next-3-months-8992176
Sony. (n.d.). About SOny. Retrieved November 28, 2017, from Sony:
http://www.sony.com.sg/electronics/about-sony
Meyer, P. (2017, Febuary 21). Sony Corporation’s Vision Statement & Mission Statement.
Retrieved November 28, 2017, from Panmore: http://panmore.com/sony-
corporation-vision-statement-mission-statement
Singapore Business Review. (2017, April 24). E-commerce market set to expand by 11.2%
until 2021. Retrieved November 29, 2017, from Singapore Business Review:
http://sbr.com.sg/retail/in-focus/e-commerce-market-set-expand-112-until-2021
Today Online. (2016, October 20). 3 in 4 Singaporean millennials aim to become their own
boss. Retrieved November 28, 2017, from Today online:
http://www.todayonline.com/business/3-4-sporean-millennials-aim-become-their-
own-boss
Shiao, V. (2017, November 23). Singapore economy beats expectations with 5.2% growth in
Q3, 2017 forecast raised to 3-3.5%. Retrieved November 29, 2017, from Business
Times: http://www.businesstimes.com.sg/government-economy/singapore-
economy-beats-expectations-with-52-growth-in-q3-2017-forecast-raised-to
Xan, L. M. (2017, November 29). Salaries in Singapore likely to rise 3.9% next year: Mercer.
Retrieved November 29, 2017, from Business Times:
http://www.businesstimes.com.sg/government-economy/salaries-in-singapore-
likely-to-rise-39-next-year-mercer
Liu, H. (2017, May 28). Ookla’s latest Speedtest report reveals the fastest ISP and telco in
Singapore. Retrieved November 28, 2017, from Hardware zone:
http://www.hardwarezone.com.sg/tech-news-ookla-s-latest-speedtest-report-
reveals-fastest-isp-and-telco-singapore
National Environmental Agency. (2017, June 5). NEA To Introduce Mandatory Reporting Of
Packaging Data & Waste Reduction Plans By 2021 . Retrieved November 29, 2017,
from National Environmental Agency: http://www.nea.gov.sg/corporate-
functions/newsroom/news-releases/nea-to-introduce-mandatory-reporting-of-
packaging-data-waste-reduction-plans-by-2021
Personal Data Protection Comission. (2016, May 16). Do Not Call Registry & You. Retrieved
November 29, 2017, from Personal Data Protection Comission:
https://www.pdpc.gov.sg/individuals/do-not-call-registry-you

44
SME Portal. (2017, October 23). Overview of Government Contracts and Tenders. Retrieved
November 29, 2017, from SME Portal:
https://www.smeportal.sg/content/smeportal/en/opportunities/government-
contracts-tenders.html
Carnoy, D. (2017, January 17). AirPods' sales spike barely dents market share for Beats and
Bose. Retrieved November 28, 2017, from CNET: https://www.cnet.com/news/npd-
wireless-headphone-sales-december-2016-airpods-beats-bose/
Forbes. (2014). Plantronics. Retrieved November 28, 2017, from Forbes:
https://www.forbes.com/companies/plantronics/
MarketLine. (2016). Plantronics. Company Overview.
MarketLine. (2016). Sony. Company Overview.

45