Sales & Marketing Alignment: How to Synergize for Success
FIIM - Assignment 2 Final (SMRT)
1.
2. SMRT Corporation Ltd (SMRT) is the
leading multi-modal public transport
operator in Singapore.
SMRT also markets and leases the
commercial and media spaces within its
transport network, and offers engineering
consultancy and project management as
well as operations and maintenance
services, locally and internationally.
4. Group
Revenue
•Increased
4.0% to
$1,163.9
million in
FY2014
compared to
FY2013
Operating
profit
•Decreased by
$26.0 million
or 23.6% in
FY2014
resulting from
a $60.7
million
decline in
Rail operating
profit
Cash balance
•Of $155.5
million
compared to
$546.3 million
at the start of
the year
Total
dividend
•In FY2014 is
2.2 cents per
share
5.
6.
7.
8. 1
2 3
1
2 3
1 2
3
4
What triggered this?
Late 2006
• Announce the enhancement of first-generation
SMRT trains
• Citibank-SMRT co-branding (travel rewards
programme)
Early 2007
• Growing rental revenue due to redevelopment
of retail space at MRT stations (e.g. Dhoby
Xchange)
• Increased revenue of 2.7%
• Higher ridership in MRT and bus services
10. 1
2 3
1
2 3
1 2
3
4
What triggered this?
• 20.7% drop in net profit
• 24.6% fall from train operations due to
opening the Circle Line
• 162.2% decline from bus operation
11. 1
2 3
1
2 3
1 2
3
4
What triggered this?
• Man Jumped into Tanah
Merah MRT Station
• CEO’s response to netizens’
complain of crowded MRTs
17. • Grand supercycle: multi-century
• Supercycle: multi-decade (about 40–70
years)
• Cycle: one year to several years (or even
several decades under an Elliott
Extension)
• Primary: a few months to a couple of years
• Intermediate: weeks to months
• Minor: weeks
• Minute: days
• Minuette: hours
• Subminuette: minutes