be main assignment jul 2014

8/18/2019 BE Main Assignment Jul 2014

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ADVANCED DIPLOMA IN BUSINESS ADMINISTRATION

USINESS ENVIRONMENT –AD T5-Level 2

Student Name: -------------------------------------------------

Student Number: -------------------------------------------------

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Title: -------------------------------------------------

Date of Submission: -------------------------------------------------

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Instructions to students

Late submission of assinment !i"" not be considered for

e#a"uation un"ess a "ate submission c"aim $as beensuccessfu"%

DECLARATION

I hereby declare that:

• This assignment is my own work done on my personal study and orresearch!

• I ha"e acknowledged all materials and sources used in the preparation of this assignment report!

• I ha"e not copied in part# or in whole# or otherwise plagiari$ed the workof other students!

• I am completely aware that an act of plagiarism result in a grade of %fail&

for this assignment and or this unit!• The assignment report submitted is original# and I ha"e retained a

duplicate copy for my future reference'

Signature: Date:

(


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ADVANCED DIPLOMA IN BUSINESS ADMINISTRATION

Business Environment-ADBT5-Level 2

ul 2!"#

T$is %ssi&nment re'resents 5!( o) *our over%ll mo+ule %ssessment &r%+e

MAIN ASSI,NMENT

Case Scenario – Singapore Mult-inational: Keppel Corporation

erit%&e

Keppel Corporation was corporatised in 1986, but its history spans more than a century. The

name Keppel is derived from that of Captain Henry Keppel 18!9 " 19!#$, a %ritish ship

captain who first arrived in &in'apore in 18#8. He not only discovered a natural, deepwater

harbour at Tan(on' )a'ar, where &in'apore Harbour is situated, but also reco'nised its value.

The harbour was called *ew Harbour until 19!!, when Henry Keppel, by then a 9+"year"old

dmiral, visited &in'apore a'ain. -n his honour, the actin' 'overnor of &in'apore, &ir

leander &wettenham, 'ave the harbour a new name " Keppel Harbour.

-n the 19/!s and 8!s, Keppel embar0ed on re'ionalisation and diversification efforts. The

first overseas venture too0 place in 19/ when Keppel )hilippines &hipyard was set up in

partnership with 2ilipino investors. Three years later, the Company forayed into financial

services to provide factorin' to marine contractors. &hin 3oon' Credit renamed &hin 3oon'

2inance$ propelled the 'rowth and epansion of this division to include insurance and

securities.

Keppel ventured into property development in 1984 when it ac5uired &traits &teamship

Company, an established shippin' company with substantial land holdin's in &in'apore. -n

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1989, the company was renamed &traits &teamship 3and to reflect the property focus. -t was

eventually renamed Keppel 3and, which is one of sias premier property companies today.

The non"property businesses were 'rouped under &teamers 7aritime Holdin's &teamers$.

ith the ac5uisition of sia Commercial %an0 in 199!, Keppel established the ban0in' and

financial services as a ma(or pillar of 'rowth. enamed Keppel %an0, the successful

ac5uisition was listed in 1994.

e"positioned for the telecommunications business, &teamers now Keppel

Telecommunications : Transportation$ spearheaded the ;roupointly developed by Keppel Corporation and Keppel 3and, Keppel %ay has become a

world"class waterfront precinct offerin' premier homes.

t the turn of the century in +!!1, Keppel divested its ban0in' and financial services

business, as well as privatised and inte'rated its offshore and marine business. Keppel

&hipyard to'ether with Keppel 2?3& and Keppel &in'marine, were inte'rated to become the

Keppel @ffshore : 7arine 'roup in +!!+.

*


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-n +!!1, Keppel also embar0ed on a strate'ic eercise to streamline its diverse portfolio and

focus on four 0ey businesses. ith a 'lobal footprint in more than 4! countries, Keppel

levera'es its international networ0, resources and talents to 'row its 0ey businesses in

@ffshore and 7arine, -nfrastructure, )roperty and -nvestments.

The Companys ability to survive and thrive with many notable achievements throu'h the

decades is because of its people. The perseverance and passion of the men and women,

fondly referred to as Keppelites, are what ma0es Keppel. @ur core of dedicated leaders,

talented mana'ers, as well as competent and committed wor0force, are e5uipped and ready to

'row Keppel into the future.

&ource Ta0en 2romA httpABBwww.0epcorp.comBenBcontent.aspsidD86

The case above has been based on a real life organisation, but details have been changed

for assessment purposes and do not reflect the current management practices. Students are

encouraged to search the internet for cross references in answering this assignment.

Pre'%re % re'ort o) %.out "/5!! 0or+s 1'lus minus "5! 0or+s3 on t$e )ollo0in& t%s4s

T%s4

Eou are an assistant analyst wor0in' for a consultancy firm in &in'apore. Eou are re5uired to

comment on the business environment of Keppel Corporation which is a fast"'rowin'

&in'apore multinational or'anisation located in &in'apore. Eou have to provide % re'ort that

you are preparin' for senior analyst, Cuban on the followin'A

1. -dentity Keppel Corporation


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4. ?plain the responsibilities of Keppel Corporation, the strate'ies that are used to meet

the sta0eholders< ob(ectives. 1! mar0s$

#. )rovide an eplanation in relation to how the economic system in &in'apore affects

the allocation and effective use of Keppel Corporation

be main assignment jul 2014

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