BMMK5103
Executive Summary
In this project, we choose Celcom as our company and U-verse as the new
telecommunication service which we are going to design a marketing plan for. The marketing
plan is designed using Phillip Kottler’s Method.
The report will go into detail, about the company, the new products and the marketing
strategies to be implemented. This strategies are based on our proper understanding of the
marketing mix, cognitive marketing implementation and financial.
A SWOT analysis of the company, shows their weakness and threats as well as
revealing the opportunities and strengths the company need to take advantage of. The ending
section of this report shows how these strategies would be carried out through our controls
and implementation.
The project was based on essential researches, which was combined to design the
informal marketing plan for the above mentioned company. An evaluation of the company’s
internal strength and weakness and external threats and opportunities served as the foundation
for this strategic marketing plan.
The plan focuses on the company’s growth, strategic analysis suggesting ways in
which it can build on existing customer relationship and launching of the new product and/ or
services targeted to specific customer niche. Our new marketing focus, made explicit in this
plan, renews our vision and strategic focus on adding value to our target market segments, the
small business and high-end home office users, in our local market.
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BMMK5103
Table of Contents
Company background…………………………………………………………………………4
Situation analysis……………………………………………………………………………...6
SWOT analysis……………………………………………………………………………….10
Marketing goals and objectives………………………………………………………………16
Segmentation, Targeting and Positioning (STP)……………………………………………..17
Marketing strategies (4P)
Product……………………………………………………………………………….19
Price………………………………………………………………………………….20
Distribution channels………………………………………………………………...22
Promotion………………………………………………………………………
....
….23
Implementation, Evaluation and Control…………………………………………………….25
Summary……………………………………………………………………………………..27
References……………………………………………………………………………………28
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BMMK5103
Company Profile
Company type
Public (privatized)
Founded
1988
Headquarters address
82, Jalan Raja Muda Abdul Aziz,
53100 Kuala Lumpur, Malaysia
CEO
Datuk Seri Shazzalli Ramly
Industry
Mobile Telecommunication Services
Products
3G, 4G and satellite mobile network
computer
Website
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