BMST5103_920609136154 2.docx - MASTER OF MANAGEMENT MAY...

MASTER OF MANAGEMENT
MAY / 2019
BMST 5103
STRATEGIC MANAGEMENT
MATRICULATION NO :
CGS01849002
IDENTITY CARD NO. : 920609-13-6154
TELEPHONE NO. : 010-409-7899
E-MAIL : [email protected]
LEARNING CENTRE : SIBU LEARNING CENTRE
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Table of Contents
1.0 Introduction 2
2.0 Business Vision and Mission 3
2.1 Market Summary 3-6
2.2 SWOT Analysis 7-9
2.3 Competition Analysis 10-11
2.4 Product Offering by Celcom 12
2.5 Distribution 12
3.0 Marketing Mix 13
3.1 Objectives 13
3.2 Target Market 13
3.3 Positioning 14
3.4 Strategies 14
3.5 Marketing Mix 15
3.6 Marketing Research 15
4.0 Financial Strategy 16
4.1 Control and Performance Standards 16
5.0 Control Strategy 17
5.1 Implementation Schedule 17
5.2 Market Organization 18
5.3 Projected Financial Statement 18
6.0 Conclusion 19
References 20
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1.0 Introduction
In 1988, witnessed the booming of Celcom, Malaysia's leading mobile
telecommunications provider. Since its inception, Celcom has grown steadily in the
Malaysian market. It continues to expand its wings and is not affected by the dynamic
nature of the mobile communications industry.
Our brand vision is to satisfy our customers and exceed their expectations. Our
company's goal is to provide customers with choices and innovative solutions that give
them greater control and freedom to fully enjoy their lives. ( Dato'Sri Jamaludin Ibrahim,
C.E.O, Celcom)
The establishment of a highly qualified team of directors and staff has transformed
Celcom from the first generation to the second generation market leader. For Celcom,
communication is a serious business. That's why we mainly offer products and services
designed to maintain business voice. The products and services include commercial
prepaid plans, commercial supplement plans, commercial postpaid plans and commercial
satellites. The main challenge for Celcom is how to increase profits and maintain its
competitive advantage in the Malaysian market. (Celcom official website, 2018)
An assessment of the company's internal strengths and weaknesses, as well as
external threats and opportunities, is the basis of this strategic marketing plan. The
program focuses on the company's growth, strategic analysis, and recommendations on
how to build on existing customer relationships, and launch new products and/or services
for specific customer niches. The new marketing focus we have clearly identified in this
program has renewed our vision and strategic focus on adding value to our target market
segments, small businesses and high-end home office users in our local market.
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2.0 Business Vision and Mission
Let our customers be satisfied.
 Establish profitable businesses that maximize investor returns.
 Enhance, develop and reward our employees and become the preferred
employer in Malaysia.
 Establish win-win relationships with all business partners based on mutual
trust, respect and support.