Table of Contents1.0 Introduction22.0 Business Vision and Mission32.1 Market Summary3-62.2 SWOT Analysis7-92.3 Competition Analysis10-112.4 Product Offering by Celcom 122.5 Distribution123.0 Marketing Mix133.1 Objectives133.2 Target Market133.3 Positioning143.4 Strategies143.5 Marketing Mix153.6 Marketing Research154.0 Financial Strategy164.1 Control and Performance Standards165.0 Control Strategy 175.1 Implementation Schedule175.2 Market Organization 185.3 Projected Financial Statement186.0 Conclusion19References20Page 1of 21
1.0 IntroductionIn 1988, witnessed the booming of Celcom, Malaysia's leading mobiletelecommunications provider. Since its inception, Celcom has grown steadily in theMalaysian market. It continues to expand its wings and is not affected by the dynamicnature of the mobile communications industry.Our brand vision is to satisfy our customers and exceed their expectations. Ourcompany's goal is to provide customers with choices and innovative solutions that givethem 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 transformedCelcom 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 servicesdesigned to maintain business voice. The products and services include commercialprepaid plans, commercial supplement plans, commercial postpaid plans and commercialsatellites. The main challenge for Celcom is how to increase profits and maintain itscompetitive advantage in the Malaysian market. (Celcom official website, 2018)An assessment of the company's internal strengths and weaknesses, as well asexternal threats and opportunities, is the basis of this strategic marketing plan. Theprogram focuses on the company's growth, strategic analysis, and recommendations onhow to build on existing customer relationships, and launch new products and/or servicesfor specific customer niches. The new marketing focus we have clearly identified in thisprogram has renewed our vision and strategic focus on adding value to our target marketsegments, small businesses and high-end home office users in our local market.Page 2of 21
2.0 Business Vision and MissionLet our customers be satisfied.Establish profitable businesses that maximize investor returns.Enhance, develop and reward our employees and become the preferredemployer in Malaysia.Establish win-win relationships with all business partners based on mutualtrust, respect and support.