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1.0 EXECUTIVE SUMMARY 1988 witnessed the dynamic birth of celcom, a leading mobile phone telecommunications provider in Malaysia. Since its inception, celcom has =steadily made its presence felt in the Malaysian market. It has, always continued to spread its wings and is undeterred by the dynamic nature of =he mobile communication industry. Our brand vision is about pleasing our customers and exceeding their expectation. It is our company's goal to empower the customers with =hoices and innovative solutions that will give them greater control and freedom to =ive it to the fullest. (Dato' Sri Jamaludin Ibrahim, C.E.O, celcom) Setting up a team of quality directors and staffs, has transited =elcom from first-generations to second-generation market leaders. For celcom, =ommunication is a serious business. This is why we have mainly products and service =eared toward maintaining business voices. This products and services includes =usiness prepaid plan, business supplementary plan, business post-paid plan and =usiness satellite. A major challenge facing celcom is how to increase profit and =maintain their competitive advantage in the Malaysian market. (Celcom =fficial Website, 2009) An evaluation of the company's internal strength and weakness and =xternal threats and opportunities served as the foundation for this strategic =arketing plan. The plan focuses on the company's growth, strategic analysis =uggesting ways in which it can build on existing customer relationship and =aunching of the new product and/ or services targeted to specific customer niche. =ur new marketing focus, made explicit in this plan, renews our vision and =trategic focus on adding value to our target market segments, the small business =nd high-end home office users, in our local market. This is a sample planned market sale for the first three months of introduction to the market. 2.0 BUSINESS MISSION AND VISION To delight our customers. To build a profitable enterprise that maximizes investors return. To empower, develop and reward our people, to become Malaysia's =referred employer. To build win-win relationship with all our business partners, =ased on mutual trust, respect and support To work to bridge the digital divide, to build our nation and to =nhance its standing abroad. To maintain the highest levels of transparency, integrity and professionalism. Together with all our stakeholders, we will make Celcom Malaysia a =remium brand: a brand that symbolizes the spirit of freedom, aspiration, =onfidence, dynamism, timelessness, universality and globalism. (Celcom Official =ebsite, 2009) 2.0.1 SITUATIONAL ANALYSISIn business for twenty years, celcom was founded as a =elecommunications service provider and has evolved into high quality telecommunications =rovider across the Malaysian market.
Dato' Sri Jamaludin Ibrahim was appointed =s director/chairman of celcom (Malaysia) berhad on 25 April 2008. He is =urrently the president and group chief executive officer of Axiata group berhad =formerly known as Tm International Berhad). (Celcom Official Website, 2009) 2.1 MARKET SUMMARY 2.1.1 COMPETITIVE FORCE