275327734-Celcom-s-Strategic-Management-Case-Study (1).doc...

Assignment instruction: 30 pages Question 1.
Times New Roman
Fond size 1.5
Heading 15 Bold
Paragraph 12
Amended this below assignment with attachment of academic analytical
models such as PESTLE analysis, ANSOFF Matrix, Product Life cycle, BCG
Matrix, Generic Strategies and Marketing Mix etc..
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 assignment is goes 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 is 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 the
project shows how these strategies would be carried out through our controls and
implementation.
The project was based on essential researches, which we combined to design the informal
marketing plan for the above mentioned company. It is a challenge we couldn’t afford to lose that
is why we had to go deeper into understanding what marketing plan is all about and how they are
implemented.
The conclusion is a summary of the whole project and references shows guides for further
reading. The whole project is general designed to teach new user about marketing plan and how
this strategies are implemented, that is own main reason for using clear and simple language to
aid easy understanding. Important issues are either highlighted or bolded throughout the whole
project to aid faster display of key information.
1

COMPANYPROFILE
Type public (privatised)
Founded 1988
Headquarters 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
1.1 INTRODUCTION
1988 witnessed the dynamic birth of celcom, a leading mobile 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
the mobile communication industry.
2

Our brand vision is about pleasing our customers and exceeding their expectation. It is our
company’s goal to empower the customers with choices and innovative solutions that will give
them greater control and freedom to live it to the fullest. (Dato’ Sri Jamaludin Ibrahim, C.E.O,
celcom)
Setting up a team of quality directors and staffs, has transited celcom from first-generations to
second-generation market leaders. For celcom, communication is a serious business. This is why
we have mainly products and service geared toward maintaining business voices. This products
and services includes business prepaid plan, business supplementary plan, business post-paid
plan and business satellite. A major challenge facing celcom is how to increase profit and