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Assignment instruction: 30 pages Question 1. Times New RomanFond size 1.5Heading 15 BoldParagraph 12Amended 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 telecommunicationservice which we are going to design a marketing plan for. The marketing plan is designed usingPhillip Kottler’s Method.The assignment is goes into detail, about the company, the new products and the marketingstrategies to be implemented. This strategies are based on our proper understanding of themarketing mix, cognitive marketing implementation and financial.A swot analysis is of the company, shows their weakness and threats as well as revealing theopportunities and strengths the company need to take advantage of. The ending section of theproject shows how these strategies would be carried out through our controls andimplementation.The project was based on essential researches, which we combined to design the informalmarketing plan for the above mentioned company. It is a challenge we couldn’t afford to lose thatis why we had to go deeper into understanding what marketing plan is all about and how they areimplemented.The conclusion is a summary of the whole project and references shows guides for furtherreading. The whole project is general designed to teach new user about marketing plan and howthis strategies are implemented, that is own main reason for using clear and simple language toaid easy understanding. Important issues are either highlighted or bolded throughout the wholeproject to aid faster display of key information.1
COMPANYPROFILE Type public (privatised)Founded 1988Headquarters 82 Jalan Raja Muda Abdul Aziz53100 Kuala Lumpur, MalaysiaCEO Datuk Seri Shazzalli RamlyIndustry Mobile Telecommunication ServicesProducts 3G, 4G and satellite mobile network computerWebsite 1.1 INTRODUCTION 1988 witnessed the dynamic birth of celcom, a leading mobile telecommunications provider inMalaysia. Since its inception, celcom has steadily made its presence felt in the Malaysianmarket. It has, always continued to spread its wings and is undeterred by the dynamic nature ofthe mobile communication industry.2
Our brand vision is about pleasing our customers and exceeding their expectation. It is ourcompany’s goal to empower the customers with choices and innovative solutions that will givethem 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 tosecond-generation market leaders. For celcom, communication is a serious business. This is whywe have mainly products and service geared toward maintaining business voices. This productsand services includes business prepaid plan, business supplementary plan, business post-paidplan and business satellite. A major challenge facing celcom is how to increase profit and