MARKETING ASSIGNMENT.docx - CELCOM AXIATA 1.0 INTRODUCTION Celcom Axiata Sdn Bhd a Technology Resources Industries(TRI Bhd company has been the leading

MARKETING ASSIGNMENT.docx - CELCOM AXIATA 1.0 INTRODUCTION...

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CELCOM AXIATA 1.0 INTRODUCTION Celcom Axiata Sdn Bhd, a Technology Resources Industries (TRI) Bhd company has been the leading mobile cellular operator in Malaysia for the past 10 years. Celcom's main business activity is to develop and market Mobile Services 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. Celcom business Vision and Mission is: - To delight our customers. To build a profitable enterprise that maximizes investors return. To empower, develop and reward our people, to become Malaysia’s preferred employer. To build win-win relationship with all our business partners, based on mutual trust, respect and support To work to bridge the digital divide, to build our nation and to enhance its standing abroad. To maintain the highest levels of transparency, integrity and professionalism. Together with all our stakeholders, we will make Celcom Malaysia a premium brand: a brand that symbolizes the spirit of freedom, aspiration, confidence, dynamism, timelessness, universality and globalism. (Celcom Official Website, 2009). 1
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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 they 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 maintain their competitive advantage in the Malaysian market. (Celcom Official Website, 2009). 2.0 OBJECTIVE The objective of this case study is to analyse and discuss the strategy direction of Celcom in the local and international market and the segments within these markets. To identify the strength and weakness of the competitors and to discuss the short, mid and long term plans that these competitors can undertake to further increase their market share. 3.0 MARKETING STRATEGY Celcom has been in the telecommunication business with the primary objective to keep people connected and helping companies to market their goods and services as well as keeping them close to their customers. Besides formulating a market-orientated and customer-focused mission statement, Celcom has established and objective to achieve cumulative growth in the next five years with a 50 per cent net profit for the newly launched U-verse. To accomplish these objectives, Celcom has developed a benchmark for progress in three different categories. Firstly, through using a market penetration pricing, the service will be brought to the customers at affordable and reasonable prices. Secondly, by gaining a better
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