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4.0 Proposed Alternative or New Market Objectives Every industry needs to update their strategic plan from time to time to bring revenue to the organisation by achieving the target with objectives and follow globalisation steps. With new market objectives will develop the necessary strategic plan, objectives with specific, measurable, achievable, reasonable with timeliness marketing objectives. By referring to 2018 statistic of market share in Malaysia for the telecommunication sector, Celcom Axiata only holds 20% of overall as Figure 4.0.1 (Müller, 2019). Figure 4.0.1- Screenshot of 2018 Statistic of Market Share in Malaysia for Telecommunication Sector (September 20, 2019). Retrieved July 31, 2020, from -telecommunications-sector. Screenshot by Lim Chun Shen.
38 Celcom Axiata may develop at least two objectives with the target by the year 2023 as below description: 4.1 Objective 1 To gain 35% of the distribution market share in Malaysia for the telecommunication sector before quarter 4 of the year 2023. a)Specific i.Offer a more attractive package to hold existing customers and attract new customers. ii.Budget package for the student for mobile and home broadband package. iii.Re-engineering and enhance reliability and sustainability of existing requirement of the communication system by phase to phase, may focus on a few critical areas such as urban areas, high user requirement areas. b)Measureable, Achievable, Reasonable, Timeliness i.The attractive packages may update and revise if necessary every quarter with monitoring and survey team, discussion, management approval and execution team. For a long time customer will enjoy benefits and rewards. For introduce new customer from existing customer will get rewards for both parties. ii.Budget package student by registration at school, college, university or with a student card, with a special package on mobile and home broadband for education and new information learning purposed. iii.To hire or develop existing expertise and competent person with latest technologies to design and develop a smart home for smart cities project, target up to 1 year, estimate to come out proposal 2 months after training and setup engineering team. Proposal to get approval with a target of another 3 months, then the tender for technical and commercial bidding for up to 3 months. Purchase order and materials arrival by 3 months and project may start after receiving necessary materials and estimate to finish within 6 months for the urban city and high user requirement area. Then further upgrade from time to time along toward the nationwide.
39 4.2 Objective 2 To develop Celcom Smart Health and Drive Safe Monitoring Moblie Application a) Specific i.To develop a mobile application for health monitoring for a daily workout.