The high percentage of sales suggest a satisfied customer base as well as

The high percentage of sales suggest a satisfied

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The high percentage of sales, suggest a satisfied customer base as well as positive word of mouth, which generates new business per year. Being the oldest telecommunications service provider in Malaysia, has given Celcom a competitive edge and increased customer’s trust and loyalty to the brand. 7.2 WEAKNESS Celcom’s current facilities are crowded; there is little room for new employers or equipment’s to fit into the company. Celcom is reactive rather than assertive in its marketing efforts because of its heavy reliance on customer’s reaction for product satisfaction. While the staff size improves growth and communication, it also impedes commitment on the side of the staff and lack of specialization. Both the product line and the client base lack diversification. Dependence on current recorder rates could bleed complacency, invite competition, or create false sense of customer satisfaction. Development of a product that would provide better quality service by the competitors would probably put Celcom out of business. The non-seasonality of the products and services creates bottleneck in productivity and cash flows, places excessive stress on the personnel and strains on the facility. 10
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The poor niche market could be a competitive advantage for their competitors to gain an advantage over them, and this could lead to a dramatic decrease in customer’s loyalty. High cost of products and service could alter the buying power of the consumers, especially in this time of global recession. 7.3 OPPORTUNITIES Advertisement in Malaysia alone exceeds 200 million Malaysian Ringgit annually. More than 20 million Ringgit is spent on specialty advertisement which is the potential for Celcom’s growth. Celcom is currently the Malaysian partner of Vodafone. Celcom is currently doing nationwide promotion using power icons like including international footballers Steven Garrard, Michael Owen, Ryan Gigs and Robert Pires and Chinese entertainers JJ Lin and Wang Lee Hom as well as local actress Maya Karim. Celcom currently has the widest 3G and HSDPA coverage in Malaysia since its launch on 17thmay, 2005. Celcom provides many products and services that suites different customer needs, ranging from economic, business, and family and leisure satisfaction. The director and manager of the company, Dato’ Sri Jamaludin Ibrahim is currently working with the company for the seventh year, this is different when compared with other telecommunication service providing companies and with his full experience, he has helped guide Celcom to a resting edge with quality management. As more and more Malaysians look for ways to keep in touch with each other, Celcom’s popularity and quality services has helped draw more customers to the company through customer relationship and brand loyalty.
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