their customers with their numerous service features, developing greater customerrelationship strategy, implementing more societal marketing schemes and supportingthe government.2.3 COMPETITIVE ADVANTAGEIdentifying Competitive Advantage in CelcomThe strength of Celcom is to maintain a product differentiation strategy resulting froma strong market orientation, commitment to high quality, and customization ofproducts and services from the other competitor. Besides, a long-term relationshipwith the primary suppliers results in shared knowledge of the product’s requirements,obey to quality standards, and a common vision throughout the development andproduction process. The high percentage of sales, suggest a satisfied customer baseas well as positive word which generates new business per year. For instance, salesdepartment responsible manage the sales activation by key-in the form. Being theoldest telecommunications service provider in Malaysia, has given Celcom acompetitive edge and increased customer’s trust and loyalty to the brand also thestrength of Celcom. According to customer needs, Celcomhas used its strength to fillthe needs of the customerswhich has given them a competitive advantage, increasedthe sales and also more customer loyalties where Celcom create distinctive target
market which make the product available, affordable, convenient and unique at aconsistent and high level.An organization must create competitive advantages to survive and thrive which havedone also by Celcom. A competitive advantage can be defined as a superiority gainedby an organization when it can provide the same value as its competitors but at a lowerprice, or can charge higher prices by providing greater value through differentiation.There can be many types of competitive advantages including the firm's cost structure,product offerings, distribution network and customer support.Celcom is the market leader in Malaysia when the competition in the specialtyadvertising industry is very strong both on local, regional and national level. They alsohave improved their competitive level, through developing many telecommunicationsfeature, providing quality services at considerable price. The affect of the latestintroduction of a new telecommunications service provider (U-mobile) make thecompetition in the telecommunication industry very high. For instances, Celcom haddone a strategy with the cost of sms reduced from 50 cent to 25 cent and the cost ofcall reduced from 35 cent to 20 cent per minute. They are applying many futurestrategies to maintain their position as the market leader in the Malaysian market andat the same time Celcom enhanced their products technologically to keep theMalaysian telecommunications updated with the technological advancement like nichemarketing, business package development, intercontinental and international serviceexpansion. Besides, Celcom also currently offers the best broadband network inMalaysia since technology is the fastest growing market trend nowadays. Therefore,Celcom itself shows the strategy that they used to gain the competitive advantage.