Their customers with their numerous service features

their customers with their numerous service features, developing greater customer
relationship strategy, implementing more societal marketing schemes and supporting
the government.
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 2.3 COMPETITIVE ADVANTAGE
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 Identifying Competitive Advantage in Celcom
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 The strength of Celcom is to maintain a product differentiation strategy resulting from
a strong market orientation, commitment to high quality, and customization of
products and services from the other competitor. Besides, a long-term relationship
with the primary suppliers results in shared knowledge of the product’s requirements,
obey to quality standards, and a common vision throughout the development and
production process. The high percentage of sales, suggest a satisfied customer base
as well as positive word which generates new business per year. For instance, sales
department responsible manage the sales activation by key-in the form. Being the
oldest telecommunications service provider in Malaysia, has given Celcom a
competitive edge and increased customer’s trust and loyalty to the brand also the
strength of Celcom. According to customer needs, Celcom has used its strength to fill
the needs of the customers which has given them a competitive advantage, increased
the sales and also more customer loyalties where Celcom create distinctive target

market which make the product available, affordable, convenient and unique at a
consistent and high level.

 An organization must create competitive advantages to survive and thrive which have
done also by Celcom. A competitive advantage can be defined as a superiority gained
by an organization when it can provide the same value as its competitors but at a lower
price, 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.
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 Celcom is the market leader in Malaysia when the competition in the specialty
advertising industry is very strong both on local, regional and national level. They also
have improved their competitive level, through developing many telecommunications
feature, providing quality services at considerable price. The affect of the latest
introduction of a new telecommunications service provider (U-mobile) make the
competition in the telecommunication industry very high. For instances, Celcom had
done a strategy with the cost of sms reduced from 50 cent to 25 cent and the cost of
call reduced from 35 cent to 20 cent per minute. They are applying many future
strategies to maintain their position as the market leader in the Malaysian market and
at the same time Celcom enhanced their products technologically to keep the
Malaysian telecommunications updated with the technological advancement like niche
marketing, business package development, intercontinental and international service
expansion. Besides, Celcom also currently offers the best broadband network in
Malaysia since technology is the fastest growing market trend nowadays. Therefore,
Celcom itself shows the strategy that they used to gain the competitive advantage.