their customers with their numerous service features developing greater

Their customers with their numerous service features

This preview shows page 5 - 7 out of 13 pages.

their customers with their numerous service features, developing greater customer relationship strategy, implementing more societal marketing schemes and supporting the government. 2.3 COMPETITIVE ADVANTAGE Identifying Competitive Advantage in Celcom 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
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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. 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.
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  • Fall '15
  • celcom axiata berhad

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