Free Unlimited 4G Weekend Unlimited Calls to all network RM110 Table 3 Digi

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Free Unlimited (4G Weekend) Unlimited Calls to all network RM110 Table 3: Digi Postpaid TM Plan Package from DiGi Digi Broadband Plan Package Plan Price/ month (RM) Digi Broadband 30 6GB Internet Stream on Demand (n/a) Stream 19 channel free for 24hrs/30days RM30 Digi Broadband 60 15GB Internet Stream on Demand (5GB) Stream 19 channel free for 24hrs/30days RM60 Digi Broadband 100 68GB Internet Stream on Demand (18GB) Stream 19 channel free for 24hrs/30days RM100 Table 4: Digi Broadband Plan Package from DiGi 8
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ASSIGNMENT – BMST 5103 Figure 6: Example of value added services offered by Digi Digi also increase their marketing strategy with promoting extra product such as music apps, video apps, games, cloud storage and also safety apps which is useful for parents and family. All the telcos actually played the same business level strategies, only variety and value added service differentiate their product with other competitors. 2.0 Competitive Profile Matrix (CPM) Competitive Profile Matrix (CPM) is the tools used to measured the strength and weaknesses of the company performances. The critical success factors is used in the aalysis to determint the point each of company performances and can be compared. CPM show the clear picture to the telcos about their strong points and weak points relative to their competitors. Score obtained from CPM is measured on basis of critical success factors, each factor is measured in same scale mean the weight remain same for every company only rating varies. CPM is used to evaluate the Celcom, Maxis and Digi based on the following critical success factors. i. Market Share Maturity ii. Customer Service Quality iii. Company Brand and Image iv. Network Coverage Area v. Pricing Strategy vi. Advertising 9
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ASSIGNMENT – BMST 5103 By using the CPM template, each factor evaluate with weightage and rating 1-4. Rating represent the strength and weaknesess of the factors. Rating Range 1 Major Weaknesses 2 Minor Weaknesses 3 Minor Strength 4 Major Strength Table 5: Rating Range for Competitive Profile Matrix (CPM) Critical Success Factors Weight Celcom Maxis Digi Ratin g Score Ratin g Score Ratin g Score Product Variety 0.20 3 0.60 2 0.40 4 0.80 Customer Service Quality 0.10 3 0.30 4 0.40 3 0.30 Network Coverage Area 0.25 3 0.75 4 1.00 1 0.25 Pricing Strategy 0.25 4 1.00 3 0.75 4 1.00 Advertising 0.20 3 0.60 4 0.80 4 0.80 Totals 1.00 3.25 3.35 3.15 Table 6: The Competitive Profile Matrix (CPM) for Big Three Telcos in Malaysia From the CPM table, the rating for each company is quite close and same to another. This is due to the factor of each company are competing to provide the best service and product for the customers and hence become the leading telecommunication company in Malaysia. From the first CSF – Product Variety which is not give a significant result to the rating. The product variety only to attract the customer. Digi is leading in product variety since it is still trying to win the heart of the customers. Similar to customer service quality, it seems not giving a huge impact to the service providers. Network coverage is played critical factor to success for a telecommunication company. With a excellent network coverage will reduce the customer complaint and strengthen business 10
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  • Winter '14
  • AbdulrahmanAlshargabi
  • Management, ........., Maxis, celcom axiata berhad

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