Free unlimited 4g weekend unlimited calls to all

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

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

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