Celcom itself shows the strategy that they used to gain the competitive advantage.Besides that, being the oldest and most experiences from the three, Celcom has manycompetitive advantaged compared to major rivals which are Digi and Maxis. Celcomhave the highest trend in the market share, giving the highest coverage, manyproducts features and having the highest customer size in the Malaysian market. Theygive the highest coverage as well where they spread the coverage with the planningwhich is they do some research that include the aspect where it depends onpopulation in that area and the technology network of the country. For example, inManhattan, the technology advanced that they used will reduce their implementationcost. Other than that, Celcom provides varieties of products and service to theircustomer, which is why they are presently the best in Malaysia. But they intent tolaunch a new product (U-verse), that lets customers, pay their bills through phone,book online flight tickets and hotel reservations. This would be the first that make longterm of period to convinced customer about the company commitment by providingthe best services to developing the country into globally connected nation. It’s usedthe differentiated strategy when they offering superior quality and valuable productfeatures.Furthermore, they also are having highest customer size in the Malaysian marketwhere there is direct consumer market of hand phone user that this service can beutilized in our day to day life, like paying bills and checking account balance, making iteasier for our families by just pressing a button instead of having to go to the companyor bank to pay our bills. The market is divided into two which are youth market andnormal market. Moreover, there is full freedom of entry once the company have meet
up with the requirements and is ready to fulfill the government obligations.Nevertheless, Celcom has understood the need to make customers satisfied andproviding not just what they need today, but what they will need in the future. In orderto maintain the current market Celcom has developed competitive measures to fight offtheir rivals both at the present and in the future. Their services features are developinggreater customer relationship strategy, implementing more societal marketingschemes and supporting the government. Through advancing technology, they havemade it difficult for small companies to enter the market, thereby, creating barrier toentry for other small companies.Then, the buyer power occurred when customer’s ideology of “quality service – lessprice” is still the ruling key to purchase. Understanding this is basics in every industry.Have been provided with many choices, the consumers in Malaysia normally go for thebest service that offers the least price. They believed that technology plays theimportant roles that provide the best technology to produce quality service to theircustomer. They can only provide you with the best for the highest cost and this isanother competitive advantage Celcom have over its competitors in the Malaysianmarket.