v The non-seasonality of the products and services creates =ottleneck in productivity and cash flows, places excessive stress on the personnel =nd strains on the facility. v The poor niche market could be a competitive advantage for =heir competitors to gain an advantage over them, and this could lead to a =ramatic decrease in customer's loyalty. v High cost of products and service could alter the buying =ower of the consumers, especially in this time of global recession. 2.2.3 OPPORTUNITIES v Advertisement in Malaysia alone exceeds 200 million Malaysian =inggit annually. More than 20 million ringgit is spent on specialty =dvertisement which is the potential for celcom's growth. v Celcom is currently the Malaysian partner of Vodafone. v Celcom is currently doing nationwide promotion using power =cons like including international footballers Steven Garrard, Michael Owen, Ryan =igs and Robert Pires and Chinese entertainers JJ Lin and Wang Lee Hom as well as =ocal actress Maya Karim. v Celcom currently has the widest 3G and HSDPA coverage in =alaysia since its launch on 17th may, 2005. v Celcom provides many products and services that suites =ifferent customer needs, ranging from economic, business, and family and leisure satisfaction. v The director and manager of the company, Dato' Sri Jamaludin =brahim is currently working with the company for the seventh year, this is =ifferent when compared with other telecommunication service providing companies =nd with his full experience, he has helped guide celcom to a resting edge with =uality management.
v As more and more Malaysians look for ways to keep in touch =ith each other, celcom's popularity and quality services has helped draw more =ustomers to the company through customer relationship and brand loyalty. 2.2.4 THREATS v Reengineering, right-sizing and outsourcing trends in management may alter traditional channel relationship with brokers, dealers, and distributors or even lead to elimination of the channel. v Specialty advertisement through promotional items relies on gadgetry and ideas that are new and different. As a result, product life cycle may be quite short. v Completion from other telecommunications service providers is strong. v High cost of products and service would be a competitive advantage to their rivals over customers, through implementing low cost quality products and services. v There are no barriers of entry and this could be a great threat because it could make new fast productive companies to come into the market and try to gain a stand of their own. v Fast technological advancements would result in faster product life cycle, increase the need for improvement and might result in low sale of less quality products, or products with less technological features.
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- Fall '19
- Marketing, Celcom