understanding of the need and satisfaction of the current customers they will

Understanding of the need and satisfaction of the

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understanding of the need and satisfaction of the current customers, they will improve the service to encourage re-orders. Finally, the service is to be able to utilize its current technology and knowledge base, and research as well would be conduct on similar products with an eye towards developing the services to a speciality advertising product. 2
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3.1 TARGET MARKET 3.1.1 TARGET MARKET 1 large travel agencies or holiday planners For example, travel agencies like Wah Tung Sdn Bhd, can use the service to provide 24/7 travel planning’s to their numerous customers, thereby increasing the companies ticket sales and profit. 3.1.2 TARGET MARKET 2 Niche market of business travellers For example, business men and women who normally use online system for their reservation will find it easy to make reservations and flight booking by just a simple press on the button, and that would be more convenient to travellers. 3.1.3 TARGET MARKET 3 Direct consumer market of hand phone user. For example, this service can be utilized in our day to day life, like paying bills and checking account balance, making it easier for our families by just pressing a button instead of having to go to the company or bank to pay our bills. 3.2 POSITIONING Celcom has since its establishment, positioned itself as the number one Malaysian network in the Malaysia market. This they have done by providing efficient network connectivity and linking of individuals together. Today Celcom stands in the heart of every Malaysia as the telecommunication service provider that offers a “more for more” customer satisfaction, by providing the customers with products to keep them satisfied above their competitors and charging them more money for the quality they yield in the products. It has made our work so easy, that by launching this service as the first in south East Asia, it will go a long way towards convincing the present customers that Celcom is truly the number one Malaysian network, persuading the non-customers both in Malaysia, and the neighbouring countries where Celcom is currently expanding to join the leading network. 3
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Physiologically, Celcom has influenced the status of their customers, because they are considered to be financial capable by using Celcom services. 3.3 STRATEGIES By understanding the customer’s needs, Celcom has used its strength to fill the needs of the customers more than any other telecommunications service provider in Malaysia presently. This has given them a competitive advantage, boosted enthusiastic sale and increased more customer loyalties. Through careful and in-dept. research in the characteristics if the Malaysian market, Celcom has created distinctive target markets for its products through creating a strategic marketing mix that just not makes the product available, but also affordable, convenient and unique at a consistent and flexible level. This is geared towards improving new and existing products as well as profit to the company.
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  • Spring '13
  • Dr.NguyenPhan
  • Marketing, Celcom

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