This would be the first of its kind in South East Asia and it would go long to

This would be the first of its kind in south east

This preview shows page 23 - 26 out of 33 pages.

This would be the first of its kind in South East Asia, and it would go long to way to convince celcom customers about the company’s commitments towards providing the best 22
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ASSIGNMENT – BMST5103 service to keep them delighted and in developing the country into a globally connected nation with the best telecommunications service. 5.4 DISTRIBUTION With over five thousand trade channels in Malaysia, the distribution of the service won’t be difficult. The service (U-verse) is designed in a way that it can be automatically activated once a customer purchases a SIM CARD, by clicking *128#, then U-verse and following the instructions, or by going to any celcom dealer near him for activation. The distribution channel is designed in a way that it is so efficient for customers and increases potential sales for the company. Celcom dealers can be found in over 90 per cent of Shopping Malls, Colleges, Universities, Recreation Centres and Mega Stores across Malaysia, making it easy for the customers to reach. 5.5 BUSINESS LEVEL STRATEGIES Celcom has been in the telecommunication business with the primary objective to keep people connected and helping companies to market their goods and services as well as keeping them close to their customers. Besides formulating a market-orientated and customer-focused mission statement, celcom has established and objective to achieve cumulative growth in the next five years with a 50 per cent net profit for the newly launched U-verse. To accomplish these objectives, celcom has developed a benchmark for progress in three different categories. Firstly, through using a market penetration pricing, the service will be brought to the customers at affordable and reasonable prices. Secondly, by gaining a better 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. 5.6 TARGET MARKET 23
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ASSIGNMENT – BMST5103 large travel agencies or holiday planners - For example, travel agencies like wahtung 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. 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. 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.
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