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
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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
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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.
