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This would be the first of its kind in South East Asia, and it would go long to way toconvince celcom customers about the company’s commitments towards providing the best22
ASSIGNMENT – BMST5103service to keep them delighted and in developing the country into a globally connectednation with the best telecommunications service.5.4 DISTRIBUTIONWith over five thousand trade channels in Malaysia, the distribution of the service won’t bedifficult. The service (U-verse) is designed in a way that it can be automatically activatedonce a customer purchases a SIM CARD, by clicking *128#, then U-verse and followingthe instructions, or by going to any celcom dealer near him for activation. The distributionchannel is designed in a way that it is so efficient for customers and increases potentialsales 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 iteasy for the customers to reach.5.5 BUSINESS LEVEL STRATEGIES Celcom has been in the telecommunication business with the primary objective to keeppeople connected and helping companies to market their goods and services as well askeeping them close to their customers. Besides formulating a market-orientated andcustomer-focused mission statement, celcom has established and objective to achievecumulative growth in the next five years with a 50 per cent net profit for the newlylaunched U-verse.To accomplish these objectives, celcom has developed a benchmark for progress in threedifferent categories. Firstly, through using a market penetration pricing, the service will bebrought to the customers at affordable and reasonable prices. Secondly, by gaining a betterunderstanding of the need and satisfaction of the current customers, they will improve theservice to encourage re-orders. Finally, the service is to be able to utilize its currenttechnology and knowledge base, and research as well would be conduct on similarproducts with an eye towards developing the services to a speciality advertising product.5.6 TARGET MARKET23
ASSIGNMENT – BMST5103large travel agencies or holiday planners - For example, travel agencies like wahtungsdn bhd, can use the service to provide 24/7 travel planning’s to their numerouscustomers, thereby increasing the companies ticket sales and profit.Niche market of business travellers - For example, business men and women whonormally use online system for their reservation will find it easy to make reservationsand flight booking by just a simple press on the button, and that would be moreconvenient to travellers.Direct consumer market of hand phone user - For example, this service can be utilizedin our day to day life, like paying bills and checking account balance, making it easierfor our families by just pressing a button instead of having to go to the company orbank to pay our bills.