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BMMK51031.0 Company backgroundCELCOM, known as CELCOM AXIATA BERHAD, is the oldest telecommunicationcompany in the mobile telecommunication services industry in Malaysia currently. CELCOMis one of a member of the Axiata group of companies, which is one of the leadingtelecommunication companies in Asia. In 1988, CELCOM started its operation as STMCellular Communications with Fleet Group and Telekom Malaysia as shareholders. As one ofthe telecommunication companies in Malaysia, to originally obtain a cellular phone license, itintroduced mobile telephony in Malaysia through ART-900 (Automatic Radio Telephone)services successfully. The ETACS (Extended Total Access Communication System) ART-900was started using the prefix “010”. However, in 1995, when the cellular phone market wasopened up, CELCOM used dialing prefix identifier of “013” and “019” and offer digitalGSM (Group Special Mobile), an originally European standard, now largely a world standardfor mobile communications. Then, CELCOM upgraded to the GSM900 service and quicklygrew to become the largest mobile phone company in Malaysia.Celcom brand vision is about pleasing our customers and exceeding their expectation.It is the company’s goal to empower the customers with choices and innovative solutions thatwill give them greater control and freedom to live it to the fullest. (Dato’ Sri JamaludinIbrahim, C.E.O, Celcom)Setting up a team of quality directors and staffs, has transited celcom from first-generations to second-generation market leaders. For Celcom, communication is a seriousbusiness. This is why Celcom have mainly products and service geared toward maintainingbusiness voices. This products and services includes business prepaid plan, businesssupplementary plan, business post-paid plan and business satellite. A major challenge facingCelcom is how to increase profit and maintain their competitive advantage in the Malaysianmarket.(Celcom Official Website, 2013)4
BMMK51031.1 Celcom Business Mission & Vision To delight the customers.To build a profitable enterprise that maximizes investors return.To empower, develop and reward our people, to become Malaysia’s preferred employer.To build win-win relationship with all our business partners, based on mutual trust, respect and supportTo work to bridge the digital divide, to build our nation and to enhance its standing abroad.To maintain the highest levels of transparency, integrity and professionalism.Together with all our stakeholders, we will make Celcom Malaysia a premium brand:a brand that symbolizes the spirit of freedom, aspiration, confidence, dynamism,timelessness, universality and globalism. (Celcom Official Website, 2014)5
BMMK51032.0 Situation analysisCelcom has provided several brand products. The first product is postpaid serviceswhich is the Celcom Exec. This product has divided into a few packages which is CelcomExec 20, 50, 250 and also 1+5 plan that targeted different categories of people and also fulfilldifferent customer needs. Besides, customer also can choose Celcom Exec plan that comeswith the Blackberry Smartphone. These plans offer the customer several features which