3Functional Level Strategies Celcoms current marketing strategy to maintain

3functional level strategies celcoms current

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3.Functional Level Strategies
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“Celcom’s current marketing strategy to maintain customer-company relationship with potential customer” Evaluation: Celcom sends personal sales representatives to market their products on potential customers and create service concepts for their business or choice of order. Specifications are then sent to suppliers. This enhances more customer loyalty and relationship with the company. Although some of the customers do go on credit, 20% of the annual sales are obtained from this form of marketing sales and this is designed to reach their objectives of being the market leader and providing quality services for the customer and profit to the company in return. This is a potential advantage they have over their competitors as well. 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 Other than marketing strategy, Celcom should have proper planning on others area such as management, financial, and others. They cannot only focus on marketing strategy because other areas also will affect the company performance. In term of management, they need to manage their resources properly such as staff’s welfare, quality of services, and so on. Through the effective marketing strategy will lead to the good financial performance. Financial Ratio
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1)Return on shareholders’ equity = Net income Total stockholder s ' equity = RM 1,203,302 RM 20,609,155 = 0.06 Return on equity (ROE) is the amount of net income returned as a percentage of shareholders equity. Return on equity measures a corporation's profitability by revealing how much profit a company generates with the money shareholders have invested. The return on shareholders’ equity is 0.06. This means that every ringgit of shareholder’s equity earned about RM0.06 this year. In other words, shareholders saw a 6% percent return on their investment.
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