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service to encourage re-orders. Finally, the service is to be able to utilize it's =urrent technology and knowledge base, and research as well would be conduct on =imilar products with an eye towards developing the services to a speciality =dvertising product. (Williams & Ferrell 1997, p. 364) 3.2 TARGET MARKET
3.2.1 TARGET MARKET 1large travel agencies or holiday planners For example, travel agencies like wahtung sdn brh, can use the =ervice to provide 24/7 travel planning's to their numerous customers, thereby =ncreasing the companies ticket sales and profit. 3.2.2 Target Market 2Niche market of business travellers For example, business men and women who normally use online system =or their reservation will find it easy to make reservations and flight booking by =ust a simple press on the button, and that would be more convenient to =ravellers. 3.2.3 TARGET MARKET 3Direct consumer market of hand phone user. For example, this service can be utilized in our day to day life, =ike paying bills and checking account balance, making it easier for our families by =ust pressing a button instead of having to go to the company or bank to pay =ur bills. 3.3 POSITIONING Celcom has since its establishment, positioned itself as the number =ne Malaysian network in the Malaysia market. This they have done by =roviding efficient network connectivity and linking of individuals together. =oday celcom stands in the heart of every Malaysia as the telecommunication service =rovider that offers a "more for more" customer satisfaction, by providing the =ustomers with products to keep them satisfied above their competitors and =harging them more money for the quality they yield in the products. It has made our =ork so easy, that by launching this service as the first in south East Asia, it =ill go a long way towards convincing the present customers that celcom is truly =he number one Malaysian network, persuading the non-customers both in =alaysia, and the neighbouring countries where celcom is currently expanding to join =he leading network. Physiologically, celcom has influenced the status of =heir customers, because they are considered to be financial capable by using =elcom services. 3.4 STRATEGIES By understanding the customer's needs, celcom has used its strength =o fill the needs of the customers more than any other telecommunications =ervice provider in Malaysia presently. This has given them a competitive =dvantage, boosted enthusiastic sale and increased more customer loyalties. Through careful and in-dept research in the characteristics if the =alaysian market, celcom has created distinctive target markets for its products =hrough creating a strategic marketing mix that just not makes the product =vailable, but also affordable, convenient and unique at a
consistent and flexible =evel. This is geared towards improving new and existing products as well as =rofit to the company.