23 competition analysis competitors the major

2.3 COMPETITION ANALYSIS
Competitors: the major competitors are Maxis, Digi and U-Mobile respectively according to
their level of threat.
Put Maxis as 2.3.1 follow with Digi and U-mobile. Bincangkan jika boleh diatasi maxis dan lain
sykt telco dan kekuatan atau kekurangan sykt masing2 bersaing…
2.3.1 OBJECTIVES AND STRATEGY OF DIGI
The main objectives of Digi are to become the main market leader in Malaysian market. This
they have done by implementing many marketing strategies to persuade customers. This strategy
includes the Digi family and friends, 18 cent per any local call, reward on reload according to the
amount reloaded within a month and mass advertisement.
2.3.2 STRENGTHS OF DIGI
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The main strength of Digi is the market size they occupy through their extensive marketing
strategy and promotions. This has made them one of the market leaders and their service are
largely demanded across the Malaysian market.
2.3.3 WEAKNESS OF DIGI
Their main weakness is limited coverage across Malaysia and the world. For example,
sometimes when you send message to African continent with Digi, the message will not be
delivered to the recipient .
2.3.4 SIZE AND TREND OF DIGI IN THE MARKET SHARES
Digi currently holds the second largest trend in the Malaysian market shares.
2.3.5 OBJECTIVES AND STRATEGY OF MAXIS
Maxis are one of the new entries into the telecommunication service providers market, and their
main objective is to get as much customers as they could. This they have down through mass
advertisement, sponsoring sports programmes, rewards to their customers and organizing shows
for students and the public at large.
2.3.6 STRENGTH OF MAXIS
Their sponsorships for sporting programming is drawing many customers attention since
Malaysia is a country vast in sporting activities.
To find out more in internet
2.3.7 WEAKNESS OF MAXIS
Their services are inconsistent, due to poor and limited coverage as well as products features.
To find out more in internet
3.8 CELCOM’S COMPETITIVE ADVANTAGE
Being the oldest and most experienced amongst the three, Celcom has many competitive
advantages against its major rivals Maxis and Digi. They currently posses the highest trend in the
market share, giving the highest coverage, many products features and having the highest
customer size in the Malaysian market. They are applying many future strategies to maintain
their position as the market leader in the Malaysian market like niche marketing, business
package development, intercontinental and international service expansion.
2.3.9 FUTURE COMPETITIVE MEASURES
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In other to maintain their current market position Celcom has developed competitive measures to
fight off their rivals both at the present and in the future, this ranges from delighting their
customers with their numerous service features, developing greater customer relationship
strategy, implementing more societal marketing schemes and supporting the
government. (Celcom Official Website, 2014)
2.4 PRODUCT OFFERING BY CELCOM
Celcom provides varieties of products and service to their customer, which is why they are
presently the best in Malaysia. But we intent to launch a new product (U-verse), that lets
customers, pay their bills through phone, book online flight tickets and hotel reservations.