62 objectives and strategy of digi the main

3.6.2 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.
3.6.2.1 Strength of Digi
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.
3.6.2.2 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 .
3.6.2.3 Size and Trend of Digi in the Market Shares
Digi currently holds the second largest trend in the Malaysian market shares.
3.6.3 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.
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3.6.4 Future Competitive Measures
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).
3.6.4.1 Product Offered 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.
U-verse: this is a popular product offered by AT&T in the United States. The products allow
customers to pay their bill. Following our counter parts, in developing a cutting edge
technology, we enhanced the U-verse service into paying bills, booking flight tickets and
making hotel reservation. A service designed for both travelers and the market in general.
This would be the first of its kind in South East Asia, and it would go long to way to convince
Celcom customers about the company’s commitments towards providing the best service to
keep them delighted and in developing the country into a globally connected nation with the
best telecommunications service.