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3.6.2 Objectives and Strategy of DigiThe main objectives of Digi are to become the main market leader in Malaysian market. Thisthey have done by implementing many marketing strategies to persuade customers. Thisstrategy includes the Digi family and friends, 18 cent per any local call, reward on reloadaccording to the amount reloaded within a month and mass advertisement.18.104.22.168 Strength of DigiThe main strength of Digi is the market size they occupy through their extensive marketingstrategy and promotions. This has made them one of the market leaders and their service arelargely demanded across the Malaysian market.22.214.171.124 Weakness of DigiTheir 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 bedelivered to the recipient.126.96.36.199 Size and Trend of Digi in the Market SharesDigi 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 competitiveadvantages against its major rivals Maxis and Digi. They currently posses the highest trend inthe market share, giving the highest coverage, many products features and having the highestcustomer size in the Malaysian market. They are applying many future strategies to maintaintheir position as the market leader in the Malaysian market like niche marketing, businesspackage development, intercontinental and international service expansion.14
BMMK51033.6.4 Future Competitive MeasuresIn other to maintain their current market position Celcom has developed competitivemeasures to fight off their rivals both at the present and in the future, this ranges fromdelighting their customers with their numerous service features, developing greater customerrelationship strategy, implementing more societal marketing schemes and supporting thegovernment. (Celcom Official Website, 2014).188.8.131.52 Product Offered by Celcom Celcom provides varieties of products and service to their customer, which is why they arepresently the best in Malaysia. But we intent to launch a new product (U-verse),that letscustomers, 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 allowcustomers to pay their bill. Following our counter parts, in developing a cutting edgetechnology, we enhanced the U-verse service into paying bills, booking flight tickets andmaking 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 convinceCelcom customers about the company’s commitments towards providing the best service tokeep them delighted and in developing the country into a globally connected nation with thebest telecommunications service.