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Brand MissionCommitted to pursuit excellent and constantly reflect warmth friendlinessand approachability through service and work. Reputation and ImageU Mobile is one of the cheapest telecommunication service which has thelow calling rates for local and international calls. The customers get toknow about U Mobile through paper and online advertisement. They arereaching 1 million subscribers within 1 year of operation.Current Marketing ObjectiveTarget market Objective: To target a million subscriber within a year of operation.Promotional Objective: To target by boosting our distribution channels, adding more servicefeatures as well as more exciting promotions and deals.10
iv-The analysis on current business portfolioSWOT Analysis1.1STRENGTH•Celcom maintains a product differentiation strategyresulting from a strong market orientation, commitment tohigh quality, and customization of products and services.•There is little turnover among well-compensatedemployees who are liked by customers. The relatively bigsize of the staff fosters communication and quick responseto client’s needs.•A long-term relationship with the primary suppliers resultsin shared knowledge of the product’s requirements,adherence to quality standards, and a common visionthroughout the development and production process.•The high percentage of sales, suggest a satisfied customerbase as well as positive word of mouth, which generatesnew business per year.•Being the oldest telecommunications service provider inMalaysia, has given Celcom a competitive edge andincreased customer’s trust and loyalty to the brand.1.2WEAKNESS•Celcom’s current facilities are crowded; there is little roomfor new employers or equipment’s to fit into the company.•Celcom is reactive rather than assertive in its marketingefforts because of its heavy reliance on customer’sreaction for product satisfaction.•While the staff size improves growth and communication, italso impedes commitment on the side of the staff and lackof specialization.•Both the product line and the client base lackdiversification. Dependence on current recorder rates couldbleed complacency, invite competition, or create falsesense of customer satisfaction. Development of a product11
that would provide better quality service by thecompetitors would probably put Celcom out of business.•The non-seasonality of the products and services createsbottleneck in productivity and cash flows, places excessivestress on the personnel and strains on the facility.•The poor niche market could be a competitive advantagefor their competitors to gain an advantage over them, andthis could lead to a dramatic decrease in customer’sloyalty.