Brand Mission Committed to pursuit excellent and constantly reflect warmth

Brand mission committed to pursuit excellent and

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Brand Mission Committed to pursuit excellent and constantly reflect warmth friendliness and approachability through service and work. Reputation and Image U Mobile is one of the cheapest telecommunication service which has the low calling rates for local and international calls. The customers get to know about U Mobile through paper and online advertisement. They are reaching 1 million subscribers within 1 year of operation. Current Marketing Objective Target market Objective:  To target a million subscriber within a year of operation. Promotional Objective:  To target by boosting our distribution channels, adding more service features as well as more exciting promotions and deals. 10
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iv- The analysis on current business portfolio SWOT Analysis 1.1 STRENGTH Celcom maintains a product differentiation strategy resulting from a strong market orientation, commitment to high quality, and customization of products and services. There is little turnover among well-compensated employees who are liked by customers. The relatively big size of the staff fosters communication and quick response to client’s needs. A long-term relationship with the primary suppliers results in shared knowledge of the product’s requirements, adherence to quality standards, and a common vision throughout the development and production process. The high percentage of sales, suggest a satisfied customer base as well as positive word of mouth, which generates new business per year. Being the oldest telecommunications service provider in Malaysia, has given Celcom a competitive edge and increased customer’s trust and loyalty to the brand. 1.2 WEAKNESS Celcom’s current facilities are crowded; there is little room for new employers or equipment’s to fit into the company. Celcom is reactive rather than assertive in its marketing efforts because of its heavy reliance on customer’s reaction for product satisfaction. While the staff size improves growth and communication, it also impedes commitment on the side of the staff and lack of specialization. Both the product line and the client base lack diversification. Dependence on current recorder rates could bleed complacency, invite competition, or create false sense of customer satisfaction. Development of a product 11
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that would provide better quality service by the competitors would probably put Celcom out of business. The non-seasonality of the products and services creates bottleneck in productivity and cash flows, places excessive stress on the personnel and strains on the facility. The poor niche market could be a competitive advantage for their competitors to gain an advantage over them, and this could lead to a dramatic decrease in customer’s loyalty.
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