Their mission and vision are to delight our customers, to build a profitable enterprise that maximizes investors return, to empower, develop and reward our people, to become Malaysia’s preferred employer, to build win-win relationship with all our business partners, based on mutual trust, respect and support, to work to bridge the digital divide, to build our nation and to enhance its standing abroad and to maintain the highest levels of transparency, integrity and professionalism. Together with all our stakeholders, we will make Celcom Malaysia a premium brand: a brand that symbolizes the spirit of freedom, aspiration, confidence, dynamism, timelessness, universality and globalism. (Celcom Official Website, 2009). Celcom has been in the telecommunication business with the primary objective to keep people connected and helping companies to market their goods and services as well as keeping them close to their customers. Besides formulating a market-orientated and customer-focused mission statement, celcom has established and objective to achieve cumulative growth in the next five years with a 50 per cent net profit for the newly launched U-verse. To accomplish these objectives, celcom has developed a benchmark for progress in three different categories. Firstly, through using a market penetration pricing, the service will be brought to the customers at affordable and reasonable prices. Secondly, by gaining a better understanding of the need and satisfaction of the current customers, they will improve the service to encourage re-orders. Finally, the service is to be able to utilize it’s current technology and knowledge base, and research as well would be conduct on similar products with an eye towards developing the services to a speciality advertising product. (Williams & Ferrell 1997, p. 364)
Celcom started its operation as STM Cellular Communications in 1988 with Fleet Group and Telekom Malaysia as shareholders. Subsequently, Telekom Malaysia sold its 51% shareholding to the TRI group which was controlled by Tajudin Ramli. Fleet Group's share was transferred to the Time Engineering group which was later sold to TRI. In the initial years Celcom experienced a tremendous growth in subscriber base and network coverage under the stewardship of Rosli Man, the President of the company. It was during his tenure that Celcom turned into the leading cellular companies in Malaysia. Man left Celcom in 1996. When the cellular phone market was opened up in 1995, Celcom upgraded to the GSM900 service and quickly grew to become the largest mobile phone company in Malaysia. Competition soon set in, and several digital mobile carriers competed for market dominance of the cellular phone industry. During the 1997 Asian financial crisis, Celcom's owner, Tan Sri Tajudin Ramli suffered a debt crunch, and his shareholding in Celcom was seized by Danaharta, the national asset restructuring company. Failure to resolve his debts resulted in the controlling stake in Celcom being sold to Telekom Malaysia, the government-owned incumbent fixed line operator in 2003.
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