1988 witnessed the dynamic birth of celcom, a leading mobile phone telecommunications provider in Malaysia. Since its inception, celcom has steadily made its presence felt in the Malaysian market. It has, always continued to spread its wings and is undeterred by the dynamic nature of the mobile communication industry.
Our brand vision is about pleasing our customers and exceeding their expectation. It is our company's goal to empower the customers with choices and innovative solutions that will give them greater control and freedom to live it to the fullest. (Dato' Sri Jamaludin Ibrahim, C.E.O, celcom)
Setting up a team of quality directors and staffs, has transited celcom from first-generations to second-generation market leaders. For celcom, communication is a serious business. This is why we have mainly products and service geared toward maintaining business voices. This products and services includes business prepaid plan, business supplementary plan, business post-paid plan and business satellite. A major challenge facing celcom is how to increase profit and maintain their competitive advantage in the Malaysian market. (Celcom Official Website, 2009)
An evaluation of the company's internal strength and weakness and external threats and opportunities served as the foundation for this strategic marketing plan. The plan focuses on the company's growth, strategic analysis suggesting ways in which it can build on existing customer relationship and launching of the new product and/ or services targeted to specific customer niche. Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments, the small business and high-end home office users, in our local market.
This is a sample planned market sale for the first three months of introduction to the market.
2.0 BUSINESS MISSION AND VISION
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. 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)
2.0.1 SITUATIONAL ANALYSIS
In business for twenty years, celcom was founded as a telecommunications service provider and has evolved into high quality telecommunications provider across the Malaysian market. Dato' Sri Jamaludin Ibrahim was appointed as director/chairman of celcom (Malaysia) berhad on 25 April 2008. He is currently the president and group chief executive officer of Axiata group berhad (formerly known as Tm International Berhad). (Celcom Official Website, 2009)
2.1 MARKET SUMMARY
2.1.1 COMPETITIVE FORCE
The competition in the specialty advertising industry is very strong both on local, regional and national level, making the Celcom the market leader in Malaysia. Following the sales strategy developed by their local rivals, celcom Malaysia has improved their competitive level, through developing many telecommunications feature, providing quality services at considerable price. The competition in the telecommunication industry is very high with the latest introduction of a new telecommunications service provider (U-mobile). Celcom has reduced the cost of sms from 50 cent to 25 cent and reduced the cost of call from 35 cent to 20 cent per minute. Many other competitive measures are expected to enter the market soon as well. (Williams & Ferrell 1997, p.600)
2.1.2 BARRIERS TO ENTRY
Basically in Malaysia,...