Marketing Management - Digi

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Question : Select any marketing model of your choice, explain its functions and advantages and then apply it to a market segment with which you are familiar.

Table of Contents
1.0Introduction…………………………………………………………………page 3 1.1 Ansoff Matrix
1.2 Advantages of Ansoff Matrix

2.0DiGi Telecommunications Company Portfolio…………………………….page 5 2.1 Ownership
2.2 Top 10 Shareholders

3.0DiGi’s Marketing Strategy (Ansoff) ……………………………………….page 7 3.1 Market Penetration
3.2 Market Development
3.3 Product Development
3.4 Diversification

4.0Marketing Mix (4Ps) ……………………………………………………….page 12 4.1 Price
4.2 Product
4.3 Place
4.4 Promotion

5.0Feedback of Customers about DiGi Telecommunications…………………page 14

6.0Suggestions of improvement for DiGi Telecommunications………………page 14

7.0 Conclusion……………………………………………………………..…...page 14

8.0References……………………………………………………………..…....page 15

9.0Appendix…………………………………………………………………....page 16 1.0 Introduction
There are many marketing models that have been created for the benefits of analyzing a business, maintaining its profitability and at the same time heading towards expansion of the business itself. Marketing models are very subjective in terms of what areas that we are narrowing down to, in which certain areas we need to improve on.

1.1 Ansoff Matrix
For this assignment, we’ll be more focused on the Ansoff Matrix. Ansoff Matrix was first introduced in 1957 by Igor Ansoff and is used by businesses up till today. This marketing model is uncomplicated, resulting in easier to determine the specific areas that we are looking at, and trying to improve. This matrix can help by providing a benchmark on marketing strategy plans for businesses.

Figure 1 : Ansoff Matrix

As shown in the illustration above, the Ansoff Matrix consists only of four main elements that will be used to determine the positioning of the company in the current market.

■ Market Penetration – is the strategy for companies to sell existing products into existing markets by coming up with competitive strategies such as value-add, pricings and promotions. ■ Market Development – is when companies choose to sell existing products into new markets such as implementing export to other countries. Companies also can target new geographic areas and also new market segments which has never been ventured into before.

■ Product Development – is when a business wants to introduce new products into its current markets. This would require new developments on products such as in terms of variety or even new innovations of products which will be appealing to its current market.

■ Diversification – is when a business decides to venture into another different kind of industry, which has little or no correlation with its main business.

1.2 Advantages of Ansoff Matrix
The use of Ansoff’s Matrix brings many advantages. One main advantage is that the matrix in itself is relatively simple and easy to understand. With this matrix, it is possible to determine the market positioning of the company, in regards to whether or not the company is in its correct pathway of marketing strategy. The Ansoff Matrix can also help in considering new opportunities and in deciding strategic marketing plan for the future of the company, both long term and short term plans. All in all, the Ansoff Matrix can greatly help to identify the many possible ways to help in business expansion, both in regards to its products or its relative market.

2.0 Digi Telecommunications Company Portfolio
The company focus in this assignment would be Digi Telecommunications Sdn Bhd, a subsidiary of DiGi.com Berhad. Digi Telecommunications is one of the leading mobile communications company in Malaysia alongside Maxis, Celcom and other mobile communications service providers. Founded in year 1995, DiGi...
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