Maxis - Marketing Plan

Topics: Mobile phone, Strategic management, Marketing Pages: 22 (6407 words) Published: September 1, 2010
Contents Page

1.0 The Executive Summary

2.0 Integrated Marketing Plan Introduction

3.0 The Maxis Company Profile and Background

3.1 Types of Services Offered by Maxis

4.0 Mission Statement of Maxis

5.0 Strategic Thrust of the Integrated Marketing Plan

6.0 Maxis Company’s Key Success Factors

7.0 Situational Audit and Analysis

7.1 Macro - Environmental Analysis for the Maxis Company

7.1.1 P.E.S.T and S.W.O.T Analytical Frameworks for Environmental Analysis

7.1.1 Benefits of Using these Tools

7.2 SWOT Analysis for Maxis Malaysia

7.2.3 The Strengths of the Maxis Company

7.2.3 The Weaknesses of the Maxis Company

7.2.4 The Opportunities of the Maxis Company
7.2.5 The Threats of the Maxis Company

7.2.6 Important Findings of the SWOT Analysis

7.3 The P-E-S-T Analysis for Maxis Malaysia

7.3.1 Critical Analysis for the Malaysian Political Trends

7.3.2 Economic Trends

7.3.4 Social Trends

7.3.5 Technological Trends

7.4 Analysis of the Competition and the Market Situation in Malaysia

7.5 Analysis of Customers

7.6 Distribution

8.0 The Marketing Objectives of the Maxis Company

9.0 The Maxis Marketing Mix

9.1 The Product of Maxis

9.2 Pricing of the Maxis Product

9.3 Placement of Products of Maxis

9.4 Promotion and Advertising of the Maxis Product
10.0 The Strategy Recommended for the Improvement of the Maxis Product

11.0 Controls and Management of Integrated Direction of the Marketing Plan

12.0 Tactical Plans for Maxis

13.0 Proposed Sales Forecast

14.0 Budget

15.0 Conclusion

16.0 References

1.0 The Executive Summary

The integrated marketing plan here is very concerned with espousing an integrated strategy that is designed in order to enhance the current competitiveness of the Maxis mobile phone company through its service pack that it currently makes available to Malaysians. The Maxis company is one of the top performers within the Malaysian telecommunications industry. Until now, this market was dominated by Maxis but in these times, other mobile service providers have become more competitive and are competing on equal footing. These competitors comprise of firms like DiGi and also Celcom. The service pack that is provided by Maxis comprises of a SIM card that enables the user of the cell phone to connect with other mobile phone users through their cell phones. Competitors like DiGi as well as Celcom do provide the same kind of service and are drawing more customers away from Maxis and they are gaining a larger market share. Due to this, it will be necessary to formulate this strategy to enable Maxis to become more competitive and to be the leader once again. The macro-environment of Maxis is examined in this plan by using the business tools like PEST. The SWOT tool is used to also analyze the external and the internal business environment for Maxis. Through the use of these tools, it will be possible to get the required information to determine the type of strategies that need to be utilized to make Maxis competitive again. Maxis must give attention for the changes that take place within the external environment, to identify the elements and threats in the environment that are causing it to under-perform and that are restricting its progress. There does need to be enhancements towards the service that it provides or else it will lose out to competitors like DiGi, that are gaining strength and popularity. The primary recommendation here will be to the effect that Maxis is to make enhancements to the Maxis service pack. The service pack will need to be enhanced through the use of customization and to cater to the needs of business users and recreational users as well. Recommendations are made about the price of the service pack, the promotional methods, the distribution and enhancements need to be made the product itself. Maxis need to be more efficient when it comes to research and development of the new service pack and...
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