I am currently working as a Customer Service Representative (CSR) in TM BHD. Thus, I choose TM BHD as the organisation for my case study. TM BHD is Malaysia’s Number One provider of information communication technologies.
| To be the Communications Company of choice - focused on delivering Exceptional Value to customers and other stakeholders"
To achieve the vision, TM is determined to do the following:
| Be the recognised leader in all markets TM serves.
| Be a customer-focused organisation that provides
one-stop total solution.
| Build enduring relationships based on trust with customers and partners.
| Generate shareholder value by seizing opportunities in Asia Pacific and other selected regional markets.
| Be the employer of choice that inspires performance excellence.
Telekom Malaysia, which once owned Malaysia's telecommunications landscape, now faces growing competition. Telekom Malaysia provides voice and data services through three primary operating units: TelCo, its core telecom business; Telekom Multimedia, which develops new media businesses; and ServiceCo, which oversees operational activities such as fleet and property management. The company is also a leading ISP. Among Telekom Malaysia subsidiaries are units that publish phone directories and operate fiber optic networks. It sold its cellular unit in 2002 but gained control of Celcom (Malaysia) in 2003. The company also owns stakes in businesses in nine countries in Asia and Africa. It is controlled by the state. Telekom Malaysia Berhad (TM) is the largest telecommunication company in Malaysia and one of the largest listed companies on KLSE with an operating revenue of more than RM13 billion and serving 8 million customers. TM was also facing a huge debt issues. One of the strategies that TM has identified to spur growth and revenue and facing competition from the rising competitors is actually to reduce and collect its debts. As an integrated telecommunications company, TM offers a comprehensive range of communication services and solutions in fixed line, data, mobile and Internet, and multimedia. Supporting this extensive range of products and services is a spectrum of world-class communications infrastructure, spanning the entire country and going beyond Malaysian shores. In facilitating regional and international telecommunications, TM has in place an extensive combination of satellite, terrestrial and submarine fibre optic cable systems to deliver both domestic and international data services. TM International Sdn Bhd (TM International) is the vehicle overseeing and managing the overseas ventures of Telekom Malaysia Berhad (TM), an emerging leader in Asian communications. The company is Malaysia’s foremost communications company and is one of the largest listed companies on the Malaysian bourse. It is driven to deliver value to its stakeholders in a highly competitive industry environment. Operating as an investment holding company, TM International was activated in 2001. Having had its origins as the international ventures division, TM International has today made the successful transition from an operating division to a wholly owned subsidiary. It has operations and financial interests in nine Asian countries, namely Sri Lanka, Bangladesh, Pakistan, India, Iran, Indonesia, Singapore, Cambodia and Thailand.
TM’s philosophy of marketing management
TM’s Bhd follow the societal marketing concept. The societal marketing concept is an extension of the marketing concept that challenges organizations to conduct their operations in a socially responsible manner. In other words, the core of the societal marketing concept asks firms to consider the ethical consequences of their actions and the collective needs of society at the same time they work to identify and satisfy customer needs. Of course, it goes without saying, that firms still need to remain profitable. The emphasis with the...
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