Topics: Mobile phone, Strategic management, Marketing Pages: 37 (6049 words) Published: May 23, 2014
Part 1
1.1 Axiata Company profile
1.2 Company mission and Organization Chart
Part 2
2.1 Axiata products
Models Analysis
2.2 Ansoff Matrix
2.3 Pestle Analyis
2.4 Product life cycle
2.5 The BCG matrix(applied by the Company)
2.6 The 5 forces
2.7 The generic Strategies
2.8 Axiata Competitors(Robi) and SWOT analysis
Part 3
Question 1
Question 2
Part 4
4.1 – General opinion about Axiata and suggestions

Axiata Group Berhad (AXIATA)
1.1 Axiata Company introduction and history
Axiata Group Berhad, an investment holding company, provides telecommunication and network transmission related services. The company offers, mobile telecommunication, passive infrastructure leasing, interconnect leased, pay television transmission, and other data services, and telecommunication network capacity, infrastructure, and services. It also provides financing, infrastructure and e-commerce, cable television and multimedia, information technology, data and backbone, fixed wireless, and transmission infrastructure, television broadcasting generated services and direct-to-home satellite pay television services, and mobile application and content services. In addition, the company offers over-the-top and other on demand content services; strategic and business development, management, administrative, and support services; fiber optic transmission network services; and electronic wallet services. Further, it is involved in the property development and letting of property for commercial purposes; trading electronic consumer products; trading and distribution of communication devices and related products; managing retail stores; and dealing in marketable securities. The company has approximately 240 million mobile subscribers in Asia. It operates primarily under the brands of Celcom in countries like: Malaysia,

XL in Indonesia,
Dialog in Sri Lanka,
Robi in Bangladesh,
Smart in Cambodia,
Idea in India,
M1 in Singapore.
The company was formerly known as TM International Berhad and changed its name to Axiata Group Berhad in March 2009. Axiata Group Berhad was incorporated in 1992 and is headquartered in Kuala Lumpur, Malaysia.

1.2 Company Mission
Celcom's Vision is to become the finest enterprise in the country 1. To delight our customers.
2. To build a profitable enterprise that maximizes investor returns. 3. To empower, develop and reward our people, to become Malaysia's preferred employer. 4. To build win-win relationships with all our business partners, based on mutual trust, respect and support. 5. To work to bridge the digital divide, to build our nation and to enhance its standing abroad. 6. To maintain the highest levels of transparency, integrity and professionalism. 7. Together with all our stakeholders, we will make Celcom a premium brand: a brand that symbolizes the spirit of freedom, aspiration, confidence, dynamism, timelessness, universality and globalism. Brand Vision

Our brand vision is about pleasing our customers and exceeding their expectations. It is our goal to empower them with choices and innovative solutions that will give them greater control and freedom to live it to the fullest. Pledge

1. We pledge to delight our customers in every aspect of our services. 2. We pledge to be committed to the pursuit of excellence.
3. We pledge to maintain the highest level of integrity and professionalism. 4. We pledge to be always optimistic, positive and dynamic in all we do. 5. We pledge to constantly reflect warmth friendliness and approachability through our service and our work.

2.1 Products offered by Axiata
Robi offers an array of different packages. In addition to offering the fundamental pre-paid and post-paid mobile services, it offers a wide range of value-added products and services such as, SMS, GPRS, EDGE, international roaming, Mobile Banking, SMS banking, Caller Ring Back Tone, MMS, Voice Greetings, Welcome Tunes, Call...
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