Mobile Phone and Tows Analysis

Topics: Mobile phone, SWOT analysis, Mobile network operator Pages: 9 (1700 words) Published: March 2, 2013



Name :Zuraini Binti Sairi




1.IntroductionPersonal Biodata1

Company Background2

2.Assessment of motivation programmes in the company

a) Goal Setting Theory by Edwin Locke2

b)Reinforcement Theory3

c)Equity Theory4

d)Expectancy Theory4

3.Assessment of Leadership Style5

4.Relation between leadership style and motivation programmes

in the company.7


References 11

1. Introduction

This assignment aims to conduct the TOWS analysis of an organisation and to propose areas which need to be improved in the said organisation. Hence Celcom Axiata Bhd has been chosen to obtain information needed to complement the assignment.

Company Background

Celcom Axiata Bhd is the country’s most experienced and premier mobile telecommunications company with 11.2 million customers. Being one of the very few companies in Malaysia to originally obtain a cellular phone license, it successfully introduced mobile telephony in Malaysia through its ART-900 service, using first generation NMT-900 technology. It uses the dialing prefix identifier of "013", "0148" and "019".

The company’s core business is in providing prepaid and postpaid mobile voice services. Its strong growth has been further supplemented by the growing data services segment and mobile broadband business, making it Malaysia’s leading mobile broadband provider. The company is the first to launch the 3G service in Malaysia and have the widest 2G, 3G and 3.5G coverage in the country and also offers international roaming service in 120 countries over 317 networks worldwide.

Celcom’s vision is to become the finest enterprise in the country and it’s mission is to delight the customers and to become a premium brand that symbolises the spirit of freedom, aspiration and globalism.

2. Identification of TOWS in the form of a matrix

The goal of the TOWS analysis is to identify critical strategic factors and then to build on core strengths; eliminate undermining weaknesses; take quick advantage of significant opportunities; and circumnavigate or mitigate threats. It is a tool for questioning assumptions and thinking outside the box (Morrison 2003). This analysis gives the company information on the strength and weakness it has and matches it with the competitive environment it engages in. It also helps a company create strategic plans that can counter any problem or threat from competitors. TOWS analysis tends to help companies determine what aspects they excel in and what aspects they have problems in and also helps companies determine its status against rivals.

TOWS analysis helps a company to get a better understanding of the strategic choices that they face and to answer the following questions of how they :

Make the most of their strengths?

Circumvent their weaknesses?

Capitalize on their opportunities?

Manage their threats?

A next step of analysis, usually associated with the externally-focused TOWS Matrix, helps the company to think about the options that they could pursue. To do this they match external opportunities and threats with their internal strengths and weaknesses, as illustrated in the matrix below:

Internal Strengths:

1. Strong R & D and Engineering

2. Strong Sales and Service Network

3. Offer one stop shopping centers

4. Strong customer oriented

5. Leads industry in information technology

Internal Weaknesses:

1. Heavy reliance on dealers or 3rd party for marketing & sales

2. Rising costs in Malaysia

3. Depend on foreign experts for advanced technology expertise

External Opportunities:...

References: David, Fred R., (2003).Strategic Management: Concepts and cases. (9th ed.).
International Edition, Pearson Education Inc, New Jersey, USA.
Post, J.E., Lawrence, A. T., & Weber, J., (2002). Business and society: (10th ed.). International Edition, McGraw-Hill Irwin, New York, USA.
Open University Malaysia.(Feb 2010).Strategic Management. OUM.
CELCOM.[Online]. Available: [2011, February 10]
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