Digi Telecommunications Literature Review

Business review demonstrates that there are a few investigations of components or factors that impact the business performance of telecommunication companies in the region. However, there is no effort at a comprehensive study of the telecommunication organisation in Malaysia. Thus, this study endeavours to discuss and dedicates to critical assessment and evaluation of business performance of Digi Telecommunications. The review of related literature is fundamental in order to provide a comprehension of the background of insufficient research studies done on this topic. Discussion in this section has covered four factors, which in light of current business performance and market situation leading to the business opportunities or issues. These
Marketing helps to investigate and determine the unfulfilled market's needs (Kotler & Armstrong,2010). Marketing management is a procedure, which include examining, analysis, arranging, implementation and observing, in order to provide a successful and profitable business to customers and accomplish organisation's long term targets (Cutler, 2000). Frank (1994) concurred that marketing is to satisfy the needs of customers and concentrate on target markets. Customer value has strong impact of market performance, market orientation and competitive advantage of the organisation (Zhou, Brown & Dev, 2009).
According to Enz (2009), organisations needed to emphasize on resources in order to support its competitive advantage, for instance, resources of human capital, financial related, organisational knowledge and physical resources. McCarthy (1964) expressed that the marketing mix is a set of factors, such as product, price, promotion and place to satisfy the needs of the market. However, the report of Rafiq & Ahmed (1995) mentioned and argued the dissatisfaction of 4Ps framework and expressed the marketing mix ought to be replaced by service marketing mix 7Ps, which is developed by Boom & Bitner's
Hence, place or distribution can impact to business performance due to the product or service availability. Therefore, Digi (2015) has to make sure the network coverage is accessible and satisfied by its customers through constantly make sure the network upgrade is always ongoing in order to improve its network coverage in the country. As of December 2015, Digi (2015) has covered 87% and 65% of the population areas for 3G and 4G LTE network. However, one of the major competitors, Maxis (2015) has covered 90% and 71% of the population areas for 3G and 4G LTE network in