Executive Summary
Executive Summary
The report discusses about existing marketing strategy and recommends an alternative strategic approach for chosen telecommunication company, namely Maxis Berhad Malaysia Maxis Berhad is a telecommunication company provides better quality service with huge coverage with higher price charge as compare to their competitors such as DiGi and Celcom among Malaysia. In the first half of 2011, the sales of Maxis Berhad Malaysia have increased approximately 30%. The report starts with an introduction and followed by the discussion on the existing marketing strategy of Maxis Berhad. Currently, Maxis Berhad is at maturity stage which its successful brand allows it to be extended indefinitely. For growth strategies, Maxis Berhad has used product development which it offers various types of services to attract future customer and gain a larger market share. It also used diversification which it aims to offer low cost plans and smartphone APPS to target younger customer groups. For value addition strategy, Maxis Berhad used product differentiation which its high performance quality allows Maxis Berhad to charge its product at higher price. Furthermore, segmentation targeting and positing (STP), unique selling position (USP), SWOT analysis, and PESTLE analysis are discussed in the report. The report followed by part two which objectives has set to make sure it has meet with the SMART criteria. Maxis Berhad can be more success in the market by maintaining its existing marketing strategy which is product development, diversification and product differentiation. Besides, Maxis Berhad can be more success in the market by organizes various activities and programs such as corporate social responsibility.
The report discusses about existing marketing strategy and recommends an alternative strategic approach for chosen telecommunication company, namely Maxis Berhad Malaysia Maxis Berhad is a telecommunication company provides better quality service with huge coverage with higher price charge as compare to their competitors such as DiGi and Celcom among Malaysia. In the first half of 2011, the sales of Maxis Berhad Malaysia have increased approximately 30%. The report starts with an introduction and followed by the discussion on the existing marketing strategy of Maxis Berhad. Currently, Maxis Berhad is at maturity stage which its successful brand allows it to be extended indefinitely. For growth strategies, Maxis Berhad has used product development which it offers various types of services to attract future customer and gain a larger market share. It also used diversification which it aims to offer low cost plans and smartphone APPS to target younger customer groups. For value addition strategy, Maxis Berhad used product differentiation which its high performance quality allows Maxis Berhad to charge its product at higher price. Furthermore, segmentation targeting and positing (STP), unique selling position (USP), SWOT analysis, and PESTLE analysis are discussed in the report. The report followed by part two which objectives has set to make sure it has meet with the SMART criteria. Maxis Berhad can be more success in the market by maintaining its existing marketing strategy which is product development, diversification and product differentiation. Besides, Maxis Berhad can be more success in the market by organizes various activities and programs such as corporate social responsibility.