Celcom Marketing

Programme  :        MASTER OF BUSINESS ADMINISTRATION

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MARKETING MANAGEMENT

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Name                         :         Nasz

Table of content

                                                                                         Page

A.        EXECUTIVE SUMMARY                                                                       3

1.0        COMPANY BACKGROUND                                                        4

2.0        SITUATION ANALYSIS                                                                5-7

3.0        S.W.O.T ANALYSIS

                3.1        STRENGTH                                                                8-9

                3.2        WEAKNESS                                                                9-10

                3.3        OPPORTUNITIES                                                        10-11

                3.4        THREAT                                                                11

4.0        MARKETING GOALS AND OBJECTIVES                                        12-13

5.0        MARKETING STRATEGIES (4P)

                5.1        PRODUCT AND PRICE                                                14-18

                5.2        DISTRIBUTION CHANNEL                                        18-19

                5.3        PROMOTION                                                                20-22

6.0        IMPLEMENTATION                                                                        23-24

7.0        EVALUATION AND CONTROL                                                        25-26

8,0        SUMMARY                                                                                27

9.0        REFERENCES                                                                        28

EXECUTIVE SUMMARY

For this assignment, I choose Celcom as the main subject and will use the rest of mobile service provider in Malaysia as the comparison. In this assignment, I prefer to used Maxis and Digi as the main comparison because they are the nearest competitor for Celcom.

Initially, this assignment will go into detail about the company, their current products, and the marketing strategies. Later on, the situation analysis will discuss Celcom situation compare to their nearest competitor. The situation analysis will use reliable data from the telco companies itself and also from reliable data from well-known source such as consumerbarometer.com which is Google partner, digitalnewsasia.com and wearesocial.com. The comparison parameter will be the revenue and market share. The analysis will soon continue with a practical marketing plan to achieve their marketing goals.

A SWOT analysis of the company will show their opportunities and strengths as well as the company weakness and threats. Celcom strength and weakness basically from their company size, coverage and partnership. For their opportunities and threat basically within parameter of market share, coverage and consumer behavior.

From the marketing goals or objective and also by considering the 4P marketing strategies, I will come up with some practical marketing plan for the company that I choose that is Celcom the  4P marketing strategies will be product, price, place(distribution channel) and promotion. I initially will brief Celcom current promotion before come up with my suggestion.

After that, I am going explain how are the implementation will take place according to the 4P marketing strategies. The suggested marketing plan than will be strengthened with evaluation and control. Basically the parameter of the evaluation and control will be referring to the number of sales, Return on investment (ROI) and customer feedback.

Finally, I will closed this assignment with summary. I also will going to state the reference of this assignment to enable further reading and studies.

1.0        COMPANY BACKGROUND

On 5Th January's 1988, Celcom started its operation as STM Cellular Communications Sdn Bhd. The Telekom Malaysia and fleet group were their shareholders. Later on, Tajudin Ramli who was controlled the TRI group bought 51% shareholding from Telekom Malaysia.

In 1995 after the cellular phone market was opened, Celcom upgrades to the GSM900 service and tremendously grew. For several years Celcom manages to become the largest mobile phone service provider in Malaysia before several mobile phone provider start to compete and challenge the market dominance.