Beruflich Dokumente
Kultur Dokumente
Table of Contents
No.
Title
Page
1)
Introduction
2)
3)
Comparative Analysis
4)
Recommendation
17
5)
Conclusion
18
6)
Reference
19
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1) Introduction
Axiata Group Berhad (Axiata), formerly TM International Berhad, is an investment
holding company. It operates in the telecommunications sector in Asia. The company
provides a wide range of telecommunication and consultancy services through its
subsidiaries in Asian countries. It has controlling interest in telecom companies in
Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia. The company provides its
mobile communications services under various brands such as XL in Indonesia; Celcom
in Malaysia; Smart in Cambodia; Idea in India, and M1 in Singapore. Axiata
headquartered in Kuala Lumpur, Malaysia.
The Axiata Group, through Celcom, is planning to enhance its focus on mobile data and
digital services. The company initiated efforts to improve network quality and capacity to
enhance customer data experience.
Objective:
1. To determine the supply chain management strategy of direction of Axiata in the
local and international markets.
2. Identify segments within these markets.
Axiata vision, to be a Regional Champion by 2015 as Most Admired Company in
ASEAN / South Asia. There are:1. Profit Best financial performance
2. People Top employer / talent factory
3. Process World class processes
4. Planet & Society National / Social Contribution.
Strategic Approach to sustainability of Axiata is base on Holistic Four-pillar
Approach to Sustainability:
I.
Beyond Short Term Profits
a. Long Term Investment
b. Services Beyond Commercial Motivation
c. Global Mobile Development
II.
Nurturing People
a. Nurturing Future Leaders
b. Culture of Integrity
c. Inclusivity
d. Conducive Workplace
III.
Process Excellence
a. Supply chain Management
b. Customer Centricity
c. Centres of Excellence
d. Strong Governance
IV. Planet and Society
a. Greener Operation
b. Contribution Towards Society
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By referring to the above BCG matrix show that relative revenue contribution to Axiata
group. Idea, Robi & Dialog are doing well in market; XL and Celcom are in competitive
situation to penetrate the market but in improvement trend. For M1. Multinet and MTCE
are low in market.
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Brand analysis
Brand products
Postpaid services-celcom first
o Celcom First Prime, Premier and Elite
o Celcom First Biz Prime, Premier and Elite
Prepaid services-Xpax
Broadband services
Blue Cube
The Cube
Brand Identity
Celcom broadband youll have nothing but peace of mind from the moment you
sign up
Celcom Biz- Maximize the reach of your business with celcom. Malaysias
leasing mobile network service provider with the widest nationwide coverage.
Celcom First-Celcom postpaid plan will prove to be absolutely everything you
need and more.
Xpax Got X, Got it All.
Brand Extension
School of X, University of X
Broadband
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Brand Sponsorship
Co-branding with Citibank, AirAsia
Event Sponsorship
SWOT analysis
Strengths
Establish Brand
Quality Products
Weakness
Low market share
Poor marketing efforts
Opportunities
Growth in telecommunications service industry
Promotion Opportunity
Threats
Competitive Industry
Technological Advancements
Strategic Plans to increase market share
Improve Advertising & Promotions to deliver the value to customers
Attract new customers
Increase in sales
Establishment of a loyal customer base
Brand exposure
Creates visibility
Attract investors
Improve Customer Care
Competitive advantage
Increasing image of the company
Improve market share
Increase the customer loyalty
More referrals
Continue delivering good product and maintain loyal customers
Save time
Save cost
More time focusing on loyal customer
Short Term Plan
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3) Comparative Analysis
Axiata Main Competitor (Maxis/Digi)
Objective:
1. To conduct SWOT analysis on Axiatas competitors.
2. To determine competitors competitive advantage
3. To determine competitors short, mid and long term plans
SWOT Analysis of Maxis
A SWOT analysis is a structured group activity that is useful in identifying the internal
and external forces that drives an organization competitive in its markets. SWOT is an
acronym for Strength, Weakness, Opportunities and Threats.
Strengths
1. Good network coverage around Malaysia.
2. Have strong brand image and as merge as the market leader in Malaysia.
3. Good deals and special offers for different age groups and also target groups.
4. The oldest and biggest in terms of size and technology.
5. Provides reasonable plans and packages for all users.
6. Always the first to introduce new mobile plans
7. All type of telecommunication and internet technology services.
Weaknesses
1. Interruption of the line at certain areas.
2. Bad customer services.
3. Deals and offers are limited to certain time and area only.
4. Lack of Maxis centers(suburban areas) to enquire information or to pay bills
5. For broadband, speed is good during the first 7 days after activation, and then the
speed goes slower later on.
Opportunities
1. New technology is developing like mushrooms, so when there are new
telecommunication gadgets, there will be opportunities to explore in.
2. Growth of people using smart phones and LTE internet services provides more market
opportunities.
3. Expanding their business to overseas.
4. Building more maxis centers especially suburban areas.
5. New events and occasions to be sponsored.
Threats
1. Competitive Pressure causing pressure on margins
2. Rapid Technology Changes needing capital
3. Global Economic Slowdown impacting growth
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Source: Celcom Axiata Bhd, 2014; DiGi, 2014; Maxis Bhd, 2014
Table 1: Comparison of Maxis, Celcom and DiGi price plan for iPhone 5S
Innovation
DiGi has a good track record in product innovations. For example, DiGi was the first
Malaysian mobile operator to co-brand Opera Mini featuring a compression technology
that allows non-smart phone users easy access to internet. In 2012, DiGi established
Partnership with WhatsApp which offers subscribers unlimited access to WhatsApp at
an affordable rate.
Attractive career development
DiGi provides attractive career development prospects for employees. They have many
initiatives and programs for all levels across the organization. For example, in 2012,
targeted coaching and development programs were launched to address key skills and
leadership deficiencies of their employees.
Weaknesses
Poor network coverage
DiGis lack of base stations as compared to its competitors causes poor network and
broadband coverage which leads to dissatisfaction among subscribers and give DiGi a
bad reputation. Based on Malaysian Wireless (2013), both Celcom and Maxis have about
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4) Recommendation
A. Own brand Over The Top (OTT) Services
1. Build an Axiata branded, Mobile OS agnostic app-store that integrates with the
handsets native ecosystem, supported by a network specific cloud storage
service.
2. Provide enough incentives for developers (both established and aspiring) to
develop applications for Axiatas App Store, with a particular focus on localized
applications.
B. Differentiated Vertical Diversification
1. Negotiate payment settlement agreements with popular online digital content
stores (e.g. Apple iTunes, Google Play, Blackberry App World, etc) by leveraging
on subscriber base size
2. Develop interfaces with these stores to enable customers to pay for their
purchases using their mobile subscriptions (post-paid and prepaid)
3. Develop fraud management policies to cater for the potential for increased bad
debts by post-paid subscribers
4. Extend the payment solution to other products and services by working with
selected vendors and merchants
5. Develop a framework for the provision of micro-financing services with reputable
financial institutions and a network of individual agents
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External Analysis
The business environment for Telcos is changing rapidly, and Axiata has
to change accordingly to stay relevant and vital in the new Telco paradigm
Internal Analysis
Axiata's current strategy has been successful so far, but it needs to:
i. Diversify its service offerings
ii. Leverage on its large subscriber base
iii.
Focus more on engaging the under-served bottom-of-the-pyramid market
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6) Reference
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Celcom Axiata Berhad. (2014). Get huge savings with your choice of the perfect Celcom
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cIvIc_noob. (2011). DiGi bad customer service, service centre to helpline cust-service.
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http://www.complaintsboard.com/bycompany/digi-a35353.html
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DiGi. (2012). DiGis sustainability report 2012. Retrieved from
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DiGi. (2014). iPhone 5S: iDiGi. Retrieved January 6, 2014 from
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DiGi.com Berhad. (2012). Making internet for all a reality: Annual report 2012.
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Ewen, R. B., Smith, P. C., Hulin, C. L. & Locke, E. A. (1966). An empirical test of the
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