The Boston Consulting Group (BCG) Matrix:

Corporate Social Responsibility (CSR) and Environmental Sustainability Programs

relevant to the company:

MyEg always put priority in achieving sustainability in becoming a well known and respected
sustainable organization. Therefore, they have organized various type of Corporate Social
Responsibility throughout the years. This company have been taken care of the society and
environment with a tagline “Bersatu Hati, Ikhlas Memberi”, as they are highly conscious of
being a consumer-oriented company, they always strive to provide a positive differences to the
society and environment. This company have constructed the guidelines of their CSR initiatives
and activities into 3 main categories, which are the Community Services, Entrepreneurship event
and Environmental Sustainability under the group of Komuniti MyEG, that can be said as the
passionate volunteer group set by MyEG. Most of the general event held by MyEG are
Sponsorship Events, and Aid and Donations Events. However, they also involved in other kind
of even such as Volunteering, Awareness Campaign, Collaborations and many more.

As MyEG continued in investing their best of efforts, time, and money in performing CSR, they
have planned, led, and executed the event by encouraging the company employee’s involvement,
which is also include the Senior Management. This company have invested approximately
RM731,000 in CSR during the financial period. However, this much of investment is nothing
compared to the smiles, hopes and motivation given for better prospect growing forward to a
wonderful well-being. MyEG CSR focuses on all ages, especially for children as they are the
future generation that will bring positivity in this world. However, while managing CSR, MyEG
also take the changes in promoting and spreading their brand awareness in some activities, which
can be said as a great strategy in ensuring social empowerment of MyEG.

Some of the example for MyEG CSR prominent events are the sponsorship of events, which is
The STAR’s Anak-Anak Malaysia Walk 2016. This event was held on 14 th August 2016 in
celebrating the unity and diversity of Malaysian and promoting harmonization in understanding
each other. MyEG sponsored 50 staff to participate in supporting the events. In the two following
years, MyEG again sponsored 50 staff each year for The STAR’s Anak-Anak Malaysia Walk
2017 and The STAR’s Anak-Anak Malaysia Walk 2018 events. Other than that, MyEG also
sponsored Youth Expo 2017 as the proud Silver Sponsor, which to encourage the youth in living
a healthy lifestyle, which also provide a great platform for the workforce apart from getting job
opportunities on global stage. In July 2018, MyEG also become the Silver Sponsor for KWAP
Inspire: Environmental Conference 2018 Event. This event was held to create awareness
regarding the environmental issues and encouraging environmental-friendly practices in the
corporate sector.

As for the Aids and Donation events, MyEG have involved in few events such as Outing to I-
City Shah Alam with Refugee Children of the Achievers Academy in October 2016, purposely
for providing quality education and giving changes for them to learn in a different environment.
MyEG also sponsored school supplies for 61 kids from Batu Grade Children Home in Kulim,
under the event of MyEG Back to School Programme on December 2016. Apart from that, many
other aids and donation program that MyEG have contributed to the society, they have giving
their best in supporting the World Cancer Day for 40 kids at KK3 Pediatric Institute of Hospital
Kuala Lumpur on February 2017, sponsoring necessities for Pertubuhan Rumah Chrestus on
June 2017, and sponsorship of food packs for the Underprivileged Community at Project
Perumahan Rakyat Miskin Tegar (“PPRT”), Lembah Subang for approximately 500 families in
Ramadhan 2017.

MyEG have received few awards and recognitions for their achievements, as well as being
highly respected and recognized for their CSR projects and investments. Therefore, it is proven
that MyEG is not only performing CSR for the sake of being Consumer-oriented Company, but
to achieve the sustainability goals in creating a better society for the better future.

Recommendations
MyEG is recommended to expand the business in other sector by acquisitions with others private
sector as that will help MyEG to maintain in the business. As we know, they are main services of
government departments in Malaysia. Also, their business is extremely dependent on the
government sectors as its contracts have to be reviewed and renewed regularly. Any cancellation
of its existing contracts could have a huge negative impact on its business. MyEG must
acquisitions to ensure their business is still running for the long time. MyEG can acquisitions
with private sectors like all KPJ Healthcare in Malaysia because KPJ as one of the largest private
hospital operators in Malaysia, they already had an established reputation. MyEg also can
acquisitions with travel booking platform likes Trivago, Agoda, Booking.com and another else.
With the MyEG,people can search any well-known place in the Malaysia also in another country.
According to statistic from Tourist Malaysia, in 2017, Malaysia received a total of 25,948,459
international tourists and recorded a 0.1% growth in tourist receipts, thus contributing RM82.2
billion to the country’s revenue ("Tourism Malaysia", 2018). This is one opportunity for the
MyEG to merger with them.

MyEG also recommended use turnaround strategy which is contacting frequently with
the customer and viewers as that will help in determining the effectiveness of services. They
need to improve their operation by upgrading innovation technology website system so that can
use without traffic jam and more focus on the quality aspect as proper controlling should be there
on the content of the news. MyEG should have to differentiate the duties and responsibilities to
all the employees so that each department can perform their duties effectively. MyEG should
provide a backup website and excellent technical support services to handle any glitches that
may occur once a consumer has used their services. They also should build or adapt global
networks to enable them to move people and information across their organizations quickly,
efficiently and effectively.

Next, MyEG can use superior reputation to increase business opportunity. As we know
reputation is a crucial driver of business performance because with positive reputation can builds
loyalty and increases customer confidence in MyEG brand and service. A strong website with
easy to navigate features and an enjoyable user experience can improve MyEG reputation
management and making it simple for them to find the information they need will improve brand
loyalty and reduce site abandonment. Next, with a great reputation not only can attract customers
to use MyEG services but also to attract investors and business partners to always business
relationship with MyEG.

For the next strategic is service development. service development is the creation of
service with new or different characteristics that offer new or additional benefits to the customer.
Service development may involve modification of an existing service or its presentation, or
formulation of an entirely new product that satisfies a newly defined customer want or market
niche. MyEG must expand into new e-Government service to enhance the quality of interaction
into between the public and the government. Besides that, MyEG also should continue to provide
innovative services and enhance existing services to reinforce as Malaysia's leading e-
Government service provider.

Conclusion

MyEG Services Berhad ("MYEG") is a largest concessionaire for Malaysian Electronic-

Government ("E-Government") MSC Flagship Application. MYEG builds, operates and owns
the electronic channel to deliver services from various Government agencies to Malaysia citizens
and businesses. The overall e-Government Initiatives focuses on allowing citizens to retrieve
information and perform transactions with various Service Suppliers in a convenient and timely
manner by utilizing its Electronic Services (e-Services).

It is important for MyEG to determine the external environment factor that may bring
opportunities and threats to their business operation. Determination of internal environment and
factor in MyEG also important due to it can determine extent resources possess by MyEG to
achieve their vision and mission.

The SWOT analysis is important for MyEG because it help them to assess the current
situation of websites to generate alternatives strategies. This is because through SWOT analysis,
it clearly shows overall of the MyEG’s strengths, weaknesses, opportunities and threats.
Strategic planning and recommendations help a company decide what it wants to be. It shows
company where it is going and plans how to achieve it. The implementation of good and
effective strategies indicates the business has the potential to develop in future. Therefore,
MyEG should apply the recommendation that have been discussed in this project. We should
emphasize that the following recommendations, if implemented timely in a manner will result in
significant and measurable saving for the fiscal year.