Maxis - Marketing Plan free essay sample

These competitors comprise of firms like DiGi and also Celcom. The service pack that is provided by Maxis comprises of a SIM card that enables the user of the cell phone to connect with other mobile phone users through their cell phones. Competitors like DiGi as well as Celcom do provide the same kind of service and are drawing more customers away from Maxis and they are gaining a larger market share. Due to this, it will be necessary to formulate this strategy to enable Maxis to become more competitive and to be the leader once again. The macro-environment of Maxis is examined in this plan by using the business tools like PEST. The SWOT tool is used to also analyze the external and the internal business environment for Maxis. Through the use of these tools, it will be possible to get the required information to determine the type of strategies that need to be utilized to make Maxis competitive again. Maxis must give attention for the changes that take place within the external environment, to identify the elements nd threats in the environment that are causing it to under-perform and that are restricting its progress. There does need to be enhancements towards the service that it provides or else it will lose out to competitors like DiGi, that are gaining strength and popularity. The primary recommendation here will be to the effect that Maxis is to make enhancements to the Maxis service pack. The service pack will need to be enhanced through the use of customization and to cater to the needs of business users and recreational users as well. Recommendations are made about the price of the service pack, the promotional methods, the distribution and nhancements need to be made the product itself. Maxis need to be more efficient when it comes to research and development of the new service pack and it has to pay more attention towards its competitors. 2. 0 Integrated Marketing Plan Introduction Maxis is a Company is leader in the industry concerning the providing of telecommunication services within Malaysia and it is starting to have a presence overseas as well. The domination of this company in the realm of mobile telecommunications services is now coming under threat from competitors like DiGi. hat are fast growing ion popularity among Malaysian phone users. The lack of competitiveness of Maxis has to be cured by making recommendations that will be contained within this marketing plan. Essentially, this plan will contain strategies that can make Maxis more competitive again and that will permit the company to leave its competition behind. Lack of strategic planning can be very bad for a company, especially when competitors are Just wanting for the right time to deploy their strategies to annul the competitor. The strategic planner at Maxis has to plan through having the correct and accurate information concerning the macro- environment and the internal processes of the company. It only with such knowledge that Maxis can solve the inefficiencies within its company and to take logical and accurate steps towards improving their competitive position in the industry. With this information, the strategist will be able to devise and deploy strategic initiatives that can enhance the performance of the company and to overtake its competition. Maxis Communications Berhad, or known as the Maxis company for this report, is an organisation that is dealing in the business of providing various services that relate to the domain of telecommunications. The Maxis Communications organisation is the ubsidiary ot Binariang Sdn Bhd This company is based in Malaysia and its headquarters are located in Kuala Lumpur. In addition to having operations in Malaysia, this company also has operations in countries like Indonesia and also in India. (Maxis Company Profile, 2010). This company was founded in 1995. After nearly 7 years, in 2002, this company made its appearance on the stock exchange. This company became a private company in 2007, when it was bought over by Binariang GSM Sdn Bhd for about $4. 5 billion (Yahoo Finance Company Profile for Maxis 2010). At the end of fiscal 2006, Maxis recorded revenues of about MYR7,706. million and this was an increase of about 21% from 2005. The companys operating profit stood at MYR2,836. 5 million in fiscal year 2006 and this was an increase of 16. 9% from 2005 (Companies and Markets Maxis Communications SWOT Analysis, 2010). As noted previously, this company does offer mobile phone related services and these are categorized as being mobile services, fixed services, and also international gateway services. In much more specific terms, the Maxis company does provide the following list of services: Mobile telecommunications products and services Various kinds of multimedia services Ђ Wireless Internet services for residential areas and offices of services Telecommunications consultancy related services (Maxis Company Profile, 2010) GSM cellular kinds This company does operate something that can be described as the national public switched network. In addition to this, the Maxis company also takes part in the ownership, the building and the maintenance of certain radio facilities and various associated switches. Maxis does provides high speed internet services and various internet application services. These does include software related services. Far from its original business, the Maxis company does participate within the business of property letting (Maxis Company Profile, 2010).