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
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Weaknesses
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· Good network coverage around
Malaysia.
· Have strong brand image and as
merge as the market leader in Malaysia.
· Good deals and special offers for
different age groups and also target groups.
· The oldest and biggest in terms
of size and technology.
· Provides reasonable plans and packages
for all users.
· Always the first to introduce new
mobile plans
· All type of telecommunication and
internet technology services.
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· Interruption of the line at
certain areas.
· Bad customer services.
· Deals and offers
are limited to certain time and area only.
·Users tend to
switch to other telco with the existing number remains with no extra cost.
· Lack of Maxis centers to enquire
information or to pay bills.
· For broadband, speed is good
during the first 7 days after activation, and then the speed goes slower
later on.
|
Opportunities
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Threats
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· New technology is developing like
mushrooms, so when there are new telecommunication gadgets, there will be
opportunities to explore in.
· Growth of people using hand
phones and internet services provides more market opportunities.
· Expanding their business to
overseas.
· Building more maxis centers especially suburban
areas.
· New events and occasions to be
sponsored.
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·Growing market where many exiting telco company plus new emerging telco
company are competing with maxis.
·Maxis customer switch to
different telco in terms to enjoy the service and benefits by their
competitor.
· New rules
stating that all the hand phone users must register their number to their own
respected telco centre.
· Financial crisis, economical
issues or natural disaster.
|
COMPETITORS
The
major competitors are DiGi and Celcom respectively according to their level of
threat.
Objectives and Strategy of DiGi
The
main objectives of DiGi are to become the main market leader in Malaysian
market. This they have done by implementing many marketing strategies to
persuade customers. This strategy includes the DiGi family and friends, 18 cent
per any local call, reward on reload according to the amount reloaded within a
month and mass advertisement.
Strengths of DiGi
The
main strength of DiGi is the market size they occupy through their extensive
marketing strategy and promotions. This has made them one of the market leaders
and their service are largely demanded across the Malaysian market.
Weakness of DiGi
Their
main weakness is limited coverage across Malaysia and the world. For example,
sometimes when you send message to African continent with DiGi, the message will
not be delivered to the recipient.
Objectives and Strategy of Celcom
Maxis
are one of the new entries into the telecommunication service providers market,
and their main objective is to get as much customers as they could. This they
have down through mass advertisement, sponsoring sports programmers, rewards to
their customers and organizing shows for students and the public at large.
Strength of Celcom
Their
sponsorships for sporting programming is drawing many customers attention since
Malaysia is a country vast in sporting activities.
Weakness of Celcom
Their
services are inconsistent, due to poor and limited coverage as well as products
features.
Maxis Competitive Advantage
Being
the oldest and most experienced amongst the three, Maxis has many competitive
advantages against its major rivals DiGi and Celcom. They currently posses the
highest trend in the market share, giving the highest coverage, many products
features and having the highest customer size in the Malaysian market. They are
applying many future strategies to maintain their position as the market leader
in the Malaysian market like niche marketing, business package development,
intercontinental and international service expansion.
DIGI
vs MAXIS vs Celcom Postpaid Plan
Current
Problems
1. Maxis
are a communication and internet technology base company which provides various
kinds of services.
2. In
the ever challenging market, Maxis had to compete against other company that
provides the same services.
3. Rate
plans and marketing strategies plays an important role for Maxis to gain
success in sales figures.
4. Other than that, having good customer
services could increase peoples trust on them.
SITUATION
ANALYSIS
Company
Analysis:
·
Goals Maxis is about life enablement.
Simple - straight forward and easy to
understand.
Trustworthy - inspires confidence, assurance, conviction
reliance .
Creative - everything we do and
everything we say.
· Focus - achieving an efficient cost
structure, it currently has to increase its investments, including subsidies
and operating expenses to support its broadband and data business, which will
provide significant additional revenue in the future.
·
Culture – Corporate Social
Responsibility
·
Market share (2009) * Maxis -42% * Celcom – 31% * Digi -27%
Customer Analysis :
School Students
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Family and Friends
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Students
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Working Adults
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