DESIGNING STRATEGIC PLAN MRB 3063 GROUP ASSIGNMEMT

Submitted to Prof. Dr Wan Mohd Ghazali Wan Abdullah

OCTOBER 2011

MODEL OF STRATEGY

ENVIRONMENTAL ANALYSIS General environment Operating environment Competitive positioning Directions for development

OPPORTUNITIES & THREATS

STRATEGIC HISTORY

CURRENT STRATEGY

STATEHOLDER ANALYSIS STRATEGIC VISION

CHOSEN STRATEGY

REALISED STRATEGY

ORGANISATIONAL ANALYSIS Structure Values Culture resources

STRENGTH & WEAKENESS

ASSIGNMENT 1STRATEGIC HISTORY & CURRENT STRATEGY FOR DIGI

V
AREAS TO BE COVERED
The pattern of actions and business approaches defining company strategy External and internal consideration in decision making Financial and Strategic Objectives of DIGI

Hierarchy of company strategy

Financial performance of DIGI Justifying the consistency of the issues

DIGI TIMELINE
DIGI was the first to launch GSM 1800
1995

DIGI started providing 2.5G (GPRS) & 2.75G(EDGE)

2004

DIGI was the first Malaysia company to introduce Mobile Number Selection
2008

2009

DIGI managed to launch Turbo 3G, Digi Music, Digi Postpaid, Digi Business and Digi Campus

IDENTIFICATION OF DIGI STRATEGIES

ACTIONS TO GAIN SALES AND MARKET SHARE VIA LOWER PRICES, MORE PERFORMCE FEATURE, GOOD DESIGNS, BETTER QUALITY, CUSTOMER SERVICES, WIDER PRODUCT SELECTION ACTIONS TO RESPOND TO THE CHANGING MARKET CONDITIONS

Introduced Mobile Number Selection service which was implemented in 2008 Introduced and launched Turbo 3G network which covers now most populated areas in Malaysia. DiGi introduced the iPhone on April 1, 2010 Provide a new brand of Mobile Virtual Network Operators (MVNO) called Happy Prepaid. Opening of Gigi website Organised several exclusive DiGi Showcases featuring American Idol heartthrob David Archuletta, followed by top Taiwanese act, Fahrenheit. Offers customized and flexible services under the DiGi Prepaid brand name. Consistent internet performance at even better prices Launch of DiGi Broadband Done Right, DiGis music telegram service, Windows Live Messenger (IM)

Introduce Mobile Number Selection service which was implemented in 2008

Introduction and launching of digital GSM 1800 mobile service in Malaysia Introducing and launching of

14.4 Mbps 3G/HSPA network for its mobile internet and mobile broadband offering Responding to environment changes through its corporate initiative, Deep Green

IDENTIFICATION OF DIGI STRATEGIES cont..

ACTIONS TO ENTER NEW GEOGRAPHICAL OR PRODUCT MARKETS OR EXIT EXISTING ONES ACTIONS TO CAPTURE MARKET OPPORTUNTIES AND DEFEND AGAINST EXTERNAL THREATS TO THE COMPANYS BUSINESS PROSPECTS

Opening branches and Services Centers in new markets in Malaysia Launching DIGI post paid services Introducing and launching domestic roaming services to its customers as well as other operators

Opening more service centers/shops branches

DiGi introduced the iPhone on April 1, 2010

Having director sellers/distributors of its services Improving on the quality of its services

Introduced and launched Turbo 3G network

which covers now most populated areas in Malaysia. In 2006, DiGi relaunched its brand campaign after 18 months of absence with Yellow Coverage Fellow (or more officiously called, YCF) through a series of television commercials.

IDENTIFICATION OF DIGI STRATEGIES cont..

ACTIONS USED TO DIVERSIFY THE COMPANYS REVENUES AND EARNINGS BY ENTERING NEW PRODUCTS ACTIONS TO STRENGTHEN COMPETITIVNESS VIA STRATEFIC ALLIANCES AND COLLABORATIVE PARTNERSHIPS

Introduction and launch of mobile internet

Signed a deal in May 2009 with Baraka Telecom Sdn Bhd to provide our nationwide GSM network for their mobile services. Signed an exclusive arrangement to provide domestic roamingto U Mobile Sdn Bhd. I-Phone partnership with Apple.

IDENTIFICATION OF DIGI STRATEGIES cont..

ACTIONS USED TO STRENGTHEN COMPETITIVE CAPABILITIES AND CORRECT COMPETITIVE WEAKNESSES
ACTIONS AND APPPROACHES USED IN MANAGING R&D, PRODUCTION, SALES AND MARKETING, FINANCE, ETC

Encouraging creativity and innovation

Human resources development Expanding network coverage Improving the machine Introduce Mobile Number Selection service which was implemented in 2008 At the end of 2006, DiGi re-launched its brand campaign after 18 months of absence with Yellow Coverage Fellow (or more officiously called, YCF) through a series of television commercials. Used Deep Green strategy

Investment in R&D Training for the employees in all the strategic department e.g. R&D, production, marketing and engineering Has developed a strong network of distributors. Applications of latest technology to manage its network Introducing its own website Managing operating cash flow Has health and safety policy for employees

leveraged on Telenor Group Procurement in various key spend areas launched Work@, a program that provides greater flexibility and promotes work-life balance for our employees

Penetrating into the market

Diversifying into other business

Developing product based on consumer needs

CURRENT STRATEGIES OF DIGI

Holding partnership with other companies

Building its competence and resource capabilities to sustain competitive advantage

Expand into new markets