2.

4 Assess the grand strategy of the company

Grand strategies are the long-term decisions that are used to achieve
company’s long-term objectives. As one of the mobile service providers in Malaysia,
Digi Telecomunication implements growth strategy by expanding its business in sales
revenue, market share, number of customers and so forth. Digi has developed and
promoted many new plans and mobile phone services to attract more customers.
Through this, Digi is able to compete with its competitors and stand out among them.

One of Digi’s attempts to increase its market share is to focus more on mobile
connectivity services. Digi has made an improvement on its network by increasing the
expansion of its 4G LTE network. Digi also provides a variety of data plans that are
affordable to the customers. Consequently, Digi has achieved its motto, Internet For
All successfully with 7.5 million subscribers representing 61.9% of its overall
customer base.

Digi has corperated with several brands of smartphones such as Iphone,

Samsung, Huawei and Asus in a special offered packages. Besides that, Digi has its
strategic global partnerships with Google Playstore, Iflix, Wechat and so forth. Hence,
market sales will be greatly increased. Digi has received many positive feedbacks
from customers and this triggers Digi to always do better.

In conclusion, Digi has the ability to expand their business in mobile

communication service with developing new strategies.

2.5 Assess the competitive strategies used by the company

Digi implements differentiation strategies as their competitive strategies to

compete with other competitors such as Maxis, Celcom, Umobile and so forth.
Differentition strategies are the strategies that distinguish and differentiate the
company’s offerings from competitors’ offerings. By using these strategies, it offers
products and services that have unique and superior values for a wide market.

Digi has introduced many different and new aspects for its plans such as free
30 GB cloud storage and no internet charges for streaming musics. To achieve
competitive advantage, Digi is preserving what is unique about the company. For
example, on 31st May 2012, Digi introduced a new prepaid plan, which is the DG
Prepaid Smart Plan for smartphone users. This plan has joined the DG Smart Plan
family of bundled services, aiming customers who prefer a more data-rich package
worry-free plans and value-for-money services for their smartphones. Besides that,
Digi has also introduced some packages such as Digi Easy Prepaid, Digi Prepaid
Live, Digi Best Prepaid that providing customers to chat with family and friends with
affordable cost.

Apart from that, they have made a lot of promotional efforts and investments
on branding. Branding is vital as it helps to make products and services looks better.
Digi uses yellow colour as their major colour in advertisement and their logo. For
instances, Digi had came up with an idea of having a man in yellow spandex suit that
called Yellow Man that represented Digi’s line. Digi’s theme song “I Will Follow
You” was also going viral. At the end of 2006, Digi introduced the marketing
campaign of Yellow Coverage Fellow (YCF) through a series of television
commercial and it gained recognition at Asian Marketing Effectiveness (AME) by
winning a gold for “Most effective Use of Advertising in Asia” and a silver for “Best
Idea” category. These have made Digi stands out against its competitors.

In conclusion, Digi has offered many flexible plans that are designed for
various type of users and comprehensive packages with the best deals. With the good
products and services provided and branding, Digi can gain more competitive
advantages.