Qs 1

Analyze and discuss the strategic
directions of Axiata in the local and
international markets and the
segments within these markets.

Q 2:
Identify these competitors
competitive advantage and discuss
the strategic short, mid and long

Robi Axiata is one of the three
largest mobile operators in
Bangladesh and supports more
than 22 million subscribers. The
company offers voice and high
speed mobile data supported with
advanced intelligent network

Robi is a truly people-oriented brand in
Bangladesh. We stand as the people's
champion and are there for the people
of Bangladesh – where they want and
how they want.

Japan. It is a joint venture company between Axiata Group Berhad. Indonesia. Axiata (Bangladesh) Limited. Axiata (Bangladesh) Limited is a dynamic and leading countrywide GSM communication solution provider. commenced its operation in 1997 under the brand name ROBI among the pioneer GSM mobile telecommunications service providers in Bangladesh. Bangladesh and Cambodia with significant strategic stakes in India and Singapore. Axiata has controlling interests in mobile operators in Malaysia. Axiata is one of the largest Asian telecommunication companies. Malaysia and NTT DOCOMO INC. . Sri Lanka. formerly known as Telekom Malaysia International (Bangladesh).

Passionate. Simple.The main aim of the Robi Axiata Limited is ‘We are there for you. Open. Creative. grow and make the most of your lives through our services’. proactive. enthusiastic. energetic. Transparent . Robi Axiata Limited is looking for young. result oriented individuals who will be able to uphold the values of the organization by following the guiding principles of Robi by being Respectful. Ethical. where you want and in the way you want. in order to help you develop. .

expects the trend to continue. 2013 MYT 12:00:00 AM Updated: Friday September 6. StarBiz spoke to Celcom chief executive officer (CEO) Datuk Seri Shazalli Ramly to ask him if Celcom was in a position to take over the lead position in a very competitive market where customers are also demanding quality services.Business News Published: Friday September 6. especially the . which has been meeting its internal key performance indicators (KPI) over the last several quarters. 2013 MYT 8:11:55 AM Celcom likely to surpass Maxis within a year PETALING JAYA: Celcom Axiata Bhd. Celcom has also been delivering profits consistently for several quarters now and making inroads into new market segments.

Robi aims to introduce innovative price plans. credit. •Retention in the new Employee in Robi: New employees are given orientation brief about the company. •Our customer centric solution includes value added services (VAS). In this purpose Robi takes all the necessary steps to develop it other wise in this competitive world skill employee will leave the organization and that make harm to the company. accelerate new service rollouts. Robi mobile company has such kind of environment and they always follow the employees’ facilities. Robi gives proper plan for the emplyees and benefits.STRATEGIC DECISIONS •New billing solution. . and new price plans. Friendly and co-operative environment will make the work easier. digital network security and flexible tariff rates. quality customer care. •Employee career programme in Robi: Employees are the main asset of Robi. The integrated NetCracker solution will bill for all postpaid subscribers. and interconnect agreements while also actively monitoring usage. •Recruitment and selection process: For the new vacancies Robi HR department advertise the required post on online and receive application from the qualified candidates. their objectives and the duties. rating. easy access call centers. and enhance customer management. •Proper environment in Robi: Work Environment is the main thing for working in an organization. roaming users. For the development of the employees’ career. •Productivity of the employee by developing training programme in Robi: In this programmer for the development of the employees career and to achieve the company’s objectives proper training is given to them.Qs1:.

.Commitment to People Development At Axiata. craft (acquiring the practical experiences) as well as art (building the ability to draw insight and form visions). The Leadership development (Competency) centres on nurturing leaders who think before they act and act according to the values that the organisation embraces. develop and enhance their functional skills. know-how and facts). Functional skills development focuses on developing and sharpening the technical skills of its people towards becoming the best-in-class in their areas of expertise . finance. (learning the process. internal audit. regulatory and legal. human resource. we are committed to help our people learn. customer analytics.technology. leadership capabilities as well as their personal effectiveness. marketing. sales. strategy.

will be an invaluable asset towards this agenda. . The leadership development programmes address the dimensions of :  science (learning the process. know-how and facts) craft (acquiring the practical experiences)  art (building the ability to draw insight and form visions).President and group CEO Datuk Seri Jamaludin Ibrahim added: “Talent and HR is a key board and management priority and with the expertise in HR matters.

The leadership development revolves around the 7 Axiata Leadership Competencies:- Strategic Thinking Business Acumen Results Achievement Coalition Building Customer Orientation People Management & Development Personal Attribute .

there are 4 development platforms and activities for the people: - Education-Based Development is where there are classroom trainings or workshops to equip people with specific skills and knowledge. we emphasise the sharpening of the "craft" of our people. The network sessions are carefully set up to enable our people to learn and gain insights of key success factors of the business.At Axiata. Here. Experience–Based Development is where we provide on–the– job experiences to our people. leadership journey of our leaders and/ or any other business and strategy-related topics. to cultivate the desired "think–act–embrace' leadership". Relationship–Based Development is where we organise network sessions for our people to meet and learn from internal senior executives and peers from across the region. . The curriculum is designed to blend timeless Asian philosophy with efficient Western methodology.

•A FOCUS STRATEGY is designed to address a "focused" segment of the marketplace. If the market is very attractive and your enterprise is one of the strongest in the industry you will want to invest your best resources in support of your offering.:- •A COST LEADERSHIP STRATEGY is based on the concept that you can produce and market a good quality product or service at a lower cost than your competitors. • Concentrate on strengthening the enterprise. Choosing 'generic' strategies (by Michael Porter in his work. product form or cost management process . special features. A DIFFERENTIATION STRATEGY is one of creating a product or service that is perceived as being unique "throughout the industry". proprietary technology. using your offering as a stepping stone toward this objective. •If the market is not especially attractive. Competitive Advantage). brand image. •. but your enterprise is one of the strongest in the industry then an effective marketing and sales effort for your offering will be good for generating near term profits. Eg. superior service.WHAT YOU WANT TO DO You begin the creation of your strategy by deciding what the overall objective of your enterprise should be.

must also have a well defined methodology for the day to day process of implementing it. capital investment. government actions. . Concepts addressed include 'generic' strategies and strategies for pricing. However. advertising and market segmentation.Marketing Plan Michael Porter's book Competitive Advantage and the works of Philip Kotler. . There are two major components to your marketing strategy: how your enterprise will address the competitive marketplace how you will implement and support your day to day operations. financial analysis. promotion. Factors such as market penetration. In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. profit margins. market share. emerging technology and cultural trends are also addressed. It is of little value to have a strategy if you lack either the resources or the expertise to implement it. budgets. demographic changes. distribution.

Q2. not only in terms of technology and innovation but also in our ability to build and deploy an agile and diverse pool of talent at all levels of the organisation.” . AXIATA COMPETITOR (MAXIS) Maxis has this to say in its annual report 2012: “As the industry continues to evolve rapidly. we need to maintain our position by distinguishing ourselves from our competitors.

Maxis’ revenue had remained flat over the last few quarters. . “If this trend continues. The market has over 42 million mobile subscribers. Maxis once controlled close to 50% of subscriber market share in 2007 after locking horns with the other telco behemoth. then Celcom would likely surpass Maxis within a year.Maxis is currently overhauling itself to be more customer-centric and has restructured itself into four core units.” he said. its pie has since shrunk. However. in our view. And while Maxis is still putting its house in order. adding that Celcom was within spitting distance of Maxis’ mobile service revenue market share. its rivals have been sharpening their tools to eat into its market share. with the penetration rate having reached over 143%.

staying power. Factors to consider include: Each of competitor's experience. economies of scale. strength. exclusive access to or clogging of distribution channels and the ability to clearly differentiate your offering from the competition. AXIATA COMPETITOR (MAXIS) The Competition It is essential to know who the competition is and to understand their strengths and weaknesses. availability of personnel and compatibility of manufacturing resources with offering requirements. gaining substantial benefit from economies of scale. market position. . The Enterprise The strength of enterprise is a critical factor in the development of strategy. predictability and freedom to abandon the market must be evaluated. The enterprise's ability to construct entry barriers to competition such as the creation of high switching costs. Factors to consider include: Enterprise capacity to be leader in low-cost production considering cost control infrastructure.Q2. cost of materials. management skills.

suppliers. customer support facilities and logistical capabilities. The freedom of the enterprise to make critical business decisions without undue influence from distributors. creditors. The competence of the management team.The enterprise's ability to sustain its market position is determined by the potential for competition. ability to maintain high prices. The adequacy of the enterprise's infrastructure in terms of organization. unions. investors and other outside influences. the potential for product obsolescence and the 'learning curve' faced by the prospect. recruiting capabilities. . employee benefit programs. resistance to inflation.

    Deals and offers are limited to certain time     Good  deals  and  special  offers  for  and area only. differentage groups and also target groups.  speed  is  good  during  the  plans.                       Strengths                          Weaknesses     Good network coverage around Malaysia     Interruption of the line at certain areas. the market leader in Malaysia.      Have  strong  brand  image  and  as  merge  as      Bad customer services. . . •    All type of telecommunication and internet   technology services.           Provides  reasonable  plans  and  packages     Lack  of  Maxis  centers  to  enquire  for  all users. information or to pay bills. first 7 days after activation. and technology. and then the speed  goes slower later on. Users  tend  to  switch  to  other  telco  with  the           The oldest and biggest in terms of size  existing number remains with no extra cost.    Always  the  first  to  introduce  new  mobile          For  broadband.

    Growing market where many exiting  so when there are new telecommunication gadgets. economical issues or       New events and occasions to be sponsored. natural disaster. benefits by their competitor. . suburban areas.      New rules stating that all the hand  phone  users  must  register  their  number       Building  more  maxis  centers  especially  to their own respected telco centre.    Financial crisis. company are competing with maxis.      Growth  of  people  using  hand  phones  and      Maxis customer switch to different  internet  services  provides  more  market  telco  in  terms  to  enjoy  the  service  and  opportunities.             Opportunities                        Threats      New technology is developing like mushrooms.      Expanding their business to overseas.  telco company plus new emerging telco  there will be opportunities to explore in.

business package development. giving • the highest coverage. . Maxis Competitive Advantage Maxis has many competitive advantages against its major rivals DiGi and Celcom. They currently posses the highest trend in the market share. •They are applying many future strategies to maintain their position as the market leader in the Malaysian market like niche marketing. many products features • and having the highest customer size in the Malaysian market. intercontinental and international service expansion.

Maxis has used its strength to fill the needs of the customers more than any other telecommunications service provider in Malaysia presently. This has given them a competitive advantage. This is geared towards improving new and existing products as well as profit to the company. convenient and unique at a consistent and flexible level. but also affordable. Through careful and in-depth research in the characteristics of the Malaysian market:- Maxis has created distinctive target markets for its products through creating a `Strategic Marketing Mix that just not makes the product available. boosted enthusiastic sale and increased more customer loyalties.THE COMPANY’S STRATEGIES ANALYSIS Current Strategies for Maxis By understanding the customer's needs. .

It group will be headed by a sales manager who will report to the marketing director. Each group will have full decision making authority and responsible for marketing the new product to the target customers within the segment. and 4] customer relationship group. 3] customer satisfaction group. Implementation of Market Organization The new product requires extensive commercialization to match customers need. Maxis marketing efforts will be organized around the following marketing groups: 1] manufacturing group. it is necessary to organize the marketing function by customer groups Give Maxis the opportunity to focus its effort on the need and specifications of each target market. 2] business-to-business group. .

The changes in marketing organization. give better opportunities to monitor the activities of competitors. reduce highly centralized management hierarchy and finally. . enables Maxis to be more creative and flexible in meeting customers' need.

Maxis have embedded the principles of corporate responsibility (“CR”) in their day-to-day operations. which they subscribe to high business ethics that are vital to building . Sustainable and ethical ways of doing business have been at the core of Maxis' initiatives. Among core values is the attribute of Trustworthiness. Maxis continue to foster and nurture meaningful relationships with the stakeholders. As a responsible business. To achieve business success over the long- term.CORPORATE STRATEGY Main importance of Maxis is that they have corporate plan in order to maintain their position in market to serve the customers.

This may include information on training needs and opportunities. Ujang holds the portfolio as Head of the Human Resources and is responsible for the overall management of human capital. · Contributing towards the communities In the Maxis itself. 5) Perform other related duties as required 6) Nurturing talents and developing their potential in the workplace. performance monitoring and employee counseling. Provides advice and assistance to supervisors and staff. The major responsibilities of HR department are:- 1) Provide support to supervisors and staff to develop the skills and capabilities of staff. which include recruitment. He also responsible for ensuring the company and its employee comply with regulatory requirements and internal policies/procedures and providing assurance to the Board of Directors and Senior Management.  advice and support to supervisors and staff selection committees and ensures that they have accurate and timely information in order to make effective decisions. Azmi b. financial loss to staffs for residents and a loss of credibility for the Chief and Council.The Human Resource Officer is responsible for  providing support in the various human resources functions. coordinates the staff recruitment process . supervisors and Council on human resource and work related issues. 4) Provide information and assistance to staff. Failure to provide adequate advice or assistance may result in lost opportunities for staff development. internal communications and corporate occupational safety and health. performance reviews and personnel policies of the Council. staffing. training and development. job descriptions. . poor staff morale. 2) Monitor staff performance and attendance activities. 3) Coordinate staff recruitment and selection process in order to ensure a timely organized and comprehensive procedure is used to hire staff.

Weakness of Celcom Their services are inconsistent. . Strength of Celcom Their sponsorships for sporting programming is drawing many customers attention since Malaysia is a country vast in sporting activities.Objectives and Strategy of Celcom Maxis are one of the new entries into the telecommunication service providers market. sponsoring sports programmers. due to poor and limited coverage as well as products features. and their main objective is to get as much customers as they could. This they have down through mass advertisement. rewards to their customers and organizing shows for students and the public at large.