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Case Study

Critical Evaluation of the Planning Process In

Maxis Communications Berhad

Submitted To:

Norsyuhada Ismail

Submitted By:
Nurun Nessa Nuri
ID: SCSJ2100266
Principles of Management
Subject Code: MGT4013

Date of Submission: 20th October 2021

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Table of Contents

1.0 Introduction and Background 3

2.0 Organization of the company 3

2.1 Mission, Vision and Goals 3

3.0 Nature of the Business 4

4.0 Target Market 4

5.0 Product and Service Plans 5

6.0 Transformational Business Strategy 7

7.0 Conclusion 8
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1.0 Introduction and Background

Maxis Berhad is a Malaysia-based investment holding company that was established
on 7th August 1995 and launched its fixed line and international gateway operation in early
1996. In 1993, Maxis earned their GSM 900 license to run nationwide (Nikkei Asia | Maxis
Bhd., 2020). Maxis is the first telecommunication company to introduce 3G services (such as
3G connect Card, PC Webmail, Video Mail and 3G prepaid) and 4G network in Malaysia,
making the company a market leader in the telecom area (Newlands, 2005). They are still
providing the industry-leading 4G ELT network and are known to be the fastest in Malaysia
(Corporate Profile | Maxis, 2021).
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2.0 Organization of the company

2.1 Mission, Vision and Goals

Maxis Berhad’s mission is to continue innovating to provide the best high-tech

services available in a simple and personalized manner in order to help improve human
interactions, businesses communications, and their nation’s well-being. The company’s
vision is to be the “leading converged solutions provider” in Malaysia, supplying a variety of
high quality digital services encompassing voice and data solutions. (Vision and Values|
Maxis, 2021).

Keeping up with their company’s slogan i.e., ‘Always be ahead’, in 2020, Maxis
Berhad was awarded the Speedtest Awards by Ookla 2020 for being the Fastest Mobile
Network (Malaysia) during Q1-Q2 in 2020 (Awards | Maxis, 2021). Maxis Berhad’s aim is to
enrich the end-user experience by connecting devices through high-speed solutions.
Furthermore, their goal is to allow customers a seamless and worry-free digital experience
with an eventual upgrade pathway to the upcoming 5G network. (Financial Report | Maxis,
2021, Page 52).
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3.0 Nature of the Business

The company is constantly developing its business products and services. During the
COVID-19 pandemic, the world saw a rise in digital usage and virtual dependency - from
online classes to remote work. Taking that into account, Maxis Berhad launched the Maxis
app which offers a range of services - from online banking, music, gaming, and more. From
its original focus on mobile plans and broadband services, the company has expanded into
lifestyle solutions and device offerings for both Android and Apple users. They not only
provide telecommunications and digital services, but sell devices operating through Malaysia
and other geographical divisions (Maxis Bhd., 2021.).

4.0 Target Market

Maxis Berhad segments their target audience in two core ways. Firstly, they target
customers below 25 years old who are mainly students and offer them various prepaid plans.
These plans further provide discounts from their partners, such as Sephora, Burger King, and
more (Maxis Deals, 2021). Their second segment includes customers aged above 25 who
create the working population. Maxis Berhad promotes various post paid plans and embedded
/ dual sim devices to this target audience (Maxis eSIM, 2021). Maxis also offer family
packages for phone and broadband plans. An important note is that as Maxis Berhad’s service
plans cost comparatively higher than their competitors, their target market includes medium
to high income earners.
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5.0 Product and Service Plans

Maxis caters to the above market segments with different packages and plans. Maxis
Berhad provides services like prepaid and postpaid services, fixed line services, provision of
network facilities and other telecommunication technologies. They also offer digital services,
such as fixed wireless Internet broadband services for families, individuals, small enterprises
and large organizations.

With Maxis postpaid being their core mobile plan, their services are mostly focused
on tailor-made mobile experiences to suit the individual customer's needs. In 2020, they
extended personalized offers of MaxisOne Prime, allowing customers across Malaysia to
enjoy mobile and broadband services seamlessly. Maxis Berhad also ran a family focused
promotion by introducing plans that are relevant in this competitive and price sensitive
environment to attract more customers by providing the latest 5G phone upgrades merely
with a RM1 device sale. Moreover, to enhance their customers' digital lifestyle, they have a
unified and connected ecosystem with Maxis Postpaid Tablet and Maxis Postpaid Watch.
Customers can now own an Apple iPad and Apple Watch with zero upfront fees via Maxis
Zerolution.

To add on, Maxis Berhad offers more flexible Hotlink Postpaid plans and are
expanding their range of latest devices via Hotlink Postpaid 60. Hotlink Postpaid customers
can also enjoy new deals and rewards, including new Internet passes and value-added
services such as Maxis TV (Hotlink Postpaid | Maxis, 2021). However, alongside postpaid
plans, Maxis has also developed a new Hotlink Prepaid Unlimited plan which offers
unlimited Internet and calls starting at only RM35 per month (Hotlink Prepaid Plans, 2020).
They also provide a variety of rewards to their customers to enhance engagement.

Maxis significantly elevated their Enterprise capabilities in fibre, Internet of Things

(IoT), cloud, modern workspace solutions and managed services. For their own fibre build
program, Maxis continued to expand their fibre footprint both in Peninsular and East
Malaysia through collaboration with other access providers, signing fibre access agreements
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with TM, Sacofa, Allo and CT Sabah. Now they can deliver the most extensive fibre
connectivity across Malaysia covering some 4 million homes and commercial premises
nationwide, more than any other provider (Investor Overview | Maxis, 2021, Page 54).

Maxis Berhad has customer service centers all over Malaysia and the company
emphasizes on being trustworthy, simple and creative. Having this kind of spirit allows them
to maintain a healthy and strong relationship with both their customers and employees. To
ensure customers can reach for services and support 24/7, they took the initiative to upgrade
and fully equip their available apps, contact center and website such that customers can make
purchases, use online banking and e-wallets at ease while staying home (Investor Overview |
Maxis, 2021, Page 58)
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6.0 Transformational Business Strategy

The MAX Plan, their long-term strategy articulates the commitments Maxis Berhad
took as Malaysia’s leading converged solutions provider. Their strategic value creation plan
was developed with the purpose of connecting people, businesses and the nation to “Always
Be Ahead” in a changing world, by bringing together the best of technology and services to
their customers. The company firmly believes in adapting with changes and their future plan
is to expand their range also in digital channels and consumption of online entertainment as
the convergence is becoming ever more business critical.

Maxis Berhad believes that post pandemic, the economic hardship might prolong and
leave a lasting impact on consumer spending behavior and trends; therefore, their strategy is
to continue working their operational shift to the remote area. Additionally, they are
solidifying their convergence and growth strategy by providing broadband offerings and new
enterprise solutions for individuals, homes, and businesses, and coming up with unmatched
personalized experiences for their customers (Investor Overview | Maxis, 2021, Page 53).
Maxis also launched new broadband plans with unlimited 4G Home WIFI for customers in
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red zones as a part of their corporate social responsibility (CSR) initiatives. With an increased
demand for data, they also provided daily free 1GB Internet to help customers work from
home.

In 2021, Maxis Berhad plans to be the first to launch a broadband network with WIFI
6 technology. This will ultimately deliver much higher WIFI speeds at home and benefit
more users. They are focusing on making 5G more accessible , especially in non-fiberized,
last mile homes, and providing more flexibility in home broadband solutions (Investor
Overview | Maxis, 2021, Page 53).

7.0 Conclusion
Maxis has been building their brand by focusing on customer-centric value, and is
making every effort to provide better quality service and digitized coverage in Malaysia.
With rapid growth of 4G and upcoming 5G connection, as well as upgraded and powerful
mobile cores, proper management of the surge is expected by their consumers. It is vital for
Maxis to keep up on being innovative with new mobile services, price planning, IoT and
enterprise services so that they can retain their position in being the fastest mobile network
and leading 4G coverage in Malaysia.