INTRODUCTION TO MARKETING ASSIGNMENT GUIDE

TELECOMMUNICATIONS - CELCOM

Basic Requirements –
Font : Times New Roman (16pt for Title/ 12pt for Content)
Spacing : 1.5
Assignment Deadline : 20 July

IMPORTANT NOTE
 DO NOT COPY AND PASTE FROM ONLINE SOURCE
 DO NOT USE ANY 3RD PARTY APPS TO REWRITE YOUR
CONTENT
 READ FROM THE SOURCE AND TYPE OUT THE CONTENT IN
YOUR OWN WORDS
 ANYONE WITH HIGH PLAGIARISM WILL BE GIVEN 2 CHANCES
TO CORRECT IT ONLY
 REMEMBER TO INCLUDE CITATIONS AND REFERENCES WHEN
SENDING YOUR CONTENT

SEND TO ME IN MICROSOFT TEAMS BY 1ST JULY

Section A (E10)
Introduction

Section B (Manish & Lingges)

1.0b) Characteristics of service
[What type of service is this company providing (Telecommunications), What
is required in order to use this service? Can anyone also access this service?
What’s the cost for using this service?]
1.1b) Benefits of service
[What can customer gain from using this service? Is it fast? Is it reliable? How
is the coverage for this service? How is their customer service?]
1.2b) When was the service launched
[When was this service introduced by this company? Give a brief history, when
was it under development, when was it first released]

2.0b) Strengths and Weaknesses

[Give 1 Strength and 1 Weakness. Strengths can talk about the large coverage of
Celcom in Malaysia compared to other telecommunications providers, making
them a market leader. Weaknesses you can talk about the current marketing
management orientation for Celcom is the product concept. Celcom is also
using is a “more-for-more” strategy, which essentially means that the customers
will have to pay a higher price for better benefits, in which case it is susceptible
to competition from other companies which use the marketing concept.
Marketing concept is when a company focuses on a customers need and wants
and provides a solution to their problem.]

2.1b) Opportunities and Threats

[Give 1 Opportunity and 1 Threat faced by Celcom. Opportunities can include
that Celcom will be expanding to the 5G Network. Threats can talk about what
type of market that Celcom is in (Monopoly market? Pure Competition
Market?) and talk about the barriers of entry, if there are no barriers of entry,
newer and more productive companies can come into the market and increase
competition for Celcom.]

C) Current Marketing Strategy (E10)

[Marketing Strategy in terms of the 4P’s, Price, Promotion and Place. Give a
brief explanation of what each “P” means. What is Celcom doing in each “P”
category to help market their service? Price – Celcom uses product concept for
their marketing orientation, so they charged increased prices for improved
products. Promotion – What do they do to communicate with their customers /
non-customers? Place – How do they provide access of their service to
consumers? Can you order sim-cards online? Are there physical stores?]
D) Problems and Solutions (Louis and Jane)
[Give 2 Problems and Solutions in terms of marketing their service from the
perspective of the 4P’S (Price, Promotion, Place & Service). Can talk about
how they charge high prices for improved service but these the improved
services they provide might not be what the customer wants. Solution is to
maybe change the market orientation strategy to a marketing concept. Next
problem can be about ]

E) Conclusion (E10)

Sources
https://www.studocu.com/my/document/sunway-university/human-resource-
management/celcom-axiata-internal-and-external-swot-analysis/17616873
https://www.nst.com.my/business/2022/05/799672/celcom-will-meet-june-30-
deadline