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
technology.

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.
 Axiata (Bangladesh) Limited is a dynamic
and leading countrywide GSM
communication solution provider. It is a joint
venture company between Axiata Group
Berhad, Malaysia and NTT DOCOMO INC,
Japan. Axiata (Bangladesh) Limited, formerly
known as Telekom Malaysia International
(Bangladesh), commenced its operation in
1997 under the brand name ROBI among
the pioneer GSM mobile telecommunications
service providers in Bangladesh.
Axiata is one of the largest Asian telecommunication companies.
Axiata has controlling interests in mobile operators in Malaysia,
Indonesia, Sri Lanka, Bangladesh and Cambodia with significant
strategic stakes in India and Singapore.
The main aim of the Robi Axiata
Limited is We are there for
you, where you want and in
the way you want, in order to
help you develop, grow and
make the most of your lives
through our services.

Robi Axiata Limited is looking for

young, proactive,
enthusiastic, energetic, result
oriented individuals who will
be able to uphold the values
of the organization by
following the guiding
principles of Robi by being
Respectful, Creative, Ethical,
Open, Passionate, Simple,
Transparent .
Business News
Published: Friday September 6, 2013 MYT 12:00:00 AM
Updated: Friday September 6, 2013 MYT 8:11:55 AM

Celcom likely to surpass Maxis within a

year
PETALING JAYA: Celcom Axiata Bhd,
which has been meeting its internal
key performance indicators (KPI) over
the last several quarters, expects the
trend to continue.

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.
Celcom has also been delivering
profits consistently for several
quarters now and making inroads into
new market segments, especially the
Qs1:- STRATEGIC DECISIONS
New billing solution- Robi aims to introduce innovative price plans, accelerate new service
rollouts, and enhance customer management. The integrated NetCracker solution will bill for
all postpaid subscribers, roaming users, and interconnect agreements while also actively
monitoring usage, credit, rating, and new price plans.
Our customer centric solution includes value added services (VAS), quality customer care,
easy access call centers, digital network security and flexible tariff rates.

Recruitment and selection process: For the new vacancies Robi HR department advertise the required
post on online and receive application from the qualified candidates.

Retention in the new Employee in Robi: New employees are given orientation brief about the company,
their objectives and the duties.

Productivity of the employee by developing training programme in Robi: In this programmer for the
development of the employees career and to achieve the companys objectives proper training is given
to them.

Employee career programme in Robi: Employees are the main asset of Robi. For the development of
the employees career, Robi gives proper plan for the emplyees and benefits. 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.

Proper environment in Robi: Work Environment is the main thing for working in an organization.
Friendly and co-operative environment will make the work easier. Robi mobile company has such kind
of environment and they always follow the employees facilities.
Commitment to People Development

At Axiata, we are committed to help our people learn, develop

and enhance their functional skills, leadership capabilities as
well as their personal effectiveness.

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 - technology, marketing, sales, finance, customer
analytics, strategy, human resource, internal audit, regulatory and legal.

The Leadership development (Competency) centres on nurturing

leaders who think before they act and act according to the values that
the organisation embraces. (learning the process, know-how and
facts), craft (acquiring the practical experiences) as well as 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, 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).
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
At Axiata, 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. The curriculum is designed to blend timeless Asian
philosophy with efficient Western methodology, to cultivate the
desired "thinkactembrace' leadership".

ExperienceBased Development is where we provide onthe

job experiences to our people. Here, we emphasise the sharpening
of the "craft" of our people.

RelationshipBased 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 network sessions
are carefully set up to enable our people to learn and gain insights of
key success factors of the business, leadership journey of our
leaders and/ or any other business and strategy-related topics.
WHAT YOU WANT TO DO
You begin the creation of your strategy by deciding what the overall objective of your enterprise should
be.
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.

Concentrate on strengthening the enterprise, using your offering as a stepping stone toward this
objective.

If the market is not especially attractive, 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.

Choosing 'generic' strategies (by Michael Porter in his work, Competitive

Advantage).:-
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.

. A DIFFERENTIATION STRATEGY is one of creating a product or service that is perceived as being

unique "throughout the industry". Eg. brand image, proprietary technology, special features, superior
service,

A FOCUS STRATEGY is designed to address a "focused" segment of the marketplace, product

form or cost management process
Marketing Plan
Michael Porter's book Competitive Advantage and the works of Philip Kotler.
Concepts addressed include 'generic' strategies and strategies for pricing,
distribution, promotion, advertising and market segmentation. Factors such
as market penetration, market share, profit margins, budgets, financial
analysis, capital investment, government actions, demographic changes,
emerging technology and cultural trends are also addressed.

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.
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.

However, must also have a well defined methodology for the day to day
process of implementing it. It is of little value to have a strategy if you lack
either the resources or the expertise to implement it.

.
 Q2. 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, 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.
Maxis is currently overhauling itself to be more customer-centric and
has restructured itself into four core units.
And while Maxis is still putting its house in order, its rivals have been
sharpening their tools to eat into its market share.
Maxis once controlled close to 50% of subscriber market share in 2007
after locking horns with the other telco behemoth. However, its pie has
since shrunk.

The market has over 42 million mobile subscribers, with the penetration
rate having reached over 143%.

Maxis revenue had remained flat over the last few quarters, adding that
Celcom was within spitting distance of Maxis mobile service revenue
market share.
If this trend continues, then Celcom would likely surpass Maxis within a
year, in our view, he said.
Q2. AXIATA COMPETITOR (MAXIS)

The Competition
It is essential to know who the competition is and to understand their strengths and
weaknesses. Factors to consider include:

Each of competitor's experience, staying power, market position, strength, predictability and
freedom to abandon the market must be evaluated.

The Enterprise
The strength of enterprise is a critical factor in the development of
strategy. Factors to consider include:
Enterprise capacity to be leader in low-cost production considering cost control infrastructure,
cost of materials, economies of scale, management skills, availability of personnel and
compatibility of manufacturing resources with offering requirements.

The enterprise's ability to construct entry barriers to competition such as the creation of high
switching costs, gaining substantial benefit from economies of scale, exclusive access to or
clogging of distribution channels and the ability to clearly differentiate your offering from the
competition.
The enterprise's ability to sustain its
market position is determined by the
potential for competition, resistance to
inflation, ability to maintain high prices, the
potential for product obsolescence and the
'learning curve' faced by the prospect.

The competence of the management

team.

The adequacy of the enterprise's

infrastructure in terms of organization,
recruiting capabilities, employee benefit
programs, customer support facilities and
logistical capabilities.

The freedom of the enterprise to make

critical business decisions without undue
influence from distributors, suppliers,
unions, creditors, investors and other
outside influences.
Strengths Weaknesses
GoodnetworkcoveragearoundMalaysia Interruptionofthelineatcertainareas.
.
Have strong brand image and as merge as Badcustomerservices.
themarketleaderinMalaysia.

Dealsandoffersarelimitedtocertaintime
Good deals and special offers for andareaonly.
differentagegroupsandalsotargetgroups.

Users tend to switch to other telco with the

Theoldestandbiggestintermsofsize
existingnumberremainswithnoextracost.
andtechnology.

Provides reasonable plans and packages Lack of Maxis centers to enquire

forallusers. informationortopaybills.

Always the first to introduce new mobile
plans.
Alltypeoftelecommunicationandinternet
technologyservices.
For broadband, speed is good during the
first7daysafteractivation,andthenthespeed
goesslowerlateron.
Opportunities Threats
Newtechnologyisdevelopinglikemushrooms, Growingmarketwheremanyexiting
sowhentherearenewtelecommunicationgadgets, telcocompanyplusnewemergingtelco
therewillbeopportunitiestoexplorein. companyarecompetingwithmaxis.

Growth of people using hand phones and Maxiscustomerswitchtodifferent

internet services provides more market telco in terms to enjoy the service and
opportunities. benefitsbytheircompetitor.

Expandingtheirbusinesstooverseas. Newrulesstatingthatallthehand
phone users must register their number
Building more maxis centers especially totheirownrespectedtelcocentre.
suburbanareas.
Financialcrisis,economicalissuesor

Neweventsandoccasionstobesponsored. naturaldisaster.
 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,

giving

the highest coverage, many products features

and having the highest customer size in the Malaysian market.

They are applying many future strategies to maintain their

position as the market leader in the Malaysian market like niche
marketing, business package development, intercontinental
and international service expansion.
THE COMPANYS STRATEGIES ANALYSIS
Current Strategies for Maxis

By understanding the customer's needs, 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, boosted enthusiastic sale

and increased more customer loyalties.

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, but also affordable, convenient and unique at a consistent and
flexible level. This is geared towards improving new and existing products
as well as profit to the company.
 Implementation of Market Organization

The new product requires extensive commercialization

to match customers need, 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. Maxis marketing efforts will be
organized around the following marketing groups: 1] manufacturing
group, 2] business-to-business group, 3] customer satisfaction
group, and 4] customer relationship group. 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.
 The changes in marketing organization, enables Maxis
to be more creative and flexible in meeting customers'
need, reduce highly centralized management hierarchy and
finally, give better opportunities to monitor the activities of
competitors.
CORPORATE STRATEGY
Main importance of Maxis is that they have corporate plan in
order to maintain their position in market to serve the
customers.
As a responsible business, Maxis have
embedded the principles of corporate
responsibility (CR) in their day-to-day
operations. Sustainable and ethical ways of
doing business
have been at the core of Maxis' initiatives.

To achieve business success over the long-

term, Maxis continue to foster and nurture
meaningful relationships with the
stakeholders.

Among core values is the attribute of

Trustworthiness, which they subscribe to
high business ethics that are vital to building
The Human Resource Officer is responsible for

providing support in the various human resources functions, which include recruitment, staffing,
training and development, performance monitoring and employee counseling.

Provides advice and assistance to supervisors and staff. This may include information on training
needs and opportunities, job descriptions, performance reviews and personnel policies of the
Council. coordinates the staff recruitment process .

advice and support to supervisors and staff selection committees and ensures that they have
accurate and timely information in order to make effective decisions.

Failure to provide adequate advice or assistance may result in lost opportunities for staff
development, poor staff morale, financial loss to staffs for residents and a loss of credibility for the
Chief and Council.
The major responsibilities of HR department are:-
1) Provide support to supervisors and staff to develop the skills and capabilities of staff.
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.
4) Provide information and assistance to staff, supervisors and Council on human resource and
work related issues.
5) Perform other related duties as required
6) Nurturing talents and developing their potential in the workplace;
Contributing towards the communities

In the Maxis itself, Azmi b. Ujang holds the portfolio as Head of the Human Resources and is
responsible for the overall management of human capital, internal communications and corporate
occupational safety and health. 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.
Objectives and Strategy of Celcom
Maxis are one of the new entries into the telecommunication
service providers market, and their main objective is to get
as much customers as they could. This they have down
through mass advertisement, sponsoring sports
programmers, rewards to their customers and organizing
shows for students and the public at large.

Strength of Celcom
Their sponsorships for sporting programming is drawing
many customers attention since Malaysia is a country vast in
sporting activities.

Weakness of Celcom
Their services are inconsistent, due to poor and limited
coverage as well as products features.