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Service Marketing at Maxis

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  • 1. SERVICE MARKETING Group Assignment GROUP MEMBER’S : 1. SITI RIZKY MARDHANI 2. E K A P R A S E T YA Y U D H A P R ATA M A
  • 2. COMPANY OVERVIEW  Maxis Sdn Bhd is Malaysia’s biggest integrated communications service provider.  Maxis was the first to bring the BlackBerry, Apple iPhone, Galaxy Tab, Windows 7 and Android smart phones to Malaysia.  Maxis have been providing a full suite of services on multiple platforms to fulfil the telecommunications needs of individual consumers and large corporations in Malaysia.  They were the first to launch 3G services, Maxis 3G in March 2005.  In 2006, they were among the first mobile service providers to use HSDPA, a high speed feature of the 3G network.  MAXIS employ 3,345 people full time, over 80 per cent of who are graduates and professionals.
  • 3. VISION & MISSION MISSION  Today Malaysia’s leading mobile communications service provider.  Tomorrow The nation's premier integrated communications service provider. VISION To bring the future to our customers lives and business, in a manner that is simple
  • 4. SWOT ANALYSIS WEAKNESS STRENGTH SWOT ANALYSIS TECHNOLOGY OPPORTUNITY
  • 5. SWOT ANALYSIS STRENGTH  High network quality and WEAKNESSES • Rural area cannot reach the network. customer service  Experience management team.  The oldest and biggest in terms • Need to pay for maxis customer service • Have hidden charges for post-paid of size and technology.  Strong and effective distribution • network around Malaysia. and broadband Maxis do not offer triple play of mobile, broadband, and pay TV
  • 6. SWOT ANALYSIS OPPORTUNITY THREAT  Under-served broadband • Digi’s launch of the iPhone last population offers great growth week could put further pressure on opportunities. Maxis.  Potential for triple play if tie-up with content provider/broadcaster  New mobile devices.  Ability to expand their business to overseas. • Under competitive pressures. • Aggressive broadband promotions by wireless competitors • Regulatory hurdles
  • 7. PEST ANALYSIS ECONOMIC POLITIC PEST ANALYSIS TECHNOLOGY SOCIAL
  • 8. PEST ANALYSIS POLITIC ECONOMIC  Government policies about • Internet and mobile technology has registration for their SIM CARDS.  During the economic downturn, many of employees were retrenched .  Mobile and internet is misuse to deliver political views extremely used in business to follow the economic situation. • Economic downturn was a big problem after all, that world faced in 2009
  • 9. PEST ANALYSIS SOCIAL TECHNOLOGY  Consumer’s tastes changes as • Payment possible to be done on they pay high price for quality kiosk machine which is located at product. hot spots.  The family structures in the • Improvement in communication recent day are couple like to technology by Maxis Company. have only 2-4 children only. • TOP-UP for prepaid phones can be  Consumers tend to change just to use the latest mobile plans done through internet transaction (M4)
  • 10. RECOMENDATION  Organizations must continually deliver differentiated products and services that provide high business value.  The operator should make the most out of this with the chosen help of the experienced managed service provider.  Need to improve operational efficiency, no matter of the operator's competitive strategy.  Need to improve quality of services and operations.  Maxis should continue to grow their mobile business, as well as develop new life services that are delivered true multiple excess points
  • 11. CONCLUSION  Each organizational unit of firm must make the decision to pursue one strategy for itself. It is one thing to develop a plan for improving what is already done reasonably well.  The iterative nature of organizational learning processes is explicitly recognized in some models, so the presentation of stages should not be seen as a simple linear approach.  Going forward, while its eyes are still on the mobile business. Maxis will also grow its broadband business, invest selectively in its own fixed-line footprint and leverage on the HSBB initiative.
  • 12. THANK YOU