Group members: Siti Rizky Mardhani and Eka Prassetya Yudhapratama. Maxis is Malaysia's largest integrated communications service provider. It was the first to introduce smartphones and 3G services to Malaysia. Maxis aims to be the nation's premier integrated communications service provider and bring the future to customers' lives and businesses simply. A SWOT analysis identified Maxis' strengths as its large size, network quality, and experienced management. Weaknesses include limited rural coverage and hidden charges. Opportunities lie in underserved broadband and partnerships, while threats include competition and regulations. The document recommends Maxis improve efficiency, quality, and develop new services across

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