Case study of maxis 2014
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Maxis Berhad is the largest mobile network operator in Malaysia, providing mobile, broadband, and TV services to over 12.9 million subscribers. It was the first operator to launch 3G and 4G networks in Malaysia. However, Maxis has seen its market share drop in recent years due to increased competition from other operators and changing customer preferences. To address this, Maxis plans to strengthen its network, improve customer service, and offer innovative bundled products and services. It must also prepare for new threats from emerging technologies and competitors.
Case study of maxis 2014
- 1. OPERATIONS MANAGEMENT Case Study
- 2. I. ABOUT COMPANY Maxis Berhad was founded in 1993, headquartered in Kuala Lumpur, Malaysia provides a variety of communication products, applications and value added services for consumers, large enterprises and small & medium business owners. Maxis Berhad is the leading mobile communications service provider in Malaysia with over 12.9 million subscribers as of 4th quarter 2013. The Group generated stable revenue of RM9.1 billion, up 1.3% over the previous year, on the back of growth in mobile Internet and data. Maxis Berhad is the only It was the first to launch 3G integrated communications services in Malaysia and it service provider and the first is known as Maxis3G. operator to launch 4G Long-Term Evolution (LTE) network on 1st January 2013.
- 3. Maxis mobile service is offered on a postpaid basis under the Maxis brand and via a prepaid format under the Hotlink brand. The use of these two distinct brands, underpinned by synergistic values, has enabled Maxis to develop its prepaid business successfully while maintaining growth in its postpaid segment. It was the first operator to bring the Blackberry, Apple iPhone and Samsung to Malaysia. Through their partnership with Astro, Maxis now offers fibre internet packages bundled with entertainment. This is made available to customers at home and on mobile devices.
- 5. II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS Sales Growth
- 6. II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS Quarterly Result for 2011 & 2010 1Q 10 (2,152) 2Q 10 (2,191) 3Q 10 (2,216) decrease
- 7. II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS International Gateway Segment in Revenue REVENUE (Group) : 2010 RM’000 2011 RM’000 2012 RM’000 International Gateway Services 404,921 155,841 195,420
- 8. III. TELCO COMPANY ANALYSIS
- 9. III. TELCO COMPANY ANALYSIS
- 10. IV. STRATEGIES
- 12. VI. COMPETITORS ANALYSIS INTER-TYPE COMPETITION Competitions among firms in different type of businesses but which both firms selling the same product. Example: iPhone sales between Maxis and other mobile shops Competition among firms in the same type of business. Example: Maxis and Digi from the same business field that selling the same product and services. INTRA-TYPE COMPETITION
- 13. VII. SWOT ANALYSIS Strengths Weaknesses Good network coverage around Malaysia Have strong brand image and as merge as the market leader in Malaysia Good deals and special offers for different age groups and also target groups The oldest and biggest in terms of size and technology. Provides reasonable plans and packages for all users Always the first to introduce new mobile plans All type of telecommunication and internet technology services. Interruption of the line at certain areas Bad customer services Deals and offers are limited to certain time and area only Users tend to switch to other telco with the existing number remains with no extra cost. Lack of MAXIS centers to enquire information or to pay bills. For broadband, speed is good during the first 7 days after activation, then the speed goes slower later on.
- 14. Opportunities Threats New technology is developing like mushrooms, so when there are new telecommunication gadgets, there will be opportunities to explore in. Growth of people using hand phones and internet services provides more market opportunities. Expanding their business to overseas Building more MAXIS centers especially suburban areas New events and occasions to be sponsored Growing market where many exiting telco company plus new emerging telco company are competing with MAXIS. Maxis customer switch to different telco in terms to enjoy the service and benefits by their competitor New rules stating that all the hand phone users must register their number to their own respected telco centre Financial crisis, economical issues or natural disaster
- 15. VIII. CONCLUSION With technology constantly evolving, Maxis is focusing on delivering outstanding network quality, an unmatched customer experience and innovative products, positioning itself for high performance and growth.