strategy management (maxis)
- 2. INTRODUCTION • Parent Company : Usaha Tegas Group Holdings Bhd • First Launched : 1995 • Majority Stake : Dato Ananda Krishnan • Category : Mobile Service Provider • Sector : Telecommunication • Tagline/ Slogan : Simple, Trustworthy, Creative, Brave • Service segment : voice, messaging, service, data • Target Group : Individual and businesses
- 3. VISION To bring the future to our customers’ lives and businesses in a manner that is simple, personalized and enriching, by efficiently and creatively harnessing leading-edge technology and delivering a brand of service experience that is reliable and enchanting.
- 4. MISSION To remain the nation’s premier integrated communications service provider.
- 5. SWOT STRATEGIES Strength 1. Increasing Operational Efficiency helping to widen returns 2. Market Position helping the company to implement new strategies 3. Strategic Alliances and Partnerships helping to capture new markets 4. Strong In-house Strategies helping to have consistent growth 5. Has approx 15 million subscribers across the Asia Pacific Weakness 1. Small employee base compared to big telecom giants 2. Restricted Coverage Area and Market Share due to limited presence across the world Opportunity 1. Increasing Broadband Markets across geographies 2. Growth in Telecommunications Services Threats 1. Competitive Pressure causing pressure on margins 2. Rapid Technology Changes needing capital infusion 3. Global Economic Slowdown impacting growth
- 6. IFE (INTERNAL FACTOR EVALUATION) KEY INTERNAL FACTOR WEIGHT RATING WEIGHTED SCORE STRENGTH 1. Increasing Operational Efficiency helping to widen returns 0.10 4 0.40 2. Market Position helping the company to implement new 0.20 4 0.80 strategies 3. Strategic Alliances and Partnerships helping to capture new markets 0.10 3 0.30 4. Strong In-house Strategies helping to have consistent growth 0.20 4 0.80 5. Has approximate 15 million subscribers across the Asia Pacific 0.15 4 0.60 WEAKNESS 1. Small employee base compared to big telecom giants 0.10 2 0.20 2. Restricted Coverage Area and Market Share due to limited 0.10 2 0.20 presence across the world TOTAL 1 3.30 4= Response Is Superior 3= Response Above Average 2= Response Is Average 1 = Response Is Poor
- 7. EFE (EXTERNAL FACTOR EVALUATION) KEY EXTERNAL FACTOR WEIGHT RATING WEIGHTED SCORE OPPORTUNITIES 1. Increasing Broadband Markets across geographies 0.10 4 0.4 2. New package of product 0.15 4 0.6 3. Growth in Telecommunications Services 0.15 2 0.3 4. Building more MAXIS centre especially suburdan areas 0.10 4 0.4 THREATS 1. Competitive Pressure causing pressure on margins 0.20 4 0.8 2. Rapid Technology Changes needing capital infusion 0.10 4 0.4 3. Global Economic Slowdown impacting growth 0.20 4 0.8 TOTAL 1 3.70 4= Response Is Superior 3= Response Above Average 2= Response Is Average 1 = Response Is Poor
- 8. COMPETITIVE PROFILE MATRIX CRITICAL SUCCSESS FACTOR WEIGHT MAXIS DIGI CELCOM RATING SCORE RATING SCORE RATING SCORE 1.ADVERTISING 0.20 3 0.60 3 0.60 2 0.4 2. PRODUCT QUALITY 0.15 4 0.60 2 0.30 3 0.45 3. CUSTOMER LOYALTY 0.20 3 0.60 3 0.60 3 0.60 4.MARKET SHARE 0.15 3 0.45 2 0.30 3 0.45 5. FINANCIAL POSITION 0.10 3 0.30 3 0.30 3 0.30 6. INNOVATION 0.20 3 0.60 2 0.40 3 0.60 TOTAL 1.0 3.15 2.50 2.80 4= major strength 3= minor strength 2= minor weakness 1= major weakness
- 9. FORECASTED RATIOS AND PROJECTED FINANCIAL STATEMENTS 2013 (Million) MYR 2014 (Million) MYR 2015 (Million) MYR Sales 9 084 8 616 8 860 (-) Expenses 7319 6721 6825 Net income 1 765 1 895 2 035 2013 2014 2015 Liquidity ratio - Current ratio 0.5 x 0.7x 0.7 x Profitability ratio - Operating profit margin 32.1% 34.1 % 35.2% Leverage ratio -Debt to operating profit 1.86x 1.77x 1.6x
- 10. OBJECTIVE SHORT TERM Increase their number of outlets, product, and sale in new geographical areas and market segmentation. LONG TERM To remain number one well known company in communications service provider.
- 11. RECOMMENDED STRATEGIC PLAN PRODUCT AND SERVICE DEVELOPMENT • Introduce 3G services and Maxis fast tap (the world’s first multipayment Mobile services) to the customers • Give the special price for mobile data • See other online services. Example, Celcom • Quality of product and services
- 12. RECOMMENDED STRATEGIC PLAN CREATING A GREAT PLACE TO WORK Maxis committed to creating a stimulating and innovative workplace that will help our employees develop to their full potential. They offer a highly competitive remuneration package with attractive salary schemes and a wide range of benefits. Apart from standard benefits such as annual leave, medical and insurance coverage, our employees enjoy special subsidies on Maxis products and services. Then, also provide a platform for our employees to make a positive difference in the communities around them.
- 13. RECOMMENDED STRATEGIC PLAN DEVELOPMENT IN MOBILE DATA NETWORK • Best package mobile data network in Malaysia. • Technology is the fastest growing market trend nowadays. • Maxis has enhanced their products technologically to keep the Malaysian telecommunications updated with ever technological advancement.
- 14. THANK YOU FOR YOUR ATTENTION