Case Study Record Of Maxis Marketing Essay

Maxis Berhad is leading company which providing telecommunication services in Malaysia and has over 11. 4 million service users presently. In 1993, Maxis Berhad has obtained permit to run a countrywide GSM 900 mobile network, which really is a local permanent network and a global gateway. Maxis Berhad starts off its mobile businesses in august 1995 and commenced its permanent series and international gateway procedure in early on 1996. Nowadays, Maxis is providing a full group of services on various platforms to gratify the demand of telecommunications for individuals, small companies and large organizations, such as mobile set line, prepaid lines and internet broadband services.

Maxis Berhad is a telecommunication company in Malaysia which gives better quality service with bigger coverage in Malaysia. The purchase price fee is also extremely high in comparison to its competitors. Despite the fact that the bigger price it charges, but Maxis Berhad continues to be able to enjoy huge market show in the Malaysia, this demonstrates how well is the competitive competence Maxis has possessed in Malaysia.

Besides that, Maxis Berhad was first telecommunication company in Malaysia launched the 3G services, such as 3G connect Card, PC Webmail, Video Email and 3G prepaid. The 3G services coverage is up to 740 sites across Malaysia and still being increased. The 3G services of Maxis allow the users to enjoy the access to the internet throughout Malaysia. Cellular phone and laptop users can benefit from the entertainment and communication services such as video recording phone calls, live mobile Television set, games and cordless broadband Internet those are reasonable priced, rapid gain access to with real time final result. Maxis have many users of the broadband service since it offered a reasonable price and do promotes the broadband services by offering free modem. Subscribers can get a free modem after they registered the service bundle. In addition, Maxis Berhad has the customer service centre throughout the united states, which gives conveniences to the clients for paying expenses, signing up, and confirming problems.

Maxis Berhad's vision is to improve human life and business with an motivating collection of creative products and services, in a fashion that is simple and tailored, and providing the useful and reliable services to every customers. Three words are being used to depict the spirit of the Maxis Berhad, those are simple, trusted and creative. Besides that, Maxis Berhad makes everything as simple as possible. The customers can easy seem sensible of the particular maxis is wanting to inform them, because just how of maxis communicates with customer is clear-cut. Trustworthy is emphasized by Maxis Berhad, the business builds and maintains the strong interactions between the customers and employees as well. This sort of spirit makes Maxis Berhad more reliance. Lastly, Maxis is creative not only the way they run the business enterprise, but those are that they answer the telephone, the way they serve the clients and exactly how they deal with the problems. Creative is in whatever they actually.

3. 0 Examination of marketing environment

There are a lot of uncertainties which could impact the organization's performance. Marketing environment is one of the important factors that able impacts on the business. Besides that, the marketing environment has several forces that in a position to effect the Maxis Bhd Company which is cultural forces, economical forces, competitor forces, technological pushes, and regulatory causes.

3. 1 Social forces

The social causes of the surroundings are the demographic characteristics of the population and its ideals. Changes in these forces can have remarkable impact on marketing strategy. The demographics of Malaysia are represented by multiple cultural groups that exist in the united states. The population on 2009 is more than 28million, and 5. 72 million Malaysian stay in East Malaysia and 22. 5 million live in Peninsular Malaysia. If there are any changes of these demographic it'll affect the online marketing strategy by Maxis Bhd. A human population can also be defined using characteristics such as years, gender, ethnicity, income and profession. How these quality affect the marketing strategy? Maxis Bhd is a company that reselling mobile communication services in Malaysia. Thus, the characteristic such as years, ethnicity, income and also profession are important to use to determine the targeted band of customer. For example, Maxis Bhd will essentially base on the several group of customer to offering the several plan of mobile communication services to the customer. Furthermore, 18 to 25 age groups, normally the folks who under this runs of age range is a students. So, Maxis Bhd sorts a student's deals to be able to attract the customers. In case, there are business man who more than 25 ages and above, company will form a different plan in order to suit the needs of the customers. Normally, the student's program will more cheap than others plan such as business man plans. The current university student packages is free mailing emails, have a great discount and low-cost calling charges which is 5-7 cents per minutes. But, for the non-student packages, it will not have such welfare. Essentially, for non-student deals will more give attention to the higher rate of charges.

3. 2 Overall economy Forces

Malaysia is the speedily development economy country in the South-east Asian, it offers be category as the middle-income country. Malaysia is the 3rd largest economy country in the south-east Asia, the geographic of Malaysia has individually into two parts which is the Peninsular Malaysia and Malaysian Borneo. In Malaysia, the land is rich in the natural source of information and raw material. In early ear, the major of Malaysia overall economy are developing in the agriculture, mining and forestry sector. In yr 1970, Malaysia is rolling out into a multi-sector overall economy from the company of raw materials. The current economic climate has contributed by other sector such like medical, technology industry and service sector. Besides, the Strait of Malacca which is the international ship route increase the level of international trade and processing sector still remain the most effect the entire of Malaysia current economic climate growth.

According to service information information and communication technology in 12 months 2008, the value added produced by the telecommunication service is amounted to Rm21. 2 billion. Contrasting with the Computer and other related activities, the worthiness added generated is amounted to Rm6. 5 billion. This shows that the telecommunication service sectors are more contributed to the Malaysia current economic climate; there has potential market in the telecommunication service sector.

Beside that, Malaysia financial season 2008 state that the agriculture sector has added 9. 7 percentages to Malaysia GDP, commercial sector stand for 44. 6 percentages and the rest is service sector was 45. 7 percentages. However, Malaysian economy was expansion slow in the entire year 2008. It really is because of the gross investment was set; it is one of the component that impact the GDP.

According to the Malaysia mobile cellular cell phone data graphs in yr 2000, there are 2, 170, 000 inhabitants of mobile cellular telephone customer. In season 2009, there are 23, 347, 000 inhabitants of mobile cellular phone in Malaysia. Assessing the entire year 2000 and 12 months 2009, you can find increase 21, 177, 000 people of mobile cellular telephone subscriber. You will find more Malaysian using the mobile mobile cell phone in their life and it turn into a necessary tools for communication, the telecommunication companies play an important role to supply the quality service to the every customer on the market.

3. 3 Competitors

Malaysia has come out with a competition legislations which this action was approved by Parliament in-may 2010 and publicly announces in June 2010. It will be enforced on 1st January 2012. Besides, this Act is to provide a comprehensive competition laws at the nationwide level which slashes across all monetary industries and it apply to all commercial activities in Malaysia and outside Malaysia that will influence competition in Malaysia Market. Main provision of Competition Function 2010 is section 4 and section 10. Section 4 is to prohibition against anti competitive agreement which prohibition against any horizontal or vertical contract which has the object or aftereffect of significantly preventing, restricting or distorting competition in Malaysia. Besides, Section 10 is prohibition against maltreatment of prominent position which dominant position means a predicament in where one or more

Enterprises own such significant ability in market to modify prices or outputs or trading conditions, without effective constraint from rivals or potential competition. For section 4 prohibitions normally is ideal for price repairing, market allocation, Bet ringing arrangement, Exclusive coping, and tie-in agreement. However, for section 10 it is to prohibition maltreatment toward price discrimination, excessive costing, and predatory costs.

3. 3. 1 Intertype competition

Intertype contests define as contests among firms in different type of businesses but which both organizations retailing the same product.

As we realize that, Maxis Berhad offered the iPhone4 membership designs to consumers and the company offers its iPhone4 to the clients with its own package. (Refer Appendices 1) Furthermore, the APPLE MACKINTOSH is the manufacturer for the iPhone4. APPLE MACKINTOSH offers its iPhone4 to mobile shops. Thus, mobile shops are straight competed with Maxis Berhad and both of them are from different industry. It means that, the relationship between your Maxis Bhd and mobile shop are intertype competition. Basically, the clients will buy for Maxis Bhd Company rather than the other mobile shop. Associated with due to successful for the campaign package that arranging by the Maxis Berhad Company

3. 3. 2 Intratype competition

Intratype competition defines as competition among organizations in the same type of business. Example Competition between Maxis and Digi which both of them is from the same business field that providing the same product which is mobile communication.

Maxis and Digi operating in the same business field which provide mobile communication services to customers. Digi targeted on teenagers by providing a entertainment service for this group consumers such as provide free internet connection with no cost for Digi consumers to see Facebook everyday by using stated link. Besides, Maxis doesn't provide this kind of chance for their consumers because most properly they target on those working populations. Maxis promoting family ideas package deal that charges low cost for relative who using the same network to encourage relative subscribe the package to save their cost. (Refer Appendices 15) Often, Digi has come out with a package that is after we have send concept more than RM 2 everyday the continue cost will be free as consumers note to the same network. It only ask for RM 2 daily if consumers fulfil the package condition.

3. 4 Technological Forces

Maxis Berhad internet communication should improve their Maxis broadband by up grade their web connection speed. Despite the fact that Maxis broadband is convenience because we can online and bring to everywhere, but during optimum season the internet connection will down and it result in a whole lot consumers complain relating to this subject. Thus, if Maxis Berhad can improve their internet connection it'll bring a lot chance for their company. Before Maxis Berhad provide 3G function customers just may use mobile phone to communicate with each others. But today Maxis Berhad has provide 3G function that allow consumers to speak and appearance at the other person by using mobile phone looked after may use as videoconferencing for companies interacting with. Maxis Berhad also pronounce that their company is going to release 4G function soon to keep increasing their systems to meet with modern times.

3. 5 Regulatory forces

Maxis marketing practices and business decisions are significantly affected by the regulatory makes in Malaysia. So, Maxis has some restriction in executing its business. In order to adapt to this regulatory environment, Maxis has implemented all the regulations that are mentioned and altered its activities in conducting business.

Maxis Bhd is not really a dominating company in the telecommunication industry in Malaysia. Malaysian's competition work 2010 has comprised forbiddance of anti-competitive behaviour and prohibition of the misuse of an dominated market position to be able to safeguard competition. So, the business enterprise competition is good and prompted in Malaysia. However, it also has been shaped a greatly competition environment. Thus, Maxis is often trying to be reliable and innovative in its tactics. Besides that, it also always increases its research and development of new services and techniques to be able to compete with its rivals and create the cost effective to the clients.

In addition, Maxis is also governed by the product-related legislation which endeavors to safeguard both company and consumer. The patent laws and the copyright law provides maxis the to keep out other from producing, using or advertising that violate the trademarked creation and the exclusive right of its own work. Example, the slogans and the advertising of Maxis will be the copyright of the Maxis, so only Maxis can put it to use and customers are often to recognize Maxis when they start to see the particular adverts and slogans. Maxis is prohibited to infringe others rights as well. Due to the Consumer labelling and consumerism act in Malaysia, Maxis must list out all the conditions and conditions of all its products and services when it encourages to the clients. Maxis and its customers are also secured by the trademarks action that ensure the individuals are purchasing the true product and assures the company has the exclusive to the term, name and sign. So, the term 'maxis' and its symbol will appear on its every product, in order to make customers to identify and identify it from other company, no others can use the term 'maxis' in their products.

To boot, there is absolutely no mending price allowed in Malaysia. In fact, whatever price of communicating rate, SMS fee, and even the monthly demand of broadband provided by maxis will vary with other same industry company. This example proves that there surely is no anti-competitive behaviour in this field. Your competition is very good and healthy among the number of companies. So, price discount is utilized by Maxis in order to compete with other, for example you'll get cheaper talking fee if you discuss more.

Maxis Bhd has made many exclusive dealings as its marketing tactics, this circulation action is allowed in Malaysia. Including the maxis retailers only sell the maxis packages, broadband and related products and services.

Also, Maxis is not participating in the deceptive or misleading advertising which is outlawed. Maxis advertisement is often correspond to the real of what it designed to let customers know. Maxis also try to police itself by participating in the MCMC (The Malaysian Communications and Multimedia Commission) Designates Gain access to Forum.

4. 0 Segmentation

Maxis Berhad Company is using multiple products and multiple marketplaces segments to sections the market segments. Thus, Maxis Berhad Company tries to design the number of different deals of product in order to satisfy the several kind of user's need and needs. Basically, it offers numbers of parameters you can use to section consumer markets, Such as for example, demographic, psychographic, and Action.

4. 1. 1 Demographic

Several segmentation factors which are time, gender, ethnicity, income, and occupation is utilized by Maxis Berhad in utilizing its market segmentation.


In fact, Maxis Berhad attempts to segment the market based on the age of folks below 25, and above 25. The possible client is below 25 ages, normally is learner. Alternatively, the consumer who is older than 25 ages in essence is the working adult. The working parents basically have a larger usage in the mobile services. Thus, normally the deal for 25 age groups and above will enjoy more welfare compare to others package.


Both woman and men in the Malaysia are the Maxis Berhad potential prospects, businessman need to make the call to conduct business, connect with clients and make order. Women prefer to use phone to have a long speak to friends.


Different years have the various needs and wants. Baby boomers desire more stable and reliable products and services, but it isn't all of them have a hand phone. Technology X are usually more concerning about the product quality, for example the coverage of the Maxis Berhad services. The generations Y are definitely more thinking about the technology, price and convenient o products and services.


Maxis Berhad services are usually ideal for all income groups of consumer. But the medium and high income groupings are dominating of because Maxis Berhad chargers higher rate than its rivals.

4. 1. 2 Psychographic segmentation

Maxis berhad also apply psychographic segmentation to recognize the actual consumers' lifestyle in Malaysia telecommunication market, regarding their attitudes, opinion and value. Maxis berhad recognize that Malaysian are incredibly counting on the telecommunication to cope with business, cultural activities and have fun. Especially when their social group is bigger, the communications are more important.

Most of Malaysian believes that telecommunication is essential at any place and anytime, especially for the entrepreneurs. So, the quality and the coverage of the services are very very important to Maxis to make it through in the forex market. So, Maxis have been creating a strong value and making the Malaysian to believe that Maxis is a company provides a better quality services and have huge coverage in Malaysia.

4. 1. 3 Behavioralistic segmentation

Benefit sought

Maxis berhad discovered that the importance of product benefit to the actual consumer, it's not only providing the mobile phone telecommunication and gain access to online sites to every Maxis subscriber. Nowadays, multiple product features are necessary to compete with other substitute products. The customers will look on how product benefits will take full advantage of their demand, not only fulfill the basic need. Beside that, the client also concern on the quality, security and service of product.

Usage Rate

Maxis berhad has evaluated the consumption rate of group customer on the market, how much the customers spend in a specific period. Based on the consumption rate, the client has divides in to the heavy, medium or light consumption category. The customers who have put in over Rm150 per month were under heavy utilization category. For medium utilization category, customers were having put in between Rm50 to below Rm150 per month. Lastly, the customers who spend below Rm50 monthly were considering as light use category. Besides that, Maxis bhd discovered that the consumption rate ratio will different in a few specific period. Especially in festival period so on ROMANTIC DAYS CELEBRATION, Happy New 12 months and Holiday Day. The usage trend will extreme higher than non-festival day.

4. 1 Targeting

Because of the Maxis Berhad's telecommunication services are offered all over the country, so, the services are being targeted all the potential customers wherever in Malaysia, no subject with rural and cities.

Maxis Berhad uses product differentiation to focus on different group of the customers. Different group of customers may have different needs and desires. Different ideas and services are offered to reach the various band of customers. From this segments which can be below 25 and above 25, Maxis Berhad is using different ideas to target these 2 groups of prospects, both male and feminine, have the several intention to make use of the telecommunication services.

For the clients era below 25, Maxis Berhad focuses on this group by offering the pre-paid intend to them, this band of customers usually use cellphone to own entertainment, talk to friends, and revel in the public life, they are usually not necessary to make the call in whatever situation, they just use the telecommunication service to obtain entertainment and shortage dealing with important case, but they make use of it constantly. Hence, this type of goal customers are usually pupil, they required the cheaper and entertained services. They usually will make the call or text when their prepaid profile still have credit, so when all amount in their prepaid profile has been put in, they will either top the account or perhaps left it zero, since it is not very important to them for whether can make the decision, so the pre-paid plan which is cheaper and convenient is appropriate o concentrate on this group.

The customers whose era above 25 are probably working men and women, and prepared to pay more expensive amount to obtain an improved service because of Maxis Berhad charges an increased price but provides good quality services to the customers. This group of customers usually emphasise the grade of telecommunication service because it is so important in their profession. They need to use the telephone to stay reference to their consumer, make order, and discuss the key issues. So, Maxis Berhad focuses on this segment by promoting the products and services in a way that emphasized in good quality. For instance, the principal brand service is utilized to serve the clients who use mobile in their job, have a worldwide lookout, and travel extensively for work. So, this group of customers desire a stable service, which has excellent coverage and enable these to call wherever they are often. Including the businessmen, those always need to talk to their clients, suppliers, lovers and other.

Besides that, people tend to stay connection with the individuals they love and nervous about. The telecommunication service is now important in folks sociable activities. So, Maxis Berhad also focuses on the customers who use the telecommunication service to maintain their romantic relationship with other folks. For instance, the supplementary lines which is provided by Maxis Berhad, is employed to target the group who emphasized in kinship. This kind of service emerges to the people who always talk to their family and his/her beloved one, with a particular amount of free communicating time, and free text between the customer and family members. The users of this kind of service tend to be folks who study or just work at place that a long way away from their family members, which means this plan will benefit them a great deal. Besides that, couples in special love are also best suited in using this course of action to keep the sweetness with favorite one.

4. 2 Positioning

Product positioning is important for each organization to create a good image in consumers brain for marketplace of its product, reputation, and brand. Maxis have use two types of positioning which is head-to-head and differentiation positioning to recognize the market specific niche market for the brand and product.

Maxis using head to head positioning to remain competitive straight with other rivals such as Digi and Celcom which is providing similar product attribute in the same target market. Maxis creating fast, quality, and affordable services image to consumers head compare to Digi. Maxis created good image giving well interconnection services which consumers can used cellular phone at everywhere without fret out of interconnection problem equate to Digi which their interconnection service always disconnected. Advance Communications services are to enrich its customer's life and businesses, for some reason, simple and personal, effectively and creative frontier systems provide brand service experience that is reliable and charming. Besides, Maxis have sponsor for some celebrities that arranging concert in Malaysia. This will improve up Maxis brand name and image to increase Maxis earnings to meet the peak.

Maxis is using a different type of positioning which can be differentiations positioning strategy. Maxis have advertised Maxis broadband to consumers since it has an inferior market and fewer competitors in the product. (Refer Appendices 5)Maxis provided Maxis Broadband that targeted on young adults and working field consumers is basically because there are only few opponents that compete with Maxis. For example, Digi doesn't promote any broadband product for his or her consumer previous year ago and this will bring chance for Maxis to increase their market talk about and earnings. Now this people are willing to spend money to acquire for just about any internet broadband that are convenience for them to bring around and consumers feel that will probably be worth it.

5. 0 Marketing Mix

5. 1. 1 Product

Maxis Berhad is a mobile phone service provider. They provide a variety of mobile phone products and services. The products and services they provide include monthly membership plans, prepaid range, international immediate dial and roaming, internet broadband plans, and recently they are offering the mobile programs together with hand telephone. Besides that, Maxis Berhad offers online download store to its customers to purchase music, movie, video games and software online.

Monthly membership plans

Maxis Berhad offers a variety of monthly subscription plans to its customers. There are a wide variety of plans proposed by Maxis Berhad because different customers have different needs and needs toward the services. So, a various products and services are provided by Maxis Berhad to be able to satisfy the customers all around the country. The principal line is the product which is categorised to wide programs. Those plans have different rate charges and every month charges. You will find eight plans being offered in the principal line package, the price tag on ideas is from RM30 to RM500 monthly. In general, the call charges per minutes are cheaper if the monthly commitment cost of the plan is higher. Same situation is also for the text charges. For instance, subscribing a plan which is RM30 determination fee will be incurred 20 sen per minutes while making call, and 10 sen per sms ; but charges is only 12 sen per minutes while making call and 5 sen per sms if you are subscribing a R150 regular monthly commitment cost plan. (Refer Appendices 14)

Besides that, Supplementary series is made available from Maxis Berhad to the customers who used to be linked with his/her favorite. Customers who subscribe this course of action can benefit from the free talking time and free text between family lines. (Refer Appendices 13)


Although Maxis Berhad is a telecommunication company but not a phone producer, it also sells phone based mostly its mobile service plans. This service differs from other regular services. The price tag on hand phone is leaner if purchase it under the contract with Maxis. Lately, Maxis Berhad offers iPhone4 using its service strategies. Consumers can get less price iPhone4 if indeed they subscribe the Maxis service programs, for example, a new iPhone4 which worth RM2290 is only sold RM1390 by Maxis Berhad with a deal. Consumers who want to buy the plan need to buy into the deal. Besides that, consumers likewise have many choices about the service ideas with a fresh iPhone4, different ideas to purchase new iPhone4 is offered to be able to fulfill different needs of consumers. Consumers who like to talk in cellphone can subscribe the plan with longer free call time and cheaper call rates. Identically, idata plans are ideal for consumers who always usage of internet by utilizing their phone. Consumers will tend to find best plan for them to find the iPhone4. The programs will vary in the free call hours, free sms, free mms, call rates and sms rates; in addition, the price of new iPhone4 differs in different ideas due to the period of registration. In general, as longer as the subscription period, the new iPhone4 will be cheaper or even free. Not only iPhone4, Maxis Berhad also sell BlackBerry, Nokia N8, Nokia X3 and other mobile phones based service programs.

Prepaid line

Maxis Berhad offers prepaid collection to customers. Hotlink, which is the prepaid type of the Maxis Berhad, has the most mobile service users in Malaysia. Prepaid series service is attractive which is the choice of most consumers because it provides convenient and flexibility to customers. Customers are able to get the prepaid service with just purchase a prepaid package in virtually any telecommunication shop. After mount the sim credit card inside, it takes only 5 minutes to stimulate the service. Top-up of pre-paid lines is also convenient since it can be produced by many solutions, such as through profit convenient store, purchase by ATM, and even online purchase. In addition, consumers are freedom to choose the mobile amount they prefer. Customers also can download the latest music, movie and games with the pre-paid service.

Internet broadband

Nowadays, usage of internet is becoming very common and even important in Malaysia. As a respected telecommunication company in Malaysia, Maxis Berhad offers internet broadband with broadband and reliable. There are both cellular and wired broadband are given by Maxis Berhad. The wired internet broadband is suited to the house users and the wireless broadband is designed for the users who always move upside. The wired broadband has several plans with different velocity. The users who expect the high internet satisfaction should subscribe the bigger speed program. The cordless broadband is also grouped to various packages with different data volume quota, which can be 1. 5GB, 3GB, 6GB and 12GB.

Online Store

Maxis Berhad offers a store online for its customers to download the music, movie, video games, wallpapers, and ringtones. By being able to access to internet, customers can purchase the latest and hot music, movie, fun games, bright colored wallpapers and themes or templates. Besides that, customers can get the latest news about travel, food, and entertainment through the Maxis.

Maxis Insurance

Different with other telecommunication companies, Maxis Berhad offers insurance to customers. Customers who would like to acquire the insurance plans of Maxis Berhad only need to send a confirmation subject matter to Maxis. No medical evaluation is needed no any health question will be asked. As long as the customers between the ages of 18 to 70, they can be acceptable for sale Maxis insurance. The coverage of Maxis insurance includes unintentional death and permanent disablement, it also provides other benefits like snatch theft/ robbery benefit and the pay out of outstanding cellphone bill in case of any unforeseen circumstances that causes the individual bodily injury.

Maxis mobile security

Maxis mobile security is a new product provided by Maxis to improve the security to the clients while they are really being able to access internet. Many hackers are on the internet nowadays, they may hack the phone and cause the mobile device failing. So, Maxis Berhad offers this service to keep customer's mobile phone safe. The top features of Maxis mobile security include antivirus, firewall, and automatic updates to safeguard the customers contact from viruses, Trojans and spywares.

5. 1. 2 Price

We know that Maxis Berhad is a company which implements the differentiation proper in order to compete with others rivals. As compare to the cost leadership strategic, execution of differentiation strategic will be the better choice to Maxis Berhad. The reason is because in the telecommunication services market, it hard to reduce the production costs to create lower price in order to contend with the others competitors such as Digi, Celcom, and U-mobile. That's why, instead of keeping the lowest competitive price, Maxis Berhad is more happy to concentrate on the differentiation strategic and concentrating on the product development and product features in order to fulfill the customer needs, Maxis Berhad is trying its better to ensure that is clearly a tradeoff between the price and the services quality. After we went through several studies, we've found out that Maxis Berhad also very concerns on the costing strategies.

Maxis Berhad is applying several pricing ways of maximize the profit margin and maintain the marketplace talk about. The first strategy is the penetration costing. The company charges less price on its new internet broadband service in order to get market stocks and the purchase price is being priced higher as the wider of market talk about achieved.

Besides that, superior rates strategy is also utilized by the Maxis Berhad. The company sets an increased price and sells to the customers who pursue an improved quality of products and services. We know that, the call charges of Maxis Berhad is higher than other telecommunication providers in Malaysia, and the company has the right to do this since it gets the competitive advantage, the quality of the service is great and the coverage is very extensive.

Other than that, Maxis Berhad does indeed apply the mental pricing strategy to make the consumers to truly have a feeling that the Maxis Berhad products and services is preferable to others. Including the higher price charges on the call, the actual consumers will psychologically think that the Maxis' service is better in comparison to other telecommunication service providers.

Product line rates can be an important charges strategy which applied by Maxis Berhad. Maxis are offering different deals within the predetermined brand product range at different rate charges. Consumers can pick the package that provides most benefits and most suited him/her.

Recently, Maxis Berhad is significantly promoting its internet broadband, at wherever at school, shopping complex, and even beside the street. Through this we know that the internet broadband is a new product of Maxis and the business is wanting to increase the market show. So, promotional pricing strategy is used in order to achieve it. Maxis Berhad encourages its broadband service by giving the free modem to the consumers who have registered the service.

5. 1. 3 Place

Placing is important for every company because they have to consider where to place their branch for customer convenience. In case, they place their company at leading area. It will attract more folks to identify and easily find their companies. Maxis Berhad head office office built in 12 months 1995 and complete in calendar year 1998 which situated in northwest area of Kuala Lumpur Convention Center (KLCC) development. (Refer Appendices 7) Maxis Bhd headquarter neighboring landmark is the Petronas Twin Tower. (Refer Appendices 6) Maxis choose to situated it headquarter near KLCC is because KLCC are the key city in Malaysia where a lot people will come visit even though foreigner travellers will visit KLCC as well. This provides chance for Maxis to make more people realize their company when travelling in KLCC. Besides, Maxis have opened services centre branches across every express in Malaysia and they often place their branch at retail center, cover area, and city primary area which convenient for customers to go to their centre for invoice payment, purchase cellular phone, search information, changing packages, reload for prepaid packages users etc. (Refer Appendices 8)

Other than that, Maxis have exposed few Maxis offices at Klang Valley which is at Shah Alam, Puchong, Bandar Sunway, and Subang Jaya. The reason why they choose to put their offices atlanta divorce attorneys part of Klang Valley is basically because they can offer support to the whole service centre around the city. Whenever there are problems the service centre cannot solve or decision to be produced, that's where the management offices enter into the picture.

5. 1. 4 Promotion

Promotion is one of the elements of marketing blend, it define as an activity to carry out the product idea, feature and service through promotion and advertisement. Promotion can improve the consumer awareness of existing product on the market, it also a way to raise the product visibility. Beside that, campaign is a communication about the product information between the seller and buyer. Maxis has using different kind of promotional aspect to communicate with the consumer so on advertising, sales promotion and public relationship, this promotional component devise to draw in the group of prospective buyer to purchase the product.

The advertising is tools that use to effect on buyer mind principle about the product, and it is the goal of organization willing to invest so much money in advertising. Maxis bhd has put in big money to create and post in advertising campaign, frequently bring out the new invention and funny advertising through mass media such as journal, newspapers, internet, radio and tv. Beside that, Maxis has place the advertising to the favorite of soccer games in Malaysia. Maxis create a strong awareness of soccer supporters through sponsoring and advertisements during live international sports game titles, especially Barclays Premier League at England which is the most well known soccer league in the world. (Refer Appendices 4)Actually, Maxis bhd has shared advertising with subject "committed to the overall game". Maxis bhd has ask the recently Malaysia soccer player and the famous world basketball player require to the advertising such like Lional Messi, the planet best soccer player. (Refer appendices 11) Frank Lampard, the Great britain professional soccer player and Dato' Soh Chin Aun is team captain of Malaysia that qualifies for Olympic in yr 1980. (Refer Appendices 12)The soccer fans can get the latest soccer information or watch the live show via the Maxis 3G. Besides, Maxis also being truly a sponsorship for Lotus Race F1 team which provide Lotus Rushing I-Phone program that retains customers kept up to date with the live feeds and gain access to latest racing information and information via mobile services to encourage consumers to make use of their products. (Refer Appendices 2) In addition, it organizes some contests for users to succeed some attractive gift ideas and awards.

Other than that, Maxis sponsor for international stars live concert in Malaysia by working directly with Galaxy Group who are one of the major happenings and concerts organizers in Malaysia. Hotlink which is part of Maxis telecommunication has previously present some other top Chinese language entertainers such as David Tao, Eason Chan, Leo Ku, Miriam Yeung, S. H. E, Jay Chou and Z Chen live concerts in Malaysia. (Refer Appendices 10)Maxis had also offered international singers such as Avril Lavigne, Gwen Stefani, Sean Kingston, Pussycat Dolls, Fort Slight, and the Dark Eyed Peas and although Korean pop experience Rainfall. (Refer Appendices 3) In exchange, Maxis position itself in a great gain competitive strength that not only popular in Malaysia, but international market as well.

Maxis also experienced built a good reputation in society, involve in several donation and healthy incidents so on tsunami devastation and orphan account. Maxis know that the free advertising will come to good reputation company, the publishers report the news about Maxis involve in the healthy activity at no cost any price. This indirect promote the reputation of Maxis and build a good marriage with public relation.

6. 0 Conclusion

In final result, Maxis Berhad has better competitive competencies compared other telecommunication providers in Malaysia. The first competency is the quality and the coverage of service. The quality of service is great and the coverage is extensive. So, it is the prior collection of the customers in Malaysia who wish to subscribe to telecommunication service. Besides that, the business gets the better feedback and received little grievances from the clients in comparison to others.

Maxis Berhad has a great understanding toward the environmental factors which can affect its business. So, the business is implementing its marketing strategies and conducting its business in a way that consistent with the surroundings factors. Besides that, the business always prepares to make changes and improvement in order to meet the environmental changes. For example, it makes its product to be ground breaking in order to adjust to the new environment, and targets research and development in order to keep its technology up to date. The adjustment and improvement are always being made by the business to contend with the competition, and the business is conducted in a manner that fit the regulations in Malaysia.

Maxis Berhad also have a great job in the segmenting, focusing on ad positioning the market. The different customers are being served by the several services and company has attempted its best to gratify them. Besides that, Maxis has a god marketing combination and the business is implementing excellent marketing strategies to gain the marketplace share.

Even though there are some limitation we've found on Maxis Berhad, but we can conclude that Maxis Berhad is a successful company which has the primary position in Malaysia.

7. 0 Recommendations

After we examined the factors have an effect on the Maxis marketing environment, the segmentation and marketing mixture. We've discovered that there are some Maxis weaknesses in the certain part, that have to put into action or adjust to be able to increase the Maxis bhd. There are some recommendations that may lead Maxis Bhd to be more successful.

7. 1. 1 Innovation of new product

4G, the latest mobile internet service with tone has been launched by YTL marketing communications sdn bhd. By assessing with other companies 3G package rate, it provides the lowest rate in the Malaysia market. Besides, the velocity, coverage and benefit are advanced than 3G. Maxis bhd must be awareness on the changing of rival environment, understands the strength and weaknesses of competition. Maxis bhd must create the new product that can contend with the strong competition, it also need to turn out with the new notion of product to draw in the buyer. Even though it might spend a lot of time and require highly cost of research and development to make a new product, however the return of huge profits are able to cover all the costs involved and also to shoe the Maxis market share.

Maxis Bhd should grow the ad in other fields somewhat than only concentrate on the ad in the soccer games, because not absolutely all the individuals are considering football game. The company should make its advertisement in a favorite style in order to adjust to majority customers' preference. For example, badminton is another popular game in the Malaysia, and Maxis could apply the star result advertisement strategy to advertise its products and services. Dato' Lee Chong Wei, who is a favorite badminton player in Malaysia, could be considered by Maxis to make him become the spokesperson of the Maxis Berhad. Through his reputation, Maxis could obtain more users. Besides that, if the popular actors and singers could be a part in the Maxis advertisement, younger customers could be drawn to subscribe the Maxis service.

Nowadays, the trustworthiness of a company is are more and even more important in performing business. Customers are involving about the trustworthiness of the company and not just the quality of products and services. So, we recommend Maxis should entail more in the communal activities, and make the business has a good image. Including the company could be a part in environmentally friendly protection program, showing that the company is relating to about our globe. Besides that, to construct higher reputation, Maxis berhad must reinforce the hyperlink between the company and public connection.

Customer service takes on an important role in the business especially in the telecommunication industry, with good customer support, it's able to retain the existing customers and appeal to more potential prospects a subscription the Maxis services. We've discovered that, although the distribution of the Maxis outlet is very extensive and available in many places, but, not all the Maxis shop can provide the sufficient customer support. For example, some of the Maxis centre is only in a position to let customer make the payment and deal with some small circumstance, and customers need to travel to cities to get further services. For instance, the tiny Maxis firm is unable to help the client if the client has damage his simcard and want and reunite the number, he might need to go to the Maxis centre in order to get this service. We recommend Maxis to help make the Maxis centre t become one-stop service in order to facilitate the clients and make them to be more content with the Maxis service.

We know that, Maxis Berhad is the first selection of telecommunication service of Malaysian, but, many people subscribed Digi Berhad service as well, this is because the Digi offers extremely good deal services compared to Maxis. So, to be able to get more market talk about, Maxis Berhad has to utilize the rates strategy. First, Maxis could make customer to believe that the price it charges is not so expensive. Effective prices strategies are needed to be applied to deal with this subject. Maxis Berhad could use more the psychological pricing strategy to give an emotion to customers that the price charges is realistic. For example, the monthly registration bundle of the new iPhone4, Maxis Berhad offers the package with more expensive price compared to the Digi Berhad. To deal with this, Maxis could lower down the monthly registration payment but make the repayment period longer. This will be no different to the business but do make the clients have an feeling that is cheaper.

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