Marketing Mix of Axiata Group Berhad

Running head: MARKETING MANAGEMENT
Axiata Group Berhad
Marketing Management
10/11/2018

MARKETING MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Overview of Axiata Group Berhad........................................................................................2
The vision of Axiata Group Berhad...................................................................................4
The mission of Axiata Group Berhad................................................................................4
Marketing Mix of Axiata Group Berhad................................................................................4
Product...............................................................................................................................4
Price....................................................................................................................................5
Place...................................................................................................................................6
Promotion...........................................................................................................................6
Physical Evidence..............................................................................................................7
People.................................................................................................................................7
Process................................................................................................................................8
Recommendations..................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

MARKETING MANAGEMENT 2
Introduction
Marketing Management is the procedure of creating strategies and scheduling for services or
products, promotions, advertisement, or sales to reach a targeted segment of consumer. It
makes use of different competitive strategy and economic tools to evaluate the context of the
industry in which the firm operates its activities (Penaloza, Toulouse, Massimiliano and
Visconti, 2013). The success of any business is dependent on the techniques of marketing it
adopts. Functions and activities of the business get simplified through marketing management
that is involved in the services and goods distribution. As per Philip Kotler, Marketing
management is the examination, preparation, execution, and control of programs intended to
carry anticipated exchanges with the target markets for attaining the objectives of the
organization (Chand, 2018). The aim of this report is to highlight one of the tool of marketing
management that support organizations to attract customers by making them aware of the
services provided by the business. Axiata Group Berhad Company has been selected for
explaining how the organization has adopted the marketing mix the tool of marketing
management in its operations. Besides this, the report will provide some recommendations in
regards to enhancement to be made by the company in its marketing mix.
Overview of Axiata Group Berhad
Axiata Group Berhad is telecommunications conglomerate of Malaysia with widespread
operations in Asia. It is the biggest wireless carrier of the country. The primary business of
Axiata is in the investment holding and the delivery of consultancy and telecommunication
services on the worldwide scale. The company majorly concentrate on the developing Asian
market, few with low mobile dispersion in Southeast Asia and South Asia (Hasnat, Mahbub,
Talukder & Mubasshira, 2017).

MARKETING MANAGEMENT 3
Axiata was established as a private limited company in 1992 as Telekom Malaysia
International (TMI), which then functioned as one of the parts in Telekom Malaysia Berhad
(TM). TMI was then demerged from TM and registered in 2008 on the Bursa Securities. TMI
altered its name in 2009 to Axiata Group Berhad and established a fresh identity, augmenting
their status as the prominent operator of mobile in Asia (Axiata, 2017). This more was the
corroboration of their new philosophy of the business and pledge to Proceeding Asia by
highlighting the unsatisfied needs of communication of native populations in the area with
reasonable and advanced digital services and products. Since then, they moved from pre-
demerger 40 million consumers, to around 350 million across eleven nations that made
Axiata the leading Asian mobile player. Their footprints of mobile telecommunication now
cover the Asian continent, Indonesia, Bangladesh, Malaysia, India, Nepal, Sri Lanka,
Cambodia, Myanmar, Pakistan, and Singapore.
Axiata has regulatory interests in six operators of mobile with the brand names ‘XL’ in
Indonesia, ‘Robi’ in Bangladesh, ‘Celcom’ in Malaysia, ‘Ncell’ in Nepal, ‘Smart’ in
Cambodia, and ‘Dialog’ in Sri Lanka, with deliberate interests in ‘M1’ in Singapore and
‘Idea’ in India. ‘Edotco’, is the infrastructure company of the group, with key operations in
five nations in order to offer telecommunication infrastructure services, and handles a local
portfolio of around 25,000 towers (Axiata, 2017).
In 2012, Axiata introduced ‘Axiata Digital’ in order to gain quick growth in the business
sector that is based on the internet. Over the years, the company has successfully created 29
digital brands portfolio comprising seven joint ventures and 3 subsidiaries; moreover, the
sector in which demand is increasing is mobile advertising, education mobile money, e-
commerce, and entertainment. In 2016, the revenue of the group was at RM 21.6 billion,
whereas capitalization of the market rose at around RM42.3 billion at the end of 2016. They
offer employment opportunities across Asia to around 25,000 people (Axiata, 2008).