Marketing Strategy and Plan for Digi Telecommunications Berhad

This paper discusses the marketing strategy and planning used by Digi Telecommunications Berhad and their market position and contingency planning. It includes a situation analysis, SWOT analysis, and marketing mix analysis.

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Table of Contents
1. Introduction..................................................................................................................................4
2. Situation Analysis........................................................................................................................5
2.1 Macro environment analysis..................................................................................................5
2.2 Microenvironment analysis...................................................................................................8
Porter’s five Force.......................................................................................................................8
The threat of substitute (High).................................................................................................8
The threat of new entrants (Low)............................................................................................8
Bargaining power of buyers (High).........................................................................................8
Bargaining power of suppliers (Medium)................................................................................9
Competitive rivalry: (High).....................................................................................................9
2.3 Internal environment............................................................................................................10
Mission..................................................................................................................................10
Vision.....................................................................................................................................10
Culture and Strategy..............................................................................................................10
Mckinsey 7S strategy.............................................................................................................11
2.4 SWOT..................................................................................................................................11
2.5 TOWS..................................................................................................................................13
3. Marketing Strategies and Objectives.........................................................................................13
3.1 Objectives............................................................................................................................13

2MARKETING STRATEGY AND PLAN
3.2 Marketing Strategy..............................................................................................................14
Ansoff Matrix............................................................................................................................14
Market development..............................................................................................................14
Market penetration strategy...................................................................................................15
4. Segmentation, Targeting and Positioning..................................................................................16
4.1 Segmentation.......................................................................................................................16
4.2 Targeting..............................................................................................................................16
4.3 Positioning...........................................................................................................................17
Value Proposition......................................................................................................................18
5. Marketing Programmes.............................................................................................................18
5.1 Marketing mix (7Ps)............................................................................................................18
Place.......................................................................................................................................18
Product...................................................................................................................................19
Price.......................................................................................................................................19
Promotion..............................................................................................................................19
Process...................................................................................................................................20
People....................................................................................................................................20
Physical Environment............................................................................................................21
Action Plan................................................................................................................................21
6. Control and Evaluation..............................................................................................................21

3MARKETING STRATEGY AND PLAN
6.1 SMART Matrix....................................................................................................................22
6.2 Contingency Planning..........................................................................................................23
7. Conclusion.................................................................................................................................24
Reference List................................................................................................................................25

4MARKETING STRATEGY AND PLAN
Topic: Marketing strategy and planning used by Digi telecommunications Berhad and
their market position and contingency planning.
1. Introduction
In the case of business enhancement, strategic decision making is the right way to make
the profit and the increase the sustainability of the business. The process of vitality and an
increase in information from the external environment of the company is important to analyse the
competitors in the market (Osman et al. 2012). The strategies are very important in that case that
provides extra efficiency to the company that other companies haven't achieved this.
The latest trend introduces by Digi is 4G+ and this is a kind of innovation that initiated
by the company in Malaysia. The other changes are in-route line and on-road digital platform
making, where people, who connected with their service can obtain any of the facility from their
portal or site. This is something that changes the mode of telecommunication use in Malaysia.
In case of this paper, the basic addressing approach and use of target market are
important for the development of the business. The basic activities are consist of the entire target
market and marketing mix and deliver the strategic outcome that enhances the product activity as
well. Digi Telecommunication Berhad is one of the strongest mobile connectivity and internet
service providers in Malaysia. The company has more than 20 years of experience and 12 million
subscribers (New.digi.com.my 2018). The empowerment of improving the lives and build
societies is the key process that delivers in form of revenue.
2. Situation Analysis
2.1 Macro environment analysis
Macro Environmental Analysis

5MARKETING STRATEGY AND PLAN
Political aspect Malaysia is one of south-east Asia's most vibrant countries and
political stability, as well as industrial growth, is the reason behind
this. In order to grow the telecommunication sector; political stability
plays an important role.
Malaysia follows the framework of the federal representative
democratic constitutional monarchy. The relationship between prime
ethics groups and the government-controlled fixed-line operator is the
main reason in that case.
In Malaysia, government-owned fixed-line operator TM (Telecom
Malaysia) rules the market in communication ad it has almost 62% of
the market share. Its subsidiary Celcom has the market share of 37%
in telephone services (Chong et al. 2016).
The active denationalisation plan in the nation helps the company in
the development of the business. Authorise equity in the business and
controlled behaviours in politics and the stable political conditions
helps the business for their sustainable condition.
Economic aspect Malaysian economy performs strongly as Malaysia has been
experienced 5.4% growth in 2018 on GDP wise. IMF stated that
Malaysia is driven by the global demand for oil and gas along with
increased labour market.
GDP of Malaysia touched $1.002 trillion and GDP per capita is
$30,558 (Tang and Tan 2015). In addition, the inflation rate is lower
by 3.8%. Moreover, this figure signifies the strong economic growth

6MARKETING STRATEGY AND PLAN
in Malaysia which will increase the spending capability in
telecommunication of the people.
There is only 0.4% of people are below the poverty line (Taghizadeh
et al. 2017). In the year 1989, Malaysia faced a financial crisis and
after this period; Digi, Maxis and Celcom have become stronger and
increased its sale.
Social aspect In 2014, the median household income in Malaysia was RM4, 585 and
it increased to RM5, 228 in the year 2016 (Solaymanu and Kari 2017).
It proves the factor that Malaysian people have good spending
capability and this has been influenced by preferences, behaviours and
perceptions of the people.
From the telecommunication industry; the customers want good
network, strong coverage and high-speed internet. With the increasing
use of Smartphone, the young generation's behaviour and preference
are changing.
Telecommunication has the horizontal growth and customers of the
organisations are left with handful options like buying a mobile
package, internet and app use.
The current population of Malaysia is 35 million and the life
expectancy rate is 73 on average (En. santradeportal.com 2018).
Technological aspect Technological advancement is a foremost criterion in order to
accelerate the market share. Telecom companies use optical fibre top
provide telecom services and phones are becoming compact to move

7MARKETING STRATEGY AND PLAN
the telecom business to primarily wireless business.
In Malaysia, high-technology helps to endeavour the telecom
companies to provide high-speed internet and WiFi service.
Therefore, it creates demand for employees in the telecommunication
sector. Basic desires of the customers are the voicemail, calling,
texting and Caller Id.
Legal aspect The government imposes Act 588 Communications and Multimedia
Act 1998 where the current general legal framework has to use by the
telecommunication companies in Malaysia (Jomo 2016).
In the telecommunication industry; monopoly is another issue and
telecommunication companies want to do importing and exporting of
the telecom products.
The corporate tax rate in the telecommunication industry in Malaysia
is 24% (New.digi.com.my 2018).
Environmental aspect Telecommunication companies have to make network tower and these
influence on the global warming and the climate change. With the
advancement of the technologies, some of the mobile or telephone-
based products are becoming redundant.
The users of these products throw them into the garbage. These
products pollute the atmosphere. Malaysia follows the Environmental
Quality Act 1974

8MARKETING STRATEGY AND PLAN
2.2 Microenvironment analysis
Porter’s five Force
The threat of substitute (High)
In the telecommunication industry in Malaysia; the substitute in the market is large. One
of the market substitutes is TM and it is the government-owned. TCP based infrastructure can
bring cost savings to the company and it will allow the company to abstract the key value-added
services from the physical layer (Yusof et al. 2017). Substitutes of Digi offer various ranges of
services to the customers.
The threat of new entrants (Low)
Telecommunication industry costs as high as the capital required to establish the new
company in a new market is high. The telecommunication industry in Malaysia requires a huge
investment of resources and capital. The existing carriers have a major cost advantage as the
outcome of it is market regulation dissuaded.
Bargaining power of buyers (High)
In Malaysia, the presence of telecommunication providers is large and the switching cost
of the customers is low. Buyers of the telecommunication companies are of two types; individual
buyers and enterprise customers (Tang and Tan 2015). Cost of product relative to total cost is
high and the product differentiation is high. Competition between the buyers is high. In
Malaysia; telecom providers in the market give cheaper price with product variants.
Bargaining power of suppliers (Medium)
Suppliers in telecommunications are the modular architects and open standards. If the
suppliers move away from the vendor relationship, the telecommunication companies will be in

9MARKETING STRATEGY AND PLAN
trouble. The switching cost of the suppliers is heavy for the Malaysian telecommunication
companies.
Competitive rivalry: (High)
In Malaysia; competitive rivalry in telecommunication is high as in Malaysia; Telecom
Malaysia, Celcom, Maxis Communications and Digi Telecom are the major players. Competition
among these companies is high as the people have options to switch to any other provider at any
time.
Telecom Providers in Malaysia Market share
Digi 28%
Maxis 25%
Celcom Axiata 25%
MVNOs 12%
U Mobile 10%
Table1: Telecom service providers market share in Malaysia
(Source: Analysismason.com 2018)
Above table shows the information that Digi is the market leader in the competition having the
highest market share in Malaysia in telecommunication.
2.3 Internal environment
Mission
The dedication of the team is the key approach to deliver the work process with integrity
and accountability in telecommunication solution in Malaysia.

10MARKETING STRATEGY AND PLAN
Vision
Signify the opportunities and maintain a good relationship with employees to inspire
them and make the best place of work in Malaysia.
Culture and Strategy
Four major strategies are there for the development of the organisation and due to the
development, most of the telecommunication companies are lagging behind that. The future-
forward actions are important in that case and it grows and outpaces data-centric digital world.
For keep going the industry ahead of engagement with the customers is important and relevant
for the effective nature of the company (Faziharudean and Li-Ly 2011). To become the
customers' favourite partner and being the most efficient operator in Malaysia, the company has
made the position in between. This will provide them with enough boost and confidence to work
more and get the gel with employees and customers for the development of the organisation. The
employees of the organisation are practising responsible business conduct and the conduct will
find them enough boost for the development of the business to interact with customers in a
proper manner and try to understand what they need. Lastly, they maintain a good team and they
have some good leaders too for the management of the team. The team building and working
together is important and that deliver enough opportunity for the company to engage good social
relation in that case.
Mckinsey 7S strategy
The strategy based on the 7 different aspects of business like structure, system, strategy,
skill, staffing, and style and all these aspects are trying to maintain the core process of shared
values. In the case of Digi communication, innovate and evolvement of the product is important
and most profitable growth can be achieved through the process (Osman et al., 2011). The

11MARKETING STRATEGY AND PLAN
initiatives taken by the operational efficiency is important and operating cash flow in the
company persists through the process. In the case of strategy, the expansion to improve the
networking system is the key process that maintained by the company for future. The
commitment to employees showcases the staffing process.
There are some proposed actions that need to be taken in that process. The easy way of
customer understanding and practical providence of making the deal is the most concern aspect
of the business. In the future, the bottom line enhancement and balanced optimization of higher
level customer satisfaction is the key process in business (Rahman, Haque and Ahmad 2011).
The corporate structure of Digi is aligned with the better processing in strategy so in most of the
cases of maintenance, prohibition, policies and renting process is the key matter in that case. In
case of deep green system and operating efficiency system or in case of Digi supply chain health,
safety, environmental security and the applied green practice is the key issue that can be changed
in this process. In the case of style, employees positive work culture, clear responsibilities,
empowerment and job scopes are there.
2.4 SWOT
Strength Weakness
1. The government support is the main factor in
that case and the Malaysian government is very
helpful in that manner to provide support to the
telecommunication industry. Digi has got this
support and has a good establishment in the
market (Salleh et al. 2013).
2. The market share of the company is good
and that affects to make a good market position
altogether.
1. The association with low cost is here and that
company not pretending their value evaluation
properly.
2. The situation of market saturation is also
important and that is the reason company is
getting weak over this aspect. 106% of the
saturated condition is there and the innovative
processes need to be taken in that case for new
subscribers (Latimaha and Bahari 2016).

12MARKETING STRATEGY AND PLAN
3. The infrastructural development is also there
in this company
4. Innovative culture is another section which is
quite efficient in that case.
5. Strong management is also considered the
strongest section of this business (Jakopin and
Klein 2012).
6. The group revenue increase of 2% in each
year and the cash flow of RM1.4bn achieved by
the company.
3. Lack of content value and added services in
Malaysia is a kind of weak aspect for the
company.
There are lacks of base stations are comparing
with other companies.
4. Lack of manpower and less training issues
are another weakness in that case.
Opportunities Threat
1. The enhanced broadband market is allowing
growing opportunity for the company in the
Malaysian market.
2. The scale of economies higher in that case
and business chances are huge in that case
(Kamarudin et al. 2014).
3. Strong industry recognition is another
opportunity that Digi telecommunication has.
1. Easy and free Wi-Fi in every place is the
main issue in that case and that is the reason
most of the business threats are confronted by
the organisation.
The intense competition in Malaysia is the
major threat in that case and that somehow
influenced the possible business process.
2. High inflation and increased price is another
threat in that case.
3. High bargaining power of customer in
Malaysia is threatening for the organisation.
2.5 TOWS
Internal Factors
External Factors Strengths (S) Weaknesses (W)
Opportunities (O) S2-O2: Large
infrastructure and
becomes the 4G
leader in the market
S1-O3: The market
share of the
organization is
W3-O3: Digi can do
partnership in the
market to reach the
new market
W1-O4: By keeping
the cost down, they
can invest more in

13MARKETING STRATEGY AND PLAN
higher, which has a
positive impact on the
brand image of the
organization
research and
development, which
will help them in
innovation
Threat (T) S3-T2: Large
customer base helps
to use economies of
scale
S4-T2: With the help
of innovation, the
organization can
nullify the threat of
competition.
Not applicable
3. Marketing Strategies and Objectives
3.1 Objectives
Specific To reach new 8% new customers at the end of 2019
Measurable This objective can be measured by calculating the number of customers at
the end of 2019
Achievable This objective can be achieved through advertising, promotions and growth
strategy
Realistic This objective is realistic as it will help to increase the customer base and
revenue of the organisation
Time-bound This can be achieved within 16 months
Specific To expand the business of telecommunication service of Digi by 3% in
Malaysia within 12 months
Measurable This objective can be measured by understanding the market share after 1
year
Achievable This objective can be achieved by recruiting new staffs and growing new
network towers at new places
Realistic This objective is realistic as it will help to accelerate market share and
profitability
Time-bound This can be achieved within 12 months

14MARKETING STRATEGY AND PLAN
3.2 Marketing Strategy
Ansoff Matrix
Market development
As stated by Gillespie and Goddard (2017), market development strategy is the growth
strategy where the organisations can seek to sell the existing products or services into the new
markets. Digi Communications can start the business in new geographical places by setting up
the towers and executive offices for giving the telecommunication services. Digi provides calling
services, internet usage services to the new market where the market. New customers can be
offered with service packages (Bidin and Yunus 2017). In the new market, Digi needs to start
with new distribution channels where the customers can have the internet and mobile connection
from the company executives. The market development of Digi needs to be improved as they
want to be the best telecommunication process in Malaysia. The increase in customer centricity
by some percentage is important for the development of the business. More business opportunity
and sales will increase if the product development and marketing improve. In Malaysia, some of
the remote places where the internet and mobile connectivity is not strong are Sugai, Pahang,
Johor and Terengganu. Digi will try to provide the best network in such places where the new
customers will have the mobile connection facility. In addition, Digi can start for low pricing
strategy in the new places to attract the large numbers of customers.
Digi is affirming that they are in market infiltration as they already recognized fit in this
Malaysian Telecommunication market with their current inventions. This had originated from a
condition where the development is inferior and only directing in its individual market. This is
what labelled in the Ansoff's Product/Market matrix theory. Rendering to the model, the business
might not cultivate more or make considerable turnover without mounting to the next phase. The

15MARKETING STRATEGY AND PLAN
following phase optional in the concept is by-product expansion or market growth. Market
growth means they can stage into new marketplace such as Singaporean Telecommunication
market with their current invention.
Market penetration strategy
Market penetration is the growth strategy of the organisation focuses on increasing the
growth of the business in the existing market and it helps to increase the customer base of the
organisation (Sapolsky et al. 2018). Market penetration increases the market share of the current
services or products which can be achieved by competitive pricing or the differentiation of the
services or the sales promotions. Digi has one of the largest sections to give the internet services
or mobile connection services. As Digi wants to make some markets penetration, so they have to
identify the political, economic, social and technological aspect of the particular country. The
posting of the other similar companies and the view of competitive marketing is important in that
case. Digi will have the secure domain of growth markets in Malaysia through market
penetration and Digi can restructure the mature market just by driving out the competitors (Liew
and Song 2017) Market penetration strategy needs the aggressive promotional campaign and it is
supported by the lower pricing where the new customers will be attracted. In India, Jio Mobile
service has taken ‘freemium’ strategy for alluring the customers and Digi in Malaysia can start
the same strategy in order to increase the customer base.
4. Segmentation, Targeting and Positioning
4.1 Segmentation
Geographic: Digi Telecommunications can segregate the market using the location and
region. Digi can target the customers geographically where Digi has its market. Mainly urban

16MARKETING STRATEGY AND PLAN
sections of Malaysia will be targeted in geographic regions, Kuala Lumpur, Johor Bahru, Kota
Kinabalu, George Town and Ipoh.
Demographic: Digi can segregate the market using the age, gender, occupation and
socio-economic group of the customers in Malaysia. Mainly the young generations and the
professionals can be targeted as they use internet and mobile services most.
Psychographic: Customers who prefer to purchase the internet services and mobile
services. Fixed-line telephony is another offering of Digi. Digi can divide the market using
personality, lifestyles, attitudes and class of the customers (Mansournia 2018).
Behavioural: Customers want a value for money services from Digi where Digi will
provide constant network service and high-speed internet. Digi can segregate the market rate of
usage, benefits sought, loyalty status and readiness to purchase.
4.2 Targeting
Primary target market
Digi Telecommunications should target demographic segment mainly as they will target the new
generation who are aged between 15 and 25. In Malaysia, Digi can target the premium and the
upper-class young generation who value time and paying capacity. This new generation uses
more internet services in daily life to connect with their friends on social media, they watch
videos and they do chat.
Secondary target market
The secondary target market of Digi Telecommunications will be the behavioural segment where
Digi will segregate professional customers using their rate of usage. Some of the professionals of

17MARKETING STRATEGY AND PLAN
High Price
Low Price
Low Quality High Quality
Digi Telecommunication
Maxis
MVNOs
U Mobile
the private sector use heavy internet and calls. Professionals can be giving free calls in postpaid
connections. The Generation X and Baby Boomers will be targeted strategically offering steady
mobile calls and good internet speed.
4.3 Positioning
In the case of value positioning, Digi Telecommunication can be evolved as one of the
best companies in telecommunication. The set objectives are important in that case and other
companies are not taking the far-fetched strategies also and that will evaluate the company's
position. But the company must cater to the high price range and high quality is also provided. U

18MARKETING STRATEGY AND PLAN
Mobile, on the other hand, low in cost and quality. MVNOs has high quality comparing to U
Mobile but the price is significantly high. The major competitor of Digi is Maxis and both will
implement some strategic plans but the way business has been formulated by Digi is ethical and
measurable to get the best outcome through the process.
Value Proposition
The company has some good selling procedures that make difference from others. These
are the values that segment the company from others. The best post-paid plans are here in
Malaysia and that is the reason most of the companies are lagging behind them. The process of
simplicity, innovation and diversity for ideas are also important in that case (Solaymani and Kari
2017). That is the reason the company has got numerous numbers of awards from Malaysia.
5. Marketing Programmes
5.1 Marketing mix (7Ps)
Place
In most of the parts in Malaysia, Digi spread their business and make the ultimate profit
from most of the places. The solid 4G+ network is the key issue in that manner and that
supposed to make some good target zone where they have placed their campaign over this (Tang
and Tan 2015). The progressive nature of the business is important in that case and they have
identified the zones from this.
Product
The pre-paid and post-paid service options are important for the company. The value-
added services that innovation in product, getting the digital screen at road also and call wait and
call hold along with the 24-hour recharge facility is important in that case (New.digi.com.my

19MARKETING STRATEGY AND PLAN
2018). Innovative product culture and implement some new 4G+ concept in case of having
market penetration. Ringtone, voicemail services, easy bill payments are the option that included
in that case to achieve the best possible way to align the process.
Price
The competitive pricing strategy can be used in that matter and entire pricing mechanism
is related with that matter. As the company will try to enhance their business, thus they need to
recommend their business protocol and set a range in price, so the quality will be delivered as the
market price match that. The prevailing market condition and the process of tax relation is the
way to determine the suitable price for the products (Tang and Tan 2015). The low-cost pricing
is the main concern in that case.
Promotion
Traditional and networking management is very important in that matter and companies
have to understand for their own benefit (Tang and Tan 2015). The brand name is the big
promotional factor and the company uses that for their marketing. In social media, and television
commercial the advertisement and the highlighting facilities are important in that aspect. In case
of engaging 8% customer with the product, the company need to attain the highest promotional
level for this. This is the only option that company can reach to their customers within a short
period of time. The necessities have been initiated by the company and the product deliverance
will improve and passive promotion through the people, will start. The quality of the product is
also important at any time of that section and that will highlight a change in their marketing
strategy as well. In case of engaging more people with the product, some of the advertisement
campaigns are needed for the regional market analysis and good market image can be created
through this.

20MARKETING STRATEGY AND PLAN
Process
The maintaining process of the business to make the easy way of marketing and create a
customer base that evaluates the revenue generation for all over the year. The strategic change in
innovation and make note of all the best processes are important in that matter. To make the
better market in other countries, some of the issues like tax, legislation and policies,
stakeholders, demographic, behavioural aspect of people over there and the support from the
government for the new business changes are important in that case. The help in other business
market provided them with enough opportunity to deal their business in between different people
and policies. The positional aspect and competitor analysis are also important and that also
included in the process.
People
The most important aspect as per the objectives concern is the people, the company
targeted in for their business market. In case of people, as the company wants a change their
market enhancement within a year and makes an objective to raise 3%, thus activities in people
is important and that can help to make the future of the company. The targeting people are
different in genre and all they have the different need so the process of business territory and
networking the business is important. The process of understanding the nature and behaviour of
the people is also important in that case. The process of marketing depends on the
demographical, cultural and positional aspect of the people and in that case, the situation is quite
important for the company so that they enhance their business territory and deliver some quality
products that make a good networking system with the distribution process and get flourish in
business.

21MARKETING STRATEGY AND PLAN
Physical Environment
The environmental change is depending on the set of business planned by the company.
So the proposed situation is important in that case. In case of the physical environment, all
aspects of the subscriber base are needed and managed situation of company growth in the
remotest location in Malaysia can be reached by the network of Digi.
Action Plan
In the case of meeting objectives, a proper action plan is required for Digi.
Objectives Time has taken Probable action
Engage with large numbers of
customers
1 year Promotional strategy and
low-cost pricing strategy need
to be included so that
effective action can be
measured.
Service expansion in the new
market
1 year 6 months The aspect of market
penetration and quality
product introduction with tax-
free market enrolment is the
action will take by the
company.
6. Control and Evaluation
The control over the pricing strategy and make the quality product at low cost is the main
control that company has to implement. The control over the market position and evaluation of
product development by the effective changes in innovation is the key matter in that case. The
strategy of the low cost of pricing strategy is important in that matter and better product
evaluation and has the good market approach in Malaysia.
6.1 SMART Matrix
Criteria Explanation Metric

22MARKETING STRATEGY AND PLAN
measurement/Justification
Specific Customer centricity and need
for the product and increase
of 8% of customers.
The process of engaging
customer and provide them
with some quality at low cost
is the issue that can
accumulate more people with
the product. The sales
percentage of the company
will improve if the processing
of 8% customers increase can
possible. The revenue
generation will be 10% every
year. The financial section of
marketing alignment is
formulated in that case. The
promotional activity is also
there so that people can get
attached to the brand.
Measurable Revenue collection will state
the aspect of customer
engagement
Achievable Through the promotional
activities, the process can be
achieved
Relevant The teamwork and productive
output will enhance the path
of progress
Time Bound 6 Months
Criteria Explanation Metric
measurement/Justification
Specific Expand the business by 3% at
the end of the year.
In the case of business
expansion in one year, some
of the relevant aspects that
need to impose in the
organisation. The rise of
business in 3% and the issue
of market penetration is
productive for the company
Measurable The premium revenue
collection and segmented
collection of revenue is the
key measure to understand
that.
Achievable With the help of the

23MARKETING STRATEGY AND PLAN
shareholders and to improve
the policy of the company
this can be achieved
and they have better revenue
generation through this. The
market penetration issues
along with the process of
increase market incensement
and 4% of other business
opportunities will grow by
that fact. The change in
production and the company's
promotion in the penetrating
company will help the
business for future.
Relevant Enhancement and
upgradation of the company
and market penetration will
help the company to expand
their territory of business.
Time Bound 1 Year
6.2 Contingency Planning
Potential Problem Solution
Issue of sustainability The new connection launch of 4G+ and
making impactful marketing condition is the
key issue in that case. The approach of
sustainability is there to have a low product
market and enrich the business territory.
Digi broadband problem The better revert issue and level of application
performance are there and that can speed up
by the effective use of speed test result. The
booster application helps the entire process.
Promotional problem In case of negative promotion or the less
promotional issue in some of the region,
active alternative promotional like event
creation or fair organisation is needed. The
process cannot be handled by one process of
promotion so this is the reason a better

24MARKETING STRATEGY AND PLAN
promotional contingency planning is needed.
7. Conclusion
Therefore it can be concluded that most of the business strategies have taken by Digi are
effective and the impact of these helps the entire market of Malaysian telecommunication. The
process of customer handling and communication is also important in that case and organisation
has to understand the need and goal of the customers. The introduction is linking with the
process flow of the Digi Telecommunication and that includes all the possible strategies and
implementations has taken by them. This is the main purpose of the project to understand the
eventual marketing strategy has taken by Digi.
The sense of better planning and strategy is important and the company is processing the
entire thing for the better formulation in future. There is some contingency planning is ready as
back up but the formulation needs to be so effective, that can change the dimension of the
business.
The business process strengthens the marketing strategy and also try to mitigate the
objectives within a year. The positive approach in that process and the relative
telecommunication enhancement in Malaysia is important in that case and Digi has taken the
initiative to strengthen the business at its best. The future positioning of the company is high in
quality as well as cater high-class customer with a good price range and that is the main
positioning of the company.

25MARKETING STRATEGY AND PLAN
The aspect of critical thinking is based on the objectives and possible proximity of
achieving 8% new customers in 2019. The process needs more productive promotional strategies
for Digi. The strategies need to be relevant enough to peruse the process in the right way.
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