Marketing Strategy and Plan for Digi Telecommunications Berhad

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