Master of Business Administration Project: Digi Telecommunication Plan

This Master of Business Administration project presents a comprehensive business development plan for Digi Telecommunication in Malaysia. The project begins with an executive summary outlining the plan's objectives and action items, followed by an introduction providing background information on Digi and the Malaysian telecommunications industry. It includes PESTLE and SWOT analyses of both the company and the industry, along with a review of Digi's business operations, marketing, human capital, technology, and operational aspects of competitors. The research design and data collection methods are detailed, and the project identifies critical success and risk factors. The plan aims to enhance Digi's business performance through strategic recommendations based on thorough analysis.

(A Business Development Plan To Enhance Business
Performance: A Case Study Of Digi Telecommunication In
Malaysia)
A Major Project
Master of Business Administration
(13 January 2020)

Executive Summary
The concept behind a business development plan is to develop the necessary documents to for
implementing a business strategy for the development of the business plan. It is necessary that for this
particular purpose, the business that is about to have a development plan has a necessary analysis done
about the ongoing business procedures. The entire analysis before the development plan includes the
ongoing processes, the transactional data and the business perspectives to be analyzed as well. This is
why, the organization of Digi Telecommunications, situated in Malaysia would find out several
information about the company for its business development plan based on the findings through the
analysis. The analysis would include the background information about the organization, the background
information about the industry that the organization belongs followed by the PESTLE analysis of both the
organization and the industry. Furthermore, there would be the representation of the SWOT analysis of
both the industry and the organization for having an overall understanding of the analysis done for the
featured ongoing business and industry processes. This would be followed by the purpose and the
rationale of the research and analyses with the developed research questions, aims and objectives in
support of the research. The research framework, the business review, the analysis of the review of Digi
Telecommunications would follow next. Furthermore, the marketing aspects, the human capital aspects,
the technology and innovation aspects and the operational aspects of the competitors would also be
analyzed. The research procedure and design will be described in details to focus on the data collection
methods and the analysis of the collected data. The critical success factors and the risk factors would also
be researched about so that before the final developmental plan is set up, the business could ensure having
the overall information required about the company to have a feasible plan.

1.0 Introduction
1.1 Company and Industry Background
Digi is a telecommunication and internet service provider based in Malaysia. They are the most
popular service provider of the country providing services to more than 11 million people. Their motto
is to provide personalized and satisfactory products and service to their customers (Rahman et al. 2016).
The company is listed in Bursa Malaysia and is a part of a global telecommunication company Telenor
Group. The company was established in the year 1995. The company has defined corporate structure
and positive organizational culture. The services that they provide include data packs to individual and
corporate customers, prepaid and postpaid voice services, SMS services, international roaming services
and calling cards and data plans. The company has created a large base of niche customers and the
challenges that they face is mainly due to the external circumstances (Arokiasamy and Abdullah 2013).
The company has three main competitors, Maxis, Celcom and U Mobile. Broadband services such as
TM, P1, Redtone and Amax are their indirect competitors.

The telecommunication sector of Malaysia is showing rapid growth. There has been major changes
in the industry which has contributed to its growth and increasing competition. By 2000, the country
had seen a line penetration of 28.6% in the urban areas (Kylasapathy, Hwa and Zukki 2018). The
number of subscription grew in tandem. By 2000, the subscription count was more than 5 million, a
huge increase from the mere 84 thousand of the year 1990. The distribution still lags behind in the rural
areas such as Kelantan, Sabah and Sarawak. Government has taken several measures in order to ensure
growth in the telecommunication industry. Digi communication had increased their market share by
17.3% by 2000. Moreover, the increasing focus on customer protection and satisfaction is putting a lot
of pressure on the telecommunication companies in Malaysia. The industry is garnering a lot of
attraction from the foreign investors due to its potentiality of market.
1.1.1 External Forces
The external factors are the non-controllable factors that affects an organization. In order to
determine the factors that affects Digi Communication from the external environment, a PESTEL
analysis has been carried out.
(1) Political
The Malaysian government is extremely supportive of the country’s business. The recent
government change in the year 2016, created speculations regarding the improvements in the digital
communications though that was put to rest by the government as they ensured that they are pro-
development in their approach and aim to penetrate majority of the Malaysian population in wired and
wireless services. The government of Malaysia has followed a liberalization and privatization strategy
in order to foster growth (). The reason that the government has chosen this strategy is because it
relieves them of the extra pressure of competing with the growth rate of the other countries while
ensuring growth inside the country. The government targets to support the industry for further growth in
Artificial intelligence, cloud computing and other advanced technologies.
The government also plans to increase the demand of the telecommunication services by increasing
awareness, attractiveness and affordability. The government has introduced several policies in order to
ensure safety, security and discipline in the country. For example, the use of mobile phones is banned in
schools, so that the development and higher penetration cannot interfere with the education. The
government also has many policies that supports the growth, for example, licenses are issued by the

Ministry of Energy, Telecommunication and Multimedia at minimal cost.
(2) Economic
The Malaysian economy is facing a down ward turn in recent times. The GDP is decreasing since
the last two years which is a challenging situation for telecommunication. The economic growth though
shows moderate increase, a decrease in export demand, private consumption and investment has led to
the present situation (Taghizadeh et al. 2014). The communication sector though has seen larger growth,
mainly due to the increasing demand of internet usage and cellular services. Due to liberal government
policies, foreign investment continues and has contributed to the growth of the country. The downward
journey of the Malaysian economy might be attributed to the downturn of China’ economy that supports
much of the country’s economy.
Malaysia is one of the leaders in telecommunication industry. Digi communication and its other
competitors have a strong presence in the country and attracts investments from outside sources
(Sivalingam 2010). The 1997 economic crisis taught the government to change their fiscal policies and
trade policies. The increase in cellular and internet based services also means that the potential risks of
cyber security also increases. Experts believe that Malaysia might face a large economic loss due to
cyber security issues. The government, despite their liberal policies, control the number of competitors
in the market in order to avoid any volatile situation.
(3) Social
The need of telecommunication and internet services has become indisputable. As only a handful of
companies operate in the market, they have high bargaining power. They mostly offer premium
packages for both cellular and internet services. Malaysia has experienced a high influx of foreign
workers and these workers work in the bottom of the working pyramids, they are paid less and have a
hard time connecting with the families that they have in the home country. Most of the
telecommunication companies have neglected to address this group (Said, Adham and Quoquab 2013).
They believed that this sector would not be able to pay for their services. Digi communications has
targeted this sector and has provided them with affordable packs for international calling thus securing a
large niche market for the company. The Malaysian population mostly has a high living standard which
enables them to afford for premium packages as well. The high literacy rate of Malaysia is also
contributing factor of the growth in telecommunication industry as higher literacy leads to higher
demand for knowledge.
(4) Technology

The telecommunication industry now mainly uses 3G and 4G services. The advances technology
that the industry uses has contributed to the positive growth of the industry. Digi communication and its
competitors provide these services for internet services. WiMAX provides hi-speed wireless technology
for cellular services. The increase in speed has enabled the use of the advanced technologies such as
cloud computing and AI. The 4G technology provides high bandwidth, low latency and rich applications
in both wired and wireless devices (Aziz, Ali and Azian 2015). The use of GPRS and E-wallets allow
the people of the country to enjoy true digital experiences and cashless moving.
(5) Environment
The environmental impact of the continuous growth of the telecommunication industry is immense.
The increasing numbers of towers and handsets are affecting the ecosystems. They are responsible for
the increase in radiation which affects the birds and other animals. The towers require large land areas
where they can be installed and this leads to deforestation. Though many debates has taken place about
the actual effect that telecommunication towers may have. Many believe that they have almost no
contribution to radiation rate. It is the handsets that contribute to most of the radiation (Yan n.d). The
telecommunication industry thus have quite a bit of effect on the environment. The environmental
disasters also have impact on the industry. The natural calamities like earthquake, storms and floods
cause interruption in cellular and broadband connections.
(6) Legal
The government has introduced many policies and laws, including trade laws, GST and free trade
policy which enables the telecommunication to operate freely. The government ensures that the business
are flourishing freely. The government also ensures that the distribution of media and cellular network,
does not create cyber security threats and other cybercrimes (Osman 2012). They also have introduced
laws that protects the people. There are also social laws like banning cellular phones from schools that
ensures that the welfare of the people are maintained.
1.1.2 Opportunity and Threats
(1) Opportunity
 The growing economy of the country is an opportunity. The government provides much opportunity
in the country for foreign investments.
 The trade liberalization enables the companies to do their business freely (Bidin and Yunus 2017).
 The high lifestyle of the consumers enables the company to offer premium packages.

 The foreign workers though only targeted for the economy packages are the niche customer of the
company. The reasonable prices that Digi communication offers are in demand among them.
 The high literacy rate is a contributing factor for the company. People want knowledge as
knowledge is power in the industry.
 Globalization has enabled exchange of knowledge much easier. The companies have become
interdependent thus ensuring a positive growth.
 The contribution of the telecommunication industry in the GDP is much higher which ensures that
this industry receives governmental supports through policies and infrastructure investments for the
growth of the industry.
 The increasing market penetration for both the wired and wireless services provide good business
opportunity. The company, Digi communication has the chance to utilize this opportunity as they
have a good market exposure (Hoe, Siew and Fai 2019).
 The attractive packages are great opportunity for competing in the market. The competitors provide
only premium service. This is the reason for which many of the customers are switching to Digi
Communication’s services.
 The improved technology gives better speed and connectivity. The users are able to experience
seamless services and use advanced technologies thus increasing their satisfaction to the company.
 The improved technology and infrastructure is an opportunity for the organization to introduce new
products for increased competitiveness
(2) Threats
 The environment is a threat to the organization. The company is unable to determine the disasters
that might happen in the country. This makes them vulnerable to loss that is unforeseen.
 The open and liberalized policies of the government though give much opportunity to the business,
the organization also has to face much competition from the domestic and international competitors
(Salleh et al. 2013).
 Customers are likely to switch from one company to another. Due to the high competition, the
competitors come up with new offers that can attract customers.
 The consumer has high bargaining power in the industry. They can force the company to lower their
prices in order to survive in the market.
 High inflation in the country is a threat as this increases the cost for the services and products for
the company.
 Technology is continuously changing. While this has some positive impacts, it also has some
negative ones. Continuous advancement also makes the earlier technologies obsolete and installing
new updates incurs extra cost (Ramlan, Yusoff and Pazim 2013).

1.2 Business Issue
The business issue is to address the issues encountered that affected the business performance of Digi
Communication in Malaysia.
1.3 Purpose and Rationale
(1) Purpose
The purpose of this project is to develop a business plan to improve the business performance of Digi
Telecommunication in Malaysia.
(2) Rationale
1. The company needs to enhance their sales in the next three years.
2. The organization needs to increase their market penetration in the rural areas.
3. The company needs to secure more loyal customers in order to increase their brand image.
1.4 Terms of Reference
(1) Research Questions
The research questions related to the study are:
1. How does the marketing effectiveness affect the business performance of Digi Communication in
Malaysia?
2. What is the influence of human capital effectiveness on the business performance of Digi
Communication in Malaysia?
3. What is the impact of technology & innovation efficiency on the business performance of Digi
Communication in Malaysia?
4. How does operational efficiency lead to the business performance of Digi Communication in
Malaysia?
(2) Research Objectives
The objective of the research is to
1. To identify the marketing factors that could affect Digi Telecommunication in doing business in
Malaysia.

2. To discover the human capital factors that may contribute to the business performance of Digi
Telecommunication in Malaysia.
3. To analyze the technology & innovation factors that could impact the business performance of Digi
Telecommunication in Malaysia
4. To determine the business operation efficiency can enhance Digi Telecommunication's business
performance in Malaysia.
(3) Research Framework

2.0 Business Review
Telecommunication is considered to be the transmission of signs as well as messages, words, writing
along with that image, sound, signals and information with the help of the transmission tools namely,
electromagnetic systems; wire as well as radio and optical (Kowalczyk et al. 2018). Telecommunication
can only be possible if the communicator communicates with the help of the technology that are there in
the market. The transmission is only possible if there is a communication that takes place with the help of
the medium. These helps the communicator to communicate with one another so that the data and
information can be transmitted in the process (Nandi et al. 2016).
Digi telecommunication is considered to be one of the mobile service providers who operate in the
Malaysia. There are other competitors in the market namely, Celcom; Maxis and U-Mobile. The largest
shareholder of the organization is the Telenor ASA of Norway. In the year 1995, the company first
launched their first fully digital cellular network, which assist the company so as to expand in the market
along with that to achieve success in the process (Bidin and Yunus 2017). They are the ones who were the
first in the market of the Malaysia to produce General Packet Radio Service (GPRS) as well as later with
the Enhanced Data Rate for GSM Evolution (EDGE) to the customers in the Malaysian market. It is an
important step that have been taken by the company to expand as well as become successful in the market
(Er et al. 2017).

2.0.1 Competitors of Digi Telecommunication
(1) Celcom
Celcom is considered to be the oldest cellular service provider located in Malaysia. The company is
the member of the parent company Axiata Group of Companies. The company is considered to be the one
of the few company to obtain the cellular telephony license, which helps the company to become popular
in the market and with that it also helps them to grow in the market. The stepped into the industry as STP
Cellular Communication in the year 1988. In the year 1995, the cellular phone industry was updated that
is the time the company have introduce GSM900 in the market, which is a great move for the company so
as to expand in the market so that they can become successful in the process (de Castro, da Silva Ferreira
and Boas 2018). It is important for the organization to attract a huge number of customer base. These is
the reason for the introduction of the new cellular service in the market.
Celcom possess an efficient and effective network in the Malaysian market. In the year 2006, Celcom
claimed to introduce the dual-band GSM, which possess a huge coverage in the Malaysian market. These
automatically helps the organization so that they can reach over 98% of the Malaysian population with
the help of the 100% usage of the satellite system in the market. These ultimately assist the organization
so as to expand in the market along with that to become popular in the process (Segeran and Radzi 2015).
(2) Maxis
Maxis communication is one of the service provider in Malaysia. The headquarter of the organization
is located in Kuala Lumpur in Malaysia. The company provides various types of communication products
along with that small & medium size business owners as well as application and value added services to
the consumers. The owner of the company is Ananda Krishnan, who owned the majority of the share of
the organization. In the year 2016, it has been noted that the company possess 100% of the 4G coverage
all over the country. These provide an additional benefit to the organization (Koh 2017). In the year 2018,
the company claimed that the 92% of the human population are using 4G service in the country.
The company also endorsed celebrity as their spoke person, which is a critical step which have been
taken by the company so as to grow in the market along with that to expand in the process. These will
automatically helped the organization so as to expand in the market as well as to become popular all over
the country. With the 4G service the company will be able to attract huge number of customers in the
market. Maxis also possess Malaysia’s first Near Field Communication (NFC), which helped the
organization to provide Touch ‘n Go visa wave from all the banks, which provide an additional advantage
to the organization (Tiew 2018).

(3) U-Mobile
U-Mobile is one of the Malaysia’s cellular service provider in telecommunication, which was
founded in the year 1998. U-Mobile was generally owned by the company U Television which was
initially known as the U Telecom Media Holdings Sdn Bhd. The organization mainly uses the 018 and
011 prefix which was allocated to the organization controlled by the Malaysian Communication and
Multimedia Commission. The government have implemented a policy of mobile number portability,
which have become mandatory for the user to become successful in the market. These helped the
company so as to grow in the market along with that to become successful in the process (Zhang et al.
2016).
In the year 2015, the company claimed to possess 95% population coverage all over the country
almost more than 10,000 sites across the country. These assist the company so as to grow with that to help
them so that they can achieve success in the process. In the year 2007, the company have signed a
memorandum of understanding to become the first nationwide domestic roaming company. These provide
an additional benefit to the organization and help them to attract a large number of customers towards the
company (Mulyono 2019). It is an important initiative that have been taken up by the organization so as
to become popular in the market and this helps the organization so that they can earn huge amount of
money as a profit.

2.1 Competitors' Marketing Aspect
(1) Celcom
Strengths:
 The company maintain a product differentiation strategies, which assist the organization to
possess a strong market orientation along with that it enables the customers to customize their
product or service. The company also promise to provide high quality products to the customers,
which make their marketing base strong (Tahir, Malek and Ibrahim 2016).
 The marketing is done in an effective way which enables the organization to build a sense of trust
in the minds of the customers. It is essential for the organization to build a trust and that can be
possible only with the help of the effective marketing strategy and the company have done it quite
well.
Weaknesses:
 The company mainly depend on the customer’s reaction, which is considered as a weakness in
marketing. The company need to become assertive in nature which will helps them to grow in the
market but as they depend on the customer’s reaction they are unable to make impact in the
market.
 The company need to take up strategies for the marketing which is effective in nature with the
help of the new ideas but the company do not use creative idea in marketing which is a
disadvantage for the company to expand in the market and to achieve success. Therefore, it is
crucial for the organization so as to expand in the market by overcoming the weaknesses.
(2) Maxis
Strengths:
 The company possess a strong marketing leadership as well as effective brand planning. These
helps the organization to reach to the audience in less possible time as well as helps them to grow
in the market. It is essential for the organization so as to possess a marketing leadership, which
will guide them to market their products accordingly. The company is able to market their product
in an efficient way which helps them to expand in the market with that to become successful
(Ramlan, Yusoff and Pazim 2013).
 The branding is done in an appropriate way, which help them to target the audience in an effective
and in efficient way, these helps them to expand in the market with that to attract a large number
of customers.

Weaknesses:
 The company market their product and services but do not provide full information to the
customers. These is unethical in nature and the company suffers for these reason. It is essential for
the organization to provide full information while marketing their product or service. These is a
weakness which need t0o be overcome by the organization so as to achieve success in the process.
 The rates of the company are hidden which need to be provided during the time of marketing their
product or service. These helps the organization to establish a sense of trust in the minds of the
customers. It is critical for the organization so as to grow in the market with that to become
successful in the process.
(3) U-Mobile
Strengths:
 The company is able to market their products along with that to provide cellular services to the
customers as they provide best quality product in best possible price. These helps the organization
so as to expand in the market along with that to become successful in the market. It is also
essential for the organization so as to become successful along with that these is quite effective in
nature.
 The marketing of the products are done efficiently, which help the organization to target the
audience in an effective way and these will helps them to expand in the market with that to
become successful in the process. It is essential for the company so as to grow in the market
(Nazeri, Mirzaee and Rostami 2014).
Weaknesses:
 The company need to take up effective marketing strategy, which will helps the organization so as
to achieve success in the process. It is critical for the company to market effectively and for that
reason the company need to choose the correct strategy to target the audience and to deliver the
product and service that are being promised by the organization.
 The company need to follow the 7P’s of marketing which will helps them to segregate the market
in a better way possible, which will automatically helped them to expand in the market and to
achieve success in the process. It is essential for the organization so as to become successful.

2.2 Competitors' Human Capital Aspect
(1) Celcom
Strengths:
 The company possess large size staff which helps the company to provide cellular service to the
consumer in less possible time. These automatically helped the company to expand in the market
with that to become successful in the process. Therefore, it considered to be the strength of the
company.
 The company setup a long term relationship with the suppliers and provide them with the
knowledge to expand in the market. These is an essential aspect for the organization to target the
audience in a concise way. It is important for the company so as to expand in the market along
with that to achieve success in the process (Jwu et al. 2018).
Weaknesses:
 The company is overcrowded and there is no space for the inclusion of the talented employees as
the company cannot hire new employees. Therefore, it is essential for the organization to setup
new facilities with more space which will helped the company so as to increase the human capital
and automatically enables the company to grow in the market (Islam 2015).
 As the staff size improves it automatically bring in the new idea which can be implemented by the
organization. These will ultimately helped the company to produce large number of products and
service. These will automatically helped the organization to achieve success in the process.
(2) Maxis
Strengths:
 The company provide good loyalty program, which helped the organization to retain the human
capital. These automatically enhance the company to motivate the employees who are working
there to work efficient.
 The company also provide holiday trip for the family, which improves the quality of the services
that is provided by the employee to the customers. These created a huge impact in the minds of the
consumers and helped them so as to grow in the market. It is an essential initiative that have been
taken by the organization so as to expand in the market as well as to earn huge amount of profit
from it. Therefore, it is an important initiative that have been taken by the company to grow in the
market (Taghizadeh, Jayaraman, Rahman and Malkifar 2014).
Weaknesses:

 The company need to hire more new employee so that a creative ad can be made. These aspect is
missing in the business model of the organization and it is quite essential. For these reason the
company need to look after the human capital which is not there in sufficient amount with the
organization. It will assist the organization so as to expand in the market and to become successful
in the process.
 The space need to be increase by the company to grow in the market and to hire the talented
candidates in the organization. These is important for the company so as to expand in the market
as well as to achieve success in the process.
(3) U-Mobile
Strengths:
 The management team of the organization are quite efficient in nature as they are the award
winning marketing team that the company possess. These provide an additional benefit to the
organization so as to grow in the market and to operate efficiently. These helped the organization
so as to expand in the market with that to become successful in the process (Asiimwe and Khan
2013).
 The company possess an effective human capital, these is an additional advantage for the
organization so as to expand in the market with that to assist the company to achieve success in
the market. It is beneficial for the organization so as to expand in the market and to achieve
success in the process.
Weaknesses:
 The company need to expand the workplace so that the company is able to hire more human
resources, which will automatically assist the organization to expand in the market. The company
need to overcome the weakness that is there in the organization. These will automatically helps the
organization so as to expand in the market.
 The company also need to hire the employees who are new and fresh as the company will be able
to take out the best possible solution. These is the reason why the company need to focus on the
hiring process of the human resources. These is crucial for the company to expand in the market.
2.3 Competitors' Technology and Innovation Aspect
(1) Celcom
Strengths:

 The advancement of the technology helped the company so as to expand in the market as the need
to control the time is there in the market and it is quite important for the company. The company is
technologically advance which provide an additional benefit to the organization to grow in the
market.
 The company is creating new product line which is important for the organization and act as a
strength for the company so as to achieve success in the process. Therefore, it can be said that the
company turns the opportunity into the strength and it helped them to expand in the market.
Weaknesses:
 As the facilities are small in size, therefore it does not allow the organization to introduce the new
machinery or technology in the organization. These is a huge loss for the company so as to expand
in the market as well as to achieve success. It is essential for the organization and the organization
need to look after the weakness that they possess.
 The new innovative idea is missing in the organization, which is essential for the company to
expand in the market so as to achieve success in the process. The company need to hire new talent
so that they can induce new idea in the organization (Ramlan, Yusoff and Pazim 2013).
(2) Maxis
Strengths:
 The company provide strong and fast broadband and data service to the customers. These helps
the company so as to expand in the market as well as to become popular among the customers. It
is essential for the organization so as to expand in the market and to achieve success in the
process.
 The company provide support to the iPhone users with long term high speed connectivity which is
a unique way so as to attract the customers in the market and the idea is unique to target the
audience. These helps the organization so as to expand in the market and to become successful in
the process.
Weaknesses:
 The company need to increase the network capacity, which can only be possible with the help of
the introduction of new technology as well as devices. These will automatically assist the
organization to expand in the market and to become successful in the process. It is essential for the

company to update the technology that they are using till now.
 The hiring process will automatically assist the company to grow in the market as new innovative
idea will come into play, which will helps the company to expand along with that to gain profit
from the market. Therefore, it is essential for the growth of the company and to achieve success in
the process.
(3) U-Mobile
Strengths:
 The company is using new and updated technology, which is essential for the organization as this
will helps the company to provide better quality of service to the customers. These is an important
initiative that have been taken by the organization so as to expand in the market and to achieve
success in the process.
 The innovative techniques have been introduce by the organization which helps the company so as
to expand in the market. These is essential for the company so as to achieve success in the process.
The innovation will enable the company to expand in the market and to achieve success in the
process.
Weaknesses:
 The company need to train the employees in an effective way, which will automatically helps the
company to achieve success in the process. The company need to train the people accordingly so
that they can expand in the market and achieve success in the process (Xu 2015).
 The new candidates will bring in the innovative idea, which will automatically helps the company
to expand in the market. Therefore, it is essential for the organization to hire the candidates in a
frequently so that they are able to expand in the market and to become successful in the process. It
is essential for the company to grow in the market as well as to operate successfully.
2.4 Competitors' Operation Aspect
(1) Celcom
Strengths:

 The company operate in an effective way which helps the company to become successful in the
market as the company take up survey from the customers, which ultimately enable them to gather
the information. These information helps the organization to improve their products and services,
which helps them so that they can capture the market.
 The company sign a partnership with the Vodafone, which enable them to operate in the other
countries as well. It is crucial for the organization so as to grow by expanding in the international
market. These is a huge step that have been initiated by the company to expand and earn profit
from it.
Weaknesses:
 The cost of the production is high, which need to be lower down by the organization if they want
to grow in the market. It is an essential aspect for the company to grow in the market with that to
achieve success in the process. Therefore, the company need to look after this weakness that is
there with them (Tahir, Malek and Ibrahim 2016).
 There is a lack in diversification of the product which is an important factor for the company to
expand in the market. The variety of the product is only possible if the company is able to operate
in an effective way. It is crucial for the organization so as to expand in the market and to achieve
popularity in the process.
(2) Maxis
Strengths:
 The management of the organization is tracking the record so that they can operate well in the
market as well as helps them maintain the transparency in the business model. It is essential for
the company to maintain the transparency, which helps the company so as to expand in the market
and to achieve success as these help them to deliver high performance.
 The company provide high quality network as well as better quality of customer service, which is
possible as the company is able to operate in an efficient way. These helps the company so as to
expand in the market and to achieve success in the process.
Weaknesses:
 The company network did not reach the rural area, which is weakness for the organization. The
company need to operate accordingly so that they are able to enter the rural areas which will helps
the company to expand in the market and to become successful in the process. It is essential for

the company as well.
 The company also need to operate in an efficient way so that they are able to target the audience in
an effective way. These will assist the company to expand in the market as well as to achieve
success in the process (Harudin 2015).
(3) U-Mobile
Strengths:
 The company is able to operate efficiently, this provide advantage to the organization to expand in
the market and to achieve success. It is important for the organization to operate efficiently. These
will helps them so that they can achieve the target theta they intend to achieve (McCabe 2013).
 The company also operate domestically which provide an additional advantage for the company
so as to expand in the market and to achieve success in the process. It is crucial for the
organization so as to expand in the market. Therefore, it is essential for the company so as to
expand in the market and to achieve success in the process.
Weaknesses:
 The operational process should be unique in nature as these will automatically assist the
company to expand in the market and to achieve success in the process. It is important for the
company to maintain a transparent operational plan so that they can grow in the market (Hong
and WANG 2017).
 The company need to possess some unique operational plan which is creative in nature as well
as unique for the organization so as to expand in the market and to achieve success in the
process. It is essential for the company as well as to become successful in the market.
3.0 Research Design
3.1 Research Methods
The research approach that has been chosen in the process are applied approach as the information is

being collected from the secondary sources. These enrich the research to be more diverse as well as
explorative in nature, which is essential for the framing of the study in a detailed manner so that the
accuracy can be maintained in the process and enable the research to be more productive. These are
crucial for the study as these will help it be more logical as well as descriptive in the process. The applied
approach enables the scholar to apply the knowledge that they are acquiring in the process so that the
study can become meaningful in the process and also will allow them to do detailed research regarding
the topic that is being selected in the process (Cureton and D'Agostino 2013). Therefore, it is vital for the
scholar as these will help them to do in-depth analysis for the item, which is essential for them to develop
the research paper. Hence, it can be said that the approach provides an additional advantage in the
process. The study is also quantitative as different sites offer different aspect as well as point of view
regarding the company which automatically enable them to grow in the market and to become popular in
the process (Kočenda and Černý 2015). These are important as it provides the different aspects regarding
the topic and helps the company as well as researcher to plan the strategies accordingly so that it can
become effective. So, it can be noticed that the company have done complete research regarding the
competitors in the market and how they can enhance their position in the marketplace financially, which
will help them to grow in the market and to capture a massive number of customers from the market and
provide them with the additional benefit over the competing brands in the process.
3.2 Collection Methods
The data that are collected in the process is mainly secondary sources as well as the website of the
company, which enable the researcher to get an overview regarding the information as well as data that
are collected in the process. These will also allow the company to grow in the market and to achieve the
success what they are willing to perform. These are essential for the researcher as well as for the company
so that they can get an overview regarding the competitive brand as well as the position of the company in
the market. Therefore, the company needs to go for the secondary data collection process as these will
help them to get an overview regarding the topic as primary data mainly deals with the surveys, which are
not feasible to take as there is a vast population and to gather information by conducting the investigation
is not possible for the company (Tripathy 2013). So, the secondary sources are reliable as well as a vital
part to frame the study in an effective way possible and help them to grow in the market and to become
popular in it. These will enable the company to attract the customers so that they can become popular in
the market and can achieve success in it. Therefore, it can be said that the company have taken up the
right decision to look after the secondary data so that they can gather the knowledge regarding the
competitive brands in the market and provide them with the added advantage to grow as well as compete
with the other competitors in the marketplace (Fleischhacker et al. 2013). So, this is necessary for the

company to become popular in the market and to gain popularity in it and help them to expand in the
other market as well. These will also enable them to generate revenue in the market and modify the
strategy accordingly.
3.3 Ethical Issues
There are some ethical issues which are being faced in the process as the data are secondary so
there is no scope for the consent as this is the opinions that the company is going through. The data can
be manipulative as it is the opinion of the people but it is somewhat vital for the company to look after
the view of the people. The ethical issues may be there in the process and which need to be eliminated
by the company so that they can gather accurate information regarding the topic as well as the
competitors who are there in the market. These will enable them to grow in the process and help them to
become successful in the market. The information may not be credible to some extent but the company
needs to look after the opinion so that they can expand in the market and can make the adjustment as per
the needs and wants of the customers in the marketplace. These will automatically help them to develop
and attract the customers in an effective way possible, which will help them to grow in the process.
Therefore, it can be said that the company have taken up the right decision to some extent as well as it
can be manipulative to some extent so that the image of the company can be enhanced in the process,
which will help them to become successful and famous in the market. The sources that have been
chosen are professional and help them to gather information accordingly. Hence, it can be said that the
company can grow in the market and to lure a large customer base towards the company so that they
can generate revenue in the marketplace and enable them to achieve the popularity in the marketplace.
So, it is useful and appropriate for the growth of the company as well as for in-depth research.
4.0 Data Analysis
The significance of the efficient strategic formation is notably high in the modern world of trade
relations and that is evident with the urge of the companies in improving the techniques for the

formulation of the business strategies. The modern companies are observed to face the increasing impact
of the globalization. The effects of globalization have certainly played an immense role in reducing the
trade barrier amongst the companies and that is evident with the increasing entry of new companies in
different business industries. According to the esteemed opinion of Khadartseva and Agnaeva (2014), the
globalization is playing a significant role in reducing the market monopoly and that certainly acts as a
strong influential factor for the other companies in expanding their business operations to new market
destinations. On the other hand, the expansion of the business operations from the part of majority of the
modern companies is also increasing the intensity of the business competition in the modern world of
business (Bijaoui 2017). As a result, the companies are observed to face the necessity of applying
different strategies which starts from the application of the low pricing, continuous improvement of the
quality of their products and services, effective management of the supply chain of the companies,
expansion of the diversity of the products, effective incorporation of the innovation and technology in the
products and services of the companies and efficient marketing and promotional activities. The main
objective with the application of these strategies is seen to be the improvement of the sustainability of the
business actions of the companies.
Other than this, the success of the companies in managing the application of these strategies place
them in a better position in managing the detrimental impact of the business competition offered by the
competitor organizations. The study discusses regarding the business operations of one such company
named as Digi Telecommunications. With a precise consideration towards four different factors which are
marketing, human capital, operations along with technology and innovation, the study delivers an
important analysis of the strengths and weaknesses that the company has. Along with that, the study
evaluates the business actions of the competitor organizations of Digi Telecommunications for assessing
the comparative gaps that the company is expected to recover. At the same time, the paper also identifies
the probable actions that the company must undertake for achieving the much required sustainability in
the business operations of the companies.
4.1 Case Company Analysis
The chosen company is Digi Telecommunications. The company operates in the telecommunications
industry of Malaysia and it was formerly known as Digi Swisscom Berhad. The organization was

established in the year 1995 and got public listed two years later (Digi.com.my. 2019). Having said that,
the company was converted to Digi Telecommunications in the year 2000 (Digi.com.my. 2019). The
organization is headquartered in D'House, Selangor (Digi.com.my. 2019). Along with that, the company is
observed to be managed by a leadership team that includes Albert Murty, the chief executive officer of the
company, Inger Gløersen Folkeson, the chief financial officer of the company, Loh Keh Jiat, the chief
marketing officer of the company, Eugene The, the chief business officer of the company, Kesavan
Sivabalan, the chief technology officer of the company, Elisabeth Melander Stene, the chief human
resource officer of the company, Praveen Rajan, the chief digital officer of the company along with
Joachim Rajaram, the chief corporate affairs officer of the company (Ocs.digi.com.my 2019).
The main focus of the company is seen to be the cable television, telecommunications services and
mobile services. The Telenor group is observed to be the parent company of the Digi
Telecommunications. Other than this, the company is seen to employ approximately 2500 number of
employees for the efficient management of their operations (Digi.com.my. 2019). Having said that, the
company is unable to function in a proper manner in recent years and that is evident with the decline that
the company faced in their financial sustainability. The revenue of the company reduced to 6.914 billion
MYR in the year from 7.019 billion MYR of 2014 (Digi.com.my. 2019). At the same time, the net income
of the company dropped to 1.723 billion MYR of 2015 from 2.031 billion MYR of 2014 (Digi.com.my.
2019).
4.1.1 Marketing Aspect
With a precise consideration towards the marketing strategy of the company, it is understandable that
the approaches of the company in managing their marketing and promotional activities reflect a certain
amount of their business strategies. The base of the marketing activities of the company is connecting to
the customers which is also one of the defined growth strategies of the company. Along with that, one of
the important objective of the company is to conduct their business in a responsible manner and that gets
highlighted with their responsible marketing activities. The marketing activities of the company is
observed to be unique in nature. The company is determined in connecting to their customers for the
professional management of their business activities and that is pretty prominent with easy to connect
marketing activities initiated by the company. The main purpose of the marketing activities of the
company is to communicate the news of the new offers, products, services, pricing policies or tariff rates
to their customers (Digi.com.my. 2019).
With a precise look at the marketing activities of the company, it is understandable that the practice of
press release is on their strengths in managing the marketing and promotional activities of the company In

addition to this, the company is observed to have diversified presence in four different social media
platforms such as Facebook, Twitter, Instagram and YouTube. However, the efficiency of the company in
those social media platforms is seen to be a major point of concern for them in improving their marketing
and promotional activities. Though the company have strong presence in social media, however, the
reluctance of the marketing team in interacting with their customers is a massive weakness for the
company and that is observed to affect the financial sustainability of the company.
4.1.2 Human Capital Aspect
Considering the dynamics of the business operations that Digi Telecommunications conducts, it is
understandable that the role of the employees is notably high. With a detailed focus on the increasing
intensity of the business competition in the Malaysian telecommunications market, it is understandable
that the company is facing an intense level of competition in improving their business operations. With a
look at their business operations, it is understandable that the success of the company in maintaining the
sustainability of their business activities is largely dependent on the effective retention of their customers
through continuous improvement of the quality of their products and services. In such situation, the
efficient utilization of the skills and capabilities of the employees of the company is observed to be
crucial for the success of the company.
Considering the dynamics of the human resource management activities inside the company, it is
evident that the recruitment and selection procedures implemented by the human resource managers of
the company, is one of their major strengths. The diversified recruitment procedure of the company
enables it in sourcing best quality individuals. Along with that, the senior management of the company is
able to create an efficient organizational environment which has the ability to influence the employees in
communicating their opinion to the higher authority (Ang 2019). The freedom provided by the senior
management of the company to the employees regarding their operational activities in the company is
unique in increasing the involvement of the employees with the company. In addition to this, the human
resource managers of the company are observed to design creative thinking sessions for their employees
for acknowledging the urge of the employees of the company in communicating their ideas and opinions
for the betterment of the services and products of the company. On the other hand, the incompetent
approach of the senior management of the company in managing the training and development of the
employees is one of the prime concern for the senior management of the company. The human resource
management department of the company is observed to be bit limited in identifying the training and
developmental needs of the employees. Along with that, the improper infrastructural arrangements of the
company in managing the developmental requirements of the employees is observed to limit the scope of

skill improvement for the employees of the company.
4.1.3 Technology and Innovation Aspect
Being one of the largest company operating in the telecommunications industry of Malaysia, it is
evident that the company is able to incorporate the presence of technological advancements in a
professional manner and at the same time, the alignment of the products and services of the company with
the innovative ideas, place the company in an advantageous position in increasing the attractiveness of
their services and products. The company is observed to be pretty upbeat in managing the incorporation
of the technology and that is evident with the series of collaboration that they achieved with various
business organizations. The company collaborated with ZTE of Malaysia for improving their ability in
incorporating the 5G technology which is crucial in improving the uniqueness of their products
(Thestar.com.my 2019).
The MoU signed by the company was significant for the success of the company in conducting the
preliminary tests of high, low and mid 5G spectrum bands (Thestar.com.my 2019). In addition to this, the
senior management of the company is observed to portray visionary leadership in managing the
incorporation of the technology and innovative solutions in their products and their urge in continuing the
same, is prominent with the opening of 5G OpenLab in Cyberjaya (Telenor.com 2019). The lab provides
excellent support to the innovators in testing solutions and collaborating ideas for the efficient
development of a 5G ecosystem. The urge of the senior management of the company in triggering the
interest of the entrepreneurs in contributing to the evolution of the 5G technology is evident with the
collaboration of it with Malaysia Digital Economy Corporation (Nst.com.my 2019). Hence, the capability
of the company in forming the business tie ups for the improvement of their capability in incorporating
the modern technology is a major strength. Though the below mentioned point is not an out and out
weakness of the company, however, the shareholders of the company requires to increase the financial
funding for the improvement of the company’s ability in incorporating the modern technology and
innovative solutions in the products and services of the company.
4.1.4 Operation Aspect
With a precise consideration towards the business processes of the company, it is evident that the
ability of the company in managing the risks associated with their business activities can be considered as

one of their main strengths. As one of their main business objective is to conduct responsible business, the
operations mangers of the company are observed to form the risk management protocols in a professional
manner. In addition to this, the substantial investment from the part of the shareholders of the company is
seen to be crucial in improving the infrastructure of the company for the professional management of the
operational risks associated with the business activities of the company. Hence, the risk management
capabilities of the company is required to be considered as one of the major strengths of the business
operations of the company (Gandini, Bosetti and Almici 2014). On the other hand, one of the major
weakness associated with the operations of the company is seen to be declining quality of the services of
the employees of the company.
Though the company is able to manage the detrimental impact of the operational faults with the
application of the excellent risk management procedures and infrastructures of the company, the
reputational damage that the company faces with these sort of service failures increase the difficulty of
the company in retaining their customers in the intensely competitive telecommunications market of
Malaysia. As mentioned earlier, the senior management of the company is incapable in identifying the
developmental needs of the employees and at the same time, the lack of infrastructure of the company in
resolving the training needs of the employees is seen to place the company in a vulnerable position in
tackling the decline of quality in the overall performances of the company.
4.2 Business Implications (Comparative Analysis)
4.2.1 Marketing Aspect
With a precise look at the business operation of Digi Telecommunications, it is understandable that
the company applies competitive pricing policy for their products and services. With a precise look at the
Ansoff matrix, it is understandable that the main objective of the company in applying the competitive
pricing policy is to penetrate the Malaysian market and create the much required cost leadership as per the
Porter’s Generic strategies (Tanwar 2013). Having said that, the company is observed to be largely limited
in utilizing their social media presence for communicating and interacting with the customers. As
mentioned earlier that the company has the expertise of publishing press releases for their customers, the
incompetency in managing their social media portals is certainly a drawback for the company.
On the other hand, Celcom, one of their toughest competitors, is seen to be significantly efficient in
meeting the diverse product requirements of their customers and that is evident with the ability of the
company in incorporating the product differentiation strategy in their operations strategy. On the other

hand, Maxis, is observed to undertake a professional approach in improving their brand which is pretty
prominent with the utilization of their online marketing tools including the utilization of their strong
social media presence in various social media platforms such as Facebook, Twitter, YouTube and
Instagram. Having said that, U Mobile is observed to be apply an excellent pricing policy which enables
the company in delivering top quality products against competitive prices and that certainly influences the
company in achieving a cost leadership in the telecommunications market of Australia. With a precise
consideration towards the marketing aspect of their competitor organizations, it is evident that the
inefficient utilization of the social media for effective customer interaction is the main gap that the
company has.
4.2.2 Human Capital Aspect
The main concern for Celcom with their human resources, is seen to be the inappropriate talent
management activities. As per the comments of Noe et al. (2017), the success of the companies in
retaining a talented workforce is seen to be largely dependent on their ability in providing the scope to the
employees in continuously improving their skills and capabilities, however, Celcom and Digi
Telecommunications, both the companies are observed to fail in a significant manner in acknowledging
this basic necessity of human resource management. Having said that, Celcom is observed to employ a
substantially large workforce for the effective management of their operations. On the other hand, both
Maxis and U Mobile are seen to have the practice of rewarding the efforts of their employees through an
attractive rewarding plan and through the value added benefits which increase the attractiveness of the
company amongst their existing and probable employees. Hence, the comparative gap that the company
requires to manage in the management of the human resources, is the formation of an attractive benefit
policy for their employees which will be able to recognize the good work of the employees and at the
same time, the Digi Telecommunications is in need to professionally manage the training needs of their
employees through the development and utilization of efficient training infrastructure.
4.2.3 Technology and Innovation
The aspect of technology and innovation is recognized as an important part of the business operations
of the companies operating in the global telecommunications industry. With a precise look at the business
approaches undertaken by the companies such as Celcom, Maxis and U Mobile, it is understandable that

Celcom and U Mobile are following the traditional approach and are less flexible towards incorporating
the modern technological advancement and innovative solutions in the design of their products and
services. On the other hand, Maxis is observed to be efficient in developing strong infrastructure for
delivering high speed data and broadband services to their customers. The infrastructural excellence of
the company plays a significant role in the improving their connectivity. Having said that, Digi
Telecommunications is seen to be way ahead of their competitor organizations in the management of the
technological advancement and innovations and that is pretty prominent with the development of the
OpenLab and the several business tie ups that the company formed in recent years for researching about
the 5G (Nst.com.my 2019).
4.2.4 Operation
With a precise look at the business operations of Digi Telecommunications, it is evident that the
company is perfectly placed for the management of their operational risks. The capability of the company
in developing efficient infrastructures for the management of the operational failures, certainly enhances
the success rate of the company in conducting sustainable business. On the other hand, the operations
strategy of Celcom is seen to be largely focused on the efficient utilization of their customer relationship
management system which is pretty prominent with the incorporation of the customer insights in the
design of the products and services of the company. The operational mangers of Maxis and U Mobile are
seen to put strong emphasis on the formation of the business networks for the effective expansion of their
business activities to new business markets (Bruno and Manello 2015). From the discussion, it is
understandable that Digi Telecommunications requires to work on the improvement of the skills of their
employees for the much required enhancement of the overall quality of their services. In addition to this,
the company requires to focus on the professional development of the business networks as that will
increase the capability of the company in managing the business expansions in a professional manner.
The formation of the business networks will be substantial for the success of the company in the effective
management of the market development activities and at the same time, it will certainly place the
company in an advantageous position for the management of their supply chain and human resources
during the expansion of their business operations to new business markets.
5.0 Conclusions and Recommendations
The main aim of this paper will be to discuss about the conclusion and recommendation part in the
context of the organization of Digi Telecommunications in Malaysia. The discussions in this paper will
include the vision and mission of this business house, along with the objectives that need to be followed

by the management of the company. Marketing plan along with the action framework and metrics will
also be laid in this paper, where relevant measures to monitor the KPIs and KRAs will be given. Another
three functional plans will be discussed in this paper which will include the human capital plan,
technology and innovation plan and operation plan. Action plan as well as the metrics will be discussed
under this section as well. A Gantt chart will be included in this paper which will lay a 3-year business
plan of this organization, along with the critical success factors that will involve both internal and external
factors. A risk mitigation or contingency plan will also be discussed in this paper.
5.1 Vision and Mission
The management of the organization of Digi Telecommunications believes in providing an excellent
service to their customers by improving the overall communication channels, which will, in turn, help the
quality or standard of life at work, home and play. The management of this organization has set their
vision in such a way that will help to attract the commitment of the employees as well as energising them,
so that top class quality of services can be delivered to the customers of Digi Telecommunications. The
vision also helps to set a minimum standard of providing customer service and maintain that, which will
help to gain the competitive advantage over the rival telecommunication institutions like Celcom, Maxis
and U-Mobile that operates in the market place of Malaysia. Thus, it can be stated that the vision of this
organization is to change the game, which is always followed by the management of this business entity.
This is followed by pushing the boundaries on continuous basis. Ensuring continuous developments in all
parts of the business that is operated in the market place of Malaysia and defining fresh standards to
maintain the flow of the business operation (Digi.com.my 2020).
The mission of this organization is also very unique and competitive, as the aim to provide advanced
and improved 4G+ network services in terms of providing mobile and telecommunication services to
more than 11.3 million people who are present in the market place of Malaysia. Another major focal point
of the management of this telecommunication organization is to engage all their customers by providing
personalized, proper and improved digital products and services, which will help to improve the digital
lifestyle of the people who are using the services of Digi Telecommunications. So, it can be said that the
one and only mission is to deliver the internet services for all the people who lives in the region of
Malaysia, where all the people can be connected in the network that is provided by Digi
Telecommunications. The right combination of devices and their vague pricing is offered to the customers
who are using their services, along with to the new prospects who can be turned as their customers ( Anon
2020).

5.2 Objectives
The major or primary objective of the organization of Digi Telecommunications is to create a long-
term shareholder value in the region of Malaysia by providing easy-to-use, innovative and best value
telecommunications services to the people of Malaysia or to the market place of this region, from where
new prospects can be attracted through these services and make their customers. Apart from this, the
management of the company is focused at increasing their market share in the telecommunications sector
in Malaysia, which is currently at 37%, which states that they are the largest subscriber of
telecommunication market in the region of Malaysia (Pakirisamy 2020). It can be stated in this context
that the advancement in the field of technology has increased the competition in all the business sectors
that are present in the global market place.
Apart from all these, the management of this organization also help to provide appropriate and exact
returns to the shareholders, who have played an important part in development of the lifestyle of the
people of Malaysia by providing up to date and modern telecommunication services in the market place
of Malaysia. The objectives that need to be followed by the management of this organization are given as
follows:
1. The marketing factors need to be identified by them which will affect the business operations of Digi
Telecommunication in doing the business in the region of Malaysia.
2. The human capital factors need to be discovered that will help to contributee to the overall
performances of the business of Digi Telecommunication in the market place of Malaysia.
3. The management also needs to evaluate the technology & innovation factors that will help to possess a
positive impact in the business performance of the organization of Digi Telecommunication in
Malaysia.
4. Efficiency in the business operations need to be improved by the management of this organization in
the region of Malaysia, which will help to gain and maintain the competitive advantage against the
rival business houses whose name has been discussed earlier in this paper (Masruroh and Handayani
2019).
5.3 Marketing Plan
5.3.1 Action Framework
It can be stated in this context that the competition between all the organizations has increased mainly
due to the advancement in the field of technology. So, the strategies related to marketing need to be
properly designed and followed by the management of this organization, so that the objectives of this
organization can be fulfilled and the flow of the business operations can be maintained in this modern

competitive telecommunication market place. To meet up the business objectives of this organization, the
main strategy that needs to be followed is to engage more people through the social media platforms that
are used by the customers of the organization of Digi Telecommunications (Rahman et al 2015). The
people need to be more engaged with the promotional activities that are done by the management of this
organization, and it can be said in this context that this business house is engaged in performing different
kinds of promotional activities in order to promote their products and services that are offered by this
business entity. Telecommunication fair can be organized by this company which will help to attract more
people from the market place and make them their customers, which will help to increase the market
share of this organization along with earning more revenue, which will help the management to invest
more amount of money in the business to maintain the sustainable competitive advantage in the market
place of Malaysia.
Separate offers need to be provided to the people who are already using the services of this
organization. For example, more discounts in call rates can be provided to the corporate people, or to the
people who has to make various or end number of calls for official purposes. On the other hand, more
offers in net packages need to be provided to the people who need to access lots of information from
online sources. Customised packages can also be offered to the younger generation, according to their
requirement, which will help to access the internet but will not hamper their educational background.
Cheaper plans need to be offered to the students, where the call rates charges along with the internet
charges will be given at lower prices, so that it can be afforded by the school and college students.
Promotional offers need to be altered at regular intervals, so that the competitive edge can be maintained
in the market of Malaysia and new people can be attracted to the services that will be offered by the
management of this organization. Separate stores need to be opened where all kinds of products and
services can be offered and the people will be able to view them along with getting a proper knowledge
related to the call rates and internet packages and select them according to their requirement (Taghizadeh
et al 2014).
5.3.2 Metrics
The performance of the organization of Digi Telecommunications in the context of the marketing
plan that has been discussed above need to be measured on monthly as well as quarterly basis, so that the
strategies can be changed according to the performance of the company. It can be said in this context that
innovative and fresh ideas need to be implemented in the flow of the business operations to maintain the
competitive edge in the market place of Malaysia. Key performance indicator need to be followed by this
business house to measure the success of reaching the business objectives that has been set by the

management of this company (Taghizadeh 2015). This will help to identify the key result area, from
where the sector which is performing as a profitable unit and the sector which is not can be identified, and
actions can be taken to improve the less performing sectors. This will help to attract new people from the
market place of Malaysia, which will automatically increase the market share and revenue earning for
Digi Telecommunications.
5.4 Human Capital Plan
5.4.1 Action Framework
It can be stated in this context that trained employees need to be hired by the management of this
organization, so that a detailed and proper focus on this increasing intensity that are present in this
competitive market place of Malaysia. Apart from this, high rate of retention of employees need to be
followed by the human resource management of Digi Telecommunications, on which the success of this
business house depends a lot. The products and services that are offered by this company need to be
changed at regular intervals, and to maintain this, employees need to be retained by the human resource
management of this organization. Proper training need to be provided to the old employees in case of
launching of a new product or service, apart from giving all kinds if training to the new recruitments, who
need to be hired according to the requirement of the company to maintain the competitiveness in the
market of Malaysia. Thus, it can be said the old along with the new employees need to be motivated
enough to perform their best, which will help to improve their own performances as well as the overall
performance of the business house of Digi Telecommunications (Mamun et al 2017).
5.4.2 Metrics
The performances of the employees need to be measured in terms of key performance indicators need
to be followed by the human resource management of the organization on weekly as well as monthly
basis. This will help to identify the key result area, and strategies in case of providing training can be
changed for the business divisions whose performance will not be up to the mark. This will help to
increase the competitive level within the working environment of the organization and the overall
performance of the company can be improved.
5.5 Technology and Innovation Plan
5.5.1 Action Framework
It can be stated in this context that telecommunications industry depends a lot on technological

aspects that are required to maintain the flow of the business operations. The ever changing needs and
requirements of the people need to be matched with the present technological aspects, so that the present
innovative technological aspects can be matched and packages can be designed and offered to the
customers accordingly, which will satisfy their ever changing needs and demands along with maintaining
the profit earning and market share of the organization of Digi Telecommunications. It can be stated in
this context that the company has collaborated with ZTE of Malaysia to improve the capability of Digi
Telecommunications for providing the 5G technology to their customers, which will help to improve the
overall business position of this company as well as improving the uniqueness of the products that will be
offered by this business house (Wong, Chandran and Ng 2016).
5.5.2 Metrics
The technological aspects need to be measured in terms of the overall sales of a particular product
that will possess the modern technical factors. Increase in the number of subscribers will also help to
measure the performance of the fresh and innovative products that will be offered to the customers of this
organization. The number of fresh ideas or packages that will be designed and offered to them will also
help to evaluate the success of this company in the market place of Malaysia. This will help the
management of this business entity to assess the number of future plans that will need to be designed and
implemented in the market of Malaysia in order to attract new people towards their services apart from
retaining the old customers (Latipulhayat 2014).
5.6 Operation Plan
5.6.1 Action Framework
It can be noted that the advancement in the area of technology has increased the competition between
the companies of a particular sector. From this, it can also be said that telecommunication industry is one
of the most competitive business sector among all the business sectors that are present in the global
market place. It has been already discussed that one of the major aim or objective of the management of
this company is to perform and maintain a sustainable competitive advantage in the Malaysian market
place, the operation team need to perform flawlessly, so that the competitive edge can be maintained
against the rival business entities that are operating their business operations in Malaysia. Operations
Department need to improve the overall infrastructure of this institution, apart from calculating the risks
that are associated with this organization. Proper steps need to be followed by the operations team to
mitigate the risks associated with the flow of the business operations that will be performed by Digi
Telecommunications. The risks need to be managed effectively and efficiently, so that the profit earning

for this business house can be maintained in the market place of Malaysia, which will help to enjoy a
sustainable competitive advantage for the company (Meghisan and Meghisan 2015).
5.6.2 Metrics
It can be said in this context that the power of facing the risks as a challenge and overcoming them
will lead to calculate the overall success of this organization. More the power of mitigating the challenge
that will be possessed by the operations department, more success can be met by the management of this
organization. The power of mitigating the risk factors will help to assess the success in the long-term
aspect for the organization of Digi Telecommunications (Sujata et al 2015). The amount of profitable area
need to be measured on monthly basis, so that any kind of strategies can be taken by the management of
this organization in order to sustain in the modern competitive telecommunication market of Malaysia.
5.7 Implementation Schedule - Gantt Chart (To amend with brief plans for year 2020, 2021 & 2022)
Task Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Marketing Plan
Measurement
Human Capital
Plan
Measurement
Financial Plan
Measurement
Technology and
Innovation Plan
Measurement
Operations Plan
Measurement
5.8 Critical Success Factors
5.8.1 Internal Success factors
The improved performances of the employees will be taken into account as one of the internal
success factor of the organization. As it has been already discussed, proper and efficient training need to
be provided by the management of this organization in order to motivate and improve the performances
of the employees of Digi Telecommunications. Another internal factor that will help to masses the success

for the organization is to meet the individual targets of each of the divisions that will be assigned by the
senior management of this business house. This will help to evaluate the overall success of the
organization of Digi Telecommunications.
5.8.2 External Success Factors
The number of subscribers for the company will be taken into account as one of the external success
factor for the company. More the number of subscribers will be, the more the success will be for this
organization. Another factor that will be taken into consideration is the market share that will be enjoyed
by the management of this business house. This will help to evaluate the overall situation and
performance of Digi Telecommunications (Bidin and Yunus 2017).
5.9 Risks Mitigation
5.9.1 Internal Risks
One of the internal risks that will be faced by the management of this organization will be retention
of the employees. It has been already discussed that telecommunications sector is one of the most
competitive business sector in the world and it will be tough to retain the employees, who may be tempted
by lucrative offers from the rival business houses that operates in the market of Malaysia. Another risk
will be to design the network and call rate packages for the customers whose needs and requirements
changes at regular intervals (Saupi 2014). This is a major risk that needs to be overcome by proper and
efficient market research on the people who are present in the market place of Malaysia.
5.9.2 External Risks
One of the major risks that will be faced by Digi Telecommunications is the plans and offers that are
offered by the rival institutions. This will help to judge the number of subscribers at a particular point of
time and the success rate of the company at that moment. Another risk that will be faced is to matching
the pace of the progress of the technology, which is also changing on daily basis. Steps need to be
followed to overcome all these risks so that a smooth flow of operations can be maintained by Digi
Telecommunications.
5.10 Conclusion
Overall, it can be concluded that the organization, Digi Telecommunication is able to compete with
the other competitors who are present in the market in Malaysia. The company is effective in nature and
will be able to accumulate a huge market share from it. The company is using the effective marketing
strategy along with maintaining the balance in the human capital as well as technology and innovation,
and operation models.

It is also understandable that Digi Telecommunication has the capability of improving their business
operations despite of the company is facing a decline in their financial condition. The effective
management of the training and development for their employees to improve their quality of service, the
formation of the business networks to increase their ease of expanding their business operations to the
new business markets, and the efficient utilization of the social media platforms will certainly play an
important role in the company’s comeback. These are the essentials for any organization to grow as well
as to become successful in the market. Therefore, it can be said that the organization shall be able to run
more successfully in the Malaysia market in the years to come.
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