A Business Development Plan for Digi Telecommunications in Malaysia

This project is a comprehensive business development plan focused on enhancing the business performance of Digi Telecommunications in Malaysia. It begins with an executive summary, followed by an introduction to the company and its industry background, including a review of competitors like Celcom, Maxis, and U Mobile. The project then outlines the company's vision, mission, and objectives, followed by detailed functional plans for marketing, human capital, technology and innovation, and operations. Each functional plan includes action frameworks and metrics for monitoring key performance indicators (KPIs) and key result areas (KRAs). A Gantt chart illustrates a 3-year business plan, and critical success factors, both internal and external, are identified. The project also includes a risk mitigation plan addressing internal and external risks, providing a well-rounded approach to business development. Finally, the project also contains the data analysis and conclusion and recommendations to enhance business performance of Digi Telecommunications.

Running head: MANAGEMENT
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Name of the Student
Name of the University
Author Note

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Executive Summary
The purpose 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 pan 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.

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Table of Contents
Introduction................................................................................................................................4
About the Organization..............................................................................................................4
Vision and Mission....................................................................................................................5
Objectives...................................................................................................................................6
Functional Marketing Plan.........................................................................................................7
Action Framework.................................................................................................................7
Metrics....................................................................................................................................8
Human Capital Plan...................................................................................................................9
Action Framework.................................................................................................................9
Metrics..................................................................................................................................10
Technology and Innovation Plan.............................................................................................10
Action framework................................................................................................................10
Metrics..................................................................................................................................11
Operation Plan..........................................................................................................................11
Action Framework...............................................................................................................11
Metrics..................................................................................................................................12
Implementation Schedule (2020).............................................................................................12
Critical Success Factors...........................................................................................................13
Internal Success factors........................................................................................................13
External Success Factors......................................................................................................13

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Risks Mitigation.......................................................................................................................14
Internal Risks.......................................................................................................................14
External Risks......................................................................................................................14
Reference..................................................................................................................................15

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Introduction
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 pan 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.
About the Organization
Digi Telecommunications or Digi.Com Berhad can be termed as a mobile service
provider organization in the region of Malaysia. The company was founded in the year of
1995, and they were the first business entity in this region to introduce and operate a whole
cellular network digitally. Apart from this, they were also the first company to General
Packet radio Service or GPRS (2.5G) and Enhanced Data rates for GSM Evolution or EDGE
(2.75G) in the market place of Malaysia. It is a publicly traded organization which products
include cable television apart from mobile and telecommunication services. Telenor Group is
the parent organization of this business house and also the largest shareholder, which possess
49% share of this company.

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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

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the customers who are using their services, along with to the new prospects who can be
turned as their customers (Anon 2020).
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.

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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).
Functional Marketing Plan
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

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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).
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

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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.
Human Capital Plan
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).

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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.
Technology and Innovation Plan
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).

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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).
Operation Plan
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