International Business Report: Maxis Communications' Canadian Strategy

This report provides an in-depth analysis of Maxis Communications' international business strategy, specifically focusing on its potential expansion into the Canadian market. The report begins with an abstract and introduction outlining the company's current status and the rationale behind targeting...Read More

International Business

ABSTRACT
The purpose of this report is to provide the readers brief knowledge about the
international business and its strategic planning. The current economic status of Maxis
Communications is allowing to explore better profitable opportunities in foreign markets. Goods
and services which are produced domestically have to be changed or improvised when planning
international expansion. There are certain factors which can hinder progress while functioning in
Canada. Some of these include political instability and lack of cultural acceptance in the target
markets. The different types of analytical tools like PESTLE and Porter's Diamond Model are
used for understanding the factors which can aid business expansion. Moreover, Maxis
Communications has to make strategic choices in planning internationalisation. Hence, the
modes of entry and impact on strategic choices has been discussed in this assessment.
Competition is quite tough in Canadian markets. Being closely related with the latest
developments in information and technology, Canada is a country that has always attracted
businesses that have deep routed links with innovation and development. Porter's Diamond
model helps companies in developing a broader insight about the competitive advantage that
beholds a market situation (Doiz, Lasagabaster and Sierra, 2013). The report suggests to
implement joint venture strategy for entering into a new market which will prove beneficiary for
the cited organisation.
After completely evaluating environmental situation, entry mode strategies must be
critically designed and implemented. The entire structure of foreign expansion is based on this
strategy. Maxis Communications has to enter Canadian markets with licensing or franchising as
the chief entry modes. There are more advantages related with these modes. The corporate
culture and major advertising mediums that already exist in telecommunications markets of
Canada have been determined in this report. Strategic approaches to marketing and complete risk
analysis helps in building strong foundations for internationalisation processes.
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TABLE OF CONTENTS
ABSTRACT ....................................................................................................................................2
INTRODUCTION ..........................................................................................................................4
LITERATURE REVIEW ..............................................................................................................5
CRITICAL ANALYSIS .................................................................................................................7
PESTEL Analysis........................................................................................................................7
Porter's Diamond Model..............................................................................................................9
Risk analysis ...........................................................................................................................10
Market entry strategy ................................................................................................................10
Impact of market entry and development strategy on choices of the company ........................11
Corporate culture ......................................................................................................................12
Major advertising media used in the country ............................................................................12
CONCLUSION..............................................................................................................................13
RECOMMENDATIONS ..............................................................................................................14
REFERENCES..............................................................................................................................16
BIBLIOGRAPHY..........................................................................................................................19
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INTRODUCTION
The growth and expansion of business functions and operations from one country to
another country or countries is internationalisation. The number of advantages linked with this
strategic approach are enormous but there are certain implications which need to be considered
before implementation. Maxis Berhad is headquartered in Kuala Lumpur. The net income of this
organisation is approximated to about 1.638 billion MYR i.e. in Malaysian currency. This
strategic position has been acquired by organisation with help of proper planning and
implementation of all the business operations across the globe.
The company provides communications services, products and certain value added
services to consumers and various other professional organisations. The company functions with
corporate social responsibility and has provided technologically aided education in schools and
rural areas. This approach of the company has taken it, one step ahead towards sustainability.
Apart from the common individuals, the organisation has been dealing with small scale retailers
and business groups that distribute products of services to potential customers.
Telecommunications industry has witnessed drastic changes and growth in terms of
demands from customer side. The reason behind this growth is introduction and integration of
internet in the lifestyle of customers (Wild, Wild and Han, 2014). Apart from voice calling and
and certain communications products, the company also provides value added services to the
customers. The internalisation process has been targeted to be implemented in Canada. The steps
or aspects which have to be explored before executing the actual strategy include performing an
analysis using PESTLE and Porter's Diamond model. This analytical information will provide
the facts regarding business environment and market structure (Achtenhagen, Melin and Naldi,
2013).
Canada is one of the best destinations or country in which business internationalisation
process can take place. The conditions or factors which constitute external environment of
businesses in Canada will be depicted in this report. Moreover, there are different analytical
aspects which shall be explained in this assessment for gaining better understanding about the
internationalisation strategy of the company Maxis Communication. The rationale behind
choosing Canada as the target country is its diverse culture and greater acceptability towards new
4

businesses. The overall gross domestic product and financial capabilities of Canada is viable for
expanding businesses.
Every organisation must focus on expanding business overseas because it helps in saving
largely on taxes in the foreign countries. Maxis Communications should focus on opportunities
of expanding operations in countries like India, Canada, etc. for developing their customer share
and gathering more profits (Why Do Companies Need to Go Overseas?, 2017). The company
holds in sufficient funds and resources for taking up the venture to international markets. Apart
from profits and monetary benefits, brand reputation and recognition is a significant advantage
procured by the company.
When planning an overseas expansion, it is important to select appropriate market entry
mode. This clarifies further processing of activities and helps in acquiring resources according to
the needs of market entry (Verbeke, 2013). Franchising and licensing are two significant market
entry modes which Maxis Communications with respect to its strong performance in domestic
markets.
LITERATURE REVIEW
According to Al Ariss and et.al., (2012), it is important to take precautionary steps rather
than facing critical consequences without any planning. It helps in saving resources and also
brings in more accuracy in the planned strategy. Bangara, Freeman and Schroder (2012) stated
that domestic markets when expanded on cross-country borders can bring in more profits and
recognition for the company. Maxis being majorly dependent on the domestic markets can
explore the opportunities it holds in foreign markets (Olejnik and Swoboda, 2012). Often
government is perceived as a catalyst for enhancing the current position of nation in international
markets (Penrose, 2013). In case of Maxis Communications, it is important to perform a
competitive advantage analysis so that perception of strategic position in international markets
can be aided.
According to Friedman and et.al., (2013) high quality products when marked at
affordable prices can bring in more competitive advantage. This requires companies to extract
most of their skills and efficiencies in attracting customers and making the market situation more
favourable. On the contrary, Gielen and Sansen (2012) stated that demand conditions must be
controlled so that improvements in strategies can be effectively implied. Local markets bring in
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more of national advantage as compared to international ones. Current position of Canada is
stronger because of severe developments in the local markets and stabilised demands of
consumers regarding upgrade in telecommunications services and products.
The impact of market entry on the choices of company is accessed in the form of
selection of resources and planning of human resources. Bryson and Daniels (2015) stated that
franchises have less human resource involved while licensing involves more requirement of
human resource and other resources. Hence, it is important to make a strategic choice so that
funds and finance can be planned effectively (Onetti and et. al., 2012). Development strategies
are of two types i.e. use of same or existing products in new markets while the other one involves
use of new products in existing markets (Killing, 2012). There is another development strategy
which includes a bit of risk because it indulges in launch of new products in entirely new
markets (Cosgrove and Rijsberman, 2014). If proper planning is not performed in
implementation of any of the development strategy then Maxis Communications can suffer
severe losses.
On the contrary, the impact of development strategy is also deep routed over the choices
of the company. For instance, Maxis Communications decides to implement product
development strategy in Canada which implies use of entirely new products in new markets. Lot
of risk is surrounded in this strategy but if successful, the company can gain competitive
advantage. According to Achtenhagen, Melin and Naldi (2013), the resources managed by
organisation can be effectively utilised when correct choices regarding selection of type of
resource is correctly done. Hall (2013) stated that enterprises flourish with greater speed when
they are pressurised with shortage of resources and forced to bring in more innovation in their
functioning.
The impact of corporate culture is directly felt on profitability and productivity of
business. Employees are the basic elements that are responsible in forming corporate culture.
Their mental abilities and acceptability towards people from different religions and communities
brings in more open culture in the organisation. This reduces discrimination and helps in
improving organisational environment. According to Doloreux and Laperrière (2014), the
essence of a successful business functioning is totally dependent on the corporate culture of the
company.
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Canada has diverse set of individuals who belong to different cultural backgrounds. The
company has to develop its corporate culture more efficiently for gaining a sustainable
competitive advantage in the target markets of telecommunications industry (The Impact of
Planning on Business Growth. 2017). Change management systems should be initialised for
stabilising the cultural conditions of organisation. The impact of stable and likeable working
environment is witnessed on the functioning abilities of the employees. Collaborations or joint
ventures often fail due to lack of acceptance or adaptability towards changes. Hence, it is
important that leaders and managers of the company should use effective strategies in making the
organisational culture efficient for meeting goals and objectives.
When expanding the business in completely new markets, there is large amount of risk
associated with franchising. But if executed smoothly, the profits related with this type of market
expansion are immense. On the contrary, Bangara, Freeman and Schroder (2012) stated that
there is involvement of third party in development of franchises. This implies that whatever
profit brand name of Maxis Communications is earning will have to be shared amongst the
owners of franchisees. On the other hand, licensing is the mode of entry that doesn't involve any
third party or external agent. Hence, the entire profit that is earned from foreign markets is
completely under control of the company. This also implies that return over investment is more
in licensing (10 Key Steps To Expanding Your Business Globally, 2015).
CRITICAL ANALYSIS
PESTEL Analysis
There are three analytical techniques implied for understanding the current functioning of
Maxis Communications with respect to its plan of expanding business in Canadian markets. The
PESTEL analysis is performed as follows:
Political: Government of the country implements certain policies and reforms which
affect business functioning. Canadian government is quite stable and has constitutional
monarchy (Bryson and Daniels, 2015). Maxis Communications can be affected largely by the
political reforms and changes which have been introduced in policies like Foreign Direct
Investment or taxations. If there is an increase in the payable taxes by consumers, then there will
be significant reduction in value added services provided by company (Hopkins, 2012). This
implies that profits will be affected and entire financial position of the organisation is weakened.
7

Economical: Fiscal policies, unemployment rates, gross domestic products, recession and
inflation are some components that form the economical factors of the company (Killing, 2012).
Maxis Communications can face serious failures or consequences if there is a negative impact
over the economic situation of country. Canada is functioning smoothly currently and there are
no detrimental factors activated in present day scenario. Hence, internationalisation plan
proposed by Maxis Communications can be easily developed and implemented as it would be
economically more viable and feasible.
Social and cultural: Canada is a country that has an unnatural dominance of immigrants
and their social and cultural attributes. According to (Cardoza and Fornes, 2013), cultural
diversity brings is one of the strongest drivers of innovation. Another component of this factor is
health consciousness, career attitudes and population of the targeted regions. The estimates of
profits and revenues can be acquired only when there is proper understanding regarding the
social and cultural attributes of the target markets. The population of target country mainly
consists of young individuals. Maxis Communications will be affected by tastes and preferences
of the potential customers. Moreover, the brand loyalty of customers towards competitors is
another social factor which affects company's strategies (Forsgren and Johanson, 2014).
Technological: Marketing and production are two business operations which are deeply
influenced by technological growth of a country (Carland Jr, Carland and Carland, 2015). For
instance, some regions of USA are not in touch with latest technology as compared to Canada or
Silicon Valley. This implies that internationalisation can be aided with help of technically
advanced equipment and software (Jenkins, 2013). Company has to assess and identify the
techniques that are currently used by competitors in Canada so that better strategies can be
designed and implemented for aiding business settlement.
Legal: Maxis Communications is translocating from its domestic state to international
standards. The actions that are considered as legal and illegal can be understood when legal
factors are analysed effectively (Cosgrove and Rijsberman, 2014). Canada is largely dependent
on USA for its political stability. The laws regarding employment, consumer rights, pricing
standards, etc. are some important legal perspectives which need to be considered by company
before planning expansion (Hill, Cronk and Wickramasekera, 2013). The legal system of Canada
is quite fair and is known for making quick decisions. Maxis will be affected by currency
8

regulations, incentives, laws on business vehicles, foreign investment legislations, etc. when
considering Canadian legal system. The company has to be aware about such aspects because it
belongs to the outsider category.
Environmental: Over the past few decades, there has been adverse effect over the
environment. Disturbances in ecology has created major climatic changes which led to global
warming (Hopkins, 2012). Hence, the United Nations and several other non-profit organisations
have developed environmental policies which needs to be followed by every organisation and
human being (The Impact of Planning on Business Growth. 2017). Since, telecommunications
industry involves use of radio waves, radiation concerns and ecological disturbances must be
considered by Maxis.
Porter's Diamond Model
The national or international advantage can be acquired by a company when following
determinants are in favour of the concerned business organisation.
1. Firm strategy, structure and rivalry: The entire strategy and planning that is to be
proposed by Maxis Communications must be in accordance with the national policies of
Canada. The company will be affected by the structure and rivalry status of major
competitors in the target markets if appropriate measures are not taken.
2. Demand conditions: The demand and supply is largely dependent on the characteristics
of potential customers and nature of products and services they are receiving. There is a
possibility that individuals may dislike Maxis Communications' products and services or
vice versa. Hence, inventory control is required in foreign markets for avoiding loss or
wastage of resources.
3. Related supporting industries: The production of a commodity or service is supported by
various industries and small level companies. The existence of these supportive industries
in target international markets helps in determining the suppliers and factors which may
affect business functioning in future (Folsom and et. al., 2012).
4. Factor conditions: Technological base and availability of skilled resources are
considered as factor conditions. These are feasible and plenty in Canada. This implies
Maxis Communications will be largely benefited in terms of business expansion in
Canada.
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Risk analysis
Risks are situations which can pose a threat in the near future. Every business
organisation must perform a risk analysis for gaining insight over the problems that can pose
severe threat in the future and affect firm's reputation (The Impact of Planning on Business
Growth. 2017). While planning the internationalisation strategy, risk analysis is important to be
performed. The findings of risk analysis helps in determining the precautionary measures that
can help in avoiding severe consequences. The characterisation, communication and
management of all possible risks in that are to be faced by the company is conducted in risk
analysis.
The basic procedure of assessing risks is identification, evaluation, measurement and
managing the risks. Impact of any business activity in the external or internal environment can be
assessed with help of risk analysis (Knight, 2013). Business risks include instability,
ineffectiveness in management, loss of funds, decreasing financial stability, etc. When operating
in international markets, the level of competition affects business functioning adversely
(Dunning, 2014). For instance, Virgin mobile is one of the key competitor that has been
dominating the telecommunications market from past few years. This implies there is continuous
threat from this company to Maxis Communications.
The use of risk assessment or analysis will help in identifying the risks or factors that can
threaten current functioning of the company. Leaders and managers have to manage activities
and operations according to this identified risk by using appropriate skills (10 Key Steps To
Expanding Your Business Globally. 2015). Lack of knowledge or information regarding the
target markets, aggressive competitors and unfamiliar terrains are also some of the risks which
can hinder progress or successful international expansion of the company. All these findings
depict that risk analysis is an integral and important part of internationalisation for Maxis
Communications.
Market entry strategy
There are different types of market entry modes available for Maxis Communications.
The company can expand its business through setting up of partnerships or joint ventures,
franchises, licensing and export-import trading (Knight, 2013). When planning is done, the entire
business processes are scrutinised and respective implications are addressed. The time taken for
10

setting up of a business in foreign markets can be recovered by bringing in innovation and
qualitative options in the strategy planning process (Kumar, Gaur and Pattnaik, 2012). The
different modes of market entry has been described as follows:
Licensing:
The market entry mode in which companies planning business expansion gain a licensed
contract to produce and sell commodities for a fixed time period (Dunning, 2013). This contract
is called as an international agreement and varies from market to market. Being a safe and
legalised method of developing in international markets, Maxis Communications has to undergo
a lengthy procedure for establishing business in Canada. Although limited resources will be
available to the organisation, but the entire profits acquired through this market entry shall
remain with Maxis only. The amount of risk associated with this mode is very less and company
will be able to develop future strategies for further investments (Dunning, 2012).
Franchising:
Independent or semi-independent business owners acquire certain rights to perform
business operations for a parent company by paying certain fees and royalties. The trademark
and products/services belong solely to franchiser. This market entry mode is considered to be
more lengthy in terms of build-up of agreements and allocation of rights and resources (Cavusgil
and et. al., 2014). Maxis Communications will be benefited by this entry mode in the form of
less risk from political set-up of Canada and the overall cost of establishment is reduced.
Moreover, the burden of acquiring resources completely belongs to the partner owning
franchisee. But the significant drawback of this option is less control over franchisee and
challenging task to maintain company reputation in the foreign market (Beamish, 2013).
Impact of market entry and development strategy on choices of the company
Once the mode of market entry has been decided, the consecutive step related with
internationalisation is planning of resources (Achtenhagen, Melin and Naldi, 2013). Be it human
resources or the finances, everything has to be planned and evaluated so that organisation will be
able to perform business functions smoothly. For instance: considering the market entry mode as
franchising. Maxis Communications has to hire agents and put on advertisements which will
convey that company wants to develop its franchises in the target markets. Background checks
11

and rigorous verifications have to be initialised which will help in establishing the links
appropriately (The Impact of Planning on Business Growth. 2017).
Customer satisfaction is the most important factor in both domestic and international
markets (Carland Jr, Carland and Carland III, 2015). When brand loyalty towards the company
is increased, the growth and development of company is stabilised. All these characteristic
features are totally dependent on the strategy that has been opted by Maxis Communications for
planning its business expansion in Canada. Moreover, these automatically regulate the choices
organisation will make for selecting its resources and segmenting its potential customers.
Corporate culture
Culture is based on the values and beliefs that are inherited by individuals from their
ancestors (The Impact of Corporate Culture on Business Strategy. 2017). The impact of
globalisation and industrialisation on culture can be seen in the form of western or foreign
influences. Immigration and movements from one place to another also results in the
development of multiple cultural communities in one single place (Bayon, Hawn and Hamilton,
2012). Maxis Communications is based in Malaysia and the organisation tends to expand its
international business in Canada. This implies that organisational heads have to plan out the
strategies for coping with cultural differences at workplace (Gielen and Sansen, 2012). Maxis
Communications can outperform competition if these attributes are essentially made the part of
corporate culture:
1. More emphasis on customers, investors and the profit margins of the organisation
2. Adaptiveness to changes.
3. Regular appraisals and incentives.
4. Equal opportunities to people.
5. Recreational activities as part of the workspace environment.
Major advertising media used in the country
Canada has a vast media network which has developed and flourished with the
technological advancements. There are different types of advertising media which are present in
the country. Maxis can use digital marketing and social media as the prime methods of marketing
and promoting its launch in the country. The most significant part of internationalisation strategy
is promotional events and advertising methods (Gielen and Sansen, 2012). The choices Maxis
12

will make shall have certain impact over audiences and potential customers. Hence, innovation
with a purpose of transformation should be the blend on which business organisation should
focus while developing advertisements (Achtenhagen, Melin and Naldi, 2013).
The language that is used by all the advertising platforms is English. This factor can be
quite challenging for Maxis Communications. According to Friedman and et.al., (2013),
advertisements are like virtual representatives of the company that directly sell the product or
service to target customers. Hence, it is crucial to select the right platform and medium through
which proper communication can be developed with audience (Abdelal, Blyth and Parsons,
2015). Amongst the current advertising mediums used by business organisations in Canada,
subscription and broadcasting are also primarily popular. This implies that Maxis
Communications can use these for promoting its launch in the target markets and also help in
developing communication links with potential customers (Leask and Bridge, 2013). Social
media marketing or digital marketing is also a significant development that has been witnessed
currently. The use of internet and web based applications helps in approaching customers
directly without any manipulation or interference from external agencies (Hall, 2013).
CONCLUSION
Through this report, it is inferred that internationalisation is a critical process. The
different aspects which are related with business expansion have been discussed in this report.
Maxis Communications despite of being a leading organisation in Malaysia can fail in its
strategic expansion in Canada. This situation can arise only when there is no proper analytical
research provided. The findings of PESTLE and Porter's Diamond model depict that there are
certain political barriers waiting for Maxis.
Henceforth, it is realised that according to Porter's Diamond Model, the
internationalisation strategy is effectively implied and the probability of suffering losses is
reduced. Moreover, country can access the conditions that are responsible for its global position
in the competitive advantage scenario. Maxis Communications holds a better position in the
domestic markets and Canada is near to competitive advantage in the international
telecommunications market.
This implies that amalgamation of this company with the target country can bring in huge
developments in the telecom industry (Johanson and Mattsson, 2015). But rest other factors
13

influence or contribute to positive functioning of the company. Effective selection of the market
entry mode and the use of strategies which enhance corporate culture can bring in more profits
and stability in foreign markets as compared to unplanned decisions.
Hence, it has been realised from the above findings that risk analysis helps in managing
threats easily. The different types of threats or frightening situations can be controlled and
precautionary measures can be taken for ensuring smooth business growth. The complete
analytical findings depict that Maxis Communications can expand their business operations by
planning internationalisation in Canada. The opportunities and profits related with this project is
plenty when considering business objectives of the company. Moreover, it can be concluded that
effective use of technology and efficient planning with regards to the current economic status of
Canada is the key to successful international expansion for Maxis Communications.
RECOMMENDATIONS
The various implications related with business expansion have been studied before. After
deep evaluation, it has been recommended that Maxis Communications should perform deep
investigation regarding the impact which will be addressed when operating in Canadian markets.
The strategy and business plan which is to be implemented must have objective, purpose, short
term and long term goals. This will help in aligning the different functions with business
objectives of the company. Moreover, it is advised that Maxis Communications should opt for
licensing or franchising as the most suitable market entry mode because it will help in acquiring
large profits.
The challenges that can be faced by Maxis Communications in Canada includes
recession, economic breakdown, increase in restrictions on foreign direct investment and tough
competition. The existence of these factors shall have a deep routed impact over the functioning
of business in the foreign markets. Despite of the fact that human resource in the country is
highly skilled and efficient but recession or heavy expenditures on business processes can bring
in difficulties for Maxis Communications. Hence, it is advisable that company should prepare
itself for the political, economical and cultural risks which co-exist in the current market
structure. Moreover, organisation should seek financial guidance in terms of investments and
expenditures so that probable losses can be handled easily.
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For acquiring a competitive advantage, the company needs to create better links and
connectivity with audiences and potential customers. This is possible only when the products and
services are of good quality and innovative. Hence, it is recommended that Maxis
Communications should align its activities and strategies innovatively with technical
advancements. This will help in establishing stronger links in foreign markets. Being the most
cost-effective method of advertising, Maxis Communications can deliver the information
regarding its strategies, products and services using popular social communities and websites.
This shall help in reducing the initial costs which are involved in heavy marketing and
promotional events. Gradually, the firm can take support of sponsorships and campaigning in
advertising its products and services (10 Key Steps To Expanding Your Business Globally. 2015).
15

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BIBLIOGRAPHY
http://www.investopedia.com/terms/p/porter-diamond.asp
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