MAXIS BERHAD

GROUP MEMBERS:

NURUL SAKINAH BINTI MUHAMAD NOR 224105

ZAFIFA ROSYAIDA BINTI RUSLAN 224294

SITI NUR FAIRUZ BINTI MOHD ROSLAN 218910

MOHD SALAHUDDIN BIN SHAHRUN 220585

SITI NADHIRAH BINTI YUSOFF 221741

GROUP A10

BACKGROUND OF MAXIS BERHAD

Maxis is one of the largest mobile phone services in Malaysia compared to Celcom and Digi

Before Maxis Berhad existed, it is known as Binariang Sdn Bhd, the first company that have Maxis Mobile (GSM) and Measat I, II, III

First company that launched 3G Connect Card, PC Webmail, Video Mail and 3G prepaid

3G Network offer mobile telephony at broadband speed enabling Internet access through Malaysia

Allow users enhanced communication combined with entertainment and information on the go (video call, mobile TV, games)

Main challenges is unable to cope with rapid pace

CHANGES IN MAXIS BERHADLEADERSHIP CHANGES:After restructuring the company, Morten Lundel had appointed as new CEO in Maxis Berhad

Among the changes implemented by Lundel were:

1. New way of working

2. Introduced new communication method and data need

3. New culture and new mind-set of all employees

4. New queuing system in customer service centre

TOP 5 OF SHAREHOLDER IN MAXIS BERHAD

BGSM EQUITY HOLDING SDN BHD 64.96%

AMANAHRAYA TRUSTEE BERHAD 8%

CILIGROUP NOMINEES (TEMPATAN) SDN BHD 5.81%

KUMPULAN WANG PERSARAAN (DIPERBADANKAN) (1.84%)

AMANAHRAYA TRUSTEE BERHAD (1.11%)

MISSION:To remain the nation premier integrated

communication service provider

VISION: To be the most preferred

and successful communication group

BOARD OF DIRECTORCHAIRMAN

Raja Tan Sri Dato’ Seri Arshad Raja Tun Uda

CHIEF FINANCIAL OFFICER

Nasution Bin Mohamed

CHIEF EXECUTIVE OFFICER Sandip Das

INDEPENDENT NON-EXECUTIVERobert William Boyle

CHIEF EXECUTIVE OFFICER

Morten Lundel

MAIN ACTIVITY IN MAXIS BERHAD

Providing wide ranges of communication products, applications, value added

services to customer

Bringing more smartphones such as Iphones, Blackberry, Samsung Galaxy into market

Partnership with Astro

Talkmore & Textmore Plan-provide bundled package of voice minutes and sms to all

local network

Expanded modem range to include wide selection of high

performance WIFI and USB modems

STRENGHTS IN MAXIS BERHAD

Strong Community Relations

Innovators Solution High Network Quality And

Customer Services

Provide Reasonable Plans And Packages

For All Users

Strong And Effective Network Around

Malaysia

WEAKNESSES IN MAXIS BERHAD

Rural Area Cannot Reach The Network Of

Maxis

Always Disturbing Customers By Advertisement

Bad Broadband Service (Products)

Bad Customer ServiceHave Hidden Charges For Postpaid And Broadband

OPPORTUNITIES IN MAXIS BERHAD

Produces their own brand smartphones

Expanding their business to overseas Introduced new products

Broadband users are growing in Malaysia

Growth in market via partnership

THREATS IN MAXIS BERHAD

Technology Volatile CostUnexpected

Problem

Promotion And Advertisement

Aggressive Broadband Promotions By Wireless

Competitors

GENERATE STRATEGIES- TOWS MATRIX   

Internal Factors (IFAS)

   

External Factors (EFAS)

Strengths (S)1) Social community relations2) Innovator solution3) High network quality and customer services4) Provide reasonable plans and packages for all

users5) Strong and effective network around Malaysia

Weaknesses (W)1) Rural area cannot reach the network

2) Always disturbing customer by advertisement

3) Bad broadband services

4) Bad customer services

5) Have hidden charge for prepaid and broadbandOpportunities (O)

1) Producetheir own brand smartphones

2) Expanding their business to overseas

3) New products

4) Increase in demand

5) Growth in market via partnership

6) Broadband users are growing in Malaysia

 

1. Direct marketing (S1, O3)

2. Introduced zerolution program (S2, O1)

3. Strategic partnership between Maxis and Astro

(S2, O5)

4. Offshoring cellular business and formed a new

agreement with three cellular business in Tamil,

Nadu, India (S2, O2)

5. Business diversity (S5, O6)

 

1. Manage human resource department (W4,O4)

2. Upgrade system (W3, O3)

3. Focus on teenage market (W5, O1, O4)

 

Threats (T) 

1) Rapid technology changes

2) Volatile cost

3) Unexpected problem

4) Promotion and advertisement

5) Aggressive broadband promotion by other competitors

 

1. Increase data plan size with cheap price (W4, T5)1. Worry-free promise (W5, T5)

2. Provide support of moral values to the whole Maxis’s

staff and organization (W4, T3)

3. Research and development (W1, W3, T1)

STRATEGY SELECTIONSelection

Criteria

Direct marketing

(S1, O3)

Introduced zerolution

program

(S2, O1)

Strategic partnership

between Maxis and

Astro

(S2, O5)

Offshoring cellular

business and formed a

new agreement with

three cellular business

in Tamil, Nadu, India

(S2, O2)

Vision 4 4 5 4

Mission 5 4 4 4

Consistency 5 5 4 3

Consonance 3 4 4 5

Money and capital 3 5 4 5

Management 4 4 4 4

professional 4 4 5 5

technical 5 4 4 4

Advantage Resources 4 5 5 5

Advantage Skills 5 5 5 5

Advantage Position 4 3 5 4

Total Score 46 48 49 48

Selection

Criteria

Business diversity

(S5, O6)

Manage human resource

department (W4,O4)

 

Upgrade system (W3, O3)

 

Focus on teenage market

(W5, O1, O4)

 

Vision 5 4 4 5

Mission 4 5 3 4

Consistency 3 5 5 5

Consonance 4 3 5 5

Money and capital 4 3 4 5

Management 4 4 5 5

Professional 5 4 4 4

Technical 4 5 5 4

Advantage Resources 4 4 5 5

Advantage Skills 4 4 4 4

Advantage Position 3 4 4 5

Total Score 44 45 48 51

Selection

Criteria

Increase data plan size with

cheap price (W4, T5)

Worry-free promise

(W5, T5)

 

Provide support of moral

values to the whole Maxis’s

staff and organization (W4,

T3)

 

Research and development

(W1, W3, T1)

 

Vision 5 5 4 4

Mission 4 4 5 5

Consistency 4 3 5 5

Consonance 4 4 3 3

Money and capital 4 4 3 3

Management 4 4 4 4

professional 5 5 4 4

technical 4 4 5 5

Advantage Resources 5 4 4 4

Advantage Skills 5 4 5 4

Advantage Position 5 3 4 4

Total Score 49 44 46 45

IMPLEMENTATION, EVALUATION & CONTROL

Functional factor Action plan Priority system

(1-5)

Who will implement? Who will

review?

How often

review?

What reviewed

Human resources Send workers for

training program

4 Human resource manager COO Semi annually Workers productivity

Finance Offer quality products

at lower prices

5 Vice President Finance CFO Quaterly Sales, figures, budgets,

financial report

Manufacturing Increase production 5 Vice President

manufacturing

COO Annually Various product sources,

reports and parts/locations

R & D Improve product

quality

3 Vise President Technology CIO Annually Good feedback from

customer

Marketing Add media advertising 4 Vice President Advertising COO Quarterly Advertising prootion

Information system Maintaning database 5 Vice President Technology CIO Annually Changes in customer

needs

THANK YOU