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Maxis Mobile Phone Company of Malaysia Marketing Analysis

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1.0 Introduction Maxis Communication Berhad (Maxis) is the leading mobile communications service provider in Malaysia with a subscriber base of 10.1 million as of Quarter 1 2008. Maxis want to provide the maximum in communications to customers across Southeast Asia. The company was founded in 1995 and first appeared on the Malaysian stock exchange in 2002. It went private again in June 2007 when Binariang GSM Sdn Bhd which is owned by Malaysian tycoon Ananda Krishnan (refer to Appendix 1), he bought Maxis for $4.5 billion. Maxis was granted communications licenses to operate a nationwide GSM900 mobile network, a domestic fixed network and an international gateway in 1993, and commenced mobile telecommunications operations in August 1995, and fixed line and international operations in early 1996. Maxis' mobile service is offered under the Maxis brand for postpaid and Hotlink for prepaid. Maxis launched its 3G service Maxis3G in July 2005, and in September 2006, it became among the world's first to use HSDPA, a high-speed upgrade of the 3G network, for a large scale rollout of residential broadband services. Maxis' growth story and track record of bringing innovation, excellent customer experience and value to stakeholders has won the company many awards over the years. Recently, Maxis was recognized by Frost & Sullivan as Service Provider of the Year (Malaysia) at the Malaysia Telecoms Awards 2008 and as Mobile Operator of the Year (Malaysia) at the Asian Mobile News Award 2008 in Singapore. (refer to Appendix 2) ...read more.


Based on our findings, we found that there are 29 Maxis Centres and 60 Maxis Exclusive Partners (MEP) outlets in Malaysia (refer to appendix 6). Customers can drop by any Maxis Centres or MEP outlets nationwide during their operating hours. Maxis provides a range of services for the consumers such as consumers can purchase and pay bills in these places. 4.0 Advertisement Advertising is a specific communication task to be accomplished with a specific target audience during a specific period of time. 4.1 Advertisement appeal and execution Advertising appeals should have three characteristics which are meaningful, believable, and distinctive. First, the product must be meaningful and will be able to point out the benefits that can make the product more desirable or attractive to the users. (ARMSTRONG, G., and KOTLER, P., 2009. Page395). According to our research, Maxis' advertisement uses different characteristics of the comic cartoons in categories of races and ages to show that the company products and services are used by many users and big communities (refer to appendix 7). Appeal must be believable too. Consumers must believe that the product or service will deliver the promised benefits. Such an instance, Maxis uses advertisements to let the users know about faster speed of Maxis WAP Portal with Maxis 3G. Other than that, appeal should be also distinctive. Maxis is able to tell how the product is better than the competing brands in the market such as Digi. ...read more.


This can help to increase the market share of the company in the communication network market. In view of the current economic downturn, many users choose to send messages instead of phone calls to save their expenses. Therefore, we recommend that the company should do more promotions such as cheaper call rates. Maxis company can have promotion like when the user's call expenses already exceeds a certain amount and the following calls for the specific day will be free. Others than that, they can also give more rewards to the Maxis users under conditions applied. This can encourage more customers to call to others instead of sending a message. Furthermore, we also recommend that the company should create various values of plans with reasonable and affordable prices that can help customers to save more money. Example such as the Value Plus plan RM50, RM 80, RM 150 and etc. According to our findings, we found that some of the cities or suburbs do not have enough or even do not have a Maxis centre or outlets. Hence, Maxis should have more service centres to provide the right information and better services to the customers. In addition, Maxis' advertisements are not interesting and attractive enough in the market, so it could not create higher attention from the viewer. Advertisement is a very important step to promote our company's products. In a nutshell, Maxis' advertisements should be more creative, meaningful, and interesting to attract customers' attention that can helps us to increase Maxis company images as well as the sales revenue. ...read more.

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