1. Introduction

This assignment aims to carry on the analysis of an administration and to suggest countries which need to be improved in the said administration. Hence Celcom Axiata Bhd has been chosen to obtain information needed to complement the assignment.

Company Background

Celcom Axiata Bhd is the country’s most experient and prime nomadic telecommunications company with 11. 2 million clients. Bing one of the really few companies in Malaysia to originally obtain a cellular phone licence. it successfully introduced nomadic telephone in Malaysia through its ART-900 service. utilizing first coevals NMT-900 engineering. It uses the dialing prefix identifier of “013” . “0148” and “019” .

The company’s nucleus concern is in supplying prepaid and postpaid nomadic voice services. Its strong growing has been farther supplemented by the turning informations services section and nomadic broadband concern. doing it Malaysia’s taking nomadic broadband supplier. The company is the first to establish the 3G service in Malaysia and have the widest 2G. 3G and 3. 5G coverage in the state and besides offers international rolling service in 120 states over 317 webs worldwide.

Celcom’s vision is to go the finest endeavor in the state and it’s mission is to please the clients and to go a premium trade name that symbolises the spirit of freedom. aspiration and globalism.

2. Designation of TOWS in the signifier of a matrix

The end of the TOWS analysis is to place critical strategic factors and so to construct on nucleus strengths ; extinguish undermining failings ; take speedy advantage of important chances ; and compass or extenuate menaces. It is a tool for oppugning premises and believing outside the box ( Morrison 2003 ) . This analysis gives the company information on the strength and failing it has and matches it with the competitory environment it engages in. It besides helps a company create strategic programs that can counter any job or menace from rivals. TOWS analysis tends to assist companies find what aspects they excel in and what aspects they have jobs in and besides helps companies find its position against challengers.

TOWS analysis helps a company to acquire a better apprehension of the strategic picks that they face and to reply the undermentioned inquiries of how they:

Make the most of their strengths?

Circumvent their failings?

Capitalize on their chances?

Pull off their menaces?

A following measure of analysis. normally associated with the externally-focused TOWS Matrix. helps the company to believe about the options that they could prosecute. To make this they match external chances and menaces with their internal strengths and failings. as illustrated in the matrix below:

Internal Strengths:

1. Strong R & A ; D and Engineering

2. Strong Gross saless and Service Network

3. Offer one halt shopping centres

4. Strong client oriented

5. Leads industry in information engineering

Internal Failings:

1. Heavy trust on traders or 3rd party for marketing & A ; gross revenues

2. Rising costs in Malaysia

3. Depend on foreign experts for advanced engineering expertness

External Opportunities:

( Besides Consider Risks )

1. Turning Market Demands for advanced engineering.

2. Attractive chances to ramify out to developing states.

So:

1. Develop and Produce Multi merchandise Line with Many Options. in Different Price Classes ( O1 S1 S2 )

2. Advanced web upgrading for 4G installations. 3. Embark on information engineering concern in developing states.

WO:

1. Develop Compatible Phone Plans for Different Price Levels ( O1 W1 )

2. To Cope with Rising Costss in Malaysia.

3. Construct subdivisions in Vietnam. Sri Lanka. Philippines. ( O2 )

External Menaces:

1. Entrance from new rival

2. High competition from other telephone company operators

3. F3. Instability of client trueness

4.

ST:

1. Reduce Effect of Exchange Rate by opening subdivisions in possible development states.

2. Meet Competition with Advanced Design Technology – Blackberry service and 4G ( T2 T3

S1 S2 )

3. Improve web capableness on informations and broadband cyberspace.

WT:

A. Overcome Weaknesses by Making Them Strengths ( Move Toward OS Strategy )

1. Reduce Threat of Competition by Developing Flexible Plan Line ( T2 W1 )

B. Possible Options non Exercised by

TOWS Matrix

3. Evaluation of the organisation’s menaces

Celcom is merely one of the many industries in this sort of concern ; hence. the company is confronting many menaces in which they have to get the better of. One of the menaces that the company may confront is the entrants of new company that will bring forth more advanced merchandises than what Celcom is supplying. Since there are many people who are going experts in footings of these merchandise lines. the company may be threatened in a manner that they might be left behind by the technological promotion or simplification of merchandises and services that these companies will hold. In add-on. another menace for the company is the trueness of the consumers. It is mentioned that Celcom has a strong attack in branding. nevertheless. due to the being of other transnational and big companies in this sort of concern. there is a menace that their consumer will be given to utilize other line suppliers which they think run into will run into their demands more than offered by Celcom itself.

Today’s market is characterized by extremely competitory organisations which are all competing for consumer’s trueness. Firms are faced with the challenge to keep their ain competitory border to be able to last and be successful. Schemes are carefully planned and executed to derive the ultimate end of all: company growing. However. external factors are non the lone elements which influence growing. There are besides internal factors. constituents working within the organisation which shape the way of the company.

Despite the economic and technological conditions that make it possible now to advance merchandises and services in a larger consumer market. there are other factors that still need to be considered for a concern organisation to make out easier to their mark market. Looking into the features and thought procedures of the people still holds as the most important factor to be looked into.

4. Evaluation of the organisation’s chances

Because of the schemes that Celcom has implemented throughout the old ages. the company has many chances in front. Since most nowadays consumers are going more witting about their clip and convenience. Celcom has a great chance to remain in the market topographic point. In add-on to that. the innovativeness of the company can besides be a critical factor on doing it holding more chance to go the figure one company in this industry. The company has besides an chance with in footings of fight both locally and in the international market. since many people from different states or walk of lives are more witting about the significance of velocity and convenience.

5. Evaluation of the organisation’s failings

The failing that the company have is the weak ability on retaining trueness from its mark consumers. Many telecommunication companies are making its really best to do their programs to be more appealing than other rival and Celcom must significantly give accent in bettering their merchandise distinction so that their consumer will be more attracted with their merchandises and be loyal to their merchandises.

6. Evaluation of the organisation’s strengths

To be considered as one of the leader in the telecommunication and ICT industry. Celcom encompass different strengths. One of its strength is its ability to expect the demands of the clients by supplying first-class client service orientation and strong gross revenues and service web. This is in order to supply high-quality and advanced characteristics of their merchandises which in return make their clients become loyal of availing all their services and merchandises. Second. technologically talking. Celcom can besides be considered to be strong in this facet because of the technologically advanced installations it uses.

Harmonizing to The Star Online. the company will put about RM1bil in 2011 in capital outgo ( capex ) to upgrade its web to be long-run development ( LTE ) ready. 60 % of the RM1bil would be used to heighten its informations web while 40 % would be used to keep its current web. The web modernization will finally travel Celcom towards an all-Internet protocol ( IP ) substructure. migrating its sites to a single-RAN ( radio entree web ) architecture and be ready to deploy future LTE services.

LTE is the undertaking name of a new high-performance air interface for cellular nomadic communicating systems. It is the last measure toward the 4th coevals ( 4G ) of wireless engineerings designed to increase the capacity and velocity of nomadic telephone webs. This move will certainly give an border to Celcom to overrule its rivals in footings of going the industry leader in information engineering.

7. Recommendation on betterments based on ratings

Celcom’s advanced public presentation and value leading will take to the strengthening of client relationships every bit good as unfastened doors for new 1s. Market portion and trade name equity will turn as there is increased client trueness. As for the company’s employees. they will go more loyal. motivated and may take part in the ownership of the company which will let the company to retain employees easier.

For the company’s concern spouses. improved coaction with favorite providers fuels the transportation of advanced best patterns to their other clients. As their success strengthens the concern bond between the provider and advanced company. competitory advantage will be achieved. The merchandise for invention is fundamentally an addition in sustainable growing and control over the organization’s hereafter which is the capableness to change competitory regulations and set up new classs and markets.

Mentions

David. Fred R. . ( 2003 ) . Strategic Management: Concepts and instances. ( 9th ed. ) .

International Edition. Pearson Education Inc. New Jersey. USA.

Post. J. E. . Lawrence. A. T. . & A ; Weber. J. . ( 2002 ) . Business and society: ( 10th ed. ) . International Edition. McGraw-Hill Irwin. New York. USA.

Open University Malaysia. ( Feb 2010 ) . Strategic Management. OUM.

CELCOM. [ Online ] . Available: hypertext transfer protocol: //www. celcom. com. my. [ 2011. February 10 ]

hypertext transfer protocol: //biz. thestar. com. my/news/story. asp? file=/2011/3/3/business/8177567 & A ;