1. SERVICE MARKETING
Group Assignment
GROUP MEMBER’S :
1.
SITI RIZKY MARDHANI
2.
E K A P R A S E T YA Y U D H A P R ATA M A

2. COMPANY OVERVIEW
 Maxis Sdn Bhd is Malaysia’s biggest integrated communications service
provider.
 Maxis was the first to bring the BlackBerry, Apple iPhone, Galaxy Tab,
Windows 7 and Android smart phones to Malaysia.
 Maxis have been providing a full suite of services on multiple platforms to fulfil
the telecommunications needs of individual consumers and large corporations in
Malaysia.
 They were the first to launch 3G services, Maxis 3G in March 2005.
 In 2006, they were among the first mobile service providers to use HSDPA, a
high speed feature of the 3G network.
 MAXIS employ 3,345 people full time, over 80 per cent of who are graduates
and professionals.

3. VISION & MISSION
MISSION
 Today Malaysia’s leading mobile communications service provider.
 Tomorrow The nation's premier integrated communications service provider.
VISION
To bring the future to our customers lives and business, in a manner that is
simple

4. SWOT ANALYSIS
WEAKNESS
STRENGTH
SWOT ANALYSIS
TECHNOLOGY
OPPORTUNITY

5. SWOT ANALYSIS
STRENGTH
 High network quality and
WEAKNESSES
• Rural area cannot reach the
network.
customer service
 Experience management team.
 The oldest and biggest in terms
• Need to pay for maxis customer
service
• Have hidden charges for post-paid
of size and technology.
 Strong and effective distribution •
network around Malaysia.
and broadband
Maxis do not offer triple play of
mobile, broadband, and pay TV

6. SWOT ANALYSIS
OPPORTUNITY
THREAT
 Under-served broadband
• Digi’s launch of the iPhone last
population offers great growth
week could put further pressure on
opportunities.
Maxis.
 Potential for triple play if tie-up
with content provider/broadcaster
 New mobile devices.
 Ability to expand their business to
overseas.
• Under competitive pressures.
• Aggressive broadband promotions
by wireless competitors
• Regulatory hurdles

7. PEST ANALYSIS
ECONOMIC
POLITIC
PEST ANALYSIS
TECHNOLOGY
SOCIAL

8. PEST ANALYSIS
POLITIC
ECONOMIC
 Government policies about
• Internet and mobile technology has
registration for their SIM CARDS.
 During the economic downturn,
many of employees were
retrenched .
 Mobile and internet is misuse to
deliver political views
extremely used in business to
follow the economic situation.
• Economic downturn was a big
problem after all, that world faced
in 2009

9. PEST ANALYSIS
SOCIAL
TECHNOLOGY
 Consumer’s tastes changes as
• Payment possible to be done on
they pay high price for quality
kiosk machine which is located at
product.
hot spots.
 The family structures in the
• Improvement in communication
recent day are couple like to
technology by Maxis Company.
have only 2-4 children only.
• TOP-UP for prepaid phones can be
 Consumers tend to change just
to use the latest mobile plans
done through internet transaction
(M4)

10. RECOMENDATION
 Organizations must continually deliver differentiated products and
services that provide high business value.
 The operator should make the most out of this with the chosen help of
the experienced managed service provider.
 Need to improve operational efficiency, no matter of the operator's
competitive strategy.
 Need to improve quality of services and operations.
 Maxis should continue to grow their mobile business, as well as
develop new life services that are delivered true multiple excess points

11. CONCLUSION
 Each organizational unit of firm must make the decision to pursue one
strategy for itself. It is one thing to develop a plan for improving what
is already done reasonably well.
 The iterative nature of organizational learning processes is explicitly
recognized in some models, so the presentation of stages should not be
seen as a simple linear approach.
 Going forward, while its eyes are still on the mobile business. Maxis
will also grow its broadband business, invest selectively in its own
fixed-line footprint and leverage on the HSBB initiative.

12. THANK YOU