Thursday, August 1, 2019

Digi Marketing Analysis Essay

EXECUTIVE SUMMARY This assignment is about DIGI Telecommunications Sdn. Bhd. (DIGI) company’s strategic analysis of its daily operations. Segmenting, targeting and positioning will clearly show that how DIGI company segments its customers to different types of segments, then they targets those market that will provide profits to the company than lastly positioning them. Then SWOT analysis will provide clear details information about the company’s main strengths and exploit them through opportunities, then understand the company weakness to avoid incoming threats to the company. Just to survive within the competitive market, DIGI should also learn competitors marketing strategy as well so that they can counterattack them just like chess strategy. SITUATIONAL ANALYSIS A situational analysis is where the DIGI Telecommunication Sdn. Bhd. (DIGI) provides the operation of searching an important factor to accommodate the external contingency and internal capability. Then a choice should be decided to overcome all weaknesses and threats along with maximizing the company’s strengths and business opportunity. SEGMENTATION TARGETING & POSITIONING (STP) In order to survive running a business, it is crucial for DIGI to know their market segmentation, targeting and positioning so that DIGI can target their customer accurately and efficiently. After segmentation, targeting and positioning, management will then uses the most appropriate strategies to achieve the company’s goal even faster. SEGMENTATION At this stage, DIGI will have to differentiate their customer into different segments based on their common need or their response to marketing action taken by DIGI. Each of these response will them decide which strategy mix will be used by the company. There are a few ways to differentiate market segments, like demographic, psychographic, behavioral and geographical location. For DIGI, is best to use either psychographic and geographical location segmentation. In psychographic segmentation, customers will then based on the social lifestyle like their daily lifestyle, social class and individual attitudes. DIGI in this section can differentiate customer to high income or lower income customer. In geographical segmentation, customer will then based on their behavior like prior purchases and brand preference. In this section, DIGI may provide phone packages along with well-known brand hand phone like Samsung, Apple and Sony. TARGETING After segmenting customer into different groups, DIGI now will have to choose their targets. There is no strategy suits all kinds of segments, so in order to be effective and efficient, development of the correct strategies is very crucial. There are three general strategies for target marketing and they are undifferentiated targeting, concentrated targeting and multi-segment targeting. In this situation, the appropriate targeting for DIGI to be used is multi-segment targeting. In this target is being used because DIGI has to focus more than two segments and for each of the segments, different strategies must be applied. In this targeting, there are many benefits, but it also quite costly, as it needs more efforts from management, market research and also new promotional strategies to attract more customers. POSITIONING In this stage, positioning is where DIGI will have to develop a product and provide brand image into the minds of the customers. It also involves  advancing customer’s perception to know what does customers experience. DIGI always reminds their customers that choosing DIGI is the smartest choice. DIGI is also well known for yellow man and the logo sign is yellow. To show the unique of DIGI, even the store is painted yellow and it really strikes out the customers view. An effective positioning includes a deep understanding of the competitors’ products as well. DIGI should differentiate their advantages to excel among the competitors. DIFFERENTIAL ADVANTAGES/WEAKNESSES (SWOT ANALYSIS) SWOT analysis is where helps DIGI to understand their strengths and weaknesses, find business opportunities and prevent those upcoming threats. A successful SWOT analysis helps DIGI to seek opportunities and then accomplish them, knowing company’s weakness and then manage them nicely can avoid any up coming threats. SWOT analysis for DIGI is as below: STRENGTHS DIGI always remind their customers that choosing DIGI is always the smartest choice. DIGI always provide smart plans based on customer affordability. Whenever a new electronic device launched into the market, just to catch up with the digital era, new packages will be introduce. Just like when LTE has been introduced to the world, not long then DIGI introduce LTE package to customers. DIGI also has its own customer loyalty. As nowadays, teenagers or even fresh graduate will choose DIGI for its reasonable and affordable rate along with DIGI rarely network failure happens compare to other network communications company. WEAKNESS DIGI telecommunication actually doesn’t have its own satellite yet they still need to rely MAXIS for renting satellite. It would be more appropriate that DIGI can afford a satellite on its own. Their customer service should be  enhance as networking tool its important nowadays, it will cost losses for the businessman who all of the sudden lost contact from the vendor or customers. This will unfortunately causes law cases to the company as the customer will then sue DIGI for network failure causes him all his losses. The customer service staff needs lots of training as well as their have to face many anger customers that have problems with their phone network. It will always be good that DIGI coverage covers more rural areas because they’re its still places where DIGI coverage will not able to covered. OPPORTUNITIES In the network company, due to the enhancing of electronic gadgets, more and more opportunities will automatically come towards DIGI. Once a hand phone gadget like Apple or Samsung launched a new series of smartphones, DIGI will promote along phone packages with the purchase of the hand phone. It wills attracts lots of people who have not owned a hand phone as it includes everything. DIGI telecommunications also provides usage until overseas and they also provide some reasonable overseas rate. Other hand phone supplies will also come to them for cooperation to promote their new series of electronic devices along with providing DIGI telecommunications business opportunities’. On the other hand, DIGI also provides broadband as well and it provides conveniences for businessman to uses DIGI broadband anywhere for their electronic portable computer or even provide Internet line using phone coverage to provide 3G for electronic tablets. THREATS Malaysia has an intense of competition within Telecommunications Company. Many newly entered Telecommunications Company tries to fight for s status within the market but unfortunately fail and ended up bankruptcy. They are MAXIS, DIGI, CELCOM and UMOBILE Telecommunications Company that manage to fight for years within Malaysia and managed to survive. DIGI also frequents faces imitations. When a brand new service or products is launched, a similar service packages will also be provided to the customer from the competitors. Everyone wants to grab these business opportunities but ended  up provide chance for the customer to compare which telecommunication company provides the most reasonable and yet more services for them to enjoy. Because its digital era, all those gadgets staff will obsolete quickly so the market demand its actually very seasonal. When some new stuff is newly introduced, many people wants to get their hand into it, but after a period of time, customer will then gain no more interest in purchasing or even introducing to other people anymore. RECOMMENDED OBJECTIVES AND GOALS In order to achieve the objective, it is crucial for the company to find funds for the company operations. DIGI has to get a strong stand in Malaysia/s market share in order to achieve long term business operation. DIGI has to try to improve their telecommunications skills to provide a better quality of life for the customers and also to improve their ways of living to more digital. DIGI already has its vision of its own that an Excellency of service providing will lead to committed and energetic employees that makes the whole company running fluently. DIGI’s mission is to satisfy customer’s individual needs of requirement for their own communication, connectivity and also their Internet access. The company also successfully bonds its staff together can they grew within a healthy environment and each of them fulfills their duties tremendously. DIGI also provide appropriate returns to their shareholders and they have played am important in improving Malaysian’s lifestyle by providing up to date telecommunications services. In the long term, DIGI will try their best to increase share values by giving innovations and best telecommunication services to the Malaysian’s market. RECOMMENDED MARKETING STRATEGIES AND PROGRAMS DIGI telecommunication competitors are MAXIS telecommunication. In order to be successfully within a market, it is also important to study competitors marketing strategy as well. DIGI has successfully established Excellency, so DIGI will continue to make things simple so that they can understand their customers truly. They also can try to balance the cost optimization exercise  just to meet higher levels of customer satisfaction. Because this is digital era, it is also important to continue improve the system by relooked at all of the business process and activities that already have been done and try to improve them by making them much more efficient. CONCLUSION In conclusion, the best and appropriate strategy for DIGI Telecommunications is product development strategy. This is because that developing new and improved products in the future or even modifying existing product and services can make them more outstanding appearances compared to the competitors. With the up to date service network provider, DIGI can continue operates smoothly by providing excellent service to the customers. This plays an important role in the long term for DIGI. Unfortunately it will still remain highly competitive due to technology advancement and competitor’s spirit, as long as DIGI keep developing and modifying, DIGI products and services will attract more and more subscriber’s customers. The point is the most important for the global consumer as the usage of mobile network is extremely important in daily life nowadays. REFERENCES Hasan Cavusoglu , Nan Hu , Yingjiu Li , Dan Ma, Information Technology Diffusion with Influentials, Imitators, and Opponents, Journal of Management Information Systems, v.27 n.2, p.305-334, Number 2 / Fall 2010 Boon Kiat Loh , Khai Lun Koo , Kee Fai Ho , Rosnah Idrus, A review of customer relationship management system benefits and implementation in small and medium enterprises, Proceedings of the 12th WSEAS international conference on Mathematics and computers in biology, business and acoustics, p.247-253, April 11-13, 2011, Romania Hui-Min Lai , I-Chun Lin , Ling-Tzu Tseng, High-Level Managers’ Considerations for RFID Adoption in Hospitals: An Empirical Study in Taiwan, Journal of Medical Systems, v.38 n.2, p.1-17, February 2014 Yu-Chung Hung , Yu-Hsin Lu, The inhibitory factors of implementing internet banks, International Journal of Electronic Finance, v.2 n.4, p.419-432, December 2008 Yu-Hui Chen , Chung-Feng Liu , Hsin-Ginn Hwang, Key factors affecting healthcare professionals to adopt knowledge management: The case of infection control departments of Taiwanese hospitals, Expert Systems with Applications: An International Journal, v.38 n.1, p.450-457, January, 2011 Deepinder Bajwa , L. Lewis , Graham Pervan , Vincent Lai , Bjà ¸Rn Munkvold , Gerhard Schwabe, Factors in the Global Assimilation of Collaborative Information Technologies: An Exploratory Investigation in Five Regions, Journal of Management Information Systems, v.25 n.1, p.131-166, Number 1 / Summer 2008 Ing-Long Wu , Cheng-Hung Chuang, Analyzing contextual antecedents for the stage-based diffusion of electronic supply chain management, Electronic Commerce Research and Applications, v.8 n.6, p.302-314, November, 2009 Shih-Jung Hsiao , Yi-Chang Li , Ying-Ling Chen , Hsi-Ching Ko, Critical Factors for the Adoption of Mobile Nursing Information Systems in Taiwan: the Nursing Department Administrators’ Perspective, Journal of Medical Systems, v.33 n.5, p.369-377, October 2009 Robert G. Fichman, The role of aggregation in the measurement of IT-related organizational innovation, MIS Quarterly, v.25 n.4, p.427-455, December 2001 Ing-Long Wu , Ching-Hui Chang, Using the balanced scorecard in assessing the performance of e-SCM diffusion: A multi-stage perspective, Decision Support Systems, v.52 n.2, p.474-485, January, 2012 Joseph K. Nwankpa , Yaman Roumani , Alan Brandyberry , Alfred Guiffrida , Michael Hu , Murali Shanker, Understanding the Link Between Initial ERP Systems and ERP-Enabled Adoption, Information Resources Management Journal, v.26 n.4, p.18-39, October 2013 Patrick Y. K. Chau , Kar Yan Tam, Factors affecting the adoption of open systems: an exploratory study, MIS Quarterly, v.21 n.1, p.1-24, March 1997 Kevin Zhu , Kenneth L. Kraemer , Sean Xu, The Process of Innovation Assimilation by Firms in Different Countries: A Technology Diffusion Perspective on E-Business, Management Science, v.52 n.10, p.1557-1576, October 2006 Sanghyun Kim , Gary Garrison, Understanding users’ behaviors regarding supply chain technology: Determinants impacting the adoption and implementation of RFID technology in South Korea, International Journal of Information Management: The Journal for Information Professionals, v.30 n.5, p.388-398, October, 2010 Mary B. Prescott , Sue A. Conger, Information technology innovations: a classification by IT locus of impact and research approach, ACM SIGMIS Database, v.26 n.2-3, p.20-41, May/Aug. 1995 Chi-Hung Lin , I-Chun Lin , Jin-Sheng Roan , Jehn-Shan Yeh, Critical Factors Influencing Hospitals’ Adoption of HL7 Version 2 Standards: An Empirical Investigation, Journal of Medical Systems, v.36 n.3, p.1183-1192, June 2012 Sophia Zioupou , Zacharoula Andreopoulou , Basil Manos , Fedra Kiomourtzi, Business information systems BIS adoption in agri-food sector and the ‘transaction climate’ determinant, International Journal of Business Information Systems, v.15 n.1, p.65-83, November 2014 Dorothy G. Dologite , Elaine R. Winston, Achieving IT Infusion: A Conceptual Model for Small Businesses, Information Resources Management Journal, v.12 n.1, p.26-0, January 1999 Geoffry S. Howard , Cynthia P. Ruppel, Facilitating Innovation Adoption and Diffusion: The Case of Telework, Information Resources Management Journal, v.11 n.3, p.5-16, July 1998 Shin-Yuan Hung , She-I Chang , Chi-Ping Ting, Understanding the key success factors of RFID use in Supply Chain Management: a Delphi study, International Journal of Mobile Communications, v.8 n.3, p.313-333, May 2010 Cynthia P. Ruppel , Susan J. Harrington, Telework: an innovation where nobody is getting on the bandwagon?, ACM SIGMIS Database, v.26 n.2-3, p.87-104, May/Aug. 1995 Ing-Long Wu , Cheng-Hung Chuang, Examining the diffusion of electronic supply chain management with external antecedents and firm performance: A multi-stage analysis, Decision Support Systems, v.50 n.1, p.103-115, December, 2010 Sigi Goode , Kenneth Stevens, An analysis of the business characteristics of adopters and non-adopters of World Wide Web technology, Information Technology and Management, v.1 n.1-2, p.129-154, 2000 Gwanhoo Lee , Weidong Xia, Organizational size and IT innovation adoption: A meta-analysis, Information and Management, v.43 n.8, p.975-985, December, 2006 Tung-Ching Lin , Yi-Cheng Ku , Yu-Shan Huang, Exploring top managers’ innovative IT (IIT) championing behavior: Integrating the personal and technical contexts, Information and Management, v.51 n.1, p.1-12, January, 2014 Jun Xu , Mohammed Quaddus, Examining a model of knowledge management systems adoption and diffusion: A Partial Least Square approach, Knowledge-Based Systems, 27, p.18-28, March, 2012 Ranjit Bose , Xin Luo, Integrative framework for assessing firms’ potential to undertake Green IT initiatives via virtualization – A theoretical perspective, The Journal of Strategic Information Systems, v.20 n.1, p.38-54, March, 2011 Susan K. Lippert , Miles Davis, A conceptual model integrating trust into planned change activities to enhance technology adoption behavior, Journal of Information Science, v.32 n.5, p.434-448, October 2006 Mumtaz Abdul Hameed , Steve Counsell , Stephen Swift, A conceptual model for the process of IT innovation adoption in organizations, Journal of Engineering and Technology Management, v.29 n.3, p.358-390, July, 2012

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.