Decent Essays
Part 1
1.1 Axiata Company profile
1.2 Company mission and Organization Chart
Part 2
2.1 Axiata products
Models Analysis
2.2 Ansoff Matrix
2.3 Pestle Analyis
2.4 Product life cycle
2.5 The BCG matrix(applied by the Company)
2.6 The 5 forces
2.7 The generic Strategies
2.8 Axiata Competitors(Robi) and SWOT analysis
Part 3
Question 1
Question 2
Part 4
4.1 – General opinion about Axiata and suggestions

Axiata Group Berhad (AXIATA)
1.1 Axiata Company introduction and history
Axiata Group Berhad, an investment holding company, provides telecommunication and network transmission related services. The company offers, mobile telecommunication, passive infrastructure leasing, interconnect
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Robi has got the widest international roaming coverage among all the operators in Bangladesh.

2.2 Ansoff’s Matrix

Igor Ansoff was a Russian/American mathematician who applied his work to the world of business. His most famous work is the Ansoff Matrix. The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new markets. By using this Matrix,he was helping managers to assess the differing degrees of risk associated with moving their organisation forward.

Marketing strategies

Ansoff’s Matrix suggests 4 alternative marketing strategies which hinge on whether products are new or existing. They also focus on whether a market is new or existing. Within each strategy there is a differing level of risk. The four strategies are such as:

1. Market penetration – This involves increasing market share within existing market segments. This can be achieved by selling more products/services to established customers or by finding new customers within existing markets.

2. Product development – This involves developing new products for existing markets. Product development involves thinking about how new products can meet customer needs more closely and outperform the products of competitors.

3. Market development – This strategy entails finding new markets for existing products. Market research and further segmentation of markets helps to
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