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Case Study Of Celcom

Satisfactory Essays

Question (A) 1. BACKGROUND OF CELCOM AXIATA • Established in 1988 under a different name and group of shareholders, Celcom is the oldest mobile telecommunications provider in Malaysia. The company has gone through various corporate exercises before finally settling into its current form in 2003 when it was bought over by Telekom Malaysia(TM) and merged with its mobile unit, TMTouch. TM then proceeded to separate Celcom from its fixed-line businesses in 2007, and listed the company on Bursa Malaysia a year later. Celcom is now one of the leading mobile telecom/internet providers in the country with close to 12.3 million customers and as part of Axiata Group, is amongst Asia’s largest, spanning over 9 countries. Currently, Celcom has the widest and most extensive network coverage offering 2G, 3G, and 4G LTE services on its wide range postpaid and ‘Xpax’ prepaid brands. In line with the Group corporate vision of “Advancing Asia, Bringing Together Connectivity, Technology and People”, Celcom is committed to fulfil communication needs of local populations in the region with affordable yet innovative digital products/services through its diverse portfolio in mobile network and infrastructure. In pursuing its goal to become “A New Generation Telco” by 2020, Celcom aims to piece together the …show more content…

The company’s business values set the tone for the decision-making process in any BLS. Also known as generic strategies, the purpose of BLS is to ‘differentiate’ between position of that company vis-à-vis the actions of its rival firms. A company must consciously make an option to either ‘Perform activities differently’ or ‘Perform different activities’. BLS is pursued by individual business unit of a company, e.g. in a telco case, mainly by Postpaid and Prepaid segment

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