Marketing Management - Digi

3738 Words15 Pages
Question : Select any marketing model of your choice, explain its functions and advantages and then apply it to a market segment with which you are familiar. Table of Contents 1.0 Introduction………………………………………………………………… page 3 1.1 Ansoff Matrix 1.2 Advantages of Ansoff Matrix 2.0 DiGi Telecommunications Company Portfolio…………………………….page 5 2.1 Ownership 2.2 Top 10 Shareholders 3.0 DiGi’s Marketing Strategy (Ansoff) ……………………………………….page 7 3.1 Market Penetration 3.2 Market Development 3.3 Product Development 3.4 Diversification 4.0 Marketing Mix (4Ps) ……………………………………………………….page 12 4.1 Price 4.2 Product 4.3 Place 4.4 Promotion 5.0 Feedback…show more content…
[1] In 2006, DiGi’s revenue was recorded at RM 3.65 billion and the figure rose to RM 5.4 billion in 2010. DiGi’s sister company, Pay-by-Mobile Sdn Bhd deals with electronic financial services and DiGi Tel’s subsidiaries are DiGi Services Sdn Bhd and Djuice.com Sdn Bhd. [2] As of March 2011, Digi has been recognised as Malaysia’s Most Valuable Telecom Brand by Brand Finance. The company is in the top three rankings in the ASEAN region, right after Singtel and Telkom Indonesia and has reportedly said to have an increase of 16.62% in brand value over financial year 2011. Should comparison be done between mobile telecommunications providers in Malaysia alone, Digi will top the list followed on by Celcom and then by Maxis. [3] Figure 2 : Corporate Structure for DiGi 2.1 Ownership DiGi Telecommunications is owned in majority by Telenor ASA of Norway with about 49% ownership of total shares in the company itself. DiGi is also listed on the Bursa Malaysia under the Infrastructure category act. [4]It has a paid up capital of RM77.75 million and a market capitalization of approximately RM 16.8 billion as at April 2009. 2.2 Top 10 Shareholders | |Top 20 Shareholders as at 18 March 2011 |No of Shares |Percentage | | | | |% | |1 |Telenor Asia Pte Ltd
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