Analysis of Di Gi Telecommuniction

Executive Summary
This paper focuses on DiGi Telecommunication Sdn Bhd, one of the key players in the telecommunications industry alongside Celcom and Maxis. DiGi holds a large subscriber base and is constantly growing its market share. DiGi offers a large variety and package options to
consumers. Sources of information used are credible and reliable journal articles, the company‟s
website and annual report, newspaper articles and relevant published books. A SWOT analysis is conducted to identify the internal and external influences on the organization. The strengths of DiGi are that its mobile plans are one of the cheapest in the market, product innovation is good and DiGi has attractive career development prospects for its employees. The weaknesses of DiGi are the lack of base stations causing poor network coverage,   poor customer service and slow dissemination of information to publics. As for the opportunities of DiGi, globalization is a positive advantage for DiGi, living standards in Malaysia are increasing and the number of foreign workers and international students are growing in the country. Threats faced by DiGi are the tight governmental regulations, strong competitors and high bargaining power of suppliers. Based on the SWOT analysis, two strat
egies are proposed; Strategy 1: „Low Price Plan‟ focus strategy and Strategy 2: „Best Quality Service‟ differentiation strategy. Strategy 1 is a mobile
plan catered for the growing niche market of foreign workers and students which offers cheap international call rates and more mobile internet capacity. Strategy 2 is mainly to improve the customer service of DiGi which is not currently at its best state. After careful evaluation of both
strategies, it is proposed that the „Low Price Plan‟ strategy is the be
st option out for the business as it requires lower monetary risks, while it takes a longer period of time to produce results for Strategy 2. Two managerial functions proposed to aid the implementation...