OPERATIONS MANAGEMENTCase Study

I.   ABOUT COMPANY Maxis Berhad was founded in 1993, headquartered in Kuala Lumpur,

Malaysia provides a variety of communication products, applications and value added services for consumers, large enterprises and small & medium business owners. Maxis Berhad is the leading mobile communications service provider in Malaysia with over 12.9 million subscribers as of 4th quarter 2013. The Group generated stable revenue of RM9.1 billion, up 1.3% over the previous year, on the back of growth in mobile Internet and data.

Maxis Berhad is the only integrated communications service provider and the first operator to launch 4G Long-Term Evolution (LTE) network on 1st January 2013.

It was the first to launch 3G services in Malaysia and it is known as Maxis3G.

Maxis mobile service is offered on a postpaid basis under the Maxis brand and via a prepaid format under the Hotlink brand. The use of these two distinct brands, underpinned by synergistic values, has enabled Maxis to develop its prepaid business successfully while maintaining growth in its postpaid segment.

It was the first operator to bring the Blackberry, Apple iPhone and Samsung to Malaysia.

Through their partnership with Astro, Maxis now offers fibre internet packages bundled with entertainment. This is made available to customers at home and on mobile devices.

II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS

Sales Growth

II. DROP IN MAXIS’ MARKET SHARE : ANALYSISQuarterly Result for 2011 & 2010

1Q 10(2,152)

2Q 10(2,191)

3Q 10(2,216)

decrease

II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS

II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS

International Gateway Segment in Revenue

REVENUE(Group) :

2010RM’000

2011RM’000

2012RM’000

International Gateway Services

404,921 155,841 195,420

III.   TELCO COMPANY ANALYSIS

III.   TELCO COMPANY ANALYSIS

IV.   STRATEGIES

V.   IMPLEMENTATIONS

VI.  COMPETITORS ANALYSIS

INTER-TYPE COMPETITION

Competitions among firms in different type of businesses but which both firms

selling the same product. Example: iPhone sales between Maxis

and other mobile shops

Competition among firms in the same type of business.

Example: Maxis and Digi from the same business field that selling the same

product and services.

INTRA-TYPE COMPETITION

VII. SWOT ANALYSIS

Strengths Weaknesses

Good network coverage around Malaysia

Have strong brand image and as merge as the market leader in Malaysia

Good deals and special offers for different age groups and also target groups

The oldest and biggest in terms of size and technology.

Provides reasonable plans and packages for all users

Always the first to introduce new mobile plans

All type of telecommunication and internet technology services.

Interruption of the line at certain areas

Bad customer services

Deals and offers are limited to certain time and area only

Users tend to switch to other telco with the existing number remains with no extra cost.

Lack of MAXIS centers to enquire information or to pay bills.

For broadband, speed is good during the first 7 days after activation, then the speed goes slower later on.

Opportunities Threats

New technology is developing like mushrooms, so when there are new telecommunication gadgets, there will be opportunities to explore in.

Growth of people using hand phones and internet services provides more market opportunities.

Expanding their business to overseas

Building more MAXIS centers especially suburban areas

New events and occasions to be sponsored

Growing market where many exiting telco company plus new emerging telco company are competing with MAXIS.

Maxis customer switch to different telco in terms to enjoy the service and benefits by their competitor

New rules stating that all the hand phone users must register their number to their own respected telco centre

Financial crisis, economical issues or natural disaster

VIII.   CONCLUSION

With technology constantly evolving, Maxis is focusing on delivering outstanding network

quality, an unmatched customer experience and innovative products, positioning itself for

high performance and growth.