SERVICE STRATEGIES

One of the important strategies for product labeling is the brand or service strategy. Brand
strategy can be defined as a long -term plan between departments for a brand to achieve a
specific goal. It is said that a successful brand strategy must be well planned and
implemented in all business functions until the goal can be achieved. While this may seem
simple in theory, creating a heart -winning brand strategy in a market full of strong
competitors can be more challenging than it appears on first impression. There are several
world -renowned brand strategies. One of the best brand strategies is PEST Analysis. PEST
analysis means that political, economic, social and technological is a method of management
in which an organization is able to assess the key external factors that influence its operations
in order to be more competitive in the market. As the acronym explains, these four areas are
central to this model. Maxis companies use this brand strategy as their strategy to attract
customers.

a) Political Enviroment

In this case, governmental policies of Malaysia helps the Maxis communication in order to
introduce the new technologies and it also helps to reduce the external cost because the
simplified governmental policy helps the organization to expand the business. In addition to
that, the tax structure of the Malaysian government helps the organization to reduce the cost
and in addition to that, the organization can be able to earn maximum profit and for which the
Maxis Communication can be able achieve the higher growth rate. Apart from this, the
political stability in Malaysia helps to expand the business of the organization. The political
situation will play a significant role in the growth strategy of the organization. The
government of Malaysia is helping the organization like maxis communication. In this case,
they are reducing the tax pressure from the company for which they can be able to achieve
the growth rate.In addition to that, the organization is also reaping the harvest of the
governmental policies by achieving the subsidies.
b) Economic Factors

In this regard, the interest rate of the Malaysian government is helps the organization to
achieve the higher growth rate and it helps the organization to invest more in order to expand
the business. The disposable income of the country is much higher, for which the Maxis
communication is able to earn higher income the organization is able to provide the services
to the all over country. As a result, of this, the Maxis Communication can be able to earn
maximum revenue. The GDP growth rate of the Malaysian economy also helps to expand the
business of the organization. The economical condition of the Malaysia help the organization
to gain more customers and the profit margin of the company has increased.

c) Socio-cultural Factors

Due to increase in population of Malaysia, the Maxis Communication is able to expand their
business because the number of customer has increased. In addition to that, the organization
is able to earn more income and apart from this, the due to the change in the culture the
communication style has also changed for the use of internet has increased in Malaysia and
the service user of the cloud computing is also increasing for which the business of the Maxis
Communication has increased. In addition to that, the data consumption of the customers has
also increased which is one of the main cause for which the organization can be able to earn
higher revenue.

d) Technological Factors

Due to enhancement of the technology, the Maxis communication is able to provide the 4G
LTE services to the Malaysian customers and as a result of this the organization can be able
to enhance international communication process. In this case, the organization has spent huge
money on research and development and it emphasizes on the innovation strategy of the
organization. As a result of this the Maxis Communication has achieved the 3 rd position
among all the service providers in Malaysia. In addition to that, due to the huge spending on
research and development the organization is able to enhance the service quality for the users.
In order to achieve the growth sometime the organizational authority import the technologies
in order to provide the best services to their customers.
 Maxis Service User
9%

Yes
No

91%

For certain customers, many use maxis services compared to other services. This is because
Maxis focuses on offering mobile and fixed broadband bundles with differentiated device
membership programs and multi -platform experience packages to enrich the digital lifestyles
of their customers. The percentage who agreed maxis service user was 91%.

Meanwhile, 9% of customers say maxis services are not worth it because maxis does not
provide network everywhere. Customers find it very difficult and this makes them less
interested in using the service.
 How Long Their Using Maxis Service
10%

1 - 4 years
5 - 8 years
9 above
32%
58%

The highest frequency at which customers use maxis services in one to four years is 58%.
The second highest percentage is 32% with maxis service usage within five to eight years.
Customers who used the top maxis services in nine years accounted for 10%.

How Maxis Service Influenced Their Purchase Decision

To Choose Maxis
8%

Product & Services

Price
19%
40% Place
Payment Method

32%

Maxis services influence a customer’s purchasing decision to choose maxis in a number of

ways, namely the provision of products and services, pricing, provision of a network in a
place and payment methods. From this pie chart, we can see how maxis services can
influence customers to choose maxis. The provision of products and services from maxis has
attracted customers to use maxis which is 41%. This shows that customers are satisfied with
maxis service. In addition, the price has reached a percentage of 32% compared to the place
and method of payment which recorded 19% and 8% respectively.

Where Their Hear About Maxis Services

17%

2% Television
Radio
Newspaper
48% Website
Social Media

33%

A large number of people hear about maxis services through television, radio, newspapers,
websites and social media. For social media has reached the highest percentage of 48%. This
is because nowadays a lot of people use social media. The second highest percentage is
through websites which is 33%. The third highest is 17% which represents television. This is
because they watch less television because of social media services. The lowest percentage is
2% which is through radio.
 Who Influenced Their To Use Maxis Services
5%

36% Individual
28% Friends
Family
Reference Group

31%

Customers who are influenced by individuals to choose maxis have recorded the highest
percentage of 36%. The second highest influencing customers to remain loyal to this maxis
service was friends which recorded 31%. And the rest, families recorded 28% and the lowest
was the reference group which recorded 5%.