Overview of Maxis Communications
Discuss about the International Marketing Management for Maxis Communications.
The purpose of this report is to provide brief overview about the international market expansion of the company Maxis Communications. The company is based in Malaysia and wants to expand their scope of business in the international market. As the international marketing consultant organization, the company is being asked to provide the help the Maxis communications to gain information about the strategic planning approach in international marketing campaigns. The below mention report explains the importance of strategic planning approach in an organization and various international strategic planning models as well(Kotler 2015).
Further, the latter part of the report talks about the implementation of international strategic planning process in the Maxis organization. Further, it should be noted that strategic planning is an important approach that helps organization gain efficiency and expand their scope of business in international market as well. With the help of strategic planning an organization can easily place them in different market. As the Maxis communications wants to expand in international market of Australia, so the report prepared by the consultancy will help the organization to implement their international activities and earn reputation in the different market. Further, more details about the report are discussed below:
Maxis Berhad is a communication service provider organization based in Malaysia. The company is headquartered in Kuala Lumpur, Malaysia and is providing many communication products, services and applications to the customers present in the market. Major shares of the company are held by Ananda Krishnan. Further, the organization has more than 11.6 million subscribers worldwide. The company was founded in the year 1993 and was listed in 2009. Usaga Tegas is the parent company of Maxis Telecommunications. The company has 100% 4G population coverage with minimum strength signal in Klang Valley (Maxis 2018). Further, it should be noted that the company is keen in providing innovations in the telecommunication sector to the people of Malaysia. The vision of Maxis is to provide excellence in the products and services which they offer to people and Maxis aims to take the leadership position in everything that they do.
The company serves its activities in Asia, excluding Nepal and Korea DPR, and South America including Peru and Chile. The company earned the revenue of MYR 8,696 million in previous year that shows that the company is in good state to work and expand their business in the international market (Maxis 2018).
Significance of Strategic Planning
Strategic planning is an important aspect of the business that helps them in attaining knowledge of activities that they want to initiate for the future prospects of growth. But the activities of strategic planning changes when the organization is planning to expand their activities in a different international market of Australia. Further, below mentioned are the details of international strategic planning models and principles and its importance as well (Strauss, and Frost 2016).
Global strategic planning is a process that helps the management of the organization to evaluate the internal and external environment and make decisions in such a way that it becomes easy for them to achieve long term growth in the different market. Further with the help of below mentioned model, the company Maxis can plan to secure their position in the market of Australia:
Step1: Review and develop a vision and mission
The company Maxis should evaluate the interest of the stakeholders present in the industry so as to align them with the objectives prepared for the organization. The vision and mission statements prepared for the company should involve the interest of stakeholders and it should ensure that the challenges are overcome with the use of them (West, Ford, and Ibrahim 2015).
Step2: Business and operational Analysis
The most important aspect of strategic planning is to understand the internal functions of the business. The SWOT analysis would help the company relate the strengths and weakness of the company with external outcomes present in the market.
Step3: Develop and select strategic option
The company should then implement various strategies keeping in mind the vision, mission (step 1) and the internal analysis (step 2) of the company. His will also help the company to apply several tools in order to grow and expand in international markets (Lasserre 2017).
Step4: Establishment of Strategic Objectives
Under this step the company can easily see a picture of the activities of the organization. So, the company should then select one strategic objective. The objective identified should be a SMART objective. SMART refers to Specific, Measurable, Achievable, Realistic, and Time-bound. This process will also provide ease to the organization in initiating communication.
Step5: Executive of Strategy
The company should now focus on the implementation plan of the strategic objective. Implementation is very important for the organization as weak implementation will make all the above step ineffective. Under this step the company should prepare a deployment plan to executive these strategies (Bryson 2018).
International Strategic Planning Models and Process
Step6: Resource Allocation
The company should select and allocate the resources that are present in the area where the company is expanding. The company should procure all the available resources and induce them in the systematic performance of the organization.
Step7: Execution Review
Effective strategy deployment is one of the key success factors in the global external environment. The company should constantly review the progress and decisions implemented by the organization (Bryson, Edwards, and Van Slyke 2018).
Further, in order to implement the global strategic approach for the Maxis Communications, the company needs to understand various principles related to the process. These principles are discussed below:
- Leverage Strength: With the analysis of the internal strengths and weakness, the company should in build all the strengths in the process and should not try to change the activities organization into something else. The company should work on their core feature and deliver output of those activities to the customers present in the market so as to increase their satisfaction level (Cassidy, 2016).
- Communicate: Communication is the key to success; it is the basic principle that should be initiated by organization while conducting every business activity. The company should not let rumors destroy their image and they should keep the employees involved in future upcoming decision and activities of the organization.
- Be flexible: The process of strategic management is diverse and a continuous process. Thus, in order to keep the activities efficient, the organization should initiate flexibility in the company. They should be prepared for the competition coming upto them and the adverse market conditions as well. Centralizing all the activities and decentralizing the responsibility will increase the effectiveness of the global strategic planning process (Hill, Jones, and Schilling 2014).
- Right Goal: With the use of this strategy, the company should set up their priorities and make them their goals that they have to achieve. Setting up priority will provide more emphasis to the goals and objectives of the company. Also, these goals should be right and justified in nature, they should not harm the interest of ay stakeholder of the company. With this principle, more will get done with less stress.
- Distinctive value proposition: An organization aiming for expansion can earn reputation in the market only when they distinctive provide value proposition in products and services they offer. This will help the organization to easily succeed in the target market (Slack 2015).
From the above analysis, it should be noted that strategic planning is an important concept that helps the business in gaining knowledge about the international environment and growing sales as well. Further, an elaborative discussion of the potential benefits of the use of strategic approach in international planning for Maxis communications is discussed below:
- Establishment of directions: The strategic planning approach helps the business in establishing goals and objectives that will help them to grow repeatedly in the external market. This process clearly defines the purpose of the organization that aligns the perspective of stakeholders along with the fulfillment of organizational objectives. It should be noted that strategic planning provides base to the organization according to which the company can measure their growth and boundaries as well (Wheelen, et. al., 2017).
- Helps in effective decision making: As with the help of this process, the company gains objectives, thus it gives an advantage to the company to make effective decision for the organization on the basis of the vision and missions of the company. It protects the company from taking any decision that can negatively influence their growth.
- Create longevity of business: A good strategic planning creates longevity for the business. It helps the business gain value proposition that further helps the company in creating long term effect on the mindset of customers present in the market. This process helps the company to effectively focus on right objectives (Morecroft 2015).
- Increase profitability and market share: Focused planning strategic thinking helps the business process in acting according to the available market conditions and successfully gain appreciation in the market as well. Further, this process helps the company in providing products and services to the customers according to their expectation. This is the main factor of increasing profitability of an organization (França, et. al., 2017).
The international strategic planning process is totally different from an ordinary planning process as this process helps an organization in achieving success in diverse situations as well. On comparing the system focused strategy (used by Maxis Communication) with other issue focused strategy, it was analyzed that this strategy provides best results to aiming to expand their scope of activities. As the system focused strategic is a comprehensive approach that helps the business in understanding all the dimensions of their business and then initiating activities to support the business (Gollenia 2016). Whereas on the other hand issue focused strategy on only focuses on the situational analysis. So, it can be concluded that the issue focused strategic planning is a part of the system focused approach as it approach focuses on the internal and external capabilities to explore. Further, the system focused approach eliminates the complex actions of the business and modify them in such a way that it becomes easy for the employees to implement them. Whereas the issue focused strategy is a reason due to which complex actions are initiated in the business. Further, it should be noted that the system focused strategy induces resources and capabilities in the activities of business that helps them in achieving value creation in the environment. Whereas the issue focused strategy only focuses on the challenges attracted to the business and aims to rectify them (Kerzner, and Kerzner 2017).
Thus, it should be recommended that the system focused approach is best suited to the Maxis Communications as it will effectively help them to communication with the employees and initiate activities for the betterment of the customers of the market. This approach helps in identifying the organizational capabilities and adequately implying in the business model to increase the satisfaction level of customers present in the market.
Principles of Global Strategic Planning
Market research is the key aspect that helps the business in gaining knowledge about the market of the country in which they are going to expand. Market research is the initial activity on the basis of which an organization initiates strategies in the business (Armstrong, et. al., 2015). Further, the below mentioned is the information about international marketing research planning process that can help a business to effectively expand in international market:
The international marketing research planning framework is discussed below:
Step 1: Defining the market
Under this step, the researchers analyze the market and then define the structure of the market in which the company is aiming to enter. Under this case, Maxis communication will analyze the market of Australia; the company will define the market size, structure, population, stages of development, use of technology and innovation etc. After analyzing the structure of the market, the company will then evaluate the product concepts and the availability of resources related to the products and services provided by the company. With effective market research, the company will evaluate the importance and availability of the products in the current environment. This will help the company to gain information about the competitors present in the environment (Babin, and Zikmund 2015).
Step 2: Development of research plan
Under this step, the company will determine specific information needs. The company changes the research objectives into specific information needs that can help them in succeeding in international environment. The company will initially gather primary and secondary information; this information will further help the company in developing the strategic plan. Research plan is the initial process on the basis of which the company prepare strategic plan for the expansion process of the organization.
Step 3: Implementation of research plan
The company should adequately fulfill all requirements of this plan. Under this process, the initially identify the internal and then industry as with the help of this process the company will get to know that whether they have to initiate implementation plan or not. The research plan is expensive so it should be done wisely. The research plan should not be biased; it should successfully eliminate all the errors and provide a summarized form of the detailed analysis of the international environment. Short cuts and mistakes should be avoided by the company Johanson, and Mattsson 2015).
Step 4: Interpreting and reporting the findings
This is the last and most crucial part of this framework as under this step, the company views all the information gathered by the management through this process. The researchers and managers work together work at stage to find the deviations that can hinder the growth of the company in external market. Also, with the help of this process, the company understands the issues and form possible measures that are included in the business model of the company (Luxton, Reid, and Mavondo 2015).
Recommendations for Maxis Communications
As discussed above that marketing research is a crucial process, so the company should consider the below mentioned principles will conducting the international marketing research.
- The researcher initiating the research of a country should not be showing any negativity in the research just because of their biased views. The researchers should put into the analysis the information that they have received from the market capabilities. No, presumptions should be made and presented to the management.
- The analysis should evaluate in the simplest form. No complex language should be used by the researchers for the explanation of any activity. Both primary and secondary information should be used in the process of research (Roh, Hong, and Min 2014).
- The research should adequately address the basic issue, it should be comprehensive. The managers should not feel the need to research again in order to seek adequate preventive measures for the problem statement. The research should show all the negative and positive aspects of the environment.
- The research should not be based on any unauthentic source, it should relevant and the researcher should use authentic sources. Blogs or personal views of people should be avoided on priority basis (Lagat, and Frankwick 2017).
Market research is the basic and most crucial aspect of the international marketing process. As this process only provides detailed information of the market in which the company is going to expand. Without having prior knowledge about the country and the target audience, it is difficult for an organization to formulate a successful action plan. Thus, with the help of strategic planning market research, organization gain information about the valuable aspects that the company should consider while implementing their strategic planning approach for expansion. Further, it should be noted that market research provides a support to the international strategic marketing activities (Bailey 2014).
On comparing the above mentioned marketing research framework with other framework, it is evaluated that this research provides a detailed view of all the details that can help the company in achieving and affect the growth of the company as well. Whereas other researches are full and complete solution of the questions raised in the minds of the management. It is important for the research to be comprehensive so that it can successful support the actions of the company in the target market and help in solving the problems as well (Villar, Alegre, and Pla-Barber 2014).
Thus, it is recommended to the company Maxis that they should not miss the research step as it will help them in gaining knowledge about the market in which the company is going to expand. As the company Maxis is new to the environment of Australia, so a detailed comprehensive research plan will help them in gaining information of the target market and areas from where the company can allocate their resources at cheap prices. Lastly, this process will also help the company in gaining information about the level of competitions present in the international market.
Conclusion
Thus, in the limelight of above mentioned events, it should be noted that international strategic planning and research both are important tools that helps a business in expanding their scope of business. The process of international strategic planning will provide a roadmap to the company Maxis moving on which can help them to create goodwill in the international market. This process will help the company in attaining value proposition in the target market. International strategic planning process combines the internal and external activities and creates objectives for the organization to fulfill. Further, international strategic marketing research will help the company in gaining information about the market attributes. With such information, the company can successfully implement activities that align with the objectives of target audience and gain success. Thus, the report successfully fulfills the requirements of the task.
References
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