For a company to thrive today, strategists must find ways to increase the organization's ability to read and react to industry and market changes.
The companies chosen for this task vary by industry: a famous automobile manufacturer (Ford) a bank going through a merger (Compass) and a start-up software company (DawningStreams). Emphasis must be placed on their adaptability in strategic analysis and their adaptability in strategic management of business organizations. The organization must have a strategic management model.DawningStreams is a software company; they will need to monitor those companies who would be their competition to ensure their product offers better functionality. Some companies are even recreating full-fledged strategic-planning groups. United Parcel Service expects to spin out a new strategy group from its marketing department, where strategic plans are now hatched.
Ford Motor Company – Socio-cultural
Ford Motor Company embraces the socio-cultural changes taking place to allow the company to move in the right direction with respect to attitudes in the society. Ford Motor Company will continue to use the socio-cultural factors to drive the business and enjoy future success.
Ford Motor Company – Legal –
Ford Motor Company with regard to the Environmental Protection Agency adheres to the legal aspect of environmental scanning. Ford Motor Company accepted an award in March 2007 from the Environmental Protection Agency called the Energy Star 2007 Partner of the Year Award in Energy Management. Due to the environmental scanning that takes place at Ford Motor Company the company will use the information that is collected and continue in this direction.
Ford Motor Company – Technology –
Another environmental scanning tool that Ford Motor Company monitors and uses would be the technological portion. The company has invested $1 billion in the latest technology for flexible manufacturing.
The technological changes that are being embraced by Ford Motor Company through environmental scanning enables the company to experience huge cost savings through new product launches and 50 percent reductions in cycle changeovers along with waste reduction. The environmental scanning of technology that is performed by Ford Motor Company has allowed the company to have positive outcomes in efficiency while remaining a competitive company in the industry through cost savings and continuous improvement.
Compass Bank- Political -
Compass is a $34 billion Southwestern financial holding company that operates 415 full-service banking centers in Alabama, Arizona, Colorado, Florida, New Mexico and Texas. Compass provides a broad array of products and services through three primary lines of business – Corporate Banking, Retail Banking and Wealth Management.
Compass Bank – Technology –Some, if leveraged by a company within an industry before competitors use it, may even provide a competitive advantage.
Compass Bank – Competition –
DawningStreams - Competitors –
DawningStreams – Political -
DawningStreams - Technology/Intellectual Property –The research implies that company size plays an essential part in the way senior management views security. United Parcel Service expects to spin out a new strategy group from its marketing department, where strategic plans are now hatched. Zions makes small deal, cites growing Arizona market. Ford Motor Company (2006). Ford Motor Company. Retrieved March 2007,(2006). Ford implements advanced laser marking. Strategic Management: Formulation, Implementation, and Control. The McGraw-Hill Companies. Retrieved March 30, 2007 from EBSCOHost Database. Retrieved March 27, 2007 from the Bureau of Industry and Security Website at Watson, G. (2003) Business Environmental Scans for Intellectual Property Strategy (PowerPoint Presentation). Retrieved March 28, 2007 from the Oklahoma State University website at ,1,Business Environmental Scans for Intellectual Property StrategyFor celcom, communication is a serious business. This is why we have mainly products and service geared toward maintaining business voices. This products and services includes business prepaid plan, business supplementary plan, business post-paid plan and business satellite. A major challenge facing celcom is how to increase profit and maintain their competitive advantage in the Malaysian market. (Celcom Official Website, 2009)The plan focuses on the company's growth, strategic analysis suggesting ways in which it can build on existing customer relationship and launching of the new product and/ or services targeted to specific customer niche. Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments, the small business and high-end home office users, in our local market.
2.0 BUSINESS MISSION AND VISION
- To delight our customers. (Celcom Official Website, 2009)
- large travel agencies or holiday planners
- Niche market of business travellers
- Direct consumer market of hand phone user.
In business for twenty years, celcom was founded as a telecommunications service provider and has evolved into high quality telecommunications provider across the Malaysian market. Dato' Sri Jamaludin Ibrahim was appointed as director/chairman of celcom (Malaysia) berhad on 25 April 2008. (Celcom Official Website, 2009)
2.1 MARKET SUMMARY
The competition in the specialty advertising industry is very strong both on local, regional and national level, making the Celcom the market leader in Malaysia.; Following the sales strategy developed by their local rivals, celcom Malaysia has improved their competitive level, through developing many telecommunications feature, providing quality services at considerable price.
Basically in Malaysia, telecommunication service is not an oligopolistic business. There are many telecommunications service providers in Malaysia, ranging from local service providers to international service providers. This makes the industry a purely competitive market. Through advancing technology, they have made it difficult for small companies to enter the market, thereby, creating barrier to entry for other small companies.
2.1.3 BUYING POWER (CUSTOMER)The customer's ideology of "quality service – less price" is still the ruling key to purchase.
Technology plays the most important role in this sector of the Malaysian market. Many suppliers in Malaysia are more capital oriented than service oriented.
Celcom currently offers the best broadband network in Malaysia. Technology is the fastest growing market trend nowadays. To maintain their position as market leader, celcom has enhanced their products technologically to keep the Malaysian telecommunications updated with ever technological advancement.
2.1.7 CURRENT MARKETING OBJECTIVES AND PERFORMANCE
Celcom sends personal sales representatives to market their products on potential customers and create service concepts for their business or choice of order. This enhances more customer loyalty and relationship with the company.
Celcom's current marketing strategy to maintain customer-company relationship with potential customer.
v; Celcom maintains a product differentiation strategy resulting from a strong market orientation, commitment to high quality, and customization of products and services.
v; Being the oldest telecommunications service provider in Malaysia, has given celcom a competitive edge and increased customer's trust and loyalty to the brand.Development of a product that would provide better quality service by the competitors would probably put celcom out of business.
v; Celcom provides many products and services that suites different customer needs, ranging from economic, business, and family and leisure satisfaction.
v; High cost of products and service would be a competitive advantage to their rivals over customers, through implementing low cost quality products and services.
v; Celcom must modify its management hierarchy, empowering its employees through a more decentralized marketing organization.
v; Celcom should consider diversifying its product line to satisfy new market niche, as well as developing products that are seasonal to boost sale.
The main objectives of Digi are to become the main market leader in Malaysian market.
The main strength of Digi is the market size they occupy through their extensive marketing strategy and promotions. This has made them one of the market leaders and their service are largely demanded across the Malaysian market.
2.3.4 SIZE AND TREND OF DIGI IN THE MARKET SHARES
2.3.8 CELCOM'S COMPETITIVE ADVANTAGE
In other to maintain their current market position celcom has developed competitive measures to fight off their rivals both at the present and in the future, this ranges from delighting their customers with their numerous service features, developing greater customer relationship strategy, implementing more societal marketing schemes and supporting the government. (Celcom Official Website, 2009)
2.4 PRODUCT OFFERING
Celcom provides varieties of products and service to their customer, which is why they are presently the best in Malaysia. The products allow customers to pay their bill. A service designed for both travellers and the market in general. The distribution channel is designed in a way that it is so efficient for customers and increases potential sales for the company.
3.0 MARKETING STRATEGY
Celcom I in the business of keep people connected to together and helping companies to market their goods and services as well as keeping them close to their customers.
3.2 TARGET MARKET
3.2.1 TARGET MARKET 1
3.2.2 Target Market 2
3.2.3 TARGET MARKET 3
Celcom has since its establishment, positioned itself as the number one Malaysian network in the Malaysia market. Physiologically, celcom has influenced the status of their customers, because they are considered to be financial capable by using celcom services.
By understanding the customer's needs, celcom has used its strength to fill the needs of the customers more than any other telecommunications service provider in Malaysia presently.
3.5 MARKETING MIX
Celcom has developed an intangible attributes to the new products, to consistently meet or exceed customer's expectation, enhance speedy response to customers demand and attribute anticipate new customer needs. (Celcom Official Website, 2009)Celcom should also be sensitive to the price elasticity of its product and overall consumer demand. (Celcom, 2009)(Celcom Official Website, 2009)(Celcom Official Website, 2009)
3.6 MARKET RESEARCH
Extensive market research is to be implemented to regulate customer's satisfaction, anticipate and understand customer's new need, and improve the products to either make the customers delighted or satisfied. (Celcom Official Website, 2009)
v; By February 5, finalize customer satisfaction for current customers.
v; By February 10, implement a new product offering advertisement and sample to potential customers. The business analysis team is responsible.The market director is responsible.
5.2 MARKET ORGANIZATION
Because the new product requires extensive commercialisation to match customers need, it is necessary to organize the marketing function by customer groups. This will give celcom the opportunity to focus its effort on the need and specifications of each target market. Celcom marketing efforts will be organized around the following marketing groups: 1] manufacturing group, 2] business-to-business group, 3] customer satisfaction group, and 4] customer relationship group.
Celcom's Official Website 2009, accessed on 10 July 2009,