Effect of Marketing, Human Capital, Technology and Operational Efficiency on Business Performance of

How Does The Marketing Effectiveness Affect The Business Performance Of Digi Communication In Malaysia?

What Is The Influence Of Human Capital Effectiveness On The Business Performance Of Digi Communication In Malaysia?

What Is The Impact Of Technology & Innovation Efficiency On The Business Performance Of Digi Communication In Malaysia?

How Does Operational Efficiency Lead To The Business Performance Of Digi Communication In Malaysia

The main aim of this paper will be to discuss about the conclusion and recommendation part in the context of the organization of Digi Telecommunications in Malaysia. The discussions in this paper will include the vision and mission of this business house, along with the objectives that need to be followed by the management of the company. Marketing plan along with the action framework and metrics will also be laid in this paper, where relevant measures to monitor the KPIs and KRAs will be given. Another three functional plans will be discussed in this paper which will include the human capital plan, technology and innovation plan and operation plan. Action pan as well as the metrics will be discussed under this section as well. A Gantt chart will be included in this paper which will lay a 3-year business plan of this organization, along with the critical success factors that will involve both internal and external factors.  A risk mitigation or contingency plan will also be discussed in this paper.

Digi Telecommunications or Digi.Com Berhad can be termed as a mobile service provider organization in the region of Malaysia. The company was founded in the year of 1995, and they were the first business entity in this region to introduce and operate a whole cellular network digitally. Apart from this, they were also the first company to General Packet radio Service or GPRS (2.5G) and Enhanced Data rates for GSM Evolution or EDGE (2.75G) in the market place of Malaysia. It is a publicly traded organization which products include cable television apart from mobile and telecommunication services.  Telenor Group is the parent organization of this business house and also the largest shareholder, which possess 49% share of this company.

The management of the organization of Digi Telecommunications believes in providing an excellent service to their customers by improving the overall communication channels, which will, in turn, help the quality or standard of life at work, home and play. The management of this organization has set their vision in such a way that will help to attract the commitment of the employees as well as energising them, so that top class quality of services can be delivered to the customers of Digi Telecommunications. The vision also helps to set a minimum standard of providing customer service and maintain that, which will help to gain the competitive advantage over the rival telecommunication institutions like Celcom, Maxis and U-Mobile that operates in the market place of Malaysia. Thus, it can be stated that the vision of this organization is to change the game, which is always followed by the management of this business entity. This is followed by pushing the boundaries on continuous basis. Ensuring continuous developments in all parts of the business that is operated in the market place of Malaysia and defining fresh standards to maintain the flow of the business operation (Digi.com.my 2020).

Vision and Mission

The mission of this organization is also very unique and competitive, as the aim to provide advanced and improved 4G+ network services in terms of providing mobile and telecommunication services to more than 11.3 million people who are present in the market place of Malaysia. Another major focal point of the management of this telecommunication organization is to engage all their customers by providing personalized, proper and improved digital products and services, which will help to improve the digital lifestyle of the people who are using the services of Digi Telecommunications. So, it can be said that the one and only mission is to deliver the internet services for all the people who lives in the region of Malaysia, where all the people can be connected in the network that is provided by Digi Telecommunications. The right combination of devices and their vague pricing is offered to the customers who are using their services, along with to the new prospects who can be turned as their customers (Anon 2020).

The major or primary objective of the organization of Digi Telecommunications is to create a long-term shareholder value in the region of Malaysia by providing easy-to-use, innovative and best value telecommunications services to the people of Malaysia or to the market place of this region, from where new prospects can be attracted through these services and make their customers. Apart from this, the management of the company is focused at increasing their market share in the telecommunications sector in Malaysia, which is currently at 37%, which states that they are the largest subscriber of telecommunication market in the region of Malaysia (Pakirisamy 2020).  It can be stated in this context that the advancement in the field of technology has increased the competition in all the business sectors that are present in the global market place.

Apart from all these, the management of this organization also help to provide appropriate and exact returns to the shareholders, who have played an important part in development of the lifestyle of the people of Malaysia by providing up to date and modern telecommunication services in the market place of Malaysia. The objectives that need to be followed by the management of this organization are given as follows:

The marketing factors need to be identified by them which will affect the business operations of Digi Telecommunication in doing the business in the region of Malaysia.

Objectives

The human capitalfactors need to be discovered that will help to contributee to the overall performances of the business of Digi Telecommunication in the market place of Malaysia.

The management also needs to evaluate the technology & innovation factors that will help to possess a positive impact in the business performance ofthe organization of Digi Telecommunication in Malaysia.

Efficiency in the business operations need to be improved by the management of this organizationin the region of Malaysia, which will help to gain and maintain the competitive advantage against the rival business houses whose name has been discussed earlier in this paper (Masruroh and Handayani 2019).

It can be stated in this context that the competition between all the organizations has increased mainly due to the advancement in the field of technology. So, the strategies related to marketing need to be properly designed and followed by the management of this organization, so that the objectives of this organization can be fulfilled and the flow of the business operations can be maintained in this modern competitive telecommunication market place. To meet up the business objectives of this organization, the main strategy that needs to be followed is to engage more people through the social media platforms that are used by the customers of the organization of Digi Telecommunications (Rahman et al 2015). The people need to be more engaged with the promotional activities that are done by the management of this organization, and it can be said in this context that this business house is engaged in performing different kinds of promotional activities in order to promote their products and services that are offered by this business entity. Telecommunication fair can be organized by this company which will help to attract more people from the market place and make them their customers, which will help to increase the market share of this organization along with earning more revenue, which will help the management to invest more amount of money in the business to maintain the sustainable competitive advantage in the market place of Malaysia.

Separate offers need to be provided to the people who are already using the services of this organization. For example, more discounts in call rates can be provided to the corporate people, or to the people who has to make various or end number of calls for official purposes. On the other hand, more offers in net packages need to be provided to the people who need to access lots of information from online sources. Customised packages can also be offered to the younger generation, according to their requirement, which will help to access the internet but will not hamper their educational background. Cheaper plans need to be offered to the students, where the call rates charges along with the internet charges will be given at lower prices, so that it can be afforded by the school and college students. Promotional offers need to be altered at regular intervals, so that the competitive edge can be maintained in the market of Malaysia and new people can be attracted to the services that will be offered by the management of this organization. Separate stores need to be opened where all kinds of products and services can be offered and the people will be able to view them along with getting a proper knowledge related to the call rates and internet packages and select them according to their requirement (Taghizadeh et al 2014).

Functional Marketing Plan

The performance of the organization of Digi Telecommunications in the context of the marketing plan that has been discussed above need to be measured on  monthly as well as quarterly basis, so that the strategies can be changed according to the performance of the company. It can be said in this context that innovative and fresh ideas need to be implemented in the flow of the business operations to maintain the competitive edge in the market place of Malaysia. Key performance indicator need to be followed by this business house to measure the success of reaching the business objectives that has been set by the management of this company (Taghizadeh 2015). This will help to identify the key result area, from where the sector which is performing as a profitable unit and the sector which is not can be identified, and actions can be taken to improve the less performing sectors. This will help to attract new people from the market place of Malaysia, which will automatically increase the market share and revenue earning for Digi Telecommunications.

It can be stated in this context that trained employees need to be hired by the management of this organization, so that a detailed and proper focus on this increasing intensity that are present in this competitive market place of Malaysia. Apart from this, high rate of retention of employees need to be followed by the human resource management of Digi Telecommunications, on which the success of this business house depends a lot.  The products and services that are offered by this company need to be changed at regular intervals, and to maintain this, employees need to be retained by the human resource management of this organization. Proper training need to be provided to the old employees in case of launching of a new product or service, apart from giving all kinds if training to the new recruitments, who need to be hired according to the requirement of the company to maintain the competitiveness in the market of Malaysia. Thus, it can be said the old along with the new employees need to be motivated enough to perform their best, which will help to improve their own performances as well as the overall performance of the business house of Digi Telecommunications (Mamun et al 2017).

The performances of the employees need to be measured in terms of key performance indicators need to be followed by the human resource management of the organization on weekly as well as monthly basis. This will help to identify the key result area, and strategies in case of providing training can be changed for the business divisions whose performance will not be up to the mark. This will help to increase the competitive level within the working environment of the organization and the overall performance of the company can be improved.

Action Framework

It can be stated in this context that telecommunications industry depends a lot on technological aspects that are required to maintain the flow of the business operations. The ever changing needs and requirements of the people need to be matched with the present technological aspects, so that the present innovative technological aspects can be matched and packages can be designed and offered to the customers accordingly, which will satisfy their ever changing needs and demands along with maintaining the profit earning and market share of the organization of Digi Telecommunications. It can be stated in this context that the company has collaborated with ZTE of Malaysia to improve the capability of Digi Telecommunications for providing the 5G technology to their customers, which will help to improve the overall business position of this company as well as improving the uniqueness of the products that will be offered by this business house (Wong, Chandran and Ng 2016).

The technological aspects need to be measured in terms of the overall sales of a particular product that will possess the modern technical factors. Increase in the number of subscribers will also help to measure the performance of the fresh and innovative products that will be offered to the customers of this organization.  The number of fresh ideas or packages that will be designed and offered to them will also help to evaluate the success of this company in the market place of Malaysia. This will help the management of this business entity to assess the number of future plans that will need to be designed and implemented in the market of Malaysia in order to attract new people towards their services apart from retaining the old customers (Latipulhayat 2014).

It can be noted that the advancement in the area of technology has increased the competition between the companies of a particular sector. From this, it can also be said that telecommunication industry is one of the most competitive business sector among all the business sectors that are present in the global market place. It has been already discussed that one of the major aim or objective of the management of this company is to perform and maintain a sustainable competitive advantage in the Malaysian market place, the operation team need to perform flawlessly, so that the competitive edge can be maintained against the rival business entities that are operating their business operations in Malaysia.  Operations Department need to improve the overall infrastructure of this institution, apart from calculating the risks that are associated with this organization. Proper steps need to be followed by the operations team to mitigate the risks associated with the flow of the business operations that will be performed by Digi Telecommunications. The risks need to be managed effectively and efficiently, so that the profit earning for this business house can be maintained in the market place of Malaysia, which will help to enjoy a sustainable competitive advantage for the company (Meghisan and Meghisan 2015).

3-Year Business Plan

It can be said in this context that the power of facing the risks as a challenge and overcoming them will lead to calculate the overall success of this organization. More the power of mitigating the challenge that will be possessed by the operations department, more success can be met by the management of this organization. The power of mitigating the risk factors will help to assess the success in the long-term aspect for the organization of Digi Telecommunications (Sujata et al 2015). The amount of profitable area need to be measured on monthly basis, so that any kind of strategies can be taken by the management of this organization in order to sustain in the modern competitive telecommunication market of Malaysia.

The improved performances of the employees will be taken into account as one of the internal success factor of the organization. As it has been already discussed, proper and efficient training need to be provided by the management of this organization in order to motivate and improve the performances of the employees of Digi Telecommunications. Another internal factor that will help to masses the success for the organization is to meet the individual targets of each of the divisions that will be assigned by the senior management of this business house. This will help to evaluate the overall success of the organization of Digi Telecommunications.

The number of subscribers for the company will be taken into account as one of the external success factor for the company. More the number of subscribers will be, the more the success will be for this organization. Another factor that will be taken into consideration is the market share that will be enjoyed by the management of this business house. This will help to evaluate the overall situation and performance of Digi Telecommunications (Bidin and Yunus 2017).

One of the internal risks that will be faced by the management of this organization will be retention of the employees. It has been already discussed that telecommunications sector is one of the most competitive business sector in the world and it will be tough to retain the employees, who may be tempted by lucrative offers from the rival business houses that operates in the market of Malaysia. Another risk will be to design the network and call rate packages for the customers whose needs and requirements changes at regular intervals (Saupi 2014). This is a major risk that needs to be overcome by proper and efficient market research on the people who are present in the market place of Malaysia.

One of the major risks that will be faced by Digi Telecommunications is the plans and offers that are offered by the rival institutions. This will help to judge the number of subscribers at a particular point of time and the success rate of the company at that moment. Another risk that will be faced is to matching the pace of the progress of the technology, which is also changing on daily basis. Steps need to be followed to overcome all these risks so that a smooth flow of operations can be maintained by Digi Telecommunications.

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