CONTENT

NO ITEM PAGE
1. INTRODUCTION
2. BUSINESS VISION, MISSION, AND OBJECTIVES
3. COMPANY BACKGROUND
4. LOCATION OF THE BUSINESS
5. BACKGROUND OF PARTNER
6. MAINPOWER PLANNING
7. PURPOSE OF PREPAIRING A BUSINESS PLAN
8. REMUNERATION PLAN
9. LIST OF OFFICE EQUIPMENT AND SUPPLIES
10. DESCRIPTION OF MARKETING STRATEGIES
11. BCG MATRIX
12. SWOT
13. TARGET MARKET
I4. IDENTIFY THE COMPETITORS
15. MARKETING BUDGET
16. OPERATION PLAN
17. PHYSICAL LOCATION
18. CONCLUSION

INTRODUCTION

1. Name of The Company

Maxis SDN BHD is the name of our company. We are leading communication service

provider in Malaysia, enabling both individual and business customers to connect and

communicate anytime, anywhere and from any device.

2. Nature of The Business

Maxis SDN BHD have been providing a variety of mobile communication products

and services. We offer prepaid data plans, call plans and SMS plans, devices, wireless
 broadband, fibre internet, international roaming, MMS, WAP (over both GSM and

GPRS) and residential fixed line services.

3. Location of the business

Level 21, Menara Maxis Kuala Lumpur City Centre Off Jalan Ampang 50088 Kuala

Lumpur.

4. Date of Commencement
At the year of 1995

5. Business Profile
Maxis Mobile Bhd first used the Cardax System (CC Unix) since 1998 when they

moved their operations into Menara Maxis, owned and managed by Tanjong City

Centre Property Management (Tanjong Plc Group of Companies). The building house

over 585 Contactless Mifare Readers across 49 floors and Visitor Turnstiles with

some offices having additional readers within thier office permises for additional

security
MAXIS VISION, VALUES, OBJECTIVE & GOALS

VISION

We would like to be a company admired for excellence. Excellence in everything that we do

from how we deal with customers to the way we work ; in the way we greet people at the

reception, the way we recruit people, the way we manage our talent and the way we do our

branding. Generally speaking, we want to take leadership positions in everything that we do.

VALUES

- POSITIVE
- PASSIONATE
- COLLABORATIVE

OBJECTIVE

Achieving the efficient cost structure, it is curently having to increase its investment,

including subsidies and operating expenses to support it broadband and data business, which

will provide significiant additional revenue in the future.

GOALS

Maxis is about life enablement. It is simple, trustworthly and creative. Simple means straight

forward and easy to understand. While trustworthly are inspires confidence, assurance,

conviction, and reliance. Meanwhile creative is everything we do and say that will determine

the creativity.
COMPONY BACKGROUND

1. Name of The Company

- Maxis Sdn Bhd

2. Telephone Number
- 06 384 8141

3. Fax Number
- 06 384 8140

4. Website
- www.maxis.com.my

5. Form of Business Ownership

- Partnership

6. Main Business Activities

- Connection and communication

7. Date of Registration
- At the year of 1995

8. Equity Contribution

- We have agreed to contribute capital to our restaurant, amounting to :

Name Position Amount

 1) Nurul Shafida Nadia Binti Amir Chief Executive Officer RM 60 000
Nordin
2) Fathiah Athirah Binti Abidin Chief Financial And RM 50 000

Strategy Officer

3) Amirah Aqila Binti Mohd Yusof Chief Technology Officer RM 40 000

4) Ummu Sakinah Binti Ghazali Head Of Consumer RM 40 000

Business And Enterprise

5) Fatihah Binti Mohd Fuad Head Of Sales And RM 30 000

Services

6) Anis Aisha Binti Ishak Head Of People And RM 30 000

Organisation

Total RM 250 000

9. Name of The Companys Bank

- AMBANK

12. Bank Account Number

- 0900020094729

BACKGROUND OF PARTNER

MAXIS MANAGEMENT TEAM

CHIEF EXECUTIVE OFFICER

Name : Nurul Syafina Nadia Bt Amir Nurdin

Identity Card : 920218-10-5174

Permanent Address : Block 88-0-27, Apartment Abdullah Hukum, 59200 Jln

Bangsar, Kuala Lumpur

Telephone Number : 017-5346505

Date Of Birth : 18 Febuary 1992

Age : 22

Marital Status : Single

Academic Qualifications : Master of Business Administration from IMD Lausanne and a

Master of Business and Economics from Norwegian School

of Management, BI

Skills : Director of Maxis Berhad and operational subsidiaries

Experiences : 16 years of expreriances in telecommunication industry.

CHIEF FINANCIAL AND STRATEGY OFFICER

Name : Fathiah Athirah Binti Abidin

Identity Card : 941025-02-5832

Permanent Address : 830, Jalan Peruda 2, Taman Peruda Utama, 08000 Sungai

Petani, Kedah

Telephone Number : 017-3187408

Date Of Birth : 25 October 1994

Age : 20

Marital Status : Single

Academic Qualifications : Bechelor of Commerce degree from Univercity of New South

Wales, Australia.

Skills : Chartered Accountants in Australia (ICCA)

Experiences : 20 years of wide business expriences in Malaysia and

overseas. Prior to joining Maxis, was the Managing

Director/CEO of Penerbangan Malaysia Berhad (PMB)

CHIEF TECHNOLOGY OFFICER

Name :

Identity Card :

Permanent Address :

Telephone Number :

Date Of Birth :

Age :

Marital Status : Single

Academic Qualifications : Master in Mathematics and Economics from Aarhus

University, Denmark

Skills : Senior Vice President, Network Planning and Build with

TDC, Denmark, responsible for planning, designing and

building mobile, fixed and coax network

Experiences : 19 years of experiences in the telecommunications industry

HEAD OF CONSUMER BUSINESS AND ENTERPRISE

Name : Ummu Sakinah Binti Ghazali

Identity Card : 950801-10-6120

Permanent Address : Kampung Titian Akar, 71150 Linggi, Negeri Sembilan

Telephone Number : 019-6860045

Date Of Birth : 1 August 1995

Age : 19

Marital Status : Single

Academic Qualifications : Bachelor of Science degree in Chemistry and Law (combined

honours) from University of Exeter, Uk.

Skills : Head of Consumer Business

Experiences : 16 years of regional experiences in consumer marketing,

business strategy and corporate finance, of whice

approximately nine years was spent in the

telecommunications industry.

HEAD OF SALES AND SERVICES

Name : Fatihah Binti Mohd Puad

Identity Card : 940820-14-6268

Permanent Address : 106, Block Anggerik Taman Tun Teja, 48000, Rawang,

Selangor Darul Ehsan

Telephone Number : 017-3417166

Date Of Birth : 20 August 1994

Age : 20

Marital Status : Single

Academic Qualifications : Bachelor of Engineering from RMIT (Royal Melbourne of

Technology)

Skills : Head of sales and services

Experiences : General Manager at Tanjong Golden Village Sdn Bhd

HEAD OF PEOPLE AND ORGANISATION

Name :

Identity Card :

Permanent Address :

Telephone Number :

Date Of Birth :

Age :

Marital Status : Single

Academic Qualifications : Master of Human Resources

Skills : Head of people for Air Asia

Experiences :
ORGANIZATION CHART OR STRUCTURE

CHIEF
EXECUTIVE
OFFICER

CHIEF CHIEF HEAD OF PEOPLE

FINANCIAL TECHNOLOGY HEAD OF AND
AND OFFICER SALES AND ORGANISATON
STRATEGY SERVICES
HEAD OF
OFFICER CONSUMER
BUSINESS AND
ENTERPRISE

MAINPOWER PLANNING
 Position and Number of Staff

Positions Number of Staff

Chief Executive Officer 1
Chief Financial And Strategy Officer 1
Chief Technology Officer 1
Head of Consumer Business and Enterprise 1
Head of Sales and Services 1
Head of People Organisation 1
Total 6

Schedule of Task and Responsibilities

POSITION RESPONSIBILITIES

Chief Executive Officer To plan, implement and control overall management

of the business.

Chief Financial and Strategy
Officer
Chief Technology Officer
To plan and monitor the strategic progress of the
business.
To be accountable for the overall performance or the
business.
To understanding current and potential customers.
To developing the marketing strategy and plan.
To developing the marketing strategy and plan.
To researching and reporting on external
opportunities.
To make the order, purchase and stock the
merchandises in a timely manner.
To develop operational strategy and ensure that the
operational activities meet the organizational
requirements.
To product design, facility location, facility design
and layout, quality assurance, materials management
and inventory control, scheduling, and maintenance
planning.
To ensure that employees follow all of the
established board policies.
To assist in the drafting and implementation
of written procedures for each
operational area of the credit union.
To prepare an annual operating budget and
cash flow budget with input from the
board.
Report to the board at the monthly meeting
on the financial condition of the credit
union and participate in the meeting without
 voting rights.
To assist in the drafting and implementation
of written procedures for each
operational area of the credit union.

To make recommendations based on findings

Head of consumer that identify cost savings through improved
business and enterprise operations.
To reviewing budget policy and statutes to
ensure compliance.
To do specific appropriations or financial
records for account status and reporting
requirements and verifying accounts
documentation.

Head of sales and Services To do research, quotation, and

purchase office furniture and
supplies.
To maintain hard copy and
electronic filing system.
To coordinate and maintain
records for staff office space,
phones, parking, company credit
cards and office keys.

DESCRIPTION OF MARKETING STRATEGY

1. PRODUCT & SERVICES

Maxis provides a variety of mobile communication products and services. They offer

prepaid call plans, monthly subscription plans, global roaming, MMS, WAP (over

both GSM and GPRS), Residential Fixed Line services, Broadband Internet Plans,

and as of early 2005, 3G services to both pre-paid and subscription customers.

 For business customers, Maxis offer VSAT services (satellite based communications)

and BlackBerry based mobile services besides regular services. Maxis also provides

an online Music store for its customers to download multimedia content.

Maxis most popular service is its pre-paid brand, which currently serves over 6.3

million customers in Malaysia. They are currently heavily promoting a new IDD 132

service, which offers discounted calls to landlines in selected countries, at a rate of 20

sen (roughly 6 US cents) per minute which is, at certain times many subscribers, even

cheaper than a local call.

Maxis 1st will specializes in mobile network services that provide thousands of

benefits to the student in every range from primary school until Master level of

educations. Maxis 1stwas create to give benefits and help the students to maintain low

cost bills for their mobile network services. Our golden services include messaging

services (SMS), Data plan, and extra ordinary cheaper phone call to all number.

2. PLACE
For place strategies we used direct selling market for our place strategies . we just

give our stock to the all stall in Malaysia if they request it. We dont need wholesaler

or retailer for our company.

3. PRICE & PROMOTION

Messaging (SMS)
 For every reload, users will gain extra point. They can redeem the point either with

free message or can keep the point for others privileges. The users can text to any

number with only 1 cent per SMS.

Prepaid Call
We specialize the Maxis 1st for student to help them to reduce their cost so we hereby

provide the users of this plan the low cost call as 5 sen per minute to any number.

Data Plan
Data plan will be provide as 4GB for only RM59 with super fast speed and free for

certain application such as WeChat, Facebook, Whatsapp, Twitter and Viber.

BCG MATRIX

(BOSTON CONSULTING GROUP)

STARS QUESTION MARKS

HIG
H
MAXIS BROADBAND MAXIS FIRST

CASH COWS DOGS

LOW
MAXIS BASIC PLAN MAXIS YOUTH CLUB

STAR

MAXIS BROADBAND
 This Maxis Broadband is the most famous selling services by Maxis Berhad. These

services were the bestselling services as the services that produce by Maxis Berhad is

adaptable, portable, wireless that can be bring anywhere in Malaysia.

This service are acceptable by the group of youngster in Malaysia who were

continuing their studies in University of the person who are working that want an

internet that can be bring everywhere they want.

The broadband that were produces by Maxis Berhad was famous because the

affordable by every people in Malaysia especially student. And the internet that offer

by Maxis Berhad is also better than the other telecommunication company in

Malaysia. This service is high in market growth and high in market share. This shows

that Maxis Broadband is the best services from Maxis Berhad.

QUESTION MARKS

MAXIS FIRST

This Maxis First is the new services that produce by Maxis Berhad. This service is the

most new services that were introduce by Maxis Berhad as their new plan of

communication with internet. The ability of this service is the plan is very affordable

mostly for the students who were need to manage their money.
The Maxis First is creating for student especially because this plan is the cheapest

plan that was offer by the Maxis Berhad. The ability of this service is the most budget

plan that was offer by the Maxis Berhad.

This service for the student to feel ease when using internet as well as communication

with others people. The new service is rapid growth and low market share in high-

growth industry.
CASH COWS

MAXIS BASIC PLAN

Maxis Berhad has created a basic plan for the people that who want to use the basic

plan especially for those who are not affordable to use other Maxis services. This

Maxis plan is the most basic plan that created by the Maxis Berhad that the plan is

just for call and message only. The best ability from this plan is the free call for the

user when their birthday.

This service is the most use from the people in Malaysia as this service is cheap and

can acceptable from all people even the foreigner. Maxis Berhad created this service

for the people that having low income especially those people that only use the plan

just for call and massaging.

This service is slow in market growth but has high market share as well as this

produce last longer in the market.

DOGS

MAXIS YOUTH CLUB

Maxis Berhad created this Maxis Youth Club as this for the student. As this plan or

service is good for the student that is from school specially. This plan is the best plan

for the student back of the day because this plan offer the best plan for student

especially who were still in school.

The service creates by Maxis Berhad that was Maxis Youth Club has acceptable by

many users not only from the student as well as the other group of people in Malaysia.

This plan is the greatest plan that creates by Maxis Berhad that this plan could stand

long in the market but this plan cannot stand in the market as long as it might be.
The Maxis Youth Club has being in the market for a long time and this plan has low

market growth and small market share. The service has sufficient cash to operate that

may eventually leave the market.

SWOT
1. S STRENGTH

The strengths of Maxis are Maxis has the good network coverage around Malaysia.

Besides that, Maxis have strong brand image and as merge as the market leader in

Malaysia. Maxis also always have a good deals and special offers for different age

group and also target group.

As we know, Maxis is the oldest and biggest in terms of sizes and technology. Then,

at the same time Maxis has provides reasonable plans and package for all users and

always the first to introduce new mobile plans.

2. W WEAKNESSES
The weakness of Maxis are small employee base compared to big telecomunication

giants, restricted coverage area and market share due to limited presence across the

world. After that, maxis have deals and offers are limited to certain time and area

only.
Maxis users tend to switch to other telecomunication with the existing number

remains with no extra cut. Sometimes, at certain areas always have a line problem.
Lack of Maxis centre to enquire information or topay bills.

3. O OPPORTUNITIES
An opportunity is the meaning the company or an organization need to take the

chance that is in front of their eyes. Is this term of telecomunication part, the advance

of technology is the opportunities for the telecomuniction compony to create the best

service as could as possible.

In the opportunities, new technology is producing like the mushroom as the new

gadget is introducing to the world as the new plan by the Maxis Berhad nedd to be

created with the advance of the technology. The growth of the people using phones
 and internet sevices provides more opportunities. This is can be the opportunity to the

Maxis Berhad to create another service that can be used in these new technologies.
Creating more Maxis service can help the compony to be the centre of the

telecomunication compony in Malaysia. It is also to help the Maxis to be accepted

more by the people. Meanwhile, the new plan can used by all people.

4. T THREATS
Threats is the unfavourable situations that the firm should beware of in order to

minimize any loses. In Malaysia, the growth of Telecomunication Company is rapidly

with the new company that can compete with Maxis Berhad.
This can lead to the change of taste from Maxis customer to try the new product creae

by the new telecomunication company. This is bacause of the terms of the benefits

and services that offer by Maxis competitors.

It is also can be terms of the new rules stating that all the handphone users must

register thier number to their own respected telecomunication. Other threats that can

be defined in financial crisist, economical issues or natural disaster.

TARGET MARKET

Maxis 1st is a plan that focus on student from primary school until Degree level student. This

plan more likely to help student to save money for their studies and enjoy the benefits of the

plan at the same time. Students can enjoy the benefits of surfing the internet to get thousands

of information and to communicate with their friends and family in a low cost rate. We

already distribute the questionnaire survey to our target market to complete our expectation.

This is our target market around Kuala Lumpur.

 Student
5
4.5
4
3.5
3 Student
2.5
2
1.5
1
0.5
0
Primary Secondary Diploma Degree

We find out that student with higher level studies will choose our plan because of extra

saving and great benefits for the users. More students will choose Maxis 1st rather than the

normal plan. Here are the comparison between the normal basic plan and the Maxis 1st plan.
 Plan

Maxis 1st
Basic

MARKET SIZE
 Maxis Berhad involved in the production of services of connection and

communication. The market the business identified its target market as the people in

Malaysia which is student specially as Maxis Berhad target market.

Number of target market is 25 000 person.
There are 4 group :
a) Post graduate student.
b) Degree student.
c) Diploma / Matriculation / Foundation / Pre University
d) Secondary student

GROUPS CALCULATIONS
Post graduate student Estimate number of target market is 6250
persons

1 days : RM 2,000
1 month : RM 2,000 X 30 days
= RM 60,000
A year : RM2,000 X 12 months
= RM 24,000

Degree student Estimate number of target market is 6250

persons

1 days : RM 2,000
1 month : RM 2,000 X 30 days
= RM 60,000
A year : RM 2,000 X 12 months
= RM 24,000
Diploma / Matriculation / Foundation / Pre Estimate number of target market is 6500
University students persons

1 days : RM 2,000
1 month : RM 2,000 X 30 days
= RM 60,000
A year : RM 2,000 X 12 months
= RM 24,000

Secondary students Estimate number of target market is 6000

persons

1 days : RM 2,000
1 month : RM 2,000 X 30 days
= RM 60,000
A year : RM 2,000 X 12 months
= RM 24,000

Based on the survey, Maxis Berhad estimated their market size to be :

a) Total per days
= RM

b) Total per month

= RM

c) Total per year

= Per Months X 12 months
= RM
= RM

Before estimating the final market size, the business took into

consideration factors that may affect sales such as the new product release

by the other competitors and any other possible situations.

IDENTIFY THE COMPETITORS

CELCOM AXIATA BHD

Address: 82, Jalan Raja Muda Abdul Aziz, Pulapol, Kuala Lumpur,

Wilayah Persekutuan Kuala Lumpur, Malaysia.

 U MOBILE SDN BHD

Address: Berjaya Times Square, Kuala Lumpur, Wilayah Persekutuan

Kuala Lumpur, Malaysia.

DIGI TELECOMMUNICATIONS SDN BHD

Address: DHouse, Subang Hi-Tech Industrial Park, Shah Alam, Selangor,

Malaysia.

MARKETING BUDGET

ITEMS FIXED ASSETS MONTHLY OTHER EXPENSES

EXPENSES EXPENSES ( RM )
( RM ) ( RM )
Furniture and 6,100.00
 Fittings
Commission for 600.00
Marketing Personnel
Promotion Expenses: 5,000.00
Grand Opening
Printing Expenses:
Banner 500.00
Brochure 1200.00
Business Card 300.00
Total 6,100.00 2,600.00 5,000.00

PHYSICAL LOCATION

Menara Maxis

Jalan Ampang

Kuala Lumpur City Centre

Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur

CONCLUSION

The conclusion is each organizational unit of firm must make the decision to pursue

one strategy for itself. It is one thing to develop a plan for improving what is already done

reasonably well. Going forward, while its eyes are still on the mobile business. Maxis will

also grow its broadband business, invest selectively in its own fixed-line footprint and

leverage on the HSBB initiative.

At just six years old, Maxis Communications might seem young to be Malaysia's leading

mobile telcomunication company. However, despite its relative youth, the company has

matured rapidly and amassed the country's largest subscriber base of more than 7 million

users. Going forward, while its eyes are still on the mobile business.
Maxis will also grow its broadband business, invest selectively in its own fixed-line footprint.

It intends to capitalise on its large customer base to push more content and offer broadband

services. it has its eyes set on future growth and regional expansion - and there has been no

shortage of rumors about its aggressive search for a new international partner.