Final Project

Strategic Management and Business Policy

Submitted to:

Mr. Faiez seyal

Submitted by:
Ammara Ijaz 011
Tahira Jabeen 150
Asma Basher 183
Summia Saleem 142
Amna Tabassum 181
Saba Akhtar 129
Rabia Yousaf 120
Rashida Bashir 126

FA-09-MBA-13B

Comsats Institute of Information Technology Lahore.

PEST ANALYSIS OF MALAYSIA
 MALAYSIA

INTRODUCTION

Malaysia in the 21st century is confident in its economic achievements and

aspires to be a leader amongst Asian nations. Since achieving independence in
1957, it has enjoyed substantial success in reducing the rate of poverty, which
stood at 3.7 percent in 2007, accelerating growth, which was an impressive 6.5 in
2010, and maintaining a democratic political system. Malaysia ranks among
nations today as an upper-middle-income country, and hopes to achieve
developed-nation status by 2020. But Malaysia also suffers from a widening gap
between the rich and poor, lagging standards in education, crime and corruption,
and polarization between the country’s major ethnic groups.
PEST ANALYSIS OF MALAYSIA

PEST analysis of Malaysia refers to the analysis of its

• Political
• Economic
• Sociocultural
• Technological
FACTORS……
 Malaysia political Analysis

Malaysia is a federal parliamentary monarchy, the Prime Minister of Malaysia is

the head of government, and there is multi-party system. The Malaysian political
system refers to all those regulations and practices and the structure of laws that
show how the government is run. Malaysian political system has a unique
foundation on which the country's machinery functions.

• The constitutional system

The Constitution of Malaysia was drafted based on the advice of the Reid
Commission which conducted a study in 1956 . The Constitution came into
force on August 27, 1957.
 • Executive Branch

Malaysia, a federal constitutional elective monarchy, is nominally headed by

the Paramount Ruler or Yang di-Pertuan Agong, commonly referred to as
the King of Malaysia. Selected for a term of five-years from among the
nine Sultans of the Malaystates, the king also is the leader of the Islamic
faith in Malaysia. The other four states, which have titular Governors, do not
participate in the selection. The political system of Malaysia is closely
modeled on that of Westminster parliamentary system, a legacy of British
colonial rule. Abdullah bin Ahmad Badawi has been the Prime Minister since
31 October 2003 chosen from the lower house of parliament. The Executive
power is vested in the cabinet led by the prime minister. The members of the
cabinet are all chosen from among members of both houses of Parliament
and are responsible to that body

• Legislative Branch

Malaysia has a bicameral Parliament consisting of the Senate or Dewan

Negara with 70 seats; 44 appointed by the paramount ruler, 26 appointed by the
state legislatures and the House of Representatives or Dewan Rakyat with
219 seats; members of which are elected by popular vote to serve a term of five-
years. The legislative power of the political system of Malaysia is divided
between the federal and the state legislatures.

• Judicial Branch

The Malaysian legal system is based on English common law and most of the
laws and the constitution are adapted from Indian law. There are the Federal
Court, Court of Appeals, high courts, session's courts, magistrate's courts, and
juvenile courts. The judges of the Federal Court are appointed by the paramount
ruler on the advice of the prime minister. The federal government has authority
over external affairs, defense, internal security, justice, federal citizenship,
finance, commerce, industry, communications, transportation, and other matters.
 • The Party in Power

The ruling party, which is also a coalition, is the Barisan Nasional (National
Front) consisting of United Malays National Organization (UMNO) and 13
other parties, most of which are ethnically based. Other parties
include Democratic Action Party (DAP), Parti Islam se Malaysia
(PAS) and Parti Keadilan Rakyat (PKR). In total there are more than 30
registered political parties, all of which are represented in the federal parliament.

• State Governments

The state governments are led by chief ministers, nominated by the state
assemblies and advising their respective sultans or governors. There are 13
states and three federal territories which are Kuala Lumpur, Labuan Island and
the Putrajaya federal administrative territory. Each of these states has an
assembly and government headed by a chief minister. Nine of these states have
hereditary rulers, generally titled 'sultans', while the remaining four have
appointed governors in counterpart positions.

• TAXES The major proportion of government revenue comes from

taxes, totaling 76 percent of revenue in 1999 (46 percent from direct
taxes and 30 percent from indirect taxes). In 1999, the income tax rate
was 28 percent for both resident and non-resident companies; however,
companies resident in Malaysia have tax exemption on income brought in
from abroad. The Malaysian government has introduced a number of
initiatives for manufacturing activities, tourism, the agricultural sector,
transportation, and communication.
 Malaysia Economic Analysis

To understand Malaysia’s economy it is imperative to analyze one of the most

important factors of the change which happened in the country’s economy during
the 22 years when Dr Mahathir bin Mohamad was Prime Minister. During his
term, Tun Dr Mahathir bin Mohamad, responsible for several other
achievements, shifted the economic focus of the country from mainly agricultural
to mainly industrial centering on the manufacture of computers and consumer
electronics.
The result is apparent, with GDP growth reaching an average of over 6% per
year for 16 years and which today continues a healthy growth, low
unemployment figures of under 4% since 1992 and low inflation, despite the
recent global rise in petroleum retail prices.

One of the most significant driving forces of the Malaysian economy today is the
expansion in domestic demand, largely due to the private sector, a key player
since 2003.

Forecasts

Analysis of the 2008 budget sees the economy in the long term being driven by
the private sector, with important steps being implemented to reduce the cost of
doing business, promoting national and foreign investment and promoting
competitiveness. Several steps are being taken to improve the country’s
competitiveness, including the introduction of a new business traveller visa as
well as multiple entry visas for Chinese and Indian nationals which are likely to
increase the demand for transitory residences (rental properties).

Additionally, RM 858 million (€ 177 million or just under £ 124 million GBP) has
been allocated to the Tourism sector with the goal of improving and diversifying
the tourist attractions and upgrading tourist facilities. A Tourism Infrastructure
Fund of RM 200 million has been created to further promote tourism activities in
Sabah and Sarawak, the two Malaysian states which make up Malaysian
Borneo.

As well as the announced 50% exemption on stamp duty tax for the purchase of
one property whose purchase prices is under RM 250.000, the government also
implemented a RM 50 million fund with the aim of providing financing guarantees
for low income groups to purchase property through Bank Simpanan Nasional
and Bank Islam. Additionally, contributors to Malaysia’s social security/retirement
planning EPF will benefit from the government’s Home Financing Scheme which
allow for monthly withdrawls from their EPF fund to finance the purchase of a
house.
Note:
Malaysia currency is Malaysian Ringgit is (MY, MYS). The symbol for it is RM

Low cost of living

The cost of living in Malaysia is still very low in comparison to western cities.
For example, student rent can cost anywhere between RM 300 (€ 62 or £ 43)
for shared accommodation to RM 1200 (€ 247 or £ 173) per month at the higher
end of the spectrum.

Meals traditionally can cost between RM 2.50 (€ 0.50 or £ 0.30p) for roadside
meals up to RM 50 for a special occasion (€ 10.30 or £ 7.20).

However if you really have something to celebrate, you could also spend as
much as RM 250 (€ 50 or £ 30) for a luxury dining experience in a renowned
Kuala Lumpur restaurant, winner of the “Best Oriental Restaurant” award in 2004
during the Malaysia Tourism Awards. Due to the modern atmosphere and culture
variety in Malaysia, you can spend as much as your heart desires (or as little).

Property market set for healthy growth

With all of the actions which the government in Malaysia are taking to promote
foreign investment in real estate in Malaysia, as well as promoting the purchase
of property by Malaysians, the value of real estate is likely to see considerable
growth over the coming years. As the market has only really just opened up to
overseas investors, now is the best time to enter the market.

The commercial real estate sector is seeing substantial growth, with a major
investment by local and foreign companies expanding their existing office
locations, relocating to Malaysia or simply opening new ventures in the country.
The government has created an environment which promotes national economic
competitiveness and benefits the creation and operation of enterprises.

This significant relocation has created a high demand for residential real estate,
and with more incentives for companies set for 2008, there is no reason to
assume things will change.

Incentives are not only planned for the corporate world of Malaysia though. In
2006, the real estate market was officially opened up to global property investors
as the process for purchasing property was streamlined and simplified and
further in 2007 as the government announced their decision to abolish Capital
Gains Tax on real estate sales which take place after 31st March 2007.

With a strong economy, healthy increase in commercial real estate and active
promotion of the government for corporate and individual purchase of real estate,
this market, still very much in its infancy, is coined as one of the favourites by
major analysts. There are, of course areas which are considered favored
locations and significantly more promising due to local submarket trends.

Inflation
Inflation in Malaysia is generally kept very low. For example during the years of
2002 and 2004, inflation was at a controlled low of 2% however due in large part
to the global increase in retail prices of petroleum products, inflation rose in 2005
to 3% and again in 2006 to 3.9%, where it was kept by the government who
made a commitment not to raise the retail price any further. The government is
still carefully controlling the situation.
Economic expansion

With many incentives from the government to stimulate further economic growth
and competitiveness amongst national and international companies operating in
Malaysia, the healthy and steady growth of the country’s economy is set to
continue for the years to come. The commercial real estate sector is increasing
significantly each year as more and more companies relocate or open in
Malaysia, the subsequent increase in residential property around these
commercial hubs has also been significant. Malaysia, beneficial policies and the
removal of several barriers has also increased the interest of international
property investors in Malaysian property and the Tourism sector has seen
steadily increasing figures in recent years.

Because the economy of Malaysia is focusing on and being driven by the private
sector and internal growth rather than relying only on export products, the
country’s economy is looking at very healthy years to come.
 Malaysia Sociocultural Analysis

Malaysia is a country of Southeast Asia composed of two noncontiguous regions:

West Malaysia on the Malay Peninsula and East Malaysia on the north coast
of the island of Borneo.
 • Population distribution

Population distribution is uneven, with some 15 million residents concentrated in

the lowlands of Peninsular Malaysia. Malaysia's population of approximately 24
million (2003) continues to grow at a rate of 1.9 percent per year. There is great
diversity regarding the Malaysian population's ethnicities, linguistic groups,
cultures and religions. The population of Malaysia can be divided into four major
ethnic groups: the Malays, the Chinese, the Indians and the indigenous people.
In addition, there are Europeans, Americans, Australians, Eurasians, Middle
Easterners and Thais, as well as people of mixed ancestry.

Ethnic Malays and other indigenous peoples comprise 58 percent of the

population.

• Language and religion

They are the largest, as well as the most homogeneous ethnic group, in the
country in terms of culture, language and religion. They share a common culture
and speak a common language - Malay - the official language of Malaysia.
Almost all Malays are Muslims, and adherence to the religion is seen as an
important factor distinguishing a Malay from a non-Malay. Indeed, by
constitutional definition, all Malays are Muslim. Malays also enjoy certain
privileges under the affirmative action program introduced in 1971, which was
aimed at helping Malays who were economically disadvantaged at that time.
There are favorable quotas for Malays entering universities and in the arena of
employment. These privileges have been sources of conflicts between Malays
and other ethnic groups in the country.
 • Different ethnic groups

The second largest ethnic group in Malaysia is Chinese, consisting of 24 percent

of the population. The Chinese are ethnically homogeneous, but less so in terms
of language and religion. They speak several different Chinese dialects, and
there is no dominating religion among them; some are Buddhist or Taoist as well
as a small number of Christians. The Chinese are largely outside of the political
process, but they are very active and successful in business. Indeed, the
Chinese have historically played an important role in trade and business in
Malaysia. Considerable tension exists between the Malays and the Chinese as a
result of success of the Chinese in business and their unfavorable political
position in the country. The Indians constitute about 8 percent of the population
in Malaysia, and most of them speak Tamil. The majority of the people in this
ethnic group practice Hinduism; others practice Islam, Buddhism and Christianity.

Non-Malay indigenous groups make up 10 percent of the Malaysian population

and they tend to live in Eastern Malaysia. As such, more than half of Sarawak's
population and about two-thirds of Sabah's population are composed of non-
Malay indigenous groups. They are divided into dozens of ethnic groups, but they
share some general patterns of living and culture. Until the 20th century, most
practiced traditional beliefs, but since then, many have become Christian or
Muslim. The indigenous Malaysians known as the Orang Asli constitute the
smallest such ethnic group. The Orang Asli is subdivided into several groups,
each speaking a different language from the other groups. Most of them believe
in traditional religions, but some have converted to Islam. The "other" category
includes Europeans, Americans, Australians, Eurasians, Middle Easterners,
Thais, as well as Malaysians of mixed ethnic and national backgrounds.

Group Total
Malay, Peninsular 9,041,091
Han Chinese, Hokkien 1,848,211
Tamil 1,743,922
Han Chinese, Hakka 1,679,027
Han Chinese, Cantonese 1,355,541
Banjar Malay 1,237,615
Han Chinese, Teochew 974,573
Han Chinese, Mandarin 958,467
Minangkabau 874,536
Indonesian 772,558
Iban 666,034
Filipino 442,933
Han Chinese, Hainanese 380,781
Han Chinese, Min Bei 373,337
Malay, East Malaysia 271,979
Han Chinese, Min Dong 249,413
Straits Chinese 236,918
Nepalese 217,587
Tausug 201,797
Dusun, Central 191,146

• Birth rate

The population of Malaysia has a healthy life expectancy at birth of 71.7 years
(74.5 for males, and 69.01 for females). The infant mortality rate of Malaysia is
19 deaths per 1,000 live births.

• Literacy rate

In terms of literacy rate in Malaysia, 88.9 percent (85.4 percent for

females and 92.4 percent for males), age 15 and over, can read and write.

• Conflicts due to different groups

In Malaysia there many different kinds of religion, different kinds of

ethnic groups, different culture and many more. The likelihood of
problems increases when the cultural differences are severe and when the
various cultural groups are nearly equal in size but in Malaysia, people are open
and knows the sensitivity of talking about different people’s culture, religion and
different ethnic groups. In Malaysia, there’s minority conflicts and remain
peaceful though there are many different ethnic groups. But most of all many
malaysian know how to work together.

• The Government and Women's Equality

The Government of Malaysia has committed itself to women's equality and taken
a number of initiatives to promote this:

By agreeing to the commitments set forth in the Beijing Platform for Action at the
UN Fourth World Conference on Women (1995), the Government promised to:

1. Enhance the national machinery for women's advancement.

2. Increase women's participation in decision-making.
3. Safeguard women's rights to health, education and social well being.
4. Remove legal obstacles and gender discriminatory practices.

Key demographic rates

Population growth rate:

1.78% (2006 data)

Age Structure:

• 0–14 years: 32.2% (male 4,118,086/female 3,884,403)

• 15–64 years: 62.9% (male 7,838,166/female 7,785,833)
• 65 years and over: 4.8% (male 526,967/female 667,831) (2007 est.)

Crude birth rate:

For 2006 is around 18.7 and increase over 2005 (18.3) but well below the rates
registered for 2004 (19.1)

Crude death rate:

In 2006 stood at 4.5, relatively unchanged since 2004

Net migration rate:

0 migrant(s)/1,000 population (2000 est.)

Human sex ratio:

• at birth: 1.07 male(s)/female

• under 15 years: 1.06 male(s)/female
• 15–64 years: 1.01 male(s)/female
• 65 years and over: 0.79 male(s)/female
• Total population: 1.01 male(s)/female (2005 est.)

Infant mortality rate:

6.6 deaths/1,000 live births (2006 data)

Life expectancy at birth:

• total population: 74.05 years (at 1:1 male-to-female ratio)

• male: 71.8 years (2006 data)
• female: 76.3 years (2006 data)

Total fertility rate:

• 2.7 children born/woman (2010 est.)

• 2.98 children born/woman (2008 est.)
• 3.01 children born/woman (2007 est.)
• 3.04 children born/woman (2006 est.)
 • 3.07 children born/woman (2005 est.)

Technological analysis of Malaysia

• Phone Lines Per Thousand

Malaysia while having made tremendous strides in developing its

telecommunications infrastructure is still in its infancy and is considered as
having a low "teledensity" rate. Presently the country has only 16.6 per 100
people which is targeted to be increased to a penetration rate of 45 lines per 100
by the year 2005. The current Malaysia telephone penetration rate is at 166
telephones per thousand, up from a previous rate of 93 telephones per thousand
in 1990. The GoM is actively promoting policies to increase this rate by
encouraging growth in the entire telecommunications industry, including the fixed
line market and has issued eight new licenses for new telecommunications
companies to enter the market.. With this advent of new companies it is expected
that the penetration will continue to grow, with an estimated penetration rate of
24.7 phone lines per 100 by the turn of the century.

FIXED-LINE SERVICES OPERATORS

Company Number of Customers

Telekom Malaysia 3.5 million subscribers

Not available yet (license

Binariang
only)

Not available yet (license

Celcom
only)

Time Telekom 5,000 subscribers

Mutiara Not available yet (license

Telecommunications only)

Syarikat Telefon
4,000 subscribers
Wireless

Source: Star Graphics, July 1996

• Fiber trunks and Phone Cables

Malaysia presently has an adequate copper analog system that is being replaced
and expanded upon by a new digital fiber optic cable network as demand for
capacity increases. This will allow the introduction of advanced
telecommunications services in the country. Currently the only fiber-trunks
constitute the backbone of the major telecommunications exchanges.

• T1, ISDN and other high speed services

T-1 service and ISDN service was recently introduced by one of the
telecommunications licensee’s Telekom Malaysia and is still quite low. The
penetration rate rise is rising and this is mainly attributed to the upgrading of
current infrastructure and the implementation of new technologies such as digital,
fiber optics, broadband, wireless and cellular, ATM and ISDN.

• Mobile Phones, PCS and Cellular Systems

One area of Malaysia’s telecommunications industry that has been prospering is

the wireless phone market; Malaysians cellular penetration rate is about 6% - or
about 1 million users, one of the highest in the region. The cellular market
continues to grow and has an anticipated growth rate of 30% over the next three
years reaching a total of about 2.5 million handset users by the year 2005.

From the present base of, or a rise from a current rate of 35 cellular phones per
thousand people to 165 by the year 2000.One estimate, by the Malaysian cellular
industry, pegs the growth rate at around 20,000 new subscribers per month.
There is concern as to what the saturation point is but a penetration rate of 40%
is not uncommon in countries where wireless service has been available for a
long time as in Australia and the Nordic regions.

Five new networks were launched in 1995 - two Global System for Mobile
telecommunication (GSM) networks (Binariang and Celcom) and three Personal
Communication Networks (Mutiara, Sapura Digital and MRCB
Telecommunications). PCN is an enhanced version of the European GSM. There
were many concerns regarding these duplicate networks about the cost of the
networks and the commercial viability of having five domestic service networks,
five international gateways, and eight cellular networks in a country of 19.3
million people.

Cellular Service Technology Subscribers in Malaysia

Wireless Technology

AMPS
Year ART 450 ART 900 PCN GSM Total
800

1990 54,616 23,315 - - - 77,931

1991 70,917 60,761 - - - 131,678

1992 83,118 123,330 - - - 206,448

1993 89,028 251,046 - - - 340,074

1994 96,730 442,890 32,100 - - 571,720

1995 96,345 561,314 149,580 39,729 25,820 872,788

Composition of Cellular Service Technology Subscribers 1995

• Main Service Providers

Telekom Malaysia Berhad (TMB)

Telekom Malaysia Berhad (TMB) is the dominant telecommunication service

provider. TMB has more than 3 million customers and has embarked on a
multibillion ringgit investment program to upgrade and modernize its network.
The company plans to modernize its existing infrastructure by installing state-of-
the-art digital technology. TMB first introduced cellular communication in the
country in 1985 via the Atur 450.
Cellular Communications (M) Sdn Bhd (CELCOM)

Celcom is one of the GSM licensees and operates under the brand name of
Celcom GSM and ART 900. The ART 900 system was introduced in 1989.
Binariang Sdn Bhd Binariang is recognized as a dominant player in the industry.
The cellular division operates under the brand name Maxis which uses GSM
technology. GSM licensees Binariang and Celcom share about 70,000
subscribers between them. Today, the three PCN operators have attracted a
total of 80,000 subscribers in less than a year.

Mobikom Berhad

Mobikom operates the Mobifon 800 service which uses both analog and digital
technology, introducing the system in 1994. However this service has not been
widely accepted due to the relatively high price of dual mode handsets as
compare to other analog sets.

Sapura Digital Sdn Bhd

Sapura Digital is the other PCN service operator which uses the ADAM (or
Advanced Digital Access for Mobile Telecommunication) brand. (Sapura Digital
was recently merged with Time Telekom). Digital technology is fast gaining
momentum in the country. Demand for digital mobile handsets has seen a fall in
prices. Cellular market in the country continues to grow with an anticipated
average growth of 30 per cent for the next three years reaching a total of about
2.5 million handset users by 2005. There is a higher penetration/rate of growth
for the cellular phone market as opposed to the paging industry. One estimate
puts the growth rate at around 20,000 new subscribers a month (a portion is
attributed to CELCOM's already established ART 900 analog service).
 Current Technology Market Share

Market
Technology
Share

ART 900 64 %

AMPS 800 17 %

ATUR 45 11 %

PCN 5%

GSM 3%

Source: Jabatan Telekom Malaysia

Paging Market

Industry sources estimate the total market potential for the paging industry to be
500,000 subscribers, but currently there are about 150,000 (1995) subscribers in
Malaysia, the penetration rate in 1995 was about 1 per cent as compared to
Singapore's 20 per cent. Analysts therefore see great potential for the paging
market. Operators expect the paging penetration rate to reach five per cent by
the end of 1998. Industry sources have expressed the opinion that the market
would be more effective if the industry were consolidated, providing improved
and standardized paging services.

Malaysia has a total of 38 paging licensees. Eight of the 38 companies with local
paging licenses have also been awarded nationwide licenses. Only 20 of the
licensed companies currently serve the market as growth of the paging industry
has been slower than that of the cellular market. Most operators offer regional
coverage but have established roaming arrangements with each other allowing
subscribers to have national coverage.. The market is in a stage of decline as
reflected in the number of pagers sold over the years as number of paging
customers have migrated to other modes of communication such as the cellular
phones.. The quantity of licenses issued have made it difficult to control prices,
which are dictated by customers, hurting the profitability of many paging
companies and slowing the introduction of new features.

Electcoms Sdn Bhd is the dominant paging operator in the country with a market
share of about 35 per cent. Other major companies include Komtel Sdn Bhd,
Easycall, Hutchinson Paging and Kilatcom. Komtel with a market share of about
28 per cent, has a total subscriber base of 46,000 and operates about six
networks. Easycall holds about 20 per cent of the market share and has a
subscriber base of 34,000.

Number of Paging Subscribers for 1990-1995

Year 1990 1991 1992 1993 1994 1995

Number 42,442 62,000 80,000 109,000 128,818 149,268

Regional Market Share for Radio Paging

Region No. of Subscribers Market Share

Central 98,731 67 %

Northern 21,176 14%

Southern 19,787 13 %
 Eastern 4,510 3%

Sarawak 2,860 2%

Sabah 2,204 1%

Source: Jabatan Telekom Malaysia

Satellites, Earth Stations and Teleports

Malaysia has developed its own satellite network with the launch of its own
satellite (MEASAT1) in January 1996. The result was the immediate and
simultaneous point to point and point to multi-point telephone is presently
available throughout Malaysia’s islands.

Measat is owned and operated by Binariang Satellite Systems Sdn Bhd (BSS), a
subsidiary of Binariang Sdn Bhd. Measat 2 was launched in late October of 1996.
Measat 1 has 5 Ku-band and 12 C-band transponders while Measat 2 has 9 Ku-
band and 12 C-band transponders (with a double capacity equivalent to 6
transponders). The C band service will provide commercial and economic
benefits to all regional network operators who require broadband capacity for
video, data and voice service.

Measat's satellites are from Hughes, USA Radio Television Malaysia (RTM), the
government radio/television station will lease two 36 MHz C band transponders
on a full-time basis and one additional 36 MHz C band transponder for
occasional use. Subscribers will be able to receive communication, entertainment
and information from the 20 TV and eight radio Direct-To-User (DTU) services.
Binariang has a license to own and manage satellites for 20 years without
restriction on the number of satellites that may be launched. Binariang is
investing about US$236 million in these two satellites along with ground facilities
located in Langkawi.
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