TELEKOM MALAYSIA BERHAD.

A STUDY ON CHAPTER 5: SOCIAL RESPONSIBILTY AND ETHICS BASED ON TEKELOM MALAYSIA

PART A : INTRODUCTION
HISTORY Telekom Malaysia Berhad, or in short TM, is the largest integrated solutions provider in Malaysia, and one of Asia's leading communications companies, with a market capitalisation of RM13.9 billion and a workforce of 26,629 employees. Established as the Telecommunications Department of Malaya in 1946, it was privatised in 1987, and listed on Bursa Malaysia in 1990. Subsequent growth led to a demerger in 2008 of TM's mobile and fixed services, allowing the company to focus more intently on its core businesses of Internet and multimedia, data and fixed-line services. In 2009, TM launched UniFi (broadband). Unifi is a new high-speed broadband service based on the latest fiber optic (fully digital) and very high -speed DSL technologies. It is able to support data bandwidth of up to 20Mbps currently for Internet, Voice and IPTV applications. Recently, TM announced its intention to start providing mobile services the end of 2011. PRINCIPLE ACTIVITIES The principal activities of the TM is the establishment, maintenance and provision of telecommunications and related services. As the leading integrated telecommunications company in Malaysia, TM aim to deliver cutting-edge communications, information and entertainment services.. TM believe connections make everything possible. Therefore, as Malaysias leading provider in information communications technologies, TM strive to provide the right connections to help us bring our close ones closer. From the way TM operate to what TM intend to accomplish both on the local and international front, TM apply and hold close a vision of excellence created towards making our life better. VISION OF TELEKOM MALAYSIA BERHAD "To be Malaysias leading new generation communications provider, embracing customer needs through innovation and execution excellence" MISSION OF TELEKOM MALAYSIA BERHAD

Strive towards customer service excellence and operational efficiency Enrich consumer lifestyle and experience by providing innovative new generation services Improve the performance of our business customers by providing high value information and communications solutions

Deliver value for stakeholders by generating shareholder value and supporting Malaysias growth and development

( Business nature of TM, their competitors and the industry in general)

PART B: CONTENT
1) Discuss what it means to be socially responsible and what factors influence that decision.
Every company must have a social responsibility. Social responsibility is balancing the organizations commitments to groups and individuals (stakeholders) in society. TM is stress about social responsibility towards customers, employees, investors, and suppliers, local and international communities. As a leading responsible corporate brand, TMs social responsibilities have pledge to cultivate a culture of good governance and accountability, ensuring consistently strong performance to stakeholders, building customer loyalty as well as attracting and retaining their talent. Social responsibilities is important for TM believe that social responsibilities contributes towards building lasting goodwill as well as trust in the TM brand. As a model corporate citizen committed to good governance and transparency, TM continues its pledge to ensure the integrity of our processes, people and reputation as well as the sustainability of our operations. TM Corporate Responsibility (CR) ethos reinforces responsible behaviour in the four main domains of the marketplace, workplace, the community and the environment. With a focus on ICT, the Group further promotes 3 major platforms i.e. education, community/nation-building and environment, through our Reaching Out pro ( DISCUSS 4 domains of CR in TM) Any individual or group directly affected by the practices of an organization and, therefore, have a stake in its performance. For Telekom Malaysia Berhad, their stakeholders are their customers, staff or employees, shareholders, society and the nation. Customers: TM strives towards service excellence and operational efficiencies to continually enrich their lifestyles and experiences. Staff or employees of TM: TM provides a work environment that harnesses their best talents and empowers them to deliver beyond expectations. Shareholders: TM delivers high value by aspiring always to the best practices of sustainable and responsible business in the spirit of good governance. Society: TM promises to engage with all stakeholders to forge better understanding and help fulfill expectations for a better tomorrow. Nation: TM continues to innovate, to provide new generation services and information and communications solutions in full support of Malaysias continuing growth and development.

(FACTORS INFLUENCE THAT DECISION) look at corporate responsibilty

2) Explain green management and how organizations can go green ( look at environment) Optimization of power usage, green landscaping,
Gotong Royong campaign to clean the environment

3) Discuss the factors that lead to ethical and unethical behavior. ( read from notes or other books from library and apply to TM) 4) Describe managemants role in encouraging ethical behavior,
The social activities are classified into : 1. Responsibility towards environment. Optimization of power usage, green landscaping, Gotong Royong campaign to clean the environment 2. Responsibility towards customers. Consumerism the rights of consumers in their dealings 3. Responsibility towards employees. 4. Responsibility towards investors

5) Discuss current social responsibility and ethical issues.

Examine the activities, then; classify the activities into relevant aspects of social responsibility. Identify the type of strategy used by the company in reaction to social responsibilities. Why did the company opt to adopt the strategy? Explain the benefit to the organisation of conducting or getting involved in the activities.

For the past few years, Telekom Malaysia Berhad in Melaka was involved in many social activities. Among the social activites they have are: 1. Making Menara TM Melaka as a role model. This building; which was officiated on 21 Octover 2008, is an intelligent building, which was built with the sophisticated, cutting-edge technology to save energy. Air-condition and lights in this building are turned off at pre-set times. This result in optimization of power usage. 2. Green landscaping at TM Melaka office. 3. Community Gotong Royong is carried out by TM Melaka office every months to instill good habits in the community with respect to the environment.

Photo 1. Officiating Ceremony of Menara TM Melaka on 21 October 2008 Every year in the month of Ramada an, TM Melaka organizes IHYA Ramadan at Masjid Selat in Melaka Tengah. This is one of the community services of TM Berhad, which provides assistance to the needy and underprivileged through donations. They invited the orphans and the corporate of Telekom Melaka to the ceremony. Donations are given to the orphans during the ceremony.
4.

Photo 2. An orphan boy received a donation at IHYA RAMADHAN ceremony in 2009.

PART C : CONCLUSION
i) Provide your personal opinion on how far the company has fulfilled its social responsibility. You may want to mention the companys limitations or strength in fulfilling the responsibility.

In our opinion, the TM company is a proactive stance which actively seeks to contribute to the well-being of groups and individuals by involved a lot in social activities. TM adopted the proactive stance approach in reaction to social responsibilities. Proactive stance is an approach where the company actively seekd to contribute to the well being of groups or individuals

REFERENCES
1. 2. 3. Ebert & Griffin, Chapter 2: Business Ethics and Social Responsibility, in Business Essentials, 8th Edition, Prentice Hall., 2011. Telekom Malaysia-Wikipedia, the free encyclopedia. en.wikipedia.org/wiki/TelekomMalaysia. Available at: 8 September 2011. Telekom Malaysia Bhd Official Website. http://www.tm.com.my. Avaiable at: 8 September 2011.