ASSIGNMENT SUBMISSION AND ASSESSMENT

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BMST5103
STRATEGIC MANAGEMENT
JANUARY 2017
ASSIGNMENT 1
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INSTRUCTIONS TO STUDENTS

1. This assignment contains question that is set in English.

2. Answer in English.

3. Learners are to submit assignment only in MsWord (.docx) format unless

specified otherwise. Please refrain from converting text / phrases into
picture format such as .gif / .jpeg / print screen / etc.

4. Download the language version of the assignment template concerned

from the myINSPIRE for preparation and submission of your assignment.
Your assignment should be typed using 12 point Times New Roman font
and 1.5 line spacing.

5. Your assignment should be between 3,000 words to 5,000 words

excluding references. The number of words should be shown at the end of
your assignment. Do not copy the assignment question and instructions
to your answer.

6. Submission of assignment:

Face-to-face Class Student:

You MUST submit a softcopy of your assignment online through
myINSPIRE and a hardcopy to your facilitator.

Online student:
You MUST submit a softcopy of your assignment via myINSPIRE and
another softcopy to the facilitator via e-mail.

7. You can submit your assignment ONCE only in a SINGLE file.

8. Your assignment must be submitted by 26th February 2017.

9. Your assignment should be prepared individually. You should not copy

another persons assignment. You should also not plagiarise another
persons work as your own.

10.Please ensure that you keep the RECEIPT issued upon submisson of your
assignment as proof of submission. Your assignment is considered as NOT
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submitted if you fail to produce the submission receipt in any dispute

arises concerning assignment submission.

EVALUATION
This assignment accounts for 30% of the total marks for the course and shall
be assessed based on the Rubrics attached.

You would be given feedback on the assignment before the Final Semester
Examination commences.

PLAGIARISM: MARKS DEDUCTION

Warning: The submitted assignment will automatically undergo a similarity

check. If plagiarism is detected, marks would be deducted as follows:

% of Mark
No. % Similarity Group
Deduction
1 0 30 0
2 30.01 50 5
3 50.01 70 10
4 70.01 100 100

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ASSIGNMENT 1 : QUESTION

PURPOSE
The purpose of this assignment is to develop learners ability to evaluate a
business case.

REQUIREMENT
Read the following article and answer the questions at the end of it:

ITS A BATTLEFIELD OUT THERE FOR TELCOS

by Sherman
http://biz.advertising.com.my/battlefield-telcos.htm

NONE of the three listed local telecommunications companies (telcos) will readily
admit theres a battle royale for market share. Some industry observers dont
think so too.

There is no battle. While there is some competition, I would say it is just a

gentlemanly fight, says one.

Truth is, it is more than a friendly fight. On the contrary, competitive behaviour is
reaching boiling point. Faced with intense pressure to keep up with or outdo the
rivals, marketing activities among the telcos are reaching new levels of creativity.

The three major players, Telekom Malaysia Bhd, Maxis Communications Bhd and
DiGi.com Bhd, have traditionally relied on straightforward fights to increase
cellular subscriber base, stealing a few customers here and there through new
prepaid and
postpaid packages. Now, they are slashing prices, providing flat rates for nation-
wide calls and even cancelling access fees for postpaid subscribers.

In part, this is due to the fast-changing telco landscape, with newfangled

technology and industry deregulation forcing telcos to change the rules of the
game.

The telco war has been simmering for more than 12 months now. Battles are
being fought on several fronts, from prepaid and postpaid to high-speed data
services, customer services and network coverage. More recently, the war has
spread beyond borders into Indonesia, Pakistan and India, among others.

Needless to say, all this has a direct impact on costs. Adding to the problem is
the emergence of second-tier telco players who peddle various low-cost Voice-
over-Internet-Protocol (VoIP)-based telephony services over broadband networks.
This puts further
pressure on the profitability of fixed-line services.

With all this squeezing on various fronts, expenses are rising fast for the
incumbent telcos.

Questions:
a. Do a quick internet research on the three main telcos above. What are the
business level strategies each telco is utilising to compete with the others?
Provide examples.
(5 marks x 3 telcos = 15 marks)

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b. Prepare a CPM (Competitive Profile Matrix) on the three telcos and identify
which telco is leading in the competition. Justify your answer.
(9 marks for CPM 6 marks for
identification and justification)
(TOTAL: 30 MARKS)