FACTORS AFFECTING MARKETING AND CONSUMER BEHAVIOR FOR AXIATA GROUP

FACTORS AFFECTING MARKETING AND CONSUMER BEHAVIOR FOR AXIATA GROUP.

AXIATA GROUP INTRODUCTION. Logo, company name Description automatically generated.

AXIATA GROUP BRANDS. celcom Aüt• Smart e.co edotco prcyvüles end-to-erxi sdutions in tte tower services sector from leasing, ccAccaWons. twild-tcpsot. energy and apygate.

MACROENVIRONMENT. Mou SIGNING CEREMONY. Celcom Axiata Berhad partners with University Teknologi Petronas in catalysing digital learning.

Commercial deployment of 5G technology has begun in the United States, South Korea, and Australia, with many businesses announcing the launch of 5G devices..

MICROENVIRONMENT. Map Description automatically generated.

COMPANY. Company sets the company’s mission, objectives, broad strategies, and policies. In Axiata group, marketers make changes in the company. Based on the table above in 2015, revenue is USD 5.1 billion, profit after tax USD 0.7 billion and the market capitalization is USD 13.2 billion. It shows that Axiata group makes a change in their company to increase profit from lower sales figures to changes in the company’s vision. In designing Marketing Plans, marketing management takes other company groups into account such as top management, finance, research and development, purchasing, manufacturing and accounting.

SUPPLIER. - unans. Supplier developments can seriously affect marketing. Marketing managers can seriously must watch supply availability supply shortages or delays, labor strikes and other events can cost sales in the short run and damage customer satisfaction. The suppliers imply that they have available and good quality network, information and low switching cost. If Axiata have problem the seller will conduct the supplier. Changes in suppliers, Microenvironment and income performance are among the factors a marketer needs to monitor and manage..

COMPETITORS. . Wars among the telecom industry for gaining customers share to increase revenue and profit . For instance, competitor want to reduce call price so that they can get good customer response towards the company . Axiata competition very strong especially in the advertising industry both in local, national level and region. Competitors provide same types of Axiata product. Axiata is alongside the best in the region in terms of technology and talent to achieve its goal of becoming the preferred provider of New Generation Telecommunications in 2020..

CUSTOMER. Axiata’s customer affect the entire marketing process because there would be no need for marketing without the right customers. Customer’s needs, wants, and demands dictate what type of product is marketed. Customers Axiata are people that buy product or service from Axiata. Customers can be divided into five categories. One of the categories in Axiata is Business market because it consists customers who buy goods and services for further processing or for use in their production process..

CONSUMER BUYING BEHAVIOR. PERSONAL SOCIAL FACTOR PERSONAL.

CONCLUSION. Consumer Behaviour ​ An understanding of consumer behaviour is a prerequisite for managing the marketing function, as well as the business as a whole. A marketer’s responsibility is to understand consumer behaviour so that he or she can influence that behaviour through the design of products, services, and marketing programs that match the goals and preferences of consumers ​. Consumer buyer behaviour A consumer’s buying behaviour is influenced by his characteristic and psychological factors social factors encourage marketers to address the influence of reference groups, family, roles and status of a person in a society on consumer buying decisions Macro The epidemic lead to the closure of markets and disrupted trade The 5G technology encourage Axiata group to adapt their operating models and procedures to remain competitive Micro Changes in suppliers, Microenvironment and income performance are among the factors a marketer needs to monitor and manage. Axiata has offered diversity of telecommunications products and services that are constantly updated according to customer needs and technological advances.

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REFERENCES. Ullah Nazim (2021) An analysis of Celcom Axiata Berhad – A review of strategic plan access on 15 December 2021 from https://mpra.ub.uni-muenchen.de/108578/3/MPRA_paper_108578.pdf . Suraiya Mohd Shukri (2020) Sustaining Axiata’s Growth In The New Telco Paradigm access on 16 December 2021 from https://www.academia.edu/28689709/Group_Assignment_Sustaining_Axiata Axiata. (2021). Axiata. Retrieved from Axiata Digital labs: https://www.axiata.com/brands/axiatadigitallabs Axiata. (2021). Axiata. Retrieved from Axiata Sustainability: https://sustainability.axiata.com/governance/ Axiata. (2021). Axiata. Retrieved from Axiata Group Berhad Code Of Conduct: https://www.axiata.com/sites/default/files/docs/Employee-s-Code-of-Conduct.pdf Axiata. (2021). AXIATA. Retrieved from COMPANY BUSINESS REVIEW & STRATEGIC PLANS OF AXIATA GROUP BERHAD: https://youtu.be/AfXZfmCgcpE Axiata. (2021). Axiata Group Berhad. Retrieved from Credible Performance in Challenging Year: https://sustainability.axiata.com/credible-performance-in-challenging-year/ Axiata Group Berhad. (2021). Axiata. Retrieved from Axiata Intergrated Annual Report 2020: https://www.axiata.com/investors/2020/pdf/Axiata-IAR2020.pdf Celcom. (2016, May 9). CELCOM AXIATA PARTNERS UNIVERSITI TEKNOLOGI PETRONAS IN CATALYSING DIGITAL LEARNING. Retrieved from CELCOM AXIATA PARTNERS UNIVERSITI TEKNOLOGI PETRONAS IN CATALYSING DIGITAL LEARNING PDF: https://www.celcom.com.my/sites/default/files/pdf/celcom-pressrelease-20160509-celcom-axiata-partners-universiti-teknologi-petronas-in-catalysing-digital-learning.pdf Wikipedia. (2021, November 24). Axiata. Retrieved from Axiata article: https://en.wikipedia.org/wiki/Axiata ( https://www.researchgate.net/ ) ( www.researchgate.net/publication ) (https://sustainability.axiata.com/).