Business strategy analysis of Telekom Malaysia Payphones Unit Kuching/ Aminah Savari … [et al.]

The objectives of this study are to analyze the effectiveness of the current business strategies and to determine the critical business issues in Payphones business particularly in Kuching. Secondly to recommend to the Payphones management in Kuching some feasible strategies
that could improve the performance and profitability of TM Payphones in Kuching. Data is collected through the use of internal data, interviews, questionnaires and management tools-TOWS to get a thorough view of the environment facing the TM payphones business in Kuching. Interviews are conducted with the payphones managements and staffs of Payphones Kuching to get the general details and characteristics of the Payphones Kuching organization and functions. Internal data such as monthly financial reports, operation reports etc are analysed in determining the current strategies and situations facing payphones business. The TOWS Matrix is used in scanning the internal and external environment in
payphones industry to determine the business issues and advantages, and to find out the feasible strategies for the growth of the business. Questionnaires are distributed further to support the findings on this critical business issues and the business strategies. The findings show that there are some improvements plan that can still to be done by payphones Kuching, in order to stay competitive and to improve its financial performance. It was concluded that approximately 30% of the payphones sets in Kuching are performing poorly need to be addressed immediately. Marketing activities, serviceability and number of coins phone also need to be improved further.