Maxis SWOT Analysis, USP & Competitors

Posted in Telecom Service Providers, Total Reads: 7269

SWOT Analysis of Maxis with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Usaha Tegas Group Holdings Bhd


Mobile Service Provider



Tagline/ Slogan

Simple, Trustworthy, Creative, Brave


A leading communication and the internet technology service provider



Communication products namely, mobile services, residential fixed line services and broadband internet services.

Target Group

Individual and businesses looking for telecom services


Maxis provides a variety of mobile communication products and services. They offer prepaid call plans, monthly subscription plans, International Roaming, MMS, WAP (over both GSM and GPRS), Residential Fixed Line services, Broadband Internet plans, and 3G services to both prepaid and postpaid subscription customers and I-Phone services.

SWOT Analysis


1. Increasing Operational Efficiency helping to widen returns
2. Market Position helping the company to implement new strategies
3. Strategic Alliances and Partnerships helping to capture new markets
4. Strong In-house Strategies helping to have consistent growth
5. Has approx 15 million subscribers across the Asia Pacific


1. Small employee base compared to big telecom giants
2. Restricted Coverage Area and Market Share due to limited presence across the world


1. Increasing Broadband Markets across geographies
2. Alliances and Agreement of Aircel in India
3. Growth in Telecommunications Services


1. Competitive Pressure causing pressure on margins
2. Rapid Technology Changes needing capital infusion
3. Global Economic Slowdown impacting growth



1. Telekom Malaysia
2. Vodafone

The table above concludes the Maxis SWOT analysis along with its marketing and brand parameters.


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