Analysis of Internal Environment of Digi Berhad

Topics: Customer, Customer service, Integrity Pages: 5 (1216 words) Published: October 28, 2010
Analysis of Internal Environment of Digi Berhad

5.1 McKinsey’s 7s Model

Digi’s strengths and weaknesses can be identified by looking at their internal environment. McKinsey’s 7s model is one of the most significant analysis can be used as a tool to analyze the internal environment of Digi. This model compresses seven main elements which includes strategy, structure, systems, shared values, skills, style and staff.

a)Shared Value

Shared value which basically what the organization stand for. DiGi is a leading mobile communications company providing a comprehensive range of affordable, convenient and easy to use wireless services to simplify and enrich the lives of its customers. Digi creates value for their customers by selecting the most appropriate cutting edge technology so that they benefit from products and services that give them choice, convenience and control.

Digi aspires to be the Industry Shaper by taking leadership positions through series of innovative value propositions, simplicity and excellent execution.


Digi’s corporate responsibility (CR) strategy addresses the four pillars are environment, community, marketplace and workplace. Their focus areas are minimising their environmental footprint; engaging with community; driving integrity and empowerment in their workplace and market place

There are few key strategies being set by the company:-

i.Cost efficiency- by being a cost-efficient mobile operator will help them to keep their operational costs down ii.Continuous investments- Continuous efforts being made for network expansion and coverage quality, to deliver innovative services and broadband packages iii.Excellent customer experience - Capitalise on their momentum as net gainer in Mobile Number Portability (MNP) through excellent customer experience There are also other strategies in order for Digi to creat a strong brand value. A strong brand with consistent values that resonates with customers iv. People - To gain competitive advantage, it is very important to build on employees’ talents and create a culture that challenges people to go the extra mile v.Customer service - Winning customers’ hearts and providing excellent customer experience are even more critical now as subscribers demand excellence from their service providers

Digi has always been an environmental friendly company with many plans. Their ambition is to halve carbon emissions by 2011 by reviewing their internal operations in terms of energy and fuel consumption. They also work with their customers, business partners and the community at large to implement innovative solutions that reduce the shared climate impact. Recognizing commitment to address climate change,

DiGi was the first Malaysian company invited to sign the UN Global Compact’s Caring for Climate Platform for Business Leaders in August 2008.They are focusing on improving their energy efficiency and reducing their diesel consumption in their mobile network, IT operations and buildings as these areas have a direct impact on their CO2 emissions. Several internal initiatives on energy efficiency and recycling were initiated including a carpooling programme. Over 10% of DiGi employees were carpooling by end 2008 while the waste separation programme has resulted in 5,000 kg reduction in waste to land fill between July and December 2008. As a result of the internal engagement activities, 80% of employees surveyed indicated a better awareness of the company’s commitment to address climate change.

Winning customers’ hearts and providing excellent customer experience are even more critical now as subscribers demand excellence from their service providers DiGi believes that if it can improve every customer touch point to make it easy and a great experience, it will lead to its success. Digi is well prepared to take on the challenge to embed Excellent Customer Experience (ECE) as a platform and mindset in the company. Through...
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