3.1: Introduction
CSL is a group of companies based in Malaysia which manufactures and markets electronics products such as mobile phones, computer devices and more recently have entered the netbook market. Established in 1998, CSL initially started as an official partner to French mobile phone maker Alcatel and manufactured phones for them for the south east asia region. Later on, after Alcatel merged with Chinese manufacturer TCL Communications, CSL became independent and started to produce mobile phones under their own name and brand. CSL is based in Hicom-Glenmarie Industrial Park, Shah Alam and distributes its products to the whole of Malaysia. Apart from that, CSL has also ventured into the south east asia market with offices in China , Thailand , Singapore and Indonesia
CSL prides itself in it's wide customer service network hence their slogan, "Commitment, Service & Loyalty" which is also an derived from the brand name itself. Currently, CSL has 21 service centres and 2600 authorized shops and kiosks in Malaysia including Sabah and Sarawak and plans to expand even further in the future. Led by the guidance of their Group Executive Director, Ir. Megat Radzman Megat Khairuddin, CSL has won various accolades throughout the years such as Mobile World Star Award - Best Malaysian Brand 2008/2009 and Best Malaysian Made Phone model. CSL also has been awarded Technology Status Manufacturer by the Ministry of international Trade and Industry.
As of now, CSL is a group of companies with a workforce of 500 employees and growing. CSL recently announced that they have achieved over RM1 billion turn cumulative turn over in sales which bodes well for its future as the pioneer of Malaysian made phones and as an electronics manufacturer as a whole.
3.2: Company Info
Company name: CSL Group of Companies
Year of Establishment: 1998
Executive Director: Ir. Megat Radzman Megat Khairudin
Industry: Electronics
Business Activities: Manufacturer and marketer of mobile phones,
computer peripherals, notebook, modems, and tablet
pc
Location: Wisma CSL, No 10, Jalan Jurunilai U1/20
Hicom Glenmarie Industrial Park
40150, Shah Alam, Selangor Darul Ehsan
Hotline: 603-55693031
Fax: 603-55693032
Email: postmaster@cslcare.com
Subsidiaries: CSL Manufacturing Sdn. Bhd
CSL Mobile
I-Gate (M) Sdn. Bhd.
Mobile De'Ring Sdn. Bhd.
Ad-Deen Technology Sdn. Bhd.
Beoworld Sdn. Bhd.
CSL Multimedia Sdn. Bhd.
3.3 Company History
CSL was established in 1998 during the global economic downturn. It was a bold move by Dato' Eric Chuah Seong Ling but he was adamant that there exists a big potential in telecommunications and electronics sector. Initially, CSL was a company that was an official partner of Alcatel, a French mobile phone company and manufactured phones for Alcatel to the south east asian market. After gaining a foothold in the mobile phone manufacturing industry, CSL then ventured into the distribution of international mobile phone brands business. CSL became one of the biggest official distributor for Motorola, Samsung, Nokia and Sony Ericsson in Malaysia
After gaining enough experience in the mobile phone industry, CSL then proceeded to make the biggest move their company had ever did, which was to launch their own brand of mobile phones. CSL mobile phones is celebrating it's 10th anniversary in 2010 and this shows how far the company has come. With products sold across eight countries across asia pacific, CSL continues to be the leading pioneer in Malaysian made mobile phone products.
3.4: Corporate Reputation and Brand Image
As a new company, CSL can only utilize low advertising budget compared to other established international brands. What other brands do with their promotions and marketing strategy, CSL can only come up with a somewhat lackluster marketing campaign in comparison. Clearly, competing with the other big brands in terms of advertising quality and effectiveness in really hard for CSL. This contributes to the degradation of CSL brand image when people see their advertisements next to other brand's advertisements. People's perception is that the stylish and cutting edge factors portrayed in other brands advertisement are not present in CSL's advertisements. This directly shapes the image of CSL as something that is made from China and is of low quality.
To worsen the situation, CSL's phone designs are not that imaginative and usually are slightly modified versions of well established phone designs of other brands. This creates a very bad brand image and shows the lack of resources and expertise to create and design something that is proprietary and original. The testimonials from people on the net and through word of mouth spread stories of CSL lacking in quality and are easily damaged also comes as a threat to the company's brand image.
On the flip side, using technologies and manufacturing process from China significantly reduces the cost for CSL. This in turn makes CSL products way cheaper than other international competitors.
3.5: Vision and Mission
Vision
· To be the lead manufacturer of mobile phones and consumer electronic products;
· To be a state-of-the-art wireless application software provider
· To provide the most comprehensive product range through strong logistical support, well-structured distribution chain and excellent after sales services network by establishing a long-term ‘partnership’ with our valued customers
Mission
To ensure that valued customers receive complete satisfaction through:-
· The manufacture of high quality, high technology and high value products
· Constant improvement of the supply chain management
· Total Commitment, Excellent Service and Undivided Loyalty
3.6: CRM Activities
In order to maintain a good relationship with customers and ensure their loyalty, CSL have been implementing a unique membership system and participated in events that rewards customers. Below are explanations about what did CSL do improve their relationship with customers:
Comprehensive after sales services
To show that they are really serious about their after sales services, CSL has 21 service centers nationwide to cater towards customers needs.
Extensive Warranty
All CSL phones are backed by 12 months warranty and customers get 3 more extra months warranty when they sign up to CSL Fun Club. This helps to ease customer's worries about the quality of the products they purchased.
CSL Fun Club
CSL created an online membership named CSL Fun Club for customers to get free wallpapers, ringtones and themes for their mobile phones. They also get to have free sports news alerts, horoscope service and more infotainment contents. Furthermore, once customers sign up they get 3 months extra warranty for their mobile phone.
3.7: Market Share
A research done by GfK Retail and Technology for the market share of smartphones in Malaysia
CSL as a new comer in the industry is categorized under 'Others'.
*Please note that newer and most recent market shares were not disclosed by CSL for company policy reasons.*
3.8: Current Marketing Objectives
CSL's current marketing objectives are to secure the budget mobile phones market and be the first choice amongst customers who wants an economical alternative for mobile phones. In the mobile phones market, the budget phones category are starting to receive newcomers from various competitors be it from Malaysia and other lesser known asian brand. This in turn makes the market situation more and more competitive and CSL is working hard in planning and executing new strategies to gain advantage over the other 'late comers'.
