Analyzing the Business Performance of Telekom Malaysia Melaka's Fixed Line Telephone Services

Fixed Line Telephones Service is a single line communication service, which enables consumers to use the service as voice, fax or Internet application. The current environment shows that majority of the customers still depend on the fixed line telephones services to communicate either for personal purposes or business interactions. In Telekorn Malaysia (TM), the fixed line service has contributed seventysix (76%) percent of its total revenues. This study aimed at determining
the current business performance of fixed line telephones TM Melaka in terms of physical performance and financial performance. It also aims to explore possible marketing strategies to improve the business performance of fixed line telephones services of TM Melaka. The findings of this study showed the declining trend continued and seems
unstoppable. The reasons for this might be due to the product itself or the change in consumers' preferences to other alternative services. This study proposed to the management of TM Melaka to review its marketing strategies as well as focus on retaining the existing fixed line
telephones customer and aggressively promoting internet-based product applications and business solutions.