THE STRATEGIES THAT POS MALAYSIA BERHAD IMPLEMENTED IN THEIR COMPANY

Strategy is about intelligent allocation of limited resources to achieve current (mission) and future (vision) purposes of POS Malaysia, based on future value discipline (Badariah, 2013).

POS MALAYSIA BERHAD MISSION AND VISION

MISSION - BUILD AND DELIVER THE NETWORK OF CHOICE

Be efficient and remain relevant to the customers by frequently raising the service levels using advance technology (electronically such as email or intemet) or personal services (such as surface mails, collection and delivery systems) (Pos Malaysia Berhad, 2021).

VISION - CONNECTING MALAYSIA AND BEYOND FOR TODAY AND TOMORROW

Connect all the population and businesses in Malaysia, at work and at home, both online and offline. Start as a postal delivery service to help connecting people and enterprises. Postal services is the keystone of Pos Malaysia Berhad. They evolve alongside the customers and technology in order to innovating as well as stay relevant for the future, delivering convenient new products and services. Pos Malaysia Berhad want to become the leading and trusted delivery service provider of customers choice. (Pos Malaysia Berhad, 2021).

 The strategies that Pos Malaysia Berhad implemented in their company is:

1) Pos Malaysia Berhad target customers who are happy to pay a premium for efficient, reliable and trusted delivery services that cannot be substituted totally by electronic mail or the internet. The customers whose requirements can be wholly met by using electronic mails are not the main target (Badariah, 2013).

2) Pos Malaysia Berhad also offer variety of standard services, both locally and abroad, that can be easily selected by the customers either directly. A pre-selected list of customers by industry and the general delivery services normally needed by them shall the selling and customer acquisition tool for the company's sales force. In terms of technology, Pos Malaysia Berhad constantly invest in new technologies and systems to enable it to track and improve its service levels continuously (Badariah, 2013).

Others strategies that Pos Malaysia Berhad do is they structured their entire operation into three Strategic Business Units (Badariah, 2013). Pos Malaysia Berhad determine to be more focused on marketplace and their services consists of:

i) PosMel

Managing an average of 4 million mail items every day, PosMel is focused in providing day-to-day mailing services both general public and retail customers (Badariah, 2013).

ii) PosLaju

Be the sole national courier provider, PosLaju aggressively aims to be the preferred courier service among its foreign competitors (Badariah, 2013).

iii) PosNiaga

This unit is responsible in heightening the accessibility of the national's postal services via its extensive network of over 700 outlets and Pos Malaysia's transaction portal to reach Malaysians in every corner of the country (Badariah, 2013).

References:

Badariah (2013). Pos Malaysia Strategic Brand Marketing. Pos Laju Courier Service. https://www.slideshare.net/tengkukyra/pos-malaysia-strategic-brand-marketing-22598562

Pos Malaysia Berhad (2021). Pos Laju - Pos Malaysia. Pos Laju Courier Service. https://www.pos.com.my/send/pos-laju.html