Corporate Social Responsibility Maxis Marketing Essay

There is a broad consensus among public and private establishments that the construct of Corporate Social Responsibility ( CSR ) is based on a company achieving a balance between the involvements of all its stakeholders within its strategic planning and operations.

The past old ages, a batch of arguments have discuss around the inquiry about such ‘responsibilities ‘ should be voluntary or non, particularly sing turning environmental challenges in countries such as clime alteration, every bit good as sing the enforcement of labour criterions and basic human rights. Other people have pointed out that the function of the private sector is merely focal point on production and profit-maximisation ; they think that lone authorities should take attention of societal and environmental issues through efficient policy. Furthermore, the little, medium, endeavor ( SMEs ) about wholly do n’t care the exclusion from conceptual treatments on CSR could take to a strictly ‘northern docket ‘ for transnational companies. It should besides be observed that CSR has often been deceptively equated merely with ‘corporate philanthropic gift ‘ and ‘charitable giving ‘ , which in bend are frequently separate from their nucleus concern and without an underlying strategic program behind it.

Now a twenty-four hours, CSR is widely seen a direction scheme option. A turning figure of successful illustrations have demonstrated that esteeming CSR in strategic planning, and following these through programs in operations, either leads to increased economic end product, or at least is impersonal in its consequence on company net incomes. Furthermore, many companies realise that they should better their societal and environmental hazard direction schemes, take the chances in advanced engineering development and cognition creative activity, and prosecute more proactively with their stakeholders.

While there is bettering conceptual lucidity around CSR, there are still lack of proficient aid activities in this field. One of the jobs is that SMEs, particularly in developing states, they frequently lack the capacities and chances to larn about a possible CSR attack in their direction planning and day-to-day operations. Therefore, they ca n’t manage the CSR demand from their clients and opposite numbers, so that they confronting the complicated codifications of behavior and increasing troubles in accessing planetary supply ironss.

This job have wholly influence on the development of SMEs, particularly in developing states, but it seems to be evitable: the basic concern construct of CSR, the inclusion of environmental and societal concerns into the company ‘s scheme.

Practically, this means that, through CSR, companies can happen and work out the inefficiencies in their production procedure, continuously upgrade the quality of their merchandises, and bit by bit develop their expertness in selling and gross revenues in an ever-wider market topographic point. By making so, they finally better their environmental and societal public presentation and, thereby, their overall fight.

A profit-oriented company ‘s involvement in corporate societal duty due to merely supplying for the demands of a client is non sufficient. Some companies ever guarantee that their involvement is in line with social demands and they will take this into consideration in their concern planning. Furthermore it is critical to foreground the several alone characteristics of this industry, such as stiff competition between the companies for a strong client base, assorted new issues that arise from client services and satisfaction and the fact that the companies operation is mostly based on clients ‘ demands and technological demands.

Maxis Mobile Sdn Bhd, which started operations in 1995, is the taking telecommunications service supplier in Malaysia. Bing the leader within the telecommunication industry, the corporation is the 5th largest Public Company in Malaysia with entire endorsers of 6.4million, supplying a broad scope of advanced Mobile, fixed and international web services to their clients. The caput office is located within Menara Maxis, an elegant 49 floor constructing next to the Petronas Twin Towers Kuala Lumpur City Centre. The edifice is the central office of the Tanjong Plc Group of Companies, Maxis Communications Berhad and their associated companies. Maxis Mobile Sdn Bhd foremost used the Cardax System ( CC Unix ) since 1998 when they moved their operations into Menara Maxis, owned and managed by Tanjong City Centre Property Management ( Tanjong Plc Group of Companies ) . The edifice house over 585 Contactless Mifare Readers across 49 floors and Visitor Turnstiles with some offices holding extra readers within their office premises for extra security.

Maxis Communications Bhd ‘s instruction programme is a all right illustration of how corporations can assist bridge the digital divide. It leverages on communications engineerings to make fresh acquisition experiences in the community. The minute, Maxis developing programmes have impacted more than 2,000 instructors and shut to 5,000 kids. Some RM15 million has been invested in this programme, initiated in 2002, which focuses on instruction, ICT and young person. TheyA believe that its Corporate Social Responsibility ( CSR ) programme contributes to societal development as progresss in engineering can convey direct benefits to communities. As Malaysia ‘s taking nomadic telecommunications operator, A the administration isA committed to back uping national aspirations in the country of engineering, instruction and young person.

In 2002, A it launched ‘Maxis Bridging Communities ‘ ( MBC ) with the intent of enriching communities with entree to instruction chances through Information Communication Technology ( ICT ) . MBC has made a steadfast committedness to guarantee stronger and sustainable programmes for the improvement of the community by developing cardinal enterprises under four chief classs:

Bridging the Digital Divide

Maxis steadfastly believe that ICT should be available to everyone. Even to those who might happen it out of range. Therefore as portion of CSR initiativeA ” Bridging the Digital Divide ” , A it hasA targeted to take ICT instruction and substructure straight to rural communities.

The Maxis Cyberkids ProgrammeA was introduced in 2002 with the purpose of advancing the use of ICT to kids and authorising them with accomplishments to research, portion and propagate the cognition within their community. The programme besides aimed to increase the degrees of assurance among the pupils while at the same clip heightening their leading qualities.

Since the programme had launch, the cantonment has successfully touched the lives of more than 7,000 school kids and instructors from over 1,000 schools across the state. The Maxis Cyberkids Programme is included the imperfect of the undermentioned activities which are Cyberkids Camp, Cyberkids Challenge and Cyberkids Portal.

The Maxis Cyberkids Camp is a 5-day residential programme, the structured to run the programme which is mix of synergistic schoolroom and out-of-door service. These activities are based on a “ train-the-trainer ” construct to enable participants to efficaciously utilize computing machines and cyberspace. This cantonment really is allow the participants portion their cognition from what they learn from their school and communities.

Each cantonment is separate by seven schools, and each represented by two instructors and six pupils. Participants between the ages of 13-14 old ages are taught cardinal ICT accomplishments including Microsoft Office applications and the usage of multimedia.

The Maxis Cyberkids Challenge is a national competition for the schools that have participated in Maxis Cyberkids Camps. The participants are allowed the opportunity to have and advance their ‘school undertakings ‘ which were portion of the Cyberkids Camp activities in the challenge. During the challenge, the pupils are encouraged to voice out the thought that will profit on their school or community.

The Maxis Cyberkids Portal was developed to let uninterrupted acquisition and networking among Cyberkids Camp participants. This portal besides gives them the ability to go on utilize the ICT cognition and development after the cantonment. The portal is a one halt interactive avenue for the Cyberkids community which is pupils, instructors, schools, voluntaries, Maxis and Ministry of Education forces to pass on and portion information, thoughts and resources with each other.

The community portal e-learning site Learn @ Maxis provides school kids from Standard 1 to Form 5 with free tutorials. Teachers are encouraged to lend lesson programs and larning stuffs that can be shared among club members. Maxis continue to host 100s of school web sites free-of-charge. These web sites belong to those take parting in Cyberkids Camps and the CyberlinQ Web Community Competition. They encourage and back up these schools to construct and update their web sites. They will besides go on increasing the content of this popular portal to run into the germinating demands of their communities.

Maxis conducted 28 workshops countrywide for CyberlinQ Web Community Competition participants in 2005. They were taught to construct their school web sites based on their proposed community undertakings. They short-listed 40 participants in each class and awarded them RM1, 000 each to get down their several undertakings. The four expansive award victors received RM9, 000 each.

Education & A ; Development of Malaysians

Besides that, Maxis besides support the Malayan persons with base out, the Education and development of Malaysians enterprise was conceived to advance and back up pupils in their chase for academic excellence. There are 3 cardinal programmes under the enterprise which are Maxis Scholarship for Excellence, Mobile Content Challenge, and Maxis Developer Programme.

Maxis Scholarship for Excellence Award presents immature and outstanding Malaysians a good chance to ship on a journey that will let them to recognize their ends. Maxis are offering undergraduate scholarships to their post-paid clients or kids of their clients who have excelled both in their academic surveies every bit good as their extra-curricular activities. Maxis seek good persons who have demonstrated leading accomplishments in the schoolroom, every bit good as in athleticss, societal work or other countries. Recipients of this scholarship will be able to prosecute classs at either a local or abroad university – a important measure towards prosecuting their life ‘s dreams and aspirations. In 24 of April twelvemonth 2009, Maxis awarded 19 scholarships deserving RM3 million in sums to meriting immature Malaysians for them to prosecute undergraduate surveies at Malayan and non-Malaysian universities. These 19 immature Malaysians are the first batch of receivers following the launch of the Maxis Scholarship for Excellence Undergraduate Programme in September 2008, a scholarship programme for Maxis ‘ clients, kids of clients and kids of employees. The scholarship is merit-based and screens undergraduate surveies at institutes of higher acquisition in Malaysia and top-ranked universities abroad. Maxis plans to present a sum of 40 scholarships per twelvemonth under this programme.

Mobile Content Challenge was launched in 2007, it ‘s a competition geared towards making A a coevals of advanced and originative techno-preneurs who will spur the state frontward in the field of information, communicating and multimedia services. MCC has been designed along the strategic push of ‘inspire – innovate – enterprise’.A First, pupils are holding the chance to larn the industry engineering and nomadic content development cognition and tendencies at regional workshops held throughout the state. Here, industry spouses portion their cognition and experience with the pupils. At the terminal of the workshops, after they done the nomadic content application, they need to demo to the Judgess and explicate it for the concluding choice.

Mobile Content Challenge is straight back up the Government ‘s MyICMS886 scheme by by authorising immature developers to turn their accomplishments, presenting them to new development techniques and presenting powerful tools to construct their local content. This programme focused on cultivating an advanced and originative immature head set in pupils and therefore fostering a community of future enterprisers.

Inspired by the pupils ‘ involvement in embarking into the nomadic content industry, and to further help past MCC finalists enhance their constructs and paradigms into commercial-ready provinces, Maxis in 2009 initiated the Nurturing Programme and Commercialisation Support Programme. Led by Maxis ‘ Product and Business Managers, these programmes aim to do the content of MCC participants available to Maxis clients through the Maxis 1Store, where clients can research, discover and purchase Mobile content applications. The Maxis 1Store focal points specifically on content and applications developed by Malaysians.

And the last is Maxis Developer Programme ; Maxis Developer Programme was crafted to supply a solid foundation for understanding end-to-end nomadic applications development. There are included counsel, equipment, support and preparation to assist developers to bring forth originative new solution and applications for the nomadic devices that will be utile for Malayan. They try to convey out the best in people and to utilize their greater potency, MDP aims to supply a huge support web of cognition sharing, common acquisition and better the growing of the nomadic industry.

Employee Volunteerism

Maxis think that there is in order to originate a difference in the community and the alteration must first with them. The Employee Volunteerism programme purposes to alter by promoting employees to encompass the spirit of volunteerism, through the Maxis Volunteer Brigade ( MVB ) . This programme was start from 2002 ; the enterprise provides the evidences for Maxis employees to work together on community undertakings. Since the programme start, there are over 600 employees have stay together from Maxis office to take part in assorted activities.

Over the last eight old ages which is around twelvemonth 2002, Maxis Communications had supported one the most demanding mountain motorcycle races in the state which is the KL Mountain Bike Carnival as portion of the Company ‘s support for young person and athleticss.

From 3-4 March in twelvemonth 2008, Maxis executed ‘Program Titian Teknologi Maxis ‘ in Long Jekitan, Miri, Sarawak, in concurrence with the launch of ‘Program Pemberian Perkhidmatan Sejagat Ke-lima ‘ ( USP 5 ) . The programme comprised of a one twenty-four hours preparation for 51 community members ; and the launch and certifications presentation ceremonial. The launch event was graced by Yang Berhormat Datuk Patinggi Tan Sri Dr. Alfred Jabu anak Numpang, Deputy Chief Minister of Sarawak.

There are 160 kids and 40 senior citizens from seven charity places were treated to a merriment filled twenty-four hours and deluxe Raya daintinesss at the Maxis Raya Open House, which was held on 2 October 2009 at Seri Melayu Restaurant. The particular event was hosted by 50 Maxis voluntaries, Maxis CEO Mr. Sandip Das and Puan Rossana Rashidi, Maxis CFO.

In 13 of December 2009, Maxis volunteers spent a Sunday afternoon with the kids of Agathians Shelter in the concluding month of the twelvemonth. Seeing as Christmas was merely around the corner, voluntaries and the kids of Agathians decorated the Christmas tree and continued with a host of other activities including a tele-match, a mini clean-up session, a coloring session and a get-to-know you session.A The kids so showed off their dance moves in a public presentation for the Maxis staff. The afternoon ended on a high note with tiffin and a choice presentation ceremonial for lucky victors.

In 6 of January twelvemonth 2010, there are 30 Maxis voluntaries visited the kids of Wisma Harapan, Brickfields in a get-to-know you session, which was followed by games and a mini shopping fling by Maxis staff, who bought handcraft points made by Wisma Harapan pupils. To demo uninterrupted support to the Centre, voluntaries besides adopted 15 Wisma Harapan contribution boxes in concurrence with their Flag Day. The following, in 25 of January, Maxis introduced the Maxis CR Wish List, a channel for Maxis staff to give back to the less fortunate by placing points on the wish list and lending towards it.A Ampang Old Folks Home, which has been runing for the past 60 old ages and houses over 50 occupants without any household members, was the first receiver of the wish list. Over 280 Maxis staff members contributed RM6, 657 worth of nutrient points, which were packed and delivered to the Home in concurrence with Chinese New Year. The CR section presented the points to the Home caretakers in a brief yet fun afternoon with the occupants. A karaoke session proceeded the Yee Sang session and caput of merchandise selling Mr Lai Shu Wei presented occupants with Angpows before the afternoon ended with light refreshments.


The environment is really of import for us. We want to salvage the environment for the hereafter of our kids. Because of this end in head, we have to follow duty concern patterns with considerations to environment. In the duty towards the environment, Maxis focused on understating their C footmark. Maxis are in a strategic partnership with Malaysia Airline Systems in undertaking to cut down their impact to the environment, every bit good as an internal recycling run.

On the other manus, there is unfavorable judgment about Maxis excessively. Maxis have received some ailment from the client. The client ailment that the plan for provide scholarship for the client which the CSR making by Maxis are really hard to acquire it due to the demand are really high. Actually the client needs the scholarship to assist to cut downing the disbursals in the instruction. Now he ca n’t acquire it, so he experience dissatisfy on Maxis. Actually Maxis cognize this happen, but they decide with no any changer due to they think the scholarship is for the earnestly pupil, and of cause it ‘s had a degree to accomplish it, non everyone can acquire it.

As a decision, the committedness to CSR, particularly Maxis Bridging Communities programmes, will go on with sweetenings from clip to clip to guarantee we reach as many people as possible, and do life more meaningful and particular to everyone whose lives we touch., 2005. Design, integrating and execution of Cardax Access Control, Perimeter Security and Alarm Monitoring System for TOC Sites –

Countrywide Security. [ Online ] Available from: hypertext transfer protocol: // [ Accessed 22 April 2010 ], 2010, Our Commitment. [ on-line ] Available from:

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[ Accessed 24 April 2010 ], 2010.Cyberkids Camp. [ on-line ] Available from: hypertext transfer protocol: // iStruct=0:0:0:1:0:0 [ Accessed 24 April 2010 ], 2010.Cyberkids Challenge. [ on-line ] Available from: hypertext transfer protocol: // iStruct=0:0:0:1:0:1 [ Accessed 24 April 2010 ], 2010.Cyberkids Portal. [ on-line ] Available from: hypertext transfer protocol: // iStruct=0:0:0:1:0:2 [ Accessed 24 April 2010 ], 2010.Education & A ; Development of Malaysians. [ on-line ] Available from: hypertext transfer protocol: // iStruct=0:0:0:2 [ Accessed 24 April 2010 ], 2010.Maxis Scholarship for Excellence. [ on-line ] Available from: hypertext transfer protocol: // [ Accessed 24 April 2010 ], 2010.Maxis Developer Programme. [ on-line ] Available from: hypertext transfer protocol: // [ Accessed 24 April 2010 ], 2010.Mobile Content Challenge [ online ] Available from: hypertext transfer protocol: // [ Accessed 24 April 2010 ], 2010.Employee Volunteerism. [ on-line ] Available from: hypertext transfer protocol: // iStruct=0:0:0:3 [ Accessed 24 April 2010 ], 2010.Environment. [ on-line ] Available from: hypertext transfer protocol: // [ Accessed 24 April 2010 ], 2009. Maxis Bridges the Digital Divide. [ on-line ] Available from: hypertext transfer protocol: // [ Accessed 25 April 2010 ], 2007. FCSIT Alumni. [ on-line ] Available from: hypertext transfer protocol: // [ Accessed 28 April 2010 ]

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