A Review of TM Positioning Marketing Strategy as The Market Leader of Telecommunication Industry in Malaysia

This paper presents a comprehensive review of the marketing positioning strategy of Telekom Malaysia (TM), the longest-established and most dominant telecommunications company in Malaysia. Since its inception in 1946, TM has evolved into the market leader in fixed-line and broadband services, positioning itself as a pioneer in technological innovation and customer-centric service delivery. The study aims to explore how TM sustains its leadership status amid increasing market liberalization and growing competition from mobile and fiber broadband providers. Drawing on extensive literature and corporate data, the research adopts a quantitative methodology to analyze TM’s strategic positioning efforts. The findings reveal that TM leverages its extensive infrastructure, government-linked status, and brand legacy to maintain a near-monopoly, especially in last-mile connectivity. However, the rise of competitors such as Maxis and DIGI poses a strategic challenge. The study concludes that TM must innovate continuously, invest in customer experience, and modernize its infrastructure to preserve its competitive edge in the rapidly evolving telecommunications sector. Recommendations for enhancing TM’s strategic agility and service differentiation are provided to support long-term sustainability in a competitive regional market.