Celcom Axiata analyzed its general environment including demographic, economic, technological, and global segments. The demographic segment shows that the majority of the Malaysian population is between 15-54 years old, representing an opportunity for Celcom to attract more users and increase income. However, competition is intensifying among telecom companies in the international direct dial segment. Celcom has the best broadband network in Malaysia and enhances its products to keep up with technological advancements, representing an opportunity in the growing technology market. The economic segment presents opportunities such as a higher standard of living and rising telecom demand, but also threats like high inflation and consumer bargaining power.