Case Study

Tenaga Nasional Berhad

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About The Client

As Malaysia’s main electricity utility, Tenaga Nasional Berhad (TNB), is responsible for the generation, transmission and distribution of electricity throughout Peninsular Malaysia as well as Sabah, which it does through Sabah Electricity Sdn Bhd. All in all, the company services 9.2 million industrial, commercial and residential customers throughout Malaysia excepting Sarawak.
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Objective

Among TNB’s biggest stakeholders are its large power consumers (LPCs) which includes organisations that own and/or manage huge industrial or commercial operations – these include airports (such as Malaysia Airports), integrated cities and resorts (such as Sunway Group, Genting Group and IOI), and hospitals (such as KPJ Healthcare and IHH). As these are key customers for TNB, its Distribution arm wanted to keep in constant communication with them in order to highlight the steps being taken to innovate, improve and strengthen the delivery of electricity to them.

Why The IBR Asia Group

TNB Distribution approached The IBR Asia Group to help them achieve its objectives, owing to our strong connections with industries that are its target market. These connections were built up through working with them as well as through our proprietary publication – International Business Review.

What We Did and how we did it

We transformed TNB’s in-house newsletter – TenagaLink –into a communications platform where TNB and LPCs could engage with one another. This enabled TNB to make known its activities and aspirations in enhancing the supply of power to commercial and industrial enterprises, while LPCs were able to express their needs and wants to TNB.
Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets

Results

Through TenagaLink, The IBR Asia Group was able to:

Enhanced appreciation and goodwill for TNB by showcasing its efforts in innovating and enhancing the delivery of electricity in Malaysia,

Assure TNB’s LPCs of steady and reliable energy supply.

Increase awareness and appreciation of the vital role that TNB plays in national development.

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia

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