Problem: Choose a product/product line or service currently marketed by a company in Malaysia. Each group will write a report covering an introduction (company overview/marketing strategy), and analyzing issues of macro/micro environments, related consumer behaviour and product aspects, and the impact on marketing.
The main objective of this assignment is to demonstrate a clear understanding and applications of the concepts and frameworks learnt in the semester and provide evidence of proper analysis of real life Principles of Marketing issues.
To write the report, use a combination of various sources such as company website(s), published journals, books, newspaper articles, special reports, official statistics and (optionally) interviews. You must demonstrate that you have used published sources. The Taylor's online library is good source of journals. DO NOT use online forums, blogs and other non scholarly sources.
The report should be approximately to a maximum of 4000 words, around 20-25 pages.
Groups of two students shall be formed. A peer evaluation will be done to ensure quality contribution of all group members. Any group member who does not contribute to group work may risk failing this component and the subject.
WHAT YOU NEED TO DO:
Each team is required to choose a company (Choose product or service oriented company e.g airlines, hotel, telecommunication, healthcare, banking, insurance, beverages company, food manufacturing company etc)
Specify one product or service being offered and discuss on that.
Groups must discuss with the instructor before choosing the company.
Students are required to discuss on the following:
I) INTRODUCTION:
Discuss about the company background in terms of the company's history and profile, its core business, management team, organization structure, etc.
II) SERVICE DESCRIPTION:
Detailed description of that product or service such as Characteristics of the product/service Benefits of the product/service. When was the product/service launched?
Describe the target market (target customers for the product/service) and describe these consumers in relevant ways (demographics, lifestyles, knowledge of product, etc.)
Discuss the strengths and weaknesses of the service
Discuss the opportunities and threats in offering the service by the company
Discuss on the similar service being offered by the company's close competitor in terms of their service, price, distribution, and promotional aspects.
III) CURRENT MARKETING STRATEGY:
Discuss on marketing mix - 4 P's
Outline marketing strategies for the service in terms of Price, Place and Promotion that are currently implemented by the company to market this service.
The discussion should also include the segmentation and positioning strategy, service strategy, pricing strategy, distribution strategy, and promotional strategy for this product/service
IV) PROBLEMS AND SOLUTIONS:
Identify and discuss problems faced by the company in order to market its service in terms of the service strategy, price strategy, place strategy, and promotion strategy.
Provide solutions for each of the problems identified above.
V) CONCLUSION:
Conclude your assignment
You can also have a brief discussion or some recommendations to market this service effectively to the targeted customers.
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Attachment:- Principles of Marketing issues.rar