INDIVIDUAL ASSIGNMENT
SUBJECT CODE : MPMM7113
SUBJECT TITLE : MARKETING MANAGEMENT
LEVEL : MASTER
STUDENT’S NAME : SYAHRUL IZWAN BIN RAHIMI
ID NO. : 202209050199
PROGRAMME : MASTER OF BUSINESS ADMINISTARTION
LECTURER : ASST PROF. DR. MASRI BIN ABDUL LASI
SCHOOL : CITY GRADUATE SCHOOL
Excellent Good Moderate Fair Poor MARK
S
5 4 3 2 1
INTRODUCTIO The overview The overview The overview The overview The overview
N of the test is of the test is of the test is of the test is of the test is
exceptional good adequate less adequate inadequate /5
9-10 7-8 5-6 3-4 1-2
The research The research The research The research
The research
question, question, question, question,
MAIN question, /10
objective, and objective, and objective, and objective, and
CONTENT objective, and
hypothesis hypothesis hypothesis hypothesis
hypothesis
were were were are less were
were good
exceptional adequate adequate inadequate
9-10 7-8 5-6 3-4 1-2
Show
Show high Show good Show low Show poor
moderate level
level of level of level of level of
ANALYIS AND of
comprehensio comprehensio comprehensio comprehensio /10
REPORTING comprehensio
n in analysing n in analysing n in analysing n in discussing
n in analysing
and reporting and reporting and reporting the subject
and reporting
of the test of the test of the test matter
of the test
5 4 3 2 1
WRITING-UP The work is in The work is in The work is
The work is in The work is
FORMAT exceptional reasonable inacceptable /5
great manner unsatisfactory
manner manner manner
/
TOTAL MARKS
30
PERCENTAGE: /
30 x 20 = %
I certify that the work presented in this report is, the best of my knowledge and belief,
original, except as acknowledged in the text, and that material has not been submitted,
either in the whole or in part, for degree at this or any other University. I acknowledged that I
have read and understood the University rules, requirements, procedures and policy.
______________________
(SYAHRUL IZWAN BIN RAHIMI)
Date:
36067681
INSTRUCTIONS TO STUDENTS
1) This assignment consists of TWO (2) parts, Part A and B.
2) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment will
be penalised.
3) Register your TURNITIN Account by clicking the link (Class ID : 36067681
Enrolment Key :MM_DRM_09 https://www.turnitin.com/newuser_join.asp?
svr=50&session-
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4) NO TURNITIN REPORT NO MARKS. Minimum plagiarism must be less than 30%
5) References MUST be included and taken from reliable sources. Please use the APA
Referencing Style and cite your work appropriately.
6) This assignment carries a 60% weightage toward final grade.
7) The submission date for this assignment is BEFORE or ON 23rd Oct 2022. Please
submit your assignment answer via LMS and attach the Turnitin report
QUESTION/TASK 1 (20%):
OBJECTIVE:
The objectives of this assignment are to develop the learners’ ability to:
i. review and evaluate marketing performance, and
ii. suggest appropriate marketing strategies
REQUIREMENT:
Please read the following article:
With the myriad deals available on the Internet, online shoppers nowadays are
on the lookout for the best deals and exciting promotions of products and
services offered by brands and sellers.
Knowing the needs of its customers, leading e-commerce platform Lazada is
back with this year’s 11.11 Biggest One Day Sale, guaranteeing the lowest prices
with an incredible 11x money back guarantee on the price difference should
shoppers find cheaper deals on any other online platform.
“We are excited that 100 international and local brands have chosen Lazada as
their exclusive e-commerce partner this 11.11, offering amazing discounts across
a variety of categories and products to satisfy a wide spectrum of our consumers’
wants and desires,” said Lazada Malaysia CEO Leo Chow.
“This signifies a growing trust in our platform, and we are excited that we can
bring some of the lowest price deals, ‘guaranteed’ this year, backed by our 11
times money back guarantee. This year, especially during this challenging
period, we want to ensure that we help our shoppers maximize their Ringgit and
get the best value for their money.”
Lazada Malaysia chief business officer Sherry Tan, at a press conference, also
dared consumers to share with the company if they find lower deals on any other
online platform.
“We dare our shoppers to find better deals than Lazada this year and we are
extremely confident that we promise them 11x money back on the difference.
This is going to be Lazada’s Biggest One Day Sale. This has never been done
before, and we are excited to be back this year bigger, better and bolder,” she
said.
Chow also said that since 2012 when it first brought the 11.11 shopping festival
to South-East Asia, the shopping festival today has evolved into an annual
“holiday” that shoppers and businesses across the nation look forward to. 2020
has been a year of rapid change. Lazada is proud to have played a significant
role in supporting the local community by providing convenient online solutions
for their daily essentials, since the movement control order came into effect in
March. Lazada 11.11 had paved the way for Malaysia’s online shopping industry
to grow into the billion-dollar market today. Ultimately, Lazada is always
committed to continue guaranteed delivery service to its customers.
(Source: Lazada dares shoppers to beat its price this 11.11. URL:
https://www.thestar.com.my/news/nation/2020/11/03/lazada-dares-shoppers-to-beat-its-price-
this-1111. Date of accessed: 03/11/2020).
Task 1:
Assume that you are the marketing director for Lazada Malaysia, prepare a
report to outline the key success factors of the company. Also, propose the next
course of marketing actions for Lazada to compete with other established e-
commerce platforms to place the company as the preferred brand in Malaysia.
The report covers the followings:
1.0 Introduction
1.1 Company Background
2.0 Current Marketing Mix Strategy
2.1 Product
2.2 Price
2.3 Place
2.4 Promotion
3.0 Key Success Factors
4.0 Proposed New Marketing Strategies
5.0 Conclusion
References
[Total: 30 marks]
QUESTION/ TASK 2 (20%):
OBJECTIVE:
The objectives of this assignment are to develop the learners’ ability to:
a) review both the internal and external business environments
b) suggest appropriate marketing strategy for business sustainability, and
c) write an effective marketing plan
REQUIREMENT:
Please read the following article:
While many businesses are facing challenges brought on by the pandemic,
parcel stores and courier agents in Penang are seeing increased demand for
their services.
A parcel store employee, who wanted to be known only as Ashraf, 30, said the
number of parcel drop-offs they received had increased.
“I think during this period, people do not want to move around much so they are
turning to couriers and shipping agents. They are opting to drop off their parcels
and have agents handled them. Our store is an agent for six different courier
companies. We collect customers’ orders and parcels here at the store. Then we
group and pile them up for the different courier companies to pick them up. This
way, business owners will not have to visit or spend time lining up at courier
offices to drop off their parcels to be shipped,” he said.
Ashraf noted that while most businesses opted to use courier services for
interstate shipping, more and more were using courier services for shipments
even within the state too.
“Some businesses prefer to send the items themselves if their customers’ orders
are in the same state but due to the pandemic, many are using courier agents to
help manage their shipments. Take a clothing shop in town, for example. The
owner may receive an order from someone in Batu Ferringhi, which is not far.
However, some will opt for courier service as they do not want to travel to the
customer’s home or the courier office during this time. So, they drop their parcels
off with courier agents. We round up the items and get them ready for the courier
company to pick up.”
Another parcel store employee, Elain Chong, 27, who is a customer service
agent, said during the course of the pandemic so far, they had maintained the
number of orders they received for shipping and courier services.
“Our company handles the shipping between Malaysia and countries such as
China and South Korea. Although the pandemic has somewhat impacted the
shipping time frame, the number of orders we take on daily has remained almost
the same. There is no drop because there is still demand for shipping and courier
services, especially during the pandemic,” she said.
(Source: Rising demand for courier services during pandemic. URL:
https://www.thestar.com.my/metro/metro-news/2020/11/26/rising-demand-for-courier-services-
during-pandemic. Date of accessed: 03/12/2020).
Task 2:
Assume that you have a plan to run a courier service company, prepare a
marketing plan as a guideline for you to embark on the business.
The marketing plan covers the followings:
1.0 Introduction
2.0 Situational Analysis
2.1 PEST Analysis (Political, Economic, Social, Technological factors)
2.2 SWOT Analysis
3.0 Proposed Marketing Mix
3.1 Product
3.2 Price
3.3 Place
3.4 Promotion
4.0 Proposed Targeted Consumer and Markets
4.1 Segmentation and Targeting
4.2 Positioning
5.0 Proposed New Marketing Objectives
6.0 Conclusion
References
