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BPMM1013 PENGANTAR PEMASARAN (SEMESTER II 2013/2014) GROUP ASSIGNMENT A Marketing Situati n Ana!

"#i# Re$ rt In#tru%ti n#& Each team will be required to choose a product or service BRAN' in an existing product/service category (e.g. NO(IA (mobile phones); SENSO')NE (toothpaste); PEPSI (soft drinks); MA*IS (telecommunication); PRU'ENTIA+ (insurance). 1, Ba%kgr un- (15 points)
Brief introduction and history of your brand and its parent company Macro environmental factors impacting your brand and its industry Market share for the brand and 2 @ 3 key competitors for the most recent year

2, Pr -u%t

Ser.i%e (15 points)

ype of product Branding strategy used !roduct life cycle stage for the brand in the industry !rice range of your brand "ompetitive pricing for 2 @ 3 key competitors !ricing strategy #umber of locations "hannel structure diagram $istribution strategy !ositioning statement !romotion ob%ective !romotion strategy !romotion tools used !resent a discussion of ho& you &ould alter the situation described above to improve the Marketing effectiveness of the brand' (rgani)e your thoughts according to the four elements of the Marketing Mi*'

3, Pri%e (15 points)

4, P!a%e (15 points)

/, Pr 0 ti n (15 points)

1, 23at 4 u!- " u - -i55erent!"6 (25 points)

A REPORT 7ORMAT&

!eports should be as long as they need to be. "his report should have a "able of #ontents$ !eferences$ and %ppendices. &t should be neatly typed on %' type of paper$ using the (font( "imes )ew !oman$ si*e +,$ double spaced$ and page numbering on each sheet. -ind your report using the normal binding (comb binding). %ssignments must be submitted in week +. (between / 0 1ec +,$ ,2+.).