FUNDAMENTALS OF MARKETING (MKT 40603 / HTC 4073)

HOSPITALITY MARKETING (MKT 40703 / HOS 4153)

I hear [marketing lectures] and I forget, I see [marketing examples] and I remember, I do
[marketing project] and I understand.
- Confucius
Project and Assignment Guidelines (Total 40 marks)
1. This group project requires 7 students to work in a group.
2. Choose a company or brand in the food service, hospitality or tourism industry according to
your major and submit the name of the company or brand to your lecturer by week 2 of this
semester for approval.
3. To avoid plagiarism, your lecturer will approve chosen company or brand on a first-come-firstserve basis.
4. Each group is required to present and report the marketing principles practiced by this company
or brand, according to the syllabus of this module.
Suggested presentation and report format:
I. Brief introduction of the company
Origin of this company, year established, when it came to Malaysia (for international companies),
number of outlets in Malaysia, location of outlets, reasons for choosing this company
II. Needs and wants served by this company (customers)
IIIa). Micro-environment (competitors)
IIIb). Macro-environment (refer to lecture slide number 15 in Chapter Three)
IIIc). Opportunities and threats for this company arising from micro-environment and macroenvironment
IV. Segmentation, targeting, differentiation and positioning practiced by this company (refer to
textbook and lecture slides)
IVa). Product (refer to textbook and lecture slides)
IVb). Price (refer to textbook and lecture slides)
IVc). Place (refer to textbook and lecture slides)
IVd). Promotion (refer to textbook and lecture slides)
V. Conclusions and suggestions

5. Each group must present their project on Week 10 and 11. Marks will be given for presentation
(group 15 marks and individual 5 marks).
6. Each group will be allocated approximately 15 minutes for presentation and 5 minutes or Q&A
in Week 10 and 11.

7. All groups must submit one written group report in Week 12 before the end of lecture 1 directly
to lecturer. This written group report is worth 20 marks. The report format is as follows:
o Cover sheet with names of all group members
o Table of contents
o Brief introduction of the company or brand
o Consumers needs and/or wants served by this company or brand
o Analysis of their marketing macro and micro environment using online marketing research
and Euromonitor. Subsequently, identify opportunities and threats for this company or brand
o Discuss their marketing strategy in terms of segmentation, targeting and positioning
o Discuss their marketing mix in terms of product, price, place and promotion, including
online marketing
o Conclusion about the marketing management of this company or brand and your
recommendation on how to improve their marketing functions based on the weaknesses in
their marketing management that your group has identified in their marketing strategy
and/or marketing mix
o Word count is between 2,500 to 3,500 words from Introduction until Conclusion section
o Double spacing, font face Times New Roman size 12 printed on one side of the paper only
o Attach hard copy of final power point presentation slides at the end of your report
o All reports must be comb binded with plastic sheets in the front and back of the report
Note: Discuss means to examine and analyze carefully, giving reasons for pros and cons,
advantages and disadvantages. Be concise and give details.
Please do not select the following companies for your group project:
DC and DT

DH (or DT)

Old Town

Mandarin Oriental

Starbucks

Shangri-la

Secret Recipe
MAS
Air Asia
Firefly

Presentation schedule
Week 5

Week 6

Week 7

Week 8

Week 9

Week 10

Week 11

Intro,
needs &
wants

+ micro and
macro
environment

+
marketing
strategy

+ Product
& price

+ Place,
advertising
and sales
promotions

Official
Official
presentation presentation