PENYERAHAN DAN PENILAIAN TUGASAN

ASSIGNMENT SUBMISSION AND ASSESSMENT

_________________________________________________________________________
BBMG4103
GREEN MARKETING
JANUARY 2018
_________________________________________________________________________

INSTRUCTIONS TO STUDENTS / ARAHAN KEPADA PELAJAR

1. This assignment contains only ONE (1) question that is set in both Malay and English. / Tugasan ini
mengandungi SATU (1) soalan sahaja yang disediakan dalam bahasa Melayu dan bahasa Inggeris.

2. Answer in Malay or English. / Jawab dalam bahasa Melayu atau bahasa Inggeris.

3. Download the language version of the assignment template concerned from the myINSPIRE for
preparation and submission of your assignment. Your assignment should be typed using 12 point Times
New Roman font and 1.5 line spacing. / Muat turunkan templat tugasan versi bahasa yang berkenaan
daripada myINSPIRE untuk penyediaan dan penyerahan tugasan anda. Tugasan anda hendaklah ditaip
dengan menggunakan saiz fon 12 Times New Roman dan langkau baris 1.5.

4. Your assignment should be between 2500 to 3000 words excluding references. Do not copy the
assignment question and instructions to your answer. Only assignment answer developed within the
approximate word limit will be assessed. The number of words should be shown at the end of your
assignment. / Tugasan anda hendaklah mengandungi 2500 hingga 3000 patah perkataan tidak
termasuk rujukan. Bilangan perkataan hendaklah ditunjukkan di hujung tugasan anda. Jangan
menyalinsoalan dan arahan tugasan dalam jawapan anda. Pemeriksa tidak akan membaca jawapan
tugasan yang melebihi had patah perkataan yang dibenarkan. Jumlah perkataan hendaklah dinyatakan
di penghujung tugasan anda.

5. You must submit your assignment ONLINE via the myINSPIRE. Refer to the portal for instructions on the
procedures to submit your assignment online. You are advised to keep a copy of your submitted
assignment for personal reference. /Anda dikehendaki menghantar tugasan SECARA ONLINE melalui
myINSPIRE. Sila rujuk kepada portal untuk arahan mengenai prosedur menghantar tugasan anda secara
online.Anda dinasihatkan menyimpan senaskah tugasan yang diserahkan untuk rujukan sendiri.

6. You can submit your assignment ONCE only in a SINGLE file. / Anda hanya boleh menghantar tugasan
SEKALI sahaja dalam SATU fail.

7. Your assignment must be submitted between 5th March 2018 until 19th March 2018. Submission
after 19th March 2018 will NOT be accepted. / Tugasan anda hendaklah diserahkan antara 5hb Mac
2018 hingga 19hb Mac 2018. Serahan selepas 19hb Mac 2018 TIDAK akan diterima.
8. Your assignment should be prepared individually. You should not copy another person’s assignment. You
should also not plagiarise another person’s work as your own. / Tugasan hendaklah disiapkan secara
individu. Anda dilarang meniru tugasan orang lain. Anda juga dilarang sama sekali memplagiat kerja
orang lain sebagai kerja sendiri.

9. Please take note that PENALTY will be imposed on late submission of assignment as specified in the
Registrar’s Office circular 6/2012 (Refer to Registrar’s Announcement in myINSPIRE)./Sila ambil maklum
tentang PENALTI yang akan dikenakan ke atas penghantaran lewat tugasan seperti yang tertera di
pekeliling pejabat Pendaftar 6/2012 (Rujuk Registrar’s Announcement di myINSPIRE).

10. Please ensure that you keep the RECEIPT issued upon submisson of your assignment as proof of
submission. Your assignment is considered as NOT submitted if you fail to produce the submission receipt
in any dispute arises concerning assignment submission./ Anda perlu memastikan RESIT yang
dikeluarkan bagi penghantaran tugasan disimpan sebagai bukti penghantaran. Kegagalan
mengemukakan resit dalam sebarang isu yang timbul berkaitan penghantaran tugasan akan
mengakibatkan tugasan dianggap TIDAK dihantar.

EVALUATION / PENILAIAN

This assignment accounts for 50% of the total marks for the course and shall be assessed based on the
Rubrics attached. You would be given feedback on the assignment before the Final Semester
Examination commences. / Tugasan ini menyumbang sehingga 50% daripada jumlah markah kursus
berkenaan dan akan dinilai berdasarkan kepada Rubrik yang dilampirkan.Anda akan diberikan maklum
balas tentang tugasan ini sebelum Peperiksaan Akhir Semester bermula.

PLAGIARISM: MARKS DEDUCTION / PLAGIARISME: POTONGAN MARKAH

Warning: The submitted assignment will automatically undergo a similarity check. If plagiarism is
detected, marks would be deducted as follows: /Amaran: Tugasan yang diserahkan, secara automatik,
akan disemak untuk menentukan kadar pertindihan. Jika plagiarisme dikesan, markah akan dipotong
seperti berikut:

% Kumpulan Pertindihan (Similarity % Potongan Markah (Marks

No.
Group) Deduction)
1 0 – 30 0
2 30.01 – 50 5
3 50.01 – 70 10
4 70.01 – 100 100

Assignments found to have similarities under any of the categories above; will not be entitled to apply
for appeal. For learners who fall into the 70.01-100 similarities group, the access for online appeal for
assignment remarking of the subject will be disabled from the appeal options. / Tugasan yang dikenal
pasti mempunyai pertindihan tugasan bagi mana-mana kumpulan pertindihan di atas tidak dibenarkan
untuk rayuan. Bagi pelajar dalam kategori pertindihan tugasan kumpulan 70.01-100, akses online
rayuan semakan semula tugasan bagi subjek berkaitan dilupuskan dari pilihan rayuan.
 ASSIGNMENT QUESTION / SOALAN TUGASAN

PURPOSE
The purpose of this assignment is to enhance the learners’ understanding on the importance of
going green and apply the concept of green marketing in organisation.

Tujuan tugasan ini adalah untuk mempertingkatkan keupayaan pelajar untuk memahami
kepentingan pendekatan hijau dan mengaplikasikan konsep pemasaran hijau dalam organisasi.

REQUIREMENT
Identify a manufacturing organisation and a service organisation in Malaysia that have successfully
adopted the green concept. Describe the green concept implemented by these organisations by
giving relevant examples. Elaborate the drivers for organisations in Malaysia to go green and
suggest how the green concept can be implemented by the government of Malaysia.

Kenal pasti sebuah organisasi pembuatan dan sebuah organisasi perkhidmatan di Malaysia dengan
jayanya melaksanakan konsep hijau. Jelaskan bagaimana konsep hijau dilaksanakan oleh organisasi-
organisasi tersebut dengan memberikan contoh-contoh yang relevan. Huraikan pendorong-
pendorong untuk organisasi-organisasi di Malaysia yang mengamalkan konsep hijau dan cadangkan
bagaimana konsep hijau boleh dilaksanakan oleh kerajaan Malaysia.

_________________________________________________________________________

END OF PAGE / MUKA SURAT TAMAT

DiGi

DiGi Telecommunications Sdn.Bhd is known as Mutiara Telecommunications

Sdn.Bhd. The company was formerly known as Mutiara Telecommunications Sdn
Bhd and changed its name to Digi Telecommunications Sdn Bhd in January 1999.
Digi Telecommunications Sdn Bhd is a mobile service provider based in Malaysia.

DiGi is a mobile communication company that engaged in the establishment,

maintenance and provision of telecommunication and related services. The company
was founded on 24 May 1995 and headquartered in Shah Alam, Malaysia. Besides
that, DiGi is the first telecommunication industry to launch and operate a fully digital
cellular network in Malaysia. So, Digi can be getting more market share on Malaysia
to compete with others competitors. Digi has provided a variety of mobile
communication services including Voice under their prepaid plans & postpaid plans,
SMS, data plans and services, international roaming, international calling card, WAP
services and so on.

DiGi
Digi has successfully meet its target of reducing the company’s carbon footprint by 50% in
2011 to 2012. Their Deep Green programme was launched in June 2010 and formly plan to
continue for another three to four years.
On the Digi official launch ‘“Deep Green Challenge for Change” competition, Digi claim that
the purpose of this campaign is not to achieve the target, but to change the mindset of
people working with them.
DiGi also awarded the Gemilang Award during the recent MyCarbon Awards 2014 for
Environmental Reporting. DiGi is currently recognised as the leader in Carbon Reporting and
Disclosure in Malaysia with a mature reporting system that incorporates environmental
policies and environmental management systems.
The Gemilang Award is the first award of its kind since the inception of MYCarbon
programme in December 2013 to recognise environmentally-conscious corporations in
Malaysia that have voluntarily taken the initiative to quantify and report their greenhouse gas
(GHG) emissions, implementing plans to reduce their carbon emissions, and moving towards
more sustainable corporate operations. DiGi was among the 26 pilot reporting organisations
in the MYCarbon Awards 2014.

YTL Group of Companies

YTL Corp. Bhd. was founded by Yeoh Tiong Lay in 1955, it is an investment holding
and management company, which engages in the ownership and management of
regulated utilities and infrastructural assets. YTL Corp. Bhd operates through the
following segments: Construction; Information Technology and e-Commerce Related
Business; Hotel Operations; Cement Manufacturing and Trading; Cement
Management Services and Others; Property Investment & Development; and
Utilities.

The Construction segment involves in constructing buildings, schools, army

barracks, hospitals, hotels and office blocks, and infrastructure projects. The
Information Technology and e-Commerce Related Business segment includes
developing, owning, and operating digital media networks and wireless fixed
broadband services. The Hotel Operations segment offers owning and managing
hotels and resorts. The Cement Manufacturing and Trading segment involves in
manufacturing and trading ready-mixed concrete, aggregates, and cement. The
Management Services and Others segment provides maintenance and monitoring
services for power stations, and cement plants. The Property Investment and
Development segment includes developing residential houses, apartments, and
condominiums. The Utilities segment consists of water and sewerage operations;
power generation and merchant multi-utilities; and power transmission, generation,
and communications business. YTL Corp. Bhd headquartered in Kuala Lumpur.

In year 2010, YTL Group has successfully built a rapport as a major advocate of
corporate social responsibility with its string of accolades when it emerged Winner of
the Frost & Sullivan Malaysia Excellence 2010 Award for "Green Energy Company of
the Year", and Winner of the Global CSR Awards 2010 Bronze Award.
Green concept implemented by DIGI

Deep Green is a programme launched in 2008 by DiGi. Deep Green is a programme that addresses
climate change. The overall aim is to reduce CO2 emissions by nearly 50 per cent over a period of 3
to 4 years. DiGi aims to reduce the company’s carbon footprint by close to 50 per cent of its 2011
projected baseline of 130,000 tonnes of CO2 within 3-4 years.

DiGi aims to achieve its ambitious goal by addressing its internal CO2 emissions in the areas of:

 Mobile & IT networks

 Building & transport management
 Employee attitudes
DiGi is also implementing innovative solutions to reduce the combined climate impact of the company
and its external stakeholders through marketing, products and community programmes.

Carpooling Programme

On 30 July 2008 onward, Digi encouraged employee carpool to work with reward some simple benefit
as encouragement including those who work in a region. This carpooling programme will annouced
timely since the petrol price price was increasing recently. Carpooler was given preferential parking lot
and free parking privilege.

Shuttle service

Digi is expanding the pick up point of company free shuttle service for employee at key LRT and KTM
komuter station to encourage public transportation usage.

Energy conservation in office

Digi headquarter uses building maintenance automation system that regulated air conditioner and
lighting during peak and off peak hour. Energy saving are implemented throughout all their premiese.

Waste management and recycling facilities

Talk and demonstration on how recycling for household waste was held to educate employee to be
more environment conscious. Recycling bin was introduced every office area. They also plan to
introduced large recycling bin in office parking area to encourage employee to bring their household
waste.

E-Billing

Aligned with Digi’s open office concept that promote paperless communication, over 2000 employees
mobile phone bill was converted to online statement.

Green concept implemented by YTL Corp. Bhd

YTL CORP Bhd has long been running environmentally-sound operations across the group,
but as a business leader with the influence and connections, Tan Sri Francis Yeoh believes
he can provoke actions at a higher level to promote sustainable development and protect the
environment.

YTL Group has undergone stringent efforts to minimise and eliminate the impact to the
environment. Through our many major initiatives, YTL Group has successfully reduced their
carbon footprint mainly through increasing energy efficiency and reducing energy consumption
where possible, with some business units having set environmentally-linked performance targets.

Carbon reduction target

Over the past two years, YTL Power Seraya has fulfilled its 10% carbon foot print reduction
target through the use of state-of-the-art technology as well as improvements in overall plant
efficiency and a switch to less carbon-intensive fuels.

Energy conservation programmes

PT Jawa Power plant in East Java which under YTL Group, Indonesia, has successfully
implemented energy conservation programmes reduced carbon emissions per MWh of electricity
generated.

Express Rail Link energy saving

YTL Corporation is the major shareholder of railway development company, Express Rail Link
(ERL), which operates the high-speed rail service KLIA Ekspres from KL International Airport to
Kuala Lumpur. This project has installed energy meters to monitor equipment and driver
performance, which has resulted in a 5.3% reduction in energy cost per trip. On top of this,
energy saving initiatives at its office building have resulted in an average saving of RM800,000
(US$257,000), equivalent to around 2.5 million kWh per year.
 ATTACHMENT
ASSIGNMENT RUBRICS
BBMG4103 GREEN MARKETING / JANUARY 2018

Unsatisfactory/
Tidakmemuaskan
Above Average Max.
Excellent/Cemerlang Fair/Sederhana Low/Rendah Or / atau
/Melebihi Purata Marks
Weightage/ No response/ Tiada
Criteria/Kriteria /Markah
Pemberat respons
Maksimum
4 3 2 1 0
Introduction on the Introduction was very Introduction was clear in Introduction was Introduction was No introduction was
manufacturing clear in describing describing why they were satisfactory in describing vague in describing given.
organisation and why they were selected as organisations why they were selected why they were
service organisation selected as that have successfully as organisations that selected as
that have successfully organisations that adopted the green concept. have successfully organisations that
adopted the green have successfully adopted the green have successfully
concept. adopted the green concept. adopted the green
concept. concept.

Pengenalan terhadap
organisasi pembuatan
dan organisasi
perkhidmatan yang
telah berjaya
mengamalkan konsep
hijau.
1 Pengenalan amat jelas Pengenalan adalah jelas Pengenalan adalah Pengenalan adalah Tiada pengenalan 4
menerangkan dalam menerangkan mencukupi dalam kabur dalam diberikan.
mengapa organisasi- mengapa organisasi- menerangkan mengapa menerangkan
organisasi tersebut organisasi tersebut telah organisasi-organisasi mengapa organisasi-
telah dipilih sebagai dipilih sebagai organisasi tersebut telah dipilih organisasi tersebut
organisasi yang telah yang telah berjaya sebagai organisasi yang telah dipilih sebagai
berjaya mengamalkan mengamalkan konsep hijau. telah berjaya organisasi yang telah
konsep hijau. mengamalkan konsep berjaya mengamalkan
hijau. konsep hijau.

Examples of green 4 examples of green 3 examples of green concept 2 examples of green 1 example of green No examples was
concept implemented concept were given was given for each concept was given for concept was given for given.
by each organisation. for each organisation. organisation. each organisation. each organisation.
2.5 10
Contoh-contoh 4 contoh konsep hijau 3 contoh konsep hijau 2 contoh konsep hijau 1 contoh konsep hijau Tiada contoh
konsep hijau yang diberikan untuk setiap diberikan untuk setiap diberikan untuk setiap diberikan untuk setiap diberikan.
telah dilaksanakan organisasi. organisasi. organisasi. organisasi.
oleh setiap organisasi.
Drivers for Malaysian
organisations to adopt the
green concept.
Pendorong-pendorong untuk
organisasi di Malaysia
mengamalkan konsep hijau.
Suggestions on the
application of green concept
by the government of
Malaysia.
Cadangan-cadangan
terhadap aplikasi konsep
hijau oleh kerajaan Malaysia.
Conclusion
Kesimpulan
Total Marks
4 drivers why 3 drivers why Malaysian 2 drivers why Malaysian Only 1 driver why No drivers were stated.
Malaysian organisations should organisations should Malaysian organisations
organisations should adopt the green concept adopt the green concept should adopt the green
adopt the green was identified and clearly was identified and clearly concept was identified
concept was explained. explained. and clearly explained.
identified and clearly
explained.
4 16
4 pendorong- 3 pendorong-pendorong 2 pendorong-pendorong 1 pendorong mengapa Tiada pendorong
pendorong mengapa mengapa organisasi di mengapa organisasi di organisasi di Malaysia dinyatakan.
organisasi di Malaysia Malaysia patut mengambil Malaysia patut patut mengambil konsep
patut mengambil konsep hijau dikenal pasti mengambil konsep hijau hijau dikenal pasti dan
konsep hijau dikenal dan diterangkan dengan dikenal pasti dan diterangkan dengan
pasti dan diterangkan jelas. diterangkan dengan jelas. jelas.
dengan jelas.
4 relevant and 3 relevant and practical 2 relevant and practical 1 relevant and practical No suggestion given.
practical suggestions suggestions were suggestions were suggestion was
were presented with presented with clear presented with clear presented with clear
clear explanations. explanations. explanations. explanations.
4 cadangan-cadangan 3 cadangan-cadangan yang 2 cadangan-cadangan 1 cadangan yang relevan Tiada cadangan
4 16
yang relevan dan relevan dan boleh yang relevan dan boleh dan boleh diamalkan diberikan.
boleh diamalkan diamalkan diamalkan dibentangkan dengan
dibentangkan dengan dibentangkan dengan dibentangkan dengan penerangan yang jelas.
penerangan yang penerangan yang jelas. penerangan yang jelas.
jelas.
The conclusion was A major part of the Only a minor part of the The conclusion was No conclusion.
relevant and conclusion was relevant to conclusion was relevant irrelevant to the
summarised all the the assignment. to the assignment. assignment.
pertinent points of
the assignment.
1 4
Kesimpulan adalah Sebahagian besar Hanya sebahagian kecil Kesimpulan tidak relevan Tiada kesimpulan
relevan dan kesimpulan adalah relevan kesimpulan adalah terhadap tugasan.
meringkaskan semua terhadap tugasan. relevan terhadap tugasan.
isi penting tugasan.
12.5 50