ASSIGNMENT

___________________________________________________________________________
BMMK5103
MARKETING MANAGEMENT
JANUARY 2020

SPECIFIC INSTRUCTION

1. Answer in English or Bahasa Malaysia.

2. Number of words : 3000 – 5000 words excluding references.

3. Submit your assignment ONCE only in a SINGLE file.

4. Submit your assignment ONLINE.

5. Submission date: 16 March 2020.

6. This assignment accounts for 60% of the total marks for the course.

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 ASSIGNMENT QUESTION

OBJECTIVE:

Students will be able to develop marketing mix strategies of a company.

REQUIREMENT:
Group CEO of Malaysia Airlines Berhad (MAB) Izham Ismail said: “Our key focus remains
to continue driving revenue improvements through enhanced product and service
offering what our passengers value, while driving cost optimization. The efforts in
improving customer experience is reflected in our Customer Satisfaction Index (CSI) and
Net Promoter Score (NPS).”
Source: https://www.malaysiaairlines.com/in/en/news-article/2019/mab-sees-stable-q1-performance.html

If you are the marketing manager for Malaysia Airlines Berhad (MAB), propose effective
marketing strategies for the company. Please follow the guidelines as below:

1.0 Introduction
1.1 Challenges
1.2 Financial performance
1.3 Customer Satisfaction Index and Net Promoter Score

2.0 Competitor Analysis (Compare Current Marketing Mix Strategy of MAB, AirAsia, and one
international airline company)
2.1 Product strategy
2.2 Price strategy
2.3 Placement strategy
2.4 Promotion strategy

3.0 SWOT Analysis

3.1 Strengths (5 factors)
3.2 Weaknesses (5 factors)
3.3 Opportunities (5 factors)
3.4 Treats (5 factors)

4.0 Marketing Objectives (2 objectives)

5.0 Segmentation, Targeting, and Positioning Strategy

6.0 Recommendation of Marketing Mix Strategy

6.1 Product strategy (2 strategies)
6.2 Price strategy (2 strategies)
6.3 Placement strategy (2 strategies)
6.4 Promotion strategy (2 strategies)
[Total: 60 marks]

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 ATTACHMENT
ASSIGNMENT RUBRICS
BMMK5103 MARKETING MANAGEMENT / JAN2020

Unsatisfactor
y Max
QN CLO Criteria Weight Or Marks
Excellent Good Fair Poor No response
4 3 2 1 0
1 CLO1 Introduction 2 Clearly covered all of Clearly covered Partially covered Vaguely Not related or 8
 Challenges the subjects. most of the some of the covered all of not available.
 Financial peformance subjects with a subjects. the subject.
 CSI & NPS room for
improvement.
2 CLO1 Competitor analysis 3 Detailed and clear Adequate and Brief and clear Brief and Not related or 12
 Marketing mix description of all of clear description description of all unclear not available.
 Comparison of three the criteria. of all of the of the criteria. description of
companies criteria. all of the
 Analytic discussion of the criteria.
marketing mix strategies

3 CLO3 SWOT Analysis 3 No error in Less than 5 in 5 to 10 errors in All errors in Not related or 12
 5 strengths identifying the identifying identifying factors identifying the not available.
 5 weaknesses factors in SWOT. factors in SWOT. in SWOT. factors in
 5 opportunities SWOT.
 5 threats
4 CLO4 Marketing Objectives 2 objectives all 2 objectives all 2 objectives all 2 objectives all 2 objectives 4
 Measureable related to CSI and related to CSI related to CSI and related to CSI not related to
 Achievable 1 NPS with all the and NPS with 3 NPS with 2 of the and NPS with 1 CSI and NPS.
 Realistic criteria. of the criteria. criteria. of the criteria.
 Time-bound
5 CLO4 Segmentation, Targeting, Detailed and clear Adequate and Brief and clear Brief and Not related or 8
Positioning 2 description of all of clear description description of all unclear not available.
 Segmentation the criteria. of all of the of the criteria. description of

1
 attractiveness criteria. all of the
 Target group(s) criteria.
 Image projection
6 CLO2 Recommendation strategies Detailed and clear Adequate and Brief and clear Brief and Not related or 16
 2 strategies for all description of all of clear description description of all unclear not available.
marketing mix the criteria. of all of the of the criteria. description of
Strategies are all criteria. Only part of all of the
original, fit, and Strategies are all strategies are criteria. Most
4
creative. original, fit, and original, fit, and of strategies
creative but creative. are not
there is a room original, fit, and
for creative.
improvement.
Total 15   60
*QN = Question Number