Principles and Practice of Marketing

Individual Assignment- Assignment Questions

Lecturer : Pn. Rosita binti Arman Michael Anniah

Part A
A Real Estate firm’s Macro Environment consists of Political, Economical, Social & Demographics,
Technological, Legal and Environmental (PESTLE) forces.
A proper understanding of PESTLE helps a Real Estate Agency firm in carrying out their Situational
Analysis. The main purpose of carrying out Situational Analysis is to identify the Opportunity a firm could
fulfill and Threats a firm faces. It is also about identifying a firm’s Strengths and Weaknessess in
achieving their short and long term goals.
With reference to the above statement:-

Question 1
Discuss on any 2 forces that may affect a Real Estate Agency firm’s Marketing Planning.

https://2012books.lardbucket.org/books/an-introduction-to-business-v2.0/s13-08-the-
marketing-environment.html

(20 Marks)

Question 2
Explain on your firm’s strengths (S) and weaknesses (W). (20 Marks)

https://www.frog-dog.com/magazine/analyzing-strengths-weaknesses-achieve-growth

https://www.liveplan.com/blog/what-is-a-swot-analysis-and-how-to-do-it-right-with-examples/

Part B

Market Segmentation is a process of dividing the total market for a good or service into smaller,
internally homogeneous groups. It can also be defined as a process of placing the buyers in a product
market into sub-groups so that the buyers in a particular segment display similar responsiveness to a
particular marketing strategy positioning.
In short, Market Segmentation assists Marketers in identifying the right segment to serve with the right
marketing works.

Question 3
To serve a segment effectively, it has to be measurable, accessible, substantial and actionable. Discuss.
(20 Marks)

https://www.lotame.com/what-is-market-segmentation/

https://blog.alexa.com/types-of-market-segmentation/
https://www.nutshell.com/blog/market-segmentation/