Part A

The marketing strategy for the brand will include in them the marketing mix (product, place,
price and promotion). I have chosen the Malaysia local brand, Sangkaya.

Executive Summary:
Sangkaya is a Malaysian brand. The brand is renowned for the variety of flavors of ice cream it
offers to its customers. 

ii. Brand Overview: 

It is very popular because it offers coconut milk based ice cream and is very popular with our
customers.

The brand is renowned for offering customers different flavors of ice cream.

Competition Overview: 
A competitive overview helps companies understand their potential competitors in the market. 

Segmentation: 

Sankaya's market segmentation will be demographic, behavioral, psychological and geographical

areas. 

SWOT analysis:

Strengths: 
- Sangkaya offers its customer product that is healthy and innovative to look at. 

Weakness: 
- Brands offer customers high prices, but not everyone can afford it. 
Opportunities:
- Sankaya also has the opportunity to expand in the international market.

Threats: 
- Market competition is intensifying and Sangaya faces a major threat.

. Product: Sangkaya provides its customers with a wide range of products.

. Place: Sangkaya has its thirty outlets in Malaysia. The brand has used the store location retail
marketing strategy. 

Price: Sangkaya uses a penetration pricing strategy. 

Promotion: The brand uses a push promotion strategy. In this way, the brand promotes the
products it offers to its customers.

.Conclusion:  It can be said that the company is famous in Malaysia. The products provided by
the company have a good taste and have been well received by customers.

Recommendation: The company should implement a strategy that will allow the company to
attract a large number of customers. Companies need to pay attention to customer demands.

Appendix:  The information about the external environment (PESTLE) is explained below.

Step-by-step explanation

A brand's marketing strategy includes a marketing mix (product, location, price, promotion).

I chose Sangkaya, a local brand in Malaysia.

The brand I chose is Sangkaya. 

The report contains the following elements: 

Executive Summary:
Sangkaya is a Malaysian brand. The brand is renowned for offering customers different flavors
of ice cream.
It is very popular because it offers coconut milk based ice cream and is very popular with our
customers. The company was first founded in 2014. Initially, the company started its business in
Jalan Alor using a trolley.

Sangkaya is undergoing a growing phase of its product life cycle. The company is new to the
market, but still growing. It constantly adds new flavors and flavors to the menu to attract more
customers. The brand initially started with a trolley. Currently, the company or brand has more
than 30 branches. The brand continues to grow globally. Branded products will attract the
attention of many customers.

Brand Overview: 
The four phases of the product lifecycle (PLC) are: – The deployment phase can be defined as
the phase in which a company brings a product to market.

The company continues to make innovative changes to its products to attract customer attention
and attract the company.

-The decline stage can be defined as the stage in which a product loses customer love and
declines.

-Growth stage can be defined as the stage in which a product grows in the market.

-Maturity stage can be defined as the stage when a product is popular in the market.

Sangkaya is growing throughout the growth phase of its product lifecycle.

At this stage, the company is working on adding some features to the brand.

The company sought to make changes to its products in a variety of ways to get the customer's
attention again.

Competition Overview: 
The brand offers the most authentic ice cream fruit sodas that taste like real fruits and are
delicious.

The variety of flavors offered by the brand makes it one of Sangkaya's biggest rivals.

The brand offers customers a wide variety of flavors and is highly regarded by customers.
-AEBout Ice Cream is famous for serving ice cream to Malaysian customers.

Soft drinks made without any artificial or additives will naturally become fruity and refreshing
ice cream.

Target Market 
Sankaya is famous in Malaysia for its rich ice cream flavors offered to its customers.

The company's target markets are children and adults..

Segmentation: 
The market segmentation for Sangkaya would be as follows: 

-Population breakdown helps companies classify by gender, income, age, and more. The
company's main target market is adult children (7 years old). The company is intended for adults
and children of all genders and classes.

-Behavior segmentation helps companies segment their customers based on how they behave in
the products they offer. The brand believes that its product (ice cream) is liked by almost
everyone. Therefore, it is subdivided accordingly.

-Psychological segmentation helps companies segment their customers based on their tastes,
personalities, behaviors, beliefs, and people's lifestyles. It attracts customers who want to go out
to eat ice cream with their family and friends. Therefore, depending on their lifestyle, it attracts
them accordingly.

-Geographical segmentation helps Sangkaya attract people from urban and rural areas. The brand
has branches in all regions of Malaysia. Therefore, it helps them attract them accordingly.

SWOT analysis:
advantage:

-Sangkaya offers healthy and innovative customer products.

-Sangkaya offers a variety of products to its customers.

Weaknesses:

-Brands offer customers high prices, but not everyone can afford it.
-Companies need to consider different methods to ensure that their products are of high quality
and satisfactory.

opportunity:

-Sangkaya also has the opportunity to expand its business in the international market.

threat:

-Sangkaya faces a major threat from competitors in growing markets.

Product:

Sangkaya provides its customers with a wide range of products. The company offers its
customers with different flavors such as chocolate, Melaka, coconut, gula and many others. The
company offers its customers with an innovative method, so they like it. 

Place: 

Sangkaya has its thirty outlets in Malaysia. The brand has used the store location retail marketing
strategy. The company uses this strategy to reach its customers and serve them with products. 

 Price:

Sangkaya has 30 branches in Malaysia. The brand uses a retail marketing strategy for store
locations. The company uses this strategy to reach its customers and provide them with products
and services.. 

Promotion: 

The brand uses a push promotion strategy. In this way, the brand promotes the products it offers
to its customers. Brands are trying to attract consumers by showing them their products. This
brand eliminates the opportunity for customers to create the passage of time. The brand sells its
products using traditional media. The brand sells goods from stores using plaster and brick.

Conclusion:  The products provided by the company have a good taste and have been well
received by customers. It can be said that the company is famous in Malaysia..
 Recommendation: The company needs to execute its strategy in a way that can attract a large
number of customers.

Companies need to pay attention to customer demands. 

Appendix:  Information about the company's external environment (PESTLE) is as follows: 

Political:  Political stability of Malaysia and other government forces will affect the operation of
the company.

Economic:  The growth rate of the industry affects the operation of the company.

 Social:  Social and cultural factors in the target market affect the operation of the company.

 Technological:  The technology used by the company may also be upgraded at any time, which
will affect the operation of the company..

 Environmental:  The company's ice cream material is an organic material such as coconut, and
the other is an environmentally friendly material.

 Legal: The company has an ISO standard and has a Halal certification.

Part B

1. How do organizations build customer satisfaction through quality, service and value?

Explain your answer by giving example of banking industry.

How an organization improves customer satisfaction in every way.

-Quality-Make sure the quality of the product is standardized and free of defects

Services-Personalized services are used to improve customer satisfaction

Value-Companies build customer satisfaction by optimizing customer value

For example, companies in the banking industry (commercial banks) typically optimize value
and quality through effective services. These companies use the latest technology to ensure more
efficient automation services.

Step-by-step description

How an organization improves customer satisfaction across all aspects.

-Quality-Organizations are usually focused on maximizing the quality of their products and
services. This gives you a competitive advantage as your customers are satisfied. To improve
customer satisfaction, the company employs a strategy to ensure that the quality of its products is
standardized and free of defects.

Services-The way an organization provides services also determines the level of customer
satisfaction. Personalized services can meet the needs of specific consumers and can be used to
improve customer satisfaction.

Value-Most companies increase customer satisfaction by optimizing customer value. Customer

value can be optimized through incentives such as discounts and loyalty programs.

For example, companies in the banking industry (commercial banks) typically optimize value
and quality through effective services. These companies use the latest technology to ensure more
efficient automation services. Commercial banks integrate the latest technologies such as social
media, digital payment platforms and mobile commerce.

2. What is market segmentation? Different types of interpretation

Market segmentation is a study that determines how an organization divides its customers or
similar groups into smaller groups based on characteristics such as age, income, personality
characteristics or behavior. These segments can then be used to optimize products and
advertising to different customers.

Understanding market segments can help you leverage this position in your product, sales, and
marketing strategies. Segmentation allows you to create marketing communications with ad
messaging and advanced targeting of digital platforms such as Facebook and Google, resulting in
faster responses and lower acquisition costs. Companies such as American Express, Mercedes-
Benz, and Best Buy are using segmentation to increase sales, make better products, and improve
potential customers and customer interactions.

Types of Market Segmentation

Geographic segmentation is usually a subset of demographics, but geographic segmentation is

usually the easiest. Understanding customer-based climate and geographic areas can help you
decide where to sell and promote and where to expand, as potential customer needs, preferences,
and interests vary by geographic location. .. Population segmentation is one of the simplest and
most commonly used forms of segmentation. This is because the products and services you buy,
how you use these products, and how much you spend on these products usually depend on
demographic factors. Firmware Segmentation Firmware segmentation is similar to population
segmentation. Psychological Segmentation Psychological segmentation considers the
psychological aspects of consumer behavior by dividing the market according to lifestyle,
personality traits, values, insights, and consumer interests. Larger markets, such as the fitness
market, use psychological segmentation when classifying customers as those who are interested
in healthy living and sports.

As the focus on reliable and seamless communication grows, it is also pointed out
that industry stakeholders are investing heavily in skilled talent to meet the needs of
their target audience. With the development of key elements, additional trends such
as technological advances, fierce market competition and heavy investment in
wireless communications and satellites are expected to sustain market growth over
the next few years. With the massive adoption of the Internet by end users, the
telecommunications sector is slowly evolving, but there are several factors that can
affect the development of the industry. As IoT service integration relies on higher
levels of connectivity and data flow, major organizations need to develop functional
platforms that can support such applications.
The Business Challenge

 The client: Telecommunication services provider

 Area of engagement: Market segmentation
This customer is a well-known Internet service provider and wants to distinguish
customers based on their attributes and analyze the most profitable segments to focus
on their service products. With the help of market segmentation strategies, customers
want to tailor their products to different groups to accurately meet their needs.
Customers are most concerned about implementing segmentation strategies to serve
each market segment and guiding their investments to gain insights into potential
sales.

Our Journey

Infiniti's market segmentation experts use a wide range of research methods to meet
the specific needs of the target market segment. This method involves interviews and
discussions with key stakeholders in the field of web services. Experts have also
compiled information on various ancillary resources such as trade shows,
government agencies, and paid industry databases to effectively coordinate product
resources.

Solution Benefits and Business Impact for the Netword Services Provider
Infiniti's market segmentation solutions help network service providers find different
favorite groups and serve these different groups. Customers can meet their tastes and
optimize their marketing models to suit their target tastes. Network service providers
can also offer customized service products to meet the needs of each target market
segment. In addition, the solutions provided also help advertising and media attract
targeted customers, thereby attracting niche markets and a significant audience.