INDIVIDUAL ASSIGNMENT 2

SUBJECT CODE : MPMM7113

SUBJECT TITLE : MARKETING MANAGEMENT
LEVEL : MASTER

STUDENT’S NAME :
ID NO. :
PROGRAMME : MASTER OF BUSINESS ADMINISTARTION
LECTURER : ASST PROF. DR. MASRI BIN ABDUL LASI
SCHOOL : CITY GRADUATE SCHOOL
 Excellent Good Moderate Fair Poor MARK
S

5 4 3 2 1

INTRODUCTIO The overview The overview The overview The overview The overview
N of the test is of the test is of the test is of the test is of the test is
exceptional good adequate less adequate inadequate /5

9-10 7-8 5-6 3-4 1-2

The research The research The research The research
The research
question, question, question, question,
MAIN question, /10
objective, and objective, and objective, and objective, and
CONTENT objective, and
hypothesis hypothesis hypothesis hypothesis
hypothesis
were were were are less were
were good
exceptional adequate adequate inadequate

9-10 7-8 5-6 3-4 1-2

Show
Show high Show good Show low Show poor
moderate level
level of level of level of level of
ANALYIS AND of
comprehensio comprehensio comprehensio comprehensio /10
REPORTING comprehensio
n in analysing n in analysing n in analysing n in discussing
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and reporting
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WRITING-UP The work is in The work is in The work is

The work is in The work is
FORMAT exceptional reasonable inacceptable /5
great manner unsatisfactory
manner manner manner

/
TOTAL MARKS
30

PERCENTAGE: /
30 x 20 = %

I certify that the work presented in this report is, the best of my knowledge and belief,
original, except as acknowledged in the text, and that material has not been submitted,
either in the whole or in part, for degree at this or any other University. I acknowledged that I
have read and understood the University rules, requirements, procedures and policy.
______________________

(Student Name)

Date:
 INSTRUCTIONS TO STUDENTS
1) This assignment consists of TWO (2) parts, Part A and B.
2) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment will
be penalised.
3) Register your TURNITIN Account by clicking the link (Class ID : 36184967
Enrolment Key :MPMM7113_DRM
https://www.turnitin.com/newuser_join.asp?svr=50&session-
id=a7d436731795486bb826e1ff498186c5&lang=en_us&r=83.9719978597167
4) NO TURNITIN REPORT NO MARKS. Minimum plagiarism must be less than 30%
5) References MUST be included and taken from reliable sources. Please use the APA
Referencing Style and cite your work appropriately.
6) This assignment carries a 60% weightage toward final grade.
7) The submission date for this assignment is BEFORE or ON 19th Nov 2022

QUESTION/ TASK 2 (30%):

OBJECTIVE:

The objectives of this assignment are to develop the learners’ ability to:

a) review both the internal and external business environments

b) suggest appropriate marketing strategy for business sustainability, and
c) write an effective marketing plan

REQUIREMENT:
Please read the following article:
While many businesses are facing challenges brought on by the pandemic,
parcel stores and courier agents in Penang are seeing increased demand for
their services.

A parcel store employee, who wanted to be known only as Ashraf, 30, said the
number of parcel drop-offs they received had increased.

“I think during this period, people do not want to move around much so they are
turning to couriers and shipping agents. They are opting to drop off their parcels
and have agents handled them. Our store is an agent for six different courier
companies. We collect customers’ orders and parcels here at the store. Then we
group and pile them up for the different courier companies to pick them up. This
way, business owners will not have to visit or spend time lining up at courier
offices to drop off their parcels to be shipped,” he said.
Ashraf noted that while most businesses opted to use courier services for
interstate shipping, more and more were using courier services for shipments
even within the state too.

“Some businesses prefer to send the items themselves if their customers’ orders
are in the same state but due to the pandemic, many are using courier agents to
help manage their shipments. Take a clothing shop in town, for example. The
owner may receive an order from someone in Batu Ferringhi, which is not far.
However, some will opt for courier service as they do not want to travel to the
customer’s home or the courier office during this time. So, they drop their parcels
off with courier agents. We round up the items and get them ready for the courier
company to pick up.”

Another parcel store employee, Elain Chong, 27, who is a customer service
agent, said during the course of the pandemic so far, they had maintained the
number of orders they received for shipping and courier services.

“Our company handles the shipping between Malaysia and countries such as
China and South Korea. Although the pandemic has somewhat impacted the
shipping time frame, the number of orders we take on daily has remained almost
the same. There is no drop because there is still demand for shipping and courier
services, especially during the pandemic,” she said.

(Source: Rising demand for courier services during pandemic. URL:

https://www.thestar.com.my/metro/metro-news/2020/11/26/rising-demand-for-courier-services-
during-pandemic. Date of accessed: 03/12/2020).

Task 2:

Assume that you have a plan to run a courier service company, prepare a
marketing plan as a guideline for you to embark on the business.

The marketing plan covers the followings:

1.0 Introduction
2.0 Situational Analysis
2.1 PEST Analysis (Political, Economic, Social, Technological factors)
2.2 SWOT Analysis
3.0 Proposed Marketing Mix
3.1 Product
3.2 Price
3.3 Place
3.4 Promotion
4.0 Proposed Targeted Consumer and Markets
4.1 Segmentation and Targeting
4.2 Positioning
5.0 Proposed New Marketing Objectives
6.0 Conclusion
References