BACHELOR OF HUMAN RESOURCE MANAGEMENT WITH HONOURS

SEMESTER 2 / MAY 2022

BBPM2103

MARKETING MANAGEMENT 1

MATRICULATION NO : 980320017335001
IDENTITY CARD NO. : 980320017335
TELEPHONE NO. : 0104216208
E-MAIL : miqdad@oum.edu.my
LEARNING CENTRE : BANGI LEARNING CENTER
PART 1
The company that I choose for this task is PADINI. Where it is an investment holding
company based in Malaysia. Through a variety of subsidiaries, the company offers both
men's and women's shoes, clothing, maternity apparel, supplementary items, and accessories.
In 1971 when Padini first started doing business as Hwayo Garments Manufacturers
Company, it was a partner in wholesale and production of clothing. It made its retail debut in
1975 with the launch of the flagship brand Padini. In 1986, VINCCI was founded to sell
women's shoes, bags, belts, and other accessories. In the decades that followed a number of
trademarks were introduced, including MIKI, SEED, ROPÉ, P & Co and PADINI
AUTHENTICS labels.

To contain all the businesses involved in the Group's retail, wholesale, and manufacturing
operations, Home Stores Sdn Bhd was established in 1991. A year later, it was renamed to
the current Padini Holdings. Padini Holdings Sdn Bhd changed its name to Padini Holdings
Berhad in 1995 and became a public company limited by shares. It was immediately listed on
the Second Board of the then Kuala Lumpur Stock Exchange.The year 2000 witnessed the
establishment of Padini Dot Com Sdn Bhd to provide electronic business services and
solutions for the Group. Padini Holdings was transferred to the Main Board of the KLCI
Bursa Malaysia in 2005.
There are many ways to describe customer relationship marketing where Customer loyalty
and client relationships are the foundation of the customer relationship marketing (CRM)
strategy. Companies using this marketing tactic build enduring relationships with customers
and increase laser-focused brand recognition by using customer data and feedback. Customer
relationship marketing is very different from the conventional transactional marketing
strategy, which is centred on boosting the volume of individual sales.

The first strategy is Enhancing client interactions to promote brand loyalty is at the centre of
marketing operations and efforts thanks to customer relationship marketing, which builds on
customer experience management. Companies can approach customer relationship marketing
in a number of ways, such as by always offering exceptional customer service, getting to
know specific clients in order to predict their needs, and providing perks and rewards through
loyalty programmes for recurring business. The second strategy is social media where Small
businesses can profit from the internet and social media by inviting customers to visit their
websites, read and leave comments on blog posts, and communicate via social media
platforms like Twitter and Instagram. Companies typically use the internet and social media
to pursue customer relationship marketing initiatives.

The third strategy is provide free information to clients Create material that addresses the
subjects and interests of consumers, and then make it available to them for free. Examples
include educational films on products they have just purchased or newsletters that feature
specific customers and tell their experiences. The fourth strategy is expanded loyalty rewards
any business can provide benefits and incentives, but you need to go beyond the standard
reward scheme and provide customers with things they enjoy or show them unexpected forms
of appreciation. The last strategy is respond to client feedback through listening utilize social
media monitoring tools to respond to remarks and grievances and handle clients' issues.
Each company has it own advantages for the company that I choose it provide it patron with
experience adavantages and satisfaction. The first advantage is customer retention where
listen to their customer and act accordingly by listening to their customer customer request
and complaints the company can increase their customer service to provide a better
experience for their customer and making the customer to happily come and shop at their
company and be the supporting pillar of the company. The second advantage is improvement
through customer feedback for a fashion company feedback and comments are inessential to
their image and quality of their product thus through this they can prevent any dissatisfaction
and give the customer quality and in by doing so they can collect data and improve
communication with the production team managements and improve their marketing through
customers thus helping them nurture relationship with customers.
The third advantage is the increase in revenue whereby collecting data from customers and
improvement through the production team the company increase revenue by per customer
and through they also get lifetime loyalty form the customers. The fourth advantage is brand
resilience where companies will make blatant mistakes and some of their royal customers can
forgive them and that is call brand resilience because of the brand quality control and great
services thus great marketing strategies thus reward the company with loyal customer that
can improve and help the company grow to new heights. The last advantage is customer
acquisition where the company that listen to their customer have loyal customer but their
other ways to get short term customers by investing a lot on single project but those can not
more than a few customer and will be a lost for the company if the project is a failure thus by
having good marketing strategies that it coverage all kinds of customer and collect data from
loyal and new customer the company can make improvements and increase the number of
patron and increase the image thus becoming more successful.
Even though the customer relationship marketing have its advantages but it also does come
with some disadvantages. The first disadvantage is Cost The company must invest a
significant amount of money in the customer relationship marketing system's implementation.
Customer relationship marketing software is too expensive because there are several price
packages available depending on the needs of the firm. It raises total business costs. The
second disadvantage is training qualified and trained personnel are necessary for the proper
operation of the customer relationship marketing system. The expense and effort required to
train staff members on customer relationship marketing systems is considerable. For a
complete understanding of customer relationship marketing software they must learn and
gather information about it. The company must make significant efforts in terms of both time
and money to complete all of this.
The third disadvantage is security Concerns the security of data acquired and stored is
another significant disadvantage of customer relationship marketing. The entire collection of
data is kept in one central location where there is a risk of loss or hacking. Employees may
add false information or manipulate numbers which could result in poor planning. The fourth
disadvantage is that it eliminates human element Since customer relationship marketing
operates on a totally automated system, it has done away with the need for human interaction.
Customer relationship marketing software automatically collects and processes all data.
Direct communication between customers and a company's staff is the best way to manage a
customer relationship. Customers may choose to shop elsewhere if there is no longer a human
touch, which would lower sales and revenue. The last disadvantage is third party access Other
parties have the ability to collect and abuse customer relationship marketing data. There are
numerous examples of web hosting corporations taking and selling customer relationship
marketing data to outside parties. Various critical client information may fall into the wrong
hands and harm people.
In conclusion what I have learn throughout this task that I was assigned to is that even a very
good marketing system is used there are still have its own weaknesses. Thus, this kind of
marketing strategy needs to be carefully implemented and go through a lot research and
development just to avoid any major mistake that can jeopardize the company image and
standing. Even though the company have to go through a lot of time and investment but if the
system is correctly implemented the reward and quality will be to the satisfaction of the
company and customers. With that being said these kind strategies can affect the company in
many ways if not implemented correctly either lost of revenue or overwork of marketing and
production staff and can lead to an unsuccessful marketing campaign and not very great
quality product thus the lost of customers trust to the brand and company to the lost of
standing between new and old customers. What I understand is that a company needs to listen
and try imply what the customers or go with the trend or even creating something original
that was used from the data that was collected from customer and from other sources thus
making the company be more relevant and up with the times that way it can attract new and
other ages of customers.
PART 2

QUESTION 1

QUESTION 2
QUESTION 3

QUESTION 4
REFERENCE
 MARKETING MANAGEMENT 1 OUM MODUL
 https://www.indeed.com/career-advice/career-development/customer-relationship-
management-strategy
 https://www.techopedia.com/definition/23326/customer-relationship-marketing-
crm#:~:text=Customer%20relationship%20marketing%20(CRM)%20is,while
%20helping%20streamline%20corporate%20performance.
 https://smallbusiness.chron.com/advantages-disadvantages-customer-relationship-
marketing-45503.html
 https://www.zendesk.com/blog/customer-relationship-marketing/