Individual Assignment Question:1   (Compulsary )

Preparing a written report describe and analyse a recent new product launch.

You are required to prepare a written report (approximately:2,000 words) and the question outlined as follows:

You are the newly appointed marketing manager of a Malaysian food manufacturer, you are to prepare a written marketing report to describe and analyse for launching of new Halal packed food to market in TWO (2) Asean countries by December 2018.

(Company, packed food and any TWO Asean Countries of your choice)

You are required to discuss all the key concepts, theories and techniques for analysing of marketing situations, such as corporate business strategies, marketing management process, SWOT analysis, consumer behaviour, developing strategic marketing programme, e-marketing and marketing communications.

1. Company Profile (4%)
2. Describe the nature of activities and products /services provided by the company. (2%)
3. Describe the organizational structure and a summary of resources. (especially marketing strategies). (2%)
4. Business Start-up (2%)

A brief relevant historical background on the company, how they began operations, major key milestones of development and achievements. (2%)

1. Business Problem (4%)
2. Discuss a specific business problem, opportunity or challenge which required a solution. (2%)
3. Describe how to use social, managerial, organizational, technological, legal or economic to address the problem or opportunity. (2%)
4. Addressing the Challenges (4%)

Describe how to create a brand, brand equity and setting product strategy for market offering. (4%)

1. Lessons Learned as the Marketing Manager (6%)

Discuss THREE (3) key lessons that you have learned from this case. (6%)

Key Guidelines

Literature must be appropriated referenced in Harvard style. Direct quotes must be page referenced and cited accordingly. Whichever topics you choose, the report should be presented in essay style including the following sections: introduction, literature review, and conclusions. It should be appropriately referenced in accordance with the Harvard style and should include only those references referred to in the body of the essay. Sources of diagrams and direct quotes should be page referenced and cited accordingly.

1) Each case study report should be presented with a cover page which should state out the title of the essay and outline the names, index numbers and email address of student who participated in the assignment. The mobile number should be included. ( Will be done by myself )

2) Your case study should focus on how an organization attempted to address a business challenge, opportunity or problem. Hence, the business problem, opportunity or challenge should be clearly stated and discussed.

3) It is important to draw out some of the social, managerial, organizational, technological, legal or economic issues which contributed to either the success of the technology-enabled solution.

4) To ensure confidentiality, you should keep the names of organisation and its employees anonymous, where necessary.

Report format guidelines:

Your report not exceeding 2,000 words (not including the reference list) for the above task.

Report Writing format: Your work must be produced using MS Word or similar.

1. Font: Times New Roman 12
2. Spacing: One and a half (1.5)
3. Number of words: 2,000 words (approximately)
4. Numbering of page: bottom, center.
5. Alignment: Justified

Your report must include a minimum of 20 references from a range of sources. Please note that most of the references must be journal references. Referencing: All work should be referenced using the Harvard Referencing as required by the university.

Question 2 ( choose 1 of the question ( A or B )

Question A :  ( Marking 20%)

Samsung is best known for televisions and mobiles devices, it also wants to be known for helping businesses serve consumers efficiently, effectively and securely. Many of the smartphones and tablets computers that it markets to consumers can be configured and connected for business use, with special functionality and security features for organizational buyers.

In this business to business market, Samsung competes with Apple and other makers of mobile devices, as well as with companies that provide business -technology services. Although it currently derives less than 10% of its revenues from businesses buying its mobile goods and services.

Samsung aims to double or triple that amount within a few years.

Samsung ‘s marketing manager of business to business explains that the only way to know what information businesses need for purchasing is by carefully understanding the journey the customer is buying and the various individuals involved in that decision. The company uses print advertising and it post content online where members of the buying centre can search and find it, during any stage of the buying process.Some content is technical and some is problem solution-oriented, communicating Samsung’s expertise in assisting organisations to improve employee productivity and customer service through mobile technology.

a). Explain FIVE (5) Samsung ‘s core marketing concepts in doing business in the changing 21stcentury and beyond? (10%)

1. d) Explain FIVE (5) ways how does Samsung ‘s high brand awareness in consumer markets constitute a strength in business markets ? (10%)

Question  : B (Marking 20%)

Chinese parents are buying more disposable nappies for their babies than ever before and buying higher-priced nappies. One reason for higher consumption is the higher income among middle-class families. Chinese perceived foreign brands provide better features and higher quality, therefore command higher prices. Merrie nappies, manufactured in Japan by Tokyo- based Kao Group are priced nearly ten times higher than nappies made in China. Many Chinese parents pay the premium because they perceive Merrie nappies to be extra soft and absorbent, benefits their value and will pay extra for. Procter & Gamble’s Pampers has high brand recognition, but because its nappies were originally made in China to keep costs and prices down, it was not perceived as a premium product. Then Procter & Gamble designed a special nappy with baby lotion and a wetness indicator , moved production to Japan . Now the new product has an upmarket image and a high price in China, challenging Merrie and other premium brands that market to Chinese parents.

a). Explain what marketing actions could Procter & Gamble ‘s take to improve perceptions of its made in China Pampers among Chinese consumers ? (10%)

b). Describe how Procter & Gamble’s make planning decisions about setting product pricing. (10%)