MKT 243- Fundamentals of Marketing 2017

GROUP ASSIGNMENT

The project is a group assignment (4-5 per group) that consists of a written report and an oral
presentation.

Objectives

The project’s purpose is to provide you with an opportunity to integrate and apply the material
learned in this class to the development of a “real-world” marketing plan.

Your assignment is to identify a new market space (marketing opportunity) for Wellness business
based on your understanding of the consumers comprising your target segment. Develop your
written skills and ability to think critically and creatively.

Instruction

Select a specific company that you are interested in and preferably the company on which you
intend to do more in depth analysis. Submit name of your team members and your company
choice with a brief description to me and get my approval first before you proceed.

Criteria for selecting the company are they must be in WELLNESS INDUSTRY and operate more
than 5 years (at least).

OUTLINE OF GROUP PROJECT

CONTENTS OF MARKETING PLAN

1) Title page

2) Executive Summary (1-page "abstract" of complete marketing plan). Summarize the main
decisions and strategies in your marketing plan in this one-page summary.

3) Table of Contents – with page numbers

4) Introduction

a) What are the company’s history/ background?

b) What are the purpose/ mission of the company?
c) What product/ brand does the company offer?
d) How many staff do they have?

5) Situational analysis (including macro- and micro-environments; SWOT analysis)

a) Perform a Strengths, Weaknesses, Opportunities and Threats analysis of your selected
product and company.

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6) Marketing Plan

a) Discuss the customer base:

i. Define the market, various market segments and target market. Market (size of
market, segments and their characteristics, number, names, and size of competitors,
etc.). Who is your target market?
ii. What are the bases for segmentation?
iii. What needs are being satisfied by the product?
iv. What is the positioning strategy?
v. How does a customer find out about the business?
vi. What is the background of the customers who normally buy the product?
vii. Do you have any loyal customers or most of them new customers?
viii. What are the major complaints from customer?

b) Discuss the Marketing Mix in DETAIL

i) Product decision:
(1) What are the major types of product offerings to the custom? Any theme on specific
season? Or just follow the recent trend?
(2) What features/benefits/differentiation does the organisation offer to each of
segments? How do these benefits offered better as compared to benefits offered by
competitors?
(3) How do you design the product?
(4) Where do you get the supply of your materials? Do you happy with the supplier?
(5) Is your brand name easy to pronounce? Spell? Does the name distinguish the firm
or product from all others?
(6) What warranties are offered with the product? Are there other ways to guarantee
customer satisfaction?
(7) How do you build your relationship with the customers?
(8) How is customer service handled? How is service quality assessed?
(9) Do you have return policy? Why and why not?

ii) Place/ distribution decisions:

(1) What is your channel objective?
(2) What is your major constraint of your channel?
(3) What are other channels of distribution will you select (retailers, wholesale
middlemen, etc.?)
(4) How do you choose your retailers, wholesalers or middlemen (if any)?
(5) Is your location (if they have physical shop) accessible to the target market?

iii) Promotion decision:

(1) How do the company do the promotion to reach their target consumer?

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(2) How does a customer find out about the firm’s products?
(3) Does the promotion effort effectively informs, persuade, educate and reminds
customers about the firm’s products?
(4) What types of promotion are your company using and what is the reason of
selection? (advertising, sales promotion, personal selling or public relation)
(5) How much do you willing to spend for your promotion?
(6) What will be the company basic advertising message?

iv) Pricing decision:

(1) What is the company pricing objective?
(2) How do you set your price?
(3) What is the price range, pricing strategies and technique?
(4) What major environmental influences on the pricing decisions?
(5) Is there any discount on your product? If you do, when do you do the discount
promotion and how many percent normally?
(6) What is your method of payment?
(7) Is there any fraud customer you ever face?
(8) What is your total estimated revenue per month/ per year?

7) Brief summary of strategies and conclusions from your analysis above mentioned and explain
what you have learned from this assignment.

8) Provide appendices/exhibits related to this assignment.

9) References. Please include all your reference to avoid any plagiarism or dishonesty in preparing
this group assignment.

Example on how to write a reference

1) Kotler, Philip, Gary Armstrong & Peggy H. Cunningham. (2005). Principles of Marketing,
Sixth Canadian Edition, Pearson Education Canada, Toronto, Ontario.

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ORAL PRESENTATION REQUIREMENTS

Each group will make 10-15 minutes presentation. Each member of the group is required to
speak. You must use visual aids.

REPORT EVALUATIONS

You will be evaluated on the following dimensions:

1. Completeness. To what extent did you discuss each of the elements of the
marketing plan listed above, answer the sample questions listed above, and follow
the directions of this assignment.

2. Coherence. The report should look and read as if a group wrote the report, not 4
different individuals.

3. Professionalism. The report should be presented in a professional manner. With

respect to your written report, it should be free of any spelling and grammatical
errors.

The written report should be typed by using font Arial 11, double spacing and justified.

Date of Submission: 19 December (Tuesday) before 4.00 pm.

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 MKT 243- Fundamentals of Marketing 2017

UiTM LOGO

FUNDAMENTALS OF MARKETING
MKT 243

COMPANY’S NAME/ LOGO

PREPARED BY:

NAME STUDENT’S ID GROUP

SUBMITTED TO:
KHALIJAH BINTI RAMLI

DATE: 19 DECEMBER, 2017

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 MKT 243- Fundamentals of Marketing 2017

Fundamentals of Marketing (MKT 243)

Group Project-Report Grade Sheet

Company’s Name:
Max. Earned
Marks Marks
Group:
Content
Executive Summary- overview of company analysis including: company’s
10
introduction and summarize the main decisions and strategies
Company’s history and profile; SWOT analysis 10

Customer base 10

Product decision 10

Place decision 10

Promotion decision 10

Pricing decision 10

Conclusion from your analysis abovementioned 5

Appendices/exhibits- related tables, graphs and figures 5

What you have learned from this assignment 5

Content provided, not just copy and paste repeated facts 5

Format
Reference style (APA format) 2.5

Spelling, word usage 2.5

Grammar 2.5

TOC, body, headings, fonts, style, justified, exhibits, references 2.5

Total Points 100

Bonus Points (creativity and meet the standard of expectation) 10

Penalty Points (for late submission) (-)

Turnitin.com score % : _______________ (should be less than 25%) 10

Final Score 120

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