FACULTY OF BUSINESS AND MANAGEMENT MARA UNIVERSITY OF TECHNOLOGY (UITM)CAMPUS PUNCAK ALAMPROGRAM:OPERATIONS MANAGEMENT (BA244)LESSON: PRINCIPLES OF MARKETING (MKT420)INDIVIDUAL ASSIGNMENT:(BRICK & MOTAR COMPANY)COMPARISON ON MARKETING MIX BETWEENKFC AND MARRYBROWNPREPARED BY: NUR ESMESHUHADA BT. MOHAMAD JASNIPREPARED FOR:MADAM IVONYGROUP: BAK41CDATE OF SUBMISSION:14 NOVEMBER 2019
PRODUCTPRODUCTBasedonUseBasedonDurabilityBasedonTangibilityPRICEPRICECostDemandCompetitionMarketingObjectivesGovermentRegulationPLACEPLACENatureofMarketNatureofProductNatureoftheCompanyMidlemenconsiderationPROMOTIONPROMOTIONAdvertisingPublicityPersonalsellingSalespromotion1.0MARKETING MIX CONCEPTIn this twenty-first century process of globalization result in a significant changein our world business environment. Nowadays, a company that keep seeking to meetthe needs of customer need to stop relying on any previous job application techniques.Customers are becoming choosier and they are not sufficient for traditional marketingsolutions. Company also need to face high competition to make sure their productsand services can stay inside the business. Marketing involve when an organisation decide on its target group of customer tobe served. Once the target group has been decided, the product will be placed in themarket by providing the appropriate product, price, distribution and promotionaleffiorts. These element will be combined or mixed in an appropriate proportion tohelp achieve the marketing goals. Marketing mix is a controllable part of marketing tools that affetcs the demandand increases it (Jonathan Ivy, 2008). Meaning the mix or combination of 4P’s(Product, Place, Price, Promotion) should have an established and coordinatedsystematic approach in order to have an effective influence towards customers. Inother words, the right product at affordable prices is accompanied by a betterdistribution and a good way of communication techniques use and they act togethersin customer views. According to Philip Kotler (1967), “Marketing Mix is the set of controllablevariables that the firm can use to influence the buyer’s response”. There is fourcomponents of marketing mix; Product, Price, Place, Promotion.Figure 1: Factors effecting Marketing Mix 1
1.1 PRODUCT “A product is more than just a physical product with its related functionaland aesthetic features. It inludes accessories, instructions on use, installation, thepacakging, perhaps a brand name, which helps fullfills some physicological needs andthe assurances that service facilities will be available to meet the consumer needs afterthe purchase” (Jerome McCarthy,1960).
You've reached the end of your free preview.
Want to read all 25 pages?
- Fall '15