Indi Case Study.pdf - CASE STUDIES BM6053 MARKETING MANAGEMENT SEMESTER 1 20202021 SPECIFIC INSTRUCTION 1 Choose Task 1 or Task 2 Answer in English 2

Indi Case Study.pdf - CASE STUDIES BM6053 MARKETING...

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1 CASE STUDIES _________________________________________________________________________ BM6053 MARKETING MANAGEMENT SEMESTER 1 20202021 SPECIFIC INSTRUCTION 1. Choose Task 1 or Task 2. Answer in English. 2. Number of words: 1500 words excluding executive summary, tables, references . 3. Provide proper referencing (APA format) for the reference sources used to support your arguments (e.g. textbooks, online sources etc.). Beware of plagiarism. 4. Submit your assignment ONCE only in a SINGLE file . 5. Submit your assignment ONLINE. 6. Submission date: WEEK 15. 7. This assignment accounts for 30% of the total marks for the course.
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2 OBJECTIVE: The objective of this assignment is to develop the learners’ ability to: a) Review both the internal and external business environments b) Suggest appropriate marketing strategy for business sustainability TAKS 1 REQUIREMENT: The telecommunications sector in Malaysia has shown a significant growth in the last few decades. The major telecommunication (mobile service providers) companies in Malaysia are Maxis, Celcom and Digi. In 2018, mobile service providers collectively recorded a growth of 6.6% in revenue to RM23.06 billion compared with RM21.63 billion in 2017. Celcom and Digi are having stiff competition in securing the second position in term of revenue gain (2% different only). Assume that you are the marketing manager of Digi, prepare a report to evaluate the external and internal environments for Digi and propose the next course of marketing actions in to overtake Celcom in the near future.
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3 The report covers the followings: 1.0 External environmental Analysis for Digi(5%) 2.0 Marketing Mix Comparisons (Celcom vs Digi) (12 %) 2.1 Product strategies 2.2 Price strategies 2.3 Place strategies 2.4 Promotion strategies 3.0 Suggestions on Target Market and Marketing Mix Strategies for Digi (9%) 4.0 Evaluation and control (4%) References [Total: 30 marks] TASK 2 REQUIREMENT: Sometime is a brand of women’s handbag
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