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1 CASE STUDIES _________________________________________________________________________ BM6053 MARKETING MANAGEMENT SEMESTER 1 20202021 SPECIFIC INSTRUCTION1.Choose Task 1 orTask 2. Answer in English.2.Number of words: 1500 words excludingexecutive summary, tables, references. 3.Provide proper referencing (APA format) for the reference sourcesused to support your arguments (e.g. textbooks, online sources etc.). Beware of plagiarism. 4.Submit your assignment ONCEonly 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.
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.
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