Markeing Management
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BMMK 5103
MARKETING MANAGEMENT
Muhammad Azmil Al Aswad Bin Azman
CGS00774201
Open University Malaysia
ACKNOWLEDGEMENTS
I would like to express my deepest gratitude to Puan Nor Zafir Md. Salleh, my Tutor for her patient guidance and interesting class which enables me to complete this assignment. I would also like to thank everyone who had been involved and had assisted in completing this assignment.
My grateful thanks are also extended to the Open University Malaysia for giving me the opportunity to continue my studies here. Without this opportunity, I might not have had the chance to learn more about this subject as well as this project topic which is very much beneficial to the general business industry for the nation in general and to my own business and ventures as well.
Finally, I wish to thank my wife and family for their support and encouragements throughout my study.
ABSTRACT
To sustain their existence in the industry, companies often introduce new product offerings to the market. This new product development (NPD) is conducted by the company and later documented in a marketing plan.
A local Small and Medium Enterprise (SME) with sales of under RM 20 million and has been in business for less than 5 years is chosen for this project paper. The focus is to prepare a marketing plan for a recommended product of the company.
Key areas of study will include the environment affecting the company, competitor analysis, customer segmentation and marketing strategy, as well as designing a marketing strategy which includes the 4 Ps of marketing ; Product, Price, Place and Promotion. Additionally, we will also look into the financial projection feasibility study as well as the implementation and controls of the action plans from the marketing strategy.
EXECUTIVE SUMMARY
This marketing plan is prepared for HAZ Polaris Centre of Excellence (HPCOE) a subsidiary of HAZ Polaris Group. The main business of this company is to provide learning and development courses in the Learning and Development industry. The target market of the company varies from private sector, government sector and learning institutions. Since establishment, HPCOE had developed to be one of the best sought after training provider in Johor. Steadily, the company is starting to venture out to other states such as Melaka and Perak. This plan focuses on the companys growth strategy and suggesting ways that can be implemented to strengthen relationship with existing clients as well as penetration and development to new markets.
TABLE OF CONTENTS
PAGE
TITLE PAGE
ACKNOWLEDGEMENTS
ABSTRACT
EXECUTIVE SUMMARY
TABLE OF CONTENTS
1.0 INTRODUCTION
1.1 Study Context
1.2 Vision, Mission, Shared Values and Motto
2.0 THE SITUATION / MARKET ANALYSIS
2.1 Environmental analysis
2.2 External Environment Analysis
2.2.1 The Marketing Environment
2.2.2 External Environment Factor Evaluation
2.3 Internal Environment Factor Analysis
3.0 SWOT ANALYSIS
3.1 Internal Strengths and Weaknesses
3.1.1 Strengths
3.1.1 Weaknesses
3.2 External Threats and Opportunities
3.2.1 Opportunities
3.2.2 Threats
4.0 COMPETITION ANALYSIS
5.0 MARKETING STRATEGY
STP Analysis
23-24
The 4Ps of Marketing Mix
Product / Service
Price
Place
Promotion
6.0 FINANCIAL PROJECTION
6.1 Sales and Net Income Projection
6.1 Monthly Sales Projection
7.0 BREAK EVEN ANALYSIS
8.0 IMPLEMENTATION AND CONTROL
8.1 Implementation and Marketing Proposal
8.2 Evaluation and Control
APPENDIX I
REFERENCES
INTRODUCTION
1.1 Study Context
HAZ Polaris Centre of Excellence (HPCOE) initially started its business in 2011 by providing learning and development to government agencies and private companies focusing mainly in Johor. HPCOE is endorsed by Human Resource Development Fund (HRDF), an agency under the Ministry of Human Resources as an authorized and qualified learning and development provider.
HPCOE gains experience through its learning and development services for government agencies and private companies therefore building its track record to venture to other major companies and institutions in the learning and development industry catering to the needs of companies for learning and development courses required in the market. In 2012, HPCOE took a step further to expand its learning and development courses and partners with reputable trainers and