ABDT2043 Fundamentals of Marketing Individual Assignment Academic Year 2025/26 | TAR UMT

GUIDELINES FOR INDIVIDUAL ASSIGNMENT

WRITTEN ASSIGNMENT (50 marks)

1.0 INTRODUCTION AND COMPANY OVERVIEW

A full description of the company background: history of the company, mission statement,  product and services, especially the product/brand you’ve selected to focus on.

2.0 MACROENVIRONMENT

Demographic, economic, natural, technological, political & social and cultural.

How to do:

Identify factor/force(s), then explain how the factor/force(s) impact your company/ brand/ products(s) growth that you have selected to focus.

Example:

Technological forces: Since 2017, there has been an increased e-wallet usage in the Malaysian  market and the trend of e-wallet is accelerating. According to Oppotus (2020), Malaysian  consumers have increased the usage of e-wallet from the 4^thquarter of 2019 with 38% to 60% in  the 3^rd quarter of 2020 (Appendix 2). For further evidence, the figure of transactions through e

wallet has increased by 131% in 2020 and the Malaysian payment method has changed entirely  during these few years especially after the outbreak of Covid-19 (Hakem Hassan, 2021). The  expert service firm PricewaterhouseCoopers Malaysia claimed that the Malaysia e-wallet market  was predicted to increase to RM83.8 billion in 2024 (Helena, 2020). Therefore, Petronas need to  adopt the technology into their business, or else the growth may be impacted. As result, Petronas  started to provide fuel purchases directly from mobile phones, which is an application named Setel.  Fintech News Malaysia (2020) has stated that Petronas’ Setel was integrated with Boost  application to facilitate the consumers fuelling without leaving their vehicles by accessing the Setel  through Boost in 2020. © Loh X. Z. 2021

Natural forces: The rapid update of the technology and replacement of products led to the rapid  growth of e-waste. Therefore, the United Nations Environment Programme (UNEP) launched the  Recycling- From E-Waste to Resources program, advocating the global active recycling of recyclable e-waste (Schluep et al., 2009). In Malaysia, the problem of e-waste is gradually serious.  The government predicts that, in 2020, the amount of waste will increase at an average rate of 14%

per year. Therefore, the government implemented The E-Waste Inventory Project in Malaysia,  appeal the citizen to recycle electronic waste (Perunding Good Earth, 2020). Under the trends of government intervention from the natural environment factor, ASUS provides recycling services  in 74% of the market worldwide and the results are at 14.6% of the global sales weight. It gives  new value and life to the replacement electronic products through recycling. Since 2019, all ASUS

commercial computers contain more than 5% recycled plastics, and some of the recycled plastics  for screens are derived from recycled resources (ASUS, 2019). This action has improved the  company’s reputation and attracted a group of environmentalists, leading to sales increased. © Phut  C.L. 2021

GUIDELINES FOR GROUP WRITTEN ASSIGNMENT (50 marks)

1.0 INTRODUCTION

What is your area of focus and what brand/product(s) you’re doing? And a brief description of the  company background.

2.0 PRODUCT (8 marks) Chapters 7

Minimum 4 points (each with relevant explanation and examples).

Product line and variety, Style and Design, Branding, Quality, Packaging, Labelling, Product features,  Product support services and Warranty.

3.0 PLACE/ DISTRIBUTION (8 marks) Chapters 10 & 11 

Minimum 4 points (each with relevant explanation and examples).

Address of headquarters (relate it with the distribution decision), number of branches or outlets, location and retail strategy, site characteristics, type of ownership – corporate retail chain, franchising, marketing system (vertical, horizontal, conventional, multichannel) & distribution channel and number of intermediaries.

4.0 PRICE (8 marks) Chapter 9

Minimum 4 points (each with relevant explanation and examples).

Customer value-based pricing – High/low pricing, Everyday low pricing, good-value pricing and value added pricing, Competition-based pricing, Product mix pricing – Product line pricing, Captive product  pricing, By-product pricing, Product bundle pricing, Optional-product pricing, Psychological pricing – Odd/even pricing, reference price, Discount and allowance, Segmented pricing – Customer-segment  pricing, Product form pricing, Location-based pricing, Time-based pricing, New product pricing – Market skimming, market-penetration pricing, Promotional pricing, Geographical Pricing and  Dynamic and online pricing.

5.0 PROMOTION (8 marks) Chapter 12, 13 & 14

Minimum 4 points (each with relevant explanation and examples).

Digital marketing tools – Social media (YouTube, Facebook, blogs, Twitter, Instagram, etc.), websites, e-mail, online advertising, mobile media (mobile apps and mobile advertising), Advertising – newspapers, magazines, television, radio, billboards, signboard, digital signboard, Sales promotion – coupons, rebates, premiums, In-store/point-of-purchase displays, samples, event marketing, contest, games, sweepstakes, price pack, Personal Selling and Public Relations.

*MUST SUPPORT with evidences/facts.

6.0 RECOMMENDATIONS

Give at least 4 recommendations for the company to improve (ie. growth, enhancement, increase  sales, etc.) and must be related to any of the 4Ps and what you’re doing.

#Core text: Armstrong, G., Kotler, P., & Opresnik, M.O. (2023). Marketing: An introduction (15th ed.). Pearson.

FAQs

1. How to do reference and citation for images and photographs

a) If you use an image that is your own, no in-text citation or reference is It is good practice to provide a phrase indicating the source, such as ‘own photo’ in brackets. However, you do not need to provide an entry in the reference list, you just need a caption.

In-text citation:

Appendix 1 shows the ….

OR

The Sun has several … (see Appendix 1)

Example in appendix:

Appendix 1. The Sun (own photo).

b) Reference an image from the web

Format:

Author, last name, Initial. (Year). Title of work [Format]. Site Name. URL

Example:

Baumel, A. (2010). Cholera treatment center in Haiti [Online image]. Doctors Without Borders.  https://www.doctorswithoutborders.org

All images used in assignments must be accompanied by references to the source text. Below the image,  cite the source where the image was located using standard author and date information.

2. How do I cite an author who has written more than one work in the same year?

You put a lower case letter of the alphabet next to the year or date and keep these letters in your  reference list as well.

*MUST SUPPORT with evidences/facts.

For example:

In a recent publication, Bart (2004b) argued that mission statements of most organization are  underutilised and most organization had jumped on the bandwagon of creating mission statements  without knowing the true purpose of the statement (Bart, 2004a).

The order of sequence in which you attach the letters is based on the alphabetical order of the title of the  work by the author.

To view more reference examples, please refer: https://apastyle.apa.org/style-grammar guidelines/citations/basic-principles/same-year-author

3. What if I cannot find the author or a date on a website?

• When there is no name on a webpage, look for a sponsoring body like an organisation or a government department responsible for the information.
• Where there is no sponsoring body, use the title of the article or document on the screen as the ‘author’.
• Where there is no date, use ‘n.d.’ (no date).
• If a resource has no author and no date, you need to consider whether it is a suitable source for academic work, as your work will suffer from lack of credibility.

4. How do I cite Malaysian or Asian names?

You will need to be aware of the various ways to cite Asian names. For Chinese and Japanese names,  use the writers’ family names when you are citing them in your text. As for your reference list, put the  writers’ family names first followed by their initials.

However, for Malay and Indian names, use the writers’ full names in both the in-text citation and  reference list.

*MUST SUPPORT with evidences/facts.

5. How do I cite the authors’ names if they have the same family name in the reference list? How do I show in my in-text reference which idea belongs to which author?

You distinguish between the two authors in your assignment by adding their initials to the in-text  reference (which usually only has the family name and date).

For example:

The theory was first suggested in 1970 (Johnson, H. T., 1971) but since then, many researchers, including  D. E. Johnson (2001), have rejected the idea.

*The reference list in the APA referencing system:

• is titled ‘References’
• is arranged alphabetically by author’s family name
• is a single list – books, journal articles and electronic sources are listed together and not arranged in a separate list
• includes the full details of your citation in the text

Example: Distribution channel (for reference, please DO NOT copy)

Producer

Spritzer Bhd

Intermediates

Yee Lee

Corps Bhd. Tiong Nam

Retailer

East Malaysia

Supermarket eg. Giant, Aeon  etc

Spritzer

Showrooms/  Warehouse

Customer

General Public

Spritzer mineral water is distributed to most of the hypermarkets by Yee Lee Corps. Bhd. in Malaysia like  Tesco, (Figure 11.0) Aeon (Figure 11.1), Aeon Big, Giant, Mydin, The Store and Econsave. Chained retail  stores like KK supermart (Figure 11.2), 7-Eleven (Figure 11.3) and Speed 99 mart are also distributed by

*MUST SUPPORT with evidences/facts.

Yee Lee. Spritzer also acts as an Original Equipment Manufacturer (OEM) for two major airline services  in Malaysia. MAS and Air Asia provide mineral water manufactured from Spritzer. The mineral water in  airline service is slightly less in volume when compared to the mineral water found in markets. Spritzer will put in money to acquire some spaces or slots to display their products. An example is Spritzer own  unique refrigerator for displaying Spritzer products only. (Figure 11.4)

Example: Quality (for reference, please DO NOT copy)

Dutch Lady UHT Milk is milk that undergoes a process that uses temperatures within the range of 135°C  to 150°C for at least 2 seconds to eliminate all bacteria in milk. It involves a very short stage of heating  and cooling to preserve vitamins and protein as well as to prevent bacteria and microorganisms from  taking place (Albalact, 2014). The milk is then packed in an enclosed, sterilized packaging which is called  as TetraPak in two available quantities: 250 millilitres and 1 Litre (Dutch Lady, 2014b). Without adding  preservatives, it can last long up to 18 months given that the pack remains sealed but once the box is  unsealed, then the UHT milk needs to be kept refrigerated and consumed within the next 3 days just like  other kinds of milk (Dutch Lady, 2014c).

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