Markeing Management

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 company's 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 0

ACKNOWLEDGEMENTS 1

ABSTRACT 2

EXECUTIVE SUMMARY 3

TABLE OF CONTENTS 4

1.0 INTRODUCTION 6

1.1 Study Context 6

1.2 Vision, Mission, Shared Values and Motto 7

2.0 THE SITUATION / MARKET ANALYSIS 8

2.1 Environmental analysis 8

2.2 External Environment Analysis 8

2.2.1 The Marketing Environment 8

2.2.2 External Environment Factor Evaluation 12

2.3 Internal Environment Factor Analysis 13

3.0 SWOT ANALYSIS 15

3.1 Internal Strengths and Weaknesses 15

3.1.1 Strengths 15

3.1.1 Weaknesses 16

3.2 External Threats and Opportunities 17

3.2.1 Opportunities 17

3.2.2 Threats 18

4.0 COMPETITION ANALYSIS 20

5.0 MARKETING STRATEGY 22

STP Analysis 23-24

The 4Ps of Marketing Mix 25

Product / Service 25

Price 26

Place 26

Promotion 27

6.0 FINANCIAL PROJECTION 28

6.1 Sales and Net Income Projection 28

6.1 Monthly Sales Projection 29

7.0 BREAK EVEN ANALYSIS 30

8.0 IMPLEMENTATION AND CONTROL 31

8.1 Implementation and Marketing Proposal 31

8.2 Evaluation and Control 32

APPENDIX I 33

REFERENCES 34

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