Principle Marketing

BBM104/05

Principles of Marketing

Tutor-marked Assignment 2 (TMA 2 – 30%)

Submission Date: 25 April 2014

BBM104/05 Principles of Marketing 

Tutor-marked Assignment 2

Instructions: 1. TMA 2 covers Unit 1 to 5. 2 . T MA 2 carries 30% of your final total marks. 4. The assignment should be typed using Times New Roman, font size 12 and 1.5 spacing. Total word count should not exceed 4000 words. Use charts and tables to reduce the impact of word count limit. You may include Appendixes, but limited to three pages only. 5. The deadline for the submission of TMA is 25 April 2014. A softcopy of your TMA in Microsoft Word should be submitted via Online Assignment Submission System 6. A softcopy of your TMA must also be submitted to your class Turnitin.

Your task:

Select a company that sells consumer products of your choice. Example, you may select coffee, shampoo, mobile gadgets, cars, computers, clothing, etc. If your chosen company offers many different products, select only one strategic business unit (SBU). For example, if you choose Nestle, you may want to discuss only about Milo's range of products or Nescafe's range of product. In an essay format, introduce the company and product you have selected. Identify the target segment. Then, discuss the current marketing mix (product mix, promotion, distribution and pricing) strategies of the product. (40 marks) Marketing Mix Adjustment Strategies In the next essay, provide suggestions of marketing mixes that you think is suitable for the next generation of consumers. The consumers will be those who are currently aged seven to ten years old, but in 10 years time, will be seventeen to twenty years old (college students and/or young working adults). In your suggestions, you need to state the reasons of your newly suggested strategies, and support your strategies as to why you think they will be successful. (60 marks)

Sem: July 2014 

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