BM011-3-M Strategic Marketing Management Assignment

Assessment Objectives:

The written report of this assessment is designed to assess students’ ability to:

• produce a succinct critique of academic literatures;
• analyse marketing management issues
• demonstrate critical evaluation of strategic marketing examples within the topic selected in relation to their business environment and apply marketing management concepts (business models, marketing metrics, tools and techniques) towards developing and formulating in-depth analysis of situations that will generate effective marketing decisions and strategies.
• apply a disciplined approach to the analysis of marketing issues and their solutions in terms of appropriate strategy development
• assess a range of contemporary developments in marketing and the application (including ethical and e-commerce) of marketing ideas for a variety of circumstances.
• draw appropriate conclusions to marketing-based issues in a creative manner;
• use the APA Referencing Style to cite and reference academic sources.

Assessment Requirements:

A written report of approximately 3,500 words that synthesises and critically evaluates marketing management issues selected from the debate topics overleaf.

State the number of words used at the end of the assignment. You may include diagrams, figures, appendices etc. without word penalty. A sliding scale of penalties for excess length will be imposed.

The penalties will be as follows:

Up to 10% excess words: no penalty
11-20% excess words: - 5% penalty
21-30% excess words: -10% penalty
31% plus excess words: cannot achieve more than a pass grade (50%).

Topics: You need to choose only 1 (ONE) of the topics given below:

1. AirAsia's Digitalisation To Provide A Solid Foundation For Future Growth

AirAsia Group Bhd is accelerating its digitalisation by emphasising new technologies and focusing on driving innovation across its entire portfolio of companies. The carrier's engineering arm Asia Digital Engineering (ADE), ground handling division Ground Team Red (GTR) and logistics venture Teleport, are set to soar to new heights through digitisation and data.

."A silver lining of Covid-19 has caused a huge surge in demand for cargo and online shopping deliveries and this is driving many new business opportunities and revenue streams. We see huge potential, not only in our super app and fintech solutions but also in our logistics, aircraft maintenance and ground services divisions," AirAsia Group president Aireen Omar, who oversees digital operations, said to the media.

According to Aireen, ADE is set to revolutionise the airline maintenance, repair, and overhaul (MRO) industry in Asia. ADE performed and completed Teleport's first A320 cargo plane conversion earlier this year and expects more aircraft modifications of the passenger to cargo aircraft in the future.

"With an experienced workforce of more than 15 years managing AirAsia's fleet, strong supplier, lessor and regulatory relationships and through automation and streamlined operations, we foresee that ADE will soon become the next major MRO player in ASEAN, delivering a significant new revenue stream for AirAsia Group."

Meanwhile, she said the company's logistics venture Teleport is experiencing significant growth in line with the overwhelming demand for cargo and online deliveries.

"With direct access to the unrivalled Airasia Group network in Southeast Asia, Teleport has put in place the right foundations to truly disrupt the cargo industry in ASEAN. Furthermore, Teleport's partnership with Freightchain, the world's first digital air cargo network running on blockchain, is a game-changer for Teleport and the industry, making the online booking process as easy as buying a flight ticket on AirAsia. Importantly it also links AirAsia airlines with other innovative interline partners to ensure maximum efficiency and lowest cost for clients," she said.

Similar to its super app ambitions, alongside ADE and Teleport, Aireen said GTR aims to be the ground handling services provider of choice in ASEAN.

She said with the easing of movement restrictions and return of air travel globally, GTR is anticipating more business collaborations with foreign airlines in major airports across Malaysia.

"GTR is preparing for strong regional expansion including with third party airlines as soon as travel restrictions ease and international borders reopen," she said.

According to Aireen, AirAsia Group has built a complete digital marketplace for travel and everyday lifestyle services on AirAsia Super App.

"Logistics, aircraft maintenance, ground handling services and fintech are equally important to complete our ecosystem. They all work in tandem symbiotically, to meet increasing demand in the e-commerce and distribution space," she added.

Adapted from: Aman, A. S. (2021, September 22). AirAsia’s digitalisation to provide a solid foundation for future growth. News Strait Times. Retrieved December 16, 2021, from https://www.nst.com.my/business/2021/09/729567/airasias-digitalisation-provide-solid-foundation-future-growth

You are required to evaluate the various factors that have contributed to increase in the demand for e-commerce and logistics services in Malaysia. You are required to analyse the logistics and online shopping market in Malaysia and recommend the appropriate marketing mix strategies. Also, analyse the potential of AirAsia’s Super App in meeting the regional e-commerce demand. You are to use appropriate business models and marketing metrics, together with necessary assumptions and justification.

(100 marks)

2. Procter & Gamble Increases Marketing Spend by 30%

Schulten told investors to expect marketing spend to continue to increase moving forward, as long as P&G can “create good return on investment.” “As we increase digital reach, we are getting better at targeting,” Schulten said. “We can both increase reach and quality of reach, and therefore, offset some of the incremental spend.”

P&G defended its position to spend more on marketing against sceptical investors questioning its efficiency. The company said it will increase pricing across nine out of 10 product categories, including beauty, baby products, skincare and grooming, to mitigate increased costs caused by supply chain issues, freight costs and continued pandemic impacts.

“As we bring more media spend into our optimized targeting pools [and] increase the percentage of digital media around the world [as well as] optimize our own algorithms to target messaging to consumers, there continues to be a significant opportunity,” said Jon Moeller, vice chair and incoming president and CEO of P&G, effective from 1st November, 2021.

As P&G invests more in marketing, e-commerce is a growing focus. The consumer packaged goods (CPG) giant’s e-commerce business grew 16% year-over-year globally, and now represents approximately 14% of its total sales globally and 11% of total sales in the U.S. P&G expects total sales to grow between 2% and 4% in fiscal 2022, due in part to adjusted pricing. Moeller said that while investors can expect P&G to continue to increase investments in marketing programmes to offset cost pressures, spending will vary by quarter.

“It might seem kind of an odd dynamic, but the more efficient and effective we can make our marketing spend, the more attractive it becomes to make those investments,” Moeller said. Despite increasing marketing spend, P&G is still struggling with ongoing impacts of the pandemic. Supply chain issues, higher commodity prices, freight cost and a tight labour market led to a 4?crease in gross margins.

Schulten said that P&G will continue to experience volatility this fiscal year as these issues persist. “These costs and operational challenges are not unique to P&G, and we won't be immune to the impact,” he said. While P&G has already adjusted the prices of some products, Schulten said it is “still early” in the cycle and the company has not seen notable changes in consumer behaviour.

Adapted from: Sanchez, S. (2021, October 19). Procter & Gamble increases marketing spend by 30%. Campaign Asia. Retrieved December 16, 2021, from https://www.campaignasia.com/article/procter-gamble-increases-marketing-spend-by-30/473365

You are required to evaluate the various factors that have contributed to the increase in marketing spending in the Consumer Packaged Goods (CPG) market globally. You are also required to analyse the CPG industry in the United States and recommend the appropriate marketing mix strategies. Also, analyse the challenges of P&G maintaining its market share as a leading brand in the United States. You are to use appropriate business models and marketing metrics, together with the necessary assumptions and justification.

(100 marks)

Written Report Guidelines:

A written report must be compiled in a suitable format that must incorporate the following:

• A clear and concise outline of the practical marketing management issues;
• Generation of conclusions that draw upon both theoretical and practical aspects;
• Use of appropriate terminology that will indicate a thorough understanding of marketing management concepts;
• Suitable referencing of the materials used to support arguments put forward that will indicate competence in the academic issues discussed;
• Evidence to suggest a more in-depth understanding of the marketing concepts being reviewed and their practical applications;
• Written content and structure that will demonstrate practical benefits being derived from the module, reading lists and research required for the assignment;
• A wide range of sources used and cited (a minimum of ten and not before 2014)
• Full referencing of material and sources cited that incorporate the APA Referencing Style.

Assignment Structure

The following is a suggested structure for you to present your written report.

• Title Page
• Executive Summary
• Table of Contents
• Introduction
• Marketing Objectives
• Product
• Target Market
• Competition & Industry Analysis
• Digital Marketing Mix Strategies
• Conventional and Digital Marketing Metrics
• Conclusion & Recommendations
• References
• Appendices

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