BMMK5103 AQ MAY 2020

ASSIGNMENT

BMMK5103

MARKETING MANAGEMENT MAY SEMESTER 2020

SPECIFIC INSTRUCTION

1. Answer in English.

2. Number of words : 3000 – 5000 words excluding references.

3. Submit your assignment ONCE only in a SINGLE file.

4. Submit your assignment ONLINE.

5. Submission date: xxx until xxx.

6. This assignment accounts for 60% of the total marks for the course.

ASSIGNMENT QUESTION

OBJECTIVE:

Students will be able to develop marketing mix strategies of a company.

REQUIREMENT:

If you are the marketing manager for Somali Airlines, propose effective marketing strategies for the company. Please follow the guidelines as below:

1.0 Introduction

1.1 Challenges

1.2 Financial performance

1.3 Customer Satisfaction Index

2.0 Competitor Analysis (Compare Current Marketing Mix Strategy with one local and one international competitors)

2.1 Product strategy

2.2 Price strategy

2.3 Placement strategy

2.4 Promotion strategy

3.0 SWOT Analysis

3.1 Strengths (5 factors)

3.2 Weaknesses (5 factors)

3.3 Opportunities (5 factors)

3.4 Treats (5 factors)

4.0 Marketing Objectives (2 objectives)

5.0 Segmentation, Targeting, and Positioning Strategy

6.0 Recommendation of Marketing Mix Strategy

6.1 Product strategy (2 strategies)

6.2 Price strategy (2 strategies)

6.3 Placement strategy (2 strategies)

6.4 Promotion strategy (2 strategies)

[Total: 60 marks]