BPMMD1013 Principles of Marketing – STP and 4Ps Analysis

Tugasan 1 (Individu)

Siapa Sasaran Sebenar Saya? Refleksi Strategi Penyasaran Diri dan Jenama

Objektif Tugasan

Tugasan ini bertujuan membantu pelajar mengaplikasikan konsep STP (iaitu Segmetasi, Penyasaran, Peletakan) dengan fokus kepada penyasaran pasaran. Melalui tugasan ini, pelajar akan mengenal pasti bagaimana jenama menyasarkan pelanggan tertentu, menilai bagaimana strategi tersebut mempengaruhi diri sendiri sebagai pengguna, serta mengembangkan keupayaan refleksi dan tanggungjawab kendiri (kemahiran personal).

Arahan Tugasan

1. Pilih satu kategori produk yang telah ditetapkan oleh pensyarah (pilih satu jenama dalam kategori berikut):

a. Minuman gaya hidup – ZUS Coffee, Tealive, Starbucks
b. Fesyen kasual – Uniqlo, H&M, BUMIWear
c. Hiburan digital – Netflix, Spotify, Disney+
d. E-dagang – Shopee, Lazada, TikTok Shop

2. Kenal pasti siapa segmen sasarannya dan mengapa anda termasuk dalam segmen tersebut.

3. Jelaskan bagaimana jenama itu menyasarkan anda melalui strategi pemasaran.

4. Akhiri dengan refleksi kendiri tentang keberkesanan strategi penyasaran tersebut.

5. Bentuk & Output Tugasan

a. Infografik Naratif (1 halaman panjang) – Paparan visual yang menggabungkan analisis dan refleksi diri secara naratif dan bergambar.

b. Alat Disyorkan: Canva / PowerPoint.

6. Kaedah Penyerahan

a. Jenis Tugasan: Individu

b. Platform: LMS (Submit Assignment PJJ)

c. Format Fail: PDF atau pautan Canva

d. Panjang Tugasan: ±700–900 patah perkataan

e. Tarikh Serahan: Minggu ke-9

f. Markah: 20% daripada markah keseluruhan kursus

Tugasan 2 (Individu)

Diagnosis Strategi Pemasaran Jenama – Apa Masalahnya?

Objektif Tugasan

Tugasan ini menilai keupayaan pelajar mengenal pasti masalah pemasaran sebenar, menilai punca masalah menggunakan alat analisis pemasaran (4Ps), dan mencadangkan penyelesaian strategik berasaskan teori serta data semasa.

Arahan Tugasan

1. Pilih satu jenama sebenar (tempatan atau global) yang menghadapi cabaran pasaran.

2. Kenal pasti satu masalah utama pemasaran berkaitan produk, harga, tempat, atau promosi.

3. Jalankan analisis pemasaran menggunakan kerangka 4Ps untuk menilai punca masalah.

4. Cadangkan 3–4 strategi penyelesaian dengan justifikasi.

5. Sediakan infografik berkaitan dengan (masalah – analisis – cadangan penambahbaikan)

Experts Answer on Above Marketing Questions

Selected brand – Shopee Malaysia

Target segment and why you belong to it

The target segment of Shopee Malaysia is generation Z and millennials in the age group of 18 to 35, and this mainly includes young professional, university students and middle income consumer group who prefers to buy online because of convenience and affordability. The platform also provides opportunities of utilising mobile apps and digital payment methods such as ShopeePay to process the transaction. I belong to this particular target. I am a student and purchase all my daily requirements including fashion items, electronics and household products through the Shopee mobile application. I also get the benefit of home delivery which makes it quite convenient for me to do the shopping online.

How Shopee targets me with its marketing strategy

There are several marketing strategies and initiatives undertaken in order to influence the purchasing behaviour. The platform makes use of nationwide promotional campaigns such as big sale, birthday sale, and thereby offers discounts to attract customers like me in making purchases. It also provides free shipping vouchers, cashback rewards and Shopee coins and persuades me to buy more and come back again for repeat purchases. It has also designed its algorithm in a way that displays products based on my browsing history, previous purchases and saved items, and thereby provides me with personalized messages and images to buy products.

Personal reflection on the effectiveness of Shopee’s targeting strategy

What I have experienced is a well customised targeting strategy adapted by Shopee that combines affordable pricing, personalised recommendations and engaging promotional campaigns. I always wait for major sales events so that I can get discounts and vouchers, and make all my purchases at affordable prices and save money. Shopee is therefore quite effective in successfully targeting my needs as a Malaysian online shopper and offer bundles of benefits to keep shopping in future.

Marketing strategy diagnosis – selected brand – Tiktok shop Malaysia

Marketing problem – the main marketing problem faced by TikTok shop Malaysia is the trust issue among customers because of counterfeit and low quality products that are sold by third party sellers. Even though there are many genuine sellers on the platform, inconsistency with respect to product quality and misleading advertising negatively affects the trust and confidence level of customers.

4Ps Analysis

With respect to product, some of the experiences of customers shows that they have received significantly different products from what is described in the description and images included on the website. In terms of price, TikTok provides aggressive discounts and vouchers which leads to significant competition among sellers and forces them to sell low quality products. In terms of place strategy, it provides nationwide access through Malaysia, but the rapid growth of the seller across the platform makes it difficult to maintain the quality control. The promotional strategy is quite aggressive and sometimes exaggerates benefits which leads to unrealistic customer expectations.

Strategic recommendations

It is recommended to the company to enhance its seller verification process, improve the product quality monitoring, increase transparency in the live selling process and reward trusted sellers to encourage them to follow high ethical standards.

Want Detailed Answers with References?

The marketing analysis carried above considering STP segmentation, targeting, positioning and 4ps analysis, along with brand evaluation and practical recommendations revealed significant findings about Shopee and TikTok Shop Malaysia and its leads to positive strategic recommendations for improvement in marketing strategies. With our marketing experts, you can also get a similar kind of marketing analysis done for your company of choice. Simply visit our assignment help Malaysia page to get a professional assignment helper today. We also provide support for Universiti Utara Malaysia (UUM) assignments to help students understand marketing strategies and relevant marketing frameworks.