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NUR ALIA NAJWA BINTI MOHD SAKRI | 2020462342 | BA2321A
NAME: NUR ALIA NAJWA BINTI MOHD SAKRI

MATRIC NUMBER: 2020462342
GROUP: BA2321A
TITLE: MARKETING STRATEGY (PLANNING THE
MARKETING MIX
LECTURE’S NAME: PN NOOR DALILA BINTI MUSA
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Marketing is the process of creating and supplying consumers by producing the goods
and services they need, linking the benefits of products to consumers, ensuring goods and
services are easy to obtain and also ensuring that they are at a price where consumers are willing
to buy or use them. To ensure the smooth running of the product marketing process, an effective
marketing strategy is needed to streamline sales. Marketing strategy also includes four basic
components of the marketing mix which are product, pricing, place, and promotion. A business
must have a product which means a good, a service or an idea that is marketed to fill
consumer’s needs and wants. Acquiring and developing new products is an ongoing challenge
for marketers as they must meet these changing conditions. This is because they have to follow
the way of marketing at the latest times. For example, changing the product so that it can
compete and be in line with new markets and competitors. it can also meet customer demand.
Other than that, the most important is marketer need to consider the factor of change in business,
which are changing technology, changing wants and needs of customers and the last one is
changing economic condition. In the world of business, all marketers must create something
different and different from others in order for us to attract everyone which call as product
differentiation. hence the marketer should create features or pictures that will make a product
different and attractive. moreover, producers often produce product specialties to differentiate
them in the market. These are examples of differences that marketers often make which are
variety, quality, design, features, brand name, packaging, and also services. Like most other
business activities, the retail system is very important and competitive. Basic competition is
based on pricing, which means the process of determining the best price to sell a product. It is
very important for marketers to choose the best price and they should also think that the price
should be able to support various costs such as operating, administrative, research costs and the
last is marketing costs. For example, a marketer placing a high price on a product is inevitably
the customer will go to a company that offers a low price or a competitor. In some cases, higher
prices may also actually can attract customers by signaling that a product of is of high quality.
One of the examples is Victoria Secret, almost everyone knows it because they offer a high price
but the perfume is durable and worthwhile for consumers. In the marketing mix, place it refers to
distribution that refers to where and how customers get access to the products they buy. when we
manufacture a product, we should provide a store or outlet to facilitate customers for walk-in
purposes. So, that the customers easy to get our products. Decisions on warehousing and
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inventory control are distribution decisions, as are decisions on transportation options. Firms
must also decide on the channel in which they distribute the product for marketing. the most
significant and important component of marketing is undoubted promotion, which refers to the
techniques for communicating information about products. The marketer has to find the best way
to promote their product become more better known. These are the examples of promotions tools
which are advertising, personal selling, sales promotions and the last is publicity or public
relations. Advertising is also important to make other people know about your product and
personal selling is means that person-to-person sales are the best promoted. Next, publicity or
public relations refer to the communication efforts aimed at building good views and attitudes in
society’s thinking on its products. Last but not least, sales promotion plays an important role to
increase product sales in stores through creating demand, namely consumer demand as well as
trade demand. As a conclusion, we must plan our business strategy so as not to have a negative
impact on us and be able to launch a business in the future. All elements of the marketing mix
influence each other. it compiles a business plan for the company and handles it accurately so
that it can provide great success. But when handled incorrectly and business can take years to
recover.
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REFERENCES
Britannica (2012). Marketing Mix: Packaging. retrieved on December on 18,2020 from

https://www.britannica.com/topic/marketing-mix-planning
MaRS (2020). the Marketing Mix in Marketing Strategy. Retrieved on December 19, 2020 from
https://learn.marsdd.com/article/the-marketing-mix-in-marketing-strategy-product-price-
place-and-promotion/
Ronald, J, E & Ricky, W, G (2020). Business Essentials. Pearson Education.
shreyasi, G (2014). Sales Promotion: Definition, Purpose & Importance. Retrieved on December
20, 2020 from
https://www.yourarticlelibrary.com/sales/sales-promotion-definition-purpose-and-
importance/50915#:~:text=The%20main%20purpose%20of%20sales,to%20advertising
%20and%20personal%20selling.
saliani, K, Belkaid, M & Hsina, H (2015). The Concept of Marketing Mix. Retrieved on
December 19,2020 from
https://www.slideshare.net/mehdiabelkaid/the-concept-of-marketing-
mix#:~:text=CONCLUSION%20All%20the%20elements%20of,can%20give%20it
%20great%20success.&text=The%20marketing%20mix%20needs%20a,to
%20manufacturing%20and%20several%20others.
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Appendices
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FACULTY OF BUSINESS AND MANAGEMENT

ASSIGNMENT/ PROJECT DECLARATION FORM
Student’s Name : NUR ALIA NAJWA BINTI MOHD SAKRI
Student’s ID : 2020462342 Student’s I/C No. : 010113110548
Program Code : BA232 Part : 1 Course Code : ASM401
Course :
Name FUNDAMENTALS OF BUSINESS
Assignment/ Due Submission

Project No. : 2 Date : 25/12/2020 Date : 24/12/2020
Assignment/ :
Project Title REFLECTIVE PAPER 2 (PLANNING THE MARKETING MIX)
Lecturer’s Name : PN. NOOR DALILA BINTI MUSA
I hereby declare that the work in this assignment/ project was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the results of my own work, unless
otherwise indicated or acknowledged as referenced work. This assignment/ project has not been
submitted to any other academic institution or non-academic institution for any degree or qualification.
I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti
Teknologi MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my
study and exams.
I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university college in
Malaysia or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text and
in the reference list;
iv. mentions explicitly all sources of information in the reference list; and
v. will go through similarity check (Turnitin).
I am aware that disciplinary action (which may include the deduction of marks in the assignment/ project)
will be taken against me if I am found to be an offender.
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24/12/2020
Date Student’s Signature
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NUR ALIA NAJWA BINTI MOHD SAKRI | 2020462342 | BA2321A

NAME: NUR ALIA NAJWA BINTI MOHD SAKRI

Britannica (2012). Marketing Mix: Packaging. retrieved on December on 18,2020 from

Ronald, J, E & Ricky, W, G (2020). Business Essentials. Pearson Education.

FACULTY OF BUSINESS AND MANAGEMENT

Student’s Name : NUR ALIA NAJWA BINTI MOHD SAKRI

Student’s ID : 2020462342 Student’s I/C No. : 010113110548

Program Code : BA232 Part : 1 Course Code : ASM401

Assignment/ Due Submission

Lecturer’s Name : PN. NOOR DALILA BINTI MUSA

I hereby declare that this assignment/ project is written by me and:

Date Student’s Signature

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