Analysis of

Company’s 4P’s

GROUP ASSIGNMENT 3
Report (20%) and Presentation
(10%)
CLO3 Demonstrates managerial skills in marketing
practices.

MKT420 PRINCIPLES AND PRACTICE

OF MARKETING

Prepared by:
Nani Ilyana Shafie, Faculty of Business and Management
October 2023 – February 2024

1
Overview
All companies must look ahead and find a long-term game plan in response to
maintain their survival in today’s competitive and constantly changing business
environment. One of the critical decisions a company needs to focus on is
developing its marketing mix.

Instructions
i. Form a group of four (4) to six (6) people.
ii. Students are required to select one (1) Malaysian fast-food company and
analyze how the company plans for its marketing mix.
iii. The written report must be WITHIN 10 PAGES.
iv. The report must be submitted on or before 18th January 2024 (Thursday).
Failure to do so will jeopardize the student’s grade for this subject.

Report Format
i. Font type: Times New Roman 12 or Arial 11
ii. Line spacing: 1.5 spacing
iii. You may Insert any pictures, tables, diagrams, etc., to support your justifications
for the marketing mix.
iv. The written report on the marketing mix must include a cover page that
comprises the following format. Please refer to the sample format of the cover
page.

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Report Guidelines (20%)
The marketing mix report should comprehensively include:
i. Cover page – please use the template given by your lecturer.
ii. Table of content
iii. Executive summary – should be written last to focus on key points/findings.
1. Introduction, e.g., the purpose of the study, company background, type of
products/services offered, vision/mission statement, company objectives, and
identification of the problem (student needs to identify the specific issues or
challenges faced by the selected Malaysian fast-food company in terms of its
marketing mix).
2. Product, e.g., level of product, the type of product/service, individual
product/service decision, assess the unique selling propositions and
competitive advantages, product line and product mix decisions (illustrated
with diagram), branding and positioning strategy, product life cycle, etc.
3. Price, e.g., examine the major pricing strategies used by the company, product
mix pricing strategies, and price adjustment strategies and compare the
company's pricing with competitors' prices.
4. Promotion, e.g., evaluate the promotion activities and strategies including
advertising, sales promotion, public relations, or personal selling.
5. Place, e.g., examine the distribution channels used to make the product
available to the customers, number of channel levels (direct or indirect), the
strategy used for its marketing intermediaries, types of retailers/wholesalers
that carry their products, number of marketing intermediaries, evaluate the
effectiveness of the current distribution strategy etc.
6. Recommendations
7. Conclusion
8. References, a minimum of 5 recent references.
9. Assessment refers to rubrics.

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 MARKETING MIX 4P’S RUBRICS (20%)
Course Name: Principles and Practice of Marketing Course Code: MKT420 Lecturer’s Name: Nani Ilyana Shafie

Student’s Name & Student’s ID: Group:

1.
2.
3.
4.
5.
6.

Criteria Marks Weighted

Allocated Poor Moderate Satisfactory Good Excellent Marks
Obtained (%)
Introduction 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks
Poor introduction Moderate Satisfactory A good introduction Excellent introduction of
of company introduction of introduction of of company company background
background company company background
background background

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing mix • Poor or lack of • Moderate • Satisfactory • Good analysisof • Excellent analysis of
4P’s analysis on Analysis of analysis of product product attributes product attributes
product product attributes attributes
Product attributes.

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing mix • Poor or lack of • Moderate analysis • Satisfactory • Good analysisof • Excellent analysis of
4P’s analysis on the of the product analysis of the product pricing product pricing
product pricing pricing product pricing
Pricing

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 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent
Allocated Obtained (%)
Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks
Marketing mix • Poor or lack of Moderate analysis Satisfactory Good analysis of Excellent analysis of
4P’s analysis on of promotion analysis of promotion promotion
promotion promotion
Promotion

Analysis of 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

Marketing mix • No or lack of Moderate analysis Satisfactory Good analysis of the Excellent analysis of the
4P’s analysis on the of the place analysis of the place place
place place
Place

Recommendations 15 0 - 3 marks 4 - 6 marks 7 - 9 marks 10 - 12 marks 13 - 15 marks

& Conclusion Poor or lack of Moderate Satisfactory Good recommendations Excellent
recommendations recommendations recommendations and and conclusion recommendations and
and conclusion and conclusion conclusion conclusion

Writing style, 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

spelling& The writing lacks Sentences were Sentences were Sentences were Sentences were well
grammar sentence variety somewhat varied, correctly correctly constructed written and expressed
and few and some were constructed and well-articulated
grammatical errors inappropriate with
minimal
grammatical errors

Total: 100 /100