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Marketing Management : Assignment Solution

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Added on  2020-12-10

Marketing Management : Assignment Solution

   Added on 2020-12-10

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Marketing Management
Marketing Management : Assignment Solution_1
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................11. Using suitable models to identify the customer perceived value.......................................12. Evaluation and comparison of Maxis Berhad value proposition over Celcom Axiata Berhad................................................................................................................................................43. Benchmarking Value proposition of Maxis Berhad and Celcom Axiata Berhad............74.Plan to implement the value proposition of Maxis Berhad externally and internally ......10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
Marketing Management : Assignment Solution_2
INTRODUCTIONMarketing management is the process of strategy developing, advertising, promoting,product and service planning to reach at the desired customer segment (Beverland andLindgreen, 2010). It uses several tools to analyse the environment or industry in which the firmoperates. This conducts market and marketing research for analysing competitor's structure,sources of profits, market positioning and target markets. Competitor analysis in marketingmanagement is assessment of strengths and weaknesses of potential competitors that will renderoffending and defending strategies for identifying the opportunities or threats. This reportdiscusses about marketing management of Maxis Berhad which is a communication serviceprovider in Malaysia. The report also throws light on Celcom Axiata Berhad which is thecompetitor to chosen organization. It is also known as Celcom which is the oldest mobiletelecommunications provider in Malaysia. It also explains value proposition of Maxis Berhadand its customer perceived value. The assignment also compares Maxis Berhad's valueproposition to its competitor Celcom Axiata Berhad. MAIN BODY1. Using suitable models to identify the customer perceived valueCustomer perceived value is the marketing and branding related concept which showssuccess of a product or service. It is based on the beliefs of customers whether it satisfies theirneeds or not (Bresler and Lubbe, 2014). Customer perceived value is the evaluated measure thata customer realises to attain by buy or consuming a product. This is the difference between totalbenefits obtained to that of cost they had to pay for it. The satisfaction of needs which a productor service can offer to a potential customer is to see perceived value of customers. 1
Marketing Management : Assignment Solution_3
Customer perceived value concept must be considered while setting up prices as it affects thedemand for a product because psychological and social advantages are having an impact on it. Economic benefits- These are the benefits that include net income, revenues, etc. whichcan be quantified in generated money terms. This may be the saved money to reduce costs thatcan be measured or used in business, policy decisions and analysing markets. Maxis Berhad'sbusinesses use net cash flow, ROI, etc. for measuring whereas, policy makers adopt consumerand manufacturer surplus measures (Grönroos, 2011). In telecommunication businessdeveloping, a new strategy or innovation of new product involves considering these benefits ofproposal to decision makers to enable measuring financial effects of the proposed change. Convenience or Accessibility- To stand out from the competition, telecommunicationbusinesses use convenience factor which is state of being able to proceed doing something withlesser efforts. It is the ability or decision of consumers to find out and obtain products or servicesoffered. To achieve this, telecommunication organizations must deliver products and servicesthrough actual convenience, flow, perception and control. In today's market, the purchasingbehaviour of a consumer and decision making are tangled to some core values like satisfaction,convenience and satisfaction.2Illustration 1: Customer perceived value(Source: Customer perceived value , 2018 )
Marketing Management : Assignment Solution_4

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