# data[].attributes.body
https://www.canva.com/design/DAFnE-7veZE/1kf2B8ws93Zh5yHB08G_DA/edit?utm_content=DAFnE-7veZE&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

# data[].attributes.attachment_link.description
Login to access and create your next design.

# data[].attributes.body
1) Research Plan
Review Financial Performance:

Analyze the financial performance to identify key indicators such as revenue, operating expenses, net loss, and any significant changes compared to previous quarters or the same period in previous years.

Examine the financial ratios and trends to assess the company's financial health.

Analyze Customer Satisfaction and Loyalty:

Identify potential issues related to customer experience, on-time performance, pricing, or service quality that may have affected customer loyalty and demand.

Compare customer satisfaction levels with industry benchmarks or competitors to gain insights into AirAsia X's performance.

Study Operational Efficiency:

Identify any operational challenges or changes in strategy that may have impacted the company's revenue and expenses.

Evaluate the company's cost management practices, including fuel hedging strategies, maintenance programs, and workforce optimization.

2) Main issues

1. COVID-19 Pandemic: The COVID-19 pandemic had a severe impact on the airline industry, causing a significant decline in air travel demand. Travel restrictions, lockdowns, and reduced passenger confidence resulted in a sharp decrease in revenue for airlines worldwide. AirAsia X, being an international long-haul carrier, may have been particularly affected by travel restrictions and reduced international travel. This could explain the decrease in revenue and net loss recorded in the financial statements.

2. Rising Operating Costs: AirAsia X's financial difficulties may also be attributed to rising operating costs, such as fuel prices and operational expenses. Fluctuating fuel costs can significantly impact airlines' profitability, as fuel is a major expense in the aviation industry. Additionally, if the company experienced challenges in managing its operational costs efficiently or faced cost increases in other areas, it could further contribute to the net loss recorded.

# data[].attributes.body
“According to the Aman (2022), AirAsia X Bhd (AAX) has recorded a net loss of RM652.52 million and revenue of RM107.18 million in the fourth quarter (Q4) financial year ended June 30, 2022.”

Reference: Aman, A. (2022). AirAsia X net loss widens to RM652.52mil in Q4. New Straits Times. 24 August. Retrieved from: https://www.nst.com.my/business/2022/08/825209/airasia-x-net-loss-widens-rm65252mil-q4#:~:text=KUALA%20LUMPUR%3A%20AirAsia%20X%20Bhd,year%20ended%20June%2030%2C%202022.

1. As a market researcher, develop a research plan on how to discover the company’s main issues that caused such a situation.

2. Carry out the research plan that you have planned and derived with TWO (2) main issues that caused the company to face such a difficult situation.

# data[].attributes.body
Research Plan:

1. Conduct qualitative research by interviewing the top management of AirAsia X Bhd to understand their perspective on the company’s financial performance and the issues faced.

2. Quantitative research can be conducted by analyzing the financial statements of the company and comparing them with the industry average to identify potential issues.

3. Secondary research can also be conducted to gather information on the aviation industry and trends that are affecting the performance of AirAsia X Bhd.

4. Analyze customer reviews and feedback to identify potential issues that may be affecting the company’s revenue and profitability.

Two main issues caused AirAsia X Bhd to face such a difficult situation:

1. High Fuel Costs - Fuel represents a major portion of the airline's expenses. AirAsia X Bhd experienced a significant increase in fuel prices, resulting in higher operating costs. As the high fuel costs were not effectively managed, this impacted the company's profitability and resulted in net losses.

2. Intense Competition - The aviation industry is highly competitive, and AirAsia X Bhd faced intense competition from other airlines. The company was unable to maintain its competitive edge, resulting in lower market share and revenue. The lack of a differentiation strategy caused the company to lose out to competitors. Furthermore, the COVID-19 pandemic situation also accelerated the competition and affected AirAsia X Bhd's business operations leading to net losses.

# data[].attributes.body
1. Apple has consistently introduced innovative products and services, such as the iPhone and the App Store, which have consistently garnered positive reviews and customer loyalty. They have also invested heavily in marketing and advertising, including high-profile commercials and events like the Apple Keynote. Additionally, the company has placed a strong emphasis on design, creating visually stunning products that are both sophisticated and user-friendly.

2. Two macro environments that might impact Apple's brand image include the global economy and regulatory policies. A downturn in the global economy could result in decreased consumer spending, impacting the demand for Apple's products. Additionally, changes in regulatory policies, such as those related to privacy and data protection, could have significant implications for Apple's business operations.

Two microenvironments that might influence Apple's brand image include competitors and suppliers. Competitors, such as Samsung and Google, pose a threat to Apple's market share and could impact the company's brand image if they were to introduce more innovative or sought-after products. Additionally, suppliers, such as those who provide components for Apple's devices, could impact the company's brand image if they were to experience manufacturing issues or other problems that could negatively impact the quality or availability of Apple's products.

# data[].attributes.headline
Tzyy Shuang, Caroline, Hiraa, Kai Ting, Diana

# data[].attributes.subject
Tzyy Shuang, Caroline, Hiraa, Kai Ting, Diana

# data[].attributes.body
1) Based on the information in the article, it appears that Nike is more likely to favour selective distribution for its market coverage given its emphasis on direct-to-consumer (D2C) initiatives. A product is distributed through a limited number of carefully chosen retailers or distribution channels, which is known as selective distribution.

Nike's choice to cancel its cooperation with Amazon and devote significant resources to its own direct-to-consumer (D2C) projects demonstrates a desire to exert more control over the customer experience and forge close bonds with its customers. Nike seeks to give its clients a tailored and distinctive brand experience by upgrading its own e-commerce website, the NikePlus membership programme, and remarkable retail experiences.

Additionally, the positioning of Nike's products is frequently characterised as luxury and aspirational. Nike may preserve a certain level of exclusivity by concentrating on selective distribution, which will make sure that its products are offered by merchants who can clearly convey the brand's value proposition. This strategy is especially well suited for Nike's target audience, which consists of sports fanatics, athletes, and fashion-conscious shoppers looking for premium goods and a distinctive brand experience.

Overall, selective distribution is the best distribution strategy for Nike's products and target markets since it gives the company control over its brand, enhances personalisation, and offers a unique consumer experience.

2) Channel members play a crucial role in adding value to financing, promotion, and physical distribution for companies like Nike. For example, Channel members, such as retailers and distributors, provide financing options to customers by offering credit facilities, instalment plans, or partnering with financial institutions. They facilitate the purchase of Nike products by making them more affordable and accessible to a wider customer base. This financing support helps increase sales and brand loyalty. Other than that, Channel members assist in promoting Nike products through various marketing and advertising activities. They leverage their marketing expertise, customer databases, and local knowledge to create awareness and generate demand. Retailers and distributors often engage in co-marketing efforts, such as running in-store promotions, advertising campaigns, or participating in local events, to drive sales and enhance the visibility of Nike's brand. Furthermore, channel members are responsible for the physical distribution of Nike products from manufacturing facilities to end customers. They handle activities such as warehousing, inventory management, order fulfilment, and logistics. These activities ensure that Nike products reach retail stores and online platforms efficiently and on time. Channel members optimize the supply chain, reduce lead times, and enhance product availability, which ultimately improves customer satisfaction and sales.

3) The channel conflict between Nike and Amazon is Vertical Conflict as Nike is the producer of Nike shoes and Amazon sell them to customers as a retailer.
Nike's focus on delivering a premium brand experience to its customers was hindered by the partnership with Amazon. The online marketplace model of Amazon meant that Nike had limited control over how its products were presented and marketed to customers. This lack of control over the brand experience, including product display, customer service, and marketing messaging, was not aligned with Nike's brand strategy. Nike has been increasingly emphasizing its direct-to-consumer (DTC) strategy, aiming to establish a closer relationship with its customers and gather valuable consumer data. By selling through Amazon, Nike had limited access to customer data and insights, which restricted its ability to personalize marketing efforts and tailor its products and services to customer preferences.

# data[].attributes.body
1. Selective Distribution.
Selective distribution allows Nike to work with a limited number of retail partners who meet specific criteria and have the capabilities to provide the desired level of customer experience. By carefully selecting these partners, Nike can maintain greater control over its brand image and ensure that its products are presented and sold in a manner that aligns with its brand values. Nike caters to a diverse range of target markets, including athletes, sports enthusiasts, and fashion-conscious consumers. Selective distribution allows Nike to tailor its distribution channels and partnerships to specific market segments.

2. A third-party channel member can help Nike expand its geographical presence, better understand local consumer preferences, optimize its logistics operations, enhance promotion and marketing efforts, and provide excellent after-sales service. For example, this can involve expanding distribution into new regions through partnerships with local retailers, leveraging knowledge of regional trends and preferences to tailor products, optimizing inventory management and delivery times, and actively promoting Nike products through targeted advertising campaigns. These contributions contribute to increased sales, brand awareness, and customer satisfaction for Nike.

3. Vertical Conflict.
Nike is the manufacturer of shoes while Amazon is the Retailer of the Nike Shoes.
Nike wants to provide a more direct and personal relationship to its customer but with Amazon as the retailer, Nike are unable to obtain the full customer data that is crucial to develop personalized items.

# data[].attributes.body
Nike's focus on creating direct and personal relationships with consumers suggests that an exclusive distribution strategy may be best suited to the company. By controlling the distribution of its products, Nike can ensure that its brand image is maintained, and it can create a more differentiated customer experience. This is appropriate for Nike's products, which are high-end and often associated with performance and status. Nike's target markets, which include athletes, fitness enthusiasts, and fashion-conscious consumers, are also well-suited to an exclusive distribution strategy.

A 3rd party channel member can add value to Nike by providing access to a wider customer base and by handling logistics and fulfillment. This can be particularly important for brands that are looking to expand into new markets or reach new customers. Additionally, 3rd party channel members can provide valuable data and insights that can help Nike refine its marketing and distribution strategies.

Nike's decision to end its partnership with Amazon suggests that there were issues related to channel conflict. Specifically, Nike may have felt that Amazon was too controlling over the customer relationship and that it was unable to offer the level of personalization and differentiation that Nike was looking for. Additionally, Nike may have been concerned about the impact of Amazon's private-label brands, which could compete with Nike's own products. These factors may have contributed to Nike's decision to focus on direct-to-consumer efforts and more distinctive partnerships.

# data[].attributes.body
Starbucks occasionally implements happy hour promotions, typically during slower business periods. During these hours, they offer discounted prices on select beverages, attracting customers during non-peak times and increasing overall sales volume. These promotions help Starbucks optimize their resources and adjust prices strategically to match customer preferences and market conditions. First, promotional pricing helps Starbucks to attract new customers. Promotional pricing can attract new customers to try Starbucks products, especially those who may be price-sensitive or hesitant to try a new brand. Moreover, it can increase sales volume. By offering discounted prices, Starbucks can stimulate increased sales volume during the promotional period. It also enhances the brand awareness of Starbucks. Promotional pricing can generate attention, leading to increased brand visibility and awareness.

# data[].attributes.body
Dynamic pricing is a price-adjustment strategy that involves changing the price of a product or service in response to market and customer dynamics. Many companies use dynamic pricing to account for factors such as demand, competition, time of day, and seasonality. For example, airlines use dynamic pricing to adjust their ticket prices based on demand and availability. A study by the Wall Street Journal found that airlines change their prices as often as 3.5 million times a day.

One company that has successfully implemented dynamic pricing is Uber. The ride-hailing service uses a surge pricing system, where the price of a ride increases during periods of high demand. This helps to balance supply and demand and ensures that riders can always find a driver, even during peak periods. According to Uber, surge pricing has increased driver availability by as much as 80%.

Another company that uses dynamic pricing is Amazon. The e-commerce giant uses an algorithm to adjust prices in real time based on factors such as competition, inventory levels, and customer behavior. This helps Amazon to maximize profits while remaining competitive in a crowded market.

The advantages of dynamic pricing include increased revenue, better customer satisfaction, and improved market efficiency. By adjusting prices in response to market and customer dynamics, companies can maximize profits and remain competitive. Additionally, customers benefit from more flexible pricing and a better overall experience. Finally, dynamic pricing can help to reduce waste and inefficiencies in the market by allocating resources more efficiently.

In conclusion, dynamic pricing is a powerful pricing strategy that can help businesses to adjust their prices in response to changing market conditions and customer preferences. Companies that use dynamic pricing can enjoy increased revenue, improved customer satisfaction, and greater market efficiency.

# data[].attributes.attachment_link.description
Check out this Presentation designed by ivett242004.

# data[].attributes.body
https://docs.google.com/presentation/d/1VGtw8ysdgG-USbu3Yq-K4rZLk9RONqNuKRBc5I7a7pI/edit?usp=sharing

# data[].attributes.headline
Group 4 - Tutorial 5: Consumer Behaviour

# data[].attributes.subject
Group 4 - Tutorial 5: Consumer Behaviour

# data[].attributes.attachment_link.title
Beige Brown Minimal Organic Creative Project Presentation

# data[].attributes.body
https://docs.google.com/document/d/1Glyq2bFUuJEwU2SS4vgfXV-z66BU3QCCrJLtvvFB6gQ/edit?usp=sharing

# data[].attributes.body
Belief CC: Coca-Cola's brand positioning is focused on creating a positive emotional connection with its customers. It emphasizes the idea of happiness and togetherness, and its slogan "Open Happiness" reflects this. Coca-Cola also emphasizes its long history and heritage, positioning itself as a timeless classic that has been enjoyed for generations.

Belief PEPSI: Pepsi's brand positioning is focused on being a youthful, fun, and modern brand that appeals to a wide range of consumers. They emphasize their connection to popular culture, music, and sports, and strive to create a sense of community and belonging among their customers.

Benefit CC: Thirst quenching and refreshing products.

Benefit PEPSI: Provides refreshing and satisfying taste, quench thirst and boost energy.

Attributes CC: Coca-Cola is the international leader in beverages.

Attributes PEPSI: PepsiCo has a stronger brand presence in the snack and food industry.

# data[].attributes.body
1) Understand the marketplace and customer needs and wants.
For example, Tesco are using some of these methods to understand the marketplace  such as questionnaire, surveys such as web, telephone, focus groups, customer interviews. Consumers expressed a need for straightforward, more affordable. They stated that they want rates that are fair, reliable, and always constant. As a result, Tesco is lowering the prices of many of the products that clients regularly purchase. In response, customers will find many of their favorite brands at Tesco for less money, including Kellogg's Cornflakes, Colgate Triple Action Toothpaste, Hovis White Bread, and Tetley Tea. Tesco are collectively reducing the cost of about 380 branded goods by an average of 25%.Other than that, at Christmas customers don't have enough time to do shopping, so Tesco brought in teams of bag packers at 400 Tesco stores. They weren’t just there to help pack up people’s shopping; they did everything from going back to picking up products which customers had forgotten, to helping push heavy trolleys to the car.

2) Design a customer value driven marketing strategy.
For example:

Identify Marketing Channels
-  Tesco identifies the marketing channels that are most effective for reaching its target audience. These may include digital marketing, social media, print advertising, television advertising, and in-store promotions.

Target Market
- Tesco conducts market research to identify its target market, their needs, wants, and preferences. This information helps Tesco to develop marketing messages that resonate with the target audience.

Positioning (Size and scope of the market)
- Brand name recognition (whether if the brand is well known in the market

3) Construct an integrated marketing program that delivers superior value.
For example:

Product : The combination of the company's goods and services that have value for the consumers is the product, which is the essential component of the business. Both physical and immaterial products are possible. Sales volume and a complete estimate of production and sales ratio have been provided by the marketing department. Tesco generated £48.4 billion in sales from 2014 to 2015. Tesco provides a variety of goods, such as food, apparel, gadgets, financial services, etc. In addition to having at least 40,000 items in each category of its retail outlets, it also provides a food delivery service and free music downloads.

Price : One of the most crucial factors for every business is price, which reflects the monetary worth of the good or service that customers are willing to pay for. It is described as "the price paid by the customer in exchange for the offered item or service. In comparison to other market competitors, Tesco has consistently maintained cheap prices. Tesco is recovering 5% more competitiveness in the marketing sector as a result. Tesco makes an effort to maintain prices as low as possible without compromising the quality of its goods or trying to make up for losses. Tesco furthermore has a club card system that enables consumers to accumulate points that may be exchanged for cash at a later stage of the purchasing process. Giving loyal consumers additional discounts is a great price marketing tactic. This type of pricing approach lowers prices while also increasing sales without further compromising many earnings.

Promotion : Promotion is defined as “the knowledge of product undertaken to inform customers and encourage potential customers by the marketers.  Tesco marketing department has an absolute focus on product promotion through sale, advertisement, promotion, public relations, direct marketing, online communication and personal sales. The biggest advantage of Tesco is its low price. It separates from other supermarket chains. Tesco has many interesting offer to their customers throughout the year. It is very easy to find these grocery stores in the way of any roaming customer, such as “half price”, “buy one get one free”. In addition, Tesco Club card uses the services to offer customers extra discounts as mentioned earlier.

Place : One of the main elements of the business is location, which involves corporate operations that make the product available to customers. Company channel, distribution, and middleman are also mentioned. Tesco Marketing provided information on shop positioning based on market analytical study. Tesco has a shop in every town and city in England. Tesco offers six categories of offline stores: Tesco Express, Tesco Extra, Tesco Metro, Tesco Compact, Tesco Home Plus, and Tesco Superstore.

4) Engage customers, build profitable relationships, and create customers delight
For example, Tesco had once host local meetup/virtual event which makes customers feel like they are part of the event. They also go to industry trade to communicate with potential customers. They also have various channel like social media business account to attract customer and maintain the relationship with them.

5) Capture value from customers to create profits and customer equity
For example:

1)Implement pricing strategies: Tesco can use dynamic pricing to adjust its prices in real-time based on customer demand, seasonal trends, and competitor prices. Tesco can also use promotions and discounts in order to let customers purchase more of their products.

2)Build customer relationships: Tesco can focus on providing excellent customer service and creating personalized experiences that make customers feel valued and appreciated. For example, Tesco can offer personalized recommendations based on customer purchase history and preferences, and introduce a loyalty program that rewards frequent customers with discounts and other perks.

# data[].attributes.body
1. Conduct a SWOT analysis.
Strengths:

1. Outstanding academic student support initiatives

2. The innovative and technology-driven learning environment

3. Arrangements with foreign universities ensuring the quality assurance of courses and examination

4. Collaboration with multiple foreign institutes

Weakness:

1. Higher tuition fees compared with other competitors in the education market

2. Limited choices of twinning programs

Opportunities

1. Increase in the awareness of the importance of attaining tertiary education

2. Malaysia acts as one of the world excellence centers for education (strategic positioning)

Threats

1. The increasing size of competitors

2. Bad reputation(stereotypes of a Taylorian)

2. Based on the SWOT analysis, suggest a strategy from the product/market expansion grid and

Based on the SWOT analysis, we suggest the market penetration strategy from the market expansion grid for Taylor's University. Taylor's Education Group can increase sales and establish a better position within the selected market segment by providing high-quality services and education. In comparison to its rivals, the lakeside campus can establish a stronger position and generate higher total sales. Customers will still be willing to study at this institution despite the fact that its annual tuition rate exceeds RM18000, making it significantly more expensive than other colleges. In contrast to other universities, Taylor Lakeside Campus gains a more consistent, substantial market share.

Taylor's Education Group may strategically place itself to serve well-defined target customers, meet the tastes and demands of those target markets, and yet prosper because its value offer is the appropriate one.

3. An appropriate marketing mix to implement that strategy.

1. Product

a form of service that provides education in return for tuition fees

Offers accommodation and basic necessities (e.g food and drinks in the campus’s cafeteria & restaurants around campus)

Provides potential students with many choices of programs

Range of bachelor’s degree programs and Ph.D. program

Campus structural design

Students will be attracted to study at the new campus due to the attractive design

2. Price

Bachelor’s degree at Taylor’s University could cost up to RM80,000

Provide a variety of study scholarships

Ptptn

3.Place

located in a location that is accessible to the target market

Urban areas

Well linked with other townships

4.Promotion

social media

Early bird discount for students who register early or pay their fees early

Children and siblings discounts

Promote the beauty of the lakeside campus and the facility

# data[].attributes.body
1) SWOT analysis for SUBWAY
S:
* one of the largest fast food chain in the world
*global brand recognition
*great promotional and advertising strategy
( ex1: buy one sandwich give one sundwich free on National Sandwich day;
ex2: involves cartoon characters to promote their brand (such as Peter Griffin)
*high level of subs customisation : every person can make a sandwich that suits their preferences
*EAT FRESH - they provide fresh products and fresh bread only which customers can easily observe
W:
* interior design of the outlets often looks cheap
* services provided are not the same from store to store
* too cheap franchise cost so they operate in less distance and undermining each other's profit
* slow adoption of technology
O:
* focus on health and sustainability
offering healthier menu
* vegan market
* expansion in emerging markets ( China , India)
T:
* changing  consumer preferences(health concerns)
* competition
* lawsuits against subway
2) Diversification:
-attract more consumer groups by developing new products or services that are different from the company's previous ones
-implement delivery systems like other franchises did, as using their own platform the price is significantly lower than platforms like Food Panda.
-diversify its offerings to stay competitive in the fast food industry. Online ordering and delivery can be made more convenient for customers by investing in technology.
-A loyalty program can be introduced to retain existing customers and attract new ones.
-The store design and layout can be updated to create a better customer experience.
-Health and wellness programs can be introduced to position Subway as a health-conscious brand.

3）Product:
-introduce new food products that are in line with their existing brands
-keep their existing customer base loyal.
-diversify its menu according to the local tastes of the region in which it operates
-attract a new customer base
-offer healthy salads and soups to cater to health-conscious customers, or breakfast sandwiches
-creating a new blue ocean market.

# data[].attributes.body
Singapore airlines swot analysis
Strengths:
1. Reputation of being a trendsetter in the aviation industry
2. Young and highly fuel-efficient fleet
3. Consistent financial performance in face of increased competition
Weaknesses:
1. weak presence in major markets
2. Major reliant on international traffic
Opportunities:
1. Promising growth in emerging markets like India
2. Expanding its partnership
3. Low cost of operations
4. Brand new fleet to improve consumer confidence
Threats:
1. Fluctuation in the Aviation Turbine Fuel prices
2. Strong competition
Product/Market Expansion Grid (Market Expansion)
Since Singapore Airlines is a young company compares to its competitors, this provides them the room to expand their offerings to other markets by providing more trips to emerging markets. Given with their low cost of operations, this could increase the company's revenues and earnings without a huge cost.

The marketing mix (Promotion)
Singapore airlines uses various channels to promotes its brand. That includes TVCs,print ads, online ads etc.
Promotional activities carry out by the companies:
1. Fare deals -Provide promotional prices and other deals like Black Friday deals and other holiday season fares.
2. KrisFlyer promotions- Includes promotions like multiple of miles,discounts on bread and breakfast rates, lump sum miles, bonus miles per unit of certain purchase.

# data[].attributes.body
SWOT Analysis of KFC company
Strength :
1. In terms of valuation, the second-best worldwide fast food brand is worth $6 billion.
2. The original recipe for 11 herbs and spices
3. Solid position in China's growing market
4. Merging KFC with Pizza Hut and KFC with Taco Bell
5. KFC leads the global market among businesses that sell chicken as their main product.

Weakness :
1. Unreliable vendors
2. Harmful publicity
3. A menu with unhealthful food
4. A high rate of staff turnover
5. Weak marketing initiatives

Opportunities :
1. Growing consumer desire for healthful food
2. home delivery of meals
3. Adding fresh items to its solely chicken product line.

Treats :
1. Overly competitive fast food markets in wealthy countries
2. Changing dietary trends
3. Neighborhood fast-food chains
4. Changes in currency
5. Lawsuits against KFC

Based on the SWOT Analysis above, we suggest KFC to implement diversification strategy it is because more and more consumers growth prefer healthy lifestyle as well as leading the dietary trends. For example, KFC could expand its menu to include new items such as plant-based alternatives to cater to vegetarian and vegan customers. They could also introduce new sides, desserts, and beverages to complement their existing offerings.

The appropriate marketing mix for KFC company to implement would be product strategy. For example, KFC can continuously introduces novel items to their menu, thereby fulfilling the objective of keeping their customers engaged and interested. KFC can further improve product strategy by adapting its menu offerings to cater to the varying regional preferences across the globe, boasting an extensive selection of nearly 300 menu items. The continuous introduction of new menu items by KFC serves to bolster their product strategy and consequently reinforces their marketing efforts.

# data[].attributes.body
Understanding the Market: For example, a new coffee shop opening in a neighborhood may research the demographics of the area, the types of coffee shops that already exist, and what their potential customers prefer in terms of coffee and atmosphere.

Defining the Target Audience: For example, the coffee shop may define its target audience as working professionals who prefer high-quality coffee, a relaxed atmosphere, and a convenient location.

Developing the Marketing Strategy: For example, the coffee shop may decide to offer premium, ethically sourced coffee at a slightly higher price point than competitors, with a focus on creating a comfortable and inviting atmosphere that appeals to its target audience. Marketing strategies may include social media campaigns, targeted advertising, or influencer marketing.

Implementing the Marketing Plan: For example, the coffee shop may create an Instagram account and post pictures of its products and atmosphere, and may also launch a limited-time discount for first-time customers. The shop will track engagement and sales to determine the effectiveness of each tactic.

Evaluating and Adjusting: For example, the coffee shop may determine that its Instagram posts were not driving as much engagement as hoped and may decide to invest in influencer marketing instead. The shop may also consider adjusting its pricing or changing its target audience based on the data collected during the campaign.

# data[].attributes.body
Stage 1:
[FIVE CORE MARKETPLACE CONCEPT]
For example,Social Marketing Concepts. Since 1989, The Body Shop has advocated against animal cruelty in advertisements, and its advertising efforts frequently incorporate the societal marketing idea. The company's campaign with Cruelty-Free International, "Forever Against Animal Testing," aims to put an end to animal testing in cosmetics globally. The campaign has been the largest global effort yet to end animal testing. As a result, the corporation is presenting the UN with a petition that has 8 million signatures.

Stage 2: CUSTOMER-DRIVEN STRATEGY
People are looking forward to maintaining a healthy lifestyle and use organic products on their skin. The Body Shop has been positioned strategically to meet these requirements. They meet the customer’s need for a healthy lifestyle by using all natural and organic ingredients like seaweed, sugarcane, aloe vera, honey, tea tree, etc. The brand puts forward the environmental concern and also campaigns against animal testing of the products. It is one of the very few cosmetic companies that promote health more than glamour and this is a very unique positioning strategy.

Stage 3: INTEGRATED MARKETING PLAN AND PROGRAM
The body shops’ have a variety of products with high quality and medium price, and also a good product image which could attract most of the people. Besides, the body shop will give promotion discounts. For instance, they have up to 50% discounts in most of the season. We could also buy body butter for $1 after spending a minimum of $30. This is also a promotion strategy. Furthermore, we can see their shops everywhere such as shopping malls to attract their target customers. At the same time, they will also collect customers’ feedback and keep improving their products to increase the competitiveness of their products.

Stage 4:BUILDING CUSTOMER RELATIONSHIP
The Body Shop has a range of customers who are both men and women. The brand initially didn’t have products for men but now the focus has also been on men who are now taking care of their skin and are looking to have a comfortable bath. The brand’s main target, however, is the women between the ages 20-55 years.According to the brand, they found that 64% of their consumers are ready to pay for a more ethical product. They also found that 83% of their consumers likely chose the retailers that took environmental and social issues seriously. It was also found that the consumers who use The Body Shop products found it very compelling The Body Shop had a strong brand image associated with its beauty products.

Stage 5:CAPTURE VALUE FROM CUSTOMERS FOR PROFIT
capturing values from customers to generate profit and customer equity has been the body shop’s end goal.To illustrate the brand promotes 5 key corporate values such as against animal testing, support community trade, active self esteem, defend humans right, protect our planet. The consumers choose the body shop because the brand stand for the environment and social issues. Customers feel they belong to the specific community hence staying loyal towards the body shop.

# data[].attributes.body
1) Understanding the market and customer needs
For the case our take took Zara company. So if we are discussing Zara in Malaysia , they analysed the specificity of climate which is endless summer , so they provided the huger variety of summer clothes than winter clothes.Moreover, they considered the wants and needs of the local customers so they provided more colourful type of clothes compared to Japan, where the palette is more basic.
2) Developing marketing strategy
So Zara uses a customer-driven strategy which can be seen in that they divide their market into gender segments. They have female, man and children clothes and also they even designed the Zara home where they sell things for home design
3)Product Strategy

At ZARA, what they do is to create new clothing designs all year round and only produce a limited number of before moving to another design. With these relatively short production runs, designs get sold out quickly. The higher number of designs results in more variety and a wider range of choices for the customers.

Meanwhile, the smaller amount of clothing per design will considerably increases its value for the customer because there will be less people owning the same outfit. Thus, making it more exclusive and appeal. Zara does all its manufacturing in its own facilities. So, they have complete control over the quality of its clothing.

Pricing Strategy

Considering the superior quality of Zara's clothing, which is comparable to most of the other high fashion brands today, most customers are pleasantly surprised that its pricing is very affordable compared to other apparel in its class. However, Zara products are still considered high fashion, and the company implements a premium pricing strategy, so the price tag might still be a bit expensive for the ordinary shopper.

Nevertheless, because one of the primary objectives of Zara is affordability, Zara always find ways to minimize production costs so that Zara can offer its products at lower prices and make them more accessible to the average customer who would like to wear great clothes without burning a hole in their pocket.
Zara has also actively pursued online channels of selling. Aside from their official website, where you can browse and purchase most of its products, Zara has also partnered with several multi-brand online outlets, effectively increasing its reach into the global market. Online channels are also a great way to market to the younger crowd that spends a lot of time on social media. Its strong online presence is one of the reasons why Zara is very popular with millennials.Zara does spend on billboard advertising. This might be expensive, but its ads are very engaging and specifically target the youth, which makes up the bulk of its clientele. It is also worth mentioning that Zara does not place its logo on any of its products. Zara believes it is an unnecessary expense and instead directs its funds on opening new stores in prime locations around the world, which is an approach that has worked incredibly well for it so far.

4) Relationship marketing, with its focus on fostering the relationship between the firms and the customers, assures mutual benefits for both firms and customers. Currently, there is no commonly accepted definition regarding relationship marketing in marketing literature. However, most agree that relationship marketing manages the relationship with customers, their emotional or a rational response relating to a particular aspect of consumption such as product, service experience, etc., at a particular time (after purchase, after initial consumption, long-term experience, etc.) (Giese & Cote, 2002). One example of a company successfully implementing relationship marketing is Zara. In this article, I will explore various definitions of relationships marketing, its component, challenges in the global market and the adoption of relationship marketing by Zara.
5) Capture value from customers to create profits and customer equity: Zara aims to post content at least once a day and communicate with its audience through social media. This helps it maintain brand loyalty, with many followers coming back for new fashion designs and other updates. Secondly, flexibility is important to build a consistent brand image. To be able to achieve this, Zara relies on synchronised layouts and visual elements.

# data[].attributes.headline
Formative assessment – submission of online task for Independent Learning Week

# data[].attributes.subject
Formative assessment – submission of online task for Independent Learning Week

# data[].attributes.body
The first stage of the marketing process is to understand customer needs and wants by conducting market analysis and research. It is important to tailor product offerings yo customers' needs, wants, and offerings in order to maximize customer satisfaction. Companies conduct market analysis and research to identify consumer tastes and preferences as well as to access competition. The second stage of the marketing process is developing a marketing strategy based on the insights gained in the first stage. The marketing strategy comprises of the target market, positioning and marketing mix (4Ps).
The third stage of the marketing process is the implementation of marketing programs. This includes developing and exercising advertising and marketing campaigns, creating and launching new products or product lines, pricing strategies and distribution strategies.
The fourth stage of the marketing process is to build profitable relationships and to create customer delights by constantly engaging customers. This is also the part where the effectiveness of marketing programs and strategies are being assessed and monitored. This involves getting customer feedbacks and measuring sales performance.
The last stage of the marketing process is capturing value from customers in return. It can be in the form of profits, revenues and customer equity.

# data[].attributes.body
1.Define the Research Scope: Specify the time period and target audience.

Conduct a Literature Review: Examine industry reports, news articles, and financial statements.

Identify Research Methods: Use surveys, interviews, data analysis, competitor analysis, and social media monitoring.

Sample Selection: Randomly select customers for surveys and diverse stakeholders for interviews.

Data Collection: Collect survey responses online and conduct structured interviews.

Data Analysis: Analyze survey data quantitatively, transcribe and code interview data qualitatively, and perform financial and comparative analysis.

Reporting and Recommendations: Summarize findings and provide actionable recommendations.

Monitor and Evaluate: Track AirAsia's response and conduct follow-up studies.

2. Debt restructuring and provision for travel vouchers:  The company incurred a significant amount of debt and had to undergo debt restructuring. As part of this process, they had to provide travel vouchers to passengers and travel agents affected by the restructuring, resulting in a one-off provision of RM653 million. This provision impacted the company's earnings and prevented them from returning to profitability.

Shift in operating expenses structure: The company experienced a notable shift in its operating expenses structure. Staff costs increased due to the reinstatement of staff and salary for employees. Additionally, maintenance and overhaul costs increased, primarily because of the reactivation of aircraft in preparation for a major operational ramp-up trajectory. These increased operating expenses put additional financial strain on the company.