Student ID Number: 1130873/1
Module Subject: Marketing Essentials
Lord Ashcroft International Business School
Marketing Essentials
Module Code: BB115009S
Academic Year: 2011/2012
Semester: Two
Student ID Number: 1130873/1
Contents
1
Student ID Number: 1130873/1
Module Subject: Marketing Essentials
Contents……………………………………………………………………….…….2-3
1. Company overview
1.1 History- summary…………………………………………………….…..4
1.2 Branches……………………………………………………….………….5
1.3 Vision and mission………………………………………………………5
1.4 Brands –product and services……………………………….…..…….6
1.5 Business Description…………………………………………....………6
1.6 Board of director……………………………………………….…...…...7
1.7 Financial Statement………………………………………………………8
2. SWOT analysis……………………………………………………..…….…..9
2.1 Strength………………………………………………………..……….…9
2.2 Weakness………………………………………………………………..10
2.3 Opportunity………………………………………………………………11
2.4 Threat…………………………………………………………….……….12
2.5 Key competitor……………………………………………….………….13
3. New idea or service for the company………………………...…………..14
3.1 Special CIMB Group Office……………….…………………………...14
3.2 Printed material in multi-language…… ……………………...………14
3.3 Increase the Excellent criteria (Multi-language) for staff…….…….15
3.4 Drives through agencies (Malaysia and Oversea)…….…………….15
4. Budget plan…………………………………………………...……………..16
4.1 Implementation………………………………………………………….16
4.2 Financial forecast……………………………………………………….17
4.3 Cost analysis…………………………………………………………….18
5. Gap analysis……………………………………..………………………….19
5.1 The recommendation and future marketing strategy….……………20
5.1.1 Price………………………………………………………………20
5.1.2 Place…………………………………..…………………………21
5.1.3 Product…………………………….…………………………….21
5.1.4 Promotion…………………..………………………………...…21
6. Summary………………………………..……………………………………22
7. Reference…………………………..………………………………………23-24
8. Appendix……………………..………………………………………………25
8.1 Brands (product and services)………….……………………………..25
8.2 Business description………………….…………………………...…..26
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