Marketing Plan for Malaysian Airlines System Bhd

ASSIGNMENT – BMMS5103

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FACULTY OF BUSINESS MANAGEMENT

Villa College

BMMS5103

MARKETING STRATEGY

ASSIGNMENT

May 2013 Semester

Date Assigned: 28 May 2013

Due Date: 17 July 2013 (before 6:00pm)

Lecturer: Ali Rasheed

Weighting: 60%

ASSIGNMENT – BMMS5103

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MAY SEMESTER 2013 BMMS5103 - MARKETING STRATEGY

ASSIGNMENT (60%)

INDIVIDUAL ASSIGNMENT This assignment calls for a critical analysis of different strategies that a company can take to obtain a competitive advantage. Companies should aim to have a clear strategy and may choose a basic competitive strategy. Whichever strategy the company chooses it must focus on being market oriented – paying balanced attention to customers and competitors in designing its marketing strategies. ASSIGNMENT OBJECTIVES: The assignment is intended to foster the following objectives: 1 Promote discussion of the competitor analysis, emphasizing the determination of

competitors’ objectives and strategies, strengths and weaknesses, and reactions – and assess whether to attack or avoid particular competitors.

2 Define generic competitive strategies and the value disciplines of market leaders. 3 Determine when a company needs to move towards, or adopt, one-to-one marketing

strategies. 4 To understand and explain the fundamentals of competitive strategies based on

competitive positions in the market for market leaders, market challengers, market followers and market nichers.

ASSIGNMENT QUESTION (MARKS 50%) “The airline industry is highly competitive, is characterized by low profit margins and high fixed costs, and we may be unable to compete effectively against other airlines with greater financial

resources or lower operating costs.” (wikinvest.com) The above quote clearly spells out the critical challenges for organizations within the airlines industry. Consider the scenario for Malaysian Airlines System Bhd as they prepare to face the challenges by the ASEAN Open Skies policy which comes into force in 2015. Discuss the competitor analysis, emphasizing the determination of competitors’ objectives and strategies, strengths and weaknesses, and reactions and assess whether to attack or avoid particular competitors. Evaluate and explain what market strategies they should employ and why? Note: The grade for this assignment will be substantially influenced by the originality and overall ability of the student to evaluate and apply marketing strategies realistically within the context of

ASSIGNMENT – BMMS5103

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real world constraints. Any form of plagiarism and / or lack of proper referencing will result in a substantial mark down or fail result. ASSIGNMENT SUBMISSION: All assignments must be handed in at the stated time and in the stated form or they will automatically receive a grade zero. It is your responsibility to retain a copy of your assignments should any questions arise later concerning the said assignments. PRESENTATION (MARKS 10%) You will deliver an oral presentation (Power Point slide between 5 -10 minutes) at the end of the semester (11th Week) highlighting the salient points of your investigation and opinions. Online students are exempted. ADDITIONAL GUIDELINES / ASSIGNMENT FORMAT: • Your assignment should be typed on A4 paper using 12-point Times New Roman and 1.5

spacing. • Your assignment should NOT exceed 3000 words, not including appendix and reference. • Your must provide references. References should use the American Psychological

Association (APA) format • References should include the latest journal/book publication (year 2007 and onwards). • You are to submit a softcopy of your assignment via Student Portal using Turnitin. • Plagiarism is not acceptable. If you are not sure what is meant by plagiarism, refer to the

various websites which discuss this matter, e.g. owl.english.purdue.edu/handouts. • Plagiarized assignments will receive a ‘Fail’ mark.

INSTRUCTIONS FOR ASSIGNMENT SUBMISSION

1. All assessment items should be submitted with a standard cover sheet provided 

by the Faculty. Cover sheets are also available at the reception of the College or 

at www.villacollege.edu.mv. The cover of the assignment should include details 

as in Appendix 1. 

2. References in APA style must be included and taken from reliable sources such as 

books and journals. 

Refer to: http://www.emich.edu/halle/style_guides.html to view the details and 

samples of APA style. 

3. Plagiarism, copying and cheating will NOT be awarded any mark, and disciplinary 

actions will be taken instead. 

4. Completed assignment must be placed on the Assignment Drop Box located in 

reception  before  6:00pm  of  deadline  and  upload  a  softcopy  to  Rose  Student 

Portal by 11:59pm of deadline. 

5. Villa  College  policy  is  that  an  assessment  item  submitted  after  the  due  date, 

without an approved extension, will be penalized at a rate of 10% per day of the 

possible maximum mark for the assessment item for each day or part for which 

the  item  is  late.  Weekends  count  as  one  day  in  determining  the  penalty. 

Assessment  items  submitted  more  than  five  days  after  the  due  date  will  be 

awarded zero marks. 

6. If Extensions on Assessment is granted, the approved assignment extension form 

(Appendix 2) should be submitted along with the Assessment.  

7. Requests for Special Consideration on an examination or assessment item must 

be  lodged  no  later  than  3  working  days  after  the  date  of  submission  or 

examination. 

8. Requests for Extensions of Time on Assessment Items must be lodged prior to 

the due date of the item. 

                                                                                                         

                                      Faculty Business Management 

Cover sheet for submission of Individual Assignment  2012  

Student Name:                                                                  Student ID: 

Type of assignment:                                                          Individual / Group 

 

Subject:  Due date: 

Subject code:  Date submitted:                                     Time: 

Program:  College stamp: 

Semester: 

Lecture: 

                          

                                                                     DECLARATION   I…………………………………………………….. here by certify this assignment is my / our own work based on my / our personal study and / or research I/ we have acknowledge all material and source used in the preparation of this assignment. I/ we also certify that the assignment has not been submitted for assessment in any other subject or at any other time in the same subject and that I/we have not copied in part or whole or otherwise plagiarized the work student and / or other person   Signed:…………………………………                              Date:…………………………….                           Time:………………….       

Extension request:  Reason for Extension:    Extension Date:  Extension Approved:  Lecture:                                          Signature:                                          Date:                          Time: 

                           

Received by:……………… ………………….                                                Signature:…………………………………. 

Student Name:    Date:  Time: 

Student  ID:       

Lecture:    Received by:  Sign: 

Course Name:       

Assignment:    College stamp: 

 

Registration Department

Villa College

Republic of Maldives

ASSIGNMENT EXTENSION FORM

STUDENTS MUST FAMILIARISE THEMSELVES WITH THIS PROCEDURE REGARDING ASSIGNMENT EXTENSION PRINTED AT THE BACK OF THIS FORM.

Student Name: Student ID

Phone number: Module Code:

Module Name: Administering Faculty/Centre:

Assignment No: Assignment Due Date:

Name of the lecturer: Is this a group assignment?: Yes No

Requested Duration for extension (days) Proposed date for submission: / /

Reasons for request for extension:

Supporting Document attached (please tick/specify)

Medical Report Letter from Employer Others (please specify below)

Signature of the applicant: Date: / /

Please submit the completed form to Student Desk.

To be completed by Student:

Date Received: / / Outcome: Approved Not Approved

Approved Period of Extension: Approved Revised Due Date: / /

Course Coordinator Signature: Date: / /

Signature of the Dean: College Stamp:

For Faculty/Centre use only:

Date Received: / / Staff Received:

Time of the Receipt: Signature:

To be filled by Student Desk:

 All extension applications are due ON OR BEFORE THE DUE DATE of the assignment. This form should be submitted with the appropriate supporting documentation. Applications for an extension on an assignment that are received after this date will not be considered and the assignment will be late stamped and the appropriate late penalties will be imposed.  The length of time granted for an extension will be dependent upon the nature, severity and duration of the grounds for the application. However, an application would not normally be granted for more than 7 days.  The Faculty team will assess each application and will return a copy of this signed form to the student. There is a turn-around time of approximately 2 working days for processing of such applications.  If the extension is approved the student must attach their copy of this form to the front of the assignment at the time of submission. Students failing to submit their extended assignment with the approved extension notification attached will have the assignment date stamped and the appropriate late penalties will be imposed.

o Extensions of time on assignments are not a normal concession. o Where the following circumstances exist, an extension of time on an assignment may be

considered: Medical grounds: Where an application for extension is based on medical grounds, a medical report in the form prescribed by Villa College should be presented. All required fields in the medical report must be filled. Incomplete medical reports either by the side of the student or by the medical practitioner will be deemed void. Work: Students applying for an extension of time on the grounds of work commitments will only be granted an extension if the additional work was unexpected or unavoidable. The application must be accompanied by an appropriate letter from the employer. Other grounds: These will comprise extenuating circumstances beyond the student’s control and will require the presentation of supporting evidence. Documents would normally be required to support the application. The following are not grounds for an extension:

o Inability to have an assignment typed by the due date; o Pressure of work ; o Disk failure or printer/computer failure; o Routine work commitment o Inability to submit an assignment on time due to parking or traffic difficulties.

ENSURE ALL RELEVENT PARTS OF THE FORMS ARE COMPLETED AT THE TIME OF LODGING THE APPLICATION FOR EXTENSION. INCOMPLETE FORMS WILL NOT BE PROCESSED.

APPROVED FORMS: Please attach to the front of your assignment

IMPORTANT INFORMATION FOR ASSIGNMENT EXTENSION

Registration Department

Villa College

Republic of Maldives

MEDICAL REPORT FORM (FOR ASSIGNMENT EXTENSION & EXAMINATIONS)

Student Name: Student ID:

E-mail address: National ID:

Present Address: Contact No:

STUDENT DETAILS (to be filled in by student)

Dates(s) of relevant medical examination(s)

Nature of illness or medical incapacity

Medical Report (to be filled in by the medical practitioner)

In my opinion the medical condition of the above student will result in

 tick as appropriate

Start Date End Date

Preparation of assignment impaired from: / / / /

Preparation for the examination impaired from: / / / /

The student was unfit to take the examination or submit the assignment on (Date): / /

The student will be fit to take examination or submit the assignment on (Date): / /

Declaration:

I declare that the information I have provided above is true to the best of my knowledge.

Full name:

Address:

Contact Numbers:

Doctor’s Signature: Date: / / Stamp

‘s

Medical Opinion (to be filled in by the medical practitioner)

Registration Department

Villa College

Republic of Maldives

IMPORTANT INFORMATION TO STUDENTS

 Please familiarize yourself with College Assessment Policy, Examination Rules and Procedure on

Assignment Extension prior to submitting application for extension.

 All applications for extension, deferment of final examination or aegrotat on medical grounds needs to be

supported with this medical report. MEDICAL CERTIFICATES will not be accepted under any

circumstances.

 All application needs to be lodged on or before the date of the relevant examination or assignment

submission. Unless otherwise a valid ground exists, application beyond this date will not be accepted.

 Please submit completed medical report with the relevant form to the student desk and keep a copy for

yourself.

 In order to familiarize with the Villa College Policies on students visit www.villacollege.edu.mv.

Extract from Examination rules

‘ (a) Any candidate who is prevented for medical reasons from attending an examination or any part of an examination or performing without impairment should submit to the Registrar, no later than two days

following the day of his/her examination (unless there are specific circumstances which warrant an

extension of this period) a medical report showing his/her inability to take or complete the examination at

the prescribed time.

(b) The medical report must cover the relevant period or the consultation must take place within a 24 hour

period either side of the examination.

(c) The medical report must be on the form specified. The general medical certificates issued by hospitals,

clinics or such other institutions are not accepted. ’