Project task

This project will focus on undertaking a marketing study of local businesses operating in the shopping zone around Bukit Panjang MRT station. We will be using a range of techniques in order to maximise the experiential learning opportunities from this project. You will be working in groups of 3-4.

1. Undertake initial online research on the following:

• Map of the study area
• Shop directories of the three main shopping malls covered by the study area
  • Helion Mall
  • Bukit Panjang Plaza
  • Junction 10
• Business websites
• Business marketing strategies

2. Select three businesses that you will investigate in your group. Ideally these should cover the following:

• Two businesses that sell goods and one business that sells a service.
• Range of scales (local, national, multinational)
• Range of sectors (e.g. cosmetics, food, electronics, financial, etc)

3. Undertake a field study of your selected businesses, covering the following aspects:

• Photographic evidence of marketing activities (e.g. billboard advertising, promotional activities, shop windows, in-store marketing, etc)
• Interviews of store managers and sales staff
• Footfall (number of customers visiting store) data collection

4. Present your findings on the above in form of a video, podcast, presentation, or similar. This should cover the following for each business you investigated that sells goods:

• Product - Design of the relevant good or service, including any additional features and packaging.
• Price - Pricing strategies applied to help the firm to maximise its revenue, including consideration of brand image and competition.
• Promotion - Covering all interactions with customers, including advertising as well as other selling techniques such as special offers or after-sales service.
• Place - How the respective product is distributed from the producer to the final consumers, including the choice of where a product is promoted or sold.

5. For the business that sells a service, you should cover the following additional points:

• People - Customer-facing staff that have been carefully selected, trained and appraised to help maximise customer satisfaction.
• Processes - Every interaction between the customer and the business.
• Physical evidence - Including every tangible part of the service, from the cleanliness of the site to anything a customer may take away with them, such as packaging or a receipt. These features of the business do not directly relate to the service being provided, but customers will look to them as an indication of the quality of service they can expect.

Review