Fundamental of Marketing Strategy (MKT 2733) Prepared by:Jun Juhaizi Binti JuhariMarketing LecturerKPM Seri Iskandar
CONTENTS01 Introduction to Marketing Strategy02 Situation Analysis03 Planning Direction, Objectives, andStrategy04 Segmentation, Targeting, And Positioning(STP)05 Marketing Mix (4ps)06 Extended Marketing Mix (7ps)07 Strategy Implementation and Control08 Ethical Considerations and Social Responsibility in Marketing Strategy
01Introduction to Marketing Strategy
LEARNING OBJECTIVES01 Define the meaning and importance of marketing strategy.02 Outline the key components of an effective marketing strategy03 Explain the differences between marketing strategy and marketing tactics.04 Describe the main stages involved in the strategic planning process..
What is a Marketing Strategy?A Marketing Strategy is a long-term plan detailing how a company will create and deliver customer value to achieve its business goals. It's the overall blueprint for winning in the marketplace.It's figuring out: Who your customer is, what they need, and how you will beat the competition to serve them best.Example :Petronas employs a strategy to maintain a strong global brand image while ensuring its local stations effectively meet the specific, unique needs of Malaysian consumers..
Why Marketing Strategy Is ImportantProvides a clear purpose for the entire organization, ensuring everyone works toward the same goals.Positions the company to stand out from rivals, making the brand the preferred choice for customers.Helps management spend money and time efficiently by focusing investment where it matters most (e.g., heavily investing in digital ads if the target is Gen Z).Enables the organization to respond quickly and effectively to market changes, such as the entry of a new competitor.By focusing on delivering consistent value, it keeps customers satisfied and encourages repeat business.(1) Gives Direction (2) Allocates Resources(3) Builds Competitive Advantage (5) Allows Flexibility (4) Improves Customer Loyalty
Key Components of Marketing StrategyStrategy Component Description(1) Mission and Vision Clear purpose of the company and long-term goals (the “Why”).(2) Environmental AnalysisThis initial phase involves understanding the internal and external environments affecting the business. Common tools for this are:i) SWOT (Strengths, Weaknesses, Opportunities, Threats) ii) PESTLE (Political, Economic, Social, Technological, Legal, Environmental factors).(3) STP (Segmentation, Targeting, Positioning)A core aspect of strategy is defining who the customers are and how the product will be presented to them:▪ Segmentation: Dividing the market into smaller customer groups.▪ Targeting: Selecting the most suitable segment(s). ▪ Positioning: Creating a clear brand image in customers’ minds.(4) Marketing Mix (4Ps/7Ps)The marketing mix (or 4Ps/7Ps) comprises the tactical tools used to implement the strategy and deliver value to customers. ▪ Product: The actual good or service offered, including quality, design, and features.▪ Price: The pricing strategy, considering costs, competition, and perceived value.▪ Place: The distribution channels used to make the product available to customers.▪ Promotion: The communication activities used to advertise the product and persuade customers to buy.▪ For services, additional elements include People, Process, and Physical Evidence(5) Sustainable Competitive Advantage (SCA)A unique strength or advantage that competitors cannot easily copy (e.g., low cost, quality, superior customer experience).(6) Performance Metrics Tools to measure success of the strategy, such as ROI (Return on Investment) and CLV (Customer Lifetime Value).
Strategy vs TacticsStrategyFocuses on long-termdirection and overall goals, providing a broad framework for positioning and competitive advantage.TacticsInvolves short-term actions and immediate execution, such as specific campaigns and daily activities, which are highly flexible and change often.For example, Jollibee's strategy is to become a top global restaurant by offering comfort food with a Filipino twist and leveraging national pride. The tactics they use to execute this vision include offering localized menu items like Chickenjoy and sweet spaghetti, and rapidly opening stores in countries with large Filipino populations.
Feature Strategy (The Map) Tactics (The Steps)Focus Long-Term Direction and overall goals (The What & Why).Short-Term Actions and immediate execution (The How & When).Scope Broad framework, positioning, and achieving competitive advantage.Specific programs, campaigns, discounts, and daily activities.FlexibilityLow Flexibility; changes infrequently and requires major resource shifts.High Flexibility; changes often based on market feedback and results.ExampleGardenia's Strategy: Position the brand as the most trusted bread brand by emphasizing consistent quality.Gardenia's Tactics: Running emotional TV commercials, engaging social media campaigns, and offering product samples.Strategy vs. Tactics
The Strategic Planning ProcessEstablish the core purpose, values, and specific, measurable long-term goals (e.g., \"Become the market leader in affordable air travel in Asia\").Gather internal and external data using tools like SWOT and PESTLE to understand the current landscape (Strengths, Weaknesses, Opportunities, Threats).Make key decisions on Segmentation, Targeting, and Positioning (STP). Decide which markets to serve and how to use the Marketing Mix (4Ps/7Ps) to deliver unique value.Put the plan into action by creating concrete action plans, allocating necessary resources (budget, personnel), and ensuring clear communication.Monitor performance using Key Performance Indicators (KPIs) and metrics (e.g., sales reports). Use this feedback to make adjustments and keep the strategy on track.
02Situation Analysis
LEARNING OBJECTIVES01 Analyze a company's internal strengths and weaknesses by examining its resources and capabilities.02 Identify external opportunities and threats by monitoring market trends and competitor activities.03 Apply the SWOT framework to combine internal and external factors for strategic formulation...04 Explain how macro-environmental factors (PESTLE) influence strategic decision-making.
What is situational analysis?▪ Situational analysis is a systematic process of evaluatingboth the internal and external factors that can influence anorganization's performance, current market position, andfuture strategic decisions.▪ It is the foundational step in strategic planning, providing aclear \"snapshot\" of where a business stands and where itneeds to go.1) Identify its competitive advantages and areas that need improvement.2) Spot new market opportunities for growth.3) Anticipate and prepare for potential risks and threats.4) Align resources and efforts toward achievable goals.Key PurposeKey Components and ToolsEnvironment Focus Areas Common ToolsInternalResources, capabilities, company culture, products, and financial health (controllable factors).SWOT AnalysisExternalMarket trends, competitors, customer behavior, economic conditions, regulations, and technology (uncontrollable factors).PESTLE Analysis
Internal EnvironmentThe Internal Environment refers to everything inside your organization that you can control and that influences your ability to succeed. Analyzing it helps identify your Strengths (S) and Weaknesses (W).Factor What it Includes Why it MattersHuman Resources Employee skills, leadership, creativity, motivation.A skilled and motivated team is the core asset that drives product quality and customer service.Financial Resources Available budget, cash flow, investment power.Determines your capacity to fund large marketing campaigns, new product development, and react quickly to market shifts.Operations Production capacity, efficiency, technology use, cost control.Efficient processes lead to lower costs, high product consistency, and faster delivery.Culture & Values Teamwork attitude, ethical standards, customer focus.Shapes employee decision-making and directly influences how the brand is perceived by the public.
Internal Factor Strength (S) Impact on StrategyHuman Resources Committed and skilled workforce running its large R&D center.Allows for continuous innovation and adaptation of global products to local tastes (e.g., Milo).Operations Efficient, large-scale production facilities using modern technology.Ensures consistent quality and low production costs, making their products affordable and reliable.Financial Resources Strong cash flow and investment power. Allows them to afford large-scale advertising campaignsand quickly launch new products to capture market share.Internal Factor Weakness Impact on the Strategy1. Operations & Structure Complex Global StructureLeads to slow decision-making, bureaucracy, and reduced agility in adapting to fast-changing consumer trends and local market needs.2. Product Portfolio Perception of \"Ultra-Processed\" FoodsIncreased consumer focus on health leads to skepticism and negative media scrutiny over high sugar/salt content in many legacy products.3. Financial Resources High Marketing ExpenditureReliance on expensive, large-scale advertising and campaigns results in very high overhead costs, potentially straining profit margins.Example : Internal strengths and weaknesses of NestleInternal Strengths of NestleInternal Weaknesses of Nestle
External EnvironmentThe External Environment consists of all uncontrollable factors outside your organization that significantly influence its performance. Analyzing it is critical for identifying Opportunities (O) and preparing for Threats (T).Factor What it Includes Example (Threat or Opportunity)Competitors Rival strategies, pricing, new product launches, market share.Threat: A key competitor launches a product at a significantly lower price point, forcing a pricing decision.Customers (Social) Changes in consumer taste, demographics, and spending power.Opportunity: Younger Malaysian consumers shifting preference toward healthy, digital-first brands creates a new market segment.Economic ConditionsInflation, recession, income levels, exchange rates, interest rates.Threat: High inflation reduces consumers' disposable income, forcing them to buy cheaper alternatives.Government/Legal Regulations, trade policies, industry standards, taxes.Opportunity: Government tax incentives for green technology encourage investment in sustainable operations.Suppliers Cost, availability, and quality of raw materials or components.Threat: A major disruption (e.g., war, weather) causes the cost of essential ingredients to spike dramatically.
SWOT AnalysisThe SWOT Analysis is the most famous tool for combining the Internal and External environments to guide strategic decisions. It uses a four-box scorecard to clearly categorize factors.Category Definition Origin Implication (What to Do?)Strengths (S)Internal things the organization does well (e.g., strong brand, great R&D).Internal (Controllable)Leverage: Use these competitive advantages to drive strategy and achieve goals.Weaknesses (W)Internal things that hold the organization back (e.g., old technology, complex structure).Internal (Controllable)Address: Fix these issues or minimize their operational and strategic impact.Opportunities (O)External trends the organization can exploit for growth (e.g., rise of e-commerce, new technologies).External (Uncontrollable)Exploit: Create proactive strategies to take advantage of these market chances.Threats (T)External factors that could harm the business (e.g., tough competition, high inflation).External (Uncontrollable)Mitigate: Plan ahead and develop contingency plans to reduce potential risk and damage.
Category FactorStrength Highly efficient, low-cost operational structure and strong brand recognition.Weakness Operations are heavily affected by volatile fuel prices(a major cost component).Opportunity Growing middle class and tourism in Southeast Asia increases demand for travel.Threat New, aggressive budget airlines are entering the market.Example: SWOT Analysis of AirAsia
PESTLE AnalysisThe PESTLE Analysis is a powerful tool used to deeply examine the Macro-External Environment. It breaks down the uncontrollable external factors into six major categories, helping businesses spot trends and ensure strategic relevance.Factor Simple Meaning Why Marketers Care ExamplePolitical How the government and politicsaffect business operations.Determines trade rules, stability, and tax policies that define where and how you can operate.AirAsia benefits from ASEAN's \"open-sky\" agreements allowing easy regional travel.Economic The state of the economy (money, jobs, income levels).Affects customers' purchasing power and spending habits, influencing pricing and product demand.Samsung adjusts pricing in different countries based on local income and exchange rates.SocialCulture, lifestyle trends, population changes, demographics.Shapes consumer needs, tastes, preferences, and buying habits, dictating product relevance.Growing demand for healthier food optionsand eco-friendly packaging in society.Technological New tech, digitalization, and automation capabilities.Drives innovation, changes how businesses communicate (social media), and increases operational efficiency.The rise of Grab and Shopee has fundamentally transformed transport and shopping in Southeast Asia.Legal Laws and regulations businesses must follow.Ensures compliance, protects consumers, and avoids hefty penalties and legal action.Data privacy laws (like PDPA) control how companies collect and use customer information.Environmental Sustainability, climate, and \"green\" issues.Impacts consumer choices and forces companies to adopt eco-friendly practices and sustainable supply chains.Toyota promoting hybrid cars and companies adopting recycling programs to reduce plastic waste.
03Planning Direction, Objectives, andStrategy
LEARNING OBJECTIVES01 Formulate clear and measurable marketing objectives using the SMART criteria..02 Differentiate between the various growth strategies and non-growth strategies 03 Define and illustrate strategic objectives by providingrelevant examples of marketing objectives and their corresponding key performance indicators (KPIs)...
Objectives & Planning (What Do We Want to Achieve?) Specific▪ The objective must be clear and welldefined.▪ Example: \"Increase the number of followers on our main Instagram account.\"Measurable▪ Can be quantified (counted or tracked). ▪ It includes a quantifiable target: \"Increase the number of followers by 20%.\"Achievable▪ Realistic and attainable with available resources.▪ The target (20%) is realistic, maybe based on previous growth or budget for new campaigns. (Setting it at 200% might be unrealistic).Objectives are the specific, targeted results a company aims to achieve within a set time frame. They serve as the targets that give the team direction, motivation, and a measurable way to track success.The SMART Criteria for Good ObjectivesRelevant▪ Important and supports the overall organizational mission.▪ Yes, increasing social followers directly supports the company's Marketing Objective of enhancing brand awareness and engagement.Time-bound• Must have a specific deadline for completion.• It has a strict deadline: \"Increase the number of followers by 20% by the end of Q3 2026.\"
Three Main Types of ObjectivesObjective Type Focus Area Simple Examples Why They Are ImportantFinancial Money & ProfitIncrease revenue by 15%; improve profit margin; reduce production cost.To ensure the company is financially healthy, profitable, and can sustain long-term growth.Marketing Customers & Market PositionIncrease brand awareness by 20%; gain 5% market share; improve customer loyalty.To drive customer engagement and ensure the brand is competitive and successful in the marketplace.Social Society & EthicsReduce carbon emissions; promote sustainable sourcing; support community programs.To build public trust, enhance reputation, and ensure the company acts ethically and responsibly.
Growth vs. Non-Growth StrategiesCompanies choose a strategic direction—either expanding or focusing on stability—based on their market position, resources, and objectives.Strategy Simple Action ExampleMarket Penetration Sell MORE of the current product to CURRENT customers.Tealive Malaysia uses loyalty programs and aggressive digital ads to get existing customers to buy more often.Market Development Sell the CURRENT product to NEWgeographical areas or markets.AirAsia flying to new regional destinations across Asia to find new customer groups.Product Development Introduce NEW or improved productsto CURRENT customers.Proton launching the Proton X70 and X50 (new models) to their existing Malaysian car buyers.Diversification Introduce a NEW product into a completely NEW market.Samsung moving beyond electronics and investing in healthcare and renewable energy solutions.A. Growth Strategies (Aiming for Expansion)These strategies focus on increasing sales, market share, and company size, often visualized using the Ansoff Matrix.
B. Non-Growth Strategies (Aiming for Stability)These strategies are used when a company faces challenges, operates in a mature market, or needs to focus on survival and efficiency instead of rapid expansion.Strategy Simple Action ExampleStability Maintain current level of performance; don't change much.Nestlé Malaysia keeps consistent sales and brand loyalty for established products like Milo and Maggi.Retrenchment Reduce operations or cut costs to overcome financial problems.Proton reducing costs and restructuring the workforce before its partnership with Geely to regain financial stability.HarvestingReduce investment in a specific product but continue to get shortterm profit until it dies out.A traditional print media company slowly cutting funds to its physical newspaper as it shifts focus to its digital platform.
Operational Plan ObjectivesPlan ObjectivesShort-term, quantifiable goals that align withthe overall strategy, ensuring that dailyactivities contribute to long-term success. Plan Objectives are the concrete, short-term actions that translate the company's broad,long-term Strategic Goals into measurable,daily operational targets.
Features of Good Plan ObjectivesPlan Objectives must be highly focused to effectively guide execution:• Aligned: They must directly help achieve the overall company's mission and strategy.• Realistic: They must be achievable with the current time and available resources.• Quantifiable & Time-Bound: They must include a specific number and a clear deadline (e.g., \"increase 25% within 12 months\").
Company Strategy (Broad Goal) Plan Objective (Specific, Short-Term Action)Grab Holdings Promote digital financial inclusion (Strategic Goal).Increase monthly transactions through the GrabPay e-wallet by 25%within the next 12 months.ShopeeExpand the e-commerce platform's reach (Strategic Goal).Expand the seller base by 15% within six months through new onboarding campaigns.Toyota Achieve carbon neutrality by 2050 (Long-Term Vision).Increase hybrid vehicle salesacross Asian markets by 8%this fiscal year.Example
04Segmentation, Targeting, And Positioning(STP)
LEARNING OBJECTIVES01 Define and describe the four major bases for market segmentation 02 Differentiate between the four main targeting strategies 03 Explain the concept of positioning and apply various positioning approaches to create a distinct brand image.
Overview of The STP Process (Finding Your Customer)The STP Process (Segmentation, Targeting, Positioning) is the fundamental foundation of modern marketing. It systematically helps a company figure out who to sell to and what message to use to persuade them.
1. Market Segmentation (Step 1: Dividing the Market)Market Segmentation is the process of dividing a huge, diverse market (like all consumers) into smaller, manageable groups that share similar needs and characteristics..Type How You Divide the Market Variables Used ExampleDemographicBased on who the customer is (easily measured).Age, Gender, Income, Education, Family Size.Tealive targets young adults (Age 18–30) who are students or have entry-level jobs (Income).Geographic Based on where the customer lives.Region, City size, Climate, Population density.Nestlé Malaysia offers slightly different product flavors or spice levels for Northern vs. Southern regions.PsychographicBased on how the customer thinks and lives.Lifestyle, Values, Personality, Social Class.Nike targets consumers who value an active, goal-driven, and aspirational lifestyle.BehavioralBased on how the customer uses or feels about the product.Usage Rate, Brand Loyalty, Benefits Sought (Quality, Price, Speed).Shopee targets heavy users (high purchase frequency) with special discounts to keep them loyal.
2. Targeting Strategies (Step 2: Selecting the Customers)Targeting is the act of selecting which of the identified segments will be the focus of the company's marketing efforts.Strategy Simple Action Description ExampleUndifferentiated (Mass)Use ONE marketing strategy for the ENTIREmarket.Best for basic products (like salt or sugar) where all customers have similar needs.Salt and sugar producers promoting a single mass product to all households.Differentiated (Segmented)Create DIFFERENTstrategies for MULTIPLEsegments.Allows the company to capture several different customer groups simultaneously.Grab targets different groups with separate services: GrabCar (transport), GrabFood (meals), GrabPay (wallet).Concentrated (Niche)Focus ALL efforts on serving ONE small, specific segment.Highly specialized focus, great for smaller companies with limited resources.A niche coffee brand concentrating only on highend, organic, single-origin coffee lovers.Micromarketing (Personalized)Tailor messages to INDIVIDUAL people or very small local groups.Uses digital data and technology to create custom offers and recommendations.Shopee Live and TikTok Shop showing you personalized product recommendations based on your recent clicks.
3. Positioning Strategies (Step 3: Creating the Image)Positioning is the process of creating a clear, unique, and desirable image of your brand or product compared to the competition in the mind of the consumer.Positioning Basis What the Brand Emphasizes ExampleProduct Attributes Unique features, quality, or technology.Samsung positions itself on cuttingedge tech and superior camera quality.Price and Quality The value proposition (cheap, affordable, or premium).Apple positions itself as a premium, innovative brand with superior design at a higher price.Use or Application How the product solves a specific problem.Panadol is positioned as the fast-acting solution for pain relief.Against a Competitor Highlighting how you are better than a rival.Proton positioning its new models as a locally trusted and affordable alternative to imported car brands.Cultural Symbols Connecting the brand to national pride, values, or heritage.Petronas uses Malaysian symbols and emotional stories to connect with the nation.
05Marketing Mix (4ps)
LEARNING OBJECTIVES01 Explain the key elements of product strategy.02 Describe major pricing strategies and adjustments.03 Discuss direct and indirect distribution strategies.04 Identify suitable promotion tools in the promotional mix.
Overview of The Marketing Mix (The 4Ps)The Marketing Mix refers to the set of tactical tools a company uses to achieve its marketing objectives in the target market. These tools are often grouped into the famous 4Ps: Product, Price, Place (Distribution), and Promotion.
(1) Product Strategy (What are We Selling?)Product Strategy involves all decisions about the goods or services a company offers to satisfy customer needs, focusing on creating value.Company Key Product Strategy Focus/BenefitSamsung Malaysia Continuous Innovation (R&D)New features and high-quality design for tech-savvy consumers.Tealive Malaysia Customization/LocalizationConstantly refreshing the menu with local flavors (e.g., Gula Melaka) to appeal to Malaysian tastes.
(2) Pricing Strategy (How Much Does it Cost?)Pricing Strategy is setting the right amount of money customers must pay for the product. This decision directly affects sales volume and company profit.Strategy Simple Definition ExamplePenetration Pricing Setting a low initial price to quickly gain market share.AirAsia offering very low-cost fares to dominate the budget airline market in Asia.Price Skimming Setting a high initial price for a new product, then lowering it later.Apple launching the latest iPhone at a premium price for the exclusive, early adopters.Competitive Pricing Pricing products based on what rivals are charging (often matching or slightly lower).Shopee offering vouchers and attractive discounts to stay competitive with Lazada and TikTok Shop.Value-Based PricingSetting prices based on the customer's perceived value of the product, not just the cost.Starbucks charging premium prices justified by the café ambiance, consistent quality, and lifestyle experience.Common Pricing Strategies
(3) Place Strategy (Where Can I Get It?)The Place Strategy (or Distribution Strategy) determines how your products or services move from the manufacturer to the customer, ensuring convenience and accessibility.Digital vs. Physical Distribution•Fully Digital Channels: Companies like Shopee use a fully online platform, relying on strong logistics partners (Shopee Xpress) for efficient delivery.•Omnichannel Strategy: Companies use a mix of digital and physical methods.• Grab's \"Super App\": Integrates multiple services (food, rides, payment) into one digital platform for convenience.• Lotus's/7-Eleven: Ensures extensive physical coverage by locating stores everywhere to be always accessible.• Samsung: Uses its online store, brand experience centers, and authorized physical resellers.
Promotion Strategy (Telling our story?)01InformInform them about the product/service.02ConvinceConvince them to make a purchase03RemindRemind them of the product's benefits and why they should choose it againA Promotion Strategy is the comprehensive plan for how a company communicates with its target audience to achieve three main goals:
The Promotional Mix(1) AdvertisingThe paid, non-personal communication from an identified sponsor using mass media to inform, persuade, or remind an audience. It is a controlled message, meaning the company pays for the space/time and dictates the content.(3) Sales PromotionShort-term incentives used to encourage the immediate purchase or sale of a product or service. This is tactical, meant to spur quick action rather than build long-term image.(2) Public RelationsThe strategic communication process that builds mutually beneficial relationships between an organization and its public. Unlike advertising, PR focuses on getting \"earned media\" (coverage you don't pay for) to manage the company's reputation and credibility.(4) Digital MarketingEnsuring that sufficient resources are available supports the successful execution of the action plan.The promotion of products or services using digital channels (Internet, mobile devices, etc.) to engage customers in a timely and targeted way. This often encompasses parts of the other three tools but is defined by the medium used.
Component Purpose Examples (General)Advertising Paid, mass-market communication.TV Ads, Billboards, Digital Banners.Public Relations (PR)Gaining favorable, unpaid media coverage and managing reputation.Press Releases, Crisis Management, Sponsorships.Sales Promotions Short-term incentives to drive immediate action.Discounts, Vouchers, BuyOne-Get-One (BOGO) deals.Digital Marketing Targeted communication via online and mobile channels.SEO, Email Marketing, Social Media Ads, Apps.
06Extended Marketing Mix (7ps)
LEARNING OBJECTIVES01 Explain the role of people in delivering customer service.02 Discuss how efficient processes enhance service delivery.03 Identify key physical evidence that supports the service experience...
Overview of Extended Marketing MixThe Extended Marketing Mix (7Ps) is a framework that builds upon the original 4Ps (Product, Price, Place, Promotion) by adding three elements crucial for servicebased businesses:1) People: The quality, attitude, and training of employees who deliver the service (the human touch).2) Process: The systems and procedures used to deliver the service smoothly and consistently (the operational system).3) Physical Evidence: The tangible cues (e.g., décor, uniforms, websites) customers use to judge the quality of the intangible service (seeing is believing).
People in Service DeliveryDefinitionThe People strategy focuses on everyone involved in service delivery, particularly front-line staff who interact with customers.ImportanceIn a service business, the employee is the product. High-quality staff leads directly to great customer experiences and strong brand loyalty.Company People Focus Benefit to CustomerTealive Malaysia Training for Consistency & FriendlinessQuick, reliable service that matches the brand's energetic image.Grab Malaysia Driver-Partner ProfessionalismBuilds customer trust through safety and service training.Marrybrown Teamwork and CourtesyPolite and efficient service from a well-coordinated team.Example
The Process Strategy: The SystemDefinitiono The Process strategy refers to the systems, procedures, and flow of activities that guarantee a service is delivered smoothly and efficiently every time.o It involves standardized steps, digital systems, and automation from the start to the finish of the customer journey.o A robust process ensures consistency, speed, and reliability. Poor or complicated processes are a major source of customer frustration.Company Process Management Focus Benefit to CustomerMarrybrown Standardized Operating Procedures (SOPs)Guarantees consistent food quality, speed, and cleanliness across all outlets.Grab Malaysia Seamless Digital EcosystemOffers extreme convenience and real-time tracking by integrating services (ride-hailing, food delivery, payments) into one app.Shopee Malaysia Advanced Logistics & Automation Ensures timely and accurate order fulfillment by streamlining the purchasing and delivery system.Example
Physical Evidence01Definition❑ The Physical Evidence strategy focuses on thetangible (visible) elements that customers use toassess the quality of an intangible service.❑ This includes the physical environment (décor,cleanliness), staff uniforms, receipts, branding,and digital assets like websites/apps.❑ Since a service can't be touched, customers relyon these physical cues to build confidence andunderstand the brand's value. 02Company Key Physical Evidence Communication to the CustomerResorts World GentingLuxurious hotels, consistent visual branding.Communicates qualityand entertainment excellence.Tealive Modern, vibrant décor, youthful design.Reinforces a brand image that is trendy, clean, and energetic.Grab MalaysiaThe Mobile App Interface (digital evidence).Communicates trustworthiness and convenience through a simple, reliable interface.Marrybrown Bright, clean, familyfriendly layouts.Emphasizes comfortand local Malaysian hospitality.Example