Changes in Socio-Cultural Trends and How It Affects the Marketing Mix of 2 Companies (Astro & Maggi) in Malaysia

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Assignment Question A Examine the scope and activities of your own country of residence, or one that you are very familiar with. 1. Identify and examine the key social-cultural trends, including demographic and lifestyle developments that have taken place within your chosen country over the past decade. 2. From your answer to (1) above, choose one example of ‘change’ for (a) a manufacturer and (b) a service organization and examine: i. ii. How this change has affected demand for the existing product / service. How the provider has reacted to this change in demand

Response to Question A – Part 1

The social-cultural environment affects how and why people live and behave as they do (McCarthy, 1993). It is made up of numerous variables
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Luxury brands and fine

Marketing Strategy – Assignment 1 – Aug/Sept 2009

Page 2

Calvin Ronald R. Jacob - University ID : 7525813 Assessment Reference: MS/July 2009/1

cuisine in ‘high-end’ malls (e.g. Pavillion, and The Gardens) are increasingly available. Youths who used to ‘hang-out’ in stalls now do so in cafes such as Starbucks. Malaysian are also travelling more and assimilate elements of foreign cultures in Malaysia. Rural folk are also seen adopting higher standards of living albeit in different forms, e.g. upgrading to cars from motorcycles.

Higher standards of living initially enjoyed buy a small portion of society has created a want for these standards amongst the larger community resulting in an overall increased competitiveness in the country. Malaysians are now seen putting more effort and time into work; women are also focusing more on their careers and playing a more prominent role in ‘Corporate Malaysia’ – this (as with in many other societies) has started urbanisation of society and atomisation of families.

Political/Regulatory Environment Although Malaysian politics has been relatively stable, the 2008 elections saw the ruling government (which has retained power since independence in 1957) loosing their two-thirds majority in parliament and control over 5 out of 12 states. This is said to result from growing discontent over rising inflation, lack of transparency and an economic policy that favours the Malays. It also shows how

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