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Individual Assignment MKT 558 Ahmad Haikal
Individual Assignment MKT 558 Ahmad Haikal
(HONS) FINANCE
INDIVIDUAL ASSIGNMENT
DIGITAL MARKETING
(MKT558)
PREPARE BY:
NAME STUDENT ID
AHMAD HAIKAL BIN MOHD
YUSSOF 2023305173
PREPARED FOR:
SUBMISSION DATE:
2 NOVEMBER 2023
MKT558
TABLE OF CONTENT
CONTENTS PAGES
ACKNOWLEDGEMENT 3
1.0 ABSTRACT 4
2.0 INTRODUCTION 5
• DEMOGRAPHICAL SEGMENTATION
• BEHAVIOURIAL
• PSYCHOGRAPHIC
i. TECNOLOGICAL FORCES
ii. ECONOMIC FORCES
iii. POLITICAL FORCES
iv. SOCIAL FORCES
v. LEGAL FORCES
5.0 CONCLUSION 9
6.0 REFERENCES 10
7.0 APPENDICES 11
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ACKNOWLEDGEMENT
Hereby, in the name of "Allah," the Almighty and the Guide, I express my request for
direction and a means to simplify and resolve every issue. I am grateful to Allah for granting
me the ability to finish the task that I was given by my instructor. There are numerous parties
involved, which is tough and confidential, after about a month of diligent work. I want to express
my sincere gratitude to each and every one of them as a consequence.
Then, I would like to express my special thanks to my lecturer, Dr. Azyanee binti
Luqman for teaching me this subject, Digital Marketing (MKT558) for this semester. Besides,
my other half, which is my family that keep supporting me, thank you for all of their unstoppable
support. Also, not to forget my classmates who have always been there for me whenever I
have a question that I do not understand or do not know how to answer; thank you for being
willing to answer my inquiry and for helping me enhance the quality of my report. I really
appreciate it. I will have a lot of problem completing this task without all of the assistance from
them.
Thank you.
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1.0 ABSTRACT
This project aims to find and describe a suitable online customer profile on the
Sport Planet website, providing information about online consumer variables such as
customer demographics, psychographics, and behaviour. In addition, the research
methodology for this study was a single case study. This assignment also explains the
rationale behind why clients of the business choose to make purchases from the
chosen website. In relation to the Sport Planet website and consumer profile,
additionally described the influence of online macroenvironmental elements on the
online sellers
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2.0 INTRODUCTION
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1. Demographical Segmentation
Age • According to the research, users of
the Sport Planet online store range in
age from children to adults.
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2. Behavioural
Sport Planet offers a wide range of high-end products from brands like Adidas
and Puma, thus in order to provide customers the opportunity to be among the first to
purchase newly announced items, these brands constantly release new line-ups of
their best products. First-class items of exceptional quality that are highly sought after
by collectors are also available for purchase by regular customers at Sport Planet. The
customers will be confirmed that first-class quality have extended period of time before
becoming broken. Many customers would rather shop online since they may lazy to
visit stores. Sport Planet E-Commerce offers a variety of platforms with the greatest
system which is they can refer to the size chart and follow the guide how to choose
any attire with the best size and fit nicely.
3. Psychographic
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i. Technology Forces
Global expansion and exports are now feasible, and the Internet has
contributed to the rise in trade in recent years. The world has also grown more
accessible. In the digital age, globalization refers to the trend towards cross-
border trade in an integrated global market as well as the erasure of national
boundaries in terms of social and cultural norms. So, it may affect for the Sport
Planet to expand their outlet to the biggest market country and increase their
profit from year to year.
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Sport Planet must modify its product offerings and marketing methods in
response to shifting consumer tastes and behaviours brought about by cultural
and societal trends. This is because sport equipment is currently in style. Sport
Planet needs to seize this chance, therefore.
v. Legal Forces
The goal of laws is to give people and businesses a framework of rules and
regulations so they can do business in an ethical and legal manner. Sport
Planet protected its customer’s privacy by adhering to privacy laws and
safeguarding data. People have the moral right to prevent outsiders from
meddling in their personal matters, according to the Sport Planet website. In
addition, they make use of SMS and email marketing in light of this legal force.
5.0 CONCLUSION
In summary, human cognition and technology have advanced significantly. They are
making plans with the long term in mind and have demonstrated a great degree of maturity.
Business practises have changed in tandem with the development of modern technologies. In
this sense, digital marketing is the clear winner. As the modern era goes on, people no longer
want to buy at malls. They would prefer to make purchases online while relaxing at home since
it is more convenient and easier. Organisations and businesses will therefore keep trying to
enter the world of digital marketing and commerce. To remain competitive, both consumers
and sellers must be aware of the benefits and drawbacks of digital marketing.
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6.0 REFERENCES
Ayalew, M., & Zewdie, S. (2022). What factors determine the online consumer behavior in
https://en.wikipedia.org/wiki/Economic_forces
365 Days Low Price | Best affordable online sports clothing store. (n.d.).
https://www.sportplanet.com.my/
https://www.capitaland.com/my/malls/the-mines/en/stores/sport-planet.html
environment/macro-political-legal-social-environment/
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7.0 APPENDIX
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