FACULTY OF BUSINESS & MANAGEMENT

BACHELOR OF BUSINESS ADMINISTRATION IN BUSINESS

(HONS) FINANCE

INDIVIDUAL ASSIGNMENT

DIGITAL MARKETING

(MKT558)

PREPARE BY:
NAME STUDENT ID
AHMAD HAIKAL BIN MOHD
YUSSOF 2023305173

PREPARED FOR:

DR. AZYANEE BINTI LUQMAN

SUBMISSION DATE:

2 NOVEMBER 2023
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TABLE OF CONTENT

CONTENTS PAGES

ACKNOWLEDGEMENT 3

1.0 ABSTRACT 4

2.0 INTRODUCTION 5

3.0 ONLINE CONSUMER VARIABLES 6-7

• DEMOGRAPHICAL SEGMENTATION
• BEHAVIOURIAL
• PSYCHOGRAPHIC

4.0 IMPACT OF MACRO-ENVIRONMENT 8-9

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

The Sport Planet company established in 1994 in Kotaraya Plaza, Kuala

Lumpur, with a single 150 square foot store by husband-and-wife partnership Lim Eng
Chee and Tan Ber. The company changed from being a sole proprietorship enterprise
to a private limited company in 1995 with the addition of Lim Eng Hock. It is currently
known as "Sport Planet Warehouse Outlet Sdn Bhd”. With a clearly segmented
approach to cater to consumers and sports enthusiasts across various income
categories, this company changed its focus in 1997 from a single sports convenience
concept to a multi-category, multi-concept sporting goods empire. It offered global
names at reasonable costs. In 2014, they became the first prosperous company in the
Klang Valley to extend the sales mechanism from retail to off-season sales.
Subsequently, they began travelling to various states for monthly off-season events.
launching an e-commerce store. Over the following three years, they increased its
retail footprint in Klang Valley and Seremban from 5 to 13 locations. Then, they also
known as the sole clearing agency for several brands, including Puma and Adidas.
Sport Planet is large sporting goods retailer. The company provide many branded
sports equipment from apparels, football and futsal equipment, running attire and
many more.

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3.0 ONLINE CUSTOMER VARIABLES

1. Demographical Segmentation
Age • According to the research, users of
the Sport Planet online store range in
age from children to adults.

• Customers may purchase sports

equipment by online with Sport Planet
without having to visit a physical store
because the advantage of the
website is incredibly user-friendly and
straightforward.

Gender • Since sports are for everyone and

they offer equipment for both men
and women to utilise, it is open to
people of any gender. Consequently,
everyone can locate their sporting
goods here.

Income • The Sport Planet strategy is for

medium to high levels of income
because the product itself deliver
high-quality with first grade of
originality products at a fair and
reasonable price. They were
classified their products from the
expensive to the low price for certain
category, so that everyone can buy it
when they have reasonable budget.

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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

As a market segmentation strategy, psychographic segmentation is

characterised by the formation of groups based on psychological characteristics that
impact consumption patterns derived from individuals' preferences and lifestyles.
Thus, the reason Sport Planet exists today is that so many people love sports. In
particular, Sport Planet seeks to rekindle the passion of those who like a wide range of
sports and make sports more integral parts of their lives.

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4.0 SPORT PLANET IMPACT OF MACRO ENVIRONMENT

i. Technology Forces

The effects of technology development on companies, customers, and society

at wholes. Positive technology forces include more free time, better
communication, and better administration of formation systems and for
negative technological forces include increasing unemployment and
information abuse. Empowering the sport tech community is a feature of Sport
Planet. By producing high-quality, modern sports equipment and offering it for
the lowest reasonable price. Sport Planet achieves their shared goal of bringing
sports to everyone. As more customers shift to the online market, Sport
Planet's online operations will need to grow. Customers can use a variety of
Artificial Intelligence (AI) tools to try on items in the online mode. Due to the
popularity of the Internet, they can now use systems like E-Wallets and Qr
Payment.

ii. Economical 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.

iii. Political Forces

Numerous aspects of the political environment, including public affairs,

investment, taxation, and corporate management, will be impact on the trading
environment. Digital marketers should be aware that government entities are
used to implement political measures that limit Internet adoption and policies
when government making decision. This action can make price for product of
Sport Planet streetwear Increase. In addition, Sport Planet have to arrange
their financial to hold their affordable price when the tax increase to maximize
customer demands.

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iv. Social Forces

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

this digitalized world? A systematic literature. Human Behavior and Emerging

Technologies, 2022, 1–18. https://doi.org/10.1155/2022/1298378

Wikipedia contributors. (2021, March 11). Economic forces. Wikipedia.

https://en.wikipedia.org/wiki/Economic_forces

365 Days Low Price | Best affordable online sports clothing store. (n.d.).

https://www.sportplanet.com.my/

Sport Planet | Sports | Outlet Store | The Mines. (n.d.).

https://www.capitaland.com/my/malls/the-mines/en/stores/sport-planet.html

Macro Environment - Political-Legal and Social Environment: concepts. (2019, September

4). Toppr-guides. https://www.toppr.com/guides/commercial-knowledge/business-

environment/macro-political-legal-social-environment/

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7.0 APPENDIX

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