MKT2002S MARKETING IN A DIGITAL ERA TAKE HOME EXAM

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TAKE HOME EXAM

MKT2002S

MARKETING IN A DIGITAL ERA

Time Allowed: 2 Weeks

Date of Assessment Commencement:  3 October 2025

Date of Submission onto Brightspace: 16 October 2025 (5pm)

Instructions for Candidates:

(Strictly individual work. Sharing of ideas is not permitted. All submissions will be screened using plagiarism detection software.)

You are the owner-operator of a small but once-popular fast-food restaurant tucked away in a quiet business district of Singapore. Your menu celebrates local flavours with modern twists, signature items include nasi lemak burgers, laksa wraps, and bubble-tea combo meals. For years, your steady customers included nearby office workers seeking quick lunches, students from two nearby polytechnics, and a regular flow of tourists exploring hidden food gems.

Over the past three months, the competitive landscape around your outlet has changed dramatically:

1. Two global giants McDonald’s and Starbucks have opened flagship stores directly next to you.

o McDonald’s operates a fully digital-first model with AI-powered ordering, self-service kiosks, dynamic pricing, and a loyalty app that pushes personalised promotions. They have also launched “Taste of the Tropics” items (e.g., rendang beef burger, gula melaka McFlurry) priced aggressively to capture local taste preferences.

o Starbucks has rebranded this outlet as a co-working destination, featuring stylish interiors, bookable meeting pods, and exclusive drinks blending premium coffee with Southeast Asian flavours. They actively market to remote workers, students, and digital nomads, offering subscription coffee passes and targeted influencer campaigns.

2. Your sales have dropped by 50%. Lunchtime foot traffic has halved, and delivery app orders have fallen even faster as McDonald’s pushes deep app-only discounts.

3. Operational pressures are mounting.

o Your lease is up for renewal in six months, and the landlord has hinted at a 20% rent increase if you stay.

o Two experienced staff members have resigned for better-paying jobs at the new outlets, increasing turnover costs and lowering morale.

o Food ingredient prices have risen sharply due to recent supply-chain disruptions across Southeast Asia.

4. Customer behaviour is shifting.

o Younger customers increasingly use GrabFood and Foodpanda to compare deals before deciding where to eat.

o Tourists expect Instagram-worthy experiences and sustainable packaging.

o Office workers now demand healthier options, transparent calorie counts, and quick digital payment methods.

Your task:

How can the fast-food restaurant remain relevant, defend its market share, and rebuild profitability in the face of aggressive global competitors, rising costs, and rapidly changing consumer expectations?

Your task is to help your restaurant succeed. With the help of AI, write an essay of 1,400-1,600 words. The essay needs to include the following:

1. Study the recent trends in the fast-food market in Singapore.

2. Analyse your competitors’ strengths and weaknesses.

3. Design a marketing mix for your restaurant using the 7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Also, include a clear brand message and articulate your value proposition.

4. Include a list of all AI prompts used in this assignment. (Excluded from the word count.)

5. Critically examine why certain prompts worked better than others. (Excluded from the word count.)

6. Critically explain how you guided the AI to iteratively improve the essay. (Excluded from the word count.)

7. Your essay must be guided by the principles of Design Thinking.