MBA ASSIGNMENT SUBMISSION FORM This submission form must duly be completed and attached to each set of your assignment. Assignments with an incomplete/incorrectly filled/unsigned submission form will NOT be marked. Student’s Name MARDUWATI ISMAIL Teaching Centre EIM PJ Course Name ENTREPRENEURIAL MARKETING Subject/Module MKT Assignment Due 7TH MARCH 2015 Date Facilitator HAJEMI HASSIM I, the above-named student, hereby confirm that this assignment is my own work, has been expressed in my own words and has not previously been submitted for any assessment. And where materials from other sources have been used in this assignment, they have been appropriately acknowledged. Student’s Signature : Date: MARCH 2015 Office use only: Facilitator’s Signature Grades Comments Assignment submission received & checked by Date: MBA ASSIGNMENT MARKING SHEET Student's Name Teaching Centre Program Subject/Module Assessor Knowledge and understanding of concepts referred to, application of principles and their influence on the assignment, correct citations from sources and acknowledgement /20 Application of said examples, including analysis and evaluation of the examples based on and including the final recommendations and their justification /40 How well was the example described, including the extent and depth of information and data that was accessed /20 Presentation and structure of the whole assignment /10 Language and Grammar /10 General Comments: Total LESS: Penalties GRAND TOTAL /100 TABLE OF CONTENTS 1) Executive Summary 2) Introductions of background 3) Malaysia Tourism Industry Overview i) The Hotel Market in Kuala Lumpur ii) Future Hotel Supply in Kuala Lumpur 4) The product i) Market Segment ii) Distribution Channel & Geographic Source of Origin 5) SWOT analysis & Competition Analysis 2015 i) Market Share Index 6) Sales Objectives i) Budget 2015 ii) Profits Analysis 7) Marketing Strategy Product i) Corporate Account : Price/Place/Promotions/People ii) E-Biz Account : Price/Place/Promotions/People iii) People : service Initiative 8) Conclusion 9) Reference 10) Appendix EXECUTIVE SUMMARY This Entrepreneurial Marketing assignment is focus on a Marketing plan for a Frasers hospitality Pte Ltd (Frasers) unveiled a bold new hotel concept in Malaysia targeted at meeting the 24x7 lifestyle needs of today’s e-generation of business travellers, who seek amenities and an experience beyond what is typically available. Located in the newly transformed Bangsar South district, and surrounded by a myriad of entertainment and recreation options, including the new Nexus Mall and a six-acre park, the spacious and refreshing Capri by Fraser, Kuala Lumpur, marries the complete range of facilities and services of a smart hotel with the comfort and convenience of a full serviced residence, in a unique Hotel Residence experience. Capri by Fraser Kuala Lumpur is set in a 33-storey tower offering 240 spacious studios and apartments, all equipped with kitchenettesin stylishly designed living and dining room spaces for work and leisure. The property offers stunning city views of Kuala Lumpur with a rooftop bar, infinity swimming pool and private Jacuzzis making it a destination in itself. Each floor has a Spin & Play laundrette, where guests have an array of entertainment options available in between spin cycles, a 24-hour gymnasium with a Yoga Room and Kickboxing Room, Treat Suites facilities to recharge and relax, and an integrated ‘PLAY’ area with gaming consoles and foosball provides guests with freedom and flexibility towards their lifestyle demands. 1. Introduction: Company Background Fraser Residence Kuala Lumpur is owned by Frasers Centre point Limited is an international real estate company with a portfolio that spans residential, commercial, hospitality and industrial asset classes. We invest in, develop and manage properties in over 35 cities across Europe, Australia, Asia and the Middle-East. Our established focus on our three core markets of Singapore, where they are listed and have our roots, Australia and China, is driven by the strong market fundamentals that characterise these territories. Over the years, they have developed an intimate knowledge of their core markets and also of their secondary markets of the United Kingdom, Vietnam, Thailand and Malaysia. They are bound by a common objective across our diverse geographic footprint to develop real places for real people. Places that are inclusive, where young and old alike can live, work and play. They are proud of the contribution they make to the cities they have operate in, from providing homes for families and accommodation for travellers, to efficient spaces that allow businesses to thrive and malls that serve the needs of local communities. Their diverse portfolio, active management of assets across segments and geographies, and ability to strike the right balance between development, income-yielding assets and optimising capital through our Singapore-listed REIT platforms, allow them to generate quality earnings throughout the entire real estate value chain. Combined with their financial and operational discipline, and the thoughtful execution of our strategies, their aim to deliver value to their stakeholders and the communities they serve. They have a clear vision of the path ahead. With fully experienced management team, proven expertise in multiple asset classes, and sound financials, mean they are well equipped to continue growing and creating innovative real estate solutions for today and tomorrow. Conveniently located at Jalan Cendana right in the heart of Kuala Lumpur’s central business district, Fraser Residence Kuala Lumpur is one of the newest serviced residences in town developed to meet the needs of travellers looking for long-term or short-term stay, for business or for leisure. Each of the 445 Gold-Standard serviced residences features a contemporary and minimalistic design with sleek interiors, a comfortable living room, a fully-equipped kitchen and ensuite bedroom(s), all well furnished with modern conveniences. Set within a vicinity that matches that of hotels near Petronas Twin Towers and surrounded by business amenities, shopping malls, tourist attractions and rich cuisines, Fraser Residence Kuala Lumpur is a residence ideal for the discerning traveller ever ready to explore the city’s endless array of activities. 2. Malaysia Tourism Industry Overview The Malaysia tourism report examines a range of key indicators for this rapidly expanding market in the midst of the highly competitive Asia Pacific region. They are forecasting healthy growth in inbound and outbound travel throughout our forecast period to 2018, leading to high rates of tourism related expenditure and a steadily improving industry value. Along with domestic economic growth, this indicates a very positive potential investment environment. Malaysia was targeting arrivals of 28mn in 2014 - we expect that the country will fall a little short at 27.1mn though this is still healthy growth of 5.2% compared to 2013 arrivals. Malaysia government is highly supportive of tourism, and is targeting annual arrivals of 36mn by 2020 (with tourism related income of MYR168bn). Effective marketing campaigns are raising the country's global profile, including the new '2015 Year of Festival' which will highlight a range of cultural events over the months to come. Malaysia is also actively courting arrivals from key market China, and is considering waiving visa requirements for groups of Chinese tourists. An easing of visa regulations is also being considered for members countries of the Organisation of Islamic Cooperation. China and several other Asia Pacific countries currently dominate arrivals to Malaysia. The country benefits from a multitude of regional travel connections, across road, rail and air travel and is a relatively affordable destination in the area. Arrivals from all areas are expected to increase throughout the forecast period and we expect annual arrivals to increase from 28.5mn in 2015 to 33.8mn in 2018 - though we note Malaysia remains vulnerable to a global economic downturn. Malaysia's domestic economic outlook is positive, with robust GDP growth of around 4% per year expected over the next few years. At the same time private financial consumption is on the increase and we are seeing greater volumes of outbound travel. Most are destined... Locations Marketing Malaysia as a destination of excellence and to make the tourism industry a major contributor to the socio-economic development of the nation." Tourism Malaysia's objective is to promote Malaysia as an outstanding tourist destination. Malaysia aim to showcase Malaysia's unique wonders, attractions and cultures; develop domestic tourism and enhance Malaysia's share of the market for meetings, incentives, conventions and exhibitions (MICE). Our ultimate goal is to increase the number of foreign tourists to Malaysia, extend the average length of their stay and so increase Malaysia's tourism revenue. Tourism Malaysia aims to encourage tourism and its related industries in Malaysia. It is hoped that this would help promote new investments in the country, as well as provide increased employment opportunities. The growth of tourism would also contribute positively to the country's economic development and quality of life. Our Value The Best of Malaysia Awards Malaysia officially awarded as Best of Malaysia Awards 2014 has been officially announced where this year’s Expatriate Lifestyle’s BOMA 2014 was held at Club Esperance, Fraser Business Park