MAD3003 FINAL YEAR PROJECT 1 SITUATION ANALYSIS REPORT NAME : CHEE WAI YAEN STUDENT ID : 1142700928 MAJOR : ADVERTISING DESIGN LECTURERS : MDM ROSNANI BINTI ABDUL RAHMAN MR. FAUZAN BIN MUSTAFFA 1 Chapter 1 Introduction 2 Chapter 1: Introduction 1.1 Introduction Islamic Arts Museum Malaysia officially opened on 12 December 1998. The museum is a 30,000 square metre building which is located amid the leafy environment of central Kuala Lumpur’s Lake Gardens. It is the largest Islamic arts museum in Southeast Asia. The IAMM consists of 12 galleries and houses more than ten thousand artefacts. The museum puts emphasis of Islamic works from Asia instead of Persian and Middle Eastern countries. China and Southeast Asia are well represented. Islamic Arts Museum Malaysia was founded by Syed Mohamad Albukhary and his brother, Syed Mokhtar Albukhary, the chairman of the Albukhary Foundation, helped to build and develop the museum. The former Prime Minister, Tun Dato’ Seri Dr Mahathir bin Mohamad, suggested to hire craftsman from Uzbekistan and Iran, who are well known in the Islamic world for their rich artistic heritage and continued practice of traditional crafts. Forty skilled craftsmen from both countries came down to produce the museum building. Islamic Arts Museum Malaysia became the custodians of the Islamic Centre (JAKIM) which was entrusted to them by the Malaysian Government at the official launch of the museum. The museum opens every day from 10am to 6pm while the museum restaurant opens on Tuesdays to Sundays from 10am to 6pm. 3 1.2 Problem Statement and Issues People are not aware of the fact that Islamic arts exists in the Islamic world as the perception of Islam is negative most of the time. Non-Muslims have very little knowledge of Islam and its culture compared to Muslims because they are exposed to the negative aspects of the religion more than the positive aspects. 1.3 Objectives and Aims Objectives ● To raise awareness that Islamic Arts Museum Malaysia showcases the education of Islamic arts from all over Asia ● To educate people that Islam contains art that is just as beautiful as the religion Aim ● To understand the culture and see how life was lived in the Islamic world 4 Chapter 2 Product 5 Chapter 2: Product 2.1 Museum Name Islamic Arts Museum Malaysia 2.2 History of the Museum It started when Syed Mohamad Albukhary, the director of Islamic Arts Museum Malaysia, was offered a collection of Islamic gold coins by an art dealer. He intended to present the coin collection to the Malaysian Government therefore he wrote to the Prime Minister’s office in 1996 and requested an appointment to see the Prime Minister. To his surprise, he received a letter requesting the reason for the meeting and another one confirming the date of the meeting. During the meeting, the Prime Minister commented that it would be a good idea for Malaysia to have the coin collection but the country needed to have an Islamic Museum first. Later, Syed Mohamad met with his brother, Syed Mokhtar, chairman of the Albukhary Foundation, and discussed about his meeting with the Prime Minister. His brother immediately suggested that the Albukhary Foundation take the responsibility to build and develop museum for the government as a gift to Malaysians. Syed Mohamad then requested a meeting with the Prime Minister to give him the news. In the next few months, they looked for possible locations around Kuala Lumpur. Once identified, the location was proposed to the Malaysian Government 6 and it was approved on 16th May 1997. A ground-breaking ceremony was then officiated by the former Prime Minister, Tun Dato’ Seri Dr Mahathir bin Mohamad. 2.3 Product Characteristics Islamic Arts Museum Malaysia charges the visitors with tickets before entering the museum’s galleries. Ticket prices varies on the age range of the visitors. Ticket price for adults is RM14, students (with ID) at RM7, senior citizens (Malaysian 55 and over) at RM7, and children (6 and under) are free of charge. Tickets are charged at RM12 and RM6 respectively when the Special Galleries are closed. Tickets are subject to 6% Goods and Services Tax (GST). The museum also includes a museum shop that sells products ranging from Islamic crafts and artefacts to books and educational materials. Other products include stationeries, t-shirts, mugs, and more. Islamic Arts Museum Malaysia also publish their own books. Some books are produced in conjunction with their current exhibitions as catalogues. The aim of this is to support the work of the museum and to improve the visitors’ enjoyment at all times. Below are some of the publications produced by the museum: ● Six Centuries of Islamic Art in China (2001) ● The Islamic Arts Museum Malaysia - Volume 1 (2002) ● Merdeka 50: A Celebration of Malaysian Art (2007) ● Divine Inspiration - Seven Principles of Islamic Architecture (2008) ● Islamic Arts Museum Malaysia - Vol II (2009) ● Formation of a Nation: A Photographic Flashback (2012) ● Islamic Bookbinding (2017) Islamic Arts Museum Malaysia also showcases different types of exhibition from time to time. The most recent ones are the Islamic Bookbinding exhibition and a photography exhibition called “A Spiritual Journey: Islamic Culture and Heritage in Southeast Asia”. 7 2.4 Museum Content / Section In the gallery section of Islamic Arts Museum Malaysia, the India, China, and Malay World gallery are in an exceptional category while the other parts of the collection go by type such as architecture, manuscripts, jewellery and so on. Below is a more specific description of all the galleries in the museum: ● Level 1 a. Architecture Gallery b. Quran and Manuscript Gallery c. India Gallery d. China Gallery e. Malay Gallery ● Level 2 a. Textile Gallery b. Jewellery Gallery c. Arms and Armour Gallery d. Coin Gallery e. Metal Gallery f. Wood Gallery g. Ceramics Gallery The museum also consists of various facilities to enhance a visitor’s museum experience. The facilities range from entertainment and dining to seminars and workshops. These facilities include: ● Conservation and Research Centre ● Children’s Library ● Scholar’s Library ● Museum Shop ● Museum Restaurant 8 ● Exhibition Space ● Inverted Dome Pavilion ● Auditorium 2.5 Museum Life Cycle Figure 2.1: Peak Hours of Visitors in Islamic Arts Museum Malaysia 9 2.6 Unique Selling Proposition ● Largest Islamic Arts Museum in Southeast Asia ● Inverted Dome Pavilion ○ Floor to ceiling windows that give a clear view of the grounds of the National Mosque with KL skyline ○ A vision of the treetops of the KL Bird Park ● A museum of immense value in the Asian world of art, especially the Malay world and China ● Virtual museum tour on website 2.7 Promotional History and Advertising Schedule ● Social media marketing ● Public relations ● Exhibitions ● Islamic Tourism Centre ● Travel agencies 2.8 Positioning Statement Islamic Arts Museum Malaysia combines Western and Eastern artistic ideals to create displays and collection interpretations that they feel are best suited as wide an audience range as possible. The museum is an eye-opener to visitors who have minimal knowledge on Islamic arts. It is an institution that expresses the museum’s characteristics based on Islamic symbolisms and covers the entire Islamic World. 10 Chapter 3 Company 11 Chapter 3: Company 3.1 Company Overview The Albukhary Foundation is a non-profit charitable organisation that is spread internationally. It is located in Kuala Lumpur, Malaysia and it is founded in the Islamic values of Taqwa (Submission to God) and Ehsan (Compassion). The founder of the Albukhary Foundation is Syed Mokhtar Albukhary, who is also the brother of Syed Mohamad Albukhary, the director of Islamic Arts Museum Malaysia. The Albukhary Foundation was granted the privilege of being the executor and manager of Islamic Arts Museum Malaysia by the Government of Malaysia in October 1996. 3.2 Business Description • The Albukhary Foundation Although the Albukhary Foundation is founded in Islamic values, the foundation does not discriminate on the grounds of race, nationality, ethnic origin and religion. • Albukhary International University (AiU) The Albukhary International University was founded in 2010 and is located within the Sharifah Rokiah Centre of Excellence. The University is housed within a purpose-built campus and is spread over 30 hectares in Alor Setar. The Centre is named in honour of his mother. • Albukhary Scholarship Program Albukhary Scholarship Program offers scholarships to students who are underprivileged and disadvantaged regardless of race, nationality, religion and ethnicity. These scholarships are offered around the world to students so that they can pursue their studies in Albukhary International University in Kedah, Malaysia. 12 The Albukhary Foundation is currently giving support to the British Museum for a new gallery to re-display collections of the Islamic world. The Albukhary Foundation Gallery of the Islamic World will be open to the public in October 2018 at the British Museum. 3.3 Company History Syed Mokhtar Albukhary was born on 12 December 1951, the third child of Syed Nor and Sharifah Rokiah in Kampung Hutan Keriang, Alor Setar Kedah. He moved to Johor Bahru in 1961 and he spent the next years there before returning to Alor Setar where he attended St. Michaels Institution. He was also involved in his father’s cattle business to help him while he was still schooling. Not long after, a Foot and Mouth Disease outbreak collapsed his father’s cattle business. This led to Syed Mokhtar having to drop