1.

INTRODUCTION

For someone who is new to marketing, the term heard most often is Marketing mix.
For those in whom marketing runs in the blood, the term also flows and they dont just hear it,
they live it. The journey from hearing the term to living it is indeed a big one and may span
years, if not decades. It consists of many intermediate steps where one learns to use the aspects
of the marketing mix either individually or in combination. In the simplest form, Marketing
Mix consists of four aspects, more commonly known as the four Ps Product, Price, Place and
Promotion. Each of the four Ps is a study in itself and takes years to master. So by conducting
this research there lot of thing we can learn on marketing mix and especially on how there
actually affecting Travel Agency.

2.0

OBJECTIVE

To identify the important of Marketing Mix to Travel Agency.

To ensure that existing research evidence is used optimally.

To establish new research on benefit of marketing mix.

To assist in building national and international knowledge about good marketing mix
practice in Travel Agency.

3.0

PROBLEM STATEMENT

The first problem statement are regarding the slow sale of the product. There were few
reasoning on why the product sale are falling or drop over a period of time. Most of the problem
are identify because of inside mistake and error.
The second problem statement were regarding the location of the Travel Agency. Most of
the correspondence has agreed that the location of the Travel Agency play an important role in
affecting the sale of the Travel Agency.
The third problem statement are price of the package is too expensive because of few
factor, the correspondence has given a feedback about the factor that influence the price of the
package.
The second last problem statement are Lack of marketing strategy, there were lack of
marketing strategy in the marketing department. This are caused by few things such inexperience
worker and unpractical method.
The last problem statement are competitor, the factor that actually the main reason that
affecting the travel agency are competitor. The owner of the Travel Agency should study the
place that they going to choose to start up the business so that they didnt compete with travel
agency that already stood there for a long time.

4.0

METHODOLOGY

A. Sample
The sample or respondent was the actual number of students that was take part in making
our report successful. Our respondance was from a few department in Polytechnic Merlimau,
Melaka.
There was 60 respondance who are selected to help us finish this report. They are from
JPH, JKE and JKA only.

B. Data Gatherung instrument

For our questionnaire, we are choosing a simple and easy way for respondance to give
their answer. It is strongly disagree, disagree, natural, agreed and strongly agreed.

This is the type of our questionnaire that was 25 question only. For section A, respondent just
need to fill their gender, semester and academic department. Then, for the section B, all
respondent just need to answer the following question to best of their ability.

Then, we have to study about their discipline who lived outside the polytechnic and get
their respondence to us make the conclusion for this report.

5.0
i.

DATA ANALYSIS
Slow sale of the product.

The product sale were drop and falling because of few reason, the main reason for the
product sale dropping over period of time are because of the feature of the product were
common. This are first component of the marketing mix which are, Product. This
mean the product package are too common, even the special feature are too common and
this resulting in client getting easily bored and didnt get new experience when buying
this package. 22% correspondence said that the reason why the product sale are slow
because of the product package were the same as other, meaning that there were nothing
new or offered by the package while the other 18% said that the main reason are the
feature of the product were too common and easily to find anywhere.

ii.

The location of Travel Agency

The location of Travel Agency indeed plays an important part in a business and these
include Travel Agency. One of the main component of the marketing mix which are,
Place. 22% correspondence said that there were too many competitors in the location
which resulting in the sale of Travel Agency became lesser. For example, if u choose to
setup a business near a company that already there for years u going to have a hard time
to fight over a customer with them. Meanwhile 18% of the correspondence said that there
were no parking lot or space around the Travel agency since the parking lot are the basic
facilities that actually play a important role in getting the customer.

iii.

Price of package is too expensive.

Third component in marketing mix are, Price. Our third data analyses are on the price
of the package offered by the Travel Agency. 21% of the correspondence said that the
main reason that influence the price of package are, The rate plus markup are too high
and Most of the booking were made through agent and this the reason why the price
became pricy. Other 19% correspondence said that the reason why the price of the
package were too expensive are because of ,Inexperience worker and there was too
much attraction place on the itinerary. Inexperience worker that didnt know what to or
didnt know on how to react to a certain situation because of lack of experience.

iv.

Lack of Marketing Strategy

The third element of the marketing mix are, Promotion. 21% of the respondence
agreed that most of Travel Agency they went to didnt have their specific target market
and the package were sell at the inappropriate time. Meanwhile 19% of respondance
agreed there were no marketing strategy and medium that were used in promoting the
package.

v.

Competitor

The last thing that we study are the competitor. 23% of the correspondence said that the
location are unstrategic for business because the location are located near other travel
agency. While 17% of the correspondence said that all the competitor and travel agency
are selling the similar type of package.

6.0

RECOMMENDATION

1) Slow sale of the product

Travel Agency should pay attention especially to their product feature especially
their weakness and advantage so that the travel agency can fix their weakness and study
on their product so the product can sell.
2) The location of the Travel Agency
The location of the travel agency actually play a bigger role so that when the
customer come to the Travel Agency on a business purpose they will feel comfortable.
For example a client tent to go a travel agency with a facilities such as parking lots.
3) Price of the Package is too expensive
The travel agency should fix their price especially on their product and package.
This are because most of the customer tend to go to the travel agency with the most
reasonable price.
4) Lack of Marketing Strategy
The Travel Agency should enhance their department especially the marketing
department so that they can promote their product effectively. No matter how great the
product is, if there zero marketing strategy involve, there will be no sale at all so the
Travel Agency so paid attention especially on how the promoting the package.
5) Competitor
Like any other business, the thing that play the major role in affecting the business
are competitor, when we going to setup a business we should pay attention to the area
surrounding where are not much competitors on the same business so that it not going to
affect our company feature in term of sales and customer.

7.0

CONCLUSION
In Conclusion most of the Travel Agency selling the similar type of package

resulting the sale of the product became slow. So the Travel agency should renew their
product feature and build up their package so the package could attract new customer and
make a repeat customer.

Secondly the marketing mix also play an important role in affecting the business
because marketing mix is a guideline especially for an entrepreneur in setting up their
business and growing up their company. Most of the problem only occur to the company
that didnt applied the marketing mix to their business.
Lastly, I recommend all the business especially Travel Agency to applied
marketing mix strategy into their feature business so they can enhance their business and
gain lot of revenue.

8.0

REFERENCES