MKT 243 FUNDAMENTALS OF MARKETING

NUR ATHIKAH xxxx xxxxxxxxxxxxx (xxxxxxxxxx)

CLASS : ACD4Az

TITLE : ASSIGNMENT (ZUSB WORLD TRAVEL SDN BHD)

LECTURER :
NAME

SUBMISSION :
DATE
TABLE OF CONTENT

NO TITLE PAGE

1 Introduction/Background of the company

2 Target customer/Market segment

3 Product strategy

4 Place & Distribution strategy

5 Pricing strategy

6 Promotion strategy

7 SWOT analysis

8 Recommendations

9 Conclusion

10 Reference

11 Appendices
 BACKGROUND OF COMPANY

I have been delegated by our lecturer, Sir xxxx to propose a marketing plan and select
a bumiputra retailer for our marketing (MKT243) assignment. We are supposed to give ideas to
enhance a new program for that retailer under 4Ps program which include product, promotion,
place or distribution and also price. I have decided to select a bumiputra retailer in Kuala Lumpur
which is ZUSB World Travel SDN BHD. The location is at Taman Ibukota Setapak Kuala
Lumpur.

The agency established on 26th July 2007, ZUSB World Travel Sdn. Bhd concentrated its first year
of operation primarily in ticketing, inbound and outbound tours. It is was subsequently
incorporated last year in 2007 in an effort to expand and strengthen the company presence in
industry and its level of performance in meeting customers expectation as well as to expand its
scope of operation in the leisure industry. ZUSB World Travel Sdn Bhd visions is to be the first
choice for clients, staff, investors and business patners and their mission is Customer service from
the heart and service with care, empthy and love.

This agency is open daily from 8 am to 5 pm everyday but sometimes the agency need to over time
until late night because to finish up their task do the customer VISA. The agency provide two type
of flight for the umrah package. Firstly, the agency provide a charted flight, which the agency lease
the whole aeroplane about 450 550 persons and the second one is schedule flight, it follows the
schedule of aeroplane company. For example follow the time of flight of MAS to Jeddah.
 TARGET CUSTOMERS / MARKET SEGMENTATION

Definition of market segmentation can be referred as aggregating of prospective buyers

into groups or segments that have common needs and will respond similarly to a marketing action.
Market segmentation enables businesses to target different categories of consumers who perceive
the full value of certain products and services differently from one another. Generally, in our
syllabus, there are five bases for segmenting consumer markets which are geographic,
demographic, psychographic, benefits and usage rate. The importance of having market
segmentation are it gives more precise definition of customers needs and wants, more accurate
marketing objectives and get better marketing results. After I had an interview with the owner, I
had discovered that the business is implying two types of market segmentation that are
demographic and also psychographic.

DEMOGRAPHIC SEGMENTATION

Demographic segmentation is segmenting markets according to age, gender, income, ethnic

background as well as family life cycle.
As for this business, it implies demographic based on age, income and ethnic background.
Age
Refers to the fact that consumer needs and wants different within the range of age and it is
suitable with the package provide.
Although they may still wish to consumer with the package provide but this company give
the opportunity to customer to design their own design the package
For this business, it is have been dream to all muslim around the world to do umrah.
However, other than accepting for umrah package, the company also provide the travel
around the world.
 Income
It is a popular demographic variable because income level influence consumers wants and
determine.
Income level for most of people living in Kuala Lumpur can be very high.
However, it still depends on their individual level of income.
If the customers have a high income, then their demand for the package for the expensive
and comfortable package.

PSYCHOGRAPHIC SEGEMENTATION

Psychographic segmentation is a market segmentation on the basis of personality, motives,

lifestyles and geodomographic.
This boutique business is implying the basis of lifestyle.
Lifestyle
Meaning that it divides people into groups according to the way they spend their time, the
importance of the things around them, their beliefs and socioeconomic characteristics like
income and education
According to the existence business, their customers are truly divided into groups as
mentioned earlier.
For example, there are some customers whom wants a very expensive and comfortable
package. There are also customers whom want the package according to what they
affordable.
 MARKETING MIX PROGRAM
Marketing mix is a business tool used in marketing products. The marketing mix is often
crucial when determining a product or brands unique selling point. Under marketing mix, it is the
combination of the four Ps which are known product, price, place and promotion. This concept is
nothing new. In fact, it has been around since Neil Borden coined it in 1953. However, it is still
relevant in todays market and should be considered when rolling out a new product or service.

PRODUCT & PRICE

This agency did only provide services for their customer, so the product for this business is the
package provide for customer like package umrah and worldwide tour. In setting of the price, it is
up to what package that the customers choose. Usually the cost of umrah package provide there
are three package expensive, average and affordable price.The problem is, some of the customer
wants to go for umrah but they to busy with their work or some of customer did not have enough
money. The agency provide a way for the customer that still did not get enough money. The agency
provide facilities payment by murabahah with Affin Bank Berhad up to MYR100,000 for the
customer that qualified. The package of umrah listed in the flyers.
PROMOTION

This agency do a promotion by make an advertisement in newspaper, internet, by using agents,

flyers, billboard and banner. This agency also do a publicity by provide a free lecture and course
do umrah at the masjid and education institutional like school and university. The agency also
provide a discount, they preferred give the discount in May. Sometime, promotion is done by the
customer themselves by story with others their experience go to umrah with ZUSB World Travel
Sdb Bhd. They also do a promotion by using facebook.

PLACE

ZUSB World Travel Sdn Bhd is located at Unit: E-06-10, Pusat Komersial Setapak (Starparc
Point) at No 68, Taman Ibukota Setapak 53300 Kuala Lumpur. The business target market is all
muslim around the world. As for the competitor, there is many umrahs agency that build for a
long time like Andalusia, Jaguh Mas dan Tiram but they have their own strength.

Place, or the distribution channel, is the path through which services flow in one direction (from
agency to customer), and the payments generated by them flow in the opposite direction (from
consumer to the agency).

A distribution channel can be as short as being direct from agency to consumer or may include
several inter-connected intermediaries such as agents. When there are agent involved, each
intermediary generally receives a commission from the agency.These businesses is the business
that provide service so in this business only have an agent as a intermediaries.
 SWOT ANALYSIS

Strength

There are many strength of ZUSB World Travel Sdn Bhd has like they have a large amount of
money provider as it is a business among the family owner. They have a very strength financial
and they did not have to worry about cost that have to face by business. Although they just a new
umrah agency and not well known like Andalusia and Jaguh Mas but they have their own strength
and speciality. They also have a very skilled employee as they only recruit person that have
experience in this area of business. For example the general manager of this business, Mrs Suhaida
Borhan. She already had experience for 17 years, have high knowledgeable. This agency also
provide worldwide ticketing, hotel reservation, Umrah package and Umrah VISA services and
exclusive travel pack. This agency also give the customer to plan their own package according
their preferences. As the customer can choose their hotel they stayed and many package either in
or outside the country. This agency not only provide for umrah only but the agency also offer a
package tour around the world. From the past experience there are some of their customer made
reservation to Solat Jumaat at mekah and come back to Malaysia in the same day and there is also
one of their customer do a world tour in 1 week with a skilled tour guide.

Weaknesses

This business is the new business so they did not be known by many people. They have to work
hard to compete with their competitor that already well known and have a wide market.

Opportunities

Nowadays many people want to go for Umrah and it increase the demand for this service.
However, this agency have to compete with the competitor. This business have provide
opportunities to all Malaysia citizen and muslim with the age range between 21 to 50 years old
and employees in public sector to do Umrah by providing a loan. The business also always do an
improvement for their service by attending better management talk. The agency also must update
all package according to consumer tastes and trends to avoid from customer demand for their
services being reduced.
Threat

ZUSB World Travel Sdn Bhd faces many threats during managing this business which is too many
competitors in that area. They had to compete with a agency that has a similar business in the
nearby area to prevent from the number of customers is being reduced and gives the effect to the
profit. Furthermore, the government also raised the tax rate. The agency have to compete with the
competitors such as Andalusia and Jaguh Mas and afraid that the employee will run away from the
agency. There is some of the competitor made a false report about the agency.
 RECOMMENDATION

Here is the real purpose for us making this assignment which we have to recommend for
new marketing mix program to the business that we have chosen. The business has already its own
4Ps, but we have to suggest some recommendation to enhance and help them to attract more
customers.

It is regarding on a decision where are the business to promote the services provided. For this
business, we recommend that the business owner should open a new branch around Malaysia to
be well known rather used only an agent. Nowdays, people did not trust the agent they preferred
to settle at the office. Therefore, in our opinion, we recommend that this agency still need a
promotion to the outsiders in order to attract more customers and definitely will increase the sales
of the business. As for recommendation of product or services, this business can add one or two
more service to their business activity, so that they can have variety of product and services and
this can lead to increase in profit from other sources of activity. Other than that, this business can
also open a class for teaching how to do umrah, from here they can generate income rather than
stick to their main activity to obtain profit. The agency also can need to overcome their weaknesses
by taking action to improve their business. In my point of view the business can be in a same level
with their competitor because they have their own strength that did not have in other agency. The
agency can improve their service by do a questionnaire to customer and do improvement for their
business. Rather than agency only take the employee that already skill, they can recruit freshly
graduate and give opportunity to them. The business can provide a training skill to their new
employee. This can attract the new employee to spread about the agency and it is one way to make
the agency well known. The agency also need to update their facebook everyday and they can
provide many information for the customer to known about the service that they provide.
10.0 CONCLUSION

ZUSB World Tour Sdn Bhd is a company berhad that have a share among the family. This business
provides services to the customer concerning the Umrah package and travel around the world.
They also provide ticketing airline ticket almost any destination in the world. Other than that, this
business also uses Facebook, brochure, flyers, banner and blog as a promotion for their business.
Before their business become successful, they had many threat from other parties like competitors,
government and so on.
 REFERENCE

http://zuworldtravel.com/index.php/about-us

https://www.facebook.com/pages/Zusb-World-Travel-Sdn-Bhd/705994889499079?sk=timeline

http://www.affinislamic.com.my/Consumer-Banking/Consumer-Financing-i/Personal-Financing-
i/HUZF-i.aspx
APPENDICIES