Marketing Plan On Frasers Hill In Pahang State Tourism Essay

Marketing Plan On Frasers heap In Pahang State Tourism EssayMalaysia is a region in South-East Asia, located on a peninsula of the Asian sh atomic number 18s a b cab atomic number 18t with Thailand. In an effort to diversify the providence and make Malaysias economy less dependent on exports the government has pushed to increase tourism in Malaysia. Malaysia has produce third largest source of in seminal fluid from abroad exchange, and accounted for 7% of Malaysias economy as of 2005. As of 2009, Malaysia ranks 9th among the top most run intoed countries in the world, after Ger some.Thither ar several tropical islands in Malaysia some pass water been voted the most gorgeous in the world. The islands in Malaysia argonLabuan , Langkawi, Pangkor, Penang Island, the western half of Penang, which is heavily industrialised, Redang Island, Tunku Abdul Rahman bailiwick Park, Perhentian Islands, Kapas Island, Lang Tengah Island and SipadanBeside tropical islands, Malaysia has sev eral national position and nature reserves. The national commonaltys and nature reserves atomic number 18Bako subject argona Park, Sarawak famed for its wild carriage, curiously whiskered pigs and proboscis mon signalises, Batang Ai interior(a) Park, Sarawak, Gunung Mulu National Park, Sarawak, Gunung Gading National Park, Sarawak, Lambir heaps National Park, Sarawak, Niah Caves National Park, Sarawak, Loagan Bunut National Park, Sarawak, Kinabalu National Park, Sabah home of 4100 metre peak Mount Kinabalu, Taman Negara National Park the self-proclaimed Worlds Oldest Rainforest, spanning Kelantan, Pahang and Terengganu, Endau Rompin National Park, Johor.extraction Place of interest of Frasers hummock (http//malaysiabud linehotel.com/ savoir-faires/pahang/fraser- hillock.html) executive director SummaryFrasers pitcherIts name derives from Louis James Fraser, a solitary frugal pioneer, who setup a tin ore trading post in the mid-eighties. Later it was turned into one of the tourist charitys in Malaysia.LocationFrasers cumulation includes seven peaks and is located at the tops between 1,220 and 1,525 meters higher up sea level. year fill out temperatures argon between 17C 25C. The drop off is situated 64.6 miles from the capital city, Kuala Lumpur.At the foot of the steep ascent, at an altitude of only 800m, is The Gap, where a colonial rest house remains untied. whence winding 8km single track road up from The Gap is open in alternate directions all(prenominal) hour the drive shines 30 minutes. few visitors prefer to walk up, spotting birds and enjoying the noticeable fall in temperature4. A new alternative road was opened in 2001, but from cadence to eon this is closed due to landslides5.Place of interestGolfingThe prime(prenominal) golf way in Malaysia is constructed on Frasers pitcher in 1925. The 9-hole course was built on former tin mines. Then 18-hole course was added at Jeriau, abot 3km from the main town in the 1970s.Sour ce Frasers knoll Golf (ttp//en.wikipedia.org/wiki/ institutionaliseFrasers_ hammock_Golf_Course.JPG) biddy watchingBird watching at Frasers hillock is a notable centre. The hill has over 270 species of local and migratory bird flocking here together. Each year the Annual external Bird Race is held in the second pass of June, organized by the Frasers agglomerate Development bay window in collaboration with WWF-Malaysia and the Malaysian Nature Society.Participants throughout the world overlap on the hill station in a team competition. They requisite to identify and accede the highest number of species of birds stated in the official cow dung list.Other Place of interestIn Frasers heap, there are many to a greater extent place of interest such as Clock Tower, Jeriau Waterfalls, hiking at Hemmant Trail, Bishops Trail, and Pine Tree Trail and Tennis.Situation AnalysisFrasers Hill has become popular and growing in the 60s and 70s, and now it has gradually it reaching due perio d and moving toward the correct stage. Frasers Hill seem not been well comprehend by the locals and inappropriate tourist in recent years.The arrival of the tourist and occupancy rates of hotels and resorts pass on decline in recent years. The tourism assiduity players admit brought this fuss to the federal government.Source product life cycle Frasers Hill (http//www.quickmba.com/ marketing/product/lifecycle/)To analyze the environment of Frasers Hill, allow use the SWOT analysis to analyze.SWOT analysisStrengthFrasers Hill has its beauty of it. It border by green, forest, cool and alert air. It gives good deal wild pansy of mind and too its cool and invigorating weather throughout the year.Since Frasers Hill was established by Birtish, it has been built up with some British digit of chalets and hotels. therefore this pass on enhance the British watch in Frasers Hill which can convey people an image of little Britain as an perpetrateion for tourist to visit this place. This could let the people who had been to Britain get the feel and people who never been to Britain to get the feel of how Britain is.OpportunitiesThis could be the best reason to attract much visitors then it could gain its market share. The natural greenery, forest walks, fresh air and exotic flower landscape is the main attractor for tourism. in that location are potential to popularise Frasers Hill as more and more people are aware of staying near to nature.WeaknessThe major problem is the road condition to Frasers Hill only single track road. scour though new track has been built but it was not practicable due to landslide has deter local and external tourist to visit Frasers Hill.To overcome this problem, the road should be rebuilt or modified to become 2 track roads which allow more traffic go up to the hill and come down of the hill.Other weakness is that there are not many activities outlet on in Frasers Hill. The local and foreign tourist especially the you nger generation find Frasers Hill have become boring and no excitement at all.ThreatsAs the decline of the Frasers Hill loss leader, this could result to deter the culture of Frasers Hill to become an attraction place of interest. This cause the tourist arrival rate has declined, adaption arena in Frasers Hill has running low. This is mainly due to lack of circumstantial mass for Frasers Hill, which ahs caused the tourism industry players such as the hotel and resort operates unable(p) to operate at economic or sustainable level. This causes some of the restaurant and hawker operators in Frasers Hill operate their business on weekend and school or public holidays only as this is not economical and profitable to sustain the business during weekdays low season periods.Furthermore, site enquiries in any case revealed that most of them run the businesses on part- cartridge holder basis and this could cause circumscribed supply and variety of fine dining offer at Frasers Hill. b earing displaceCompany MissionFrasers Hill festering mission is to toy back the attraction of the resort to local and foreign tourist. It aims to fill up the vacancy of readjustment arena in Frasers Hill. This could allow the tourism industry to operate at economical and sustainable manner.Marketing ObjectivesSpecific objectives to remove back the attraction and popularisation of Frasers Hill and to popularise the International Bird Race held e very(prenominal) second week of June each year. This Frasers Hill International Bird Race is actually a fun event where valet de chambre participants and nature lovers, from Malaysia and overseas, will outdo each another(prenominal) to sight, identify and record the most number of bird species within a set time frame and location in this cool highlands.Achievable As Frasers Hill currently loss it popularity and attraction, therefore it would take on some campaign to bring the awareness of this hill resort to local and foreign touri st. It could be achievable to promote it attraction in Tourism Malaysia plank and also during the MATA fair. period Frasers Hill has lost it popularity for sometime, there for it would need some time to domesticate and accepted as one of the attraction by the local and foreign tourist. It would take one to two years for it to develop.Strategy Development option of growth strategy to analyse Frasers Hill are use Ansoff Matrix.Source Ansoff Matrix (www.tutor2u.net/business/strategy/ansoff_matrix.htm)Below are strategy development suggestions to achieve Frasers Hill mission.Market PenetrationBy applying market penetration, modifying the image of Frasers Hill could bring some fresh changes and attraction to the tourist. This would not turn to different direction or market but make it more interesting and keep its score beauty.Market DevelopmentMarket development are use to enter into new market. Frasers Hill has its market they are target to company weekend break, family gatherin g, seasonality tourism holidays, school and industrial holidays. It could also attract those younger generation who bid sports, like hill climbing, persuade climbing, jungle trekking, and bird watching and get to know types of flora and fauna. found of these two strategies, Frasers Hill not only maintain and keeping the real nodes but also able to attract younger generation to come over to visit, who are now willing to spend time with the families for make relaxed and recreation. The also stool awareness of the younger generation to get ambient to nature.Marketing MixNow, we would use tactic to make them work. We can have a short term device to inform or create awareness to new market especially about the change we are now. We can create awareness by doing enunciatement or advertorial in most popular local newspapers, travel magazines to inform changes we had made or what are our attractions again. Meanwhile we can have some promotion like free breakfast for 2 nights stay e tc.The tactical applications areProductFrasers Hill is a product that is profitable. It is a tourist attraction place for foreigners as well as local people and weekday long-stay guest. This could be the proposed plan for Malaysia Second Home Programme.PriceThe price is varies tally to accommodation provided by different tenants. Having a discussion meeting with those tenants not to courser higher price as compare to Genting Highland or especially to Cameron Highland who is our competitor.PlaceFrasers Hill is located at a very suitable place with cool weather throughout the year. It is between 1,220 and 1,525 meters above sea level and year round temperatures are between 17C 25C. As Malaysia is a hot year round country, therefore is a benefit for tourist to chill at the hill resort.PromotionCreate some promotion activities such package with accommodation and jungle activities organisation in for a group and jungle trekking for individual. such as accommodation package stay of 3 d ays inclusive free breakfast or accommodation package stay inclusive of activities and meals.Frasers Hill could implement strategic alliance with bus company to have a direct transport from big city such as Kuala Lumpur to travel to Frasers Hill, this could pull round lots of trouble for people who would to go to Frasers Hill without any transport. It could also work well to foreigners who come to visit Frasers Hill. This could save the tourist hassle to look for transportation arrangement good dealPeople play a crucial role in the tourism sector especial Frasers Hill. Expertise with knowledge of Frasers Hill is crucial as it would be the main source of information delivered to the tourist.Local people living in the surround area are cardinal as well. They would provide the score and development of Frasers Hill as they see it develop from the early age.As people who work in the resort or recreation park will need to gain product and service knowledge of Frasers Hill touch area a s they would need to recommend to the tourists the attraction, activities and position of each attraction.ProcessIn order to provide a good customer service, the people of the organisation should be trained but also it is important to have an efficient and effective order process and procedure. An intranet should be installed so that all the relevant departments are able to access to it and response to some(prenominal) inquiry or problem that may encounter.Service feature are important to ameliorate Frasers Hill as a tourism attraction. enthronement to improve the infrastructures, internet connection, tele intercourse and interactive information on Frasers Hill need to be accurate and informative.Accessibility of information and location of Frasers Hill need to be easily accessible. Map and travelling would be a very great alleviate to assist the tourist to reach their destination without any trouble.Physical evidencePhysical evidence is important as Frasers Hill is a kind of se rvice to our customer. Hence website design, the ambience has to give its tagline, objectives and vision i.e. to be a little Britain. The total ambience has to declare English image, design and slogan. The website should always carry it tagline like McDonald Im lovin it. This will learn a full image of what Frasers hill is to all customers.Frasers Hill surrounding areas should be returnly noticeable and attractive to the tourist as this would be a first impression to the tourist. Tree and grass need to be trim if it has become obstacle to the beauty of Frasers Hill.Appearance of staff works in Frasers Hill need to be as helpful, friendly, easy going, clean-cut and fresh facial appearance, excellent customer service and excellent conversation skills. It will bring an excellent image of Frasers Hill to the tourist.Leaflet and booklet information of Frasers Hill are accurately printed at actual time (latest information) and actual map with clear instruction or information so tou rist could refer to it easily.Frasers Hill would need to invest to create a good website to introduce it place where tourist can easily get information without any hassle. Information are keep up to date with it current weather condition and temperature can be easily found. meet and implementationActionThe above marketing strategy and tactics need to turn into action plans. No matter how good is the strategy or tactics been set, it would not be in place if we do not have to appropriate people to make it happen. It will not help at all. Hence research on information about Frasers Hill need to be updated. Latest photo of Frasers Hill should be update so it looks attractive and feel good when the tourist look at it.For employees who work in the resort or hotel, training is require, a clear vision and objective need to inform all employees in order for them to carryout their job well and bring excellent service to tourists.Some plan need to be outsourced because Frasers Hill may lack of expertise on it field such are marketing, statement, and training. By outsourcing, it would proof the efficiency and metier of promoting Frasers Hill to regain it glory and well know to local and foreign tourist.Advertisement need to plan in advance accord to it budget. As Frasers Hill are not doing so well now it would need to advertise it within it budget. Frasers Hill will not choose to advertise on the media as it is a very expensive cost to advertise. There are other options for it to advertise. It could advertise with local travel agents, leaflet, website, and hospitality, Tourism Board Malaysia, MAS Airlines, Air Asia, and sponsoring of golf tournament.By this mean of advertising, it will help Frasers Hill to promote and reach out to people about it location and attraction.slayingImplementation of marketing plan includes three activitiesAllocating tasks and indebtedness erst a specific plan has in place, then the next steps is to portion out the tasks and responsibility . As for Frasers HillAdvertisement is the responsibility of it marketing people to attractiveness up an appropriate concept to bring the message to the tourist.Training is the responsibility of it human resources people to train the employees with the latest information about the surrounding area and attraction place.operations Day to day job to maintain Frasers Hill operations would be taken care by it Operations Manager to make sure that every area are stay and operate efficiently.Communication Public relations are very important. Therefore, communication with the public, media and journalist is very important as it will bring a great impact on Frasers Hill re-launch it present as an attraction to the people.Scheduling of marketing activitiesBelow is the Gantt chart for Frasers Hill project record 2010/11.This project will take 7 months for it initial planning. Research for get on with will take place for one and half month from family to mid-October 2010. Then follow by t he strategy planning which will take place for one and half month from October to mid-November 2010. The marketing will scratch line at the end of October to end of November 2010. Then the advertising will be running for longer period from December 2010 until February 2011. This will takes three months to advertise Frasers Hill. Then training will be held for two months from February 2011 till bound 2011.This would give a proper view and time management on how the project will be able to execute successfully and this preclude any wastage cost.Gantt chart Frasers Hill Project Schedule 2010/11Setting the marketing budgetAs Frasers Hills have not been doing well, there the property flow will be very thing. The method of budget will be percentage of it sales (as the sales figure are unavailable), the other options will be based on historical budgetary records. It would be estimate the budget for this advertisement would approximately 15,000.Monitoring and ControlOnce the marketing plan starts to be implemented, the next task of management is to manage and dictation what goes on.MonitoringThis is to check that everything is going according to plan and according to time set as in the Gantt chart. As this is an ongoing project, the key performance indicator will be evaluating to check how far the progress of the plan is.ControlControl means taking corrective actions as early as possible if things are not going according to plan.After all these advertisement planning, implementation and training, we need to monitor the progress, and give from time to time. So that, the initial stage of the plan would not go far away from the objectives.There are few option of control can be down such as benchmarking, balanced-scorecard, the marketing audit, profitableness control and sales control. The best method of control is the benchmarking method.BenchmarkingThis is the process of comparability the Frasers Hill products and services and processes to those of competitors such as Cameron Highlands to find ways to improve quality and performance.AppendixSOSTAC ModelSOSTAC is summarizing the main steps of strategy marketing by Paul R.Smith (1990).Situation Analysis is looking at analysing where we are now apply SWOT analysis, PEST analysis, Marketing Mix or Competitive Position.Objective is looking at where we want to go using Ashridge Mission model, 5Ps model or SMART.Strategy is looking at how we going to get there using market segmentation or positioning. manoeuvre is looking at some details of the strategy using Tools communication.Actions are looking at implementation putting the plan to work using Action plan, RACI model, CSF or KPIs.Control is track progress through measuring, monitoring, reviewing, update and modifying using compare performance management or balance scorecard.