MKT 243 FUNDAMENTALS OF MARKETING

NUR ATHIKAH BINTI MOHAMAD DZAHIR

(2013877962)

CLASS

: ACD4Az

TITLE

: ASSIGNMENT (ZUSB WORLD TRAVEL SDN BHD)

LECTURER

NAME
SUBMISSION
DATE

TABLE OF CONTENT

NO

TITLE

Introduction/Background of the company

Target customer/Market segment

Product strategy

Place & Distribution strategy

Pricing strategy

Promotion strategy

SWOT analysis

Recommendations

Conclusion

10

Reference

11

Appendices

PAGE

BACKGROUND OF COMPANY
I have been delegated by our lecturer, Sir Niza 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-Financingi/HUZF-i.aspx

APPENDICIES