Marketing Plan On Frasers Hill In Pahang State Tourism Essay

securities industrying Plan On Frasers mound In Pahang decl atomic number 18 Tourism EssayMalaysia is a country in South-East Asia, located on a peninsula of the Asian sh bes a border with Thailand. In an effort to alter the economy and stir Malaysias economy less dependent on exports the government has pushed to increase tourism in Malaysia. Malaysia has become third largest root system of income from foreign exchange, and accounted for 7% of Malaysias economy as of 2005. As of 2009, Malaysia ranks 9th among the top somewhat visited countries in the world, after Germany. there are several tropical islands in Malaysia some have been voted the most beautiful in the world. The islands in Malaysia areLabuan , Langkawi, Pangkor, Penang Island, the western half(prenominal) of Penang, which is heavily industrialised, Redang Island, Tunku Abdul Rahman subject field Park, Perhentian Islands, Kapas Island, Lang Tengah Island and SipadanBeside tropical islands, Malaysia has several national bug out and nature reserves. The national parks and nature reserves areBako National Park, Sarawak famed for its wildlife, in particular bearded pigs and proboscis monkeys, Batang Ai National Park, Sarawak, Gunung Mulu National Park, Sarawak, Gunung Gading National Park, Sarawak, Lambir pitchers 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.Source Place of interest of Frasers hillock (http//malaysia figurehotel.com/destinations/pahang/fraser-hill.html)Executive SummaryFrasers HillIts name derives from Louis James Fraser, a solitary Scottish pi onenesser, who setup a tin ore trading post in the 1980s. Later it was turned into one of the tourer attractive forces in Malaysia.LocationFrasers Hill includ es seven peaks and is located at the altitudes between 1,220 and 1,525 meters above sea level. Year round temperatures are between 17C 25C. The resort 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 ingleside remains open. Then winding 8km single track pass up from The Gap is open in alternate directions each hour the drive takes 30 minutes.Some visitors prefer to walk up, spotting birds and enjoying the noticeable fall in temperature4. A new alternative road was opened in 2001, but from era to clip this is closed due to landslides5.Place of interestGolfingThe first golf course in Malaysia is constructed on Frasers Hill in 1925. The 9-hole course was build on former tin mines. Then 18-hole course was added at Jeriau, abot 3km from the main town in the 1970s.Source Frasers Hill Golf (ttp//en.wikipedia.org/wiki/FileFrasers_Hill_Golf_Course.JPG)Bird observanceBird watching at Frasers Hill is a notable centre. The hill has over 270 species of local and migratory bird flocking here together. Each year the one-year International Bird Race is held in the second weekend of June, organized by the Frasers Hill Development Corporation in collaboration with WWF-Malaysia and the Malaysian disposition Society.Participants throughout the world converging on the hill station in a team competition. They occupy to identify and record the highest number of species of birds stated in the official check list.Other Place of interestIn Frasers Hill, there are many more place of interest such as measure 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 maturity date and moving toward the decline stage. Frasers Hill seem not been well perceived by the locals and foreign tourist in recent years.The arriva l of the tourist and job rates of hotels and resorts have decline in recent years. The tourism industry obtainers have brought this problem to the federal government.Source crossway life cycle Frasers Hill (http//www.quickmba.com/marketing/product/lifecycle/)To analyze the environment of Frasers Hill, let physical exercise the SWOT analysis to analyze.SWOT analysisStrengthFrasers Hill has its beauty of it. It surrounding by green, forest, cool and fresh air. It gives people peace of mind and overly its cool and invigorating weather throughout the year.Since Frasers Hill was established by Birtish, it has been built up with some British design of chalets and hotels. Therefore this entrust enhance the British image in Frasers Hill which can bring people an image of lesser Britain as an attraction 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.OpportunitiesThi s could be the best priming to attract more visitors then it could gain its market share. The natural greenery, forest walks, fresh air and exotic flower landscape is the main attraction for tourism. There are potential to popularise Frasers Hill as more and more people are aware of staying near to nature.WeaknessThe major problem is the road terminus to Frasers Hill only single track road. Even though new track has been built but it was not usable due to landslide has deter local and foreign tourist to visit Frasers Hill.To overcome this problem, the road should be rebuilt or modified to become deuce track roads which permit more traffic go up to the hill and come down of the hill.Other weakness is that there are not many activities going on in Frasers Hill. The local and foreign tourist especially the younger generation find Frasers Hill have become boring and no excitement at all.ThreatsAs the decline of the Frasers Hill attraction, this could result to deter the development of Frasers Hill to become an attraction place of interest. This cause the tourist arrival rate has declined, alteration sector in Frasers Hill has fallning low. This is mainly due to lack of critical mass for Frasers Hill, which ahs caused the tourism industry players such as the hotel and resort operates ineffective to operate at economical or sustainable level. This causes some of the restaurant and hawker operators in Frasers Hill operate their business on weekend and educate or public holidays only as this is not economical and profitable to sustain the business during weekdays low season periods.Furthermore, site enquiries also revealed that most of them run the businesses on part-time basis and this could cause limited supply and variety of fine dining offer at Frasers Hill.Objective SettingCompany flushFrasers Hill development mission is to bring back the attraction of the resort to local and foreign tourist. It aims to fill up the vacancy of accommodation sector in Fra sers Hill. This could allow the tourism industry to operate at economical and sustainable manner.Marketing ObjectivesSpecific objectives to bring back the attraction and popularisation of Frasers Hill and to popularise the International Bird Race held e very second week of June each year. This Frasers Hill International Bird Race is existently a fun upshot where human participants and nature lovers, from Malaysia and overseas, depart outdo each other 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 posit some campaign to bring the sensation of this hill resort to local and foreign tourist. It could be achievable to promote it attraction in Tourism Malaysia Board and also during the MATA fair.Time Frasers Hill has mazed it popularity for sometime, there for it would need some time to recover 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 DevelopmentChoice of growth strategy to analyse Frasers Hill are victimization Ansoff Matrix.Source Ansoff Matrix (www.tutor2u.net/business/strategy/ansoff_matrix.htm)on a lower floor 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 divert to different direction or market but make it more interesting and maintain its score beauty.Market DevelopmentMarket development are use to enter into new market. Frasers Hill has its market they are target to keep company weekend break, family gathering, seasonality tourism holidays, school and industrial holidays. It could also attract those younger generation who like sports, like hill climbing, rock climbing, jungle trekking, and bird watching and get to kn ow types of flora and fauna.Based of these two strategies, Frasers Hill not only maintain and keeping the existing customers but also able to attract younger generation to come over to visit, who are now willing to spend time with the families for relax and recreation. The also create awareness of the younger generation to get closer to nature.Marketing MixNow, we would use tactic to make them work. We can have a short term plan to claim or create awareness to new market especially about the change we are now. We can create awareness by doing laborment 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 forward motion like free breakfast for 2 nights stay etc.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 M alaysia Second Home Programme.PriceThe price is varies tally to accommodation provided by different tenants. Having a discussion meeting with those tenants not to charger higher(prenominal) 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 days 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 save 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 arrangementPeoplePeople 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 domain are consequential as well. They would provide the history 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 surrounding area as 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 bu t 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 whatever inquiry or problem that may encounter.Service feature are important to improve Frasers Hill as a tourism attraction. Investment to improve the infrastructures, internet connection, tele conversation 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(p) help to assist the tourist to reach their destination without any trouble.Physical evidencePhysical evidence is important as Frasers Hill is a mixture of service to our customer. Hence website design, the ambience has to carry its tagline, objectives and vision i.e. to be a little Britain. The total ambience has to carry English image, design and slogan. The website should al ways carry it tagline like McDonald Im lovin it. This will picture a full image of what Frasers hill is to all customers.Frasers Hill surrounding areas should be fleetly 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 ply working in Frasers Hill need to be as helpful, friendly, easy going, clean and fresh facial appearance, excellent customer service and excellent communication skills. It will bring an excellent image of Frasers Hill to the tourist.Leaflet and brochure information of Frasers Hill are accurately printed at actual time (latest information) and actual map with clear instruction or information so tourist could refer to it easily.Frasers Hill would need to invest to create a good website to fetch it place where tourist can easily get information without any hassle. Information are keep up to date with it current weather con dition and temperature can be easily found.Action and implementationActionThe above marketing strategy and tactics need to turn into action plans. No yield 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, advertisement, and training. By outsourcing, it would proof the efficiency and effectiveness of promoting Frasers Hill to find it glory and well know to local and foreign tourist.Adverti sement need to plan in advance check 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.ImplementationImplementation of marketing plan includes three activitiesAllocating tasks and responsibility at one time a specific plan has in place, then the next steps is to allocate the tasks and responsibility. As for Frasers HillAdvertisement is the responsibility of it marketing people to attain up an appropriate concept to bring the message to the tourist.Training is the responsibility of it human resources peop le 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 cover 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 schedule 2010/11.This project will take 7 months for it initial planning. Research for improvement will take place for one and half month from September to mid-October 2010. Then follow by the strategy planning which will take place for one and half month from October to mid-November 2010. The marketing will start at the end of October to end of November 2010. Then the advertising will be running for lo nger 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 March 2011.This would give a proper view and time management on how the project will be able to execute successfully and this prevent any wastage cost.Gantt chart Frasers Hill Project Schedule 2010/11Setting the marketing budgetAs Frasers Hills have not been doing well, there the cash flow will be very thing. The method of budget will be percentage of it gross 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 monitor and control 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 furthermost 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 control from time to time. So that, the initial stage of the plan would not go faraway away from the objectives.There are few option of control can be down such as benchmarking, balanced-scorecard, the marketing audit, profitability control and sales control. The best method of control is the benchmarking method.BenchmarkingThis is the process of comparing 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 theoretical accountSOSTAC is summarizing the main steps of strategy marketing by Paul R.Smith (1990).Situation Analysis is fla vour at analysing where we are now using SWOT analysis, infestation 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.Tactics 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, modify and modifying using compare performance management or balance scorecard.