Marketing Plan Essay

5382 words - 22 pages

1.0EXECUTIVE SUMMARYSR & CKV Sdn Bhd is a licensed in-bound tour operator and is specialized in providing river cruise and Bed & Breakfast (B&B) services beside the Klias River, Beaufort District, located 120KM from Kota Kinabalu, Sabah. The Company offering different river cruise packages for tourists to see the rare proboscis monkey, fireflies and many other wildlife's along the Klias River. The Company has set up a motel beside Klias River which consists of ten guest rooms with a breathtaking view of the river. Beside that, the company has constructed a jetty complex and acquires several high powered cruise boats for providing river cruise service to its customers.The motel is ...view middle of the document...

Klias River is one of the many interesting sites in Sabah and in recent years the area has been gaining popularity among foreign tourists due to the presence of the unique and rare proboscis monkey (only appear in Borneo Island).SR & CKV Sdn Bhd has been in operation in that area since the third quarter of 2008. The Company has generated reasonable profit so far from this venture given its reasonable start-up costs and certainty of tourists visiting to the area. With the huge potential of Klias River has to offer, the Company is in the midst of expansion at the same site but this time it is on a much bigger scale that would ultimately put the company as a major tourist player at Klias River area.2.1MARKET SUMMARYThe World Tourism Organization revealed that 898 million international tourist arrivals was achieved in 2007, a 6.5% growth per year (1950 - 2007), and an excellent growth over the last 50 years. This number is forecast to rise to 1.6 billion international tourist arrivals worldwide by 2020. Meanwhile, the International Tourism Receipts in 2006 totaled US$733 billion.In Malaysia, total tourist arrivals and receipts are shown as below:YearArrivals (million)Tourism Receipts (RM in million)200010.22 17,335.4200112.78 24,221.5200213.29 25,781.1200310.58 21,291.1200415.70 29.651.4200516.43 31,954.1200617.54 36,271.7200720.97 46,100.0According to Tourism Malaysia, tourist arrivals to Malaysia reached 20.97 million in 2007 which exceed the target set by government of 20.1 million. This figure represents an increase of 19.5% as compared to the same period in 2006.The top tourist generating markets were Singapore, Thailand, Indonesia, Brunei, Japan, China, Australia, United Kingdom, India and Taiwan.For the year 2008, Tourism Malaysia is targeting 22.5 million tourist arrivals, representing 7% increase from actual arrivals in 2007. To achieve this target, Tourism Malaysia would continue with the programmes implemented in 2007 like Visit Malaysia Year 2007 but with improvements from time to time.The Tourism Minister, Dato' Sri Azalina Othman Said, has said that she wants to spend less on promotional campaigns and earn more through tourist receipts. Just days into her new job, Dato's Sri Azalina is finding ways to entice the tourist dollars - and one way is through the extensive promotion of eco-tourism. She has emphasized that this shall be her main priority due to the fact that the country is blessed with a wonderful natural environment besides focusing on the service sector such as improving, among others, facilities at tourist's spots, hotels, motel and tourism products.2.1.1STATE OF SABAHTourist arrivals to Sabah are shown as below:YearMalaysianInternationalsTotal2000365,537408,938774,4752001512,514406,009918,5232002579,092528,2641,107,3562003681,742569,7121,251,4542004980,963792,3081,773,27120051,067,677761,0941,828,77120061,340,735750,9232,091,65820071,490,783987,6602,478,443As for Sabah, 2007 was unquestionably a better year than 2006....

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