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INTRODUCTION
1.1. Company Background

Figure1:Uitm Sabah
(source:https://sabah.uitm.edu.my/v2/index.php/introduction/about-uitm-sabah)

History
In March 1973, ITM Sabah Branch was established with the cooperation and
support from the Sabah Foundation and State Government. The temporary campus
was in Sembulan and the first intake in July of that year comprised 159 students. On
17 August of the same year, the campus was officially open by the Chief Minister of
Sabah. Then in January 1982, a large majority of the student population was
transferred to the permanent campus at Kuala Menggatal after the completion of its
hostel blocks and other facilities. The move was completed in 1991 and now the
university is known as UiTM Kota Kinabalu Sabah.

Vision
To establish UiTM as a premier university of outstanding scholarship and
academic excellence capable of providing leadership to Bumiputeras’s dynamic
involvement in all professional fields of world-class standards in order to produce
globally competitive graduates of sound ethical standing.

Mission
To enhance the knowledge and expertise of Bumiputeras in all fields of study
through professional programs, research work and community service based on
moral values and professional ethics.
2.0 PRODUCT CONCEPT

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 The product concept holds that consumers will favor offering the most in quality,
performance, and innovative features. Under this concept, the organization will devote its
energy to making continuous product improvements. Product quality and improvement are
important parts of marketing strategies.

Product improvement is the process of making meaningful product changes that

result in new consumers or increased benefits realized by the existing consumers. The two
most popular ways to make product improvements are to add new product features or
improve existing ones.

For UiTM Kota Kinabalu, they can make an improvement for their product that they
provided where instead of giving education as their main product to the consumer which is
the students, they can make UiTM Kota Kinabalu as one of the attractions in Sabah for the
local and international tourist as their new target consumers of UiTM Kota Kinabalu. For
example, the improvement for the products that they can innovate is by making products of
tourism which include hiking, paragliding, food festival, cultural, entertainment, and sports.

They can make Bukit Botak as their new product improvement for hiking and
paragliding to the tourist for it become of one the package of tourism in UiTM Kota Kinabalu.
Company of UiTM Kota Kinabalu can provide a tour guide for the tourist for them to have
experience in hiking and paragliding at Bukit Botak.

Other than that, they can make food festival at the UiTM, where the staff, lectures,
and the students can open food and beverage stalls that selling many kinds of foods to the
local and international tourist. They can also focus on selling food that represents their state
as we know that UiTM has many staff, lectures, and the students that came from another
state instead of from Sabah itself. This product concept also can be used for the cultural
activities that UiTM KK can provide where the ‘Jawatankuasa Kesenian Pelajar’ can make
collaboration with ‘Unit Kebudayaan & Bahagian Hal Ehwal Pelajar’ to make an event for
cultural activities that can be joined by the local and international tourist.

For entertainment, UiTM KK can make a collaboration with the faculties to organize
any event or program that related to the entertainment. For example, semester 5 students of
Bachelor of Administrative Science UiTM Kota Kinabalu previously organize an event which
is they invite local performer that have their stage name as ‘K-Clique’ to make live
performance in UiTM KK. The event was lived in Dewan Al Bukhari. This event is open for
the students and also for the outsiders meaning that this will be one of the attractions to the
tourist to come and enjoy the live performance that brought from UiTM Kota Kinabalu itself
especially for the tourist that love the performer.

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 Lastly, for the sports, UiTM Kota Kinabalu also can make any sports match within the
community of UiTM KK and the outsiders which is the tourists. For instance, the match can
they make are football, badminton, volleyball match. In addition, UiTM KK also can provide
services to rent a bicycle for the tourist to cycling around the campus as these services are
already made for the students.

Figure 2: Poster to Promote UiTM Sabah Campus Kota Kinabalu.

3.0 ANALYSIS of CURRENT BUSINESS PORTFOLIO

The objective of analyzing a current business portfolio is to ensure that a firm uses its
strength to match available business opportunities. Business portfolio analysis is
essentially a process of looking at a company's products and services and categorizing
them based on how well they're performing and their competitiveness. The categorizing

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helps a company recognize where they should invest, reorganize, cut costs, and improve
their overall business so that it's more efficient and profitable.

3.1 BCG MATRIX (portfolio analysis SBUs)

The most common method used to select a strategic alternative is the Boston
Consulting Group Portfolio (BCG) Growth-Matrix.
The BCG approach evaluates its SBUs in terms of its current market share
position and its growth potential. This evaluation in term of market share and growth
potential help a firm to decide on the next best strategic move related to the amount
of investment for each SBU.

Figure 3: BCG Growth-Share Matrix

UiTM Cawangan Sabah Campus Kota Kinabalu is a question mark or child which
are SBUs with rapid growth and has low market share in a high-growth industry.
They have the potential to move to the star position due to higher market growth as
a tourism destination, but the move would require high cash to gain a higher market
share.

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 3.2 PRODUCT/MARKET EXPANSION GRID
The product/market expansion grid is a tool for identifying company growth
opportunities through market penetration, market development, product
development, or diversification.

Figure 4: Product/Market Expansion Matrix

After evaluating the current business portfolio, a company might want to decide on
which business that it should go in the future. A company may decide to expand or
downsize the future business portfolio.
UiTM should use product development to introduce new products to existing
customers such as Bukit Botak as a tourism destination. The existing customers will
be intrigued and want to experience with a new product or service that was offered.
This attraction will make UITM Sabah as tourist destination apart from education
centers.

Figure 5: Bukit Botak, Sepanggar, Sabah, Malaysia.

(Source: https://www.facebook.com/bukitgundull/)

UiTM also using diversification to introduce new products to new markets.

This is the riskiest strategy as the firm is attempting to increase sales by introducing
new products into a new market. It is most typically adopted within the nature
product industry where growth cannot be achieved in any other way.
4.0 MARKET SEGMENTATION

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 Market segmentation is the process of diving a market of potential customers into
groups, segments based on a different characteristic. The segments created are
composed of consumers who will respond similarly to marketing strategies and who
share traits such as similar interests, needs, and locations. Marketers will choose some
market segment for penetrated based on the strength and ability of the organization.

4.1 SEGMENTING CONSUMER MARKET

Figure 6: Mind Map Of Market Segmentation

Segmenting consumer market divided into four segmentation, there’s

geographic segmentation, Demographic segmentation, psychographic
segmentation, and behavioral segmentation.
The geographic segmentation, divide the market into different geographical
units such as nations, region, state or cities. UiTM may approach with effective for
companies with large national or international markets because different consumers
in the different regions have different needs and want and cultural characteristics
that can be specifically targeted to visit the Botak Hill, Sepanggar, Sabah.
Demographic segmentation. This segmentation divides the market into
smaller categories such as age, gender, and income. Age segmentation based on
generation baby boomers, gen X and Millenials that can allows UiTM to use their
time and resources more efficiently and thus can use advertising personalization to
ensure the needs of the targeted group which is the teenagers(13-25 years old) and
above for Millenials and especially, the tourist visit the are fulfilled. Men and women
basically have different likes and dislikes and needs. For instance, few men and
women love or don’t love hiking such as Botak Hill, Sepanggar, Sabah.
Psychographic segmentation. Divides a market into different segments based
on social class, lifestyle or personality characteristics. UiTM developed
psychographic segmentation and target the right social class because they have a
different type of class which is Top Upper Class, Bottom upper class and Top Middle

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class. Consider to Top Middle Class, they don’t spend money but they can afford the
finer things. Such as hiking is the finer things. Members or individual this social class
are comfortable enough financial situation and can be income to UiTM
organizations. Lifestyle is the truest value or how they spend their time and money.
For example, the tourist interested in hiking to Botak Hills, Sepanggar, Sabah needs
to purchase his or her foods or drink. But if his or her plan on hiking with leisure their
time, they might enjoy and understand about them. The personality characteristic
has to consider factors such as their motivations and overall outlook on life.
Behavioral segmentation. Divides a market into segments based on
consumer knowledge, attitudes use of product and responses to a product. The
uses of the product are based on the loyalty of people that visit the Botak Hill,
Sepanggar Sabah. The habitual consumer is continually in need of the service UiTM
offer to them Such as hiking, paragliding or campus tour. It is important to segment
consumer loyalty because people generate the highest lifetime value.

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5.0 CHANNEL STRUCTURE
5.1 TYPE OF MARKETING CHANNEL
A channel structure is a means of reaching our customers with our products
and services. This is essentially a high-level view of our sales and distribution
channels that outlines the architecture of our business. So for our group, we choose
Bukit Botak as our product for us to make an innovative. As we know Bukit Botak
has a good view especially when sunset comes out so this beautiful view is being
one reason why people going there so based on our group opinion there are many
things that can make the hill became one favorite place, especially in Kota Kinabalu.
So to make everyone know about this innovation that we group have to do to Bukit
Botak are we using channel structure such as direct channel, retailer channel,
wholesaler channel, agent or broken channel.

AGENT MARKETING SOCIAL MEDIA

CHANNEL

Figure 7: Mind Map Type of Marketing Channel

First of all, we using a direct channel which is have the shortest distance and
is the simplest distribution channel. For example for direct channel we choose social
media such as Facebook, Twitter and Youtube to make everyone know more about
Bukit Botak with this direct marketing technique our group easy to create a way how
to make the Bukit Botak innovation can inform to everyone which is we can posting
a new video about Bukit Botak which is the video will show the Bukit Botak has a
new attraction. Everybody knows Bukit Botak is a place that people will see a
beautiful view from the top to the bottom so people also will see the new attraction at
the Bukit Botak.
Next, channel marketing that we use to introduce the Bukit Botak innovation
like agent which is defined as someone or something that makes something happen.
For example, we choose UITM as our agent for innovation on Bukit Botak to make
everyone know about the new attraction at Bukit Botak. As we know UITM is a
Universiti that is very near Bukit Botak and many students from UITM going there

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especially in the evening time. UITM can use this opportunity to do attraction for
UITM such as for them who want to continue their education in diploma or degree
they can choose UITM when to apply UPU especially for those, not from Sabah it
might be one of their reason why they prefer going in Sabah to study because
Sabah has much attraction so UITM can make Bukit Botak known to the public.
When we use UITM as our agent it can make many students will be interested to
continue their education at UITM because they know how easy they going to Bukit
Botak because the location only takes a few minutes from UITM going to Bukit
Botak.

5.2 LEVEL OF DISTRIBUTION INTENSITY.

Distribution intensity is the level of availability selected for a particular product
by the marketer the level of intensity chosen will depend upon factors such as the
production capacity, the size of target market, pricing and promotion policies and the
amount of product service required by the end-user. There are three types of level
distribution which is the first level is intensive, the second level is selective and the
third level of distribution is exclusive.
The level of distribution intensity to Bukit Botak is selective because with a
selective level of distribution products are distributed by screening dealers to
eliminate all but a few in a selective area. Products distributed at a selective level
become specialty items. For example Bukit Botak being a speciality items when
everyday people went to the place so it’s good for Bukit Botak because there are
many people looking this place for seeing a beautiful sunset so it can make the
Bukit Botak innovation such as hiking will more reach many people going there
because this place was selective which is good for them who like to climbing the hill.

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6.0 PROMOTION
Promotion can refer to the entire set of activities, which communicate the product,
brand or service to the users. Promotion can also be a marketing process that informs,
persuades and remains buyer on a product. That process where the marketers not only
try the lobby potential buyers but also the process of reminding existing customers on
the benefits they have in their products (Kotler and Armstrong, 2015). The Bukit Botak
product has theirs own promotion strategy to promote their product.

6.1 PROMOTION STRATEGY (ADVERTISING)

The promotion of advertising is product advertise tries to sell a product and
can be targeted to channel members or final consumers. They appear to promote
the benefits of specific goods or services. The Bukit Botak product uses pioneering
advertising to promote their product. The pioneering advertising is to create interest
as it is a form of advertising, designed to stimulate primary demand for a new
product or product category. For example, use students UiTM to make a video at
Bukit Botak and describe the potential of Bukit Botak.

6.2 ADVERTISING (MEDIA)

Television
Television advertisement seems to be widely used and popular. This medium of
promotion provides more room for creativity and demonstration. The television
promotion can make message possible to be delivered almost immediately and
widely. Furthermore, television communicates with sight and sound and reaches
almost 95% of the homes. For example, promote the activities can do on Bukit Botak
such as hiking, paragliding, campus tour, and food.

Newspapers
The newspapers are types of traditional media. Newspapers are mass
circulated, the advertisements may not be able to reach a very narrow market. The
newspapers are the largest advertising media which plays an important role as a
local medium. For example, Bukit Botak can be promoted in newspapers such as
Berita Harian, Utusan Malaysia, and Other newspapers.

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Figure 8: Newspaper About UiTM Sabah campus Kota Kinabalu Ecotourism Campus

6.3 PUBLIC RELATIONS

Public relations is an effort to build a good relationship between the company
and various public. It is mean to obtain favorable publicity building up and good
“cooperate image” and handling off unfavorable rumors, stories, and events. For
example, the Bukit Botak product can be promotion by SABAH TOURISM BOARD.
This effort can help the product of Bukit Botak be more familiar among people.

6.4 SALES PROMOTION

The sales promotion is a short term incentive to encourage the purchases or
sale of a product or service. Sales promotions also are short term inducements of
value offered to arouse interest in buying goods or services. They are offered to both
ends users and intermediaries. For example, sales promotion Of Bukit Botak product
followed by categories which are adults categories, children categories, and oldest
categories.

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7.0 CONCLUSION

The product concept of UiTM Kota Kinabalu which is include the development of their
products where from only provide for education to the students to become one of the
tourism products in Sabah can give positive impact to UiTM KK and also to our country.
The positive impacts may according to the increasing number of the customers of
UiTM KK. This is because the type of their customers will change from only students as
their main customers to various of customers that include local and intenational
customers. This also will apply to the country where it help to increase the number of
tourist in Malaysia, as UiTM KK will produce new products to the tourism industry.
Futhermore, the infrastructure and facilities of the UiTM KK also will become more
conducive as they want to fulfill the needs, wants, and demands of the customers that
coming from various states and countries. From this also will led to the facilities
improvement of UiTM KK especially for the UiTM KK community where include lectures,
students and staffs.
In conclusion, from this assignment project, we can see that our UiTM KK can go
futher not only to be the producer of their main products which is education but to be
more than that. As they can be the producer of tourism products such as for the
ecotourism they can attract customers to visit the Bukit Botak to feel and experience the
nature and the excitement when hiking. Moreover, for cultural tourism the customers will
also have the chance to watch and get participate to the cultural events in the campus
that done by any faculties in UiTM KK.

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8.0 REFERENCES

Yusniza Kamarulzaman & Nor Khalidah Abu(2007),” Principle of Marketing Third Edition”
Oxford university Press, ISBN 9789834721381

Shusterman, Jared, 22 January 2014, “ Coordinating Your Channel Marketing Iniatitives,

Retrieved from: www.sproutioud.com

Hitesh Bhasih, February 14, 2018, “Distribution Types Of Intensive selective and Exclusive
Distribustion” retrieved from : http://www.yourarticle.library.com/distribution-types-
of-intensive-selective-and-exclusive-distribution/5780.

Product 2 Market, Jan 1, 2017,” The Product Market Expansion Grid Explained” retrieved
from : https://product2market.walkme.com/product-market-expansion-grid-explained/

Ovidijus Jurevicius , May 1, 2013, “BCG growth-share matrix”, .Strategic Management

Insight, retrieved from: https://www.strategicmanagementinsight.com/tools/bcg-
matrix-growth-share.html.

Universiti Institusi Teknologi Mara portal Rasmi, 2019, retrieved from:

https://www.uitm.edu.my/index.php/ms/

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9.0 APPENDIX

Figure 9: a place to rest before continue to hiking

Figure 10: food stalls as an attraction for Food Tourism in UiTM Sabah campus Kota
Kinabalu

Figure 11: cultural performances as an attraction at UiTM Sabah , Campus Kota

Kinabalu

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