Table of Contents

1. Executive Summary.................................................................................................................2

2. Introduction..............................................................................................................................2

3. Background..............................................................................................................................3

4. Marketing Objectives...............................................................................................................4

5. Situation Analysis.....................................................................................................................5

6. Marketing Identification...........................................................................................................6

7. Marketing Mix..........................................................................................................................6

7.1. Product..............................................................................................................................7
7.2. Pricing...............................................................................................................................7

7.3. Promotion..........................................................................................................................7

7.4. Place..................................................................................................................................8

7.5. People................................................................................................................................8

8. Processes..................................................................................................................................8

8.1. Physical evidence..............................................................................................................9

9. Marketing Action Plan.............................................................................................................9

9.1. Budget.............................................................................................................................10

10. Conclusion..............................................................................................................................10

References......................................................................................................................................11
Marketing Plan for Jerejak Island, Penang, Malaysia

1. Executive Summary

The report is formulated to secure additional funding of capital for the growth of Jerejak

Island as well as notifying its employee about the current firm status, including the way forward.

Thus, this marketing plan is designed to incorporate marketing strategies in the next five years.

Since its establishment, the company has been experiencing high demand for its hospitality

services than what was anticipated. The research has shown that in recent years Jerejak Island

has been receiving a high number of tourists from all corners of the world booking for services

more than what the resort can offer (Salleh, Hashima & Murphy, 2015). Thus, Jerejak Island is

interested in extending its product line, including introducing other services in the line.

Consequently, Jerejak is also planning to explore opportunities for online marketing. The

marketing environment has been very amenable to the resort's service delivery for

accommodation, food, and drinks services that attract most tourists visiting the George Town

Penang. Therefore, in the next five years now, Jerejak Island can improve its services as well as

increase their accommodation facilitates and win new customers globally.

2. Introduction

A marketing plan refers to the complete document that describes a company or an

organization's general focus on marketing its goods or services to its customers, including
prospective customers (Salleh, Hashima & Murphy, 2015). Thus, a marketing plan is a blueprint

that provides a framework on how the Jerejak will formulate and implement their marketing

techniques and utilize the multiple resources to attain business objectives and customer

acquisition. Therefore, a marketing plan for Jerejak Island Resort is essential to the organization

such that it promote goal achievement, accountability, budgeting, including strategic planning of

the operations.

3. Background

Jerejak Island Resort was founded ten years ago on the eastern coast of Penang Island in

Penang, Malaysia. The firm offers hospitality services and facilities such as accommodation with

food, beverages, and drinks, recreation and conference facilities including boat riding, swimming

in the hot spa, and well-equipped conference halls (Kotler, Bowen, Maken & Balog, 2017).

Jerejak Island is an excellent place for exploring the exciting city of George Town because it

offers access to the destination (Salleh, Hashima & Murphy, 2015).

Additionally, the accommodation rooms for the Jerejak resort are designed to suit

conducive and quiet sanctuary within George Town. It also provides customers with books of its

deluxe rooms, including chalets, to get a general view of the city garden and beaches. The resort

has more than seventy accommodation rooms fully equipped with a flat-screen television,

dressing table, wardrobe, air-conditioning, mini bar, high speed Wi-Fi network access, and safety

kit, including ironing facilities. The rooms are structured according to the number of people to be

accommodated such that it has a deluxe room twin room, deluxe king room, deluxe family room,
twin bed chalet with Balcony as well as king bed chalet with Balcony (Kotler, Bowen, Maken &

Balog, 2017).

The Jerejak Island is currently offering special offers to their customers such as the daily

breakfast served at the Santapan Restaurant, a return speed boat transfer in which its cost is not

included for the rooms, offers complimentary parking, and free WIFI access. Ultimately, Jerejak

Island intends to advance and fund its business environmental programs. Thus, this marketing

plan will provide a framework on how the organization plans to offer new standard services to

their customers including the future customers, and expand the booking platforms to enter into

the global markets in return for giving back to the community.

4. Marketing Objectives

The main marketing objective of the Jerejak Island Resort is to be the leading provider

and vendor of the hospitality services such as accommodation and retreatment services and

facilities to its customers from all corners of the world. The Jerejak wants to attract different

individuals from different nations to enjoy their high rated services while they are on vacation

holidays. Consequently, in the next five years, Jerejak aims to achieve the following financial

and non-financial goals.

● Financial goals include obtaining capital to expand the accommodation services and

facilities, as well as expanding marketing platforms to attract more customers than the

number it receives currently. Secondly, the firm aims to increase its revenue by utmost
 fifty percent per year and donate a significant amount of money, for instance, at least

twenty-six thousand dollars annually.

● The non-financial goals of the Jerejak Island resort incorporate the introduction of new

magazines detailed with the firm's services, which will be rendered for free to each

customer who attend the resort, and lightweight luggage with the firm's logo. Secondly,

Jerejak aims to develop and design appropriate websites and other internet site platform

to maintain a strong relationship with their customers. Lastly, the company tends to

create a conservation program that helps individuals in society raise money for recreation

activities.

5. Situation Analysis

The marketing environment for Jerejak Island constitutes an overwhelming opportunity.

Thus, it is associated with challenges for marketing its services that the company believes that it

can address them successfully. The plan incorporates a SWOT analysis conducted by the dealers

associated with the marketing of its services to outline Jerejak Island Resort's strengths,

weaknesses, opportunities, and threats.

Furthermore, the SWOT analysis presents a thumbnail plan of the company's position in

the marketplace (Mohammad, 2015). In just three years, Jerejak Island has built some

impressive strengths while looking forward to new opportunities. The growing number of brand-

loyal customers and sound financial management place the company in an excellent position to
grow from its dedicated founders. However, as Jerejak Island considers expansion of its product

line marketing and entrance into new markets, the firm will have to guard against marketing

myopia, that is, the failure to recognize the scope of its business and quality slippages.

Nonetheless, as the company finalizes plans for new products and expanded Internet platform

sales, the management will also have to guard against competitors who attempt to duplicate the

services provision product. However, building strong relationships with local and international

customers is essential because it enables the company to thwart competitors.

6. Marketing Identification

The target market for Jerejak Island Resort services targets domestic and foreign tourists,

especially for active customers from Europe and the United States of America during their

holidays. Jerejak provides high-quality services including accommodation, conference,

recreational and other activities such as bicycles and high-speed boat riding at a moderate price.

Designing and developing a company website make it easier for the customers to perform online

booking for rooms within the premise from their native geographical location. The Jerejak Island

Resorts' active customers constitute the high-income earners, well-educated, and sports athletes

from Europe and America's united states (Mohammad, 2015). However, these customers

consistently seek the value of their money. Thus, they like to be involved with high-quality

services, but most of them are not willing to pay the specified amount of money to acquires the

Resort services. The future target of Jerejak is to attract NBA athletes from the United States.

7. Marketing Mix
 It is essential to consider the marketing mix while formulating a marketing plan for any

business firm. The following illustrations outline details of the proposed marketing mix for

Jerejak Island Resort products.

7.1. Product

Jerejak Island is currently offering a line of high-quality products in accommodation

services, including retreatment services. All of these services suit the user's needs depending on

their taste and preferences (Grădinaru, Toma & Marinescu, 2017). According to the

organization's research, most customers enjoy swimming in the hot spa pool and riding a high-

speed boat. Thus, in the next five years, Jerejak Island plans to expand the spa and buying more

high-speed boats to satisfy all the customers. Additionally, the firm also wants to expand the

accommodation facilities built to suit their customer's needs.

7.2. Pricing

The hospitality services in Jerejak Island depend on the customers' demand, including the

competition within and outsides Malaysia. This is a clear indication that there is no fixed fee

amount for those services. Thus, the resort is not concerned with setting the products' prices to

indicates a prestigious life. The price value is set to ensure the customers feel comfortable in

purchasing services.

7.3. Promotion
 Jerejak Island Resort consistently communicate with customers about their services

through different online platforms. The information about Jerejak Island Resort is conveyed in its

official websites, email, and in person. In most instances, the firms rely on direct personal

contact with the customers through phones to convey their messages to inform the customers

about their products (Grădinaru, Toma & Marinescu, 2017). Therefore, in the next five years, the

plan to introduce a Jerejak tour to promote their services, attending international events such as

sports tournaments to advertise their products.

7.4. Place

Currently, Jerejak Island markets their product in most Asian nations through

advertisements on online platforms such as their websites, YouTube, and different mass media.

Consequently, the firm also acquires information from a different angle.

7.5. People

The Jerejak Island Resort employs well skilled and trained staff personnel to ensure

quality and standard in providing services to customers from different parts of the world.

Currently, the firm has a training program for its staff, but it should have introduced a training

program for all of its staff to remain competitive in the world market in the next five years.

8. Processes
 Jerejak Island Resort has an integrated buying exposure for their customers. Thus, it

mainly uses its websites for marketing their services to a large number of customers. Besides,

Jerejak Island Resort provides an essential website platform that facilitates a decent relationship

with their customers after purchasing their service. This marketing mix is essential in the hotel

industry, such that it enables the firm to identify its strengths and weaknesses after the retrieval

from the customer's comments.

8.1. Physical evidence

To reduce uncertainty about a firm service delivery among customers, physical evidence

is an appropriate way to curb such uncertainties. Thus, Jerejak Island Resort has consistently use

case studies to prove the quality of their services rendered to the customers. Consequently, for

Jerejak Island Resort to maintain its customer loyalty, its management should ensure that the

hotel and its compound is kept clean, well decorated, and tidy. By so doing, the firm will attract

more customers, including prospective customers around the globe (World Health Organization,

2015).

9. Marketing Action Plan

Jerejak Island restaurant seeks to establish a comfortable, conducive and fun environment

for its customers to ensure customers of all ages enjoy its services without complaints. To

achieve such objectives, Jerejak Island should formulate an appropriate marketing action plan by

initiating a customer loyalty program and feedback system, including the staff incentive system,
and creating social media pages on Facebook, Twitter, and Instagram to extend its website

(Kotler, Bowen, Maken & Balog, 2017). Additionally, the firm should incorporate all the

services and the products offered, including pictures of the facilities, rooms, and activities on the

official website, as well as on the social media pages.

9.1. Budget

According to the company's corporate history, Jerejak has enjoyed a steady rise in the

sales of quality services since its establishment. Thus, extra financial data is included in the

overall business plan for the firm. The timeline for the expansion of outlets and introducing the

two new product lines will contribute to high customer attraction to the resort.

Monitoring and evaluation

The implementation of each budget evaluation task will be monitored closely and

evaluated for its performance with a set period of five years by the resort's management.

10. Conclusion

Jerejak Island Resort anticipates progressive operations into the foreseeable future, with

no plans to exit the hospitality market across the globe. Instead, as discussed throughout this

plan, Jerejak plans to expand its service provision to be identified in the market arena. Initially,

there were no plans to merge with another company or make a public stock offering in this firm.

Therefore, Jerejak Island Resort needs to consider the outlined marketing plan to compete in

world markets.
References

Salleh, S., Hashima, N. H., & Murphy, J. (2015). Instagram marketing: a content analysis of top

Malaysian restaurant brands. E-Review of Tourism Research, 6, 1-5.

Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and tourism.

Mohammad, H. I. (2015). 7PS marketing mix and retail bank customer satisfaction in northeast

Nigeria. British journal of marketing studies, 3(3), 71-88.

Grădinaru, C., Toma, S. G., & Marinescu, P. (2016). Marketing mix in services. Ovidius”

University Annals.

World Health Organization. (2015). European food and nutrition action plan 2015–2020.