MARKETING OBJECTIVES

It is reported that tourism is one of the top three biggest contributors in the Malaysian’s GDP
with an amazing number comes up to around 5.9 percent to the GDP in total (R.Hirschmann,
2020). Celcom is not an exception. The company sees that the tourism industry is a potential area
for the company to invest in. The organization does not lose their chance, they decide to
introduce an app name CelTravel, which is a combination of the company’s name Celcom and
the purpose of the app is to help travelers bring their dream journeys into real life. Furthermore,
the app is estimated to bring a considerable income for the company in the future.

Also, after the COVID – 19 situations gone, the traveling needs will increase. And, that is a
golden chance for the company to push their apps and develop it to attract more customer. In
2021, it is expected that the app will contribute around RM 400 000 to the company’s income.
Besides that, the sales volume of the company is considered to reach RM 20 000 in the first
month and keep the sales rate at RM 30 000 to RM 50 000 in the following months.

Besides, the company calculates that in the first 3 months, the number of consumers can come up
to 3000 visitors. Also, it is said that every year, Malaysia has more than 20 million international
tourist arrivals (Chris Alexander, 2019). So, the CelTravel is considered to achieve sales and has
30000 to 50000 customers and bookings to gain the expected profit of RM 350 000 every year.
About the statement of the company’s vision, the app is focusing on developing and creating a
friendly – user environment to draw more attention from visitors to Malaysia shortly.
 PRODUCT STRATEGIES
The hompage

As mentioned above, the name of the app is CelTravel. It is the combination of the company
Celcom and the purposes of the app that creators want to elaborate on.

Initially, the reason why the company launches this app is to improve the quality of travelers’
trips and introduce the famous attractions of Malaysia to customers. To bring the experience of
"Visiting Truly Asia Malaysia”, CelTravel tends to provide many activities and tours for
customers to choose from. Besides, the creators want to create an all in one app. As users can see
that these days, no application or website can help customers to set up their dream trip through
only one tool. Unlike Airbnb or Trivago, CelTravel not only allows you to book a hotel but also
allow the consumer to customize the trip based on the provided destinations. The app lets

Information box Contract information

customers choose and select the tickets online that can save more time. Furthermore, the app will
arrange the activities for you in the most logical way and also arrange transportation for
customers during the whole trip. Not just stop there, Celcom is a telecommunication company,
so that, there will be some special pack of data for customers to choose like: the family pack that
for 3 people with 15GB/line with only 40RM/line, or 25Rm for 4GB of 4G. With all these
valuable packs, it is convenient for consumers to call and use data while traveling. Moreover,
what CelTravel is targeting is to become one of the leading tourism apps in Malaysia. As a
result, safety is one of the top requirements that the company is following. So, CelTravel cares
about the customers’ safety. It is guaranteed that every customer is the company’s responsibility.
Different from Airbnb, sometimes, it may cost some additional fees (JeanFolger,2020),
CelTravel guarantees that every customer will only have to pay the original price to the hotel.
Besides that, the app can provide consumers a table to compare the price between different
resources. In addition, the customers can book an optional service from the app to pick up and
drop off at the airport at a reasonable price for only 20RM to 50RM.

References:
Chris Alexander (2019) Malaysian Tourism Industry Growth in 2019
Available from : http://www.panorama-destination.com/malaysia-news/malaysian-tourism-
industry-growth-in-2019/?fbclid=IwAR1-
UySeOHGN3bZUjTcgFu5VZW3FBjBh882HZs5ixxkuyngxqpa-KNY7iR4
Accessed: 22nd May 2020
Jean Folger (2020) Airbnb: Advantages and Disadvantages
Available from : https://www.investopedia.com/articles/personal-finance/032814/pros-and-cons-
using-airbnb.asp
Accessed: 22nd May 2020
R.Hirschmann (2020) Travel and tourism in Malaysia - Statistics & Facts
Available from : https://www.statista.com/topics/5741/travel-and-tourism-in-malaysia/?
fbclid=IwAR2SuhfVpi0Ox1a8vx4aUjaLH6raxxz3zp4YEpzv467PdndEyGvqI0AN3VA
Accessed: 22nd May 2020

Recommendations
As analysis all above, what Celcom needs to do now is to updating the current situations and grabbing the
consumers’ taste. By following all the strategies above, Celcom should finalize and keep updating to
establish the app as soon as possible in order to keep up with competitors and attract more customers.
Besides that, the company should run advertisements and introduce the app through social media to
attract attention from customers.