BUSINESS SCHOOL

BACHELOR OF BUSINESS ADMINISTRATION (HONS) IN MANAGEMENT AND

ENTREPRENEURSHIP

EIB10803

MARKETING MANAGEMENT

DRAFT MARKETING PLAN

1.0 Executive Summary

2.0 Situation Analysis

2.1 Market Summary

Tourism is the third-largest contributor to Malaysia’s GDP, after the manufacturing and
commodities sectors. In 2019, the sector contributed about 15.9 percent to the total GDP. In
the last few years before the outbreak of COVID-19, the tourism industry in Southeast Asia
had experienced a significant growth phase, and Malaysia launched the “Visit Truly Asia
Malaysia 2020” campaign with a target of 30 million visitors and RM100 billion in tourist
revenue for 2020. However, the COVID-19 outbreak severely impacted the Malaysian tourism
industry, which led to the cancellation of the campaign.

The Government then launched the National Tourism Policy (NTP) 2020-2030 on 23
December 2020 to ensure the continuity of the country’s tourism industry and make Malaysia
a preferred tourist destination globally. Key approaches to achieving the NTP’s agenda include
effective recovery of the tourism industry based on new norms, strengthening
competitiveness, sustainable and inclusive tourism development, as well as disaster risk
management.

While the tourism sector has taken a hard blow due to the pandemic, the focus on digitalization
and the development of smart products and infrastructure are among the initiatives to build a
more resilient and sustainable future in Malaysia. Taking a positive spin, a crisis is often an
opportunity to rethink and reinvent old processes, particularly to adopt more sustainable
tourism practices. According to UNWTO (UN World Tourism Organisation), sustainable
tourism ‘has the potential to advance urban infrastructure and universal accessibility, promote
the regeneration of damaged areas and preserve cultural and natural heritage, assets that
depend on tourism’.
2.1.1 Market Demographics
Skytrex Sg Congkak, Hulu Langat, have 2 flying fox circuits. The first is a River Thrill
(Intermediate Level) which is suitable for aged 8 and above. Second Rapid Extreme
(Advanced Level), suitable for those aged 13 & above. These activities are much
preferable to a family and a couple who wanted to spend time together and explore
new activities together.
Market Geographic
Skytrex was located at Sg. Congkak, Melaka and Langkawi. However, the
margeographyphic were at the entire Selangor, Kuala Lumpur, and Langkawi. Skytrex
has a good marketplace that gets eyes on their target audience however the unit of the
outlet was not enough to get market geographic for entire Malaysia.

Market psychographic

Skytrex is very suits for a sports-oriented person who involves sports and challenging
activities. Second, it is suitable for outdoor-oriented which can install personal
development and well-being in the children to make sure they care for nature and learn
about nature.

Market behavior

It is suitable for those who like a challenge. In Skytrax, you can enjoy jungle trekking
from a level never before, test your agility, challenge your fear, walk, crawl, glide and
swing through our different challenges in the sky, in total safety while appreciating the
wonders of the Malaysian Tropical Rain Forest.

2.1.2 Market Needs

Based on our review on Skytrex Sg Congkak, we would offer an exclusive and privacy
cooldown place for the customer to get a rest. Such as an aromatherapy room for them
to chill and relax after the activities. Since the accommodation is standard at Sg Congkak
Skytrex we also can upgrade the accommodation to a better level.

2.1.3 Market Trends

Adventure activities are one of the most trending activities nowadays because it
thegivesbenefits to daily life and health. Skytrex Sg. Congkak is an organized outdoor
ecorecreationall park activity that takes the participant from tree to tree ‘sky-trekking’
experience where participants paint can fly, swing, glide and dangle on the various aerial
obstacles suspended above the lush tropical Malaysian Rain Forest at 5 meters to 22
meters in the air. This is the first in Malaysia where they can enjoy a level never before
by testing their agility and fear through the different challenges in the sky with total
safety.
Each Skytrex branch will highlight the special hurdles that are available at the branch.
For example, Skytrex Sg. Congkak provides Malaysia First Flying Fox Park by Skytrex
which contains more flying fox elements, longer than any other branch as well as the
uniqueness of the quiet, lush, scenic view of Congkak Park & Resort also Sg. Congkak
flows directly under the path of the circuit activities. Here they are divided into two
challenges intermediate river thrill and advanced rapid extreme with a minimum height
of 110cm.
Due to the current pandemic of Covid-19, Skytrex Adventure take takes seriously guests'
safety during activity and overall well-being when at their grounds. Skytrex requests for
all guests to adhere to all SOP in place at the point of activity to ensure all can enjoy the
outdoors safely. They provide terms using ‘ SKYTREX’ as SOP guidelines which S
stands and self-check check for fever before coming, K for Keep the social distancing,
Y for You can use the hand sanitizer provided, T for TakeTaking a mask with you, R for
Rewash hands at least twice after using the toilet, E for Ensure no touching of mouth,
eyes, and nose and X for Xperience the activity safely and confidently. therefore all
guests must follow the SOP during the activities.
2.1.4 Market Growth
The opportunities that are possible to capture during this current situation as a worlisre
having pandemic covid-19 are increasing in financial, creating promotion activities to
guests since the government has announced that Malaysia will move to an endemic
status where this will give good feedback to Skytrex team. The endemic phase is where
most of the activities operations are unlimited but still need to follow the SOP stated by
The Malaysia Ministry of Health. To increasing increase the financial, they need to create
 a few new promotion promos that can attract guests to come and join activities that they
provided such as camping promos with extreme activities, students promotion since
most potential custtionscustomers teenagers and young adults also increasing the slot
so that more guest can do the activities in the same time.
This type of promotion will help other guests abe ware with this place since some guests
are not aware of this kind of place because less of promotion activities and marketing
made. Therefore, they can offer the promotion during the endemic phase as this place
is one of the best adventure park parks that provide extreme activities that can be
enjoyed by everyone even though need to follow the SOP.

2.2 SWOT Analysis

Ø Strength
The Skytrex Sg. Congkak have some strength that make them successful and stand
firm until now. Firstly, they have one of the best technical team teams in Sg. Congkak.
The technical team is responsible to do the maintenance around the activity park. They
will do daily, weekly, monthly, and yearly maintenance to ensure their customer’s
safety is guaranteed. Next, they also provide the best safety equipment in Malaysia
compared to the other outdoor activities company. Most of the equipment is imported
from France and is iofhighof high quality so that customer safety is guaranteed as well.
As know, they are using the best equipment called “Click-It” as they cannot be deprived
during the activities unless the technical team deprivedeprives them during the
evacuation.
 Ø Weakness
Skytrex has less number of branches as they only have 3 branches around Malaysia
which are rare in Sg. Congkak, Melaka and Langkawi. This weakness leads to the
theatre’s lower number of customers as not all people live in those
customersstatecustomers state states and can afford to go to those three branches to
enjoy their services. Other than that, they also lack marketing and advertisement effort
efforts. As proof, they are people who are still clueless about Skytrex, in terms of what
they provide for outdoor activities and where the location is. Even though they have
three branches but still most people do not know about this place.

Ø Opportunity
There is some opportunity that the Skytrex Sg. Congkak can grab. First, in Malaysia,
the Malaysia Ministry of Youth and Sport had issued an article that encouraged people
to join extreme outdoor activities as nowadays outdoor activities are one of the new
trends for teenagers and young adults. From that issue, it is categorized as a big
opportunity for Skytrex Sg. Congkak to come out with a good plan to take the challenge
and promote their operation effectively. Moreover, the demand for extreme sports has
increased from year to year as people nowadays are more concerned to take care of
their health, and due to the current pandemic that happened in our world, the pe will
spend their time doing the quality activity such as outdoor activities that can help them
more active in daily life since almost a year stays at home.

Ø Threats
There were also some threats from the compact were was doing similar operations as
Skytrex Sg. Congkak and have a lot more advantages compared to it. There is an
organization called Escape in Penang were provide the same services as Skytrex Sg.
Congkak and their place and theme park are bigger and more convenient compared
to the Skytrex Sg. Congkak.This will lead the customer to choose ‘Escape’ as their
leisure activactivityities rather than going to Skytrex because activities are more fun
and exciting. Besides that, there is an indoor theme park called ‘ District 21’ that is
located in IOI City Mall, Putrajaya. Even this theme park is indoor but it also provides
extreme activities that are similar to this company. District 21 has a specialty where it
is built inside a building that were having air conditioning and can avoid from raining or
other natural problems.

2.3 Competition
There is no specific place that offers the same activities as Skytrex Sg. Congkak, Selangor.
However, some competitors offer other adventure activities around Selangor such as ATV
Adventure Park Kuala Lumpur which is located in Kampung Kemensah, Selangor. Next,
Tandom Leisure is located in Banting, Selangor. Last but not least, ADREN X PARK by Rentas
Adventures and also My Adventure Host Training and Expeditions at Kuala Kubu Bharu,
Selangor.

2.4 Product Offering (Product & Services)

Skytrex Sg. Congkak is the latest park located in Hulu Langat, Selangor. Skytrex Sg. Congkak
offers two types of tracks which are intermediate river thrill and advanced rapid extreme.
Skytrex will give a promotion price to the customers if they book the two-track in one day.
Flying fox, monkey bar, hug pipe, step bridge, and fishbone is the activities that customer will
do for intermediate river thrill. Meanwhile, flying fox, ascending walking pipe, descending
walking pipe, and golden slide at the advanced rapid extreme. Skytrex Sg Congkak also has
a new place for camping activities which is Skycamp. Skycamp offers the best camping
package that includes pa a picnic area, skywatch games, parties and events, team building,
and catering.

2.5 Key To Success

Product: Intermediate River thrill and advanced rapid extreme track, skycap, and skymatchsky
match.

Price: The price range for published rates starts at RM 70 until RM 125 while the online
booking price range starts at RM 55 until RM 110 for Skytrax activities for Skycamp starts at
RM 199 until RM 249 for two days and one night. Meanwhile, the price range for Skymatch is
RM 20 for three games, RM 35 for six games, and RM 50 additional fee for the venue rental.

Promotion: Skytrex gives promotions of around 20% off if buying the ticket online through the
official website.

Place: Skytrex Sg Congkak is located in the cool and hilly area in Hulu Langat, Selangor. It is
a great place for relaxing the mind with adventure activities while feeling nature. It is also near
the Sungai Congkak Recreational Forest.

2.6 Critical Issues

The product and package that Skytrex Sg Congkak offers are amazing but there are some
things that they need to improve. The first one is Skytrex can do a birthday promotion for the
ticket. For example, buy 5 minimum tickets to get 1 free ticket for those who are celebrating
their birthday in that month because this can increase the number of sales. Next, include an
insurance fee in the package for safety since the adventure activities that customers will do is
dangerous. Last but not least, add on the snacks, water, and meals in the package for every
ticket because when customers do the activities, they have limited time to go to buy food. The
snacks and water will be given during the activities while the meals after they finished the
activities.