BPMM: MARKETING MANAGEMENT

GROUP PROJECT 1:
ARAS DESIGN AND MULTIMEDIA CENTRE
(ADMC)

GROUP MEMBERS:

1. AHMAD FADZIL BIN MOHAMAD (825601)

2. SHUHD SALEH BASURRA (826427)

NAME OF LECTURE: DR. NOR PUJAWATI MD SAID

SUBMISSION DATE: 6 JUNE 2020

1.0 INTRODUCTION

Aras Design and Multimedia Centre (ADMC) was established on 17 January

2009 by Diyana and her husband, Abdul Rahim Abdul Shukor. People knew ADMC
because people get to know about the ADMC and become famous once Diyana
offered a video montage services to the public. She was a dedicated entrepreneur
in the field of internet video marketing and the founder of ADMC. Among video
marketing entrepreneurs, Diyana was known as a Video Marketing Mastery Coach.
Being personally motivated by difficulties she had faced in her own life, she made
inspirational videos that aimed to have a positive impact on others.

Diyana, known as a video marketing mastery coach who really dedicated

entrepreneur in the field of video marketing. She started to form ADMC after she
realized people are started to subscribe her motivational video in YouTube. She
planned to share her knowledge and experience to others who really have an
interest on multimedia field by conducting a specialized training called “Video
Internet Marketing Training” for both individuals and organization. For instance, this
might help the company owner to save some amount without hire a professional for
multimedia. Moreover, this also will help for those who seeking for site income with
creating a video of product marketing.

Diyana’s training emphasized enabling participants to understand the secret of

marketing the products using simple video effectively with minimum cost by using
Nuero Linguistic Programming, a certified hypnotherapist and a coach trained in the
eHati technique that could mesmerize the audiences. By using a holistic
psychological scientific approach with a multimedia impact, she was implement
funneling strategy on set pricing for each category of training. After, revised for a
few times she able to get profit but achieve the higher level of profit. There are four
groups of customer attending her training, first is college and university student,
second is corporate personalities local and international, entrepreneur’s owners of
Micro and medium enterprise and the last group is customer from widely difference
background such as working field which is not related to the multimedia.
2.0 CHALLENGE

There are few challenges Diyana need to settle. First, even though she had
faced several problems and struggled with uncertainty problem related to her work
and had depression, this problem helps her to achieve more in video marketing. By
listening to the motivation videos to heal her depression, she decided to spread the
positive vibes to others by doing sharing positive videos on the social media. Her
health condition is one of the factors she’s starting ADMC and overcome the
problems.

Second challenge is about the profit advantages, at the beginning she failed to
achieved the profit but once revised back the fee for each training after few
changes, she achieved the breakeven but the profit is still not achieving according
her target. This few reason makes her not achieve the targeted profit. Determining
the best fee is a big challenge she faced at the beginning.

Diyana still not achieve her targeted participants even though she provides a
training with very low cost and this is another challenge that Diyana need to solve
and suffered with consecutive losses for 3 months. After revised the fee but after
sometimes she able to overcome this problem half by applying pricing strategy she
only has a very short period to overcome her company issues relating the issues
she faced.

This is suffered phase she undergone because her company faces lost
frequently compared to the profit, for example she had a continuous problem in
printing cost and MC fee and offered a lunch for each participant. I believed for each
training printing notes is most important but Diyana faced problem in main elements.
It’s hard to overcome some of this challenge if Diyana not discover well all aspects
of marketing elements.

3.0 SITUATIONAL ANALYSIS

In the situation analysis we need to collect the methods that manager of ADMC
should use to analyse the organization's internal and external environment to
understand all organization’s capabilities, customers, and business environment. In
this case study we decided to use SWOT Analysis which is the method under the
situation analysis that examines the Strengths and Weaknesses of a company as
well as the Opportunities and Threats within the market. A SWOT analysis looks at
both current and future situations, where they analyze their current strengths and
weaknesses while looking for future opportunities and threats. The goal is to build
on strengths as much as possible while reducing weaknesses.

In SWOT analysis we should often ask and answer questions to generate

meaningful information for each category to make the tool useful and identify their
competitive advantage. Strengths and weakness are frequently internally-related,
while opportunities and threats commonly focus on the external environment. In
ADMC we can conclude the below in regards to SWOT Analysis:

Strengths: Characteristics of the ADMC business that give it an advantage over

others. Among this advantage the price fees that was affordable for almost every
customer to join the basic training with ADMC. Moreover, the promotion offer that
allowed some customer to join for free when they introduce some other customer to
join the training with ADMC. Also, ADMC customized the training contents based on
participants’ needs and requirements and this id considered to be one of the
strengths that ADMC have against other company.

Weaknesses: Characteristics of the business that place the business or project

at a disadvantage relative to others. One of the main weaknesses that ADMC suffer
is the lack of income profit as most of the costs associated to the training had
increased and this caused a significant effect on the economic performance of
ADMC, especially specially their profit. Also, the rate of participation of the clients
was not meeting the company expectations and this consider another weakness
that ADMC are facing.

Opportunities: Elements in the environment that the business could exploit to its
advantage. One of the main opportunities that ADMC have is wide range of types
customers who came from varieties of background.
 Threats: Elements in the environment that could cause trouble for the business
or project. Main threat that all companies are facing is the existence of other
competitors, and ADMC is not an exception. Also, the change in the economic
situation generally effect and consider as a threats to ADMC strategic plan.

4.0 PROPOSED SOLUTION

We can suggest some sort of solution for Aras Design & Multimedia Centre
(ADMC) in order to overcome its weaknesses and improve their current situation.
One of these solution that ADMC can implement is to use the online mode to deliver
their basic training courses which usually have the more number of participants and
only use physical place if they have courses that specially need the customer to
attend face to face training. By using this strategy ADMC can minimize the cost of
rental paying and thus increase the profit.

Another solution is to use the customers who finish their course with ADMC to
advertise their achievement and tell their successful story with ADMC. This can
influence and attract other people to join ADMC and increase the number of
participants in their training. Also, ADMC can allocate some amount of money to
use it for online advertisement as these tools can specify the location of customers
so ADMC can look for the most target place of their customer and focus the
advertisement campaign on it.

Revising the price strategy could also be one of the solutions. A review of pricing
strategy may also become necessary because of shifts in demand. An examination
of the existing prices may lead to one of three strategic alternatives: (1) maintaining
the price, (2) reducing the price, (3) or increasing the price. In ADMC case we
suggest to use the first strategy which is maintaining the price as we already
decrease the cost of renting physical place so this might help to increase the profit
at the end.