DEPARTMENT OF ESTATE MANAGEMENT

FACULTY OF ARCHITECTURE, PLANNING AND SURVEYING

UNIVERSITI TEKNOLOGI MARA, PERAK BRANCH, SERI ISKANDAR CAMPUS

GROUP ASSIGNMENT FOLDER

Course Code : RES558

Course Name : PROPERTY MANAGEMENT II
Lecturer’s Name : DR ASMMA’ BINTI CHE KASIM

Name of Group Members Matrics No.

1. RUS LIYANA BINTI RUSLI 2021832742
2. HUSNA FAEZA BINTI HARDI 2021483406
3. NOR SHUHADA BINTI ZULKIFLI 2021862244
4. MUHAMMAD SYUIB BIN ZAINUDIN 2021483508
6. NURUL HANNAN BINTI NOR HIZAM 2021832806
Assignment Title: Marketing Management Analysis on Activities of IJM Land Berhad Company
Submission Date: 08 July 2022

DECLARATION: We declare that no part of this assignment has been copied from other person’s work
except where due acknowledgement is made in the text, and no part of this assignment has been written for
me by any other person except where such collaboration has been authorized by the lecturer concerned.

Group’s Leader Signature: _____________ Date: 08 July 2022

A lecturer/tutor has and may exercise a right not to mark this assignment if the above declaration has not
been signed. If the above declaration is found to be false, no mark will be awarded for this assignment.

Copyright@Estate Management Dept, UiTM Perak.

 Acknowledgement
In the name of Allah SWT, the Most Gracious and Merciful. We would want to convey our
heartfelt appreciation to Allah for providing us with the strength to accomplish this task on time.
It would take all of the pages in this report to list all of the people who have helped, led, and
mentored us to become the persons we are today. We will be eternally grateful to all of our
"teachers" in life, particularly our lecturer on this subject, Dr Asmma Binti Che Kasim, for
providing us with information, advice, unending assistance, and positive comments in order for us
to complete the project.

Then, we'd want to show our thanks to our parents, who assist us a lot at home by providing moral
support throughout the Online Distance Learning (ODL), which is quite difficult for us and not to
forget to mention Mr Lim Boon Keng from IJM Land Berhad Company, who is giving great
cooperation during the interview session. Last but not least, gratitude to Rus Liyana, Nurul Hannan,
Nor Shuhada, Husna Faeza, and Muhammad Syuib from our group. We all gave our entire effort
and completed a thorough study of each component of this project within the time frame provided.
Thank you so much.
 TABLE OF CONTENTS

1.0 INTRODUCTION OF IJM LAND BERHAD COMPANY.............................................................. 5

1.1 Logo, Vision and Mission ................................................................................................................. 6
1.2 Organisational Structure Chart ...................................................................................................... 6
1.3 Roles of Organisational Structure Chart ........................................................................................ 7
1.4 The Performance of IJM Land Berhad .......................................................................................... 8
2.0 DEFINITION OF ITEM RELATED TO MARKETING ................................................................. 9
2.1 Aims of Marketing .......................................................................................................................... 10
2.2 Objectives of Marketing ................................................................................................................. 10
2.3 Goals of Property Marketing ......................................................................................................... 11
3.0 ACTIVITIES OF IJM LAND BERHAD IN MARKETING PERSPECTIVE ............................. 11
3.1 Marketing Perspective .................................................................................................................... 11
3.1.1 Buying and Letting Perspective .............................................................................................. 13
3.2 The Projects of the Company ......................................................................................................... 14
3.2.1 Past Project Development ....................................................................................................... 14
3.2.2 On-going Project Development ............................................................................................... 17
3.2.3 Future Project Development ................................................................................................... 18
3.3 SWOT Analysis ............................................................................................................................... 21
4.0 MARKETING MANAGEMENT ANALYSIS ................................................................................. 25
4.1 Marketing Analysis ......................................................................................................................... 25
4.1.1 Market Analysis ....................................................................................................................... 26
4.1.2 Competitor Analysis ................................................................................................................ 27
4.1.3 Company Analysis.................................................................................................................... 29
4.2 Marketing Planning ........................................................................................................................ 30
4.2.1 Product Scope and Segmentations.......................................................................................... 30
4.2.2 Company Target ...................................................................................................................... 32
4.2.3 Marketing Strategy .................................................................................................................. 32
4.3 Marketing Implementation ............................................................................................................ 33
4.4 Marketing Control .......................................................................................................................... 34
5.0 CHALLENGES AND LIMITATIONS TO DO A MARKETING................................................. 35
5.1 During pandemic of Covid-19 ........................................................................................................ 36
5.2 During Endemic of Covid-19 ......................................................................................................... 36
6.0 CONCLUSION ................................................................................................................................... 37
REFERENCES .......................................................................................................................................... 38
APPENDICES ........................................................................................................................................... 40
1.0 INTRODUCTION OF IJM LAND BERHAD COMPANY
IJM Land Berhad is an established property developer in Malaysia, one of the top conglomerates
in Malaysia which are listed on the Main Market of Bursa Malaysia Securities Berhad ("Bursa
Securities"). Construction, real estate development, manufacturing, quarrying, concessions for
infrastructure, and plantations make up its main lines of operation with almost four decades of
success. IJM Land is rapidly becoming a global development company known not only for its
award-winning sustainable developments but also for the dreams they have achieved. Over the
years, IJM Land has amassed an impressive list of accreditations, as well as awards and accolades,
including the prestigious FIABCI Prix d'Excellence Award.

Next, IJM Land Berhad’s headquarters is based in Selangor and they have a few branch offices
that cover several regions such as northern, central, southern, and east Malaysia. We have chosen
the northern region, to be specific the Penang area as our case study analysis on developers who
are active in the construction industry. IJM Land Penang branch office is situated at Gelugor,
Penang, Malaysia with about 24 property development that has successfully developed, and their
mega-development is located on a freehold waterfront site in Gelugor town situated on the eastern
coastline of Penang, Malaysia known as The Light. It is a 152-acre mixed development featuring
the best in integrated waterfront living with residential, recreational, entertainment, business,
hospitality, retail, and commercial components all housed in one dynamic hub.

The Light Waterfront Penang is the first in Penang to incorporate eco-tourism and environmentally
friendly measures in order to sustain and improve the environment. The initiative includes the
development of various gardens and a seafront park, as well as the use of environmentally friendly
building materials and innovative water and energy-saving technologies. Based on this mega-
development shows that IJM Land is one of the successful companies in the real estate industry in
Malaysia. It helps IJM Land’s global prestige and value continue to rise. Each of the completed
projects featured in the showcase has received international acclaim and an overwhelming
response from buyers and investors alike.
1.1 Logo, Vision and Mission

Figure 1.1 IJM Land Corporation Berhad

Vision: The vision of IJM Land Berhad is “To be an internationally admired property developer.”
IJM Land is now a trusted brand on a global level, recognised for both the visions they have
realised and the award-winning sustainable developments they have created. It also gives a great
impression and develops a trusting relationship with clients.

Mission: “What defines us is our customer passion, innovative spirit, drive for excellence, and
sustainable practices.” IJM Land Berhad has made it a priority to redefine the regional property
landscapes since 1989. Beyond the world-class townships, they produce, and their goal is to leave
a lasting legacy that will enable localities to prosper.

1.2 Organisational Structure Chart

Figure 1.2 Sales & Marketing Department Organisational Chart

Based on the above diagram shows the relationships between each employee and the hierarchy
inside the company. IJM Land Berhad has implemented a hierarchical structure for the sales and
marketing department and the organization contains the assistant general manager who holds a
high position in managing this department followed by the manager and the assistant manager, the
senior executive, executive, and lastly sales advisor. They have approximately 15 staff in this
department and about 50 employees overall in the company.

These insights make ensuring that managers are effectively assigning tasks and responsibilities to
members of their team and assist employees to understand to whom they should report. As a
Property Developer Company, the effectiveness of an effective sales and marketing plan in
generating interest in real estate should begin with a good organizational structure. Great sales and
marketing must be taken into account from the minute a team is formed for an organisational chart,
not simply when a glossy brochure is produced at the very end of the development cycle.

1.3 Roles of Organisational Structure Chart

Every role in an organization has specific duties and responsibilities that fit that role and position.
In order to ensure that everyone can perform their job efficiently and effectively, they must
understand their duties and fulfil their roles to the best of their abilities for teamwork to be effective.

The assistant general manager is in charge of the IJM Land organization's sales and marketing
department. In essence, an assistant general manager is a person who supports the general manager
in daily sales and marketing operations planning, leading, and coordination. This department's
main goal as for sales is to increase company revenue by 25% year over year or boost customer
retention by 10% while for marketing might be focused on building brand awareness, growing
market share, and nurturing leads.

A sales and marketing manager is also in charge of planning new sales strategies and researching
and generating marketing prospects. The sales and marketing manager will assist the business in
achieving its operational objectives and supervise the teams. Additionally, they are in charge of
promoting the sale of our company's products and giving us a competitive edge in the market. This
includes coming up with original marketing strategies and captivating commercials.
Next, Senior sales executives are the team members with the highest experience in sales. In
addition to managing major accounts, generating leads, and keeping an eye on rivals' sales
activities, they are also in charge of overseeing sales representatives and ensuring that sales targets
are fulfilled. In contrast to Executives, they perform research and create the marketing and sales
plans for a company, as opposed to salespeople and marketers. Their responsibility is to increase
sales by creating and putting into practice targeted marketing plans. In addition, they are in charge
of customer relations, sales data tracking, and performance reporting fall within the purview of
sales and marketing professionals.

Lastly, the sales advisor will implement, monitor, and analyse the company sales department’s
performance and strategy. They are also responsible to come out with a suggestion on solutions
for sales and marketing department improvement and optimization. All in all, managers and teams
should be very clear and transparent about what needs to be done in order to meet their team’s
goals and work well for the company.

1.4 The Performance of IJM Land Berhad

As we know IJM Land is named among the top 10 developers in Malaysia and has won many
awards throughout the year. A few years back, at the BCI Asia Top 10 Developers Awards,
Malaysia held in Kuala Lumpur they have successfully clinched one of the industry’s most coveted
awards for the Asian building and design industry. This achievement shows that they have good
company performance and the achievement aspire them to reach for greater heights.

During the interview session, Mr. Lim mentioned that last year they have reached their company
target of about RM 300 million which was supposed to be impossible because Malaysia’s economy
is expected to be on the recovery path in 2022. Mr. Lim did not deny that the Covid-19 pandemic
had a minimal impact on IJM Land Penang, but they did manage to meet their goal and continue
to hold their place among Malaysia's top 10 property developers. He added, that among the things
that contribute to the success of IJM Land Penang is by having great team management and
strategies. In addition, what makes it easy for them to carter sales and do well in marketing because
IJM Land is not only focused on Bumiputera but also on other races. For example, in Penang, their
potential buyer is more Chinese compared to Selangor and Johor.
As mentioned by Mr. Lim during MCO their company performance was a bit slow, but there is
movement compared to now, in 2022, there is an improvement due to the opening up of the
economy with the country has moved into an endemic phase. Nevertheless, the economic recovery
is still at a nascent stage and there is always the worry of a new and more infectious strain of the
Covid-19 virus appearing which may lead to another round of lockdown as is being experienced
in some cities in China recently. However, as the country has reached a high rate of full vaccination
for its citizens, a full-blown crisis as seen in the early part of the pandemic appears unlikely and
the retail sub-sector is expected to continue on a gradual recovery path.

2.0 DEFINITION OF ITEM RELATED TO MARKETING

According to what Mr. Lim Boon Keng from IJM Land had to say about what the definition of
marketing is from his point of view, the company needs to develop a strategy to attract buyers and
people that will either lure or convince them to buy the property based on their level of satisfaction
and level of income. Since Mr. Lim is a part of the sales and marketing department at IJM Land,
the team have the responsibility of influencing and attracting buyers to purchase products,
particularly real estate.

In another definition from IJM Land Marketing is a unique business activity that involves the
development, pricing, and planning of concepts, goods, and services in a way that not only satisfies
customers' immediate requirements but also foresees and generates their future demands while
making a profit. The marketing manager went on to say that marketing encompasses not only the
efforts of the individual departments inside a business, but the entire organisation as a whole in
order to meet the demands of customers in a highly competitive market. For example, a good
marketing strategy demands a watchful eye on both consumers and business rivals. According to
this concept, organisations can achieve their goals by identifying and satisfying the requirements
and wants of their target markets more effectively and efficiently than their competitors. There
must be an evaluation of both internal and external factors, and a comparison of the company's
products with those of its competitors in terms of price, product, place and promotion. As a result
of this, the research will provide a clear, unbiased perspective of the company's current condition
as well as its potential customers, existing and future industry trends, and the company's position
in the marketplace.
2.1 Aims of Marketing
During the course of the interview, Mr. Lim noted that the company's goal is to sell properties in
a way that is centred and centred on the satisfaction of their clients. To put it another way, customer
satisfaction is a measurement of the extent to which a company's products and services are able to
fulfil the needs and fulfil the requirements of the clients, investors and other stakeholders. It is
one of the most important indicators of future purchases and continued engagement from
customers. As a consequence of this, it is helpful in predicting revenue and the performance of the
company. In addition, he stated that if an environmental issue arises, the company's goals will shift,
and they will need to come up with a plan to set new goals in order to maintain a positive reputation
in terms of both revenue and income as well as to stay relevant in the industry.

The objective of the sales and marketing department of IJM Land is mainly to drive sales in the
current slow market through the implementation of innovative and efficient strategies and
approaches. According to IJM, the purpose of this initiative is to boost the marketability of
property units that have not been sold. Having said that, once the market strategy has been
determined upon, the next step to be made in market selection is to choose a market segment
and target audience.

2.2 Objectives of Marketing

The prime objective of marketing of IJM is to study and understand to such a level that one can
determine if a product or service will satisfy a client's needs or not based on their level of pleasure
and satisfaction. Furthermore, the purpose, of marketing strategy that IJM has been implemented
is to determine the desired needs of the end-user before a product or service is supplied. In addition,
providing properties at a strategic location and complete in a timely manner is their goal in
fulfilling the public's needs. Furthermore, their marketing efforts are also focused on particular and
detailed techniques and approaches, including marketing analysis, marketing implementation,
marketing planning and marketing control.
2.3 Goals of Property Marketing
IJM Land is reportedly one of the top 10 developers in Malaysia and has won numbers of honours
and awards locally and internationally. Therefore, one of their objectives in the real estate market
is to consistently meet and reach their annual target sales that has been set in the key performance
indicator (KPI) without seeing any decline in terms of reputation or sales. IJM Land must keep
everything running well in order to achieve the best possible corporate KPI and revenue on an
annual basis. Furthermore, engaging high number of customers also one of their top goals in
competing in this real estate industry. For this reason, they will need to investigate the methods
that they use to expand their database in order to ensure that they are able to attract new customers
and keep in regular contact with existing ones.

3.0 ACTIVITIES OF IJM LAND BERHAD IN MARKETING PERSPECTIVE

3.1 Marketing Perspective
Customer value is the ultimate purpose of marketing which is to match the demands of customers
with the products and services available on the market to create a win-win situation for everyone
involved. Regarding our case study, the initial marketing strategy or activity of IJM Land is to
establish ways of data collecting that require reliable information for marketing analysis. Strength,
Weakness, Opportunities and Threats (SWOT) is an example of this type of analysis. There are
several aspects that can affect a company's development marketing strategy and this SWOT
analysis helps identify them. In this way, they are able to recognise market potential and estimate
the attractiveness of the market together with a convincing business model for the growth of the
project with the help of a market study. In addition, they also use SWOT analysis to prioritise their
real estate development decisions.

IJM Land's marketing department will then conduct a market planning exercise in order to fulfil
the company's objectives which will include developing targeted market strategies, positioning,
marketing strategy mix and an estimate of marketing expenditure. It is essential to keep an eye on
the company's long-term goals and minimise potential risks throughout this phase of marketing in
order to remain relevant in the industry. Marketing mix is one example of how IJM uses it to
determine which pricing, products, promotions, and places are best matched to a certain customer's
needs.
Furthermore, as we know, IJM has a new hotel development project under progress located in
Penang’s Light City. In this highly competitive market, customers are heavily influenced by
pricing, specifically the room rate, whether it's in lower or higher season, which is why the tourism
industry, specifically the hotel development, must take the overall marketplace conditions and
competition into account when setting prices. Due to the availability of similar products and
services at various price points, pricing has become even more critical in the era of online
marketing. Therefore, determining a price point that makes sense and logical to buyers is essential.

In Addition, the property's services and amenities are typically referred to as the "product" in this
context. Knowing IJM Land's development concept, they are dedicated to developing world-class
residential developments and townships that meet the desires of their customers. Identifying what
differentiates the property from other competing developers is important in order to effectively
promote the property and contributes to the stable demand for properties as well as the property
market trend.

The marketing department of IJM Land also believes that promoting their property development
project is the most efficient way to communicate with their target customers and potential buyers.
This has included advertising, sales promotion, direct marketing, and public relations in order to
raise awareness of the brand and drive traffic to the website.

The last one marketing mix which is the place, it refers the project's ability to be accessed by the
general public. Most of IJM's project development takes place in an area that is easily accessible
and has excellent infrastructure. As a result, they have been able to increase their market share
which has resulted in an increase in revenue.

With regards to the company's marketing strategy, IJM Land has been communicating and
interacting with online customers in addition to establishing a reputable name in the real estate
market, it is also the most efficient strategy to raise brand awareness. This is because having an
online presence on popular social media sites like Facebook and Twitter can help them build
stronger relationships with your present and potential customers. For example, Facebook and
Instagram are excellent social networks that IJM has been using to reach their target audience.
Customers and potential purchasers, particularly millennials, might be attracted through the use of
these platforms because of their high levels of activity.
Additionally, a mix of online and offline marketing is what IJM use as their marketing tools which
includes special promotions and discounts as well as advertisements such as billboards, television
ads and brochures. For instance, IJM's Kuching Riverine Resort in Sarawak has offering a
Malaysia Day promotion in 2019 where an additional one-per cent discount would be given to
buyers who make their bookings during that period, on top of the existing 10 per cent discount
from Home Ownership Campaign. However, IJM's marketing department, prefers online
marketing more compared to offline marketing due to offline marketing are expensive. Even
though the competition is high and intense, IJM has a strong brand recognition and already has a
worldwide reach. Due to that reason, it is easier to gain trust and assurance from the customers.

Thus, there are numerous advantages and positive impacts to implementing an effective and
functional marketing strategy or process in the sector. As part of a healthy marketplace, it helps
businesses understand and engage with their customers and clients. In other words, IJM should
consider the wants and needs of the consumers before making decisions.

3.1.1 Buying and Letting Perspective

IJM Land usually has a sale property gallery where the sale consultant will present a brief history
of the project development or township from the perspective of buying and renting. In addition,
prospective purchasers will be shown the property's scale model or a miniature model of the
property. For IJM's development, they also have developed a show unit that will allow buyers to
see how the space will be used in person.

However, customers' preferences have begun to shift as a result of the Covid-19 outbreak. Many
real estate agencies are now offering virtual tours of their properties, making it easier for buyers
to evaluate potential homes from the convenience of their own homes rather than having to travel
to many property viewings. There are also videos online that demonstrate how the property will
look when it is completed and finished. As an extra benefit, this is also true with virtual sales
galleries which allow prospective buyers to search for their ideal property at their leisure. IJM has
been made possible for customers to view each property from a 720-degree angle and to explore
the 3D floor plans by zooming in on specific fittings or appliances. Besides, virtual tours are also
available on other property websites, making them more accessible to purchasers while they look
for a home. There are several advantages to using a virtual location for marketing such as the fact
that it can reach and spread throughout the country without requiring a large investment of money.

As a result, having a virtual marketing space aids in accomplishing marketing goals and allowing
for lucrative marketing selections at every level. Consequently, the company will be able to build
a plan that effectively targets clients and buyers resulting in a long-term increase in business
growth and productivity in both the short and long terms at large. In addition, having a virtual
location for marketing will prevent time wasters, reduce the inconvenience and time spent on
scheduling physical viewings.

3.2 The Projects of the Company

3.2.1 Past Project Development
UDINI Square, Gelugor, Penang
Experience the complete mix
of accessibility to shopping,
restaurants, and entertainment
Concept
with exquisite ease, and enjoy
a celebrated work-and-life
balance.
Property
Shopping Mall
Type
Tenure Freehold
No. of Units 103 Retail shops
Built Up Ranging from 113 sqft. to
Area (sqft) 2855 sqft
Rangong from RM678 to
Rental Price
RM17,130
Completion
2014
Year
Accessibility Jelutong Expressway
The Light Collection IV @ Waterfront, Gelugor, Penang
Super condos, duplexes, and
seaside bungalows with
Concept private pontoon and private
pool in low-rise super
condomininum.
Property Super Condominium,
Type Seafront Bungalows
Tenure Freehold
79 Condominiums and 19
No. of Units
Bungalow units
Built Up Ranging from 1,695 sqft. to
Area (sqft) 7,000 sqft.
Indicative
RM 1,600,000 onwards
Price
Completion
2017
Year
Accessibility Jalan Sultan Azlan Shah

Trehaus, Bukit Jambul, Penang

A countryside luxury
development, embraced by
lush greenery. this
Concept
development is designed with
a healthy lifestyle and
ecological theme in mind
Property Condominium & Semi-
Type Detached Villas
Tenure Leasehold
46 Condominium & 26 Semi-
No. of Units
Detached
Built Up Ranging from 1,600 sqft. to
Area (sqft) 3,229 sqft.
Indicative
RM1,500,000 onwards
Price
Completion
2019
Year
Georgetown and Bayan Lepas
Accessibility
Free Ttrade Zone
Permatang Sanctuary, Permatang Tinggi, Bukit Mertajam, Penang
Featuring "Eco Living" - Bringing
Concept new energy, vitality, and
enjoyment to everyday activities
Property 2-Storey Semi-Detached
Type &Bungalow
Tenure Freehold
188 Semi-D, 488 Link Semi-D, 10
No. of Units
Bungalow, 134 Link Bungalow
Built Up
Ranging from 2,036 sqft
Area (sqft)
Indicative
RM 400,000 onwards
Price
Completion
2020
Year
North-South Highway & Penang
Accessibility
Bridge
 Sanctuary Villa
 Sanctuary Residence
Related  Sanctuary Ridge
Projects  Sanctuary Row
 Sanctuary Village
 Sanctuary Terrace

3 Residence, Jelutong Penang

A tranquil home by the sea and
easy accessibility to everything
Concept else they may need for daily
living, recreation, entertainment
and many more
Property
Condominium
Type
Tenure Freehold
No. of Units 478 units
Built Up
Ranging from 845 to 1,157 sqft
Area (sqft)
Indicative
RM650,000 onwards
Price
Completion
2022
Year
Tun Dr. Lim Chong Eu
Accessibility
Expressway
3.2.2 On-going Project Development
Terraces Condominium, Bukit Jambul, Penang
A contemporary and
tricoloured architectural design
and offers spacious living and
Concept dining spaces. It provides
modern living amidst nature
and comes with breathtaking
sceneries of nature and the city.
Property
Condominium
Type
Tenure Leasehold
No. of Units 410 units
Built Up Ranging from 925 sqft to 950
Area (sqft) sqft
Indicative
RM531,000 onwards.
Price
Expected
2024
Completion
Penang Bridge and Penang
Accessibility
Second Bridge

Mezzo @ The Light City, Gelugor, Penang

Features 2 towers of
aesthetically designed seafront
condominiums optimally
Concept positioned to maximize view of
the stunning Penang Straits at
the same time ensuring privacy
for every unit.
Property
Condominium
Type
Tenure Freehold
Two 34-storey residential
No. of Units
towers with 456 units
Built Up Ranging from 1,033 sqft to
Area (sqft) 1,292 sqft
Indicative
RM900,000 onwards
Price
Expected
2024
Completion
Tun Dr. Lim Chong Eu
Accessibility
Expressway
 Sanctuary Terrace @ Permatang Sanctuary, Bukit Mertajam, Penang
Features a contemporary design
and is surrounded by the natural
beauty of the area. Through the
use of renewable energy that
Concept
fulfils your demands and
provides you with long-term
savings, you may have peace of
mind.
Property
2-Storey Terrace
Type
Tenure Freehold
No. of Units 95 units
Built Up
1,914 sqft
Area (sqft)
Indicative
RM637,000 onwards
Price
Expected
August 2023
Completion
North-South Highway & Penang
Accessibility
Bridge

3.2.3 Future Project Development

The Waterfront Shoppes, Gelugor, Penang
Based on the concept of "Where
History Meets the Modernity of
Penang Retail," the project is
Concept
aimed at positioning Penang as
Malaysia's most comprehensive
lifestyle destination.
Property
5 Storey Retail Mall
Type
Tenure Freehold
Gross Floor
1,500,000 sqft
Area (sqft)
Rental Price (to be confirmed)
Expected
2024
Completion
Tun Dr. Lim Chong Eu
Accessibility
Expressway
Office Tower @ The Light City, Gelugor, Penang
Provide businesses with a
versatile selection of office
Concept
suites with various layout options
to suit their business needs.
Property
Office Tower
Type
Tenure Freehold
No. of
37 storey
Storey
Net
Leaseable 370,000 sqft
Area (sqft)
Rental Price (to be confirmed)
Expected
2024
Completion
Tun Dr. Lim Chong Eu
Accessibility
Expressway

Hotel @ The Light City Gelugor, Penang

Providing hotel guests with
unprecedented convenience for
Concept
their business, shopping and
dining needs
Property
Two luxury hotels
Type
Tenure Freehold
No. of
745 rooms
Rooms
Built Up
(to be confirmed)
Area (sqft)
Expected
2024
Completion
Tun Dr. Lim Chong Eu
Accessibility
Expressway
Essence @ The Light City, Gelugor, Penang
Features 2 towers of aesthetically
designed seafront condominiums
optimally positioned to maximize
Concept
view of the stunning Penang
Straits at the same time ensuring
privacy for every unit.
Property
Condominium
Type
Tenure Freehold
Two 37-storey residential towers
No. of Units
with 315 units
Built Up
(to be confirmed)
Area (sqft)
Indicative
(to be confirmed)
Price
Expected
2024
Completion
Tun Dr. Lim Chong Eu
Accessibility
Expressway

Penang Waterfront Convention Centre, Gelugor, Penang

Features a grand intricate
architecture with a dynamic roof
Concept design emerging skywards as a
symbol of progress and
excellence
Multi-purpose hall to cater to a
variety of events, including
Property
conferences, exhibitions,
Type
banquets, meetings, and live
performances.
Gross Floor
270,000 sqft
Area (sqft)
Expected
2024
Completion
Tun Dr. Lim Chong Eu
Accessibility
Expressway
3.3 SWOT Analysis
A SWOT analysis was performed on the topic site in order to assess the site's success elements
and prospects for market growth. Through this study, it is possible to assess the planned
development's strengths and weaknesses, discover new possibilities, and reduce the threats of
direct and indirect competitors to the proposed development.

Strength

i. Strong Brand Recognition

The Edge Malaysia Property Excellence Awards 2020 recognised IJM Land Berhad for the
six consecutive year as the top developer and as a leading Malaysian property developer,
construction company, hotel operation, and investment holdings business. It was made in
acknowledgment of the efforts of both local and international brands in establishing
landmark assets through a series of awards and excellent branding. IJM's current property
development projects are mostly in Malaysia, particularly in Penang, Kuala Lumpur,
Selangor, Negeri Sembilan, Johor, Sabah and Sarawak as well as in other countries
including US, Vietnam and China.

ii. High Margin

For more than a decade, IJM has been under operation. As a result, they are able to maintain
the greatest levels of profitability and revenue in the industry. In addition, IJM has also
been recognised as the group with the highest pre-tax profit growth over the past three
years. At RM5,622.87 million, the Group's consolidated revenue fell by 14.9% from
RM6,605.10 million in Financial Year 2021 to RM5,622.87 million. The decrease in
income was primarily attributable to the group's operations being harmed by the
implementation of the Movement Control Order (MCO). However, the gross profit margin
for the company as a whole was still healthy at 21%.
Weakness

i High Research and Development (R&D) Cost

When new project or development are developed that can give a company a competitive
advantage, research and development is involved. As well as being costly, it necessitates
the hiring of a consultant or expert to provide their professional insight and suggestions on
how to improve or enhance the system even further. Thus, it is impossible for IJM to know
in advance which product is operating and will be marketed to the general public without
this process in place. For this reason, uncertainty remains as to whether the products meet
customer standards and demands as imitating a popular or successful product can help a
competitor company compete. As a result, if numerous new competitors or rivals market
the same concept and design, this could reduce IJM's profits. Thus, IJM must be more
innovative in order to remain competitive and relevant as well as able to compete with its
competitors.

ii Cyber Security Concern

As with any other company that has adopted digital technology, IJM is susceptible to the
risk of cybercrime in which information may be manipulated or stolen, similarly like the
case with any other business. If the data or information were to become public, it would
put the company at risk of losing consumers because they would no longer trust the
company. In addition to this, the public's trust in IJM will decrease and the group's
reputation will deteriorate. It is possible that IJM will be involved in litigation as a result
of customers suing the company because of stolen or leaked data. As a result, the
corporation can end up having to compensate their clients financially
Opportunities

i. Global Market
For the past few years, IJM has also successfully completed projects in the United States
(Orlando), Singapore, and Australia. During the 2013 Malaysian Construction Industry
Excellence Awards (MCIEA), the Construction Industry Development Boards (CIDB)
Malaysia recognised IJM's Grand Hyatt Hotel Project as the Best Project Awards - Major
Project above RM 50 million (building). According to their achievements in the areas they
serve, IJM has been awarded numerous awards and accolades in various categories over
the previous five years. With these reasons, IJM can venture into new market and allow
them to create new stream of income generate from foreign country as it can target more
foreign customer.

ii. Government Initiative

Due to slow economic growth, affordability issues, and significant quantities of unsold
inventory, the market continues to take a "wait and see" approach to high-priced products.
The Malaysian government announced its Short-Term Economic Recovery Plan
(PENJANA) on June 5 2020 with the goal of assisting businesses and boosting the
country's economic standing. Hence, loan documents and property transactions were
exempt from stamp duty as part of the Home Ownership Campaign 2020/2021 (HOC). So,
IJM Land had to rethink its business model and strategy in order to meet Covid-19's new
financial challenges. The 'Now You Can' homeownership campaign from IJM Land started
in August with low borrowing rates, savings plan, and a substantial incentive package to
entice potential homebuyers to take the plunge. Additionally, prospective homebuyers are
also financially safeguarded in the event of a layoff or drop in wages. For this reason, IJM
Land's strategies will be more flexible in the future allowing for customised strategies and
solutions to meet the changing needs of consumers.
Threats

i. Competitive pressures
IJM is up against stiff competition from both domestic and international developers of real
estate investment projects both in terms of price, design, and quality, as well as in terms of
sales and marketing. In this real estate industry, there are numerous opponents that have
created intense competition among each other namely IOI Properties, SP Setia, Gamuda
Land, Eco World Development and many more. Due to that, IJM must step up their game
in order to adapt to the existing development as well as to the stable demand for properties
catering the property market trend. By way of illustration, a brand profile can be done. As
the image of the project is based on the future owners and occupiers, it is more productive
to profile real estate developers rather than the development itself. As a result of their
distinctive advantages or fundamental characteristics, well-branded developments will
stand out from the crowd. As a result, IJM must be forward-thinking and innovative in
order to meet the demands of their customers and clients.

ii. Contraction in Economy

The property market in Malaysia has become increasingly tough as a result of a weakening
economy, stagnant income growth, and rising living expenses. Hence, Malaysians were
unwilling to acquire large-ticket things such as houses due to severe loan restrictions
imposed by banks. Due to that, reduced demand for IJM's products and services would
result from a downturn in the economy. Moreover, the price of real estate will fall if supply
exceeds demand and this situation would further worsen during a recession. Because of
this, the company's sales would be impacted and will cause more individuals to lose their
jobs or have their salaries reduced. This will significantly be resulting in less money being
spent in the economy which might cause additional economic contraction.
4.0 MARKETING MANAGEMENT ANALYSIS
4.1 Marketing Analysis

Analysis Planning Implementation Control

Chart 4.1 Marketing Analysis

A marketing analysis is a study of the dynamism of the market. It refers to the desirability of a
specific market in a specific industry. A marketing analysis gives information about the business's
market to the company. As for our case study, the business operates as a developer company known
as IJM Land in Penang. IJM Land does a marketing analysis so they can come up with the best
way to run their construction business. Effective marketing management analysis consists of
market analysis, planning, implementation, and control.

In a SWOT analysis, a marketing analysis is a thorough look at the company's strengths,

weaknesses, opportunities, and threats. A company's strengths are the things it does well or the
things that make it stand out from its competitors. The weaknesses are areas in which the developer
company can improve or where there are insufficient resources to perform anything. The
opportunities are potential areas where the developer company can expand or grow. The threats
are factors that can harm the developer company and drive business away. Below is the SWOT
analysis of IJM Land Berhad. The explanation of this SWOT analysis has been explained in 4.0.

STRENGTH WEAKNESSESS
1. Strong Brand Recognition 1. High Research and Development Cost
2. High Margin 2. Cyber Security System

SWOT

OPPORTUNITIES THREATS
1. Global Market 1. Competitive pressures
2. Government Initiative 2. Contraction in the economy

Figure 4.1 SWOT Analysis

4.1.1 Market Analysis
In market analysis consist of market size, market growth rate, market trends, market profitability
and distribution channels. Firstly, market size. It is a key aspect in marketing analysis. IJM Land
Berhad in Penang covers northern property projects in Penang. The size of the market consists of
five categories, which are Central Seberang Perai, North Seberang Perai, Northeast Penang Island,
South Seberang Perai, and Southwest Penang Island. So, there are a lot of projects including past
projects, on-going projects, and upcoming projects. Since the market size is bigger, IJM Land will
have more competitors to compete with.

Secondly, market growth rate. The market growth rate is the increase in sales or market size over
a certain period of time for a given customer base. The growth of sales is compared to the growth
of the market. The analysis of market growth is important to assist the developer company to have
an idea of how long the market will be around. When a business looks at its market, it has to figure
out how fast it is growing. IJM Land will first analyse market growth before beginning any
construction. For example, when IJM Land company’s sales growth exceeds or equals market
growth, the business is said to be performing well. It also indicated that the developer company is
in a growth phase.

Thirdly, market trends. It is a significant part of the marketing analysis. IJM Land always has some
studies and knowledge regarding the market trends. This is because, this market trend will help
developer company decide what types of projects that they are going to sell. There are some
important things in this analysis, which is demand for what type of property that customers want,
the area that they like, and how much they are willing to spend to buy a property. This is because
market trends can change unexpectedly. When IJM Land analyses the market trend, this will be
their big opportunity to grow because they will fulfil what customers desire. Changes in trends
sometimes give threat to IJM Land, but this developer company always comes up with many
projects including residential, commercial and others that suit the changes in market trends.

Fourthly, market profitability. Every company get into the business for the purpose of gain
maximum profit from what they serve to the customers. Same with IJM Land, their goal is to
achieve maximum profit from all their projects in Penang. So, analyzing the profitability of the
market is important to maximize the opportunities in order to continue growing and compete with
other developer company. Profitability is the most important things for determining the
performance of a business. IJM Land will ensure their company to be profitable and successful in
the long term. The cooperation from all staff in sales and marketing department is important to
identify the right strategic path for their developer company. So, by doing this market profitability
analysis, it helps IJM Land to generate more profit.

Lastly, distribution channels. It is a network through which a product or service will pass until it
reaches the final buyer or customers. A distribution channel is a big factor in marketing analysis
because this is the way the company will communicate and interact with their customers. It could
be either online marketing or offline marketing. Online marketing examples include Facebook,
Twitter, and Instagram. This platform is a channel used by IJM Land to reach their target market.
IJM Land also uses offline marketing such as advertisements on billboards, television ads, and
brochures to attract more potential buyers.

4.1.2 Competitor Analysis

Name of Company’s Company’s Logo Description
Competitor
Not only focuses on residential property
Gamuda Land but also resorts and golf and country clubs.

Eco World Focuses on building sustainable and green

Developmet Group communities.

Focuses on handling the construction of

SP Setia Group township, luxury, service residents,
apartment, and bungalows.
Focuses on large-scale sustainable
IOI Properties Group townships, hospitality, and tourism.

Table 4.1.2 List of Competitor

Competitor analysis is the process of identifying a company’s competitors and analyzing their
business practices to evaluate their strengths and weaknesses in comparison to the own company.
Competitive analysis will be effective when they place a company’s strengths against competitors'
weaknesses. The objective of doing a competitor analysis is to learn enough about a competitor
and to learn how competitor’s think. This lets a company create a competitive strategy that
considers what its competitors are likely to do and how they will react.

Firstly, identify the competitors. There are four levels of competition, which are brand, industry
competition, form and generic. Brand competition occurs when businesses offer similar products
and services to the same clients at comparable costs. Industry competition, wherein all companies
produce identical items or classes of products. Form of competition in which companies make
similar items that provide similar services. Generic competition occurs when companies compete
for the same consumer revenue.

Secondly, identifying competitors’ strategies. After IJM Land knows exactly who their
competitors are, the next step is to learn about their strategies. For example, study the primary
business of competitors, competitor marketing activities, the technology and manufacturing
methods, capabilities in terms of resources, product mix, customer support, pricing policies,
distribution channels, public efforts, and strategies of advertising. When IJM Land knows what its
competitors are doing, they can revise their strategy to better meet customer needs and wants.

Thirdly, determining the competitor’s objectives. It is important to know the competitor’s

objective because IJM Land can know their company goals. So, with the knowledge of a
competitor’s objective, it can help IJM Land to estimate whether the competitors are satisfied with
their company’s performance. Fourthly, identifying the strengths and weaknesses of competitors.
Typically, a company can learn about the strengths and weaknesses of its competitors through
secondary research, personal experience, and rumor. It is important to have a thorough
understanding of the strengths and weaknesses of the competition to determine if a competitor is
weak, average, or strong.

Fifthly, designing a competitive intelligence system. Market intelligence is the method or

organization that delivers frequent information on competitive dynamics. To obtain vital
information on competitors, a company must properly develop its market competitive intelligence
system. Sixthly, now, IJM Land is easy to design competitive strategies. They can figure out who
they can compete with well in the market. Finally, is balancing the customer and competitors’
orientations. To grow and protect IJM Land’s interests, it must monitor its competitors' every
action. However, it should not be so focused on competitors that it neglects the client. It must strike
a balance between customers and competitors. Overall, IJM Land is using all the processes to
finish their analysis of their competitors and do a marketing analysis of their developer company.

4.1.3 Company Analysis

Company analysis refers to analysis of a company’s profit, profile, and products or services. A
study of a company's strengths and weaknesses, as well as its long-term goals, is a useful tool for
determining the company's future direction. This analysis will investigate the developer’s company
sales potential and accomplishments. The results of the analysis could be used as a tool for running
a business or making investments. A standard SWOT analysis is another way for the company to
improve its marketing and sales operations. A company analysis gives them a detailed look at
different parts of the company that might have been missed.

Firstly, in company analysis, it is important to know about market share. This includes market
share analysis, which measures a company's position in the market in comparison to its competitors.
The portion or percentage of a market gained by a company is also referred to as the market share.
Market share gives benefits to the company because it helps company to operate on a bigger scale
and make more profit. Other than that, a rise in market share also contributes to a company's
increased sales volume. It also enhances the reputation of the company. A good reputation will
help to boost sales, even though IJM Land has a big reputation, but they can expand their company
all over the world. Secondly, in company analysis also have portfolio analysis. It is an analysis of
a product with the purpose of improving the overall return to the company. Thirdly, profitability
analysis. Profitability analysis is the process of looking at a company's costs and income to see if
it is making money or losing money.
4.2 Marketing Planning
A marketing plan is an operational document that specifies the IJM Land's advertising strategy for
generating leads and reaching their target market. A marketing plan specifies the outreach and
public relations actions that will be undertaken over time, as well as how the organisation will
measure the success of these operations.

For Sales and Marketing Department of IJM Land, to start a business comes with varies
uncertainties except the value of their brand. Value proposition in development should not be one
of the unknowns because the marketing strategy is built on this value proposition. Before the
business started, the IJM Land has evaluated what market demand of their product or service solves
and what differentiates that they are offering from other accessible possibilities. Therefore, IJM
Land won’t be one of the top company in Malaysia unless it is differentiated and defines their own
potential.

4.2.1 Product Scope and Segmentations

Product Scope
The product scope of IJM Land is property development. For our case study, we chose IJM Land
which based on northern region, Penang. This developer’s company is active in property
development by developing the mega project residential for example. The determination of this
company to grow larger because of their long-term goals "Diversified but Focused" business model
that drives its five core businesses, one of which is property development, to take a dual approach
to moving forward and strengthening existing assets while exploring expansion opportunities in
new markets. Therefore, IJM Land's success plan is visible in its product line and market presence.
Failure to offer the proper items or target the correct customers can be fatal to their business, so
they must carry out some research on their options carefully. The idea is to focus on the productions
strengths and then sell the items of their products as effectively as possible.

Theory Product-scope strategies are often referred to as market-scope strategies or product-market-

scope strategies. Essentially, these strategies entail judgments on what sorts of products a firm will
sell and which markets those items will target. Creating a product-scope plan often begins with an
examination of your company's resources. Small enterprises with limited manufacturing and
marketing resources benefit from narrow-scope tactics. Larger corporations, on the other hand, can
support extensive product lines and marketing efforts.

IJM Land employs the entire market approach for their product scope strategy because the ultimate
goal of their strategy is to diversify risk by covering every segment of the market. In principle, the
company's most profitable products will cover any losses generated by underperforming items at
any one time, allowing for steady but sluggish aggregate growth. Only large firms, such as IJM
Land, frequently have the resources to develop and market a diverse variety of products. Product-
based marketing considers that buyers are already seeking for items in a company's portfolio, and
it mostly use undifferentiated marketing to inform all potential customers about the products
available. The focus is concentrate on a company's product offering rather than any specific
consumer.

For instance, IJM Land based on Penang specifically employ a mass marketing based on the
expectation of a huge demand from the customers who are looking for certain development either
a residential to buy like The Light City Condominium or commercial property like The Waterfront
Shoppes to run a business or even a recreational to visit over. The fundamental purpose of the
marketing mix for this company is to make generally known that it carries certain products
categories and to make it easy for customer to recognize them as big and influential company.

Segmentations

In marketing planning, market segmentation is used to identify various segments within the IJM
Land’s target audience. Demographic, Psychographic, Geographic and Behavioural are the four
types of segmentations. For Demographic is referring to ‘who’ by defining the group of customer
such as age, gender, ethnicity, income, level of education, religion or profession. For IJM Land
focused more on the type of customer based on their income, so their marketing budget is not
wasted directing to the people who are not afford to buy the property. They also did not specify
for religion or ethnicity customer because in Penang most of them are occupied with local citizens’
Malay, Chinese and Indian and the minority of the foreigners. Next, Psychographic which refers
to the ‘why’ by focusing on the personalities and interests of the customer like hobbies, life goals,
values, beliefs and lifestyles. Then, Geographic refers to the location that can be identified by the
customers easily. For IJM Land, the location of development project which become successfully
well known by the people is The Light City near the first bridge Penang. Finally, behavioural
segmentation may be the most useful for e-commerce businesses. As with psychographic
segmentation, a little quantity of data is required to be really successful, albeit the majority of
information may be collected from the company's website. All of the market segmentations used
by IJM Land can aid them in efficient marketing. This is the most visible and significant advantage
of well-executed market segmentation. By better understanding the consumers' demands, they may
develop more successful strategies for reaching them and improving their interactions and
experiences.

4.2.2 Company Target

A product development plan must include the identification of the target market, as well as
production, distribution, pricing, and marketing strategies. The target market influences important
parts of the product. A IJM Land, for example, may build a distinctive and friendly property
development to appeal to clients in its target market. As a company's product sales grow, IJM Land
has already expanded its target market to include Indonesia, Singapore, India, China, the United
Kingdom, Argentina, and the Middle East. This company's international expansion allows it to
access a bigger section of its target market in different regions of the world. In addition to global
growth, a company's local target market may expand as its products gain market traction. Growing
a product's target market is a profitable business opportunity.

4.2.3 Marketing Strategy

A marketing strategy is a comprehensive plan designed expressly to meet an organization's
marketing goals. A marketing strategy supports a corporation in concentrating its scarce resources
on the most promising sales opportunities. First, consider the cost. The monetary value attributed
to a thing is referred to as its price. It is governed by the cost of manufacturing, the market's ability
to pay, supply and demand, and a range of other direct and indirect factors. Pricing strategies can
take numerous forms, each of which is tied to a larger company strategy. Pricing may also be used
to identify and improve a product's image. For example, one of previous project of IJM Land is
The Light Collection IV @ Waterfront in Gelugor, Penang. The starting price is RM 1,600,000
onwards because of the location which in front of the seaside and completely furnished with
various of facilities.
The product comes second. The product is the item that is being sold. The product must perform
at a minimum level or else all other components of the marketing mix would be for naught. Next
is the location. The point of sale is referred to as the "place." The main purpose of a strong
distribution or 'location' plan in any sector is to catch the attention of customers and make things
easier for he or her to buy it. Prime real estate is expensive for retailers. In fact, the key points of
a successful retail firm are 'location, location, location.'

Figure 5.2.3 The Official Website of IJM Land

Last but not least, a promotion. Sales tactics are part of the marketing mix's promotion sector,
which has four components: marketing, personal selling, public relations, and sales promotions.
All four elements are, in various respects, focused at increasing sales. Promotions, for example,
can increase sales by convincing buyers that a product is a worthwhile deal, whereas public
relations can foster goodwill via charitable activities, ultimately increasing sales. IJM Land
promotes the growth of their projects, whether past, current, or future, via their official website
and social media platforms, which include Instagram and Facebook. Another technique of
advertising is to distribute flyers and set up a kiosk in any mall to advertise the property.

4.3 Marketing Implementation

Marketing implementation is the process of carrying out a marketing plan in order to achieve
strategic marketing objectives. A clearly understandable and well-defined goals in a proper
marketing plan is important before starting the implementation. Marketing implementation is also
the process of assigning team members to execute the marketing plan and establishing deadlines
for completing tasks to fulfil the marketing objectives. To achieve successful implementation, the
company needs to integrate its people, organizational structure, decision making process and
company culture into a comprehensive action plan. The organizational structure of the sales and
marketing department of IJM Land consists of assistant general manager, manager, assistant
manager, senior executive, executive and sales advisor who will play their roles to implement the
marketing plan. Everyone must be given clear workflows, so they know what to do and when to
do it. This information must be provided clearly and appropriately to all members of the
organization. Once the real process of implementation has begun, the company is obligated to track
the progress that has been made and monitor the results.

4.4 Marketing Control

Marketing control entails evaluating marketing decision performance, identifying challenges or
opportunities, and taking action to obtain a competitive edge and resolve dispute. It is the next step
after marketing planning. First and foremost, keep track of consumer feedback. Marketing at IJM
Land is meant to persuade clients to purchase the property. Monitoring customer input via polls
and surveys is one of the controls incorporated in any marketing strategy. They may engage clients
indirectly by holding online polls on the Internet that ask particular questions about the latest
marketing campaign. Surveys, on the other hand, can be carried out through marketing groups or
individual phone or in-person interviews.

Then, focus on market sales. Units sold, revenue made, or profit can all be used to quantify sales.
Each marketing strategy aims to determine the influence of the plan on the target market. This is
done again through market analysis or at the point of sale with the assistance of retail partners.
Actual revenues in the targeted audience are compared to company's marketing estimates to see
whether any changes are needed. For example, if the target market of a marketing plan is any
consumer with a high income then the target market sales data might record sales to that
demographic. If sales have dropped, further market research is needed to figure out why the target
audience isn't responding to the marketing.

Furthermore, budgeting and spending monitoring are two aspects of marketing control. The
marketing budget for IJM Land creates a balance between the cost of generating campaign content
and the income earned by the marketing strategy. Print advertising expenditures, trade show travel
costs, market study research costs, and internal marketing department personnel costs are all
samples of controls that may be intended to control a marketing budget. All of these expenses must
be regularly regulated in order to reduce spending and increase income.

Finally, there are market share milestones. The proportion of consumer sales that a product
controls in our case study is referred to as its market share. For example, they could have a business
that contributes for 15% of total market sales. A marketing strategy describes the product's market
share before implementing the plan and then forecasts how the business will change once the plan
is implemented. For example, IJM Land's marketing plan may aim for a 10% to 15% rise in market
share of all things sold. A three percent increase might occur somewhere through the plan's lifetime.
If they fail to meet this goal, they must investigate why the approach failed and to improve it.

5.0 CHALLENGES AND LIMITATIONS TO DO A MARKETING

According to IJM Land's sales and marketing department, the majority of the challenges and
limitations that come up while trying to conduct marketing are the disagreement or unattainable
expectation from the developers. When designing a property advertisement, marketing campaign
or even website designs, it requires a considerable amount of thought process and a good command
over skills. This situation is subject to a limitation in which they are not intended to be accurate.
The marketing and sale department will confront an issue of marketing design where this happens
seldom. This is due to the fact that the organisation wants something unique and different in terms
of marketing design in comparison to the work of other developers. Since there will be a rejection
of design to meet the expectation and standard of IJM land, it will take time to adjust and solve the
changes in order to achieve the best possible buyer throughout the year. On the other hand, the
silver lining of this situation is that they will have the opportunity to work with teams comprised
of professionals, which will eventually enable the business to comprehend the full scope of the
IJM Lands marketing strategy.
5.1 During pandemic of Covid-19
IJM revealed that during the Movement Control Order (MCO) of pandemic Covid-19, the sales
and marketing observed that sales performance was slightly facing a drop. However, this issue is
only impacted in the first two months of the MCO and prior to the pandemic of Covid-19, property
sales were gradually improved and shows a positive movement. In addition, because of the
experience that IJM had during the pandemic of Covid-19, IJM is unable to move forward with
the construction of property where this resulting to the condition they are unable to meet the
delivery date for the development construction. This also happen with other developers during this
unprecedented period.

The main concern of IJM during the pandemic is the possibility of a housing bubble as it is quite
a challenge to conduct marketing and approach potential buyers due to the public's financial
constraint. which resulting to many prospective purchasers are hesitant to purchase a home. Simply
said, people with eventually acquire a property as it is a need from them to own a house. some
processes and operations are delayed and interrupted cannot be done due to the shutdown of certain
government agencies during this MCO period. The process that is used to establish finance
agreements in order to finalise the approval of loans provided by banks was one of the procedures
that was impacted.

5.2 During Endemic of Covid-19

According to IJM, the business has been doing fairly well following the MCO for the past two
years, and this is a very promising indicator. People have become adapted to Covid-19.
Nevertheless, they continue to purchase property as usual for the purposes of living in it and
investing in it. Besides, as more buyers enter the market, the demand for property is increase In
spite of significant decreases in property sales brought on by the pandemic, activity in the property
department has started to pick up as of the following October 2021. For this reason, they will
attempt and strive to influence demand by making products desirable, at a price point that
consumer can afford and easily accessible. This is because in order to purchase properties,
purchasers in the real estate market need to have a need, a want to buy, and the financial ability to
do so. As a result, consumers have the purchasing power necessary to satisfy their goals and needs.
6.0 CONCLUSION
In conclusion, during this unprecedented time, we manage to obtain and gather information
regarding marketing management analysis and activities that help the IJM Land Berhad Penang
branch become a successful company in this industry. We have done online research as well as
interviewed the manager of the sales and marketing department of IJM Land Berhad, Penang
which is Mr. Lim Boon Keng through the virtual session Google Meet. Throughout the interview
session, we were able to understand more and have a clear view of how they do their marketing
activities and strategy to stay relevant in the real estate industry. They have established a solid
reputation as a prominent Malaysian company that consistently fulfils the promise of innovative
solutions to its clients and business partners. Furthermore, Mr. Lim explained to us how they
survived and crater the sale during the pandemic, he discussed a few difficulties and constraints
facing the sales and marketing division. To put things as a whole, we are grateful for this
opportunity to gain an in-depth grasp and knowledge of marketing management analysis. In short,
this has given us a great window for us to explore the property world as experienced by
professionals in this profession and prepare us for a bigger world of opportunity in our career.
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APPENDICES

Picture 1 Interview Session with Mr. Lim Boon Keng

Picture 2 Draft of Organisational Structure Chart

Picture 3 Annual Report 2021 of IJM Land Berhad