DEPARTMENT OF ESTATE MANAGEMENT

FACULTY OF ARCHITECTURE, PLANNING, AND SURVEYING

UNIVERSITI TEKNOLOGI MARA PERAK

COURSE CODE: REM312

COURSE NAME: REAL ESTATE MARKETING
LECTURER NAME: MISS WAN NUR AYUNI WAN AB RASHID
Name Of Group Members Matric No
Ahmad Nurfadzli B Yahaya 2019686702
Masitah binti Muhammad Saad 2019447438
Farah Nor Waheeda binti Mohd kamsani 2019417242
Muhammad Muqri Bin Norafandi 2019211668
Name Of Group Leader : Matric No.
Muhammad Haziq Sirhan bin Muhammad Rezal 2019400948

Assignment Title:
Real Estate Marketing Company
Due date of assignment: 27/1/2022 Submission Date: 27/1/2022

DECLARATION: We declare that no part of this assignment has been copied from another
person’s work except where due acknowledgment 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: 27/1/2022

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.
 ACKNOWLEDGEMENT

First of all, we would like to thank Allah SWT for simplifying and helping us to get did this
task that had given by our lecturer successfully. This task had been done by each group member
that give full effort to finish it and also thankful that we manage to finish the assignment within
the due date that was already set by our lecturer.

In performing our assignment, we had to take help and guidance from some respectful persons,
who support us for this task and they deserve our gratitude. The completion of this has given
us so much pleasure. Also, we would like to show our gratitude to our lecturer, Miss Fatin for
the REM312 subject, for giving us a guideline for assignments throughout numerous
consultations.

We would like to expand our greatest gratitude to all those people who directly and indirectly
guide and help us in writing this report. In addition, our biggest thank you to our parents and
friends who give a lot of support for us during the process to accomplish this assignment. Many
people, A lot of people, especially our group member itself have given a commitment and
suggestion on this task, which help us to give the best for this assignment.
 TABLE OF CONTENTS

1.0 COMPANY PROFILE ........................................................................................................ 1

1.1 ORGANIZATIONAL CHART ........................................................................................ 2

1.2 COMPANY SPECIALIZATION ..................................................................................... 3
2.0 SUBJECT PROPERTY ....................................................................................................... 4

2.1 DETAILS OF CASE STUDY .......................................................................................... 4

2.2 LOCATION OF SUBJECT PROPERTY ...................................................................... 17
2.3 SURROUNDING OF SUBJECT PROPERTY .............................................................. 18
3.0 AREA OF FOCUS ............................................................................................................. 20

4.0 ANALYSIS OF PROPERTY MARKET REPORT .......................................................... 21

4.1 COMMERCIAL MARKET RESEARCH IN KEDAH ................................................. 21

4.2 POPULATION ESTIMATED IN KEDAH 2019 AND 2020........................................ 22
4.3 SUPPLY ......................................................................................................................... 23
4.4 DEMAND ....................................................................................................................... 25
4.5 OVERVIEW OF TOURIST ........................................................................................... 26
4.6 ANALYSIS OF FOUR SEASONS RESORT LANGKAWI......................................... 34
5.0 MARKETING STRATEGIES........................................................................................... 36

6.0 MARKETING METHOD ................................................................................................. 39

7.0 GANTT CHART (PROCESS OF MARKETING) ........................................................... 47

8.0 CONCLUSION .................................................................................................................. 48

REFERENCES ........................................................................................................................ 49
1.0 COMPANY PROFILE

ASPECT DETAILS
COMPANY NAME FAYS & CO REAL PROPERTY FIRM
(KL) SDN. BHD.
ESTABLISHED DATE 1ST DECEMBER 2021
ADDRESS TINGKAT 2, BANGUNAN INDUSTRY
NEGERI, SEKSYEN 8, 43560 BANDAR
BARU BANGI, SELANGOR.
OFFICE NUMBER +60 - 3 4343 6666
FAX NUMBER +60 - 3 7777 7676
WEBSITE www.faysprop.com.my
EMAIL ADDRESS Fays&Co_realproperty@gmail.com
DESCRIPTION Fays & Co is a real estate property company
that provides every customer with the most
pleasant property buying and selling
experience. Hence, we facilitate the buying
and selling process, offering advice and
guidance along the way. Then, we assist our
client throughout the process from beginning
till the end.
MISSION To provide clients with clear-cut solutions to
their real estate needs via integrated services
and consultancy.
VISION To become a globally respected real property
team recognized for integrity, sincerity,
productivity, and excellence services.

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1.1 ORGANIZATIONAL CHART

CHAIRMAN
FARAH NOR WAHEEDA

VP PRODUCTION VP SALES VP MARKETING

MASITAH AHMAD NURFADZLI HAZIQ SIRHAN

MANAGER MANAGER
DEPARTMENT DEPARTMENT

MANAGER MANAGER
DEPARTMENT DEPARTMENT
MANAGER
DEPARTMENT
MUQRI

MANAGER MANAGER
DEPARTMENT

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1.2 COMPANY SPECIALIZATION

First of all, Fays & Co real property firm has been built to suit all the essential matters
about real estate and property. Our company objective is to focus on advising also
consulting the clients who looking for the best property to purchase in the market.
Hence, we as a real property firm are responsible to them for assist making a wise
decision to purchase a property, such as we would advising them which is our client
to consider the price offered to them for purchase the property. Whether acceptable or
otherwise after making a comparison to the market price of the property. However,
our firm also provides services to consult and advise on residential, commercial,
industrial types of properties but we are specific on commercial property consultation
since we are most familiar with it and make most transactions on commercial property.

Second, we also would help the client to check on their requirement to purchase
the property such as the loan whether it is eligible or otherwise. Nevertheless, we are
also involved in dealing with third parties which are work on behalf of buyers who
want to purchase a property which is negotiating the price to make both parties
stratified or known aa s win-win situation. In addition, we also act for a fee,
commission, and any transaction such as leasing, sale, and purchase, and so on.

Lastly, our company’s vision is to become a globally respected real property

team recognized for integrity, sincerity, productivity, and excellent services. We are
not simply hiring a person who does not reach our requirements. We would hire them
by their experience in the real estate field and we are very particular about their
communication skill and negotiation skill because we have to serve the client with the
best services.

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2.0 SUBJECT PROPERTY
2.1 DETAILS OF CASE STUDY

Figure 1: Four Season Resort Langkawi from drone view

Our group members have decided to choose FOUR SEASONS RESORT LANGKAWI as our
study for this case study report. Four Seasons Resort Langkawi is located at one of the famous
Malaysian tourism spots located at Langkawi Island, Kedah. The resort is also categorized as
a high-class or world-class service hotel that proved with rated as a 5-star hotel. The island that
is known as a legendary island by Malaysian citizens is flanked by tropical rainforest, limestone
cliffs, and emerald water of the Andaman Sea. The location is also known as UNESCO World
Geopark that can be one of the attractions, plus made with Malay style pavilion. It provides
both havens feel for the customer which is quiet or calm and romantic for lovers and enjoy the
place for a family vacation.

The Four Season Resort Langkawi consists of a total of 12 accommodations which are about 4
pavilions and 8 villas. With the limited number of accommodations, the resort made it a fancy
place, with high-class service, a high-quality room, and food with an amazing view. The
pavilion that grazes across the garden with sea view, the accommodation craft with rich tropical
woods and Spanish marble, with Moorish and artifact Malay. Then, the villas that provide with
private pool and spacious balconies or terraces that in the finest location in the resort. The
resort’s spectacular private homes style villas are perfect for a family getaway or vacation with
a friend. The resort also has some facilities for their customer used like a pool, spa, tennis,
salon, fitness and more

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TYPES OF ROOM:

PAVILION

 Garden View Ground Floor

Garden view ground floor have provide king size bed or who twin bed and one rollaway or one
crib for customer used. The bathroom that the room provide is one full marble, plus outdoor
bathroom and shower. This pavilion occupancy is 3 adults or 2 adults and 1 child. The size of
the room is about 732 square feet. Each has its own view, for this room it have landscape
tropical garden view. The room decorated with rich tropical wood with Spanish marble with
Moorish and Malay artefact. Each room have different unique feature, for this room have a
Hamman-style Terrazzo bathtub and outdoor rain shower.

Figure 2: The Garden View Ground Floor

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  Garden View Upper Floor

Garden view upper floor provide king bed and one sofa bed or one crib. For the bathroom the
room only have one full marble bathroom. The occupancy for this room is for 3 adults or 2
adults and one child. The size of this room is same as the garden view ground floor which are
732 square feet. The room that the room provide also same like the garden room ground floor
which are landscape tropical garden view. The decoration also same which are rich tropical
wood with Spanish marble Moorish with Malay artefact. The unique features for this room it
have outdoor dining area.

Figure 3: The Garden View Upper Floor

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  Partial Sea View Ground Floor

Partial sea view ground floor provide king bed with one rollaway or one crib. Also have one
full marble bathroom. The room perfect for 3 adults or 2 adults and 1 child occupancy. The
room size is about 732 square feet. This room have partial sea view to the room occupant. Also
decorated with rich tropical with Spanish marble with Moorish with Malay artefact. The unique
feature about this room is Hamman-style terrazzo bathtub with outdoor rain shower.

Figure 4: The Partial Sea View Ground Floor

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  Partial Sea View Upper Floor

Partial sea view upper floor have provide king size bed or who twin bed and one rollaway or
one crib for the room occupant used. The bathroom that the room provide is one full marble,
plus seclude outdoor bathroom and shower. This pavilion occupancy is 3 adults or 2 adults and
1 child. The size of the room is about 732 square feet. View this room have landscape partial
sea view. This room also decorated with rich tropical wood with Spanish marble with Moorish
and Malay artefact. Unique feature for this room is Hamman-style Terrazzo bathtub.

Figure 5: The Partial Sea View Upper Floor

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VILLA
 Studio Beach Villa With Pool
Studio beach villa with pool room have king bed with two rollaway bed or one rollaway bed
and one crib. The villa bathroom is one full marble bathroom with seclude outdoor rainforest
shower. The occupancy suit for this room is 3 adults or 2 adult with 1 child. The measure size
for this villa is 1,581 square feet on ground floor. The view for this room occupant is Andaman
sea, white sand beach and limestone cliffs. This room also decorated with rich tropical wood
with Spanish marble with Moorish and Malay artefact. Lastly, the unique feature about this
room is private spa and pool with daybeds.

Figure 6: The Studio Beach Villa with Pool

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  Beach Villa With Plunge Pool
Beach villa with plunge pool have one king bed with one rollaway or one crib. For the bathroom
it have one full marble bathroom with outdoor rainforest shower. The occupancy for this room
also 3 adult or 2 adult with 1 child. The room measure size is 2,369 square feet on the beach.
The room shows Azura Sea and white sand beach view. For this room decoration it have rich
tropical with Spanish marble. The unique features for this room is beach hammock with sunken
outdoor rain shower.

Figure 7: The Beach Villa with Pool

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  Deluxe Family Beach Villa With Plunge Pool
Deluxe family beach villa with plunge pool have king and two twin bed, king bedded rooms
only with one rollaway or one crib. The bathroom for this room is two full marble with seclude
rainforest outdoor shower. 5 adult or 3 adult and 2 child is the occupancy suit this room. The
size measure for this room is 2,433 square feet on north zone. . For this room decoration it have
rich tropical with Spanish marble. The view for this room also Azura sea white sand beach.
Their unique feature is outdoor rain shower and beach hammock.

Figure 7: The Deluxe Family Beach Villa with Plunge Pool

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  Three- Bedroom Family Garden Villa With Pool
The room provide one king and two twin bed, king bedded rooms only with one rollaway or
one crib per bedroom alongside two full marble bathroom. The occupancy for this room is
perfect for big family or group of friend which are for 8 adults or 6 adult with 2 children include
one extra bed each in Master bedroom. This room measure size is one of the largest which is
6,350 square feet southern end of the resort. This room also decorated with rich tropical wood
with Spanish marble with Moorish and Malay artefact. The view from can see from this room
is partial garden view. Lastly, unique feature about this room is pantry, outdoor daybed and 22
meter private swimming pool.

Figure 8: The Three- Bedroom Family Garden Villa with Pool

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  Royal Villa With Pool
The royal villa with pool provide one king bed with one rollaway or one crib. This room have
two bedrooms. 3 adults or 2 adult with one child for this room occupancy. The room measure
size 12,626 square feet on ground floor. The villa give Andaman Sea, white sand beach and
limestone cliff view. This room also decorated with rich tropical wood with Spanish marble
with Moorish and Malay artefact. The unique feature for this room is two bedroom each feature
garden and ocean view through large sliding glass door and access to terrace. Also it have
private pool, daybeds and beach bales.

Figure 9: The Royal Villa with Pool

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  Royal Two Bedroom Beach Villa With Pool
The royal two bedroom beach villa with pool have one king and two twin bed with one rollaway
or one crib per bedroom. The villa bathroom is about 3 bathroom for room occupant used. The
room occupancy is about 6 adult or 4 adult with 2 children. The room measure size is 15, 078
square feet seclude the end of resort beach. This room also decorated with rich tropical wood
with Spanish marble with Moorish and Malay artefact. The villa show the Andaman Sea and
limestone cliffs view. The unique feature it have is private swimming pool, daybed and beach
bales.

Figure 10: The Royal Two Bedroom Beach Villa with Pool

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  Imperial Three- Bedroom Beach Villa With Pool
This villa provide one king and two twin bed with one rollaway and one crib per bedroom. The
villa bathroom is three full marble room with two seclude rainforest outdoor shower.
Occupancy for this room is 8 adult or 6 adult with 2 children which perfect massive family or
group of friend vacation. The size for this villa is 41,764 square feet ground floor. The view
this villa have is Andaman Sea and limestone cliffs. This room decorated with rich tropical
wood with Spanish marble with Moorish and Malay artefact. The unique feature about this
room is private swimming pool with shaded area, daybeds, kitchen, private drive away and
personal attendant.

Figure 11: The Imperial Three Bedroom Beach Villa with Pool

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  Imperial Five- Bedroom Beach Villa With Pool
The imperial five bedroom beach villa with pool have three king bed and two twin beds with
one rollaway or one crib per crib. The bathroom villa is about five three full marble room with
two seclude rainforest outdoor shower. 12 adult or 8 adult with 4 children is the occupancy for
this room. This room also decorated with rich tropical wood with Spanish marble with Moorish
and Malay artefact. The view this villa present is Andaman Sea with limestone cliffs. The
measure size for this villa is about 51,775 square feet on ground floor. The unique feature about
this room is private swimming pool with shaded area, daybeds, kitchen, private drive away and
personal attendant.

Figure 12: The Imperial Five bedroom Beach Villa with Pool

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2.2 LOCATION OF SUBJECT PROPERTY

Figure 13: The location of Four Season Villa Langkawi

Our subject property which is Four Season Villa Langkawi is located at Langkawi Island,
Kedah, Malaysia. It only take around 5 to 10 minute walk to arrive at the beach. The resort
only take around 30 minute or 18 km using car to arrive at the International Airport Langkawi.
From Kuala Lumpur it take about 1 hour journey to using flight to arrive at Langkawi Island.

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2.3 SURROUNDING OF SUBJECT PROPERTY
The following figure is the surrounding of Four Season Resort Langkawi

Figure 14: The Rhu Bar

Figure15: The Tanjung Rhu Beach

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Figure 16: The Mangrove Tour & Boat Activity

Figure 17: The MRA Watersport

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3.0 AREA OF FOCUS
As we mentioned above, the location of our resort is located at Langkawi Island, Kedah. The
reason that we have been chose to manage the commercial property because Langkawi Island,
Kedah are the most popular spot for tourism which means it is the best places and had a
potential to market the resort. Since our resort are located in quite strategic places which is
tourist spot and capture an eye of the tourists, so the purchaser would look for us to start
purchase their own property and operate their business. Hence, it is in tourist spot indirectly
would open for job opportunities for community in surrounding.

Four Seasons Resort Langkawi, one of the luxurious Resort that categorize as world
class services with proved with rated as five stars hotel that built on Langkawi Island, Kedah.
However, our resort also providing abundant of facilities to make a customer that staying at
our resort are much comfort. It takes 5 to 10 minutes to arrive at the beach also it takes less
than 30 minutes from International Airport Langkawi.

There’s a lot of interesting places that surrounding our resort such as Kilim Geo Forest
Park which is for mangrove tour and boat activity and so on. It can conclude that the Four
Seasons Resort Langkawi provide both having feel for customer which are comfort, calm and
romantic for lovers and enjoy place for family vacation.

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4.0 ANALYSIS OF PROPERTY MARKET REPORT
According to the property market report published by NAPIC, overall property market
performance which is the property sector recorded in Malaysia is 295,968 transactions worth
RM 119,075.12 million in 2020, a decrease of 9.9% in volume and 15.8% in value respectively
(2019: 328,647 units, RM 141,403.22 million). The residential sector continued to support the
overall property market transactions with 64.7% market share, followed by agriculture and
commercial at 20.7% and 6.8%. In addition, the number of property transactions recorded in
Kedah is 29,957 worth RM 5,325.74 million in 2019 and 26,885 worth 4,855.01 million in
2020. It is slightly decreased from the year 2019 to 2020.

4.1 COMMERCIAL MARKET RESEARCH IN KEDAH

Transaction of commercial sub sector in Kedah.

Year Transactions Total value (RM Change (%)

Million)

2019 989 transactions RM 601.24Million Decreasing of 23.3% in volume

and 40.7% in value as compared to
the previous year.

2020 759 transactions RM 356.65Million

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 4.2 POPULATION ESTIMATED IN KEDAH 2019 AND 2020
2019 2020

Area (km2) 9,492 9,492

Population (Million)

 Total 2.17 2.18

 Male 1.10 1.10

 Female 1.07 1.08

Average annual population growth rate (%) 0.5 0.4

Gross Domestic Product (GDP)

 GDP at constant 2015 prices (RM) 46,852p 46,041e

 GDP per capita at current prices (RM) 22,384p 22,166e

 GDP growth (%) 4.6p -1.7e

Household income in Malaysia

The data above showed the statistic of household income in Malaysia. Mean and median of
monthly income slightly decrease by -10.3% and -11.3% as compared to previous year.

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4.3 SUPPLY
Existing supply

Number of Hotel
2020
2019

174.4 174.6 174.8 175 175.2 175.4 175.6 175.8 176

Series 1

number of room
2020
2019
12,800 13,000 13,200 13,400 13,600 13,800 14,000

Series 1

According to the showed graph, the number of Hotel in Kedah are decreased 1 unit
from year 2019 to 2020 which is from 175 units to 176 units. Hence, the number of
room Hotel in Kedah also decreased from 13,851 rooms in 2019 to 13,154 rooms in
2020. The decreasing of the number of hotel and rooms are due to our country are faced
and affected by pandemic covid-19.
 Completion

Number of Hotel
2020
2019
0 0.5 1 1.5 2 2.5 3 3.5

Series 1

Number of room
2020
2019

0 20 40 60 80 100 120

Series 1

The graph showed that in 2019 the completion hotel is 3 unit of hotels with 96 parcel
of rooms and on year 2020 there is no completion of hotel neither a rooms.

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 Planned supply

Number of Hotel
2020
2019
0 0.5 1 1.5 2 2.5 3 3.5

Series 1

Number of room
2020
2019
0 50 100 150 200 250 300

Column1

The graph showed the planned supply for hotel in Kedah are increasing from 1 unit in
2019 to 3 units for 2020. The number of rooms also increase 134 parcel of rooms in
2019 and 252 parcel of rooms for 2020.
 Incoming supply

Number of Hotel
2020
2019
0 1 2 3 4 5 6 7

Series 1

Number of room
2020
2019
0 100 200 300 400 500 600 700 800

Series 1

The graphs shows, for the incoming supply both of year which is 2019 and 2020 would
supply the same unit of hotel which is 6 unit in 2019 and 2020, also the same total of
parcel room to be supply on 2019 and 2020.

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4.4 DEMAND
According to the property market report (PMR) from the year 2019 to 2020, where
the demand forecast for hotel that located in Kedah. Basically, we are focused on the
demand hotel in Kedah because Kedah one of the states that has the most beach, hills,
nature and so on. Also had the famous island which is Legendary Island or known as
Langkawi Island. Literally, it has potentials to be build this hotel, as it surrounded by
abundant of amenities and become as tourism spot.

3.5
3
2.5
2
1.5
1
0.5
0
1,000,000 and below 1,000,000 and above

2019 2020

All the data are collected from property market report (PMR) in year 2019 and 2020.
There are a few categories of price but we just stated that price usually transacted such
as 1,000,000 and above for the demand. So, there is the reason for affect the
transaction price for development.

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4.5 OVERVIEW OF TOURIST
 Total Number of Tourist visited Kedah from 2015 – 2019

20,000
15,000
10,000
5,000
0
Number of tourist in Kedah

2019 2020

This data collected from department of statistic Malaysia, literally shows the number
of visitors in Kedah. According to the few years past which is 2015 to 2019 the trends
of the graph show positively which is increased every year due to Kedah are synonym
with tourism spot. But the year on 2020 slightly decreased due to our country are
affected by covid-19. So a lot of people are retrench and jobless and the number of
visitor decreased.

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 The Most Visited Place in Kedah

Alor
Setar

Pulau
Baling
Langkawi

Kulim Changlun

This mind map shows the most visited districts in Kedah, which is Alor Setar, Baling,
Changlun, Kulim and Langkawi Island. In Alor Setar most people visit the Zahir
Mosque, Clock Tower, Kedah Royal Museum and Kedah Chinatown. In Baling, people
visit Kolam Air Panas Ulu Lengong, Gunung Baling and Lata Bayu. In Changlung,
people visit at MnM Home Whimsical Houses. In Kulim there is a Tree Top Walk
Sungai Sedim, Air Terjung Junjong and Hutan Pinus Terap to visit. Lastly in Pulau
Langkawi, are most popular place to visit which is Langkawi Sky Bridge, Pantai
Cenang, Underwater World Langkawi, Pantai Tanjung Rhu, Taman Geoforest Kilim
(Kilim Geoforest Park), Dataran Helang, Pasar Malam Pekan Kuah and Pulau Payar.

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 Total Number of Domestic Tourist

Total Number of Domestic Tourist Visited Kedah

15000

14500

14000

13500

13000

12500
2017 2018 2019

The graph shows the total number of domestic tourists who visited Kedah from
2017 – 2019. The highest number of domestic tourists visiting Kedah is in 2019
with 14,831 while in 2018 with 14,480 and lastly 2017 with 13,305.

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 Number of Domestic Tourist Visited Langkawi by State in 2018

NUMBER OF DOMESTIC TOURIST VISITED

LANGKAWI BY STATE IN 2018
SELANGOR
SABAH
SARAWAK
WP KUALA LUMPUR
PAHANG
PERAK
KEDAH
PULAU PINANG
TERENGGANU
JOHOR
MELAKA
NEGERI SEMBILAN
KELANTAN
PERLIS
PUTRAJAYA
LABUAN

0 5000 10000 15000 20000 25000 30000 35000

This graph shows that the number of domestic tourists visited Langkawi by state in
2018. Most of the domestic tourist are from Selangor with 30,179, follow by Sabah with
20,369, Sarawak with 19,380, Wilayah Persekutuan Kuala Lumpur with 19,165,
Pahang with 18,111, Perak with 17,553, Kedah with14,480, Pulau Pinang with 14,450,
Terengganu with 13,742, Johor with 13,487, Melaka with 13,123, Negeri Sembilan
with 12,802, Kelantan with 9,846, Perlis with 2,156, Putrajaya with 1,892 and lastly
Labuan with 545.

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  5 Highest State of Domestic Tourist Arrival

5 Highest State of Domestic Tourist Arrival

Kedah

Johor

Selangor

Pahang

Perak

0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000

Based on this pai chart shows the 5 highest state of domestic tourist arrival which is Kedah
with 6,500,000, Johor with 8,100,000, Selangor with 9,100,000, Pahang with 9,500,000 and
lastly Perak with 10,100,000.

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 Total Number of International Tourist

Total Number of International Tourist

2,350,000,000
2,300,000,000
2,250,000,000
2,200,000,000
2,150,000,000
2,100,000,000
2,050,000,000
2,000,000,000
1,950,000,000
1,900,000,000
1,850,000,000
1,800,000,000
2015 2016 2017 2018 2019

The graph above shows the total number of international tourists from 2015 – 2019.
The data shows that the total number of international tourists in 2015 is 1,966,000,000,
in 2016 is 2,032,000,000, in 2017 is 2,135,000,000, in 2018 is 2,221,000,000 and lastly
in 2019 is 2,280,000,000.

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 5 Highest Tourist Arrival by ASEAN Country

5 Highest Tourist Arrival by ASEAN Country

30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

0
Philippines Malaysia Vietnam Singapore Indonesia

The graph shows the 5 highest tourist arrival by ASEAN Country in 2019. Most of the
tourist arrival numbers by ASEAN Country in 2019 is Malaysia with 26,100,000. Next
is Vietnam with 18,010,000, follow with Singapore 19,110,000, Indonesia with
13,620,000 and Philippines with 8,190,000.

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  10 Highest Tourist Arrival by International Country

10 Highest Tourist Arrival by International Country

100,000,000

90,000,000

80,000,000

70,000,000

60,000,000

50,000,000

40,000,000

30,000,000

20,000,000

10,000,000

0
France Spain United China Italy Turkey Mexico Thailand Germany United
States Kingdom

Country Total Tourist Arrival

France 90,000,000
Spain 83,700,000
United States 79,300,000
China 65,700,000
Italy 64,500,000
Turkey 51,200,000
Mexico 45,000,000
Thailand 39,800,000
Germany 39,600,000
United Kingdom 39,400,000

The graph represents the 10 highest tourist arrival by international country. Based on the data
given, France has the highest total tourist arrival with 90,000,000. Next, Spain with 83,700,000,
United States with 79,300,000, China with 65,700,000, Italy with 64,500,000, Turkey with
51,200,000, Mexico with 45,000,000, Thailand with 39,800,000, Germany with 39,600,000
and lastly United Kingdom with 39,400,000

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4.6 ANALYSIS OF FOUR SEASONS RESORT LANGKAWI
Four Season Resort in Malaysia is located on the Langkawi with international
standard. The hotel is located the north-eastern cape of Tanjung Rhu on the Andaman
Sea and is spread across 35 hectares and was commenced in 2005. Four Seasons
Resort Langkawi was developed by Malaysian Airline System Bhd (MAS). The
resort’s design is a stylish Malayan design and a private beach and also has 68
pavilions with private verandas or spacious terraces 23 villas.

Four Seasons resort Langkawi has been awarded because Four Seasons Resort
Langkawi is the highest ranked resort in Malaysia by Condé Nast Traveler’s 2020
Readers ’Choice Award, the most renowned international travel publication in the
tourism industry.

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VALUATION

Size of Four Seasons Resort Langkawi

= 35 hectares x 2.4710538146717 acres

= 86.48688351 acres

Price per acre = RM 4,500,000 per acre

86.4868835 acres x RM 4,500,000 per acre = RM 389,190,975.80

 The price per acre are from Iproperty with a similar locality

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5.0 MARKETING STRATEGIES
Idea

To keep up with nowadays trends, social media is the powerful platform that can’t be ignored
as it allow us to connect with our potential customers. We are aware that it is easier for us to
use social media in order to post or quick response to any queries of audience. By using a social
media platform, we have a few option in which we can hire a social media manager online if
we had a bigger budget. Additionally, we can advertise information and promote regarding on
our resort to customer based on their interest and location so that we can hit on our specific
target. It is very effective to have a fresh content by regularly posting a quality content in order
to attract potential visitor to enjoy the local attraction and feel of the area. Organizing the
content we find relevant to post is important so that it is appropriate and easy to convey to
customer whereby it can be useful to them through learning more about our resort as it gets to
builds loyalty among our audience.

Plan

They are abundant of social media platform which able to bring us closer to the audience as for
them to keep in touch and looking for our resort in the future. Moreover, will create social
media accounts on a few major platforms such as Twitter, Blogs, Instagram, and Facebook. It
provides an amazing pleasure between the visitors as it allows us to easily communicate with
the customers as well as those we would like to convert into clients. Facebook allow us to
publish the content of our business information in terms of our price and types of rooms that
we provided. On top of that, it is the easier way to communicate with the customers whereby
we can curate reviews and feedback from our customers in a single platform. Meanwhile,
Twitter be able to answer the questions from customers regarding the process to book their
reservation and Instagram is our photo based platform. Nowadays, blogs is one the suitable
platform to update regularly about the resort because most travelers are likely looking for local
experiences which come with the resort they are looking into. It is very wise to review and
audit our marketing strategies by e-mailing or messaging to those in either in or out of our
arena so we know what to improve and what not to do.

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Strategy

In our business, employee engagement is one of the marketing strategies. One of the main
reason behind this strategy is to outsource employees as the sole brand ambassadors.
Significantly degraded that employee engagement is important for a business to be successful
and by that it will in turn benefit directly to the resort by giving the best services to customers.
In order to keep employees pleased with their workplace and to pursue giving the best in their
performance is to recognize them with rewards especially providing discounts with best deals.
Other than that, providing employee a high level of knowledge or training for would make
them be confidence in serving customers and sharing with them the resort company in order to
give a sense of achievement. On top of that, by creating a strong team environment will increase
employee engagement in terms of hospitality. By keeping all employees happy will make them
satisfied in this company and maintain the upstanding reputation. Not only that, employee will
promoting our resort to their connection and help us find potential target as well as generate
more revenue.

Tools

SurveyPlanet allows us to conclude our audience on their satisfaction level and to examine on
the weak and strong points of our resort. This tools are likely the most effective tools in
obtaining our potential customers feedback as it allows us to identify customer’s specific needs
and wants based on our brand. It is important to create in-depth surveys methods to capture
foster engagement and conversation which might increase our sales. Leveraging audience
survey allows us to analyze customer’s perception towards our resort for us to make an
improvement in terms of brand performance as well as market segmentation and to take on our
next step by thinking of the absolute best solution in order to perform better. For instance, this
survey helps us to get customers from various races that speak multiple languages. As in this
survey there is an option that can be presented on more than one language such as English,
Arabic, Chinese or over twenty other language. To conclude, with SurveyPlanet it easier for us
to build better report or better decisions as well as can be a direct approach to the audience
where it connects to meet our strategy which comes with number of benefits and provide us
gaining insights.

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Action

Instead of starting marketing in the first place, we need to build a functional organization first
to scrutinize their marketing as well as to perform their functional professional. First and
foremost, within this organization there is our corporation consist of general manager which is
the property’s overall manager or a person who need to collaborate with all department
managers and their teams in order for our resort to runs well and also to handle the problem
smoothly. Followed by that, we would also employ a functional expert including market
analysis manager, a new product manager as well as customer support manager. With this on-
going functional organization, it would create a big chance for our brand to become successful
since everybody are providing trust to customers that they does perform their own duties very
well. To sum up, in this segment we will take into an account towards our website since it is
what communicates our resort to the outside world so we will characterized our resort by
outstanding design, extraordinary photos, impressive reviews on social media and also by using
flyers.

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6.0 MARKETING METHOD
In the context of marketing, the method is always the priority to succeed in every progress of
marketing to achieve the goals that have been set. In this brutal business world, every business
needs to make proper research to set their marketing method to compete with their competitors.
The method of attracting potential clients or consumers to your products and services is known
as marketing. "Process" is the essential element in this definition. Marketing comprises
performing market research, advertising, selling, and distributing business goods or services.
This field examines the commercial management of firms to attract, gain, and keep consumers
by meeting customer desires and requirements and creating brand loyalty. A correct marketing
method can help our business in a variety of ways such as increasing brand awareness. Brand
awareness is very important since it familiarizes consumers with our brand and the services we
offer. It also makes us memorable to customers, who will begin to trust our brand, become
loyal customers, and inform the public about you to their relatives. We also can generate traffic
to grow the number of prospects to visit our business website or it means that we will easily
increase our sales. There are two types of methods of marketing which consist of offline or
online marketing.

As we are all concerned, the number of smartphone usage in our world is 81% of our
population on this earth or a more specific number, it is about 6.37 billion people around the
world are using smartphones in their daily life and it will increase rapidly in the future. It is
about 4.48 billion people in this world who use social media actively which is about 56.8% of
the world population. When performing real estate marketing, it is more convenient to use
social media platforms such as Facebook, Instagram, and even the website page. This would
allow you to reach out to a larger pool of potential clients or buyers, regardless of their
background, as the use of social media differs by generation. Other than social media, as we
are all concerned some several websites or platforms are mainly for the real estate market such
as PropertyGuru and Iproperty, both websites are the largest marketplace for real estate owners
or agents can buy and sell their property easily. This is because the website has a lot of
homebuyer databases, which means as an agent who wants to advertise any property, it can
easily target the customer with their algorithm.

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 In business there is one big mistake that a businessman makes is when trying to sell his
product or service to everyone without any target of their market. This is because not all
customers have the same tastes or problems faced. Therefore, we must target the right
customers or target markets to buy our products or services, for our business to thrive. When
we know who our target market is, we don’t spend a lot of money on customers who probably
will never change. Targeted marketing simplifies everything from our social media advertising
campaigns, to our decision on where and how to sell our product or services. Therefore, we use
online marketing as our method to sell our subject property which is the Four Seasons Resort
Langkawi. Why do we choose social media platforms such as Instagram, Facebook, Twitter,
and Website as our platform to sell our subject property? It is because these all platform has
contained high engagement by all the social media users. High engagement is very important
because we can attract more potential customers to buy our products or services. This we can
relate to the physical business situation, for example, we need to choose a strategic location to
open a store. If we can choose a strategic location, we have a high potential to attract customers.

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SWOT ANALYSIS FOR ONLINE MARKETING

SWOT ANALYSIS EXPLANATION

24/7 MARKETING
Internet marketing is low-cost and available 24 hours a day,
STRENGTH
seven days a week. That means our marketing campaigns
are active around the clock, seven days a week. In
comparison to traditional marketing, online marketing does
not impose any restrictions on our business hours. At the
same time, you won't have to worry about paying your
employees overtime. Furthermore, we won't have to worry
about any regional or international time differences
affecting the reachability or availability of our offers or
online campaigns. Our marketing effort is more likely to be
seen when someone opens their computer and connects to
the internet. Customers may also seek your business
whenever it is most convenient for them.
GLOBAL MARKETING
One of the most significant advantages of global marketing
for a company is the opportunity to sell our products and
services internationally. We may acquire millions of
visitors and reach big audiences from all over the world in
only a few months of active Search Engine Optimization.
We may now connect to the internet from anywhere on the
globe.
LOW-COST OPERATION
The cheap operational cost of web marketing is one of its
main strengths for businesses. Internet marketing is less
expensive than traditional advertising tactics such as
newspaper ads, television commercials, and radio
commercials. We may simply receive a free listing in a
variety of company directories when it comes to internet
marketing.

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 HIGH COMPETITIVE

WEAKNESS Since the competition has increased several times in recent

times, the market penetration strategy should be properly
planned out, stand out, attract attention, and influence the
target audience. Any repetitive technique or strategy will
soon push the brand out of the competition. Digital
marketing campaigns have become more intense, so
businesses must be relevant to their customers'
requirements and adapt rapidly.

PRIVACY ISSUE

As business owners, we must take website security

measures to protect because it is the most essential element
for any business. Implementing firewalls and cryptographic
mechanisms like VPN to safeguard the network and
network connections is always recommended. Customer
data should be protected first and foremost, as it would be
affected during privacy violations.

TECHNOLOGY ERRORS

The internet is sensitive to glitches, and digital marketing is

solely focused on technology. There are many instances
when links don't function, the website content doesn’t load,
and website buttons don't function properly. As a result,
potential clients will choose other competitors. To prevent
this, a website test is required, as well as editing the contents
and ensuring that the campaigns would be effective in the
customer engagement strategy.

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 CUSTOMER LOYALTY

OPPORTUNITY The capacity to keep customers within a brand environment

while also improving their relationship with a product or
organization may boost loyalty. Clients might be less likely
to want to discontinue a connection with a company and
lose all of their data if they accumulate historical data.

TARGET MARKET RESEARCH

Tracking a product's use or a customer's behavior can

generate data that can be used to enhance product
innovation.

PROVIDE A NEW EXPERIENCE TO CUSTOMER

Since a previously dumb service or product may now send

back information about consumption or operate as a two-
way communication conduit, many businesses must now
think in terms of services and experiences rather than just
goods.

NO INSTANT TRUST

THREATS Because internet advertising is ubiquitous, potential

customers have no means of knowing if the advertising is
good or negative. It will take some time for a company to
acquire a customer's attention through internet marketing.

CHANGE IN TECHNOLOGY

The efficacy of internet marketing for a firm might be

slowed by technological developments from time to time.
This is because they must adapt their marketing strategy to
reflect recent technical advancements, and training workers
to understand the new technology will be costly.

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SWOT ANALYSIS FOR FOUR SEASONS RESORT LANGKAWI

SWOT ANALYSIS EXPLANATION

UNIQUE SURROUNDING VIEW & OFFERS

NUMEROUS TYPES OF ECOTOURISM VENTURE
STRENGTH The ecotourism activities offered by the resort are
Mangroves and eagle safari where on this naturalist-led boat
safari inside the Kilim Karst Geoforest Park, discover
strange woodlands between land and water. Next, it also
offered a Rumah Ikan exploration, where at the Resort's
Rumah Ikan, the visitors learn about generations-old ways
for catching the freshest fish and shellfish from the
Andaman Sea. After that, the visitor can visit the Sky
Bridge & Langkawi Cable Car where the sky bridge is at
the top of 125 meters from sea level. While the resort also
offers an adventure rainforest trekking which is an
exhilarating exploration at the edge of the Seven Well
waterfalls in Gunung Mat Chincang's Cambrian rainforest.
Along the way, you'll see unique species, historic rock
formations, and a beautiful waterfall in Langkawi's pristine
jungle. There are other offers that we can experience by
staying at the resort.
ENVIRONMENT WITH FEWER INFECTIONS
Pulau Langkawi has numerous mountains where it is
protected by the Malaysian government and it also has a
blissful beach alongside the resort. Since the population in
the Pulau Langkawi only has less than 100000 people, the
pollution on this island is small-scale.
LUXURY ACCOMMODATION
Since the resort is a 5-star hotel, the accommodation that
has been offered for the visitor is truly stunning and
luxurious. 12 types of rooms have been offered which is 4
of them is pavilions types of the room while others are villa
type.

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 DISTANCE FROM KUAH JETTY & LANGKAWI
AIRPORT
WEAKNESS
It takes half an hour to get to the Resort from the Kuah Jetty
where it is a drop point for tourists who came from the
peninsular. While from Langkawi airport, it also takes a half
an hour drive to the Resort.

INSECT PROBLEM
Based on the visitor review, there are several complaints
where there are a lot of mosquitoes in their room especially
at night. There are also fly during their lunch in the café.
This is due to the forest near the Resort.
TOO EXPENSIVE FOR A POOR SERVICE

The price range for the Four Seasons Resort is between

RM1600 to RM2900 which is too expensive. As Malaysian
we could rather use that much money by traveling overseas
by that amount of money. Other than that, with poor service,
it should not be that pricy.

ECONOMIC GROWTH FOR LOCAL AREA

This is because, as previously said, this resort has included
OPPORTUNITY
a variety of fun activities in its offerings. This kind of event
can entice a large number of people to visit their resort. As
a result, this resort can indirectly contribute to the local
economy. In addition, this resort has the potential to attract
locals to work in the service industry. This is positive news,
particularly for those who are still looking for work. As a
result, Four Seasons Resort has the potential to become a
significant business recognized for ecotourism goods not
only in Malaysia but also in other nations.
PRESERVED ENVIRONMENT
As more guests visit the island and knowledge of
environment protection grows, the resort's environmental
protection becomes assured.

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 ECONOMIC CHANGE

THREATS The tourist business is essentially dependent on which

economic factors, including individual income, regional
income, and tourism input, and others. Predicting and
investigating the global economic situation might be
difficult at times. For example, the pandemic crisis caused
by Covid19 has hurt all economic growth in Malaysia, and
there has been no mobility of people.

COMPETITORS

There are more than 20 resorts on the island of Langkawi

that provide a variety of appealing services and are
competitors to the Four Seasons Resort. As a result, tourists
to Langkawi are more likely to stay at a resort other than the
Four Season Resort. As a result, with the perfect marketing
strategy, Four Seasons Resort is able to outperform its
competitors in attracting people to stay at the resort.

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7.0 GANTT CHART (PROCESS OF MARKETING)

Week/Task Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Planning

Site visit/Inspection,
Site analysis

Decision making

Advertise,
receiving offer

Get it sold

Completion

Gantt chart of the marketing process of Four Season Resort, Langkawi.

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8.0 CONCLUSION

As the conclusion Four Season Resort Langkawi is considered as the resort. This is because
the Four Seasons Resort is surrounded by tropical rainforests, limestone cliffs and the emerald
waters of the Andaman Sea, the natural beauty of the resort makes the island more dramatic
and peaceful. The design of this Four Seasons Resort Langkawi is a stylish Malayan design
and a private beach. So, from that it will attract people out there to come over this resort.
Besides that, the resort management very well. Many people satisfied when booked this resort.

Next, through the SWOT analysis, this resort has its own pros and cons. Therefore, it needs to
make a very careful strategy to make this resort always have a good rating by visitors. So, from
a good marketing strategy will prove that Four Season Resort Langkawi will be able to attract
many visitors out there every year.

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