BMK309/03

International
Marketing

Assignment 1
(40%)

Submission Date:
2 March 2024

Due to the limitation of Turnitin, students may request their course lead or tutor to assist to
passage their Assignments to the Turnitin system before submission, to encourage honest academic
writing and it is not mandatory except for Project course.

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 BMK309/03 International Marketing

Assignment 1

Instructions:

1. This is an individual assignment. No duplication of work will be tolerated. Any

plagiarism or collusion may result in disciplinary action.

2. Please write your answers in short essay format. Do not answer in point-form,
unless the question mentioned “List” or “State”.

3. The assignment must not exceed 2,500 words (excluding references and
appendices) and should be typed using Times New Roman, font size 12 and
double spaced.

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Mini Golf Fever Sweeps Jakarta: An Entrepreneurial Success Story

By Hillary Chabot | September 29, 2023

Miniature golf, a nostalgic, family-friendly recreational mainstay in America, has

found new fans in Jakarta, Indonesia, thanks in part to two Babson graduates who
created an updated, social media friendly version of the 18-hole game called HOLEO
Golf & Museum.

Co-founders Andre Husada MSEL’20, Rexanders Gautama MSEL’20, and Stella

Susanto have even opened a second location only eight months after HOLEO’s
opening because the first location has been so popular.

“HOLEO’s rapid growth can be attributed to our commitment to providing a unique

and memorable experience,” Husada said. The two-story space offers an 18-hole
course designed on the four seasons. The first five holes take place in spring, then
players progress through summer, autumn, and winter.

The site also offers a second floor packed with Instagram-friendly backgrounds
based on desserts, such as a banana-yellow room with dozens of replicas of the
yellow fruit hanging from the ceiling.

“We have a winter golf course in a country that’s never had snow, and a room full of
100 donuts where people can take a great selfie,” Husada said.

Word-of-mouth recommendations, press coverage, and visits from Indonesian

celebrities and influencers also have helped boost growth, according to Husada.

Why Mini Golf?

The popularity of selfie-ready themed rooms and museums have been on the rise for several
years, but how did HOLEO co-founders decide to offer mini golf?

HOLEO Golf & Museum co-founders Andre Husada MSEL’20 and Rexanders Gautama
MSEL’20 sit in the museum’s donut room.
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Like the best entrepreneurial ventures, the game addressed several pressing needs in the
Indonesia capital, Husada said.

“We conducted deep market research that revealed two primary problems in Jakarta’s
entertainment industry,” Husada said.

“First, many real estate owners were grappling with underutilized spaces that had remained
vacant for extended periods, resulting in zero return on investment.

Secondly, consumers were seeking modern and innovative entertainment options that were
notably absent in the market dominated by outdated choices.”

Once given a thematic makeover, mini golf gained popularity in Jakarta for the same reasons
the game is popular around the world, Husada said:
• It’s affordable: Unlike traditional golf, mini golf is much more budget-friendly,
making it accessible to a wide range of individuals and families.
• It’s accessible: Mini golf courses are conveniently located within the city, allowing
easy access for residents and tourists.
• There’s variety: HOLEO created a variety of themes, ensuring there’s something for
everyone.
• It’s family-friendly: Mini golf is an activity that can be enjoyed by people of all ages,
promoting family bonding and social interaction.

Babson Born

Hanging plastic bananas in a bright yellow room make up the selfie-ready “yellow room.”

The idea for the golf course began to take shape during Husada and Gautama’s
Leading Entrepreneurial Action Projects (LEAP) class, taken as both were working
toward earning their Master of Science in Entrepreneurial Leadership (MSEL)
degrees.

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The founders of HOLEO initially explored various concepts, with a coffee museum
emerging as the final concept. Little did they know that this concept would lay the
foundation for HOLEO. Two years later, the vision became a thriving reality.

“One of the most valuable lessons I learned at Babson that has been instrumental in
the journey of opening HOLEO is the importance of focusing on the problem not just
the solution,” Husada said.

“Babson emphasized that we should start by deeply understanding the pain points
and challenges faced by our target audience. This approach directly influenced our
decision to open HOLEO.”

Source:
https://entrepreneurship.babson.edu/mini-golf-fever-in-jakarta/

Answer ALL Questions

You have been tasked by HOLEO Golf & Museum, Jakarta to further expand mini
golf into the Malaysian market.

Your report should examine the following factors; but may not be limited to,
depending on the nature of the business:-

1. The political and economic environment that supports the country of choice.
a. Political environment
i. Host country political climate
ii. Host government action
iii. Legal environment
iv. Regulatory change, political risks
b. Economic environment
i. Balance of payment
ii. Exchange rates
iii. Protectionism and trade restriction
iv. Economic integration

2. The socio-cultural environment that supports the country of choice.

a. Socio-cultural
i. Cultural influences
ii. Religious influences
iii. Family influences
iv. Language, communication and barriers
3. The consumer market analysis for the country of choice
a. Consumer needs / buyer behaviour
b. Ability to purchase

(100 marks)

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Assignment Marking Rubric

Excellent Distinction Good Satisfactory Weak Marks Allocated
9- 10 marks 7 – 8 marks 5 – 6 marks 3 - 4 marks 0-2 marks
Analysis At a penetrating level, Good powers of analysis Reasonable powers of Limited power of No analysis presented.
fluently at ease with the systematically deployed. analysis, but intellectual analysis,
20% topic. inconsistently deployed. inconsistently deployed

Arguments Which are lucid, which are clear, well- Which are generally Which are sufficiently No argument presented.
coherent and structured and plausible. competent and identifiable and free of
20% convincing. appropriate, reasonably obvious logical
articulate and structured. contradiction to be
evaluated.
Communications Which is fluent and Which is articulate and Which is effective, if Which is least effective, Communication is not
well-organised, if organized, if written it written it will be if written it will be effective.
20% written it will be highly will be literate and competent and appropriate and
literate and free from grammatically sound. intelligible knowledgeable
solecisms.
Research which shows strong which shows strong Which shows strong which shows evidence of No research conducted.
evidence of a full evidence of a full evidence engagement familiarity key issues.
20% exploration of key exploration of key issues with key issues and some
issues and a critically and a familiarity with familiarity with relevant
incisive engagement relevant secondary secondary issues.
with relevant secondary issues.
issues.
Presentation Which is error free and Which is largely error Which is tidy and Which conforms to the Does not conform to
conforms to acceptable free and conforms to the conforms to the acceptable conventions acceptable conventions of
10% conventions of good acceptable conventions acceptable conventions of good scholarly good scholarly practice
scholarly practice of good scholarly of good scholarly practice (referencing, (referencing,
(referencing, practice (referencing, practice (referencing, bibliography, footnotes bibliography, footnotes
bibliography, footnotes bibliography, footnotes bibliography, footnotes etc). etc).
etc). etc). etc).
Work Which is of an overall Which is of an overall Which is of an overall Which is of an overall Within this range fails to
quality which goes quality which has a quality which has an quality which shows achieve appropriate
10% beyond the manifest sound understanding of, understanding of, and ability to understanding learning outcomes. It is
content of the module and reflective some ability to engage and engage with the area characterized by failure to
and exhibits engagement with the with, the area of inquiry. of inquiry at least to the meet one or more of the
independent thinking. area of inquiry. point of presenting the criteria identified for work
contained therein. which is deemed to be of
pass level.
Total 100%

Sept 2022
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