UNIVERSITI TEKNOLOGI MARA CAWANGAN PAHANG

KAMPUS JENGKA

DIPLOMA ACCOUNTANCY (AC110)

FUNDAMENTAL OF MARKETING (MKT243)

TOPIC:

MARKETING PORTFOLIO REPORT:

PREPARED BY:

HASRUL AZANI BIN KHAIRUL 2022857768

AHMAD MUSTAQIM BIN HARMIZI 2022615288

AMIR HAZIQ BIN ASFAZIAN 2022871244

MUHAMMAD FADHLAN FIKRI BIN MOHAMMAD FAUZI 2022486794

PREPARED FOR:

DR. ROSMAH BINTI NIZAM

CLASS:

AC1104E

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 TABLE OF CONTENTS

ACKNOWLEDGEMENT 3
INTRODUCTION 4
1.0 BUSINESS PROFILE 5
2.0 SEGMENTATION 6
2.1 BUSINESS TARGET MARKET 7
2.2 SEGMENTATION BASES 8
2.3 STRATEGIES FOR SELECTING TARGET MARKET 9
3.0 PRODUCT 10
3.1 SIGNIFICANCE OF THE PRODUCT TO CONSUMER 11
3.2 TYPE OF CONSUMER PRODUCT 12
3.3 SPECIFICATION OF THE PRODUCT 13
3.4 BENEFITS AND FUNCTION 14
3.5 WARRANTY PERIOD 15
3.6 LABELLING 16
3.7 TRADEMARK 17
3.8 POSITIONING STRATEGY 18
3.9 PICTURE OF THE PRODUCT 19
4.0 PLACE 20
4.1 TYPE OF MARKETING 21
4.2 LEVELS OF DISTRIBUTION INTENSITY 22
5.0 PROMOTION 23
5.1 TYPES OF PROMOTION TOOLS APPLY 24
5.2 TAGLINE 25
5.3 SAMPLE OF ANY PROMOTIONAL ACTIVITIES DONE BY THE BUSINESS 26
6.0 PRICING 27
6.1 PRICING OBJECTIVE 28
6.2 PRICE OF THE PRODUCT 29
7.0 CONCLUSION AND RECOMMENDATION 30

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ACKNOWLEDGEMENT

In the name of Allah the most gracious and the most merciful. First and foremost, we
would want to thank the Almighty God for providing us with the strength and determination
to complete this assignment. We would not have gotten this far without His blessing.

This group project would not have been possible without the guidance of our lecturer Dr.
Rosmah binti Nizam. Her guidance and supervision has provided a wealth of knowledge
resources required to complete our assignment. The support that was given by our lecturer
has motivated us in finishing the group project.

Secondly, we would like to thank the workshop owner, Mr. Md Rami bin Md Nor, for
letting us have an interview with him and also giving us permission to film in his
workshop. Without his cooperation, it would be hard for us to finish our assignment

Last but not least, we are grateful that we manage to finish our MKT243 group project on
time. This project would not be accomplished without the cooperation of our colleagues
Amir Haziq Bin Asfazian, Hasrul Azani Bin Khairul, Muhammad Fadhlan Fikri bin
Mohammad Fauzi and Ahmad Mustaqim bin Harmizi in developing the project. Without
their effort and responsibility toward this project, this assignment wouldn’t be able to be
completed. We would also appreciate all of the teammate's hard work, opinions, and
assistance that have been given throughout the journey of finishing this group project.

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 INTRODUCTION (group member’s profile)

NAME MATRIX NO

HASRUL AZANI BIN KHAIRUL 2022857768

AMIR HAZIQ BIN ASFAZIAN 2022615288

AHMAD MUSTAQIM BIN HARMIZI 2022871244

MUHAMMAD FADHLAN FIKRI BIN MOHAMMAD FAUZI 2022486794

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BUSINESS BACKGROUND

Amie Motorsport was established in 2000 by Mr. Md Rami bin Md Nor. Mr. Md
Rami is 47 years old and graduated from Institut Latihan Perindustrian (ILP). Before he
opens his own workshop, he works at an automotive factory and due to his passion for
motorcycles, he decided to open his own motorcycle workshop where he can repair a
customer's motorcycle or modify it. The name of Amie Motorsport came up by using his
name and other than the owner who owns and manages the business, he also gets help from
three of his sons which also shared the same passion with him. When he started his business
he gained a lot of traction of customers mainly from students because the workshop is located
at Bandar Pusat Jengka which is the place where students always go. But as time went by,
their customers kept decreasing, especially students, because there is a new university, UiTM,
located at Raub which caused a lot of students to have built relationships from further their
studies there. But the business is still doing great because the workshop provides a great
service and also an affordable price to its customers.

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1.0 BUSINESS PROFILE

a. Business name: Amie Motorsport

b. Location : Kedai 24 unit, 3, Lorong Baiduri 1, Bandar Jengka, 26400 Bandar Tun
Razak, Pahang
c. Type of business: Service based business

Name Md Rami bin Md Nor

Age 47 years old

Qualification Institut Latihan Perindustrian(ILP) in automotif

d. Owner’s profile

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2.0 SEGMENTATION

2.1 BUSINESS TARGET MARKET

● Amie Motorsports use demographic segmentation as their business segmentation

Current
● Working people
-This workshop focuses on working people as their target since most of them go to
work with motorcycles and since the workshop is located at Bandar Jengka it will be
convenient for them to service their motorcycle if they encounter any problems.

● Cultured people
-This workshop is also perfect for the people who loves modify their motorcycle as
the workshop also provides that kind of service

● UITM Jengka Students

-Since students can bring their motorcycle to the campus when they are in semester 3
and above, this workshop will be a perfect place for them if they face any problem
with the motorcycle and if they need to have a check up service when they are about
to have a long road trip.

● UITM Staff
-Since some of the staff in UITM stays in the campus as for example like warden,
they also can go to the workshop for any services or products for their motorcycle
Revised
In our opinion,the workshop has already had a good business target as their business
target is already wide enough.

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2.2 SEGMENTATION BASES

Current
● Demographic segmentation
-Amie Motorsport apply demographic segmentation on their daily business
-This is said so because the workshop prioritises the students and other people who
can’t afford to buy an expensive motorcycle’s parts or repair service. By doing this, it
can encourage people to come to the workshop at a reasonable price for employed
people who have a low income or unemployed people like students.

Revised
● Demographic segmentation
-This segmentation itself is really suitable especially in this current economy where as
people struggled financially
-In order to improve the current ones, we suggest that the workshop needs to open
other branches so that they can attract more customers as well as increase their profit
at the same time.

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2.3 STRATEGIES FOR SELECTING TARGET MARKETS

Current
● Multi-segment targeting
-This targeting is focused more on a strategy that focuses on two or more market
segments and develops a distinct marketing mix for each.
-We can see that Amie Workshop not only focused their target on employed people
who had a motorcycle they also focused on other targets like students who had a
motor.
- they chose this target because people who are above 16 years old own a motorcycle
which makes the market is more diverse for the workshop compared to other business

Revised
● Multi-segment targeting
- Based on our opinion, we agree with the workshop’s strategies for selecting their
target market as it has proven to become the most effective targeting strategy
compared to other strategies.
- When their market is diverse enough, they can attracts more customers as well as
more recognition for the workshop

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3.0 PRODUCT

3.1 SIGNIFICANCE OF THE PRODUCT TO CONSUMER

Current
● The significance of the product is for people who want to find replacement parts for
their motorcycle.

Revised
● We suggest that the product is not only for people who want to find replacement parts
for their motorcycle, it also can be a modification to improve the performance of the
motorcycle.

3.2 TYPE OF CONSUMER PRODUCT

Current
● Specialty product because some of motorcycle’s parts need to be ordered to repair or
modify the motorcycle
Revised
● The workshop should keep it as a specialty product as they need to find suppliers
from other places in order to obtain certain parts while also finding the affordable
ones so that they can reduce their cost and give convenience prices to customers.

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3.3 SPECIFICATION OF THE PRODUCT

Current
● Amie Motorsport purchased their products from other suppliers. He also has a lot of
suppliers from different places which can make the process to find the product easier.

Revised
● We suggest that they can streamline the amount of suppliers they contact to purchase
a product. By doing this,they will frequently purchase a product from a certain
supplier as well as building their relationship with them. When they build a good
relationship with their supplier, they can receive a discount which can further reduce
their cost as well as increase their profit.

3.4 BENEFITS AND FUNCTIONS

Current
● The benefits of the product that they sold and the service they provided to the
customer with their motorcycle is that the customer can ensure their motorcycle will
be in good condition when they use it in their daily life like going to work, restaurant
and many more.

Revised
● The benefits of the product they sold and the service they provided to the customer
with their motorcycle is that the customer can ensure their motorcycle is in a good
condition as well as increased its performance when they use it in their daily life.

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3.5 WARRANTY PERIOD (IF AVAILABLE)

Current
● Amie Motorsport also provided warranty to certain services like overhaul so that it
can give a peace of mind for the customers knowing that there is no unexpected repair
cost right after their motorcycle just got serviced.
● There are also some products that they don’t give a warranty like tire
Revised
● Amie Motorsport should continue giving the warranty as it can give customers a
satisfaction when buying the product
● Amie Motorsport also doesn’t have to give a warranty to products like tyres because
in general it also doesn’t come with a warranty.

3.6 LABELLING

Current
● Aimie Motorsport doesn’t have any labelling for their business

Revised

● We suggest that they don’t have to create any labelling as their business only sells
products from other suppliers and provides service to the customers.

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3.7 TRADEMARK

Current
● Amie Motorsport does not have trademark for their business

Revised
● We have created a trademark for Amie Motorsport which is “Once ride, Always ride”.

3.8 POSITIONING STRATEGY

Current
● Mr. Md Rami focused on selling motorcycle’s parts and providing service for the
customers who wanted to repair their motorcycle or modify it.

Revised
● We suggest that they should open their other places like in Johor or at Kuala Lumpur
since they already have their supplier there and also they can get more recognition
from other people.

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3.9 PICTURE OF THE PRODUCTS

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4.0 PLACE

4.1 TYPE OF MARKETING CHANNEL

● Current
- Amie Motorsport sells their product and provides services directly to the customers
and they do not need any merchant, wholesaler or agent for their everyday business.
Customers can also contact them via Whatsapp so that they can keep in touch with the
customers when they sell or provide services to them.

● Revised
- We suggest that Amie Motorsport can expand their business more by creating a
social media account like Tik Tok, Instagram or others so that they can advertise more
about their business which can expand their marketing channel to become wider as
well as attract more customers to come to their workshop.

4.2 LEVELS OF DISTRIBUTION INTENSITY

● Current
-Amie Motorsports uses intensive distribution because their number of intermediaries
in each market is many such as students, working people, and many more. The
existence of their workshop can give a convenience for the customers who need to get
their motorcycle repaired.
● Revised
-We suggest that Amie Motorsport should keep using intensive distribution because it
aligns with their business which their primary goal is sell more of their product and
also provides a service to the customers. By keeping this method, we can see that the
business will continue growing as their sales.

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5.0 PROMOTION
5.1 TYPES OF PROMOTION TOOLS APPLY

Current
a) Advertising
● We finds that Amie Motorsport rarely use advertising as their promoting
strategy
● Amie Motorsport always use Whatsapp only for keeping touch with the
customer so that the customer know about the progress of repairing or
modifying their motorcycle and not for advertising
● The person who are in charge for this are also their own staff
b) Sales promotion
● Amie Motorsport does always make some promotion to attracts their customer
and it does not depends on seasonal holidays
● For example, they provide a free service for the customers wanting to change
their motorcycle’s chain as well as give a discount for students.
Revised
a) Advertising
● We suggest that Amie Motorsport should create a media social platform such
as Instagram, Facebook and also Tik Tok. This is because nowadays, most
youngsters use social media in their daily lives which makes it easy to
promote their workshop to them thanks to the algorithm.
● They also can keep using Whatsapp to communicate with their customers as it
is very convenient for them.

b) Sales Promotion
● Amie Motorsport can continue to use their method because it seems very
effective for them to penetrate the market since it can attracts more customers

c) Public Relation
● Public Relation is a strategic communication that can strengthen the
relationship between the organisations and their publics
● As for example, Amie Motorsport should join showroom event like Motor
Show as it can

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5.2 TAGLINE

Current
● Amie Motorsports have no tagline
Revised
● We created a tagline for the business which is “The ideal motorcycle”

5.3 SAMPLE OF ANY PROMOTIONAL ACTIVITIES DONE BY THE BUSINESS

Current
● Amie Motorsports use Facebook as one of their medium to promote their business
Revised
● Amie Motorsports can use other mediums such as TikTok, Instagram as most people,
especially young adults, use this platform which can make it easier to promote their
products as well as their services.

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6.0 PRICING
6.1 PRICING OBJECTIVE

Current
● Amie Motorsport sell their product aligned with the market price
● Amie Motorsport does not target for very high profit, just maximize it to cover their
item cost and services while helping others.
Revised
● Amie Motorsport can continue with the same selling price because there are many
competitors located in the city.

6.2 PRICE OF THE PRODUCT

Current
● Engine oil ( depends on the brand)
- Pennzoil 20w 50 Rm25
- Petron 15w-50 Rm 35
- Pennzoil SAE40 Rm 17
● Air coolant
- Yamaha Rm25
- Kimo Rm18
● Oil filter
- Yamaha (original ) Rm 15
- Yamaha ( Copy Ori) rm 8
Revised
● Engine oil ( depends on the brand)
- Pennzoil 20w 50 Rm35
- Petron 15w-50 Rm 42
- Pennzoil SAE40 Rm 22
● Water coolant (depends on the brand)
- Yamaha Rm 28
- Kimo Rm 20
● Oil filter (depends on the brand)
- Yamaha (original ) Rm 18
- Yamaha ( Copy Ori) rm 12

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6.3 TACTIC OF SETTING THE PRICE
Current
● Give promotions to attract various types of customers to buy parts and get services at
Amie Motorsports. For example, most of the students will come and ask to do a major
service like changing engine oil,checking the tire pressure ,changing the motorcycle
chain, etc. So, most of the students will come and do major service before returning
home.For extra information,all customers will get free tire pressure checking and
motorcycle chain checking.
Revised
● Increase the type of motorcycle parts so they can service various types of motorcycle.
Prepare some water for customers that are waiting for their motorcycle to be
done.Utilize other social media platforms such as instagram and Tiktok so that they
can reach a wider audience and also increase their sales.For example ,doing
promotional videos that are aligned with current trends . Make a collaboration or hire
an influencer or an artist to do some product placement in their social media so that
this workshop can reach an audience whether it is on inside or even outside of the
nation.

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7.0 CONCLUSION AND RECOMMENDATION

In conclusion, we had a lot of fun while executing this project. It is such an eye-opening
experience for us to remember. Our project was held at Bandar Pusat Jengka,
Jengka,Pahang.We gained a lot of knowledge about business management and motorcycle
parts.We also get to know the flow of motorcycle parts market and all of this knowledge and
information were told by En Rami itself,The Owner of Amie Motorsport. Amie Motosport
has also applied a good marketing mix which are Product, Price ,Place and Promotion . There
were a few products that were sold at Amie Motorsport such as engine oil,Motorcycle chain
,Engine oil filter and etc.For each part were sold using current market value and an affordable
price to students and residents of Jengka. Even Though they offer a good price but they rarely
use social media as their medium to promote their workshop.With our revised version , we
hope that Amie Motorsport will be more successful and achieve a higher level of audience no
matter whether the student or an outsider as well. We would highly recommend a student of
UITM JENGKA to come and service your motorcycle to Amie Motorsport because they offer
a good and reliable price for motorcycle parts .

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