Furniture Industry

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THE ANALYSIS OF WHALE WATCHING INDUSTRY

Course code: - BMKT32112
Lecturer: - Mr.W.A.Jayarathna
Semester: - 3rd year II semester

An Assignment
Prepared by
BM - 2008 -144

DEPARTMENT OF MARKETING MANAGEMENT
UNIVERSITY OF KELANIYA
Content page No 1. Introduction to Whale Watching……………………………………………..3-4 2. Situation Analysis

2.1. Introduction……………………………………………………………..4 2.2. Scope and Space identification…………………………………………..4 2.3. Perceptual map……………………………………………………………5 2.4. SWOT Analysis…………………………………………………………..5-7 2.5. PEST analysis…………………. ……………………………………….8-9 2.6. Competitor analysis………………………………………………..……..9 2. Objective Analysis……………………………………………………………..9-11 3. Strategies ……………………………………………………………………11-14 4. Tactics

5.7. Product……………………………………………………………………15-16 5.8. Price ……………………………………………………………………..16-18 5.9. Place………………………………………………………………………18 5.10. People …………………………………………………………………….19 5.11. Promotion…………………………………………………………………19-21 5. Action

6.12. Email………………………………………………………………………21-23 6.13. Blog………………………………………………………………………..23-25 6.14. Social Media ………………………………………………………………25-26 6.15. PPC Advertising……………………………………………………….…..26-27 6. Control

7.16. Business Contribution……………………………………………………...27-30 7.17. Online marketing Effectiveness……………………………………………31 7. Conclusion……………………………………………………………….……...32-33 8. References…………………………………………………………………….....33

Introduction
Malaysia's has a strong position in the global furniture industry, with large markets in US, Japan and Australia. Ranking the 10th largest exporter of furniture in the world, Malaysia exports around 80% of its production. Malaysia has always been known for its wood based furniture, owing to its natural resources. The government...
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