Marketing Malaysia Consumer Bahavious

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Step into Malaysia|
Consumer Behavior final project|
Subject code: MCD 2063
Group Members: Say Wei Chen (19423)
Shivaani Suppiah (19330)
Elena Franchuk (19081)
Aimee Choon Ming Ying (19282)
Darryl Goh Zi Kai (19425)
Subject code: MCD 2063
Group Members: Say Wei Chen (19423)
Shivaani Suppiah (19330)
Elena Franchuk (19081)
Aimee Choon Ming Ying (19282)
Darryl Goh Zi Kai (19425)
|
|K|D|U|
College

|K|D|U|
College

11/7/2012
11/7/2012

Background research:
Malaysia:
* Diverse culture
i. One of Malaysia’s defining features is that it is multi-racial and multi-cultural, providing visitors with the chance to experience many different cultures in one trip. This gives Malaysia an advantage in terms of value-for-money in tourism. * Comparatively affordable

ii. Malaysia is the fourth most price-competitive country in the world, according to the Travel and Tourism Competitiveness Report (TTCR) 2009 - published by the Geneva-based World Economic Forum (WEF). * Rich heritage

iii. States such as Penang and Melacca have been declared UNESCO World Heritage Sites. * Natural heritage
iv. Malaysia is home to some of the world’s oldest rainforests (e.g. Perak’s Belum Forest). Malaysian tourism:
* Current marketing strategy focuses on natural beauty

* Most visitors from neighboring South East Asian countries * Most western visitors from Australia and the UK

TOURIST ARRIVALS TO MALAYSIA FOR JANUARY - DECEMBER 2011| Country of residence| 2011| 2010| Growth %|
SINGAPORE| 13,372,647| 13,042,004| 2.5|
THAILAND| 1,442,048| 1,458,678| -1.1|
INDONESIA| 2,134,381| 2,506,509| -14.8|
BRUNEI| 1,239,404| 1,124,406| 10.2|
PHILIPPINES| 362,101| 486,790| -25.6|
VIETNAM| 173,783| 159,271| 9.1|
CAMBODIA| 49,472| 48,618| 1.8|
LAOS| 29,520| 38,111| -22.5|
MYANMAR| 81,946| 72,792| 12.6|
CHINA | 1,250,536| 1,130,261| 10.6|
JAPAN| 386,974| 415,881| -7.0|
TAIWAN| 233,783| 211,143| 10.7|
SOUTH KOREA| 263,428| 264,052| -0.2|
INDIA| 693,056| 690,849| 0.3|
WEST ASIA|
SAUDI ARABIA| 87,693| 86,771| 1.1|
UAE| 24,212| 25,645| -5.6|
IRAN| 139,617| 116,252| 20.1|
CANADA| 86,015| 91,701| -6.2|
U.S.A| 216,755| 232,965| -7.0|
AUSTRALIA| 558,411| 580,695| -3.8|
NEW ZEALAND| 81,387| 66,152| 23.0|
UNITED KINGDOM| 403,940| 429,965| -6.1|
SCANDINAVIA|
DENMARK| 22,269| 24,869| -10.5|
FINLAND| 19,969| 21,355| -6.5|
NORWAY| 19,891| 22,773| -12.7|
SWEDEN| 44,138| 48,971| -9.9|
NETHERLANDS| 90,590| 114,887| -21.1|
FRANCE| 127,980| 111,175| 15.1|
GERMANY| 124,670| 130,896| -4.8|
SWITZERLAND| 25,802| 27,894| -7.5|
RUSSIA| 38,918| 32,075| 21.3|
AUSTRIA| 13,082| n.a| n.c|
ITALY| 43,864| 47,068| -6.8|
TURKEY| 8,577| 9,149| -6.3|
SOUTH AFRICA| 31,441| 26,395| 19.1|
OTHERS| 792,024| 680,178| 16.4|
GRAND TOTAL| 24,714,324| 24,577,196| 0.6|
Source : Tourism Malaysia with the cooperation of Immigration Department|

Youth tourism segment:

* Backpacking
* Studies

SWOT:
Strengths:
a. Malaysia is listed as one of the cheapest backpacking destinations. b. Estimated daily expenditure= USD 24.80 according to priceoftravel.com (2012) c. Unique culture
d. Unique natural heritage
Weaknesses:
e. Kuala Lumpur was listed as 3rd rudest city of 2006
f. Not the cheapest place for backpacking (competition with Thailand where average daily expenditure= $15) g. Backpacking holidays are not widely advertised
Opportunities:
h. Backpacking is a popular way to travel in the UK and Australia i. Global recession creates need for budget travel, particularly in the UK. Threats:
j. Australia and Thailand are more popular backpacker destinations. k. Malaysia...
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