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Melaka Toy Museum

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  • April 2013
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TABLE OF CONTENT

No.| Contents| Pages|
1| 1.0 Executive Summary| 2|
2| 2.0 Situation Analysis| 3|
3| 2.1 Company Analysis| 3-4|
4| 2.2 Macro-environmental PEST analysis| 5-6|
5| 2.3 Market Analysis| 7-8|
6| 2.4 Competitor Analysis| 9|
7| 2.5 SWOT Analysis| 10-15|
8| 3.0 Market Targeting and Positioning| 16|
9| 3.1 Target market| 16-18|
10| 3.2 Product positioning| 18-19|
11| 3.3 Suggestion to Melaka Toy Museum| 20|
12| 4.0 Marketing Strategy| 21|
13| 4.1 Product| 21-22|
14| 4.2 Price| 23-24|
15| 4.3 Distribution (Place)| 25|
16| 4.4 Promotion| 26-27|
17| 5.0 Financial| 28|
18| 5.1 Past Year Sales Report| 28-29|
19| 5.2 Marketing budget| 29-30|
20| 5.3 Sales forecasting| 31|
21| 6.0 Control| 32-33|
22| List of Reference| 34|
23| Appendices | 35-42|

1.0 Executive Summary

Melaka Toy Museum is a museum with a unique theme of toy exhibiting. The owner of the museum, Mr. George Ang, an artist and a collector, started to collect toys since his early childhood and developed his interest into sharing of toys. By accepting the suggestion of his family members, he then set up the first toy museum in Melaka, which is located in Jonker Street, Melaka. After his 3 years of contract ended, the museum was then moved to Bukit Baru, Melaka. The vision of the museum is to let the passion for toys to be spread around Melaka. The museum was initially built to share Mr. George’s collection of toys. However, after a few weeks since the museum begun its operation, Mr. George had found out that only his collection is not enough to attract the customers into the museum. Hence, he then starts to collect old toys. As the days goes by, the collection in the museum grew and more shelves are added into the museum. Throughout the years, the museum was visited by various type of customer; from foreign customers such as Chinese, Taiwanese, Americans, and more till...