MARKETING PITCH

THURSDAY | JANUARY 2021

MAYANG ZAHIRAH IBRAHIM | In this issue:
2019324837
aatsolsaionisspmeerdloleeoefaosprsetniepsagnererlnts,kroaeusvdttduaihiucocdtacenhoett.
MUHAMMAD LUTFI QAYYUM BIN
MOHAMED ZAKUAN | 2019564377 HTH 668

NIDA SYUHAILI BINTI MOHAMED HOSPITALITY STRATEGIC MANAGEMENT
ROSELAN | 2019719823

NUR ARIFAH BT OTHMAN |
201936173

NUR FITRI HASIBUAN BT NIRWAN
HASIBUAN | 2019314653

JANUARY 2021

INTRODUCTION
TO WSF COMPANY

WSF Travel & Tours, located at Sri Gombak is an independent, small Bumiputra
company that runs a travel agency, owned by an ambitious former tour guide,
now a dedicated managing director, Mr Wan Shairi Bin Wan Ahmad and it has
been operating actively since 2009. Although the company practices inbound
tourism and is being well-known by Indonesia Travel Agencies, it has also been
handling Outbound Tourism as well despite its main focus on inbound tourism.
The company also handles incentive trips with corporate local companies such
as Jakel Textiles.

Apart from selling local packages to travel agents in Indonesia, the company
also sells the package and provides service to travel agents in Thailand,
Singapore and Turkey, the company also created events such as 2 Wheels
Festival and actively took part in KLTM event. Not only that, WSF Travel & Tours
is also an authorized reseller of Shell MotoGP Sepang entrance tickets since
2014 and was awarded Best Malaysia Agent @ Shell MotoGP Sepang by Sepang
International Circuit.

Due to COVID-19, WSF Groups have closed down their 3 restaurants but and
opened a new shop lot at Sunway Batu Caves, Selangor, selling local
traditional Terengganu food such as crackers, keropok lekor, instant ‘nasi
minyak’ and more besides their travel business.

01| PAGE

JANUARY 2021

Business
Idea

01 Virtual Tour  PAGE| 02

First of all, the most make sense idea during these trying times is selling
virtual tour package. A virtual tour is a simulation of any existing places in
Malaysia. To make it more interesting and fun, other multimedia elements
must be added in the virtual tour. For instance, the use of music, narration,
sound effects and text. The virtual tour package can be sold
locally and internationally.

02 Loyalty Program

Secondly, the idea is to implement a loyalty program. Instead of the
traditional use of the card, this loyalty program is signed up automatically
once after a customer’s second purchase and it will be using their unique
identification card number. Therefore, each person has a unique ID number.
This loyalty program intends to increase customer retention.

03 Fitness Session

Lastly, during these difficult times, most people have started working from
home. Thus, the physical movement of most people has become very
limited. Therefore, this business idea has been generated in this situation. It
is to make collaboration with part-time health and fitness trainers to make
a 2-hour health and fitness session once a week. Those who join the session
will be entitled to 10% off their next booking.

JANUARY 2021 WSF Travel and tour are has been established since 2009 and have
been well known by Indonesia travel agencies, corporates clients in
Target Malaysia, Thailand, Singapore, and Turkey. Their target market
Market before the pandemic are clients that favour in luxury trips,
corporation’s incentive trips, and field trips. However, since the
Covid-19 that make most of the tour company downturned we
decided to propose various the target market that they should
approach alongside with suitable business ideas.

First, they can target outsiders or foreigners to join their virtual
tour. The virtual tour is flexible since it only needs an internet
connection to join the tour and the host should be able to speak at
lease English language in order for the foreigners to join the tour.
This has been done by Airbnb which is their online experiences
programme during the pandemic in April 2020. The tour can be live
through ay platforms such as Zoom, Google Meet or FB Live and the
company can charge foreigners the price by using USD. Moreover,
the live tour session can attract the foreigners as it creates
intention for them to purchase inbound tour with WSF travel and
tours.

Secondly, as to maintain their existing client loyalty and repeaters
client, they could introduce them to the company loyalty
programme. This could benefit the company as they can
reduce their marketing cost to attract new potential clients. This
could build a frequent communication relationship and gained trust
from the clients. The company also could gain new clients through
word of mouth of their loyalty programme members.

Thirdly, the company should approach corporates clients to sell
their domestic tour. Through fitness session that held by the
company, groups exercise, team-work training, and fitness training
could be promoted any corporate company in Malaysia. Hence, this
will create brand awareness and the corporate company could use
WSF Travel and tour services to hold intensive working trip,
incentive trip and corporates member discount for the corporate
company. WSF travel and tour is already specialized field trips or
any incentive trips, hence this is a good
opportunity to target corporate people for the fitness programs.

03 | PAGE

elaS beWRevenueJANUARY 2021
Streams
seeF noitpircsbuS
Web sales are an extension of a transaction-based pricing model in which a consumer pays
seeF egasUdirectly for a good or service, except that the consumers have to come to company's website
and perform transactions over the internet. Without ever leaving the website, virtual tours give
web visitors unique access to the venue or organisation thus improving the retention of web
visitors and sales or bookings. This has been shown to keep potential consumers on the website
longer, enabling them to connect with the goods or services with only a mouse click.
Consequently, Virtual Tour is the perfect brand promotion and advertisement resource. This
virtual tour will be market to domestic and international tourists. In addition, as more people visit
the website, the WSF business will collect income with a virtual tour, which will increase clients
and more frequent returns.

This is the revenue stream created by someone who buys continuous access to the item or
service. For instance, there is a loyalty programme or a paid programme. Apart from using
coupons to attract clients, we make them pay us to use the exclusive service and that is
how the paid customer loyalty programme works, how a paid programme will receive money.
Typically referred to as VIP membership, this programme operates in such a way that clients may
have to pay a monthly or annual fee to register as an exclusive member in order to gain access
to exclusive services, promotions, packages, and other exclusive items. In this way, a business
could receive more revenue.

The revenue stream of User Fees is when a business makes money from how much someone uses
their service. For WSF company, the organisation would use the building's unused room or hall to
partner with personal trainers to give coaching sessions about fitness. This coaching session is
available to everyone once a week and restricts up to 30 participants per session only. They
would then pay for subscription fees, which are essentially each month's usage fees. Those with a
membership stay of at least 3 months can earn rewards or discounts on any purchase of
packages from the WSF group. This is how WSF could generate more revenue for their company.

 PAGE| 04

CurrentJANUARY 2019
Market Size

Market size refers to the maximum total number of sales or customers that a business
can see, often measured over the course of a year. WSF Travel & Tours is one of the
travel agency in Malaysia. As a travel agency, their target market surely will be a
traveller. Based on the current situation which is during Pandemic Covid 19, the number
of travellers both domestic and international is decreasing since the travel restriction
made by the government. The current population for domestic tourists in Malaysia in
2019 amounted to approximately 239.1 million and that number was expected to
decrease in 2020 due to the restriction movement implemented (• Malaysia: number of
domestic visitors 2019| Statista, n.d.).

In 2018, the market size of WSF Travel & Tours was increased by 11.48% of total sales
revenue. That means their market size in 2018 is giving a positive result in the company.
However, based on the current situation their current market size shows a negative result
to the company which is the total numbers of sales and customers are decreasing
because the number of travellers are also decreasing in 2020.

In order to overcome this situation, WSF Travels & Tours need to plan a new strategy that
can improve their current situation of the company. To plan a new strategy, it is important
for them to knows the potential market size before launching a new strategy since that
can help to understand if it's a worthwhile investment of time and money. There are many
factors affecting market growth, for example, industry trends, socio-economic trends,
population changes and government regulation. By planning a good strategy, it will help
the company to increase the current market size.

05 | PAGE

JANUARY 2019

Current
Competitor

Local Travel Agencies Online Travel Agencies

TARGET MARKET: INBOUND AND OUTBOUND TARGET MARKET: ONLINE BOOKING TRAVELLER
PACKAGES COMPANY: AGODA, EXPEDIA

COMPANY: ANDALUSIA TRAVEL, ARBA TRAVEL,
GLOBAL EXCURSION

01 Strategies OTAs may see as the preferred channel today for
travel bookings. OTAs website can provide the
Some other local travel agencies have their own promised service in a reliable and dependable manner
strategies by offering incredibly flexible packages and and can do so on time. Their responsiveness makes
proactively address the best business needs and also OTAs website can help customers and does not ignore
incredibly reactive when it comes to sudden market or their requests for assistance. Moreover, with the
seasonal changes. assurance make the courteous and capable behaviour
of an OTAs website instils confidence in its customers.
02 Website Furthermore, sometimes customer prefers to book
online through OTAs because they can get much
To achieve the best customer experience, WSF Travel lower price compared buying from WSF. Thus, WSF
& Tours need to accept everything about tourism already lags far behind technologically to its
website matters. Many other local travel agencies competitor. They need to compete and start to thrive
have a well-made website with an impressive design in the digital era and gain back a portion of the
and nature of the site that makes all the difference to market if they know where and how to compete.
the customer.
 PAGE| 06
03 Cost Competitive

Increasing competition forces has led to many local
travel agencies create and sustain a competitive
advantage, through adjusting to a buyer’s market by
reducing costs while maintaining service quality.
Although WSF Travel & Tours firms have shown a
deeper awareness of cost factors, many other local
travel agencies seem to have worked hard to monitor
and evaluate competition strategies to ensure cost-
effectiveness.