CORPORATE IDENTITY: D’MUARA MARINE PARK MUHAMMAD AKIF BIN SAADON KOLEJ KEMAHIRAN TINGGI MARA REMBAU
KOLEJ KEMAHIRAN TINGGI MARA REMBAU CORPORATE IDENTITY: D’MUARA MARINE PARK This report submitted in accordance with requirement of the Kolej Kemahiran Tinggi MARA Rembau for the Diploma in Digital Media Design MUHAMMAD AKIF BIN SAADON DEPARTMENT OF DIGITAL MEDIA DESIGN
ii KOLEJ KEMAHIRAN TINGGI MARA REMBAU BORANG PENGESAHAN STATUS LAPORAN PROJEK AKHIR TAJUK : D’MUARA MARINE PARK SESI PENGAJIAN : JULAI-DISEMBER 2023 Saya MUHAMMAD AKIF BIN SAADON Mengaku membenarkan Laporan Projek Akhir ini disimpan di Perpustakaan Kolej Kemahiran Tinggi MARA Rembau dengan syarat-syarat kegunaan seperti berikut: 1. Laporan Projek Akhir adalah hak milik Kolej Kemahiran Tinggi MARA Rembau dan penulis 2. Perpustakaan Kolej Kemahiran Tinggi MARA Rembau dibenarkan membuat salinan untuk tujuan pengajian sahaja dengan izin penulis 3. Perpustakaan dibenarkan membuat Salinan laporan Projek Akhir ini sebagai pertukaran antara institusi pengajian tinggi. 4. **Sila tandakan ( √ ) SULIT Mempunyai maklumat yang berdarjah keselamatan atau kepentingan Malaysia termaktub dalam Akta Rahsia Rasmi 1972 TERHAD Mengandungi maklumat terhad yang telah ditentukan oleh organisasi/badan dimana penyelidikan dijalankan TIDAK TERHAD ……………………………… TANDATANGAN PENULIS ………………………………. TANDATANGAN PENYELIA Cop Rasmi ALAMAT: TARIKH: TARIKH:
iii DECLARATION I hereby declared this report entitled “CORPORATE IDENTITY: D’MUARA MARINE PARK” is the results of my own research except as cited inreferences. Signature : ……………………………………………….. Author’s Name : ……………………………………………….. Date : ………………………………………………..
iv APPROVAL This report is submitted to the Department of Digital Media Design KKTM Rembau as a partial fulfilment of the requirements for the Diploma in Digital Media Design. The member of the supervisory committee is as follow: ………………………………….. (Signature of Supervisor) Official Stamp of Supervisor
v APPROVAL This report is submitted to the Department of Digital Media Design KKTM Rembau as a partial fulfilment of the requirements for the Diploma in Digital Media Design. The member of the supervisory committee is as follow: ………………………………….. (Signature of Supervisor) Official Stamp of Supervisor
vi DEDICATION This project is dedicated to my family, who give me endless support and trust. It is also dedicated to my lecturer, En Huzaini Saari, for this oppurtunity in this research for me to gain more knowledge in this expertise. I also would like to thank Madam Husna Sari as my supervisor for her endless support and help throughout this project from the start. To my parents, whose prayers always surrounded me until I become what I am now. They always remember me in their prayers. This also include my cat, Awang the main reference character for this project that died recently. Lastly, to all my relatives and friends that supported me through this journey. Thank you.
vii ACKNOWLEDMENT Alhamdulillah, i am thankful to Allah for giving me the opportunity to complete this project by implementing it according to the procedures that have been set.I would like to express my special thanks of gratitude to my supervisor Puan Ainur Musfirah binti Shuib in completing this final project which covers the daily work during the implementation of this project during the given period. Each project is under the observation of the Supervisor who always strives to improve the quality of work and task given within the set time. I hope that the cooperation and support that has been given will give me success in near future too. Thank you also to the lecturers and friends who helped me a lot during the completion of this project.
viii TABLE OF CONTENTS DECLARATION i DEDICATION iv APPROVAL v DEDICATION vi ACKNOWLEDGEMENT vii TABLE OF CONTENTS viii LIST OF FIGURES x CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.2 Problem Statement 3 1.3 Objective 7 1.4 Research Question 8 1.5 Hypothesis 9 1.6 Scope 9 1.7 Limitation 9 CHAPTER 2 LITERATURE REVIEW 10 2.1 Introduction 10 2.1.1 State-of-the-Arts 12 2.2 Research Gap 14 CHAPTER 3 RESEARCH METHODOLOGY 16 3.1 Research Design 16 3.2 Area of Study 16 3.3 Population Study 18 TITLE PAGE
ix CHAPTER 4 RESULT AND DISCUSSION 31 4.1 Pre production 31 4.2 Production 54 4.3 Post production 77 4.4 Result and Finding 77 CHAPTER 5 CONCLUSION AND RECOMMENDATIONS 105 5.1 Conclusiom 105 5.2 Recommendation 106 REFERENCES 107 APPENDICES 109
x LIST OF FIGURE Figure 1: Question 4 ...................................................................................17 Figure 2: Question 1 ....................................................................................18 Figure 3: Question 2 ....................................................................................19 Figure 4: Question 3 ...................................................................................20 Figure 5: Question 5 ...................................................................................22 Figure 6: (Survey of D’Muara Marine Park) ................................................22 Figure 7: Question 6 ...................................................................................24 Figure 8: Question 7....................................................................................25 Figure 9: Question 8 ....................................................................................26 Figure 10: Question 9..................................................................................27 Figure 11: Question 10 ................................................................................27 Figure 12: Question 11 ................................................................................28 Figure 13: Question 12................................................................................29 Figure 14: Question 13................................................................................30 Figure 15: Logo Sketch Progress ................................................................31 Figure 16: Logo Development......................................................................31 Figure 17: Signatureband Sketch Progress .................................................32 Figure 18: Signatureband Sketch Development...........................................32 Figure 19: Business Card Sketch Progress .................................................33 Figure 20: Business Card Sketch Development ..........................................33 Figure 21: Letterhead Sketch Progress .......................................................34 Figure 22: Letterhead Sketch Development.................................................34 Figure 23: Envelope Letter Size Sketch Progress .......................................35 Figure 24: Envelope Letter Size Sketch Development.................................35 Figure 25: Envelope A5 Size Sketch Progress ............................................36 Figure 26: Envelope A5 Size Sketch Development .....................................36 Figure 27: Livery Sketch Progress...............................................................37 Figure 28: Livery Sketch Development ........................................................37 Figure 29: USB drive Sketch Progress ........................................................38
xi Figure 30: USB Sketch Development ..........................................................38 Figure 31: Pen Design Sketch Progress......................................................39 Figure 32: Pen Design Sketch Development ...............................................39 Figure 33: Notebook Sketch Progress .........................................................40 Figure 34: Notebook Sketch Development ..................................................40 Figure 35: Presentation Template Sketch Progress ....................................41 Figure 36: Presentation Template Sketch Development..............................41 Figure 37: Organizer Sketch Progress.........................................................42 Figure 38: Organizer Sketch Development..................................................42 Figure 39: Apparel Sketch Progress ............................................................43 Figure 40: Apparel Sketch Development .....................................................43 Figure 41: Poster Sketch Progress ..............................................................44 Figure 42: Poster Sketch Development .......................................................44 Figure 43: Signboard Sketch Progress ........................................................45 Figure 44: Signboard Sketch Development .................................................45 Figure 45: Billboard Sketch Progress...........................................................46 Figure 46: Billboard Sketch Development....................................................46 Figure 47: Lightbox Sketch Progress...........................................................47 Figure 48: Lightbox Sketch Development ....................................................47 Figure 49: Toilet Sketch Progress................................................................48 Figure 50: Toilet Sketch Development.........................................................48 Figure 51: Front Desk Wall Display Design Sketch Progress ......................49 Figure 52: Front Desk Wall Display Design Sketch Development ...............49 Figure 53: Bunting Sketch Progress ............................................................50 Figure 54: Bunting Sketch Development......................................................50 Figure 55: Corporate Montage Sketch Progress..........................................51 Figure 56: Corporate Montage Sketch Development...................................51 Figure 57: Website Design Sketch Progress and Development ..................52 Figure 58: E-Banner Sketch Progress and Development ............................52 Figure 59: Corporate Brochure Sketch Progress ........................................53 Figure 60: Corporate Brochure Sketch Progress and Development ............53 Figure 61: Logo Variation ............................................................................54
xii Figure 62: Signatureband/Visual Element Variation ....................................55 Figure 63: Business Card Variation .............................................................56 Figure 64: Letterhead Variation ..................................................................57 Figure 65: Envelope Letter Size (with window) variation..............................58 Figure 66: Envelope A5 Size (with window) variation ..................................59 Figure 67: Livery Design variation ...............................................................60 Figure 68: USB Drive Variation....................................................................61 Figure 69: Pen Design Variation ..................................................................62 Figure 70: Notebook ....................................................................................63 Figure 71: Presentation Template (Cover, Content, Infographic Samples and Back Cover) .................................................................................................64 Figure 72: Organizer A2...............................................................................65 Figure 73: Apparel Design ...........................................................................66 Figure 74: Poster Variation ..........................................................................67 Figure 75: Signboard Variation ....................................................................68 Figure 76: Billboard Variation.......................................................................69 Figure 77: Lightbox (directional sign) ..........................................................70 Figure 78: Toilet Sign...................................................................................71 Figure 79: Front Desk Wall Display 3D Design............................................72 Figure 80: (Bunting (Indoor).........................................................................73 Figure 81: Corporate Montage Editing.........................................................74 Figure 82: DJII Drone Shooting and editing .................................................74 Figure 83: Website Design...........................................................................75 Figure 84: E-Banner.....................................................................................76 Figure 85: Brochure (Hexagon Shape) ........................................................76 Figure 86: Logo............................................................................................77 Figure 87: Signatureband/Visual Element Variation ....................................78 Figure 88: Business Card ...........................................................................79 Figure 89: Letterhead...................................................................................80 Figure 90: Envelope Letter Size (with window)............................................81 Figure 91: Envelope A5 Size (with window).................................................82 Figure 92: Envelope Standart Size (with window) .......................................83
xiii Figure 93: Livery Design .............................................................................84 Figure 94: USB Design ................................................................................85 Figure 95: External Hardisk Design .............................................................86 Figure 96: Pen Design .................................................................................87 Figure 97: Notebook ....................................................................................88 Figure 98: (Presentation Template (Cover, Content, Infographic Samples, Back Cover) .................................................................................................89 Figure 99: Organizer (A2 Size) ....................................................................90 Figure 100: Apparel Design .........................................................................91 Figure 101: Poster .......................................................................................92 Figure 102: Poster A3..................................................................................93 Figure 103: Signboard .................................................................................94 Figure 104: Billboard ...................................................................................95 Figure 105: Lightbox (Directional Sign)........................................................96 Figure 106: Toilet Sign.................................................................................97 Figure 107: Front Desk Wall Display 3D Design..........................................98 Figure 108: Bunting (Indoor)........................................................................99 Figure 109: Corporate Montage Editing.....................................................100 Figure 110: Website...................................................................................101 Figure 111: E-Banner.................................................................................103 Figure 112: Brochure (Hexagon Shape) ....................................................102 Figure 113: Question 1 ..............................................................................102 Figure 114: Question 2 ..............................................................................104 Figure 115: Client Feedback......................................................................104
1 CHAPTER ONE INTRODUCTION 1. 1. RESEARCH BACKGROUND Chalet Terapung Sungai Besar or officially known as D' Muara Marine Park Sungai Haji Dorani belongs to the Sabak Bernam District Council whose operation is managed by the company Dorani Bayu Resort and Services Sdn. Bhd. through a joint venture concept that was signed in February 2005. D' Muara Marine Park is located in a location near the town of Pekan Sungai Besar, which is within 5km and 90km from Shah Alam City, with an environmentally friendly concept and has been established on the shores of Sungai Haji Dorani facing the Strait of Malacca Sea, D’Muara marine park covers an area of approximately 13,000 hectares and was established to conserve and protect the marine biodiversity in the region. It is home to a diverse range of marine ecosystems, including coral reefs, seagrass beds, and mangrove forests. These habitats support a variety of marine species, including fish, crustaceans, mollusks, and marine mammals. The D'Muara Marine Park offers opportunities for various recreational activities such as snorkeling, diving, and boating. Visitors can explore the underwater world and witness the vibrant coral reefs teeming with marine life. The park is also a popular spot for birdwatching and nature enthusiasts due to its rich avian diversity. D’Muara Marine Park also have modern and exclusive facilities, it is ideal for rest, seminars, meetings and celebrating family days while enjoying the tranquility of watching the panorama of Sungai Haji Dorani fishing activities. Not only has the Sea View package, which is a floating chalet concept, but D'Muara Marine Park Sungai Haji Dorani also offers two more concepts, namely Village View and Apartment. D' Muara Marine Park offers two main
2 packages which are the Meeting Package which is divided into six subpackages which are the Exclusive Package and five other packages called Packages A, B, C, D and E. The privileges of the infrastructure and services depend on the package offered. I decide to choose Corporate Identity as final year project to representing D’Muara Marine Park. Corporate identity refers to the visual and verbal representation of a company or organization. It encompasses the design elements, brand messaging, and overall personality that a company uses to present itself to the public, customers, and stakeholders. It is a strategic and cohesive approach to establish and communicate the company's image and values. The requirements on Corporate Identity items such as Logo Development, Sketch Stationary Items, Business Card, Letterhead, Envelope design, Letter Size (with window. A5 Size (with window), Livery design. USB drive/ External Hard Disk Design, Pen Design, Notebook/ Notepad design, Presentation Template (Cover, Content, Infographic Samples and Back Cover), Organizer (A2 Size), Apparel Design, Promotional Design Items, Poster, Signboard, Billboard, Environmental Graphics, Lightbox (directional sign), Toilet/ Room Sign, Front Desk Wall Display Designe, Bunting (Indoor), Corporate Montage (45seconds), Website Design, E-Banner, Corporate Brochure/ Leaflet etc.
3 1.2 PROBLEM STATEMENT 1.2.1. The logo looks unattractive and simply. The official logo of D’Muara Marine Park Based on a search on the official Facebook, it was found that the D’Muara Chalet Park logo just using one unattractive color and simple shape that looks old. A logo is a crucial element of a company's visual identity and serves as a visual representation of the brand. It plays a significant role in creating a positive and memorable impression on customers and stakeholders. The logo also has been made using the template. However, if the logo is unattractive and too simple, it may fail to capture attention, convey the desired message, and differentiate the company from its competitors. An unattractive logo design can make it challenging for the D’Muara Marine Park to establish a strong brand identity and effectively communicate its values, personality, and professionalism. It may also create doubts or negative perceptions about the chalet quality, reliability, and overall brand image. Furthermore, a simplistic logo design may lack depth, creativity, and visual interest, which can hinder the company's ability to stand out the Chalet marketplace. It may fail to evoke emotions or create a connection with the target audience, leading to reduced brand recall and customer engagement. The unattractive and simplistic logo design may result in missed opportunities
4 to effectively convey the company's unique selling proposition, industry expertise, or desired brand positioning. It can hinder the company's efforts to build brand loyalty, attract new customers, and differentiate itself in the competitive market. 1.2.2. Bad promotion designs D’ Muara Marine Park promotional item (Flyers and Bunting) The chalet provides bad promotional designs. D’Muara Marine Park is experiencing challenges with its promotional designs, which are perceived as ineffective and resulting in a negative impact on its promotional efforts and brand image. For example, old bunting and flyers design styles, it also came with messy design on those two promotional items. A common problem with bad promotion designs is that they're using outdated techniques, visuals, and effects. The promotional items looks like they have been created decades ago and not in a good way to being promoted.
5 Bad promotional designs can negatively affect the Chalet brand image and reputation. They may create an impression of unprofessionalism, lack of attention to detail, or a disconnect between the company's brand identity and its promotional materials. Bad promotion designs may result in missed opportunities to effectively communicate the company's unique value proposition and competitive advantage. The designs may fail to convey the desired brand personality, evoke emotions, or create a memorable impact on the target audience, thus reducing the effectiveness of the promotional efforts. The perception of D’Muara Marine Park will ineffective and unappealing by bad promotional designs item that can lead to reduced customer attention, engagement, and ultimately, lower conversion rates. Potential customers may overlook or dismiss the company's promotional materials due to their lack of visual appeal, clarity, or compelling content. 1.2.3. Lack of digital promotional items D’Muara Marine Park official Website
6 D’Muara Marine Park is facing a lack of digital promotional items, which hinders its ability to effectively engage with the target audience, adapt to changing marketing trends, and maximize its promotional efforts in the digital era. Digital promotional items evolve rapidly, and D’Muara Marine Park need to stay up to date to remain competitive. The absence of digital promotional items prevents the chalet from capitalizing on emerging items, such as EBanner, video content, or Corporate Montage. On my research the digital website just having simple content. For now, the official website of D’Muara Marine has been gone from the internet. Without digital promotional items, such as website, the company's reach and visibility in the digital space are constrained. It may struggle to connect with potential customers who primarily rely on digital platforms for information and engagement, resulting in missed opportunities for brand exposure and customer acquisition.
7 1.3 OBJECTIVE The problem statement highlighted on this research devided into four (3) issues that related to the project. Among them are as follows: z To rebranding new modern logo for the corporate identity I would like to change the old D’Muara Marine Park logo to becoming more attractive and modern. I want it to look simply and can attract people's attention. z To Recreate the promotion design of the chalet I will recreate the promotion design such as an old bunting, flyers design styles and also rebranding several corporate items to attract the people. z To create digital items for new strategies of marketing design To increase and attract viewer by create a new platform for companies to show the professional identity of the chalet. For example, making EBanner and make the Corporate Montage.
8 1.4. RESEARCH QUESTION To achieve the research goals, the research will begin with finding the answers to the research questions. The research questions were formulated in to achieve the research objectives. Research Question 1: Why the logo of the chalet should be rebranded? z To standardize the identity of D’Muara Marine Park and make sure the logo design more attractive and modern. Research Question 2: Why the promotional items of the chalet need to recreate? z Recreating a promotional item allows D’Muara Marine Park promotion to stay current, adapt to changes in their brand or target audience, and improve the effectiveness of their marketing efforts. Research Question 3: Which marketing design strategies relevant to help D’Muara Marine Park on their effective digital promotional items? z Thru Website and Corporate Montage
9 1.5. HYPOTHESIS Hypothesis 1- Able to improve the promotional items design. By incorporating contemporary design items, it can give the promotional items a modern and fresh look that resonates with the target audience and feels up to date. Hypothesis 2- Can develop new opportunities in the market globally. By analyzing the global market and understanding the needs of digital promotional design, it will help the Chalet to be known all over the world. Hypothesis 3- Able to develop a new concept of digital item promotional for attraction purpose. The rate of tourists will be increased through digital promotional items. 1.6. SCOPE The purpose of this research is to establish and focusing on rebranding of D’Muara Marine Park Corporate Identity items. D’Muara Marine Park can be improved by upto-date design to show the identity of the chalet. This will lead the changes of the chalet marketing and attract the viewer. The target audient for this research is adult 26-35 (young), 36-40 (old) and the tourism from other country. The duration of this research is 6 months to get the information about D’Muara Marine Park. The scope of this research is to investigate the development promotional design and implementation of the company's brand strategy and identity. 1.7 LIMITATION When conducting research on the corporate identity of a D’Muara Marine Park, there may certain limitations to get the information. The data related to the chalet corporate identity can be a limitation. The chalet may not have publicly available information or may not disclose specific details about its brand identity strategies, making it challenging to gather comprehensive data for research purposes. Some chalets may have strict confidentiality or non-disclosure agreements in place, limiting the specific information related to their corporate identity.
10 CHAPTER TWO LITERATURE REVIEW 2.1. INTRODUCTION The research is about my final year project the corporate identity of Chalet Terapung Sungai Besar or officially known as “D' Muara Marine Park” Sungai Haji Dorani. The Corporate Identity has been made to represent the visual and verbal representation for this chalet and their organization. It encompasses the design elements, brand messaging, and overall personality that a company uses to present itself to the public, customers, and stakeholders. There are some problems statements that will be focused on. Firstly, the logo looks unattractive and simply. Based on a search on the official Facebook, it was found that the D’Muara Chalet Park logo just uses one unattractive color and simple shape that looks old. A logo is a crucial element of a company's visual identity and serves as a visual representation of the brand. It plays a significant role in creating a positive and memorable impression on customers and stakeholders. The logo also has been made using the template. However, if the logo is unattractive and too simple, it may fail to capture attention, convey the desired message, and differentiate the company from its competitors. Secondly, bad promotion designs. D’Muara Marine Park is experiencing challenges with its promotional designs, which are perceived as ineffective and resulting in a negative impact on its promotional efforts and brand image. For example, old bunting and flyers design styles, it also came with messy design on those two promotional items. A common problem with bad promotion designs is that they're using outdated techniques, visuals, and effects. The promotional items look like they were created decades ago and not in a good way to being promoted.
11 Lastly, the lack of digital promotional items. D’Muara Marine Park is facing a lack of digital promotional items, which hinders its ability to effectively engage with the target audience, adapt to changing marketing trends, and maximize its promotional efforts in the digital era. Digital promotional items evolve rapidly, and D’Muara Marine Park needs to stay up to date to remain competitive. The absence of digital promotional items prevents the chalet from capitalizing on emerging items, such as E-Banner, video content, or Corporate Montage. The purpose of conducting a review on a corporate identity research article is to critically analyze and evaluate the content, methodology, findings, and implications of the research. A corporate identity review serves several important purposes. Overall, the purpose of making a review on a corporate identity research article is to provide a comprehensive and balanced assessment that informs readers about the research's significance, strengths, limitations, and implications, while also fostering critical thinking and further exploration in the field.
12 2.1.1 STATE OF THE ART Based on Omar, M.K (2020), determining quality factors contributing to chalet and resort guest lodging satisfaction using SERVQUAL dimension analysis with the aim of this study is to determine the relationship between quality factors: service, facility, location and chalet and resort guest satisfaction by utilizing the SERVQUAL dimension. The method that has been using is, government can sally forth to face the proactive action to support the small and medium industry (SME) tourism business entities by improving the aforementioned quality factors. The sample of the study involving 152 guests from five selected chalets and resorts along the beach of Pengkalan Balak, Malacca, Malaysia. Based on Abueideh, Zain (2021), that write about mountain resort is aim to give the visitor the chance to enjoy the beauty of nature and relax in the calm environment away from the noise of the city and the pollution of it. This type of project was been using method by noticing the city need for a calm place. The main concept and sample are to create calm and far place and an enjoyable experience, in which all the relaxing and recreational facilities were used, such as internal and external pools, restaurant that fits more than 200 people, spas and mediations rooms, message rooms for singles and couples, as well as interior and exterior playgrounds, connected with many cafeterias as needed. Based on Xue Ting Lim and Khai Loon Lee (January 2021), an improvement of chalet management system with the aim on focuses the issues of poor customer satisfaction and operational performance that occur in a small and medium scale hospitality company and the ways to solve the problem by developing a prototype of the Chalet Management System. The method is the five reason why analysis is referring to the Toyota Production System (TPS). Taiichi Ohno described the method by asking the “why” 5 times when finding a problem and the solution will become clear. It is a method that
13 is used for searching for the root cause of a problem. The sample from the five whys analysis was used to identify the problems that occur in the hospitality company. The prototype of the Chalet Management System is developed by using Rapid Application Development (RAD) technique with Microsoft Access. Based on Muhammad Iqbal Zahin Ismail, Mohd Azam Hj Yahya (2021), Syariah Compliant Hotel and Chalet Rating Model: A Conceptual Study in The State of Melaka with the aim to discusses the criteria that must be present for the rating of sharia compliant hotels/chalet in the state of Melaka. The method by looking at the increase in the number of tourists every year who use hotel and chalet rental services in the state of Melaka, the syariah compliant hotel rating needs to be introduced to make it easier for users to get hotel or chalet rental services without any doubt and safe from the point of view of sharia. The sample from one of the potential tourism products to be highlighted is syariahcompliant hotels. It is a hospitality management concept that is gaining ground in Middle Eastern countries such as the UAE and Saudi Arabia. Based on Mohd Kher Hussein, Mohd Johari Mohd Yusof and Nor Syuriaty Jaafar (15 December 2020), an observational study on forest landscape conservation in malaysia via the establishment of forestry educational centres with the aim to discuss forest landscapes conservation, particularly, in Malaysia with the objectives of to analyse the current landscape features of selected, forestry educational centres and to increase awareness among the stakeholders on the importance of conserving and preserving forest landscape towards its sustainability. This study applied two methods. Firstly, it involved a case study where SISFEC was selected. Secondly, field observations. This study also provides sample and information about the current qualities of the landscape and nature, which are nature or landscape potentials and their value as well as their sensitivity to impacts, the existing and potential impacts on these potentials, and the objectives of the forestry educational centres.
14 2.2. RESEARCH GAP If the quality is maintained and continued to serve well, the chalet and resort lodging businesses in Pengkalan Balak could have beneficial effects upon the tourism industry which ultimately flourish the surrounding community and spark interest among tourists to visit the destination. As a student conducting a study on determining quality factors that contribute to guest lodging satisfaction in chalets and resorts using the SERVQUAL dimension analysis, you have a valuable opportunity to delve into the intricacies of service quality in the hospitality industry. The authors realized that it is so important to create a resort that gives what the citizen in city of Nablus and the cities of Palestine needs. As a student, I find the concept of mountain resorts and chalets to be incredibly fascinating. These destinations offer a unique blend of natural beauty, adventure, and comfort that can create unforgettable experiences for guests. The idea of waking up to stunning mountain views, exploring hiking trails, and then retreating to a cozy chalet with a warm fireplace is truly appealing. In this study, hospitality firm such as ABC chalet had been encountering customer dissatisfaction due to their service quality in managing customer especially in the customer check-in process as the reception counter is handled manually with handwritten records. Further study can be made, and modification can be made to transform this prototype to an online booking system for customers. For example, this prototype of Chalet Management System can be expanded by the link-up a registration form to the Internet so that it allows the customer to view and choose their preferred room online. Furthermore, with good rating, it will boost the tourism industry with an increase in the number of tourists in the state of Melaka, especially those who use sharia-compliant hotel and chalet rental services. The conceptual study exploring a Syariah compliant hotel and chalet rating model in the State of
15 Melaka is a compelling and relevant topic, especially in the context of the growing interest in ethical and culturally sensitive tourism. As a student, I find this study to be both innovative and socially significant. Clearly, it is seen that the establishment of forest education, for example the SISFEC as a forestry educational centre is a noble effort from the government. This effort acts as a solution to the issue of fast diminishing landscape spaces and natural resources in our country. The most important thing was it sustains our infinite landscape spaces and natural resources from devastation. Undertaking an observational study on forest landscape conservation in Malaysia through the establishment of forestry educational centers sounds like an insightful and important project, particularly considering Malaysia's rich biodiversity and the challenges it faces in terms of deforestation and habitat loss. As a student, I believe this study holds great potential to contribute both academically and environmentally.
16 CHAPTER THREE RESEARCH METHODOLOGY In this chapter, I discuss the research design, area of study, population, sample of the population, sampling technique, instrument for data collection, validation of the questionnaire, administration of the instrument and method of data analysis. 3.1. RESEARCH DESIGN I chose a survey research design because it best served to answer the questions and the purposes of the study. Survey research is one in which a group of people or items is studied by collecting and analyzing data from only a few people or items considered to be representative of the entire group. This method allows researchers to gather information about attitudes, beliefs, opinions, behaviors, and other variables from a representative sample of a population. 3.2. AREA OF STUDY In this study, the survey was created using Google Forms, a versatile online tool that facilitates data collection through customizable questionnaires. 65 responses have answered the question. So, from this method, I can get information and investigate the area of respondent for my final project purpose. There are several states that are being answered by respondent.
17 4. Where did you come from? Figure 1: Question 4 From the bar chart above, most respondents are from Sungai Besar, Selangor. The survey was being shared to the population that lived nearby chalet D’Muara Marine Park (Sungai Besar, Selangor) and student from Kolej Kemahiran Tinggi Mara Rembau. Sungai Besar, Selangor covers the area of Sungai Haji Dorani, Sungai Panjang, Sabak Bernam. So, the total respondent of Sungai Besar, Selangor is 42. The other areas such as Kuala Lumpur (2), Pedas, Negeri Sembilan (1), Perak (5), Pulau Pinang (3) come from the student from Kolej Kemahiran Tinggi Mara Rembau which the total is 23.
18 3.3. POPULATION OF STUDY The target population selected in this research is adults. In this study, the population that helped in completing this research mostly consisted of people from Sungai Besar, Selangor. The rest consisted of citizens who have the status as students of the Kolej Kemahiran Tinggi MARA Rembau (KKTM). 1. Select your gender FIGURE 2: Question 1 From the pie chart above, 65 responses have been answered, most of the gender of respondents are Male, 35 (53.8%). The response from female is 30 (46.2%). Gender is a fundamental aspect of human identity that plays a crucial role in shaping perspectives, experiences, and behaviors. Understanding the gender distribution of respondents in surveys and datasets can offer valuable insights into various social and demographic aspects of a given population.
19 2. Select your age FIGURE 3: Question 2 From the pie chart above we can see that most of the respondents are 16 – 25 years old followed by 26 – 49 years old, and a little bit respond from 50 years – 65 years old. The least respondent would be by under 16 years old. This data is important as from this section we can clearly see people what kind of age like to go to the chalet D’Muara Marine Park on certain group of age and how they respond to it.
20 3.4. SAMPLE OF POPULATION The respondents came from diverse backgrounds. The sample of the population of this study measured through 65 respondents that consist of students, general worker, professional, pensioner, self-worker. 3. What is your occupation? FIGURE 4: Question 3 From the pie chart above, most of the respondents are self-workers, 22 (30.8%) followed by general student, 21 (27.7%), and a another responds from general worker, 12 (21.5%) and pensioner, 9 (15.4%). The least respondent would be from professionals, 3 (4.6%). In this study, we also collected the current profession of the respondent, and the result is more likely to be self-workers and students. This data shows the specific numbers of people who may like to go to chalet D’Muara Marine Park and is useful to do this research.
21 3.5. SAMPLING TECHNIQUE The survey for this research was conducted using a Google Form, which was shared through various social media channels including WhatsApp and Telegram. This allowed for a wide range of participants to provide their input, and helped to ensure that the data collected was representative of diverse perspectives. By leveraging the power of social media and online tools, researchers can more easily and efficiently gather data from a larger and more diverse group of respondents. 5. Do you familiar with chalet D’Muara Marine Park logo? FIGURE 5: Question 5 Random sampling is the method that I used in this corporate identity research, which implies that each member of the population has an equal chance of being picked. This technique is suited for the final research of my project since it proposes to explore individuals of all ages' perceptions and responses to recognize the strategies and tactics of self-defense art. The majority percentage of respondents that familiar about the chalet of D’Muara Marine Park logo is 83.1% (NO). The other percentage response is 12.3% (YES), 4.6% (MAYBE). So, from this method of survey, it can be concluded that the logo is not recognized by a lot people.
22 3.6. INSTRUMENT FOR DATA COLLECTION Instruments for data collecting are important for acquiring accurate and trustworthy data for research purposes. This research project will collect data from respondents using surveys and questionnaires. The survey will capture generic information about respondents, such as their age, gender, location, and promotional items. The questionnaire will be designed to collect data on respondents' thoughts about chalet D’Muara Marine Park as a medium to attract respondents of all ages, as well as their knowing about the chalet. Figure 6 (Survey of D’Muara Marine Park)
23 The questionnaire has only 1 section and having 13 questions: 1. Select your gender 2. Select your age group 3. What is your occupation? 4. Where did you come from? 5. Do you familiar or recognize with D’Muara Marine Park logo? 6. Do you think D’Muara Marine Park needs to create a corporate identity as effective advertising to promote their business for long term planning? 7. Does the chalet D’Muara Marine Park service promote its products or services well? 8. If your opinion, which do you think these promotional items can help the client to promote their product or service more effectively? 9. Which marketing strategies are relevant to help D’Muara Marine Park on their effective promotional awareness? 10. Do you think D’Muara Marine Park is an interesting vacation spot for you to visit? 11. What kind the activities on D’Muara Marine Park is an interesting vacation spot for you to visit? 12. From the packages below, which package are you interested in? Prices include adults, children 6-11 years old and Seminar packages. 13. In your opinion, are there any further improvements that need to be made to promote D'Muara Marine Park chalets? If there are any suggestions, please comment. The questionnaire was done with the technique of yes or no answer to ease respondent on answering the questionnaire. Other than that, the is also a bit of short answer response in the survey for respondent to answer from their opinion.
24 3.7. DATA ANALYSIS Depending on the type of research that will be done, the preparation of a questionnaire is the most appropriate to help this research process. After a set of questionnaires made through google form. The google form link has been spread through people in social media such as WhatsApp, and Telegram. After a few days, the total number of respondents collected was 65 respondents and it was found that enough to continue this study. The data that has been collected through this questionnaire will be used in this research to be analyze referring and answering to the research question. The response options in the instrument are weighted as shown below: Question Survey: 6. Do you think chalet D’Muara Marine Park needs to create a corporate identity as effective physical advertising to promote their business for long term planning? FIGURE 7: Question 6 From the pie chart chart above, almost all the respondents are saying YES 63 (96.9%) to the question. Apart from that, none of them say NO 0 (0%), and 3 (4.5%) are MAYBE. The majority of respondents agree, so it is important to create the corporate identity as effective physical advertising to promote their business for long term planning.
25 7. Does the chalet D’Muara Marine Park promote its products or services well? FIGURE 8: Question 7 From the pie chart chart above, the highest answer is MAYBE 34 (51.5%) to the question. Apart from that, some of them say NO 2 (3%), and 30 (45.5%) are YES. The majority of respondents say maybe, so almost all of them don’t know about the promotion and the services offered at the Chalet. 8. In your opinion, which do you think these promotional items can help the client to promote their product or service more effectively? FIGURE 9: Question 8
26 From the bar chart above, the highest service that being voted by respodent is Brochure 58 (87.9%) followed by the second highest vote, it is Business Card 52 (80%). Apart from that, the third highest is Banner 46 (70.8%), and the least is Billboard 42 (64.6%). The respondent answers the question consistently, so promotional items can help the client to promote their product or service more effectively. 9. Which marketing strategies are relevant to help chalet D,Muara Marine Park on their effective promotional awareness? FIGURE 10: Question 9 From the bar chart above, the highest service that being vote by respodent is Corporate Video 60 (90.9%) followed by the second highest vote, which is two marketing strategies Website and Commercial Television 57 (87.7%). Apart from that, the least is Magazine 32 (49.2%). The respondent answers the question consistently, so marketing strategies is effective to promote the chalet D’Muara Marine Park awareness.
27 10. Do you think chalet D,Muara Marine Park is an interesting vacation spot for you to visit? FIGURE 11: Question 10 From the pie chart chart above, the highest answer is MAYBE 50 (78.5%) to the question. Apart from that, none of them say NO 0 (0%), and 15 (22.7%) are YES. The majority of respondents say maybe, so almost all of them don’t know about the interesting of Chalet D,Muara Marine Park. 11. What kind the activities chalet D,Muara Marine Park is an interesting vacation spot for you to visit? FIGURE 12: Question 11
28 From the bar chart above, the highest service that being voted by respodent is ATV Adventure 60 (92.3%) followed by the second highest vote, it is Bot Riding 59 (90.8%). Apart from that, the third highest is Kid Interaction 57 (87.7%), and the least is Fishing 55 (84.6%). The respondent answers the question consistently, so the activities that are being promoted by chalet D,Muara Marine is interesting. 12. From the package below, which package that you like? The price consists of adults, kids and seminars. FIGURE 13: Question 12 From the bar chart above, the highest service that being voted by respodent is Package Santai, 2 days 1 night 53 (81.5%) followed by the second highest vote, it is Package Seminar 34 (52.3%). Apart from that, the third highest is Package Santai, 3 day 2 night, 20 (30.8%), and the least is Package Extrem, 3 day 2 night 5 (7.7%) followed by Package Seminar, one day 2 (3.1%). The package is suitable for some customers by the price that they can afford.
29 13. In your opinion, should chalet D’Muara Marine Park improve the service? If necessary, what should be improved? FIGURE 14: Question 13 From the result, some respondents answer the needed things of digital corporate identity such as increase the digital promotion, create the advertise through social media and television, create promotional item and create video then promote on social media. Some responds give other opinions such as WIFI free, selling food and making safety parking lot.
30 3.8. SUMMARY The survey questionnaire consists of questions about the demographic information of the respondents, disclosure about the introduction and concept of corporate identity, new way of promotional strategies, and also consider the respondents to give suggestions and opinions on the topics discussed. The results of the study also prove that a survey from google form about corporate identity is an effective way to achieve the goals and objectives of the project. The purpose of such a survey is to evaluate the company's brand image, values, reputation, and overall identity in the minds of these various groups. The survey typically includes questions related to the company's logo, products or services, and its standing in the industry. The collected data helps organizations understand how well their corporate identity aligns with their intended image and if any adjustments are needed to strengthen their brand perception.
31 CHAPTER FOUR RESULT AND DISCUSSION In this chapter, I will discuss the result and discussion about my project which is Corporate Identity of chalet D’Muara Marine Park and show the process, which is started from pre-production, production and postproduction. 4.1. PRE-PRODUCTION Pre-production here refers to the activities that take place before the actual production of a design project. This project starts with researching a product that is suitable to follow the project requirements that have been given the advisor. After long research, I choose Corporate Identity as my majoring and the place is chalet D’Muara Marine Park, Sungai Panjang, Selangor. From research that I have been doing, I collect all information about the product such as project objective, target audience, deliverables, timeline, and any design constraints. Through the project requirement, I decided to build ideation and concept by sketching design for every item in sketch book based on a few concepts. 1. Logo FIGURE 15: Logo Sketch Progress FIGURE 16: Logo Development
32 Based on figure 15, I’ve been making the variation sketches of logo. Based on figure 16, I’ve been developed and proceeding the logo by supervisor, the visual of the sunset, water and land representing the estuary, the shape of the roof and window representing room of the Chalet, thecolumn represent the prestigous for the name of the Chalet. 2. Signatureband/Visual Element FIGURE 17: Signatureband Sketch Progress FIGURE 18: Signatureband Sketch Development Based on figure 17, I’ve been making the variation sketches Signatureband/ Visual Element. Based on figure 18, I’ve been developed and proceeding the sketches of Signatureband/ Visual Element, the signature design is using three elements includes line and shapes such as that is blue (Sky, Cerulean, Ocean). The pattern that represents wave is to describe the visual elements of estuary. The color of orange as a blend line produces the sunset.
33 3. Business Card FIGURE 19: Business Card Sketch Progress FIGURE 20: Business Card Sketch Development Based on figure 19, I’ve been making the variation sketches of Business Card. Based on figure 20, I’ve been developed and proceeding the sketches of Business Card, the signature design is using signatureband/ visual elements and having the information on the business card such as contact, email, website and address of the chalet.
34 4. Letterhead FIGURE 21: Letterhead Sketch Progress FIGURE 22: Letterhead Sketch Development Based on figure 21, I’ve been making the variation sketches of letterhead. Based on figure 22, I’ve been developed and proceeding the sketches of letterhead, the design is using signatureband/ visual elements and Letterhead will carry the logo in the top left corner and the identity bar down the left-hand side. The address information area in the letterhead template may be adjusted to meet specific mailing requirements.
35 5. Envelope Letter Size (with window) FIGURE 23: Envelope Letter Size Sketch Progress FIGURE 24: Envelope Letter Size Sketch Development Based on figure 23, I’ve been making the variation sketches of Envelope Letter Size. Based on figure 24, I’ve been developed and proceeding the sketches of Envelope Letter Size, the design is using signatureband/ visual elements and the corporate envelope, designed to letter size specifications, and having the information such as contact, email, website and address of the chalet.
36 6. Envelope A5 Size (with window) FIGURE 25: Envelope A5 Size Sketch Progress FIGURE 26: Envelope A5 Size Sketch Development Based on figure 25, I’ve been making the variation sketches of Envelope A5 Size. Based on figure 26, I’ve been developed and proceeding the sketches of Envelope A5 Size, the design is using signatureband/ visual elements and the corporate envelope designed to A5 size specifications, and having the information such as contact, email, website and address of the chalet.