FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

ABDM 3314 ENTREPRENEURSHIP

Assignment Submission Form for Semester 6, 2014/15
Programme

DIPLOMA IN FINANCE AND

INVESTMENT

Tutorial
Group

GROUP 1

Lecturer /
Tutor

MR. TEH SENG LYE

Submission
Date

13 March 2015

Plagiarism Statement:
We confirm that the submitted works are all our own work and are
in our own words. The work is original.

N
o.

Student Name

ID Number

1.

CHEW KAR MAN

13WBD08416

2.

CHOO SHEN CHONG

13WBD08199

3.

YEOW XUE YING

13WBD08566

Signatur
e

TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE

FACULTY OF ACCOUNTING, FINANCE & BUSINESS
ACADEMIC YEAR 2014/2015
DIPLOMA IN BUSINES STUDIES (FINANCE & INVESTMENT)
PLAGIARISM STATEMENT
Tutorial Group: 2DFI
Team No.:

Class: Group 1

Semester: 3
Course Code & Title: ABDM 3314 ENTREPRENEURSHIP

Declaration
I/We confirm that I/we have read and shall comply with all the terms and conditions of TAR Colleges
plagiarism policy.
I/We declare that this assignment is free from all forms of plagiarism and for all intents and purposes is
my/our own properly derived work.

No.
1.
2.
3.

Students Names
CHEW KAR MAN
CHOO SHEN CHONG
YEOW XUE YING

Date: 13 March 2015

Students ID No.
13WBD08416
13WBD08199
13WBD08566

Signature

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Group Member Appraisal Form

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their regard for other members of the group. It should be based on the contribution given by each member
and his or her involvement in this assignment.
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Group member missed group meetings without making alternative arrangements
with other group members.
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Name of student: CHOO SHEN CHONG

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members in your group by circling one of the totals shown below (i.e. 100%, 50% or 0%)
Group Member
1. CHEW KAR MAN
2. YEOW XUE YING

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Note:
Failure to submit a Group member appraisal Form will result in a zero appraisal being recorded against
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Group Member Appraisal Form

The basis of this evaluation is your group members commitment to completing the assignment and to
their regard for other members of the group. It should be based on the contribution given by each member
and his or her involvement in this assignment.
Group members should be appraised using the following basis:
100%

50%

0%

Group member attended all group meetings or if unable to attend, contacted the
group in advance and came to an alternative arrangement that the majority of group
members were happy with.

Group member contributed to group discussion.

Group member always offered to help or volunteered for tasks.

Group member had assigned tasks completed on time.

Group member missed group meetings without making alternative arrangements
with other group members.
Group member assigned tasks were only partly completed or poorly completed.
Group member did not contribute to the group effort or volunteer for tasks.
Group member attended few meetings and made no contribution to the assignment.

Name of student: YEOW XUE YING

Instructions:
Place the name of each of the members in your group in the space provided below. Appraise each of the
members in your group by circling one of the totals shown below (i.e. 100%, 50% or 0%)
Group Member
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2.CHOO SHEN CHONG

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Table of Contents
No.

Title

Page No.

1.

Table of Contents

2.

Plagiarism Statement

3.
4.

Group Member Appraisal Form

CRITERIA
- Executive summary

5.

- Company description/Business description

CONTENTS
- Industry analysis
- Market analysis
- Marketing plan

6.
7.

- Financial Projections
Harvard References
Evidence of research attached as Appendices

EXECUTIVE SUMMARY

Our business plan is to operate a resort which is themed as a concept of villages. We named our
resort as Hayfarm Village. Hayfarm Village has an objective of providing relaxation to our
customers as well as greening the environment. We provide the best service to our guests and
make sure they have a pleasant and an unforgettable experience with us. We decided to locate
our Hayfarm Village resort at Iskandar, Johor Bahru in Malaysia. Of this location, we can attract
more Singaporean customers to come to our resort because the location is quite near from
Singapore. It is pretty convenient for Singaporeans to visit our resort because the place is under
development, there will be KTM Komuter in the near future. Not only that, we also promote
Malaysian culture in order to attract more foreign customers to consume in our resort. For
instance, we provide Malaysian food & beverage such as nasi lemak, durian fried rice, durian
puff, satay and so on. One of the most unique food & beverage products we major is the durian
series. We produce durian wine on our own, durian puff, durian fried rice, etc. Not to forget,
Hayfarm Village provides services and environmentally friendly activities like spa, fishing,
milking goats, local fruit picking for customers to enjoy their leisure time. Therefore, we believe
to be able to own a huge group of foreign customers as our frequent patrons because they like to
experience Malaysian culture. In other words, we are also contributing to the society as we are
helping to increase job opportunities and improve economy efficiency in Malaysia. We are also
raising the awareness of the public of the importance of greening the environment. In addition,
our resort is suitable for people who are really looking for superior enjoyment and relaxation
especially office workers. They need to have vacation once in a while to ease their stress caused
by their hectic lives. In the aspect of pricing, our price range is quite flexible from RM99 to
RM900 so to cater into all income classes of people. Hence, people from low income to high

income can all afford the accommodation and services offered by our resort. Finally, Hayfarm
Village gives real relaxation and enjoyment to the customers and provide an opportunity for them
to escape from hectic life and be closer to the nature, these are the features that customers could
not obtain from other resorts such as Resort World Genting, Afamosa and Legoland Malaysia
Resort. In a nutshell, we have faith in our business plan. We see a bright market in the tourism
industry and smell success of Hayfarm Village.

BUSINESS DESCRIPTION

Our group has an idea which is operating a resort which falls into tourism sector. We are deciding
to operate a resort that concentrates more in the relaxing aspect. We have created a different
resort compared to the Resorts World Genting, Legoland Malaysia Resort, and Afamosa. We use
village concept and Malaysian culture to operate this resort. We are targeting people who have
retired and who prefer a quiet and relax environment especially foreigners. We named our resort
as Hayfarm Village in order to attract tourists. Our vision is to be the resort of relaxation that is
always on everyones first thought. Also, our mission is that we are committed to provide our
best service to our guests and provide our guests the pleasant and memorable experiences.
Secondly, we commit to establish a relaxing and greening environment to everyone. Thirdly, we
commit to operate in an economically, socially and environmentally responsible manner whilst
balancing the interests of diverse stakeholders. Our goals are to create a good reputation in the
tourism sectors and gain more money from our operation. Moreover, our main objective is to let
our guests to ease stress from their financial respect and working respect. In Hayfarm Village, we
offer spa services, fishing, accommodation services, picking local fruits and horse riding and
other activities that are related to the nature.

INDUSTRY ANALYSIS

Hayfarm Village falls under the industry of tourism which provides relaxation and entertainment
to its customers. While Resorts World Genting, Legoland Malaysia Resort, and Afamosa also
fall into tourism industry, they are also considered as the competitors of Hayfarm Village.
Industry analysis will focus on the potentials of Hayfarm Village in the sector of tourism.
Entrepreneur will concern about is the tourism industry accessible? The factor that most of the
entrepreneurs worry is about there are too many players in the market, such as competitors of
Hayfarm Village, they are afraid of not being able to compete with them. Virtually, tourism
industry is considered as the largest and fastest growing industry in Malaysia, because there are
several development programs undergoing in Malaysia and make Malaysia to be a growing and
developing country (The World Bank, 23 January 2015). Thus, tourism industry is accessible,
because there will be more demand in a development country, so entrepreneur must come out
with some new products to fit the demand of the market in its industry respectively.
To understand the tourism industry and to become much stronger to survive in the industry,
Hayfarm Village must analyze the external environmental trends which will bring both positive
and negative impacts on it;
To begin with the political trend; refer to Ministry of Tourism and Culture Malaysia, Malaysia
government will offer Tourism Development Infrastructure Fund to the industry of tourism,
this will help those entrepreneurs who wish to have some expansions or any development
programs into the sector of tourism. It offers a 4.0% - 6.0% lending rate of loan per annum with a
minimum amount of loan of RM5.0 million to a maximum of RM100.0 million, and repay the
loan up to 20 years (Ministry of Tourism and Culture Malaysia, 8 September 2014).This is a
good chance for Hayfarm Village to get funds to enter into tourism industry. In Malaysia, a
company with a Pioneer status will enjoy an exemption of the payment of income tax up to 5
years. However, within 5 years, Hayfarm Village is also eligible to enjoy Investment Tax
Allowance (ITA) which will get a 60% of the allowance on its qualifying capital expenditure
incurred (Malaysian Investment Development Authority, 2015). Political Status in Malaysia is
considered stable or moderate with 0.05% in year 2013 (TheGlobaEconomy, 2015) refer to
Appendix 1. Nevertheless, there are many holidays in Malaysia that set by the government which
included public and school holidays. However, during this peak season it will benefit Hayfarm
Village to increase sales and profit, and because of Malaysia political stability, tourist is more

likely to travel in Malaysia Hayfarm Village to experience the different festival and culture in
Malaysia during our countrys holidays without the concern of their personal safety issues. For
instance, the cases of MAS MH370 on 8 March 2014 had frightened most of the tourists to be
afraid of travelling around. This actually affected the tourism industry, but after this had
happened, Malaysia government has done more regulation on it to prevent similar cases to
happen. On 1 April 2015, government of Malaysia will implement a 6% of Government Service
Tax (GST) which is to replace the Government tax and Service tax of 6% and 10% respectively.
This will benefit HayfarmVillage to generate more customers, because GST will attract more
tourists to visit which they can claim back their taxes of the purchase goods by Tourist Refund
Scheme Agent (GST Malaysia, 1 March 2014).
Secondly, economic trend; the status of the economy is a good way for Hayfarm Village to look
forward. Since the rate of inflation in Malaysia drops from 3.0% to 1.0% from the year 2014 to
earlier of 2015, the decreases will reduce the cost which will give Hayfarm Village the
opportunities to make more profit (Trading Economics, 2015) refer to Appendix 2 & Appendix
3. While Malaysia GDP growth rate is around 2% in the year end of 2014, this shows that it has
slightly increased compared to the first quarter of year 2014 (TradingEconomics, 2015) refer to
Appendix 4. Growth in GDP is because of increase in consumer disposable income and consumer
spending pattern which means that people earn more money so they will spend more, thus this is
the chances for Hayfarm Village to do more promotion, or offer different packages to attract
more local customers to consume their services. However, the rate of unemployment in Malaysia
has increased to 3% from the fourth quarter of year 2014 to 2015 (TradingEconomics, 2015)
refer to Appendix 5. In order to reduce the unemployment rate in Malaysia, Hayfarm Village
comes at the right timing, because it can provide more jobs opportunities for the public.
Currency Exchange rate is also a main factor that will influence Hayfarm Village. Currently, the
exchange rate for other countrys currency to Ringgit Malaysia is very high, for instance,
exchange rate of 1 Singapore Dollar to 2.6769 Ringgit Malaysia, 1 US Dollar to 3.7140 Ringgit
Malaysia (Bank Negara Malaysia, 2015) refer to Appendix 6. So, tourist will most likely to
travel in Malaysia because of the exchange rate makes travel in Malaysia much cheaper. Thus,
more tourists come to Malaysia which means Hayfarm Village will have the opportunities to
come with more marketing plan to attract more customers in order to create sales and profit, so it
will also help to increase our economic stability.

Third, social trend; there are more and more tourists choose to travel in Malaysia, because
Malaysia is a well-known country of multicultural and is ranked as top 10 of most friendliest
country. Hayfarm Village provides the service with the concept of relaxing, greening, cultural
and enjoyment. However, people nowadays are getting extremely busy, the lifestyle compared to
the past has changed. Hayfarm Village has targeted the customer preference which is regardless
of whether you fall under which age, yet everyone needs to rest. There are too many stress in our
society, thus people are more interested on healthy living, relaxing, and enjoyment which show
their quality of life actually matches with the concept that provided by Hayfarm Village. In this
era of science and technology, there are too many products that create radiation and during the
process of production those waste chemical substances and waste gas could make a serious
pollution which is really harmful for us. The social is very concerned about this problem, so to
prevent pollution to the environment, Hayfarm Village holds the objective of going green which
can actually help people to ease stress, to experience the nature, to protect our environment, to
have a healthy lifestyle and etc. In fact, people nowadays are lacking of interactions because of
their changing lifestyle. However, Hayfarm Village enables the people to have more in
interaction with each other which actually benefits the family members to increase their parentchild interaction.
Lastly, technological trend; technology has become an important part in tourism industry,
because nowadays everything has become technological. Customers will access to the internet
information which is recognized as the global distribution system to search for what they want,
for instance, they will go through internet to search for more information if they plan to travel in
other countries, information included places, promotion, package, price, hotel booking, etc.
Technology advances will convenient the customer especially online check-in in the hotel, online
booking, payment online and etc. The tourism sector started follow aviation industry to use
online check-in. Some tourism company invest money to build the technology of online checkin, such as check-in via mobile phone. So far there are still many tourism companies check-in the
hotel via their front desk. However, if the tourism company has online check-in services, this
will allow their customers to check-in anytime, anywhere and any platform they prefer. Hayfarm
Village will have more advantages if it adopts those new advances technology in the business.

FIRST APPLICATION OF THE FIVE FORCES MODEL

Competition force
Threat of substitute
Threat of new entrants
Intensity of rivalry
Bargaining power of suppliers
Bargaining power of buyers

Threat to industrial profitability

Low
Medium
High

A Porters 5 forces model will help Hayfarm Village to know its power in the market, thus to find
out the attractiveness and be able to identify the threat regarding to the tourism industry
profitability. To begin with threat of substitutes; Hayfarm Village has a very low threat of
substitutes, because Hayfarm Village provides the customers to enjoy their quality of life within
an acceptable and reasonable price. Hayfarm Village is the only one who enables their customer
to ease stress, enjoy the natural environment, and experience Malaysian cultural in Malaysia, so
this will benefit them and be able to cut down the likelihood of its customers will shift to a
substitute product. As tourism industry keeps growing, Hayfarm Village offers high quality,
affordable, specific services and activities that can attract more tourists to visit in order to avoid
the threat of substitutes.
Secondly, threat of new entrants; as sector of tourism is growing, this will attract more new
entrants to enter the industry, which means that the average tourism industry profitability will
drop. In order to lower down the number of new entrants, Hayfarm Village will erect the barriers
to entry such as unique business model. Hayfarm Village offers the activities that will make their
customers to enjoy and relax by using the concept of nature environment and Malaysian cultural.
On the other hand, product differentiation will also create the barrier to entry, thus Hayfarm
Village differentiates their products by providing the very special product and service that are
very different from others which is durian wine and durian wine spa, this is hardly to break into
without putting of effort on advertising. However, Hayfarm Village has the first mover advantage
that will create barrier to entry, because Hayfarm Village is a new tourism company in the
industry with a very new concept of Malaysian cultural, relaxing, and natural environment within
the industry. So with the implementation of all these barriers to entry, Hayfarm Village will have
a very low threat of new entrant in the industry.

Thirdly, intensity of rivalry; there are very high rivalry among the existing firms in tourism
industry, as tourists can easily find the difference places to travel within the industry besides
Hayfarm Village, such as the competitors of Hayfarm Village which are Resorts World Genting,
Legoland Malaysia Resort, Afamosa and so on. However, the more competitors in the industry
which means that they will compete with each other by changing their prices and products or
services in order to gain more customers, yet Hayfarm Village offers what the public actually
needs such as to make everyone visit to have a memorable, pleasant, and especially to relax and
ease stress in their place with an affordable and reasonable price compared to its competitors.
Fourth, bargaining power of suppliers; normally tourism industry focuses more on the
suppliers of food and beverage. So there is a medium bargaining power of the suppliers, because
there are many of them in the market which supply the same products to the tourism company,
the prices they supply actually follow with the market prices but normally supplier of food and
beverage will charge a lower cost to the company compared to the market due to the long term
partner relationship. However, there is a switching cost for Hayfarm Village to change their
supplier from one to another if the current supplier increases the price or reduces the quality of
the products, so they will seek around the market to look for better suppliers. How to say that the
supplier has a medium bargaining power? If Hayfarm Village is unsatisfied with the price offered
by the supplier, there is true that Hayfarm Village can go for other suppliers, but under the
market of food and beverage overall they supply and charge the similar prices to all the tourism
company, so Hayfarm Village has no choices of it.
Lastly, bargaining power of buyers; customer is the profitability income sources for each of the
company. In tourism industry, the tourists will have the medium bargaining power, because in
this sector the pricing strategic of Hayfarm Village has to depend on their customers of how
much they are willing to pay. As there are a large number of tourists and tourism companies in
the market, so the price must approach to be reasonable, affordable, and in the budget of the
customer, as thus Hayfarm Village will be able to attract more tourist to visits. If the price
charged by Hayfarm Village is higher than its competitors, then the tourist will think about it to
seek for a substitute, but there is still some tourists who wish to enjoy the freedom and to relax in
Hayfarm Village regardless of what are the costs they charge.

Hayfarm Village has its

standardized products and services which are very different with its competitors, so tourists have

no choices to visit Hayfarm Village to get ease of their stress, relax, and enjoy their products and
services.

MARKET ANALYSIS

SEGMENTATION
Market segmentation is the process of defining and dividing a broad homogeneous market into
clearly identifiable segments having common needs, wants, or demand characteristics. Its
objective is to design a marketing strategies that precisely match the expectations of customers in
the targeted segment. (Business Dictionary, Market Segmentation, 2015). There are 4 main
segmentation strategies, which are geographic segmentation, demographic segmentation,
psychographic segmentation and behavioral segmentation. We decides to segment Hayfarm
Village by demographic variable which is based on age, income, family size. We segment our
customers from age 30 up to 70, from low income, middle income to high income and from
small family to huge family. Also, Hayfarm Village is segmented by geographic variable based
on country and location, which is customers from Singapore, western countries and Malaysia
itself. In the aspect of product type, our products are segmented into food & beverage, shopping
and leisure & entertainment. Food & beverage offered by us are dining, caf, fresh fruits and
vegetables, durian wine and so on. Not only that, our customers can do shopping on our wine
products originally produced by us, and also keychains and postcards as souvenirs. For leisure &
entertainment, Hayfarm Village offers spa services such as milk spa and wine spa as well as
outdoor activities such as fruit picking, fishing, riding horse, milking goats and so on. Next, we
talk about segmentation based on price point. We decides to set our accommodation price
ranging from RM99 to RM900 per night depending on the size of the room. This pricing is quite
affordable for working adults and senior citizens. For leisure & entertainment, the price is
determined by 3 categories of people who are children, adults and senior citizens. Finally,
Hayfarm Village segments our customers served according to 3 groups of people as well, they
are children, adults and senior citizens. For instance, fruit picking is suitable for children, adults
and senior citizens, riding horse is more suitable for adults and spa service is more suitable for
adults and senior citizens. Hence, we can probably conclude that the most profitable group of
customers is senior citizens in these aspects.

TARGETING

Targeting means a group of customers which a business has decided to aim and develop specific
strategies into the targeted markets. (Wikipedia, Target Market, 2015) In other words, it is a
particular market segment at which a marketing campaign is focused. (Business Dictionary,
Target Market, 2015) Hayfarm Village targets customers of a whole family. It is suitable for
people who are seeking for an enjoyable vacation with their family members. An entire group of
family can get an opportunity to have bonding time with each other in Hayfarm Village, parents
can also get along closer with their children. Not only that, we also target office workers as they
are mostly having a hectic life, so we are certain that they need this kind of relaxation in order to
have a short escape from the stress they are suffering. For example, we target office workers
from Singapore as our potential customers because our location is convenient for Singaporeans
as it is located at Iskandar, Johor Bahru which is just a stones throw away from Singapore. Not
only that, we all know, life in Singapore is more about being extremely hectic and stressful as
their footsteps are much quicker than Malaysians. This is the reason why they need more rest and
leisure so to relief stress physically and mentally. In addition, of the features of being
multicultural on the food & beverage we offer, we are confident to be able to attract more
foreigners especially Singaporeans because of the near location mentioned above, and also we do
not only provide western food, we mainly recommend our Malaysian food such as durian, nasi
lemak and the most unique premium durian wine originally produced by us. For this business
plan, our main target is to provide luxurious enjoyment and superior relaxation to our customers
at the same time not to forget the Malaysian culture we are trying to promote. Of all the features
above, we believe to earn the most profit from office worker and family groups of customers
from Singapore and western countries.
CUSTOMERS NEEDS AND WANTS
A difference is often made between needs and wants. Our needs make up our survival
requirements while our wants are the desires we have for non-essentials such as luxurious
products, holidays and fashion clothing. (Business Case Studies, Marketing Theory, 2015) In this
21st century, peoples life has become much busier and more stressed out due to workloads,
money concerns and many other issues. People nowadays have learnt to pamper themselves
more when they have extra time and money instead of burying themselves in the paperwork.
Therefore, Hayfarm Village understands the existence of this situation in the society, so we are to

fulfill customers needs and wants as well. Firstly, our place provides the most relaxation for
customers from accommodation to food & beverage, and from outdoor activities to indoor
activities. We emphasize stress relief by offering leisure activities and services instead of extreme
activities. This is the reason why we attract customers who are living a hectic life to come to our
resort to ease their stress. In addition, the most basic needs of customers is friendliness. Hayfarm
Village can ensure our customers a pleasant experience because we greet them graciously with
warmth. Besides, options and alternatives are also one of the needs and wants of customers. They
depend on us to be in the know and provide them with the inside scoop. Customers feel
pretty upset if we know better than them, but never give any suggestions. (Lifehack, The Six
Basic Needs of Customers, 2014) Hence, our friendly staff will give recommendations and
suggestions on the accommodation, food & beverage and activities based on the needs & wants
and preferences of the customers. Last but not least, we believe one of the factors that the foreign
customers patronize our resort is because they are looking for an experience of different cultures.
In Hayfarm Village, we offer Malaysian food & beverage especially the durian series so that
foreign customers can really get to experience the culture of Malaysia.
COMPETITOR ANALYSIS/POSITIONING STRATEGY
A competitive analysis grid is a tool for organizing the information a firm collects about its
competitors. It helps a firm to see how it stakes up against its competitors, provides ideas for
markets to pursue and identifies its primary sources of competitive advantage. (Chapter 5,
Industry and Competitor Analysis)
COMPETITIVE ANALYSIS GRID FOR HAYFARM VILLAGE
Name

Hayfarm Village

Resort World Genting

Product features
Advantage
Even
Price
Even
Advantage
User feedback
Advantage
Advantage
Health benefits
Advantage
Even
Customer service Advantage
Advantage
Positioning is a marketing strategy that aims to make

Afamosa

Legoland

Malaysia Resort
Advantage Advantage
Advantage Even
Advantage Even
Even
Even
Advantage Even
a brand occupy a distinct position, relative

to competing brands, in the mind of the customer. (Business Dictionary, Positioning, 2015) First

of all, we look at our competitors which are Resort World Genting, Afamosa and Legoland
Malaysia Resort. There is a casino in Resort World Genting, which will definitely cause negative
issues to customers like stress, financial disasters and family issues. Next, Afamosa offers
amusement waterpark that is more to extreme activities. And Legoland Malaysia Resort also has
outdoor theme park that is more suitable for children. As differing from Resort World Genting,
Afamosa and Legoland Malaysia Resort, Hayfarm Village provides activities more to leisure
such as fishing and milking goats which you can really get a peaceful mind while carrying out
these activities. Not only about relaxation, Hayfarm Village also focuses on greening the
environment and providing health benefits, which you will not be able to obtain these from other
resorts. Also, in the food & beverage category, we have our own original durian series products
which is heart-catching for foreign customers. Last but not least, we promote going green as well
as relaxing enjoyably at the same time. The tagline we develop is Go Green, Live with
Hayfarm!, so to impress our customers. Whenever customers think of relaxation and going
green, they will think of Hayfarm Village as their first choice.
PRODUCT ATTRIBUTE MAP

MARKETING PLAN
PRICE
Price is the quantity of payment or compensation given by one party to another in return for
goods or services whereas pricing is the process of determining what a company will receive in
exchange for its product or service. Pricing strategy that we apply in our resort is price lining or
we called that price segmentation. The charges of accommodation are based on the preferences
of the tourists choose such as guest house, bed and breakfast, normal hotel and country house
hotel. Price of country house hotel will be charged at around RM900 per night. We target the
tourists who come with the whole family members and who prefer more comfortable and privacy
environment. Compared to our competitors, we are offering a more reasonable price to the
public. We also plan to establish hotel which is ranked for five star hotel since we are operating a
five star resort. Price will be set at around RM500 RM850 per night depending on what size is
it. Besides that, we will also introduce the guest house for the lower income people such as
employed worker and students. It is charged at around RM200 RM 400 per night. Bed and
breakfast offered mainly for the backpackers, we charge it at RM99 per night. Activities like
picking local fruits, horse riding and the spa services that we charge are based on the age. We
charge different fees for the different groups of people which are children, adults and senior
citizens. We offer the children and the senior citizens at half price to join all of the activities that
we provide.
PLACE
We are going to locate our Hayfarm Village at Iskandar Johor Bahru Malaysia. Iskandar
Malaysia is located in the State of Johor, the most rapid developing area in the south of
Peninsular Malaysia where living, entertainment, environment and business coalesce to form a
progressive and viable city. It only takes 4 to 8 hours flight from the Asian cities such as
Bangalore, Bahrain, Delhi, Dubai, Hong Kong, Hanoi, Ho Chi Minh City, Shanghai and Taipei.
It is also located within the reach of a global market covering approximately 800 million people.

Iskandar Johor Bahru Malaysias population is estimated to be 1.35 million (or 43% of the
population of Johor, which has a total of 3.17 million in 2005), with workforce making up
approximately 66% of this population (The official web portal of Johor, 26 December2013)
refer to Appendix 7. We plan to locate at there is because Iskandar Johor Bahru is the nearest to
Singapore. Aiming to attract the Singapore tourists and also other foreign tourists.
PRODUCTS AND SERVICES
We plan to establish spa services to our guests. We are going to establish some special spa for our
guests such as wine spa, milk spa and also fruit spa. Our guests can sip wine while enjoying the
wine spa. Besides that, milk spa creation is used to target our women guests whereas fruit spa
suits all of the guests from kids to the aged. As the resort name implies, we provide some
activities which associated with the nature such as horse riding, fishing and picking fruit in our
farm. In addition, we provide a free movie at the mini cinema in order to let our guests to enjoy
the movie at night with their family and also their companions. Game room is also one of the
features in our resort, the games room is a cool spot to retreat. It features a library corner, table
tennis, table football and a variety of board games. Since our targeting market is more focused on
the foreigners, so we provide a variety of local foods in order to let our foreigner guests to know
more about Malaysian culture. For example, when people think about Malaysia and there will
associate with the durian which Malaysian called it fruit king. King will always have a queen
that is mangosteen that Malaysian called it fruit queen. Therefore, we decided to make a durian
wine and mangosteen wine for our guests to purchase as a souvenir. Assuredly, we also provide
our guests a grape wine and other fruit wine because some people may dislike the durian taste.
Next, we provide key chain which there has logo printed of our resort and a variety of postcards
as a souvenir. In addition, we will also set up foods and beverages corners in our resort that
provide our foreign guests some local dishes such as nasi lemak, durian fried rice, durian puff,
satay and etc.
PROMOTION
Promotion is the method you use to publicize the word about your product or service to
customers, stakeholders and the broader public. Once you have identified your target market, you
will have a good idea of the best way to reach them, by using a mix of advertising which is

personal selling, sales promotion and public relations to promote your products or services. So,
we are going to invite some actors and artists as our spokesperson to promote our resort and
enhance our popularity. Besides that, we also will advertise our resort through a variety of TV
channels, magazines or newspapers, radio and etc. We also provide sales promotion such as
giving out a coupon and a discount for our guests to enjoy all of the facilities inside our resort. In
addition, we are going to offer some packages for the public such as family package, couple
package and individual package. Packages that we offer included picking fruits in our farm,
horse riding, fishing and other activities which related to nature. Next, we will provide a bus
services which is included in the packages for our guests who are from airport to our resort, it is
free of charge. Furthermore, if the tourists buy one of the packages in our resort, they still can
enjoy 15% discount in the accommodation services. Moreover, we offer our guests to join our
membership. We offer a discount up to 30% in the accommodation services and other benefits to
our members.

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APPENDIX
1. Malaysia Political Stability index Appendix 1

2. Malaysia Inflation Rate Appendix 2

3. Malaysia Inflation Rate Appendix 3

4. Malaysia GDP Growth Rate Appendix 4

5. Malaysia Unemployment Rate Appendix 5

6. Currency Exchange Rates Appendix 6

7. Map of Iskandar Malaysia Johor Bahru Appendix 7