MARKETING PLAN

Marketing can be defined as a satisfying needs and wants through an exchange process. In
addition, marketing also can be defined as the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods and services to create exchange that satisfy
individual and organization objectives. One famous marketing expert called marketing as the
creation and delivers of standards of livings. Of course, marketing is one most important part in
running up a business. Without a suitable marketing plan, business may never achieve its goals
and resources such as money, energy and time can be wasted.
Marketing is a key part of business success and we must use marketing plan as a basis for
executing marketing strategy. A marketing plan sets out to clear objectives and lists the actions
that can help us to achieve our target. From the definition of marketing itself, it will not
guarantee sales, but a well-researched and coherent marketing plan will give entrepreneurs a
much better chance of building long-term, profitable relationships in the business. So the task of
marketing department of EasyTicket Enterprise is to fulfil our customers needed, try to solve the
problems effectively if it occurred in our services. At the same time we want to achieve the
targeted profits. A lack of understanding of the marketing concept can result in poorly developed
product that fails to meet the customers needs and wants. This can hamper marketing efforts and
affect sales performance, overall business expansion and progress. Service differentiation
provides our business a longer lasting competitive advantage. The durability of the strategy tends
to make it more attractive.
The basic idea of marketing is basically an exchange activity that takes place between a
business entity and its customer. These customers include individual, business entity, and also the
support organizations. Marketing is a crucial and critical aspect in business and always referred
as the backbone to any business in achieving a profitable outcome.

OBJECTIVE

To introduce our bus ticket services to our customers.

To increase our profits by 8-12% yearly.

To ensure customers are satisfied with our bus ticket and service.

To ensure customers buy our bus ticket repeatedly.

To ensure EasyTicket Enterprise will reach the goals of the target market and our sales
budget.

PRODUCT PROFILE
EasyTicket is a service shop that provide all region bus ticket around peninsular Malaysia.

MARKET ANALYSIS
Market analysis is one of the main factors in marketing. It is a study designed to define a
companys markets, forecast their directions, and how to expand the companys share and exploit
any new trends. Things that include in market analysis are for example, target market, market
size, competition, market share, sale forecast, and marketing strategy.
For our business, our target customer is students and residential in Bandar Seri Alam,
Johor. Those who want to buy a bus ticket from us can purchase it at our shop immediately and
efficient. We act like an agent bus ticket regularly and provide as fast service that we can do to
satisfy our customer willingness. Almost all student in Bandar Seri Alam are travel from their
hometown to study here. Besides, some of the government or private company workers also
travel from their hometown and work in here. Our target market will focus on how often they
going back to their hometown and buy bus ticket from us to do so.

TARGET MARKET

To ensure that marketing effort fulfil customer needs and wants as long as can bring profit, we
have taken steps to identify and focus our effort on a selected group of customers. This is to
ensure that the marketing efforts taken are within our scope and capabilities of our business.
Target market is defined as the group of customers with needs and wants that can be satisfied by
business through supply goods and services. With a clearly defined target audience, it is much
easier to determine where and how to market our company.
After much discussion and planning, we have a specific target market. That being said, it
does not mean we only focus on this group of people and ignore others that are not in our target
market, as the other group is our secondary market and could also bring income to our business.
Our shop is located at the UiTM Pasir Gudang where the people are majority students
and the rest around it is residential area. This type of segmentation helps us to identify the trend
that might shape future spending patterns in the target market. There are a few characteristics of
population that has been identified as our target market. They have different background of
education, income, social class and occupation. This is because the Bandar Seri Alam area is
considered as a big town. The people are from all level of incomes.

PRODUCT/SERVICE DESCRIPTION
TRANSNASIONAL:

Route

Time

Johor Bahru
Lumpur

to

Price

Kuala 0030, 0730, 0830, 0945, 1000, 1100, 1130, 1200, 1300,RM31.10
1330,
1400,
1500,
1700, 1800, 1830, 1900, 2130, 2300, 2330, 2359

Johor Bahru to Afamosa

0800, 1200, 1400, 1800

RM23.10

Johor Bahru to Bahau

0830, 1030, 1600, 1830

RM21.50

Johor Bahru to Dungun

1000, 2200

RM38.50

Johor Bahru to Gemas

0830, 1030, 1600, 1830

RM18.50

Johor Bahru to Kota Bahru 0900, 2030, 2100

RM76.90

Johor Bahru to Kelang

0930, 1630, 2300

RM34.00

Johor Bahru to Kemaman

1000, 2200

RM34.60

Johor Bahru to Kuala Pilah 0830, 1030, 1600, 1830

RM24.90

Johor Bahru
Rompin

to

Kuala 1000, 1100, 1500, 1830, 2030, 2230, 2300, 2359

RM16.30

Johor

to

Kuala0900, 1000, 2100, 2200

RM44.10

Bahru

Terengganu

Johor Bahru to Kuantan

1000, 1100, 1500, 1830, 2030, 2230, 2300,RM26.40

2359

Johor Bahru to Mersing

1000, 1100, 1500, 1830, 2030, 2230, 2300,RM10.20

2359

Johor Bahru to Puchong Tesco and 1300

Prima

RM35.20

Johor Bahru to Pengkalan Kubor

2000

RM65.00

Johor Bahru to Pasir Mas

2000

RM65.00

Johor Bahru to Putra Jaya

1300

RM35.20

Johor Bahru to Rembau

0800, 1200, 1400, 1800

RM25.80

Johor Bahru to Rantau Panjang

2000

RM65.00

Johor Bahru to Shah Alam

0930, 1630, 2300

RM33.20

Johor Bahru to Seremban

0800, 1200, 1400, 1800

RM25.80

Johor Bahru to Segamat

0830, 1030, 1600, 1830

RM15.50

Johor Bahru to Tampin

0800, 1200, 1400, 1800

RM23.10

Pasir Gudang to Kota Bahru

2000

RM66.00

Pasir Gudang to Kuala Lumpur

0900,1600,2300

RM32.80

MAJU
Route

Time

Price

Johor Bahru to Kuala Lumpur 0030, 1100, 1500

TBS

RM31.20

Johor Bahru to Kuala Lumpur 0845, 0945, 1830, 2130

Pudu

RM31.20

Johor Bahru to Alor Setar

2130

RM70.50

Johor Bahru to Bukit Kayu Hitam 2130

RM70.50

Johor Bahru to Butterworth

2130

RM62.60

Johor Bahru to Dungun

0030, 0900, 1100, 2130

RM38.80

Johor Bahru to Kangar/Kuala 2130

Perlis

RM74.40

Johor Bahru to Kelang

0030, 0930, 0100, 1715

RM34.10

Johor Bahru to Kuala Terengganu 0030, 0900, 1100, 2130

RM44.30

Johor Bahru to Kuantan

0030, 0800, 0900, 1000, 1100, 1400, 1730, 2130,RM27.60

2330

Johor Bahru to Lumut

0845, 0945, 1830, 2130

RM55.80

Johor Bahru to Sri Manjong 0845, 0945, 1830, 2130

RM55.80

Johor Bahru to Melaka

0830, 1000, 1230, 1400, 1600, 1830

RM18.90

Johor Bahru to Mersing

0030, 0800, 0900, 1000, 1100, 1400, 1730, 2130, 2300 RM11.40

Johor Bahru to Pekan

0030, 0800, 0900, 1000, 1100, 1400, 1730, 2130, 2330 RM23.40

Johor Bahru to Seremban

0930, 1500, 2030

RM25.90

Johor Bahru to Shah Alam

0030, 0930, 1300, 1715

RM33.40

Johor Bahru to Sungai Petani2130

RM65.60

Johor Bahru to Teluk Intan

RM47.90

0845, 0945, 1830, 2130

STAR QISTINA

ROUTE

TIME

PRICE

Johor Bahru to Kuala Lumpur 0900, 1015, 1030, 1130, 1230, 1330, 1430, 2330,RM45.00
TBS
2359
Johor Bahru to Alor Setar

2200

RM90.00

Johor Bahru to Bagan Serai

2145

RM75.00

Johor Bahru to Bidor

2230

RM80.00

Johor Bahru to Bukit Mertajam

2145

RM75.00

Johor Bahru to Butterworth

1030, 2130

RM75.00

Johor Bahru to Changloon

2200

RM90.00

Johor Bahru to Gopeng

2230

RM80.00

Genting 2330

RM65.00

Johor
Bahru
Highlands

to

Johor Bahru to Gurun

2200

RM90.00

Johor Bahru to Ipoh

1030, 2230

RM88.00

Johor Bahru to Kampar

2230

RM80.00

Johor Bahru to Kangar/Kuala Perlis

2200

RM90.00

Johor Bahru to Klang

1230, 2359

RM55.00

Johor Bahru to Kuala Kangsar

2230

RM80.00

Johor Bahru to Kulim

0900, 2145

RM70.00

Johor Bahru to Nibong Tebal

2145

RM75.00

Johor Bahru to Sungai Nibong

2130

RM85.00

Johor Bahru to Seremban

1230

RM55.00

Johor Bahru to Shah Alam

1230, 2359

RM55.00

Johor Bahru to Sungai Petani

1030, 2200

RM75.00

Johor Bahru to Sungai Siput

2230

RM80.00

Johor Bahru to Taiping

2230

RM80.00

Johor Bahru to Tapah

2230

RM80.00

Johor Bahru to Ipoh

1100. 2240

RM45.00

KONSORTIUM

ROUTE
Johor Bahru
Lumpur TBS

to

TIME
Kuala

Johor Bahru to Alor Setar

PRICE

0630, 0730, 0800, 0900, 1000, 1200, 1300, 1430, 1530,

1630,
1730,
2100,RM31.00
2359
1900, 2130

RM63.20

Johor Bahru to Bagan Serai 2215

RM52.70

Johor Bahru to Bidor

2240

RM45.00

Johor Bahru to Bukit Kayu

1900
Hitam

RM67.60

Johor Bahru
Mertajam

2215

RM58.50

Johor Bahru to Butterworth 2215

RM58.50

Johor Bahru to Changloon

1900

RM67.60

Johor Bahru to Gopeng

2240

RM45.00

Johor Bahru to Gurun

2130

RM63.20

Johor Bahru to Hatyai

1900

RM67.60

to

Bukit

CEPAT EKSPRESS
DESTINATION

SCHEDULE

PRICE

Johor Bahru to Bahau

0830, 1630

RM21.50

Johor Bahru to Butterworth

1830

RM65.00

Johor Bahru to Chaah

0930, 1400, 2130

RM11.10

Johor Bahru to Dungun

2000

RM38.30

Johor Bahru to Ipoh

1830

RM55.00

Johor Bahru to Jertih

2000

RM59.20

Johor Bahru to Kuala Terengganu

2000

RM44.00

Johor Bahru to Kota Bahru

2000

RM60.00

Johor Bahru to Kangar

1830

RM77.40

Johor Bahru to Kuantan

1030, 1230, 2000

RM26.60

Johor Bahru to Labis

0930, 1400, 2130

RM13.00

Johor Bahru to Muadzam Shah

1030, 1230

RM21.60

Johor Bahru to Pengkalan Kubor

2000

RM63.70

Johor Bahru to Rantau Panjang

2000

RM63.70

Johor Bahru to Sungai Petani

1830

RM68.40

Johor Bahru to Segamat

0830, 0930, 1030, 1230, 1400, 1630, 2000, 2130 RM15.50

Johor Bahru to Tangkak

1830

RM19.50

Johor Bahru to Temerloh

0830, 1630

RM28.70

Johor Bahru to Triang

0830, 1630

RM25.90

Johor Bahru to Yong Peng

0930, 1400, 2130

RM9.40

TARGET MARKET

We are targeting all the students and some of community inside campus UiTM Pasir
Gudang.

Other than that, we are also targeting the residence of Bandar Sri Alam and other
education institute such as UniKL, Masterskill University College, Medical Campus of
ASIA METROPOLITAN UNIVERSITY, MRSM Johor Bahru and Malaysia Art School.

MARKET SEGMENTATION
1. Demographic Segmentation

Age (13years old-65 years old)

Bandar Sri Alam is populated by these ages which may contribute to our sale

2. Ethnic Background

Bandar Sri Alam consists of many ethnic backgrounds (Malay, India, Chinese, Christian)
with many celebration such as Hari Raya Aidilfitri, Deepavali, and Chinese New Year.

3. Psychographic Segmentation

Students always wants to go back home whenever emergency or homesick

4. Geographic Segmentation

Bandar Sri Alam also known as education city as there is a lot of education institute
(UniKL, Masterskill University College, Medical Campus of ASIA METROPOLITAN
UNIVERSITY, MRSM Johor Bahru and Malaysia Art School).

Therefore, there will be a large sale from student.

MARKET SIZE
Market size is the expected sales from the target market. It includes purchases of the
competitors product within the same market. Usually it is stated in unit of sales for specific
period of time.
This table will show our market size among all student and some residential in Bandar Seri
Alam:
TARGET
MARKET

POPULATION

Purchase
RateAverage
from populationCommission
(%)
person (RM)
5% + RM5

UITM

6,000

40 (2400)

UniKL

3,000

20 (600)

3,900

Residence of
Bandar Sri Alam

75,800

5 (3790)

24,635

Masterskill
University College

5,000

20 (1000)

6,500

Medical Campus of 1,370

ASIA
METROPOLITAN
UNIVERSITY

20 (274)

1,781

MRSM Johor Bahru 1,200

70 (840)

5,460

6.50

Monthly
perAmount (RM)

15,600

Malaysian Art
School

1,000

60 (600)

TOTAL (RM)

93,370

9,504

3,900
61,776

COMPETITORS

Basically, competitors often defined as other firms or independent entities that offer similar
services or goods in the marketplace. Knowing the competitors and what they are offering is very
significant in setting up a new business. It will trigger us enhance our products, services and
marketing. Other than that, it will allow us to set our prices competitively and help us to respond
to rival marketing campaigns with our own initiatives and efforts. In business, a company in the
same industry or a similar industry which offers a similar product or service is assumed to be the
competitor. As an entrepreneur, competition is positive way for our company to improve the
business that will help us to stay on focus of our business. We can also identify the strengths and
weaknesses of our services. The presence of one or more competitors can reduce the prices of
goods and services as the companies attempt to gain a larger market share as it tries to attract
more customers. Competition also requires companies to become more efficient in order to
reduce costs and other expenditures. The competition analysis is important because it helps us to
understand more on the competition and thus help us to prepare a blueprint for a strategic
business plan.
Based on our research, we knew that every competitor has their own strengths and
weaknesses. So, we have engraved more in order to move a step ahead in order to compete with
both new entrants to our market and current competitors. Therefore, we will create marketing
strategies that take advantages of our competitors weaknesses, and improve our own business
performance. Assessing the threats posed by the competitors is important in order to manage our
business successfully. Below are the lists of our current potential competitors:
Name of Competitors

Weakness

Strength

Todays Market

A few choices of bus company (Eagle)

Very near from the

campus

Masai Bus Station

A few choices of bus company (Maju, Cepat)

Near the campus

Pasir
Gudang
Station

Bus A few choices of bus company (Shamisha, Maju,Far from the campus
Transnasional, Eagle)

Larkin Bus Terminal

Many choices of bus company

Very far from campus

MARKET SHARE
Market share in strategic management and marketing is the percentage or proportion of
the total available market or market segment that is being serviced by a company. It also refers to
the estimated potential sales of the business after taking into consideration the market size and
competitors influences. From the observations that we made, seems like we have good potential
to do this business. This is because we find that some of our competitors do not provide good
services and less quality. Our target market is 8%.

Name
and Before entering the market (month)
Address
of
%
RM
Competitors

After entering the market (month)

%

RM

EasyTicket

26,611.20

Todays Market

10

33,264

23,284.80

Pasir
Gudang 30
Bus Station

99,792

28

93,139,20

Masai
Station

Bus 15

49,896

13

43,243.20

Larkin
Station

Bus 45

149,688

44

146,361.60

332,640

100

332,640

Total

100

SALE FORECAST

MONTH

SALE COLLECTION (RM)

REASON

JANUARY

61,776

NEW OPENING OF COMPANY

FEBRUARY

64,864.80 (5%)

CHINESE NEW YEAR

MARCH

67,953.60 (10%)

SEMESTER BREAK

APRIL

55,598.40 (-10%)

MAY

55,598.40 (-10%)

JUNE

63,629.28 (3%)

SCHOOL HOLIDAY

JULY

72,277.92 (17%)

HARI RAYA AIDILFITRI

AUGUST

62,393.76 (1%)

NATIONAL DAY

SEPTEMBER

63,629.28 (3%)

SCHOOL HOLIDAY

OCTOBER

67,953.60 (10%)

SEMESTER BREAK

NOVEMBER

67,953.60 (10%)

SEMESTER BREAK

DEEPAVALI

SCHOOL HOLIDAY

DISEMBER

63,629.28 (3%)

YEAR 1

767,257.92

YEAR 2

828,638.55 (8% from total 1st

year)

OUR PRODUCT HAVE A SUPPORT

FROM CUSTOMERS

YEAR 3

859,328.87 (12% from 1st year)

BECOME ATTRACTION

This is important in order to measure the profit, loss or achieve breakeven by company. Besides
that, it also can be used to decide employment requirement levels. The expected sales of our
product for our customer are shown above.

MARKETING STRATEGIES

We will use different of methods and approach to advertise our product. This is very important
since it has been seen that a good promotional strategy may influence and increase a company
income based on several major companies that has already made an impact in the business
industry. The main objective of conducting a promotional strategy is to make sure that the
customers are well informed about our offer promotions and discounts. Another reason for
informed about our program and other important agenda happening. Another reason for
promotional strategy is to attracted potential customers to come to our place and at same time
can promote our business. This will be some of the promotional strategies that we will be
implementing for our business:

Product Strategy
-Service Quality
-Online Orders

Price Strategy

Discounting

Based on competitors

Distribution Strategy

Promotion Strategy

Product Strategy

Service quality
We offers the fastest, friendly yet professionally customer services.

Online order
We take online orders through social networks to ease our customer who unable to come
to our premise during operating hours.

Pricing Strategy, Discounting, Based on competitors

We set the ticket price by analyzing the rate of pricing based on competitors price.

We have promotions for early birds and monthly promotion to attract customers.

Distribution Strategy

We have chosen a retail shop in middle of the campus UiTM Johor, campus Pasir
Gudang, so student from UiTM wont have a hard time to buy ticket.

The retail shop is also near to other education institute.

Promotion Strategy

Banner

The banner act as signature to our office for customer attention and attraction.

Facebook page

Our Facebook provides all details information about our services and operation hour including
our promotion.

Business card

This business card will be given to our customer for their reference or additional contact to make
sure they are easy to keep in touch with us anytime.

Flyers

Our flyers will be stamp or pass by to all customer around campus and Bandar Sri Alam to make
sure they know our services and location.

Email

To ease our customer to reach us for more information or any enquiries.

BANNER

BUSINESS CARD

NORMA SAREENA BINTI MOHD NAWI

GENERAL MANAGER
TEL NO.: 017-2695967

NOOR FARIZZA BINTI ROMLI

FINANCIAL MANAGER
TEL NO.: 011-4567824

MOHD AFIQ BIN ROSLI

MARKETING MANAGER
TEL NO.: 018-6678259

MUHAMMAD KHAIRUL IZZUDIN

BIN SHARIFUDIN
FINANCIAL MANAGER
TEL NO.: 011-4567823

IZA NATASHA BINTI AZAHAR

OPERATIONAL MANAGER
TEL NO.: 017-3489615

FACEBOOK PAGES

EMAIL

FLYERS

MARKETING BUDGET STRATEGIES

Items

Fixed
(RM)

Banner

300 (10 pcs)

Flyer

250 (10 000 pcs)

Business Card

36 (500 pcs)

Total (RM)

586

Overall
(RM)

Assets

ExpensesMonthly Expenses (RM) Other Expenses (RM)

Total 586
SETUP THE TICKET COUNTER

a) Hardware & Network Cost

PRODUCT

DESCRIPTION

QUANTITY PRICE PER

UNIT (RM)

TOTAL
COST

(RM)
Acer Aspire AZ16012940W8 All-in-one
18.5" Desktop PC.

IntelCeleron
N2940-1.83GHz

2GB DDR3 RAM,

500GB SATA HDD.

Intel HD Graphics.

Windows 8.1 with

Bing.

1 unit

1,239.00

1,239.00

1 unit

228.00

228.00

Canon PIXMA E400

Color Inkjet
Multifunction Printer.

Print, Scan, Copy.

Print A4: up to
4.0ipm (C) / 8.0ipm
(M).

4800 x 600dpi
resolution.

USB 2.0 Hi-Speed

Interface.

4G LTE PortaWiFi
Celcom.

PortaWiFi Pro

10GB

PortaWiFi Modem

1 unit

100.00(Fee
registration)
138.00 x
12months

TOTAL HARDWARE & NETWORK COST

1,756.00

3,223.00

b) Fixture and Fitting Cost

PRODUCT

DESCRIPTION

QUANTITY

Price per
Unit (RM)

Total Cost
(RM)

Portable Counter
Receptionist Desk.

Overall: 42"h x 80"w

x 32"d.

Lower Surface: 20"w

x 29"h.

Upper Surface: 7"w x

42"h.

1 UNIT

699.00

699.00

1 UNIT

79.00

79.00

4 UNIT

699.00

2,796.00

Pamica Task Chair

with Gaslift Grey.

Adjustable
Height,
Swivels, With Back.

Frame
Metal,
Nylon.

Material:
Plywood,

Airport Link Chair.

2400w x 680d x 800h

TOTAL FIXTURE & FITTING COST

3,494.00

c) Stationary Cost
PRODUCT

DESCRIPTION

QUANTITY

Price per
Unit (RM)

Total Cost
(RM)

Canon Ink Tank CL57.

1 catridge can print

approximate 300 A4
papers.

A4 Paper IK Paper
A4 80g IK Plus.

Best use for Laser

copy,
Fax,
Photocopy,
Press
Printing and Color
Printing.

1 unit per
month
12 unit per
12 months

49.90

598.80

12 reams per
12 months

9.00

108.00

12 MONTH

50.00

600.00

1 ream = 500
sheets

Office Stationary.

Pen, pencil, file and

etc.

TOTAL STATIONARY COST

1,306.80

d) Renovation Cost
PRODUCT

DESCRIPTION

QUANTITY

Price per
Unit (RM)

Total Cost
(RM)

Office Painting Work.

York 3.0 hp Ceiling

Exposed Air Cond.

Lump Sum

1,000.00

1,000.00

1 unit

1,299.00

1,299.00

2 unit

150.00

300.00

Include installed

Ticket Counter
Signage Sticker.

TOTAL RENOVATION COST

PICTURE OF TICKET COUNTER

2,599.00

OVERHEAD

NO

ITEMS

COST (RM)/MONTH

1.

WATER

30.00

2.

ELECTRIC

300.00

3.

TELEPHONE AND INTERNET

100.00

TOTAL

430.00