MARKETING PLAN

SCHOLARS INN UTM

RODNEY JOSEPH JUMIN
MUHAMMAD AZFAR FIRDAUS
NURFATIN LIYANA BINTI ABD RAHMAN
FATIMATUSZAHRA BTE SHARI @ SHANGRI
NUR FATHIAH BINTI MOHMMAD ZAKI

SCHOLARs INN
UTM JB

Objectives
To give guests a memorable stay. We aim to make
you stay with us as comfortable and pleasant as
possible.
Scholars Inn is managed by UTM students as
part of the Universitys student engagement
programme.
The programme enhances students leadership
and decision making skills and forges a sense of
community by providing opportunities for

Marketing Objectives
Operate as a non-profit public entity that provides
on-campus lodging for visiting scholars, guest
speakers, parents of UTM students, and other
visitors to the campus.
Generate at least RM250K income monthly.
Upgrade the facilities to accommodate more
guests as well as offering a larger range of
facilities.

Target Market
The target market is towards families and
people who are on business trips who have
no place to stay.
It also targets students and lecturer from
other universities who are visiting UTM for
events and programs.

Marketing Strategy
Offers rooms accommodation as well as access to all of the
facilities.
Rooms are booked through phone call or online reservations, as
well as through the receptionist counters.
4 different types of rooms available with varying price ranges and
dcor.
The varying price ranges ensures that all types of guests are able
to stay in Scholars Inn depending on their budget and needs.

Promotion
The Inn has a special and cheaper price rates for its
students, staffs, and alumni who want to stay there to
encourage people with business trips to Johor to stay in
Scholars Inn and not expensive hotels.
During Ramadhan (Fasting month of the Muslims), there is
a special 50% discount promotion to all of the guests.
There is a special discount voucher for its guests where
the horseback riding at the nearby Equestrian Park is
cheaper compared to its standard price.

Location
Scholars Inn is located in the eastern part of
UTM, near to an arcade (cafeteria and sundry
shop), Equestrian Park, and UTMs Stadium
which is fully equipped with a gym and
swimming pools.
It is a strategic place with a great view since the
building was built on top of a hill.

SWOT Analysis

Strengths
Renovated apartment units (Standard, deluxe, scholars,

suite rooms at Scholars Inn)

Have banquet renting to students or staffs or guests
Free wifi service at scholars inn to customers
Extra guest houses (8 units) at ktf and krp
Increase programme from year to year
On campus (strategic location)- privacy, safe, near faculty,
near with cafeteria

Weaknesses
Rate of profit depends on season (increase during
graduation, decrease during fasting month)
Limited to 100 units of room at E9 block
No investment lately
Poor service quality (late response to customers after
customers check in)

Weaknesses
Business planning is not approved
Limited space and budget to expand to
Taman Universiti
No astro, no wifi, no water filter at outside
houses (less facilities), far from Scholars
Inn to check in and check out

Opportunities
Discount rate (50% off) during fasting seasons to
attract more customers
Visiting lecturers during weekends of end semester
Sports events inviting guests at scholars inn (JDT and
Red Warrior football teams stay at Scholars Inn)
Sponsorship of horses feed at equine- marketing plan
to give away voucher RM14 per house can be used at
Pak Lah caf or at equine

Threats

Competition with KTGB residence (hostel)

Economy in recession
Price wars with the competitors
Taxation is introduced to services
Damaged reputation (police case- issue of
international student from Oman, his money was lost
and stolen by cleaning contractor)

Evaluation and Control

Performance Standard

2016
GROWING
PERIOD

2009
(INTRODUCTIO
N)

Strategic
location
In campus
Safety
Privacy
Cafeteria

Financial Control
Fully UTMs treasurer
Has the right to control the economic
No investment
Promotion

Monitoring Procedures
Achieve target every month
RM 250,000.00
Depends on certain period of time
Convocation (sales increase)
Fasting month (sales decrease)
Weekdays (as usual)

Marketing Implementation
Marketing implementation is the
process of
executing the marketing
strategy in a manner by creating
specific actions that will ensure the
marketing objectives are achieved.

Goal : Achieve the collection around

Rm250,000 per month
Admin is aware that potential clients will be parents of

UTM students during convocation

50% discount for each room during fasting month
Sponsored the food for horses in UTM
Provide banquet room which can fill maximum 30 pax
for an event.
On weekend , their target market on guests from
wedding event .So , they provide 8 guests houses in
some college area.

Thank you!