Marketing Plan for Langkawi

Executive summary Langkawi, such an amazing island, attracted a lot of nation from all told over the world. Un equilibrated regional feelledge, national and foreign touristry competition collide with Langkawi screwingnot constitute a ripening very well, that is the reason why Langkawi go offnot be the world-wild attraction. A right trade plan open fire firebrand Langkawi give sufficient play to its advantages and come upon up for weakness, and then get a nice victimization of marketplaceing. mountain marketing nonsubjectives, confirm target markets, use marketing strategies to develop a marketing plan for Langkawi is the focal point of this article.Introduction Langkawi, The Island of Legend is located 108 kilometers northernmostwestern United States of Peninsular Malaysia, the border of Malaysia and Thailand. Comprising a group of 104 islands, the biggest one is Langkawi, it is a stead for those pursuit tranquility and refuge from the hustle and bustle of metropolis life. The electron orbit is near 526 squ atomic number 18 kilometers. The important island spans about 25 kilometers from north to south. Two-thirds of island cover forests, hills and natural vegetation. Its a biggest cluster island in Malaysia, constitute of 99 limestone islands.Langkawi Island is amply blessed with a heritage of fabulous myths and legends. As a natural paradise, this island perhaps is incomparable eitherwhere else in southeastern Asia. The province beauty of the island makes itself a compelling attraction. Langkawi, a drooping part of Malaysia, attracted no tourists until 1987. In 1997, on that point argon 1. 7million tourists visited Langkawi and the number reached 2. 38million in 2009. Most of the development is in the main town of Kuah and in isolated beach resorts nearly the coast.The aerodrome is located on this island as well hotel resorts, restaurants and shops. The two main beaches, Pantai Cenang and Pantai Kok, atomic number 18 on th e islands western coast, with Pantai Cenang being the most popular as the place for hotels and restaurants. Dotted along the northern coast are the much(prenominal) luxurious resorts. With the only intention to hike touristry, the island was granted a exempt status. Government has come up with special developments to resurrect the touristry persistence in Langkawi.Tourists are in profit requested not to bring any cars or another(prenominal) vehicles to go to this island, so it bay window save this city far from pollution and then make it as a jet-propelled plane tourist destination. The Northern Corridor Economic Region development program is a Malaysia Government initiative to promote the economic growth in the north of Peninsular Malaysia . In order to improve the Langkawis position as a world-class tourist destination, the Northern Corridor Economic Region is try thorny to attract further world-class hotels and holiday resorts to this island.In the folk routine as pects, the entertainment benefit development in Langkawi is not a patch up on Phuket Island, the rich of history and culture is not as good as Bali Island, but it has abundant natural and geological beauty, simplicity and peace-loving country life, leisurely and comfortable tourism atmosphere, it bear be authentic as an bionomic, geological and leisure tourism island. That makes Langkawi not only pick up a unique style with neighboring famous islands, but excessively an intellectual tourism trend for reward tourists yearning at present.Langkawi is environ with many legends that could be used in the marketing of the island. In addition to the natural and sociable resources, Langkawi has many other resources that could be developed into visitant attractions such as pencil eraser fields, factories, seek villages and the Hindu temples. The change of the rising is expected to the attentive planning and decision by Lembaga Pembangunan Langkawi (LADA). Marketing objectives Lan gkawi is a potential island for coastal tourism. Coastal tourism has been the worlds largest tourism hot espy and important pillar.With the development of the economy and coastal tourism in the stage setting of the global is developing quickly, coastal tourism development of real res publica has become an important component. In order to develop coastal tourism reasonable, the marketing plan should be suitable for langkawi. Vision To become a world-class government agency in the efficient and creative development of langkawis root word and tourism industry. Mission To develop langkawis specialized attractions (such as theme special K) objective 1. To protect natural resource in order to obtain sustainable development. 2. To improve entertainment facilities in langkawi. . To create a theme park for eco-tourism. 4. Promote Langkawi as an international tourist destination. The island has an abundance of potential, especially in eco-tourism. They could build a theme park that co-e xists with the environment and encourages eco-awareness. (Jimmy Leong ). only focuses on ecological protection, and to obtain sustainable development. The international success coastal resorts all pay attention to ecological protection principle. Target markets From region, the figure shows that more(prenominal) than 70% of visitor in langkawi is from Malaysia, that means main visitor market in langkawi is domestic market.However, Thailand, Singapore is Langkawis largest market for foreign tourist. And from demography, family and couple like to go langkawi. Because langkawi is a quite beautiful and reasonable coasts for destination. Couple elect langkawi as honeymoon destination. The family go vacation because of amazing landscape, and also job free shop. According to statistics released by the Tourism Division of the Langkawi causement Authority, that there were 2,461,455 visitors rested on the island during 2009 which nearly 25% were from overseas, All in all, Langkawis targ et market is couples and families both in international and domestic.Marketing strategies Product pricing The toll that tourism enterprises set need to conform to the certain standards, if the damage is too low, customers whitethorn thought those products are not worth to secure, tourism enterprises are hard to get a profit, and if the price is too high, customers have no cleverness to consumption, there will be no demand on it. In Langkawi, some luxury hotels, restaurants and entertainment industries can use high price strategy to approaching market and it is good for market positioning.Travel agency, local attractions and hotels can offer discount for visitors when they reaches a certain amount. Some hotels, motels or airlines can provide seasonal discount in rainy season, international flights can adjustment the price according to the size of demand, and the purpose is to attract customers, make sure they can get a profit. Pricing can be based on competitors, it is a kind of methods that pricing according to the price of competitors. Price variance remains unchanged and always be a little higher than competitors or a bit lower. So ompare to other islands, Langkawi can pricing according to its dominant position and give a higher price, for inferior position, we can give a discount for customers, in order to attract them to come. forward motion Promoting the tourism development of Langkawi is very necessary. Promotion can be used in various ways. Public traffic is a good way to promote it, we can make people pay attention to the propaganda by special events or public work activities. There are a lot of people from all over the world, looking for the information of Langkawi on the Internet.These potential visitors want to know the raise places in this island, where they can bond, which restaurant offers the outstrip meal. We can build websites about Langkawis detailed information, shows the travel and adjustment arrangements and let people know what the suitable choice is for them. Hotels can offer special discount for attracting tourists to stay in Langkawi, whatever people come to Langkawi for business, vacation or conference, Langkawi has unlike kinds of accommodation types to serve customers, discount hotels can attract more tourists to stay because most of them want to save money.Airlines can provide cheap flights, make everyone can travel by air. Travel agency can promote the preferential travel project, save money and condemnation for visitors. We can also advertise Langkawi through media, newspaper, magazine, television or giveaways such as calendars and didactics packages, print and send out brochures, provide travel reservation service and use publicity to build a absolute doubling of Langkawi, let people see them in their daily life. People Only stupefy that demand can satisfy the demand. The process of finding demand unavoidably to realize by employees.Tourism enterprises need to arouse the enthusiasm of the employees, let them seeking for potential customers according to the demand of them. The employees with high quality and comply with the requirements are very important. Training the industry professionals, make sure travel agency employees can let visitors have a good experience in Langkawi, and get satisfactory services from hotels, restaurants and other entertainment industries, because their service bearing and level is one of the key factors which decided to customers on the tourism enterprises satisfaction, a not professional employee may be adly affect Langkawis image, lead-in to the loss of customers, reduce the economic income of travel enterprises, affect the development of tourism industry in Langkawi. People not only those of the employees, but also customers. The feeling of customers on the service quality may be affect by the opinion of other customers. The marketing goal is getting hardcore customers those whom believe in tourism enterprises and think they are wor th to spend, and they are also willing to recommend Langkawi to other customers, thus to improve the popularity and positive image of Langkawi. ProcessesWhile producing and service delivering at the same time, process management can guarantee the availability of service and stable quality. Otherwise, it is very difficult to balance the supply and demand of service. We must find the way to handle the bill demands, seeking the method in different level to maximum satisfy the different needs of different customers. In the implementation process of Langkawis marketing planning, it might happened some accidents because of the change of the market, we must do our best for the supervision, regulate and control in the whole process, to achieve the best depression of marketing.To sum up, in the marketing strategies combinations of Langkawi, in addition to the human factors are uncontrolled, other factors are controllable. We should adapt to the external environment actively, give full play to Langkawis advantages and make up for weakness, and then get a good development of marketing. Physical evince Physical evidence is making the invisible services of products as much as possible becoming visible products, let consumers fell that the service product is exists, and improving visitors make happy the value of the service products process.Germany has a successful businessman said a simple reception is better than a detailed manual. For example, the first time a visit goes to the langkawi restaurant, before entered the restaurant, the restaurants appearance and signs has do him an initial impression. If the impression is good, he will go into the restaurant, and then the intimate decorate, how clean the desktop is and the waiters etiquette image will directly to decide he will repast here or not. If management and utilization t well, it can help customers experience the characteristic of langkawi, improve the service when you get to enjoy the benefit and contribute to create a good image for langkawi, to support the implementation of the marketing strategy. Conversely, it may send wrong center to customers, influence the customers expectations and judgment to langkawi, it will damage the image of langkawi. Physical evidence should focus on object factors, human factors and atmosphere factors and it also can improve physical evidence from outdoor billboards, TV advertising and the promotion activities in public places.We can add the local customs and features to langkawis fleetposts and signs, on the other hand, service personnel should dress the same uniform, come out efforts to make slogan and publicity material. Conclusion Langkawi is a romantic, beautiful island which has richly natural resources, where nature itself also has many excellent conditions, making her a paradise in Southeast Asia. Walking on the main island of Langkawi, an oasis of Rubber Forest and paddy fields are in face up of you, dotted with the traditional tall house s (Ganlan), coconut waves, two or trinity Islanders who make a living by fishing and farming solve by.All these form a very laid-back screen. On this island which is full of quaint legend, the earth fell asleep in a lullaby of biting louse croak piping. In addition tothe beautifulnatural scenery, Langkawi alsohas a longhistory andtraditional culture. Langkawiis aduty-free island that youcan buya lot ofduty-free products. As the famous internationally archipelago of 99 tropical islands in Malaysia, Langkawi is the absolute holiday paradise which offers modern accommodation facilities and amenities set against the natural backdrop of sun-drenched beaches and ancient rainforests overflowing with exotic plant and animal life.For its beautiful geological heritage of arresting landscapes, Langkawi is a really good place to go, it is absolute a furious travel destination. Experience the beautiful countryside and the peaceful landscape of paddy fields, choke off by some small villag es with wooden houses which build by thread trees, and children pedaling their old bicycles on the road. Beautiful scenery, great adventures, five-star conveniences and an international airport make Langkawi a great place for a holiday. An agro-based economy of padi and rubber cultivation and fisheries is being ast overtaken by a tourism-driven economy, taking into consideration the natural, unspoiled, ecological beauty of the island and major governmental emphasis. The largest and most developed island known as Langkawi is the focal point for most visitors. Traditionally the islanders have relied upon the farming and fishing industries for their livelihood, but in 1987 they were awarded Duty Free status, and the subsequent increase in visitors has promoted tourism to the point of being the islands largest industry.Tourism is one of the most important industries in Malaysias national economy, and it has an important effect on promoting national economic and social development. Ma laysia is richly in natural tourism resources and culture tourism resources. Since the 1960s, tourism resource advantages are gradually translated into the real economic advantages. With the rapid development of Malaysian tourism industry, during the past 50 years, remarkable achievements have been make in the number of tourists to Malaysian, foreign exchange income, tourism infrastructure construction, the fountain and protection of tourism resources, and some other aspects.Langkawi has rich tourism resources. Develop Langkawi tourism market is good for the local economy,it can provide more jobs for local people. So develop a good marketing plan for Langkawi is very necessary, it can promote the development of tourism industry, thus promote the development of entirety economic in Malaysia. References Jeremy, A. (2002), The rough guide to Southeast Asia, Rough Guides Ltd,Mohamed, Z. H. I. (2000), The legends of Langkawi, Utusan Publications & Distributors Sdn Bhd, Kuala Lumpur. Joh n, S. Michael, T. (1998), How to prepare a marketing plan a guide to reaching the customer market, MPG Books Ltd, Great Britain. John, W. (2010), How to write a marketing plan, Replika printing press Pvt Ltd, India. Malcolm, M. & Hugh, W. (2011), Marketing Plans How to prepare them, how to use them, John Wiley & Sons Ltd, United Kingdom. Simon, R. (2007), Malaysia, Singapore & Brunei, only(a) Planet Publications Pty Ltd, Australia. Susan, B. (2001), Successful tourism marketing a practical handbook, Kogan rascal Limited, London.