Situation Analysis.pdf

8/9/2019 Situation Analysis.pdf

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CHAPTER 1

INTRODUCTION1.1 - Introduction1.2 - Problem statement and issues1.3 - Objectives & aims


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1.1 - Introduction

Satusuku Surf is a company in the business which encourages surfing water sport. They arelocated in a small village in Cherating, Pahang which lies on the east coast in Malaysia. They have

opened their business in the early 2007 in Cherating. The area was choosen because it has been agood tourist attraction in Pahang and the landmark was famous for surfing throughout the monsoonseason. The sea breaks high quality waves that was proper and satisfactory to surf. It has also beensaid that surfing in Cherating was somehow founded by a surfer who was travelling along with somelocal people.

Satusuku Surf offers the theory and basic learning of how to surf. Satusuku Surf’s surfinglessons are taught by experienced and well-known local surfer. These instructors are certified asthere are some who has been involved with a lot of competitions or has been already sign by famoussponsors. The instructors not only has high-quality teaching everything about surfing, but also hasexpert knowledge on how to survive and behave when in the seas.

These lessons they offer commence during the start of monsoon season which is aroundOctober until the end of season which is April or May. By this season, a lot of people come over toCherating to start experiencing surfing. Satusuku choose Cherating as the surrounding of the seaareas are filled with suitable waves for surfing, especially for the beginners and also the enthusiasticsurfer.

Other than having lessons, Satusuku’s establishment aslo offers surfboard rentals. They havea wide collection of surfboard that follows the range of finesse for any particular individual. Satusukualso has a small section that sells branded surfing goods in their store, including brand new or

second handed surfboards.

Objectives


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1.2 - Problem statement and issues

Surfing has not been very outstanding since it is not quite well associated to Malaysia. Most ofthe society is unlikely to be interested in surfing in Malaysia due to the uncertainty of such surfing spotexist and that lesson are available. Altough the surfing community in Malaysia exist, mostly throughthe social media, it is only well known throughout the public in east coast side of peninsular Malaysia.

In other cases, there are also a part of the society which are highly interested in experiencingsurfing, but, unfortunately, they tend to go abroad and invest extra more just to have the exact sameexperience. This is not such a good financial investment presumably to the enthusiatic beginner orparents of the young interested surfers.

1.2 - Objectives & aims

Objectives --

Initiating an impactful advertising strategy to build a stronger brand

Creating a memorable effects on the brand as good as the quality of the services the brandhave to offer

Aims --

To increases more attention from the society to be aware about the existance of surfingschools in Malaysia

To seek more attraction to the water sport industry in surfing local and internationaly

To stabilize the major backbone of the business to carry forward to the future.


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CHAPTER 2

PRODUCT2.1 - Product Name2.2 - Product Classification2.3 - Product Characteristics

2.4 - Product Range2.5 - Distribution2.6 - Product Life Cycle2.7 - The Brand2.8 - Brand Image and Implication2.9 - Strength & Weaknesses

2.10 - Advantages & Disadvantages2.11 - Unique Selling Proposition (USP)2.12 - Promotional History & Advertising Schedule2.13 - Positioning Statement


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2.1 - Product Name Satusuku Surf surfing lesson

Surfing lessons for everyone who are interested in trying to experience surfing.

Lesson package:Beginner soft top longboards.

Surfboard rentals:Longboard to shortboard surfboards

2.2 - Product Classification

2.3 - Product Characteristics

2.4 - Product Range

Packages:

1) Surfing Lessons Offering a 30 minuntes of videos on introduction and theory 1.5 hours of surfing with certified instructor. 2 hours of additional surfboard usage

2) Surfboard Rentals Half day rental for 4 hours. Full day rental from time of renting until day ends (closing time is at 7 o’clock).

Pricing Range:

For lessons:RM 120

For surfboard rents: RM 40 for half day rental and RM 70 for a full day rental.

Other Choices:

Selling brand new and second handed surfboards. Selling branded surfing goods in small area of the Satusuku Surf shack.


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The brand has been establish in 2007. It has been very much involve with the small foundationof the surfing community in Malaysia, mostly the east coast region. As the year went on, Satusuku

Surf has gain adequate amount of attention due to their invovlements. This is where they began togain recognization among the surfing society in the area.

Satusuku has held many events in the past. They have sponsored or partnered with other surfbrands to launch several interesting surfing competitions between local surfers. One of the event heldwas running a a small campaign for a free surfing lessons taught by their own surfing instructor. Thisevent succeeded in attracting the public across the peninsular Malaysia.

Each year, Satusuku Surf get their momentum in the business as their loyal and regularscomes by for their services. Usually the business peak in the monsoon season which is on the earlyNovember to March the following year. Satusuku Surf thrive to make cherating the best surfing spotfor beginners.

2.6 - Product Life Cycle

2.7 - The Brand

Intro

Sales

TimeGrowth Peak Decline

Satusuku Surf distribute their service directly to their customers, mostly through the socialmedia. They promote and explain about their service and latest happenings through their own socialmedia page.

2.5 - Distribution


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2.8 - Brand Image and Implication The image of the brand is focusing on the laid-back coastal lifestyle. The Satusuku Surf house,which is their main business center, is created resembling a shack in a peaceful ambience whilstimpling the feeling of an adventurous surfing flavor. With this implication built, the visiting guest canrelated well to the surrounding. This creates an interesting mood for the society to see and feel.

There are many competitors around the area such as Chearating Point and other interestingchalets and inn, but there are no huge rivalry between all others as all of them are supportive andshare all the businesses together. It is all in good healthy competitions.

Strengths --

Taught by certified instructor. Affordable in price range. Resonable service provided Safety with fun guaranteed Located near the sea Good waves are form at the cape

Weaknesses --

Only available in the monsoon season Lessons are in “per-day” sessions No accomodation provided in package Lack of promotional strategy No variety of service packages

2.9 - Strength & Weaknesses


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2.10 - Advantages & Disadvantages Advantages --

Each individuals in Satusuku are well knowledgeable on the surfing sport itself. A very different style of recreation Very easy to find when in Chearting, Pahang Ability to upgrade to a more interesting business

Disadvantages --

Only depend on the season No accomadation No other option for lesson package

2.11 - Unique Seling Proposition (USP) Satusuku Surf school exposes you to the fundamental of surfing and is the only surf school inMalaysia dedicatedly taught by certified instructor and professional surfers.


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2.12 - Promotional History & Advertising Schedule

Satusuku Surf school is the best to-go-to surf school for the enthusiatic beginners and youngdevoted surfer who are excited to get to learn all about surfing. With the help of experienced surfers,nothing is to be missed.

2.13 - Positioning Statement


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CHAPTER 3

COMPANY 3.1 - Company Overview3.2 - Business Description3.3 - Company History

3.4 - Key People3.5 - Location and Subsidairies3.6 - Brands, Major Products and Services3.7 - Corporate Vision3.8 - Corporate Mission3.9 - Company’s Current Promotional Strategy 3.10 - Product Sale’s History 3.11 - Current Marketing Strategy 3.12 - Media Expenditure


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3.1 - Company Overview Satusuku Surf School is the only surf school in Malaysia that offers the basic education insurfing taught by certified instructors. Satusuku Surf School lies in the heart of Cherating, a small

village on the east coast of Malaysia, not far from Kuantan. The business was established in the 2007and owned by Tunku Mohd Khairil.

The lessons starts during the monsoon season as Cherating and its surrounding breaks seawaves of world class quality and astonishing consistency, with everything a surfer needs: from perfectcylindrical sand-bottom point breaks for the skilled surfer to mellow easy rolling waves that break forover a kilometer – perfect for long boarders and beginners. Just a few minutes up the coast lie severalmore secret spots, known only to the local scene and on the right days, matching anything Indo canthrow. The surf scene in Malaysia is barely known outside of the country, meaning Cherating can offerfirst-class waves with none of the crowds associated with the more famous spots.

3.2 - Business Description Satusuku Surf provide an experience in surfing. They provide surf lesson for everyone to havetheir first attempt on surfing.


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3.3 - Company History

3.4 - Key People

3.5 - Location and Subsidairies

Satusuku Surf school was founded by Tunku Mohd. Khairil bin Tunku Ibrahim, who nowcurrently own the company. It was registered under the name of Satusuku Enterprise on 30th May2007.

Owner and Founder: Tunku Mohd Khairil bin Tunku Ibrahim

Address:

There are no known subsidairy location for the company.

1003f, Kampung Cherating Lama,26080 KuantanPahang.


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3.6 - Brands, Major Products and Services

3.7 - Corporate Vision

3.8 - Corporate Mission


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3.9 - Company’s Current Promotional Strategy

3.10 - Product Sale’s History

3.11 - Current Marketing Strategy

3.12 - Media Expenditure


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CHAPTER 4

CONSUMERS &STAKEHOLDERS4.1 - Consumer’s Characteristics4.2 - Stakeholder’s Characteristics


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4.1 - Consumer’s Characteristics

4.1.1 Demographic (Current)

4.1.2 Psychographics (Current)

Perception -- The seas in Malaysia are not well known for big waves. Maybe going surfing may not be

as good.

Learning -- Learns about the service through words of mouth, printed materials such as flyers

and through social medias/internet.

Motivation & Needs -- The society will be motivated when seeing prove of surfing in Malaysia. They need to be

more exposed to the actual event.

Attitude & Personality -- Highly enthusiatic and inspired in seeking experience.

Lifestyle -- Adventurous, sporty, nature loving.

15 to 30 Male & Female Secodary level school and higher Students / White/Blue/Pink collar worker RM500 - RM1000 / RM1800 - RM5000 All types of races and ethnics Coastal and Urban


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4.2 - Stakeholder’s Characteristics

4.2.1 Primary

Founder(s) -- Overseeing the future of the company. Finding benefits and deciding on the next step for

the company’s growth and generating profits.

Instructor(s) -- Carry out their task dedicatedly according to the standards, showing expertise on the

sport itself as well as proving the society the promise that the company are delivering.

Staffs -- Reflecting the company’s image with the right knowledge and guidance while dealing

with the visiting guest.

4.2.2 Secondary

Media --Plays a role in maintaining good advertisements and providing good reviews and photoson the latest held events for the attraction of the society.


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CHAPTER 5

INDUSTRY ANDTHE MARKETSHARE5.1 - The Industry 5.2 - The Market Place


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Sports Industries

Water Sports

Extreme

Outdoor

Surfing

Seas

5.1 - The Industry

5.1.1 Definition of the industry

The sports business means many different things to different people. This is a truly globalindustry, and sports stir up deep passion within spectators and players alike in countries around theworld. They are a mode of personal recreation and fitness, be it skiing, cycling, running or playingtennis. To business people, sports provide a lucrative and continually growing marketplace worthy ofimmense investments. To athletes, sports may lead to high levels of personal achievement, and toprofessionals, sports can bring fame and fortune. To facilities developers and local governments,sports are a way to build revenue from tourists and local fans. Sports are deeply ingrained ineducation, from elementary through university levels. Perhaps we cannot state with confidence thatsports enrich the lives of all of us, but they certainly entertain a huge swath of the world’s population.In addition to economic impact, the largest single effect that sports create is that of grippingentertainment: hundreds of millions of fans around the globe follow sports daily, whether via radio,television, printed publications, online or in person, as spectators or participants.


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5.1.2 Shape of the Industry

The sports industry is bound up in a global network that is marked by global flows. The societyis changing today where we consume sports. Consume in this context s hunger for latest informationat any time or place. The usage of internet heightens the consumption of information with the help formass media. A good example now is the information travels throughout the entire globe withoutboundaries. Before, the news travels within a limited source meanwhile now everything is at the endof the fingertips. Due to that, these vast changes made us becoming more daring with our choices.Society today wants to try more challenging and new sports like surfing, diving, bungee jumping andextreme sports. This is clear evidence that the shape of the sports industry has turn 360 degrees fromwhere it was before. Today, sports industry emphasizes more on developing its facilities toaccommodate these needs. Since the high needs and demands from the society, the government hastaken many initiatives to help the industry to grow larger. For instance, sports facilities can easily befound anywhere and due to that the opportunities becoming bigger. These will certainly help people tobe a part of the new experience.

5.1.3 Development of the Industry

The sports and leisure industry causes a wide range of areas that required skilled personnel.Before, the sports industry is very limited in terms of resources, skilled personnel, facilities as well asthe support. The sports industry developed vastly and has a close connection with the media-led

development. Globalization has helped to elevate the development of the sports industry whichdepends on several factors. The factors are the availability and identification of human resources, theefficiency of sports organization and the depth of knowledge of the sports. An example of how extremesports becoming hype nowadays among youngsters are because of its success to advertise locally aswell as internationally. In our country itself, there are many local organizations to help to promote thesports to the society. This definitely helps the sports industry to be introduced more strategically to thesociety. Besides that, there are many new kind of sports are becoming well-known to the society suchas surfing. In a nutshell, the development of the sports industry is growing day by day and with thehelp from the mass media it is undoubtedly that our sports industry can be one of the leadingcountry’s national income


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5.2 - The Market Place

5.2.1 Current Condition of the Market Place

The current condition of the market in sports industries in Malaysia is vastly growing. Thereare a lot of variety of sport to choose from nowadays, especially in the extreme sport section.Satusuku Surf has a high chances of getting into the limelight, as it is considered one of thehard-to-find sport in the country. For being a pioneering company in the surfing sport, Satusuku Surfhas better oppurtunity to tackle the wide range of target audience, since they can value and reseacrhfor their attraction right away.


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CHAPTER 6

COMPETITIVESITUATION6.1 - Direct Competitors6.2 - Indirect Competitors


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6.1 - Direct Competitors

6.2 - Indirect Competitors

Cherating Point --

Cherating Point is a business that offers the same service, which is surfing lesson. They arelocated in the area and surrounding as Satusuku Surf. They provide accommodation bookings,surfboard rental, surf lessons and guided trips to other spots in the region for every level of severity.

Cherating Point has more package options, the packages of surfing lessons are from a range fa single surf lesson, to a weekend package that includes a 2 night stay at their chalet. For this reason,the price range has increases.

Bilut Adventure Park --

Jeram Besu, Whitewater Rafting --

Formed on May 2013, Bilut Adventure Park are a team of adventurous people who love natureand its challenges. They are offering the opportunities for everyone to enjoy nature's beautiesand experience the challenges in hope for appreciation and preservance of the nature. They arelocated 18km away from Bentong town.

Bilut Adventure Park provides ATV (All-terrain vehicle) rides and Sport Archery. The location issurrounded by one of the oldest palm oil trees & rubber estates in Malaysia.

Jeram Besu (Besu Rapids) is located on Sungai Lipis at approximately 6 km before the town ofBenta and about 2 1/2 hours drive from KL. Once considered un-runnable, this rapid has nowattracted a lot of white water enthusiasts i.e. rafters, kayakers and canoeists from all over thecountry even as far as Singapore. Complemented byits easy accessibility the surrounding areahas boomed from a nothing place to become a local youth center with facilities and severaleating shops.


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CHAPTER 7

SWOT ANALYSIS7.1 Strengths7.2 Weaknesses7.3 Oppurtunity

7.4 Threats


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7.1 Strengths 7.2 Weaknesses

7.3 Oppurtunity 7.4 Threats

Affordable and reasonable price range.The only surf school in Malaysia withcertified instructor.Well-known around the local in theeast-coast of Malaysia.Has a wide range of surfboards to offer.Staff are all supportive andknowledgeable in the surfing.Has a high-level of capability to exposesurfing in Malaysia.

Able to kickstart a foundation on surfing inthe early age.Considered as a one of the pioneeringsurfing company.A lot of methods to start a campaignadvertisingSuitable geographical location to attracttourist and locals who are searching for

vacation.

Unconsistent weather changes.Only in seasonal timeCompetitor of the same productCustomer’s skeptical thoughtNot a trend in Malaysia

Competitors offers more servicesNot available all year roundReaching a high peak sales are dependingon the weather.No effort on brand and service promotionDoes not offer options on servicepackagesHard to reach targeted audience


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CHAPTER 8

STRATEGICTARGETAUDIENCE8.1 - Proposed Primary Target Audience


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8.1 - Proposed Primary Target Audience

8.1.1 Demographic

8.1.2 Psychographics

Perception -- Malaysia has a monsoon season that strikes on the east coast of the country. It is a once

in a year season, so its best to experience something new before the season change.

Learning -- Learns about the service through words of mouth, printed materials such as flyers

and through social medias/internet.

Motivation & Needs -- The society will be motivated when seeing prove of surfing in Malaysia. They need to be

more exposed to the actual event.

Attitude & Personality -- Highly enthusiatic and inspired in seeking experience.

Lifestyle -- Adventurous, sporty, nature loving.

15 to 35Male & Female

Secodary level school and higher Students / White/Blue/Pink collar worker RM500 - RM1000 / RM1800 - RM5000 All types of races and ethnics Coastal and Urban


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CHAPTER 8

RESEARCH9.1 - Proposed Primary Target Audience9.2 - Market Observation9.3 - Online Survey

9.4 - Interview9.5 - Others


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9.1 - Marketplace Research


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9.2 - Market Observation

9.3 - Online Survey

From what has been obeserved, the attraction of customer to stop and visit the Satusukucenter is dependable on teh season. Customers will likely to be visiting for the services when the rightseason has come, which is the monsoon season, which is on the early month of November to the endof May the following year. Also, Satusuku will receive extra more customers on the weekend, or publicholiday. Wheather tourist or local, the customer comes in the range of a group of family and multiplegroups of friends. Sometimes, international customer are on their solo travel.

On the other hand, when off the season, only few will visit. There are local and internationalcustomers that comes and go, but not to their establishment. This is because Satusuku is not well

known for their accomodation, furthermore, there are plenty more of other business that offerschalets and inn.

Some online surveys were carried out, and here are the summary for the response.


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I have attempt several contact method to get in touch ith the key people of Satusuku, but therehas not been any response. The website is currently down, the contact number are engaged. As fornow, I am still hoping for their email response.

Attached is the email that i have wrote.

9.4 - Interview


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To whom it may concerned,

Hello and good morning,

My name is Aderi bin Ayatillah, I'm a final year student from Multimedia University,currently pursuing Bachelor in Advertising Design.

In order to accomplish my final year project, I have been given an assignment to pick up aspecific product/service from an existing brand, to do a research and execute variousadvertising strategies regarding the brand of the business/company.

I have been very much interested in your business, and I have always been to Satusuku inCherating each year for board rental to surf. In conjunction to that, I have decided to choseSatusuku Surf as my subject.

In this case, if possible, I would humbly like to have a few details on thebusiness/company profile to complete my first phase of the given assignments, which isto complete the situation analysis on the business (Satusuku Surf). I highly guarantee thatall information will and always be kept confidential between me, the university, and thecompany. I will not use that information in any way as an advantage for other competing

company or so.

I very much appreciate if you could provide this following information;

1) Brief about the business description (what is the company is doing)2) Brief history regarding the company/business (please include founder, and year ofestablishment)3) Product characteristic and range (packages available, pricings and other services)4) The key people in the company. Name, job title.5) Corporate vision and mission6) The company's current consumers (physiographic & demographic) & SWOT analysis.7) Company's stakeholders (internal & external)

I fully understand if there are some information that you can't provide.I hope that you could put this into consideration as I am really putting a high hope that wecould cooperate and work together as much as possible to complete the project.

Hopefully, in the future, the company/business will earn benefit through my modest work.

I will attach my verification letter from the University to prove my claims in the nextupcoming email.

P/S: I will also need to have any sort of contact information that I can regard to, to continuethis project. We will easily keep in touch, and discuss more of this project in the future.

I wrote;


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CHAPTER 10

PRECEDENTSTUDIES10.1 - Advertising Strategy 10.2 - Precedent Studies


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CHAPTER 11

REFERENCES


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https://www.facebook.com/Satusuku

http://cheratingpoint.com/about-us/

http://www.impressions.my/Raft/raft_JB.htm

http://www.businessnewsdaily.com/4245-swot-analysis.html

http://www.plunkettresearch.com/sports-recreation-leisure-market-research/industry-and-business-data


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CHAPTER 10

APPENDICES


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Information obtain from SSM. (purchased)


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SITUATION

ANALYSIS

ADERI AYATILLAH1111115235BACHELOR IN ADVERTISING DESIGN

SATUSUKU SURF SCHOOL

Documents

Situation Analysis.pdf