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Course Code : DBM 102
Course Title : Basic Marketing
Assignment 3 : Marketing Plan

Name| Matric Number|
Wong Yee Tong| 122009302|
Lee Choon Kiat| 122008893|
Boey Siew Min| 122009236|

Type of Assignment : Group
Programme : DBA

Lecturer Name : Mr.Chan Sai Keong
Date of Submission : 30 August 2013

1.0 Business Idea
The business idea that I propose is develop a new programme which is Hospitality progrmme at IUKL. We alert that there are many students that live nearby are interest in the Hospitality programme. The idea that we propose out is because of the following research that we had made around IUKL Campus. There is the problem that face by the student:

1. Distance
Distance was the problem that face by all student if they are living far from the College or University.

2. Transportation
This was the second problem that will face by the student who have no transportation. For an example, there are no facilities of public transport that can send them to school.

3. Venues
The nearest college or universities that have Hospitality programme is in Taylor University which is at Subang Jaya, Berjaya Times Square at Kuala Lumpur, Sunway University at Sunway, TAR College at Setapak and more.

4. Payment Fee
There are a lot of student are not affordable the study fee of the college because the study fee are expensive. For example, Berjaya Times Square could charge for RM 55,000 for the whole Diploma course. In the other ways, IUKL can help them to solve their problem with providing bus to transport them go and back at a station which is at KTM Serdang with the charge of RM1. Furthermore, the fees of Hospitality programme are just in between RM 30,000 to RM 35,000. This programme is designed for students to gain a better understanding of the dynamic hospitality environment. Students will not only acquire practical skills in food and beverage operations and room’s division operations but also managerial skills during their studies so that when they graduate, they are highly employable nationally as well as globally.

The purpose of develop the Hospitality Programme
The hospitality industry is one of the world’s most dynamic industries and continues to grow year after year. The World Travel Organization predicts that it will triple in size by the year 2020, becoming one of the largest industries in the world. This growth will provide many employment opportunities for people with the right qualifications, and hospitality programme provides exactly the type of education and skills that the future hospitality managers require to succeed.

A career in the hospitality industry includes opportunities in many different areas including, events of sporting, cultural, concerts and exhibitions. Conferences, banqueting, theme parks and attractions, restaurants, catering, resorts (golf, ski, beach, spa) airlines and cruise lines and many more service-related industries.

The skills learned at hospitality programme are applicable not just in hotel management, but to an entire industry of hospitality and tourism-related businesses. Exciting job opportunities await in the dynamic, international hospitality industry.

What is Hospitality Industry?
Hospitality Industry is defined as service of providing accommodation, food, beverage and recreational services like health club, spa and lot more to the guest. Hospitality industry is not only limited to the hotels but it also include Airlines, Cruise lines, Restaurant. In this industry career opportunities are not limited to our country but also provide the scope of making a career abroad as there are loads of hotels and restaurants chains which operates internationally.

A hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple groups such as facility maintenance, direct operations, management, marketing, and human resources.

The importance of Hospitality Industry:
1. Hospitality Industry is...
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