2009653308 | FADHULLAH DAHLAN IBRAHIM

3/3/2010

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 CONTENT
i. Company Descriptions
ii. Business Mission
iii. Situation Analysis
a. Industry analysis
b. SWOT analysis
iv. Marketing Objective

MARKETING
v. Marketing Strategy

2011 a. Target Marketing Strategy

b. Marketing mix
2015 i.Product
ii.Place/Distribution
PLAN
iii.Promotion
iv.Price
vi. Implementation , Evaluation, and Control
a. Marketing research
b. Organizational Structure and Plan
c. Financial Projection
d. Implementation Timetable
e. Summary

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 COMPANY DESCRIPTION

Founder/CEO:Fadhullah Dahlan Ibrahim

Company : F.D.I. e-Vent Planner (FDI) Est. :

February 2010

Ownership : Sole trader. Sole stock holder is Fadhullah

Dahlan Ibrahim.

Product : Services, Event Planner

Specialization : Promotional and entertainment event

Customers : Corporate and Individual Organizations

Firm Description :
A new way of event planning. Through online network, the
company is determining to maximize the usage of this new
technology as advantageous throughout the new era of marketing
as also face-to-face event consulting.

The first event company in Malaysia to provide online event

planning thus made it the foundation of online event planning.

FDI is an equal opportunity business making its expertise

and its products available to help its customers plan their own
events. Planning Packs (complete kits for their event), make
hosting an event a snap, right down to the refreshments. The
event planning software brings interactive event planning as
close as their personal computer. Through these and other
affordable products and services, FDI aims to be the number one
resource for any event.

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 BUSINESS MISSION

MISSION
The mission of FDI e-Vent Planner is to provide customers with
the highest level of event planning. Existence is to attract and
maintain the customers. When we adhere to this maxim,
everything will fall into the right place. All the services provided
will exceed our customers’ expectation.
OBJECTIVES
I) To be number 1 in online service-base company of all time
whose values are exceeding customers’ expectations.
II) To increase number of clients by 30% per year through
superior services.
III) To develop a sustainable and profitable start-up business.
IV) ROI within the two quarters of the established year.
V) Major revenues are from the corporate company with long
term contracts.

SITUATION ANALYSIS
INDUSTRY ANALYSIS
TRENDS
Events and conferences are growing business in Kuala Lumpur,
Malaysia and not just for hotels and convention centers. From
corporations to non-profit associations, the many benefits of
hosting proprietary, face-to-face events are being increasingly
recognized across all sectors. .

But as events become a more vital component of annual

marketing strategies, there is growing competition for
participants, profile and sponsorship. This has resulted in a
demand for higher hospitality standards and greater industry
expectations; a muffin in a gift bag simply won't cut it in today's
market.
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 Nowadays, events and conferences must be planned and
executed right if they are to help an organization reach its goals
and guarantee an enhanced return on investment. As
organizations grow more event savvy and event planners strive
for individuality, a number of new trends are emerging.
SITUATION ANALYSIS
COMPETITORS Competitors Arrays & Profiling
Companies BAD BOYZ FAT BOYS John Hall Hotels

Event EVENTS Productions

factory

Competitiven Actual Actual Potential Actual

ess
Directional Direct Direct Indirect Direct
Products Services Services Services Accommodation
s & Services
Strengths Good Good Good On-site
reputations relationship relationship facilities,
among the with with equipment, and
Telco client broadcasting international support staff.
base. companies companies. Ability to
transport and
Good in Good in
house persons
broadcasting international
for overnight
companies event and
stays. Able to
marketing
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 strategies. conference. internalize costs
Have been in of
the market transportation
longer and equipment.
Weakness Focus only Reputation No Often very
on big precedes experience expensive,
events and them. Too and impersonal, rely
specialized much relationship on unskilled
events are focusing on with local labor for
main giant customers. support staff.
focused broadcasting Do not have The error rate is
rather than companies. the high due to high
all events. supporting volume and
products to traffic from
market with other events
happening at
the same time.
SITUATION ANALYSIS

CUSTOMERS PROFILE

The breakdown of the market for event planning falls in a wide

and much diversified grouping. Organizations as well as the
individuals demand the services we provide. In order to provide
detailed information, the market segments are broken down into
private and public organizations, and individuals.

1. Private Business Organizations

Private firms make up the largest portion of client base. Firms

such as businesses and corporations host the most events on
large scales therefore this type of event will generate large
revenues per event.

2. Public Organizations

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Government agencies host many events every year. The second
largest segment of clients base. These events are vary, depends
on the type of the government organizations. Most of the events
are moderate in scale with middle to low revenues generated thus
will it generate high revenues per event. Occasionally some of the
event will be held in large scales as or international viewers and
tourist. Emphasis is placed on the visibility of the event for public
viewing.

3. Individuals

This type of event is seasonal and it is on small scale thus being

the smallest revenues generator. Even though it is easier to
handle such event yet it’s not so profitable in years to come as
when the FDI e-Vent Company becomes more stable in its
business.

4. Other

This segment has no direct information to compile for a

description. It consist of any planned that does noy fit into any of
the above categories.

SITUATION ANALYSIS

SWOT ANALYSIS

MARKETING OBJECTIVE

OBJECTIVE

The firm is diligently to increase the knowledge of targeted

audience for the importance and usefulness of professional event
planner by giving high quality services.

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 • Increase product awareness among targeted audience by
30% in one year.
• Inform target audience about features and benefits of our
product and its competitive advantage, leading to a 10%
increase in sales in one year.
• Decrease or remove potential customers' resistance to
buying our product, leading to a 20% increase in sales
that are closed less than a year
• Minimum one government client for massive
international event for each year.
MARKETING STRATEGY

TARGET MARKET STRATEGY

FDI is providing services that are beneficial to both corporate

and individual indefinite customers who seek help and
intention either through the web or face-to-face
consultant. We will be going after the "SOCIAL EVENT
MARKET" which is an alternative market niche within the event
planning industry.

The customer is an organizations/individual that

contracts/contacts with FDI to plan and typically host an event for
them. Organizations/individuals will be turning to FDI to plan the
events because:

1. It is cost efficient for a third party to plan the event. This is

the case because the third party only does event planning so
they can plan and host the event more efficiently.

2. The organization does not have additional people who can

be taken away from their daily jobs, nor time to invest in an
infrequent event. While the invidious does not have the
experience, impotent and barren to host their own event.

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 MARKETING MIX

PRODUCT

Services product is varied and dynamic for customers as it

change as with the customers wants and needs. FDI are
determined to provide service that exceeds customer’s
expectations by providing those services of qualities and
perfections.

Because the dynamic and continuous changes in event planning

market, there are no fix products or packages as too fulfill the
customers need as it different from each.

Hence of the varied needs still there are basics product may be
created to be the foundation of the fulfillment product for the
customers.

Individual

Party Pack: Suitable for any occasions as it include the

coverage of Food and Beverages (F&B), Entertainment
and Amusement (E&A), Audio Visual System (AVS) and
Program Manager (PM).

The customer may change any basic product given to

be accordingly with the budget and suitability of the
events. They also may upgrade the product given to
fulfill their wants.

Promo Pack: This product is specialized for the company to

promote their both newline product or established
existing product. Suitable for corporate company which
philosophy is Sales Orientated Marketing Management
Philosophy.

Promo Pack gives the clients total control of the event

without needing them to part in the execution process.

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Ala Première:Public/Government organizations with high budget
are given top priority of any event. Full coverage of any
type needs of the event specifically of event needs.
High quality of any products given with quality
guarantied.

MARKETING MIX

PLACE/DISTRIBUTION

FDI e-Vent Planner

Corporate Office: Level 36, Menara Citibank, Jalan Ampang, Kuala

Lumpur

Operation Center : Level 8, Pusat Komuniti Komersial Bandar Tun

Razak, Bandar Tun Razak, Cheras Kuala Lumpur.

Corporate office used for meeting with corporate organizations

and corporate clients. Also used for media center for press
release.

Operation center is used for event preparation place, operating on

going event, and equipment store.

PROMOTION

1. Internet and Online Promotion

a. Website
i. http://www.e-vent.com
1. Company profile available for viewing
2. Online event planning services
3. Event history
a. Press release
b. Letter of Recognition
c. Award certificates
d. Event partners
b. Links on Event Partnes

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 i.Partners for the past events
1. Sponsors
2. Clients
3. Partners
c. Google online advertising via AdWords
i.Drive potential customers
ii.Works on both local and international network
MARKETING MIX

d. Online advertisements on other website

i. http://www.allmalaysiaevent.com
ii.http://www.sensesofmalaysia.com
1. Proved to be effective with small
organizations and individuals.
2. Printed Media
a. Leading Newspaper advertisement and press release
i.The Sun
ii.News Strait Times
b. Phamplets
i.Distributed to major company and organizations
ii.Strategically placed at public places
3. Word-of-mouth
a. Past Clients
b. Friends
i.Corporate
ii.Country Club
iii.Political/Government

PRICE

FDI e-Vent product services’ price is subjective thus make it

inconsistent from every of it services. The price differentiated by
these variables:

i) Occasion of event
ii) Event costing
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 iii) Operating expenses
iv) Consulting fees
v) Contingencies
vi) Competitors’ Services Pricing

These variables are followed to assure there won’t be any losses

affect to FDI.

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 IMPLEMENTATION, EVALUATION, AND CONTROL

MARKETING RESEARCH

The event planning industry is coming into its own. What has
been seen for decades as an elite service for the wealthy and/or
corporate, Malaysia is slowly transforming into a service that
eliminates the hassle and headaches of planning events for
Malaysia families and communities.

As part of the new business, event planning is still in the changes

that always occur in situations of a dynamic and fast. Business
must be sensitive and act quickly in this situation. Marketing
research should be conducted continuously to ensure that
information received is accurate with the current conditions of
marketing and business environment.
Customers want and need are vary from each other’s and each
customers need to be approach with different marketing mix.
With the increasing of customer’s profile; balance and stable
information’s are able to be generated as to create better
marketing mix.

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 IMPLEMENTATION, EVALUATION, AND CONTROL

ORGANIZATIONAL STRUCTURE AND PLAN

ADVISORY BOARD

ADVISOR POSITION EXPERTISE BUSINESS

CONNECTION
Norzam C.E.O. of PMP Sdn Bhd Leadership Government and
Baharuzama and managing Ministry
n organization
Wong Yew Festival Manager of Managing Private companies
Mun PMP Sdn Bhd event and and International
corporate organizations
negotiation
Mohd Nazri Financial Manager and Financial None
Baharuzama Advisor of PMP Sdn control and
n Bhd planning
Arid Soon C.E.O. of Melodi Ceria Managing Private
Boon Seong Enterprise people and organizations and
subordinate Event Companies

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 IMPLEMENTATION, EVALUATION, AND CONTROL

FINANCIAL PROJECTIONS

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 IMPLEMENTATION, EVALUATION, AND CONTROL

IMPLEMENTATION TIMETABLE

As soon the company start up, FDI employee will contact all major
corporates and governments friends to appoint FDI as the
Official Event Planner for their annual events.

2011

I) Close deal of 5 years contract with 2 Corporate

Companies and 1 Governmental Organization for
organizations’ annual events.
II) Full timed employees are trained to have ample
experinence to able manage small events on their own.

List of some up coming international event in 2011 :

2011

Event sanctioned with

-Ministry of Tourism -Kuala Lumpur City Hall

-Ministry of Federal Territory -Ministry of Education

Malaysia

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 IMPLEMENTATION, EVALUATION, AND CONTROL

SUMMARY

To be global, FDI will continously improve and enhance its

capability in achieving customers’ satisfaction accordance with
the company missions. As the target and implementation
published, FDI, full-hearted will try to accomplished what has
been stated.

FDI's marketing plan implementation will be changed according to

the current situation because the economic situation in the
services industry. For that FDI has been prepared to face all
possibilities in early preparations which have been made
consistent with the observation process.

It is hoped that the marketing plan is implemented properly to

achieve the mission and goals of the company and became a
revered and respected companies in the region and every corner
of the world.

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