MARKETING PLAN FOR SUNNAH SPORT CENTRE

PRESENTED BY :EDDY DAMSURI MAT DAUD

FAUZANA ISMAILHELMI ABDULLAH

MUHAMMAD ZIKRULLAH BAHRUNNIZAM

1.Executive Summary

• In Malaysia, our education system divided the school break into two session; mid year break and year end break

• Parents looking something for their children to spend their holiday with the beneficial activities

• The sunnah sport centre is the good idea for parent to sent their children to the place which offer the good programme.

Cont..

• In Islam, there are 3 categories of sunnah sports namely swimming, archery and horseback riding

• Hadith from Prophet Muhammad pbuh narrated by Sahih Muslim : “ Practice archery and horseback riding”.

• Sunnah sport and recreation are not many. Still have a room to do the business and it is the trigger idea to do the business

Cont..

• Target market :1. The child/student below 12 years old who are

the biggest population customer. (target for long term programme during school break)

2. Public/Individual/Family focus on family recreation during weekdays or weekend

3. Company/Organization for team building

Cont..

• Result forecast refer to utilization of time of business; normal business hour 8am till 7pm. Weekdays: Sunday until Thursday and weekend: Saturday, Friday is closed

• Offer 3 types of package for 3 categories : Slot A : 10am – 12pm Slot B : 2 – 4pm Slot C : 5pm - 7 pm

Cont..

• Business target : not focus on the profit only but do something for religion (implement sunnah)

• 80% sales of the slot – for 1st year• 90% - for 2nd year• 100% - 3rd year (over demand)• 4th year, check price/standard price• Growth margin (estimate margin) – initial 20%

for cost

2.The product or business ideaSunnah sport package that consist of three categories of sports are the main product

Food & Beverage (café) is provided to facilitate the customers during the waiting time

Specific : target sales of the package at least 80% or 1st year, 90% for 2nd year and 100%over demand for 3rd year of business

Measurable : 9 packages (slot) for 6 days of business9 x 6 = 72 package / week72 x 80% = 58 package /week is ok for 1st year business

Attainable : with the clear product idea, clear target, this business can go further to achieve the vision and mission.

Cont..

Relevant : (Vision) All child in Kelantan almost 5 years have a knowledge about sunnah sport(Mission): Provide sport centre that fully managed and maintained

Time Bound : Relevant of time to achieve all the target.

Positioning Statement:“Living Sunnah through sports”- To invite family and to attract teenagers

3. Market Analysis

3.1 Existing Market Players

Companies65%

Groups17%

Indi-vid-uals10%

Others8%

Market Share

Year 0 Year 1 Year 2 Year 3 Year 4 Year 50

20

40

60

80

100

120

140

160

180

200

0

4050

6070

80

0

3035

40

50

60

0

10

20

30

40

50

Estimated Market Growth (5 Years)

Archery Horseback Swimming

3.2 Estimated Market Growth

Note:1. Total Primary school in Kelantan : 4182. Kota Bharu district 103 schools

3. Market Analysis

3.3 Competitive advantages

I. Location – Kota Bharu District – 15 minutes from city centerII. Fully equipped facilitiesIII. Well trained trainersIV. One stop centerV. Competitive pricing – minimal profit arrangementVI. Market oriented activities – custom based on requestVII. Green environmentVIII. SafeIX. Long term training programs

4.Competitor AssessmentIndustry That will compete• Our businesses are sport and recreation

industry that combine 3 types of sport that offering customer for swimming, archery, and horse sport. Our rivalry are sport industry. This idea was inspire by these hadith:

• Prophet Muhammad said, "Teach your children horse riding, swimming and archery" (Bukhari and Muslim)

4.1 five competitive forces1. Rivalry among competing firms: • Challenges from existing sport industry.• Compete with futsal and football sport.• Spend more afford to attract existing customer2. Potential development of substitute products and services: • Archery is substitute with indoor sport like

bowl and pool.• Horse riding is substitute to football and etc.

Cont..

3. Potential entry of new competitors• We already make some forecast about 5 years

in coming. That plan will be a survivor for our business if new comers enter the market.

4. Bargaining power of suppliers• We deal with various supplier for supplying

utilities’ and necessary for our business to ensure there are no controlling price occur.

Cont..5. Bargaining power of consumers• consumers lose power when they are loyal to

a business.• Satisfied customers are the key to long-term

success.

4.2 Critical success factors

• The success factors for new businesses are not necessarily the same as those of their established competitors.

• new businesses must focus on profitability, customer service, workforce development and cost control to a greater degree

Cont..Business Model• A business model, simply put, is a plan for

making a profit.Customer Focus• Listening to feedback from customers is

important in any business.Workforce• Choosing the right business partners and early-

stage employees is a critical success factor for new businesses.

Cont..Cost ControlKeeping costs under control is vital in new businesses that do not have previous years' expense data to guide our budgeting and spending decisions.competitive response to our entry We know our competitors are, and what they are offering. This will able to set our prices competitively.

4.3 Direct and indirect competitors

• Competition can be either direct (competing by selling the same products) or indirect (competing for the same market).

Direct Competition• price points, locations, service levels, and

product feature.Indirect Competition• Football and futsal

5.Marketing Strategy

Objectives : (SMART)1. To provide the complete facilities for sunnah

sport2. To implement Islam through sports3. To make all children in Kelantan are

knowledgeable about the sunnah sport

Cont.. Market segmentation

1. Who They Are: Segmenting Demographically@ Age : Children/student below 12 years old

2. Where They Are: Segmenting Geographically@demographic group almost from the city : especially from Kota Bharu 3. How They Behave: Behavioral Segmentation@ influence the decision maker ie children influence their parents to join the activities organized by Al Fateh Sunnah Sport Centre

Cont..

Target market :1. The child/student below 12 years old who

are the biggest population customer. (target for long term programme

during school break)2. Public/Individual/Family focus on family

recreation during weekdays or weekend3. Company/Organization for team building

Cont..

Positioning Statement“Living Sunnah Through Sports”

Marketing strategy create competitive advantage and synergy through a well-integrated program of marketing mix elements (4 Ps of product, price, place, and promotion) tailored to the needs and wants of potential customers in that target market.

Product

• A product is an item that is built or produced to satisfy the needs of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods. product groups we are.

• Horse Riding• Swimming• Archercy

Price• The price of the product is basically the

amount that a customer pays for to enjoy it. Price is a very important component of the marketing mix definition. Price that we offered for 1 slot/pack for family oriented 1 until 5 people as below:Particular Price (RM)Horse Riding 90.00Swimming Pool 60.00Archery 70.00

Place

Placement or distribution is a very important part of the product mix definition. You have to position and distribute the product in a place that is accessible to potential buyers. So Our group agreed to open up our business in new city Bandar Baru Tunjung, Kota Bharu

Promotion

• Promotion is a very important component of marketing as it can boost brand recognition and sales. Promotion is comprised of various elements like:

• Direct contact– Direct mail - Blog– Leafleting - Videos on you tube– Telephone marketing– Mobile and sms marketing

No Particular Budgeted (RM) Actual (RM)1 Horse Riding Area 250,000 200,0002 Swimming Pool Area 180,000 200,0003 Archery Area 70,000 100,000

TOTAL EXPENDITURE 500,000

Our capital expenditure RM2,000,000. We just spend RM500,000 for setup business.

Expected slot sold for year 2015

UnitsJan-15

Feb-15

Mar-15

Apr-15

May-15

Jun-15 Jul-15

Aug-15

Sep-15

Oct-15

Nov-15

Dec-15

Horses Ride 30 33 34 40 47 48 53 53 58 58 58 58

Swimming 30 33 34 40 47 49 52 52 58 58 58 58

Archery 30 33 34 40 47 50 51 51 58 58 58 58

* Every Pack only available for 3 slot per day and 18 slot for weekly than 72 slot per month. But only 80% slot expected will be sold.

Prices (RM) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Horses Ride 90 90 90 90 81 90 90 90 90 90 90 90

Swimming 60 60 60 60 54 60 60 60 60 60 60 60

Archery 70 70 70 70 63 70 70 70 70 70 70 70

*PROMOTION LESS 10% FROM ORIGINAL PRICE

Prices Jan-15Feb-15

Mar-15

Apr-15

May-15 Jun-15 Jul-15

Aug-15

Sep-15 Oct-15

Nov-15

Dec-15

Total (RM)

Horses Ride 2700 2970 3060 3600 3807 4320 4770 4770 5220 5220 5220 5220 50877

Swimming 1800 1980 2040 2400 2538 2940 3120 3120 3480 3480 3480 3480 33858

Archery 2100 2310 2380 2800 2961 3500 3570 3570 4060 4060 4060 4060 39431

Annual Sales RM 124166

Sales Forecasting for Year Ended 2015

No Particular Time (A.M)

PRAY & REST

Time (P.M)

PRAY & REST

Time (P.M)

1 Horse Riding Area 10.00-12.00 2.00-4.00 5.00-7.00

2 Swimming Pool Area 10.00-12.00 2.00-4.00 5.00-7.00

3 Archery Area 10.00-12.00 2.00-4.00 5.00-7.00

Our Operation Working Days

Forecasting Net Profit for 5 yearsParticular Years 1 Years 2 Years 3 Years 4 Years 5

Sales 124166 148999.2 178799 214558.8 257470.6

Income

Kiosk Food Court 9600 10080 10584 11113.2 11668.86

Gross income 133766 159079.2 189383 225672 269139.5

Expenditure

Salary 46000 46460 46924.6 47393.85 47867.78

Electricity 6600 6666 6732.66 6799.987 6867.986

utalities 7200 7272 7344.72 7418.167 7492.349

Maintance 21600 21816 22034.16 22254.5 22477.05

TOTAL EXPENDITURE 81400 82214 83036.14 83866.5 84705.17

NET INCOME 52366 76865.2 106346.9 141805.5 184434.3

*Sales increasing 20% per years*Rent will increase 5% every years*expectation 1% cost increase per years

Layout Of Business

P

Horses Area

Swimming AreaArchery Area

LOGO

SIGNBOARD

Advertising

Internet Marketing

Consumer Promotion

Public Relation

Customer Service

7. Control Plan

7.1 Organization Chart

BODs

Facilities Manager

Operation & Maintenance

Archery

Horse

Water Sport

F&B

Others

Marketing Finance

7.2 Management Dashboard

• Finance I. (Opex, Capex) Plan Vs Actual – montly

reportII. SalesIII. ROI (% years business tracking)

• MarketingI. Sales volume (Plan Vs. Actual)II. Forecasted target later 3 months

lookaheadIII. Packages analysis

• Operation & MaintenanceI. Asset Management Program (Opex)II. Asset StatusIII. Budget Planning (3 Months look

ahead, Capex)

8. Contingency Plan

• RiskI. Depreciation, degraded

assetII. Natural disaster (Flood, etc)III. Change Management IV. Human resourceV. Disease (Horse)

Note:1. Risk identified through risk

assessment tools, like Bow tie, Hazop, Hazid, FMEA, etc.

2. All identified risk must have contingency plan.

• Mitigation PlanI. Preventive

maintenance programII. InsuranceIII. Ample notifications /

payback period / Discounts

IV. 1 + 1 + 1 (Lead + Assistance + In record)

V. Insurans, Animal health monitoring program, consult local veterinary center