Intro Batang Berjuntai

Batang Berjuntai (Bestari Jaya)

1.0 INTRODUCTION

Batang Berjuntai has existed since the 1920s covered with rubber plantations. Tins were mined

during the British rule in Malaya and it was in the 1940’s that Berjuntai Tin and Pacific Tin were

established. It was from there that Kampung Berjuntai Tin got its name. It was then changed to

Kampung Berjuntai Jaya in 1998 before renamed Kampung Bestari Jaya in 2006 by the Sultan of

Selangor. Now, the abandoned tin mine becomes the location of Universiti Industri Selangor

(UNISEL). It is the government’s aspiration for the residents of Bestari Jaya to be in sync with

the progress and development that have taken place. As such, the state government’s intention of

making Bestari Jaya to be Selangor Knowledge City by year 2011 can be accomplished.

The Selangor Menteri Besar (Chief Minister of Selangor) was quoted as saying that the town

needed a new identity because the campuses of the new Selangor Industrial University

(UNISEL) and Universiti Teknologi MARA branch will be erected there. The implication here is

that Batang Berjuntai did not sound intelligent or sophisticated enough. A more visionary name

was needed. The Menteri Besar revealed that a new name was chosen “after the state heard

views from various political bodies, government agencies and non-governmental agencies”. The

word Bestari may have been picked because it is the term for our much-hyped Smart schools,

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which should be operational any minute now. Plus, with the name change, the area will have the

same initials as before.

"Batang Berjuntai" means a dangling branch in Malay. There used to be a railway line

connecting Batang Berjuntai with Batu Arang and onwards to the mainline of Malayan Railways

at Kuang. The line between the town and Batu Arang was dismantled by the Japanese during

World War II and never reconstructed. On 2006 the name Batang Berjuntai was renamed with

"Bestari Jaya" due to censorship by the government, as "batang berjuntai" had phallic

connotations. Batang Berjuntai geographical location’s is Selangor, Malaysia, Asia and its

geographical coordinates is 3° 23' 0" North, 101° 25' 0" East.

Not many people know where Bestari Jaya is, but if you know Batang Berjuntai, you will surely

realise it is the same place. Batang Berjuntai was the former name of Bestari Jaya. It is now

synonymous to relate Kampung Bestari Jaya with Batang Berjuntai. Batang Berjuntai is now

getting its fair share of fame with the establishment of a Private Higher Learning Institution

(IPTS) by the Selangor State Government. Universiti Industri Selangor (UNISEL) in Bestari

Jaya is the first higher learning institution run by the Selangor State Government. UNISEL is set

up to provide the workforce in technical and industrial sector. It is open to all and some of the

students even come from Singapore, Philippines, Vietnam, Brunei and others.

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http://en.wikipedia.org/wiki/Batu_Arang

http://en.wikipedia.org/wiki/Phallic

http://en.wikipedia.org/wiki/World_War_II

http://en.wikipedia.org/wiki/Japan

http://en.wikipedia.org/wiki/Kuang

http://en.wikipedia.org/wiki/Malayan_Railways


2.0 MARKET SHARE

Before Entering Market

Name

accommodation

No. of Rooms

Offered

Calculation Percentage %

De Palma Inn 48 48/90 X 100 53%

Firefly Park Resort 12 12/90 X 100 13%

Hotel Kuala Selangor 16 16/90 X 100 18%

Melawati Ria 8 8/90 X 100 9%

Nature Park Chalets 6 6/90 X 100 7%

TOTAL : 90

100%

The table shows the five accommodation choices before our project entering the market.

The closest competitors we get are from Kuala Selangor since there are no competitors at Batang

Berjuntai. There are De Palma Inn, Firefly Park Resort, Hotel Kuala Selangor, Melawati Ria and

Nature Park Chalets. The highest percentage is De Palma Inn, 53% while the lowest is Nature

Park Chalets with 7%. 3


After Entering Market

Name

accommodation

No. of Rooms

Offered

Calculation Percentage %

De Palma Inn 48 48/100 X 100 48%

Firefly Park Resort 12 12/100 X 100 12%

Hotel Kuala Selangor 16 16/100 X 100 16%

Melawati Ria 8 8/100 X 100 8%

Nature Park Chalets 6 6/100 X 100 6%

Bestari Jaya

Homestay Guest

House

10 10/100 X 100 10%

TOTAL : 100

100%

After our project enter the market, the share become a little bit competitive. The highest

percentage is still De Palma Inn, but 48% while again the lowest is Nature Park Chalets with 6%.

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For our project, we managed to get 10% of the market share. This is quite impressive for a new

beginner. The project is an addition of accommodation choices for tourists who visiting Kuala

Selangor district.

Competitor’s List

Name Description and Address Contact

De Palma Inn 3-star resort about 1 km away from town.

This inn has about 48 chalets and suites

offering the best luxury in Kuala Selangor,

along with swimming pools and a tennis

court.

Jalan Tanjung Keramat, 45000 Kuala

Selangor

03-3289 7070

Firefly Park Resort A private resort located directly at the

firefly watching site of Kampung

Belimbing, offering 12 chalets, with air-

conditioning and water heater, built across

a green pond.

Jalan Haji Omar, Kampung Belimbing,

45000 Kuala Selangor

03-3289 1208

Hotel Kuala

Selangor

The largest budget hotel located among the

shop lots of town, with 16 rooms. Rates

start from MYR30-90; rooms range from

those with air-conditioning and attached

bathroom to those without.

Center of Kuala Selangor Town, opposite

old bus station

03-3289 2709

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Melawati Ria A small backpacker inn located inside a

shoplots of town. Room rates start from

MYR40, with attached bathroom and air

conditioning. Closet to Bukit Melawati

Hill.

In Town, directly facing the hill of Bukit

Melawati

03-3289 1268

Nature Park Chalets A set of chalets run by the nature park with

frugal furnishings and basic facilities,

including running tap water. Good place to

experience nature and mosquitoes.

Taman Alam Kuala Selangor, Jalan Klinik,

45000 Kuala Selangor

03-3289 2294

3.0 SWOT ANALYSIS

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Strength

Do not have many competitors.

Bantang Berjuntai just a small city located in Kuala Selangor. The nearest

competitors are come from Kuala Selangor and Ijok.

Batang Berjuntai is nearby University Industry Selangor (UNISEL) and Batu Karang.

If the people have event or any function in UNISEL, the nearest they can stay is

in Batang Berjuntai. People or tourists who want to visit Batu Karang also can

stay in Batang Berjuntai because the location is near.

Good in public transportation.

In Batang Berjuntai, their transportation especially bus is good. This make people

who want to visit in there easy to go anywhere in Batang Berjuntai.

The place and environment are still fresh.

In there, not many developments have been done and buildings being build. The

nature still well care and people who love this environment will attractive to go in

there.

Village environment and near to firefly watching site.

People or tourists who want to feel live in village will attractive to come here and

having experience stay in there. They also can visit firefly watching site in the

night, to see the miracle right there.

The price while stayed in there is cheaper.

Food, accommodation and price for place to stay are much cheaper than other

place nearest Batang Berjuntai.

Weaknesses

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The facilities are still not enough.

Batang Berjuntai is not well develops, the shop is still far and for big supermarket

is outside Batang Berjuntai. People difficult to find their necessary items and

when they want to buy in bulk, they must go outside Batang Berjuntai.

Not many interested places.

Only a few interesting places in Batang Berjuntai and because of this, people will

think twice before coming here.

Location of Batang Berjuntai is far from the big city.

The nearest cities are Kuala Selangor and Shah Alam and it takes a lot of time to

go there.

Batang Berjuntai not well-known places.

People who not familiar with that place, did not recognises where Batang

Berjuntai is located. As a result, the possibility people who want to stay in there is

minimum because they did not know that place.

Opportunities

Targeted guest or people who love nature environment.

As we know, Batang Berjuntai is not well develop, so their environment still fresh

and beautiful. People who love this situation will attract to spend time in there.

The sources and material is still cheaper.

Because it is located outside the city, most of the food and other material are

cheaper than inside the city. Natural sources are easily to get, such as vegetable,

local chicken etc for the menu of homestay.

Not many competitors can compete with our homestay guesthouse.

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In Batang Berjuntai, the only homestay guesthouse there is ours and it gives a lot

of advantages because if people visit there, they will stay in our homestay

guesthouse. Others homestay guesthouse is outside Batang Berjuntai.

Nowadays trend, people like to stay in homestay.

Current day, people like to try new experience which is staying at the homestay.

Usually people who come from the big city, they want to feel by herself that

experience.

Threats

How to attract guest come to Batang Berjuntai.

People who live outside there not really know where Batang Berjuntai is and what

speciality in there.

Other homestay give more service and accommodation.

The nearest homestay provide many facility to their guest, compare with our

homestay, there is not many facility are provided since we still new in that places.

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4.0 PROJECT DEVELOPMENT

As we know Batang Berjuntai or also known as Bestari Jaya is located at suburban area

and surrounding with all palm oil plantations and also some lake. So our group would like to

suggest building a homestay guesthouse there. Homestay is a form of tourism and/or study

abroad program that allows visitors to rent a room from a local family to better learn the local

lifestyle as well as improve their language ability. While homestays can occur in any destination

worldwide, some countries do more to encourage homestay than others as a means of developing

their tourism industry.

The reason why we choose to build a homestay guesthouse at Batang Berjuntai is because

we can see that there is a high potential to attract people to go there and also with the peaceful

environment the guest can experience the relaxing atmosphere of a guesthouse just minutes from

the hustle and bustle of the city. Our aim is to provide a vacation home-from-home for our guests

and they can enjoy the kampung lifestyle surrounded with nature and fresh air.

In order to develop our project, our first step is by find the building and strategic location

for the homestay guesthouse. We choose the location that is near with UNISEL (University

Industry Selangor) because we think that the students from there might use our homestay

guesthouse for their programs and others. Since in this location there are already old buildings

which have not been used, and also because of our small budget we decided to just use the old

building by doing full renovation of the building. Moreover to build new building it will use

more cost and also will take more time to finish it. The renovation will be made to meet the

concept of homestay guesthouse. Through this concept we will accommodate with all the

facilities such as 10 rooms fully furnished, private car park, WIFI access & cable TV, high

security and other extra facilities.

Thus, our homestay guesthouse is suitable to stay by every level of people because we

will charge the rate that is not so expensive and all people in the area or outsider are affordable to

pay for it. Our room rate will be around RM 55.00 to RM120.00 and single occupancy rate is

between 80.00 and 130.00. All this charged will be based on the type of rooms they choose to

stay. Besides that, we also will provide staff that will guide the guests if they want to travel to

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the village and get to know the lifestyle in the village and if the guests do not have transportation

to travel, we will provide for them the transport.

Since there is still some people do not know where actually Batang Berjuntai is, it will be

a bit hard for us to promote our homestay guesthouse for people. So, in order to make people

know about our homestay guesthouse we will do strong promotion whether through internet or

by advertise in the strategic location. Other than that, we also will communicate with the tourism

agency like Ministry of Tourism Malaysia to help promote our homestay guesthouse as well as

to establish our homestay guesthouse.

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5.0 CONCLUSION

From our survey, we found out that it is not suitable to build homestay at Batang

Berjuntai. It is because location of Batang Berjuntai is far from the city and it will make guest

take a lot time to arrive there. When people feel difficult to go there, they may be canceling their

travelling to spend their holiday at Batang Berjuntai and it will risk for us to get loss in our

profit. Furthermore, this area also is not well known by other people. So, when people did not

recognize where Batang Berjuntai is located, it will be a few of people stay there because they

did not know that place. Besides that, it requires us to spend more budgets to introduce the places

in the advertising or media.

The most important reason is there are not many interested places to visit if the tourists or

visitors come here. So, it is difficult for us to promote our homestay. As we know, most of

people nowadays like for something that interesting especially when they go for travelling. If

they know Batang Berjuntai located at suburban area and only surrounding with palm oil

plantation, they will think twice before coming at the places.

Besides that, there are not many facilities can we found at Batang Berjuntai otherwise we

know that people need facilities for their life activities. Furthermore, we saw that the area of

Batang Berjuntai is not well develops which is big supermarket only can found in Kuala

Selangor. So, people who stay there need to go far to find their necessary items. This will make

us not confident to build a hotel at Batang Berjuntai. It is because, people who travelling usually

like go for shopping in order to fulfill their satisfaction. Although Batang Berjuntai have

peaceful environment whereby guest can experience for relaxing atmosphere but this specialty is

not enough strong for us to build a homestay at the area without other specialty.

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6.0 RECOMMENDATION

After we done our survey, we think that homestay can be build at Batang Berjuntai if the

places are well developed in the future. Besides that, this place need more to advertised in media

electronic in order to make people aware the existent of the Batang Berjuntai. The villagers also

need to maintain their culture life because it is important to attract tourist or guest know about

Batang Berjuntai culture since there are not many interested places in the area. For example, the

guest will be given one package including menu, accommodation, and place to stay etc, when

they live at Batang Berjuntai. So, the guest will feel interested to come here to know the villager

lifestyles. The most important things is before we build the homestay, we need to fulfill most of

the facility and make sure all development of Batang Berjuntai is already there but the peaceful

environment still to be preserved.

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7.0 APPENDIXES

Location for our Homestay Batang Berjuntai Town

Guesthouse

New name for Batang Berjuntai Universiti Industri Selangor

Direction to Batang Berjuntai and Interesting places in Batang

Nearest city Berjunta

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REFERENCES

1. http://en.wikipedia.org/wiki/Bestari_Jaya#New_name_.22Bestari_Jaya.22

2. http://amirmu.blogspot.com/2007/06/lamenting-loss-of-batang-berjuntai.html

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http://amirmu.blogspot.com/2007/06/lamenting-loss-of-batang-berjuntai.html

http://en.wikipedia.org/wiki/Bestari_Jaya#New_name_.22Bestari_Jaya.22

Documents

Intro Batang Berjuntai