Air Café Bus Sdn Bhd
VI
2. THE BUSINESS..................................................................6
2.1 Description of the Business.............................................6
2.1.1 The Name, Logo and Location of Business.......................6
2.1.2 Nature of Business/ Products or Services Offer.................8
2.1.3 Company Missions and Objectives................................9
2.2 The Opportunity.........................................................10
2.3 Competitive Advantages................................................11
2.4 Current Status and Requirement.......................................12
3. INDUSTRY ANALYSIS.......................................................15
3.1 Industry Description.....................................................15
3.1.1 Industry Trends.....................................................15
3.1.2 Industry Size.........................................................17
3.1.3 Industry Attractiveness.............................................21
3.1.4 Profit Potential.......................................................25
3.2 Target Market............................................................26
3.3 Competitive Position within Target Market.........................31
4. Marketing Plan....................................................................34
4.1 Product/ Service Feasibility Analysis................................ 34
4.1.1 Full Description of the Service Offer........................... 34
4.2 Pricing Strategy...........................................................40
4.2.1 Competitive pricing..................................................40
4.2.2 Bundle pricing strategy..............................................42
4.2.3 Seasonal Discount...................................................42
4.3 Channels of Distribution................................................43
4.3.1 Set-up Counter........................................................43
4.3.2 Telephone Booking.................................................44
4.3.3 Online Booking.....................................................44
4.3.4 Integrated Service Counter inside the Bus......................45
4.4 Promotions and Advertising............................................46
4.4.1 Promotions...........................................................46
4.4.2 Advertising..........................................................48

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