ENL4183 Business Plan: Water Festival Malaysia Project

The assignment presents a detailed business plan for the H20 Water Festival in Malaysia. It begins with an introduction outlining the festival's mission to create a sense of community and provide recreational services, followed by an executive summary. The plan includes a company overview, product and service descriptions, and a competitive comparison, analyzing competitors like Songkran and the Rainforest World Music Festival. A PEST analysis examines the political, economic, social, and technological factors influencing the business. The industry and market analysis cover future trends, competitor analysis, SWOT analysis, and market segmentation, with specific focus on Penang National Park and Pangkor Islands as potential locations. A comprehensive marketing plan details pricing, distribution, promotion, and product forecasts, along with an organizational plan outlining ownership, stakeholders, and management. Finally, a financial plan provides analysis and projected statements to support the business's viability. The plan highlights the festival's strengths, opportunities, weaknesses, and threats, providing a comprehensive assessment of its potential for success in the leisure industry.

Running head: WATER FESTIVAL MALAYSIA
Water Festival Malaysia
Name of the Student
Name of the University
Author Notes

1WATER FESTIVAL MALAYSIA
Introduction
The name of the business is H20 water festival. The festival provides services of
recreation to the consumer community. Thus, the mission of the festival is to create a sense of
community among the people coming to the festival. Thus, the festival is created in order to give
favourable experiences to the people of the community. The festival is headed by the CEO,
Yousab, the financial head is Omar and the secretary of the company is Bandar. Malaysia is
situated in a climate that is characterised by hot temperatures and the aim of the festival is give
the people a chance to take break from their rigorous routines and relax with the help of water-
based activities. The festival will take place once every month in Penang and Pangkor.

2WATER FESTIVAL MALAYSIA
Executive Summary
The Water festival of Malaysia would offer leisure services to the people who enjoy the same. It
would help in contributing to the sustainable cause of reducing difference between the
communities. The nature of the leisure industry has been showing positive trends to the
sustainability of companies in the industry. The structure of the organization is a major part of
the discussion. Distribution based channels which have been effectively implemented by the
event is a major part of the analysis that has been made. The various types of resources gained by
the company are considered to be a part of the analysis in the report. The resources of the
organization mainly include, human resources, financial resources, intellectual property and
physical resources. Competition can be faced from the companies in hospitality and the
recreational sectors. However, market analysis and a marketing plan would turn out to be
advantageous for the operations of the festival.

3WATER FESTIVAL MALAYSIA
Table of Contents
Introduction......................................................................................................................................1
1. Company Summary.................................................................................................................5
2. Products and Services..............................................................................................................5
2.1 Description.............................................................................................................................5
3. Competitive Comparison.........................................................................................................6
4. PEST analysis..........................................................................................................................8
Political............................................................................................................................................8
Economic.........................................................................................................................................8
Social...............................................................................................................................................8
Technological..................................................................................................................................8
5. Industry and Market Analysis Summary.................................................................................9
5.1 Future Outlooks and trends....................................................................................................9
5.2 Analysis of Competitors........................................................................................................9
5.3 SWOT Analysis...................................................................................................................10
5.4 Market Segmentation...........................................................................................................10
5.5 PENANG NATIONAL PARK........................................................................................11
5.6 PANGKOR ISLANDS....................................................................................................11
6. Industry and market forecast.................................................................................................11
7. Marketing plan.......................................................................................................................13

4WATER FESTIVAL MALAYSIA
Pricing........................................................................................................................................13
Distribution................................................................................................................................14
Promotion..................................................................................................................................14
Product forecast.........................................................................................................................14
Control.......................................................................................................................................15
8. Organisational Plan................................................................................................................15
8.1 Form of ownership..........................................................................................................16
9.2 Identification of partners and principal stakeholders...........................................................17
9.3 Management team background............................................................................................17
9.4 Delegations..........................................................................................................................18
9. Financial plan.........................................................................................................................18
REFERENCES..............................................................................................................................25

5WATER FESTIVAL MALAYSIA
1. Company Summary
H20 is a water festival that is organised in Malaysia on a monthly basis. The aim of the festival
to provide leisure filled experiences to the people who visit the festival. The nature of the service
to be provided in the sector is of favourable nature. The service has been created to reduce the
proximity between the people visiting the festival. Furthermore it aims to give the locals and
people visiting Malaysia, relief from the heat that the country is subject to. Apart from water
based services, the aim of the company is to provide favourable experiences to the people
visiting the festival.
2. Products and Services
2.1 Description
The festival offers leisure to the visitors. Leisure has been recognised as a service (Dattilo,
2015). Thus services are provided to the community by organisation of the festival. The water
festival provides experience that filled will favourable experience for the customers. The visitors
of the festival will be subject to options such as taking rides on boats, taking part in water
parades, trying an array of drinks and bar services. Furthermore, the festival attracts a huge
selection of street food from across the country and thus the customer leave the festival with fun
filled experiences and satisfied stomachs. Moreover, it is the aim of the festival to contribute and
make amends to fight the intercultural issue that exist in the society. Thus, sustainable
contribution to the society is yet another repertoire of the festival. The festival has been devised
by taking into consideration ,the valuable considerations of the society, thus, the services of the
festival will help in mitigating the social issue that are prevalent in the society, while providing
favourable experiences to the people who visit the festival at reasonable prices. The prices of the

6WATER FESTIVAL MALAYSIA
services have been formulated by taking into consideration, affordable propensity of the majority
of the community Thus, the services that are offered in the festival are likely to get favourable
responses from the customer community.
3. Competitive Comparison
There are companies in the country who are offering luxury and leisure filled experiences, such
as food tours and luxury hotel visits and country side tours (Khosravi, Malek & Ekiz, 2014).
These services are considered recreational, however, it cannot be recognised as an assimilation
of the different cultural backgrounds, cultures and groups having different economic
backgrounds. Even, if there are various other organisation operating in the similar industry, the
services that are offered in the water festival are likely to gain appreciation from the customer
community, as a result of the diverse range, specifications, affordable and sustainable initiatives
of the festival. The existence of festivals in the country, such as Thaipusam, Wesak Day,
Sarawak Gawai, Chinese New Year and National Day are the competing festivals in Malaysia
(Mosbah & Khuja, 2014).
Name Water Festival Songkran Thai Water
Festival
Rain Forest
world music
festival
No.of Outlets 2 1 1 1
Products/services Water based
leisure
Infused leisure Traditional
leisure
Luxury leisure

7WATER FESTIVAL MALAYSIA
SONGKRAN
THAI WATER
FESTIVAL
Rain Forest World
Music Festival
Product or Service
Strategies
Water based leisure
activities along with
concert
Water festival with food
accommodation from
temple
Rain dance and collection
of musical services
Pricing Strategies Mid-High range Free of Cost Mid-High range pricing
Distribution Strategies Online distribution
Online and on spot
distribution
Online distribution
Promotion Strategies Flexible pricing strategy No promotional strategies Niche pricing strategy
Strengths and Weakness
Monotonous and not
suitable for all audiences,
however offer favourable
services for young people.
Aimed towards religious
people, thus attracts
minimal audiences
Big assimilation of
services however cost
effective.

8WATER FESTIVAL MALAYSIA
4. PEST analysis
(Li et al. 2013)
Political
 Multi political democracy
 High degree of political stability
 Hidden corruption
 Transparency in Corruption Perception
Index
Economic
 Vibrancy of Economy
 Economic growth of more than five
percent in last ten years.
 Increase of standard of living
 Favourable policies to international
trade
 Favourable exports
Social
 Incidence of multiculturalism
 Rich culture full of multicultural
population
 Predominant religion that prevails in
the country is Islam.
 High degree of secularism
Technological
 Comparatively backward in terms of
technology
 Incidence of use of multimedia
 Host to numerous MNCs.
 Attract IT companies
 Cyber intelligence.

9WATER FESTIVAL MALAYSIA
5. Industry and Market Analysis Summary
5.1 Future Outlooks and trends
The nature of operations places the nature of services offered by the festival as leisure services.
The leisure industry is blooming in Malaysia. The leisure industry in the country has been
identified to be one of the key sectors that help the country in generating foreign direct
investment. Sports recreation, tourisms and festivals are growing (Cheng, 2013). The leisure
industry in the country is blooming and are attracting tourist from all over the world. This has
resulted in the rise of various companies who offers services in the leisure industry. Thus, the
competition is one the verge of rise in the market. More companies are arising in the industry
who aim to take advantage of the favourable behaviour of the consumers to the industry that has
been characterised by favourable responses from the part of the consumers in the leisure industry
(Lahap et al., 2016).
5.2 Analysis of Competitors
The festival is a part of the leisure industry. Hence, the competition of the festival arises form
companies or organisations who are placed in the similar sector. The potential competition of the
festival has been identified as the companies who are in the leisure industry. Tourism, sports
recreation, hospitality and organisations of similar nature (Salleh et al., 2013). It has been found
out that other than textiles and food, the leisure industry has gained increased popularity in
Malaysia over the last 5 years (Chiu, Radzuwan & Ting, 2014). As a result of this, the hospitality
sectors, the tourism, sports and recreation sectors are gaining popularity. The existence of
festivals in the country, such as Thaipusam, Wesak Day, Sarawak Gawai, Chinese New Year and
National Day are the other popular festivals that can co-inside with the water festival in the

10WATER FESTIVAL MALAYSIA
country and disrupt its success (Qi & Wang, 2013). The main competitors of the business has
been identified to be faced from similar festivals such as Songkran, Thai Water festival and the
Rainforest world music festival. The services that are offered by the above mentioned festival
incorporate use water and are deemed as leisure services. Most of them have key strengths,
especially the Thai Water festival pose major threats to the Water festival of Malaysia since the
latter is free. The Songkran festival and the Rainforest World music festival provide music along
with the water based leisure activities. They have been established fairly ahead of the water
festival thus people having affinity towards established festival are likely to choose the above
rather than the water festival. However, three of the festivals do not offer an array of services
that is offered by the water festival. Furthermore, it can be said that the services offered by the
aforementioned festivals do not offer the flexible prices that are offered by the water festival.
The prices that are offered in the by in the water festival are perfectly suitable for the teenagers
and the younger portion of the community.
5.3 SWOT Analysis
Strengths
 Flexible
 Financially strong
 Affordability
 Accommodations
Opportunities
 Sustainability of the masses
 Generation of Revenue
Weakness
 Vulnerability
 Depends on the Weather
 Subject to the behaviour of the
customers.
 Operating in limited areas
Threats
 Existence of competitors
 Increasing debt.
 Economic conditions of the country.

11WATER FESTIVAL MALAYSIA
5.4 Market Segmentation
The organisation has incorporated segmentation in order to narrow down the target market. The
market segmentation has been carried out on the basis of geographic and behavioural
segmentation. The locations of the festival are Penang national park which is close to the main
city and has sufficient water resources to support the smooth operation of the festival and
Pangkor Islands which is an island with is on the west of the peninsular land is blessed with
abundant supply of water . The behavioural segment has been made on the basis of behaviour of
the consumer community. It is targeted towards the people who enjoy leisure services.
5.5 PENANG NATIONAL PARK
It is suggested that the festival should be organized in the festival grounds of PENANG
(Kaffashi et al., 2015). It can be suggested that the festival should be organized in the Penang
national park. The park consists of canopies, beaches and walkways. Furthermore, there are
several festivals that are organized in the state, thus government regulation will not be an issue.
5.6 PANGKOR ISLANDS
Pangkor is a small island that is situated in the west coast of Malaysia (Ramli et al., 2013). It is
on a peninsular plane and is suitable for large scale festivals such as the water festival.
Furthermore, beaches are clos and the water supply is not an issue. Furthermore, the island
experiences favourable climates and the tidal waves are not that turbulent. Thus, the location is
suitable for the carrying out the festival successfully.