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Company Background and Objectives

AmFIRST Real Estate Investment Trust is a renowned real estate investment trust established within Malaysia and the second deed considered to be listed within the main market of Bursa Malaysia Securities Berhad. The mission of the company will be focussed on offering sustainable long-term distribution of income along with maintaining investment performance of the company has diversified portfolio regarding commercial real estate. The company is managed by the managers that are responsible for the administration and management long with investment along with business strategies (Ajusa&Atambo2016). The company has positioned itself as a commercial real estate investment trusts along with owing diverse portfolio of nine products. Primary investment objective is intended to own along with investing within real estate along with real estate based assets either indirectly or directly by means of ownership of single purpose organizations whose principal assets includes real estate and certain related assets. The objective of the company also focussed on attaininglong-term growth for net assets value per unit by means of management of the Trust’s asset portfolio along with yield accretive properties (Chan et al., 2014). The objective of the paper is to prepare a marketing plan for AmFIRST Real Estate Investment Trust Company. This has been conducted through carrying out marketing analysis, company and competitor evaluation along with carrying out analysis of marketing elements.

Strengths

·         Enhanced management team

·         Centred on tenants that offers everyday need services and products

·         Effective quality of tenant mix

·         Superior quality retail centres that offers steady income

·         Considering capitalization, it is deemed to have largest asset within Asia- REIT

Weaknesses

·         Just focuses within the retail property

·         Increasing cost of income, security along with clearing the revenue impact

Opportunities

·         Attractive acquisition for the expansion of the company

·         Measures of energy savings

·         Growth opportunity in several Asian developing countries

Threats

·         Innovative rules and regulations from government

·         Economic slowdown

·         Enhancing electricity tariffs

AmFIRST Real Estate Investment Trust has segmented developing cities and targeted middle andhigh-income level that majorly focuses on every services and real estate offerings. Positioning statement of the company is focussed on advertising regarding its superior quality services and products along with its great availability (Cowley, 2016). AmFIRST Real Estate Investment Trust's biggest market section in the Kuala Lumpur region will be understudies of the neighbourhood offices. These understudies will be the destined to crave the innovative conveniences that the organization offers. It anticipates that this will be the biggest developing fragment with a development rate of around 7% (Entezari, Karimi &Kianfar, 2014).

Localityspecialist is another extensive segment. They are pulled in to the units because of the same mechanical needs, however is likewise pulled in to the agreeable, all around kept up living condition. It anticipates that this segment will develop at a rate of around 4% with a more continuous turn over. Nearby college, students and staff speak to the third and littlest identifiable segment, yet contain the second most noteworthy development rate. Closeness and quality will allure this fragment, whichthe company hopes to develop at a rate of 5% (Heurman& Paavola, 2015).

The company’s real estateadvertisement is required to touch US$ 180 billion by 2020. The accommodation segment alone contributes 5-6 for each penny to the nation's Gross Domestic Product (GDP). In the period FY2008-2020, the market size of this area is required to increment at a Compound Annual Growth Rate (CAGR) of 11.2 for each penny (Gagnon, 2016). Retail, friendliness and business real estate are likewise developing altogether, giving the genuinely necessary framework to Malaysia’s developing needs (Hollensen, 2015). The Trust's essential speculation objective is to possess, put resources into real estate and real estate related resources, regardless of whether straightforwardly or in a roundabout way, through the responsibility for reason organizations, whose central resources comprise of real estate, and real estate related resources (Grau, 2014). AmFIRST REIT's venture targets are to convey customary and stable salary circulations to Unit holders and to accomplish long haul development in the net resource esteem per unit through administration of the Trust's arrangement of advantages and procurement of yield accretive properties. It puts resources into different divisions, including retail, hypermarket, and friendliness and exchanging (Heurman& Paavola, 2015).

Market Analysis

AmFIRST Real Estate Investment Trust has segmented developing cities and targeted middle andhigh-income level that majorly focuses on every services and real estate offerings. Positioning statement of the company is focussed on advertising regarding its superior quality services and products along with its great availability (Jin, 2017). The company’s biggest market section in the Kuala Lumpur and East Coast estates region will be understudies of the neighbourhood colleges. These understudies will be the destined to crave the innovative conveniences that the organization offers. It is also anticipated that this will be the biggest developing fragment with a development rate of around 7%.

Region experts are another extensive segment. They are pulled in to the units because of the same mechanical needs, however is likewise pulled in to the agreeable and all around kept up living condition (Kennedy, 2017). The company offers units that give a quality "centre point" between school graduation and home proprietorship. It anticipates that this segment will develop at a rate of around 4% with a more continuous turn over. Nearby office staffs deemed as the third and small identifiable segment, yet contain the second most noteworthy development rate. Convenience and quality will allure this fragment, which the company hopes to develop at a rate of 5%.

AmFIRST Real Estate Investment Trust’s primary customer base will be principally people residing within the Kuala Lumpurand East Coast estates region of Malaysia within middle to high-income group who will profit by the flat's unparalleled level of value, area, and innovative luxuries (Lim et al., 2016).The company will likewise be promoting to neighborhood and late graduates, alongside workforce and office going staff within Malaysian region. These consumers will be searching for sheltered, superb conditions that can encourage the kind of climate required for educational and proficient achievement.

AmFIRST Real Estate Investment Trust’s resources for selecting target consumer segment arementionedunder:

  • AmFIRST Real Estate Investment Trustoffers a higher amount of value in our units than the normal unit does. This considers those occupants who do not need their living circumstances to restrain their examinations, solace or pleasure in grounds life (McDonald & Wilson, 2016).
  • Every unit will be completely wired to the Internet by means of accessible modem jacks or potentially Ethernet get to. On the off chance that the occupants yearning to have the best Internet get to, we will give them that choice.
  • The company’s promoting and publicizing expenses will be low because of basic showcasing systems. Nevertheless, the proprietor's skill in visual design and interchanges will help make a one of a kind and tasteful item for the client(Mohamad, 2015).
  • The primary competitorAmFIRST Real Estate Investment Trustis normal lower cost condominium units.

The existing competitor of AmFIRST Real Estate Investment Trust is Axis Real Estate Investment Trust. Moreover, the potential competitors of the company are Axis Real Estate Investment Trustand AmanahRaya Real Estate Investment Trust.The real estate business is very divided, with an extensive number of potential adversaries. Our most genuine rivals are Axis Real Estate Investment Trustand AmanahRaya Real Estate Investment Trust (Ping& Jalil, 2016). Axis Real Estate Investment Trustis a set up organization that has been in operation for as long as ten years, with a fine reputation of value benefit. It at present representatives twelve operators and has long haul contracts with different home building organizations. This organization is marginally bigger than AmanahRaya Real Estate Investment Trust in size and market capitalization. AmanahRaya Real Estate Investment Trust is one of the biggest and best-knownreal estate firms in the nation. It has many specialists and profound stashes that can be utilized to counter any kind of aggressive move.

AmFIRST Real Estate Investment Trust offers nearby security monitors who watch the grounds amid nighttimes, evenings and early mornings. The company additionally offers an on location repair benefit (Ripain& Ahmad, 2015). There will dependably be an open line of correspondence between the leaseholders and the administration through a AmFIRST Real Estate Investment Trust Web page and a 24-hour, bring in voice-mail.

SWOT Analysis of AmFIRST Real Estate Investment Trust

The association's business methodology is to go into a restricted geological zone where it can use its staffs' current notoriety into long haul contracts focused on fantastic administration and cost viability. The company that can benefit this constrained market superior to anything-biggerfirms and it has better administration bundles at a more reasonable cost than existing competitors of equivalent size do(Whalen&Boush, 2014).

Resources attained by its major competitor Axis Real Estate Investment Trustis described under:

The company keeps up a pool of experts in which to pull from for our required administrations. This will enable us to build up a compatibility with our contractual workers also keeping up certainincreased requirements.Axis Real Estate Investment Trustreal estate is the most efficient mode innovation given both to the target consumers and to the subcontractors and different customers. Ethernet ports as well as modem jacks is introduced in every unit created by Axis Real Estate Investment Trust. Access to a 24-hour duplicate/fax fixates situated on the premises (Tian, 2014).

Axis Real Estate Investment Trust’s key satisfaction will be given by administration's devotion to a higher quality item. This is accomplished through the strong system of contractual workers, and certain edge engineers who are altogether devoted to helping the company. The company owns diligent employees who have a strong sponsorship from the designers.

Axis Real Estate Investment Trustoffers real estate, home loan and title administrations to our assorted customers. In addition, it offers a full scope of administrations to encourage the acquiring and offering of real estate including the accompanying:

  • Home pursuit database
  • Moving counseling, cites, arranging, and so on
  • Home loan counseling and advance preapproval
  • Community data

AmFIRST Real Estate Investment Trustoffers nearby security monitors who watch the grounds amid nighttimes, evenings, and early mornings. The company additionally offers an on location repair benefit. There is dependably an open line of correspondence between the leaseholders and the administration through a Web page and a 24-hour, bring in voice-mail.Later on, the company is deemed to give every office inside the organization the chance to end up noticeably a more free substance (Wolfeet al., 2014). This has resulted in attempting development of endeavors more effectivelyalong with giving experts in their areas of expertise the opportunity to end up noticeably more engaged in their field. The company directs reviews to decide the most ideal markets for real estate development.The company has developed its real estate products and services based on market needs that is explained under:

  • Each of the company’s objectives requires the quality, accommodation, benefit, wellbeing, comfort and mechanical enhancements that must be found at the company’s living edifices.
  • The middle-income groupconsumer segment needs a tranquil safe air that cultivates a quality learning condition. They additionally require the comfort of area and on location courtesies.
  • The trainedsegment needs a living domain that isolates them from the loud, messy bother of normal condominium living. Most experts are home possession or development to a bigger city, so they require lodging that will give them a chance to feel like they are getting the quality that they require (Yuen, 2016).
  • The personnel/staff section additionally has comparative needs. They should feel partition from the clamor and unkempt states of most close grounds lodging. Alongside the understudies, they additionally require a place to feel protected and one that encourages accommodation.
  • The company distributes a month-to-month section with guidance for first-time home purchasers and prints this in their month-to-month posting release. These occasions will all hold any importance with first-time home purchasers or those intending to wind up plainly a home purchaser in the end. They will be held in Malaysia, CT areas of an appropriate size(Kennedy, 2017).

Pricing for real estate commissions is exceedingly standard in the business in spite of the fact that costs turn out to be to some degree debatable in down business sectors. Other enlightening administrations offered by AmFIRST Real Estate Investment Trustare complimentary and offered with the reason for building notoriety for being a real estate and first-time home purchasing master.

As a real estate specialist, if the company do not value a property accurately, it does not make a difference how much advertising the company does the property is probably not going to offer. Having an evaluating system and trainingthe seller on purchaser conduct deals with the passionate rollercoaster they will ordinarily confront. The company can likewise turn into a definitive wellspring of data and exceedingly deal with master by remaining side by side of evaluating patterns in the general vicinity (Cowley, 2016).

Target Consumer Segment

Property costs may likewise vary, for instance a lot of speculator action might be ready to happen before the finish of a financial year because of an administrative change. Understanding the regular deals cycles and rental movement examples of a company’s region is imperative with the goal that you can encourage customers concerning when request might be most prominent for their property and a higher cost accomplished. So lead look into consistently and guarantee the market information remains up and coming(Lim et al., 2016).

AmFIRST Real Estate Investment Trust base camp will be built up in A-quality office space in the downtown range of regions in Malaysia. This will be the core of our organization, with satellite areas in Malaysia. We are additionally introducing an in-house Internet server and 24-hour voice-mail so that all client or business correspondences are managed in a practical and fluid way. Inside any living improvement with more than 32 units, a delegate of the organization will be found(Lim et al., 2016).

AmFIRST Real Estate Investment Trust’s key satisfaction will be given by administration's devotion to a higher quality item. This is accomplished through the strong system of contractual workers and proficient engineers who are altogether devoted to helping the company. The company employs diligent employees who have a strong sponsorship from its designers. The company has a pool of experts in which to pull from for our required administrations. This has enabled the company to build up a compatibility with our contractual workers also keeping up the company’sincreased requirements (Hollensen, 2015).

This is the area where the item or administration is made accessible to the client. This can be either a physical area (blocks and mortar) or advanced nearness (your online shop front), yet most commonly in land it is a blend of the two (Ping & Jalil, 2016). The company’s image sets the face and the manner of speaking for theorganization, is frequently passed on through your visual promoting, physical office and additionally the introduction, and polished skill of your staff. Each of these is the 'touch focuses' or ways and places in which the company’sconsumers communicate with the image. It is critical to set up a carefully conceived mark and impart scrape messages about the business reliably (Hollensen, 2015). Each time the company’s consumers associate with its image they ought to have a concern that seems to be valid to the organization ethos. This is the key fixing to building up a market-drivinglandmark.

The below marketing materials and techniques are utilized to achieve the target market:

  • Month to month posting announcement
  • Promoting pack (with forms outfitted towards customers and towards proficient workplaces)
  • Site
  • Daily paper promotions
  • Regular postal mail postcards
  • Signage outside AmFIRST Real Estate Investment Trust office
  • "Step by step instructions to purchase a first home" guide

Each advertising group highlights three contextual analyses comprising of a one-page story, a photograph of the client(s), photograph of the home and tribute explanation from the customer. The site will highlight three video tributes comprising of one-minute recordings described by a customer alongside photos of their home, the way toward working with AmFIRST Real Estate Investment Trust and the company’s office. Bequests inquire as to whether they would participate in a tribute/contextual investigation one month subsequent to shutting amid the take after down meeting(Lim et al., 2016). They will be offered a $250 blessing testament to a home products store for their inconvenience. An expert videographer/picture taker is acquired to take a shot at this and an independent author will be utilized to compose the contextual analysis.

Market Size of AmFIRST Real Estate Investment Trust

The advertising unit arranged for proficient workplaces incorporates the greater part of the data in the customer form and points of interest on the approved declaration offer. Additionally, the case explanation will be balanced for this rendition to mirror alternate advantages to their office from having a referral association with AmFIRST Real Estate Investment Trust.

Standard mail postcards are sent to an objective rundown of 1,000 people who presently lease in Malaysia and possibly fit the perfect target showcase. These rundowns are obtained considering salary, age, and way of life components proposing they might be hoping to move to a suburb. One postcard is sent each other month with a solicitation to the following data session. Another 1,000 people is picked like clockwork (Ping & Jalil, 2016). The AmFIRST Real Estate Investment Trust site plans to awe qualified prospects with the dependability and aptitude of the workplace. The accompanying components and pages strengthenbelow segments:

  • Determinations from the "How to Buy a First-Home" Guide and data on the best way to send for the entire guide
  • Gathered segments/articles from the month to month recorded notice introduced as a blog
  • Wrap-up depictions of key takeaways from past data sessions
  • Subtle elements on up and coming data sessions - profiles of speakers, area, time, RSVP contact, substance of the session
  • Bio of Earl Estates in type of account about his enthusiasm for working with first-time home purchasers and experience helping them
  • Profiles of other real estate operators with the firm, as they are included
  • Video tributes of past customers
  • Composed contextual analyses of past customers

Conclusion

The objective of the paper was to prepare a marketing plan for AmFIRST Real Estate Investment Trust Company. This has been conducted through carrying out marketing analysis, company and competitor evaluation along with carrying out analysis of marketing elements. It was gathered from the paper that AmFIRST Real Estate Investment Trust has segmented developing cities, targeted middle andhigh-income level that majorly focuses on every services and real estate offerings. Positioning statement of the company is focussed on advertising regarding its superior quality services and products along with its great availability. Moreover, AmFIRST Real Estate Investment Trust’s primary customer base will be principally people residing within the Kuala Lumpurand East Coast estates region of Malaysia within middle to high-income group who will profit by the flat's unparalleled level of value, area, and innovative luxuries.The company will likewise be promoting to neighborhood and graduates, alongside workforce and office going staff within regions of Malaysia.AmFIRST Real Estate Investment Trust’s key satisfaction will be given by administration's devotion to a higher quality item. This is accomplished through the strong system of contractual workers, and bleeding edge engineers who are altogether devoted to helping the company. 

References

Ajusa, M. R. K., &Atambo, W. N. (2016). Influence of Job Rotation on Organizational Productivity: A Case of Mount Malaysia University. Imperial Journal of Interdisciplinary Research, 2(10).

Chan, S. K., Leung, W. K., Ho, T. T., Cheng, T. W., Wong, M. K., Leung, H. M., ... & Hui, C. S. J. (2014). Shenzhen Acto Digital Video Technology Co. marketing plan on ASI Earphone.

Cowley, M. B. (2016). Irish Home Care: An Integrated Digital Marketing Plan & Communications Evaluation for Care Worker Recruitment.

Entezari, A., Karimi, B., &Kianfar, F. (2014). Optimal production control and marketing plan in two-machine unreliable flexible manufacturing systems. International Journal of Advanced Manufacturing Technology, 73.

Gagnon, E. (2016). The Marketer's Action Plan (MAP): Six Steps to Developing Effective Marketing Plans in B2B Marketing Programs. International Management Review, 12(2), 56.

Grau, S. L. (2014). Marketing for Nonprofit Organizations: Insights and Innovation. Lyceum Books, Incorporated.

Heurman, M., & Paavola, J. (2015). Marketing Plan for a SME.

Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.

Jin, L. (2017). Marketing Plan Development for Online Travel Agency ToursForFun.

Kennedy, M. (2017). Rubric for Assessment of Your Marketing Plan for E-Resources.

Lim, H. K., How, H. Y., Liew, S. Y., Chye, K. Y., & Sarah, A. P. (2016). The Investment Return of Real Estate Industry to Investors: A Study based in Malaysia (Doctoral dissertation, UTAR).

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Mohamad, N. E. A. B. (2015). The Performance of Shariah Real Estate Investment Trust and Conventional Real Estate Investment Trust in Malaysia. Indonesian Capital Market Review, 1-11.

Ping, T. C., & Jalil, R. A. (2016). Property types diversification strategy of Malaysian real estate investment trust (M-REITs). In MATEC Web of Conferences (Vol. 66, p. 00076). EDP Sciences.

Ripain, N., & Ahmad, N. W. (2015). THE PERFORMANCE OF ISLAMIC REITS IN MALAYSIA: A CASE OF AL-‘AQAR HEALTHCARE REIT.

S.Whalen, P., & M. Boush, D. (2014). Why, how and to what effect do firms deviate from their intended marketing plans? Towards a taxonomy of post plan improvisations. European Journal of Marketing, 48(3/4), 453-476.

Tian, T. (2014). An Email Marketing Plan for an Online Educational Startup Company: A Practical Approach.

Vallet-Bellmunt, T., Rivera-Torres, P., Vallet-Bellmunt, I., &Vallet-Bellmunt, A. (2016). Effectiveness of marketing plan as cooperative learning technique. EUROPEAN RESEARCH ON MANAGEMENT AND BUSINESS ECONOMICS, 22(1), 17-24.

Wolfe, D., Silmon, V., Plesko, T., & Miller, K. (2014). Marketing Plan: Dallas Integrated Corridor Management (ICM) Demonstration Project (No. FHWA-JPO-14-112).

Yuen, M. K. (2016). The Performance of Real Estate Investment Trusts in Malaysia (Doctoral dissertation, UTAR).

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