Company Description

Adventure Trek a partnership of three individuals, will be a young person summer cantonment in Malaysia. The cantonment is designed entirely for kids and teens between the ages of 10 and 17 old ages old. The focal point is merely be on holding merriment but besides on assisting childs to larn about the importances of populating a healthy active life style every bit good as aid in the development of kids and teens by supplying an environmentally friendly environment in which the kids can farther develop their outdoor accomplishments. Adventure Trek is non your traditional ‘weight loss cantonment ‘ because it combines the attempts to acquire immature people active together with fun developmental activities to promote childs to appreciate the value of acquiring back to the out-of-doorss for merriment. It is surprisingly fun yet effectual. The cantonment will be located on the West side of Malaysia in a town called Port Dickson which boasts 18km ‘s of white flaxen beach.

At the cantonment childs can bask a broad assortment of interesting activities from out-of-doorss to indoors for illustration snorkelling, stone mounting, obstruction class, jungle trekking, swimming/ H2O athleticss, gym, dance categories ( These will be farther discussed in 2.3 ) . Each kid is given the chance to seek out new, merriment and adventuresome activities which will assist them accomplish the end of acquiring physically active and cultivating engagement of squad edifice. The operating hours and yearss of the cantonment will be all twelvemonth unit of ammunition except the month of Ramadan in August and September. During this clip it will be the camp staff ‘s vacation and the cantonment will be closed for an one-year deferral. In Malaya it is slightly different when it comes to school vacations as there are no long “ summer ” vacation for the public schools. There are a sum of 78 yearss vacation throughout the twelvemonth ( Ministry of instruction, 2010 )

The cantonment evidences will include installations such as a immense athleticss field suiting assorted activities, a 25m swimming pool and an outside paintball sphere. A monolithic diversion hall will be the common country, which will house the kitchen and eating country, staff offices including the ill bay, public country lavatories every bit good as a phase country for activities such as dance categories or executing humanistic disciplines. A mounting wall, obstruction class, and a tree swing can besides be found on the cantonment evidences.

The Camp will besides be run in an environmentally sound and responsible mode ( Further information is found in 2.2 product/ services ) .

Best services for writing your paper according to Trustpilot

Premium Partner
From $18.00 per page
4,8 / 5
Writers Experience
Recommended Service
From $13.90 per page
4,6 / 5
Writers Experience
From $20.00 per page
4,5 / 5
Writers Experience
* All Partners were chosen among 50+ writing services by our Customer Satisfaction Team

Rationale for development of the concern

Malayan society has changed alot over the past few decennaries every bit good as Malaysia is besides going more urbanized which necessarily brings about assorted signifiers of population alterations. Such alterations are besides related to the alterations in the Malaysians wellness. One noticeable alteration is in the diet of the Malaysian population which has become more and more like that of “ Westerners ” which has resulted in higher rates of overweight/ fleshiness which contributes to the many diseases ( bosom & A ; circulative disease, diabetes etc. ) which they suffer from ( Lit, 2010 ) . When reading the newspapers there are now more articles on overweight/ fleshiness and the increasing wellness tendencies to assist contend this issue. A recent statement made by the Health Minister Datuk Seri Liow Tiong Lai said that “ fleshiness is going the major wellness issue with the figure of corpulent people about trebling in the past 15 old ages from four per cent in 1996 to 14 per cent in 2010 ” ( Simon, 2010 ) . This includes childhood fleshiness which is already an epidemic in Malaysia, with a study ( after a big graduated table survey was conducted in 2000 ) of 11 % of kids between the ages of six and twelve were fleshy and 6 % were corpulent ( Chin, 2007 ) .

It is no secret that Malaysia is good known for its broad assortment of nutrients and the fact that Malaysians love their nutrient ; nevertheless unhealthy picks are frequently made due to clip restraints or convenience. Children are exposed to fast nutrients and influenced by their seniors eating wonts, alternatively of proper place cooked alimentary repasts they are given a diet of unhealthy and high degrees of proteins, fat, sugar and salt every bit good as they are non encouraged to make regular exercising ( Lit, 2010 )

The Governments engagement in advancing a healthy life style to Malaysians could be an advantage to this concern because it could ship on the promotional run or be a signifier of support to the Government. Therefore from the above research it is apparent that such an constitution will assist contend the lifting conflict against child fleshiness in Malaysia and contribute to the universe broad thrust against it. This young person cantonment will be both educational and good to assisting cut down the hazard of fleshiness through physical activity and sound nutrition every bit good as conveying something new to Malaysians.

Product/ Service Description

Adventure Trek will be able to suit 100 campers ab initio nevertheless this figure will turn as the cantonment does, the same goes for the figure of activities as clip goes on the cantonment will go on to spread out and add more and more activities.

First the cantonment is for childs and teens between the ages of 8 and 17 old ages old, due to the noticeable fleshiness addition in kids and teens between these ages ( Ismail & A ; Vickneswary, 1999 ; Ismail & A ; Tan, 1998 cited in Sidik & A ; Ahmad, 2004, pg 2 ) . The cantonment will run during all the school vacations for a longer stay and so weekends it will suit those who are interested in shorter corsets. When it is non holiday season, the cantonment will still be unfastened and schools will be invited to fall in in the merriment as portion of their school Tourss, this will busy the hebdomad yearss or weekends. As antecedently mentioned the cantonment is closed during the Ramadan fasting month which takes topographic point during the month of August to September each twelvemonth.

The adjustment at Adventure Trek will be long houses for campers ; these are Malayan traditional houses which will be divided for misss and male childs individually, and including the bathrooms. The houses will hold electric mercantile establishments, storage infinite every bit good as bunk beds for kiping which assistance in maximizing the usage of infinite, nevertheless kids are to convey their ain bedclothes and towels. Each long house will suit up to a upper limit of 25 campers every bit good as infinite for one counselor to oversee at dark. Meals at the cantonment will be good balanced and alimentary and the bill of fare will be designed by a qualified dietician who is employed on a portion clip footing to revise bill of fare programs and look into on readyings. The cantonment accommodates specific dietetic demands every bit good as vegetarians and all repasts will be Halaal ( Refer to Appendix XX for a sample bill of fare )

At Adventure Trek there is no clip for ennui because there are a figure of activities of all sorts to maintain campers happy and active. First the land activities will include the undermentioned. An obstruction class which includes a mounting wall, this activity is a great manner of acquiring campers active and develops squad work and spirit. Campers, depending on the size, will be grouped with a counselor and each group will vie against each other. Jungle trekking another good signifier of physical activity which besides gets campers involved in nature and appreciate their milieus. There is besides a gym for campers to utilize and during the stay, little groups will be assigned a specific clip to travel in and utilize the gym for 20 – 30 proceedingss. Whilst one group is at gym the others will fall in in the dance classes or take portion in field games like association football or rugger. During the vacation periods when campers will normally remain for longer periods and if possible the cantonment will seek invite guest talkers to give a short but motivational and educational addresss to the campers and hopefully this AIDSs in advancing healthier lifestyles..

The immense pool is non merely for chilling off but games like H2O Polo can be played. The beach activities will include, cricket, fusillade ball, sand palace competitions. Sea athleticss such as organic structure surfing or boogie embarkation, swimming or snorkelling will be enjoyed by campers when traveling to the beach.

Night activities will be kept to a minimum as the yearss are long and filled with really physically active activities therefore campers need their remainder at dark. However there will be some activities at dark such as a cantonment fire dark or BBQ portion darks, hoarded wealth and scavenger Hunts, play skits where groups are assigned a subject and they need to execute a drama based on that subject. These activities are more focussed on squad work and let campers to acquire to cognize each other better and mingle.

There is a good mix of land, H2O and escapade activities for all campers to bask and profit from every twenty-four hours all twenty-four hours. Campers are divided into groups upon reaching and assigned two cantonment counselors ( male & A ; Female ) who are with them from their reaching to their going, they portion take in activities and slumber in the several cabin to oversee campers. ( Refer to appendix XXX for a typical twenty-four hours at Adventure Trek for campers )

Designation of Market Niche

The mark markets for the cantonment are kids and teens from the ages of 8-17.This is because there has been a noticeable fleshiness addition in kids between the ages of 7-10 and 13-17 old ages old and great focal point has been place on turn toing the issue of child fleshiness ( Ismail & A ; Vickneswary, 1999 ; Ismail & A ; Tan, 1998 cited in Sidik & A ; Ahmad, 2004, pg 2 ) . The cantonment will be located on the West of Malaysia in Port Dickson but unfastened to the whole of Malaysia every bit good as neighboring states, aiming largely those urban and suburban countries. By looking at the age construction of the population in Appendix XXX statistics, we know that the bulk of population is between 15 to 64 old ages and there is a good per centum of 15 old ages and below ( to supply ages 10-15years old ) . Thus my cantonment will aim the ages 8 until 17 old ages old as it is a young person cantonment with the purpose to assist cut down kid and adolescent fleshiness. The cantonment will aim those kids and teens of center to upper category households who have more of a disbursement power including that of exiles shacking in Malaysia who have kids and teens and it is normally those kids from the urban countries who are exposed to such bad eating wonts ( Lit, 2010 ) .

Mission Statement

At Adventure Camp the mission is to supply a merriment, safe and adventuresome environment for campers to acquire physically active every bit good as better on ego development. It is besides our mission to be known as the best young person cantonment in Asia. This will be made possible with the friendly, enthusiastic and difficult working staff employed, every bit good as the greatly designed day-to-day activity agendas. The tag line for Adventure Camp will be: “ Where the escapade begins and the merriment ne’er stops! ”

Market Environment

Environmental Scan

It is of import to make an environmental scan in order to place all the factors that might impact the constitution of Adventure Trek as they will convey about either chances or menaces. The usage of PESTEL is the most common tool for measuring the macro environment ( Johnson et al. , 2008 ) . ( Refer to appendices XXX for farther inside informations )

SWOT Analysis



First there is no other cantonment like this in Malaysia and so it has the strength that it has no direct competition. There is a clear market niche and based on the demographics the figure of kids aged 15years and below make up 27.2 % of the population and there is a good birth rate in Malaysia ( index mundi, 2010 and Department of Statistics Malaysia, 2010 ) .

Partnership which includes one proprietor with a Degree in Hospitality Industry Management, has knowledge in Events and PR industry every bit good as a Certified TESOL English Language Teacher, other two proprietors have concern accomplishments and old ages of working experience. Equally good as a partnership allows for a easier set up every bit good as it increases the sum of capital and spreads the work burden.


The cost to put up the cantonment is high.

Environmentalism and its restraints.


Health related field has a possible due to the societal economic alterations in Malaysia.Today ‘s people are going more wellness witting therefore a turning wellness sector.

Will raise the consciousness of fleshiness and hopefully derive the Governments support.

Recovery in the economic system.

Low cost of local labor and unemployment rate at 5 %

Partnership allows for enlargement and the figure of spouses are limitless.


First clip concern proprietor ( myself Bronwyn ) therefore a deficiency of concern accomplishments or experience.

Children over the age of 16 may desire to travel to a gym instead than go to a fat loss cantonment and the ignorance of people believing that fleshiness is non a critical issue or parents experiencing ashamed that their kids are corpulent therefore non directing them to the cantonment.

Adventure touristry, Theme or H2O Parkss pose as competition.

Turning fast-food industry, which influence and encourages kids to eat unhealthily.

The states GDP growing and the planetary menace of recession.

Marketing Aims

Adventure Trek aims to accomplish a interruption even net income within XX old ages.

Aim to hold XXX campers in the first twelvemonth.

75 % of Campers should be satisfied with their cantonment experience and at least 40 % will return.

Increase the consciousness of fleshiness amongst kids and teens by 80 % in one twelvemonth.

Be one of the top three picks amongst kids and teens for physical activity besides school and extracurricular activities.

Marketing Mix Strategy

The generic scheme to be used for the cantonment is a distinction scheme without monetary value premium, which provides merchandises or services that offer benefits different from rivals and are widely valued by purchasers ( Johnson et al. , 2008 pg 225 & A ; 229 ) .


Adventure Trek is a young person cantonment which caters to kids from 10-17 year old, with a figure of physical outdoor and indoor activities. Its characteristics include stay over ‘s for campers supplying comfy adjustment, bathrooms, alimentary repasts and many merriment and physical activities. The advantage is that it is a convenient manner for childs to acquire physically active every bit good as assist them to larn to populate a healthier lifestyle all in one topographic point. It enables them to do new friends and larn how to farther develop themselves and larn how to take portion in squad edifice activities. The benefit of go toing this cantonment is that it is fun and effectual every bit good as a good bonding experience for kids that leaves them experiencing good all unit of ammunition and encourages a healthier life style and better interaction. This is non your regular childs cantonment or merriment park because it is a topographic point where kids non merely have fun but larn how to develop themselves through the different challenging and educational activities which enable them to larn more about themselves, forcing their bounds and interacting together with many other kids from all walks of life, Therefore it is clear Adventure Camp sets itself apart from any possible rivals.

Monetary value

Not certain yet as financials are confounding me!



To do 50 % of the parents and their kids in and around Port Dickson aware of the cantonment

Make each visit a memorable one.

Educate and instil a healthier lifestyle determinations in kids and teens, promoting them to portion take in at least 1 physical activity per twenty-four hours.

Encourage at least 25 % of campers to return.

Communication Channelss:

In order to accomplish the promotional aims the undermentioned mix of promotional tools will be used. ( Refer to 2.5 for the promotional tactics and programmes )

Advertising- Newspapers, Magazines, circulars.


Place/ Distribution

Adventure Trek will be located in Port Dickson, a big municipality with about 90 000 occupants which is situated an hr from Kuala Lumpur. It is a celebrated and beautiful tourer finish particularly for the environing metropoliss to get away to on weekends due to the 18km stretch of white flaxen beaches ( Wikipedia, 2010 ) . This is the perfect location which is cardinal to the capital Kuala Lumpur where a big part of the targeted markets will come from every bit good as neighboring are Malacca and Penang, and so it is easy for kids to go to the cantonment whether it be for holidaies or weekends. Port Dickson besides provides a save and clean beach for some of the activities offered at Adventure Trek therefore doing it a desirable location. There are no distribution channels because Adventure Trek is a physical location where kids come to us to bask our services, nevertheless the web site will be available to do engagements and acquire an expression at what the cantonment has to offer.


At Adventure Trek it is indispensable to hold the right people, with the right experience at the right topographic point and the right clip because without them the cantonment would non be successful. Camp counselors need to be enthusiastic, vivacious and surpassing with a acute involvement in physical activity both indoor and out-of-door including swimming. In order to obtain such a dynamic squad the Human Resource section demands to first set up the company ‘s policies and processs in line with the missions ‘ statement. Items such as frock codifications, work environment, the civilization etc should be established. Then the organisations benefits construction and program should be created followed by placing the figure of staff needed. Once this figure is decided on, a enlisting program needs to be created every bit good as implemented and carried through to choice, merely so can an effectual preparation process take topographic point ( eHow, 2010 ) . ( More on the HRM can be found in the subdivision 3.0 )


The service at Adventure Trek will be standardised. More information can be found in subdivision 4.4 and 4.5.


The cantonments physical environment:


The focal point is non on how the environment looks more on the activities but to guarantee campers feel comfy in their milieus therefore the cantonments decor will be kept simple and the usage of bright happy colors on and in the chief edifice. The cabins will stay reliable with no pigment added to keep that existent “ log cabin ” feel. There will besides be alot of natural exuberant verdure around the cantonment adding coloring material to the cantonment.


Furniture at the cantonment will besides be kept simple yet comfy. Inside the cabins wooden sand traps will be for the campers to kip on every bit good as some storage infinite for them to maintain their properties. The canteen country for feeding will be furnished with normal trestle tabular arraies with stackable chairs, this manner they can be multipurpose and moved about every bit good as easy to clean and keep.

Positioning Statement

Adventure Trek offers a alone service that is fun yet effectual and ne’er done earlier in Malaysia, targeted to kids and teens ages 10-17 old ages old that are non really active or have a weight job or merely childs looking to hold merriment.

2.5 Tacticss and Programs

Given that Adventure Trek is a new concern the usage of a assortment of promotional and communicating tools would be the best option in order to accomplish the selling aims.


Ad will be the chief promotional tool used on an on-going footing in order to inform, persuade and remind clients from the start and as clip base on ballss.

First in order to present and inform the mark market about the constitution of the cantonment circulars will be printed and distributed a month before the gap of the cantonment. These circulars will include information such as what is Adventure Trek, the location, clip, and how to register every bit good as, mentioning those interested to the chief web site every bit good as a contact. These circulars will be sent to some of the schools in Port Dickson every bit good as distribute in shopping promenades in Port Dickson, Kuala Lumpur, Malacca, and Penang on weekends during peak times. The circulars will besides be converted into postings which are larger and these will be sent to schools in Port Dickson, Malacca and Kuala Lumpur, aiming chiefly the international schools which are made up of a mix of Malayan including aliens. A 2nd batch of circulars will be made up one time the cantonment opens and these will once more be distributed in the assorted towns shopping promenades.

A intelligence release will be in the paper prior to the gap, with periodical advertizements placed in the newspapers. ( See appendix XX for farther item on timing ) .

A comprehensive web site will besides be up and running prior to opening and from so on available 365days a twelvemonth 24/7.

We will besides advance our service to the Ministry of Health and hopefully they can hold infirmaries and specializers refer kids and teens to us who are enduring from weight/ fleshiness related jobs.

Selling Budget

The entire selling budget is estimated at RM xxxx per twelvemonth. ( Refer to appendices xxx for a full interruption down )

Management Plan

Business Structure

Adventure Trek will be a partnership which is when two or more persons join together and make up one’s mind to unite capital and work. The spouses are all joint proprietors of the concern and therefore portion the net incomes every bit good as hazards ( inverstorwords, 2010 ) . In the instance of Adventure Trek there will be three spouses every bit joined to get downing up and running the concern. This will assist with distributing non merely the hazard but every bit good as the work burden and increase the sum of capital invested.

Management Structure, Function and Rational

Initially the squad at Adventure Trek will be little nevertheless a diverse clump who are capable of executing multiple undertakings. For a full account of the administration including a chart please refer to Appendices XXX.

Forces and Remuneration Policies

As described in subdivision 2.4 under people, Adventure Trek will hold a policy and processs manual for all staff members that will clearly sketch the companies ‘ civilization, the work environment, the hours of work, frock codification, benefits, regulations and ordinances. Adventure Trek is a merriment and adventuresome environment which incorporates a multicultural work force from all walks of life. The on the job hours are long nevertheless it is a honoring occupation for those who are truly committed to their function.

The employment process at Adventure Trek begins with placing the staff needs at the cantonment. Once these are determined a recruitment process will take topographic point get downing with occupation posters in newspapers and on the web site every bit good as headhunting. Once an equal figure of appliers are received the questioning procedure can take topographic point which is carried out by the three directors followed by the choice procedure. Campaigners need to run into the making specified in the occupation stations. After the choice procedure counselors will undergo a four twenty-four hours intensive preparation class which will fit them with the necessary accomplishments to execute good at the cantonment. Staff are continuously monitored and assessed each twelvemonth on their public presentation.

Sing the benefits for employees, Adventure Trek has fixed monthly wages for staff members. They besides receive benefits such as repasts provided ; counselors are provided adjustment whilst on responsibility. ( Refer to appendix XX for a dislocation of wages ) .

Creditor & A ; debitor policies with clear principle

Operationss Plan


Adventure Trek will be located in Port Dickson a beautiful attractive force merely outside of Kuala Lumpur. It has an 18km stretch of white sandy beach which makes it the ideal topographic point for the cantonment ( mention to Appendix XX for the location Map and land ) . The lease is estimated at RM15, 000 per month for a 2.5 acre piece of land located on the beach. The land is located on Jalan Pantai, Mukim Pasir Panjang, Negeri Sembilan.

Equipment Needed

Adventure Trek has a high initial start up cost and equipment costs. The entire cost of equipment for the full cantonment is estimated at RM80,000 and the building costs at RM220,000.For a complete list of equipments and building costs please mention to appendix Thirty

Standard Operational Procedures

Key point of services for phone calls or walk in ‘s:

The phone should merely pealing a upper limit of three times before being answered and walk in clients should be attended to instantly before being ask to take a place.

Customers are to be asked how they can be helped.

Over the phone employees are to stay unagitated and gracious. If its face to face they should keep oculus contact and smiling at the clients every bit good as remain unagitated and gracious.

Ensure that the clients questions are answered or a valid answer is given.

The name, telephone and electronic mail reference is to be taken down of all calls and walk in clients.

Employee should ever stop the conversation with “ thank you, adieus and bask your twenty-four hours ”

Immediately take attention of any questions or affairs after the client has left.

Selling method and hard currency up process

Adventure Trek will accept hard currency, checks every bit good as recognition cards for all minutess. And the appointive secretaries or the directors will manage the banking processs weekly in order to maintain a good record of incoming gross revenues. No hard currency will be left on the cantonment after hours in order to cut down any hazards.

Entree to website

Adventure Treks web site is really of import as it is one of the promotional tools every bit good as a manner for clients to post questions and derive information about the cantonment. Thus the web site needs to be monitored daily by the directors every bit good as secretaries who need to look into for any new questions and respond to them within a upper limit of 48hours. Customers will besides be able to do reserves to go to the cantonment therefore it ‘s of import that the secretaries closely monitor their electronic mails as to look out for any new reserves which they will be alerted by electronic mail. The web site is besides a good manner of detecting any feedback from campers and visitants to the web site.


Reservations are strongly recommended to clients instead than walk Immigration and Naturalization Services as it may be let downing should they come without a reserve merely to larn the cantonment is to the full booked. Reservations are handled by the secretaries on responsibility. A signifier is to be filled up when a reserve is made, whether it is face to face over the phone or on the web site ( which will supply an electronic signifier to be filled up and submitted ) . It will besides function as the enrollment signifier for the camper, including all the necessary of import inside informations of both the camper and their defender.


Should any ailments arise thy will instantly be attended to by either one of the directors. And action will be taken should the guilty party prevarication within Adventure Trek.

Quality Assurance Procedures


I'm Niki!

Would you like to get a custom essay? How about receiving a customized one?

Check it out