MAD 3003 – FINAL YEAR PROJECT 1

SITUATION ANALYSIS REPORT

LEE ENN CHEE

1142702487

Chapter 1

Introduction

1.0 Introduction

1.1 Introduction

Architectural is one of the important element in civilization of nation. Historical buildings or

monuments showed an expression of the strengths of society as well as the evolution of

technology progress. In order to let people of the society understand and learn about the

culture of Architectural, The Department of Museums Malaysia use this opportunity to show

the importance of Architectural by established Malaysia Architectural Museum.

Malaysia Architectural Museum exhibits the history and culture of Architectural in

Malaysia from the earlier beginning until modern high-tech today. This museum established

in 2004 and located in the town of history which addressed No1, Jalan Kota 7500, Malacca.

Its main objective is to exhibit diversity and uniqueness of Malaysian architectural heritage.

It divided into seven segments in a double-storey museum and provided information about

the history and development of Architectural as well as miniatures of some famous

architectural landmark in Malaysia. The initial concept for the museum was “Malaysia in

Miniature”. However, the concept changed to “Colours of Malaysia’s Architectural” despite

of Malaysia cultural diversity.

1.2 Problem Statement and Issues

Problem with Malaysia Architectural Museum is peoples are not gaining knowledge about

Architectural due to lack of exposure with limited sources or information. Most of the society

people have this stereotypic about museum where it’s just a place with history of a subject

matter and boring presentation. They take museum as a one-stop place to be visit when they

having a holiday trip or assignment purposes. People don’t understand the importance of

architectural where it gave us a shelter since century ago and it also recorded our Malaysia

Architectural culture and belief which is a precious knowledge from our ancestors. Even

museum itself also have less advertise or give exposure to the society and which is why a lot

people don’t appreciate museum.

1.3 Objectives and Aims

➢ Aims

• To promote an awareness of architectural heritage and the importance of

preserving it by creating awareness towards publicity.

➢ Objectives

• Increase publicity by creating variety interaction platform with target audience.

• To let target audiences, understand that Architectural subject matter could be

fun and knowledgeable at the same time.

Chapter 2

Product

2.0 Product

2.1 Malaysia Architectural Museum

2.2 History of Museum

This double-storey museum building had an interesting and long history behind itself. It

actually used as a residence and administration centre for Dutch officials during 1700s the

Dutch colonial period. This building which also known as “Red House” has undergone several

processes of changes depend on its usage. It then became administration office during the

rue of British colonial. After independence, it occupied by The Malacca Water Board (MWB)

under Malacca State Government from 1978 to 1980s. In 1999s, The Department of Museum

and Antiquities carried out restoration work until it full completion in 2000s and in year of

2004, they converted the building into museum known as the Malaysia Architectural

Museum. This building has been gazette as a historical monument under the Antiquities Act

168 (1976) and has re-gazette under the National Heritage Act 2005.

According to the book “History of the Dutch in Malaysia” written by Dennis De Witt, the

building actually was the home of John Henry Velge (Jan Hendrik Velge). A descendant of Jan

Velge from Rotterdam who came to Asia in 1711. He was born in Malacca and had a wife

named Louisa Wilhelmina Nagel, a Dutch-Indo lady from Semarang, Indonesia. He became

the Commander of a private ship and a Warehouse Keeper at Riau. Later, he founded a firm,

Velge Brothersin Singapore and became a wealthy man. In his old age, Velge decided to retire

to Malacca and lived the remaining life there. He survived until the age of 95 and it was said

that until his final days he still could remember the destruction of the Malacca fort in 1807.

2.3 Product Characteristics

Malaysia Architectural Museum open daily from 9am until 5pm with totally free admission.

They closed on the first day of Hari Raya Eid al-Fitri and Eid al-Adha. It has air-conditioned

environment which suitable for the visitor to cool off from the heat in Malacca. Facilities like

toilets and 3D multimedia displays are provided for visitor. They also provide tour guide but

priority given more to larger group or organization through booking on phone or email.

2.4 Museum content section

Malaysia Architectural Museum divided into seven exhibition spaces according to specific

segments.

Ground Floor:

• Gallery A: Introduction to the Museum

• Gallery B: Historical Development of Malaysia’s Architectural

• Gallery C: Architectural and Beliefs

First Floor:

• Gallery D: The Typology

• Gallery E: Carvings and Motifs

• Gallery F: Tools and Technology

• Gallery G: Materials in Architectural

2.5 Museum Visitor

Museum Visitors Statistic

2.6 Unique Selling Proposition

The one and only museum that exhibit development of Architectural and record of heritage

as well as belief of architectural. It also has a strategic location which is the famous Dutch

Square Malacca, a place that well known as State of History and a tourism place.

2.7 Promotional History and Advertising Schedule

The promotion or event schedule can be check on the Official Department of Museum

Malaysia (JMM) where they actually listed out for the whole year full schedule event for those

museum that are under them. Online appearance of Malaysia Architectural Museum on social

media is a Facebook public page created on 2015 and it contain some album pictures from

recent event they had like Rumah Terbukak Muzium Senibina Malaysia, Pameran Sempena

Pelancaran Bulan Patriotisme Sekolah Sukan Tunku Mahkota Ismail (SSTMI) Johor and

Program Bermalam di Muzium Seni Bina Malaysia. Most of the advertising strategy were

based on print ads like newspapers, poster or banner. The online media used to promote is

the website from Department of Museum Malaysia and a TV show called “Program Nasi

Lemak Kopi O”.

2.8 Positioning statement

Malaysia Architectural Museum provides young adult ages 20 to 40 with knowledge and

collections about Architectural heritage. Targeted visitors are more likely to have interest in

Architectural. They do this through exhibition or event to spread the knowledge and organise

workshop or talk invitation from some local and oversea architect.

Chapter 3

Company

3.0 Company

3.1 Company Overview

Malaysia Architectural Museum fall under the management of Department of Museum

Malaysia. The first director of the department was Director Tan Sri Dato’ Haji Mubin Sheppard

(1958 – 1963). This department is responsible for preserving, conserving and disseminating

knowledge on the country’s historical, cultural and natural heritage. Aim of the company is to

create a harmonious society with high moral standards and to assist the government in

promoting and developing the tourism industry.

3.2 Business Description

The Department of Museum Malaysia’s function is to manage museum under federal

administration and provide expert services and advice to state museums, government

departments and also provide museum. Sometimes, there’ll be royal visitor that visit to

Malaysia’s museum and welcomed by the department itself. They contain collection

management which collect and preserve the nation’s historical, cultural and natural heritage.

Research also provided to document the department’s collections and publish research

findings. They also have exhibitions, lectures, workshops, seminars, forums and conferences,

as well as guided tour of galleries in order to disseminate knowledge of the specific museum.

They also have a Museum Volunteers group recruit members using social media Facebook

and Twitter.

Currently they have twenty-one museums under their company which is:

1) Muzium Negara

2) Muzium Perak

3) Muzium Tekstil Negara

4) Muzium Arkeologi Lembah Bujang

5) Muzium Kota Kayang

6) Muzium Labuan

7) Muzium Marin Labuan

8) Muzium Adat

9) Galeria Perdana

10) Muzium Sungai Lembing

11) Muzium Seni Bina Malaysia

12) Muzium Automobil Nasional

13) Muzium Etnologi Dunia Melayu

14) Muzium Lukut

15) Muzium Seni Kraf Orang Asli

16) Muzium Matang

17) Muzium Chimney

18) Muzium Kota Kuala Kedah

19) Muzium Kota Johor Lama

20) Muzium Alam Semula Jadi

21) Muzium Diraja

3.3 Company History

• First Director of the Department

• History Summary

Tan Sri Dato' Dr. Hj. Mubin Sheppard

PSM, PPSM, DJPD, JMN

Director (1958 - 1963)

3.4 Key People

• Current Directory General Office (2017)

• Organization Chart

• Previous Director General Department

3.5 Location and Subsidiaries

Department of Museum Malaysia’s Headquarter

(National Museum)

Jalan Damansara, Tasik Perdana, 50480

Kuala Lumpur, Wilayah Persekutuan

Kuala Lumpur, Malaysia

3.6 Brands Services

• Collection management

• Research

• Exhibitions, lectures, workshops, seminars, forums and conferences

• Guided tour of galleries

• Human Capital Development Unit – Industrial/ Practical Training

• Library

• Facilities

3.7 Corporate Vision

• To become a leading museum institution in Asia.

3.8 Corporate Mission

• To collect and preserve collections of significant artefacts.

• To produce and document research on artefact collections.

• To continuously organise interesting exhibition.

• To become a major tourist destination

3.9 Company’s Current Promotional Strategy

Date Event

2012 Golf Amal Sempena Hari Muzium Antarabangsa

2013 Sumbangan Rumah Anak Yatim Laila Taib sempena Hari

Muzium Antarabangsa 2013

18 November 2013 Sidang Media Pameran Majlis Raja-Raja di Muzium Diraja

23 January 2014 Sidang Media Pameran Manik Untuk Kecatikan di

Muzium Negara

17 – 19 March 2015 Pameran Khazanah Kapal Karam, Jabatan Muzium

Malaysia di Karnival Pelancongan dan Kebudayaan

sempena LIMA 2015 Langkawi

2 August 2015 Program Larian Muzium sempena HMA Peringkaat

Kebangsaan 2015 di Stadium Indera Mulia.

August 2015 Pameran Hari Muzium Antarabangsa Peringkat

Kebangsaan 2015 yang disediakan oleh wakil muzium

seluruh Malaysia bertempatan di Ipoh Parade, Perak

30 August 2015 Program Nasi Lemak Kopi O di studio Sri Pentas bersam

En. Mohd Azmi Mohd Yusof, Pegarah Muzium Negara

berkaitan penjagaan koleksi artifak sejarah kemerdekaan

dan Program Bermalam di Muzium Negara.

5 March 2016 Program Bersama Kanak-kanak Autim di Muzium Negara

9 March 2016 Bengkel 1 Pelajar 1 Muzium (1M1P) di Suria Hot Spring

Bentong

12 March 2016 Program Bersama Si Cilik Autisma di Bilik Discovery

Muzium Negara

12 May 2016 Ketua Pengarah Jabatan Muzium Malaysia mengadakan

Sidang Media Sambutan Hari Muzium Antarabangsa 2016

di Bilik VIP Jabatan Muzium

22 March 2016 Bicara Senin Bina di Dewn PERZIM Melaka

30 - 31 August 2016 Program Perdana Bermalam di Muzium 2016

(Muzium Negara, MEDM & MSKOA)

16 September 2016 Siaran Langsung Nasi Lemak Kopi O sempena Hari

Malaysia

03 December 2016 Bengkel Interaktif Memanah Alam Pendekar Melayu

12 February 2017 Perasmian Sambutan Tahun Baru Cina 2017 di Dataran

Bentong Pahang

13 April 2017 Bicara @ Muzium Seni Bina Tradisional Melayu di

Muzium Seni Bina

15 – 16 April 2017 Program Semark Muzim @ MSKOA

4 – 6 August 2017 History CON 2017 di MAEPS Serdang

3.10 Current Marketing Objective

• To carry out works in collecting, conserving and preserving the nation’s history, culture

and nature.

• To disseminate knowledge through activities like exhibitions, educational

programmes and museum development.

3.11 Media Expenditure

• TV media used as one of the resources to announce and promote their programmes

like “Sidang Media Pameran Majlis Raja-Raja di Muzium Diraja” to attract audiences in

front of screen.

Another successful programme using TV media is “Program Nasi Lemak Kopi O”. A TV

show collaboration with Studio Sri Pentas with En. Mohd Azmi Mohd Yusof, Director of

National Museum. It talks about the preservation of artefact collection about

independent day history and also promoting “Program Bermalam di Muzium Negara”.

• Official website of the department is actively used to advertise all museum events that

organised under Department of Museum Malaysia and it provide all the detail

information about the department itself. It convenient and accessible around the clock

which make it friendly user for website visitors.

• Social Media like Facebook, Youtube and Twitter were created in order to promote

and at the same time documented past events or activities in online stream. As

everyone know, social media have bigger platform to advertise a medium since media

user nowadays quite a heavy phone user.

• Printed Media also used to advertise museum campaign and activities such as

magazine, flyer, poster, newspaper and so on.

Chapter 4

Consumers and

Stakeholders

4.0 Consumers and Stakeholders

4.1 Consumers’ Characteristics

4.1.1 Demographics

Age • Students: 12 – 20 years’ old

• Adult: 21 – 40 years’ old

Gender No specification

Education • Secondary schools

• University and above

Occupation • Students

• Working Adult

Allowance Range (students) RM 1000 – RM1500

Income Range (employed) RM3000 – RM4500

Race and Ethnicity No specification

Geographical Location Tourism hot spot area

4.1.2 Psychographics

Perception • Very informative and educational with free admission.

Learning • Official website from Department of Museum Malaysia

• Social media platform Facebook page

• Tourism trip visit

Motivation & needs • Knowledge on Architectural heritage

• Understanding of culture belief

Attitude & Personality • Major in Architectural and culture

• Eager to learn and explore

Lifestyle • Outgoing

• Interested in exploring

• Media blogger

4.2 Stakeholders’ Characteristics

➢ Department of Museum Malaysia (JMM)

• The company of Malaysia Architectural Museum that control all activities

approval.

• Control museum’s human resources and provide professional trained staffs.

➢ Government of Malacca State

• Plan, develop, formulate, manage and coordinate the development of

Malacca.

• Control the systematic of every development in the state under the law.

➢ Ministry of Tourism and Culture Malaysia (MOTAC)

• Build national identity based on arts, culture and heritage.

• Control the socio-economic development of the country.

• Department of Museum Malaysia (JMM) is one of the department under

MOTAC

➢ Department of Museum Melaka (PERZIM)

• To spread education and tourism sector through the development of

museum and historical places.

• Provided Malaysia Architectural Museum venue to organise event.

Chapter 5

Industry and

The Market Place

5.0 Industry and The Market Place

5.1 The Industry

5.1.1 Definition

Tourism defined as the commercial organization. It takes operation of vacations and visits to

places of interest.

5.1.2 Shape of Industry

Museum had been listed as one of the tourism source of revenue in all around the world not

just Malaysia. Tourism were not just limited to local tourist but as well as international tourist

especially backpacker who like to travel and explore. In help government earn large amount

of income and also increase the job opportunities to local citizens.

5.1.3 Development of the Industry

During the past, tourism isn’t a famous kind of leisure activities since it very costly and

transportation haven’t advance yet. Afterward, it become a type of adventure which mostly

for people who began the journey of spiritual or religious and also explorer who curious to

discover more about the world. In this modern era, it has already been one of the famous

activities among young adult who live in advance technology world. There’s even Free Grand

Tour Competition as a tool of marketing and programme exchange student with oversea

campus as a short trip. As you can see, it’s a common culture among peoples nowadays where

you can go for trip anytime and anywhere when you free.

5.2 The Market place

5.2.1 Current Condition of the Market place

5.2.2 Current Condition of the Market Needs

Selection: Collection and preservation of the history of Malaysia Architectural Museum.

Accessibility: Entrance to museum if free of charge and no time visit limitation.

Customer service: Tour guide available upon request.

Competitive pricing: Entrance to museum in free of charge.

5.2.3 Changes in Market place

Positive Points:

• Improve local revenue as well as economy.

• Improve local tourism industry.

Negative Points:

• Seasonal economy and traffic.

• Human traffic increase.

Chapter 6

Competitive

Situation

6.0 Competitive Situation

6.1 Indirect Competitors

People’s Museum Illusion 3D Art Museum

• Records and preserves the achievement of

Malacca in development sector.

• Have the highest amount visitors among all

museum in the Dutch Square area with

average 2000 visitors per month.

• Made up of different mini museum under

one roof which make visitor feel worth for

a visit with reasonable price.

• Located Dataran Pahlawan Megamall

which is near Dutch Squre.

• Modernize and unique interactive

using 3D wall paint and AR video

scene to attract visitors.

• Admission fees is high but worth for a

visit.

Maritime Museum

• Top famous museum with highest amount

of visitor in Malacca.

• Allow visitor to have a real on-the-deck

experiences while enjoying the history

reading.

Chapter 7

Research

7.0 Research

7.1 Marketplace Research

The Malaysia Architectural Museum was originally created as “Miniature of Malaysia” which

exhibited along with some Malaysia famous miniature building. The museum building itself

has an amazing history and still preserve until nowadays since the era of British when they

take over Malacca and do businesses.

The overall look and feel of the interior is very historical with all the old ancient display of

collection and very informative about the evolution of Architectural in Malaysia. The

admission fees is free of charge and it’s the only one in 16 museum around it that have free

entrance. They museum location is very strategic since it’s one of the famous “Red House”

building in Malacca along with heavy visitors traffic especially during weekend and holidays.

7.2 Market Observation

Based on observation, the visitors that interested on Malaysia Architectural Museum is tourist

among 13 – 40 years old. They are majorities of family vacation and school trips. The tourist

were mostly foreigner family visitors or backpack visitors while local visitors were few.

7.3 Others

Other additional information about Malaysia Architectural Museum were taken from the

galleries, exhibition and handout brochures given by the guard of the building. Some

information was obtained from online like TripAdvissor website’s comments and blog.

Chapter 8

SWOT Analysis

8.0 SWOT Analysis

Strengths Weaknesses

- The one and only Architectural

museum in Malaysia.

- Strategic location of the museum.

- Free admission compares to another

museum nearby.

- Strong financial position due to

funding from governments.

- Lack of appearance on social media

platform.

- Digital multimedia display is not well-

maintains.

- Lack of interactive on museum

experiences.

Opportunities Threats

- Further expand on visitor numbers

via virtual presence.

- Build variety channels to interact

with visitors or users.

- Create or organise more public

events to create awareness.

- Objective and goals needs to be

approved by Department of Museum

Malaysia hence too much interference

under management.

- Indirect competitor museum.

- Growth of the digital culture.

- Visitors and tourism are seasonal.

- Budget cuts due to the economy

recession.

Chapter 9

Strategic Target

Audience

9.0 Strategic Target Audience

9.1 Proposed Primary Target Audience

9.1.1 Demography

Age 13 - 25

Gender Male & Female

Education Secondary and above

Occupation Student, White collar

Income Range RM 1500 and above

Race & Ethnicity All races & Ethnicity

Geographical Location Urban

9.1.2 Psychography

Perception The Malaysia Architectural Museum if very

informative and enlightened.

Learning • Word of mouth

• Online tourism review sites

• Social media

Motivation & Needs • Curious

• Explorer

• Eager to learn new things

Lifestyle • Tech-savvy

• Family with young children

9.2 Proposed creative proposition

The Malaysia Architectural Museum is a very informative museum with detailed explanation

about Malaysia architectural evolution and well preserve artifacts collection from centuries,

but too bad peoples didn’t get information about the museum due to lack of appearance

physically and online. So, my objective is to improve general knowledge about the museum

to the publicity and change the stereotypic perception toward museums.

9.4 Proposed marketing strategy

Big Idea Recycle Build

To make Architectural fun by using different

material in building construction.

Champaign Name Build It!

Build it now to feel the excitement!

Mood and Feel • Relaxing

• Natural

• Modern

Chapter 10

Precedent Studies

10.0 Precedent Studies

10.1 Examples of Advertising Strategy

10.1.1 Discover the Full Story - Saatchi & Saatchi

It’s an ad campaign developed for the Schusev State Museum of Architectural. The goal of the

campaign is to promote this amazing museum that holds a collection reflecting the thousand-

year architectural heritage of Russia. Front and center in this project are key historical

buildings that stand as true symbols of the city: the main building of Moscow State University,

Saint Basil’s Cathedral, and the Bolshoi Theater.

This initiative demonstrates that beneath the facade of every building lies an entire history.

What most people know about this history is just the tip of the iceberg. The project focuses

the attentions of Muscovites and tourists alike on the history of Moscow and the city’s

architectural heritage, inviting visitors to the museum to learn the full story of our city’s

buildings.

The images for the campaign are widely used in the press, in outdoor advertising and on

stickers in the metro.

10.1.2 Brick by Brick – Heco

The Museum of Science and Industry’s Brick by Brick exhibit explores the science of building

through world-class LEGO structures. The campaign concept was Build the Unbuildable

which expressed the emotional core of the exhibit in a way that made each audience feel

like it was for them, from kids to adults, and casual to avid LEGO fans.

The exhibit’s advertising strategy was built around digital, social, OOH and print. We

designed bus stop take-overs, billboards and social media CTA’s to build regional awareness

and drive ticket sales.

10.2 Precedent Studies

Chapter 11

References

11.0 References

Malaysia Architectural Museum. (n.d.). Retrieved from Ministry of Tourism and Culture Malaysia:

http://www.jmm.gov.my/en/museum/malaysia-architectural-museum

Architecture Museum of Malaysia. (n.d.). Retrieved from TripAdvisor Malaysia:

https://www.tripadvisor.com.my/Attraction_Review-g306997-d1892008-Reviews-or30-

Architecture_Museum_of_Malaysia-Melaka_Central_Melaka_District_Melaka_State.html

Museum Volunteers JMM. (n.d.). Retrieved from Museum Volunteers, Department of Malaysia Facebook:

https://www.facebook.com/pg/MuseumVolunteersJMM/photos/?tab=albums

LEGO Let’s Build. (n.d.). Retrieved from LEGO Official Youtube Channel:

https://www.youtube.com/watch?v=R4wvIeACVUA

Tourism and Culture Malaysia. (n.d.). Retrieved from Ministry of Tourism and Culture Malaysia:

http://www.motac.gov.my/en/

Domestic Tourism Survey 2016. (n.d.). Retrieved from Department of Statistics Malaysia:

https://www.dosm.gov.my/v1/index.php?r=column%2FcthemeByCat&cat=320&bul_id=dFQ0cGtTM

WdqZlpnQytkMGY2TXhqQT09&menu_id=b0pIV1E3RW40VWRTUkZocEhyZ1pLUT09

Discover The Full Story. (n.d.). Retrieved from Schusev State Museum of Architectural:

http://muar.ru/en/item/442-discover-the-full-story

Brick by Brick. (n.d.). Retrieved from HECO:

https://www.helloheco.com/project/museum-of-science-and-industry

Recycled Materials. (n.d.). Retrieved from ArchDaily:

http://www.archdaily.com/tag/recycled-materials

Chapter 12

Appendices