The purpose of this proposal is to earn financial fund in order to build a NOOR ARFA CRAF COMPLEX (NACC) that will soon being generate as a TOURISM destination. Moreover, in the meantime can market the products related to local craft. This NACC will act as an ‘umbrella’ to all the entrepreneur and manufacturer of craft product in Terengganu. The main focus at NACC is to help motivating the development of craft entrepreneur that have power to influence and capability to supply high quality product that can compete in the market place. The financial fund can be use to build a administration center, sales and exhibition center, tourism information center, handicraft museum and handicraft demonstration kiosk of batik, ‘songket’, ‘anyaman’, glass craft, wood engraving and cooper-tool under one roof. NACC is to built with the purpose as a tourism destination where variety of high quality craft product can be exhibit in Terengganu and east coast generally.

Noor Arfa Batek Sdn. Bhd. has the ability to act as a chief manager of the NACC. Other than that, Noor Arfa has the vision of pioneer of manufacturer and distributor batik products in Malaysia, whereas its motto is “excellence and exclusive of batik”. The firm belongs to a Bumiputera, the biggest ownership and manufacturer of batik products and well know in Malaysia. The pioneer has a few marketing chain in several ASEAN countries, Middle East countries and Europe.

2.0 United Marketing Strategy of Craft Complex

Objective and Strategy

The marketing objective of Craft Complex is to increase the total sales of product based on craft to RM 2.5 million per month, and increase the awareness of products brand with the increase of sales promotion thoughts the times.

The strategy to achieve the objective is to build business cooperation with tourism agencies, hotels, and wholesaler that is active and contribute to the revenue of the Craft Complex. In this way, tourism can get to know the more information and excited news about the united Craft Complex’s production.

Other than the cooperation if this above agencies, Craft Complex’s marketing management can host promotion continuous. Below are the strategies that can be use:

a) prepare a full marketing programmed to market all the craft products . Activities such as sales promotion and direct marketing can be done aggressively to assure local handicraft acceptable and known.
b) Control and balancing the quality and price demand with the supply of the handcraft product in Terengganu. This to assure all party can accept and satisfy with the product they paid for.
c) Attract customer and tourist by providing comfortable sales space, recreational place, facilities amenity such as toilet, spacious parking lot for car and buses, and variety sales kiosk under one roof. This is provided added value to customer and visitor.
d) Providing free consultancy services to customer that wish to have more information about certain product.

3.0 Product and Services that Provide

The craft product is supply according to their categories. There are several categories, which is, textile, metal, and ethnic (ceramic, forestry collection, wood). This variety provides choice that attract customer

The services that provided include accepting order and after sales services. Then, tourism information services are also provides to the tourists visiting Craft Complex. Other than that, this complex includes facility services. This service is to satisfy the need of the customers and give added value to each other.

3.0.1 Craft Product Based on Textile

Product based on textile divide into few suitable categories. Below is then product list according to their importance:
• Female product such as kain sarung, kain kurung, songket, caftan, scarf, blouse and others.
• Male product such as kain kemeja, batik shirt, sampin, tie, t-shirt and others.
• House accessories such as table clothes, curtain and apron.
• Recreational activity product such as pareo, Hawai Shirt, hat and others.

3.0.2 Craft Product Based on Metal

Product in this category including the product made of cooper, iron, aluminum, and tin. Some of the products are tepak sireh, spoon, por, keris, sword, spear and pewter.

3.0.3 Craft Product Based on Ethnic

In this category , there are a few groups of products being supply to customer. The list is:
• Products made of ceramic such as porcelain, cup, vase, sculptured, labu sayong, and other.
• Products made of forestry collection (cane, bamboo and pandanus leaves) such as basket, bubu serkap, bird cage, wau, coin box, mengkuang’s carpet, hand bag, tudung salji and other.
• Products made of wood such as animal sculptured, hulu, and sarung keris and other.

BUSINESS ACTIVITIES

Handicraft industry must be united in order to build a local craft heritage image, where more systematic and manageable, to accompany the government policy to see the prestige of Malaysia handicraft’s image protected and know all over the world. The need of Craft Complex is, it can unite all the entrepreneur under one roof. With a good management and systematic central, it can turn the complex into a dynamic craft center. Traditionally, Bumiputera craft entrepreneur likes to act individually. This system is not suitable anymore in this century. In the new era, it needs a body that can manage them, professionally. Therefore, its is a need for a Craft Complex furnish with all infrastructure amenity and other support.

The unification of small entrepreneurship under one management and the development of handicraft industry in a craft village create more efficient and effective marketing and management dimension.

The marketing program will be organized to compete with more development and stable manufacturers in handicraft industry. The complex development program and new strategic infrastructure can increase the sales, as the business space has been enlarge and comfortable. With this facilities amenity, its can increase the value o socio-economy of the state by existing more business and job opportunities to the local residents.

The Craft Complex can encourage the development of young entrepreneurs in th3e handicraft industry. At the same time, it also increase the capability of the entrepreneurs in the markets their craft products more efficiently. The growth of young entrepreneurs can help to preserve the heritage of traditional Malay’s handicraft. The specific skills of each entrepreneur can be unite and share among each other in the Craft Complex. This can also enable the craft products can be obtainable continuous thoughts the year.

With variety of craft products and demonstration kiosk of craft processing, it is estimated can attract the interest of foreigner and local tourist to the Craft Complex to Terengganu. Other than that, it has the facilities amenity that can capture the heart of the visitors to stop by. Estimated the Craft Complex will be able to be an interesting tourism destination. This Craft Complex can create a new craft market other than the Pasar Besar Kedai Payang. In addtion, it can reduce the traffic congestion in the town especially for those who enjoy shopping at Pasar Besar Kedai Payang. The new market can meet the consumer demand that is increasing. it can also provide more choice to customer to determine the places to purchase handicraft products.

The management of Noor Arfa Craft Complex as the pioneer is going to lead the Craft Complex’s. This Craft Complex provides more than 200 items of craft products that will be market in Malaysia and over the world. Among the categories of product are products made by textile, metal and ethnic (ceramic, forestry collection, wood).

Business activities in Noor Arfa Craft Complex as bellows:

a) Administration Centre

When the small entrepreneurs united in one place, it is need for mote systematic management. As we proposed, the administration center will be located in the main gate of Craft Complex. This enable the customers to meet the administration staff or business relation. With a more systematic and good structure administration center, it can create a comfortable and provides good facilities to the customer and the employees.

b) Showroom and Exhibition Centre

As we mentioned before, the main objectives of our Craft Complex is to market and promote our local handicraft to the people all around the world. In the showroom, all handicraft manufacturers can exhibit their products here. The customer can have a look at the product and buy it directly from the showroom.
However, this can also gives the opportunities for the customers to put an order direct with the owner for the certain product if they are interest in their own design.

c) Tourism Information Center

Other than provides employees good in Malay Language, we also plan to provide employees good in English and knowledge of local handicraft. This element is very important to provide wide information to tourist an local customers. This enable them to obtain more knowledge about the handcraft product that they wish to buy. It is important because this provides high utilities compare to the price they pay for.

d) Handicraft Museum

This museum is build to provide a space for the manufacturers that participates in the Craft Complex. They can exhibit their products here with their own creativity and suitable for their products.

e) Demonstration Kiosk

With the demonstration kiosk, the tourist can have the opportunities to have a look on how a handicraft product being produce. As we are practices in Noor Arfa currently, we have a demonstration area a batik being produced. This attracts many tourist and customer since not many business that us this method to attract their value customers.

f) Recreational Park
Recreational parks such as bird’s park, children playground, small water theme park, canoe, Jet Ski and fish pond can be build here. Other than providing spaces for business, we are planning to build a recreational park for the customer came with their family. This park can meet their demands to have happy times with theirs family members.

g) Restaurant and Terengganu Food Kiosk

This kiosk be selling Terengganu food such as “Nasi dagang”, local cakes and biscuits and ‘keropok lekor”. The customer that are interested in trying local dishes can have their meals in the restaurant provided. At the same time, a modern factory o producing a ‘kerepok’ will be built here. Customer can ensure the ‘kerepok’ that they bought is clean and good quality.