The programme was facilitated and mentored by Assoc. Prof. Dr. Zuraidah Sulaiman, Dr. Noraindah Abdullah Fahim, Dr. Logaiswari Indiran, and Dr. Umar Haiyat Abdul Kohar from the Department of Marketing and Entrepreneurship, Faculty of Management, UTM; Assoc. Prof. Yusuke Suzumurafrom Meijo University; Hidetoshi Horibe, the Chief Executive Officer (CEO) of Loaita Corporation; and Ayesya Abdullah from the Marketing Department, HRC Puteri Harbour.
“The objectives of the programme were to enhance collaboration between Japanese and Malaysian students in solving real marketing problems, to foster cultural exchanges and research partnerships between the participating universities, and to provide students with real world experience in research, data collection, and business solution development.” said Assoc. Prof. Dr. Zuraidah Sulaiman, Director, Department of Marketing and Entrepreneurship, Faculty of Management, UTM.
Friendship Forged: UTM Johor Bahru and Meijo University participants on the final day of Japan-Malaysia Global Immersion Research Project 2024
The primary focus of the programme was to address a real world business challenge posed by HRC Puteri Harbour on increasing local customer awareness and improving engagement with the café.This project brought together students, faculty members, and industry professionals, enabling an exchange of knowledge and ideas through practical case studies. The programme involved eight UTM students and seven Meijo University students, providing them with the opportunity to collaborate and apply research techniques to a real world scenario.
From left: Assoc. Prof. Dr. Zuraidah Sulaiman, Hidetoshi Horibe, Assoc. Prof. Yusuke Suzumura and Ayesya Abdullah
Project Details
Students were given a case study on addressing the issue of how HRC could raise awareness and attract more local customers.
“Current demographics indicated that 40-50% of HRC customers are Singaporeans, 10-20% Indonesians, and 30-40% Malaysians.” Ayesya Abdullah, from the Marketing Department, HRC Puteri Harbour highlighted during the case study briefing.
Students from both UTM and Meijo University conducted surveys and gathered data in Johor Bahru using mall intercepts, focusing on understanding local customer preferences and perceptions. The students also developed and proposed solutions based on their research findings, which were presented to HRC personnel at the conclusion of the programme.
Key Activities
Case Study Analysis: Students were briefed by Ayesya Abdullah on a case study focusing on developing actionable strategies to attract more local customers.
Survey Instrument Development: Students prepared and administered survey questionnaires to gauge the perceptions of potential customers regarding HRC.
Data Collection: On-ground data collection in Johor Bahru was one of the significant aspects of the project.
Case Study Mentoring: Students analysed the case and data using various marketing tools such as SWOT (strengths, weakness, opportunities and threat) Analysis, the 4Ps Marketing Framework (Product, Price, Place, Promotion), and Competitor Analysis under the mentorship of Assoc. Prof. Dr. Zuraidah Sulaiman, Dr. Noraindah Abdullah Fahim, Dr. Umar Haiyat Abdul Kohar, and Dr. Logaiswari Indiran from the Department of Marketing and Entrepreneurship, Faculty of Management UTM.
Idea Pitching and Feedback: On the final day of the programme, students presented their findings and marketing solutions to a panel, including representatives from HRC and faculty members from UTM and Meijo University.
“Students excellently executed the tasks where key components of their presentation included proposing guerrilla marketing strategies and potential partnerships with local organisations.” Mr. Hidetoshi Horibe, the CEO of Loaita Corporation complimented the students’ group effort.
From left: Hidetoshi Horibe, Assoc. Prof. Dr. Zuraidah Sulaiman and Dr. Noraindah Abdullah Fahim
Research Collaboration: The networking session included discussions on potential research projects, collaborations, and partnerships between Assoc. Prof. Dr. Zuraidah Sulaiman, Dr. Noraindah Abdullah Fahim, Dr. Logaiswari Indiran, Dr. Umar Haiyat Abdul Kohar, Assoc. Prof. Yusuke Suzumura, Mr. Hidetoshi Horibe and Ayesya Abdullah
Assoc. Prof. Yusuke Suzumura from Meijo University, Nagoya, Japan concluded that“This programme opened doors for further research partnerships and academic exchanges between UTM and Meijo University. We look forward to more meaningful engagements with UTM’s Faculty of Management.”
Impact and Outcomes
The Japan-Malaysia Global Immersion Research Project was a significant success in achieving its objectives. The outcomes of the project were:
Practical Business Solutions for HRC: The students’ research provided actionable strategies for HRC, such as increased local partnerships and family-friendly promotions.
Enhanced Student Learning: The students gained invaluable insights into real world business challenges and honed their skills in data collection, analysis, and presentation.
Strengthened Research and Academic Partnerships: Discussions between Faculty of Management UTM, Meijo University, and Loaita Corporation have set the stage for future collaborations in both research and academic programmes.
Cultural Exchange: The project also provided a platform for Malaysian and Japanese students to engage in cultural exchange, fostering greater understanding between both nations.
Gratitude: Thank you very much Hard Rock Café, for the delicious tea time treat and thoughtful souvenirs!
Conclusion
The Japan-Malaysia Global Immersion Research Project was a commendable effort in bringing together academia and industry to address current business challenges. The project not only produced tangible solutions for Hard Rock Café but also strengthened academic partnerships and provided students with a rich learning experience. Moving forward, this collaboration is expected to grow, contributing further to research and educational advancements in both countries.
Acknowledgments
Sincere thanks to:
Hard Rock Café Puteri Harbour, Johor, Malaysia for providing the case study.
Meijo University, Nagoya, Japan for their collaboration and support.
Loaita Corporation, Tokyo, Japan for facilitating and organising the global inbound immersion programme.
Faculty of Management, Universiti Teknologi Malaysia for their leadership in co-organising and hosting the programme.
