Internship Final

Report at Bandar
Utama City Centre
Sdn Bhd

1 MARCH - 13 AUGUST 2021

ANISAH BINTI AHMAD

2019XXXXXX
BACHELOR OF BUSINESS
ADMINISTRATION
(HONS.) FINANCE
EXECUTIVE SUMMARY

This Industrial Training Report is a thorough essence of my journey that I

undertook as an intern within 24 weeks in Bandar Utama City Centre Sdn Bhd.
This report aims to show my industrial training process throughout this 24-week
period which will include industrial experience such as engaging with many
people, adaptations to working in real industry, and knowledge and skills gained
related to work and personal development. I attended the first day of my industrial
training on 1st March 2021 and was assigned under Miss Julia Kong, the senior
manager of ONECARD Department. I have exclusively studied and observed the
loyalty programme structure of 1 Utama Shopping Centre. During this 24-week
period, I am working as an intern for marketing team that hold the responsibility to
handle the marketing plan for 1 Utama loyalty programme. The 1 Utama Shopping
Centre is developed and operated by Bandar Utama City Centre Sdn Bhd. This
report will also include some information about 1 Utama Shopping Centre
regarding its history and activities that it has involved in. This Industrial Training
Report consists of my profile, company’s profile, my training experience, the
SWOT analysis, discussion, recommendations, and the conclusion. SWOT
analysis will be used to evaluate the company’s competitive position which
includes its strength, weakness, opportunity, and threat. This report will overview
my performance during my industrial training while observing the company by
doing the SWOT analysis as well as to evaluate the performance of 1 Utama
Shopping Centre and give concreate recommendation for further improvement.
The strengths of 1 Utama are consumers have access to variety of stores and
loyalty programme appeals to all demographics. Not all business is working well
due to many businesses operating and paid application are being offered free of
charge are the weakness factors of 1 Utama. In addition, growing popularity of K-
culture in Malaysia as well as a major shift to the usage of E-wallet in daily
purchases are the opportunity factors for 1 Utama. The threat factors would be
ever-changing consumer behavior and COVID-19 makes people reluctant to do in-
store shopping to reduce physical touch.

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TABLE OF CONTENT

EXECUTIVE SUMMARY ..................................................................................................... 1

TABLE OF CONTENT........................................................................................................... 2
LIST OF FIGURES ................................................................................................................. 3
LIST OF TABLE ..................................................................................................................... 4
ACKNOWLEDGEMENT ....................................................................................................... 5
STUDENT’S PROFILE .......................................................................................................... 6
COMPANY’S PROFILE ........................................................................................................ 7
TRAINING’S REFLECTION .............................................................................................. 12
SWOT ANALYSIS ................................................................................................................ 17
DISCUSSION AND RECOMMENDATION ...................................................................... 18
CONCLUSION ...................................................................................................................... 34
REFERENCES....................................................................................................................... 35
APPENDICES ........................................................................................................................ 37

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LIST OF FIGURES

FIGURE 1: STUDENT'S RESUME ...................................................................................... 6

FIGURE 2: 1 UTAMA SHOPPING CENTRE'S LOGO..................................................... 7
FIGURE 3: 1 UTAMA SHOPPING CENTRE ..................................................................... 7
FIGURE 4: A COVERED BRIDGE LINKING THE OLD WING AND NEW WING ... 8
FIGURE 5: 1 UTAMA E ......................................................................................................... 9
FIGURE 6: SPORTS AND ENTERTAINMENT FACILITIES IN 1 UTAMA ................ 9
FIGURE 7: PRODUCTS AND SERVICES OFFERED BY 1 UTAMA .......................... 10
FIGURE 8: ORGANIZATION CHART ............................................................................. 11
FIGURE 9: SWOT ANALYSIS DIAGRAM ...................................................................... 12
FIGURE 10: WORKING SPACE ........................................................................................ 37
FIGURE 11: ONEBUZZ PHOTOSHOOT SESSION ....................................................... 37
FIGURE 12: ONEBUZZ RAMADHAN PHOTOSHOOT SESSION .............................. 38
FIGURE 13: MODEL FOR SOCIAL MEDIA CONTENT .............................................. 39
FIGURE 14: PROMOTER FOR ONECARD RAYA ROADSHOW ............................... 39
FIGURE 15: EXAMPLE OF STUDENT'S TASK ............................................................. 40

3
LIST OF TABLE

TABLE 1: TOP 5 OUTLETS FROM SAME CATEGORY: BAKERY .......................... 23

4
ACKNOWLEDGEMENT

Alhamdulillah, praise to Allah S.W.T, I am so blessed that I have managed

to undergo my industrial training with good health and have great ability to go
through my industrial training peacefully and well. I feel thankful to the Almighty
for the blessing given to me to complete this industrial training report. I would like
to say thanks to my parents for their constant encouragement throughout my
industrial training period.

I would like to take this opportunity to thank my supervisor, Ms. Julia

Kong for her help with abundance of information, helpful feedbacks, exemplary
guidance, monitoring and constant encouragement throughout my industrial
training journey. Not to forget, a big thanks to all marketing staff in ONECARD
Department for giving necessary advice and guidance during my practical training.
I would like to thank all the staffs in Bandar Utama City Centre Sdn Bhd for the
hospitality that they have given me which make me feel comfortable all the time as
an intern as well as feeling belonged there.

I choose this moment to acknowledge my industrial training advisor’s

contribution gratefully, Encik Ferri Bin Nasrul, for always guiding me whenever I
have enquiries during my industrial training journey. Apart from that, I truly
appreciate his dedication to spare some time to give consultation and evaluating
my industrial training report. The understanding, encouragement, and continuous
support from him throughout the duration of fulfilling this report are most
appreciated. I am also appreciating the effort of all my friends who are willing to
help and give an encouragement during my industrial training journey. I am
feeling lucky to get their guidance, knowledge sharing and encouragement
throughout these 24 weeks. It is the most precious experience in my life.

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STUDENT’S PROFILE

Figure 1: Student's Resume

6
COMPANY’S PROFILE

Figure 2: 1 Utama Shopping Centre's Logo

It is the largest shopping mall in

Malaysia and proudly ranked
amongst the Top 10 World’s
Largest Malls. “It’s all in one”, 1
Utama is indisputably a premier
lifestyle mecca with something for
everyone.

In the 1990s, See Hoy Chan

Holdings Group started developing
Figure 3: 1 Utama Shopping Centre a new town known as Bandar
1 Utama is a well-known Utama that consists of residential
shopping mall in Bandar Utama, and commercial area. As the market
Petaling Jaya, Selangor, Malaysia. It demand for this location has surged,
was developed and operated by the developer had planned to build a
Bandar Utama City Centre Sdn Bhd. mall in this town. In 1993, the
The multiple award-winning regional developer went to the United States
malls has more than 700 shops spread to look for inspiration to design a
over 5.59 million sq. ft. and 7 mall. Once building the first phase
extensive retail levels. The mall of the mall which is known as Old
houses 3 departmental stores: Aeon, Wing today, the developer signed an
Parkson, Isetan and 2 cinemas: TGV agreement with AEON to open
and GSC Cinemas under one roof. Jusco as the main tenant in the mall.

7
 further accommodate the increasing
numbers of customers and retail lots
which would cost RM300 million and
increased the retail lot from 220 units
to 600 units. The two blocks are now
connected by a covered pedestrian
bridge. The mall soft-opened on
December 13, 2003, with the grand
opening taking place on April 2,
2004, by DYMM Sultan Sharafuddin
Figure 4: A covered bridge linking the
Idris Shah Al-Haj. The owner and
Old Wing and New Wing
management of the mall was
In September 1995, 1 Utama transferred to Bandar Utama City
was officially opened, and all the Centre.
premises were fully rented by various
The first renovation of the first
tenants. The cost of the construction
phase (or Old Wing) took place in
of the first phase of the mall was
June 2011, 16 years after it opened,
RM89 million. The first IKEA store in
and cost RM160 million. An
Malaysia opened on April 25, 1996, in
additional expansion of 592,015
the mall which covered 7,431 square
square feet (55,000.0 m2) inside the
metres (79,990 sq. ft) of space inside
mall included the third phase (known
the mall. Due to the increased demand
as 1 Utama E) which was opened on
for IKEA products, the store was
January 24, 2018. It features 2 world
relocated to Mutiara Damansara on
class Sports Tourism Centres –
August 14, 2003.
Double FlowRider and AirRider with
As the mall facing increased the tagline ‘Excite, Entertain,
demand for retail spaces which led to Exhilarate’. Meanwhile Phase 2 will
long tenant waiting list, the director of feature Korean-themed retail zone
See Hoy Chan Holdings Group, Teo District K, 700-seater Petaling Jaya
Chiang Kok, considered expanding Performing Arts Centre (PJPAC), e-
the mall by building the second phase Sports, and an Entertainment Lifestyle
which is known as the New Wing to Esplanade that brings together an

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experiential mix of retail, global The 1st Eco-Mall in Malaysia,
cuisine, fashion brands, art and 1 Utama’s signature Rainforest is a
culture, entertainment, and nightlife. lush tropical paradise with koi fish
The mall will also bring 500 more ponds, giant fish aquarium and a
parking bays as well as providing Rainbow suspension bridge.
pedestrian access to Bandar Utama Southeast Asia’s largest rooftop
MRT station. The development of garden, aptly named the heavenly
this phase cost RM150 million. “Secret Garden” has also become a
popular tourist attraction. An
essential pit-stop in any tourist’s
itinerary, 1 Utama serves as a major
transportation hub, making it easy for
tourists and the surrounding
community to travel conveniently.

Figure 5: 1 Utama E

PADI 5-star
Diving Centre
Asia’s Largest Sealantis
Celebrity
Indoor Rock-
Fitness
Climbing
Lifestyle Gym
Gym Camp5

Sports and
Rooftop
entertainment Wangsa Bowl
Futsal Padang facilities

Figure 6: Sports and entertainment facilities in 1 Utama

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 1 Utama boasts the first mall-wide multi-merchant loyalty programme in the
world – the ONECARD Privileges+, which is also the first in the Klang Valley
to support both shopping and parking facilities. With the ONECARD,
cardholders are provided with endless privileges and benefits when shopping,
dining, and entertaining at 1 Utama Shopping Centre, One World Hotel,
Centrepoint, The Club@Bukit Utama and other Bandar Utama properties,
including access to preferred parking areas.

1 Utama is officially the pioneer mall in Malaysia to develop the 1st retail
mall E-wallet (1PAY) to drive the nation’s Digital Economy forward for
electronic cashless payments. It was launched in September 2019 by
Malaysia’s esteemed Finance Minister.

1 Utama developed its own E-Commerce platform (ONESHOP.com.my) in

the industry and it was launched in September 2019 by Malaysia’s esteemed
Finance Minister.

Figure 7: Products and services offered by 1 Utama

ONECARD & 1PAY Vision:

To be the pioneer and most admired Shopping Centre Loyalty Program and E-wallet

ONECARD & 1PAY Mission:

1. Loyalty program that not only offers rewards but also facilitate members in daily-life

2. To develop a program with integrity and deliver the highest quality of experience to
members and tenants

3. Consistent, relevant, and engaged with customer to drive a sustained and long-term
loyalty

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ONECARD & 1PAY Organization Chart:

Figure 8: Organization Chart

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TRAINING’S REFLECTION

My industrial training started on 1st March 2021 until 13th August 2021. My working
day is from Monday to Friday, while working hours is from 9 a.m. to 6:00 p.m. I was required
to work on public holiday or weekend during promotional campaign such as ONECARD or
1PAY roadshow. During this 24-week period, I was assigned to ONECARD Department for 1
Utama Shopping Centre. In ONECARD Department, I am working as an intern for marketing
team that hold the responsibility to handle the marketing plan for 1 Utama loyalty
programme.

Roles, Responsibilities, and Assignments

• Liaise and engage networking with 1 Utama tenants.

• Specific specialization task such as creative designing, producing proposal, handling
Follow-up on tenants within the shopping mall regarding their participation status to
projects.
ONECARD and 1PAY marketing campaign and promotion.
Produce proposal to add a game feature into E-wallet (1PAY) via 1 Utama’s Mobile App.

• Assist to organize, plan, and execute ONECARD promotions / events.

- Discuss and analyze concepts for the ONECARD and 1PAY roadshow.
- Contribute new concept that can capture the main idea of the ONECARD and 1PAY
promotions or events.

• Assist in marketing and advertising promotional activities such as recruitment roadshow

and year end events.
- Become promoter to promote 1 Utama Shopping Centre’s loyalty programme, recruit
new members, explain the benefits and privileges of ONECARD to shoppers, ensure
shoppers to fill in ONECARD application forms, explaining any inquiries made by the
shoppers, making sure they follow the SOP for instance social distancing, and helping to
set-up in the morning and packing at the end of the day of event.

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• Handle and prepare the contents for ONEBUZZ monthly newsletter.
- Assist on a photoshoot session for ONEBUZZ monthly newsletter for members.
- Prepared the list for content selection that can be included in ONEBUZZ monthly
newsletter’s content.
- Collected items from tenants for photoshoot session for ONEBUZZ monthly newsletter.
- Returned all the photoshoot items to respective tenants back.

• Conduct market research and study other successful loyalty programme.

- Conduct a comprehensive market research for promotional festive period for 1 Utama
Shopping Centre loyalty programme.
- Gathered information on feature from another E-wallet Mobile App and consumers
psychological buying behavior such as what interests them to transform marketing plan
to suit the environmental changes.
- Conduct research for the promotion of ONECARD LUXE, ONECARD loyal members,
inactive members, youngster members, 1PAY activation and usage, ONECARD Kids+,
and ONECARD member recruitment.
- Research on some gifts online on Shopee and Lazada to see if there were any gifts to
gift to participating customers during the ONECARD and 1PAY event.

• Contribute ideas or insights for marketing plan to improve ONECARD loyalty program
internally.
- Prepare and present ideas for promotional festive periods for ONECARD and 1PAY
during weekly marketing meeting.
- Contribute ideas on how to increase 1PAY activation and usage, ONECARD member
recruitment, and ways to improve ONECARD usage and transactions.
- Strengthen the idea for customers to update their personal information such as their email
address and phone number while preventing them from abusing the system.
- Develop game ideas including the mechanics that could be implemented to the 1 Utama
Superapp.

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• Assist in data entry if needed.
Assist in data entry of ONECARD member’s information. It is inclusive of new sign-up
members, reapplications, card replacements and free of charge campaign applications.

• Others
- Send emails and responding to emails of tenant during promotional periods.
- Other administrative work such as scanning, printing, and sending documents.
- Provide ONECARD Kids+ gift set stock whenever the customer service counter needed
replenishment of stock.
- Research for potential corporates and community centres to increase footfall in 1 Utama
Shopping Centre.
- Set up the promoters’ tabletops, card distribution slots among the counters for the
printing of ONECARDS, bringing materials from the office to the roadshow area and
go to the VM office to collect the IN and OUT stands for ONECARD Roadshow.
- Organize card and documents related to ONECARD.
-

• Carry out ad hoc duties as when required.

- Assist Public Relation Department to become a model for Hari Raya photoshoot session
for 1 Utama’s social media content.
- Help the Operation Department to compile sanitization photos and certificates from
tenants as instructed by the government as 1 Utama was listed in the HIDE list.

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Benefits and Experience Gained

I was provided with my own working space and several accommodations

such as laptop, Wi-Fi, access card, free parking for staff and allowances. As per
monthly, I receive an allowance amounted RM1,200 which excluded EPF
contribution. I feel grateful to be paid more than enough as an intern while
gaining valuable knowledge and experiences during my industrial training.

During twenty-four weeks of internship, I have accumulated various

experiences and wider new knowledge through activities and tasks that had been
assigned to me. My supervisor, Ms. Julia Kong encouraged me to do diverse task
across the department. I have learned that when I am overwhelmed with ideas,
the skill of balancing out the reality of carrying it out is crucial. I had a huge
variety of experiences and was fortunate to get the opportunity to work with so
many different people. But the most important part of all this is that I was asked
to do important tasks and given challenging assignments across this broad
spectrum of experiences. All in all, I was able to sharpen my communication
skills and widen my knowledge in different areas.

It is undeniable that working in real industry for the first time is quite
challenging. Therefore, I able to work independently and cope with all staffs in
my department assigned. My job scope requires me to engage with 1 Utama
tenants during promotional campaign or events that involving 1 Utama loyalty
programme which is ONECARD. 1 Utama is one of the shopping malls in
Malaysia that involves in E-voucher Campaign by Tourism Malaysia, and it is
ONECARD Department who arrange the campaign for the 1 Utama mall. My
task was to call every tenant in getting their participation status and I was not
confident at first in talking with people. After trying for one day, I was able to
call the tenants for the whole week and making them participate in the campaign.
A day before the campaign begin, I needed to go to every outlet in giving out a
clear instruction to outlet staffs and follow-up for the last time at some store who
did not reverted their participation status. I learned to manage teamwork skills
with my team members by segregating tasks equally, understanding each other’s
strengths.
15
strengths and weaknesses, covering up for each other when a situation arises and
communicating our thoughts well. My communication skills, time management
skills, and coordination skills have improved.

During the weekly marketing meeting, I was able to learn from my

superior what are the mechanics that are needed in any promotional event
planning. Every time I presented my ideas during meeting, I gathered as much
information on how to make my plan more effectiveto ONECARD members and
make the promotion more successful. Every time my ideas did not hit the mark, a
clearer direction was always given. After pondering through the feedback from
my superior and seniors, ideas were not solely about how realistic or in-depth it
is. I learned and understood that it also includes analyzing the willingness of
customer participation to the current marketing strategy and whether the idea
given is worth the effort given to carry it out. The most important things to do in
completing the task is to carefully listen the instruction that have been given from
the supervisor. A small meeting with marketing seniors to seek guidance on the
ideas I had and any improvements to be made was helpful as I was able
reconstruct my ideas and to understand from their point of view working in the
marketing field.

The experience of assisting Public Relation Department for 1 Utama’s

social media content photoshoot was an eye opener. From the correct pose to
different location to take photos, the process was very interesting for me, and I
learned a lot. Apart from that, it helps me to become a more confidence person
when dealing with people. Another significant moment during my industrial
training was when I was assigned a task to prepare a proposal to add a game
feature into E-wallet (1PAY). I able to develop my problem-solving skills
through the hands-on experience. On top of that, this was my first time doing a
proposal and with just little knowledge, I took initiative to do research on the
internet for some game ideas and came out with the mechanics on the whole
game feature. I need to redo few times after getting review from staffs in my
department before presenting it to my supervisor, Ms. Julia Kong. After
presenting the proposal, I was assigned to assist the staffs to proceed the project
for the 1PAY game feature.
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SWOT ANALYSIS

STRENGTHS WEAKNESSES

1. Consumers have access to 1. Not all business is working

variety of stores. well due to many businesses
operating.
2. Loyalty programme appeals to
all demographics. 2. Paid application of loyalty
programme are often being
offered free of charge.
SWOT
ANALYSIS

OPPORTUNITIES THREATS

1. Growing popularity of K- 1. Ever-changing consumer

culture in Malaysia. behavior.

2. A major shift to the usage of 2. COVID-19 makes people

E-wallet in daily purchases. reluctant to do in-store shopping
to reduce physical touch.

Figure 9: SWOT Analysis Diagram

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DISCUSSION AND RECOMMENDATION

Strength

1. Consumers have access to variety of stores

a. Discussion

Selangor’s 1 Utama offers wide experiences with great facility. 1 Utama

choice of shopping experiences with over renovated its mall to even bigger due to
700 shops. The 1 Utama mall is known to increase demand of retail stores which
be the prime venue for a unique shopping proven that it is located strategically for
experience for visitors. In addition, a businesses to grow and become centre
larger mall could offer variety of for many people to shop.
shopping experience and make its
In every festive season, 1 Utama
capacity to market effectively to
offers variety of promotion through the
customers greater than any other
ONECARD loyalty programme to
shopping mall.
maintain the loyalty of its visitors. The
1 Utama is known to be so continuous effort given by management
popular with many visitors not only on is to ensure that 1 Utama will always
weekend, but also during weekdays. This become the top among other shopping
mall hosts a variety of well-known malls in Malaysia and people will keep
international brands, with products coming to 1 Utama mall to fulfil their
ranging from designer clothing and daily purchases and shopping needs. To
accessories to luxury bags, watches and make one’ stores more appealing than
footwear to cutting-edge technology and other stores, the tenants might
electronics. It also offers wide choice of collaborate with ONECARD to attract
places to eat from a restaurant that serves the members to spend more to be
Malay cuisine, western dishes, fast food, rewarded with vouchers, discounts, and
Chinese dishes, coffee shop, and cashback. Visitors would be offered
delicious snacks and dessert. People can more enjoyment of shopping at many
grab anything they needs and wants just stores if they are a ONECARD member.
within 1 Utama and enjoy great shopping
experience 18
 b. Recommendation

I recommend 1 Utama mall to Services for which management staff

sustain a good management services are responsible include the cleaning,
for the continuity of customer maintenance, and security of the shopping
satisfaction while shopping in stores centre. Managers should evaluate the
in 1 Utama. An effective management effectiveness of different dimensions of
is essential for making sure the service quality to improve perceived value.
operations of a mall run smoothly According to Lee and Groves (2020),
especially for the largest mall in shoppers were seeking a convenient, well-
Malaysia. This is to ensure that every maintained, comfortable, and stimulating
outlet inside the 1 Utama mall can environment that serves all members of the
operate well, and visitors will feel family or an individual’s social group. If
secure to shop around. According to the mall could provide a good customer
Diallo, Diop-Sall, Djelassi, and service, it will certainly win the hearts of
Godefroit-Winkel (2018), the mall the loyal existing visitors to keep visiting 1
management can enhance customer Utama as well as new visitors.
loyalty by improving management
service through different, specific
methods.

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2. Loyalty programme appeals to all demographics

a. Discussion

1 Utama loyalty programme through 1 Utama Mobile App if they

consist of ONECARD members which spend inside the mall. This is the
represent majority members of the loyal privileges that only can be gained if the
programme who is 13 years old and mall visitors join the membership. It is
above, ONECARD LUXE which design crucial to keep providing appealing
exclusively to treat premium shoppers, promotion to all members so that the
and ONECARD Kids+ for member’s brand loyalty can be maintained between
children who is 12 years and below. This the mall and the members. Members
loyalty programme appealing for from ONECARD LUXE normally will
everyone as customers want and expect a be offered different promotion that suit
different offer with increasing age. Each with their unique expectations. Same
generation represents a different set of goes to members for ONECARD Kids+
unique expectations, experiences, which the promotion would be targeted
generational history, lifestyles, values, more to children.
and demographics that influence their b. Recommendation
buying behaviors which 1 Utama loyalty
1 Utama could sustain its appealing
programme always put as priority to
marketing by implementing e-marketing
ensure an effective marketing is served.
strategies. To be successful in e-
In ONECARD Department, all marketing, 1 Utama need to develop a
staffs continuously planning different comprehensive social media marketing
kind of promotions for every age group of campaign. In this technological era, the
members so that every cardholder can feel adoption of using online platform make
the joy of getting endless privileges for it easier for marketer to reach and target
shopping, dining, entertainment & the right customer in effective way.
parking around Bandar Utama. In every Apart from this, 1 Utama should undergo
festive period or promotional campaign, continuous online marketing research
ONECARD members will be rewarded and must be sensitive to changes in
with cashback and e-vouchers from 1 consumer behavior patterns and always
Utama tenants that is usually redeemable try to identify new areas of consumer
through value
20
values and interest (Patel & Pradesh, Different demographic would have its
consumer behavior patterns and always
2018). Consumer’s adoption of e- own impact on successful execution of
try to identify new areas consumer
marketing, long term customer retention e-marketing strategies. It would be easy
values and interest (Patel & Pradesh,
and loyalty, purchase intention, consumer to reach the target market based on all the
2018). Different demographic would
values and interest in e-marketing context ages in this 21st century by using
have its own impact on successful
are factors affected by demographic marketing through online platform.
execution of e-marketing strategies.
variables.

21
 Weakness

1. Not all business is working well due to many businesses operating

a. Discussion

1 Utama Shopping Centre has inside 1 Utama, and usually only

more than 700 shops and most of the popular brand could boost high sales as
tenants there are a well-established and compared to small brand. This applies to
popular brand. The competition among many more category inside 1 Utama
the tenants inside the mall itself is quite since the mall has 19 categories of
competitive since not all business is outlets. During promotional campaign
working well due to many businesses such as E-voucher Campaign by
operating. Most of Malaysians really Tourism Malaysia on end of March
like to keep up with the new trend, from 2021, some businesses unable to fully
clothing style, home-deco, to eating utilize the sources since low number of
habit. The variety of choices being shoppers come to the outlets and use the
offered make people more attracted to e-voucher. A different scenario
popular brand. Some outlets also sell happened to a popular brand where they
pricey items which make customers hit a huge number of shoppers using the
choose another outlet that match with e-voucher coming to shop at their outlets
their needs. A strong brand presence which resulted in high sales.
under the same outlet category might
Other than that, promotion that
influence more shoppers to come to
has been made by ONECARD
their stores and shop there.
Department normally will be fully utilize
Many of the businesses has been by the loyal members at some popular
considered as weak tenant by the brand within the same outlet category.
management. This is due to low sales Too many choices have made some
achieved by the outlets and become people only attracted to a brand that
more worsen since COVID-19 pandemic really has strong brand image. Below is
hit Malaysia. For example, a quite the example of ONECARD Takeaway
number of outlets are selling shoes Cashback promotion:
inside
22
Table 1: Top 5 outlets from same category: based on every different category. 1
Bakery
Utama should start paying more
No. Count of
Outlets attention to the businesses that are not
Cashback
1 Lavender 206 operating well to ensure the tenants
Bakery
could keep surviving and improve
2 Sunmoulin 36
their businesses.
3 KOMUGI 27
4 Bread Story 11 Sometimes, consumers are not
5 Rotiboy 1 aware the presence of some brands
Bakeshoppe
which make they reluctant to buy the
The table above shows the most products. Social media could be full
popular bakery outlet in 1 Utama which is of use to enhance the attractiveness of
Lavender Bakery gain the most cashback some brand and increase their
used by the ONECARD members as visitors’ traffic. The various
compared to other outlets. This proves that happenings of social media of brands
some business unable to operate well if offer a chance to diminish
most of the shoppers just go to the misinterpretation and preconception
favorable brand only. toward brands, and to raise brand
b. Recommendation worth based on the interchange of

I would like to recommend the 1 information and ideas amongst the

Utama mall to implement robust strategy to online publics (Sharma, Singh, Kujur

support weak tenant by offering appealing & Das, 2021). 1 Utama social media

promotion based on the respective brand account should play their part to

and build strong presence through 1 Utama promote the promotion that being

social media. The first thing that can be offered by weak tenants to increase

done is to analyze the weak tenants and their brand awareness. Social media

come out with the analysis data so that would be a good platform to

every weak tenant can be identified and not communicate with new consumer

being left behind. This is crucial to ensure and stimulate one’s purchase

that a well-planned and effective intention.

promotional plan can be implemented

based
23
2. Paid application of loyalty programme are often being offered free of charge

a. Discussion

ONECARD is a paid application shoppers to pay anything for the

either a 3-year membership at RM20 or membership.
a 5-year membership ONECARD at
Due to this reason, consumers at 1
RM30. In addition, cardholders are also
Utama has become reluctant to pay for
required to renew if the membership is
membership and just wait for ONECARD
expired which means more money
free membership recruitment to become
needed to be spent just for a
ONECARD members. The fastest way to
membership. It is not an issue for loyal
recruit members is by offering free
customers in 1 Utama to pay for
membership during roadshow. For
membership application, but this will
example, during ONECARD Raya
make customers that rarely come there
Roadshow, ONECARD Department
feel reluctant to join the membership.
collaborate with AEON to recruit
Therefore, free membership will be
members by offering free application for
offered to attract more members joining
5-year membership which is worth
the loyalty programme over time.
RM30. For 3 days roadshow, ONECARD
1 Utama loyalty programme Department able to recruit more than
unable to gain as many new members 1,500 new members which proven that
during usual day as compared to during free application is more favorable to
ONECARD roadshow or recruitment recruit more members.
promotion where there would be a free b. Recommendation
application for the membership. After
I would like to recommend the
several years ONECARD was
ONECARD Department to prepare fixed
introduced as 1 Utama loyalty
free gift or special voucher for paid
programme, it was facing reduced
application. They can also change it based
number of applicants since it is paid
on the current trend to match the
membership. This is also because of
consumers’ preferences. For every paid
other shopping malls are offering mall
application, there must be a special
membership for free. That means, some
reward for the new members so that rather
shopping malls does not require the
than
shoppers 24
than just paying money, they also get loyal customers by, for example,
another thing in return. collecting points and redeeming them
for rewards, promotional price
Loyal customers tend to develop
reductions or offering additional services
more good relationships with the
to a limited group of customers. By
company sponsoring them for gifts and
doing this, the recruitment will seem to
discounts (Sriyakul, Jermsittiparsert,
be more appealing and people willing to
Joemsittiprasert, & Pamornmas, 2019).
spend if they can get instance rewards.
Loyalty programme indeed is designed to
encourage customers to use the
organization's products or services as
well as maintain sales relationships with

25
 Opportunity

1. Growing popularity of K-culture in Malaysia

a. Discussion

The popularity of K-culture or service consumption to South Korean

“Korean Wave” is growing impressively practices. This led to Jaya Grocer opening a
to Malaysian society. It shows a great new Korean supermarket at 1 Utama which
influence when every possible brand features a variety of products and produce
tries to bring the taste of Korea to their that are directly imported from Korea. The
products or services with the intention to store sells all Korean products from fresh
attract Korea lovers and the customers. produce, snacks, to Korean skincare
The Korean popular culture is perceived products which the authenticity is
to be so attractive to many people that it guaranteed. Many products purchase
has lasted for almost two decades now, decision are affected by Korean wave in
and there is no sign of fading in Malaysia, particularly the food industry.
Malaysia. Korean popular culture can be For Korean snacks lover, 1 Utama has
categorized into a few components provided a one stop place to shop for it
which is entertainment, language, because there are so many options to
cuisine, apparel, cosmetic, tourism and choose from. It is being led from the
lifestyle. increasing number of people loving and
learning Korean culture especially the
1 Utama continues to serve the
younger generation in Malaysia.
best shopping experience to its visitors
when the new extension of “1 Utama E” Apart from that, Innovation Team
is almost finished. The renovation for for 1 Utama has been work their best to
Phase 2 features Korean-themed retail fulfil the special needs of “Korean Wave”
zone District K. Malaysian’s love for that has been brought to Malaysian society.
South Korean products and services does Malaysians would be able to set their
not limit to the entertainment industry hands on BTS merch and take their own
only. Consumers growing interest in photos at the photo spots at a pop- up store
Korean Wave are noticeable especially for the band’s Map of The Soul tour at 1
when they start to shift their food and Utama.
service 26
The mall is bringing new attractions Thus, celebrities have the great impact to
and entertainments for many visitors to impact the purchase intention of this
come to 1 Utama which makes this generation (Sam, Hock & Yin, 2019).
mall the first mall to bring so many There are many Korean celebrities and
attractions for Korean lover. Korean youtubers that are very popular in
b. Recommendation Malaysia, and it is a great step-up move if
to have one of the celebrities to promote 1
I would like to recommend the 1
Utama widely. Having a Korean endorser
Utama mall to have its own Korean
for 1 Utama in few months or a year
ambassador that can specially promote
would be sufficient to build strong
all Korean-related stores and
relationship between the mall and its
entertainment spot at 1 Utama. A
visitors (Ni, 2019).
Korean celebrity might give a huge
impact and inspired Generations Y
lifestyle and attitudes by the excellent
accomplishment gain by the celebrity.

27
 2. A major shift to the usage of E-wallet in daily purchases

a. Discussion

One of the best inventions of the 1PAY. It is an excellent platform to

21st century is the electronic wallets (E- establish a good relationship between the
wallets) known as an integral part of tenants and the mall.
electronic payment system. The term “E-
With the establishment of its own
wallet” is a form of digital wallet that
E-Wallet, ONECARD Department need
allows an individual to link their debit or
to develop an appealing promotion to
credit cards to digital wallet to make any
increase the usage and transaction of
transactions. The current method of
1PAY by the ONECARD members. It is
payment is expected to snowball in years
quite challenging because members
to come as the E-wallet players develop
certainly having other E-wallet Mobile
more new and innovative applications to
App that is more convenient to use
attract users to adopt the E-wallet for
everywhere rather than just within the
daily use.
mall. Some rewards such as e-vouchers
1 Utama is not far behind the from tenants or cashback that being
development of financial technology offered to increase the usage of 1PAY is
when it develops its own E-wallet not successful enough and reach the
(1PAY) specifically only for 1 PAY expectations. Some tenants also become
participating outlets in 1 Utama. The E- merchant for other E-wallet and not just
wallet can only be used by ONECARD for 1PAY which make it more
members as this digital wallet allows challenging for 1PAY to surpass other E-
members to make electronic transactions wallet domination.
for purchases at 1PAY participating b. Recommendation
outlets in 1 Utama. It is one of the
My recommendation for 1 Utama
mall’s way to encourage people to shift
to take advantage of this opportunity by
from making payment using cash-based
using the existing 1PAY platform to
to cashless. In this way, the mall can
become more effective and user-friendly
give support to the tenants by giving e-
for the users. People will start
vouchers through the Mobile App if
complaining and less attracted to use the
members making transactions using
E-wallet if it is not efficient. 1 Utama
1PAY
has 28
has developed a convenient combination Other than that, 1 Utama should
of Mobile App with its E-wallet (1PAY) use its loyalty programme to reward its
but somehow too complex for the users. customers through voucher, cashback,
It would be more convenient if the E- and discounts for using its electronic
wallet is designed with lesser buttons payments (1PAY) to maximize usage. It
and clearer design with some tutorial would motivate customers to use
video as some functions need the steps electronic payments when purchasing
to use it especially for new users. Young products considering the rewards
generation would easily adapt with the involved. Cashback, discounts, and
use of E-wallet in daily use as they are vouchers are effective marketing
more willing to accept new technology strategies that can use to attract
as compared to the older generation. customers to decide to use or buy the
According to Karim, Haque, Ulfy, product (Pinem, Afrizal, & Saputra,
Hossain, and Anis (2020), the use of E- 2020). Apart from using this marketing
wallet among young adults is mainly method, implying short gamification in
because of its compatibility, flexibility the Mobile App might be helpful to make
and user-friendly transactions that is it more attractive in rewarding the users.
done using smart devices.

29
 Threat

1. Ever-changing consumer behavior

a. Discussion

Changes in consumer behavior making a new building extension for

would requires the mall to keep many entertainments that would bring
changing their marketing strategies, taste of Korea to Malaysian society.
however it provides a great opportunity This is amazingly developed for people
for the organization to build new who really love Korea, since the Korean
revenue streams and diversify more Wave has lasted for almost two decades
products and services to be offered. now in Malaysia. The mall needs to
What consumers look for a shopping constantly provide the new favorable
mall is the capability to provide features that differentiate the retail
facilities like cost, comfort, experience of shopping malls from other
convenience, in-house parking, shopping destinations. However, for some
entertainment, coffee shops, food courts visitors who does not have any interest
and children play area when they step towards Korean culture might feel not fair
into the malls. A shopping mall that can for them and only favorable for Korean
fulfil the customers’ satisfaction lover since too many entertainments being
according to their current trend and offered to Korean lover only. As result, the
preferences would gain more attention demand for the mall to develop similar
as compared to other shopping malls. attractions for other foreign culture or
foreign brands will be increasing. This
Due to the intense competition
might bring misconception between the
for shopping malls to present a unique
customers towards the initial intention
and favorable image to match with ever-
from the expansion of the mall.
changing consumer behavior, 1 Utama
bring the attention of Korean lover by

30
 b. Recommendation consumers always having a feeling of
fair shopping experience, which means
1 Utama should adapt to ever-
customers’ satisfaction could be
changing consumer behaviors quickly and
fulfilled if the mall maintains its
create a first-mover advantage. The
attractiveness. All in all, buying
shopping mall could maintain its
behavior and purchase decision
attractiveness by providing the maximum
making process are closely connected
comfort, entertainment, diversity, mall
to the ambience of shopping mall. The
essence, convenience, and luxury to the
mall does not have to keep expanding
customers (Bawa, Sinha, & Kant, 2019). I
the mall to fulfil consumers’ wants but
would like to recommend the mall to
could just offering promotion from
implement strategies associated with
their preferred brands over time.
consumer’s psychology which can be
adopted by the marketers to make the
consumers

31
2. COVID-19 makes people reluctant to do in-store shopping to reduce physical touch

a. Discussion

People are responding in a promotional campaign, roadshow, and

variety of ways and have differing events need to be postponed since no
attitudes, behaviors and purchasing customers coming to the mall for other
habits towards the impact of COVID-19 purpose rather than only fulfilling their
which result in people staying safe at essential needs. Apart from this, the
home and choose the online platform to visitors’ traffic reduced since shopping on
purchase products or services. This online platform is preferable for purchase
reduces the hands-on experience while of goods or utilization of services since
purchasing items at store since people COVID-19 crisis. This also includes the
want to avoid physical touch while instruction from the mall operation to
shopping. People across the globe are shorten the operating hours for 1 Utama
afraid as they strive to adapt to a new mall.
normal. Fear is running high as
Although the visitors’ traffic is
individuals contemplate what this crisis
reduced at store, outlets still can gain high
means for them, but more significantly,
traffic of purchases from ONESHOP
what it means for their families and
website. This is the bright opportunity that
friends, and society at large.
1 Utama has provided for all tenants
Consumers will be using digital and
where they still can feature their products
cashless payments due to growing
through ONESHOP website. Other
health concerns.
methods that can be used to reduce
1 Utama is highly impacted physical touch other than hands-on
when many tenants had to close their experience while purchasing items at store
store and many in-store promotion is is by using 1PAY to make payment.
not effective since the visitors’ traffic to
shop at store is reduced. In addition,
promotional

32
 b. Recommendation online purchasing and the door-step-
delivery of products from anywhere in
An effective marketing would be
the world. Many online platforms
encouraging people to shop online at
have used the free delivery marketing
ONESHOP and use 1PAY to shop
approach to boost the consumers
around is by developing promotions to
attention to shop conveniently on
ease their shopping experiences such as
digital space and use the services
free delivery and personal shopper
provided. In addition, personal
service. Online shopping has become
shopper service can be applied
more favorable, therefore an effective
specially for ONECARD members
marketing would be beneficial by using
where they can use 1PAY for
1 Utama E-Commerce platform
payment method. This method is
(ONESHOP.com.my). According to
convenient for shopper to shop
Ali (2020), online shopping has
around while increasing the outlets’
revolutionized the marketing strategies
sales without the consumer must go
of many sellers in recent decades as
outside to buy items.
consumers have grown accustomed to
online

33
CONCLUSION

As for the conclusion, doing industrial training in this firm helps me to

enhance and develop my skills, abilities, and knowledge. The 24 weeks spent in 1
Utama has been a unique experience to me. It was an eye-opener to how real-
world tasks are dealt with and the exposure to both on-field and office work was
a welcoming practice. The valuable experiences and knowledge that I have
gained are useful for my future career. In ONECRAD Department, I am trained to
be multitasking and be confidence in future career. So many experiences that I
get from 1 Utama especially when given chance to present ideas for marketing
plan to improve ONECARD loyalty programme internally.

Other than that, the working environment here is really satisfying with all
staffs are really supporting and which makes me to be less stressful to work with
the good vibes of working environment. The treatment by the company was
equitable and professional. I am grateful and thankful to my supervisor, and
staffs in ONECARD Department for the experiences and meaningful tutoring.
They also help me to handle some of my weaknesses and provided guidance to
me whenever I am in need. I really appreciate the opportunities that been given
to me as a part of 1 Utama for the 24-weeks industrial training.

I am open to any opportunities that may arise in the future, because I see
myself as a successful woman in whatever I will be doing. I pride myself in
being flexible and adaptable. I think the best way of planning for the future is to
make the most of the present. In five years, I hope to be on a career path that will
lead to a supervisory position, with a long-range goal of eventually moving into
upper management. My future planning includes securing a position as financial
analyst, and if the path is not going to like what I have planned, I am very
positive to build my career on any job or pursue my study in Master.

34
REFERENCES

Ali, B. (2020). Impact of COVID-19 on consumer buying behavior toward online shopping

inIraq. Ali, BJ (2020). Impact of COVID-19 on consumer buying behavior toward

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Bawa, R., Sinha, A. K., & Kant, R. (2019). Emerging Mall Culture and Shopping Behavior

ofYoung Consumers. Advances in Anthropology, 9(03), 125.

Diallo, M. F., Diop-Sall, F., Djelassi, S., & Godefroit-Winkel, D. (2018). How shopping

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Ni, G. X. (2019). A Qualitative Study on The Soft Power of Korean Popular Culture

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321.

35
Pinem, R. J., Afrizal, T., & Saputra, J. (2020). The Relationship of Cashback, Discount,

andVoucher toward Decision to Use Digital Payment in Indonesia. Journal of

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36
APPENDICES

Figure 10: Working Space

Figure 11: ONEBUZZ Photoshoot Session

37
Figure 12: ONEBUZZ Ramadhan Photoshoot Session

38
 Figure 13: Model for Social Media Content

Figure 14: Promoter for ONECARD Raya Roadshow

39
Figure 15: Example of Student's Task

40
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Turnitin
Originality Report
Processed on: 11-Jul-2021 22:24 +08
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Submitted: 1 24% Publications:

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Ahmad_2019702603_Industrial Training
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THE EFFECTIVE MARKETING AND MANAGEMENT: A CASE STUDY OF 1 UTAMA SHOPPING CENTRE 1 MARCH - 13
AUGUST 2021 ANISAH BINTI AHMAD 2019702603 BACHELOR OF BUSINESS ADMINISTRATION (HONS.) FINANCE
EXECUTIVE SUMMARY This Industrial Training Report is a thorough essence of my journey that I undertook as an
intern within 24 weeks in Bandar Utama City Centre Sdn Bhd. This report aims to show my industrial training
process throughout this 24-week period which will include industrial experience such as engaging with many
people, adaptations to working in real industry, and knowledge and skills gained related to work and personal
development. I attended the first day of my industrial training on 1st March 2021 and was assigned under Miss
Julia Kong, the senior manager of ONECARD Department. I have exclusively studied and observed the loyalty
programme structure of 1 Utama Shopping Centre. During this 24-week period, I am working as an intern for
marketing team that hold the responsibility to handle the marketing plan for 1 Utama loyalty programme. The 1
Utama Shopping Centre is developed and operated by Bandar Utama City Centre Sdn Bhd. This report will also
include some information about 1 Utama Shopping Centre regarding its history and activities that it has involved
in. This Industrial Training Report consists of my profile, company’s profile, my training experience, the SWOT
analysis, discussion, recommendations, and the conclusion. SWOT analysis will be used to evaluate the company’s
competitive position which includes its strength, weakness, opportunity, and threat. This report will overview my
performance during my industrial training while observing the company by doing the SWOT analysis as well as to
evaluate the performance of 1 Utama Shopping Centre and give concreate recommendation for further
improvement. The strengths of 1 Utama are consumers have access to variety of stores and loyalty programme

file:///C:/Users/asus/Desktop/SUBMISSION/Turnitin_Originality_Report_1618168671.html 2/8
7/12/2021 Turnitin
appeals to all demographics. Not all business is working well due to many businesses operating and paid
application are being offered free of charge are the weakness factors of 1 Utama. In addition, growing popularity
of K- culture in Malaysia as well as a major shift to the usage of E-wallet in daily purchases are the opportunity
factors for 1 Utama. The threat factors would be ever-changing consumer behavior and COVID-19 makes people
reluctant to do in- store shopping to reduce physical touch. 1 TABLE OF CONTENT EXECUTIVE SUMMARY
..................................................................................................... 1 TABLE OF
CONTENT........................................................................................................... 2 LIST OF FIGURES
................................................................................................................. 3 LIST OF TABLE
..................................................................................................................... 4
ACKNOWLEDGEMENT....................................................................................................... 5 STUDENT’S
PROFILE .......................................................................................................... 6 COMPANY’S PROFILE
........................................................................................................ 7 TRAINING’S REFLECTION
.............................................................................................. 12 SWOT ANALYSIS
................................................................................................................ 17 DISCUSSION AND
RECOMMENDATION ...................................................................... 18 CONCLUSION
...................................................................................................................... 34
REFERENCES....................................................................................................................... 35
APPENDICES ........................................................................................................................ 37 2 LIST OF
FIGURES FIGURE 1: STUDENT'S RESUME ...................................................................................... 6 FIGURE
2: 1 UTAMA SHOPPING CENTRE'S LOGO..................................................... 7 FIGURE 3: 1 UTAMA SHOPPING
CENTRE ..................................................................... 7 FIGURE 4: A COVERED BRIDGE LINKING THE OLD
WING AND NEW WING ... 8 FIGURE 5: 1 UTAMA E
......................................................................................................... 9 FIGURE 6: SPORTS AND
ENTERTAINMENT FACILITIES IN 1 UTAMA ................ 9 FIGURE 7: PRODUCTS AND SERVICES OFFERED BY 1
UTAMA .......................... 10 FIGURE 8: ORGANIZATION CHART
............................................................................. 11 FIGURE 9: SWOT ANALYSIS DIAGRAM
...................................................................... 12 FIGURE 10: WORKING SPACE
........................................................................................ 37 FIGURE 11: ONEBUZZ PHOTOSHOOT SESSION
....................................................... 37 FIGURE 12: ONEBUZZ RAMADHAN PHOTOSHOOT SESSION
.............................. 38 FIGURE 13: MODEL FOR SOCIAL MEDIA CONTENT .............................................. 39
FIGURE 14: PROMOTER FOR ONECARD RAYA ROADSHOW............................... 39 FIGURE 15: EXAMPLE OF
STUDENT'S TASK ............................................................. 40 3 LIST OF TABLE TABLE 1: TOP 5 OUTLETS
FROM SAME CATEGORY: BAKERY .......................... 23 4 ACKNOWLEDGEMENT Alhamdulillah, praise to Allah
S.W.T, I am so blessed that I have managed to undergo my industrial training with good health and have great
ability to go through my industrial training peacefully and well. I feel thankful to the Almighty for the blessing
given to me to complete this industrial training report. I would like to say thanks to my parents for their constant
encouragement throughout my industrial training period. I would like to take this opportunity to thank my
supervisor, Ms. Julia Kong for her help with abundance of information, helpful feedbacks, exemplary guidance,
monitoring and constant encouragement throughout my industrial training journey. Not to forget, a big thanks to
all marketing staff in ONECARD Department for giving necessary advice and guidance during my practical training.
I would like to thank all the staffs in Bandar Utama City Centre Sdn Bhd for the hospitality that they have given
me which make me feel comfortable all the time as an intern as well as feeling belonged there. I choose this
moment to acknowledge my industrial training advisor’s contribution gratefully, Encik Ferri Bin Nasrul, for always
guiding me whenever I have enquiries during my industrial training journey. Apart from that, I truly appreciate his
dedication to spare some time to give consultation and evaluating my industrial training report. The
understanding, encouragement, and continuous support from him throughout the duration of fulfilling this report
are most appreciated. I am also appreciating the effort of all my friends who are willing to help and give an
encouragement during my industrial training journey. I am feeling lucky to get their guidance, knowledge sharing
and encouragement throughout these 24 weeks. It is the most precious experience in my life. 5 STUDENT’S
PROFILE Figure 1: Student's Resume 6 COMPANY’S PROFILE Figure 2: 1 Utama Shopping Centre's Logo Figure 3:
1 Utama Shopping Centre 1 Utama is a well-known shopping mall in Bandar Utama, Petaling Jaya, Selangor,
Malaysia. It was developed and operated by Bandar Utama City Centre Sdn Bhd. The multiple award-winning
regional malls has more than 700 shops spread over 5.59 million sq. ft. and 7 extensive retail levels. The mall
houses 3 departmental stores: Aeon, Parkson, Isetan and 2 cinemas: TGV and GSC Cinemas under one roof. It is
the largest shopping mall in Malaysia and proudly ranked amongst the Top 10 World’s Largest Malls. “It’s all in
one”, 1 Utama is indisputably a premier lifestyle mecca with something for everyone. In the 1990s, See Hoy Chan
Holdings Group started developing a new town known as Bandar Utama that consists of residential and
commercial area. As the market demand for this location has surged, the developer had planned to build a mall in
this town. In 1993, the developer went to the United States to look for inspiration to design a mall. Once building
the first phase of the mall which is known as Old Wing today, the developer signed an agreement with AEON to
open Jusco as the main tenant in the mall. 7 Figure 4: A covered bridge linking the Old Wing and New Wing In
September 1995, 1 Utama was officially opened, and all the premises were fully rented by various tenants. The
cost of the construction of the first phase of the mall was RM89 million. The first IKEA store in Malaysia opened on
April 25, 1996, in the mall which covered 7,431 square metres (79,990 sq. ft) of space inside the mall. Due to the
increased demand for IKEA products, the store was relocated to Mutiara Damansara on August 14, 2003. As the
mall facing increased demand for retail spaces which led to long tenant waiting list, the director of See Hoy Chan
Holdings Group, Teo Chiang Kok, considered expanding the mall by building the second phase which is known as
the New Wing to further accommodate the increasing numbers of customers and retail lots which would cost
RM300 million and increased the retail lot from 220 units to 600 units. The two blocks are now connected by a
covered pedestrian bridge. The mall soft-opened on December 13, 2003, with the grand opening taking place on
April 2, 2004, by DYMM Sultan Sharafuddin Idris Shah Al-Haj. The owner and management of the mall was
transferred to Bandar Utama City Centre. The first renovation of the first phase (or Old Wing) took place in June
2011, 16 years after it opened, and cost RM160 million. An additional expansion of 592,015 square feet
(55,000.0 m2) inside the mall included the third phase (known as 1 Utama E) which was opened on January 24,
2018. It features 2 world class Sports Tourism Centres – Double FlowRider and AirRider with the tagline ‘Excite,
Entertain, Exhilarate’. Meanwhile Phase 2 will feature Korean-themed retail zone District K, 700-seater Petaling
Jaya Performing Arts Centre (PJPAC), e- Sports, and an Entertainment Lifestyle Esplanade that brings together an
8 experiential mix of retail, global cuisine, fashion brands, art and culture, entertainment, and nightlife. The mall
will also bring 500 more parking bays as well as providing pedestrian access to Bandar Utama MRT station. The
development of this phase cost RM150 million. Figure 5: 1 Utama E The 1st Eco-Mall in Malaysia, 1 Utama’s
signature Rainforest is a lush tropical paradise with koi fish ponds, giant fish aquarium and a Rainbow suspension
bridge. Southeast Asia’s largest rooftop garden, aptly named the heavenly “Secret Garden” has also become a
popular tourist attraction. An essential pit-stop in any tourist’s itinerary, 1 Utama serves as a major transportation
hub, making it easy for tourists and the surrounding community to travel conveniently. Asia’s Largest Indoor
Rock- Climbing Gym Camp5 PADI 5-star Diving Centre Sealantis Celebrity Fitness Lifestyle Gym Rooftop Sports
and Futsal Padang entertainment Wangsa Bowl facilities Figure 6: Sports and entertainment facilities in 1 Utama
9 1 Utama boasts the first mall-wide multi-merchant loyalty programme in the world – the ONECARD Privileges+,

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which is also the first in the Klang Valley to support both shopping and parking facilities. With the ONECARD,
cardholders are provided with endless privileges and benefits when shopping, dining, and entertaining at 1 Utama
Shopping Centre, One World Hotel, Centrepoint, The Club@Bukit Utama and other Bandar Utama properties,
including access to preferred parking areas. 1 Utama is officially the pioneer mall in Malaysia to develop the 1st
retail mall E-wallet (1PAY) to drive the nation’s Digital Economy forward for electronic cashless payments. It was
launched in September 2019 by Malaysia’s esteemed Finance Minister. 1 Utama developed its own E-Commerce
platform (ONESHOP.com.my) in the industry and it was launched in September 2019 by Malaysia’s esteemed
Finance Minister. Figure 7: Products and services offered by 1 Utama ONECARD & 1PAY Vision: To be the pioneer
and most admired Shopping Centre Loyalty Program and E-wallet ONECARD & 1PAY Mission: 1. Loyalty program
that not only offers rewards but also facilitate members in daily-life 2. To develop a program with integrity and
deliver the highest quality of experience to members and tenants 3. Consistent, relevant, and engaged with
customer to drive a sustained and long-term loyalty 10 ONECARD & 1PAY Organization Chart: Figure 8:
Organization Chart 11 TRAINING’S REFLECTION My industrial training started on 1st March 2021 until 13th
August 2021. My working day is from Monday to Friday, while working hours is from 9 a.m. to 6:00 p.m. I was
required to work on public holiday or weekend during promotional campaign such as ONECARD or 1PAY roadshow.
During this 24-week period, I was assigned to ONECARD Department for 1 Utama Shopping Centre. In ONECARD
Department, I am working as an intern for marketing team that hold the responsibility to handle the marketing
plan for 1 Utama loyalty programme. Roles, Responsibilities, and Assignments • Liaise and engage networking
with 1 Utama tenants. • Specific specialization task such as creative designing, producing proposal, handling
Follow-up on tenants within the shopping mall regarding their participation status to projects. ONECARD and 1PAY
marketing campaign and promotion. Produce proposal to add a game feature into E-wallet (1PAY) via 1 Utama’s
Mobile App. • Assist to organize, plan, and execute ONECARD promotions / events. - Discuss and analyze
concepts for the ONECARD and 1PAY roadshow. - Contribute new concept that can capture the main idea of the
ONECARD and 1PAY promotions or events. • Assist in marketing and advertising promotional activities such as
recruitment roadshow and year end events. - Become promoter to promote 1 Utama Shopping Centre’s loyalty
programme, recruit new members, explain the benefits and privileges of ONECARD to shoppers, ensure shoppers
to fill in ONECARD application forms, explaining any inquiries made by the shoppers, making sure they follow the
SOP for instance social distancing, and helping to set-up in the morning and packing at the end of the day of
event. 12 • Handle and prepare the contents for ONEBUZZ monthly newsletter. - Assist on a photoshoot session
for ONEBUZZ monthly newsletter for members. - Prepared the list for content selection that can be included in
ONEBUZZ monthly newsletter’s content. - Collected items from tenants for photoshoot session for ONEBUZZ
monthly newsletter. - Returned all the photoshoot items to respective tenants back. • Conduct market research
and study other successful loyalty programme. - Conduct a comprehensive market research for promotional
festive period for 1 Utama Shopping Centre loyalty programme. - Gathered information on feature from another
E-wallet Mobile App and consumers psychological buying behavior such as what interests them to transform
marketing plan to suit the environmental changes. - Conduct research for the promotion of ONECARD LUXE,
ONECARD loyal members, inactive members, youngster members, 1PAY activation and usage, ONECARD Kids+,
and ONECARD member recruitment. - Research on some gifts online on Shopee and Lazada to see if there were
any gifts to gift to participating customers during the ONECARD and 1PAY event. • Contribute ideas or insights for
marketing plan to improve ONECARD loyalty program internally. - Prepare and present ideas for promotional
festive periods for ONECARD and 1PAY during weekly marketing meeting. - Contribute ideas on how to increase
1PAY activation and usage, ONECARD member recruitment, and ways to improve ONECARD usage and
transactions. - Strengthen the idea for customers to update their personal information such as their email address
and phone number while preventing them from abusing the system. - Develop game ideas including the
mechanics that could be implemented to the 1 Utama Superapp. 13 • Assist in data entry if needed. Assist in data
entry of ONECARD member’s information. It is inclusive of new sign-up members, reapplications, card
replacements and free of charge campaign applications. • Others - Send emails and responding to emails of
tenant during promotional periods. - Other administrative work such as scanning, printing, and sending
documents. - Provide ONECARD Kids+ gift set stock whenever the customer service counter needed
replenishment of stock. - Research for potential corporates and community centres to increase footfall in 1 Utama
Shopping Centre. - Set up the promoters’ tabletops, card distribution slots among the counters for the printing of
ONECARDS, bringing materials from the office to the roadshow area and go to the VM office to collect the IN and
OUT stands for ONECARD Roadshow. - Organize card and documents related to ONECARD. • Carry out ad hoc
duties as when required. - Assist Public Relation Department to become a model for Hari Raya photoshoot session
for 1 Utama’s social media content. - Help the Operation Department to compile sanitization photos and
certificates from tenants as instructed by the government as 1 Utama was listed in the HIDE list. 14 Benefits and
Experience Gained I was provided with my own working space and several accommodations such as laptop, Wi-Fi,
access card, free parking for staff and allowances. As per monthly, I receive an allowance amounted RM1,200
which excluded EPF contribution. I feel grateful to be paid more than enough as an intern while gaining valuable
knowledge and experiences during my industrial training. During twenty-four weeks of internship, I have
accumulated various experiences and wider new knowledge through activities and tasks that had been assigned
to me. My supervisor, Ms. Julia Kong encouraged me to do diverse task across the department. I have learned
that when I am overwhelmed with ideas, the skill of balancing out the reality of carrying it out is crucial. I had a
huge variety of experiences and was fortunate to get the opportunity to work with so many different people. But
the most important part of all this is that I was asked to do important tasks and given challenging assignments
across this broad spectrum of experiences. All in all, I was able to sharpen my communication skills and widen my
knowledge in different areas. It is undeniable that working in real industry for the first time is quite challenging.
Therefore, I able to work independently and cope with all staffs in my department assigned. My job scope requires
me to engage with 1 Utama tenants during promotional campaign or events that involving 1 Utama loyalty
programme which is ONECARD. 1 Utama is one of the shopping malls in Malaysia that involves in E-voucher
Campaign by Tourism Malaysia, and it is ONECARD Department who arrange the campaign for the 1 Utama mall.
My task was to call every tenant in getting their participation status and I was not confident at first in talking with
people. After trying for one day, I was able to call the tenants for the whole week and making them participate in
the campaign. A day before the campaign begin, I needed to go to every outlet in giving out a clear instruction to
outlet staffs and follow-up for the last time at some store who did not reverted their participation status. I learned
to manage teamwork skills with my team members by segregating tasks equally, understanding each other’s 15
strengths and weaknesses, covering up for each other when a situation arises and communicating our thoughts
well. My communication skills, time management skills, and coordination skills have improved. During the weekly
marketing meeting, I was able to learn from my superior what are the mechanics that are needed in any
promotional event planning. Every time I presented my ideas during meeting, I gathered as much information on
how to make my plan more effectiveto ONECARD members and make the promotion more successful. Every time
my ideas did not hit the mark, a clearer direction was always given. After pondering through the feedback from
my superior and seniors, ideas were not solely about how realistic or in-depth it is. I learned and understood that
it also includes analyzing the willingness of customer participation to the current marketing strategy and whether
the idea given is worth the effort given to carry it out. The most important things to do in completing the task is
to carefully listen the instruction that have been given from the supervisor. A small meeting with marketing
seniors to seek guidance on the ideas I had and any improvements to be made was helpful as I was able

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reconstruct my ideas and to understand from their point of view working in the marketing field. The experience of
assisting Public Relation Department for 1 Utama’s social media content photoshoot was an eye opener. From the
correct pose to different location to take photos, the process was very interesting for me, and I learned a lot.
Apart from that, it helps me to become a more confidence person when dealing with people. Another significant
moment during my industrial training was when I was assigned a task to prepare a proposal to add a game
feature into E-wallet (1PAY). I able to develop my problem-solving skills through the hands-on experience. On top
of that, this was my first time doing a proposal and with just little knowledge, I took initiative to do research on
the internet for some game ideas and came out with the mechanics on the whole game feature. I need to redo
few times after getting review from staffs in my department before presenting it to my supervisor, Ms. Julia Kong.
After presenting the proposal, I was assigned to assist the staffs to proceed the project for the 1PAYgame feature.
16 SWOT ANALYSIS STRENGTHS 1. Consumers have access to variety of stores. 2. Loyalty programme appeals to
all demographics. SWOT ANALYSIS WEAKNESSES 1. Not all business is working well due to many businesses
operating. 2. Paid application of loyalty programme are often being offered free of charge. OPPORTUNITIES
THREATS 1. Growing popularity of K- culture in Malaysia. 1. Ever-changing consumer behavior. 2. A major shift to
the usage of E-wallet in daily purchases. 2. COVID-19 makes people reluctant to do in-store shopping to reduce
physical touch. Figure 9: SWOT Analysis Diagram 17 DISCUSSION AND RECOMMENDATION Strength 1.
Consumers have access to variety of stores a. Discussion Selangor’s 1 Utama offers wide choice of shopping
experiences with over 700 shops. The 1 Utama mall is known to be the prime venue for a unique shopping
experience for visitors. In addition, a larger mall could offer variety of shopping experience and make its capacity
to market effectively to customers greater than any other shopping mall. experiences with great facility. 1 Utama
renovated its mall to even bigger due to increase demand of retail stores which proven that it is located
strategically for businesses to grow and become centre for many people to shop. In every festive season, 1 Utama
offers variety of promotion through the ONECARD loyalty programme to maintain the loyalty of its visitors. The 1
Utama is known to be so popular with many visitors not only on weekend, but also during weekdays. This mall
hosts a variety of well-known international brands, with products ranging from designer clothing and accessories
to luxury bags, watches and footwear to cutting-edge technology and electronics. It also offers wide choice of
places to eat from a restaurant that serves Malay cuisine, western dishes, fast food, Chinese dishes, coffee shop,
and delicious snacks and dessert. People can grab anything they needs and wants just within 1 Utama and enjoy
great shopping continuous effort given by management is to ensure that 1 Utama will always become the top
among other shopping malls in Malaysia and people will keep coming to 1 Utama mall to fulfil their daily
purchases and shopping needs. To make one’ stores more appealing than other stores, the tenants might
collaborate with ONECARD to attract the members to spend more to be rewarded with vouchers, discounts, and
cashback. Visitors would be offered more enjoyment of shopping at many stores if they are a ONECARD member.
18 b. Recommendation I recommend 1 Utama mall to sustain a good management services for the continuity of
customer satisfaction while shopping in stores in 1 Utama. An effective management is essential for making sure
the operations of a mall run smoothly especially for the largest mall in Malaysia. This is to ensure that every
outlet inside the 1 Utama mall can operate well, and visitors will feel secure to shop around. According to Diallo,
Diop-Sall, Djelassi, and Godefroit-Winkel (2018), the mall management can enhance customer loyalty by
improving management service through different, specific methods. Services for which management staff are
responsible include the cleaning, maintenance, and security of the shopping centre. Managers should evaluate
the effectiveness of different dimensions of service quality to improve perceived value. According to Lee and
Groves (2020), shoppers were seeking a convenient, well- maintained, comfortable, and stimulating environment
that serves all members of the family or an individual’s social group. If the mall could provide a good customer
service, it will certainly win the hearts of the loyal existing visitors to keep visiting 1 Utama as well as new
visitors. 19 2. Loyalty programme appeals to all demographics a. Discussion 1 Utama loyalty programme consist
of ONECARD members which represent majority members of the loyal programme who is 13 years old and above,
ONECARD LUXE which design exclusively to treat premium shoppers, and ONECARD Kids+ for member’s children
who is 12 years and below. This loyalty programme appealing for everyone as customers want and expect a
different offer with increasing age. Each generation represents a different set of unique expectations,
experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors which
1 Utama loyalty programme always put as priority to ensure an effective marketing is served. In ONECARD
Department, all staffs continuously planning different kind of promotions for every age group of members so that
every cardholder can feel the joy of getting endless privileges for shopping, dining, entertainment & parking
around Bandar Utama. In every festive period or promotional campaign, ONECARD members will be rewarded
with cashback and e-vouchers from 1 Utama tenants that is usually redeemable through through 1 Utama Mobile
App if they spend inside the mall. This is the privileges that only can be gained if the mall visitors join the
membership. It is crucial to keep providing appealing promotion to all members so that the brand loyalty can be
maintained between the mall and the members. Members from ONECARD LUXE normally will be offered different
promotion that suit with their unique expectations. Same goes to members for ONECARD Kids+ which the
promotion would be targeted more to children. b. Recommendation 1 Utama could sustain its appealing marketing
by implementing e-marketing strategies. To be successful in e- marketing, 1 Utama need to develop a
comprehensive social media marketing campaign. In this technological era, the adoption of using online platform
make it easier for marketer to reach and target the right customer in effective way. Apart from this, 1 Utama
should undergo continuous online marketing research and must be sensitive to changes in consumer behavior
patterns and always try to identify new areas of consumer 20 values and interest (Patel & Pradesh, consumer
behavio‚r patterns and always 2018). Consumer s adoption of e- try to identify new areas consumer marketing,
long term customer retention values and interest (Patel & Pradesh, and loyalty, purchase intention, consumer
2018). Different demographic would values and interest in e-marketing context have its own impact on successful
are factors affected by demographic execution of e-marketing strategies. variables. Different demographic would
have its own impact onsuccessful execution of e- marketing strategies. It would be easy to reach the target
market based on all the ages in this 21st century by using marketing through online platform. 21 Weakness 1. Not
all business is working well due to many businesses operating a. Discussion 1 Utama Shopping Centre has more
than 700 shops and most of the tenants there are a well-established and popular brand. The competition among
the tenants inside the mall itself is quite competitive since not all business is working well due to many businesses
operating. Most of Malaysians really like to keep up with the new trend, from clothing style, home-deco, to eating
habit. The variety of choices being offered make people more attracted to popular brand. Some outlets also sell
pricey items which make customers choose another outlet that match with their needs. A strong brand presence
under the same outlet category might influence more shoppers to come to their stores and shop there. Many of
the businesses has been considered as weak tenant by the management. This is due to low sales achieved by the
outlets and become more worsen since COVID-19 pandemic hit Malaysia. For example, a quite number of outlets
are selling shoes inside 1 Utama, and usually only popular brand could boost high sales as compared to small
brand. This applies to many more category inside 1 Utama since the mall has 19 categories of outlets. During
promotional campaign such as E-voucher Campaign by Tourism Malaysia on end of March 2021, some businesses
unable to fully utilize the sources since low number of shoppers come to the outlets and use the e-voucher. A
different scenario happened to a popular brand where they hit a huge number of shoppers using the e-voucher
coming to shop at their outlets which resulted in high sales. Other than that, promotion that has been made by
ONECARD Department normally will be fully utilize by the loyal members at some popular brand within the same

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outlet category. Too many choices have made some people only attracted to a brand that really has strong brand
image. Below is the example of ONECARD Takeaway Cashback promotion: 22 Table 1: Top 5 outlets from same
category: Bakery No. Outlets Count of Cashback 1 Lavender Bakery 206 2 3 4 5 Sunmoulin KOMUGI Bread Story
Rotiboy Bakeshoppe 36 27 11 1 The table above shows the most popular bakery outlet in 1 Utama which is
Lavender Bakery gain the most cashback used by the ONECARD members as compared to other outlets. This
proves that some business unable to operate well if most of the shoppers just go to the favorable brand only. b.
Recommendation I would like to recommend the 1 Utama mall to implement robust strategy to support weak
tenant by offering appealing promotion based on the respective brand and build strong presence through 1 Utama
social media. The first thing that can be done is to analyze the weak tenants and come out with the analysis data
so that every weak tenant can be identified and not being left behind. This is crucial to ensure that a well-planned
and effective promotional plan can be implemented based based on every different category. 1 Utama should start
paying more attention to the businesses that are not operating well to ensure the tenants could keep surviving
and improve their businesses. Sometimes, consumers are not aware the presence of some brands which make
they reluctant to buy the products. Social media could be full of use to enhance the attractiveness of some brand
and increase their visitors’ traffic. The various happenings of social media of brands offer a chance to diminish
misinterpretation and preconception toward brands, and to raise brand worth based on the interchange of
information and ideas amongst the online publics (Sharma, Singh, Kujur & Das, 2021). 1 Utama social media
account should play their part to promote the promotion that being offered by weak tenants to increase their
brand awareness. Social media would be a good platform to communicate with new consumer and stimulate one’s
purchase intention. 23 2. Paid application of loyalty programme are often being offered free of charge a.
Discussion ONECARD is a paid application either a 3-year membership at RM20 or a 5-year membership
ONECARD at RM30. In addition, cardholders are also required to renew if the membership is expired which means
more money needed to be spent just for a membership. It is not an issue for loyal customers in 1 Utama to pay
for membership application, but this will make customers that rarely come there feel reluctant to join the
membership. Therefore, free membership will be offered to attract more members joining the loyalty programme
over time. 1 Utama loyalty programme unable to gain as many new members during usual day as compared to
during ONECARD roadshow or recruitment promotion where there would be a free application for the membership.
After several years ONECARD was introduced as 1 Utama loyalty programme, it was facing reduced number of
applicants since it is paid membership. This is also because of other shopping malls are offering mall membership
for free. That means, some shopping malls does not require the shoppers to pay anything for the membership.
Due to this reason, consumers at 1 Utama has become reluctant to pay for membership and just wait for
ONECARD free membership recruitment to become ONECARD members. The fastest way to recruit members is by
offering free membership during roadshow. For example, during ONECARD Raya Roadshow, ONECARD
Department collaborate with AEON to recruit members by offering free application for 5-year membership which is
worth RM30. For 3 days roadshow, ONECARD Department able to recruit more than 1,500 new members which
proven that free application is more favorable to recruit more members. b. Recommendation I would like to
recommend the ONECARD Department to prepare fixed free gift or special voucher for paid application. They can
also change it based on the current trend to match the consumers’ preferences. For every paid application, there
must be a special reward for the new members so that rather than 24 than just paying money, they also get loyal
customers by, for example, another thing in return. collecting points and redeeming them Loyal customers tend to
develop for rewards, promotional price more good relationships with the reductions or offering additional services
company sponsoring them for gifts and to a limited group of customers. By discounts (Sriyakul, Jermsittiparsert,
doing this, the recruitment will seem to Joemsittiprasert, & Pamornmas, 2019). be more appealing and people
willing to Loyalty programme indeed is designed to spend if they can get instance rewards. encourage customers
to use the organization's products or services as well as maintain sales relationships with 25 Opportunity 1.
Growing popularity of K-culture in Malaysia a. Discussion The popularity of K-culture or “Korean Wave” is growing
impressively to Malaysian society. It shows a great influence when every possible brand tries to bring the taste of
Korea to their products or services with the intention to attract Korea lovers and the customers. The Korean
popular culture is perceived to be so attractive to many people that it has lasted for almost two decades now, and
there is no sign of fading in Malaysia. Korean popular culture can be categorized into a few components which is
entertainment, language, cuisine, apparel, cosmetic, tourism and lifestyle. 1 Utama continues to serve the best
shopping experience to its visitors when the new extension of “1 Utama E” is almost finished. The renovation for
Phase 2 features Korean-themed retail zone District K. Malaysian’s love for South Korean products and services
does not limit to the entertainment industry only. Consumers growing interest in Korean Wave are noticeable
especially when they start to shift their food and service service consumption to South Korean practices. This led
to Jaya Grocer opening a new Korean supermarket at 1 Utama which features a variety of products and produce
that are directly imported from Korea. The store sells all Korean products from fresh produce, snacks, to Korean
skincare products which the authenticity is guaranteed. Many products purchase decision are affected by Korean
wave in Malaysia, particularly the food industry. For Korean snacks lover, 1 Utama has provided a one stop place
to shop for it because there are so many options to choose from. It is being led from the increasing number of
people loving and learning Korean culture especially the younger generation in Malaysia. Apart from that,
Innovation Team for 1 Utama has been work their best to fulfil the special needs of “Korean Wave” that has been
brought to Malaysian society. Malaysians would be able to set their hands on BTS merch and take their own
photos at the photo spots at a pop-up store for the band’s Map of The Soul tour at 1 Utama. 26 The mall is
bringing new attractions and entertainments for many visitors to come to 1 Utama which makes this mall the first
mall to bring so many attractions for Korean lover. b. Recommendation I would like to recommend the 1 Utama
mall to have its own Korean ambassador that can specially promote all Korean-related stores and entertainment
spot at 1 Utama. A Korean celebrity might give a huge impact and inspired Generations Y lifestyle and attitudes
by the excellent accomplishment gain by the celebrity. Thus, celebrities have the great impact to impact the
purchase intention of this generation (Sam, Hock & Yin, 2019). There are many Korean celebrities and Korean
youtubers that are very popular in Malaysia, and it is a great step-up move if to have one of the celebrities to
promote 1 Utama widely. Having a Korean endorser for 1 Utama in few months or a year would be sufficient to
build strong relationship between the mall and its visitors (Ni, 2019). 27 2. A major shift to the usage of E-wallet
in daily purchases a. Discussion One of the best inventions of the 21st century is the electronic wallets (E- wallets
) known as an integral part of electronic payment system. The term “E- wallet” is a form of digital wallet that
allows an individual to link their debit or credit cards to digital wallet to make any transactions. The current
method of payment is expected to snowball in years to come as the E-wallet players develop more new and
innovative applications to attract users to adopt the E-wallet for daily use. 1 Utama is not far behind the
development of financial technology when it develops its own E-wallet (1PAY) specifically only for 1 PAY
participating outlets in 1 Utama. The E- wallet can only be used by ONECARD members as this digital wallet
allows members to make electronic transactions for purchases at 1PAY participating outlets in 1 Utama. It is one
of the mall’s way to encourage people to shift from making payment using cash-based to cashless. In this way,
the mall can give support to the tenants by giving e- vouchers through the Mobile App if members making
transactions using 1PAY. It is an excellent platform to establish a good relationship between the tenants and the
mall. With the establishment of its own E-Wallet, ONECARD Department need to develop an appealing promotion
to increase the usage and transaction of 1PAY by the ONECARD members. It is quite challenging because
members certainly having other E-wallet Mobile App that is more convenient to use everywhere rather than just

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within the mall. Some rewards such as e-vouchers from tenants or cashback that being offered to increase the
usage of 1PAY is not successful enough and reach the expectations. Some tenants also become merchant for
other E-wallet and not just for 1PAY which make it more challenging for 1PAY to surpass other E- wallet
domination. b. Recommendation My recommendation for 1 Utama to take advantage of this opportunity by using
the existing 1PAY platform to become more effective and user-friendly for the users. People will start complaining
and less attracted to use the E-wallet if it is not efficient. 1 Utama 28 has developed a convenient combination of
Mobile App with its E-wallet (1PAY) but somehow too complex for the users. It would be more convenient if the E-
wallet is designed with lesser buttons and clearer design with some tutorial video as some functions need the
steps to use it especially for new users. Young generation would easily adapt with the use of E-wallet in daily use
as they are more willing to accept new technology as compared to the older generation. According to Karim,
Haque, Ulfy, Hossain, and Anis (2020), the use of E- wallet among young adults is mainly because of its
compatibility, flexibility and user-friendly transactions that is done using smart devices. Other than that, 1 Utama
should use its loyalty programme to reward its customers through voucher, cashback, and discounts for using its
electronic payments (1PAY) to maximize usage. It would motivate customers to use electronic payments when
purchasing products considering the rewards involved. Cashback, discounts, and vouchers are effective marketing
strategies that can use to attract customers to decide to use or buy the product (Pinem, Afrizal, & Saputra, 2020
). Apart from using this marketing method, implying short gamification in the Mobile App might be helpful to
make it more attractive in rewarding the users. 29 Threat 1. Ever-changing consumer behavior a. Discussion
Changes in consumer behavior would requires the mall to keep changing their marketing strategies, however it
provides a great opportunity for the organization to build newrevenue streams and diversify more products and
services to be offered. What consumers lookfor a shopping mall is the capability to provide facilities like cost,
comfort, convenience, in-house parking, entertainment, coffee shops, food courts and children play area when
they step into the malls. A shopping mall that can fulfil the customers’ satisfaction according to their current trend
and preferences would gain more attention as compared to other shopping malls. Due to the intense competition
for shopping malls to present a unique and favorable image to match with ever- changing consumer behavior, 1
Utama bring the attention of Korean lover by making a new building extension for many entertainments that
would bring taste of Korea to Malaysian society. This is amazingly developed for people who really love Korea,
since the Korean Wave has lasted for almost two decades now in Malaysia. The mall needs to constantly provide
the new favorable features that differentiate the retail experience of shopping malls from other shopping
destinations. However, for some visitors who does not have any interest towards Korean culture might feel not fair
for them and only favorable for Korean lover since too many entertainments being offered to Korean lover only. As
result,the demand for the mall to develop similar attractions for other foreign culture or foreign brands will be
increasing. This might bring misconception between the customers towards the initial intention from the
expansion of the mall. 30 b. Recommendation 1 Utama should adapt to ever- changing consumer behaviors
quickly and create a first-mover advantage. The shopping mall could maintain its attractiveness by providing the
maximum comfort, entertainment, diversity, mall essence, convenience, and luxury to the customers (Bawa,
Sinha, & Kant, 2019). I would like to recommend the mall to implement strategies associated with consumer’s
psychology which can be adopted by the marketers to make the consumers consumers always having a feeling of
fair shopping experience, which means customers’ satisfaction could be fulfilled if the mall maintains its
attractiveness. All in all, buying behavior and purchase decision making process are closely connected to the
ambience of shopping mall. The mall does not have to keep expanding the mall to fulfil consumers’ wants but
could just offering promotion from their preferred brands over time. 31 2. COVID-19 makes people reluctant to do
in-store shopping to reduce physical touch a. Discussion People are responding in a variety of ways and have
differing attitudes, behaviors and purchasing habits towards the impact of COVID-19 which result in people
staying safe at home and choose the online platform to purchase products or services. This reduces the hands-on
experience while purchasing items at store since people want to avoid physical touch while shopping. People
across the globe are afraid as they strive to adapt to a new normal. Fear is running high as individuals
contemplate what this crisis means for them, but more significantly, what it means for their families and friends,
and society at large. Consumers will be using digital and cashless payments due to growing health concerns. 1
Utama is highly impacted when many tenants had to close their store and many in-store promotion is not
effective since the visitors’ traffic to shop at store is reduced. In addition, promotional promotional campaign,
roadshow, and events need to be postponed since no customers coming to the mall for other purpose rather than
only fulfilling their essential needs. Apart from this, the visitors’ traffic reduced since shopping on online platform
is preferable for purchase of goods or utilization of services since COVID-19 crisis. This also includes the
instruction from the mall operation to shorten the operating hours for 1 Utama mall. Although the visitors’ traffic
is reduced at store, outlets still can gain high traffic of purchases from ONESHOP website. This is the bright
opportunity that 1 Utama has provided for all tenants where they still can feature their products through
ONESHOP website. Other methods that can be used to reduce physical touch other than hands-on experience
while purchasing items at store is by using 1PAY to make payment. 32 b. Recommendation An effective marketing
would be encouraging people to shop online at ONESHOP and use 1PAY to shop around is by developing
promotions to ease their shopping experiences such as free delivery and personal shopper service. Online
shopping has become more favorable, therefore an effective marketing would be beneficial by using 1 Utama E-
Commerce platform (ONESHOP.com.my). According to Ali (2020), online shopping has revolutionized the
marketing strategies of many sellers in recent decades as consumers have grown accustomed to online online
purchasing and the door-step- delivery of products from anywhere in the world. Many online platforms have used
the free delivery marketing approach to boost the consumers attention to shop conveniently on digital space and
use the services provided. In addition, personal shopper service can be applied specially for ONECARD members
where they can use 1PAY for payment method. This method is convenient for shopper to shop around while
increasing the outlets’ sales without the consumer must go outside to buy items. 33 CONCLUSION As for the
conclusion, doing industrial training in this firm helps me to enhance and develop my skills, abilities, and
knowledge. The 24 weeks spent in 1 Utama has been a unique experience to me. It was an eye-opener to how
real- world tasks are dealt with and the exposure to both on-field and office work was a welcoming practice. The
valuable experiences and knowledge that I have gained are useful for my future career. In ONECRAD Department,
I am trained to be multitasking and be confidence in future career. So many experiences that I get from 1 Utama
especially when given chance to present ideas for marketing plan to improve ONECARD loyalty programme
internally. Other than that, the working environment here is really satisfying with all staffs are really supporting
and which makes me to be less stressful to work with the good vibes of working environment. The treatment by
the company was equitable and professional. I am grateful and thankful to my supervisor, and staffs in ONECARD
Department for the experiences and meaningful tutoring. They also help me to handle some of my weaknesses
and provided guidance to me whenever I am in need. I really appreciate the opportunities that been given to me
as a part of 1 Utama for the 24-weeks industrial training. I am open to any opportunities that may arise in the
future, because I see myself as a successful woman in whatever I will be doing. I pride myself in being flexible
and adaptable. I think the best way of planning for the future is to make the most of the present. In five years, I
hope to be on a career path that will lead to a supervisory position, with a long-range goal of eventually moving
into upper management. My future planning includes securing a position as financial analyst, and if the path is
not going to like what I have planned, I am very positive to build my career on any job or pursue my study in
Master. 34 REFERENCES Ali, B. (2020). Impact of COVID-19 on consumer buying behavior toward online shopping

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Identification. International Journal of Innovation, Creativity and Change, 9(6), 149-164. Wikipedia Contributor.
(n.d.). 1 Utama. Retrieved fromhttps://ms.wikipedia.org/wiki/1_Utama. 36 APPENDICES Figure 10: Working
Space Figure 11: ONEBUZZ Photoshoot Session 37 Figure 12: ONEBUZZ Ramadhan Photoshoot Session 38 Figure
13: Model for Social Media Content Figure 14: Promoter for ONECARD Raya Roadshow 39 Figure 15: Example of
Student's Task 40

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