APG Management & Marketing Sdn. Bhd. / Nurin Irdina Mohd Khidzir

As a final year student of UiTM Kampus Bandaraya Melaka, it is crucial for me to complete my 24 weeks industrial training. Hence, I went through my training period at an established marketing and management company in the real estate industry which is APG Marketing & Management Sdn. Bhd that is located at Kota Laksamana, Melaka. APG’s main vision is to manage social networks through restructuring resources, gathering information, and brainstorming. Meanwhile, APG’s mission is to cultivate more than 1000 team leaders with RM1 million annual income. To reach the mission and vision, APG has a strong organizational structure that is led by the founder, Mr. Teo Boon Chye, and the other employees that help the company to climb the success stairs. APG’s clients are mostly real estate developers, all around Malacca, and consumers, who want to buy and sell properties through APG. APG offer many kinds of services to their clients and customers which include promoting and selling properties on behalf of their clients, conducting promotional activities and project management for their clients’ real estate projects, providing excellent customer services, prepare promotional strategies, training, and development programs, and they provide free training to new recruits too. Moreover, I was assigned in the administrative department throughout my industrial training. My job scopes are including posting advertisements on social media and e-commerce platforms, keep customers’ database recorded, create copywriting for social media advertising, telemarketing, road show duty, attend morning meetings, create posters for projects advertisements, attend Entrepreneur Building Course, attend training course, follow up existing customers, and bank booth duty too. Thus, through all the job scopes I was assigned to, I can experience self-monitoring, telemarketing, e-marketing, bank booth, road show, fully utilized Facebook marketplace, conduct training for new hires, and product listing, which I never experience before the training period. Not to forget, I received a monthly allowance of RM500. The experience I had and job scopes I was assigned to led me to gain a lot of valuable knowledge which are success system, property knowledge, products knowledge, handling objection skills, sales skills, selling procedures, and leadership skills. All the knowledge I gained are those that I was not able to gain easily before I get to enter the industry on my own. Hence, APG provided all the knowledge for me as an intern as a preparation for me before I do it on my own in the industry. APG’s business and operation has their own strengths, weaknesses, opportunities, and threats. Thus, APG’s strengths are they have experienced and skilled team in their organization that led the company towards success, and APG has strong network and partnerships in the industry too. Just like other businesses, APG has their weaknesses too, which are they have limited geographic presence, which is APG only focuses on the market in Malacca, and APG is financially dependent to the external factors. This is because real estate market cannot stand on their own, as their buy and sell processes involves third parties such as banks and the government regulations. Despite the weaknesses, APG took opportunities to improve and expand their business in the market which is through the growing demand for property managements services, where there are increasing numbers in property owners looking for property management services. The other opportunity taken by APG is the integration of technology, such as APG utilized virtual reality technology to help their customers experience better during their dealing process. However, it is normal for businesses to face threats in the industry. The threats APG is facing are intense market competition which their core competitor is IQI Realty Sdn, Bhd, and the other threat is economic instability and uncertainty such as the pandemic COVID-19 that affected APG’s income. APG can improve and expand their business by practising some recommended solutions and ideas which the first one is through the expansion of property management services such as creating a special package specifically for foreign investors. The next recommendation is by leveraging technology for enhanced marketing such as developing a user-friendly mobile application that offers VR property tours. After that, APG is recommended to diversify their geographic presence by exploring new markets such as Ipoh. APG is also suggested to form strategic and beneficial partnerships for market stability with well-known financial institutions such as banks. This can help APG to offer attractive financing options for people who are looking to buy properties. Moreover, it is recommended for APG to invest in continuous skills development among their organization that can lead to market expansion. The next recommendation is for APG to have a flexible business model for easier adaptation to the changes in any of the market conditions. APG also recommended to diversify their service portfolio by introducing real estate consultancy services for investors, market research, feasibility studies, and other services too. Lastly, APG need to build a strong brand identity. This is because strong brand identity can differentiate them from competitors, build trust among stakeholders, and overcome the challenges presented by economic fluctuations and intense competition in the real estate industry. To conclude, APG Marketing & Management Sdn. Bhd. is a reliable company that provides valuable knowledge to me as an intern, as well as a strong platform for developers and people to deal with in real estate businesses.