Chapter 7

Bukit Merah Laketown Resort SWOT Analysis

Criteria examples Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Marketing - reach, distribution, awareness? Innovative aspects? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioural?

7.1. Strength - Peaceful environment - Exciting water activities - Visit the orang utan sanctuary where orang utans roam free around the island - Experience close encounter with nature and animals - More new attraction like the ATV and Golf Driving Range - One and only twin seater cable chair in Malaysia - Situated just off the North-South Highway - Variety of packages available - Variety of accommodation facilities - Plenty of activities available - Supported by a fully developed infrastructure of public amenities.

Criteria examples Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership?

7.2. Weakness - Lack of identification and welcome - Low brand recognition among tourist - Often mistaken for Bukit Merah in Singapore - Lack of promotion and advertising strategies - No proper public transportation

Criteria examples Market developments? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USP's? Tactics - surprise, major contracts, etc? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences?

7.3 Opportunity - Amusement Parks development plan - Rapid growth of Malaysia economy generally gives an impact to Perak tourism industry, indirectly helping tourism spots to develop - Good impression towards Malaysia’s stability in term of politics and economic would attract tourist to come over to Malaysia. - Development of Perak that would indirectly attract people to Bukit Merah Laketown Resort.

Criteria examples Political effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Sustaining internal capabilities? Economy - home, abroad? Seasonality, weather effects?

7.4 Threats - Many other amusement parks coming up - Bad weather eg: rainy seasons would decrease visitors. - Competitors continue to capture consumer’s attention and affect their choices by coming up with big budget advertisements and hard-to-resist promotions, overshadowing lesser known brand’s efforts to shine. - Bad reputation of foreign media gives bad impression towards Malaysia