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

Chapter 6

6.1 Direct Competitors

Direct competitors for Bukit Merah Laketown Resorts are amusement parks. To be more specific, it is a water park and dry park. In Malaysia tourism industry, there are many amusement parks that you could visit. Some of it are developed into famous tourism spots as for its publicity making it a must visit place for tourists. Places like Genting Highland and Sunway Lagoon are theme parks that have developed into famous tourism spots.

a) Bukit Gambang Resort City

Bukit Gambang Resort City (BGRC), an integrated resort city with its multi-dimensional tourist attractions and reasonably priced resort accommodation, strives to be an added feature for the Kuantan's attractiveness among the west coast city dwellers. It further aims to be one of the “must-visit” resort destination, not only for the East Coast local residents but also all the West Coast visitors.

BGRC is conveniently located Gambang, Pahang with easy access via the East Coast Expressway. BGRC is a mere 218km, 2½ hours drive from Kuala Lumpur; while Kuantan folks are just 35km away. Nestled in a secondary forest, Bukit Gambang Resort City provides visitors with a serene environment, lush green surroundings and a great vacation spot for exciting activities.

BGRC is also the home of one of the largest water park in the east coast of Peninsular Malaysia; offering a 17.1-acre lake, 24,000 square feet wave pool with 8 modes of waves, the longest family raft ride and 6-lane racer slide complete with timing scoreboard.

Guests at BGRC are almost never out of things to do, as we are well-equipped with a wide range of recreational and relaxation facilities such as Karaoke, Games room, Steam-bath, Gymnasium, Swimming Pool and other indoor board games. For the outdoor lovers as well as those looking for some thrills, Active Academy houses activities such as Pony ride, Horse-carriage ride, Tram ride, Jungle trekking, Paintball range & warzone, ATV Fun ride / Adventure course, Flying Fox zipline as well as an 18-part Obstacle course.

b) Lost World of Tambun

The new RM60 million water theme park "Lost World of Tambun" is located in the historic town of Ipoh in the middle of the North-South corridor in Perak. Ideally located between Penang and Kuala Lumpur.

The park will provide a much-anticipated family leisure attraction for anyone in the area. It's expected to attract 450,000 visitors annually. The theme park is and scaped with vines, creepers and lush tropical plants to give the illusion of a Lost World. The park is the sister theme park of Sunway Lagoon in Petaling Jaya. It is opened since Nov 2004.

The theme park is two hours drive north from Kuala Lumpur and one-hour and a half drive from Penang. It opens from 12:00 noon until 7 p.m. on weekdays. On weekends, school and public holidays, the park opens at 10:00 a.m. It closes on Tuesdays except if the day falls on Malaysian school and public holidays. The entry fees are RM21 per adult and RM16 per child.

Besides the special rides such as Tube Raiders (sliding down with large tubes), Cliff Racer (top speed mine carts) and Jungle Wave Bay (the huge wave pool with nine different waves), the park also has a Tiger Valley with three adult tigers on an island resembling their natural habitat the first of its kind in Malaysia. It's the home to Siberian tigers, Sultan and Jessie, Jessies year-old Siberian-Bengal male cubs, Lovie and Rock, female Siberian-Bengal tiger Raima and her three cubs, Azian, Aqila and Putra, which have only recently opened their eyes.

Another special attraction is the pool filled with hot mineral water from the Tambun hot springs, which is renowned locally for its therapeutic properties. Those who prefer less strenuous activities can be set adrift on the Adventure River encircling the theme park, as the ride gives a leisurely view of the whole area.

Behind the breathtaking facade of the Lost World, one gets the feeling of wandering into a lost civilisation, not unlike those featured in the Indiana Jones and Raider of the Lost Arc movies.

You can start the adventure at Adventure River and get transported on a long river ride, with giant waves providing the thrills. It's running 600m around the theme park, the river passes through ruins with special effects like smoke, light, the sounds of monkeys, elephants and insects, and water sprays. The brave-hearted can check out the Cliff Racer twin speed coaster slides using tubes. The Explora Bay kids zone has smaller slides and fountains.

A favourite with both kids and adults in this zone is the tipping bucket, which overturns when it is filled to the brim, splashing water onto everyone beneath.

There is also the Jungle Wave Pool with seven wave patterns that can rise up to one metre high. Beyond the wave pool, the adventure continues with the Tube Raiders which comprises four different tube slides measuring between 113m and 115m that end at the edge of a pool. The most interesting and thrilling slide is the one wherein the adventurer is engulfed in complete darkness when passing through it.

After a long day of fun and adventure, visitors can relax or rejuvenate themselves by soaking in a bathing pool which is fed with 100% natural spring water from the famous Tambun hot springs nearby.

6.2 Indirect Competitors

Indirect competitors for Bukit Merah Laketown Resort would be other tourism destinations such as lakes, zoos and etc. This place competes with Bukit Merah Laketown Resort in a large scale as it is been and has been promoted by ach state in a progressive manner.

a) Taiping Lake Garden

The Taiping Lake Gardens was originally a mining site before it was established as gardens to the public in 1880. The idea of establishing a public garden was much devoted to Colonel Robert Sandilands Frowd Walker. The garden was later developed precisely by Charles Compton Reade (1880 – 1933), who was also responsible for planning the Kuala Lumpur garden town. The abandoned tin mine was generously donated by the prominent Chinese Capitalist of Perak and also former Perak State Council member, Mr. Chung Thye Phin (son of Mr. Chung Keng Quee) as the recreation park for the public use. In 1884, the gardens were furnished with grasses, flowers and trees, and part of the gardens was fenced, to avoid the bulls enter the gardens.

This 64 hectares land was the first public gardens in Malaya and proudly declared as the most beautiful and well maintained gardens during the heyday and today. There are ten scenic lakes and ponds that made the gardens even more picturesque. Along the Residency Road, near the gardens, were golden rain trees or its Malay name, angsana tree (pterocarpus indicus), planted along the pathway. Its beauty was described by C.W. Harrison in his book, An Illustrated Guide to the Federated Malay States, “that the angsana trees rained down in golden snow, providing a carpet fit for the sultan”. In George L. Peet’s, A Journal in the Federal Capital, when he visited Taiping in 1933, said “I know of no more lovely sight in this country than the Taiping gardens when the rays of the early morning sun are shining obliquely through their clumps of bamboo, palms and isolated trees scattered on islands among the expanse of water. One receives in that glorious half hour an experience of light in foliage that is quite unobtainable in England”.

There are few private and government houses located near the gardens, among of it are the Old Residency (the home of Secretary to the Resident), the Raja’s House at the junction of Birch Road and Residency Road, the army officers residences at Batu Tugoh Road.

The gardens were so beautiful that attracted many travelers to pen down its beauty, in Cuthbert Woodville Harrison, An Illustrated Guide to the Federated Malay States published in 1911 he described,

“The streets are shaded by rows of the angsena tree, which at irregular intervals bursts forth into a riot of blossoms, even more yellow than those of the laburnum. These it rains down in golden snow upon the streets, providing a carpet fit for a Sultan, for yellow is the royal colour in the East. With its golden snow, the angsena spreads abroad an almost overpowering scent, even more sweet than the smell of the pinang blossom. Most of the towns in Malaya have planted this Pterocarpus indicus as shade tree, but in Taiping it has grown to a greater height than elsewhere”.

b) Zoo Taiping & Night Safari

Taiping Zoo is special in its own way. It is located in a lovely natural setting in Taiping Lake Gardens close to the foot of the Larut Hill (Maxwell Hill). The beautiful natural setting with streams, lakes and abundance of flora gives the zoo a unique advantage of being able to use nature to its best.

'Taman Mergastua Sultan Idris Shah' or the Taiping Zoo, which is located at the Lake Gardens in Taiping, is the only Zoo in the North of Peninsular Malaysia. Covering an area of 34 acres, the Taiping Zoo has embarked on an expansion programme which includes the building of new "Open Concept" animal enclosures. These enclosures which take into consideration the natural habitat of the respective animal, has been favourably received by the public-both for its inherent beauty and thoughtful design.

Taiping Zoo is currently home to more than 180 species of animals totalling - 1,300 individuals. These include Tigers, Lions, Elephants, Hippopotamus, Giraffes, Hornbills, Orang Utans and others. Furthermore, attempts to breed these animals have been very successful. This has seen the proliferation of such animals like the Malaysian Tiger, Lion, Siamang, Deer, Nilgai, Night Heron and many others.

The Taiping Night Safari is a unique tourism product where animals which are active at night are displayed using special lighting similar to moonlight. Visitors will be able to experience this environment similar to wildlife habitats where the sounds made by numerous creatures can be heard. To fully appreciate this experience visitors are required to minimize all sounds, even speech so that the sounds of the night creatures can be heard. Reduced noise will also help to maintain the peaceful atmosphere of the Night Safari. Torch lights and flash cameras are not allowed to be used in the Night Safari as this will disturb the animals on display.

Chapter 5

5.1 The Industry

5.1.1 Definition of the Industry

Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people who "travel to and stay in places outside their usual environment for more than twenty-four hours and not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited".

Tourism has become a popular global leisure activity. In 2010, there were over 940 million international tourist arrivals, with a growth of 6.6% as compared to 2009. International tourism receipts grew to US$919 billion (euro 693 billion) in 2010, corresponding to an increase in real terms of 4.7%. As a result of the late-2000s recession, international travel demand suffered a strong slowdown beginning in June 2008, with growth in international tourism arrivals worldwide falling to 2% during the boreal summer months. This negative trend intensified during 2009, exacerbated in some countries due to the outbreak of the H1N1 influenza virus, resulting in a worldwide decline of 4% in 2009 to 880 million international tourists arrivals, and an estimated 6% decline in international tourism receipts.

Tourism is vital for many countries, such as France, Egypt, Greece, United States, Spain, Italy,and Thailand, and many island nations, such as The Bahamas, Fiji, Maldives, Philippines and the Seychelles, due to the large intake of money for businesses with their goods and services and the opportunity for employment in the service industries associated with tourism. These service industries include transportation services, such as airlines, cruise ships and taxicabs, hospitality services, such as accommodations, including hotels and resorts, and entertainment venues, such as amusement parks, casinos, shopping malls, music venues and theatres.

As an industry, tourism plays a vital role in world’s economy. We can define ‘tourism Industry’ in a narrow sense, eg accommodation establishments, restaurants, cafes, bars and canteens as well as travel agencies and tour operators.

Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work and their activities during the stay at each destination. It includes movements for all purposes.

5.1.2 Shape of the Industry

Tourism is a dynamic and competitive industry that requires the ability to constantly adapt to customers changing needs and desires, as the customer’s satisfaction, safety and enjoyment are the particular the focus of tourism business. It is divided into five different sectors; accommodation, food and beverages, recreational and environment, transportation and travel services.

Tourism arises from the movement of people and their stay in various destinations. There are two elements in the tourism characteristics which is the journey to the targeted destinations and the stay, including activities at the destination.

Tourism gives rises to activities when tourist travel and stay at another different location which takes place outside their normal residence and workplace which are distinct from those of the resident and working populations of the place.

5.1.3 Development of the Industry

There has been an upmarket trend in the tourism over the last few decades, especially in Europe, where international travel for short breaks is common. Tourists have high levels of disposable income, considerable leisure time, are well educated, and have sophisticated tastes. There is now a demand for a better quality products, which has resulted in a fragmenting of the mass market for beach vacations; people want more specialised versions, quieter resorts, family-oriented holidays or niche market-targeted destination hotels.

The developments in technology and transport infrastructure, such as jumbo jets, low-cost airlines and more accessible airports have made many types of tourism more affordable. As of April 28, 2009 The Guardian article notes that, "the WHO estimates that up to 500,000 people are on planes at any time." There have also been changes in lifestyle, such as retiree-age people who sustain year round tourism. This is facilitated by internet sales of tourism products. Some sites have now started to offer dynamic packaging, in which an inclusive price is quoted for a tailor-made package requested by the customer upon impulse.

There have been a few setbacks in tourism, such as the September 11 attacks and terrorist threats to tourist destinations, such as in Bali and several European cities. Also, on December 26, 2004, a tsunami, caused by the 2004 Indian Ocean earthquake, hit the Asian countries on the Indian Ocean, including the Maldives. Thousands of lives were lost and many tourists died. This, together with the vast clean-up operation in place, has stopped or severely hampered tourism to the area.

The terms tourism and travel are sometimes used interchangeably. In this context, travel has a similar definition to tourism, but implies a more purposeful journey. The terms tourism and tourist are sometimes used pejoratively, to imply a shallow interest in the cultures or locations visited by tourists.

In 2010, there were 940 million international tourist arrivals with growth of 6.6% as compared to 2009. The World Tourism Organisation reports the following ten countries as the most visited by the number of international travellers. When compared to 2009, China surpassed Spain to become the third most visited country. Most of the top visited countries continue to be on the European continent, followed by a growing number of Asian countries. Malaysia is ranked number nine in the world and second in Asia with 24.6 million international arrivals.

5.2 Marketplace Analysis

Malaysia is a bubbling, bustling melting pot of races and religions where Malays, Indians, Chinese and many other ethnic groups live together in peace and harmony. Multiculturalism has not only made Malaysia a gastronomical paradise, it has also made Malaysia home to hundreds of colourful festivals. It's no wonder that we love celebrating and socialising. As a people, Malaysians are very laid back, warm and friendly.

Geographically, Malaysia is as diverse as its culture. Malaysia is divided into 13 states and 3 Federal Territories, separated by the South China Sea with 11 states and 2 federal territories (Kuala Lumpur and Putrajaya) in Peninsular Malaysia and two states and 1 federal territory (Labuan) in East Malaysia.

One of Malaysia's key attractions is its extreme contrasts. Towering skyscrapers look down upon wooden houses built on stilts, and five-star hotels sit several metres away from ancient reefs. Cool hideaways are found in the highlands that roll down to warm, sandy beaches and rich, humid mangroves.

5.2.1 Current condition of the Marketplace


5.2.2 Changes in Marketspace

a) Positive

· Bukit Merah Laketown Resort would be a famous tourism spot.

· Perak will be the leading tourism state

· More tourist will be visiting Perak and at the same time increasing the number of tourist visiting Malaysia

b) Negative

Resorts will have to close down

Chapter 4

4.1 Current Consumers Characteristics

4.1.1 Demographics

Age

4 – 60 years old

Gender

Male and female

Race/Religion

Not specific. All races and religion

Education

Primary, secondary lever or higher

Income

RM 300 to RM5000 per month

Location of residence

Not specific. Anyone from any parts

Nationality

Local and foreigners

Marital status

Single, married, married with children

4.1.2 Psychographics

a) Perception
- Looking for a place to have fun and spend quality time with loved ones.

b) Learning
- Recommendation from friends
- Print media (billboards, buntings)
- Digital media (website, blog reviews)

c) Motivation
- Travelling as an easy and fun way of an escapade.
- Looking for a place to enjoy with family and friends.

d) Personality
- Easy going
- Optimistic

e) Lifestyle
- Stable in socio-economy status
- Healthy and active

4.2 Stakeholders Characteristics

4.2.1 Primary

a) Board of directors

A director elects and appoints officers to act on major matters affecting the company and work close with them to achieve company goals besides overseeing the developments of the company. The weights of responsibility of these directors are high as they are responsible for the actions of the company.

b) Shareholders

Contributes to the company by investing money in return of a share in profit.

c) Employees

Contributes to the company by diligently carrying out their roles and meeting performance standards set up by the company, besides safeguarding the company’s assets against waste, loss and misuse.

d) Consumers

Contributes to the company by purchasing their products and staying loyal to the brand, and giving feedback or suggestions concerning the products to help improve the quality.

4.2.2 Secondary

a) Tourism Perak

Tourism Perak helps promote Bukit Merah Laketown Waterpark as one if its 10 must visit place/things to do in Perak.

a) Media

The media plays a vital role in helping to boost brand awareness and increase product publicity.

b) Banks

Provides the company with funding and loans when expansion of business is needed as well as to assist in financial matters.

Chapter 3

3.1 Company Overview

This mammoth resort first opened in 1997 and spans 1650 acres. It is located next to the Bukit Merah interchange of the North-South Expressway and is just 35 minutes from the Penang Bridge. This visionary project was awarded the international FIABCI Award & Distinction in 2005, and boasts a 7000 acre lake. The integrated resort consists of 4 hotels, a water theme park, the retail Marina village and an Eco Park featuring various insects and reptiles. It is also home for the internationally acclaimed “Orang Utan Island” where the endangered primate has been successfully bred in captivity to be eventually released back into the wild.

Sales of properties at the resort are undertaken by Segi Objektif (M) Sdn Bhd and Vibrant Leisure Sdn Bhd. Units comprise apartments and Lakefront properties. One block of serviced apartment with 205 units was completed and handed over during the financial year. The Institute of Allied Health Science, providing nursing diploma courses, was started in 2007 and is operated by Vast Option Sdn Bhd. Having successfully graduated its first batch of nurses in August 2009, the college currently has around 800 students enrolled.

3.2 Business Description

a) Emphasizing on preserving nature and the environment

· The Orang Utan Island in Bukit Merah Laketown Resort is the world’s first and only 5-acre rehabilitation and preservation facility where Orang Utans roam free. This unique island serves as a breeding sanctuary as well as conservation, research and education centre to better understand this endangered species.

· The Ecopark, a 3-acre eco-friendly sanctuary park in Bukit Merah Laketown Resort is a complete research, breeding, education and tourism facility that promotes a “Say Hello to Nature” concept where visitors are encouraged to interact with the animals in their natural habitat.

b) We have established standard operating procedures relating to health and safety at workplace. Signages are affixed at strategic points to remind personnel of safety practices. Periodic checks are conducted to ensure that all site personnel observe safety policies.

c) Bukit Merah Laketown Institute of Allied Health Sciences, a Nursing College in Semanggol, Perak provides further education opportunities in the rural areas. The profession of nursing is in great demand in the country and overseas. Our goals are to rekindle the original nursing flame; to educate nurses to exhibit more caring-nurturing behaviour in all aspects - physical, emotional, mental and spiritual and to provide nurses with comprehensive knowledge so as to produce quality nurses

3.3 Company History

MK Land Holdings Berhad (MK Land), is headed by YBhg Tan Sri Datuk Hj. Mustapha Kamal, who has been actively involved in the property industry for over 19 years under the banner of the EMKAY Group. Today, the Group has a diversified portfolio of projects, which includes affordable housing, lifestyle living, commercial development, resorts, a water theme park, and property investments.

MK Land made its debut on the main board of Kuala Lumpur Stock Exchange on 27 August 1999 with the injection by EMKAY Group of 3 major projects, Damansara Damai, Taman Bunga Raya, and Bukit Merah Laketown Resort. The EMKAY Group will be consolidating its property development business by injecting almost all of its remaining property development projects into MK Land. With this second injection, MK Land would have a total of 9 projects covering the states of Selangor, Perak and Kedah amounting to a total of 6.559 acres (2,654 ha) of land bank for development. The Gross Development Value of these projects to be developed over a period of 15 years is approximately RM19.7 billion. Six(6) more major projects, through 4 companies from the EMKAY Group, namely Saujana Triangle Sdn. Bhd., MK Development Sdn. Bhd., MKN Properties Sdn. Bhd. And Malika Holdings Sdn.Bhd. have been approved for injection into MK Land portfolio in November 2001. This second injection is pending completion very soon.

With the completion of the second injection MK Land would become firmly entrenched in the property development industry by being one of the largest public listed property companies in Malaysia with a paid up capital of RM1.174 billion.

In April 1995, the EMKAY Group, signed a Privatisation Agreement with the Selangor State Government to develop 50,000 units of low-cost homes on a 'Fast Track Basis'. Medan Prestasi Sdn Bhd. Was the vehicle that undertook this project and is now wholly owned subsidiary of MK Land. Since then the Group has emerged as one of the major developers of affordable homes (which comprise of low-cost, low-medium cost and medium-cost).

In Addition, as part of MK Land's commitment to provide excellent after sales service, a Customer Service Department has been set up to provide comprehensive services to all its valued customers. The objective of the Department is to ensure that any complains arising during the defect liability period are resolved promptly and satisfactory. The department also inspects all properties to ensure that there are no defects prior to the handing over of keys.

3.4 Key People

http://www.mkland.com.my/mkland_files/corporate/corpstr-2010.JPG

Boards of Directors

Senior Management team

  • Mr. Lau Shu Chuan (Group Chief Executive Officer)
  • Dr Zulkifli Mohd Isa (Deputy Chief Operating Officer)
  • Pn. Salmah Bt Awang (Chief Executive, Bukit Merah Laketown Institute of Allied Health Sciences)
  • Datin Hafizah Bte Che Hassan (Head of Academic, Bukit Merah Laketown Institute of Allied Health Sciences)
  • Dato' Annuar Yang Ghazali (Senior General Manager, Group Hotels & Resorts)
  • Dr Alif Aiman Bin Abdullah (Head of Operations, Property)
  • Mr. Krishnamoorthy A/L Kuppusamy (Senior General Manager, Group Sales & Marketing)
  • Tn. Hj. Kamarulzaman Bin Abu Bakar (Group General Manager)
  • Mr. Charles Duncan (Sr General Manager, Technical)
  • Mr. Autar Singh A/L Gurdial Singh (General Manager, Technical)
  • En. Holil Bin Dahalan (General Manager, Zaman Teladan Sdn Bhd)
  • Tn. Hj. Shahairi Aziz (General Manager, Land Matters)
  • En. Mustafa Kamal Hawari (General Manager, Segi Objektif(M) Sdn Bhd)

3.5 Location & Subsidiaries

Bukit Merah Laketown Resort
Operated by Bukit Merah Resort Sdn Bhd (Co. No. 390047-M)
Jalan Bukit Merah,
34400 Semanggol,
Perak Darul Ridzuan, Malaysia.
Tel : 605-890 8888
Fax : 605-890 8000
Email :
sales@bmlaketown.com.my
Resv :
reserv@bmlaketown.com.my

Kuala Lumpur Sales Office
No 15-1 & 17-1 Jalan PJU 8/5H
Perdana Business Center
Bandar Damansara Perdana
47820 Petaling Jaya Selangor
Selangor Darul Ehsan
Tel : 03-7722 5687
Fax : 03-7722 5634
Email :
sales@bmlaketown.com.my
Resv :
reserv@bmlaketown.com.my

Penang Sales Office
1st Floor, Wisma BDC
43, Rangoon Road
10400 Penang
Tel : 604-227 9003
Fax : 604-227 9019
Email :
btmerah@streamyx.com

3.6 Brands, Major Products and Services

· Waterpark

· Ecopark

· Orang Utan Island

· Water Chalet (Kampung Air)

· Laketown Hotel

· Suria Service Apartment Hotel

3.7 Corporate Mission

To strive towards excellence in providing quality services and products through teamwork for the betterment of the organization, society and nation.

Our endeavour – based on self-awareness, conscience, independent will and imagination – shall always be guided by correct principles and values.

3.8 Company’s Current Promotional Strategy

a) Current Promotions

Homestay

  • Homestay at RM66 only.
  • Room only with no frills.
  • Limited units available.
  • Towels, amenities, coffee/tea making facilities and breakfast are available upon request (chargeable).
  • Rate is exclusive of government tax and service charge.
  • Please call 05-890 8888 ext. 6004/6005 or e-mail reserv@bmlaketown.com.my for reservation.
  • Terms & conditions apply.

Waterpark Family Package

· Admission to waterpark.

· Only RM88 for 2 adults and 2 children.

Paddle Pop Children Eco Adventure Package

  • Only RM10.00 per child.
  • Package inclusive of Ecopark admission ticket, Wall’s souvenir, Wall’s Paddle Pop ice cream and Animal Food.

Massage

  • Massage service is available at Kampung Air.
  • Operation hours: 10.00 a.m. – 10.00 p.m.

JOM CUTI! Package (Valid until 31 December 2011)

2 days/1night

Single

Twin/Double

3rd Adult

Child

**Extension Night

SURIA SERVICE APARTMENT HOTEL

Studio room

RM210

RM320

RM120

RM80

RM160

1 bedroom unit

RM230

RM340

RM120

RM80

RM180

2 bedroom unit

RM330

RM440

RM120

RM80

RM280

LAKETOWN HOTEL

Superior room

RM280

RM380

RM130

RM90

RM230

Deluxe room

RM320

RM420

RM130

RM90

RM270

KAMPUNG AIR (WATER CHALET)

Studio suite

RM440

RM540

RM160

RM110

RM390

Package is inclusive of:
Room, 1 X Breakfast, 1 X Waterpark Combo Ticket, 1 X Welcome Drink, 1 X T-Shirt.

**Extension night is inclusive of Room with breakfast for 2 persons only.

Terms & conditions:

  • Room is subject to availability.
  • Not applicable for Group Bookings.
  • A surcharge of RM50.00 nett per room per night will be imposed during eve of public holidays, public holidays and school holidays.

**Other terms & conditions apply.

b) Collaboration with media (Harian Metro)

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4GUjHgP7RWaAoQtzrnWHB2qPbPLsWWotdi4D7ifFdc16qA9VItFOzJOwER25nOFm8PYXSBEGadHg4cTQv-8ULq8LnUFWVV62b2mj9QaeB8h4lXxs_oc6WfwHUEmrw-vqTD8FbtAFHfsw/s1600/251154_191658364219578_129134437138638_544770_1981437_n.jpg

c) Tourism Perak promoting Bukit Merah Laketown Resort as 1 of 10 icons of Perak

http://www.peraktourism.com/thing_to_do/index.cfm?temp=bukit_merah

d) Signboards within 5km radius of Bukit Merah

3.9 Product Sales History

5-Year Financial Highlights

3.10 Current Marketing Objective

Together, we will make certain that all product and services delivered to our customers and co-workers are defect-free and on time