SWOT analysis is widely used by corporation all over the world to help them in developing their corporation’s business strategy. It is a normal practice that when we conduct business strategy, the main point that we will look into is the strength and weakness that leads to the profit and loss of the corporation. How we tackle the strength and weakness are by conducting study on the opportunities and threats seen surrounding. SWOT is an acronym that stands for Strength, Weakness, Opportunity and Threats. A SWOT analysis is an organized list of a business’s greatest strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal to the company such as reputation, patents and location. It can changed over time but not without some work. Opportunities and threats are external such as suppliers, competitors and prices. As a business owner, there is no way for someone to take control over opportunities and threats as they are there like mushrooms.
Existing businesses can use a SWOT analysis, at any time, to assess a changing environment and respond proactively. In fact, conducting a strategy review meeting at least once a year that begins with a SWOT analysis is highly recommend by some reputable business analysts. New businesses should use a SWOT analysis as a part of their planning process. There is no “one size fits all” plan for a business, and thinking about the new business in terms of its unique “SWOTs” will put it on the right track right away, and save from a lot of headaches later on. Originated by Albert S Humphrey in the 1960s, the tool is as useful now as it was then. Business owner can use it in two ways – as a simple icebreaker helping people get together to “kick off” strategy formulation, or in a more sophisticated way as a serious strategy tool. The tourism industry in Malaysia is the second fastest growing industry in the country after the manufactuing sector.
The tourism industry comprises of tour and travel agencies, tourist guides and hotels. According to the Nlinistry of Tourism, the number of tour and travel agencies registered with the Ministry are 2,418 in 1996 compared to 2,212 in 1995. In Kuala Lumpur, the registered number of agencies are 770, followed by Penang 253 and Johor 226 . Meanwhile, the number of tourist guides registered with the Ministry of Tourism arc 3,923 in 1996 compared to 3,518 in 1995. Most of the tourist guides are based in Kuala Lumpur (1,178), followed by Penang (623) and Johor (497) respectively.
The number of tourists visited Malaysia has grown from 22.5 million to 33.5 million under the Sixth Malaysia Plan. Revenue generated from tourism related activities has increased tremendously from RM 31.2 billion under the Sixth Malaysia Plan compare with RM 12.8 billion under the Fifth Malaysia Plan. The increase in revenue is caused by the average expenditure per diem for each tourist has increased to 88.8% out of the RM135 by the year of 1990 to RM 269 in 1996. (Source: Statistical Division, Ministry of Tourism)
2.0 Introduction to Palm Resort Golf & Country Club
Located near to the Senai Airport, Palm Resort Golf & Country Club is a premier golf destination with three distinctively individual 18-hole championship courses designed by Hiromasa Inagawa for Chempaka, Ronald Fream for Allamanda and Yoshiharu Miyake & Tan Sri Nik Ibrahim Kamil for Melati. What makes this resort unique than other golf courses in this region is that they have Allamanda course which has undulating fairways, set against the dramatic backdrop of the surrounding scenic garden views and was built by Japan Development Corporation (JDC), whereas Melati course is a links course with 1 point start with the longest par 5 measuring 680 yards from the tee to green. By maintaining the best cultural practice to provide good playing condition, they are among one of the best golf courses in Johor.
The three 18-hole championship golf courses – the Allamanda, Cempaka and Melati at Palm Resort have been named after the Malaysian floras. The Palm Resort site covers 800 acres of rolling hills and picturesque lakes. Each course features an abundance of landscaped gardens and natural flora. Most of the fairways are often flanked by water and large bunkers both from tees to the greens. They pride themselves as an integrated resort with so much to do, and so much to indulge until the moment of departure. With the most complete sports and leisure centre in Senai, it is now easier for corporates and families to organize their team-building activities here. Strike the pins at the bowling centre, smash at the squash or target at the paintball – all range of activities are lined up to cater for everyone’s needs. The Sports & Leisure Centre is able to host up to 1000 participants at one time. Rock Climbing feature is also aimed to be ready for the members by December 2014.
Designed as a “Resort Course”, it is a favourite course for play featuring breathtaking scenery of water features, daunting sand bunkers, and carefully-manicured Tifdwarf greens hidden amongst verdant landscaping. The fairways and roughs are severely undulating in places, and well-guarded which can pose challenges towards securing a victory. It embodies 11 holes of water and two signature holes represented by No. 2 and No. 15.
Playing this championship course demands full concentration. The Cempaka measures 7,156 yards from the pro tees, which requires skill in assessment and execution. More intimidating is the number of severe doglegs, narrow fairways, 9 holes of water and more than 60 sand bunkers together with the winding Serangoon fairways that would daunt any seasoned golfer. The wide expanse of undulating Bermuda greens, however, would provide an advantage to experienced green readers.
A more open course, the Melati is carpeted with expansive Tifdwarf greens complimented by neat Serangoon fairways. It plays as a links course with a ‘first tee only’ start and is the longest of the three courses at 7,205 yards from the black tees. Expect the challenge to be a drawn-out affair with the blue tees measuring 6,669 yards, the white tees at 6,170 yards and the red tee at 5,601 yards. Further there are 35 sand bunkers and a total of 6 holes of water to conquer. The course has been noted as extremely difficult with the country’s largest known single stretch of sand defending the par 3 Hole No. 2, while the country’s longest hole at No.15 measures a relentless 684 yards from the back tees. Yet another obstacle is the island green surrounded by water at Hole No.16 which will definitively test the precision of even the most adept of players.
Le Grandeur Hotel
Meeting, Incentives, Convention and Exhibitions. These very terms express the versatility in which Le Grandeur Palm Resort is able to render in terms of space, capacity, facilities and capabilities for functions from as small as 12 persons in a seminar to as extensive as 1500 people in a cocktail reception. With a total of 30 function rooms that are easily-converted and outfitted with wireless broadband internet services, we are able to cater to varied demands for meets, banquets and conventions. People may choose to impress with a candlelit buffet dinner by the Olympic Pool, with entertainment on a purpose-built floating stage. The employees are trained to serve with creativity. Therefore anyone can task them with theme parties, barbeques, teambuilding events, tele matches, golf tournaments, garden parties, etc. – all executed with relish, from start to finish.
The resort’s main strength isa