1.0 SWOT Analysis – An Overview
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...
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