SWOT+ANALYSIS+(FINAL)


 * __SWOT ANALYSIS FOR REDANG RESORT. __**

**Why Do A S.W.O.T Analysis?**
According to fleisher and Bensoussan(2002) SWOT Analysis is carried out to allow a business or an organization to have a clear understanding of its internal and external situations, and use it as a guide to formulate business strategies and objectives.

How The Analysis was carried out:
__STRENGTHS __

IT solutions – Redang has upgraded its properties with technology that not only creates multipurpose, multi-functional interiors but also entertains travelers. A good example of this relates to the introduction of Microsoft Surface at Redang hotel. The new technology offers guests a virtual concierge and entertainment experience.

Redang Resort is Green Globe Certified, meaning that the staff is continually trained by local government run environment organizations. Once in a week they invite the local vendors to the hotel to display and sell their craft items. They monitor and conserve all water use on property and electrical equipments such as Jacuzzi blowers, spa steam rooms, outdoor lighting for walkways, refrigeration equipments etc are used on times. They also recycle food and office paper, reducing the use of all the hazardous chemicals.

Luxury brand positioning – Redang Resort 's strategy focuses on the development of lifestyle brands at a leisure price point supported by innovative marketing that makes an emotional connection with customers

They employ guest coordinators, who are trained to be experts in human relations, to make guests feel at home, coordinating the guest activities and making sure that everything works the way it should. They practice Total Quality Management throughout all levels of staff.

Winner of thousands of awards including.

- 6 times Platinum achievement award 2004-2009

- 2000 Thomas cook award for best hotel chain and best wedding and honeymoon hotel

- 2006 Malaysian airways best independent hotel group

- Six time winner of the Gold Travel Life Award by Virgin Holidays.

- <span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">Trip Advisor awarded them the 2007 and 2008 World's Most Romantic All-Inclusive Resort.

<span style="background-color: #ffffff; font-family: Verdana,sans-serif; font-size: 12pt;">- <span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">Travel + Leisure Magazine awarded them one of the top 25 hotels in Asia for 2002, 2006 and 2008.

<span style="background-color: #ffffff; font-family: Verdana,sans-serif; font-size: 12pt;">- <span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">They earned the Travel Weekly Magellan Award for Overall Eco-Friendly Resort in 2008.

<span style="background-color: #ffffff; font-family: Verdana,sans-serif; font-size: 12pt;">- <span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">2007 Asia Travel Awards for Best All-Inclusive Resort-13th year in a row-and the Consumer Favorite All-Inclusive Resort.


 * __<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">WEAKNESS __ **

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">Luxury brands – mid-scale and upscale hotel brands leave Redang Resorts vulnerable to any potential global economic downturns, particularly given that economy travel accommodation is gaining increased penetration in major destination markets.

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">They need to better position themselves against competition, other luxury resorts and other popular destinations for honeymoons and families.

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">They need to communicate the their view on environmental issues. For example, Redang beach resort received a Green Globe Certification for commitment to natural resources, but they don't advertise or communicate it! In this economic downturn, Malaysians want to feel good about spending their money in socially responsible ways and the Green Globe Certification is highly prestigious.


 * __<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">OPPORTUNITIES __ **

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">Creating a joint venture with Stephen Foong’s Bridal, creating a presence on all of the major wedding planning websites, Parents' Magazine and on local television.

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">Promote their resorts at all Bridal and Child/Baby expos in major cities in Malaysia and in neighboring counties like Singapore and Indonesia, in order to reach the largest numbers of their target market. They can make use of high definition, interactive sales pitches that will allow honeymooners and families to book their vacations on the spot. They could also attend the National Wedding Show in Kuala Lumpur every April.

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">During the economic downturn, they need to play up the "all-inclusive" angle of their resort that is creating a marketing campaign that emphasizes on the money saving aspects of their vacation destinations, and that guests don't need to worry about extra expenses.


 * __<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">THREATS __ **

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">One threat that cannot be controlled is the weather. Tsunamis are bad for business all over the pacific ocean however, they can offer guarantees so their guests will feel more secure when booking a vacation.

<span style="background-color: white; font-family: 'Times New Roman',serif; font-size: 12pt;">According to marketing teacher (2000), “The commercial sexual exploitation of children and young women has paralleled the growth of tourism in many parts of the world. Though tourism is not the cause of sexual exploitation, it provides easy access to it. Tourism also brings consumerism to many parts of the world previously denied access to luxury commodities and services. The lure of this easy money has caused many young people, including children, to trade their bodies in exchange for T-shirts, personal stereos, bikes and even air tickets out of the country. ”