HPC3022 STRATEGIC PLANNING

IN TOURISM

3 : MA R KE T A N A L YSI S
CHAPTER
 INTRODUCTION
 Tourism is one of the highest contributions to Malaysia’s economic sector.
 Malaysia is one of the top most tourist travelled country in the South East Asian.
 Malaysia relatively new to tourism compared to their ASEAN neighbour such as Singapore, Thailand
and Indonesia.
 Tourism Malaysia goal :- To increase their number of foreign visitors to improve Malaysia’s economic
sector

“We aim to showcase Malaysia’s unique wonders, attractions and cultures; develop domestic
tourism and enhance Malaysia’s share of the market for meetings, incentives, conventions and
exhibitions (MICE)” (Tourism Malaysia, 2010)
 PENGENALAN SWOT
 Suatu bentuk analisis yang digunakan oleh pengurusan perniagaan atau organisasi yang sistematik dan
dapat membantu dalam usaha penyusunan suatu rencana yang terancang dan teliti untuk mencapai
tujuan perniagaan atau organisasi tersebut

 Analisa SWOT semata-mata hanya digunakan sebagai suatu analisa saja, yang ditujukan untuk
menggambarkan situasi yang sedang dihadapi sebuah perusahaan atau oraganisasi.

 Analisis SWOT bukan sebuah alat yang mampu memberikan jalan keluar dari permasalahan yang sedang
dihadapi.
SWOT ANALYSIS
 STRENGTH
STRENGTH – situasi ataupun keadaan yang merupakan gambaran kekuatan dari suatu organisasi
atau perusahaan

- Cth : jika kekuatan perusahaan tersebut lebih kepada kualitinya, maka kekuatan itu dapat di
manfaatkan dalam segmen pasaran dengan lebih menekankan tentang kualiti barang atau
perkhidmatan.

1) Outstanding natural beauty

2) Multi-cultural
3) Good transport and accommodations accessibility
4) English widely spoken
 STRENGTH
 Consist of Malaysia’s tropical rainforest, natural and manmade lakes, outstanding islands and

beaches

 Multi-cultural country which makes Malaysia a very unique country. Tourist from different part of Asia

can easily get use to the culture of Malaysia and yet see unique differences of the other cultures that

Malaysia has to offer

 Malaysia offers a modern airport facilities, easily acquired accommodations and also first class

accommodations with a low cost

 English is widely spoken in Malaysia as this ease tourist means communication.

 Malaysia will be an ideal tourism location for long or short term holidays
 WEAKNESSES
WEAKNESS – situasi ataupun keadaan yang merupakan kelemahan dari suatu organisasi atau
perniagaan. Merupakan cara menganalisis kelemahan di dalam sebuah perniagaan ataupun
 
organisasi yang menjadi faktor yang serius dalam kemajuan suatu perniagaan atau organisasi.

 Due to the low price of accommodations, Malaysia is facing a slow economic return
 4 to 5 star hotels is being sold at a low profit margin which is below USD 100 per night which is below
the hotel rates around the world.
 This affects the services and the quality that is offered
 Due to the low return, not many training can be conducted for the hotel staffs and not much
refurbishing can be done to the hotel.
 The hotels rather keep the current situation due to the low profit margin
 Low Profit margin
 Service and quality
 OPPORTUNITIES
OPPORTUNITIES – Analisis peluang, situasi atau keadaan yang merupakan peluang diluar suatu
organisasi atau perniagaan dan memberikannya peluang berkembang pada masa hadapan. 

 Better access through budget carrier

 The low cost carrier which is the budget airline
 Malaysia’s main budget airlines – Air Asia (travel to most of the international continent)
 Almost anyone can travel to Malaysia at a budget price due to the low cost carrier

 Historical sites

 Malaysia has many historical sites which tourist can visit and also learn a little about Malaysian
History
 This historical site has been reserved to attract tourist attention
 THREATS
THREATS – Analisis ancaman, cara manganalisis halangan atau ancaman yang perlu dihadapi oleh sesuatu
perniaagaan atau organisasi bagi menghadapi pelbagai factor yang tidak mendatangkan keuntungan
kepada perniagaan atau organisasi yang boleh menyebabkan kerugian. Sekiranya tidak diatasi, ia akan
menjejaskan sesuatu perniagaan atau organisasi pada masa hadapan.

1) Regional safety
 Diseases and natural disaster may affect the regional safety
 Natural disaster such as the Tsunami, Earthquake, Flood may affect the tourism rate in Malaysia

2) Environmental degradation
 It will also lead to an environmental degradation.
 After Tsunami, many houses near the seas were destroyed and will lead to pollution
 CONCLUSION
 Malaysia is ranked ninth in the world for number of tourist arrivals
 Malaysia can attract a variety of tourists, whether the tourist want to visit modern cities or hike
through dense, pure jungle swarming with wildlife