Strategic Sales Performance in Pahlawan Lake Resort

Pahlawan Lake Resort, under the management of Paka Utama Holdings Sdn Bhd, is focused to project itself to become the best rural tourism destination in Kedah State and and best tourist hub for Northern Region of Malaysia. Paka Utama Holdings Sdn Bhd is awarded a 20 years leasing of land of Pahlawan...

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Main Author:	Adam, Mohd Saifudin
Format:	Thesis
Language:	eng eng
Published:	2009
Subjects:	G154.9-155.8 Travel and state Tourism
Online Access:	https://etd.uum.edu.my/1718/1/ADAM_MOHD_SAIFUDIN.pdf https://etd.uum.edu.my/1718/2/1.ADAM_MOHD_SAIFUDIN.pdf
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id	my-uum-etd.1718
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
topic	G154.9-155.8 Travel and state Tourism
spellingShingle	G154.9-155.8 Travel and state Tourism Adam, Mohd Saifudin Strategic Sales Performance in Pahlawan Lake Resort
description	Pahlawan Lake Resort, under the management of Paka Utama Holdings Sdn Bhd, is focused to project itself to become the best rural tourism destination in Kedah State and and best tourist hub for Northern Region of Malaysia. Paka Utama Holdings Sdn Bhd is awarded a 20 years leasing of land of Pahlawan Lake, a 25 km distance from Alor Setar, a capital of State of Kedah and a 5 km distance from Jitra township, dated 15 Mac 2006. Since then, major activities are planned and implemented with major ones are the building and facilities construction since 2007, with more than RM 8 million being spent to re-launch or re-branding and up-grading the resort to meet the expectations of the management as the best tourists destination for northern region. Full constructions of the facilities and buildings are expected to be completed fully by end of 2009. But as the business too need to be run at the same time, the sales progress are not encouraging even though much efforts are put into the promotions and advertisements, especially through the internet, brochures and tourism networks. It is ironic that there are an increasing flow of foreign tourists to Malaysia since 1998 to 2008 but the tourists’ destinations such as Pahlawan Lake Resort is almost insignificant in the context of tourists’ attractiveness. This caused some discontentment over the focused plan and how the plan is being implemented as only 20 to 30 percent of the total sales forecasted had been achieved so far. Thus, this consultation project intends to provide Pahlawan Lake Resort with plans and strategies after carefully examine and analyze their Porter’s 5 Forces of Strategic Plan as the main model of the study; and internal and external factors of their strengths, weaknesses,opportunities and threats (SWOT Analysis). The internal analyses of strengths and weaknesses would examine the resort from the following aspects - management, finance, human resources, marketing,organizational image, cost, location, facilities/infrastructure, number of tourists (local, domestics and foreigners) and government assistant. Meanwhile, the external analyses would examine the resort opportunities and threats factors such as economy, competitiveness, customers’ trend,technology, legal, and market structures.Based on Porter’s 5 Forces Model and SWOT analyses, it is found that the resort unable to seize opportunities available in the external environment if their internal weaknesses are left unattended and the internal strengths are simply not upgraded. Thus, recommendations are given based on its strategic sales planning and appropriateness of execution. Nonetheless, the recommended strategies would serve as roadmap for the resort to achieve as their favorite tourists’ destination target and become the best tourists’ hub for Northern Region of Malaysia.Thus this will provide the resort to become self-sufficient in future for any other plan that they intend to explore.
format	Thesis
qualification_name	Doctor of Business Administration (DBA)
qualification_level	Doctorate
author	Adam, Mohd Saifudin
author_facet	Adam, Mohd Saifudin
author_sort	Adam, Mohd Saifudin
title	Strategic Sales Performance in Pahlawan Lake Resort
title_short	Strategic Sales Performance in Pahlawan Lake Resort
title_full	Strategic Sales Performance in Pahlawan Lake Resort
title_fullStr	Strategic Sales Performance in Pahlawan Lake Resort
title_full_unstemmed	Strategic Sales Performance in Pahlawan Lake Resort
title_sort	strategic sales performance in pahlawan lake resort
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2009
url	https://etd.uum.edu.my/1718/1/ADAM_MOHD_SAIFUDIN.pdf https://etd.uum.edu.my/1718/2/1.ADAM_MOHD_SAIFUDIN.pdf
_version_	1747827194580697088
spelling	my-uum-etd.17182022-04-21T01:41:16Z Strategic Sales Performance in Pahlawan Lake Resort 2009 Adam, Mohd Saifudin College of Business (COB) College of Business G154.9-155.8 Travel and state. Tourism Pahlawan Lake Resort, under the management of Paka Utama Holdings Sdn Bhd, is focused to project itself to become the best rural tourism destination in Kedah State and and best tourist hub for Northern Region of Malaysia. Paka Utama Holdings Sdn Bhd is awarded a 20 years leasing of land of Pahlawan Lake, a 25 km distance from Alor Setar, a capital of State of Kedah and a 5 km distance from Jitra township, dated 15 Mac 2006. Since then, major activities are planned and implemented with major ones are the building and facilities construction since 2007, with more than RM 8 million being spent to re-launch or re-branding and up-grading the resort to meet the expectations of the management as the best tourists destination for northern region. Full constructions of the facilities and buildings are expected to be completed fully by end of 2009. But as the business too need to be run at the same time, the sales progress are not encouraging even though much efforts are put into the promotions and advertisements, especially through the internet, brochures and tourism networks. It is ironic that there are an increasing flow of foreign tourists to Malaysia since 1998 to 2008 but the tourists’ destinations such as Pahlawan Lake Resort is almost insignificant in the context of tourists’ attractiveness. This caused some discontentment over the focused plan and how the plan is being implemented as only 20 to 30 percent of the total sales forecasted had been achieved so far. Thus, this consultation project intends to provide Pahlawan Lake Resort with plans and strategies after carefully examine and analyze their Porter’s 5 Forces of Strategic Plan as the main model of the study; and internal and external factors of their strengths, weaknesses,opportunities and threats (SWOT Analysis). The internal analyses of strengths and weaknesses would examine the resort from the following aspects - management, finance, human resources, marketing,organizational image, cost, location, facilities/infrastructure, number of tourists (local, domestics and foreigners) and government assistant. Meanwhile, the external analyses would examine the resort opportunities and threats factors such as economy, competitiveness, customers’ trend,technology, legal, and market structures.Based on Porter’s 5 Forces Model and SWOT analyses, it is found that the resort unable to seize opportunities available in the external environment if their internal weaknesses are left unattended and the internal strengths are simply not upgraded. Thus, recommendations are given based on its strategic sales planning and appropriateness of execution. Nonetheless, the recommended strategies would serve as roadmap for the resort to achieve as their favorite tourists’ destination target and become the best tourists’ hub for Northern Region of Malaysia.Thus this will provide the resort to become self-sufficient in future for any other plan that they intend to explore. 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Journal of Managing Service Quality, vol.3, pp.48-51.Porter, M.E., (1985), Competitive Advantage, USA: The Free Press.Porter, M.E. and Fuller, (1986), “Coalitions and Global Strategy”. In: Porter, M.E., (ed),Competition in Global Industries, Cambridge, MA: Harvard University Press.Porter, M.E., (1990), The Competitive Advantage of Nation, London: The Macmillan Press Ltd.PUHSB Proposal Report (2006).Rajesh K.Aithal and Anil R.K (2008), “Concept, Application and Marketing of Rural Tourism”.Indian Institute of Management (Lucknow), pp. 33763 Roberts, L., and Hall, D (2001). Rural tourism and recreation: Principles to practice. Oxon:CABI Publishing.Weaver, D.B and Oppermann, M (2000). “Tourism Management”, John Wiley and Sons(Australia).Wheelen, Thomas.L and Hunger, J.David (2008). “Strategic Management and Business Policy”.Pearson Education, New Jersey, US. Woodruff, Robert B. (1997), “Customer value: the next source for competitive advantage”,Academy of Marketing Science Journal, vol.25(2), pp.139-153. http://www.tourism.gov.my/corporate/research.asp? http://www.euromonitor.com/Travel_And_Tourism_in_Malaysia Interview 1: PUHSB Senior Staff Interview 2: Kedah State Tourist Development Board (TDC) Senior Staff Interview 3: Senior Resident at Pahlawan Lake.

Strategic Sales Performance in Pahlawan Lake Resort

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