Individual Report – A’Famosa Water-World

1. Introduction
The selected tourist attraction in this individual report is the A’Famosa Water-World. A’Famosa Water-World is the only water theme park of its kind in the southern region of West Malaysia and comprises of variety of slides and pools. The park has lots of interesting, exciting and unique features such as choices of water slides which designed to suit most of the sophisticated water enthusiasts. A’Famosa Water-World has focused its effort on development of entertainment activities to the communities to enjoy. Their objective is to build quality activities and enjoyment to the community as well as to maximize their profits at the same time. In this case, marketing role has help A’Famosa Water-World to achieve its objectives in a way that it provides awareness and information regarding the water theme park to the customers. Through this report, an evaluation on A’Famosa Water-World current practices is able to define. Recommendations on marketing strategy and one year integrated plan will be defined in this report as well. This generally helps to create a clearer picture on how A’Famosa Water-World is playing a role in business world and business market.
(Sources at: http://www.afamosa.com/main.php?m=Content&op=page&id=17)

2. Strategic Planning Tool - SWOT Analysis
SWOT is an important strategic planning tool; it helps to compare internal organizational strengths and weaknesses with external opportunities and threats. This analysis provides a critical view of the organization’ internal and external environments and helps on evaluation of the basic mission for firm’s fulfillment. A firm’s strengths reflects its core competencies which are capabilities that customers value and competitors find difficult to copy. Firms will face a problem when environmental threats attack their weaknesses. Therefore, firms