Park, Recreation and Leisure Service Assignment

AKNOWLEGDEMENT
We are really grateful because we managed to complete our Park, Recreation and Leisure
Service assignment within the time given by our lecturer NOR ASMALINA BINTI MOHD
ANUAR. This assignment cannot be completed without the effort and co-operation from our
group members, We have 9 people in our group. We also sincerely thank to our lecturer of
HTT 549, NOR ASMALINA BINTI MOHD ANUAR for the guidance and encouragement in
finishing this assignment and also for teaching us in this course. Last but not least, we would
like to express our gratitude to our friends and responders for the support and willingness to
spent more time with this assignment.

TABLE CONTENT
CONTENT PAGES
Introduction. 1
1. Administration and Management:
1.1 The Growth of Sunway Berhad.
1.2 The Success of Sunway Group.
1.3 Type of organization in Sunway Lagoon Theme Park.
1.4 Management in Sunway Lagoon.
2 - 7
2. Marketing Programs and Activities:
2.1 Merchant Programs.
2.2 Events & Packages.
2.3 Social Media Marketing.
8 - 19
3. Financial Management:
3.1 Operating Management.
3.2 Responding to the operating environment.
3.3 Highlights and Achievements.
3.4 Strategic Collaboration.
3.5 Outlook and Prospects.
3.6 Strategic Priorities.
3.7 Source of Revenue.
3.8 Fees and Charges.
20 - 29
4. SWOT Analysis:
4.1 Strenghts.
4.2 Weakness.
4.3 Opportunities.
4.4 Threats.
30 - 34
5. Problems and Challenges:
i. Overcrowding and Queuing.
ii. Inadequate Energy Supply.
iii. Slow Response Time of Customer Service.
35 - 40

iv. Inaccessible for Disable or Elderly.
6. Human Resources. 41 - 43
7. Safety and Security Measure:
i. Standard of Operation (SOP) for staff and customers.
ii. Park Safety regulation.
iii. Maintenance regularly.
iv. New Safety & Health Practices of Covid-19 Pandemic.
v. Water Park.
vi. Wildlife Park.
44 - 47
8. Sustainable Development:
8.1 Vision, Mission & Principles.
8.2 Sunway Lagoon Sustainable Development.
8.3 United Nations Sustainable Development Goals (UN-SDG)
48 - 52
Conclusion. 53
References. 54 - 57

INTRODUCTION
Each country has its own theme park. It serves as a tourist attraction and as an economic
resource for the country. The theme park is also a symbol of a country's identity. Apart from
serving as a tourist theme park , it is also a recreational location with the family by the local
community.
In Asia, Sunway Lagoon is one of the famous theme parks in Southeast Asia.
Opened to the public in 1992, the Sunway Lagoon is still famous until today.
Therefore, this report will further explain the challenges faced by the organizations
involved in developing Sunway Lagoon as one of the famous theme parks in Southeast Asia.
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SUNWAY LAGOON
Sunway Lagoon Theme Park is located in Petaling Jaya – a thriving satellite town – about
15km southwest of the Kuala Lumpur city centre. With a variety of watery rides on offer and
plenty of dry-land activities too, there are few more fun ways to spend a day than cooling
down at Sunway.
1. Administration & Management.
Sunway Lagoon was the one stop destination for fun over 90 destination spread across 88
unit of land. Besides, they create an attraction that has become Malaysia No 1. Must visit
destination for traveller around the county which was Water Park, Wildlife Park, Amusement
Park, Extreme Park, Scream Park and Nickelodeon Lost Lagoon and it is the Asian 1 st
Nickelodeon Theme Land. Book your ticket online and come to experience them all just
once in your life time.
Once you step in Sunway Lagoon, you can spend and explore your entire day here
with your friend and family. Sunway Lagoon have a various and variety dining options that
available in the theme park. Besides then theme park, we also have a place to sleep, it was
just next door to the Sunway Lagoon Resort Hotel & Spa. They are not just offer for ride and
attraction, it also offers numerous package that include meetings, concerts, themed dinner
and parties.
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i) VISION
Be Malaysia model theme park in sustainable practices, keep on focusing on
minimizing the environment impact through sustainable impact, using their
available resources wisely and creating awareness on planning activity.
ii) MISSION
Sunway berhad had minimize the environment footprint in their business activities
and embracing sustainability in their business process and decision
1.1 The Growth of Sunway Berhad.
In 26 January 1978, Sungei Way Holding Sdn Bhd or known as Sunway Berhad started off
as a private limited. In the tin mining industry on that year. As a new establish business
company in property and construction, the company venture into the property development,
construction, trading, manufacturing, quarrying and building materials industries. By the
steady growth business have made Sungai Way Holding Sdn Bhd listing in the main board
of Bursa Malaysian on 16 February 1984. On 13 December 1999 the company have
changed their name to Sunway Holding Incorporated Berhad and finally they assuming the
name of Sunway Holding Berhad in 2007.
In 13 July 1982, Sunway City Berhad the sister of Sunway Holding Berhad was a
company that was undergoing as a key player in property development sector industries in
Malaysia. However, Sunway City Berhad is originally incorporate known as ‘Sri Jasa Sdn
Bhd’. The company have successfully pioneered the concept as a first integrated resort city
into a one of the region top tourism spots that have attracted many countries to come and
visit and enjoy the leisure in Sunway property. On 8 July 1996, Sunway City Berhad was
later success being listed on the main board of Bursa Malaysia. Not only grow as one and
only resort city, they also have grew as become as a one recognizes property in Malaysia
with interest in property development industries, property invest, hospitality, healthcare and
leisure.
By more than three successful decades, the founder and chairman Tan Sri Dato’ Seri
Dr Jeffery Cheah for both companies has initiated the consolidation of these two entities
solidify and the strengthen Sunway Berhad as a property construction conglomerate. On 23
August 2011, Sunway Berhad have completed the exercise with listing on the Main Market
on Bursa Malaysia.
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1.2 The success of Sunway Group.
After a decade, Sunway Group have carried a diversified business in property development,
property investment and real estate investment trust, construction development, leisure,
hospitality, trading and manufacturing, building materials and healthcare. With being leading
business in their respective fields, Sunway Group have a steady flow of earning contributes
to consistent in annual fiscal performance. Meanwhile, this group have an importance in
diversity the revenue stream.
Next, Sunway Group is known one of the business models, is cover entire cycle of
property industries from Land banking and master planning to design and construction,
marketing and sales, the property management and capital recycling by Sunway Real Estate
Investment Trust. Sunway City was a key manifestation of Sunway Business as a master
community developer. This group have a control over the development value chain if
properties into the end products to add value for property purchasers.
However, Sunway City is known as first township in Malaysia to win Low Carbon City
Award in the ninth Malaysian Institute of Planners Awards for Planning Excellence in 2016.
The Green Building Index is sustainable township record as 42 million visitors annually. The
visitor is capable to access easily by tacking the public transport.
Sunway have continued to expend their portfolio by mirroring identical business model in
Sunway City Ipoh, Sunway Velocity Kuala Lumpur in coming soon Sunway Iskandar. This
Landmark development will continue to ensuring deliver a sustainable advancement to the
group and communities in future.
1.3 Type of organization In Sunway Lagoon Theme Park.
In administration of Sunway Group, they have serval organization have being created to
carry out entire operation of the theme park, it was also been divided into a serval operation
which is recreation park, sales kiosks, water park, cafes, lifeguard, customer services, ticket
and maintaining technicians. Sunway Group have owed another group that is known as
Sunway Lagoon Water Theme Park Sdn Bhd with a slogan that is created ‘Your Best Day
Ever’. Sunway Lagoon Water Theme Park was officially open on 29 April 1993 and begin
operation on 1992. It way officially opens by the Prime Minister of Malaysia, Tun Mahathir
bin Mohamad.
Futhermore, the water theme park has 88-acre that was located 150 feet below the
surface of the tin mine and now features 90 of attraction for indoor theme park and water
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theme park for visitor with a safety features of all ages. Since it open, Sunway Lagoon Water
Theme Park have added the first simulation water surfing for the first time in Malaysia for the
visitor to enjoy it. Other then Theme Park, they have another attraction that known as
Sunway Giza Shopping Mall with largest ice-skating park.
Sunway Lagoon Water Theme Park internal structure operation are well and have
proper organized with everyone play their role in the organization. Between the cooperation
divisions have create a strong teamwork in their management of large-scale water theme
park. Meanwhile, by understanding each of their role, assignment and recognizing their
responsibility can create a well good organizational structure by identifying each position
and how they relate to it.
There are serval department have been set up by Sunway Lagoon management to
ensure all operation are running well and successfully. It have cerate 8 department
establishment in administration of organization among them.
I) Water Park Department.
Swimming pool department and pool guards play a role of rescuing and for
overseeing all water park slides as well as overseeing the safety of water park
visitor by monitoring areas to avoids accident. This department is also expected
to provide guidance and enforcement of Sunway Lagoon standard operating
policies and procedures, they also focusing on providing first aid when it can use
it in emergency way. Water Theme park have 13 attraction and surf beach with 9
attraction.
II) Food & Beverage Department.
It responsible for setting up Food and Drink around the theme park in selling gift
and beverage-based products to visitor. Kiosk operation run their business on a
timely basis and engage the staff in front of the store. They have a creative
strategic and strong communication skill and ability to sell F&B products. They
are also able to conduct and ensure process related to the cashier are smooth
and received payment properly, all price and the quantity are in accordance with
the rules of operation.
III) Technical services department.
The General maintenance department has to ensure the entire physical building,
garden and everything is well function through the operation. However, the
technicians assist the facilities and carry out a variety of general maintenance
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and repair activities that including of plumbing, painting, cement work and pest
control. They also conduct daily inspection and preventive maintenance on park
by ensure good working and report safety hazards to the task force.
IV) Sales Department – Event & Entertainment.
This department is assisting such as singers, actors, dances, etc. they are
responsible for performing either front nor behind work task assigned by the
Team Leader or Supervisor is to conduct beach or pool sports activities in team
building, craftsman’s, cosplaying, musical & concerts.
V) Retails Department.
Is a sales kiosk that responsible for promoting sales which is gift, accessories,
games, mini fun fair, dolls and customer services. This department have a good
product knowledge and maintaining high standards services of store
presentation. Therefore, they also responsible for all the item with a correct price
and uploaded in accordance with rules while operation. They generate revenue
by conducting sales activities and ensuring smooth cashier related processes
and accepting payment, make sure all price correct and quantities is enough.
VI) Customer care & ticket department.
Is responsible for ensure the customer wear a valid and proper wristband, help to
wear the bracelet and scan the scanner, same times they need to make sure
food, drink, skateboard are not allowed to bring in the park. Is based on the rules
from sunway lagoon water theme park.
VII) Department of In – Park Revenue Department.
Tube Rental & locker assistant is responsible for ensure that the Locker system
operates and assist customer in the use of locker. They also do monthly stock
pickup and check on all tubes, skateboard and body boarder. They also have to
sure that cashier is run smoothly and accept payment also need to make sure the
price is correct and quantities are in accordance with operating rules.
VIII) Cashier.
Individual assigned to this section is responsible for implementing and make sure
the cashier related process is smooth and received payment properly.
They also known as a front-line staff. They have deep knowledge in the theme
park safety, cleanliness and hygiene standards.
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1.4 Management in Sunway Lagoon.
Management is an organization to run all type of management in every company. Good
Management in one company is a backbone of successful. However, it can be thought as a
process of working with an individual to achieve their organization target and goals.
Meanwhile, there have five function which is Planning, Organizing, Staffing, Directing and
Controlling.
Sunway Group have managed are great and ideal Management that have make their
company stronger for year to year until now. They have choosing appropriate goals and
actions to pursue and determining what the strategies to use. With having a good
management, Sunway group have establishing worker relationships to ensure worker to
work as a teammate. It also involves articulating vision, energizing employees will make a
company to achieve their goals, inspiring and motivating people and have a effective
communication skills.
In Sunway Group Human Resource, to recruiting an employee they have to select
and choose it wisely for each department and teams’ position that is suitable for each
employee. They have ensured how well they have to achieve the goals and target that have
they set in each team and department.
Organization structure is important in develop a business, no matter have specific the
title is, it also known as a front line, middle and top managers in every company. Every
Management have a role and specific tasks and duties to handle every day. In Sunway
Lagoon, they have separate and elaborate every department to ensure that it run well
without any failure every day. Every manager is an important role and model in every
company, same as Sunway Lagoon. Their manager have to understand codes of conduct,
code of ethics or other official rules and to attain and keep it recorded in every
documentation laying out guidelines for ethical behaviour.
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2. Marketing Programs and Activities.
Marketing activities refer to the things an individual or organization undertakes to boost the
sales of services/products and to improve its brand. In other words, marketing activities are
the set of processes for creating effective communication, exchanging, and delivering
offerings that would add value to the customer, partners, or client.
Sunway Lagoon is an amusement park in Petaling Jaya, Malaysia. Founded by Tan Sri
Dato' Seri Dr Jeffrey Cheah in. It was officially opened by the Prime Minister Tun Mahathir
bin Mohamad on April 29, 1993. It features rides in both the water park and the adjacent dry
park. In late 2008, new parks were added, and minor improvements were made to the
existing park. The park is home to the world's largest wave pool, measuring an impressive
139,800 square feet (13,000 square meters). Now it is obvious why Sunway Lagoon is well
known; this is due to their market segmentation.
Market segmentation helps marketers define customer needs and wants more precisely.
Sunway Lagoon uses geographic, demographic, psychographic segmentation, benefit
segmentation and usage rate to locate their target market.
Geographic segmentation is a common strategy when you serve customers in a
particular area, or when your broad target audience has different preferences based on
where they are located. This marketing approach is common for small businesses that serve
a wide demographic customer base in a local or regional territory. Geographic segmentation
refers to a region of a country or the world, market size, market density, or climate. This is
used for the location of Sunway Lagoon which is strategically located in the heart of Petaling
Jaya, Malaysia. To attract people from city, Sunway Lagoon is just a 15 minutes’ drive from
Kuala Lumpur. It also located at the center of Malaysia, so it is easy for all Malaysians to
travel to Sunway Lagoon. Next to Sunway Lagoon, there are Sunway Shopping Mall and
The Sunway Lagoon Resort Hotel. The Sunway Lagoon Resort is a good choice when
staying in the area.
Demographic segmentation refers to age, gender, income, ethnic background, and family
life cycle. This is used to help determine what type of playground they should create for
children or rides and attractions for adults and senior citizens.
The income level would have to be middle to upper class, which is RM40,000 annual
income or above since park tickets are very expensive. The Sunway Lagoon is not a gender-
specific product, and ethnicity will also not affect the plan. There are also key demographic
groups that many marketers are very interested in, such as the teens and Baby Boomers.
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The tweens are between the ages of 9 and 12 and have enormous spending potential due to
their parents providing them with a large disposable income. For example, Tweens have a
lot of spending potential because their parents provide them with disposable income. The
park will send out buy one, get one ticket free ads to local middle schools to reach the tween
audience. Sunway Lagoon Theme Park targets both children and adults. Sunway Lagoon
also uses their demographic data to segment their markets by occupation. From their
occupation, Sunway Lagoon will generally know their income level. For this part, Sunway
Lagoon targets upper-lower and middle-income level of people in the market. Then, they
focus the advertising activities on people who are in the range of target market.
Psychographic segmentation is based on personality, lifestyles, and geo-demographics.
This is also used to help Sunway Lagoon determine who is going to buy more of their goods
and services. Lifestyle segmentation is a more recent method which involves dividing the
information of each customer into small sub-groups. These sub-groups are made from the
data pertaining to each customer. These groups are created to draw inferences about
customer choices, likes or dislikes. Customer lifestyle segmentation data can help the
marketing team to understand the customer properly in terms of his needs, choices as well
as his taste for new products. Typical breakdowns of personality include compulsive,
competitive, extroverted, gregarious, authoritarian, ambitious, and aggressive. Sunway
Lagoon promote themselves as "friendly" and whose customer service personnel are
instructed to call customers by their first names are trying to appeal to gregarious people. It
considers several potential influences on buying behavior, including the attitudes,
expectations, and activities of consumers. For example, next to Sunway Lagoon Theme
Park, there is a Shopping Mall, and Sunway Pyramid Hotel that offers 4-star accommodation
with free parking. It features a pool, 24-hour fitness center, and many dining options.
Sunway Lagoon over the years turned into an impressive multi-park destination with
assorted attractions including Scream Park, Extreme Park and Wildlife Park. People that
have different personalities and different lifestyles, they can find their own favorite parts of
the park and enjoy the attractions in Sunway Lagoon.
Marketers can also segment a market using benefit segmentation. This is dividing
customers up by the benefit they get from using the product or service. Some benefits
include getting thrills or excitement, spending time with the family or just relaxing. So,
depending on why the customer is visiting the park, the marketing team could provide a
targeted promotional campaign to attract the customer.
The four Ps of marketing are the key factors that are involved in the marketing of a good
or service. They are the product, price, place, and promotion of a good or service. Often
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referred to as the marketing mix, the four Ps are constrained by internal and external factors
in the overall business environment, and they interact significantly with one another.
The 4 Ps are used by companies to identify some key factors for their business,
including what consumers want from them, how their product or service meets or fails to
meet those needs, how their product or service is perceived in the world, how they stand out
from their competitors, and how they interact with their customers.
The 4 Ps used by Sunway Lagoon is explained below:
1. Products.
Sunway Lagoon provides the ultimate theme park experience in 6 adventure zones – Water
Park, Amusement Park, Wildlife Park, X Park, Scream Park & Nickelodeon Lost Lagoon
(Asia’s 1 st Nickelodeon Themed Land). They have various dining options available at the
theme park and a hotel next door called Sunway Resort Hotel & Spa. There are also
performances, parades, and character appearances such as meet and greet with Captain
Quack and Friends and shows such as Teenage Mutant Ninja Turtle to give visitors a
memorable experience.
i. Water Park
Water Park consists of Waters of Africa, African Pythons, Congo Challenge,
Cameroon Climb, Vuvuzela, Little Zimbabwe, Waterplexx 5D, Scuba Diving, and Surf
Beach.
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ii. Amusement Park
The Amusement Park is a place for great adventure. There are Malaysia’s Longest
Pedestrian Suspension Bridge, the Tomahawk, Pirate’s Revenge, Carousel, Fun
World, Lost City of Gold Scream Coaster, Butch Cassidy Trail, Colorado Splash, and
Grand Canyon River Rapids.
iii. Wildlife Park
The Sunway Lagoon Wildlife Park has more than 150 species of animals from
around the world. Get to know different wildlife with attractions such as Wildlife
Encounters, Wildlife Theatre, Pet Village, Tiger Land, Enchanting Exhibits, and The
White Lion Kingdom.
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iv. X Park
The X Park of Sunway Lagoon is the perfect place for thrill seekers. Gear up for
adventures such as Malaysia’s Longest Flying Fox, Bungee Jump, Go-Kart, ATV, G-
Force X, Paintball Target Shooting, Pedal Boating, and Archery.
v. Scream Park
For a spine-chilling, hair-raising experience, the Scream Park is a must for horror
fans with attractions such as Lynton V Harris’ Scream Park, Sharknado Alive, and
Nights of Fright which is exclusive during October’s Halloween season.
12

vi. Nickelodeon Lost Lagoon
Asia’s 1st Nickelodeon Themed Land is set amidst 10 acres of lush tropical rainforest
with more than 12 rides and attractions such as SpongeBob Splash Adventure,
Monsoon 360, Jungle Fury, Kubarango, Splish Splash, Primeval, Hippo Valley,
Wonder Steps, Explorer’s Campsite, and Explorers’ Trail.
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2. Price.
The pricing offered by Sunway Lagoon is based on value-based pricing (demand-based
pricing) which is the price set based on buyers’ perceptions of value independent of cost.
Sunway Lagoon uses all the six price adjustment strategies to promote their business.
There are 6 price adjustment strategies which are:
i) Discount and allowance pricing
ii) Segmented pricing
iii) Psychological pricing
iv) Promotional pricing
v) Geographical pricing
vi) International pricing
Other than that, there are 5 categories of product mix pricing strategies which are
product line pricing, optional product pricing, captive product pricing, by-product pricing, and
product bundle pricing. Sunway Lagoon uses Product Bundle Pricing by offering bundle of
products sold together. Sunway Lagoon combines several products and offer the bundle at a
reduced price. For example, when we buy Sunway Lagoon’s ticket, the package includes
entry to all parks, including rides, activities, and attractions.
The pricing at Sunway Lagoon is divided into 4 categories:
i) Admission Rate
ii) Malaysians Rate
iii) International Travelers
iv) Promotions
Admission Ticket includes entry to ALL parks, including all rides, activities, and attractions.
Not applicable for pay-per-ride activities: Bungy Jump, G-Force X, Go-Kart, and Scuba
Diving.
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i. Published Admission Rates
Admission Ticket Rates (MYR)
Adult (13 years old and above) 202
Child (12 years old and above) 170
Senior Citizen (60 years old and above) 170
ii. Malaysians
Only MyKad is entitled to one purchase and the card holder must be present. Not valid with
other discounts or promotions.
Walk in rate:
Admission Ticket Rates (MYR)
Adult (13 years and above) 138
Child (12 years old and above) 113
Senior Citizen (60 years old and above) 113
Save RM5 when you buy online.
Admission Ticket Rates (MYR)
Adult (13 years and above) 133
Child (12 years old and above) 108
Senior Citizen (60 years old and above) 108
iii. International Traveler
Enjoy your best 2 days ever at Sunway Lagoon with the 2 Day Fun Pass. Great savings for
twice the fun. Enjoy 50% off on your 2nd day.
Walk in rate:
Admission Ticket Rates (MYR)
Adult (13 years and above) 303
Child (12 years old and above) 255
Senior Citizen (60 years old and above) 255
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Save more when you buy online.
Admission Ticket Rates (MYR)
Adult (13 years and above) 298
Child (12 years old and above) 245
Senior Citizen (60 years old and above) 245
iv. Promotions
Buy online for 1-day pass.
With just a few clicks, you get to save RM5 and experience a hassle-free direct entry into the
park.
Admission Ticket Rates (MYR)
Adult (13 years and above) 197
Child (12 years old and above) 165
Senior Citizen (60 years old and above) 165
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3. Place.
1. Location.
Sunway Lagoon Theme Park is in Petaling Jaya – a thriving satellite town – about 15km
southwest of the Kuala Lumpur city centre. With a variety of watery rides on offer and plenty
of dry-land activities too, there are few more fun ways to spend a day than cooling down at
Sunway.
2. Transportation.
Sunway Lagoon can be accessed via Federal Highway, Damansara-Puchong Expressway,
New Pantai Expressway, and KESAS Highway by car. There is also the Sunway City Bus
Rapid Transit System with elevated covered walkway. By public transport, Sunway Lagoon
can be reached using KTM and Putra LRT. Sunway also provides free shuttle bus service
around Sunway city every 25 minutes.
3. Distribution Channels.
Distribution channel is a chain of businesses or intermediaries through which a good or
service passes until it reaches the final buyer or the end consumer. Channel levels consists
of consumer marketing channels or the industrial marketing channels.
There are 4 levels of consumer marketing channels:
i) 0-level
Manufacturer → Consumer.
Consists of a manufacturer directly selling to the end consumer.
ii) 1-level
Manufacturer → Retailer → Consumer.
This level has an intermediary in between the producer and the consumer.
iii) 2-level
Manufacturer → Wholesaler → Retailer → Consumer.
Two level channel involves the movement of goods from the company to an
intermediary, from the intermediary to another and then to the consumer.
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iv) 3-level
Manufacturer → Wholesaler → Jobber → Retailer → Consumer.
This channel can combine the roles of a distributor on top of a dealer and a
retailer. The distributor stocks the most and spreads it to dealers who in turn
give it to retailers.
Sunway Lagoon uses 2 consumer marketing channels which are 0-level channel and 1-level
channel. For 0-level channel, Sunway Lagoon sells their tickets direct from their official
website or walk in. For the 1-level channel, Sunway Lagoon also sells their tickets through a
retailer such as Wonderfly, Klook, and Traveloka.
4. Promotions.
1. Best Day Ever (based on price of online ticket purchasing)
2. Birthday Special: Buy 3 free 1 at RM414 (NP: RM808). Valid during birthday
month and applicable only to MyKad holders.
3. Annual Passport: Enjoy limitless fun for the whole year to all 6 parks with exciting
rewards and benefits. No blackout dates. Valid for Malaysians and Non-
Malaysians (with single entry visa).
4. Seniors Play for Free (Walk in only): Seniors get to play for free with 1 paying
adult (RM138) or Child (RM113). Valid until 31st Dec 2020. Proof of age is
required and applicable to MyKad holders only.
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2.1. Merchant Programs.
Sunway Lagoon offers promotions with merchants such as banks. For example, Sunway
Lagoon has a promotion through UOB that gives up to 40% off on Sunway Lagoon published
admission rate.
2.2. Events & Packages.
Sunway Lagoon offers numerous packages for meetings, concerts, themed dinners, and
parties. For theme events and dinners, they will customize, conceptualize, plan, build,
execute, and deliver at every stage of the event. They provide experienced planners who
have close connections with arts and entertainment professionals. Example of themes they
provide are Garden at Night, Masquerade Night Theme, and Athens Night Theme. Package
includes buffet or cocktail style, inspired décor, food presentation, stage with backdrop
banner, and basic sound and lights system.
2.3. Social Media Marketing.
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Sunway Lagoon has official pages for Facebook, Twitter, Instagram, and YouTube to engage
with their customers and potential customers.
3. FINANCIAL MANAGEMENT OF SUNWAY LAGOON THEME PARK.
Sunway’s Leisure division is the recreational or entertainment component within the
Group’s Build, Own, Operate business model. Through its theme parks – Sunway
Lagoon in Sunway City Kuala Lumpur the Leisure division provides a one-of-a-kind
experience for visitors. The theme parks complete the value proposition of Sunway’s
townships, providing exciting, fun experiences for residents and visitors alike. By
attracting visitors, the theme parks also contribute to surrounding economic activities and
job creation, providing opportunities for the local communities and creating a cascading,
multiplier effect to stimulate socio-economic development.
The theme parks have also become international attractions, drawing a large
number of tourists from overseas and has placed Malaysia on the tourism map.
This has further benefitted the country’s tourism and retail sectors. Since its inception in
1992, Sunway Lagoon now offers more than 90 attractions across its six signature parks,
namely the Water Park, Amusement Park, Wildlife Park, Extreme Park, Scream Park
and the Nickelodeon Lost Lagoon. Sunway Lagoon has received multiple accolades,
including widely acclaimed title of ‘Asia’s Best Attraction’ by the International Association of
Amusement Parks and Attractions (“IAAPA”) for four consecutive years.
With the aim of becoming the leading multi-theme park destination,
Sunway Lagoon features a series of firsts in entertainment that caters to visitors
of all ages such as the World’s Largest Water Ride – Vuvuzela, World’s First Waterplexx
5D, World’s Largest Man-Made Surf Beach, Malaysia’s First Interactive Zoo, Malaysia’s
First Surf Simulator – FlowRider, and the first Nickelodeon themed land in Asia –
Nickelodeon Lost Lagoon.Equally a top attraction is the division’s Lost World of
Tambun theme park. Placed among 260-million-year-old limestone hills and natural hot
springs, the park has become a key eco-tourism destination for Ipoh city, attracting visitors
from across Malaysia and overseas. Its ten parks include the Water Park, Amusement Park,
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Lost World Hot Springs Night Park, Tiger Valley, Lost World Petting Zoo, Tin Valley,
Adventure Park, Lost World Hippo Kingdom, Luminous Forest and Swan Lake.
3.1 OPERATING ENVIRONMENT.
During the year, the theme park industry continues to gain momentum. However, the
mushrooming of operators across the country has led to intensified competition for
consumer spending. Amidst a backdrop of reduced economic growth, cautious
consumer sentiment and increasing competition, operating conditions proved tough as
the division had to double its efforts to attract visitors. In particular, the introduction of
various new theme parks in the Greater KL and northern region had affected
visitorship. In 2019, several property developers, as part of enhancing their overall
townships, have looked to include lifestyle or entertainment related amenities and
facilities which includes leisure theme parks. Several developments in the macro-
operating environment such as the haze condition and Influenza A virus had also
impacted visitor numbers. However, Sunway’s Leisure division remained resilient and still
managed to increase the number of visitors visiting the theme parks.
3.2 RESPONDING TO THE OPERATING ENVIRONMENT.
The Leisure division was undeterred and continue to focus on strengthening its
business model with market-oriented strategies. One of the key areas emphasised
was revamping marketing and branding efforts towards embracing digital mediums and
to re-strategise the desired demographic mix. While families and overseas visitors remain
a key market segment in 2019, the division has also placed greater emphasis
on domestic visitors, including millennials and the business community. In particular, efforts
have been focused on attracting visitors from the northern and central regions with
stronger brand awareness through targeted marketing channels, especially digital
channels. The division continues to develop multiple, parallel brand positioning for the
theme parks. Besides from just being family friendly, the division have also repositioned
the theme parks as an ideal venue for groups of friends i.e. college students or young
adults. Further, the division continued to tap the MICE segment. To understand their
customer behaviours and develop new market segmentation, the division worked to
derive stronger insights into consumers’ motivations and desires when they choose a
theme park. This market insight exercise has helped the division to further strengthen
their understanding at various targeted demographic groups. The division shifted its focus
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to social media to boost its online brand presence. Digital mediums using videos, GIFs and
other creative memes that can be shared quickly and efficiently were explored in
2019 as it has a stronger consumer recall and stickiness to retain existing and capture
new customers. Improvements have also been made across the value chain towards
enhancing visitors’ experience. During the year, the division introduced flexibility in
payment terms and options for a better guest experience.
3.3 HIGHLIGHTS AND ACHIEVEMENTS SUNWAY LAGOON.
In February 2019, Sunway City Kuala Lumpur hosted “The Amazing Sunway City
Challenge’, an original production by Sunway, co-produced by Web TV Asia, and
sponsored by Samsung Electronics Malaysia and Grab. The 5-episode online reality
series premiered on SAYS.com (the official web broadcaster), IDN Times, ET Today,
Line.tv, LUVE, Sunway City Kuala Lumpur and WebTVAsia’s official social media
platforms which reached out to 54 million users around the world. Featuring 10 of
Asia’s most popular influencers from 10 different countries with a collective following of
25 million users on social media, these influencers battled it out across the world-class
premier tourist destination of Sunway City Kuala Lumpur in gruelling challenges such as
bungee jumping in Sunway Lagoon, a team mission in Sunway Pyramid’s ice skating
rink and hurtling down the world’s largest water ride, Vuvuzela.
Sunway Lagoon was the venue of choice for two run events during the year.
The first event was a Run for Rare – Run for a Cause in March 2019 in
collaboration with Malaysia Lysosomal Diseases Association (MLDA). The 5km fun
run through Sunway Lagoon was held to raise awareness on rare diseases while also
promoting the theme park and firmly positioning it as a supporter of worthy causes. In
conjunction with DC Comic’s caped crusader, Batman’s 80th Anniversary, in
November 2019, a Batman Night Run was organised to honour the Dark Night’s legacy.
Runners ran a 5-km route around Sunway City Kuala Lumpur, starting and finishing at Surf
Beach, Sunway Lagoon and were rewarded with an exclusive ‘Batarang’ finisher’s
medal. As part of the ‘Waves of Fun’ programme in March 2019, Sunway Lagoon
brought mermaids to life with the “Mermaids Alive!” campaign where visitors were treated to
“mermazing” activities, including meet-and-greet session with mermaids, a mermaid
makeover and the opportunity to swim with the mermaids. In addition, mascots
from Nickelodeon and Sunway Lagoon like Captain Quack & Lady Quack, SpongeBob &
Patrick, Dora the Explorer & Boots, and the Teenage Mutant Ninja Turtles made special
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appearances during the event too.Nestle unveiled the world’s first solar-powered ice cream
kiosk at Sunway Lagoon in March this year.
The solar-powered ice cream kiosk draws its solar energy from the photovoltaic (PV)
panels located on its roof to keep the ice cream freezing at -25 degree Celsius.
Each Nestle solar-powered ice cream kiosk works 100 per cent independent from
electricity power, resulting in up to 263kg of carbon dioxide emission reduction a year. The
power harvested from a day’s worth of charging can run the kiosk up to three
days.Since 2013, Sunway Lagoon’s Nights of Fright: Festival of Fear event has
established itself as Malaysia’s one-stop, terrifying, set-your-heart-racing destination
during the October Halloween season. Back for the 7th consecutive year in 2019, the
Nights of Fright 7 featured eight haunted houses, one haunted theatre, two scare
zones, 11 thrilling rides as well as two stage shows to spook the visitors.
Sunway Lagoon unveiled in August 2019 its latest Scream Park attraction –
‘Sharknado Alive!’, which is based on the Sharknado film series directed by
California-born director Anthony C. Ferrante. The attraction occupies the entire top
level of Scream Park and takes visitors through a 15-minute harrowing journey through
familiar scenarios and scenes from the movie.Participants of all ages thronged Sunway
Lagoon’s Surf Beach in October 2019 for the Watsons #GETACTIVE FEST 2019, the largest
fitness festival in Malaysia, supported by the Ministry of Youth and Sport. Hosted by
Jinnyboy, the event featured iconic Zumba fitness moves and introduced a new high
intensity workout - Strong by Zumba, wellness workshops, food trucks and a health
fitness bazaar with a fitness arcade. Celebrating its GLORYFIVE 5th Anniversary,
CUCKOO Malaysia collaborated with Astro to organise KONSERTKOO
#withCUCKOO – the biggest, free-entry music concert in Malaysia at Sunway Lagoon’s
Surf Beach in November 2019. The neon-party-themed event kicked off with a flurry of
exciting activities, working together with the top four Malay radio stations on Astro –
Era, Sinar, Zayan, and Gegar – to present an incredible concert line-up of local
performers.
Cloudora Festival, the largest glow-in-the-dark New Year’s Eve music festival
in the country was held to count down to the new year of 2020 at Surf Beach,
Sunway Lagoon. The event included a combination of international music DJ’s, an
immersive stage, a GlowOns LED neon light concept flea market, an immersive
carnival art installation, spectacular New Year’s Fireworks displays and much more.
Featuring the presence of the versatile Art and Lights, the festival area was themed with a
glow-in-the-dark thematic “Enchanted forest-like” setting! Furthermore, Sunway Lagoon
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continues to garner many awards as one of the preferred theme parks in Malaysia and
Asia Pacific.
3.4 STRATEGIC COLLABORATION.
On 26 April 2019, Sunway’s Leisure division signed a MoU with Sunway University to
formalise a joint collaboration to develop a series of specially designed educational
programmes for the university. Benefits includes lectures at Sunway University by multi-
disciplinary representatives from the theme parks as well as study trips to both theme parks
by the university’s students, marketing campaign projects, networking opportunities and
the creation of edutainment platforms to promote the UNSDG.
3.5 OUTLOOK AND PROSPECTS.
Conditions will remain tough in the leisure segment given increasing competition,
continued weak consumer spending power and the impact of COVID-19 virus pandemic.
However, the division is of the view that it can ride these challenges to emerge stronger
and retain its position as a leading theme park player in Malaysia. The weakened
Ringgit can also work in the division’s favour in attracting foreign visitors. All in all,
the various strategic measures undertaken to reorient its marketing strategies should
enable the division to continue attracting visitors to both theme parks. Kubarango,
Sunway Lagoon
3.6 STRATEGIC PRIORITIES.
Going forward, the focus for the division in 2020 would be to continue with the
understanding of customers’ behaviours and motivations and using this information to create
enticing marketing proposition to boost visitor numbers. The division will also explore the
possibilities of tapping new markets such as Australia, Taiwan, and the Philippines to
bring in more visitors to the theme parks. By leveraging on its loyalty scheme such as
“Passport to the Best Day Ever”, “Lost World Annual Pass” and others to attract repeat
visitors, the division will be providing enhanced value propositions to introduce more
features, privileges and exclusive offers within the annual pass to make it more
attractive to visitors. and the Dragon’s Lair water tunnel, which connects to Malaysia’s
longest lazy river at 660 metres in length.
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3.7 SOURCES OF REVENUE.
a) Sale of goods and services, rights of enjoyment and club subscription fees.
 Revenue from sale of products and services rendered is recognized at
a point in time when the products have been transferred or the services
have been rendered to the customers and coincide with the delivery of
products and services and acceptance by customers. There is no material
right of return and warranty provided to the customers on the sale of products
and services rendered. There is no significant financing component in the
revenue arising from sale of products and services rendered as the sales or
services are made on the normal credit terms not exceeding twelve months.
Entrance fees collected for rights of enjoyment of facilities are recognised
when tickets are utilised. Club subscription fees are recognized on the
accrual basis.
b) Property management fees.
 Revenue from property management fees are recognized over time as
income when the customer receives and consumes the benefits.
c) Time share revenue.
 Membership fees are recognised over the membership period.Annual
maintenance fees are recognised on the accrual basis based on fees
chargeable to members upon execution and renewal of the membership.
d) Management fees.
 Management fees from the management of real estate investment
funds activity and the provision of management services to subsidiaries
are recognised over time when customers/subsidiaries simultaneously
receive and consume the benefits.
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e) Interest advances and share financing.
 Interest advances and share financing are recognized as income on accrual
basis.
f) Rental income.
 Rental income is accounted for on a straight line basis over the lease term of
an ongoing lease.
g) Interest on lease and hire purchase.
 Interest on lease and hire purchase are recognised as income on the effective
yield basis method.
3.8 FEES AND CHARGES.
ENTRANCE FEES
PUBLISHED ADMISSION RATES.
Admission Ticket includes entry to ALL parks, including all rides, activities and
attractions. Not applicable for pay-per-ride activities: Bungy Jump, G-Force X, Go Kart and
Scuba Diving.
MYKAD PROMOTIONS EXCLUSIVELY FOR MALAYSIANS.
An exclusive price just for you, Malaysian!
One MyKad is entitled to one purchase and the cardholder must be present. Not valid with
other discounts or promotions.
27

Admission Ticket includes entry to ALL parks, including all rides, activities and attractions.
Not applicable for pay-per-ride activities: Bungy Jump, G-Force X, Go Kart and Scuba
Diving.
GREAT SAVINGS FOR INTERNATIONAL TRAVELLERS.
Enjoy your Best 2 Days Ever at Sunway Lagoon with the 2 Day FUN Pass. Great Savings
for Twice the FUN! Enjoy 50% OFF on your 2nd Day.
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Admission Ticket includes entry to ALL parks, including all rides, activities and
attractions. Not applicable for pay-per-ride activities: Bungy Jump, G-Force X, Go Kart and
Scuba Diving.
BUY ONLINE.
With just a few clicks, you get to SAVE RM5 and experience a HASSLE FREE direct entry
into the park!
Admission Ticket includes entry to ALL parks, including all rides, activities and
attractions. Not applicable for pay-per-ride activities: Bungy Jump, G-Force X, Go Kart and
Scuba Diving.
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4. SWOT ANALYSIS.
SWOT analysis is a strategic planning technique used to help a person or
organization identify strengths, weaknesses, opportunities, and threats related to business
competition or project planning. A SWOT analysis is a compilation of organization or
company's strengths, weaknesses, opportunities and threats. The primary objective of
a SWOT analysis is to help organizations develop a full awareness of all the factors involved
in making a business decision.
Theme park is a man-made tourism resource, which focused on particular ideas
around one or more themes to create a series of special projects in order to attract
consumers. As a result, different from other general tourist attractions and playgrounds, the
theme park offers consumer a unique recreational experience. Based on the industry and
audience analysis, the theme park develop main trends that are entertainment content
innovative and diversified. Entertainment content constant innovation is the driving force of
the development of the entertainment industry (Vogel, 2014).
4.1. STRENGTHS:
1. GOOD REPUTATION.
It is the one of the most visited theme park in Malaysia. The theme is spread over a
large area with different theme areas. The one-stop place for fun over 90 attractions spread
across 88 acres, Sunway Lagoon provides the ultimate theme park experience in 6
adventure zones which is Water Park, Amusement Park, Wildlife Park, Extreme Park,
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Scream Park and Nickelodeon Lost Lagoon. Nickelodeon is the Asia’s 1st Nickelodeon
Themed Land.
2. CAPABLE MANAGEMENT TEAM.
Among many other things to business success, nothing more important than
leadership or a good and capable management team. A good leader is one who can inspire
and motivate his team to achieve a goal and resulting in good situation. A good and capable
management team would help to realise the vision of its leader and difficult time to help the
company to pull through.
Tan Sri Dato’ Seri Dr. Jeffry Cheah and its dynamic, dedicated and highly profession
team, both management and operational. He is a vision oriented, hardworking entrepreneur,
who is able to inspire and motivate its team to fulfil the company goals. He possesses the
qualities of a good business leader, who care and be with his employee all the time. He is
capable and able to choose the right people to realise the corporate vision. Undeniably, the
leadership of Tan Sri Dato’ Seri Dr. Jeffry Cheah is a powerful strength of the company.
3. THE BRAND.
The theme on which the park is based is very popular and enjoys a huge fan
following, which the park can take advantage of Sunway Lagoon is a well-known brand
name theme park in Malaysia. The name itself will increase consumer trust and attract a
large amount of customers to visit the theme park and resort. The theme park is operated by
Sunway Group Berhad which is a reputed brand. Sunway Lagoon awarded:
 2015: Silver Award in the Entertainment Category at the Putra Brand Awards
2015.
 2014: 2014 Putra Brand Award (Silver) in Entertainment category.
 2012: Best Attraction/ Tourism Experience Excellence Award by Expatriate
Lifestyle.
 2011: Named top 3 International Water Park for Year 2011 by Hanley Wood
Aquatics International (HWAI), a leading American based business-to-
business media companies.
 2011: Brand Specialty Awards Brand Laureate – SMEs Chapter Awards
2011 for Most Creative Brand organised by Asia Pacific Brands Foundation
(APBF).
 2011: Malaysia Achievement Awards 2011 – Hall of Fame Awards under
ASEAN’s Most Recognisable Brand; Theme Park & Attraction 2010, Asia’s
Best Attraction 2010 and Asia’s Best Water park 2010 category.
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4. SUITABLE FOR ALL AGE.
The theme park will also have a great range of ages in relation to the target
customers, like example it will not only attract children but will also attract those who have
previously played and experienced the attraction at the theme park.
4.2 WEAKNESS:
1. OPERATING BUDGET.
Innovation and Change will require large amount of time and money. There will be a
significant cost involved in construction and restoration of the theme park. Because the sheer
volume and multiple resort, the operating budget are expensive.
2. ENTRANCE FEES.
The entrance fees it is too expensive. For adult (13 years and above) the price is
RM202.00. For child the price is rm170.00 apply to children above 90cm in height or age 12
years old (based on year of born) and below. For senior citizen rates apply for age 60 and
above which is prove of age required are also RM170.00. The price is quite expensive.
3. NO REFUNDABLE.
No refund due to rides closure or inclement weather and no cancellation will be
accepted upon confirmation of purchase.
4.3 OPPORTUNITIES:
1. INTRODUCTION OF NEW AND INNOVATIVE RIDES.
The theme park promises to offer the customers and visitors from all around
the world the highest quality of products. The main reasons are due to the different
locations, providing different types of services and products, and involve a variety of
different target markets. By introducing new attractions from time to time, the park can
attract more and more visitors.
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2. PEST ANALYSIS.
Stands for “Political, Economic, Social and Technological analysis” and
describes a framework of macro-environmental factors used in the environmental
scanning component of strategic management.
3. EVENTS AND PROMOTION.
Apart from the usual rides, the annual events and shows have great crowd pulling
potential. For example, Sunway Lagoon always launches to new events, in order to
attract a lot of consumer participation w ith various promotional offers like annual passes,
discounts on hotel stay and multiple visit passes, the park can try to increase its customer
base.
4. TECHNOLOGY AND GLOBALIZATION.
With the technology and globalization development that provides huge opportunities
for the theme park. The rising popularity of information technology and virtual technology,
combine with simulation experiences and virtual reality (Dawley& Dede, 2014). The theme
park would constantly improve the technological content of products. Enhance the
communication between the technology and art, art and life, improve interaction with the
consumers
4.4 THREATS:
1. STRONG COMPETITION.
It comes from different kinds of theme parks in Malaysia which is like example
Legoland theme park, Genting Highland theme park and A’Famosa theme park that offer
same leisure activities to everyone.
2. MCO.
As per government announced and implementation of Movement Control Order
(MCO), Sunway Lagoon also has to close their business from operating.Sunway
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Lagoon was closed from March 18 to July 3 due to the MCO and other variations, and was
open from July 4 to October 13, before being forced to close from October 14 due to the
reintroduction of the Conditional Movement Control Order (CMCO) in the Klang Valley until it
is reopening on December 19, 2020.
THEME parks and family entertainment centres (FECs) have lost an estimated
RM520 million in just two months between October and November as the country largely
returns to the CMCO. Malaysian Association of Amusement Theme Parks and Family
Attractions (MAATFA) president Tan Sri Richard CK Koh said one water park is incurring a
minimum of RM2 million per month from top line revenue and other RM2 million cash
outflow to pay rent and salaries, among others.
3. HEALTH AND SAFETY MEASURES.
To comply with the health and safety measures put up as guided by The Ministry of
Health Malaysia, including scanning bar code on the main entrance, temperature and health
screening, and sanitize before enter the premises.
STRENGHTS WEAKNESS
1. Good Reputation.
2. Capable Management Team.
3. The Brand.
4. Suitable For All Age.
1. Operating Budget.
2. Entrance Fees .
3. 3. No Refundable.
OPPORTUNITIES THREATS
1. Introduction Of New And
Innovative Rides.
2. Pest Analysis.
3. Events and Promotion.
4. Technology And
1. Strong Competition.
2. MCO.
3. Health And Safety Measures.
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Globalization.
35

5. PROBLEMS AND CHALLENGES.
Sunway Lagoon Theme-park offer various amusement facilities such as mechanical rides,
water parks, theme parks, scuba driving and refreshment zones. They offer immersive
cinematic experiences with high-definition shows and events that are enjoyed by both
children and adults. The theme park also offer multiple adventurous and interesting
experiences through theme-based attractions such as Halloween Night of Frights events,
food, clothes and merchandise to expand their scope.
However, every amusement park faces certain problems and challenges to ensure that
customer can experiences the best services and achieved customer’s highest satisfaction
rates. It is important for the organization to address the problems and challenges that have
arisen in the theme park, in order for them to generate higher revenue streams and
business’s continuous growth in the entertainment industry. There are several problems and
challenges in Sunway Lagoon Theme-park such as overcrowding and queuing, inadequate
energy supply, slow response time of customer service, inaccessible for disable or elderly
and attraction’s age restriction.
i. Overcrowding and Queuing.
Overcrowd and queuing is the main challenges and an unavoidable condition for every
amusement park including Sunway Lagoon itself. Reports claim that visitor at least have to
line up for 20 minutes to access one activities and sometimes even spend up to 45 minutes
to experience a popular ride due to higher demand for certain attraction in Sunway Lagoon.
Visitors complains that much of their time is wasted in the queue line and this has caused
them to miss out on other attractions, particularly when they have invested an expensive
ticket cost.
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Figure 5.1 Overcrowd in Sunway Lagoon, Night of Fright 7 Events

Overcrowd and queuing problems have a negative impact not only on the customer but
also on employees. Overcrowding had made the place dangerous and unmanageable.
Crowd management need to be involved when uncontrollable situation occurred such as
arguments between customer and injury accidents due to narrow space. Crowds can
sometimes enhance the overall consumer experience however,failure to control this
overcrowding and queuing problems can affect customers’ greater chances of not wanting to
return.
ii. Inadequate Energy Supply.
Every operation in Sunway Lagoon starting from the ticketing counter, lockers and
attractions rides uses mainly modern technology. Sunway Lagoon still upgrades its facilities
to cope with modern technologies and most of the them are new and imported from others
nation. It is vital for the team to ensure that the machines and rides are well maintained, fail
to operates properly or any technical difficulties arise will results in a high risk of stopping the
major operation of the park for a long time. Inadequate energy supply will have an effect on
operations to work in full force, not only the theme park and rides but also the entire
operational and management.
Installation machines are mostly not available in our local market and it is crucial for the
business to repair it within a brief time due to the expensive costs. The highest demand of
attraction rides in Sunway Lagoon are the ”Pirates’s Revenge”, not being able to repair the
machines if they were damaged might incur a huge loss for the business. Sunway Lagoon
attractions are mostly power-driven but due to inadequate of energy supply, there could be a
serious problems such as loss of start-up and shut-down waste and irrational labour usage.
These problems will reduce the customer’s enthusiasm for playing, particularly for those
coming from abroad.
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Figure 5.2 Rides Closed Down Due To Maintenance

iii. Slow Response Time of Customer Service.
It is deniable that to be successful in a entertainment industry, the business need to provide
the best and satisfactory customer service including Sunway Lagoon Theme-park itself.
However, a slow response time of one week or longer and no action is taken after the
customer complains will lead to a bad image for the business and worst experience for the
customer. Customer claims that no one is adequate to assist or help them and often problem
persists without any action being taken. Customer review also shows that difficulty of
reaching and receiving a response from Sunway Lagoon is the major obstacle, especially if
there is an urgent issue such as delayed in refund process or a decline online transaction
from websites.
In addition, advance in the digital technology require for a business to be more
efficient and fast-moving to keep up with customer that need immediate interaction on
platform such as Facebook, Twitter and Instagram. The business need to be responsive and
helpful by aware of the customer’s concern and try to address the grievances instantly.
However, business today only pays attention to competing on their marketing and
promotions activities in social media without paying close attention to the issues and
concern that arise on their page.
Customer service is the most important aspect of any business, but lack of professional
training contributes to this undesirable experience for the customer. Research also shows
that customers are ready to switch to the competitor after a bad customer service
experience. 1 in 3 of customers will switch to the competitor after one bad service interaction
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Figure 5.3 Sunway Lagoon Ticketing Counter

and 80 percent will switch after multiple. Poor customer service interactions have adverse
effect on business such as decreased customer loyalty and higher customer churn.
iv. Inaccessible for Disable or Elderly.
For someone who has reduced mobility but love adventures and theme park, an accessible
theme park is where they can experience fun. However, water parks are notoriously
inaccessible for people with disabilities and that is one of the biggest challenges faces by
Sunway Lagoon, which primarily focuses on water parks. Even thought the theme park
provides a wheelchair rental facilities, there is a lot of attraction that can not be reached by
disabled people and completely impractical for the elderly, such as steep stairs and lack of
accommodation for disabled visitors.
Sunway Lagoon Themepark are practically designed around their unique rides and
attractions such as “Monsoon 360”, “Jungle Fury” and “Kubarango” which attracting the
interest of individuals of all ages. However, visitors with a disabilities and elderly can not
enjoy this attractions due to a lack of facilities offered by the management. There is no lift or
escalator for both elderly and disabled people who want to enjoy a water park as they need
to climb up to reach the attractions. Disable people are still unable to enjoy these adventure
as there is no concerns by incorporating more rides that have been purchased and installed
to allow individuals using wheelchairs to easily transfer or accommodate the entire
wheelchair on the ride itself.
This will be a big disappointment for people who enjoy thrilling rides but lack of physical
space that is accessible and equipped to accommodate visitors with variety of special
needs. Instead of a family spending a wonderful time in a theme park, disabled people and
elderly are only watch and accompany their families without the same enthusiasm and full
39
Figure 5.4 Long stairway in Sunway Lagoon

advantages of all the facilities that these theme parks have to offer. Public services
specifically transportation, in particularly are expected to be fully accessible and have proper
services readily available to people with disabilities and the elderly.
v. Age Restriction Without Multiple Attractions.
Age restriction could be a critical safety strategy for a theme park but also could lead to a
major decline for a visitors. A great theme park should be accessible for visitors of all ages
with a wide variety of attraction activities for families with young children. However, the age
limitation of Sunway Lagoon Theme-park without offering multiple attraction to young kids
has become a concern for visitors to enjoy their vacation, as they claim that children under
age of 12 are often unable to enjoy most of the activities. Parents tend to skip many of the
attractions since they are not suitable for their kids.
Visitors also claim that even though Sunway Lagoon used to offer its children’s
discounts to children who did not yet reach their teenagers but to left their children explore
theme park without the opportunity to experience the attraction itself, is the worst plan.
Children under age 12 can not enjoy any of the attractions and there is no interest for
families with young kids to enjoy their holidays there. Sometimes, with the height and weight
restriction on the most famous thrill rides, young children simply can not enjoy all that most
major theme parks have to offer.
Age limitation is critical in avoiding children from a wide variety of injuries that occur
while playing such as bruises, fractures or the worst can be fatal. As an entertainment
industry, the business should be more responsive and provide a lot of alternatives to visitors
so they can enjoy their holidays in the theme park, especially when their target audience is
for children and families. Age limitation without response options of activities for children
remains a challenge for Sunway Lagoon Theme-park, while many other amusement park
have already lowered the standard age for children and provide a range of attractions for
families with young children.
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Figure 5.5 Bungee Jumping for 10 years old above only

There are several ways how Sunway Lagoon can do to tackle their theme park’s
problems and challenges. Meanwhile, giving visitors the great enjoyment to ensure a
meaningful visit even when destination is at its busiest. They may indeed strive to generate
higher revenue streams, especially in pandemic of covid-19 which have greatly affect most of
theme park globally. This can be started by regulating the flows to prevent overcrowding. No
matter how we try to manage demand, some destinations will always be very popular,
particularly at peak seasons.
Congestion can also arise from the way people ride around an attraction or through a
destination. This is due to the designated path and the same journey is followed by everyone.
Flow control, at its most simple, simply means closing a door and preventing individuals from
going to the next stage of the visit before those ahead move on. However, areas that offer
multiple of potential routes and provide a range of ways and places to start and finish a visit
can dramatically reduce the perception of congestion.
Sunway Lagoon Theme-park can also improve their slow response of service by
provide their employees a professional training for a more effective skills. Setting up a
monitoring email would ensure that employees respond within the time frame and keep up
with the visitor concerns without taking too long to respond. In additions, the management
could also reach out to the visitors directly and update them on their issues. A good
relationship between a company and clients will often leave visitors a good impression as
every visitor is a micro-influence. This, in turn, will aid in attracting a whole new generation of
customers and keep them coming back year after year.
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6. HUMAN RESOURCES.
With 11,430 strong team comprises diverse people with different experiences and skillsets of
different in gender, age groups, ethnicities, cultures and geographies who come together to
generate transformative ideas, deliver sustained environmental, economic and social impact
for Sunway Lagoon and their communities at large. They believe that the diverse team in all
dimensions – race, religion, gender, age, nationality and differently – abled will create an
inclusive and progressive culture. Also they believe in upholding equal opportunities for all
and practice zero tolerance for any sort of workplace discrimination.
Diversity and Inclusion Policy underscores their objective to create a workplace
environment that promotes dignity and respect for all. Their have taken action to improve
workforce diversity, equal opportunities and reduce discrimination. The framework to deliver
their diversity and inclusion objections focuses on talent, workplace and community as three
key ares that are essential to their long-term business success, competitiveness and growth.
Figure 1 : Sunway’s Workforce
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As for youth, they seeking a new talents by :
 Participating in career fairs.
 Conducting career talks and industry engagement sessions at targeted public and
private universities.
 Offering a special programme for students who aspire to be ICAEW Charted
Accountants through a sponsored and structured rotation training programme within
Sunway.
 Visiting school and organising industry engagement sessions with a selection of the
best universities in the UK to reach out to Malaysian students living there.
 Collaborating with internationally-based Malaysian student bodies to promote their
summer programme.
 Partnering with international Council of Malaysian Scholars and Associates (ICMS)
by participating in their two annual flagship events, namely Industry Insight (I2) and
Malaysian Public Policy Competition (MPPC).
In 2019, Sunway conducted 14 health awareness activities for Sunway’s employees in
the same year. Topics include common cancers, insomnia, varicose veins, depression, heart
disease, fatty liver, colon cancer, pneumonia in children, hybrid medicine, nutrition and
vaccination.
The programme intends to provide a safe, non-judgemental and confidential channel for
Sunway employees to speak out about issues that affect their mental and emotional well-
being.
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Figure 2 : Healthy Workplace
and Benefits for Employee.

Sunway strive to compensate, recognise and develop their employees to keep them
engaged and productive. They provide compensation and benefits that are competitive or
are in accordance with local laws. Each business units may offer specific benefits and
employees will receive a competitive benefits package that is relevent to their respective
business units.
Examples of discounts for Sunway staff are theme park, shopping malls, hotel room
rates, property purchase and Sunway Medical Centre benefits. Employees also benefit from
Employee’s Share Option Scheme (ESOS). The ESOS structure promotes a culture of
reward based on merit.
A higher performance culture is part of Sunway’s leadership and strategy which
translates into people pratices, performance management and total rewards management.
Results of performance reviews are directly linked to bonuses and increments.
Key Focus Areas of Sunway’s My Performance :
 Continues dialogue that matches the cadence of work.
 Value-added in which the manager drives feedbcak and development.
 Employee-driven experience aligned with individuals unique needs that emphasise
on continues growth and development.
 Employees give and receive real-time bi-directional social and collaborative feedback
at any point in the year.
The performance management process also involves a career conversation session which
helps employees and managers understand their career aspirations. Employees will first
perform self-evaluation before being evaluated by their supervisors. A moderation or
calibration cycle in the final review involves division heads and the CEO.
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7. SAFETY AND SECURITY MEASURES.
Theme Park is one of Malaysia's tourism products that generate income for the country
and influence the growth of the tourism economy. Theme park in Malaysia has been chosen
as a target destination for both residents and visitors, as it is one of the most popular
attractions for leisure, recreation, entertainment, and enjoyable activities besides providing
tourist experience at the destination.
Everyone loves to go to the amusement park. The reason is they had all kinds of
entertainment for the entire family to join and Sunway Lagoon is the right place to choose.
Sunway lagoon contains attractions such as water park, scream park, amusement park,
extreme park, wildlife park and nickelodeon Lost Lagoon. The park also had been
established for a long period. Hence, the corporation really takes a serious major on the
security, safety and the wellbeing of customers and the staff. Safety can be referred to as
the state of being away from hazards caused by natural forces or human error randomly and
the source of hazard is usually formed by natural forces and human errors. While on the
other side, security referred to the state of being caused by deliberate intention of humans to
cause harm and the source of hazard is posed by humans deliberately. Hence in maintaining
the establishment of Sunway Lagoon Park, the corporation had provided several guidelines
and major operation standards for safety and security of the customer.
i. Standard of Operation (SOP) for staff and customers.
In ensuring the safety of visitors, the staff play an important role to provide guidance as well
as enforce Sunway Lagoon standard operation policies and procedures. The first is the
inspection at security point. Upon arrival, Sunway Lagoon staff will check the visitor bags at
the park entrance to ensure the safety of the area. This is necessary to ensure that the
visitor does not carry something dangerous or illegal. For example, alcoholic beverages that
are strictly banned as they were in a public place and could lead to a variety of accidents.
As for staff itself, they are acquiring a body check upon arriving at the workplace. Also, at the
morning briefing, they are being constructed to implement the safety precaution toward the
visitor to avoid any incident. For example, restrict the visitor that is not compliant with the
Sunway Lagoon attire regulations such as jeans and skirt attire as it may cause the clothes
to be trapped inside the ride.
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ii. Park Safety regulation.
First, visitors that bring children must make sure that the children are accompanied by
an adult in the park at all times. It's because some rides need adult supervision. Children are
not physically or emotionally prepared to face the challenges that ride expose and it can
lead to incidents. For example, an 11-year-old girl died after falling into 12 feet water at
Drayton Manor as she was allowed aboard the ride without adult assistance (Guardian,
2019). Apart from that, parents need to guide their children to the right rides that suit their
height and weight. The height requirement in the amusement park is intended to screen out
children who are too young to manage the speed of the rides and others who do not have
the muscle ability to stand the jolts and strengths.
As for staff, they need to provide safety instructions such as sharp and protruding
objects, loose items, umbrellas, eyewear, bags, caps, and cameras that are not allowed on
rides. Ride attendants play the vital role of doing the final safety checks to look out for
potential safety hazards. For pool attendant, they will be responsible to operate all Water
Park slides and overseeing the safety of Water Park guests by monitoring the attractions to
prevent accidents. These include watching out for passengers with long hair or those
wearing loose scarves who might be unaware of the dangers posed and need to be
reminded to put their hair up or keep their scarves as it can get tangled into the wheels of
the ride. Other than that, due to Malaysia’s tropical climate, thunderstorms will occur
regularly. In the event of thunderstorms, outdoor attractions will be closed for guests’
safety.
iii. Maintenance regularly.
Before opening the park, the staff will check the safety and security of the guests. This
includes the whole checklist for the rides to determine whether it is safe and meeting
standards of operation. Besides, the rides are also checked after the park is closed for the
day to see if there is anything that needs to be repaired immediately so that they can be
ready for the next day opening. This means that all rides that are not in a good condition will
undergo scheduled shutdowns for comprehensive maintenance. For example, the park
technicians are on standby to carry out maintenance works. Not only that, the company will
also do a scheduled stringent check on conditions of all equipment by A.J. Hackett
International, which is a certified professional company in the extreme sports industry. Not
only that, the safety in water also is being measured.
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iv. New Safety & Health Practices of Covid-19 Pandemic.
In this Covid-19 Pandemic era, visitor is encouraged to pre-purchase their entrance
tickets via online and make contactless payment via e-payment options available in the park
such as e-wallet, credit card, Maybank QRPay, Grabpay, AliPay, UnionPay and Sunway
Lagoon e-load. Visitors need to fill in a digital self-declaration form before entering Sunway
Lagoon and have their body temperature taken before entering the theme park. They are
also required to wear face masks and sanitize their hands regularly. On the other hand,
Sunway Lagoon also will provide sanitizer for visitors to use at all ticketing counters, food
and retail outlets, rides entry and exits and all cashier counters. Hence, it can ensure that
the safety of the customer is well taken.
In addition, lockers will be cleaned and sanitized after every use. Also, the staff will
have a frequent disinfection schedule which will take place in the surau premises and All
high touch point areas every 2-hours such as escalator rails, door handles, and high traffic
place. Besides, the staff will be restricted to a certain capacity for visitors at a time, whether
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they are at the mosque, theme park rides or even food outlets to follow the social distancing
regulation by the government. The staff will ensure all contact points will be continuously
cleansed and disinfected. For Muslim visitor, the specified prayer areas will be marked to
ensure social distance, and visitors will need to carry their own prayer mat as well as prayer
clothes.
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v. Water Park.
Pools are chlorinated and the water quality is consistently checked every 2-hours
featuring an auto dosing system used for maintaining pool water chemistry at required
parameters. The consistent check of the water quality will include testing by an independent
third-party water quality control contractor. As water hygiene plays an important role in
waterparks, the staff will change the filter and monitor the chlorine level consistently
throughout the day to prevent cloring poisoning and viruses that can harm swimmers. If
these are not being control, it may cause nausea, burning sensation in eyes, rash skin, and
dizziness for visitor
vi. Wildlife Park.
The staff that handle wildlife park sections practice biosecurity procedures and are
well equipped with protection gears while handling animals to prevent any contamination
from human to animal and vice versa. Besides in this area, UV lights and germicide
treatment have also been increased to eliminate unwanted viruses. For visitors, they will be
required to use a face mask and apply hand sanitizer before being allowed to pat selected
animals. Also, after each contact with the animals they will be required to wash their hands
with hand soap, this to ensure that both are not being infected by the viruses.
In conclusion, maintaining the safety and security of theme parks is important to
maintain the theme park operation as it can build their visitor confidence. Based on study by
Ahmad (2015) in determining visitor satisfaction in theme parks, It showed that, the average
of 48% respondent agree that parks that provide safe rides and slides, a safety briefing, and
good maintenance of equipment, materials and machinery will increase visitor loyalty and
satisfaction.
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8. SUSTAINABLE DEVELOPMENT.
8.1 Vision , Mission & Principles.
Vision:
To be Malaysia’s model theme park in sustainable practices, focusing on minimizing
environmental impact through sustainable practices, using our available resources wisely,
and by creating awareness through planned activities.
Mission:
Minimize the environmental footprint of our business activities. Embracing sustainability in
our business processes and decisions.
Principles:
To remain dedicated and guided by our core values: Integrity, Humility and Excellence.
Our core sustainability focus areas:
i. Responsible business practices
ii. Product and service innovation
iii. Process and resource efficiency
iv. Giving back to communities
Agenda’s.
The United Nations Sustainable Development Goals (UN-SDG) and Malaysia’s Shared
Prosperity Vision 2030 (SPV2030)
Sustainable business is indeed the long process that almost any business tycoon
would have to do to be applicable to the market and to observe trends to ensure that
business would always be at the heart of people. Sunway Lagoon theme park has gone
through some developments since the opening day. Take for example the first Flow Rider or
surf simulator in Malaysia in 2010, first 5D Waterplexx in Malaysia in 2012 and their big
water ride called Vuvuzela in 2013. As time goes by, Sunway Lagoon definitely keep inject
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new sustainable development project to serve happiness to its clientele while contribute to
healthy environment in line with their mission. Many theme parks around the world have
been tackling countless environmental concerns in recent years. Disney introduced a
recycling programme at their parks while Universal Studios Orlando in the United States
installed eco-friendly lights.
Sunway Lagoon has already initiated programmes that promote quality education,
responsible consumption and climate action. Pursuant to the objectives of responsible
consumption and climate action, the organisation uses practical steps such as rain
harvesting and the use of groundwater for the smarter use of water around the park. Water
from the South Quay Lake is used for general cleaning and irrigation purposes throughout
the park. The lake is currently being processed and eventually purified using a method that
reverses water depletion.
On 2019 Sunway Lagoon also introduced the use of “eco-bricks” during World
Animal Day. These bricks are essentially made using plastic bottles that can’t be recycled.
“The water bottles are cut up into smaller pieces and are then compacted to form a solid
‘brick’. These eco-bricks will be used to build something for the goat exhibit which will be
launched during the next World Earth Day, ” says Sunway Lagoon assistant general
manager M. Magendaran. In addition, Sunway Lagoon has also implemented outreach
programmes to teach youngsters what it means to pursue sustainability in a practical way.
8.2 Sunway Lagoon Sustainable Development Goals.
i. Lake Conservation
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Flow Rider@Surf Simulator Vuvuzuela 5D Waterplexx

In order to ensure the lake's survival, comprehensive lake studies have been carried out and
the 'Clean Flo' scheme has been created in order to reverse the deterioration of the lake and
to maintain its Mesotrophic condition.
ii. World Animal Day
Encourage young children and their families to join in the hunt as part of the awareness of
World Animal Day. Encourage young people to understand the need to love animals and to
do their part in making a difference to the world.
iii. Out Reach Programme
Step 1 of Education Reach Out Program partnership with Pelangi and Q-dees Kindergarten.
The programme was planned to provide the 3R of recycling early learning experience for
pre-schoolers. A quick briefing on 3Rs followed by a collection of waste (paper, plastics and
aluminium) will take place in Phase 2. Smart readers and Real Kids children's children's
gardens across the Klang Valley will be targeted.
iv. GOLD Programme
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Build career paths and training ground for underprivileged/slow learners at school.
v. Ground Water Source
Since September 2018, the groundwater supply at the old tiger exhibit has been piped for
use in the Wildlife Park to clean popular walkways and irrigate the landscape. The use was
also extended to a total of 8 points in other parts of the Wildlife Park.
vi. Rain Water Harvesting
The Log Flume pond in the Wild Wild West has been identified for rainwater collection and
has been plumbed to the Grand Canyon River Rapids to be used to upstream the canal. In
June 2019, a water metre will be built to help track the use of water. The use will be
expanded to other areas of Wild Wild West for cleaning and watering in June 2019. The
other choices being discussed are also the use of the Rapid River channel, which has a
larger harvesting area.
vii. Waste Segregation
A recycling store was built in Wild Wild West. The programme was coordinated by iCycle
and Sunway Sustainability Solutions at Sunway Lagoon on 13 and 14 November 2018 to
raise awareness among workers. Starting in October 2018, iCycle presented monthly data
on the selection of contributors and the form of recyclable. Current wooden garbage bins
have been renovated batch by batch and installed around the park in pairs of green bins
(cans & bottles) and yellow bins (general waste) to allow visitors to participate.
8.3 United Nations Sustainable Development Goals (Un-Sdg).
Sunway Group’s Sustainability Are Outlined Based On The 17 Goals Under The United
Nations Sustainable Development Goals (UN-SDG).Signage depicting the United Nations’
17 Sustainable Development Goals can be seen around the theme park.
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Sustainable Development Goals (SDGs) Icon
The Sustainable Development Goals (SDGs), also known as the Global Goals, were
adopted by all United Nations Member States in 2015 as a universal call for action to end
poverty, protect the world and ensure that all people enjoy peace and prosperity by 2030.
The 17 SDGs are integrated—that is, they understand that intervention in one field can have
an effect on results in others and that growth must balance social, economic and
environmental sustainability.
Every participated country is required to meet these ambitious goals. Creativity,
know-how, technology and financial capital from all walks of life are required to achieve the
SDGs in any context. The agenda is for the Sunway Group project as a whole, including the
Sunway Lagoon theme park, which they are currently following their mission and vision. As
they aspires to be an Asian model organisation for sustainable development and looks
forward to a positive and responsible continuation of increasing shareholder value – by
actively contributing to local communities, using environmentally sustainable technologies
and pursuing growth areas that leverage the strengths of the Sunway Group.
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CONCLUSION
In conclusion, theme parks are also an asset to a country that needs to be taken care
of and preserved. The establishment of an organization responsible for the success of a
theme park should be appreciated. Apart from being the focus of tourists from abroad, it is
also the pride of the country.
After all the risks, losses, profits, failures and successes that go through throughout
the development of a theme park will surely be an unforgettable moment. Not only that, this
theme park has also made the country famous because the attractions in this theme park
may not be available in theme parks in other countries. That's what makes it special.
Now, after experiencing various difficulties, Sunway Lagoon has become a world-
renowned theme park. Sunway Lagoon is also a location for international concerts and
events for example, MTV World Stage, Pitbull Concert, Justin Bieber World Tour Concert
and a Concert from Slash, a famous guitarist.
Generally, Sunway Lagoon is a Malaysian pride that is highly valued. Sunway
Lagoon will be taken care of and used not only for now but also for the future with various
more advanced improvements and renovations to become a more successful theme park in
the future.
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