Sunway Lagoon Theme Park: Business Analysis, Challenges and Strategies

This report offers a comprehensive analysis of Sunway Lagoon Theme Park, examining its administration and management structure, including the growth and success of Sunway Berhad and the Sunway Group. It delves into the theme park's marketing programs, events, and social media strategies, alongside its financial management, including operating management and revenue sources. The report includes a SWOT analysis, identifying strengths, weaknesses, opportunities, and threats, and addresses key problems and challenges such as overcrowding and energy supply. Furthermore, it covers human resources, safety and security measures, and the theme park's sustainable development initiatives, vision, mission and the integration of United Nations Sustainable Development Goals (UN-SDG). The report provides a detailed overview of the organization and its operations, making it an excellent resource for understanding the business strategies and challenges of a major theme park in Southeast Asia. This assignment was prepared by a student for their Park, Recreation and Leisure Service course.

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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