Sunway Customer Employee
3.0 Industry Background
Sunway Corporation has changed to a more customer and employee based industry, fulfilling both customers’ needs and employees’ desire, maximizing the strengths and opportunities, knowing that employee is part of the important resources of the industry, by integrating customer relationship management and supply chain management.
The following are awards achieved by Sunway resort hotels within the past few years’ relevant to the SBU:
4.0 Corporation & SBU Background
4.1 Corporation
The Sunway Group stands as one of Malaysia's foremost, well-diversified conglomerates in leading position in several industries.
Since its foundation in 1974 as a tin mining company, The Sunway Group has continuously aimed at excellence in every field of its operations as it diversifies and grows in tandem with national progress. This, the Group has made possible through strategic alliances with the government and private sector both on the home front and internationally.
The Group's outstanding achievements are the result of the vision of Tan Sri Dato' Seri Dr. Jeffrey Cheah, Founder and Chairman of The Sunway Group who built the organization from a mining company with a paid-up capital of RM100,000 into the thriving conglomerate that it is today. To date, the total shareholders' funds for the Group are around RM1.5 billion.
The Group's core activities comprise construction; property development and investment; building materials; quarrying; trading and manufacturing; toll concession; higher education; healthcare; leisure, entertainment and hospitality and information technology.
The Sunway Group is made up of three public listed companies, each consisting of divisions and classified by the nature of the business. They are listed on the Main Board of Bursa Malaysia Securities - Sunway Holdings Incorporated Berhad (SunInc), Sunway City Berhad (SunCity) and Sunway Infrastructure Berhad (SunInfra). SunInc is an investment holdings company while SunCity is involved in the property development and investment, and hospitality industry. On the other hand, SunInfra's subsidiary, Sistem Lingkaran-Lebuhraya Kajang Sdn Bhd (SILK) is the toll concessionaire for the RM1.25 billion Kajang SILK Highway.
Underlying this worthy corporate endeavour is the Group's business philosophy of giving back to the community it serves. The Group's social responsibility goes beyond and is clearly evident in education through the creation of The Sunway Education Trust Fund and countless of fund-raising and charitable activities.
The Group's flagship project - the multi-billion ringgit Bandar Sunway development - where it took an engineering miracle to transform 800 acres of disused and derelict mining land into an integrated, self-contained resort township surrounded by lush greenery, has received awards and international recognition as a tourism landmark that it is today.
(Sunway Resort Hotel& Spa: Profile. 2007.)
Vision
To be a leading conglomerate providing world-class and competitive products and services that enhances stakeholders’ value.
Mission
To provide innovative quality products and services that exceeds customers’ expectation. To continuously attract, retain and develop human capital, to achieve market leadership and operating excellence in every business segment.
(Sunway Resort Hotel& Spa: Group vision. 2007.)
4.2 Sbu
Incorporated in 1990 in Hong Kong, Sunway International Hotels & Resorts (formerly known as Allson International Hotels & Resorts) is a Malaysian-based hospitality group and the management arm that operates hotels and resorts under two hotel brand names; namely the Sunway Hotels & Resorts and Allson Hotels & Resorts in Cambodia, Indonesia, Malaysia, Singapore, and Vietnam representing over 3,000 guestrooms.
The Hospitality group, a subsidiary of Sunway City Berhad and a member of The Sunway Group in Malaysia, is driven by a vision of providing attractive returns and capital appreciation to the stakeholders and investors, and is to be recognised for extending exceptional customer satisfaction and memorable experiences in each of its Hotels.
The Sunway International Hotels & Resorts portfolio of hospitality products and services ranges from 5-star hotels with world-class convention, meeting and exhibition facilities, luxurious villas, serviced apartments, a range of 4- and 3-star hotels, to technical services, travel services, franchise management as well as hotel marketing affiliation services.
The flagship of the Sunway Hotels & Resorts brand is the 1,234-room Sunway Resort Hotel & Spa in Kuala Lumpur, Malaysia. The integrated iconic “Resort-within-a-City” landmark features five hotels, a massive conference and convention facilities that includes over 50 indoor function rooms and a range of outdoor themed venues, and immeasurable leisure and business facilities that includes a theme park, a mega shopping mall, entertainment district, a medical centre, and educational facilities. This Hotel commands amongst the highest occupancy and average rates in its category of hotels in Kuala Lumpur.
(Sunway Resort Hotel& Spa: About Us. 2007.)
5.0 SBU Situation Analysis
5.1 SBU Culture/ Resources/ Stakeholders/ Performance
It is often important for a company to understand the market, its competitors and what kind of situation is the company facing. Hence, in order to ensure that Sunway Corporate is able to shine out from its competitors in the market, we will first do a corporate appraisal to identify the present situation of the company.
Corporate appraisal looks at the company’s business entity as an independent party and connecting it to the necessity and challenges that the others places on it. (Bernus, P., Nemes, L., Schmidt, G., 2003) Hence, through corporate appraisal we will be able to identify the key strength of Sunway Corporate and its position in the market which will make it easier for us to analyze and strengthen the position of the company in the market. In order to obtain the best possible information which was needed for analysis, several question had to be asked to obtain the strategic understanding needed. Such questions are as follows:-
However, to develop a proper corporate appraisal, several aspects had to be acknowledged:
