Topics: Amusement park, Lego, Legoland Pages: 3 (708 words) Published: April 5, 2015

SWOT analysis is a structured planning method used by companies to evaluate the strengths, weaknesses, opportunities and threats to their business operation. The SWOT analysis objective is to identify the internal and external factors that are favourable to achieve the objective. The strengths is refer to the characteristics of the business that give it an advantage over others, while weaknesses is the characteristics that place the business at a disadvantage relative to others. Opportunities is the elements that the business could exploit to its advantages. The last one is threats which refer to the elements in the environment that could cause trouble for the business. The identification of business’s SWOT is important because the company can inform later steps in planning to achieve the objective.

LEGOLAND Malaysia associated with strong brand name of Lego, which is one of the leaders in the European toy market. Because of the Lego brand is associated with quality and reliability, this will give a positive image that LEGOLAND can use to attract visitors to the parks. This makes LEGOLAND Malaysia become a popular theme park at short time. Other than that, LEGOLAND Malaysia also have very strong marketing and advertising strategy which helps to promote them to the visitors all the time. LEGOLAND Malaysia associated with big and popular brand such as Groupon, Amazon and Lazzada by which these brand will advertise the LEGOLAND Malaysia in their website by telling visitors about LEGOLAND Malaysia discount and promotion especially during festive season. The availability of annual tickets and value passes is the advantage that LEGOLAND Malaysia use to attract visitors especially to those who are likely to make multiple visits. For example, LEGOLAND Annual Pass allow visitors to visit the park again and again for a full 12 months. This pass gives visitors an extra privileges all year around. Visitors also will...
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