UNIVERSITI TEKNOLOGI MARA MALACCA CAMPUS

INDUSTRIAL ATTACHMENT (HTH 300)PRACTICUM REPORT

UNDERWATER WORLD LANGKAWI (19 MAY 2008 – 21 SEPTEMBER 2008)

SITI MAHERA BT AHMAT AMIN2006246320

DIPLOMA IN TOURISM MANAGEMENTFACULTY OF HOTEL & TOURISM MANAGEMENT

UNIVERSITI TEKNOLOGI MARAMALACCA CAMPUS

Report submitted in Part of a fulfillment to CompleteThe Industrial Internship for the semester of

MAY – SEPTEMBER 2008

Preface

This report is successfully written for the requirement to complete the industrial

internship for semester of May till September 2008 for Diploma in Tourism

Management.

Since trainee was in part one, trainee heard from the seniors to find the practical

place as early as possible to avoid problems. Trainee met En Haizolsam Mustaffa who

had introduced himself as Abg Som at ‘Misi Jualan Domestik’ at Dataran Pahlawan Mall.

He had proposed trainee to do practical studies at Underwater World Langkawi but

trainee do not take his word seriously because trainee was in part three during that time.

Thanked to Miss Chew who had given assignment to find travel agencies and get the

organization chart; if not, trainee will never met with En Haizolsam Mustaffa, Assistant

Manager MARCOM and doing my practical studies in Underwater World Langkawi. En

Haizolsam told me that UWL had just opened opportunity to tourism students to do

practical studies there because before this, UWL only accepted marine students. After a

year, trainee made decision to try luck there with the other four friends to choose UWL

Langkawi as trainees’ training ground because trainee felt that UWL is a suitable place to

do the practical studies, furthermore it was located in Langkawi Island which is one of

the best tourism destination.

Trainee had learned many new knowledge and skills through out my four and a

half month doing my practical studies there. Not only trainee learned how to

communicate with others but also promoting UWL to attract public to come. The best

part is trainee had given the opportunity to handle an event!! Trainee very sure not all

company especially one big company like UWL to give this kind of opportunity easily

unless the company believed that trainee can do it. As one of UiTM student, trainee

really proud to bring UiTM’s name when En Haizolsam himself is the ex-student of

UiTM and put trust on trainee to handle one big event. To be one of the marketing

department members, trainee was exposed to sell some packages to public through

MATTA Fair and carnivals. Trainee hope this report will be one of the reference to next

batch for their practical studies and select Underwater World Langkawi as their practical

places.

Acknowledgement

Alhamdulillah with His petmission, trainee had succeded to write this report and

ended trainee’s practical training. First of all, trainee want to express special thanks to En

Haizolsam Mustaffa, Assistant MARCOM Manager because had given trainee

opportunity to do my practical studies in UWL and MARCOM staffs who had given a lot

of help to complete trainees’ practical studies there and this report is the proof. Trainee

will never forget the moment when En Haizolsam gave trainee valuable advices and

bring trainee up when trainee was down. The MARCOM staffs; Puan Siti, Cik Yunieza,

Puan Amnah, Puan Salina, En Fazeli and En Faizal had treated trainee just like trainee

was the youngest sister in one big family. Without their help, trainee will not complete

my practical studies successfully and finish writing this report on time.

Secondly, trainee would like to thank Miss Chew Sze Siong who had come to

UWL to do the inspection and also had guided trainee through the general email to write

up the practicum report. The guideline which had been given during the briefing before

going to practical helped trainee a lot to complete this practicum report, furthermore it is

easier to understand. Not forgotten to Puan Ashikin who had work really hard in placing

part five students to do the practical studies and also the other tourism lecturers that had

guided trainee in doing the best choice for practical studies.

For my family, trainee want to send my greatest appreciation because had been

very understanding when trainee said that trainee want to go to Langkawi for the practical

training. They had accepted trainees’ decision to go to Langkawi calmly and told trainee

to pack up earlier so that trainee will not forgot things to be bring there. Four and a half

month being in Langkawi, they never forget to call trainee and ask about trainees’

physical condition. Without them, trainee will not be as strong as now to complete my

practical studies at UWL Langkawi. Trainees’ parents had given the strength and advices

to make sure trainee will be able to come home with smile just after ended the practical.

Last but not least, trainee want to show appreciation to trainees’ other four

friends; Siti Zaharah, Siti Fatimah, Hamidah and Noor Ain who also doing practical

studies same place as trainee to be the most understanding friends ever through out the

practical times. They are trainees’ friends and they are trainees’ family there. Even

though sometimes we had some quarrels of small matters but by the end we will get

together again and had a slow talk with each other. Once, five of us did not talk to each

other but at the end of the day all five of us will walk together along the beach and speak

out all things that made the relation cold. After that, all five of us will hug each other and

ask for forgiveness. This moment will be one of the unforgettable moments in my life.

Thanks to my classmates that had recorded sweet wishes inside trainees’ digital

camera and their wishes guts trainee to end my practical studies with success!! Trainee

also want to express thanks to all my part five friends that given me courage to compete

with them, furthermore most of part five students got travel agencies as the practical

places. Like old says, the winners born from the healthy competition.

Trainee will not able write up this report successfully without helps from all of

them. Trainee really hopes this compilation of report will be one of the guideline to

trainees’ juniors and will end their practical studies as successful as trainee.

TABLE OF CONTENTS

PAGEPREFACEACKNOWLEDGEMENTSTABLE OF CONTENTS1.0 BRIEF AGENCY DESCRIPTION 1.1 BACKGROUND INFORMATION 1.2 ORGANIZATIONAL CHART 1.3 TRAINING SCHEDULE

1.0 BRIEF AGENCY DESCRIPTION

1.1 BACKGROUND INFORMATION

1.1 (a) General overview

Obviously, nowhere else in Malaysia would be able to view a larger

collection of aquatic and marine life of over than 5000 species than at Underwater

World Langkawi (UWL) which has been awarded as the Largest Aquaria in

Malaysia by Malaysia Book of Record on 1994. Furthermore, Underwater World

Langkawi is one of the largest marine and fresh water aquarias in South East Asia.

It features over 4,000 kinds of fish and other exhibits from 500 species displayed

in over 100 tanks. UWL is located in a popular beach in Langkawi Island; Cenang

Beach. Situated about 18 kilometres from Kuah town (30 minutes drive) and only

three kilometres from the airport (15 minutes drive). Langkawi Island can be

reached by ferry from Kuala Kedah Jetty, Kuala Perlis Jetty or Penang

Swettenham Pier, or take a flight direct from Kuala Lumpur International Airport

or Penang International Airport. (Refer to Figure 1.0 – 1.4 at appendices)

UWL Langkawi is a subsidiary of Eden Enterprises (M) Berhad (EDEN).

EDEN was incorporated in 1977 and became a public listed company in 1994.

EDEN INC. BERHAD ( “EDEN”), formerly known as Eden Enterprises (M)

Berhad, is a public listed company listed on the Second Board of Bursa Malaysia

with Zil Enterprise Sdn. Bhd. (“Zil”) as the holding company. “Zil” is a 100%

Bumiputra Company, entirely owned by Tan Sri Abd Rahim Mohamad, the

Executive Chairman of EDEN and leads by other 7 directors; Encik Shabaruddin

Ibrahim, Puan Sri Fadzilah Md Ariff, Dato’ Mohamad Salleh Bajuri, Tan Sri

Sabbarudin Chik, Dato’ Ghazali Mat Ariff, Fakhri Yassin Bin Mahiaddin and

Tuan Haji Md Fauzi Said. Its core activities include property, energy,

manufacturing, food & beverage and tourism.

Eden holds a specific vision, mission and values. The vision that been

grasps is to be a successful organization that is attractive for people to be proudly

working for, and to deal and associate with. The mission is we strive to provide

added values to our stakeholders through steady growth and profitability of the

businesses we are in, and through the principles of integrity and excellence that

we embrace. Eden stick with the values which driven by 5 main point; excellence

can be achieved by striving with passion for higher quality and world class,

integrity attitude by act honestly and upright to ourselves and others, teamwork is

vital because the team is bigger than individuals, social responsibility by being

good citizens who give back to the society and the last one is commitment which

means we need to be prepared to go extra mile.

En Azmi Mohamad Milatu newly transferred from Headquarters (HQ) on

month of July 2008 to UWL positioned as The Deputy General Manager. UWL

Langkawi holds particular vision and mission which the vision is to be a World

Class Tourist Attraction by 2010. UWL mission is to be an international

renowned educational and informative centre offering the public a variety of

unique attractions in different global ecosystems, in particular the Tropical

Rainforest, Temperate and Sub-Antartic.

On 26th of August 1995, UWL Langkawi which previously known as

Akuarium Langkawi had been opened to public and it was already 13 years and

till now UWL still stands as one of the most interesting destination in Langkawi

by locals as well as foreign tourists. On 5th October 1995 Akuarium Langkawi

Sdn Bhd changed its name to Underwater World Langkawi Sdn Bhd. Tun Dr

Mahathir had officiated the opening of UWL Langkawi on 19th March 1996 and

the moments had been commemorated at Photo Gallery; one of the exhibits in

UWL. A new wing of UWL; phase 2 project was launched by Tun Mahathir on

28th May 2005 which cost about RM 33 million.

The concept and theme of UWL Langkawi are geared towards not only

knowledge but also education and entertainment which simply known as

edutainment. It is built to raise awareness on the importance of conserving our

precious aquatic life forms, thus creating understanding of the deep and an

inseparable bond between man and nature. Most people are willing to go oversea

just to watch penguins. Why must they wasting their flight tickets amount that

costs hundreds of ringgits? In UWL, the customers just have to pay RM 28 for

Malaysian and they can feel ‘When the adventure becomes the experience’

themselves. Other than penguin watch, the customer also can watch hundreds of

unique species inside the tanks and felt the excitement inside the Sub-Antarctic

Ecosystem Display which includes a spectacular “penguinarium” with an

underwater tunnel for visitors to view swimming penguins.

Distinctive to another; UWL has the biggest marine tunnel tank consisting

of 600 tons saltwater houses many big fishes and sea creatures such as Zebra

Shark, Giant Rays, and also school of Trevallies and Snappers are found in this

gigantic 15 meter long walk through tunnel. The new concept of tunnel tank

(‘Kota di dasar lautan’) reopened on 21st of June 2008 had attracted many visitors

to come to UWL which separated from them only by the laminated clear glass

walls of the tunnel and they will feel they are inside the underwater itself. (Refer

to Figure 1.5 at appendices)

Other attractions include the Freshwater Fish Section, the Seashell

Display, the Koi Pond, the Mini Reptilian and Invertebrate Section, the Coral

Reef Section and the Poisonous and Venomous Creatures Section. The 34,701

square foot oceanarium is placed nearby to a duty free shopping centre and the

Neptune Café.  Visitors are thus provided with a one-stop shopping, eating and

entertainment package, all of which are available within one area. UWL provides

practical training to undergraduates in zoology, botany, marine biology and

related areas of study. During their period of training, the students will be able to

interact closely with the marine, aquatic and wildlife by assisting UWL staff in

caring for the exhibits. For marine students, they are also encouraged to carry out

their own research in the breeding, eating and living habits of the fish or other

creatures of their choice. . UWL just opened up the opportunity for tourism

students to do practical training here which will be placed in MARCOM

department to expose the students to real working environment

1.1 (b) Operating Hours

UWL daily operating hours is from 10 am to 6 pm while for school and

public holidays, it will be opened from 9.30 am till 6.30 pm. The souvenir Centre

and Neptune Café opening hour are same as UWL daily operating hours. The

operating hours are fixed but for fasting month, UWL will be closed at 5.30 pm.

1.1 (c) Entrance Fees

Discounts are given for MyCard and MyKid holders, government servants

and University/College Students who produce their ID Card. UWL charged

Malaysian adult; RM 28 and children (3 to 12 years old); RM 18 while for Non

Malaysian adult; RM 38 and RM 28 for children. Group discounts are also

available for those who write in, including schools. UWL had given special

discounted fee for Langkawian for Ramadhan promotion as fasting month is the

lowest peak through out the year. (Refer to Table 1.1 at appendices)

1.1 (d) Facilities

As one of the place of attractions, UWL need to compete with other

organizations to satisfy customers in term of its facilities. UWL provide ample of

facilities for customer uses such as ticket counter and information counter which

will be firstly found by visitors. Walk-ins can easily paid for the entrance fee at

the ticket counter and take the pamphlet or brochures at the information counter.

Information on ground birds, flight birds and water birds; Malaysian fishes;

Predators and their Prey, and information on the Seal, Sea Lion, Fur Seal and

Walrus are found after the Tropical Rainforest Section at Information Gallery.

Nowadays, the current building with 139 000 square feet area of total built

up area displays five sections starting from river ecosystem, tropical rainforest,

temperate, and also sub-antartic. The specialty of UWL Sub-antartic section is it

includes an amazing ‘penguinarium’ and also known as penguin tunnel which

visitor will be able to have a walk through an 8 meter tunnel to see Blackfooted

Penguins swimming around in an environment as close as possible to their natural

habitat. This area is fully equipped with life support system which holds to the

international standard set by U.S Agriculture Department.

At the Wildlife Gallery, visitors are able to expand their knowledge

through the information illustrated here.  Information on the “Ocean Giants” such

as Oarfish, Manta Ray, Whale Shark, Sunfish and Giant Squid are provided here.

One can also find pictures of the Giants of the Abyss which normally visitors will

took a shot there. The Wildlife Gallery also displays information on the Flora and

Fauna, Mangroves and amazing pictures of the rainforest. The Photo Gallery

displays photographs of the former Prime Minister’s (Y.A Bhg Tun Dr Mahathir

Mohamad) expedition to Antarctica, the development of the new wing of UWL

and the past landmarks of Langkawi. UWL has an extensive array of books,

magazines and reading materials in the Educational Resource Centre on first floor

for customers’ references.

Visitors can reach the 3D theatre either via stairs or elevator provided.

From the 3D waiting are, one can have interesting view of Tropical Rainforest

Section. The spacious lobby area can be used as meeting point for visitors

furthermore there are tables and seats for customer to relax and they can buy

sweet corns, ice creams and also drinks from the café adjacent to the 3D theatre.

The 200-seat 3D Theatre features 15 minutes animations documentaries on large

and small sea creatures, many of which are not able to live and exist in aquariums.

Visitors will be able to view these spectacular creatures in their natural

environment. This is the first time photo realistic virtual reality using 3D

technology is used to present sea creatures at an aquarium. UWL, thus, is the first

aquarium in Southeast Asia to be equipped with such technology. This 3D system

also provides a useful educational tool for those seeking knowledge and

conducting research on marine life. The interesting part to be inside the 3D theatre

is the fully paint of whale with blue, black and white colour which will make

customer felt they are inside Underwater World.

The interactive kiosks located at the 3D Theatre waiting area and at the

Sub-Antarctic Section provide additional information on the distribution,

characteristics, habitats and on the various species of the Penguins, Whales, fish

and wildlife found in UWL. Moreover UWL also provide facilities for the

disabled such as wheel chairs which will be placed at the lobby area, elevator and

ramps along walkways. Handicapped toilets also been provided to disable

persons.

Game Corner adjacent to Eden Café area is the most productive section

that will be visit by kids and family during the school break. This section will be

opened on school holiday to give some fun activities for UWL visitors whereby

they can relax at Eden Café and get some fun at Ceria Corner. Furthermore, they

just need to pay RM 1 only for one game and if they are lucky enough, they will

be able to choose the presents that been displayed. Neptune Café offers a large

variety of freshly cooked Malaysian and western food is served here daily. Quick

snacks and hot and cold beverages are also available throughout the operational

hours. UWL souvenir shop offers visitors a wide range of souvenir items at

reasonable prices. Local dried foodstuff and delicacies made from fish and

seafood are also on sale here. The visitors are able to move around easily because

all of the facilities provided are in one area. (Refer to Figure 1.6 – 4.0 at

appendices)

1.1 (e) Services offered

Hopper tour service is one of the services offered; this service is on

demand especially by the school groups either primary or secondary schools

students. This service available daily on 10.30 am in morning session and 2.30

during evening session. Usually the hopper tour service takes time around 45

minutes that covered from preview tank till the photo gallery exhibit. Another

services provided is the information person that will be in charged at information

counter. Visitors can use this service without any charged same goes with the

hopper tour service.

1.1 (f) The feeding time and 3D theatre schedule

To ensure the safety of the exhibits and the public, touching and

feeding are not allowed except for the koi pond area.  Furthermore, entering

their surrounding will disturb their habitats. The feeding will be operated by

the keeper for the animals from Curatorial Department. 3D theatre session

operated daily following the schedule. (Refer to Table 1.2 and 1.3 at

appendices)

Board of Directors Tan Sri Abd Rahim Mohamad

Encik Shabaruddin Ibrahim

Puan Sri Fadzilah Md Ariff

Dato' Mohamed Salleh Bajuri

Tan Sri Sabbaruddin Chik

Dato' Ghazali Mat Ariff

Fakhri Yassin Bin Mahiaddin

Tuan Haji Md Fauzi Said

Headquarters : Eden Inc. Berhad

(Formerly known as Eden Enterprises (M) Berhad)

15th Floor Amcorp Tower, Amcorp Trade Center

No 18, Jalan Persiaran Barat,46050,

Petaling Jaya, Selangor

Contact Number : 603-79577781

Fax Number : 603-79574793

Website : www.edenzil.com

Operation Company : Underwater World Langkawi,

Zon Pantai Cenang, Mukim Kedawang,

07000, Pulau Langkawi, Kedah Darul Aman

Contact Number : 604-9556100

Fax Number : 604-955603/4

Website : www.underwaterworldlangkawi.com.my

1.2 ORGANIZATIONAL CHARTS

1.2 (a) Organization chart for Eden Inc. Berhad (Headquarters)

BOARD OF DIRECTORS

.

1.2 (b) Chart of Eden subsidiaries companies

Y.Bhg. Tan Sri Abd Rahim MohamadExecutive Chairman of Eden

Y. Bhg. Puan Sri Fadzilah Md Ariff

Executive Director of Eden

En. Shabaruddin Ibrahim

Managing Director of Eden

Y. Bhg. Dato’ Mohamad Salleh Bajuri

Senior Independent

Non-Exec Director of Eden

Y.Bhg. Tan Sri Sabbaruddin ChikIndependent

Non-Exec Director of Eden

Y. Bhg. Dato’ Ghazali Mat Ariff

Non-IndependentNon-Exec Director

of Eden

Tuan Haji Md Fauzi Said

IndependentNon-Exec Director

of Eden

En. Fakhri Yassin Bin Mahiaddin

Non-IndependentNon-Exec Director

of Eden

Energy:Stratavest Sdn. Bhd.

Musteq Hydro Sdn. Bhd.Eden Energy International

S K Hydro(private) Limited-NydroPower IPP in Suki KinariGreen Electric(private) Limited

-Gas Fired IPP in Zamzama

EDEN INC. BERHADProperty:

Gebeng Petrochemical Land

Manufacturing:Time Era Sdn. Bhd.

Food and Beverages:i.RestaurantKuala Lumpur

Eden @ Chulan SquareSelangor

Eden @ K.L.I.A.Eden @ Subang Parade

Eden @ the CurveEden Café @ Amcorp Mall

PenangEden @ Hutton Lane

Eden @ Batu Ferringhi

ii.CateringEden Catering Sdn. Bhd.

iii.BakerySwiss Confiserie Sdn. Bhd.

Tourism:Underwater World Langkawi

1.2 (c) Organizational chart of Underwater World Langkawi

1.2 (d) Departments Function

Generally, departments are the entities organizations form to organize

people, reporting relationships, and work in a way that best supports the

accomplishment of the organization's goals. Departments are usually organized by

functions such as human resources, marketing, administration, and sales.UWL

Langkawi management leads by four main departments; Corporate Services

Department, Operations Department, Security Department and also Marketing &

Communications Department.

Under the Corporate Service Department are Account Department and HR

& Admin Department. There are three basic functions of Accounts

Department ;Accounting, Finance and Payment. Account Department responsible

to count total pax every day through the ticketing.

Accounting: - a) Keeping the books of accounts in accordance with the rules, b)

Internal check of transactions affecting the receipts and expenditure, c) prompt

settlement of proper claims against the railway.

Finance: - a) Tendering advice to the administration in all matters involving

railway finance, b) Compilation and control of budget (including exchequer) in

consultation with the other departments, c) ensuring no financial irregularity in

the transactions

Payment: - a) Making payment to the payees, b) Preparing payment schedule and

arranging payment to the labour accordingly, c) Collection and deposit of cash

received on account of tariff (goods and passenger) and others.

In addition to above, as a Management Accountant the following functions

are carried out; a)Providing financial data for management reporting, b) assisting

inventory management participation in purchase/contracting decisions, c)

conducting surveys for major schemes, d) interpret financial statements, e)

compile cost data and prepare cost reports, f) explore avenues of controlling staff

and materials costs, g) institute and operate budgetary control procedures, h)

participate in all capital expenditure, i) rating/pricing decisions and j) conducting

inspections.

While The Human Resource & Admin Department is devoted to providing

effective policies, procedures, and people-friendly guidelines and support within

companies. In addition, the human resource function serves to make sure that the

company mission, vision, values or guiding principles, the company metrics, and

the factors that keep the company guided toward success are optimized.

Curatorial department is under the Operations Department which this

department handled the animals and species in UWL. Handled the animals does

not mean only by feeding them but also making the penguin database entry,

functioned as animal clinic and research and development lab chores. Beside that,

this department needs to study the animal behavioural and habitat enrichment tool

or toy production.

Besides Curatorial Department, Maintenance Unit also beneath under the

Operation Department which need to assure all the operating system inside UWL

went well daily. Besides, Maintenance Department play major role if UWL were

having events. Put on the P.A System, repair things and prepare the event

facilities are some functions for this department.

Last unit under Operatings Department is Food and Beverage

Merchandising Unit. These departments purpose is to satisfy customers and

visitors that come to UWL with enough foods and drinks at both fast foods;

Neptune Café and Eden Café. Other than that, its function is to prepare foods for

staffs during the lunch break (Security Department, Curatorial Department, office

staffs, and Maintenance Unit). This department accepts the food booking for the

event preparation in UWL.

Basically, the Security Department will ensure the safeties’ of visitors that

come and make sure no undesired incidents happened in UWL to avoid bad

impression from public. Moreover UWL will be guard 24 hours by the security

officers. This department will protect the property by maintaining a high visibility

presence to deter illegal and inappropriate actions, observing (either directly,

through patrols, or by watching alarm systems or video cameras) for signs of

crime, fire or disorder; then taking action and reporting any incidents to their

client and emergency services as appropriate

Last but not least is the Marketing and Communications Department. This

is the most important department to any organizations. For UWL itself,

MARCOM encompasses a wide variety of functions include the public relations.

Overall, MARCOM department must meet those five key concepts; marketing

plan and strategies, the implementation of the planning, organizational

management and leadership, and also the feedback. Furthermore, MARCOM

department is responsible to handle events in UWL Langkawi to promote and to

market UWL itself to public.

1.3 Training Schedule

1.3 (a) Schedule for month of May

1.3 (b) Schedule for month of June

1.3 (c) Schedule for month of July

1.3 (d) Schedule for month of August

1.3 (e) Schedule for month of September

2.0 SUMMARY OF STUDENT’S ACCOMPLISHMENT

Trainee completed practical training in Underwater World Langkawi as one of the

MARCOM trainee started on 19th of May 2008 until 21st of September (18

weeks). Even though trainee did not change departments but still, trainee had

created good bond with staffs from other departments especially from Curatorial

Department because this department had given trainee bonus experience worked

under them for two days. Trainee had learned much new knowledge during

trainee’s practical studies in UWL Langkawi. Below are some of the tasks that

trainee had accomplished through out trainee’s practical training for about four

and a half month.

2.1 Marketing and Communications (MARCOM) Department

2.1 (a) Introduction

Marketing and communications department encompass of public relation.

To be a successful organization, UWL had geared this department to be more

aggressive in order to compete with other organizations not only in Langkawi but

all around the world. MARCOM department functioned as the most important

department in UWL Langkawi to promote UWL to outsiders either locals as well

as foreigners. By welcoming both national and international media coverage to do

filming at UWL through Puan Siti, Public Relation Department; under MARCOM

Department, these will expose UWL and at the same time will increase the

number of visitors every year.

Handling events in UWL itself is one of MARCOM functions that has be

an effective approach to promote UWL. MARCOM welcomes other organizations

that want to organize event in UWL but must be pre arranged and MARCOM

staff will be able to help. This kind of joint venture event is an efficient way for

pulling crowds to visit UWL.

2.1 (b) Organizational chart for MARCOM Department

2.1 (c) Flow of authority for MARCOM Department

Assistant Manager MARCOMEn Haizolsam Mustaffa

SECONDEDPUBLIC RELATIONS

MARKETING & COMMUNICATION

Marketing & Communication Exec.

Cik Zaini Yunieza

Marketing & Communication Assistant

En Mohd Faizal En Mohd FazeliEn Mohd Fikri

Marketing & Communication Assistant

Pn Salina Pn Amnah

Sales & Marketing Exec.

En Shamshul Amri

Marketing & Communication Exec.

Pn Siti Raudhah

Deputy General Manager UWLEn Mohamad Azmi Bin Milatu

MARCOM Department leads by En Haizolsam Mustaffa

positioned as Assistant Manager who will provide assistance to En Azmi,

the Deputy General Manager in delivery and planning of all elements of

marketing mix. Beside that, En Haizolsam responsible to liaise with En

Azmi to finalize and produce annual marketing department report.

Moreover, En Haizolsam will supervise performance of Marketing

Department and ensure short term and long term objectives laid out in the

annual marketing plan are being met satisfactorily. Other reasonable

marketing duties as required also need to be carried out. En Haizolsam has

the authority to Marketing and Communications, Public Relation and

Seconded.

Cik Zaini Yunieza holds position as Marketing and

Communication Executive in UWL, she is responsible to liaise with travel

agents, PETEKMA, local authorities, hotels and other industry players.

Other than that, Cik Yunieza liable to prepare, update and produce

Marketing and Sales kit. Assisting Marketing Department in any

marketing related activities is also one of her duties. Pn Salina and Puan

Amnah are answerable to Cik Yunieza. As Marketing Assistant, Puan

Amnah and Puan Salina need to assist Cik Yunieza in promoting UWL at

trade shows, informing schools, government departments, corporations,

and others about UWL concession rates. Both of them responsible to

prepare and distribute UWL educational info tools to schools and other

related group in order to build up rapport and awareness for UWL as

education, entertainment, and research center. Assisting Marketing team

with any promotional activity, either in-house or external, development,

planning and execution of any peak period activities. Preparing constant

supply of goody bag is Puan Amnah duties while Puan Salina must

prepare ticketing monthly report and travel agents monthly performance

report. That’s the only duties which make the difference between Puan

Amnah and Puan Salina.

Under Public Relation, Puan Siti Raudhah holds designation as

Marketing Executive. She need to attend any issues from customers, those

beyond the scope or responsibility of Marketing Assistant, includes

customer’s dissatisfaction of a more serious nature, conflict between tour

guides/travel agents and ticketing, difficulties between agents/guides and

ticketing regarding discount and commission, and general complaints that

involves irate individual. Most important duties is developing and

maintaining close and cordial relationships with members of the mass

media and to be responsible for all matters pertaining to press relations

and publicity of UWL. She will be in charged to liaise with Tourism

Malaysia in term of promoting UWL through out Malaysia and also

overseas. En Fazeli, En Faizal and En Fikri are answerable to Pn Siti

Raudhah. Three of them have same duties as Puan Amnah and Puan

Salina. Main duties for En Fazeli is he responsible to compile and update

UWL info in others websites, assist Marketing Exec. in sending e-news

letter and also wearing mascot when need to and coordinate the mascot

performance. For En Faizal, he coordinates distribution of brochures to

designated place or organizations, prepare monthly games and activities

corner and brochure distribution report and updated the signage designs

and installation. En Fikri is experts in handling 3D theatre because he

newly transferred to MARCOM department; he was in Maintenance Unit

before. He responsible to assist all staffs in MARCOM department to

handle 3D theatre and to make sure it is well operated.

En Shamsul Amri had been transferred to Headquarters as the

Sales and Marketing Executive. Overall, there are eight permanent staffs

been working in Underwater World Langkawi as the MARCOM staffs

excluding trainees that usually will be exchanged every half year.

2.1 (d) Description of MARCOM objectives

Every particular department will have their own objectives, same

goes to Marketing and Communications Department. The first objective

for MARCOM department is to increase the number of local and foreign

market share. MARCOM has targeted 500 000 total pax by the end of year

2008. All UWL staffs really need to work hard to achieve this objective

because during the last meeting for MARCOM department, the number of

pax for eight months still positive. However, number of pax for month of

September is very low. Hope for the next 3 month, the total pax will

recovered particular month.

UWL is working hardly to achieve the second MARCOM

objective; to reach nation wide recognition in order to achieve UWL

vision; to be a World Class Destination by 2010. By seeing the UWL

performance on 2006, UWL most been visited from Europe country that

had reached 51% from other foreign countries such as Eastern Asia,

Western Asia, and also Africa. Most of the local tourist comes from Kuala

Lumpur and these shows that people are willing to go to one attraction

places even though they are coming from main land so it is very important

to make sure customer get the satisfaction.

Other than markets its place, MARCOM objectives is to reaffirm

UWL position as an education, research and entertainment center to

public. In simple word, MARCOM department want the visitors know

UWL as an edutainment center. Its not just about entertainment by

watching hundred of species inside the tanks but also give out knowledge

and additional information through UWL educational kiosks provided and

also at Educational Resource Center (ERC). ERC functioned just like a

mini library that has many reading materials inside, moreover ERC also

has a video equipment. The person in charged will put on the video of

educational program to attract people to visit ERC just after they finished

watching the 3D session.

2.1 (e) Description of systems/strategies to carry out the objectives

MARCOM strategy to carry out those objectives is focused on two

elements; consumer marketing and trade marketing.

Consumers tend to develop their destination choices over lengthy

period which being affected by internal factors such as (lifestyle and direct

experience) and external factors (word of mouth and advertising). A

choice generally made before contact with trade/travel industry. UWL

MARCOM department now puts greater emphasis on brand marketing as

a deliberate strategy to increase awareness of UWL as tourist attraction

sites in Langkawi and Malaysia. It is mainly used to raise awareness and

interest in Langkawi and is achieved with a strong, consistent brand

positioning and promotion of aqua experiences.

Consumer marketing scope include:

Brand marketing - brand print, tv and cinema advertising,

collateral, such as brochures, flyers, posters; distribution and

collection of highly motivational images and video/CD footage.

MARCOM plan to introduce new program called ‘UWL…

everywhere’. This program emphasis advertising in Langkawi. The

advertising included advertising at travel agent busses, sponsorship

of 1000 t-shirts to taxi driver in Langkawi, mini signboard at

strategy location in Langkawi and banner at Kuah Jetty and

Langkawi Airport.

Online marketing – marketing and promotion campaigns to

provide information on latest attraction/promotion/events at UWL

and drive more visitors to UWL website.

Destination Public Relation – Proactive generation of articles and

content about UWL in media including magazines, newspapers,

televisions, radio channels and internet.

Research and analysis – Developing and communicating useful

research and information to guide the strategies and action of

Langkawi Tourism Action Council, Tourism Malaysia, Tourism

LADA, travel agencies and all potential participants in tourism

industry.

Trade marketing builds partnerships and relationships with

Malaysia tourism industry and key distribution channels, such as airlines,

travel wholesalers, and retailers in all active markets. This aims to increase

number of UWL participation in international travel brochures and to

facilitate cooperative marketing with a call to action for the consumer.

Trade marketing scopes include:-

Brand tactical – these campaigns are done in partnership with

distribution partners (travel agencies) using brand imagery together

with the product/price offers to influence immediate consumer

purchases.

Travel trade fairs – organize UWL participation in events that

provide operators with the forum to showcase their products, meet

national and international contacts and negotiates business deals.

Events are either market specific, or global such as MATTA Fair,

Travel Mart and etc.

Aviation Development – Strategies to strengthen airline

relationships and grow frequency and capacity to Langkawi. This

is done through consumer and trade activities to increase desire to

visit Langkawi and UWL. The partnership between UWL and

three tourism activities; Langkawi Tourism Action Council,

Tourism Malaysia and LADA Tourism, continues to strengthen

and is actively contributing increase local and foreign visitors to

UWL.

Those were the strategies that been taken by UWL MARCOM

department to make sure the marketing objectives will be achieved. In

term of the workflow; basically both Marketing Executives; Cik Yunieza

and Puan Siti Raudhah will having discussion with their Marketing

Assistants then will proceed it to En Haizolsam. En Haizolsam as the

Assistant MARCOM Manager will discuss it with En Azmi, Deputy

General Manager, then En Azmi will bring it to Headquarters to get

approval.

2.1 (f) Description of students function in relation to the department

As the trainee in MARCOM Department, trainee has to bring out

all marketing duties as well trough out trainees’ practical training. Trainee

not only been exposed to office environment but also had given

opportunity to do the outside tasks. Trainee been assisted by En

Haizolsam, Assistant MARCOM Manager for the whole four and a half

month. Monthly, trainee need to submit a report what trainee had done for

the month to En Haizolsam. Beside that, trainee was responsible to

perform some of the duties in marketing and communications unit and

public relation unit under the MARCOM department. Below are some of

tasks that trainee need to accomplish through out 18 weeks being in UWL

Langkawi:-

2.2 Customer Service

2.2 (a) Information counter

Trainee felt quite nervous when first time being told to be one of

the front liner staff in a place of attraction as the person in charged at

information counter. It was not an easy task whereby trainee needs to face

much kind of customer behaviours. First day at information counter,

trainee felt kind of awkward but the MARCOM senior staffs had helped

trainee a lot of things. They advised trainee to read many reading materials

especially related to Langkawi Island because from trainee’s observation,

most of customers will ask about the attraction places in Langkawi; the

location, entrance fees, the interesting part for the place of attraction and

etc)

Trainee had applied the knowledge trainee studied in Customer

Service (CS) subject to handle many customer behaviors. In one of the

chapter inside that subject, trainee learned that customer is the important

value for an organization even sometimes not all customers are right.

Trainee also had to communicate with many tourists either locals or

foreigner, trainee tried trainee’s level best to answer all the questions that

being asked. Moreover, trainee have to prepare the answer for the most

popular question that been asked; about the incidents happened last year.

There is one time whereby trainee learned to make fast decision when a

tourist from Thailand asked for help because one of his group members

had fainted. To be a good service provider, trainee must really be one or

the versatile person; other than giving information, trainee can help

customers when they needed especially during emergency time.

After four month and a half, trainee felt the best duty here was in

charged at information counter. I could interact with customers and at the

same time I could improve my English communication skills. What I

observed, foreigners were friendlier than locals. The foreigners usually

would kindly greet us first before they wanted to ask something. If

compared to locals, they would just stand in front of info counter and

waited to be served. As customer service provider, I need to be ready all

the time and prepared self with confidence to talk with many customer

behaviors.

Versatility is one of the most valuable elements for one who wants

to apply for works. This matter must be highlighted by all undergraduates

students because actually many companies and organizations had opened

up opportunity for them but we the one who are wasting the opportunity.

2.2 (b) Hopper tour services

Being an on-site guide was one of the sweetest memories that

trainee had during trainee’s practical studies in Underwater World

Langkawi. Before trainee started the practical training, trainee learned

many type of tour guides in Tour Planning and Design (TPAD) and

Travels and Tour (T & T) ; one of it was the on site guide. Trainee never

dreamt to be a tour guide before, but once trainee did the hopper tour for

the visitors that come to UWL, trainee felt the contentment!

Trainee learned how to conduct hopper tour with Encik Fazeli Ab.

Rahman for the first time. The challenging part was when En Fazeli told

me to bring the hailer and started the hopper tour on the spot even that was

trainee’s first time did the hopper tour services! Luckily trainee had

learned some skills in TPAD subject such as getting eye to eye contact

with customers, do not bring any paper along so that customer will

believed us and also assume audience like trainee if stands in front then it

will reduce the nervousness. Trainee cannot learn this kind of skill at

anywhere except in the books, but in UWL, trainee need to do it

practically. Trainee really had full contentment when trainee had

opportunity to be the on site guide because the best thing is when trainee

became an instant celebrity and at the same time all people were looking

at me and listening to my explanation.

Trainee felt very lucky when Encik Haizolsam asked me and one

of other trainees to accompany representatives from Aquaria KLCC by

doing hopper tour for them. Many things could be shared with them

because they were in same line like Underwater World itself. At the same

time, many successful ideas can be tapped from their organization to

improve Underwater World weaknesses.

This service provided twice a day; morning and evening session

but trainee is willing to provide the service for UWL visitors any time they

want to.

2.2 (c) Educational Resource Center

In charged in Educational Resource Center, trainee must supervise

all visitors that come in and out without bring any reading materials from

ERC. Here, there are many arrays of books, newspapers, and also

magazines. Trainee also must be able to use the video equipment inside to

install the educational programs from the CD provided to draw the visitors

especially to kids that love to watch and learn.

Trainee need to inform the visitors that passed by about the ERC’s

function inside UWL because most of the do not know what’s the function

of ERC. They just know ERC is a library but they do not know that ERC

functioned is to be one of the education places inside UWL itself,

furthermore the person in charged of ERC need to prepare themselves

with enough informations because the visitors that come inside ERC will

surely need the services.

One situation that trainee experienced was when a couple of

Arabian went inside ERC with their shoes on and trainee informed the

couple to put off their shoes with full of mannerism. However the

feedbacks that trainee got from the couple was very bad. They thought that

trainee just wanted to dispel them from the ERC then they went out from

ERC angrily. Trainee did not blame the visitors hundred percent because

the put off shoes signage is not clearly printed. Furthermore, most Arabian

is not fluent in English so maybe they did not understand what trainee had

said.

In Management (MGT) subject, in communication chapter; one of

the barrier for ineffective communication is the using of jargon and

misunderstanding of languages. Trainee is thinking to attend language

courses after trainee’s final year to emphasis trainees’ knowledge for other

language. Just like what the Tourism Minister said, to work expertly in

tourism line, the tourism people must learn more than one language then

only we can compete with others!

2.3 Trips

2.3 (a) FAM trip

En Haizolsam had kindly organized a FAM trip for all trainees but

not for holiday but as one assignment. Trainee need to observe from all

places been visited in term of its’ operation hours, entrance fees, location,

and also the SWOT for particular places. Back from the FAM trip, trainee

need to submit a report that compiles all the information been asked.

Luckily Madam Sheela, BEL 300 lecturer had taught trainee to write an

informational report and it is really help!

On Saturday, 19th of July, all female staff in MARCOM

department with En. Azmi, Deputy GM had went to several attraction

places around Langkawi. Supposed in the itinerary, we would be going to

four attraction places, unfortunately we missed one of it. Started from the

early program, the time had been dragged by many inconvenienced

situations. We departed from UWL on 10am, half an hour late to the first

destination, Wildlife Park and arrived there nearly 10.30am. The FAM trip

ended around 6 pm.

There was one incident at the Cable Car which was not supposed

to happen especially this incident happened to En Azmi’s wife. One of the

Customer Service Assistant being rude to Pn Ros, it was not about the

status but its all about service!! All service providers must remember that

customer is always right. Once the customer dissatisfied with us, all the

things related will not be right and there will be no repeat business.

2.3 (b) Trip to Aquaria KLCC

On 4th of September 2008, trainee offered once again to go to

Aquaria KLCC for observations and to analyze their strength and

weaknesses to be spoken out during MARCOM meeting in the future.

Trainee felt this trip will be given more important knowledge to trainee

because Aquaria KLCC is one of the potential competitors for UWL.

Trainee went there with En Haizolsam and wife, En Fazeli, En

Faizal and four other trainees by the rented van. We arrived there nearly 7

pm and it was already break fasting time so trainee did not have much

time to walk around Aquaria. Once trainee walked inside Aquaria, trainee

could felt the rainforest environment and the interesting paints at the wall

really caught trainee’s eyes. Trainee listed all the strength and weaknesses

for Aquaria to analyze it with UWL itself. In Marketing (MKT) subject,

trainee learned how to make a SWOT analysis so trainee does not have

any problems to list it out.

Trainee spent around 40 minutes inside Aquaria to end the journey;

compare with UWL, visitors need to spend nearly two hours to make sure

they covered all the sections. Just after the break fasting at KLCC, trainee

was sent back home to continue the next task; sales and promotion in

MATTA Fair PWTC.

2.4 Sales and Promotion

2.4 (a) Langkawi Geopark Carnival (30th May 2008 – 1st June 2008)

Langkawi Geopark Carnival was held in the Eagle Square and this

was trainees’ first event to make sales and promotion for UWL. These

three days event required trainee to be in charged at the Underwater World

booth to sell the packages. Underwater World had special promotion

during the Langkawi Geopark event whereby there were three different

packages been promoted to public.

Trainee was in charged on 1st of June, last day for the event

because trainee rotated with other four trainees. Once trainee stepped to

the site, trainee could feel the difference because before this, trainee came

to this kind of booth as visitor but on that day trainee came as one of the

exhibitor! Thanked to En Haizolsam because had given trainee this golden

opportunity as one of the task that should be accomplished.

Trainee had practiced trainee’s sales and marketing skills to

promote the packages.. For the whole day, trainee had experienced a day

without relaxing time because to become a good promoter, trainee knew

that trainee had to be aggressive and energetic all the time just like what

trainee learned in Marketing (MKT) subject. Trainee was quite satisfied

because at the end, the sales had reached RM 1119. Though, it was not a

big amount but as the beginning, trainee really learned something from it.

2.4 (b) Hot & Happenin’ Event (4th July 2008 and 5th July 2008)

Luckily on 4th July trainee got another chance to handle booth at

Hot and Happenin’ event which was held for two days in Langkawi

Parade Megamall. This event was famously known by Langkawian as the

most sizzling weekend event and it really pulled the crowd, moreover the

shopping complex was located strategically at centre of Kuah town. An

exciting line up of activities, games and shows during the event remind me

of the Sure Heboh event. Langkawi Tourism Action Council (LTAC) had

done really good job. Trainee did feel that this event was the most

happening event ever in Langkawi since trainee being in Langkawi.

The UWL’s booth positioned in front of ATM and also the

entrance door had given some advantages to trainee and other UWL staffs.

Many people that passed by UWL’s booth were attracted with the

preserved Arapaima and turtle displayed in the booth. Two small

aquariums consists of Anemones, one of our seaweed species and the

Spider Crab was also been displayed. Most of visitors would take the

photo at our booth and it was one of the achievements that should be

proud of because we had delivered the good first impression to public.

For the first day, trainee was in charged at the booth in the evening

shift. The promotion for this event was RM 20 for adult, RM 10 for

children and family package; RM 50 for two adults and two children.

Trainee had to make customers confident toward our product because

most of the customers that came to the booth would ask about the incident

occurred in Underwater World on September last year. Trainee could felt

the tensed that Underwater World faced through out months after the

incident. The second day event got crowds more than the first day; Trainee

took this opportunity to sell the packages to locals and foreigners. The best

part was Underwater World had been awarded as the Best Booth during

the Hot and Happenin’ event!! Trainee learned many new things from the

event, trainee observed and learned how to organize event and what

activities should be done through out the event, and trainee also educated

how to pull crowds to come to the booth just like what trainee learned in

Event Management subject.

Trainee experienced to be event organizer in part three for Street

Soccer by opened up booth to get the participations. Unfortunately, trainee

and the other event team did not succeeded to achieve participation target.

Maybe the reason why it’s happened is because lacking of follow up just

like what En Azmi, Deputy General Manager said to trainee during the

meeting.

2.4 (c) MATTA Fair (5th September 2008 – 7th September 2008)

Trainee was waiting for this moment since trainee’s first step to

UWL Langkawi for practical studies; went to MATTA Fair! On 4 th of

September, my other four friends and trainee, En Fazeli and En Faizal

departed from UWL by Avanza drove by En Sham to Kuah Jetty and

arrived there around 7.30. En Faizal and En Fazeli took turned to drive the

rented van from Kuala Perlis to Kuala Lumpur. En Haizolsam and his wife

took flight and already waited us at PWTC. The journey took 6 hours from

Kuala Perlis and arrived there by 4.30 pm.

Trainee could felt the bond with En Haizolsam and other staffs

getting stronger since we went to MATTA Fair. Trainee was very lucky to

have an employer like En Haizolsam because he treated us well and

always support us whatever trainee did. He should be awarded with the

Best Employer for the Year!! Trainee noticed about MATTA Fair event

during my first year in university. At that time, trainee got assignments

that required me to go to MATTA Fair. Started on that second, trainee

determined to be one of the exhibitor!! Thanked to En Haizolsam and

other staffs, they had accomplished trainee’s dream!!

First day of MATTA Fair, trainee could felt the excitement to sale

the package to public. The best part during the MATTA Fair was we,

UWL staffs gathered at the booth and break fasting together. This moment

will be one of the best experiences ever!! By the end of the first day, En

Haizolsam told us good news whereby we had reached the sales to RM

5000!! Trainee will never forget the experience that trainee got from

MATTA Fair from 4th September to 6th September. In addition trainee

learned how to promote trainees’ organization and how to handle

customers’ question and behaviors.

Trainee trained self to be a patience person whereby trainee had to

face many customers’ behavior moreover it was a fasting month. Last day

of the MATTA Fair was a restless day whereby people kept come and go

but that situation made me pleased because UWL will get many sales.

Trainee observed En Haizolsam really supported us during the MATTA

Fair; he did not give trainee stress at all to work. Trainee was very happy

when been told by En Haizolsam that the sales for those three days were

RM 52000; the highest total amount of any MATTA Fair that been

attended before!! Though the three days restless days were tiring, the

amount of sales profit was worth!!

Thanked to trainee’s Marketing lecturer, Puan Arni that had given

me a lot of examples that trainee easily learned such when learning the

chapter of Marketing Mix; 4 P’s and Travel and tour (T & T) subject

taught by Miss Chew also helped trainee a lot through the customer

buying decision of packages. In the subject, trainee noticed about MATTA

Fair and also the responsibilities. Trainee can easily defines all the

acronyms such as MATTA, MAH, TAA and etc if customers ask that kind

of enquiries either by phone or face to face.

2.4 (d) Brochures’ distribution

Trainee got chance to send brochures to hotels and resorts around

Cenang area with senior MARCOM staff, Pn Amnah. Trainee was able to

observe the place and had done some SWOT analysis in my mind. In

Marketing subject, trainee learned that to make a successful promotion, it

must be a continuously process whereby an organization must promote

their new products extensively to make sure the customers know about the

new product. If not, the marketing objective to attract locals or foreigners

to come will not be achieved. Other than promoting UWL new products, it

was one of the ways to build up rapport between the other organizations

that relatedly have the links with UWL. Besides, other organizations will

realize that MARCOM department has taken practical students from

universities that are taking related course such as tourism, marketing and

also management.

2.4 (e) Ceria Corner site (during school break)

Trainee found out how to be a good promoter once trainee was

accountable to attract customers at the ‘Ceria Corner’. Managed crowd

and satisfied all customers that attend to ‘Ceria Corner’ site with pleasure

were some of the responsibilities that a customer service supplier need to

do.

As what been learned in customer service, trainee must not raise up

voice in front of customers even want to, that’s all about mannerism for

service provider. Trainee realized that this section was one of the most

popular exhibit during the school break time because most of the game

players were the children and also suitable for the family. At this site,

trainee entertained the customers by attract them to have some fun as one

of the activities inside UWL.

2.5 Events

2.5 (a) 9 to 5 Event (4th June 2008)

Bintang Kecil magazine had conducted 9 to 5 event for girls aged

between 8 to 13 years old on 4th of June. In the evening before the event,

Encik Haizolsam and Cik Nana, the Editor of Bintang Kecil had briefed

all the marketing department staff and delegated the duties for all of us.

Trainee was in charged of facilitating the children also as the guide. The

event started as early as 8 am in the morning.

The activities during the event involved the girls and facilitators.

The participants were divided into 9 groups and each of the group had 10

group members. One of the groups was facilitated by trainee. As the

facilitator, trainee had to control all group members during the tour inside

Underwater World and during ongoing activities. To be among children,

trainee had to be one of them. What trainee mean by ‘one of them’ was to

be in someone else shoes which I had to understand their needs and wants

just like what trainee learned in Customer service subject. Trainee tried to

be as sporting as trainee should be.

Bintang Kecil had invited one of the local singers; Dina, and it

really made the event merrier with the children involvement during Dina’s

show. At the end of the event, trainee’s group, Diari had won one of the

activities. Trainee had to dress up the girls with all the clips given by the

organizer. Within half an hour time, trainee must dress them up with

unique way and name to attract the judges. The girls were as excited as

trainee, maybe that’s the reason why trainee’s team won the prize for that

game. The event ended with children cheer and joy because all of them

were given the goodies bag from Bintang Kecil and also from Underwater

World as one of the organizer. Trainee helped the other staffs to distribute

the paper bags.

This kind of joint venture event was doing very well and the

photography session had been done between Bintang Kecil and

Underwater World staff. The best part was the events will be advertised in

the magazines and trainee was very excited to wait for the next edition for

Bintang Kecil magazine. During trainee was in part three, trainee had

conducted an event that got the media coverage such as ‘Ekspo Anak

Merdeka event’ and also Street Soccer, however I realized that it was

more easier to get media coverage because some of the media person just

want to do the coverage especially if we have big name and famously

known by public.

2.5 (b) Travel Agent Award 2007 (21st June 2008)

Much preparation had to be done for the Travel Agent Award

(TAA). Trainee prepared about three hundred goodies bag for the TAA

guests which consists of poster, sticker, pen, pamphlet and the press

release for the media guests.

. The chaotic day started when everyone were busy prepared for

the Travel Agent Award on that night. Trainee had tied up hundred of

balloons for the entrance decoration but it was nice to be a busy person

rather than staying in the office without moving around. Beside that,

trainee had prepared the behind stage decoration and so do the goodies bag

for VIPs. During the event at night, trainee was liable at registration

counter for media side and passed the goodies bag for the guests. After the

guest’s registration had finished, trainee had to usher the award recipients

till the event ended around 11pm. The weariness cause from the crowded

activities didn’t dispirit me to accept another job the next day. Usual

things that had to be done after organized an event was to pack up back all

things.

Trainee observed how UWL management handled the event and

compared it with what trainee learned and practiced during trainee was in

part three. Trainee could see the most difficult elements to be applied is

communication. Communication breakdown usually happened when there

is no teamwork among the staffs under an organization. As Head of

Department, they should take this matter seriously; if not, the organization

can easily effected by other organizations.

2.5 (c) ‘Yaasin’ Recital (17th July 2008)

The ‘Bacaan Yasin’ was held at lobby area, in front of Ceria

Corner. Some staff that brought along their family members made the

event being alive. After the event ended, Trainee helped other staff to

rearrange the tables and chairs at the Eden Café.

This kind of event was a medium to build up good bond among

staffs and trainee felt the event that involved all staffs should be

oraganised more frequently. Trainee think UiTM also have to apply this to

make sure there’s no barrier between upper staff management and the

students.

2.5 (d) Cultural performance (26th July 2008)

On 26th of July nights’, all trainees got chance to watch the cultural

performance from Kota Mahsuri and also the Rock and Roll Club Caddy

Asian Germany Sport Exchange Programme (AGSEP) in LADA

Auditorium. Trainees together with Cik Yunieza, Marketing Exec tried to

be there as early as possible because worried we would miss the best part.

We arrived there around 8.15 pm but the performance started half an hour

late. Trainee’s expectation for the first time toward the performance was

certainly wrong because at the end of the show, trainee really want more!!

Trainee could observe the culture performance from another

country; Germany but it was totally difference from what trainee learned

in Culture Studies during part four. Trainee was informed by Cik Yunieza

that the performance concept; Rock and Roll were newly introduced to

public. The performance from AGSEP and Angkatan Budi Seni Kota

Mahsuri had performed a really energetic performance even the audience

that came was not really enlivened. Trainee really enjoyed the show that

night and hope this kind of event would caught the crowds.

2.5 (e) Talk in Underwater World (9th August 2008)

On 9th of August, a group of Bachelor in Marketing students from

UiTM Machang had conducted a talk that related with their subject; Issue

in Marketing. The talk was held at 3D theatre for two hours; from 8pm to

10pm. They had invited 3 speakers; En Mohd Nizam from Putrajaya, En

Zulkifli from Pulau Payar and also Cik Ariati, Senior Curator from UWL

itself. During the talk, many issues related to tourism industry had raised

and the speakers discussed the way to solve it too. Trainee was in charged

in preparing and giving the goodies bag to the attendees and washed the

dish plates after the event ended around 10.30pm.

Trainee observed that UWL welcomes the organization that want

to organize educational events inside UWL either in 3D theatre or any

section that suits with the events purposes. Trainee never thought of doing

a talk that related with subjects in a place of attraction like the UiTM

Machang’s students worked on. Trainee really learned something from the

event itself, trainee was thinking to propose the lecturers to give lecture

inside a place of attraction which related to the subject, moreover students

will understand particular topic easier. For trainee; lecturers should not

give tenses to students if they do not understand certain topic. Some

lecturers told the late catchers to ask from friends because they will move

to another topic to finish the syllabus earlier. Usually the late catchers will

become depressed and get stress easily!

Merdeka Events Proposal

Trainee was given the task to make the events proposal by En

Azmi, Deputy General Manager on early month of July. Trainee had some

time constraint to discuss about the proposal whereby each of us had

different duties everyday. Trainee had to find times to sit together and

discussed about it. After work time was the best time to discuss and it just

like we were doing overtime even we were not in the office. Trainee was

responsible to type out the proposal and trainee didn’t have any problem

with it because trainee had experienced being a secretary and group leader

before when organizing an event at the university.

In the first week of the month, trainee had written out the first draft

of the proposal based on the references that trainee got from the proposal

files. Trainee was very lucky to be here because it’s like trainee was

working in an event company. Even trainee was under the MARCOM

department and didn’t change to other departments like my other friends;

trainee could felt trainee learned many things!! Not only learned about

sales and promote, learned how to organize and event, and also to interact

with public; that’s the skills trainee couldn’t learn from anywhere.

Trainee presented the Merdeka proposals on 15th of August in front

of En Azmi, Deputy General Manager of UWL and En Haizolsam,

Assistant Marketing Manager. En Azmi told the trainees to present it in

English. Trainee did not felt it was a problem because trainee had trained

to be prepared for presentation in every subject in university. First

proposal had been presented by Zaharah and trainee presented the second

proposal. En Azmi had given us good feedbacks and ideas through out the

presentation. Trainee realized that many things that should be done earlier

before the presentation day. Supposed trainee had to discuss and meet the

person in charge for certain activities earlier to get the confirmation.

Luckily En Azmi was a friendly person and he had given us many

valuable advices to make a good event. Even though this is not trainee’s

first time organizing an event, but still, trainee had missed many important

parts to organize a good event. By seeing En Azmi’s feedback toward the

proposal, trainee positively believed the events will be reality so just after

the presentation ended, trainee and friends made the preparation. Trainee

remembered what had trainee learned in Event subject; early planning to

organize an event is the successful keyword.

Finally, on 21st of August, the proposal had been approved by HQ.

Trainee felt relieved and excited when trainee heard this news. Just after

my friends and trainee got the news, we felt more excited to make the

preparation since we have only one week left before the event day.

2.5 (f) UWL Merdeka Challenge; Dare to Sweat (30th August 2008)

UWL Merdeka Challenge; Dare to sweat and UWL Street Soccer

were conducted on 30th of August 2008 by trainee and friends as one of the

biggest task that trainee ever had. Before this, trainee was in a big team

during part three and part four but now, just trainee and four other friends

were the head of organizers. Just imagine; five undergraduate students

must delegate duties to all staffs in UWL, contacted with each

departments, and draw public to participate! Trainee dares to take the

challenge because trainee believed all five of us will be able to handle it.

Morning of the event day, trainee woke up as early as 6.30 am in the

morning to prepare the Merdeka Challenge site at beach for coconut and

egg task. Luckily, the weather was good!! We had to hide the coconuts

and buried all the eggs at the beach that morning. We got helps from other

department such as Curatorial Department to handle UWL Street Soccer

for two days. The registration for Merdeka Challenge was handled by Pn

Rozita and Pn Niza followed the event checklist.

Trainee handled the briefing to all Merdeka Challenge group

together with En Fazeli. Honestly, trainee was quite scared when firstly

when being told to be an emcee for the event. However trainee felt trainee

have to take the golden opportunity because who knows trainee will never

get this kind of chance anymore. The briefing went well as planned, just

after the briefing, the challenge started around 9.30 am.

Trainee was in charged of two tasks during the ongoing event;

count numbers in tropical rainforest and find keys in box. During the

count numbers task, trainee was having some difficulties whereby trainee

did not get the correct amount of the numbers. However trainee faced it

calmly because trainee did not want the event ruined only of this matter.

Trainee assigned Hamidah to count the number back while trainee

handling the teams that came to get the next task. Trainee do not want to

blame to one person only why this thing happen because trainee was the

one who should take the responsibility to count the numbers correctly

before the event. For eggs search task, some teams were having problems

to find four eggs so the supervisor in charged made decision to ask that

particular teams to find two eggs only. Overall, trainee could say that

UWL Merdeka Challenge was toughest than UWL Discovery Race which

been organized before by UWL because some of the participants were

already give up on task 4; eggs search!! Even though the prize giving

ceremony during the evening a bit chaos, trainee felt quite relieved

because had ended the event successfully. The event was ended around

5.30 pm.

2.5 (g) Merdeka Celebration (31st August 2008)

Merdeka Celebration on 31st August started with marching by

UWL security officer on 9 am. Supposed the marching started on 8 am

unfortunately not all UWL staffs were assembled in front of UWL like

been planned. Trainee was responsible to be an emcee for the event and as

the emcee for that morning, trainee was really bothered to this matter and

the morning of the event looked so gloomy but just after the convoy

departed from UWL, fortunately things get better!!

During the event day, we got many walk-ins to participate in

Coloring and Costume Contest. What made trainee surprise was there

were resigned participations came back during the registration session. In

Customer Service subject, trainee learned that customers are

unpredictable; they can do what they think right. Trainee was in charged

as the emcee for the Costume Contest and also the prize giving session.

Normally in university, trainee took part in public speaking and also

presentation but to be an emcee is new things for trainee. Yet, trainee still

wanted to do it and trainee took that as challenge!! Once trainee was on

stage, trainee could felt the strength that trainee got was from the

audience!! More audience in front of me, trainee felt braver!!

Lucky me, trainee did not talk with the wall. The Costume Contest

succeeded to pull crowds, furthermore the audience comprised of coloring

participants and the convoy members. The havoc environment made my

friends and trainee really satisfied however as Puan Awin, my UiTM

lecturer said that never satisfied easily with what u get. In the evening, a

telematch was held at UWL porch and the participations were quite

enlivened!! The event ended around 5.30 pm and trainee enjoyed those

two days event which organized by trainee and friends.

2.6 Training courses

2.6 (a) The Grooming and Etiquette for Frontliners (18th June 2008)

. UWL very concerned about their staffs whereby every month,

UWL will send their staffs to attend for particular courses. Trainee was

lucky to be the chosen one to attend a seminar with 5 other trainees at

Awana Porto Malai. The Grooming and Etiquette for Front liners was held

on 18th of June and the speaker was Pn Afifah Bt Abdul Rahim who had

experienced working in Malaysia Airlines (MAS) training centre as one of

the lecturer for about 35 years old. Many other representatives from other

hotels such as Tanjung Sanctuary, Awana and Aseania Resort also got

involved in the seminar.

Trainee took the opportunity to make friends with them, on the

other hand, to broaden up the networking especially in the tourism line.

Who know one day trainee will need their helps. The grooming seminar

taught trainee a good lesson how to be an ideal front liner. Trainee learned

that to know whether we were well groomed person or not, it doesn’t

depend on image only but to be a well groom person, first thing need to

remember is being neat, clean and attractive. The second thing is we must

have poise and style, and the last one is developing positive self image.

Three tips that trainee could remember were TOP when get in dress. T

stands for time, O for occasion and P for place. The one and a half day

seminar had given trainee a lot of knowledge that trainee need to practice

it either in UiTM or in the real working environment in the future.

2.6 (b) The Excellent Customer Service (19th June 2008)

On 19th of June, trainee had attended the Excellent Customer

Service seminar located at Best Star Resort which the speaker was the

same person as seminar before. But it didn’t affect trainee’s desire to learn

and gained knowledge at all. To give an excellent customer service was

not impossible, from what I learned we just need to be consistent in giving

services! Just follow the word SERVICE which consist a lot of

meaningful ideas. S for smile, E for efficient, R for reliable, V for

versatile, I for individual, C for Control and E for Entertain. Most of what

Pn Afi told attendees had been learned in Customer Service subject and

Hospitality.

Trainee agreed with Pn Afi when she said that not all 5 Star Hotel

gave 5 Star customer services too, so it means that it doesn’t matter what

star we are into but the important thing is we must give the 5 Star

customer service!! Eye to eye contact, smile number 3, and greet well.

That’s the right thing when we met customer. Smile number three means

when we said ‘Tiga’ our smile will look more sincere from heart. After the

2 days seminar, trainee practiced all things that had been learned

especially when trainee entertained customers at the information counter.

The feedback was really good and trainee believed that it was not

impossible to give excellent customer service to customers!

2.6 (c) Tourism English course (4th August 2008 and 5th August 2008)

Trainee sent to Tourism English course at IPD Kuah with Cik

Yunieza and five other trainees. Most of the attendees were tourism

students from Langkawi Community College and some of them were

practical students just like trainee. Other attendees came from

Immigration, Custom, Travel agencies and hotels.

The speaker for Tourism English course was Puan Afi; the best

part was she recognized trainee and friends! Puan Afi divided attendees to

6 groups to mix us around so the attendees could learn how to

communicate. First thing that Puan Afi told was don’t shy to talk with the

foreigners even we were using broken English because she said that not all

of them speak in good English. First day of the course, trainee was been

taught basic English just like what trainee learned for BEL 100, BEL 250

and BEL 300.

There were some sections required trainee and other attendees to

make presentation in front by team and individuals. The course went well

and many things that trainee learned from Puan Afi since she always told

attendees about her experiences. Trainee attracted to one of her statement;

‘Learning is a journey’. Through out years, trainee realized that trainee

still need to learn many things.

2.6 (d) Mesra Malaysia Course (13th August 2008 & 14th August 2008)

On 13th and 14th of August, trainee was sent to the ‘Mesra

Malaysia‘ course with 5 other trainees and Cik Yunieza, Marketing Exec.

The speaker was Tuan Haji Nawawi who was experienced in tourism line

for about 30 years. Half of the course attendees were students; from

Community College, and practical students included trainee. Tuan Haji

had divided 36 of attendees to four groups so that all of us could socialize

around because all of attendees came from different backgrounds. There

were students, immigration, travel agencies, hotels and also the place of

interest staffs such as Laman Padi. The objective why Tuan Haji divided

us to group was to make us mixed around. From that, we could share

different knowledge and experiences among us.

On the first day of the course, Tuan Haji exposed the attendees to

all theoretical things related to tourism industry such as Malaysian

hospitality values, the friendliness of Malaysian and also how to possess

good attitude. Second day of the course, many role play had been done to

make us more understand of the ‘Mesra Malaysia’ concept. Many

interesting facts regarding of customer service that trainee learned; one

satisfied customer will tell an average of five people about their

experience while one dissatisfied customer will tell an average of 18

people about their experience.

The most interesting fact is the reason why company loses

customers; 68% of customers are unhappy with the service provided by

the employees!! That’s mean if we are willing to improve our customer

service, we will be able to get the 68% back!! Excellence customer service

is the major factor that differentiates a good company from a bad one. The

course was ended around 5 pm. Even this course was not enjoyable as the

course before but trainee really envy the speaker for this session. He

shared a lot of his experiences to attendees and he had given trainee the

spirit and courage to continue trainee’s life journey to be one of the

important person in tourism line!! To have a hope is not wrong, but trainee

know that trainee have to work really hard on it!!

2.7 Clerical jobs

Trainee’s first task in MARCOM department was to do a clerical

job whereby trainee used trainee Computer Science Communication

(CSC) skills when being told by Encik Haizolsam to organize a document

in the form of Microsoft Excel. Worked in the office made trainee felt like

a permanent staff! Trainee learned how to do the admin job such as

answering calls from customers or other organizations and also faxing

invitation letters. Trainee also learned the way to answer calls which the

correct steps were said hello, mentioned organization name and greet.

Trainee applied what trainee learned in Customer Service whereby trainee

will answer the phone consistently after three rings from the caller.

Moreover, trainee needs to pass the phone using the extension

numbers if the callers want to. Actually it was not an easy job to handle

customer incoming calls especially for the new trainee like me. Lot of

things need to be learned to be a good service provider. The challenging

part was when trainee had to call the General Manager and the important

persons for famous hotels around Langkawi, Kedah, Perlis, and Penang.

The reason trainee need to call them was to reconfirm whether they will be

coming to the Travel Agent Award on 21st of June or not. Besides hotel

manager and VIP, trainee also had to call the travel agents representative

and at the same time trainee learned to improve my English

communication skills.

The lesson that trainee got was when we talked with confident in

the phone, the receiver will not realize the nervousness that we felt. By the

end of the day, trainee had become an expert, trainee could make calls and

received calls without any nervousness like before. Other clerical jobs like

photocopying, filing and key in data were the normal works that usually

was done by trainee for daily duties if there as no events around.

2.8 Field work (Bonus experience)

On 12th and 13th of September trainee had been given bonus

experience by working under the Curatorial Department from En

Haizolsam. First day worked under different department made me felt a bit

awkward; new face, new work to do. Trainee’s office hour also had

changed! If before, trainee punched card on 9 am but working in

Curatorial Department required me to punch card on 8 am. The day started

with briefing by Miss Ariati Sari, Head of Curatorial Department around

15 minutes then trainee followed En Suhizam, keeper for Rockhopper

Penguin on that day. En Suhizam brought traineee to tank 14 and asked

trainee to change into suitable cloth before entering the Rockhopper

Penguin tank. Luckily En Suhizam was kindly guide trainee the way to

enter the tank whereby trainee need to wear specific jacket and tracksuit

given, boot, glove and mask for certain purposes. Stepped inside the foot

bath is a must before entered the tank! Trainee observed that cleanliness is

very important in taking care of this kind of species. Morning duty for the

day was cleaned up the tank and brushed the floor to avoid any diseases to

the penguins. Trainee also got chance to fed the penguins twice;11.15 pm

and 3.10 pm as scheduled. At 2.30 pm, trainee followed En Saiful to

quarantine room and was responsible to change the water for LQ 1 and

brushed the tank.

On 13th of September, trainee had been guided by En Shukri,

African Penguin keeper for the whole day. As usual, trainee’s morning

duty was cleaned up the cold room. The African Penguins were placed

inside the cold room because their previous tank was under maintenance.

First thing before entering the cold room was to check the water and

temperature. Suitable cloth need to be worn to enter the cold room just like

when entering Rockhopper Penguin. Trainee took opportunity to fed the

African Penguins too though trainee’s other friends said that this penguins

will act aggressively during the feeding time. Trainee made En Shukri

believe on me to give me the chance to fed those penguins. Trainee felt it

was such a waste if trainee entered the tank or cold room with out feeding

them.

Trainee really contented with trainee’s two days duty in Curatorial

Department. Thanked to Miss Ariati Sari because had given up this

opportunity to trainee. Trainee submitted the report for those two days

under Curatorial Department to Miss Ariati at the end of the last day. As

MARCOM trainee, trainee felt that other MARCOM staffs should be

taken the opportunity because we, the one who will be facing customers

that will surely ask the environment inside the tanks itself.

3.0 SELF ANALYSIS OF PERFORMANCE

3.1 Strengths

3.1.1 Willing to take responsibilities

Trainee is willing to take whatever responsibilities been given by

En Haizolsam. The reason why trainee willing to accept is not to

be proud of but trainee wants to learn and trainee wants En

Haizolsam know that UiTM students are not spoon fed. There is

one time whereby trainee was just finished cleaning up the office

store for transferring purposes, then En Haizolsam asked trainee to

design the backdrop for Hari Raya celebration. Even though

trainee was still tired, trainee want to perform well and at the same

time will give good image to UiTM itself.

3.1.2 Knowledgeable in IT

Luckily trainee has learn IT knowledge from Computer Science

Communication (CSC) skills during part two and three in UiTM so

trainee do not have any problems when being told by En

Haizolsam to organize data in form of Microsoft Excel. Cik

Yunieza also had asked trainee to record data through Microsoft

Excel that need to be transferred from Microsoft Word form.

Trainee succeeded to find definition for some new marketing terms

that been asked by En Haizolsam through internet.

3.1.3 Thinking positively

Trainee’s positive thinking really helps trainee through out four

and a half month being inside MARCOM department surrounded

by senior staffs. Once, En Haizolsam asked all trainees either the

event will be success or not. Trainee was the only one who

positively said that the event will be success while the other

trainees answered with hesitant. Then En Haizolsam told those

trainees who answered with hesitant that if all of organizers

thinking like them, the event will surely will not be success!

3.1.4 Good communication skills

Good communication skill is one of trainee strength whereby

trainee can adapt with the senior staffs in MARCOM department

easily even it was quite awkward to be among senior staffs that

older than trainee for the first time. After a week, trainee could

make jokes around and after four month and a half, MARCOM

staffs are like my own family members!

3.1.5 Punctuality to follow the dateline

First day of trainee’s practical training day, En Haizolsam had

asked trainee to write up monthly report and during that time

trainee set on trainee’s mind to submit the report on time. Started

first day of the month, trainee also started the draft for the report

and by the end of month the report will be completed just on time.

3.1.6 Like to do the challenging things

For two days trainee worked under Curatorial Department, trainee

observed that the curatorial staffs facing with challenging duties

everyday whereby they have to be able to do lot of works to make

sure the UWL species and habitats inside the tanks went well.

Trainee had convinced the penguin keepers to give trainee chances

to fed the penguins on own even trainee knew that the penguins

can cat aggressively. Moreover, the penguins were very sensitive!

3.1.7 Versatility

Trainee not only can do work inside the office on admin job but

trainee also can be an emcee for events even it is new things for

trainee. Not just that, trainee was able to do the Merdeka Event

costing with En Haizolsam’s help. Trainee positioned as the

secretary and also the treasurer at the same time.

3.1.8 Not a good complainer

Trainee is not good in complaining because for trainee, positive

thinking is more important than kept giving complaints. During

UWL Merdeka Challenge; trainee was responsible for count

number task. Trainee was having some problems for the task; just

after the task ended, trainee heard one of the organizer complaints

around in front of the participants. Trainee does not think that

incident should happened.

3.2 Weaknesses

3.2.1 Uncontrolled emotion

Trainee can be a hot tempered person when the situation was not

well organized. Once during the Merdeka Event, the chaotic

situation whereby the coloring participants wanted to enter UWL

but the person in charged was not performed his/her duties. Even

after trainee told the person to perform his/her duties but the

person still not performing it. Trainee’s hot tempered is different

from others whereby trainee will be quiet for the whole day and

will not be talking with others.

3.3 Problems encountered

Most of problems encountered came from the Medeka Events that

trainee had organized on 30th and 31st of August whereby the briefing for

the staffs in charged was last minute; 30 minutes before office hour ended.

Other than that, the tasks for UWL Merdeka Challenge need to be change

last minute for some reasons; though that time, trainee had already

prepared all Merdeka Challenge preparation.

As the organizer, trainee failed to reach the participation target

whereby trainee target for 36 groups but there were only 12 teams

participated. The memo to gather all UWL staffs for Merdeka celebration

on 31st August was last minute installed. There are four main departments

in UWL and they are about 60 staffs , unfortunately trainee did not get full

co-operation from other departments whereby on 31st August, not more

than twenty staffs gathered in front of UWL porch. Last but not least is the

problem of communication breakdown not only among other departments

but also among the organizers as one of the organizers was not informed

to come at 8 am during event day.

3.4 Overcomes the weaknesses and problems encountered

Every problem will have the solutions. Early planning and the

event checklist must be prepared at least a week before the event so do the

briefing so that each person will know their own duties during the event

day. If possible as the organizer, trainee should be given out briefing twice

before the event. One week before the event and two days before the event

will be the suitable time for the briefing so that the person in charged will

know their responsible and duties clearly.

Trainee realized that trainee did not achieve the target of

participation because lack of follow up from the schools. Failure comes

from lack of follow up; that’s what En Azmi stated during trainee’s last

meeting with him on 18th September. The word of mouth is truly more

powerful than the written memo because to organize a successful event,

organizer must think logically that not all of UWL staffs will read the

memo.

Normally in any organization it is difficult to get the cooperation

from other departments except if the organization itself applied strong

teamwork in every department. Head of Department should play the major

role in guiding their staffs to make sure all of them give out full

commitment to make sure the operating of organization running smoothly.

Trainee also experienced the communication breakdown since the

first event trainee organized in university; its true that communication is

one of the elements that easy to understand but difficult to apply. For

trainee, trainee was unable to give orders around to senior staffs even

trainee was the organizer so trainee’s deserves to delegate the task because

of the status comparison; trainee and permanent staff, aged and youthful.

However, this kind of situation should not be a barrier especially when we

are in an organization and departments. The confidence is most important

thing when delegating works even we are younger than the others!

4.0 ANALYSIS OF ORGANIZATION

4.1 Strengths

4.1.1 Largest Aquaria in Malaysia

Underwater World Langkawi had been awarded as the largest

Aquaria in Malaysia by Malaysia Book of Record on year of 1994.

Furthermore, Underwater World Langkawi is one of the largest

marine and fresh water aquarias in South East Asia. It features over

4,000 kinds of fish and other exhibits from 500 species displayed

in over 100 tanks. Nowadays, the current building with 139 000

square feet area of total built up area displays five sections starting

from river ecosystem, tropical rainforest, temperate, and also sub-

antartic.

4.1.2 Located at ideal area

. UWL is located in a popular beach in Langkawi Island; Cenang

Beach. Situated about 18 kilometres from Kuah town (30 minutes

drive) and only three kilometres from the airport (15 minutes

drive). Langkawi Island can be reached by ferry from Kuala Kedah

Jetty, Kuala Perlis Jetty or Penang Swettenham Pier, or take a

flight direct from Kuala Lumpur International Airport or Penang

International Airport. Moreover, visitors don’t have to worry about

the accommodations and transportation around because UWL is

surrounded with numbers of budget hotels and resorts. Visitors can

get taxi just in front of UWL, if not they can rent cars with

affordable prices at nearby rented cars shops.

4.1.3 A must place visit in Langkawi

Every visitor that come to Langkawi never miss this place because

other than Cable Car, UWL is one of the must place visit in

Langkawi just like been stated inside every Langkawi map.

Visitors will surely be interested to come because other than

visiting the tanks, they also can shop and eat in one place.

Everything is here, visitors do not have to go to another place to

get all the things.

4.1.4 Only place that has penguin exhibit in Malaysia

Most people are willing to go oversea just to watch penguins. Why

must they wasting their flight tickets amount that costs hundreds of

ringgits? In UWL, the customers just have to pay RM 28 for

Malaysian and they can feel ‘When the adventure becomes the

experience’ themselves. Other than penguin watch, the customer

also can watch hundreds of unique species inside the tanks and felt

the excitement inside the Sub-Antarctic Ecosystem Display which

includes a spectacular “penguinarium” with an underwater tunnel

for visitors to view swimming penguins.

4.1.5 Has strong network with local travel and tour agents

UWL has introduced the travel agents member card for all travel

agents that linked with UWL to build the good rapport between

agents and UWL staffs. This kind of program is one of the

effective ways whereby the agents will be more active and

aggressive to pull the crowds either locals or foreigners and at the

same time they will get the benefits. Moreover, UWL will conduct

Travel Agent Award very year whereby UWL will invites all

agencies and other organizations that been related with UWL itself

then the active agents and agencies will be awarded.

4.1.6 Has ample space to expand bigger and bring in new and

unique exhibits

The 139 000 square feet area of Underwater World Langkawi has

ample spaces to bring in new and unique exhibits to attract visitors

to come. UWL is not only displaying tank but UWL also has many

exhibits around whereby provide many valuable informations

especially for researchers purposes.

4.2 Weaknesses

4.2.1 Entrance ticket quite high for the lower income pensioners

UWL charged RM 28 or Malaysian adult and RM 18 for

Malaysian children while Non Malaysian need to pay RM 38 and

their children will costs RM 28. For lower income pensioners, this

price is quite high and expensive moreover if they bring along their

family members. Even if they got discounts for government

servants, the still need to pay RM 22 for adult and RM 11 for

children.

4.2.2 Front liners are not tourism driven

As trainee observed, most of frontliners; person in charged at ticket

counter and information counter are not tourism driven which

means they are not in tourism related line before. Some of the

ticket person was not able to understand what the foreigners said

because of the American dialect. Luckily trainee was there to

translate it for the ticket person.

4.2.3 Minor repairs needed

The roof leakages is one of the biggest problems for UWL that

should be overcome because the water leakages in front of the

UWL entrance that lead to the preview tank will give bad

impression to the visitors that come. First impression is the most

important; just like trainee learned in Customer Service subject.

4.2.4 Constant breakdown of additional facilities and slow respond

on repairing like the 3D theatre

Even though UWL has provided additional facilities such as the

educational digital kiosks around 3D area and sub-antartic section

and the big screen at the lobby area but still, there is always

constant breakdown. The 3D theatre is one of the unwilling system

breakdowns because the customers will complaint about that and

demanding to get their money back.

4.3 Overcomes the weaknesses and problems encountered

If trainee was the person in charged, trainee will give suggestion to the

lower income earners to go to the MATTA Fair or any carnivals to get valuable

prices for the entrance fees. Trainee will create a special package for lower

income earners whereby for two adults entrance fee, they will get one free

entrance for children. For trainee, even they are from lower income earners; they

deserve to visit UWL because UWL is for everyone! Though most of frontliners

are not tourism driven, but surely they have the humanity mannerism so it will not

be a big problem. Trainee will sent all the frontliner staffs to attend the seminars

and courses that related with tourism line so that they can make improvement.

Trainee will make sure not the same person who went for the courses; even the

head of the frontliners must attend those courses.

The leakages problem that occurred especially inside UWL building itself

and near to main entrance must be the one that need to be repair in advance

because it will give bad reputation to outsiders about our organization. Trainee

will assigned the person in charged to repair it immediately and apologies the

customers of the circumstances. Same thing goes with the 3D theatre! Even if

their children that below three years old did not get the glasses, they still want the

money refund. If 3D theatre not well operated, they will surely banned UWL if

we do not give clear explanations to them.

5.0 CONCLUSION AND RECOMMENDATION

5.1 Conclusion

For four month and a half doing the practical training in Underwater

World Langkawi, trainee felt very lucky to be one of the family members in UWL

as MARCOM trainee. Being part of UWL, trainee felt very happy when UWL

reached the target for total pax per day. Trainee quite depressed

5.2 Recommendation

6.0 APPENDICES