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MARKETING
MANAGEMENT
ANCASA ALLSUITES RESORT, PORT DICKSON
MKT 750 Page 1
1.0 INTRODUCTION
Ancasa AllSuites Resort was established in May 2003 and at that time, it was known
as Impiana Resort Apartment. In February 2004, they have changed their name to
Ancasa AllSuites Resort and Spa. It is located by the famous beach of Teluk Kemang,
Port Dickson, Negeri Sembilan. It is only 90 minutes away from Kuala Lumpur, 60
minutes away from Kuala Lumpur International Airport (KLIA) and 10 minutes away
from town of Port Dickson. This resort is rated as 4-star hotel and well known for its
beautiful landscape, ‘one of a kind’ Balinese Garden and large holiday dwellings since
their main target market is families.
Ancasa AllSuites Resort and Spa offers comfortable facilities such as accommodation,
meeting rooms and banquet, recreational activities, sea sport activities and dining
services. The uniqueness of Ancasa is where they offer large holiday dwellings that
could accommodate a family of four or more. Ancasa offers varieties of bedroom
apartments that have been furnished with ethnic interior décor and spacious living
room. Other than that, Ancasa has the necessary infrastructure in organizing variety of
functions. They have three meeting rooms; Kayangan I, Kayangan II and Kayangan III
that can fit 150 persons each at one time.
Besides, they also offer recreational facilities such as swimming pool, outdoor games,
indoor games and sea sport games. Guests could try horse riding, kayaking,
snorkelling or even beach volleyball. They also provide dining services which are
Saffron Brasserie and Steamboat Express.
Since Ancasa introduced new concept of resort marketing in Port Dickson where they
are keen to organize family days or corporate functions, business has picked up
tremendously and their weekend occupancy rate jumped to almost 90% and 99% on
a busy weekend. These help to contribute to the Ancasa’s stability in the service sector
especially hospitality industry in Malaysia.

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MARKETING
MANAGEMENT
ANCASA ALLSUITES RESORT, PORT DICKSON
MKT 750 Page 2
1.1 SWOT ANALYSIS
SWOT Analysis is a model that analyzes an organization’s strengths, weaknesses,
opportunities and threats to create the basis of a marketing strategy. This model is a
documenting model that helps to analyze the internal Strength (S) and Weakness (W)
of a company as well as company’s external Opportunities (O) and Threats (T). This
level of analysis enables an organization to determine whether there are factors
present that will help in the achievement of specific objectives (due to an existing
strength or opportunity) or if there are obstacles that must be overcome before the
desired outcome can be realized (due to weaknesses or threats).
1.1.1 Strengths
Business Attractiveness
Ancasa AllSuites Resort and Spa is well known for its beautiful landscape and
unique physical offering which is the Balinese Spa and Massage Treatment.
This resort is also suitable for large holiday dwellings especially families with
more than four members. Besides, the properties are well maintained by the
management and there is continuous improvement of facilities done by the
management. Ancasa is planning to build a banquet hall that can fit 900 people
at one time, Japanese restaurant and also a gift shop at the entrance of the
resort.
Relationship with customers
Creating customer loyalty is not an easy job for the marketers. Customer loyalty
is something that they value and they understand its significance. One of the
reasons for the successfulness of Ancasa is their long term relationship with
the customers. This relationship is the binding factor that leads to the loyal
customers of Ancasa. With a clear focus and persistent efforts, Ancasa ables
to maintain good relationship with the customers. ‘People make the Difference’
is the motto that the Resident Manager adheres to, so Ancasa personalized
service that it provides to each client.
Staff turnover
The third strengths of Ancasa are the low rate of staff turnover. 90% of their
workers are local staff. It is not very easy to seek capable workers that can work

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1.0 INTRODUCTION Ancasa AllSuites Resort was established in May 2003 and at that time, it was known as Impiana Resort Apartment. In February 2004, they have changed their name to Ancasa AllSuites Resort and Spa. It is located by the famous beach of Teluk Kemang, Port Dickson, Negeri Sembilan. It is only 90 minutes away from Kuala Lumpur, 60 minutes away from Kuala Lumpur International Airport (KLIA) and 10 minutes away from town of Port Dickson. This resort is rated as 4-star hotel and well known for its beautiful landscape, ‘one of a kind’ Balinese Garden and large holiday dwellings since their main target market is families. Ancasa AllSuites Resort and Spa offers comfortable facilities such as accommodation, meeting rooms and banquet, recreational activities, sea sport activities and dining services. The uniqueness of Ancasa is where they offer large holiday dwellings that could accommodate a family of four or more. Ancasa offers varieties of bedroom apartments that have been furnished with ethnic interior décor and spacious living room. Other than that, Ancasa has the necessary infrastructure in organizing variety of functions. They have three meeting rooms; Kayangan I, ...
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