Escolar Documentos
Profissional Documentos
Cultura Documentos
BHD
JANUARY 2015
DECLARATION
I declare that this report is my original work and all references have been cited
adequately as required by the University.
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APPROVAL
We have supervised and examined this report and verify that it meets the
program and university’s requirements for the Bachelor of Maritime
Operations.
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ACKNOWLEDGEMENT
In the name of Allah, the Most Gracious and the Most Merciful
First and foremost, I would like to thank to ALLAH SWT, whom with His
blessing gave me the strength to complete this research. I take this opportunity
to express my sincere gratitude to Mdm. Fauziah Bt. Ab. Rahman for his guide,
supervision, time and advice while working on this proposal. I also wish to
thank the Program Coordinator of Bachelor Maritime Operation Program and
lecturers because without their assistance, the research would not be
completed. I also would like to express the deepest appreciation to my family
because they were always supporting me and encouraging me with their best
wishes. Finally, I also would like to thanks to my parent, who always willing to
help and give their best support and encouragement that made me possible to
finish this study.
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LIST OF CONTENT
DECLARATION ............................................................................................... i
APPROVAL .................................................................................................... ii
ABSTRACT .................................................................................................... x
Chapter 1: INTRODUCTION..........................................................................1
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CHAPTER 2: LITERATURE REVIEW.......................................................... 13
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3.5 Research Activities Description ....................................................... 33
4.2.1 Strength..................................................................................... 39
4.2.2 Weaknesses.............................................................................. 40
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CHAPTER 5: CONCLUSION AND RECOMMENDATION ........................... 54
REFERENCES ............................................................................................. 59
APPENDIX A ................................................................................................ 63
APPENDIX B ................................................................................................ 66
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LIST OF TABLE
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LIST OF FIGURE
Figure 1.0 Samudra Shipyard & Engineering SDN BHD Logo ................... 5
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ABSTRACT
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Chapter 1: INTRODUCTION
1.0 Introduction
A SWOT analysis is the tool or methods that were widely used in a firm,
project or business venture. The SWOT analysis is used as a basis method to
decide the strategic planning and future development of the firm, project or
business venture. The SWOT analysis helps the firm, project or business
venture to survive and then succeeded in the industry. The SWOT analysis
represent the internal factors (Strength and Weaknesses) and external factors
(Opportunity and Threats) of the firm, project or business venture.
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In the SWOT analysis, there is four important content in deciding the
strategic planning and the firm’s future development. These four contents are
strengths, weaknesses, opportunity, and threats. Strength means that the
characteristics of the business or project that could give it an advantage
compared to others. For example, companies well-known and strong brand
name, the good reputation towards customer relationship, and cost advantage
from proprietary know-how. Weaknesses mean that the characteristics that
place the business or project at a disadvantage compared to others. The
example of weaknesses is weak brand names and poor reputation towards
customer relationship. Opportunities mean that the elements that give an
advantage to other companies in business or project. For example, a
continuous customer needs and demands on the product, the usage of the
new technology and the removal of some international trade barriers. The last
but not least is threats. Threats mean the elements in the environment that
gives disadvantages towards the company in business or project. The example
of the threats are the customer demands on the product have changed and
the increased of the international trade barriers.
There are four different kinds of strategies can be developed from based
on SWOT analysis tables. These tables are known as the SWOT matrix. Each
strategy can be used to develop short-term and long-term strategies for a
future business strategy. The strategies that use the strengths to maximize the
opportunities were developed from strength-opportunity strategies. The same
strengths can also be used to minimize any threats identified. These are
strength-threats strategies. The strategies that will minimize the weaknesses
that developed from weakness-opportunity strategies or avoid the threats that
were developed from weakness-threats strategies can also be developed from
the SWOT matrix.
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Table 1.1 SWOT analysis strategies table
External Factors
Opportunity Threats
Strength S-O Strategies S-T Strategies
Internal Factors
Weakness W-O Strategies W-T Strategies
The study on SWOT analysis has been used widely in the various
company within various kind of industry. Most of the study on SWOT analysis
were mainly for a purpose of brainstorming the strategic planning and
developing the future plan of the company. The well-known companies such
as Ikea, Starbucks Corporation, and even BMW automobiles have been using
the SWOT analysis in developing their sustainable business planning. It has
been proven that SWOT analysis is a useful technique in researching the
future business planning. However, there are not many studies on SWOT
analysis have been done in the maritime industry in Malaysia. The situation
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occurs might be because the companies in Malaysia does not have knowledge
of the SWOT analysis.
The company becomes more efficient as the new and larger yard was
built at Damar Laut. The company has done more critical and bigger job at the
new yard. The yard is bigger, which means more vessels can be handled there.
The Yard Manager, Mr. Adren are specialized in his line of works which
is marine engineering services and ship repair. The company also has skilled
and experienced workers to handle various tasks. Besides that, this company
has a well-equipped workshop to perform best quality of the job.
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Company’s Vision and Mission
Vision.
Missions
Samudra Shipyard Engineering Sdn. Bhd. commits and pride itself in achieving
the satisfaction of customer, employee and shareholder.
Samudra Shipyard & Engineering main focus in the business are the
ship repair industry. The company has done much ship repair and
maintenance work since the company shifted to the UniKL MIMET. The
business focuses of Samudra Shipyard & Engineering are listed as follow;
i. Ship Repair
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ii. Shipbuilding
iii. Marine Engineering
iv. Onshore Structural Fabrication
The table below shows the work complete by the company for the year of 2013.
The bold and italic represent the vessel done in UniKL MIMET
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10 Duta Pangkor 11/4/2013 UNIKL Shafting
6 MIMET
11 Asl Shine 17/4/2013 UNIKL Hull Miscellaneous
MIMET
12 Duta Pangkor 6/5/2013 UNIKL Shafting
1 MIMET
13 Pan Silver 6 16/5/2013 UNIKL Shafting, blasting,
MIMET and painting
14 Lch 5501 24/5/2013 DAMAR Hull Miscellaneous
LAUT
15 Brantas 1301 11/6/2013 UNIKL Shafting, blasting,
MIMET and painting
16 Lch 5501 18/6/2013 DAMAR Blasting and painting
LAUT
17 Wantas 5 17/6/2013 DAMAR Blasting and painting
LAUT
18 Tidalmarine 24/6/2013 DAMAR Blasting and painting
Putra LAUT
19 Duta Pangkor 28/6/2013 UNIKL Blasting and
3 MIMET painting
20 Duta Pangkor 3/7/2013 UNIKL Blasting and
6 MIMET painting
21 Mc Pergasus 5/7/2013 DAMAR Hull Miscellaneous
LAUT
22 Duta Pangkor 15/7/2013 UNIKL Shafting, blasting,
8 MIMET and painting
23 Duta Pangkor 21/8/2013 UNIKL Emergency propeller
8 MIMET
24 Duta Pangkor 2/9/2013 UNIKL Shafting, blasting,
2 MIMET and painting
25 Tidalmarine 12/9/2013 DAMAR Hull Miscellaneous
Purnama LAUT
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26 Tuton 20/9/2013 UNIKL Propeller repair,
MIMET blasting, and
painting
27 Bahari 2502 DAMAR RMP Door
LAUT
28 Bina Marine 60 DAMAR Afloat Repair
LAUT
29 Fm Namthong 1/10/2013 DAMAR Hull Miscellaneous
Charisma LAUT
30 Namthong 27 5/10/2013 DAMAR Hull Miscellaneous
LAUT
31 Samace 32 18/10/201 DAMAR ETA 16/10/2013
3 LAUT
32 Brantas 28 23/10/201 UNIKL Shafting
3 MIMET
33 Asi Afride DAMAR ETA 28/10/2013
23177 LAUT
34 Wantas 3 DAMAR ETA 01/11/2013
LAUT
35 Brantas 801 UNIKL ETA 01/11/2013
MIMET
36 Wan 105 UNIKL Shafting
MIMET
A SWOT analysis is the basic analysis that were used to determine the
strategic planning and firm’s future development. Since SWOT analysis is the
most fundamental analysis compared to other analysis, it is mostly considered
not important in developing the business strategy. It is usually happening to
the newly build company, where the new company was unable to compete with
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other company within the same industry, especially when encountering the
well-known company.
The research question used in this study is based on the SWOT analysis.
This questions is related to the internal factors of the company (Strength and
Weaknesses), and external factors of the company (Opportunity and Threats).
The research questions of this studies are:
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The study also significantly provide a deeper understanding of the
concept of SWOT analysis in the maritime industry. Therefore, based on the
findings of this research, it could help the company to create the strategies and
future development for the company to gain advantages when compared to
other company within the maritime industry.
The limitations of the research are the biggest challenge to all researchers
in completing the work, thesis or report. Limitations of research or constraints
are the only thing that cannot be tolerated. As for this research, the limitations
are as follows;
i. Time
Time was a constraint to the researcher to conduct the research as time given
were 14 weeks for Final Year Project 1 and another 14 weeks Final Year
Project 2. The research for SWOT analysis usually takes one year or more to
get a correct and more efficient data on SWOT analysis.
ii. Information
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the company. The company was not openly willing to give information freely to
anybody especially on the internal weaknesses towards the company since
the information were treated as private and confidential.
iii. Financial
One of the factors that contribute to a successful research is financial. The lack
of financial resources could affect the progress of the research. The given
money expenditure for this study is RM250.
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CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
SWOT analysis is the tool or methods that were widely used in a firm,
project or business venture. The SWOT analysis is a business analysis
technique that a company or organization can used for each of its products,
services, and markets. The SWOT analysis were usually used when deciding
the best possible way to achieve the future growth of the company.
The history of the SWOT analysis started when there were many
problems faced by companies during the mid-20th century. The companies
during that period were failing due to lack of planning. The research was made
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by the companies to change the failures of success in the business. The
research was made to analyze the problems that they encounter. A group of
researchers who were funded by Fortune 500 companies was made, and the
research was conducted at Stanford Research Institute. The members of the
group researchers are: Dr. Otis Benepe; Marion Dosher; Albert Humphrey;
Birger Lie and Robert Stewart. The research took ten years of research starting
from 1960 – 1970.
From the research, the companies realize that they were spending
much money paying their managers and did not see the dividends from their
investments. From the result of the research, the companies learns to not only
look at the problems, but also able to made decisions to change their strategies
depending on the situation they encounter. The research groups also found
that there are seven key findings that lead to the creation of SWOT. The seven
key findings are values, appraise, motivation, search, select, program, and act.
At first, SWOT was called as SOFT until 1964. SOFT is the acronym to
Satisfactory, Opportunity, Fault, and Threats.
A further research was conducted where SWOT was taken to the UK.
The questions regarding SWOT were asked and once the question has been
identified, a logical step to analyze what was needed. The research team then
worked and found a 17 step process for planners to follow. The trial of the
SWOT was completed in UK and then the merger company, CWS and JW
French Ltd used the SWOT analysis. The SWOT analysis was proved
successful and has been used since then.
According to team FME (2013), they have stated that the SWOT
analysis is a popular and versatile tool, but it involves a lot of subjective
decision making at each stage. It should be used as a guide rather than as a
prescription, and it is an iterative process. There is no such thing as definitive
SWOT for any particular organization because the strength, weaknesses,
opportunity, and threats depend to a large extent on the business objective
under consideration.
i. Strength – The internal factors that are favorable and gives advantages
to the company or the organization.
ii. Weaknesses – The internal factors that are unfavorable and gives
disadvantages to the company or the organization
iii. Opportunity – The external factors that are favorable to achieve the
company or the organization’s objectives.
iv. Threats – The external factors that are unfavorable to achieve the
company or the organization’s objectives.
This component are grouped into two separate groups that the groupings
are done through similarity of the component of SWOT. The groups are internal
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factors which consist of the strength and weaknesses of the company, and the
external factors that consist of opportunity and threats towards the company.
According to Robert G. Dyson (2004), he stated that “the internal appraisal
examines all aspects of the organization covering, for example, personnel,
facilities, location, products, and services, in order to identify the organization’s
strengths and weaknesses”. He also stated that “the external appraisal scans
the political, economic, social, technological and competitive environment with
a view to identifying opportunities and threats.” Each group contains a helpful
element that is the strength and opportunities and the harmful element that is
the weaknesses and threats.
Helpful Harmful
Internal Factors Strength Weaknesses
External Factors Opportunities Threats
Figure 2.1 The Internal and External factors
Strength Weaknesses
Opportunities SO WO
Threats ST WT
Figure 2.2 The TOWS Matrix
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advantage of SWOT analysis or the TOWS matrix is its attempt to connect
internal and external factors to stimulate new strategies. Hence resource and
competency based planning can enrich SWOT analysis by developing the
internal perspective while keeping internal and external perspectives in play
simultaneously. Rather than seeing SWOT analysis as an outdated technique
therefore it is possible to see it as a firm foundation for resource and
competency based planning”.
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The SWOT was not only used by the companies and another small
scale of research; it was also used to a larger scale of research. An energy-
focused research was conducted at Ukraine. The research focus is to discuss
the issues of effectiveness, their contribution to the environmental factors,
proprietorship issues of the energy producers, and the privatization step. The
research were using not only cross-cutting construction, but also using SWOT
analysis was conducted in Ukraine.
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is because the main purpose of SWOT analysis is to maximize strengths and
opportunities, minimize external threats, transforming weaknesses into
strengths as well as to take advantage of opportunities along with minimizing
both internal weaknesses and external threats (M. R. G. Sayyed, M. S.
Mansoori, and R. G. Jaybhay, 2013). It makes the SWOT analysis as a popular
method that repeatedly used to improve the strength and overcome the
weaknesses. Not only that, SWOT also used to identify new threats towards
the company as well as grabbing the opportunities for a better business
market.
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SWOT does not give the exact suggestion to the strategic planning, but
more to giving direction to future development. It highlights the problems issue
and gives direction to creating the most suitable strategic planning. It was
proven by A. Liu and D. Wang (2009) in their research on the Interactive
Development between Dalian and Other Coastal Cities in Liaoning Province.
They found that “it is proved that the economic linkage between coastal cities
is not powerful, so some measures should be taken to strengthen their
interactive development”. They also put forward up to six suggestion to solve
their problems. It shows that SWOT is not only used to study the current
situation and problems of the company or organization, but as well as solving
how to improve the business strategies.
Several studies have shown SWOT was useful in creating the strategic
planning. It is shown that several studies have been used the SWOT analysis
as a necessary method of deciding the strategic planning for a better business
market. From the SWOT Analysis & Strategy of Airport Logistics Studies, L.
Yang (2010) he stated that “this article considers it is necessary to carry out
SWOT analysis and make an appropriate strategy of airport logistics
development in Hangzhou through strengths, weaknesses, opportunities and
threats analysis based on the comparison with the airport logistics
development in Yangtze River Delta”. The result of the SWOT analysis applied
to the potential in the industry shows that some strategy options can be taken
to improve the development of the industry (W. Y. Hong, 2010).
Some studies also show that through the SWOT analysis, a company
could strengthen their self-constructions from scientific position, discipline
construction, the construction of resource groups, looking for the meeting point
for local economic construction, building a system of applied and innovative
personnel training (Y. Junfeng and Y. Quifeng, 2010). These are the example
of the strategic planning that could be suggested. The strategic planning has
become one of the subjects that many institutions work on to ensure the
intuitions’ appropriate management based on realistic results. Therefore, the
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planning has to be taken into account and should provide planning direction
on the bases of its results (T. Y. Yelken, F. Kilic and C. Ozdemir, 2012). It
shows that by applying the SWOT model in real business practices and to
advance can create such a concrete development strategy model based on
the study (X. Chan, 2011)
Although SWOT was a popular as a simple and easy method to use yet
gives an outstanding result in business planning of the company or
organization, certain research has been made to suggest a better method than
SWOT. Some research found out that SWOT analysis has shallow theoretical
roots as SWOT analysis run no deeper than the tenet that, like any living
organism, a business can prosper only if it achieves a good fit between itself
and its environment. Although this assertion is eminently plausible, SWOT
analysis also rests on the rather shaky suppositions that every strategically
significant feature of a business' internal and external context can be
categorized neatly as favorable or unfavorable and such categorizing affords
strategic insight (E. K. Valentin, 2005).
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Considering the rationality of the PEST analysis, the combination of the
SWOT-PEST has been used by researchers. According to L. I. Jianbo (2012),
he stated that “considering that the SWOT-PEST analysis is of high
coordination and rational correlativity, influencing factors related to politics (P),
economy (E), society (S) and technology (T) can be put into a uniform frame
for systematic SWOT analysis, which is suitable for the understanding of
environmental conditions of organizations (industries)”. It shows that the
improvement of the SWOT-PEST can give a better understandings to the
situation and problems thus gives a better result. The result could give a better
and more detailed and systematic strategic planning suggestion. L. I. Jinbo
also stated in his research in the Three Georges Reservoir Area that “based
on the systematic conclusion of major practices and explorations on the
establishment of the ecological compensation mechanism in the Three
Georges Reservoir Area, related measures are proposed, providing the
government with necessary references and experience for scientific
decisions”.
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analysis”. This statement shows that there is a better method that can be used
to replace SWOT analysis.
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CHAPTER 3: METHODOLOGY
3.0 Introduction
This chapter describes the procedures that were used in carrying out
this research. This chapter deals with research design, the population of study,
sampling frame, sample research instruments, data collection procedure and
pre-testing of questionnaire and data processing and analysis.
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3.1 Research Instruments
Qualitative Research
3.1.1 Interview
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3.2 Data Analysis
This research uses the SWOT Matrix analysis and TOWS matrix method as a
research method. By analyzing the internal factors (strength and weaknesses),
and external factors (opportunities and threats), the company can create a
strategic planning for their company. The strategic planning created can be
used either for whole organizations or just a certain department.
Strength Weaknesses
SWOT
Opportunities Threats
Figure 3.2 SWOT Analysis
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3.2.2 TOWS Matrix
The TOWS matrix can help to create four different strategies, based on
the internal environment and external environment. These strategies
are;
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Figure 3.3 TOWS Matrix
This list of research process shows the process of how this research is
conducted. The process starts from the beginning of research until the final
stage of research which determines the research findings and outcomes. The
research outcomes in the final stage of research is the strategic planning.
This method will require interviews with personnel who are involved in
the marketing management and implementation of strategies of
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Samudra Shipyard & Engineering SDN BHD. With this instrument, the
researcher will get further information and the viewpoint of their
company’s strength, weaknesses, opportunities, and threats.
Using SWOT matrix analysis to analyze the data gain from the
respondents.
Using the TOWS matrix methods to get more significance result on the
Strength, Weaknesses, Opportunities and Threats of the Samudra
Shipyard & Engineering SDN BHD.
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3.3.5 Finding and outcomes
The findings are concluded from the TOWS matrix diagnose of the
Strength, Weaknesses, Opportunities and Threats to identify the
suitable strategic planning for Samudra Shipyard & Engineering SDN
BHD.
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3.4 Research Planning Flow Chart
Briefing Project
FYP 1: START
Title
Chapter 1: Consultation
Introduction With Supervisor
Chapter 2:
Journal and
Literature
Article Finding
Review
Submision of Chapter 3:
Research Research
Proposal Methodology
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FYP 2: START Interview Session
Processing and
Collecting Data
Analyzing Data
Submission Final
Report
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3.5 Research Activities Description
Proposed the project title to a supervisor. Once the title has been approved by
the supervisor, research on the information can be conducted right away which
is related to the study.
All the information and data that relate to this issue will be collected where all
information and data are obtained from articles, journal, books, e-books, PDF
file and websites that related with SWOT analysis.
This step is required to prepare the research proposal and submitted to the
supervisor for further approval. If this proposal is accepted, then the research
can proceed to the next stage and present the issues of the study.
The results from the methods will be analyzed in determining the SWOT in the
company. It is analyzed in the form of TOWS Matrix.
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Step 6: Result
Step 7: Conclusion
The research study will be completed at this step. This is where all the
procedures, results, and other relevant points will be stated in the thesis. It
concludes all the results that have been done.
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Figure 3.6 FYP 1 Flow Chart
Week
Activity
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Interview and Questionnaire Preparation
Collect Data
Process Data
Analyze Data
Result Analysis
Result Comparison
Report Writing
Final Presentation
Submission of Final Report
Figure 3.7 FYP 2 Flow Chart
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3.7 Budgeting
Budgeting is the details of expenses utilized to complete the final year project.
Items Costing
Transportation RM 100
Documentation RM 100
Cost of Communication RM 50
Total RM 250
The table shows the budget for the Final Year Project. The amount provided
by UniKL MIMET is RM250. The cost of the transportation is about RM 100.
For the transportation purpose, the researcher need conduct an interview.
Since the company was quite far from the UniKL MIMET, it will be a
transportation cost and fuel cost when the researcher was going to the
respondents company. The cost of communication needed for this research is
about RM50. Since the researchers need to contact various companies before
conducting the research, the cost of communication will be accounted to the
budget.
Other than that, A4 paper and other stationery need to buy for the
purpose to write the report, log book and preparing questionnaires.
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CHAPTER 4: RESULT AND DISCUSSION
4.0 Introduction
The objectives of this research are to study the SWOT analysis, the issues and
challenges of Samudra Shipyard & Engineering SDN BHD. Based on these
objectives, the data from various aspects of the company will be gathered,
reviewed and analyzed to find a conclusion. The assessment in this chapter
will answer all three research questions that were set earlier in the first chapter.
The findings of this research were a result of the SWOT Matrix data
analysis to determine the Strength, Weaknesses, Opportunities, and Threat.
TOWS Matrix analysis were also used to determine the suitable suggestion to
do strategic planning for the company.
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4.1 Data Collection
The data required for this research were collected by conducting an interview.
The interview questions were designed to collect the primary data of the
research. The interview questions consist of four parts; part 1 until part 4.
4.1.1 Part 1
Consist of eight (8) question that measure about the strength of the
company.
4.1.2 Part 2
Consist of five (5) question that measure about the weaknesses of the
company.
4.1.3 Part 3
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4.1.4 Part 4
Consist of six (6) questions that measure about the threats towards the
company.
4.2 Findings
The findings for this analysis were distributed into four different categories.
Each category contributes the aspects of the SWOT analysis respectively. The
categories are:
i. Strength
ii. Weaknesses
iii. Opportunities
iv. Threats
4.2.1 Strength
The company also sets a low price for maintenance and ship repair
works. The company is also capable of completing jobs on time applying
just in time concept for their work. The company also have a better debt
structure than any other companies in the same industry.
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4.2.2 Weaknesses
4.2.3 Opportunities
Samudra Shipyard & Engineering SDN BHD has identified the possible
talent that considered suitable for the company. Since the company has
to be doing all their maintenance and repairing work at the UniKL
MIMET shipyard, the have possibly identified the students from UniKL
MIMET as their suitable manpower needed for their company.
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4.2.4 Threats
Samudra Shipyard & Engineering SDN BHD major threats are the
bigger and well-known companies in the maritime industry. Since the
company is the small and medium company, most of the threats comes
from a bigger and more well-known company. These threats are much
more frightening since another big company has their own political
connections with the customers, especially when competing against a
Bumiputera company making their competitors have more advantages.
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4.3 SWOT Matrix
STRENGTH WEAKNESSES
Well-equipped Business management
Well-equipped workshop department – low workers &
3 slipways manpower
Fabrication area Relying on customer too much
Crane & lifting area Have sustainable cash flow only
1 unit 40T crawler crane for the maintaining the business;
2 unit 40T mobile crane not enough to make huge profit
3 unit 35T forklift Does not have an official
Skilled & experienced workers websites to market their business
Low price for maintenance & ship
repair works
Capable to complete work in
short time
Have broad customer based
Better debt structure.
OPPORTUNITIES THREATS
Have identifies the possible talent Competitors are better equipped
for the company to be fulfilled than the company.
Better maintenance services than Some workers are not satisfied
other company. with their work
Intellectual property (trademarks,
copyrights, etc.) are not fully
secured
Many competitors especially
when it comes to political issues
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4.4 TOWS Matrix
Strength Weaknesses
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possible talent for services in maritime through the web or
the company to industries to provide a other Medias.
be fulfilled better income. (S1, S2, (W1, O1)
S3, S4, O2) Create a company
(O2) Better
websites to
maintenance
provide
services than
information and
other company.
company’s
achievement to
attract customers
– provide
testimonials from
customers. (W2,
W3, W4, O1)
Threats S-T Strategies W-T Strategies
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especially when it
comes to political
issues
From the TOWS Matrix table, the researcher can analyze the possible strategic
planning for the company of research, Samudra Shipyard & Engineering SDN
BHD. From the SWOT analysis that have been grouped into SWOT Matrix
table, four different strategies were able to be made. These four different
strategies were then used as a basis to create the suitable strategic planning
for the company. These four strategies are:
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S-O 1: Create maintenance service other than services in maritime
industries to provide a better income. (S1, S2, S3, S4, O2)
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W-O 1: Provide or create a job opportunities through the web or
other Medias. (W1, O1)
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and does not have a project or work to do. It was made the company
only able to make a profit that only helps them to progress slowly, as
the company takes about 12 years to lease the shipyard at UniKL
MIMET. Only after they do much maintenance work at UniKL MIMET,
they can gain more profit than before. However, still progressing slowly.
The company also does not have an official websites to promote their
business. These made their possible customers were unable to find
them. As stated before, the company have identified the potential talent
to their company to be fulfilled.
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S-T 1: Give a better accommodation/salaries to workers;
preventing the unsatisfied workers from quit. (S2, S5, T2)
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However, the company’s faced an intellectual properties problems that
are their copyright and trademarks are not fully secured. It can be
proven in their company’s logo in which their company’s logo could be
copyrighted by any person or organizations.
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As for this kind of problems, it is best for the non-Bumiputera
companies to create a sub-company that runs by a Bumiputera. It can
help the company to gain more thrust from Bumiputera customers to let
them do the work.
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field. The treats are much more threatening when the competitors used
their political connections to the customers to gain more projects faster
than any other company. Most of the company could not get the projects
when facing this kind of political issues. It usually happens to the non-
Bumiputera companies where most Bumiputera companies get the
project via political connections.
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other company. Most of the company could not get the projects when
facing this kind of political issues. It usually happens to the non-
Bumiputera companies where most Bumiputera companies get the
project via political connections.
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CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.0 Introduction
This research shows the importance of the SWOT analysis in determining the
future development of the company. By using research methods such as
interviews, a set of the company’s strength, weaknesses, opportunities and
threats can be found. The SWOT analysis found in the company’s differs from
one company to another, as the internal environment, strength and
weaknesses of the company are unique to one’s company. The external
environment, the opportunities, and threats can be the same as the other
company due to the external environment exist in the surroundings industry.
The SWOT analysis were then converted into TOWS Matrix. From the
TOWS Matrix, some strategies were able to be made for the company’s future
development. The strategies were made based on four different TOWS Matrix
strategies that derived from SWOT analysis.
Nowadays, SWOT analyzes and TOWS matrices are among the most
commonly used tools for strategic planning. The methods were proved to be
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useful to provide a better change for the company. Most of the well-known
company uses the method to cover their weaknesses, strengthen their
company’s strength, grabbing any opportunities as well as avoiding incoming
threats. Ultimately, the effectiveness of the SWOT approach will be determined
by its ability to set the stage for institutional change. The approach is not just
only limited to institutional planning.
5.1 Conclusion
This research serves as the guidance for the Samudra Shipyard &
Engineering’s future development. The company can develop more strategies
to achieve market competitiveness in the industry, just simply by analyzing
their internal environment and external environment.
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5.2 Company’s Recommendation
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5.3 Research Recommendation
i. Expand more time for final year project – more time can be used for
research.
As for this kind of research, the actual time needed to complete the
research with a better and more accurate result is a year or more. Some
SWOT analysis research takes a year and half to be completed. The
time given for the Final Year Project is only twenty-eight (28) weeks
which fourteen (14) weeks for Final Year Project 1 and another 14
weeks for Final Year Project 2. The time given was clearly not enough
as the researcher himself has another schedule and classes to attend.
ii. Conduct research to more than one company with the same status for
a better result.
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REFERENCES
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Conference on Software Engineering Research, Management and
Applications. DOI 10.1109/SERA.2008.33
Lijuan, Y. (2010). SWOT Analysis & Strategy of Airport Logistics: A Case Study
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Nima, F. H., Mohammad, M. M., Amirali, R., and Ashkan, R. (2011).
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Ozcira, S., Oner, Y., and Bekiroglu, N. (2009). An Economical Aspect for
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Yan, J., and Yan, Q. (2011). A Research on the Strategies to Develop the Coal
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Article 15.
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APPENDIX A
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A Yes, there is.
Q Is there a better equipped (funding, talent, mobility, etc)
competitor in your market?
A Yes, too many competitor actually.
Q Are you relying on one customer too much?
A Unfortunately, yes.
Q Do you have a broad customer base?
A No.
Q Is a competitor failing to adequately service the market?
A No, because our competitor have their own point of strength.
Q Do you have to rely on third parties for critical steps in your
development process that could possibly derail your delivery
schedule?
A I think our have to on third parties for a certain moment.
Q Do you have immensely talented people on your staff?
A Yes, we have. Most of our staff are talented people.
Q Are your key staff satisfied in their work? Could they be poached
by a competitor?
A I think some of them are not really satisfied with their own work.
Q What trends might impact your industry?
A I am not sure.
Q Do you have adequate cash flow to sustain you?
A For this time being, yes we have.
Q Do you have adequate profit levels?
A Yes.
Q What external changes present interesting opportunities?
A Maintenance services. Our company do our own services on our
equipment.
Q Is your intellectual property properly secured (trademarks,
copyrights, firewalls, data security plans, etc.) against theft & loss
(both from internal & external sources)?
A I am not sure, but maybe our intellectual properties are not secure.
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Q Is there an entity who may not be a competitor today which could
possibly become one tomorrow?
A Yes, there are some of them. Mostly because of political issues.
Q Do you have a sustainable competitive advantage?
A Yes.
Q Is your business debt free or have a better debt structure than
your competitors?
A Yes.
Q What if your supplier runs out of product and you experience an
extended stock out or shortage?
A If that happens, we have to look for any other sources especially when
there are n going projects.
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APPENDIX B
POSTERS
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