UNIVERSITI TEKNOLOGI MARA

MALACCA CAMPUS

INDUSTRIAL ATTACHMENT (HTH 300)

PRACTICUM REPORT

UNDERWATER WORLD LANGKAWI

(19 MAY 2008 – 21 SEPTEMBER 2008)

SITI MAHERA BT AHMAT AMIN

2006246320

DIPLOMA IN TOURISM MANAGEMENT

FACULTY OF HOTEL & TOURISM MANAGEMENT
UNIVERSITI TEKNOLOGI MARA
MALACCA CAMPUS

Report submitted in Part of a fulfillment to Complete

The 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

PAGE
PREFACE
ACKNOWLEDGEMENTS
TABLE OF CONTENTS
1.0 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

Y.Bhg. Tan Sri Abd Rahim Mohamad

Executive Chairman of Eden

Y.En.
Y.
Bhg.
Bhg.
Shabaruddin
Y.Bhg.
Puan
Dato’
Sri
TanMohamad
Fadzilah
Ibrahim
Sri
Sabbaruddin
Salleh
Md Ariff
Bajuri
Chik
Managing Director of
Executive
Senior
Independent
Independent
Director of
Eden
Non-Exec
EdenDirector of
Eden
Y. Bhg. Dato’ Ghazali Mat Tuan Haji Md Fauzi Said En. Fakhri Yassin Bin
Ariff Independent Mahiaddin
Non-Independent Non-Exec Director of Non-Independent
Non-Exec Director of Eden Non-Exec Director of
Eden Eden
1.2 (b) Chart of Eden subsidiaries companies

Energy:
Stratavest Sdn. Bhd.
Musteq Hydro Sdn. Bhd.
Eden Energy International
S K Hydro(private) Limited
-NydroPower IPP in Suki Kinari
Green Electric(private) Limited
-Gas Fired IPP in Zamzama
 Property: Manufacturing:
Gebeng Petrochemical EDEN INC. BERHAD Time Era Sdn. Bhd.
Land

Tourism: Food and Beverages:

Underwater World Langkawi i.Restaurant
Kuala Lumpur
Eden @ Chulan Square
Selangor
Eden @ K.L.I.A.
Eden @ Subang Parade
Eden @ the Curve
Eden Café @ Amcorp Mall
Penang
Eden @ Hutton Lane
Eden @ Batu Ferringhi
ii.Catering
Eden Catering Sdn. Bhd.
iii.Bakery
Swiss Confiserie Sdn. Bhd.
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
 Deputy General Manager UWL
En Mohamad Azmi Bin Milatu

Assistant Manager MARCOM

En Haizolsam Mustaffa

MARKETING & PUBLIC SECONDED

COMMUNICATION RELATIONS

Marketing & Marketing & Sales & Marketing

Communication Exec. Communication Exec. Exec.
Cik Zaini Yunieza Pn Siti Raudhah En Shamshul Amri

Marketing & Marketing &

Communication Assistant Communication Assistant
Pn Salina En Mohd Faizal
Pn Amnah En Mohd Fazeli
En Mohd Fikri

2.1 (c) Flow of authority for MARCOM Department

 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 4th 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