1.1 Overview
The main objective of this report is to analyse the key trends and uncertainties in the tourism industry in Malaysia that could affect Reliance Pacific Berhad in the next 5 to 8 years. Consequently, Schoemaker’s correlation matrix framework is used to develop a series of three scenarios from which appropriate strategies are suggested to the company to cope with the changes in the industry. This report also provides an overview on the company’s current situation, scope of the analysis and the key stakeholders involve in the development of the scenario planning.
1.2 Company Background and Current Situation
Reliance Pacific Berhad (RPB) – a Malaysia based company which was incorporated in 1992 and specialises in travel and tour management. Alongside with its subsidiaries, the company also involves in other business activities such as development of properties and resort, operation of spa and health centre, advertising and media services, provision of management services and investment holding. With more than 800 employees, RPB is operating throughout Malaysia, Australia and other countries (Reliance Pacific Berhad Official Website, 2012).
Despite involving in a wide range of businesses, the travel division account for approximate 90% of the group’s revenue as of 2009, followed by the hotel division and resort development (The Star Online, 2009). For the first quarter 2012, it is reported that RPB’s net operating revenue has decreased drastically from RM