Strengths

1. Strategic tourist location along the Batu Feringghi Tourist Belt . 2. Nearby existing attractions include beaches, water sports, National Park, Botanical Gardens, Chin Farm Waterfall and the Batu Feringghi Night Market. 3. Location provides excellent ocean-facing view vistas 4. Existing tourist facilities and amenities nearby such as restaurants and shops 5. Land/Sea breezes direct cooling winds to the site. 6. Low noise levels throughout the day 7. Situated along existing routes (Jalan Teluk Bahang) in excellent condition 8. Transportation route serviced by Rapid Penang buses 9. Good traffic flow with smooth traffic at nearly all times of the day.

SWOT ANALYSIS

Weaknesses
1. Plenty of other Hotels nearby of various star ratings (ranging from star to star hotel), means competition is heavy, especially during off peak season. 2. Lack of bus stops nearby means users need to walk a distance from the site to reach the existing bus stop 3. Various informal structures exist at various points in the site, such as restaurants, horse rental kiosk and booths. 4. Lack of a formal road leading to the site and parking areas 5. Area is overgrown with secondary forests which require clearing 6. Located at a significant distance away from Penang International Airport.

Opportunities

1. Windy conditions provide opportunities for harvesting wind energy 2. Tropical climate all year round provides opportunities to harvest solar energy/ rainwater. 3. Provision of shuttle service to various tourist attractions would improve tourist mobility 4. Provision of proper facilities for watersport/ beach activities such as a jetty / storage sheds would be a potential source of income for the hotel 5. Existing activities available on site such as parasailing, jet ski, horse riding may be used as a selling point for the hotel, experienced locals may be readily employed as staff 6. Water transportation to other tourist locations along the coastline may be improved upon and promoted as an alternative mode of transportation. 7. Opportunities to educate tourists on conservation of aquatourism

Threats
1. Potential damages to hotel or attractions due to unforeseen catastrophes such as tsunami 2. Possible over saturation of tourism-linked activities and hotels threaten the natural ecosystem and landscape of Batu Feringghi, with possibility that it loses its appeal.