INTRODUCTION

Nowadays, all successful companies have a strong management system, great managers be an
important components of that company to help company easily achieve goals (Razor Suleman
2013). In this assignment coursework, we have to select a public limited company (PLC) to
complete the report. The company that we select is Genting Malaysia Berhad. Through this
report, we can learn about management levels, management roles, organizational chart, total
quality management, and SWOT analysis for Genting Malaysia Berhad and how these theories
will be used with Genting Malaysia Berhad in their business strategy.

Company Background

In 1989, Resort World Sdn Bhd changes its names to Resort World Bhd and subsequently
Genting Malaysia Berhad (Genting Malaysia 2019). In the same year, Genting Berhad and
Genting Malaysia undergo a restricting exercise that Genting Malaysia obtaining Genting
Berhad its entire gaming, hotel and resort-related operations and also include the goodwill and
other relevant assets (Genting Malaysia 2019). Besides that, since 22 December 1989, Genting
Malaysia’s shares have been traded on the Main Market of Bursa Malaysia (Genting Malaysia).

MANAGEMENT LEVELS AND MANAGERIAL ROLES

1.1 Top level management

Tan Sri Lim Kok Thay is non-independent executive director of Genting Malaysia (Genting
Highland 2019). He must have ability of controlling, planning, make the right decision (Olivia
Durden 2018). Top Level Managers in Genting Malaysia are included board of directors,
president, vice-president and CEO. Function of a top-level managers are control, coordination,
planning, organization, direction. (Olivia Durden 2018).

Normally, top-level management pay attention on market niche through long term strategic
planning (Olivia Durden 2018). Top level managers of Genting Malaysia will set company
goals, strategic plans, always and make decisions for helping company (Shelley Frost 2019).
There are 10 member of Genting Malaysia top level managers (Shelley Frost 2019). Top level
managers of Genting can be a direction to company employees to achieve the goals. (Shelley
Frost 2019).

1.2 Middle Management

Middle Level Managers of Genting Malaysia consists of the Departmental Heads, junior
executives and branch managers (Mollick 2012). There are included chief financial officer,
gaming operations, sales and marketing, development and engineering, human resources and
etc. (Mollick 2012). Middle Level managers of Genting will accomplish programmers in line
with the strategic business objectives (Mollick 2012).

Middle levels management will provide direction to lower-level managers and stimulate them
to perform better (Mollick 2012). Middle level managers will coordinate and organize activities
like build relationship, further processes and systems. Mr Aaron Chia Khong Chid as an
Executive Vice President, he listen for Feb 29 s Tea Talk at the Meeting point cafeteria. Staff
members included assistant managers, assistant vice president and Croupiers accompanied this
tea talk. He will to improve the quality of food served in the internal cafeterias such like have
more fruits available, upgrade the menu to provide more chicken chop and burgers and price
food is too expensive (Genting Highland 2019).

1.3 Management Roles

Ms Chim Sook Heng is play the figurehead roles under interpersonal category in this company.
She performs ceremonial and symbolic duties such as greeting visitors, signing legal document
because she is Senior Vice President for Legal & Compliance.

Mr Eddie Teh Yong Teng works as a Senior Vice President in charge of Human Resources. He
plays the leader roles under interpersonal category in this company. He will motivate underling
train, communicate, counsel and listen feedback from workers.

Mr Yong Way En is play the monitor roles under informational in this company. He seeks and
receive information, scan, periodicals and reports, maintain personal contacts. He is Senior
Vice President for Information Technology.

Mr Izwan Loke play the disseminator roles under informational category in this company. He
will forward information to other organization member or department, send memos and reports
and make phone call. He is an important part of information communicated.
ORGANISATIONAL CHART

2.1 Company established

Resort World Sdn Bhd established by 7 May 1980 under the Companies Act 1965 (Genting
Malaysia 2019). Upon conversion into a public company in 1989, its name changed to Resort
World Bhd and subsequently Genting Malaysia Bhd (Genting Malaysia 2019).
2.2 Board of Director

Tan Sri Lim Kok Thay is the Chairman and Chief Executive or as call as Non-Independent
Executive Director (Genting Malaysia 2019). The role for CEO is has to ensure the smooth and
effective of the board for company and provide the leadership for the Board to ensure that they
could accomplish their duties and responsibilities in the best and also make sure the key issue
are discussed at Board meeting in timely manner (Genting Malaysia 2019). Moreover, the
Chairman is also tasked with leading the Board to establish and monitor to good governance in
company (Genting Malaysia 2019). Besides, he is responsible for providing his vision and
strategies direction and formulating the adequate business strategies and also develop the
business (Genting Malaysia 2019).

The Board of Directors has overall responsibility for the proper conduct of the company’s
business and assumes responsibility of effective stewardship and control of the company
(Genting Malaysia 2019). The Board of director member include Tan Sri Alwi Jantan, Mr Lim
Keong Hui, Mr Quah Chek Tin, Tan Sri Clifford Francis HerbetGen, Dato’ Seri DiRaja Tan
Siri (Dr) Mohd Zahidi Bin Haji Zaihuddin (R), Mr Teo Eng Siong, Dato’ Koh Hong Sun and
Madam Chong Kwai Ying (Genting Malaysia 2019). The responsibilities of director is
hardening ethical, prudent and professional behaviour to improve the corporate governance
within the company (Genting Malaysia 2019).

2.3 Chain of command

Chain of command refers to a company’s hierarchy of reporting relationships that from the
bottom to the top of an organisation, who must answer to whom (Sophie Johnson 2019). The
middle management for Genting Malaysia Bhd has perform the unity of command. The whole
department are only receiving the orders from the Chairman and Chief Executive, Tan Sri Lim
Kok Thay to ease for the management. With the centralized hierarchy of authority, when the
Chairman give the instruction that must be followed by employees (Unknown 2016). Mr Lim
Keong Hui, Dato’ Sri Lee Choong Yan, Mr Lee Thiam Kit, Ms Koh Poh Yong, Mr Aaron Chia
Khong Chid, Mr Leo Beng Hooi, Mr Rocky Too Kain Pei, Dato’ Edward Holloway, Mr Izwan
Loke, Mr Eddie Teh Yong Teng, Mr Yong Way En, Ms Chin Sook Heng and Ms Loh Bee
Hong report the working result to Chairman (Genting Malaysia 2019).

Mr James Koh Chuan Seng under the department of Ms Koh Poh Yong and report the
department performances result to Ms Koh Poh Yong. Moreover, Mr Nicholas Papal and Mr
Lim Eng Ming are under Mr Aaron Chia Khong Chid department and they have to report their
department performances result to Mr Aaron Chia Khong Chid. Last, Mr Brian Machamer and
Mr Lim Keong Loui are belong the department of Mr Edward Holloway and they followed the
instruction by Mr Edward Holloway and also report their department performances result to
Mr Edward Holloway.
TOTAL QUALITY MANAGEMENT

3.1 Total Quality Management

Total Quality Management (TQM) is a view which the firm can only attain through long-term
planning, by formulating and implementing annual quality plans which progressively lead the
firm towards the fulfilment of the vision (Jens J. Dahlgaard, Kai Kristensen and Gopal K. Kanji
2002). As an instance a successive improvements of a corporate culture characterised in which
all the employees in the firm enthusiastically participate in order to increase customers’
contentment (Jens J. Dahlgaard, Kai Kristensen and Gopal K. Kanji 2002). This idea was came
from W. Edward Deming which is the father of the quality movement (Daft, RL). W. Edward
Deming were ridiculed at in America but espoused in Japan, which then became an industrial
world power (Daft, RL).

Total Quality Management focuses on directing the total organization to consign better quality
to customers (Daft, RL). The development and quality of TQM are dominated through
supervised skills, written specification, measurement and standardization (Jens J. Dahlgaard,
Kai Kristensen and Gopal K. Kanji 2002).

Total Quality Management inquiry that the elements of quality management should be
practiced at each level, each phase and in each department of the organization (Jens J.
Dahlgaard, Kai Kristensen and Gopal K. Kanji 2002). The appliance of sophisticated quality
management skills is the essence of total quality management philosophy (Jens J. Dahlgaard,
Kai Kristensen and Gopal K. Kanji 2002). The course of events of quality management would
also be beyond the internal organization in order to exploit close cooperation with suppliers
(Jens J. Dahlgaard, Kai Kristensen and Gopal K. Kanji 2002).

3.2 Product(s)’ and/or service(s)’quality of the company

The deficiency of Genting Malaysia Berhad is shortage of parking space. Parking spaces are
key component to a company as it may bring a big impact to the company’s financial
development. One of the effects that causes by shortage of parking spaces is traffic jam.
Irresponsible road users that reluctant to spend excessive time searching for a parking space
may park their vehicles randomly along the roadside, this will definitely effect the smoothness
of traffic. Some drivers will double-park their car when there is lack of parking spaces, this
may also lead to some society problems. Unsatisfactory of customers is due to the traffic
congestion that causes by those drivers who looking for free or low-cost on-street parking
(Ladina Caluori, June 13, 2014). Besides that, this will also affect the economy scale of the
company. This is because inconvenience brought by lack of parking spaces because drivers can
hardly find parking spaces. Searching for parking is seems to be a waste of time. Some
impatient customers will prefer to shop online rather than go out for shopping in order to save
time and also to avoid traffic congestion.

3.3 The management for quality of its products or services in the future

Genting Malaysia Berhad should solve the problem above by providing shuttle services to
parking facilities. By providing shuttle services, customers will feel more convenience and
better (seUser, January 6, 2017). Customers who take advantage of this shuttle services can use
the down time to get a jump start to plan their shopping schedule or just rest and relax (seUser,
January 6, 2017). This action is taken especially for those customers who parked their car very
far away from the entrance. Besides that, Genting Malaysia Berhad can also encourage use of
intelligent parking system. Advanced Parking Systems (APS) acquire information about
available parking spaces, process it and then show it to drivers by suggests that of variable
message indications (Pasadena Parking, August 2003). This system ease customers that
looking for parking by searching parking around. APS is used to direct drivers in crowded areas
to the nearest parking facility with unoccupied parking spaces (Pasadena Parking, August
2003).

SWOT ANALYSIS

Strengths

Genting Group is Malaysia’s leading multinational corporation and one of Asia’s best-
managed companies. Located at 2,000 meters above sea level and 58 kilometers from Kuala
Lumpur in Malaysia, Genting Highlands Resort is now one of the world’s leading integrated
entertainment resorts(Andrew Tan,2010) .They have over 27,000 employees (97%
occupancy), 11,000 acres of prime resort land with over 10,500 rooms , and more than 80,000
hectares of plantation land that include the new Sky Avenue, Sky Avenue F&B outlets, crock
fords hotel and the Skytropolis funland(Andrew Tan,2010). Skytropolis Funland is an
indoor theme park located on the first floor of First World Plaza in Resorts World Genting. It
was previously known as the “First World Indoor Theme Park” before closing for
renovations in April 2017(Lwin Lee, 2018). It reopened on 08 Dec 2018 as “Skytropolis
Funland” (Lwin Lee, 2018). Genting Malaysia attracted 25.9 million visitors with 10%
increase rate and their members are also increased to 4.6 million from 4.2 million members.
(Genting Group Malaysia, 2018)In year 2018, 3.5 million room nights sold with 7% increase
compared with year 2017(Genting Group Malaysia, 2018). The average room rate also
increases to RM106 from RM92 during year 2017. The total revenue for Genting Malaysia is
6594.6 million (RM) that increase from 5836.8 million (RM) during year 2017 with 13%
increase(Genting Group Malaysia, 2018).. Genting Malaysia Berhad overseas operation
include resort world Genting at New York City , Bahamas, United Kingdom and Birmingham
(Genting Group Malaysia, 2018).

Weaknesses

Genting theme park faces a huge mission which is their outdoor theme park that under
construction are pulling out by 21st Century Fox Inc. Disney wanted no ties with a gambling
company due to its “family-friendly” brand strategy(Tamara Jayne ,Nov 2018) . Genting’s
resort includes a casino, which conflicts with Disney’s stance against gambling. That means
the outdoor theme park could not be complete as expected date(Tamara Jayne ,Nov 2018).
These would also cause Genting to earn less profit if they delay the outdoor theme park
launching. (Tamara Jayne ,Nov 2018)

Besides that, traffic problem is also a big problem for Genting Malaysia. The expand of
Genting highland success to attract visitors there would be traffic jam every weekend
especially during school holiday.

Malaysia is a multiconfessional country whose most professed religion is Islam. Muslim

could not enter the casino, therefore they lost a large amount of customer.

Opportunities

Genting Highland situated in a pinnacle of Titiwangsa Mountain, with a height of 2000

meters above ocean level (lexis Wong, 2018). Genting is encompassed by a thriving green
woodland in its valley, the trademark highlights of tropical area. The distinctive element of
Genting is the mitigating temperature which in the middle of 16 to 23 degree (lexis Wong,
2018). The atmosphere is normally invigorating and chilly, constantly shady and hazy;
subsequently it gives a characteristic vibe of cooling (lexis Wong, 2018). What's more, the
view from the pinnacle offers an exceptional encounter of charm. These ideals pull in the
local group which offer them tranquility that need in the dusty city (lexis Wong, 2018). These
advantages will pull in the vacationer and outsiders come over and increment their income
(lexis Wong, 2018). Genting foresaw the opportunities for the casino overseas. This could
expand their company to a different level. Genting also owns Star Cruises, the largest Asian
cruise line and a partner in the Sentosa bid, and Genting Highlands, a cluster of hotels around
casinos on a mountain top near the Malaysian capital (lexis Wong, 2018) .

Threats

After we do the research, the threat that Genting facing is intermediate financial risk (Andrew
Wang, 2016). Genting maintains a conservative capital structure and a consistent healthy
financial profile, due to its strong cash flow generation (Andrew Wang, 2016). Because of the
Genting's area, government has no financial plan to fabricate them an electrical source and
water (Andrew Wang, 2016). Along these lines, the organization needs to make it without
anyone else's input (Andrew Wang, 2016).

In the other hand ,Genting also faces increasing competitive threats from an expanding
gaming market zin the region, e.g., Macau and Singapore (lexis Wong, 2018). betting is a
high benefit business. In this way, a great deal of contenders of Genting Company, for
instance China and Singapore need to open a lawful betting just as the lodging for the card
sharks to pull in them (lexis Wong, 2018). On the off chance that the situation is as
referenced, the benefit which is initially can win by Genting Berhad around the South Asia,
presently needs to isolate into a few sections (lexis Wong, 2018).

Based on the results of SWOT, Genting can capture the market share by
strengthening customer relationship. They had success to attract customer by using bonus
points method and giving out free rooms for customer to attract customer. They should keep
it up and remain good relationship with customer.