Swot Analysis

Strength

Snow City is wholly owned by Science Centre Broad which receives strong financial support from local government. In year 2010 financial report, it was reported that Science Centre Broad received $17,574,370 operating grants from government and had a surplus and total comprehensive of income of $465,579 which is more than double of previous year. It also have partnership program with Science Centre to provide educational programmes (Science Centre Singapore, 2010).

Weakness

According to Annual Report 2010, Snow City, among the 3 attractions owned by Science Centre Broad has the least visitor number. Snow City recorded 103,883 visitors while Omni-theatre and Science Centre at 216,117 and 1.11 million visitors respectively. The lack of facilities in Snow City is identified during an hour site survey to be the key factor of low visitor number. Snow City has bad reviews visitors that been there due to lack of activities, poor service and hygiene management.

Due to its geographical location, it is inaccessible for visitors using public transport and the cost of maintenance is expensive.

Opportunity

Snow City is the only permanent indoor snow centre in Singapore thus there is no other direct competitors in market. Located in Singapore – a tourism hub (Cheng, 2007), Snow City is able to tap into the fast growing tourism opportunities of South East Asia. (Anonymous, 2005)

Snow City has the size capacity to revamp, improve and add more facilities and activities in their premises. It is one of the few attractions located in the West of Singapore; it would be an unpolished gem for family and friends gathering for nearby residents and its future visitors. Better service and hygiene management coupled with positive brand image will add value to the company.

Weakness

Snow City, without much uniqueness factor, is facing a decline in its popularity to indirect competitors such as Marina Bay Sand and other Singapore’s attractions. Locating near Chinese and...