5) SWOT Analysis of One Faber Group

Strengths
Weaknesses
· Owns Singapore’s only cable car
· Clinching an award for being the only outdoor night show in the world set against an open sea (Wings of Time)
· Supported by Singapore’s statutory board (Sentosa Development)
· Manpower and counter shortage
· Unclear signages and directions
· Limited attractions and facilities
Opportunities
Threats
· Growth and development
· Competitors offering similar products as Wings of Time

Strengths:
One Faber Group holds a number of unique selling points which can easily have a large consumer base. Also, with the support and management by Sentosa Development, which is under the Singapore’s statutory board, it is no doubt that the One Faber Group will receive a great reputation and image enhancement.

Weaknesses:
Having shortage of manpower, confusing to read signanges and limited attractions and facilities can impact the organization’s brand identity. (This is further elaborated under the challenges faced by One Faber Group)

Opportunities:
There is a substantial opportunity for growth and development for One Faber Group. According to the Straits Times, “A new travel index has named Singapore as the world's most welcoming city, with the Republic earning high marks for its safety, world-class airport and willingness to host tourists.” (Straits Times, 2017) 
The claims are backed up by the Chief Executive of Singapore Tourism Board’s comment about the visitor arrivals in Singapore. He mentioned, "We are heartened by the strong tourism sector performance in 2016. Despite challenges such as weaker economic performance in some of Singapore's top source markets and a Zika virus outbreak, Singapore has managed to attract more quality visitors to contribute to economic growth." (Singapore Tourism Board, 2015) Hence, there is a great opportunity for growth and development for One Faber Group to enhance their products and services for tourists.

Threats:
The Wings of Time attraction has several competitors offering similar products. Competitors such as Spectra – Light and Water Show (Marina Bay Sands), OCBC Garden Rhapsody (Gardens By the Bay) and Crane Dance – Resorts World Sentosa also offers light shows in which are very similar to the Wings of Time. In addition, it is free admission for all making the Wings of Time not worth visiting. Since there are several alternatives with free admission for visitors to choose from, The Wings of Time may no longer be a value for money attraction in the future.

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