Company Profile

Dreamworld family resort is the outcome of the Almighty Benevolence, Magnificence and Magnanimity, for which we will remain indebted, forever.

Locale of realization of your Dream!

The area, which is accessible from all parts of the city, is adjacent to Gulshan-e-Mayman, off main super Highyway. just 20 min drive from the civic center, sprawling over about 150 acres of land the oasis of your dreams. An oasis, which is truly, literally and virtually an oasis. An oasis that is all the set of rolling to serve all your purposes, exclusively. A serene and tranquil gateway family resort for you and your family to rejuvenate your and the everybody. Physically away from home, mentally, at as much peace! At the resort, you along with your family will be able to keep yourself busy and entertainment for the whole day long, starting of with your breakfast and ending up with dinner! For such an entertaining, amusing and recreational distraction you need.what? well of course the dream world family resort. A place where you will be assured of security, privacy and class of the people in all respects. This matter is not to be worried about an entrance of the resort is restricted for members and their guest, exclusively. A person, who is able to satisfy all the aspects of the membership criteria, as set by the selection committee, can become a member along with his/her family.

EXISTING VISION AND MISSION STATEMENT OFDREAM WORLD RESORT

Vision statement
Our esteemed goal is to be the pioneer in providing the exclusive, distinctive, unique and truly recreational/amusement/leisure/entertainment and enjoyment facilities to the members in family atmosphere at our Dreamworld Family Resort situated adjacent to Gulshan-e-Maymar, Super Highway, Karachi where people really feel themselves very much relaxed, stress-free and hassle-free at the highest level of satisfaction.

Mission Statement
To be the unique and matchless resort/club having exclusive un-paralleled amusement / recreational / entertainment facilities for the members of all ages in safe and sound, healthy and peaceful family atmosphere. To provide wide range of recreational and joyous facilities to members and their families where dreams come true. To assemble the people of all categories of life at a plate-form for growing their social affiliations and attachments with each other this may create brotherhood environment amongst them. To set and maintain high quality of recreational standards and services to the full satisfaction of visitors / members motivating as well the tourists and visitors from other countries sharing economy of the country in shape of earning valuable Foreign Exchange. To be the real home of first choice for our members and their families after their own home where they can enjoy/relax with all kinds of food and catering facilities To meet social and cultural; obligations towards the society being a patriotic and conscientious corporate citizens besides increasing employment opportunities of the area and gradually improve their income and life style

A mission statement is a formal, short, written statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a sense of direction, and guide decision-making. It provides the framework or context within which the company's strategies are formulated.After having a look a Dreamworld Resorts mission statement, it can be seen that it lacks four basic mission statement components. They are: Markets = Geographically, where does the firm compete? Technology = Is the firm technologically current? Concern for survival, growth & profitability = Is the firm committed to growth Core Values: Core values are those vital few values that all members of the organization are expected to use, live by and demonstrate on a daily basis while executing their work responsibilities. Core Values are the essential and enduring tenets of an organization. A small set of timeless guiding principles that require no external justification; they have intrinsic value and importance to those inside the organization. Mission and vision statement of dreamworld resort New vision statement:

Vision statement Dreamworlds goal is to achieve the standards of a world class resort by providing members with memorable experiences that combine recreational/amusement/leisure/entertainment and education, with distinctive theme entertaining experiences for every member of the family providing members a relaxing and enjoyable experience through the highest quality standards of customer service with genuinely friendly caring people who take pride in what they do

EXTERNAL OPPORTUNITIES AND THREATS

OPPORTUNITIES
Much chances of improvement in target customers; we believe that now they should diversify their customers to universities youth and common individuals. Dream world may add safari attraction. Electronic advertising can be improved. Our marketing strategy for dream world up till now dream world has mainly offered membership to companies and those companies organize events on just annual basis. We believe that there should be discounted memberships for those companies employees; this will multiply the effects on market penetration and since there is strong bondage and family system in our society so if one brother gets the membership, then there are high chances that his siblings and friends will also get that membership.

THREATS
In future there are high chances that Dream World may get a lot of competition because of increase in amusement parks in the city. In the past decade there was a huge surge in inflation in the city which have significantly decline the recreational activities of Karachites, now residents prefer to spend holidays at home watching electronic media. One of the major threats, which can give high competition to Dream World, is increase in farm houses. Other amusement parks are in the middle of city like Aladdin and Arena; hence people prefer to go near to their homes.

Competitive profile matrix

Competitive profile matrix is an essential strategic management tool to compare the firm with the major players of the industry. Competitive profile matrix shows the clear picture to the firm about their strong and weak points relative to their competitors. The CPM score is measured on basis of critical success factors, each factor is measured in same scale means the weight remain same for every firm only rating varies. The best thing about CPM is that it include your firm and also facilitates to add competitors make easier the comparative analysis.

Critical Success Factors

Critical success factors are extracted after deep analysis of external and internal environment of the firm. Obviously there are some good and some bad aspects for the company in the external and internal environment. The higher rating shows that firms strategy is doing well to support these critical success factors and lower rating means firms strategy is lacking to support the factors.

External factor evaluation matrix (EFE)

External Factor Evaluation (EFE) Matrix is a strategic management tool which allows the strategists to examine the cultural, social, economic, demographic, political, legal, and competitive information. EFE Matrix indicates whether the firm is able to effectively take advantage of existing opportunities along with minimizing the external threats. Similarly, it will help the strategists to formulate new strategies and policies on the basis of existing position of the company.

EFE MATRIX FOR DREAMWORLD

INTERNAL STRENGTHS AND WEAKNESSES

STRENGTHS The largest Resort not only in Pakistan but all over the South Asia with WorldClass 160 Facilities over an area about 150 acres available 24/7. The area is just 20 minutes drive from the Civic Centre. Sprawling over about 150 acres of land. Chalets at Dream World are especially designed for providing guests with ultimate level of luxurious and comfortable living experience at the resort. The modernity and the level of luxury are completely aligned with international standards. Membership on just Rs.5,000 monthly installments (Interest free payment). Facilities are absolutely free for members of all age group, from toddlers to elders for all genders. 18 holes, 72 par Floodlit Golf Course. (Affiliated with SGA & PGF covering around 40 Golf Clubs both national and internationally). Amusement Park with Horse Riding, Bowling Alley, Go-karts, Harley Bikes and many others adventure and thrill facilities. Water Resort with Artificial Sea, Slides, Ladies and Gents separate Swimming Pools, Boating Lake, Fun Lagoon and many other fun filled activities. Separate area for Veil conscious women with tons of facilities.

 5 Star Hotel stay in Suites and Chalets (for day & night stay at Resort) with dedicated staff and superb services. Musical, Food & Cultural activities are a regular feature at Resort.

WEAKNESSES
Even though dream world is 30 minutes drive from civic centre but the member has to pass through some sensitive areas like Al-Asif square in Karachi. Dream worlds marketing team has just focused on corporate clientele and therefore has ignored local Karachites. Perception is more important than reality; there is a strong perception in the city that these sorts of amusement parks are very costly and Dream Worlds team however has failed to dilute that perception. No adventure zone like Go Aish. No Ice-skating court, which is growing attraction for Karachites. therefore people, who like iceskating, prefer Arena over Dream World.

Internal factor Evaluation matrix (IFE)

SWOT ANALYSIS OF DREAMWORLD RESORT

Strength
1. The largest resort not only on Pakistan but all over the south Asia with world class 160 facilities over an area about 150 acres available 24/7. 2. The area is just 20 minute drive from civic center. 3. Sprawling over about 150 acres of land.\ 4. Chalets at Dream world are especially designed for providing guests with ultimate level of luxurious and comfortable living experience at the resort. 5. The modernity and the level of comfort are completely align with international comfort. 6. Membership are just rs.5000 (interest free installment). 7. Facilities are absolutely free for members of all age groups, from toddlers to elders for all genders. 8. 18 holes, 72 par floodlit Golf course. (Affiliated with SGA & PGF covering about 40 Golf clubs both national and international. 9. Water resort with artificial sea, slides, ladies and gents separate swimming pools. Boating lake, fun lagoon and many other fun filled activities. 10. Separate area for veil conscious women with tons of facilities. 11. Five star hotel stay in suites and chalets (for day & night stay at Resort) with dedicated staff and superb services. 12. Musical, Food and cultural activities are a regular feature at resort.

Weaknesses
1. Even though dream world is 30 minute drive from civic center but the member has to pass through some sensitive areas like Al-Asif square in Karachi. 2. Dream world marketing team has just focused on corporate clientele and therefore has ignored local karachites. 3. Perception is more important than reality. There is a strong perception in the city that these sorts of amusement parks are very costly and dream worlds team however has failed to dilute that perception. 4. No Adventure Zone like Go Aish. 5. No ice-skating court, which is growing attraction for karachites, therefore people who like iceskating prefer Arena over Dream world.

External
Opportunities
1. Much chances of improvement in target customers, we believe that now they should diversity their customers to universities youth and common individuals. 2. Dream world may add safari attraction. 3. Electronic advertising can be improved.

4. Our marketing strategy for dream world up till dreamWorld uptill now dream world has mainly offered membership to companies organize events on just annual basis. We believe that there should be considered discounted packages for those companies. This will multiply the effects on market penetration and since there is strong focused on joint family system in our society so if one brother gets the membership then there is a highy chances that his siblings and friends will also get that membership.

Threats
1. In future there are high chances that dreamworld may get a lot of that competition because of increase in amusement parks in the city. 2. In the past decade there was a huge surge in inflation in the city which have significantly decline the recreational activities at home watching electronic media. 3. One of the major threats, which can give high competition to Dreamworld, is increase in farm house. 4. Other amusement parks are in the middle of city like Aladdin and Arena, hence people prefer to go near to their homes.

Swot Matrix Alternative strategies

ADVANTAGES AND DISADVANTAGES OF ALTERNATIVE STRATEGIES

ADVANTAGES
1. Dream world is a pioneer and trend setter in the field of amusement therefore with its persistent endeavor and struggle to bring innovative and recreational activities it can easily compete its competitors with its outclass strategic management. 2. Big name in recreational field therefore it has become the first priority for elite class of our society so its quite simple for Dreamworld to diversify its customers like university youth by introducing economical packages. 3. Actions speak louder than words. By spending on advertisements Dreamworld can bring the people out of the exhausted atmosphere of their homes to the relaxing environment of its resort. This can also given Dreamworld a competitive advantage over its competitors. 4. Though Dreamworld is not investing much in advertising its image yet its reputation in the market is exclusive and stupendoures. If Dreamworld starts to advertise itself there is much possibility that its future revenue would exceed moreover its expectations. 5. As its sprawling over a large area Dreamworld can allot specific areas for safari, ice-skating and for adventure zone so that would be an additional attraction for people and would increase its revenue. 6. By introducing economical packages for common individuals and university youths Dreamworld can diversify its customers. 7. Proper advertisement would help Dreamworld to eradicate the misconception of high membership charges. 8. Reduced or more economical packages for customers can urge the people who are scared of its locality to try to visit it at least once. This would also give a competitive advantage over its competitors. 9. Different packages for different class of society should be introduced and facilities should be given accordingly. 10. A specific percentage of budget allocated towards building ice-skating court, safari would reduce the dividend of shareholders. 11. The websites like Amazon or YouTube would help Dreamworld to advertise itself in front of its users whether sitting inside the country or outside.

DISADVANTAGES
1. Electronically payment system facility is not available at Dreamworld. 2. For first two years of new strategically planning the company would suffer loss.

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