Business & commercial awareness

Business & Commercial Awareness Page 1
THE BUSINESS AND COMMERCIAL AWARENESS
– 20TH
CENTURY FOX AND GENTING MALAYSIA
ON THE NEW THEME PARK
Submitted by:
Noman Bashir
Enrolment ID: 7109
International Islamic University

TABLE OF CONTENTS
Abstract................................................................................Error! Bookmark not defined.
Introduction .........................................................................Error! Bookmark not defined.
PART.1:
Relevant micro and macro business environment forces ...Error! Bookmark not defined.
SWTO Analysis.................................................................................................................- 5 -
Recommendations ...............................................................Error! Bookmark not defined.
PART.2:
Global Issues & business strategies.....................................Error! Bookmark not defined.
PART.3:
Branding Sucess and Challenges..........................................Error! Bookmark not defined.
PART.4:
Business Sustainability.........................................................Error! Bookmark not defined.

Abstract:
The business and the commercial awareness are meant to become aware or get
informed to business environment an employer normally operates. The concept of
business and commercial awareness is related to understand the trends of the business
and the industry and being aware of the happenings and the things in the business
environment and around the globe as well (Undergraduate aspirant entrepreneur,
University of Bradford).
To me, the term commercial awareness is meant for the ability to practically perform or
initiate the things for the success of the organization. It is further related to the literal
and the practical procedure of identifying opportunities, the understanding of the market,
and working with the limited resources in order to create the goals success and profits
achievements (Training and Development Graduate Employer, 2015-16). The suitable
indicators for the purpose of the commercial awareness is the ability to understand the
customer and his needs, the ability to customize the things for you and restructure or
reorganize the things for the success achieving of your corporation.
In this study I am going to identify and discuss the relevant business environment
factors in the contexts of micro and macro factors of the business environment. I am
also discussing the internal strengths & weaknesses and the external threats and the
opportunities for the partnership business of the 20th century fox and the Genting
Malaysia for expanding the businesses and partnerships in order to deliver the
customers’ desires for themed attractions of movies. I am discussing an analysis and
recommending for the partnership of the 20th century fox and the Genting Malaysia, for
the new theme park.
This study is also going to give you a reflection for the global issues for the business
strategies, in a way to connect these strategies to the partnerships. We are also
reflecting the global issues and their impacts to affect the business. In this study I am
discussing the success of the branding and the challenges for the branding. In this
section I have provided the details of the partnership business of the 20th century fox
and the Genting Malaysia partnership, and the effect of partnership on the business

environment plus its significance from the customers’ point of view. We are also
discussing the innovation for this partnership. In the last section of this research, I am
going to discuss the business sustainability and the activities of the partnerships in the
context of the 20th century fox versus Genting Malaysia. I am also relating the
understandings we did study in the class about partnership and its aspects for the 20th
century Fox & Genting in the Malaysia.

Part 1:
Introduction:
The 20th century fox is building its first theme park in the Malaysia. The 20th century fox
is a distributor and is an American film studio company, while Genting is a Malaysian
conglomerate group, who is providing travel guide, reservation and hotelling services to
its customers. The 20th century Fox Film is an American film studio Corporation,
distributor and one of the six major American film studios. It was founded in 1965 by a
late Malaysian entrepreneur whose name is Tan Sri Lim Goh Tong. The aim of this
partnership is to provide a unique and delighted experience to the customers by adding
up the value to the wealth and goodwill of the share holders to lead towards generating
the profits and expansions for the partnership business. The added goals of the
partnership are to establish the short term objectives in the starting to build the
profitable relations of the 20th century fox and Genting theme park to deliver the
delightful desires of the customers. For this the financial requirements are needed to be
analyzed and the financial resources should be gathered wisely. There is also a need of
proper financial evaluation in order to manage the required sources.
Relevant micro and macro business environment forces:
The macro factors for 20th century fox and Genting Malaysia to build a theme park for
highlands in Malaysia includes the PEST factors that include the social, economic,
political and technological factors. The country is having stable political situations
The macro factors for 20th century fox and Genting Malaysia to build a theme park for
highlands in Malaysia includes the political, social, economic, and technological factors.
The country is having stable political situations so it is encouraging the industries for
development and the growth, therefore providing an opportunity for the 20th century fox
and Genting Malaysia to expand their business by encouraging the foreign investment
from 20th century fox and gaining the local support through Genting business services.
This conglomerate partnership is also a source of generating the revenues for the state
and the government, plus it is also influencing the taxations, budgeting, and the legal
requirements of the business such as policies, contracts and so on. The economic

situations are also favoring the partnerships as the GDP of Malaysia is $506 billion
(2012 est.) also the rate of inflation is just 1.7 percent, so the economy of the Malaysia
generates revenue in better amounts, so it can be understood that the employment
creation is also more in the country. So based on these discussed economic factors
from the macroeconomic aspect, we can easily understand that there is going to be a
growth in the foreign direct investment (FDI) with the flow of foreign currency in the
country. In addition there will also be a growth in the travel & tourism sector and the
theme park industry in the Malaysia. The population of Malaysia is 29,628,392 (July
2013 EST.). The other social factors include the improved standards of the lifestyles,
quality services and improved facilities in the community. The cultural differences,
diversities and the over commercialization are yet other reasons for the partnership of
the 2oth century fox and the Genting Malaysia. As the partnerships like this needs infra
structure of a well structured category along with the high power of resources plus a
high technology, with popular CRM medium for the marketing is significant. The
research and development is also significant in implication. The environmental macro
factors for the partnership of 20th century fox and Genting Malaysia includes the
occupying of the large space, the appropriate concept of decision making, and
exploitation of some natural resources in the community.
SWOT Analysis:
The SWOT analysis is the internal analysis of an organization’s strengths and
weaknesses and the external threats and the opportunities for the business ((Bruneski
and Chen 1, 3).
Strengths:
According to me the strengths of the partnership of the 20th century fox and the Genting
Malaysia include the following strengths;
 Strong management,
 The innovation,
 Power of pricing,
 The leverages related to financial aspects.

The 20th century fox is a strong brand name in the industry plus the Genting Malaysia is
also an experienced name of the quality in the market. The partnership is also a
strongly innovative business. Since the idea of the business is unique and the desire
driven of the customers so the partnership business can set and enjoy monopolistic
type of pricing strategy till some specific time period, in the country.
Weaknesses:
Whereas the weaknesses of this partnership business includes;
 The reputation in the market as they are new in the market with the new idea, so
the business management is not that much sure that whether their partnership
idea will be established or not.
 The customer service is still not sure as the business is still got to prove
themselves and their quality customer services. The acquisitions and market
reputation is also a weakness for the business (Newton and Newton 6, 7, 8, 9,
16, 19, 20, 29).
Opportunities:
However, the external opportunities for the 20th century fox and the Genting Malaysia
includes the consolidation and the international expansion.
Threats:
While the threats for partnership of the 20th century fox and the Genting Malaysia is the
sheer costs for the partnership business in the Malaysia.
The strategic expansions help the companies to gain long term sustainability by
diversifying the risks for them. Thus the strategic expansions play a vital role and acts
as a bridge for the product development and the market development. The 20th century
Fox is in view of the expansions and the diversifications undergo certain strategic
alliances.

But in many circumstances, these acquisitions, partnerships and alliances has left the
corporation in utter dismay (Bandler & Burke 2012).
Recommendations:
Another issue that the 20th century fox and Genting Malaysia, is likely to face is the
management with the consumers having dynamic desires, delights, and preferences. In
order to excel for the corporations, standardization is generally considered to be
preferable option global markets (Powers & Loyka 2007). The 20th century fox is
catering the international markets, the problem is to deliver to the customized needs
and the desires of the delighted customers in the niche. As the customers do not only
want the quality products but they also expect it to be a desired and delighted
experience for their memories (Feitzinger & Lee, 1997; Huang et al, 2015).
The cultural diversity is yet another problem for the 20th century fox and Genting in
Malaysia. The business ethics and the management for the cultural diversity will be one
of the hard challenges for the management of the 20th century fox and Genting
Malaysia. In this there will be two different hurdles for the management. The first is the
understanding and the management of the diversity while the other problem for the
management is the managing of the conflicts being raised in the diverse communities in
the organization. It had occurred mainly due to the fact that the people are belonging
from differing cultures, origin and expertise from across the world were working for HP
(Kamal & Ferdousi 2009). Moreover the entrepreneurship and innovation are yet the
further added issues in the partnership of the 20th century fox and the Genting Malaysia.
The innovation is the key to success for an industry - which is being completely driven
by the technology and the one that has the dynamic business environment (Brem &
Voigt 2009). But it has also been observed that the policies companies in many
instances tend to be more driven by cost minimization instead of focusing on innovation
(Kalb 2012).

Part2.
Global Issues:
The global issues for the business and commercial awareness from my point of view
are discussed below;
Break all the "local national" glass ceilings
I think the one of the most fundamental step toward building a global perspective for the
2oth century fox and the Genting Malaysia is to reduce the trend of favoritism from
managers who are residing in the local areas of the country in which the company is
based. The corporations with the concepts of the ethnocentric beliefs tend to be
xenophobic in general. They put the most confidence in nationals of their headquarters
country. There are also a few MNCs that are having more than token representation on
their boards. The partnership of the 20th century fox & Genting Malaysia is one of the
partnerships that values the risks and views it as their priority to move more executives
from emerging countries into the higher levels of the company such as
Malaysia((McCulloch et al. 2000).
Tracing the lifeline
On the basis of our company's business strategy, we do identify the essential activities
to achieve the success. These positions tend to represent as the "lifeline" of our
company.
This also tends to require integrated teams of H.R and business experts, who work with
the line managers. Compiling these descriptions is a major undertaking, and they will
not be perfect as the JDs (job descriptions) are subject to be changing regularly in the
current business environments and the markets, plus the perfect matches of candidates
with job descriptions are not easy to find. But these job descriptions are an essential
building block too for the global policy of the human resource. As they establish
common standards.

Assessing the strength of bench & the skills gap
In this partnership each of the executive level is to be asked to compare his or her skills
and characteristics by assuming the requirements as a benchmark. Each of the
executive is to be asked to propose his/her ideas and the ways to close the personal
skills gaps. Furthermore the skills detailed in the personal assessments will be
compared to those required by our business strategy. This information will lead towards
the basis in our management development and training programs.
For doing so, we will design a competency framework based on the 9 point competency
framework for our senior management.
Advertise your posts internally
Then we will manage and run the labor of our own global market. For the businesses
like the partnership of the 20th century and Genting Malaysia, the employee track
management is difficult to be managed. Therefore we are going to manage this issue
through the intranet. The routine internal advertising will be beneficial through this as it
will allow our partnership to practice the internal job market for the functions; it will make
the roles and tasks really transparent without taking in to account for the designations
whether you are the sub ordinate or the senior boss of the office.

Part.3:
Branding success and challenges:
The twentieth Century Fox will provide an opportunity to studios and partners for
increasing their profits (Mark Johanson, International business times, 2015). The 20th
century fox has its opening in 2016. The opening of the first Twentieth Century Fox
Theme Park at Resorts World Genting takes our rich history of trend setting and
storytelling to a whole new level and will provide an exceptional world of entertainment
(Jeffrey Godsick, president of Twentieth Century Fox Consumer Products). “People
from all parts of the world are about to gather in the Malaysia so as to be the part of the
story and to experience the adventure and magical expo of their favorite Fox
properties.”
The 20th century fox and Genting Malaysia are stepping towards the business as a
partnership in the theme park. With the big budgets from the earnings of the theme park
Malaysia, the 20th century fox is expecting to offset the high budget movie flopping and
the falling downs revenues from their expectations. In fact this partnership is going to
decrease the businesses of the competitors in the fiscal years. One of the studios
adopting the theme attractions is named as the universal studio, who has gained a great
fame for his themed attraction movies like Harry Potter and so on. The extra expenses
for the universal studio for the themed attractive movies in 2010, was raised to twenty
percent for universal studio but the revenue they got for merchandise, food items and
beverages was more than twenty nine percent.

Part.4:
Business Sustainability:
I think that the partnership should be doing the following discussed activities for the
better growth and expansion outcomes for the business;
Innovate with brainstorming.
The business and commercial awareness partnership businesses like the 20th century
fox and the Genting Malaysia are rarely possible to go for innovation in an isolation
situation. It means that they will be going for the innovation with the proper
brainstorming and using the benefits from Delphi technique or the nominal group
technique before launching for an innovation process. This is because the innovation is
no doubt is a very good thing for the expansion of the business, but the innovation
without proper way can also damage the business by risking the assets and the
financial decisions of the organization.
The 20th century fox is hardly possible to reimage the operations in the business for a
digital world by being stayed in their own four walls. The same is the case for the
Genting Malaysia as well. So in this regard, the partnership between the 20th century
fox and the Genting Malaysia is the need of the time for attracting and satisfying the
customers’ desires of entertainment for the themed attraction movies.
Understanding the user preferences
The partnerships should consider the values of the consumers and their segmented
targets. The partnership and the business should be engaging the teams at work places
and the partnership and the business should focus the assets of the complementary
information in order to manage the preferences accordingly. The partnership and the
business are significant to create the superior knowledge based capital, vigorous
information management and the information exchange, and high performing
partnerships.

Prefer Experience than exchange
In the current business environment the experiences are more significant in order to
develop better expansion practices. Therefore the partnerships and the businesses are
valuing the partnerships as their valued asset. The businesses now prefer the
experiences rather than just to exchange the required values between the business
organizations like 20th century fox and Genting Malaysia. For this the human centered
approach is more significant and necessary. This is also helpful for solving the problems
of the user relating to the transactional and the concentric benefits.
The balance fit for scaling & the customization.
The creation of the broad network businesses is difficult and expensive as well. The
partners tend to accept the solutions that sound them as unique and significant for
fulfilling their requirements and the needs. It is really a critical job to develop a
partnership approach that can allow the business to reach towards the scaling or the
maximum reach for comparatively at a low cost. The customization pattern is also a
critical stage for the businesses and the partnerships to customize the options on the
basis of the partners needs. In this regard, the only efficient solution for the scaling and
the customization of the patterns, is to either design the technology by focusing on the
IT side of the business operations, or the businesses can also develop the software
development tools and the apps to meet the desired objectives for the partnerships and
the businesses. This focus on technology, apps and software can also give the
businesses a smarter and long term based advantage for the business.
Partnership itself is a business
For the better profitable relations, the partnerships should be treated as the businesses
as well. In fact the partnerships are also the businesses so one should not take them as
the far granted thing. If the strategic partnerships are not resulting well then it means the
partners are not considering the partnerships as the businesses. If the partners can
contribute their commitments, resources, and the required ownerships the partnerships
will lead to a better profitable business outcomes. For achieving the successful
businesses from a partnership is a hard topic of discussion though but yet it can bring
more profits for the businesses as a combine effort. The partnerships can consume

more time, more money and expenses. Plus the partnering businesses like the 20th
century fox and the Genting Malaysia partnership doesn’t mean that the profits are
going to flow within a night, it will require some time for the expansion. Leading
partnerships to profiting relations requires the partners to carry the partnership
operations more like a business than just a deal.
I believe that from the strategic importance perspective, the reinventing approach for the
partnerships is not to be underestimated. The strategic importance of partnerships in
the businesses should not be understated. The partnerships are really significant for the
business sustainability. The significance of the partnerships should be on the main
agenda of the leadership and the top management of the business.
The considerations of the customers for the businesses vary from time to time. This
behavior of the customers also depends on the day to day experiences. The traditional
sources for the differentiation reduction in the value, the requirement to develop
capabilities for the sake of managing, scaling, and delivering against these new rules of
the partnership has never been greater.

References
Bruneski, Paul and Eva Chen. A Guide to Research Tools SWOT Analysis. 1st ed.
Recreation Tourism Research Institute, 2007. Web. 29 Mar. 2015.
Newton, Paul and Helen Newton. SWOT Analysis Strategy Skills. 1st ed. Warwickshire:
Free Management Ebooks, 2013. Web. 29 Mar. 2015.
http://www.ibtimes.com/why-20th-century-fox-building-its-first-theme-park-malaysia-
1512852
http://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macro-
environment-factors-on-marketing/
http://www.accaglobal.com/content/dam/ACCA_Global/Members/AB/2013/September/A
B%20CN%20Sept%20interactive%20125.pdf
http://www.aglw6l6xjczb/finance-department-implementation-plan
http://faqexplorer.com/MORE/825/115/

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