SWOT Analysis:

Internal Factors * Strengths
Al Ain is an attractive destination for many visitors, and has a range of unique and diverse attractions. While the comments here are concentrated on the wildlife park future, it should always be remembered that wildlife park sits in the wider context of tourism and leisure activities and the intangible, emotional attributes of Al Ain such as the unique combination of atmosphere, culture and Al Ain history.
Government support: Abu Dhabi economic vision 2030 outline the economic diversification plans of Abu Dhabi Government to be away from overdependence on hydrocarbon industries. The company is being given 2.6 billion US dollars to be transformed into Al Ain wild life park and Resort.
Continuous political stability in UAE attracting businesses to invest in UAE. This project is a chance for everyone to invest.
Partnership agreements with international and regional organizations are another advantage for AWPR. The agreements further reinforce Al Ain Wildlife Park & Resort's commitment to partnering with conservation organizations both regionally and internationally. The agreement includes an animal and plant exchange program. As part of a major expansion, Al Ain Wildlife Park & Resort is developing a world desert habitat featuring the animals and plants. AWPR has a lot of partnerships and agreements such as: * Exclusive agreement with San Diego Zoo was a huge benefit to the Al Ain wildlife park & resort which is the one of the world's largest and most progressive zoos home to over 4000 animals of 800 different species stretching over 100 acres of land will be an integral partner involved in all aspects of the project from initial planning and design to the park and resort operations with special attention to the sustainable conservation of wildlife and education. * Joint venture with Valley Crest brings together the expertise of Valley Crest, the largest, global integrated landscape service firm with revenues of $1bn. ValleyCrest will help UAE customers realize their development and landscape visions on a wide range of commercial real estate projects ranging from destination theme parks, resorts, hotels, cultural centers, entertainment facilities, retail centers and master-planned communities.

* Membership in AZA (Association of Zoos and Aquariums) which adds another value for AWPR as it will be known globally in another AZA members.

* Companya member in WAZA which will be a benefit for AWPR as it becomes a part of a highly reputed association unifying the leading zoos and aquariums and the most influential regional zoo associations of the world. The association will link you to the IUCN Network and will lobby on your behalf at international flora, such as CITES, CBD, CMS, RAMSAR, etc. And it entitled to use the WAZA brand for promoting the organisation and conservation projects carried out by the organisation. And other benefits.

* Partner Ship agreement with Taiz Zoo in Yemen, AWPR will work with Taiz Zoo to develop conservation strategies aimed at preserving animals and plants that are inherent in the natural habitats of the UAE and Yemen. Also AWPR will offer Taiz Zoo training in plant and animal care, assistance in the design of horticulture and animal facilities.
Location is also seen as an advantage in the UAE, it is located approximately 160 km east of the capital Abu Dhabi and about 120 km south of Dubai. Furthermore, the Al Ain wild life park is too close to Jabal Hafeet, a 1340-metre-high mountain. It is popular of the mineral springs at the base and to drive to the mountaintop at sunset. AlAin is the garden city in the gulf and the second largest city after Abu Dhabi in the UAE.
Global Financial crisis has affected Dubai which led some companies to close down their business and as a result, the employees shifted to Abu Dhabi and AlAin seeking for another job. This increases Al Ain population which needs more accommodation to be built. AWPR is going to build more than 1000 properties to match on demand.
Visitors are a key element of any tourism industry, for the combination of services and environmental factors that form the overall experience. Al Ain is increasingly being recognised as a place that offers memorable tourism experiences. Al Ain has As a comparison over nine months between 2009 and 2010, the visitors number got increased by 33% although, the first phase has not yet completed which is going to be completed by the end of 2011.
Create their own website which offers good levels of information about their strategy, latest news and AWPR project development also it is updated regularly.
AWPR has multinational staff working together using their experiences in wildlife to attain the organization's objectives in align with its strategies. AWPR does not limit its jobs to only UAE national; it is seeking qualified employees to fulfil the job requirements.
Successful stories in breeding of endanger animal such as sand cats, Nubian Giraffe, and Houbara bustard. This successful added a benefit to Companyas conservation destination.
No direct competitors in the region as it is the biggest in the Middle East.
Ticket Prices is cheap which encourage more visitors to visit the zoo. The ticket price is 15Dh for adult and 5Dh for kids.
Implement new technologies which are a result of recruiting foreign employees who brought their experience to the zoo and will transferring it to their colleagues.
Education Centre has more than six teachers on hand at the zoo to take school groups and give informative lessons about certain aspects of the zoo and the way it functions. Environmental education is one of AWPR aim to deliver a good learning for students through organizing summer camp for kid between 9 to 12 years old. Children will learn about the park and the species and habitats contained within it. The objective of the camp is to embrace the passion children have for animals and show them how they can make a difference to the environment in which they live. Children will be given a unique opportunity to take part in animal programs, by feeding select animals, experiencing all kinds of wildlife in their natural habitats.
Media helps to introduce AWPR to the public as well as the advertising in local newspaper, radio, and some of international magazines. * Weaknesses
Local staffs need more training to meet the organization's goals. This field is new in the market and most of the local employees do not have the wildlife experience.
Tourist guide is not available in the Al Ain Wild Life Park and resort. This makes the visitors to miss the information about wildlife animals. This job required a good qualification in guiding visitors and should recruit numerous of them speaks different languages
Fluctuation in visitor numbers affects the sales and retail shops in the park especially in Ramadan holy month and July. In the mean time the organization is non profit sector but it planned to generate revenue to cover at least it costs after the completion of the project.
This sector needs experience which will be too costly for training locals as it is the main goal of Abu Dhabi government.
No competitor to Companynot only in the UAE but also in the Middle East maybe will not encourage AWPR searching or innovating new strategies in marketing to be at the top in this sector.
External Factors * Opportunities
The project will create jobs as it expanded; it is expected to have 4000 employees after the completion of the project. It will be a good contribution in recruiting UAE nationals.
Provides a good investment opportunities for investor, 1000 properties going to be build ranging from townhouses to extra large family villas which will be sold for the public.
More endangered animal will be delivered to the park as a result of the successfulness in breeding some of animals which will increase the number of wildlife animal.
The UAE nationals are a tool of supporting the business by developing marketing towards UAE residents. Making the residents more aware of the wildlife possibilities available close to home also brings economic and social benefits to them. Developing this potential should be brought in to a wider strategic plan for the Wildlife Park and resort especially.
Media supporting the new project by covering the latest project news. The local channels such as Emirate and Abu Dhabi channel always reporting AWPR news and show it in Al Dar news.
Environmental awareness: recently, visitors have a much greater awareness about the environment. People got changed their attitude toward the nature, people now care about their health. On the other hand increased environmental education in schools, activity by environmental pressure groups, political and media exposure to environmental issues, all contribute to greater knowledge of and interest in nature. These changes are perhaps influence the changes in wildlife visitor numbers and types which are expected to offer continued opportunities in the future. As a result people will care more about wildlife which will enhance this market.
The recent advertising is to spent the holiday in UAE rather than overseas. The economic crisis and the threats of climate change inducing people away from long-haul travel are key drivers of spend the holiday within UAE. Given the links between increased environmental awareness and climate change, this presents an opportunity for nature-based tourism of all kinds to capture the attention of a new market.
Abu Dhabi Economic vision 2030 will create more job opportunities in many sectors is an good opportunity for wildlife resort , the employees will need accommodations close to their work as well as the visitor number will increase as a result of foreign increase.
Dubai tourism makes a considerable promotion of the country to give a positive picture known as one of the best destination in the world. The number of tourist flooding to Dubai in 2009 was seven million. This is a good opportunity for Companyafter few years.

* Threats
Safety issues, no animal attack recorded, but it should be taken in to account. The resort and residential properties should be built on a high level of safety so people can enjoy the wildlife.

Meeting visitor expectations of quality in terms of accommodation and service is seen as a potential threat. The residential properties will start from three million Dirham.

Government fund may be cut after the completion of the project, more product and services needed to be produced to generate more revenue to cover all expenditure.

Financial crisis and natural disaster are a threat for the tourism sector, in GCC the tourism sector got affected by the global financial crisis. People have cut down their travel and entertainment especially when the fuel price got rose which resulted in an increase in the ticket prices.
Climate : UAE has hot climate specially in summer season, the temperature peaking at 50°C, it affects the wildlife tourism, most of UAE local and resident travelling overseas to Europe and Asian countries seeking cooler weather. The visitor number is incredibly decreasing in June and July. AWPR is required to find solutions to cool down the temperature which will encourage the tourist who visit Dubai to make a journey to Al Ain. On the other hand it may effects some of animals who are not familiar with UAE climate. For those animals who were brought from different environments should be accommodate in special houses to conserve them.
Conclusion
It can be said that Companyhas achieved an excellent economic integration which will introduce the new project to the world to attain the main goal of wildlife conservation and sustainability.
One of the unique feature and quality of the project is the fact that investors and residents will directly contribute and be part of supporting wildlife conservation efforts and community development in UAE and abroad.
AWPR is recommended to seize the opportunities that are available and counter the threats to continue its positive progress. Company can overcome the weaknesses as it is an internal factors and convert it to strengths for example by providing an intensive courses and training for local employees, searching solutions to cool the heat down in the summer season such as provide the zoo with more sprinkles, organizing activities during the holy month of Ramadan to attract more visitors.
In general, Company is the biggest organization in the Middle East of its kind and no direct competitor to it which will make AWPR the leader in the region.

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[ 1 ]. www.waza.org
[ 2 ]. http://en.wikipedia.org/wiki/Al_Ain
[ 3 ]. www.awpr.ae
[ 4 ]. http://www.oppapers.com/essays/Impact-Tourism-Dubai/158196
[ 5 ]. http://www.scotland.gov.uk/Publications/2010/05/12164456/8