The company's business activities, its products, its customers and other relevant

information.

COVID-19 is not only affecting people's livelihood and welfare, it also affects the domestic
and global economy. Many companies are facing a huge loss during this pandemic because
they cannot continue to operate in this situation. One of the companies that have been
affected by this pandemic COVID-19 is Impiana Hotels Berhad. The company's activities
include operating city hotels situated within the premium business and mercantile locations
and beach resorts nestled amidst sea sands, surrounded by flora and fauna, enabling its
guests, associates, and partners to have a comfortable stay in the hotel.

The main business of Impiana Hotel Berhad is to provide comfortable lodging for the guest,
followed by the services that they provide. Impiana hotels are trying to focus on giving a full
commitment to remain among the region's leading names in the hospitality and spa industry
and to do so, they are looking for a way to attract many people to choose their hotels by
offering accommodation, dining, spa and other related services that can give satisfy them.
Impiana hotels are situated at a strategic location that can satisfy the customer. For example,
outside the Impiana KLCC hotel, the visitors are surrounded by premier shopping malls such
as Suria KLCC, which offer an appealing selection of designer shops and contemporary
departmental stores within a short distance. This strategic location is suitable for those who
love to wander around the city because this hotel is centrally connected to the most
corporated destination, leisure venues, and public transportation.

Impiana Hotels provide hospitality services which are in-room services, and other facilities
which are out-of-room services. For guests who value privacy and wish to spend their time in
the room, in-room dining services are provided 24 hours. Each room also has coffee and tea-
making facilities in the room for customers' comfort. Other than that, the room is provided
with complimentary free high-speed broadband/ wifi to their visitors, a hair drier, satellite
television, and radio channels, and many more facilities. This hotel also provides banquet
services for their customers, such as annual dinners, meetings or conferences, product
launches, theme parties, and weddings. So, if the customer has some event that is held for a
few days at the hotel, they can stay there for a couple of days without having any trouble
finding another place to stay. This banquet service is equipped with suitable equipment such
as a DVD player, LCD projector, microphone, whiteboard, television, pa system, and many
more. Impiana hotels are trying to give their best services by providing facilities and
activities to fulfill the needs of their guests.

Next, Impiana hotels also provide 24 hours security in the hotel which can make the hotel
more secure, and it also has a gym. This gym is equipped with state-of-the-art fitness
equipment that can help the guest to stay in shape. Impiana hotels also provide spas for their
guest. They offer restorative and rejuvenating therapies that can accentuate our sense of sight,
smell, touch, taste, and sound. This spa is specifically designed to invoke a mystical sense of
harmony, inner serenity, and deep calm.
 Internal Factor Analysis (IFA) of Impiana Hotel Berhad

Impiana Hotel Berhad is using internal factor analysis (IFA) to evaluate the company's
internal environment and to reveal its strengths and weaknesses by analyzing through
management, marketing, financial, and operation or production. Internal factors can help the
company to gain competitive advantage, growth, and profitability of the firm. It also helps to
understand the organization internally and with a clear understanding of its competencies and
capabilities that distinctive from other competitors.

The following table illustrates the internal factor analysis matrix for identifying strengths and
weakness of Impiana Hotel Berhad in 2020:

Relative Strength Weakness

Weight Capability Weighted
importance (E) (F)
Factors (B) Score (C) score (D)
rating (A)
Largest Largest
B=A/163 (1-10) (B x C)
(1-10) (D) (A - C)
Management            
 Having a great leadership
in managing the company
10 0.05 7 0.38 S1 3
to ensure the company can
operate smoothly.
 Teamwork between the  
employee in the 9 0.05V 7 0.35 2
organization
Marketing   0.00   0.00   0
 Strategic Location to
10 0.05 9 0.49 S2 1
attract more customers
 Regularly advertise sales
promotion to attract more 8 0.04 8 0.35 S3 0
customer
 Provide quality
environment in the hotels 8 0.04 8 0.35 S4 0
for customers satisfaction
 Lack brand engagement in  
other platform especially 9 0.05 5 0.25 4(W1)
social media
Financial   0.00   0.00   0
 having a low debt to 9 0.05 5 0.25   4(W2)
 equity ratio
 Having a low debt ratio 9 0.05 5 0.25   4(W3)
 maintain the profitability
from the business 9 0.05 4 0.20   5(W4)
operations.
 Lack in diversifying the  
sources of income to 8 0.04 4 0.18 4(W5)
generate more revenue.
Operation/production   0.00   0.00   0
 Provide good facilities to  
7 0.04 6 0.23 1
the customers
 Provide customer’s  
8 0.04 5 0.22 3
services
 Support the ongoing  
training of operational
teams to ensure
understanding in
6 0.03 7 0.23 -1
recognizing and
improving as well as
maintaining safe working
conditions (spa)
 Recruit an experienced  
7 0.04 4 0.15 3
worker
 Provide security guard in  
8 0.04 5 0.22 3
the hotels
 Minimize the energy  
usage to prevent
8 0.04 7 0.31 1
unnecessary usage of
scarce resources
 Control water usage to be  
in line with sustainability 8 0.04 7 0.31 1
efforts
 Avoid unnecessary paper  
and plastics consumption
6 0.03 7 0.23 -1
and waste generation to
save the environment
 Provide refurbishment of 6 0.03 8 0.26   -2
 the hotels from time to
time
 Maintain a safe and  
healthy work environment 7 0.04 5 0.19 2
for the workforce
 Using spa workers that
have experience in that
9 0.05 8 0.40 S5 1
field to provide services to
the customer
 Responding to customers  
question about company 6 0.03 7 0.23 -1
services on the website
 Responding to customers  
7 0.04 7 0.00 0
feedback on the website
Total 182 1 145 0    

S: STRENGTH
W: WEAKNESS
According to the table above, the relative important rating is given based on how important
the factor for the company and the capability score is bases on the capability for the company
to deal with the factors. The five highest weighted score will be the strength and the five
highest different between important score and capability rate will be the weakness of the
company. Based on the table, Impiana Hotel Berhad can recognize the strength and
weakness.

The following table shows the internal strength and weakness of the Impiana Hotel Berhad.

Strengths Weaknesses
 Having great leadership in managing the  Lack of brand engagement in other
company to ensure the company can platforms especially social media.
operate smoothly.  Having a high debt to equity ratio shows
 Strategic Location to attract more that they use a lot of debt to operate their
customers. business.
 Regularly advertise sales promotion to  Having a high debt ratio which will
attract more customer. make it hard for the company to borrow
 Provide a quality environment in the more money in the future.
hotels for customers satisfaction.  Not able to maintain the profitability
 Using spa workers that have experience from the business operations.
in that field to provide services to the  Lack in diversifying the sources of
customer. income to generate more revenue.

According to the internal factor analysis (IFA) of Impiana Hotels Berhad, the first strength is
having great leadership in managing the company to ensure the company can operate
smoothly. This is because the board of director has the overall responsibility to lead and
control the company and they also has a high knowledge in the field of hotel and
management. Second, the company has a strategic location to attract more customers. One of
Impiana's hotels such as Impiana KLCC hotel is surrounded by premier shopping malls and it
is centrally connected to the most corporate destination, leisure venues, and public
transportation. Third, the company Regularly advertise sales promotion to attract more
customer. By doing the sale promotion, the company can increase the percentage of sales and
thus can save the cost. The fourth strength is providing a quality environment in the hotels for
customer satisfaction. The company develops effective environment initiative in order to
protect the environment by taking an initiative such as water management and consumption.
They promote water-saving practices among employees including staff and management. The
last strength is, using spa workers that have experience in that field to provide services to the
customer. This is because they already have knowledge, skills and they are able to know how
to handle their work to fulfill the customer's satisfaction.

Next, the first weakness of Impiana Hotels Berhad is the lack of brand engagement in other
platforms, especially social media. This is because they did not get much response from
others when they promote their brand engagement on social media. Second, the company are
having a high debt to equity ratio which shows that they use a lot of debt to operate their
business because the amount of their debt to equity ratio is 4.12. This can lead the company
to potential risk if the debt levels are too high. The third weakness is the company are having
a high debt ratio which will make it hard for the company to borrow more money in the
future. This can be seen in the financial highlight which shows the amount of debt ratio is
0.805 which is quite high, and it shows that the company has more debt than the asset. Next,
the fourth weakness is the company is not able to maintain profitability from the business
operations. This is due to the global disaster known as the Covid-19 pandemic that has hit the
industry which has to give a big impact on the company. Lastly, the company lack in
diversifying the sources of income to generate more revenue. This is because they only
depend on their main business and other services. The company can generate the income
through another way such as they can introduce a product from their own spa to sell in the
market. From there the company can generate more income.