Posted in Tourism and Hospitality, Total Reads: 5209
SWOT Analysis of Sentosa Islands with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Sentosa Development Corporation
Amusement Park/Theme Park
Tourism and Hospitality
Asia’s Favourite Playground, Singapore’s Island Resort
Unique island resort with a mix of natural and man-made attractions
Families, children and tourists
Families living in Singapore and tourists from all over Asia
A park that offers adventure, entertainment and leisure at the same place
1. The park has won several prestigious awards in recent times including IAAPA, Excellent Service Award, ATTA among several others. 2. Sentosa attracts an average of 5 million visitors every year 3. The island resort is very easily accessible from Singapore Mainland. 4. Sentosa has earned a reputation for hosting major world class events like Forbes Global CEO Conference, Siloso Beach Party and Barclays Singapore Open 5. Popular branding and marketing in South Asian countries 6. Has attractions like golf course, beaches, attractions etc island resort ideal for both business and leisure
1. The brand does not have a string presence outside Asia 2. Future developments will be restricted due to limitations on the available land space
1. Tourism is an emerging industry in Asia with a lot of potential. Sentosa can hope to attract tourists from the neighbouring Asian countries 2.Singapore is emerging as a popular tourist and shopping destination in Asia 3.Tie-up with international corporates and business houses to increase traffic
1.There neighbouring countries in South East Asia are strongly promoting themselves as tourist attractions and can hamper the inflow of international tourists into Singapore. 2.In the absence of continuous innovation, there is no incentive for a second-time visit. 3.Sentosa does not have an integrated theme as compared to some of its local competitors like the Jurong Bird Park, the Night Safari etc.
1. Genting Highlands, Malaysia 2.Jurong Bird Park, Singapore 3. Disneyland, Hong Kong
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