Sentosa Islands SWOT Analysis, Competitors & USP

Sentosa Islands SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Sentosa Islands, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Sentosa Islands to benchmark its business & performance as compared to the competitors, and make strategic improvements. Sentosa Islands is one of the leading brands in the tourism and hospitality sector.

The article below lists the Sentosa Islands SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Sentosa Islands SWOT Analysis:

SWOT Analysis of Sentosa Islands

For Sentosa Islands, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Sentosa Islands Strengths

The strengths of Sentosa Islands looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Sentosa Islands :

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

Sentosa Islands Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Sentosa Islands SWOT Analysis:

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

Sentosa Islands Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Sentosa Islands SWOT Analysis:

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

Sentosa Islands Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Sentosa Islands are as mentioned:

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.

Sentosa Islands Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Sentosa Islands:

1. Genting Highlands, Malaysia
2.Jurong Bird Park, Singapore
3. Disneyland, Hong Kong

Hence this concludes the Sentosa Islands SWOT analysis.

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About Sentosa Islands

Sentosa Islands Overview
Parent Company	Sentosa Development Corporation
Category	Amusement Park/Theme Park
Sector	Tourism and Hospitality
Tagline/ Slogan	Asia’s Favourite Playground, Singapore’s Island Resort
USP	Unique island resort with a mix of natural and man-made attractions
Sentosa Islands STP
Segmentation	Families, children and tourists
Target Market	Families living in Singapore and tourists from all over Asia
Positioning	A park that offers adventure, entertainment and leisure at the same place

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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