Sentosa Islands SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Sentosa Islands analyses the brand by its strengths, weaknesses, opportunities & threats. In Sentosa Islands SWOT Analysis, 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. Sentosa Islands is one of the leading brands in the tourism and hospitality sector.

The table below lists the Sentosa Islands SWOT (Strengths, Weaknesses, Opportunities, Threats), top Sentosa Islands competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Sentosa Islands SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Sentosa Islands Brand Analysis
Parent Company

Sentosa Development Corporation


Amusement Park/Theme Park


Tourism and Hospitality

Tagline/ Slogan

Asia’s Favourite Playground, Singapore’s Island Resort


Unique island resort with a mix of natural and man-made attractions

Sentosa Islands STP

Families, children and tourists

Target Group

Families living in Singapore and tourists from all over Asia


A park that offers adventure, entertainment and leisure at the same place

SWOT Analysis of Sentosa Islands
Sentosa Islands Strengths

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

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

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 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 Competition
Sentosa Islands Competitors

Below are the top 3 competitors of Sentosa Islands:

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

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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