Singapore Sentosa Market Analysis Book Report

Singapore Sentosa Market Analysis and Recommendations

Increasing attendance at Singapore Sentosa and its related attractions by gaining more visitors from Malaysia and locally within the Philippines is the intent of this analysis. The focus on the seven Ps of marketing is used as the foundation of his report and recommendations, and statistics obtained from the Malaysia Tourism Ministry (Malaysia Tourism Report, 2010) and from studies of Singapore’s tourism industry (Toh, Khan, Lim, 2001) provide insights used in the analysis. The marketing mix is defined and analysis of the largest potential demographic markets defined.

A complete and thorough analysis to define the target markets for the Singapore Sentosa indicates that the most potentially profitable has been completed. The most profitable and potentially high growth target market of Malaysian visitors are in the 35- to 44-year-old age group, and then most often stay three days in Singapore when they visit. The second highest potential target market are the 25- to 34-year-olds, a segment dominated by young families. Taken together, both of these segments are 48.5% of all inbound Malaysian visitors to Singapore. The majority of these are male (52.3%) and have incomes in the upper 20% of Malaysians. With regard to the 7ps of marketing, the following strengths, weaknesses, opportunities and threats are defined.

7 ps of marketing






Exceptional entertainment value across all age groups

Remote and expensive to get to Expand with age-appropriate attractions

Loss of revenue due to epidemics or terrorism, also natural disasters


Beautiful location in Singapore

Difficult from a transportation standpoint

Create charters with schedule flexibility

Weather; cost of capital for expansion


Location has a high affinity for leisure travel

Perceived as expensive and costly due to its exclusivity

Re-brand the re-position as an accessible, affordable yet special destination

Competitors that are global in scale can create an entirely new theme park to challenge them


Mid-tier and higher prices have led to greater profitability

Inelastic markets do not generate demand when prices are lowered; they will have to eventually raise the price

Segment and stratify entertainment offerings by price to appeal to a broader group of audience

Pricing becomes too inelastic too quickly and leads to price wars in the entertainment market


Excellent staff at the location that have valuable skill sets based on training

Difficult to hold into excellent help as they are often recruited by other entertainment businesses

Creating a training program and the potential for advancement can alleviate turn-over in staff

A major corporation launches a competing entertainment venue in Singapore and recruits the best workers


Customer-facing processes well-defined and created to support customer service

Lack of consistency in customer-facing processes causes confusion and lack of customer satisfaction

Creating a more streamlined and efficient series of processes for working with customers and driving up loyalty

Patience from customers begins to wear thin and they leave the Sentosa for other entertainment venues

Physical evidence

World-class destination for family and couples entertainment; exceptional variety of shipping, sports and entertainment

Extremely expensive to maintain the many facilities and entertainment venues

Potential for changing the financial structure of the business to support more effective long-term pricing and more competitive development timelines for new venues

The growing interest in the region from multinational corporations who are seeking new entertainment sources of revenue

Based on an analysis of the marketing mix, recommendations include:

1. The creation of more attractive package pricing and “experience Sentosa” programs that show the wide variety of entertainment options that fit with each type of lifestyle.

2. Defining one, two and three day passes along with annual passes that offer airfare discounts from major Singapore-based airlines.

3. Initiating a “Create your own Sentosa” program where customers can customize their entire vacations, regardless of the days they are spending there or the range of activities.



The primary target markets for Singapore Sentosa are young families with a head of household that is 35- to 44-year-old with median to higher income levels and who travels and who stays in the Philippines an average of 3 days per trip (Malaysia Tourism Report, 2010). This primary target market most often sees vacation as a means to engage in shipping as a form of entertainment 75.6% of the time (Toh, Khan, Lim, 2001). Sightseeing (53.3%), dining out (48.8%), visiting heritage and historical sites (35%), and amusement parks (35%) are the top five activities that Malaysians engage in during holidays. These are in fact psychographic groups, or how the Malaysian consumers define and differentiate themselves. An additional factor to keep in mind is that golfing, tennis and popular sports are only engaged in 13.3% of the time. Gambling is at a distant 4.2% of all activities Malaysians engage in (Toh, Khan, Lim, 2001).



The purpose of this report is to evaluate the target market for Singapore Sentosa locally in addition to evaluating the marketing mix and making recommendations because of the analysis. The first section of this report will be briefly discuss the background of Singapore Sentosa. The second section will begin by defining the term of 7ps of marketing, then analysis those 7ps for Singapore Sentosa. Final section will have recommendation, which based on 7ps of how to improve upon Singapore Sentosa to domestic tourists.



The report uses the 7ps marketing tool from a number of the marketing textbooks and academic journal articles to evaluate Singapore Sentosa, also it will base on 7ps marketing to have recommendation to improve upon for Singapore Sentosa.

1.1 Target Market of Singapore Sentosa

The basis of any effective marketing strategy is to base it on the needs, wants and expectations of a specific market segment (Agarwal, Malhotra, Bolton, 2010). In the case of the Singapore Sentosa, the initial segmentation is demographic. This is useful from the standpoint of defining media, public relations and online marketing programs as the media associated with these channels is segmented demographically. The more critical segmentation criterion however is the psychographically based audience profiles. The study of psychographics defines how customers define their identities as part of larger groups. The groups that emerge from an analysis of the potential Malaysian visitors are the shoppers (by far the majority see this as the primary form of entertainment when traveling) followed by sightseeing (53.3%), dining out (48.8%), visiting heritage and historical sites (35%), and amusement parks (35%).


The 7P’s of Marketing

The 7 Ps form the foundation of the marketing strategy for Singapore Sentosa. Each of the specific functional areas of the 7 Ps are discussed in the context of the marketing strategy blew.

2.1 Product – Definition

The product is by definition the good or service delivered to customers of an establishment. In the case of the Singapore Sentosa it is the many experiences possible from the dozens of entertainment outlets and programs, activities and areas.

2.1 Product – application to tourism operation

From the standpoint of Singapore Sentosa the most important determinant in gaining new customers, both within Singapore and from Malaysia, is the ability to define and deliver exceptional experiences. The focus on experiences as the product instead of just its functional value needs to pervade all strategies if they are to succeed (Kang, Tan, 2004). Studies of customer re-investment analysis indicate that the more memorable and focused the experience the greater the level of return visits and appending (Klebanow, 2009). For Singapore Sentosa the challenge will be to gain greater adoption of its casino operations, as the studies of Malaysian tourists indicate this is the fifth-most interesting activity they participate in when traveling (Toh, Khan, Lim, 2001). What Singapore Sentosa needs to do is to create a strong set of customer experiences that are segmented by the experience the customer wants to have. With so many interested in shopping it seems natural to create a shopping excursion throughout the region, possibly to Hong Kong as well. All of these factors however need to be unified into a single, pervasive marketing plan for the resort and the casino if they are to succeed, which is often the case with the launch of new Las Vegas casinos for example (Klebanow, 2002).

2.2 Place – Definition

The Singapore Sentosa needs to define its own unique branding as well as a destination. This is a critical part of the Pace aspect of the 7 Ps of marketing.

2.2 Place – application to tourism operation

The definition of customer experiences is integrally tied to the place or location, and the more striking and memorable, the greater the customer satisfaction. As Singapore Sentosa has an exceptional location and views of surrounding areas, the marketing, PR and communications need to underscore this as part of the experience. All of these factors need to be used to specifically communicate how the experiences at Singapore Sentosa are unique, not easily duplicated anywhere else, and distinctly tailored to the individual expectations and needs of the customer. Place also plays a very active role in the development of the offers and the “experience packages” mentioned earlier. The need for creating place as a differentiator that underscores and strengthens the user experience is critical in entertainment marketing (Klebanow, 2009)

. 2.3 Promotion- Definition

The strategies used for generating awareness of a company and promoting its unique services and program are promotion.

2.3 Promotion – application to tourism operation

In the context of entertainment, promotion is also all about the communicating of what makes a given experience unique, one-of-a-kind and so tied to every other area of the product mix that it cannot be easily duplicated (Klebanow, 2009). This is certainly the case with Disneyland Tokyo vs. Singapore Sentosa for example. Promotion centers on setting expectations and then devising strategies for their fulfillment. The use of PR programs online has become increasingly pervasive. Social networks are revolutionizing public relations as a result (Bernoff, Li, 2008). They are also re-defining how casinos actively market themselves and create unique entertainment programs for patrons (Becker, 2003). Finally, PR has actively been used for creating effective programs for promoting both nations and top-level casinos as the same time (Becker, 2003). All of these factors taken together however are leading to an increasingly reliance on online marketing campaign tools and strategies to capture new customers (Bernoff, Li, 2008). Using the concepts of Web 2.0 technologies, marketers at the Singapore Sentosa will also be able to create more of an ongoing dialogue with potential customers globally, thereby increasing the accuracy and precision

Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper
Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with Grade Birdie
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Thank you
Customer 452745, October 30th, 2021
you did an amazing job you're truly appreciated
Customer 452997, August 31st, 2022
Thank you this is perfedt
Customer 452969, January 18th, 2022
Business and administrative studies
Customer 453189, May 29th, 2022
Great paper! Thank you
Customer 453853, November 21st, 2022
Computer science
Customer 453333, May 16th, 2022
Customer 452997, January 18th, 2022
I did not receive the paper/ppt on time but I was made aware that the writer had an emergency and asked for an extension. Only received the paper 3 hours past the original deadline.
Customer 453293, April 15th, 2022
Thank you!!!
Customer 453405, June 17th, 2022
the writer did a very good job at addressing the topic question and followed the guidelines provided very well !
Customer 452753, August 27th, 2021
Very satisfied
Customer 452619, March 22nd, 2021
Business and administrative studies
Super good paper I love the work
Customer 453189, March 21st, 2022
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat
error: Content is protected !!
Need assignment help? You can contact our live agent via WhatsApp using +1 718 717 2861

Feel free to ask questions, clarifications, or discounts available when placing an order.

Order your essay today and save 30% with the discount code BIRDIE