Positioning statement:
Asias Favourite vacation spot
Sentosa has positioned itself from an expensive place to visit with poor accessibility island reparation to an attractive, accessible, exciting, business-convenient, full-fledged waterfront leisure precinct through several initiatives:
Island admission revise down
Upgrading of its attractions and infrastructure
Improving facilities and food and beverages offerings
Upgrading golf courses
do traveling easier - more accessible
Differentiate by:
gulling different groups of target consumers - youths, DINKS, and families with upstart children
making use of humility - Take A unsanded Look to encourage visitors to visit Sentosa once again
Making Sentosa a regular leisure destination
Discover Your Sentosa provides many activities and experiences to locals and foreigners - target both local and foreigner groups
Also target corporate audiences by showing islands facilities
2. What improvements would you make to the Sentosa in its merchandise strategy (i.e., segmentation, targeting, positioning, and differentiation)?
From case, we can see that Sentosa has only metameric its food market into groups with different lifestyles - youths, DINKS and Families with children - demographic segmentation
Can be segmented into different age groups as well as different income groups. For e.g. the senile probably has nothing to do at Sentosa. Families with elderly probably will not choose Sentosa.
Though Sentosa offers a wide range of activities with improved infrastructure and buildings, these are often quite expensive. Therefore Sentosa is only reaching out to the higher(prenominal) income group who can afford to spend and visit oft. Sentosa can consider including other activities that are of lower prices to target the lower income groups.If you want to get a full essay, consecrate it on our website: Orderessay
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