Sentosa Case Study Question Answers

Questions For Discussion 1. Describe how the Sentosa Development Corporation has segmented the grocery store for Sentosa, using the abounding spectrum of segmentation variables. Basis of segmentation geographical Country: Singapore City size: Over 5 million Market Density: urban (The or so densely populated country in the world) Climate: equatorial rainforest climate, high humidity and abundant rainf totally, no tested distinct seasons Demographic Age: 15-24, 25-34, families with untested children 4-12 Gender: male person and female Family feel cycle: youth; married, dual-income no kids; families with young children Occupation: Professionals, students etc. trust: largely Buddhist go: Chinese, Malay, Indian Nationality: Singaporean & tourists Psychographic Social phratry: all classes from lower to upper Lifestyle: Mostly strivers & achievers disposal: filial, outgoing, and ambitious Behavioral Occasions: Regular & modified occa sion Benefits: excitement, convenience, fun User placement: Non-user, ex-user, potential user, first-time user, unshakable user User rates: mostly light ancestor user Loyalty status: medium Readiness re-create: informed and interested attitude toward product: enthusiastic, positive 2. Which segments is Sentosa targeting?

How has it positioned and separate itself over time? Sentosa is mainly targeting youths (15-24 eld gray-headed), DINKS (Dual-income No Kids)/Professionals (25-34 geezerhood old), families with young children aged 4-12 years old; and both untenanted and business tourists. Sentosa has positioned itself from an expensive place to take care with execrab le accessibility island resort to an attract! ive, accessible, exciting, business-convenient, full-fledged waterfront leisure precinct with 4 phases. First, by campaign called Take A stark naked seek to once again consider visiting Sentosa given up its improved infrastructure and offerings. In 2005, a second phase, nerve center on making Sentosa a regular leisure reckoner address by promoting return visits, was...If you want to get a full essay, order it on our website: OrderEssay.net

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