Research of Uss

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Marketing for Managers
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Assignment 1: Report

To identify and analyze the fundamental issues faced by Universal Studios Singapore in marketing that relate to the business.

Submitted by
ELLEN

5th August 2011

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Table of Contents

1. Executive Summary……………………………………………………….………3 2. Introduction…………………………………………………………………..……4 3. Customers Needs, Wants and Demands Identified for USS………………………4 4.1 Customer Needs………………………………………………………….……4 4.2 Customer Wants……………………………………………………………….5 4.3 Customer Demands……………………………………………………...…….5 4. Definition of Products Identified for USS……………………………………..….5 5.4 Augmented Products…………………………………………………….…….6 5.5 Actual Products…………………………………………………………….….6 5.6 Core Product…………………………………………………………….…….6 5.7 Product Life Cycle…………………………………………………………….7 5.8 Boston Matrix……………………………………………………...…………..7 5. Definition of Markets Identified for USS………………………………….………8 6. The Marketing Orientation Strategy Applied by USS………….…………....…….8 7.9 Discussion of the Marketing Orientation…………………………………..….8 7. Competitive Issues Facing USS………………………………………...…………9 8.10 Porter’s Five Forces…………………………………………………...……9,10 8.11 Competitor Analysis…………………………………………………....……10 8. Market Segmentation Strategy………….………………………………….…….10 9.12 Geographic & Demographic Segmenting……………………………………11 9.13 Segmentation Issues………………………………………………….………11 9.14.1 Marketer Issues……………………………………………………….11 9.14.2 Customer Issues………………………………………………………11 9. Market Targeting Strategy………..…………………………..………………….11 10.14 Differentiated Marketing Targets…………………………….………………12 10.15 Targeting Issues……..……………………………………...………..……….12 10.16.3 Resources……………………………………………………….……12 10.16.4 Marketing Mix ‘7Ps’………………………………………...……12,13 10. Market Positioning Strategy……………………………………..……………….13 11.16 Differentiation & Positioning……..………………………………….…….13 11.17 Positioning Issues……………………………………………………..……13 11.18.5 Perceptual Mapping……………………………………………..…..14 11.18.6 Value Proposition………..………………………………………..….14 11. Conclusion & Recommendations…………………………………………..……15 12. References……………………………………………………………..…………16 1. -------------------------------------------------

Executive Summary
Universal Studios Singapore was founded in 2010 and aspired to provide customers the experience of novel and glory of being a “movie star” in the park.

Customer needs wants and demands:
This reports defined them which identified for USS. It helps marketers to succeed in marketing by understanding how to fulfill the customers from bottom level to the top.

Products:
USS provides visual enjoyment, entertainment and exotic food to visitors. Presently, its product is in the maturity stage and it will develop new attractions in future.

The market:
This report defined the markets as different nations, families and movies amateurs. As the visitors of USS is to grow by 13% in 2012, after grand opening. Some of our most notable visitors include Chinese, Indonesia and Singaporean, etc.

Competition analysis:
Competing USS with other theme parks in Asia and alternatives to its product include theme zones and attractions. USS has competitive advantages which are uniqueness of attractions, quality service and ease of accessibility.

Marketing strategy:
The report identified USS’s market segmentation (Geographic and demographic segmenting), market targeting (differentiated targeting), and market positioning strategy (differentiation and positioning). And it analyzed the issues relating to...
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