Hotel Industry of Singapore

Running Head: Marketing Strategy
Marketing
Strategy
[Type the document subtitle]
Laptop04011
[Pick the date]

Marketing Strategy 1
Contents
Introduction......................................................................................................................................1
Competitor Analysis........................................................................................................................2
Dominant Economic Features..........................................................................................................4
Market Space (External Environment)............................................................................................5
PESTEL Analysis........................................................................................................................5
Porter Five Forces........................................................................................................................6
KSF (Key Success Factors).............................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
Appendices....................................................................................................................................11

Marketing Strategy 2
Introduction
The purpose of this report is to enlighten the reader with the details about the hotel and
hospitality industry of Singapore. The report elaborates the details about the hotel industry
specifications of Singapore. The hotel industry comes under one of the most booming industries
present in the world. This industry has become one of the most significant industries that help the
country in increasing its economic value in the international environment. The hotel industry
brings prosperity to the economy of the country as they support the tourism sector and increase
international competitiveness as well. The below mentioned report highlight details about the
competition present in the industry, dominant economic features, market space and key success
factors of the industry.
Considering the hospitality industry of Singapore, it should be noted that there is wide scope of
hotel industry as the country is not large but it is heavily populated. The country is known for
serving luxurious hotels and rich cuisines to people coming in the country. The hotel industry of
Singapore has shown explicit growth in previous years. Increment in the tourism sector has rose
profitability in the hotel industry as well (Azam, Alam, and Hafeez 2018).

Marketing Strategy 3
Competitor Analysis
The Republic of Singapore is a metropolitan city-state and island country that is spread in the
area of 714.3 square kilometres. The country rose as an Asian Tiger economy and is growing
with the help of productivity of the hospitality industry. Analysing the level of competition in the
industry, it should be noted that Capella, The Raffles and Fullerton Bay Hotel are the three key
players present in the industry. There is high degree of competition in the industry as the
company comes on the second position in the Ease of Business index described by the World
Bank. Resulting in which, the country along with the industry provide favourable conditions to
the organization to work in the country (Naidu 2017).
The country is populated with 5.6 million people due which shows high degree favourableness
for the hotels to position them at the right place in the market to increase sales. A person can see
hotels placed at every famous location in Singapore and competitors are located close by only.
Thus, it can be said that the scope of competition is high. Further, tight competition revolves
around the economic and mid-tier hotels where as upscale hotels enjoy the market recognition
due their prosperous brand image in Singapore. The country known for its tourism sectors so all
the people traveling to Singapore are not wealthy thus they use economic hotels for stay. High
demand of economic hotel eventually increases the level of competition in the industry.