Project on Sports Hub

Name: Goh Chun Ping, Joe

Student Number: 15025749

NRIC: S8125399D

Module: UMKD6Y Contemporary Issues in Marketing - BAMPT08

Lecturer: Mr Sivabaloo Sellayam

Word Court: 2260 (Excluding Cover, Contents, Referencing and Annexes)

Contents Page |

No | Contents | Page Number |

1 | Cover Page | 1 |

2 | Contents | 2 |

3 | Introduction/Mission | 3 |

4 | Marketing Audit | 3 to 4 |

5 | Porter’s Five Forces | 5 |

6 | Competitor Analysis | 6 |

7 | Situation Analysis – SWOT | 7 |

8 | Market Segmentation | 8 to 9 |

9 | Porter’s Generic Model | 10 |

10 | Marketing Mix | 10 to 12 |

11 | Implementation | 13 |

12 | Annex A | 14 |

13 | References | 15 |

1. Introduction

1.1 Sporting Excellence Hub@SG Pte Ltd is a privately owned company and they have branches in South East Asia. Of recent, they had established their presence at a new neighborhood - Sengkang which is located within a new estate which is characterised by mobility and higher disposable income.

1.2 Its main facilities include provision of in-door badminton court, swimming pool and gymnasium. In addition to the sports facilities, there are commercial activities located at the hub which enable sports enthusiast to let their hair down and take a breather.

1.3 We will provide a holistic strategy to promote sports participation, leisure, entertainment and lifestyle activities via a focus on sports and family events. Its integrated approach will create overwhelming traffic and promote vibrancy. Our strategy is supported by a comprehensive sporting, entertainment and leisure calendar that is targeted at various different population segments. With our holistic approach where we put core competencies together in synergy to all our endeavors and coupled with our strengths in team culture and partnership, facilities management and innovation.

2. Mission For Sporting Excellence Hub@SG

2.1 To provide the best sports facility, striving for excellence, delighting customers in...