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Marketing Management - Case Study Example

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This case study "Marketing Management" discusses The Manor House Country Club Hotel. The hotel and its owners are facing a difficult scenario that requires them to innovate and reinvigorate their marketing plan. …
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Marketing Management
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Download file to see previous pages Singapore has over the years been ranked as one of the best locations for undertaking any business venture. The economic environment of Singapore is based on trade. They have been considered as one of the world’s strongest trade nations. The other factors like good governance and stability, foreign investment-friendly trade policy, high-skilled as well as multilingual workforce along with strong education system, low-crime rates, competent authorities, global connectivity and admirable infrastructure are a number of key components which has enabled Singapore to be recognized as one of the most sought after business destination. The country hosts around 7000 foreign business organizations. The geographical location and transport facility, global connectivity is also significant areas of the business environment. The liberalization of the economy, government-linked companies and integration among the 10 ASEAN countries as a free trade area (AFTA) are its business environment related key factors in recent years (Dr. Unger, 2008).
The hotel industry of Singapore is considered extremely competitive and also provides consumers a wide assortment of offerings to choose from. Recognition as a travel destination especially business travel makes the country’s hotel business environment a very profitable one. Singapore has more than 190 cities and over 4600 flights and this makes it very easy for business travelers. Singapore is located at the crossroad of the world, has grown into a major center for trade, tourism and communications due to its strategic position. There is rapid economic development in Singapore since independence and today it has the second-highest per capita GDP in Southeast Asia (The Asian Association of convention and visitors bureaus, n.d.).
The macro-environment comprises of the significant external as well as uncontrollable factors that are required to be assessed in decision making. These factors include demographics, economic, social, political, technological and also natural factors.  ...Download file to see next pages Read More
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