MARKETING STRATEGY OF MARINA VILLAGE - A CRITIQUE
TAN YEOW BENG
TAN YEOW BENG
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Abstract
The retail food business is highly sophisticated and competitive. To
establish a niche in this market, an investor needs to plan and implement an
effective marketing strategy, which includes conducting a pre-investment
analysis and establishing a marketing mix strategy.
This dissertation is a case study of Marina Village, a food centre
development in Marina South scheduled to be ready by the first quarter of
1989. A critique of the marketing strategy adopted by Marina Village was
conducted. The study showed that Marina Village has not been thorough in
the pre-investment analysis. Marina South, a totally new area with no
established linkages, may not be able to sustain a food centre of this nature
and size. Furthermore, the large number of retail food establishments in the
primary catchment area may create excessive competition. However, Marina
Village has a very strong product mix strategy. Its design and layout concept
is unique and innovative. If the promotion strategy is improved, Marina
Village may be able to establish a successful and profitable market niche.
Keywords
Marina Village, retail food sector, marketing strategy, feasibility study
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Date
1989
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Thesis