MARKETING OF UDMC PASIR RIS CHALETS

Abstract

With the rapid economic growth in Singapore, there is an increasing demand for recreational facilities. However the medium term facilities are facing seasonal demand. Hence the need for an effective marketing mix strategy. The marketing strategy; for Pasir Ris Chalets (PRC) comprises of target market analysis and development of an optimum mix of product, price, place and promotion. From the user survey done, the target market that PRC is focusing are white collar workers in the age group of 20 to 39 years old earning an average personal income of $1500 to $3000 per month. The customers prefer facilities such as refrigerator, television, telephone and a place for barbecue. Rental rates, good service and booking facilities are important factors in the choice of holiday accommodation. Beach-related activities and swimming are also well-received. The optimum product mix is to increase the existing facilities while price mix is to give discounts to the weekdays customers. As for distribution channel, the ideal is to improve the booking facilities. Whereas in promotion, it is recommended that the newspapers media tool be used. The optimum marketing mix places more emphasis on Product and Price as they are most effective in solving the present particular seasonal demand problem. The performance of marketing is dependent on other external factors too, such as the general well-being of the economy and market preferences and tastes. Thus, marketing for chalets must not be seen as a campaign at a single point in time but as a continuous process to produce the optimum results.