MILLENIA FOOD COURT - A CASE STUDY

Abstract

Retailing has not only been one of the areas of significant growth in Singapore but also a sector which has experienced marked changes in recent years, particularly, the food court operation. It can in fact be said that there is 'a continuing revolution in food court. The trend is towards the quality and variety of food being served in a pleasing manner; and in a clean, hygienic and cosy environment. Thus, this dissertation aims to establish a list of factors which can lead to the development of a successful food court in the new project located in the Marina Centre, the Millennia Mall. Some experiences of other food courts will be discussed in evaluating these factors, like the marketing strategy adopted, using the expanded version of the marketing mix, (7Ps), namely, Product, Price, Place, Promotion, People, Physical Evidence and Process. In the light of those factors, a well planned marketing strategy which is critical for any food court, is all the more important for the success of the Millennia Food Court. This study will examine the strategy to attempt to make an impact on the market on its own and hence capture a greater slice of the consumers' cake in today's consumer-dominated market.