Asian Pearl 마케팅전략(영문)

Asian Pearl 마케팅전략(영문)

Asian Pearl 마케팅전략(영문).docx

목차 Table of Figures 1. Business Summary 1.1. Business Objectives 2. Business Plan 2.1. Analysis of Singapore 2.1.1. Infrastructure 2.1.2. Gambling Law and Gambling Activities 2.2. Market Analysis 2.2.1. Increasing Visitor Numbers 2.2.2. Positive Tourist Receipts 2.2.3. Increasing Casino Revenue 2.2.4. Target Market Identified 2.3. Competitors' Analysis 2.4. Site Selection 2.4.1. Why choose Singapore? 2.4.2. Why choose Marina Bay Site? 2.5. Theme 2.5.1. Rationale 2.5.2. Style 2.5.3. Interior Design 2.6. Casino 2.7. Facilities 2.8. Marketing Strategies 4. Conclusion Reference Appendices Appendix 1. Analysis of the amenities in Resort World Sentosa Singapore and Marina Bay Sands 본문 Executive Summary Asian Pearl, a golden chance of investment which could not be missed. Aiming at commitment to guests, employees, society and environment, Asian Pearl is proposed to prosper as the highest casino in Asia. Located in Singapore, which is famous for its well developed financial and transportation infrastructure, Asian Pearl grasps the opportunity from relaxation of gambling laws in 2005. After a comprehensive market analysis, which proves the potential with increasing visitor number and receipts in casinos, target market is set at tourists from China and the ASEAN countries. Followed by the competitor analysis on Resorts World Sentosa and Marina Bay Sands, site selection is carefully decided on Marina Bay where the coastal location and proximity to Changi International Airport put Asian Pearl into an advantageous position in advance. To stand out from other competitors from all around the globe, Asian Pearl is a luxury entertainment complex in Asian style. Displaying the finest blend of different cultures, Asian Pearl's uniqueness can be reflected in its wide variety of facilities, featuring the casino, hotel accommodation, shopping mall, convention centre, stadium, kids' club, spa, swimming pool and more fine dining restaurants. 참고문헌 http://www.aseansec.org/about_ASEAN.html http://asgam.com/news/item/1049-singapores-casino-gaming-revenue-could-rise-25-year-on-year-analysts.html http://www.businesswire.com/news/home/20110531006659/en/Research-Markets-Global-Casino-Gaming-Industry http://www.cyprusweekly.com.cy/main/101,1,354,0,15891-.aspx http://www.breitbart.com/article.php?id=D9KGQALO0&show_article=1 http://www.marinabaysands.com/Company-Information/About-Singapore/ http://www.annualreports.com/HostedData/AnnualReports/PDFArchive/lvs2010.pdf http://newsfeed.time.com/2011/06/08/a-new-sin-city-singapore-to-overtake-las-vegas-as-second-largest-gambling-spot/ http://sbr.com.sg/leisure-entertainment/news/wow-singapore-casino-market-now-worth-58b-year 키워드 마케팅전략, Asian Pearl, 마케팅, 영문