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Marketing Essay

2074 words - 9 pages

Roles, Duties and Contribution

Kenneth & Lucas:
* Cover page
* Summary of individual roles, duties and contributions in the project
* Executive summary of capital budgeting
* Industry research and brief analysis of capital budgeting

Evonne & Cheryl:
* Excel spreadsheet
* Capital budgeting decision & techniques applied
* Recommendations to management

Sapnaa & Si Ying:
* Present Value
* Time Value of Money for assigned company
* Report compilation

Executive Summary

Capital budgeting is the process in which a business determines whether projects such as building a new plant or investing in a long-term venture are worth ...view middle of the document...

Industry Research

From our research the population of Singapore consists of approximately 5,312,400 people comprising of both Singaporeans residents (3,818,200 people) and non-residents (1,314,200 people).
The data gathered showed that the annual visitor arrivals per year to Singapore in the year 2012 were an estimated 14.12 million people from all around the world. Also, Singapore’s average monthly wages per employee in 2012 Q2 was S$ 4,162.
Singapore inflation rises to 4.7% in September 2012. Singapore will grow between 1.5% and 2.5% this year.

Potential Risks
The potential risks faced by Punggol Waterway’s retail and food outlets are:
1. Competition from other Singapore tourist attractions
2. Competition from upcoming retail and food outlets development in Singapore
3. Tourism industry trend
4. Inflation
5. Economic growth
6. Decreasing wages

1. Competition from other Singapore tourist attractions
Asia Square
Asia Square, located along Marina View at Marina Bay in Singapore, is a twin-tower mixed-use development that will comprise 2,000,000 square feet (190,000 m2) of grade A office space, a 280-room five-star hotel, 60,000 square feet (5,600 m2) of retail space located on the 1st and 2nd floors in both towers and 'The Cube', a 100,000-square-foot (9,300 m2) open public space used for networking or relaxing with a regular programme of exhibitions and performances.
Convenience plays a major factor as Asia Square is located in close proximity of two existing MRT Stations & would also be linked to another future station under development currently. Furthermore, Asia Square is located strategically in the center of one of Singapore’s main tourist attraction in Marina Bay. It is situated near renowned attractions such as the Marina Bay Sands, Marina Bay Financial Center, Gardens by the Bay & the Waterfront Promenade.
With some of Singapore’s main attraction combined with Asia Square, it is no surprise that locals & tourists would flock to these places as compared to new towns like the Punggol Waterway. Therefore, the retail & food developments in Punggol Waterway would be greatly affected by these popular destinations. However, with Punggol Waterway being a new attraction, can still be able to attract consumers from all over the north-eastern part of Singapore & the residents in the new town.

2. Competition from upcoming retail and food outlets developments
Waterway Point
Waterway Point will be Punggol’s newest shopping mall & it will be the first to be integrated with the Punggol MRT and LRT networks and the nearby bus interchange. It will be completed by 2015.
Described as the 'Venice of Punggol', the $225 million waterway development is touted as the centerpiece of the new town, cutting a 4.2km route through Punggol estate. Retail will form the biggest component of the mall, taking up 40 percent. Another 30 percent will be for food and beverage...

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