Global marketing-sensation

The first 200 words of this essay...

Marketing feasibility study

Sensation in Singapore

Table of Contents

1. Executive summary 2

2. Introduction to Sensation White 4

3. Macro-environment: Singapore 5

4. Competitive analysis 7

4.2 Direct competition 7

4.3 Indirect competition 7

5. Target market analysis 8

6. Market entry strategy 9

7.1 Marketing Mix - Product 11

7.1.2 Music 11

7.1.3 Rules and Dress code 11

7.2 Marketing Mix - Place 12

7.3 Marketing Mix - Promotion 13

7.4 Marketing Mix - Price 15

7.4.2 Profit and costs 15

7.4.3 Tickets 15

8. Conclusion 16

9. Appendix 17

10. References 20

1. Executive summary

Sensation White is a unique dance event created by the Dutch promoter ID&T, incorporating music from different genres such as house, electro, techno and trance. The word "white" is referring to the dress code of the event, where crowds of up to 50.000 people gather to watch their favourite DJs while dancing the night away. It first took place in Amsterdam in year 2000, but has now spread to 17 other countries in the world including Australia, where Melbourne got