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Submitted By Livvie
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MARKETING PLAN FOR
SINGAPORE CONTRACT BRIDGE
ASSOCIATION
(SCBA)

This marketing plan owes its existence to Derek Maggs and Chua Gang who have given us the opportunity and provided us with the primary information about SCBA. Not forgetting our heartiest appreciation goes to our beloved lecturer, MR Frankie Yee, who has been always there guiding us towards our success. “Never you fear when Frankie is here!”
MR Frankie Yee

1

TABLE OF CONTENTS
Executive Summary
1.0 Current Market Situation Analysis
1.1 Introduction
1.2 Market Situation
1.3 Competitive situation
1.4 Distribution Situation
2.0 Macro-environment situation
3.0 Micro-environment situation
4.0 Opportunity & Issue Analysis
4.1 SWOT Issue Analysis
4.2 Objectives
4.2.1 Financial Objectives
4.2.2 Marketing Objectives
5.0 Marketing Strategy
5.1 Segmentation & Targeting
5.2 Positioning and Branding
6.0 Marketing Mix
6.1 Product
6.2 Price
6.3 Place
6.4 Promotion
6.5 People
6.6 Programs
6.7 Processes
6.8 Performance
7.0 Implementation
7.1 New package offering with Financial Analysis
8.0 Marketing Activities
8.1 Marketing Activities
9.0 Marketing Organization
10.0 Control
11.0 Summary
Referencing
Group Project Marking Guide

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Executive Summary
Singapore Contract Bridge Association (SCBA) is one of the sixty National Sports
Associations (NSA) in Singapore, under the advisory umbrella of Singapore Sports Council
(SSC), facing challenges in the area of increasing its revenue which will enable them to further promote the game Bridge to a larger target of the public. However, the perceived difficulties by the in-house committee was that the game Bridge compared to the numerous sports and games out in the market, has little

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