Current situation and action to plan for Ascendas-Protrade Singapore tech park

Abstract

The existence of appropriate marketing strategies in industrial land lease is generally attributed to the successful of deal close and occupancy rate in industrial real estate field. This study is identifying the Ascendas-Protrade Co., Ltd.’s core problem, finding and prioritizing capacities as well as examining the use of high value added strategies to allow firm get higher performance then enable pushing Ascendas-Protrade Singapore Tech Park occupancy rate. Key members of the company have been selected to respond a questionnaire and their answers have been use as data for analyzing to figure out the company’s problem. From the point of view of experts, Board of Director and managers of the firm, the results of the interview inclines toward strategic marketing and integrated customer solutions. Therefore, they deserve special attention in relation to brand, marketing campaign and image deal with market communication that aims to strengthen the brand, the image and the reputation, to increase the company's awareness and to promote the customer's emotional engagement. In this study, raising solutions reflect various capacities of understanding customers’ needs, product differentiation, and competitive advantage so that such solutions can associate and align to corporate strategies to meet the firm’s challenges and goals in upcoming years. The study provides practitioner insights into the practices and trends in the use of valuable strategies in industrial land market. In determining appropriate marketing plan for industrial land-lease, many factors need to be weighed as to the influence on a particular subject properly.