Course Name: International Marketing

Course Code: 20SMRB421

Instructor Name: Ms. Hamsa Sarhan
Student’s Name:
Student ID No:
Section:

Market Entry
 Country Product
 Singapore – WHY 1  Our star - MANGO
 Business friendly2  Adaptation
 High import of ice-cream  Blend of Arabic sweets
across globe3
 Political stability4
2
Competitor Identification

 We are Unique
 Our competitor Udders' ice cream
 Market nature & demand1

3
 Market Justification

Trend Singapore Confectionery & ice-cream from Jan 2014- May 2022 1 Trend of Singapore consumer on Food court May 2021- Apr 2022 1
Retail sales value of ice cream in Singapore from 2014 to 2018

Retail sales value of ice cream in Singapore from 2014 to 2018,

with forecasts for 2019 to 2023(in million U.S. dollars) 2
4
Competitor

5
Culture – Kuwait & Singapore
Origin Customer
Our plan is to
Win & Grow
together
Predispositions

Ethnocentrism
Affinity

Animosity
Market Segmentation
Demographics Age
Consumer Spending
Life Expectancy
Growth Rate
100% urban population

10
Market Entry

11
Market Entry

Strategy
Expansion +/-

12
Market Entry

Expansion

13
Strategic Recommendation
Pricing

Positioning 14
 Strategic Recommendation
Product modification Culturally adapted promotion

Distribution

15
References
1. Cia.gov (2022) [Online]. Available from https://www.cia.gov/the-world-factbook/countries/singapore/summaries [Accessed: 27 July 2022].

2. The World Bank (2022) Singapore Continues to be Most Business-Friendly Economy in the World, the Philippines among the Top 10 in Improving Business Regulation [Online]. Available from
https://www.cia.gov/the-world-factbook/countries/singapore/summaries [Accessed: 27 July 2022].

3. cofacetrade (2022) [Online]. Available from https://www.coface.com/Economic-Studies-and-Country-Risks/Singapore [Accessed: 27 July 2022].

4. Baruah, P. (2022) Singapore PESTLE analysis [Online]. Available from https://planningtank.com/market-research/singapore-pestle-analysis#:~:text=PESTLE%20is%20a%20tool%20that,technological%2C

%20legal%20and%20environmental%20factors. [Accessed: 27 July 2022].

5. World Economic Forum (2019) Singapore is the world's smartest city - here's why [Online]. Available from https://www.weforum.org/agenda/2019/11/singapore-smart-city/ [Accessed: 27 July 2022].

6. Research, M., Food, P. & Trends, F. (2022) Ice Cream in Singapore, MarketLine [Online]. Available from https://www.reportlinker.com/p05094401/Ice-Cream-in-Singapore-MarketLine.html#:~:text=Key
%20Highlights&text=%2D%20The%20Singaporean%20ice%20cream%20market,9.9%20million%20kilograms%20in%202019. [Accessed: 28 July 2022].

7. Globaldata.com (2022) ShieldSquare Captcha [Online]. Available from https://www.globaldata.com/store/report/consumer-and-market-insights-ice-cream-in-singapore/ [Accessed: 28 July 2022].

8. ceicdata.com (2022) Singapore Consumer Price Index (CPI): FSS: HF (Incl. Food Courts): Hawker Centres | Economic Indicators | CEIC [Online]. Available from
https://www.ceicdata.com/en/singapore/consumer-price-index-2019100/cpi-fss-hf-incl-food-courts-hawker-centres [Accessed: 28 July 2022].

9. Statista (2022) Singapore: ice cream retail sales value 2014-2018 | Statista [Online]. Available from https://www.statista.com/statistics/751976/retail-sales-value-of-ice-cream-in-singapore/ [Accessed: 28 July
2022].

10. Ice Cream Market Size, 2. (2022) Ice Cream Market Size, Share | Industry Trends Analysis [2029] [Online]. Available from https://www.fortunebusinessinsights.com/ice-cream-market-104847 [Accessed: 28 July
2022].

11. The Straits Times (2017) Singapore's approach to diversity has created a distinctive identity across ethnic groups: PM Lee Hsien Loong [Online]. Available from
https://www.straitstimes.com/politics/singapolitics/pm-whether-chinese-malay-or-indian-a-singaporean-can-spot-a-fellow-citizen [Accessed: 2 August 2022].

12. Instruction2.mtsac.edu (2008) [Online]. Available from https://instruction2.mtsac.edu/rjagodka/busm_51_project/Negotiate_html/Singapore.htm#:~:text=On%20the%20other%20hand%2C%20the,much%20more

%20than%20any%20'outsider. [Accessed: 2 August 2022].

13. Telling, O. (2022) ‘Singaporeans must benefit’: expats fleeing Hong Kong meet rising resentment [Online]. Available from https://www.ft.com/content/ad40fd1b-3d6b-49fe-ae52-184bafa96311 [Accessed: 2 August
2022]. 16
1.
References
ABDUL RAHMAN, M. & MAHZAM, R. (2019) Protecting Singapore’s social harmony [Online]. Available from https://www.policyforum.net/protecting-singapores-social-harmony/ [Accessed: 2 August 2022].

2. Jadeja, N. (2022) Which Elements are Used to Build a Custom Affinity Audience? [Online]. Available from https://www.growth-hackers.net/which-elements-are-used-to-build-a-custom-affinity-audience/
[Accessed: 2 August 2022].

3. Macrotrends.net (2022) Singapore Consumer Spending 1960-2022 [Online]. Available from https://www.macrotrends.net/countries/SGP/singapore/consumer-spending#:~:text=Singapore%20consumer
%20spending%20for%202021,a%207.43%25%20increase%20from%202017. [Accessed: 2 August 2022].

4. Statista (2022) Singapore: population by age group 2021 | Statista [Online]. Available from https://www.statista.com/statistics/624913/singapore-population-by-age-group/ [Accessed: 2 August 2022].

5. Rangaswamy, E., Periyasamy, G. & Nawaz, N. (2021) A Study on Singapore’s Ageing Population in the Context of Eldercare Initiatives Using Machine Learning Algorithms. Big Data and
Cognitive Computing. 5 (4). p. 51. [Online]. DOI: 10.3390/bdcc5040051.

6. Shaw, J. (2022) How to develop a market entry strategy for Singapore [Online]. Available from https://kadence.com/how-to-develop-a-market-entry-strategy-for-singapore/ [Accessed: 2 August 2022].

7. https://www.statista.com/statistics/950002/singapore-influences-on-purchasing-decisions/

17
Thanks!

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