Marketing Director for a Company Originating from Hong Kong - Entering the Singaporean Market - Case Study Example

Marketing Director for a Company Originating From Hong Kong Considering Entering the Singaporean Market

• Executive Summary

This report aims at detailing the entry strategies that a retail company based on Hong Kong can adopt to penetrate the Singaporean market successfully. In the report, analyses of the external market of the Singaporean retail market, along with the competitive factors have been presented. According to the findings obtained, the target market is characterized with intense level of competition, being largely captured by international brands. However, the leading brands are currently observed to shift focus on other global markets, which offers a fair opportunity for the company to penetrate Singapore. Correspondingly, the strategies suggested for its international expansion emphasizes the virtues and advantages of ecommerce as well as technology to support industrial growth. It is also necessary for the company to consider differentiation strategies as well as quality services to the customers, who are observed as highly demanding in nature.

Table of Contents

Executive Summary2

1. Introduction5

2. Corporate Mission, Objectives and Strategies6

2.1. Mission6

2.2. Vision6

2.3. Objectives6

3. External Analysis of Singapore7

3.1. PESTEL Analysis7

3.2. Porters Five Forces9

3.3. Customer Analysis11

3.4. Cultural Analysis of Singapore11

3.5. Identification of Cross Cultural & Inter-Cultural Communication12

4. Competitor Analysis14

5. Competitive Strengths/Weaknesses 17

6. Marketing Objectives18

6.1. Strategic Marketing Objectives18

6.2. Tactical Marketing Objectives18

7. Strategy Formulation - Marketing Mix19

8. Proposed Strategies20

8.1. Ansoff Matrix20

8.2. Integration Responsiveness Framework21

8.3. Mode of Entry21