Global Marketing Assesment Analysis

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GLOBAL MARKETING
[Type the document subtitle]
9/7/2019
student name

GLOBAL MARKETING 1
Executive summary
Byron Bay Cookie is Australian café cookie that is serving for 25 years; the company was
initiated in 1990 with a recipe of an old family who started experimenting ingredients to cook
cookies. The report will consider external business environmental factors to be discussed and
relevant aspect to assess the key opportunities and threats for a company before entering into a
nation. Byron Bay Cookie is a company that is offering various types of cookies, for which the
company is willing to expand the business in Singapore that will be considered for this report
analysis.
As per 2019 index, one of the economic variables that are unemployment rate is found to be
20%, the inflation rate is found to be 0.6% and the foreign direct investment inflow is identified
to be $62 billion. The purchasing power of the customers are reflected through the GDP per
capita of the country which found to be increasing since years, with the maximum was in 2017 at
85535 US$. Banking system access is strong in Singapore which reflects the opportunity for
Byron Bay Cookie Company to market the goods internationally that is in Singapore.
Considering the export opportunity after analyzing the external business environment in
Singapore it can be said that the product standardization strategy will be recommended. The
standardization of the product can be an effective strategy which could gain economies of scale
and enhance the global recognition of the brand and product-based. Another recommendation for
the company is marketing using Internet infrastructure which is one of the opportunity after
analyzing technological business environment of Singapore. Other than the trade of goods, the
company can promote their cookies in the nation using social media marketing, email marketing
and another mode of online marketing in order to reach out maximum population within short
span of time.

GLOBAL MARKETING 2
Contents
Executive summary.........................................................................................................................1
1. Introduction..................................................................................................................................3
2. Economic and financial environment analysis............................................................................3
2.1 Economic Variables...............................................................................................................3
2.2 Financial Variable..................................................................................................................4
3. Political and legal environment analysis.....................................................................................5
3.1 Political Variable...................................................................................................................5
3.2 Legal Variable.......................................................................................................................5
4. Social and cultural environment analysis....................................................................................6
4.1 Social variable.......................................................................................................................6
4.2 Cultural variable....................................................................................................................6
5. Technological environment analysis...........................................................................................7
6. Conclusion...................................................................................................................................8
7. Recommendations........................................................................................................................8
References......................................................................................................................................10
Appendix........................................................................................................................................12
Appendix A................................................................................................................................12
Appendix B................................................................................................................................12
Appendix C................................................................................................................................13
Appendix D................................................................................................................................13

GLOBAL MARKETING 3
1. Introduction
The report will consider external business environmental factors to be discussed and relevant
aspect to assess the key opportunities and threats for a company before entering into a nation.
The report will include economic, financial, legal, apolitical, social, cultural and technological
environment analysis.
Byron Bay Cookie is a company that is offering various types of cookies, for which the company
is willing to expand the business in Singapore that will be considered for this report analysis.
Therefore, the selected product for business expansion in the Singapore market will be cookies,
which would more specifically focus over gluten free cookie. The key reason for selecting
Singapore for the discussion is that it is a developing nation, and various opportunities can be
analyzed to conduct marketing activities in this nation like free trade with various nations, and
one of the busiest port that provides advantage to new age business. Byron Bay Cookie is
Australian café cookie that is serving for 25 years; the company was initiated in 1990 with a
recipe of an old family who started experimenting ingredients to cook cookies. The company has
been able to reach out to various nations while offering cookies through online mode, and with
help of other retail platforms like amazon. The company is being served to nations, like Japan,
Singapore, China, Europe, among which the Singaporean market for new marketing activities
will be analyzed. Considering the porters' value chain, the company look out for the local
Australian farmers for the raw material and the products are exported to international market
after production (Ahlin, 2014).
The target customer for the company includes various age group people like kids by offering
chocolate and similar flavors. Moreover, by offering products like gluten free cookies, the
company is also targeting health conscious customer segment. The company has been serving a
good quality product (Goffin, 2017).