Opportunities for Smart Cars in the Singapore Market

Running head: GLOBAL MARKETING
Global Marketing

GLOBAL MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Overview of Case (Smart Car)...............................................................................................2
Vision of Micro Compact Car............................................................................................2
Mission of Micro Compact Car..........................................................................................2
Singapore Market Analysis....................................................................................................3
PESTLE Analysis...............................................................................................................3
Opportunities......................................................................................................................6
Transferability....................................................................................................................7
Competitive Analysis.............................................................................................................7
Segmentation..........................................................................................................................9
Targeting..............................................................................................................................10
Positioning............................................................................................................................10
Positioning Map...............................................................................................................11
Ansoff Matrix.......................................................................................................................11
Market Penetration...........................................................................................................12
Market Development........................................................................................................12
Product development........................................................................................................12
Diversification..................................................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14

GLOBAL MARKETING 2
Introduction
Global marketing is the practice adopted by the business to market its services on the global
level by taking commercial benefits of international functioning differences, similarities, and
opportunities to meet the worldwide goals. Global marketing is a study field in wide-ranging
business management to offer valued products, services, and solutions to customers at
domestic as well as international level (Gillespie & Hennessey, 2010). The intent of this
paper is to analyze the opportunities for Smart cars in the Singapore market by performing its
market analysis. The paper is also conducting the competitive analysis, segmentation,
targeting, and positioning of the Smart Cars in order to analyze the expansion strategy and
future growth in the market of Singapore.
Overview of Case (Smart Car)
The MCC smart GmbH was established in 1994 in Switzerland with the joint venture
between Schweizerische Gesellschaft für Mikroelektronik und Uhrenindustrie AG (SMH),
Bienne and Mercedes-Benz AG. The activities of the business were relocated from Bienne to
Renningen in 1999. Besides this, the Micro Compact Car was retitled as Micro Compact Car
smart GmbH. The Micro Compact car is Smart in features like two-seater planned mainly for
tooling through packed streets. A foot narrower in comparison to the new Beetle of
Volkswagen, and Five feet shorter, it is easy to park like a motorcycle.
Vision of Micro Compact Car
The vision of the Smart Car is to offer comfort and safety on the roads with the choice to
select from different versions.

GLOBAL MARKETING 3
Mission of Micro Compact Car
The mission of Smart car is to be the leading manufacturer of 2 doors compact car across the
world.
Singapore Market Analysis
Over the decades, Singapore has reflected a high level of economic growth. Presently, the
country is talked as the high-income economy. Its development is majorly driven by different
factors, few of them are private consumption expenditure, national and international demand
and foreign direct investment. The leading sectors of Singapore that are petroleum refining
and pharmaceutical have the potential to entice other nations to invest.
PESTLE Analysis
Political Forces
In Singapore, the political risk is very low. In fact, according to the PERC Consultancy, that
is Political and Economic risk nation enjoys the lowermost political risk in the region,
therefore it is counted in the list of democratic countries. Residents choose representatives
such that they can lead the country. From its independence, the country reserve relative
political stability (Younis & Sharahili, 2008). Today, this political stability has been
converted into peace and a improve standard of living. Besides this, it offers numerous
opportunities to the local as well as international businesses. It will be beneficial for Micro
compact car to enter in this market because the government is encouraging and participating
in the activities to promote the use of environmentally friendly and smart cars. Besides this,
in a few cases, the government of the country will also offer subsidy or rebates to the
manufacturer of the smart cars. Presently, the government is focused on the green stream idea
that encourages new entrepreneurs and existing businesses to manufacturer smart and
environmentally friendly cars that can support in reducing the harmful emission from the
environment.