Expanding Business Operations in Singapore: Opportunities and Risks

Running head: GLOBAL MARKETING
Global Marketing
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GLOBAL MARKETING1
Executive Summary
In the current complex business-related environment, it can be noticed that there are different
risks and opportunities included while expanding the business-related aspects in the other
overseas countries. In the respective case, the CEO of the company named Byron Bay Cookie
Company has wanted to spread their operations in the other country and the selected country
is Singapore. Singapore is considered to be the most effective countries for improving the
business operations and it can be suitable for them in understanding the opportunities that can
be taken by them as the opportunity for increasing their revenues and gain profitability. In
such scenario, the expansion of the business has the overall potential to expose the different
products as well as services to the broader audience. The increasing base of customers will be
suitable in converting more customers and improve sales. It helped Byron Bay Cookie
Company in leading higher profits and just like the team members, customers are the
important aspects of the business and it is important for the success of the business activities
in a suitable manner. Byron Bay Cookie Company tried to expand their business operations
in allowing them to establish new markets and reach entirely new customer base. In case of
Byron Bay Cookie Company, it can be seen that the social and political stability played a
vital role in gaining competitive advantage and it can be apposite for the success of the
company. Lastly, there are different recommendations provided to the company Byron Bay
Cookie Company for improving their efficiencies in an apt way.

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Table of Contents
Introduction................................................................................................................................3
Background Information of Company and Product...............................................................3
Overview on Selection of the Country- Singapore................................................................3
Economic and Financial Environment Analysis........................................................................3
Political and Legal Environment Analysis.................................................................................4
Social and Cultural Environment Analysis................................................................................6
Technological Environment Analysis........................................................................................7
Conclusion and Recommendations............................................................................................7
References................................................................................................................................10

GLOBAL MARKETING3
Introduction
Background Information of Company and Product
Byron Bay Cookie Company is considered to be the original café cookie company
and it have been the staple in the cafes of Australia from the last 25 years. Moreover, the
company is famous for glass cookie jars which are being found on thousands of cafés as well
as gourmet deli counters across the entire country (Cookie.com.au, 2019). The company was
incorporated in the year 1990 and with different innovations, the decadent combinations of
cookies has been able to change the cookie market. The respective product which has been
selected in the respective report is Organic Wildlife Biscuits which will be introduced in the
market of Singapore. The respective biscuits are available in various flavors such as banana,
cocoa and malt and it is affordable by the different group of customers in the market.
Figure 1: Logo and Glass Cookie Jar of Byron Bay Cookie Company
(Source: Cookie.com.au, 2019)
Overview on Selection of the Country- Singapore
Singapore is the most suitable option that can be incorporated by the different
companies as the strong type of trade as well as investment helps in making Singapore more
competitive in the Asian Country. In addition, it is the easiest place in the world for
conducting the business activities as the repatriation of the profit and import of capital are
allowed freely which makes the businesses to settle in much more easy manner. Additionally,