Global Marketing: Strategic Analysis of Environmental Factors

Global marketing 0
Global marketing
System04116
9/5/2019

Global marketing 1
Executive summary
In this report, the various market opportunities have been analyzed for the potential sales
and promotion of the product in the international market. For this purpose, the potential
opportunities and threats are evaluated that may influence the market entry into the country. The
analysis of various environmental factors is done in this report which has a major impact on the
organization. The environmental factors include the economic and financial factors; political,
legal, social, cultural and technological factors.
In the last few years, extraordinary economic growth has taken place in Singapore.
Nowadays, higher-income economy is considered for the growth of the country and various
factors are considered in the growth. The factors are private consumption expenditure, external
and local demand and the investments which have a high impact on the growth of the country.
The leading sectors of Singapore like as biscuit and cookies industry have the potential to
attract other nations to invest. In this report, the discussion is made about the external factors or
environmental factors that have an impact on Singapore. The strategic analysis of global
marketing is done.

Global marketing 2
Contents
Executive summary.......................................................................................................... 1
Introduction.................................................................................................................... 3
Background of the company and country................................................................................3
Strategic analysis of environmental factors............................................................................. 4
Economic and financial.................................................................................................. 4
Political and Legal analysis............................................................................................. 5
Social and Cultural analysis............................................................................................. 6
Technological analysis................................................................................................... 7
Conclusion and Recommendations....................................................................................... 8
References................................................................................................................... 10

Global marketing 3
Introduction
Global marketing is the process of planning, producing, placing and promoting the
products of the company in the overseas market. The various marketing strategies are adopted
which for reconciling or taking commercial advantage in order to achieve the objectives. In this
report, the Byron Bay Cookie Company is chosen to investigate market opportunities for the
potential international promotion and sale of their products in Singapore. In this report, the
evaluation of various potential opportunities and threats is considered which influences market
entry into Singapore. In this report the various environmental factors will be considered which
includes the economic and financial; political and legal; social and cultural; and technological
environmental factors in Singapore. The various recommendations will be provided for the
company to enter into global market effectively.
Background of the company and country
Byron Bay Cookie Company was founded by Maggie and Gary In 1999 in the hinterland
of Byron Bay. Founders had a recipe in hand, and they started experimenting to bake cookies
with the ingredients which are available to them in local market and they named it as ‘pickles,
pies and petticoats’. They had changed the cookie market by cooking the two delicious decadent
cookies which include the white choc chunk and macadamia nut and triple choc fudge that
cookie has made the market forever. In Byron Bay, the white choc chunk and macadamia nut and
triple choc fudge are still available in market for the customers and it is favorable by many
people in that region. With the time they had grown their business from small operation to big
with the farmhouse stove and they had moved their production in industrial size baking house in
Byron Bay and after that it is named the Byron Bay Cookie Company.
Singapore has a greater market for cookies as the demand and supply of cookies is more
in this country as compared to the other countries. The cookie market of Singapore had total
revenues of $59.1m. The various cookie shops are opened in Singapore and they have branded
themselves differently.