International Marketing Research for Singtel

This report analyzes the position of Singtel in the market and examines external factors that impact the company with the help of SLEPT analysis. It also explains international marketing research that includes research related to product, price, place and promotion. Segmentation, targeting and positioning is also an important marketing tool that is very helpful to develop the business.

Running Head: INTERNATIONAL MARKETING RESEARCH
1
Singtel
(Student’s details)

INTERNATIONAL MARKETING RESEARCH 2
Executive Summary
International marketing is a term that is used to describe the process of
globalization of business in the worldwide environment. With the help of technology, the
companies get the advantage to make their organizations international and attain
benefits of globalization as well. The purpose of this report is to give all the information
about international marketing strategies for the telecommunication company Singtel.
Singtel is a Singapore based Telecom Company that was established in the year
1879 and the company holds experience of 140 years. The company has expanded its
business through globalization and international trading. Singtel operates its business in
Singapore, United Kingdom, United States, UAE, Vietnam, Thailand, India, Bangladesh,
Australia, Taiwan, Philippines, Korea, Japan, Malaysia, Hong Kong, Germany and
China. The company Singtel has an employment base of more than 25000 people.
This report analyzes the position of Singtel in the market and examines external
factors that impact the company with the help of SLEPT analysis. SLEPT analysis
involves Social, Legal, Economic, Political and Technological factors. Company has
various opportunities to develop the business as well as is occupied with several threats
that can affect its business transactions in the external international environment.
After analyzing the position of the company, the report explains international
marketing research that includes research related to product, price, place and
promotion. Segmentation, targeting and positioning is also an important marketing tool
that is very helpful to develop the business. STP mentions the steps, that can be
followed by the company. Segmentation includes how a company can find different
kinds of customers with their different needs. Targeting evaluates the attractiveness and
potentiality of each segment and positioning includes implementing the targets.

INTERNATIONAL MARKETING RESEARCH 3
Contents
Introduction................................................................................................................................................5
SLEPT Analysis........................................................................................................................................6
Social Aspects.......................................................................................................................................6
Customer’s interest-based on fee...................................................................................................6
Fitness and protection......................................................................................................................7
Level of study and education...........................................................................................................7
Social media affect...........................................................................................................................7
Legal Aspects........................................................................................................................................7
Legal protection.................................................................................................................................7
Lawful Business................................................................................................................................8
Economic Aspects................................................................................................................................8
Effectiveness and efficiency of budgetary markets in Singapore...............................................8
Increasing Progression....................................................................................................................8
Budgetary Cycles..............................................................................................................................8
Financial progress of Singapore.....................................................................................................9
Political Aspects....................................................................................................................................9
Regulatory Practices........................................................................................................................9
Changing approaches or policies when emerging new government.........................................9
Political steadiness within the current or existing market............................................................9
Technological Aspects.......................................................................................................................10
Advance technology.......................................................................................................................10
Mature technology..........................................................................................................................10
Technological movement for Singtel............................................................................................10
Opportunities and Threats.................................................................................................................10
Opportunities...................................................................................................................................11
Threats.............................................................................................................................................11
International Marketing Research.........................................................................................................11
PEST Analysis.....................................................................................................................................11
Political factors................................................................................................................................11

INTERNATIONAL MARKETING RESEARCH 4
Economic factors.............................................................................................................................12
Social Factors..................................................................................................................................12
Technological Factors....................................................................................................................12
International Product Research........................................................................................................12
International Price Research.............................................................................................................13
International Promotion Research....................................................................................................13
International Distribution Research..................................................................................................14
Segmentation, Targeting and Positioning............................................................................................14
Segmentation......................................................................................................................................15
Demographics.................................................................................................................................15
Psychographics...............................................................................................................................15
Geography.......................................................................................................................................16
Targeting..............................................................................................................................................16
Positioning...........................................................................................................................................16
Conclusion...............................................................................................................................................17
References..............................................................................................................................................19

INTERNATIONAL MARKETING RESEARCH 5
Introduction
Business activities that include planning, promotion, price and selling of products
and provide services to customers in more than one country, called international
marketing. There is just one difference between domestic marketing and international
marketing is that domestic marketing operates in one nation whereas international
marketing operates in more than one nation (Andersson, 2011). International marketing
is also known as global marketing. It refers to the globalization of business that expands
new markets and opportunities for the business (Faarup & Hansen, 2010).
New technologies and fast communication change the way business and
appreciate international marketing. Most of the popular companies expand their
business innovative technologies procured by them. For international marketing,
marketing research is very crucial (Moulaert, 2013). To manage the business globally,
managers have to take care of many factors that affect the process of international
marketing research, international sources of information, issues in the collection the
data and methods of survey. Globalization of business face few challenges, for
example, competition, variations in consumer behaviour, a different type of policies,
ecological factors and many more (Cateora, Gilly, & Graham, 2010).
This report discusses international market research of Singtel Company that is a
Singapore based Telecommunication Company. Singtel has a great experience of 140
years. It is a leading communication company in Asia that was found in the year 1879.
Singtel operates the business in Singapore, United Kingdom, United States, UAE,
Vietnam, Thailand, India, Bangladesh, Australia, Taiwan, Philippines, Korea, Japan,
Malaysia, Hong Kong, Germany and China. Singtel group offers a wide range of
products and services including mobile phones, accessories, postpaid and prepaid
plans, roaming plans, WiFi connections, broadband connections, TV connections and
many lifestyle services for personal and business purpose (Singtel, 2019a).
Singapore Telecommunication Limited (Singtel) communication is one of the
leading Singaporean companies that has a huge network of branches in Asia, Europe
and the USA and has more than 23,000 employees’ worldwide working with them.

INTERNATIONAL MARKETING RESEARCH 6
Singtel group invested in many companies including Bharti Airtel, Globe Telecom,
Advanced Info Service and Telkomsel (Singtel, 2019b). The company has 700 million
mobile customers worldwide. The report briefly describes macro factors that affect the
Singtel’s international marketing research and segmenting, targeting and positioning
activities.
SLEPT Analysis
The SLEPT analysis is the best tool to analyze and monitor the external factors
that affect business. SLEPT analysis stands for Social, Legal, Economic, Political and
Technological factors that impact the operation of the company (Yüksel, 2012). The
business environment is very dynamic and Singtel operates the business in this
environment where business impacts by many factors such as government decisions,
consumer behaviour, regulatory framework, increment in environmental activism and
any other legal change. For regulating all these factors, SLEPT analysis is a strategic
tool. This type of macro environmental analysis is also known as PESTLE and PEST
analysis (Perera, 2017).
Social Aspects
Each group and civilization has its approach or manner of doing business.
Singapore society is very different because it has four types of cultural groups that are
Indians, Chinese, Eurasians and Malays. These groups powerfully follow their traditional
rules but the younger generation of the country is busy doing their work and earning a
high income to pursue high technology. Some other factors are affecting business
negatively and positively are mentioned below:
Fitness and protection
Fitness and health are very important factors for the people of Singapore. Singtel
provides health, and security services through the telecommunication sector so, with
these services, customer gets benefits and respond positively.

INTERNATIONAL MARKETING RESEARCH 7
Level of study and education
The fact is known to all that the country has high level of education in the
environment. So, the organization make use of this factor to increase the efficiency of
the business.
Social media affect
Social media has a great impact on the society today; it has very long roots that
are present in society. Connectivity is the main part of social media, so Singtel provides
internet at a very fast speed that helps the people in many matters that include
contacting in emergency, communicating overseas entertainment, education, games
and many more. The communication factor positively affects the business of Singtel.
For social welfare, Singtel creates a program for social groups. These altruism
plans incorporate with Singtel Touching Lives that escalate the fund for serving to
youngsters, kids just as the youth that are demanding special wants, and they are in the
necessity of exceptional needs (Issa, Chang, & Issa, 2010). The venture Silverline of
Singtel aims to improve the lives and livelihood nature of the older individuals who stay
distant from everyone else. The group organized by the company also provides aid to
kids and children. The association aligned together with the company Optus with the
motive to create a helpline for small children since 1999.
Legal Aspects
Legislations perform a necessary function in the improvement of the
Telecommunication services area in any nation's monetary or economic. Singtel board
members need to think about legitimate points before entering into the global market. It
is important for the top level management of the company to stabilize the business in
the market of international countries- information assurance laws, time is taken to
convey equity, licensed innovation rights insurance, the arrangement of equity,
separation laws, copyright law and so on (Blokdyk, 2018). Legitimate or legal factors
that are linked with the company are discussed below:

INTERNATIONAL MARKETING RESEARCH 8
Legal protection
Legitimate assurance is the key factor of any business and corporate. It mainly
has the legal assurance of licensed innovation, licenses, and other IPR rules and rights
are present in Singapore. However, Singtel is going to be compact if the company
doesn’t look for enough protection.
Lawful Business
The rules of business are the most important legal part of corporate houses.
Singapore has steady law for businesses and companies, from this, Singtel stable their
business and promote their associates (Cadle, Paul, & Turner, 2010).
Economic Aspects
Economic factors forced, affected and pretended the name of the organization,
corporate and business house; these are mainly impacted by globalization. Once at a
time when there was a monetary or economic turndown in the year 2008 the
organization offered refunds or rebates administrations to the clients. The clients were
paid offers, discounts and rebated charges like the same as where the post-paid
arrangements and plans were with no agreement. The prepaid and postpaid plans were
offered by with no agreement and contract. This versatility of the corporates and
associations upgraded the certainty and confidence of clients (Miller, et al., 2011). This
factor dependent on following points:
Effectiveness and efficiency of budgetary markets in Singapore
Singtel will get to dynamic and vibrant monetary or financial trades easy
accessibility of liquidity within the value market of Singapore to expand further on the
global market or globally.
Increasing Progression
Increasing alleviation and liberalization of any country and national trading policy
of Singapore will facilitate Singtel to take a position at the additional level into the areas
or regions that are to this point off-limits to the business or firm.

INTERNATIONAL MARKETING RESEARCH 9
Budgetary Cycles
The presentation of TeleNetwork firm Singtel in the region of Singapore is firmly
connected and related to the financial or economic exhibition of Singapore's market and
economy. The development in the most recent twenty years depends or based on after
expanding globalization and using neighbourhood and locale assets to take into account
worldwide business.
Financial progress of Singapore
It is believed that the economy of the country is stabilizing gradually due to that
the monetary policy of the country is also stabilizing. Stable government, stable interest
in light of extra cash its result will show in expanding venture into new enterprises
connections.
Political Aspects
Political factors plays a very important role in the growth of business or
organizations. In Singapore, political factors affects very effectively on the growth of
business. Singtel is an example that elaborates the ways in which political factors of the
country affects the growth of the country. Some political parties invest their money in
these types of organizations that positively affects the economy of the country as well
(50MINUTES.COM, 2015).
Regulatory Practices
The Singtel controls diverse guidelines in the variety of markets that are already
existing or available. During the last few years, Singapore and other developing
economies have completely changed guidelines and rules concerning showcasing
section as well as how businesses, organizations, and companies in communication or
TeleNetwork services can work in the nearby and local market place.
Changing approaches or policies with emergence of new government
Finding out the modern-day trends when a new government controls the
economy of the country they need or want some dynamic policies for business and
organization. Studying the new traits it seems that it is a transition of presidency in
Singapore in the near future election or the next election. Singtel should be prepared for

INTERNATIONAL MARKETING RESEARCH 10
this occurrence because it may cause an amendment in governance priorities of
services areas or sectors.
Political steadiness within the current or existing market
Singtel has many branches, it works in various nations or countries, so it is
necessary to apply approaches every nation dependent on the telenetwork or
communication services industry explicit requirements.
Technological Aspects
The complete tele-transmission and telecom sector or enterprise are based on
science, technology and new innovative ideas, consequently technological influence this
sector deeply (Anon., 2015).
There are different and various methods innovative are hitting the business
name, industry name in the nation's name. Today's time is based on mobile computing
and in these days it is on high use. Globally Information technology is altering things like
in no way before this period. Most of the innovative elements are- community get
admission into innovation, grant logistic network because of newly introduced
technology and innovation in purchase facility, get entry into increased information
technology, get right of entry to cell phones using empowerment, compute of science
pushed to introduce new changes etc. Some basic factors are mentioned below:
Advance technology
Technological advancement is present is very diversified as it provides access to
the inventory network giving much and more prominent availability to data to store on
network devices, accomplices as well as more extensive partners in this type of
services.
Mature technology
The innovation in the telecommunication sector is as yet not achieved
development part and many competitors are competing for new advancement that will
be empowered to a higher part of the overall industry in Singapore.

INTERNATIONAL MARKETING RESEARCH 11
Technological movement for Singtel
In the service sector, there is no solid lifestyle of innovation move and
organizations, associations and companies regularly hesitant to move or allow the
permit advances for the dread of making contenders out of associates.
Opportunities and Threats
Opportunities and threats are also part of external analysis and these factors
impact the company.
Opportunities
Singtel has several opportunities to expand business by setting business in new
markets and provide services in new countries. Singtel has a good reputation in many
countries in that Singtel already set up the business. Singtel can develop the business
through globalization and aiming to become the main centre for the telecommunication
industry that can offer services in main areas such as Asia. To develop the business,
Singtel should create new applications for iPhone and android phone users and launch
the same type of apps for both kinds of users. It may increase the interest of consumer
about products and services (Sarsby, 2016).
Threats
Along with the opportunities, Singtel has to face some threats for business as
consumers may be influenced by new or other telecommunication companies. Main
competitors of Singtel are M1 and Starhub that can impact the profit and customer base
of the company (Pahl & Richter, 2009).
International Marketing Research
International marketing research is more complex as compared to domestic
marketing. Managers of international marketing need to monitor different factors that
affect the international business operations (Eisend, Kuss, & Leonidou, 2019). It is a
recording collection and reporting of international based information about marketing for
the company.

INTERNATIONAL MARKETING RESEARCH 12
PEST Analysis
PEST analysis is a strategic tool to research about international marketing. PEST
analysis includes political, economic, social and technological aspects that describe the
market of UK for Singtel Telecommunication Company.
Political factors
The present political environments of United Kingdom encourage the
deregulations that motivate businessmen to enter in the market. It increased the
competition for telecom companies that impact the business of Singtel. As a
consequence of liberalism from the European Union, mobile operators of UK may be
facing some new competition in the market.
Economic factors
Telecom industry developing the business day by day and it is also increasing
several services such as value-added services, top-up plans, TV recharge plans and so
on. The economy of the UK is highly stable and it is also beneficial for the telecom
industry because there are more consumers using their money in mobiles, TV and
internet services.
Social Factors
People of the UK are not traditional and religious; they follow new trends,
technologies and everyone is busy on social media that is good for the telecom industry.
Without an internet connection, people cannot get access to social media platforms
such as Facebook or Twitter.
Technological Factors
The UK is highly advanced in terms of technology. The telecommunication
industry is dependent on technology and new technologies affect this industry. Mobile
operators and internet service providers efficiently use innovations and develop new
products and services. For example, Singtel provides lifestyle applications for iPhone
and android phone users.
Marketing research includes product, price, promotion and place that clear about
the condition of business (Zou, 2011).

INTERNATIONAL MARKETING RESEARCH 13
International Product Research
Product research is the type of marketing research that provides all information,
characteristics of products and services. With the help of product research, companies
understand the needs of the customer. Product research also helps to design new ideas
(Donovan & Henley, 2010).
Singtel is a leading Telecommunication Company that provides top-quality
communication ways for the consumers for personal use as well as business purpose.
Mainly Singtel offers service related to internet, TV, mobile phones and fixed-line
telephones. Singtel offers both prepaid and postpaid services and providing best offers
related to mobile connections. The company also offers services related to lifestyles
such as Singtel smartphones, Singtel music, Singtel newsstand and many more. Singtel
provides a huge range of service that includes broadband services, TV setup boxes,
best offers related to TV connections and high-speed internet connections.
But there are many competitors of Singtel in the UK such as BT, Vodafone and
Three UK. BT is the most popular and leading Telecommunication Company of UK that
gives difficult competition to the Singtel. Vodafone also gives every type of
telecommunication services in the UK. EE that is known as Everything Everywhere and
it is also a competitor for Singtel.
International Price Research
The set price is very important for any product or service because many
customers buy products according to the price (C., Katsikeas, Samiee, & Aykol, 2018).
As per the products and services, Singtel offers variations in pricing. Singtel provides a
special offer for students and corporates such as discount and gifts. Singtel also
provides packages with big discount on multiple services, free TV subscription for the
first 2 months and free installation. To set the pricing of product and service, it is very
important to know about the inflation rate and pricing of the country (Samli, 2013). Price
inflation is a term that is used to describe the rise or fall in the rate of the product in that
people consumers bought the products. In May 2019, CPI (Consumer prices Index) of a
year rate was 2.0%, and 2.1% in April 2019. The averaged inflation rate of UK is 2.57%
from 1989 to 2019 (export.gov, 2019).

INTERNATIONAL MARKETING RESEARCH 14
International Promotion Research
Promotion is also an important element of marketing. The process of promotion
involves advertising, personal selling, sales promotion, direct marketing and publicity.
The United Kingdom is the highly developed, diversified and sophisticated market in
Europe. The UK is very fast in technology that is a good factor for Singtel. Singtel uses
many kinds of promotion for selling and reach out the products to the customer
(Cateora, Gilly, & Graham, 2011). The main motive of promotion is increasing the sales
of product and popularity of the brand. Mainly Singtel uses the traditional ways to
promote products like print media, digital media, billboards and newspaper. The United
Kingdom is a modern country that follows the unique and interesting ideas (Bertoli &
Resciniti, 2013).
International Distribution Research
Distribution research includes information related to the distribution of products
by different retail channels. Distribution of products enable the company to understand
where products are needed and where to not? It is also important to analyze the
environment of the market (Czinkota & Ronkainen, 2012). Singtel has a big network of
branches in Europe, Asia Pacific region, Australia, USA and Africa. Singtel's submarine
versatile system gives administrations to more than 100 nations with the Middle East.
To expand its achieve the brand has different auxiliaries in different nations like India’s
Bharti Airtel, South Asia, and Africa, Indonesia’s Telkomsel, Philippines’s Globe
Telecom, Telecom Egypt and Egypt’s T-Mobile Egypt, Australia’s Optus and Thailand’s
Advanced Info Service. The majority of its administrations are likewise accessible in an
online stage to expand its span to its clients. The United Kingdom has a big customer
market and according to the research, the population of the UK is expected to cross 74
million by 2039. And the increment of the population clearly shows the growth of the
business. Because in today's time technology makes communication very easy and it is
good for international business (Heslop, 2014).
The UK is one of the powerful countries and Singtel has a branch in this country
also. The economic condition of the UK is very good as the UK is the 5th largest
economic country in the world. Not only economic condition but the political condition is

INTERNATIONAL MARKETING RESEARCH 15
also very stable of UK. Many business firms invested in UK companies. The UK is very
advanced in technology and businesses of this country regularly developing their
business through technologies. The UK has the most educated population in the world.
All these factors are good for Singtel.
Segmentation, Targeting and Positioning
Segmentation, Targeting and Positioning (STP) is three steps of effective
marketing. It is a common marketing model. Segmentation means to identify the
different type of customers, targeting means to select the best customer segment and
positioning means to implement the segmentation by serving the best quality products
and services (Wierenga & Lans, 2017). These three steps approach to marketing. STP
is very important and useful to create market plans and develop the business. STP‘s
main focus is to bring effectiveness in business, choose the best segment for business
and developing an effective marketing and positioning strategy of product for each
segment (Chapman & Feit, 2015).
Segmentation
Segmentation refers to the ways in which the company find different kinds of
customers with their different needs and segment them into groups accordingly. In the
telecom department, some customers demand fast speed internet and performance
whereas others are very concerned about the price. There are two steps are involved in
segmentation, one is identifying the bases for segmentation and second is to determine
important features of each segment of the market (Schlegelmilch, 2016).
After the identification, some steps must be following in segmenting
 Choose a market for study.
 Choose segmentation bases.
 Select the descriptors.
 Analyze and profile segment.
 Select the target market.
In segmentation, Singtel can target their audience by using following bases:

INTERNATIONAL MARKETING RESEARCH 16
Demographics
Singtel can breakdown customers by any combination such as income, gender,
age, marital status, size, education, purpose and profession. In these combinations,
Singtel can choose an age factor, because the younger generation needs high-speed
connections and new technologies.
Psychographics
Psychographics refers to the behaviour of the customer that includes attitude,
personality, lifestyle, hobbies and so on. There is a difference between psychographics
and demographics. Demographics describe who is buyer and psychographics explain
why the customer buys.
Geography
Geography involves segmenting markets, market size, and region of the country,
climate and market density. With regional segmentation, Singtel can choose new
methods to generate and increase sales in competitive markets, analyze the bestselling
brands, identify local brands and react rapidly to the competition.
Targeting
Targeting evaluates the attractiveness and potentiality of each segment. To
target the right segment, it is very important for Singtel to know about some important
points such as criteria size, difference, money, accessible and different benefits. Singtel
should take the large market that justifies the segmentation. Singtel should identify the
differences between segments and each segment must be identifying in every aspect.
Singtel can choose one or more segments for the target. Singtel has already a great
reputation and the company can easily target the segments by offering new and
effective products. The UK is a modern country where technology is everyone's need
and Singtel can target any customer group that based on past purchases and magazine
subscriptions.
Positioning
It refers to the process of keeping the brand at the right position in the eyes of
customers in the target market. This is the last step of STP. To complete this step, it is

INTERNATIONAL MARKETING RESEARCH 17
very important to check the market overview (Steenkamp, 2017). The United Kingdom
has the power of international trading and marketing. It is the world's fifth-largest
economy as per the World Bank Group. In the UK, every customer wants to purchase
high quality and branded products. Thus, Singtel can expand the business in UK by
utilizing the market opportunities. Branding of the product is an important part of
positioning. It can impact the position of product and company. Singtel should choose
the right way of branding, promotion, advertising that increase customer's interest in a
product and they want to purchase the product. Singtel can choose social media
platforms to promote and advertise the products with special offers because younger
generation always looking for new offers, it may affect the positioning of product in UK
market. Promotion and advertisement of product should be memorable, meaningful,
interesting, good visualization, transferable and updatable.
Conclusion
In conclusion, the company Singtel communication is one of the leading
companies that is based in Singapore and it has huge branches in many countries.
Singtel telecommunications is one of the largest multi-market mobile operators of Asia
that is constantly developing the business with effective products and services. The
main reason for Singtel's success is that the business focus on customer's need, want
and demand. To fulfil the need, want and demand of customers, the company has
launched many products while maintaining the quality of products. Moreover, for future
growth and development, the company has improved itself by using new and advanced
technologies. Singtel is an international company and it can grow the business with set
the business in more countries and international marketing research is a very important
part to set up a new business or launch any new product.
This report analyzes the factors that affect the functions of Singtel in Singapore
market the help of SLEPT analysis. The analysis shows the overall growth of the
business. However, there are several factors that can affect the business of Singtel.
Social factors such as customer's interest, fitness and protection, level of study and
effect of social media. Economic condition of every country affects the business.

INTERNATIONAL MARKETING RESEARCH 18
Singtel’s business functions are also affected by the effectiveness and efficiency of
budgetary markets, increment in progression, budgetary cycles and financial progress.
Political factors such as regulatory practices, changes in policies during emerging new
government and political steadiness within the current or existing market also impact the
business of Singtel. Some technological and legal factors also influence the business of
Singtel such as advance and mature technology, technological movement, legal
protection and lawful business.
Further, it is also concluded that international marketing research is a way or
method to analyze record, collect and report all the information of the market that
describes what is the exact condition of the market. A company face many challenges
during examine the international market due to multiple countries, multicultural
customers and users, and multi-language environment. This writing report analyzes the
market of United Kingdom for Singtel group. In every aspect, the condition of United
Kingdom is very good. The economy of UK is constantly growing and the government is
also stable. These two factors are crucial for the development of international business
development of the company. In international marketing research, product research,
price research, place research and promotion research is very important and useful.
Segmentation, targeting and positioning is also an important part of marketing.
Segmentation means to identify the different type of customers, targeting means to
select the best customer segment and positioning means to implement the
segmentation by serving the best quality products and services. In this report, it has
been concluded that the position of Singtel is profitable in the market and it can develop
the business through international trading activities as well.

INTERNATIONAL MARKETING RESEARCH 19
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