International Marketing Research for Singtel

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
Economic factors................................................................................................... 12

INTERNATIONAL MARKETING RESEARCH 4
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.