Analysis of Global Marketing Opportunities: Byron Bay Cookie Company

This report provides a comprehensive analysis of global marketing opportunities for the Byron Bay Cookie Company, focusing on the potential of the Singapore market. The report begins with an executive summary, followed by an introduction to the company and its product, organic wildlife biscuits. It then provides an overview of Singapore, followed by an in-depth analysis of the economic and financial environment, political and legal factors, social and cultural aspects, and technological considerations. The report discusses Singapore's vibrant free-market economy, political stability, and high standard of living, alongside potential challenges like labor shortages and competition. The analysis includes discussions of the legal environment, social and cultural factors influencing consumer behavior, and the technological infrastructure. Finally, the report concludes with recommendations for Byron Bay Cookie Company to successfully enter and operate in the Singapore market.

Running head: GLOBAL MARKETING
Global Marketing
Name of the Student
Name of the University
Author note

1GLOBAL MARKETING
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.

2GLOBAL MARKETING
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

3GLOBAL MARKETING
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,

4GLOBAL MARKETING
Singapore is situated in heart of Asia and it has been successful in cementing themselves as
the global type of trading hub which makes them strategically located in the entire world.
Figure 2: Singapore
(Source: Terjesen, Hessels & Li, 2016)
Economic and Financial Environment Analysis
The entire economy of the Singapore economy is vibrant free-market economy which
is developing at a very fast phase. The per capita income of the country is highest in
ASEAN and the entire corruption free environment of the country is suitable in supporting
the business-related sector. It is considered to be the most competitive countries in the world
and the overall financial framework helps the country to become the most efficient one
(Sroka, 2018). Byron Bay Cookie Company will be successful in expanding their business in
the respective country as the rate of the Gross Domestic Product has grown to more than
7.9% and the government is constantly trying to boost the market share in global demand of
the different information technology related products such as pharma or the organic food
processing companies in the Singaporean economy (Terjesen, Hessels & Li, 2016). It is the
most suitable option that can be adopted by Byron Bay Cookie Company for expanding in
such economic environment which is developed and is most competitive advantages of
Singapore includes free market and free port. More than 99% of the imports are duty free in
Singapore. However, the market of Singapore is competitive, it can be improved through
proper exporters (Rastogi & Trivedi, 2016).

5GLOBAL MARKETING
Figure 3: GDP in Singaporean Economy
(Source: Pucciarelli & Kaplan, 2016)
Additionally, the total amount of the foreign reserves nation has amounted to more
than $369,592.9 million which is effective in driving the economy. The organic and the IT
industry have been successful in contributing to more than 20-25%of the annual Gross
Domestic Product of Singapore which can be suitable for them in improving the growth
prospects of the company appropriately (Pucciarelli & Kaplan, 2016). Moreover, import of
Singapore has increased to more than 4.5% through the increase in sell of products of the
organic food sector and IT sector that is increasing the value of country in contrast to other
countries. As Singapore is the high technology country, there can be effective in exchanging
trading related information and it makes Singapore active trading partner as well.
Figure 4: Corruption Level in Singapore

6GLOBAL MARKETING
(Source: Krupskyi et al., 2017)
On the other hand, there are different kinds of risks or issues which can be faced by
Byron Bay Cookie Company in expanding their operations in Singapore market. There can be
decline in the productivity as there are other major competitor companies which are selling
similar kind of products to the different customers who prefer such products (Li, Cui & Lu,
2018). The niche group of customers are less in Singapore market and therefore, for
improving and making the situation under control, there can be competitor analysis which can
be done which will be helpful for them in understanding the competitive scenario as to bring
the situation under their control and improve their effectiveness in the market. There are few
other constraints which are included in the scenario of the economic performance of
Singapore that includes the shortages of labor and rising cost of the labors which can be a
threat to the company and affect their efficiencies (Krupskyi et al., 2017).
Such kind of situation can be brought under control by Byron Bay Cookie Company
through proper research and understanding the reasons of the lack of laborers in the market.
There can be introduction of the laborers from the parent country to set and develop their
business and gain competitive advantage.
Political and Legal Environment Analysis
The level of political risk is quite low in Singapore in the entire continent in
comparison to the other competitor companies present. Since the time of independence, the
country has been enjoying the relative political stability and in the present scenario, the
stability in the political environment has led to the better standard of living and great
business opportunities in the respective market. In case of Byron Bay Cookie Company,
wherein the company will be selling the organic wildlife biscuits in the market of Singapore,
it can be a suitable opportunity for them for expansion (Hitt & Xu, 2016). However, there are
certain legislations like it is faced by the other companies wherein free trade related
agreements can be providing huge opportunity for spreading their business. As Singapore is
the enterprise friendly economy, the government of Singapore has been successful in helping
and assisting the businesses in a very systematic manner.

7GLOBAL MARKETING
Figure 5: Standard of Living in Singapore
(Source: Haans, Pieters & He, 2016)
On the other hand, the Byron Bay Cookie Company and the overall brand has to
comply with the various kinds of legal obligations for performing their business in
Singapore. The law and the legal system are operating in a well-defined manner; therefore,
the level of corruption is lowest in nature and the country is the most corruption free
environment which helps the companies to conduct the business in a suitable manner (Haans,
Pieters & He, 2016). With the stable kind of legal system, it is the most appropriate country
to invest in. Byron Bay Cookie Company can be gaining huge profitability in the Singapore
economy that will be effective in investing and expanding in Singapore economy. In addition,
there are different kinds of environmental protection law and labor law which will be
ensuring safety of business as well as workers. In Singapore, the labor laws are sufficient
and it meets the demands of the clients which improves the image of the brand (Gonzalez-
Perez, Vasquez-Melo & Rios-Molina, 2015).
Byron Bay Cookie Company can make full utilization of the stability of the political
environment of Singapore as the company can expand their business operations and meet the
various requirements of the customers. The organic food department and companies are
affected greatly through politics of government and the trend of business can be changed as
well. In consideration of Byron Bay Cookie Company, the trend can be managed by them
through promoting the advantages of consuming the healthy cookies and other items that will
be essential in making the legislation work easier. As the economy is growing rapidly, it will

8GLOBAL MARKETING
be creating various opportunities for Byron Bay Cookie Company and they can deliver the
different food items to various groups of customers.
Social and Cultural Environment Analysis
In case of the social scenario, Singapore is considered to be like any other Eastern
country wherein it follows the different traditional rules and regulations. However, the
younger generation tries to incorporate the different western culture as well as values and it
has been successful in increasing urge to perform well and increase the productivity of the
nation. Therefore, in such scenario, the various sectors of the business can be suitable in
expecting high level of the purchasing power from the different customers (Gerschewski,
Rose & Lindsay, 2015). The different reports have been important in investing in different
business-related opportunities and it helps the country to generate more revenues.
Additionally, the social factors create huge impact on the eating habits of the customers and it
is different from one country to other. However, in Singaporean economy, the different
individuals are health conscious and they prefer organic food items which are tasty yet
healthy in nature (Gaur & Delios, 2015).
Figure 6: Purchasing Power of Singaporean Economy
(Source: Eriksson et al., 2015)
In addition, Byron Bay Cookie Company can be gaining high level of revenues in
Singaporean market as the rate of literacy is high which is more than 92.5% which has been
possible due to the free policy related to education by the government and the citizens of the
country is highly educated which mainly emphasizes the work force of Singapore to be more
productive (Eriksson et al., 2015). The social system of Singapore is strong in nature that

9GLOBAL MARKETING
offers various social benefits to the different individuals and they are obliged to contribute
more than 10% of salaries as well as wages in the Central Provident Fund for public related
pension as well as fund related to retirement. Byron Bay Cookie Company will be able to
deliver the healthy as well as better options for the food items which will be delivered by
them and it will be meeting the demands of the customers successfully.
The primary schooling is compulsory in Singapore and the different parents ensure
the regular attendance of the children as well. The good command on Chinese and English
helps in providing the Singaporeans in attracting the international trade as well as foreign
related investment. In such kind of scenario, it will be effective in attracting competitive
advantage for Byron Bay Cookie Company and improve their competitiveness in a proper
manner (Chen, 2015). The high level of the education among the majority of the population
in Singapore is helpful for increasing the productivity and due to the same, it will be suitable
for Byron Bay Cookie Company to compete with other competitors. From the above analysis,
it can be inferred that these are the major opportunities which can be gained by Byron Bay
Cookie Company for expanding their business operations in Singapore and it will be
enhancing their effectiveness and gain strong customer base which will be effective in nature
as well.
Technological Environment Analysis
In consideration of the technological environment, it can be seen that it is the most
suitable aspect behind the change in lifestyle as well as quality of the life that improves the
growth of the company positively. The internet technological advancement plays a vital role
in advancement of Singapore wherein it eased communication as well as increased the
connectivity among the different individuals. In the organic food department or sector, the
technology plays a vital role in getting competitive advantage over others. However, there
can be different types of issues which are related to the production of the food related
products such as packing along with supplying the food elements to the customers (Bismark
et al. 2018). Most of the different companies in the Singaporean economy have started
selling the different food items through online channels that attracts them more. As in the
busy schedules of life, the customers prefer to get the different items being delivered at their
doorstep.

10GLOBAL MARKETING
Figure 7: Technological Aspects of Singapore
(Source: Kowalkowski et al., 2015)
In the Singaporean food industry, there has been high level of automation
technologies for increasing their sales in the market. Byron Bay Cookie Company needs to
introduce and incorporate such technological advancements in delivering the cookies to the
customers within the short span of time. However, there are few legal rules and regulations
which needs to be incorporated and followed by Byron Bay Cookie Company such as
genetic modified organisms for reducing the dependency over such kind of products
(Bismark et al. 2018). The B2C (Business to Customers) Model has been able to increase
their growth up to 70% that has been capable of encouraging the different multinational
companies to set up the overseas operations in the Singapore market. The entire government
is moving towards the electronic government area which can be efficient and apposite in
easily connecting with one another in the entire world (Kowalkowski et al., 2015).
Conclusion and Recommendations
Therefore, it can be concluded that Singapore is the most suitable approach for
expanding the business operations appropriately. In case of Byron Bay Cookie Company, the
respective organization can generate huge revenues and sustainability while performing the
operations in the respective country. Singapore’s largest industry is the IT and the organic
food industry which mainly contributes to more than 20-25% of the country’s annual Gross
Domestic Product. Additionally, Singapore is the unique type of convergence of West and

11GLOBAL MARKETING
East and the social type of fabric consists of proper mix of European as well as American
influence which is helpful in making it attractive and there are different economic
opportunities for expanding business operations successfully.
Byron Bay Cookie Company can expand their business operations successfully due to
the stable legal system as well as high degree of the personal safety which provides the
different investors with strong kind of sense of comfort as well as security. The judicial
system of the respective country is recognized to be the most apposite in Asia and it enforces
the anti-corruption laws so that the different investors can be conducting the business without
any bureaucratic malaise. The business-friendly ecosystem is the other aspect which needs to
be incorporated by Byron Bay Cookie Company for gaining more knowledge on the
ecosystem of the country that will be suitable for creating hood interrelationships as per the
different reports and such rankings are being considered as testament to quality of the
infrastructures as well as capabilities of Singapore.
On the other hand, there are different recommendations provided to Byron Bay
Cookie Company for expanding their business operations in Singapore market that can be
included as follows:
Firstly, Byron Bay Cookie Company needs to perform a deep dive due diligence
before going global for expanding their operations. The preparation of the market
segmentation along with understanding the rules and regulations need to be identified which
can be effective for selling the product in local market. There can be preparation of the
product gap analysis against the local products which will be helpful in satisfying the
demands of local customers and gain competitive advantage.
Through establishing the business in the global market, there is requirement of the
proper analysis of the different legal norms as well as the rate of literacy for understanding
the scenario and improve effectiveness. There can be establishment of the beachhead team
which will be creating a proper developmental plan for improving their growth prospects in
the market. The establishment of the financial structure can be judged and it can be
implemented in such a manner that will be helpful and suitable in outsourcing the local
service providers.
Therefore, from the analysis, it can be seen that these are the few recommendations
which can be incorporated by the company named Byron Bay Cookie Company which will
be helpful for them in understanding the risks and opportunities for the overseas market such