International Marketing Strategies and Research for Singtel Company

This report examines Singtel's international marketing strategies, focusing on an analysis of its external business environment and research into potential expansion opportunities. The report begins with an executive summary outlining Singtel's global presence and the scope of the analysis. It then delves into a SLEPT (Social, Legal, Economic, Political, and Technological) analysis of Singtel's operating environment, exploring factors such as social trends, legal frameworks, economic conditions, political stability, and technological advancements impacting the company. The report also includes an overview of international marketing research, including product, price, promotion, and distribution strategies. Furthermore, it explores the use of segmentation, targeting, and positioning (STP) to identify and reach specific customer segments in new markets, particularly focusing on the UK market. The report provides a detailed analysis of the external environment, opportunities, and threats for Singtel, concluding with strategic recommendations for future international marketing efforts. The report is a comprehensive analysis of the international marketing strategies 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

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:

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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).