Market Entry Strategy: Singaporean Business Expansion into China

This report examines the market entry strategy for Singapore-based companies looking to expand into the Chinese market. It recommends joint ventures as the optimal entry mode, detailing their advantages and disadvantages. The report also explores marketing communications, emphasizing the importance of creating brand awareness and utilizing creative messaging to attract customers. Furthermore, it analyzes various advertising channels, including direct marketing, trade shows, traditional and new media, out-of-home advertising, online platforms, sales promotions, word-of-mouth, and press releases. The report provides a comprehensive overview of the strategies and channels that Singaporean businesses can leverage to successfully establish and promote their presence in the Chinese market, supported by a strong reference list of academic sources.

Venture into China from Singapore
0 | P a g e

Table of Contents
1.0 Market entry strategy.............................................................................................................................2
2.0 Marketing communications...................................................................................................................3
3.0 Advertising channels.............................................................................................................................3
Reference List.............................................................................................................................................5
1 | P a g e

1.0 Market entry strategy
1.1 Mode of entry
The entry methods for any business in the international market are the exporting, franchising,
licensing, joint ventures, turnkey project and so on. For a company based in Singapore, a joint
venture is the best mode to enter China (Ang et al., 2015).
1.2 Evaluation of method of entry
The joint venture is the way by which Singapore based company will be able to jointly operate in
China with some China based company (Laufs, and Schwens, 2014). It enables the process of
risk sharing and also the joint product development for the enterprise.
1.2.1 Advantages of Joint ventures
Advantages:
 Provides better resources with specialized staff members
 Temporary arrangement between two companies (Shi et al., 2014)
 Helps to destroy discrimination risk
 Flexible in nature
1.2.2 Disadvantages of Joint ventures
Disadvantages:
 There is no equal involvement
 Flexibility is sometimes restricted
 Great inequity of assets, investment and expertise
 Contract is involved which it makes hard for existing partnership
2 | P a g e

2.0 Marketing communications
2.1 Communication objectives
Objectives are:
 Creating the awareness
 Projection of the image
 Stimulating the desire or needs
2.2 Creative message
Original message help customers to get attracted to the brand image (Belch et al., 2014). This
medium helps the organization of Singapore to expand their brand awareness among the people
of China.
2.3 Creative strategy
The innovative approach is the way to which original message and the marketing objectives are
carried out. It helps the organizations to enhance their creativity in marketing for attracting
customers.
3.0 Advertising channels
3.1 Direct marketing
The process of directly selling the products to customers is known as direct marketing. Billboard
and bus stop marketing is the example of direct marketing for the organizations.
3.2 Trade shows
Trade fair or trade show is also a process which is used for product advertisement. In China, the
Beauty Expo is the biggest trade fair of beauty and cosmetics in the world.
3.3 Traditional and new media
The process of new media is Facebook, YouTube and so on. This medium helps organizations to
advertise their brand and product through media (Nisar, and Yeung, 2015).
3 | P a g e

3.4 Out of home advertising
Out of home advertising is also a way by which organizations can promote their products. One of
the best ways for this type of publicity is the Bus stop.
3.5 Online
The online method provides the chance for organizations to explore their brand awareness in the
entire world with the help of the internet and social media (Almotairi, 2014).
3.6 Sales promotion
Sales promotion is the way by which organizations did various activities to promote their
products and to increase their sales.
3.7 Word of mouth
Word of mouth is the process where each of the happy and satisfied customers spread the brand
and product awareness of all the organizations.
3.8 Press release
The advertisement process to spread product knowledge with the help of press meeting and new
articles for the customers is a news release.
4 | P a g e

Reference List
Almotairi, M., 2014. Intertemporal Effects of Online Advertising Channels on
Customers. International Journal of Business and Social Science, 5(9). Retrieved from:
https://search.proquest.com/info/openurldocerror;jsessionid=D1CD04F08C4330C28889DA2935
C9B912.i-07f6d59296d8724ee
Ang, S.H., Benischke, M.H. and Doh, J.P., 2015. The interactions of institutions on foreign
market entry mode. Strategic Management Journal, 36(10), pp.1536-1553. Retrieved from:
http://onlinelibrary.wiley.com/doi/10.1002/smj.2295/full
Belch, G.E., Belch, M.A., Kerr, G.F., and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education. Retrieved from:
http://eprints.qut.edu.au/79277/
Laufs, K. and Schwens, C., 2014. Foreign market entry mode choice of small and medium-sized
enterprises: A systematic review and future research agenda. International Business
Review, 23(6), pp.1109-1126. Retrieved from:
http://www.sciencedirect.com/science/article/pii/S0969593114000444
Nisar, T. and Yeung, M., 2015. Purchase conversions and attribution modeling in online
advertising: an empirical investigation. Retrieved from: https://eprints.soton.ac.uk/380534/
Shi, W.S., Sun, S.L., Pinkham, B.C. and Peng, M.W., 2014. Domestic alliance network to attract
foreign partners: Evidence from international joint ventures in China. Journal of International
Business Studies, 45(3), pp.338-362. Retrieved from:
https://link.springer.com/article/10.1057/jibs.2013.71
5 | P a g e