Conduct an in-depth analysis of the company’s internal environment, competition & strengths and weaknesses: Global Marketing, Assignment 1, SMU, Singapore

Your task

Conduct an in-depth analysis of the company’s internal environment, competition & strengths and weaknesses

Choose an existing company/brand originated in Singapore and provide a detailed internal analysis on it. (check out https://brandirectory.com/rankings/singapore/table)

• The company can be operating only in the domestic market or already internationalized.
• Drawing on your analyses, reveal potential motivations for the company to (further) extend to international markets.
• Create a presentation for your analysis
• You can choose your company from any industry and size but it should be “born” in Singapore.
• You can focus on the company as a whole. If it is a very big company, you may want to narrow your focus on a specific brand/product/unit.
• The company could be fully domestic or an already international one. Make sure there are some markets the company does NOT operate in so that you can use it for Assignment 2.

Part 1.

Analyze the internal environment of the company and its operations in the domestic market (Singapore). Insights from this analysis will help you evaluate the company’s current marketing strategies and potential motivations to expand to new international markets

• Relevant variables you may want to consider:
  • History of the Company/brand
  • Type of business & type and nature of industry
  • The domestic marketing mix
  • The domestic target customer (segmentation variables: demographic, psychographic, geographic, etc.)
  • Size/amount of resources
  • Degree of international knowledge/experience
  • Existing international networks & operations

Part 2.

Conduct a competitive analysis of the industry in the domestic market by applying the Porter’s Five Forces Model.

• Threat of New Entrants
• Threat of Substitutes
• Bargaining Power of Buyers
• Bargaining Power of Suppliers
• Competitive Rivalry

Part 3.

In light of all your analyses, reflect on:

• the possible motivations for the company to (further) expand its business to international markets.
• the weaknesses and strengths of the company.
• any other potential impediments and facilitators for the company’s expansion .