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Singapore Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Country Notebook Member: Nguyễn Thị Kim Anh Trần Thị Trường Vy Lê Bảo Nghi Nguyễn Thị Thúy Duy Nguyễn Thị Kim Xuyến Page GVHD: Lê Hồng Đắc Ho Chi Minh City University of Economics and Finance – UEF 11/2020 CONTENTS CHAPTER 1: CULTURAL IN SINGAPORE I INTRODUCTION 12 II BRIEF HISTORY OF SINGAPORE 12 Ancient Singapore 14 World War II 15 Post-war period 15 Republic of Singapore 16 III GEOGRAPHICAL SETTING 19 Location 19 Climate 19 2.1 Dry Season 20 2.2 Rainy Season 20 2.3 Monsoon Season 20 Topography 21 3.1 Temperature 21 3.2 Flora and fauna 22 3.3 Ethnic groups 22 IV SOCIAL INSTITUTIONS 22 Family 22 1.1 The Nuclear Family 22 1.2 The Extended Family 23 1.3 Dynamics Of The Family 23 Education 24 2.1 The Role Of Education In Society 24 2.2 Literacy rates 25 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Political system 25 3.1 Political structure: 26 3.2 Political parties 26 3.3 Stability of government 27 3.4 Role of local government 27 3.5 Legal system 27 3.6 Organization Of The Judiciary System 31 V BUSINESS CUSTOMS AND PRACTICES 31 The Fundamental 32 First Contact 32 Time Management 33 Greetings and Titles 33 Gift Policy 33 Dress Code 33 Business Cards 34 Language 34 Business entertainment 34 VI RELIGION AND AESTHETICS 34 Religion and other belief systems 34 1.1 Orthodox doctrines and structures 35 1.2 Relationship with the people 35 1.3 Which religions are prominent? 35 1.4 Membership of each religion 37 Aesthetics 37 2.1 Visual arts (fine arts, plastics, graphics, public art, colors, etc.) 37 2.2 Drama, ballet, and other performing arts 38 2.3 Folklore and relevant symbols 38 VII LIVING CONDITIONS 41 Diet and nutrition 41 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 1.1 Meat and vegetable consumption rates 41 1.2 Typical meals 42 1.3 Malnutrition rates 48 1.4 The State of Obesity in Singapore 48 Housing 50 2.1 Types Of Housing Available 50 2.2 Types of housing available 50 2.3 Do most people own or rent? 50 2.4 Do most people live in one-family dwellings or with other families? 51 Clothing 51 3.1 National dress 51 3.2 Types of clothing worn at work? 53 3.3 Types of clothing worn at work 54 3.4 Recreation, sports, and other leisure activities 54 Recreation, sports, and other leisure activities 54 4.1 Types available and in demand 54 Social security 54 Health care 55 VIII LANGUAGE 55 Official Language(S) 56 Singlish 56 IX SOURCES OF INFORMATION 57 CHAPTER : ECONOMIC ANALYSIS I INTRODUCTION 58 II POPULATION 59 Total 59 1.1 Growth rates 60 1.2 Natural population growth 62 1.3 Immigration 62 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 1.4 Birthrates 63 Distribution of population 64 2.1 Age and Sex 64 2.2 Population density 66 2.3 Geographic areas (urban) 66 2.4 Migration rates and patterns 66 2.5 Ethnic groups 66 III ECONOMIC STATISTICS AND ACTIVITY 67 Gross national product (GNP or GDP) 67 1.1 Total 67 1.2 Rate of growth (real GNP or GDP) 67 Personal income per capita 68 Average family income 69 Distribution of wealth 69 Minerals and resources 70 Surface transportation 70 6.1 Road transport 70 6.2 Rail transport 74 6.3 Air transport 75 6.4 Aerial lift transport 77 6.5 Maritime transport 78 Communication systems 79 7.1 Traditional: 79 7.2 Technology: 80 Working conditions 83 8.1 Employer–employee relations 83 8.2 Employee participation 83 8.3 Salaries and benefits 84 Major industries 84 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 9.1 Tourism 85 9.2 Biomedical sciences 85 9.3 Logistics 86 9.4 Banking and finance 87 9.5 Chemicals 87 9.6 Construction 88 10 EMERGING INDUSTRIES 88 10.1 Casinos 88 10.2 Health care 88 10.3 Education 89 10.4 Info-communications and Media 89 11 Foreign investment 89 12 International trade statistics 90 12.1 Major exports 90 12.2 Major imports 91 12.3 Balance-of-payments situation 91 12.4 Exchange rates 92 13 Trade restrictions 95 13.1 Embargoes 95 13.2 Quotas 96 13.3 Import taxes 96 13.4 Licensing 96 14 Labor force 97 14.1 Total 97 14.2 Unemployment rates 99 15 Inflation rates 99 IV DEVELOPMENTS IN SCIENCE AND TECHNOLOGY 101 Technology Status 101 1.1 Singapore‘s Six Masterplans for Science and Technology 102 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Percentage of GDP invested in research and development 104 Technological skills of the labor force and general population 105 V CHANNELS OF DISTRIBUTION (MACRO ANALYSIS) 105 Retailers 105 1.1 Number of retailers 105 1.2 Operating scale (large / small) 105 Distributors 106 Wholesaler 106 Direct Sale 106 E-commercen Sales 107 VI MEDIA 107 Availability of media 107 Top 10 media, marketing, and advertising agencies in Singapore 107 Growth of advertising expenditure 108 Costs 109 VII SOURCES OF INFORMATION 111 CHAPTER MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS I PRODUCT 112 Evaluate 112 1.1 Relative advantage 112 1.2 Compatibility 114 1.3 Complexity 115 Major problem and resistance 116 II SOURCE 116 CHAPTER THE MARKETING PLAN I THE MARKET 117 Overview The Market 117 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 1.1 Geographical regions – Singapore 117 1.2 Form of transportation and communication in Singapore 118 1.3 Product feature preference 119 1.4 Distribution of the product 119 1.5 Advertising and promotion 120 Competitor – Leapper Ceramic 120 2.1 Leapper Ceramic‘s product 120 2.2 Leapper Ceramic‘s Promotion 122 2.3 Wet Brush‘s distribution 123 Positioning 123 II SOURCES OF INFORMATION 123 CHAPTER PRELIMINARY MARKETING PLAN I THE MARKETING PLAN 124 II MARKETING OBJECTIVE 124 Target Market 124 Sales Forecast year 1-3 124 III SWOT ANALYSIS: 126 Strength 126 Weakness 126 Opportunities 127 Threats: 127 IV STANDADIZED STRATEGY: 127 Core Component: 127 1.1 Vase 128 1.2 Teapot 128 1.3 Bowl 128 1.4 Ceramic Pot 129 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Packaging Component 129 V PROMOTION MIX: 130 Advertising 130 1.1 Objective 130 1.2 Media Mix 130 1.3 Message: Cherish daily value 130 1.4 Cost 131 Sales promotions 131 2.1 Objectives 131 2.2 Coupons 131 PR: 132 3.1 Tools: 132 3.2 Influencer 133 3.3 Cost 135 Internet Marketing: 135 4.1 Viral video 135 4.2 Community 135 4.3 Communications 135 4.4 SEO 135 4.5 Website 136 4.6 Cost for years: 136 Direct Marketing: 136 5.1 Telemarketing 136 5.2 Direct Selling 136 5.3 Email marketing 136 5.4 Cost for years 137 5.5 Chanel cost : 137 Marketing budget 137 VI DISTRIBUTIONS: 139 Page Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Port Selection: 139 1.1 Origin port: Viet Nam 139 1.2 Destination port: Singapore 139 No Mode Selection 139 Packaging: 139 3.1 Marking and labeling regulations 139 3.2 Cost: 139 Inland transport in Singapore 139 VII CHANNEL OF DISTRIBUTIONS 140 Direct Distribution: 140 Distributing with a Partner 141 VIII PRICE 142 IX METHODS OF PAYMENT 146 Methods of payment 146 1.1 Cash in advance 146 1.2 Debit and credit cards 146 Marketing budget 146 X Source: 147 Page 10 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 3.2 Influencer a) Beauty Vlogger: Hannah Chia, Dblchin, Belly Welly Jelly, Xin Lin, Ju Ann, Yina Goh, Yvonne Sim,… b) Youtuber: ianHao Tan , Naomi neo, Wendy Cheng, Daniel Ang, Christabel Chua, Dr Leslie Tay,… Page 133 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 c) Celebs: Andrea Chong, Jet Li, Gong Li, Emil Chau, Vanness Wu Page 134 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 3.3 Cost Influencer Join Event ( 100 SGD/ people/time) Review (300 SGD/ vlog ; 150 SGD/post) Face Represents (1.500 SGD/ year) Total Youtubers 1.000 SGD 2.500 SGD 3.500 SGD Beauty blogger 900 SGD 1.800 SGD 2.700 SGD Celebs 1.000 SGD 18.000 SGD 19.000 SGD Total cost 25.200 SGD INTERNET MARKETING: 4.1 Viral video Give instructional videos, giving great effect in the community about the human depth of using Minh Long‘s ceramic item 4.2 Community Give the contest for customers to send back testimonial Specifically, sponsor products ata low price for customers to experience with Minh Long In it, contest participants will take photos and write their own stories in 30 days of experience Vote for prizes through the number of likes, share the most 4.3 Communications Interact with customers based on fanpage system on facebook, instagram,… 4.4 SEO Run keywords on google to increase search capabilities Page 135 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 4.5 Website Website translation platform is available in Singapore, and at the same time streamline the system to make it easier to manage websites in Singapore 4.6 Cost for years: Internet Marketing Cost Video Viral 30.000 SGD Community 15.000 SGD Communications 10.000 SGD SEO 12.500 SGD Website 12.500 SGD Total 80.000 SGD DIRECT MARKETING: 5.1 Telemarketing • Customer data from member card 5.2 Direct Selling • At each supermarket is the partner of Minh Long, the company builds a product display shelf and a direct selling person standing there directly for advice and sales • At the company's showroom, there are employees who directly consult and sell 5.3 Email marketing Access and promote your products / services through email to bring in customers But promoting directly via email will bring very bad results Almost Page 136 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 we have to support through a campaign to give gifts, care chains, promotions, to be effective 5.4 Cost for years Internet Marketing Cost Video Viral 30.000 SGD Community 15.000 SGD Communications 10.000 SGD SEO 12.500 SGD Website 12.500 SGD Total 80.0 D 5.5 Chanel cost : 25.000 SGD/ year MARKETING BUDGET Cost Advertising 180.000 SGD Influencer 25.200 SGD Internet Marketing 80.000 SGD Direct Marketing 89.500 SGD Different Cost 30.000 SGD Total cost 404.700 SGD Time Total cost Page 137 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 The first six months 350.000 SGD The next six months 100.000 SGD The second year 400.000 SGD The third year 350.000 SGD Cost estimates 80.00 SGD Total 1.280.0 D PROFORMA ANNUAL PROFIT AND LOSS STATEMENT 2021 2022 2023 Sell out 785.980,225 1.298.439,8 2.407.674,693 Cost 662.214,6608 1.093.979,014 2.028.546,558 Profit 123.765,5642 204460.786 379.128,1355 Page 138 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 VI DISTRIBUTIONS: PORT SELECTION: 1.1 Origin port: Viet Nam 1.2 Destination port: Singapore NO MODE SELECTION PACKAGING: 3.1 Marking and labeling regulations • Manufacturers should be mindful that, in addition to the Sing‘s mandatory and voluntary schemes, national voluntary labeling schemes might still apply These schemes may be highly appreciated by consumers, and thus, become unavoidable for marketing purposes • Manufacturers are advised to take note that all labels require metric units although dual labeling using Imperial measurements is also acceptable The use of language on labels has been the subject of a Commission Communication, which encourages multilingual information, while preserving the right of member states to require the use of the language of the country of consumption 3.2 Cost: Free as freeship for orders over $ 500 INLAND TRANSPORT IN SINGAPORE • Using the transport channel is the economical delivery because of the network of this delivery system is widely available, present across the country Page 139 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 VII CHANNEL OF DISTRIBUTIONS DIRECT DISTRIBUTION: • Location: High Street Th is is a pla ce wit h ma ny office administrative buildings, art galleries so the ability to approach Page 140 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 targeted customers at lunch break is quite high In addition, this is a road with many trees, cool, thereby creating a relaxed atmosphere, comfort on the path to the business location • Integrated showroom and representative office: ✓ Showroom is located in this position to help customers easily access On the other hand, build a showroom to increase customer interaction and experience Here, the staff will advise and check the products, find solutions to the problems that customers are finding ✓ This is also a small warehouse because the amount of goods brought in is just enough to compare the quantity of potential sale to not have too much stock and also quickly places for the models to be updated continuously ✓ Representative offices are located right in Showroom to directly reach target customers, capture arising problems and minimize certain cost of premises The construction of the open structure also increases the working spirit among the parties • In addition to distributing goods directly at the showroom, Minh Long Ceramics also promotes product distribution through online business Realizing the potential customer segment is those who not have much time and favor the convenience, so the online channel is a channel that will thrive in the future DISTRIBUTING WITH A PARTNER • Minh Long Ceramics chose Partner as famous KOLs in Singapore Because its products are high-end household products and are preferred for more reference When choosing such a niche will have many advantages for business: Page 141 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 ✓ Minimize the cost of building a distribution intermediary system ✓ Minimize warehouse construction costs ✓ PR the product in the most lively way for target customers • At each Partner, Minh Long Ceramics builds a product promotion campaign and sponsors each Partner for all of their product lines VIII PRICE • Use the Upgrading Strategy for the prices across all product lines • The reason for choosing this valuation form of Minh Long Ceramics is due to the positive market positioning of Singaporean consumers They often have an interest in quality and luxury products, not low prices Apply pricing across the territory in the same system that drives customers minimizes calculation and deliberation At the same time, this is also the action to help Singapore market to attract a certain number of customers from neighboring countries The country shipping fee is still completely free but the time is shorter • Specific selling price of product lines when entering Singapore market: Page 142 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Page 143 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Page 144 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 • The above price has not applied 7% VAT on products Page 145 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 IX METHODS OF PAYMENT METHODS OF PAYMENT 1.1 Cash in advance In Singapore, the form of cash circulation is decreasing significantly because Singapore is aiming to 'no cash' so it is not suitable for cash payment It can still be used to create favorable conditions for customers to buy and sell 1.2 Debit and credit cards This form has also become popular in Singapore Especially when doing business online, this form is indispensable as it will make customers more satisfied through the payment Internet banking links with bank cards MARKETING BUDGET TIME TOTAL COST THE FIRST SIX MONTHS 150.000 SGD THE NEXT SIX MONTHS 60.000 SGD THE SECOND YEAR 200.000 SGD THE THIRD YEAR 200.000 SGD COST ESTIMATES 100.000 SGD TOTAL 710.000 SGD Page 146 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 X SOURCE: https://mediaonemarketing.com.sg/top-influencers-singapore-guide/ https://thesmartlocal.com/read/20-most-read-magazines/ _The end_ Page 147 ... of Singaporeans British Military Administration ended on April 1946, with Singapore becoming a separate Crown Colony REPUBLIC OF SINGAPORE Lee Kuan Yew, the first Prime Minister of Singapore Singapore... today II BRIEF HISTORY OF SINGAPORE National Flag: Heraldry: Page 12 Ho Chi Minh City University of Economics and Finance – UEF 11/2020 Republic of Singapore Captical: Singapore Flag : The flag... University of Economics and Finance – UEF 11/2020 CONTENTS CHAPTER 1: CULTURAL IN SINGAPORE I INTRODUCTION 12 II BRIEF HISTORY OF SINGAPORE 12 Ancient Singapore 14 World War