‐ Market channels for SWIMS products in Singapore and Hong Kong – 24.04.2008 By: At: Inger Lise Mathisen (20073398H) Nanyang Technological University Diana S. Holberg (20073441C) Study: International Marketing Cecilie M. Grendahl (20073465A) Contents AKNOWLEDGEMENT....................................................................................................................I EXECUTIVE SUMMARY...............................................................................................................II ERROR! BOOKMARK NOT DEFINED.1.0 INTRODUCTIONERROR! BOOKMARK NOT DEFINED. 1.1 SCOPE OF STUDY ................................................................ERROR! BOOKMARK NOT DEFINED. 1.2 PROBLEM DEFINITION ........................................................ERROR! BOOKMARK NOT DEFINED. 1.3 LIMITATION.............................................................................................................................. 2 1.4 RESEARCH QUESTION……………………………………………………………………… ...2 1.5 INITIAL CONTACT WITH SWIMS..................................................................................................3 2.0 SWIMS BACKGROUND.......................................................................................................... 4 2.1 WHO IS SWIMS........................................................................................................................... 4 2.1.1 Vision.....................................................................................................................................4 2.1.2 Mission ................................................................................ Error! Bookmark not defined. 2.2 COMPANY STRUCTURE..................................................................................................................5 2.3 COMPANY PRODUCTS....................................................................................................................6 2.4 SWIMS EXISTING MARKET ..........................................................................................................8 2.4.1 Competitors in existing markets........................................................................................................9 2.4.2 Distribution channels in existing markets ........................ Error! Bookmark not defined. 3.0 INTERNAL ENVIRONMENT .................................ERROR! BOOKMARK NOT DEFINED. 3.1 ACE- MODEL .....................................................................ERROR! BOOKMARK NOT DEFINED. 3.2 SWIMS INTERNATIONALIZATION PROCESS ......................ERROR! BOOKMARK NOT DEFINED. 3.2.1 Export Motives: .................................................................. Error! Bookmark not defined. 3.2.2 Market Selection: ...............................................................................................................15 3.2.3 Competition/market Share:................................................ Error! Bookmark not defined. 3.2.4 Organization and entry strategy: ...................................... Error! Bookmark not defined. 3.2.5 Marketing mix: ...................................................................................................................16 3.2.6 SWIMS’s Internationalization process: ............................................................................16 3.3 MARKETING MIX – 4 P’S OF SWIMS ................................ERROR! BOOKMARK NOT DEFINED. 3.3.1 Product................................................................................ Error! Bookmark not defined. 3.3.2 Price .................................................................................... Error! Bookmark not defined. 3.3.3 Place.................................................................................... Error! Bookmark not defined. 3.3.4 Promotion ........................................................................... Error! Bookmark not defined. 4.0 EKSTERNAL ENVIRONMENT ...............................................................................................20 4.1 AN ANALYSIS OF THE SINGAPORE MARKET ……………………………………………….. .20 4.1.1 Political Factors…………………………………………………….. ...........................20 4.1.2 Economical Factors ...........................................................................................................21 4.1.3 Socio-cultural factors.........................................................................................................21 4.1.4 Technological Factors .......................................................................................................22 4.1.5 Summary of PEST, Singapore ...........................................................................................23 4.2 AN ANALYSIS OF THE HONG KONG MARKET ............................................................................24 4.2.1 Political Factors.................................................................................................................24 4.2.2 Economical Factors ...........................................................................................................24 4.2.3 Socio-cultural Factors .......................................................................................................25 4.2.4 Technological Factors .......................................................................................................26 4.2.5 Summary of PEST, Hong Kong .........................................................................................26 5.0 METHODOLOGY........................................................................................................................28 5.1 RESEARCH PROCESS ...........................................................ERROR! BOOKMARK NOT DEFINED. 5.1.1 Research objectives............................................................................................................29 5.1.2 Research design..................................................................................................................29 5.1.2.1 Exploratory research ......................................................................................................29 5.1.2.2 Design the interview guide .............................................................................................30 5.1.3 Sampling.........................................................................................................................32 5.1.4 Collecting the data .............................................................................................................32 5.1.5 Limitations of research ......................................................................................................33 5.2 ANALYSIS OF THE PRIMARY DATA COLLECTION ........................................................................34 5.2.1 Singapore market ...............................................................................................................34 5.2.2 Hong Kong market .............................................................................................................39 5.3 LIMITATIONS: ..............................................................................................................................41 5.4 SECONDARY DATA ANALYSIS .....................................................................................................42 5.4.1 Limitations ..........................................................................................................................42 6.0 MARKETING STRATEGY ANALYSIS..................................................................................43 6.1 STRATEGIC PROBLEM DEFINITION .....................................ERROR! BOOKMARK NOT DEFINED. 6.2 SWOT-ANALYSIS .......................................................................................................................43 6.3THE NINE STRATEGIC WINDOWS.............................................................................................49 6.4 KEY SUCCESS FACTORS...............................................................................................................50 6.5 SEGMENTATION ...........................................................................................................................51 6.6 POSITIONING ................................................................................................................................52 6.7 BRANDING ...................................................................................................................................53 6.8 MARKETING MIX STRATEGY ..............................................ERROR! BOOKMARK NOT DEFINED. 6.8.1 Singapore ............................................................................................................................55 6.8.1.1 Product.............................................................................................................................55 6.8.1.2 Price .................................................................................................................................56 6.8.1.3 Place.................................................................................................................................56 6.8.1.4 Promotion ........................................................................ Error! Bookmark not defined. 6.8.2 Hong Kong..........................................................................................................................59 6.8.2.1 Product........................................................................................................................59