Marketing

Table of Contents

Executive Summary 1

Introduction 2

PESTEL Analysis 2

Political 2

Economic 2

Socio-Demographic 2

Technological 2

Environmental 2

3C’s Analysis 2

Company 2

Customer 2

Competitor 2

SWOT Analysis 2

Porter’s Five Forces 2

Objective 2

Business Objective 2

Marketing Objectives 2

Strategic Marketing Objectives (Long-Term) 2

Tactical Marketing Objectives (Short-Term) 2

Growth Strategies 2

Market Penetration 2

Product Development 2

Market Development 2

7P’s of Marketing Mix 3

Product 3

Price 3

Promotion 3

Advertising 3

Sales Promotion 3

Personal Selling 3

Place 3

People 3

Process 3

Physical Evidence 3

References 3

Appendices 3

Executive Summary

Introduction

PESTEL Analysis

Political

Singapore is generally a free port and an open economy. More than 99% of all imports into Singapore enter the country duty-free. Singapore levies high excise taxes on beer, wine and liquor, tobacco products, motor vehicles and petroleum products but not the cosmetics product which they only need to pay 7% Goods and Services Tax (GST).

In Singapore Cosmetics and Fragrances are considered to be generally of lower risk than other health products, they are currently not subjected to Health Science Authority (HAS) approval before they are placed on the market. They are also not assessed or approved by HSA for their effectiveness before being sold. Companies who manufacture, import and sell cosmetic products are directly responsible for the safety of their products.

With the great reputation of political stability and strict control regulations of Singapore Government, this is one of the attracting factors for investor to launch their products or even set up business here. Investors need not worry about political unrest and changes to the government leadership are unlikely to happen

Economic

Sales of Cosmetics and fragrances are forecast to increase between 2012 and 2016. This is a positive...