In this paper is presented the political, legal and cultural issues when marketing a product in Singapore. The product being considered is velveeta cheese. Singapore has a diverse market with four official languages and a wide variety of ethnic groups.
Culture has a higher impact on marketing a product in Singapore. There are three items that will be taken into account, that is ethnic composition, religion and language. For the product to gain more impact using English as medium of communication would be appropriate. However, for higher impact it would be essential also to user the other languages such as Mandarin. In a fast rising, multicultural country, the class of the target audience will be considered. Because Singapore is a market that is relatively modernized, modern channels will be suitable.
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The political issues in Singapore are relatively low. Actually, the country has the lowest political risk in the Asian market/ continent. The country is democratic and since independence it has had a relative political stability. Such political stability has been translated to the current peace and living standards that are better. importantly, it has led to enhanced business gaps. However, there are reports regarding restriction of free speech for opposition parties in the country. but this does not have much impact on international marketing in Singapore.
The country believes that favorable legislation, regulation and transparent market are the key contributors to e-commerce. Singapore has embraced e-commerce policies. Additionally, there are some cross-border e-commerce policies and laws such as Intellectual Property Rights, Electronic Transactions Act among others.
The political, legal and cultural issues have a strong bearing in international marketing in Singapore. Therefore, in order for the product, velveeta cheese to gain international market into Singapore, e-commerce will be adopted in line with the legal framework in the country. Additionally, marketing will be done using English and Mandarin, with a westernized approach because the country is multi-cultural and the business environment is westernized.
