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
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