In this paper I will present my research results regarding Singapore, as well as draw the picture of its marketing environment. I will include the information about the location, climate, population, religion and culture, official spoken languages, state of economy and level of technologies, political and legal systems, level of competition and potential for economic growth. In the conclusion I will highlight advantages and disadvantages of the Singapore marketing environment.
Singapore is the nation of islands which is situated on the South of Malay Peninsula. Its area is only 704,0 square kilometers, and it is the smallest country in Southeast Asia. Its anthem is Majulah Singapura and motto is called the same and sounds like Onward, Singapore. The capital of Singapore is Singapore city and there are four spoken official languages: Malay, Mandarin, Tamil and English. It is Parliamentary republic and the President of Singapore is Sellapan Ramanathan, the Prime Minister- Lee Hsien Loong.
Singapore received the city status on July, 24 1951, became self-government under the rule of UK on June, 3 1959 and was declared independent on August, 31 1963. During the same year it merged with Malaysia, but in two years separated from it. The population of Singapore is about 4,680,600 people and the density of population is 6,369.2 per square kilometer. Total GDP in 2007 was estimated on the level of 161.35 billion of US dollars. Singapore’s currency is Singapore dollar.
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It is a multi-religious country. Singapore is a real attraction to tourists from all over the world, and tourism is one of the largest industries in the country. In 2007 it attracted more than 10 million tourists and government adopts definite laws to attract even more tourists (for instance, legalizing gambling) on the constant basis.
2. Singapore’s Marketing Environment
Singapore contains 63 islands, as well as the mainland of Singapore itself. The largest islands in Singapore are Pulau Ubin, Jurong Island, Pulau Tekong and Sentosa, others are far smaller. The highest Singapore point is called Bukit Timah Hill and its height is 166 m. There are about 67.3 hectares of Botanic Gardens in Singapore.
According to Koppen system of climate classification, Singapore’s climate can be characterized as tropical rainforest and it has also no distinctive seasons. The climate is characterized by universal pressure and temperature, high level of humidity, as well as abundant rainfalls. The average levels of relative humidity vary from 90 percent in the morning to 60 percent in the afternoon. When there are abundant rains, the humidity level reaches 100 percent. The temperature range is from 22°C to 34°C. The level of temperature never fall below 18 °C and was never higher than 38 °C. The hottest months of the year are said to be June and July, and the wettest are November and December, called the monsoon season. The length of the light day is approximately constant during the year in Singapore.
Speaking about the demographical situation in Singapore, it is necessary to mention that in accordance with the statistics of the government, the population of the country (in 2007) was about 4,68 million people, about 80 percent of the population constitute citizens of Singapore and permanent residents. From those residents, 75.2 percent are Chinese, 13.6 percent are Malays, 8.8 percent are Indians and only 2.4 percent are people of other groups and Eurasians.
Singapore is generally referred to as the multi-religious country. But still the majority of population (51%) practice Taoism and Buddhism. Chinese people, Indians and Europeans (15%) practice Christianity (including Protestantism, Catholicism, etc). There are also 14 percent of Muslims and minorities are involved with Baha’I Faith, Hinduism, Sikhism...