Should SA Tour, A Singapore Travel company, Use External financing to Expand the MICE business in the China and Singapore markets?
AbstractBased on our empirical analysis on China potential MICE (Meeting-Incentive-Conference-Exhibition) market, we have come to these results: Firstly, China is an emerging market with the total population is reaching to a one-fifth ratio among total world’s population. Secondly, the Chinese cultural community feature is highly valued. And last but not least, the number of Chinese business travel overseas is continuous increasing, as our customer analysis pointed out, these are certainly good signals for a potential MICE business opportunity. Besides the market analysis, this paper aims to analyze the strength and weakness of a typical traveling company such as SA Tour, a real Singapore traveling company, we found out that SA’s strength is brand awareness and package tours. This will contribute to the development of its business services and products which we also discuss in the marketing strategy in detail in later session. Next, A real case analysis can not be done without considering the context or environment analysis. So, our methodology is performing a total company analysis combined with a focusing market analysis in China, then, we also used a hypothetical financial model with assumed variables from commercial banks to estimate this project results. In conclusion, the positive Net Present Value (NPV) from the project and good performance of SA Tour in current business, plus the good signals from an increasing and emerging China market in Asia are sound evidence for us to suggest that The Board of Management of The Company should consider a next implementation plan to make this project become feasible. Finally, we also include in this paper performing a total marketing strategy to support for SA Tour to consider before it goes into the action. It is also considered as an analysis of a market expansion strategy for SA Tour before entering the new potential market, The People’s Republic of China.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 27549.
Date of creation: 12 Dec 2010
Date of revision: 12 Dec 2010
Strategic management; marketing strategy; project finance; market expansion theory; business strategy;
Find related papers by JEL classification:
- F20 - International Economics - - International Factor Movements and International Business - - - General
- L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
- L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
- M10 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - General
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-01-03 (All new papers)
- NEP-MKT-2011-01-03 (Marketing)
- NEP-SEA-2011-01-03 (South East Asia)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Chia-Lin Chang & Michael McAleer & Dan Slottje, 2009.
"Modelling International Tourist Arrivals and Volatility: An Application to Taiwan,"
"Marco Fanno" Working Papers
0097, Dipartimento di Scienze Economiche "Marco Fanno".
- Chia-Lin Chang & Michael McAleer & Dan Slottje, 2009. "Modelling International Tourist Arrivals and Volatility: An Application to Taiwan," Documentos del Instituto Complutense de AnÃ¡lisis EconÃ³mico 0906, Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales.
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