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Should SA Tour, A Singapore Travel company, Use External financing to Expand the MICE business in the China and Singapore markets?


  • Chang, Chia-Yu
  • Dinh, Tran Ngoc Huy
  • Benjamin, Pekaric


Based 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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  • Chang, Chia-Yu & Dinh, Tran Ngoc Huy & Benjamin, Pekaric, 2010. "Should SA Tour, A Singapore Travel company, Use External financing to Expand the MICE business in the China and Singapore markets?," MPRA Paper 27549, University Library of Munich, Germany, revised 12 Dec 2010.
  • Handle: RePEc:pra:mprapa:27549

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    References listed on IDEAS

    1. 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".
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    More about this item


    Strategic management; marketing strategy; project finance; market expansion theory; business strategy;

    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; Personnel Economics - - Business Administration - - - General

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