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International Business Strategy for Canada and Singapore

Proponents of integrated marketing communications advise that Internet advertising is both integrative and interactive, presenting unlimited direct marketing capabilities, crossing the boundaries of traditional direct mail, public relations, sales promotion, and media advertising (Low). Although the Physical Movement Company should prepare itself to use Internet marketing in both Singapore and Canada, we can expect to gain a reasonable market share for our mobility products in the Canadian health products market through Internet advertising given that the nation has ranked number one in per capita Internet usage (Nielson and Tan).

The principles of integrated marketing communications further indicate that it would perhaps be in our best interests to price our mobility products at the same value in both Canada and Singapore. However, a thorough analysis of the competition for our products might get us to change our minds about that! In Singapore, it would be rather simple for the Physical Movement Company to introduce its mobility products through the U. S. Commercial Service or CS Singapore business programs that would help us find several interested agents or distributors for our products.

Singapore has a brilliant record of success in introducing U. S. firms to the market, and franchising is growing very popular in

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the country as well. Franchisees in Singapore typically buy franchise licenses for the entire Southeast Asian region. I recommend that we try searching for an interested party in Singapore to buy a franchise license from us, seeing that our future prospects in the Southeast Asian region would look.


even brighter using this approach (U. S. Commercial Service). This business strategy may also be used in Canada. Franchising can make business simpler, after all. Finally, although we may sell franchise licenses to companies in both Canada and Singapore, Physical Movement Company still is interested in direct sales and marketing in both markets. In Singapore, our company is advised to join the Direct Marketing Association of Singapore, representing users and service providers who are engaged in database marketing, call center activity, fulfillment and e-commerce (U.S. Commercial Service).

Such possibilities exist in Canada to boot. Our aim is to reach the hospitals, nursing homes, and other users (including distributors and sellers) of mobility products in both nations. Given the multifaceted natures of both markets we are about to enter, our strategy to introduce our business in both must include a variety of marketing options.


Bibliography 1. Low, George S. (2000). “Correlates of Integrated Marketing Communications. ” Journal of Advertising Research, Volume 40, Issue 3, p. 27. 2. Nielson, Ulrik Ollie, and Chee Ming Tan. (2002). “Using Corporate Websites for Export Marketing. ” Journal of Advertising Research, Volume 42, Issue 5, p. 105+. 3. U. S. Commercial Service. (2001). “Selling U. S. Products and Services. ” Available at http://www. buyusa. gov/singapore/en/marketing_strategies. html. (30 January 2007).

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