MARKETING STRATEGIES OF ELECTRONICS FIRMS IN SINGAPORE

Abstract

This study is designed to seek the following objectives: 1) To conceptualise the marketing approaches employed by electronics firms in Singapore; 2) To identify some of the important factors that influence a firm's decision making in its marketing approaches; 3) To identify and analyse similarities and differences of the strategic marketing approaches of joint-venture firms, Japanese, U.S. firms operating in Singapore; and 4) To determine the extent to which the Singapore electronics firms practise strategic marketing, and the organisational variables affecting it. A survey questionnaire elicited responses from 49 companies operating in Singapore. The study presented a profile of the marketing approaches of the Singapore electronics firms and showed a relationship between a firm's organisational variables and the extent to which the firm carried out strategic marketing.