(international marketing) Singapore UEF

Singapore
Ho Chi Minh City University of Economics and Finance – UEF

11/2020

Country Notebook

Member:
Nguyễn Thị Kim Anh
Trần Thị Trường Vy

Lê Bảo Nghi
Nguyễn Thị Thúy Duy
Nguyễn Thị Kim Xuyến

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Ho Chi Minh City University of Economics and Finance – UEF

11/2020

CONTENTS
CHAPTER 1: CULTURAL IN SINGAPORE
I. INTRODUCTION ...................................................................................... 12
II. BRIEF HISTORY OF SINGAPORE. ..................................................... 12
1. Ancient Singapore .................................................................................... 14
2. World War II............................................................................................ 15
3. Post-war period ........................................................................................ 15

4. Republic of Singapore .............................................................................. 16
III. GEOGRAPHICAL SETTING ............................................................... 19
1. Location ................................................................................................... 19
2. Climate .................................................................................................... 19
2.1. Dry Season ........................................................................................ 20
2.2. Rainy Season ..................................................................................... 20
2.3. Monsoon Season ............................................................................... 20
3. Topography .............................................................................................. 21
3.1. Temperature ...................................................................................... 21
3.2. Flora and fauna.................................................................................. 22
3.3. Ethnic groups .................................................................................... 22
IV. SOCIAL INSTITUTIONS ...................................................................... 22
1. Family ...................................................................................................... 22
1.1. The Nuclear Family ........................................................................... 22
1.2. The Extended Family ........................................................................ 23
1.3. Dynamics Of The Family .................................................................. 23
2. Education ................................................................................................. 24
2.1. The Role Of Education In Society ..................................................... 24
2.2. Literacy rates ..................................................................................... 25
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3. Political system ........................................................................................ 25
3.1. Political structure: ............................................................................. 26
3.2. Political parties .................................................................................. 26
3.3. Stability of government ..................................................................... 27

3.4. Role of local government .................................................................. 27
3.5. Legal system ..................................................................................... 27
3.6. Organization Of The Judiciary System .............................................. 31
V. BUSINESS CUSTOMS AND PRACTICES ............................................ 31
1. The Fundamental ..................................................................................... 32
2. First Contact............................................................................................. 32
3. Time Management ................................................................................... 33
4. Greetings and Titles ................................................................................. 33
5. Gift Policy................................................................................................ 33
6. Dress Code ............................................................................................... 33
7. Business Cards ......................................................................................... 34
8. Language ................................................................................................. 34
9. Business entertainment ............................................................................. 34
VI. RELIGION AND AESTHETICS. .......................................................... 34
1. Religion and other belief systems ............................................................. 34
1.1. Orthodox doctrines and structures ..................................................... 35
1.2. Relationship with the people ............................................................. 35
1.3. Which religions are prominent? ......................................................... 35
1.4. Membership of each religion ............................................................. 37
2. Aesthetics................................................................................................. 37
2.1. Visual arts (fine arts, plastics, graphics, public art, colors, etc.) ......... 37
2.2. Drama, ballet, and other performing arts ........................................... 38
2.3. Folklore and relevant symbols ........................................................... 38
VII. LIVING CONDITIONS ........................................................................ 41
1. Diet and nutrition ..................................................................................... 41
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1.1. Meat and vegetable consumption rates. ............................................. 41
1.2. Typical meals .................................................................................... 42
1.3. Malnutrition rates .............................................................................. 48
1.4. The State of Obesity in Singapore ..................................................... 48
2. Housing.................................................................................................... 50
2.1. Types Of Housing Available ............................................................. 50
2.2. Types of housing available ................................................................ 50
2.3. Do most people own or rent? ............................................................. 50
2.4. Do most people live in one-family dwellings or with other families? 51
3. Clothing ................................................................................................... 51
3.1. National dress .................................................................................... 51
3.2. Types of clothing worn at work? ....................................................... 53
3.3. Types of clothing worn at work ......................................................... 54
3.4. Recreation, sports, and other leisure activities ................................... 54
4. Recreation, sports, and other leisure activities .......................................... 54
4.1. Types available and in demand .......................................................... 54
5. Social security .......................................................................................... 54
6. Health care ............................................................................................... 55
VIII. LANGUAGE ......................................................................................... 55
1. Official Language(S) ................................................................................ 56
2. Singlish .................................................................................................... 56
IX. SOURCES OF INFORMATION ............................................................ 57

CHAPTER 2 : ECONOMIC ANALYSIS
I. INTRODUCTION ...................................................................................... 58
II. POPULATION .......................................................................................... 59
1. Total......................................................................................................... 59
1.1. Growth rates ...................................................................................... 60

1.2. Natural population growth ................................................................. 62
1.3. Immigration....................................................................................... 62
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1.4. Birthrates ........................................................................................... 63
2. Distribution of population ........................................................................ 64
2.1. Age and Sex ...................................................................................... 64
2.2. Population density ............................................................................. 66
2.3. Geographic areas (urban) .................................................................. 66
2.4. Migration rates and patterns .............................................................. 66
2.5. Ethnic groups .................................................................................... 66
III. ECONOMIC STATISTICS AND ACTIVITY ...................................... 67
1. Gross national product (GNP or GDP) ..................................................... 67
1.1. Total .................................................................................................. 67
1.2. Rate of growth (real GNP or GDP) ................................................... 67
2. Personal income per capita ....................................................................... 68
3. Average family income ............................................................................ 69
4. Distribution of wealth .............................................................................. 69
5. Minerals and resources ............................................................................. 70
6. Surface transportation .............................................................................. 70
6.1. Road transport ................................................................................... 70
6.2. Rail transport ..................................................................................... 74
6.3. Air transport ...................................................................................... 75
6.4. Aerial lift transport ............................................................................ 77
6.5. Maritime transport ............................................................................. 78

7. Communication systems .......................................................................... 79
7.1. Traditional:........................................................................................ 79
7.2. Technology: ...................................................................................... 80
8. Working conditions .................................................................................. 83
8.1. Employer–employee relations ........................................................... 83
8.2. Employee participation...................................................................... 83
8.3. Salaries and benefits .......................................................................... 84
9. Major industries ....................................................................................... 84
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9.1. Tourism ............................................................................................. 85
9.2. Biomedical sciences .......................................................................... 85
9.3. Logistics ............................................................................................ 86
9.4. Banking and finance .......................................................................... 87
9.5. Chemicals.......................................................................................... 87
9.6. Construction ...................................................................................... 88
10. EMERGING INDUSTRIES ................................................................... 88
10.1. Casinos ............................................................................................ 88
10.2. Health care ...................................................................................... 88
10.3. Education ........................................................................................ 89
10.4. Info-communications and Media ..................................................... 89
11. Foreign investment ................................................................................. 89
12. International trade statistics .................................................................... 90
12.1. Major exports .................................................................................. 90
12.2. Major imports .................................................................................. 91

12.3. Balance-of-payments situation ........................................................ 91
12.4. Exchange rates ................................................................................ 92
13. Trade restrictions ................................................................................... 95
13.1. Embargoes....................................................................................... 95
13.2. Quotas ............................................................................................. 96
13.3. Import taxes .................................................................................... 96
13.4. Licensing ......................................................................................... 96
14. Labor force............................................................................................. 97
14.1. Total ................................................................................................ 97
14.2. Unemployment rates ....................................................................... 99
15. Inflation rates ......................................................................................... 99
IV. DEVELOPMENTS IN SCIENCE AND TECHNOLOGY ................. 101
1. Technology Status .................................................................................. 101
1.1. Singapore‘s Six Masterplans for Science and Technology............... 102
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2. Percentage of GDP invested in research and development ..................... 104
3. Technological skills of the labor force and general population ............... 105
V. CHANNELS OF DISTRIBUTION (MACRO ANALYSIS) ................. 105
1. Retailers ................................................................................................. 105
1.1. Number of retailers ......................................................................... 105
1.2. Operating scale (large / small) ......................................................... 105
2. Distributors ............................................................................................ 106
3. Wholesaler ............................................................................................. 106
4. Direct Sale ............................................................................................. 106

5. E-commercen Sales ................................................................................ 107
VI. MEDIA ................................................................................................... 107
1. Availability of media ............................................................................. 107
2. Top 10 media, marketing, and advertising agencies in Singapore........... 107
3. Growth of advertising expenditure ......................................................... 108
4. Costs ...................................................................................................... 109
VII. SOURCES OF INFORMATION. ....................................................... 111

CHAPTER 3. MARKET AUDIT AND
COMPETITIVE MARKET ANALYSIS
I. PRODUCT. ............................................................................................... 112
1. Evaluate ................................................................................................. 112
1.1. Relative advantage .......................................................................... 112
1.2. Compatibility .................................................................................. 114
1.3. Complexity...................................................................................... 115
2. Major problem and resistance ................................................................ 116
II. SOURCE ................................................................................................. 116

CHAPTER 4. THE MARKETING PLAN
I. THE MARKET ........................................................................................ 117
1. Overview The Market ............................................................................ 117
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1.1. Geographical regions – Singapore ................................................... 117
1.2. Form of transportation and communication in Singapore ................ 118

1.3. Product feature preference ............................................................... 119
1.4. Distribution of the product .............................................................. 119
1.5. Advertising and promotion .............................................................. 120
2. Competitor – Leapper Ceramic .............................................................. 120
2.1. Leapper Ceramic‘s product ............................................................. 120
2.2. Leapper Ceramic‘s Promotion ......................................................... 122
2.3. Wet Brush‘s distribution ................................................................. 123
3. Positioning ............................................................................................. 123
II. SOURCES OF INFORMATION ........................................................... 123

CHAPTER 5. PRELIMINARY MARKETING
PLAN
I. THE MARKETING PLAN ..................................................................... 124
II. MARKETING OBJECTIVE ................................................................. 124
1. Target Market ........................................................................................ 124
2. Sales Forecast year 1-3........................................................................... 124
III. SWOT ANALYSIS: .............................................................................. 126
1. Strength .................................................................................................. 126
2. Weakness ............................................................................................... 126
3. Opportunities ......................................................................................... 127
4. Threats: .................................................................................................. 127
IV. STANDADIZED STRATEGY: ............................................................ 127
1. Core Component: ................................................................................... 127
1.1. Vase ................................................................................................ 128
1.2. Teapot ............................................................................................. 128
1.3. Bowl................................................................................................ 128
1.4. Ceramic Pot ..................................................................................... 129
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2. Packaging Component ........................................................................... 129
V. PROMOTION MIX: ............................................................................... 130
1. Advertising ............................................................................................ 130
1.1. Objective ......................................................................................... 130
1.2. Media Mix....................................................................................... 130
1.3. Message: Cherish daily value .......................................................... 130
1.4. Cost ................................................................................................. 131
2. Sales promotions .................................................................................... 131
2.1. Objectives ....................................................................................... 131
2.2. Coupons .......................................................................................... 131
3. PR: ......................................................................................................... 132
3.1. Tools: .............................................................................................. 132
3.2. Influencer ........................................................................................ 133
3.3. Cost ................................................................................................. 135
4. Internet Marketing: ................................................................................ 135
4.1. Viral video ...................................................................................... 135
4.2. Community ..................................................................................... 135
4.3. Communications ............................................................................. 135
4.4. SEO................................................................................................. 135
4.5. Website ........................................................................................... 136
4.6. Cost for 3 years: .............................................................................. 136
5. Direct Marketing: ................................................................................... 136
5.1. Telemarketing ................................................................................. 136
5.2. Direct Selling .................................................................................. 136
5.3. Email marketing .............................................................................. 136
5.4. Cost for 3 years ............................................................................... 137

5.5. Chanel cost : .................................................................................... 137
6. Marketing budget ................................................................................... 137
VI. DISTRIBUTIONS: ................................................................................ 139
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Ho Chi Minh City University of Economics and Finance – UEF

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1. Port Selection: ........................................................................................ 139
1.1. Origin port: Viet Nam ..................................................................... 139
1.2. Destination port: Singapore ............................................................. 139
2. No Mode Selection................................................................................. 139
3. Packaging: ............................................................................................. 139
3.1. Marking and labeling regulations .................................................... 139
3.2. Cost: ................................................................................................ 139
4. Inland transport in Singapore ................................................................. 139
VII. CHANNEL OF DISTRIBUTIONS ..................................................... 140
1. Direct Distribution: ................................................................................ 140
2. Distributing with a Partner ..................................................................... 141
VIII. PRICE ................................................................................................. 142
IX. METHODS OF PAYMENT ................................................................. 146
1. Methods of payment............................................................................... 146
1.1. Cash in advance .............................................................................. 146
1.2. Debit and credit cards ...................................................................... 146
2. Marketing budget ................................................................................... 146
X. Source: ..................................................................................................... 147

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Ho Chi Minh City University of Economics and Finance – UEF

11/2020

CHAPTER 1. CULTURAL IN
SINGAPORE

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Ho Chi Minh City University of Economics and Finance – UEF

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I. INTRODUCTION
Many people are amazed at the beauty and continued growth of Singapore.
Before the city was stagnant like today, Singapore in the past was just a
peaceful fishing village with indigenous people. Culture of Singapore is a
melange of Malay, South Asian, Southeast Asian and Eurasian culture and
influences. The quintessential
cosmopolitan, Singaporean culture has transformed greatly over the years.
The indigenous culture of Singapore was originally influenced by Austronesian
people who arrived here from Taiwan. During the course of many years,
Singapore's culture was further influenced and inspired by multiple Chinese
dynasties and other Asian countries which has eventually given shape to the
eccentric and striking Singaporean culture that we see today

II. BRIEF HISTORY OF SINGAPORE.

National Flag:

Heraldry:

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Republic of Singapore
Captical: Singapore
Flag : The flag consists of a red stripe at the top and a white stripe on the
bottom. On the red stripe, at the hoist, are a white crescent opening to the
fly and five white stars.
National Anthem: Majulah Singapura
National Day: 09/08/1965
Acreage: 716.1 km2
Population: 5.399.200 person (2013)
Political institutions: Parliamentary Republic
Monetary unit : The Singapore dollar ( S $) of 100 cents is a freely
convertible currency. There are coins of 1, 5, 10, 20, and 50 cents and 1
dollar and notes of 2, 5, 10, 20, 50, 100, 500, 1,000, and 10,000 dollars. S
$1 = US $0.5617 (or US $1 = S $1.78) as of May 2003.
Languages: Mandarin, Tamil, Malay, English, Singaporean English
(Singlish)
Date of joining asean: 08/08/1967
Holidays : Major Western, Chinese, Malay, and Muslim holidays are
celebrated, some of which fall on annually variable dates because of the

calendars used. Major holidays include New Year's Day, 1 January;
Chinese New Year; Good Friday; Vesak Day (Buddhist festival); Labor
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Day, 1 May; Hari Raya Puasa (Muslim festival); National Day, 9 August;
Hari Raya Haji (Malay Muslim festival); Dewali; Christmas, 25
December.
As the smallest country in Southeast Asia with a land area of about 710
km, Singapore is one of the smallest countries in the world. Despite its
modest size, with its free-trade economy and high-quality workforce,
today Singapore truly enjoys a very solid position in the world. In
addition, with its strategic location in the region, Singapore has become a
hub for major sea lanes.
Currently, Singapore's population is about 5 million people. English is
the main language of communication. There is also the native language
of each major ethnic group in Singapore. One of the highlights of
Singapore that you will easily notice while in this island nation is the
combination of many different cultures. Creating a society and living
together peacefully are four main races - Chinese (majority), Malays,
Indians and Eurasians. Each community brings a different face to life in
Singapore, across the fields of culture, religion, cuisine and language.
Besides elements of history, culture, people, shopping and food, this
thriving Singapore has many other special aspects.

1. ANCIENT SINGAPORE

In 1299, according to the Malay Annals, the Kingdom of Singapura was
founded on the island by Sang Nila Utama. Although the historicity of the
accounts as given in the Malay Annals is the subject of academic debates, it
is nevertheless known from various documents that Singapore in the 14th
century, then known as Temasek, was a trading port under the influence of
both the Majapahit Empire and the Siamese kingdoms and was a part of the
Indosphere. These Indianised kingdoms were characterised by surprising
resilience, political integrity and administrative stability. Historical sources
also indicate that around the end of the 14th century, its ruler Parameswara
was attacked by either the Majapahit or the Siamese, forcing him to move to
Malacca where he founded the Sultanate of Malacca. Archaeological
evidence suggests that the main settlement on Fort Canning was abandoned
around this time, although a small trading settlement continued in Singapore
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for some time afterwards. In 1613, Portuguese raiders burned down the
settlement, and the island faded into obscurity for the next two centuries. By
then Singapore was nominally part of the Johor Sultanate. The wider
maritime region and much trade was under Dutch control for the following
period after the Dutch conquest of Malacca.
2. WORLD WAR II
British evacuation in 1945 after the Japanese surrender. Kallang Airport's
control tower near the city has been conserved.
During the Pacific War, the Japanese invasion of Malaya culminated in the
Battle of Singapore. When the British force of 60,000 troops surrendered on

15 February 1942, British Prime Minister Winston Churchill called the
defeat "the worst disaster and largest capitulation in British history. British
and Empire losses during the fighting for Singapore were heavy, with a total
of nearly 85,000 personnel captured. About 5,000 were killed or wounded,of
which Australians made up the majority. Japanese casualties during the
fighting in Singapore amounted to 1,714 killed and 3,378 wounded. The
occupation was to become a major turning point in the histories of several
nations, including those of Japan, Britain, and Singapore. Japanese
newspapers triumphantly declared the victory as deciding the general
situation of the war. Between 5,000 and 25,000 ethnic Chinese people were
killed in the subsequent Sook Ching massacre. British forces had planned to
liberate Singapore in 1945; however, the war ended before these operations
could be carried out.
3. POST-WAR PERIOD
After the Japanese surrender to the Allies on 15 August 1945, Singapore fell
into a brief state of violence and disorder; looting and revenge-killing were
widespread. British, Australian, and Indian troops led by Lord Louis
Mountbatten returned to Singapore to receive the formal surrender of
Japanese forces in the region from General Itagaki Seishiro on behalf of
General Hisaichi Terauchi on 12 September 1945. Meanwhile, Tomoyuki
Yamashita was tried by a US military commission for war crimes, but not for
crimes committed by his troops in Malaya or Singapore. He was convicted
and hanged in the Philippines on 23 February 1946.

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Much of Singapore's infrastructure had been destroyed during the war,
including those needed to supply utilities. A shortage of food led to
malnutrition, disease, and rampant crime and violence. A series of strikes in
1947 caused massive stoppages in public transport and other services.
However, by late 1947 the economy began to recover, facilitated by a
growing international demand for tin and rubber. The failure of Britain to
successfully defend changed its image in the eyes of Singaporeans. British
Military Administration ended on 1 April 1946, with Singapore becoming a
separate Crown Colony.
4. REPUBLIC OF SINGAPORE
Lee Kuan Yew, the first Prime Minister of Singapore
Singapore became independent as the Republic of Singapore on 9 August
1965, with Lee Kuan Yew and Yusof bin Ishak as the first prime minister
and president respectively. In 1967, the country co-founded the Association
of Southeast Asian Nations (ASEAN).Race riots broke out once more in
1969. Lee Kuan Yew's emphasis on rapid economic growth, support for
business entrepreneurship, and limitations on internal democracy shaped
Singapore's policies for the next half-century. Economic growth continued
throughout the 1980s, with the unemployment rate falling to 3% and real
GDP growth averaging at about 8% up until 1999. During the 1980s,
Singapore began to shift towards high-tech industries, such as the wafer
fabrication sector, in order to remain competitive as neighbouring countries
began manufacturing with cheaper labour. Singapore Changi Airport was
opened in 1981 and Singapore Airlines was formed.The Port of Singapore
became one of the world's busiest ports and the service and tourism
industries also grew immensely during this period.
The PAP, which has remained in power since independence, is believed to
rule in an authoritarian manner by some activists and opposition politicians
who see the strict regulation of political and media activities by the

government as an infringement on political rights. In response, Singapore
has seen several significant political changes, such as the introduction of the
Non-Constituency members of parliament in 1984 to allow up to three losing
candidates from opposition parties to be appointed as MPs. Group
Representation Constituencies (GRCs) were introduced in 1988 to create
multi-seat electoral divisions, intended to ensure minority representation in
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parliament. Nominated members of parliament were introduced in 1990 to
allow non-elected non-partisan MPs. The Constitution was amended in 1991
to provide for an Elected President who has veto power in the use of national
reserves and appointments to public office.
In 1990, Goh Chok Tong succeeded Lee and became Singapore's second
Prime Minister. During Goh's tenure, the country went through the 1997
Asian financial crisis and the 2003 SARS outbreak. In 2004, Lee Hsien
Loong, the eldest son of Lee Kuan Yew, became the country's third Prime
Minister.Lee Hsien Loong's tenure included the 2008 global financial crisis,
the resolution of a dispute over land ownership at Tanjong Pagar railway
station between Singapore and Malaysia, and the introduction of the 2
integrated resorts (IRs), located at the Marina Bay Sands and Resorts World
Sentosa. The People's Action Party (PAP) suffered its worst ever electoral
results in 2011, winning just 60% of votes, amidst debate over issues
including the influx of foreign workers and the high cost of living. On 23
March 2015, Lee Kuan Yew died, and a one-week period of public mourning
was observed nationwide. Subsequently, the PAP regained its dominance in

Parliament through the September general election, receiving 69.9% of the
popular vote, although this remained lower than the 2001 tally of 75.3% and
the 1968 tally of 86.7%.The 2020 election saw the PAP drop to 61% of the
vote, while the opposition Workers' Party took 10 of the 93 seats, the highest
number ever won by an opposition party.

The Republic of Singapore was established on 9 August 1965. Prior to
independence, Singapore had been a British colony since 1824. In 1963,
Singapore gained independence from the British when it joined the
Federation of Malaya, Sabah, and Sarawak to form the Federation of
Malaysia. However, political, economic, and ideological differences led to
Singapore‘s separation from the rest of Malaysia, and it became a sovereign,
democratic, and independent nation on 9 August 1965. The People‘s Action
Party dominates Singapore‘s political scene and has held power since 1959.
Under the British colonial government, Singapore served as a free port for
the region. As a regional trading hub, Singapore capitalised on its strategic
geographic position at the heart of Southeast Asia. It also served as a service
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hub for the region in finance, logistics, and shipping. During the colonial
period, manufacturing was not developed, but there were a number of
indigenous manufacturing firms. These were mostly in light industries, such
as food, beverages, and raw material processing. The raw materials were
imported from neighbouring countries, especially from Malaysia and
Indonesia.

Singapore‘s production structure and trade pattern started to change after
1959, following self-governing status granted by the British. The ruling
People‘s Action Party decided to shift away from its heavy dependence on
entrepôts, or transit trade. It was clear to the government then that trading
activities alone could not provide enough employment for the workforce, nor
could it offer a base for sustainable economic development. This policy
conclusion was quite evident to the government when, after gaining
independence, neighbouring countries tried to bypass Singapore and develop
direct trade routes with their trading partners. Initially, the industrialisation
programme was carried out along an import-substitution approach, with
Malaysia providing the domestic market for Singapore‘s industrial output.
This import-substitution strategy was given a much greater emphasis during
the 2 years when Singapore was part of the Malaysia Federation from 15
September 1963 to 9 August 1965. However, the strategy became untenable
when Singapore was forced out of Malaysia in 1965.
Following separation from Malaysia, the government decided to shift its
industrialisation strategy from import substitution to export orientation. To
jump-start industrialisation, Singapore had to rely on multinational
companies (MNCs), as these wholly owned foreign companies had the
critical elements of technology, capital, and market, to produce industrial
output for the region and the world. Singapore‘s successful experience of
export-oriented strategy in industrialisation and its liberal trade and
investment policies had great impacts on other countries of the Association
of Southeast Asian Nations (ASEAN) in subsequent years. Practically all
other ASEAN Member States (AMSs) have followed export-oriented
industrialisation strategies and relied heavily on MNCs in various forms to
develop their respective economies. As a result of this deliberate large-scale
reliance on MNCs, due to Singapore‘s limited domestic market, its relative
export share to its neighbouring countries gradually declined. By 1980,
Singapore‘s total trade volume with the United States, Japan, and Western

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Europe amounted to over 40% of Singapore‘s total global trade. In contrast,
Singapore‘s economic reliance on other AMSs declined throughout the late
1960s and 1970s; in the 1980s, Singapore‘s trade with extra-ASEAN
markets grew, in relative terms, to dwarf Singapore–ASEAN trade.
Singapore is one of the five original signatories of the ASEAN Declaration,
which was signed in Bangkok for the establishment of ASEAN in 1967. The
importance, character, nuances, and perception of Singapore‘s membership
in ASEAN have changed over the years. Nonetheless, membership of
ASEAN has been the cornerstone of Singapore‘s economic strategy and
foreign policy. The Government of Singapore sees active membership of
ASEAN as a means to enhance the country‘s security, political stature,
economic development, and competitiveness, and to provide the region with
a strong platform to engage key regional and international players.

III. GEOGRAPHICAL SETTING
1. LOCATION
Singapore is located in Southeast Asia around 85 miles (137 kilometers) north
of the equator, south of Peninsular Malaysia, and east of West Sumatra
(Indonesia)—just across the Strait of Malacca. The big island of Borneo lies to
the east of Singapore. With a land area of around 280 square miles, Singapore is
slightly smaller than the city of Lexington, Kentucky.
2. CLIMATE
Singapore sits almost directly on the equator, which gives it the hot tropical

Southeast Asian climate. High humidity is constant throughout the year and
year-round rainfall is also common. There aren't really seasons or weather
patterns, and temperatures generally average around 88°F, give or take a few
degrees a month. This means visitors will need to rehydrate frequently when
outdoors.
Even though the temperature remains constant and rainfall is to be expected,
there are certain months that are wetter and drier than others. Two primary
monsoon seasons hit Singapore. The Northeast Monsoon (December to March)
is longer, which uniquely brings both wet and dry months. Heavy precipitation
is experienced daily during the months of December and January, while

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February and March are comparatively drier. In the Southwest Monsoon period,
rain is usually experienced in the morning and lasts for about 30 minutes.
For months outside these times, which are usually called the inter-monsoon
periods, rainfall is common in the afternoon and only in short bursts.
Altogether, Singapore gets about 90 inches of water a year.
2.1. Dry Season
In Singapore, the dry season runs from February to August. These months
receives less rainfall, but thunderstorms sometimes occur. The temperature
seldom exceeds 31 degrees Celsius during the dry season, but many experience
physical discomfort between May and August every year due to the fires that
burn in Sumatra, an island in Indonesia located to the the west of the Malay
Peninsula.

Those who travel to Singapore during these months should have face masks for
protection from smoke and haze if they have respiratory issues. Spending time
indoors is recommended, as are light clothes, high-SPF sunscreen, and wide
hats for those who prefer to be outdoors.
2.2. Rainy Season
The rainy season runs from October to November. These months receive more
rainfalls than in other months. The temperature tends to hover around 31
degrees Celsius. Despite the heavy rainfall, the rainfall does not usually last for
long. There are also periodic thunderstorms. These thunderstorms are usually
strongest in the afternoon and early evening. This period also marks the start of
inter-monsoon periods. Although the constant rain can be inconvenient, it does
provide temporary relief from the heat.
The main difference between the two seasons is the amount of rainfall. The
temperature and humidity are similar in both seasons.
2.3. Monsoon Season
There are two monsoon periods in Singapore. The first period is the South-West
Monsoon Season which happens between the months of June and September.
This period is dry, hot, and humid. Rainfall occurring in this period is of short
duration. Thunderstorms are expected. In this period, Sumatra squalls are
common and winds are strong.

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The second period is North-East Monsoon season which happens between
October and November. These months are the coldest months of the year. These

months receive heavy rainfall and the wind speed is moderate. This period is
also the wettest period, so the humidity still prevails.
There are slight variations in the amount of rainfall that occurs in each monsoon
period. Other than this, temperature and humidity conditions are consistent
throughout the year. Thus, there are no dramatic changes in the weather and
climate of Singapore.
Furthermore, there are two periods that come in between these monsoon
periods. These are known as inter-monsoon periods. The first inter-monsoon
period occurs between late March and May. The second inter-monsoon period is
between October and November. Both of these periods are warm and have small
thunderstorms and slight rainfal.

3. TOPOGRAPHY
Singapore's main territory is a diamond-shaped island, although its territory
includes surrounding smaller islands. The farthest outlying island is Pedra
Branca. Of Singapore's dozens of smaller islands, Jurong Island, Pulau Tekong,
Pulau Ubin and Sentosa are the larger ones. Most of Singapore is no more than
15 metres above sea level.
Singapore Island is mostly low-lying, green, undulating country with a small
range of hills at the center. The highest point of the island is Bukit Timah (166
m/545 ft). There are sections of rainforest in the center and large mangrove
swamps along the coast, which has many inlets, particularly in the north and
west. Singapore's harbor is wide, deep, and well protected.
Singapore has reclaimed land with earth obtained from its own hills, the seabed,
and neighbouring countries. As a result, Singapore's land area has grown from
581.5 km² in the 1960s to 724.2 km² today, and will increase slightly more due
to construction of sea polder and barrage to deal with the ever raising sea level.
3.1. Temperature
The temperature of Singapore remains the same throughout the year with few
changes with respect to seasons and monsoon periods. There is no large

variation of temperature between the hottest and coldest months. However,
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there are fluctuations observed in temperatures during day and night. In the
daytime, the temperature is usually between 31-33 degrees Celsius. The
temperature at night is between 23-25 degrees Celsius. May and June are the
hottest months, while December and January are the coldest.
Singapore is an island state which is surrounded by the Indian Ocean and the
South China Sea. Therefore, the flow of seawater has a significant role in
determining the climate and weather conditions of Singapore. The winds which
flow from the sea often bring down the temperature. In the evening when the
sea breezes come in, the temperature often falls drastically.
3.2. Flora and fauna
Singapore Island is mostly denuded, the dense tropical forest that originally
covered it being mostly cleared. There is some rain forest in the central area of
the island, however, as well as extensive mangrove swamps along the coast.
Urban development has limited animal life.
3.3. Ethnic groups
The people of Singapore are predominantly of Chinese origin. In a 2002 report,
about 77% were ethnic Chinese (most of them, however, born in Singapore or
in neighboring Malaysia). Some 14% were Malays; 8% were Indians (including
Pakistanis, Bangladeshis, and Sri Lankans); and 1.4% were of other varied
ethnic origins.

IV. SOCIAL INSTITUTIONS

1. FAMILY
1.1. The Nuclear Family
The general family trend in Singapore is a nuclear family which is the parents
and the unmarried children living under the same roof. About 85% of
Singaporean families are nuclear families.Vast majority were couple-based
households with children. The number of nuclear families increased gradually
over the years, reaching 603,900 in 2017. The vast majority (95.0% in 2017)
were two-generation couple-based households (i.e. with a married head and
spouse) with children . Other forms of nuclear families included mostly married
heads of household living with their parents as well as never-married heads
living with their married parents. Most nuclear families did not have elderly
person(s) aged 65 years and above, although the proportion with at least one
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member aged 65 years and above increased from 9.3% in 2000 to 15.6% in
2017.
1.2. The Extended Family
Close links are maintained between the relatives from both the mothers and
fathers side. There is a positive amount of interaction between the extended
family with them getting together during festivals and celebrations

1.3. Dynamics Of The Family
a) Parental roles
The parental roles that is the duties and responsibilities of a parent towards their
children are shared equally by the mother and the father. A parent not only

provides the essential of life such as food, clothing, shelter and safety but also
has a nurturing rolr that meets the child‘s need for love, belonging, and
attachment, as well as self-esteem and self actuazation.
b) Marriage And Courtship
Monogamy or having only one wife is the general rule in Singapore but
Polygamy or having more than one wife at the same time is allowed among
Muslim Malay. The divorce rate in Singapore is seemingly increasing but
Interethnic marriages still are had to come by. The average age at first marriage
has increased, and it is customary for young people to live with their parents
until they marry.
c) Female /male role ((changing or static)?
The male and female roles are changing with 80% male employment and 50%
female employment. Women are being given more importance in society
through the time but there still lacks female involvement in the managerial or
high level roles
Female: Women in Singapore, particularly those who have joined Singapore's
workforce, are faced with balancing their traditional and modern-day roles in
Singaporean society and economy.
Firstly, Singapore's society expects women to become creative and prolific
corporate workers who are also expected to play the role of traditional women
in the household, particularly as wife and mother.

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Secondly, Singaporean women are confronted by the "conflict between work

and family" resulting from their becoming members of the working population.
Thirdly, Singapore's female managers are still fewer in number despite of their
rising educational level and attainments when compared to male managers.
2. EDUCATION
Singapore has a very high literacy rate with a strong education system. The
education system is based on six years of primary school, four years of
secondary school and later vocational school or university, depending on the
grades and student prefferences. The best schools are very demanding with the
competition being high and fierce. Singapore one of the most prominent
education hubs in Asia with high levels of education standards attracting
students from all over the world with some of the best universities and
institutions in the world.

2.1. The Role Of Education In Society
Education plays a very prominent role in society were children are thought to
hold the key not only to their own future but also to the future of their families.
The average age at which children start school is six. (everyculture.com, n.d).
Due to the increasing competition for jobs and personal improvement in
Singapore there is high emphasis given to good education and nurturing and
promoting the various talents of the students.
a) Primary education
Primary education is a total of six years which consists of a four year foundation
stage from Primary 1 to 4 and a two year orientation stage from Primary 5 to 6.
The overall aim of primary education is to give students a good grasp of English
language, Mother Tongue and Mathematics. There is no fee for primary school
but there are some miscellaneous expenses which add up to SGD $11/ month.
During primary school the students are encouraged to participate in CoCurricular Activities and Community Involvement Programs to develop early
skills. At the end of primary school the students have to take a national level
examination called the Primary school leaving examination
b) Secondary education

Secondary education consists of four to five years of school in which the
students are placed in Special, Express, Normal (Academic) or Normal
(Technical) course according to how they perform at the Primary school leaving
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examination. The different curricular emphases are designed to match their
learning abilities and interests. The fees for secondary school varies from $5/
month for public schools, $3-$18 for autonomous schools and $200-$300 for
independent schools. For graduating from secondary school the students have to
attend a national examination called GCE ‗O‘ Levels(for Special/Express
courses) or GCE ‗N‘ Levels (for Normal course).All students take part in at
least one Co-curricular activity; CCA performance is considered for admission
to JCs, CI, polytechnics and ITE.
c) Higher education
Singapore has some of the best universities offering various programs. The
National University of Singapore, Nanyang Technological University,
Singapore Management University and Singapore University of Technology
and Design are some of the most reputed universities in Singapore. These
universities have a worldwide reach and attract thousands of students each year.
There are universities from all over the world also who offer their programs in
Singapore either by collaborating with Singaporean institutions like university
of Whales and university of Bradford who offer their programs through
Management Development Institute of Singapore (MDIS) or by setting up a
sister campus in Singapore like INSED which is one of the world‘s premier
business school from France and James Cook university an Australian

university have sister campuses in Singapore.
2.2. Literacy rates
Singapore has a high literacy rate due to the emphasis given to education. The
% of people above the age of 15 who can read and write is
Total population: 92.5%
Male: 96.6%
Female: 88.6% (2000 census) (Singapore-counrty profile ,2012)
3. POLITICAL SYSTEM
Singapore is a republic with a parliamentary system. As a former British colony,
Singapore since independence in 1965 has adopted the Westminster Module.
The head of state is the president, who is elected for a fixed term of six years.
The parliament is elected in a general compulsory election every five years.
There are also six nominated members of the parliament. The cabinet is the
executive organ of the state, and execution of government policies is carried out
by ministries and statutory boards.
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