Fraser and Neave, Limited (F&N) is among the most established and successful Singaporean companies operating in the food and beverage industry. The range of brands that the company markets are widely popular in the Asian market, and they have the potential of being successful in other countries. The two countries chosen for expanding F&N’s marketing and sales operations are Germany and Canada, as related with a range of positive opportunities for doing business.
Specifically, Germany has global recognition as an economically and socially advanced nation, a leader in technology, a high GDP, as well as a large consumer market, all of which can facilitate F&N’s successful integration into the European market. In addition, Germany’s favorable strategic position and geographic location, as well as the prosperous economy can facilitate F&N’s strengthening of its position in the region and further expand to neighboring countries. In terms of the benefits of expanding sales and marketing to Canada, the country is characterized by the continuous lowering of corporate tax rates, having a stable economy, having an affluent consumer base, and an interest in trade agreements with different global players. For comparing the two countries identified for F&N’s sales and marketing expansion, a table including a list of sub-factors (based on the PESTLE framework) is presented below.
References
BMU. (2018). Environmental awareness in Germany 2018 results of a representative survey. Web.
CB Staff. (2019). Meet Canada’s fastest-growing information technology companies: 2019 growth 500. Canadian Business. Web.