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Discuss about the Business Marketing APMC Company.



The study of business market divisions and diversification in a systematic manner via planning, joined decisions of owners, executing with the help of advertising and so on. The plan can be analyzed with the help of launching alcoholic products in Singapore through Specialized professional company APMC. APMC is into the business of consumable film i.e.  A product strictly uses to secure the goods during transportation or during loading and unloading the pallets. AMPC specialized in supplying film either by purchase from other parties or through his own manufacturing to many countries like Africa, North America, European countries (Zimmerman and Blythe 2013). AMPC’s main target and presenting their goods for sell of film   is to capture market of liquor making companies like Bear, Spirits, Wine and so on, for their packaging and storing the pallets and with the help of film to cover the pallets and   delivering the product to the supplier without hassle(Yang and Su 2014). Highly Experienced and specialized in marketing management personals from KPMC with holding position of country sales head are intensely involved equally to plan a sales target and understand the market segments demand of   Singapore. Singapore has been selected to understand and study market target strategy to meet customers demand in each sections of market of reputed well known brand or via competitors product demand. Monopoly business of KPMC has helped to explore its market to several other countries and through which its management has learned the market nature and its  economical changes increases and decreases the demands accordingly in emerging market.


Identification of information about the segments in the market

APMC a company specialized in supplying film into secured pallet loads not only manufacture but they sometimes buy a consumable film locally to meet their market demand globally. The task is all about market divisions and study of alcoholic drink being introduced in Singapore through APMC. A big challenge for APMC to hold the market for its goods as it’s an era of competition where every day new techniques changes the customers demand. Australian manufacturers recently have bought quick changes on the method of wrapping consumable items like Coca-Cola, Carlton breweries, international drink makers etc. Diversification of market brings the manufacturers and suppliers at a point of negotiation to satisfy the customers need (Brennan 2012). What’s make APMC superior from others is their smart way of marketing through promotion, networking and upgraded system of communication. With the help of below graph , we can point the difference between  Consumer and Business market. The project is all about to learn the market nature through well-organized plan of launching a alcoholic products in one of the modernized country like, Singapore with the support of well-known company APMC. 

Consumer Market

Business Market






It includes population density, region and  climate


This includes regional industrial growth, location, and customer concentration.


It includes age, ethnicity, education, religion, and family status

Type of customer

It has size of the organization, and the value chain.


It includes price sensitivity, brand loyalty and other pursuit of benefits

Buyer behavior

Loyalty to the suppliers, order size and other usage patterns


It includes values, opinions, lifestyles and customer’s activities.



Table 1: Market segmentation


Market segmentation

Launching a new product , into market needs well strategic marketing plan, and its success primary depends on consumers  acceptance which fulfills target of supplier (Chang, Lee and Ryu 2014).According to customers psychology , to overcome competitors sometime rather than launching new product, similar running product is more beneficial to launch as it has already took place in customers mind. To value new product, buyers mind to be win by superlative business strategy (Gupta, Rudd and Lee 2014). Market can be segmented by means of demographic, psychographic and geographic segmentation. While the product is priced at an attractive rate, it is easily acceptable by means of all income class. Further, the Company product caters to both the genders and customers of ages above 18 years of age. The Company’s current business strategy is focused on Singapore, which forms its geographic form of segmentation. Further, psychographic segmentation reflects that generally majority of working class resorts to consuming of alcoholic products. Thus, the scope of target market for the current product is high as compared to rest of the products. 

Selection of information about the segment which APMC would develop a targeted marketing strategy

World’s largest producing alcoholic beverages countries are USA, China and Brazil (Hutt and Speh 2013).. APMC would be more keen to target these markets rather than to other countries to lay out successful business plan. China has targeted budget for 2019 around 71,370.8 compare to its figure of 2014 budget   of 60,893.2, whereas Singapore has planned to touch 144.2 in 2019. Liquor business has high taxation charges than any other business, due to less demand in 2014, alcoholic business had a low business in 2014. Today’s generation are more attracted to drinks which has  increases the demand and targeted more production and supply  which benefited government with charging of more taxation increased (LaPlaca 2014).. Multiple brands captured market of Asian countries like Heineken, Tiger and Baron. APMC is a company expertise in manufacturing and supply of film, which is mainly used to safeguard the overall product in to pallet loads. A target marketing strategy through which suppliers set their goal to sell a product to customers who are keen to buy a product manufactured.  


Total Volume















Table 2 Total Volume of Alcoholic Beverages in Upcoming Years

Figure 1 Trend in Alcoholic Volumes in Singapore

Singapore government with the help of government legislations opened the gates of easy finance for alcohol consumption for public. Maximum public are more into consumption of beer than other alcoholic drinks because of its less percentage of alcohol. Buyers tend to attract more to well packaged goods than to less attractive. packaging plays a key role for a product demand. Branding too is also very important part of sales. Customer who daily use product prefer to buy their selected alcoholic brands (Paiola, Gebauer and Edvardsson (2012).Therefore, packaging is a tool helps to gain long term demand of a product. So, more the customers being attracted to a product by marketing strategy , more the demand in market for a product . APMC has successfully with its best marketing strategy has captured around 63%  position in Singapore market. Hence, targeting a customers and fulfilling their demand through  marketing skills made APMC  achieved high level (Ray 2013).

Figure 2 Percentages for Typical Wine Brand

Figure 3 Percentages for Typical Beer Brand

Therefore it has been cleared that, marketing skills and well graphed plan is foremost important to launch a product and its success in market. Now let us see from different angle, in a contrasting way, let us choose different tool for marketing a alcohol product. Demand in market is the factor which helps the manufacturers to set the goals of their business and accordingly services provided in market. One supplier can sell multiple brands of alcohols which increases their profit margin (Ruiz-Molina and Gil-Saura 2012). Marketing first step is to set the goals and target to capture the consumer market. This goal will aim to long term success and long term financial gain keeping in mind public class, area, demands, taste and population. Competitors are another important factor which could help for achieving long term goals. Study the competitors market and keeping demand of customers already using alcohol brands helps to wins buyers demand(Safir 2013).Analyzing the market demand as per needs through every possible communication skills. Analysis of all relevant and critical areas of business segmentation reveals that there is a high propensity to consume in the markets of Singapore towards alcohol. Here we will discuss, the Market of Singapore in the form of product demand, and its sales, the business nature of present and future.


Justification for the choice of the segment that APMC should target

APMC has developed and improved marketing skills with changing economic growth and demand in market which makes them successful in developing brands. They have targeting a product in market which already have captured market with old brands well known in public. APMC main target is to meet demand of packaging material through their manufacturing to wrap the product launched in Singapore by alcoholic brand in beer. The market scenario can be judge via selling of demanded products and to build a reputation for future demands. APMC has been taken as a backbone to discover such market demand of Singapore. As people tend to intact more of beer because of its less percentage of alcohol, flavored beer will make boom sales and will be very profitable (Starkman 2013). This justification in choice of target market will not only allow to develop and grow business for the current Company but also cater to business goals.

Presentation of the market analysis information

AMPC good marketing analysis job would help for appropriate marketing planning, skills, advertising and supplying of launched   beer brand in Singapore. The key success lies  in the brand name of the company and their marketing demand (Storbacka and Nenonen 2012). Secondly, market supply monopoly and demand would depend on the financial capacity of a company to launch a product through man power, advertising and many other ways.

Since alcohol in Singapore have more demand, the launch of flavored beer liked by all age group people, spread popularity of its taste faster(Tatic 2014). Country’s 70% of custom duties develops more from alcohol beverages than any other. Rather than beverages like whisky, rum, scotch and so on, have levied more custom duties, being more taken by wholesalers  , duties than beer and wine. The retail outlet like bars and wine shops in 2009 had demand around 646.3 which gradually increases in 2014 to 962.5. If we compare this to packaging material of APMC.  Its showing contrasting demand. The Singapore market demands more of premium brands than any others (Zimmerman and Blythe 2013). Which has attracted more of customers demand and interest of customers to buy more of new launches beer product?  The wholesalers and retail percentages for different beverages is given in Figure 4.

Figure 4 Wholesalers and Retailers Mark ups in 2014

Different countries have different tax system. Singapore charge custom duties manufacturing goods are payable.  More the profit in alcoholic drinks more the duty payable in form of tax to government. Demand in 2014 was so high that it made 25% in duty charges. So, alcohol price depends on demand in market which is very flexible. Market of alcohol has more demand with the increasing economic and cultural demand (Yang and Su 2014). This provides the new firm with immense opportunity and growth related aspects. Thus, the scope of the Company is well catered to and defined with these various segmentation and marketing strategies.



Finally, the main idea we get from this overall project is with ever-changing demands worldwide, proper planning, advertising through media and promotional activities in Singapore through APMC .Demand of alcohol beverages through upgraded planning can launch a successful bear brand in Singapore. The project gave knowledge how detailed market study and planning would be profitable in both increasing sales and financially and in turns how it bonds the relationship with customers. Establishing relationship with customers is crucial for the growth and development of target market. Hence, such enhanced segmentation of market will not only allow to meet the diversified objectives but also in business growth after entering into the market of choice.



Armstrong, G. and Kotler, P. (2013). Marketing. Boston: Prentice Hall.

Brennan, R. (2012). Reconnecting Marketing to Markets, by Luis Araujo, John Finch, and Hans Kjellberg (eds). Journal of Business-to-Business Marketing, 19(4), pp.392-395.

Chang, D., Lee, K. and Ryu, S. (2014). Korea as a Comparative Business Marketing System: Review and Prospects. Journal of Business-to-Business Marketing, 21(4), pp.213-236.

Gupta, S., Rudd, J. and Lee, N. (2014). Business sustainability through successful integration of marketing and operations. Industrial Marketing Management, 43(1), pp.3-5.

Hutt, M. and Speh, T. (2013). Business marketing management. Australia: South-Western, Cengage Learning.

LaPlaca, P. (2014). Innovation in business networks. Industrial Marketing Management, 43(3), pp.359-360.

Mysen, T., Svensson, G. and Högevold, N. (2012). Relationship Quality—Relationship Value and Power Balance in Business Relationships: Descriptives and Propositions. Journal of Business-to-Business Marketing, 19(3), pp.248-285.

Paiola, M., Gebauer, H. and Edvardsson, B. (2012). Service Business Development in Small- to Medium-Sized Equipment Manufacturers. Journal of Business-to-Business Marketing, 19(1), pp.33-66.

Ray, R. (2013). The Facebook guide to small business marketing. Hoboken, N.J.: John Wiley & Sons, Inc.

Ruiz-Molina, M. and Gil-Saura, I. (2012). Relationship and Market Conditions: Outcomes in Marketing Channels. Journal of Business-to-Business Marketing, 19(4), pp.289-308.

Safir, R. (2013). Marketing and merchandising for musicians. Boston, MA: Course Technology, Cengage Learning.

Skrob, R. (2013). Start your own information marketing business. Irvine: Entrepreneur Press.

Starkman, D. (2013). The best business writing 2013. New York: Columbia University Press.

Storbacka, K. and Nenonen, S. (2012). Competitive Arena Mapping: Market Innovation Using Morphological Analysis in Business Markets. Journal of Business-to-Business Marketing, 19(3), pp.183-215.

Tatic, V. (2014). Ethical review of the problem business espionage. Marketing, 45(2), pp.157-165.

Yang, Z. and Su, C. (2014). Institutional theory in business marketing: A conceptual framework and future directions. Industrial Marketing Management, 43(5), pp.721-725.

Zimmerman, A. and Blythe, J. (2013). Business to business marketing management. New York, NY: Routledge.


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