# data[].attributes.body
Macro Environmental Force - Cruise market is a growing segment for the Indian Travelers.
At the same time, both China and India are having an increase in their outbound travelers.
Micro Environmental Forces-
Suppliers:
Due to the lack of natural resources as our economy engine, Singapore focus largely on driving it's tourism sector with the help of it's "Suppliers" such as hotels, travel agents, Singapore tourism boards etc that continuously drives tourist to visit Singapore. Therefore, base on the article, Singapore Tourism Board is a great source providing a great variety that meets the tourist needs. Like great sightseeing places and cruise packages that caters to the Indian Travelers

# data[].attributes.body
Macro-Environmental Force
Market trends-  (rapid) growth of interest in experimental tourism where visitors/tourists from all over the world, especially from India and China in this case, come to Singapore to experience and to find out more about the nation. With this information, STB can actually market/advertise tour packages specially catering to tourists from China and India since the main money generating group is them. This can result in the growth/boost in tourism sector in Singapore.

Micro-Environmental Force
Customers- introduction of menus that cater to the varied needs of visitors/tourists. This feature brings about convenience to the guests, giving them more reason to patron Singapore again. Thus, it can help to drive the tourism sector in Singapore as well.

# data[].attributes.body
Macro-environmental force:
market trends- According to the article, the cruise market is a growing segment for Indian travellers. This shows that the market trend is likely to have an impact on Singapore's tourism as Singapore experienced a 25% increase in Indian cruise passengers from 2016 to 2017.

Micro-environmental force:
Competitors- As more competitors compete by adapting their products and services to match the Indian and China tourists' needs, it will help in Singapore's tourism as more Indian and China tourists would want to visit Singapore if their needs and wants can be satisfied.

# data[].attributes.body
Macro Environmental Force:

Social Forces (Cultural)
With reference from the article, it is evident that China and India hold the biggest source of visitors to Singapore in recent years.
This culminates to the importance of focusing on their specific cultural beliefs and norms in order to produce top notch services for them, strengthening Singapore's attractiveness.
To elaborate, it is evidenced in the article where they mentioned Intercontinental Singapore has since anticipated change and made their hotel a “China-ready” establishment where "staff are taught Chinese etiquette,
such as using both hands to
present a name card. Mandarin speaking staff are also readily available to attend to guests’ needs." (TheStraitsTimes, 2018)
Therefore, it is inevitable that this macro environmental force is likely to impact SG tourism.

Micro Environmental Force:
Marketing Intermediaries
Marketing Strategies are one of the key elements that help to bring sectors to greater heights.
In which, it is evident that Singapore is staying ahead in this aspect where Changi Airport and STB "worked together with travel agencies and airlines to organise joint marketing campaigns" (TheStraitsTimes,2018).
They have seemed to identify that China and India travellers are mostly attracted to the sights and sounds of Singapore.
With that information, marketing intermediaries would formulate and implement tactics that will cater towards their preferences and further attract the current market.

# data[].attributes.body
Macro - Environmental Force:
Social Forces - Cultural
As mentioned in the article, China and India occupies the largest segment of visitors to Singapore. Thus, the hospitality industry get to serve more Chinese and Indians. In order to provide excellent service to these visitors, it is crucial to understand their religion and dietary needs. For example, many hindus are vegetarians, but chicken and lamb is common in non-vegetarian food.

Micro-Environmental Force :
Company - After understanding the demands of China and India Tourists, the firm have the real control on what to produce to appeal to them. For example, as mentioned above many hindus are vegetarians. So companies can work on providing more vegetarian options to appeal to hindus. When their demands are meet, the tourism sector in singapore will grow.

# data[].attributes.body
Macro-Environmental Force:
Social Forces (Cultural)
According to the article, InterContinental Singapore's general manager has made the hotel a "China-ready" establishment by teaching their staffs Chinese etiquette as well as having mandarin- speaking staffs available  as to able to attend the guests' needs. This shows that Singapore is preparing to better serve tourists from China as they had  a beat Indonesia to become the biggest source of visitors to Singapore.

Micro-Environmental Force:
Customers (Marketing Mix Programme)
According to the article, in order to cater to the large number of Indians travelers, the Norwegian's vessels has also offers vegetarian and non- vegetarian Indian- menus. This shows that , they are doing a marketing mix programme by doing a target segmentation of the growing Indian travelers by catering to their needs.

# data[].attributes.body
Macro-environment
Social Forces – Cultural Forces
From the article, it was mentioned that there is an increasing number of China coming to Singapore. It is stated in the article that Intercontinental Singapore had made itself “China-ready” establishment. Staff are taught Chinese etiquette, such as using both hands to present a name card. Mandarin-speaking staff are readily available to attend to guests’ needs. By engaging their staff to know Chinese customs and be readily available for the Chinese Market, China visitors would be more assured in coming to Singapore. Thus, this will have a positive impact on SG Tourism by increasing the number of visitors.

Micro-environment

Company

From the article, it was mentioned that companies are putting in efforts to cater to the needs/demands of India visitors coming to Singapore. Therefore, from the company’s aspect, Norwegian vessels are offering more vegetarian and non-vegetarian menus for the Indians.

# data[].attributes.body
Macro - Environment Force:
Market Trend
According to the article, China visitors visit Singapore mainly for shopping and sightseeing. We have The Merlion, Gardens by the Bay and many other scenic attractions that appeal to the china visitors. While Indian visitors visit Singpaore mainly for its accommodation like our cruises and hotels which provide excellent service to visitors. Due to these reasons, the large amount of visitors visitng Singapore has greatly impacted singapore's tourism sector.

Micro - Environment force:
Company
After undersranding the market trend, companies can then choose what to produce more or how much they can price their service or product etc. to cater to the market's needs. For exmple, Singapore has an increasing amount of places which are certified halal to cater to the Muslims and in the article, the hotel provided different menus according to the visitors' dietary requirements. This therefore influences more poeple to visit Singapore, impacting its tourism.

# data[].attributes.body
Macro Environmental Force:
Social Forces (Culture)
Taking into consideration that China contributes the most to Singapore's tourism receipts, the movement of InterContinental to make their establishment "China-ready" is rather commendable.

To be China-ready is to be equipped with the basic knowledge of the Chinese etiquette. Also, the availability of Mandarin-speaking staff is not lacking as well. As such, through the mentioned, it can be seen that Social Forces (culture) is likely to have an impact on Singapore's tourism.

Having integrated aspects of the Chinese culture (form of familiarity) into one's operation, the element of fear of exploring somewhere for the first time would be minimised. Hence, it may lead to frequent patronisation of the country by these Chinese tourists.

Not to mention, with increased knowledge of the Chinese beliefs and values, one is better able to grasp their preferences, behaviours etc. Following that, create products and services that suit to their wants and needs.

Micro Environmental Force:
Customers
Noting that the Indian market has the potential to expand even further, the Regent Hotel is one industry player that has taken measures to be able to better cater them.

For instance, by taking into account their strict dietary needs, the Indian tourists would have no trouble finding food that suits their taste buds.

Besides that, by having a variety of Indian items available, is another way to reach out to them.

Lastly, since Indian tourists favour the convenience of simply packing for one trip, but also being able to travel to several countries at once, our island being a regional hub & port makes it a much attractive destination -- fly-cruise packages.

# data[].attributes.body
Macro-environment force: Market trends.
According to the news article, there is a huge increase of China and Indian travellers visit Singapore. And they are attracted to the sights and sounds of Singapore. The cruise market is a growing segment for the Indian travellers. It means market trends such as shopping and cruising have contribute to the Singapore's tourism revenue.

Micro-environment force: Company
Since, large number of Indian travellers are cruising to Singapore,  the company should cater to their needs. For example, offer vegetarian Indian meals and they can also consider hiring Tamil speaking staffs.

# data[].attributes.body
Macro Environmental Force
Socio-cultural forces
Preferences are changing in every generation and for this generation, it has swayed towards healthy living, exercise and eating habits. This will then increase the demand of marketing to cater to the needs of this generation. An example would be that the people would eat more healthy food like salad and this will thus raise the demand for healthier options.
Micro Environmental Force
Distribution and suppliers
Manufacturers rely on materials suppliers and resale companies rely on manufacturers or wholesalers to transport goods. To operate profitably, you need to get good value on products and supplies and, in turn, offer good value to your customers with accessible solutions. One of the examples would be that Fairprice supermarkets would need to build and maintain their relationship with factories or the farms producing the food in order to get a good deal for their company.

# data[].attributes.body
Macro Environmental Force:
Social Forces (Culture)
with China and India having the highest number of tourists going over to Singapore. It affects the whole tourism industry in a sense as sectors are now taking much more notice into these markets and start to market their products and services to cater to their needs and wants. For instance, InterContinental is preparing their staff to be "China-ready" by having them understanding basic Chinese etiquette and having staff that can speak in Mandarin to communicate with them. Thus, this macro environmental force of having more China tourists coming over to Singapore has lead to an effect on both the industry and the micro environmental force on SG Tourism, which allows SG Tourism to put a focus on the China and India markets in mind.

Micro environmental forces:
Marketing Intermediaries
It is stated in the article that STB and Changi Airport has been working together with travel agencies and airlines to organise joint marketing campaigns for China and India. They also concluded through the strategy that people from China and India are attracted to the sounds and sights of the attractions in Singapore. Thus, with the information, the company can work together with the marketing intermediates on strategies to cater to their needs and wants and lead to higher revenue for Singapore overall.

# data[].attributes.body
Macro Environmental Force:
Political forces
With reference to the article, I can infer that the political forces is likely to have an impact on SG Tourism. Based on the article, it read that government-government relations is critical in attracting the Chinese and Indian market, not just having knowledge of travel trends and traveller profiles. Without good relationships between governments, countries are less likely to work together and the inflow of traveller would be lesser. This result to a negative impact on SG Tourism as well as the economy.

Micro-Environment Force:
Customers
It is crucial to understand the targeted audience, knowing their needs and wants. With that knowledge, marketers are able to effectively reach out to them by satisfying their needs. Based on the article, InterContinental Singapore
effectively understood their target audience and adapted to the needs of the Chinese market by training their employees to understand their culture.

# data[].attributes.body
Macro-environmental force:
Social Forces (cultural)
As singapore faces increasing number of indian travellers, companies have to consider the indian culture of food.  For example,  A Regent Singapore spokesman said that “We do understand that some of them may have strict dietary requirements and, therefore, we have menus available to cater to those needs,”. Thus, regent singapore adjusted their menus to accommodate for the needs of the indian travellers.

Micro-environmental force:
Customers
When regent singapore identified the dietary needs of the indian travellers, the company can implement measures to change their menu in order to cater for
the dietary needs of the indian travellers.

# data[].attributes.body
Rachel Goh
Macroenvironment: Social Forces (Cultural)
As stated in the article, visitors from China and India are rapidly increasing and hence are contributors to the growth of tourism in singapore. It is only likely, that changes have to be implemented to cater to the cultural beliefs of the people from both countries.
This is evident from the article as it states that intercontinental Singapore has adapted to cater to the Chinese and Indians, where by in the case for the Chinese, the or staffs are taught Chinese etiquette and Chinese speaking staff are available to speak to the guests.

Microenvironment: Company
As the companies are mostly in this case serving China and Indian guests, it is their responsibility to cater to their needs and demands.
In this case, as evident form the article, some of the guests have dietary needs and Regent Singapore has made it a point to Ensure that the dietary needs are met by providing a different menu,take for instance, some Indians are vegetarians.

# data[].attributes.body
Macro-Environmetal Force
-Market Trends
Due to the quick growth of toursim in Singapore,they are expecting more and more tourists figures in the next decade.In this case,travel agencies and sectors are able to take the opportunity to market the tourism for tourists from India and China.This will result in a more rapid growth in the tourism sector.Hence,revenue will increase.

# data[].attributes.body
Macro environmental force:
Social force (Cultural)
From the article, i can tell that visitors that come to Singapore are mainly from China and India. Which means they are very important to the tourism industry. This can be seen from their "China-ready" establishment, allowing the staff to be accustomed to the culture, so Chinese visitors will be more comfortable to come to Singapore. Thus, the cultural forces is most likely to have the most impact in Singapore tourism due to us having to be familiar with the customs of the majority of visitors.

Micro environment:
Marketing Intermediaries
From the article, STB and Changi Airport work together with travel agencies and airlines to have marketing campaigns. With that, Singapore have most travellers that are from China and India. The marketing intermediaries will then implement marketing campaigns targeted at them, impacting Singapore tourism.

# data[].attributes.body
Macro-environment
Economic Forces - As mentioned in the article, both China and India are the ''world's fastest growing  air travel markets'' and 'India, with a fast growing middle-class''. Both statements has shown that with increment of disposable income in developing countries, it would benefit the Singapore tourism as more are willing and able to travel.

Micro-environment
Competitors - Neighboring countries such as Indonesia may take on the same group of markets, and offer similar products which will negatively affect Singapore's tourism.

# data[].attributes.body
Macro Environmental force:
Market Trends: Based on the article, it states that there is quick growth in the cruise market segment for indians. This allows agencies to take advantage of it and market the cruise scene in Singapore for Indians. And it shows as Singapore experienced a 25% increase in Indian Cruise passengers.

# data[].attributes.body
Macro-Environmental Force

# data[].attributes.body
Macro- environment force

# data[].attributes.body
Harmann Bhasin

In general, people would tend to have a macro view of the marketing environment. As you can see in the article, Singapore and India are expecting increases in their tourist figures in the next decade

# data[].attributes.body
Macro Environment force (Social Forces - Cultural Forces)
For Indian travellers, the cruise segment in Singapore is a growing segment. With Singapore being a regional hub and port, more Indian tourists are booking their fly-cruise packages in Singapore. Thus, in order to cater to their dietary needs, Norwegian's vessels offer vegetarian and non-vegetarian Indian menus.  Thus, with these changes, its likely to have a positive impact on SG tourism.