Going Global Case Study

Made in Singapore': Glamourizing the Manufacturing Sector?

OR

Abstract:
Since its independence from the British rule in 1965, Singapore has continued to achieve an impressive economic growth despite its geographical size and the lack of natural resources. Though manufacturing has long been a key engine of economic growth for the city-state, since the 1990s, it has been affected by economic recession in the US and Japan and the emergence of low-cost manufacturing destinations like India and China. This has prompted Singapore to move into high-end manufacturing. However, it is facing a shortage of skilled manpower due to the unattractiveness of Singapore's manufacturing sector. To refurbish the image of its manufacturing sector, Singapore has been implementing various strategic options, which also include a television program called 'Made in Singapore'.

Pedagogical Objectives:

• To understand the historical growth of Singapore's manufacturing sector and the troubles afflicting the sector since the late 1990s
• To elucidate how important it is for any state to retain the attractiveness of the key sector of its economy
• To discuss the promotional strategies adopted by Singapore to glamourise its manufacturing sector and the future of this sector.

Contents:

• Singapore's Manufacturing Sector: The Need of the Hour
• 'Made in Singapore': Singapore's Initiative to Promote the Manufacturing Sector

Keywords : Singapore, Marketing Strategies Case Study, City state, Asian little dragon, Auto industry, Cost cutting, Low cost manufacturing countries, Localisation, High value added activities, 'Made in Singapore', Economic Development Board of Singapore, Unemployment in Singapore, Key sectors of Singapore's economy, Economic recession at US and Japan, Singapore's GDP (gross domestic product), Manufacturing sector of Singapore