Demographic Developments


Identify and examine the key social-cultural trends, including demographic and lifestyle developments that have taken place in Singapore over the past decade. Consider how this change has affected demand for the existing product / service in Singapore Airlines Ltd and Philips Singapore.


(3) How these 2 organisation have reacted to this change in demand (for example, adapting its marketing mix for existing products / services, developing new product / service offerings, moving into new markets, etc)

Singapore is a small island with a population of about 5.07 million. The last few decades of economic development has transformed Singapore into a more affluent country. The population enjoys a higher standard of living, is better educated, and is able to afford more recreational and leisure activities. On the other hand, certain demographic and social-cultural changes are also taking place, affecting the demands of several industries.

Both the changes to demographic trends and social-cultural trends are evident in the past ten years in
Singapore which can be briefly described as below.


Changes in Demographic Trends

The population of Singapore grew from 2.07 million in 1970 to 2.41 million in 1980, and the latest census as reported by the Department of Statistics (2010) is 5.077million as compare to 4.988 million in 2009. The rate of population growth was very low over the last 10 years with with a registered rate of 1.79 percent.

There were 3.77 million residents, of which 3.23 million were Singapore citizens and 0.54 million were permanent residents.


Table 1 Total Population
Singapore Residents 4 Total Singapore Singapore Citizens Permanent Residents

Total Population Year



Number (Thousand) as at June 1990 (Census) 2000 (Census) 2004 2005 2006 2007 2008 2009 2010 (Census) 3,047.1 4,027.9 4,166.7 4,265.8 4,401.4 4,588.6 4,839.4 4,987.6 5,076.7 2,735.9 3,273.4 3,413.3 3,467.8 3,525.9 3,583.1...