Professional Documents
Culture Documents
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GROUP PROJECT
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GROUP PROJECT
Ng Th Dung
L V Kin Duy
Lng Th Mai Linh
Nguyn an Khnh Phng
Trn Th Bo Trn
Hunh Th M Trinh
V Phm Phng Uyn
K124020140
K124020142
K124020170
K124020209
K124020247
K124020249
K124020257
MC LC
CHAPTER 1. THE COMPANY AND THE PRODUCT..................................................................1
1. The overview of Masan Group.................................................................................................1
1.1. Masan Group.......................................................................................................................1
1.2. Masan Consumer.................................................................................................................1
2. Bfast instant soup.....................................................................................................................2
3. Potential export market Singapore..........................................................................................2
CHAPTER 2. MARKET INFORMATION......................................................................................4
1. The overview of singapore market............................................................................................4
1.1. The economic geographic environment...........................................................................4
1.2. The political legal environment.......................................................................................5
1.3. The social cultural environment.......................................................................................6
2. Singapores instant noodles market...........................................................................................6
2.1. Singapore Instant Noodles Market Potential.......................................................................6
2.2. Instant Noodles Market Shares...........................................................................................7
2.3. International Competitors...................................................................................................7
2.4. Price of Instant Noodles in Singapore.................................................................................9
CHAPTER 3. SWOT ANALYSIS..................................................................................................10
1. Strength....................................................................................................................................10
2. Weakness..................................................................................................................................11
3. Opportunities............................................................................................................................11
4. Threats.....................................................................................................................................13
CHAPTER 4. PRELIMINARY MARKET ENTRY STRATEGY...............................................15
1. Product strategy.......................................................................................................................15
2. Pricing strategy........................................................................................................................16
3. Distribution strategy................................................................................................................17
4. Promotion strategy...................................................................................................................19
5. Strategy implementation..........................................................................................................20
6. Cost estimation........................................................................................................................20
LECTURERS COMMENTS
chicken and mushrooms has many standard food features such as taste, convenience, timesaving and cheap. Therefore, Bfast may meet Singapore consumers requirements.
Furthermore, nowadays, more and more Singaporeans are taking health into
consideration when choosing food to eat. However, there are many reports showing that
most of the instant noodles contain the quantity of fat and sodium beyond the restriction
recently, which increases the risk of having disease such as heart disease and cancer. Also,
some experts point out eating non-fried instant noodles is healthier than eating fried
instant noodles. Bfast is non-fried instant soup. Accordingly, it is an opportunity for
Bfast to enter the Singapore instant food market.
For those above reasons, Singapore is believed to be a potential market for our
product.
Especially, Singapore has a large current account surplus, balanced fiscal budget,
high savings rates and zero foreign dept. This fact will help the business to restrict
potential economic risks and exchange rate risks.
As a result of trade liberalization policy, over the past decade, Singapores trade
rose significantly from S$516 billion in 2003 to S$985 billion in 2012 in nominal terms,
achieving a compound average growth rate (CAGR) of 7.4%. Export import goods and
services in Singapore are free, except motorcycles, alcohol, gasoline and cigarettes are
taxed heavily. It is an important advantage for foreign exporting companies.
Finally, out company will get big opportunities due to Singapore's macroeconomic
stability, excellent telecommunications and infrastructure, an educated workforce.
1.2. The political legal environment
The country has a parliamentary democracy and the Prime Minister is Lee Hsien
Loong. He is the leader of Peoples Action Party (PAP) the peoples party has won every
general election since 1959. There is also a President in Singapore who is taking care of
appointing the Prime Minister of Singapore. At present the President in Singapore is Tony
Tan Keng Yam.
In Singapore, a legal system is written under the English common law. The
Constitution of Singapore gives the fundamental principles for the three main organs
which are The Executive, the Legislative and the Judiciary.
According to the research made by one Singaporean consulting company, the
government in Singapore affects the business environment in a positive way. The
government decides priorities and sets regulations using a rational, pro-business
approach. Moreover, the government helps Singapore to become one of the most
industrialized nations in the world. As a result, the country has the best political stability
in Asia. Furthermore, according to the research made by World Bank, the country has
the easiest conditions of doing business.
One more reason to name the government system of Singapore as an
advantage for companies is the corruption level. According to the results received by
Transparency International organization, Singapore is on the fifth place on the list of
the least corrupted countries in the world. Moreover, Singapore has a good consumer
protection policy and a tight commodity standard system.
1.3. The social cultural environment
Singapore is a multi-cultural country. There are three main culture groups in
Singapore: the Chinese (76,4%), the Malays (14,9%), the Indians (6,4%). The main
religions in Singapore are Buddhism, Islam, Christianity, Hinduism and Taoism. Singapore
has four national languages: Mandarin, Malay, Tamil and English. For business and
politics, English is the language of choice.
Singaporeans have both a perception of monochronic time and punctuality is a
Singaporean's virtue. Thus, it decides the consumer culture of Singaporeans. In a research
of Swee and Chin (1985), Singaporeans are said to be increasingly "westernized" and tend
to be interested in the quickness and the convenience. This trend was confirmed in Cold
Storages report about the increasing demand for convenience products that supermarkets
imports to adapt the changing needs about tastes and lifestyles of Singaporeans. Research
also has found that the concept of a non-cash society is very popular in Singapore and
today, Singaporean consumers are better educated. Therefore, they have higher purchasing
power and are more sophisticated in their choices. Besides, the research also showed that
the increasing number of women participates in the labor force; its impact on convenience
foods is inevitable. Since the women do not have time to prepare meals for their family.
On the other hand, as Asian countries, Singapore and Vietnam have similar food
culture, so Bfast is likely to satisfy Singaporeans taste.
2. Singapores instant noodles market
2.1. Singapore Instant Noodles Market Potential
In Singapore, eating is often described as a national pastime and food, a national
obsession. With the highest per capita GDP in the world (in 2013 according to the IMF),
Singapores per capita food consumption level is the highest in the region (approximately
S$1,349 as forecasted for 2013 by Business Monitor International). Singapore imported
over S$10 billion (approximately A$8.5 billion) worth of food. Singapore is considered
the most developed food retail market in Southeast Asia.
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2008. Not only all its products certified HALAL, Myojo brand was also Tasty Singapore
Ambassador from 2007/2008.
2.3.2. Nestl Singapore (Pte) Ltd
Nestl Singapore (Pte) Ltd. is a wholly owned subsidiary of Nestl SA.
Headquartered in Vevey, Switzerland, it aims to be the leading Nutrition, Health &
Wellness company. Starting its operation in Singapore, Nestle has been present in
Singapore, Nestl has earned the trust of Singaporeans for being a food manufacturer with
the highest safety and quality standards.
Nestl brands are household names in Singapore. These include Milo, Nescaf,
Maggi, Kitkat, Purina, Friskies and dozens of other market leaders in their product lists.
The MAGGI Brand of instans noodless also famous and in the must-choice list of
customers when they think about convience noodles.
2.3.3. Nongshim Co. Ltd
Nongshim is a food company that produces instant noodles and snacks. It has led
the Korean food industry since its establishment in September 18, 1965. Its vision is to
become a global food company that pursues customers' health and happiness under the
slogan of the "Do Dream World Best".
In Singapore, Nongshims products include: Bowl Noodle (hot-tasting), Big Bow
Noodle (shrimp-flavored), Shin Cup Noodle and Saeng Saeng Bowl Udon; Snacks (e.g.
shrimp crackers, onion rings, sweet potato snack, honey twist snack, potato chips, etc.)
have been also a great success.
2.3.4. Tat Hui Foods Pte. Ltd
Home-grown Tat Hui Food Pte Ltd was founded by Mr.Lim Hi Lay in 1985. It
started out as a trader of Asian foods, which includes the sale of noodles and birds nest
product, before making heavy investments in instants noodles manufacturing and
production. Tat Hui Foods Pte. Ltd. in the present day is well-known for offering a
healthier choice in the instant noodles category with its star brand Koka.
Koka is definitely one of the few recognizable brands of instant noodles in the
Singapore market. Known for their signature red packaging alongside a large variety of
favorite local flavours such as laksa and satay, brand recognition and recall seems to
run high. Koka has no trans-fat, preservatives, artificial colouring, and added MSG
(replaced by natural spices and herbs, how lovely for the arteries!). In addition, being nonfried, the noodles also have a lower fat content of less than 1% as compared to the industry
average of 20%. In 1995, Koka was the first instant noodle brand to be awarded the Health
Promotion Boards Healthier Choice label.
2.4. Price of Instant Noodles in Singapore
Regular instant noodles in Singapore can be priced as low as $1.80 for a pack of
five because instant noodles are considered as convenience food with a low price for mass
consumers. Sometimes there are products targeting at premium market segment, like
Laksa LaMian, part of Prima's Easy Gourmet Indulgence range, costs $10.95 for a pack of
four. This product is also rated No.1 on the top ten instants noodles of all time 2013 by
The Ramen Rater.
Total assets from 2012 to 2013 has rapidly grown to 51.74%. Net profit from
operations in 2013 reached VND 3,769,006 million, an increase of 14.51% compared to
2012. Achieved record sales in 2013. Net sales for the period 2012-2013 increased by
14.94% market share of key commodities increased significantly. Equity has increased 28
times in 7 years, primarily from the accumulation of retained earnings and reached 16.000
billion at the end of 2013. The company continues to have strong cash accumulation by
2013. This funding source allows the company to invest in production infrastructure and
invest in new field.
2. Weakness
Quality of management and staff
Human resources is usually change. The state of the brain drain is always a
problem. There is a shortage of qualified staff, especially senior staff.
Production capacity and flexibility
Apart from sauce, most ingredients are imported so dependent on fluctuations in
exchange rates, this is very risky. Furthermore, the materials are imported indirectly,
through distributors so its is too risky to find suitable materials as well as the risk in the
contract.
Masan did not create a brand mark on the foreign market (Singapore) so it is
difficult to have the trust of consumers on their food and the company's distribution
channels are limited and directly access ability to distributors and importers is
limited.Product design has not varied
Financial capacity
Masan Consumer has many long-term loans and mostly floating rate. Thus the business
results of the company has more interest rate risk. aBe difficult to raise capital with high
cost.
3. Opportunities
Market
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Market size: Singapore is one of the largest food markets in the world, therein instant
noodles market is expanding in both size and form. Market trends: instant noodles market
has the potential to develop into a strong trend for the convenience and reasonable prices.
Customer profile: The main customers are the youth, who favored the lightweighting,
convenience and does not require too strict. Accessibility: access to the market are rated
relatively high, because Vietnam gradually has a foothold and a certain prestige in the
Singapore, is also because the free trade policies of the Singapore government.
With those mentioned above, Singapore is the potential market to develop product
lines instant soup Bfast.
Government support
Singapore government carries out trade policy towards the outside, protecting their
commercial interests by building an free environment of international trade. This makes
the products imported into Singapore market is easier, if the products pass the standards of
quality and safety, they will be allowed to penetrate the local market. Vietnam government
has policies to support exports, especially food processing industry.
Channels of distribution
official distribution channels and accounts for a large proportion is the supermarkets, there
are two major supermarket chains: Dairy Farm International Holdings (Cold Storage,
Giant Hypermarket, Market Place) and NTUC FairPrice Supermarkets. Besides, products
is also sold in modern mini marts, convenience shops, traditional provision stores.
With a diversified and widespread distribution channels, it will be an advantage for
product to approach consumers in all segments, from high-income earners to those
with average income or students.
Products
Local products: There are various brands of products on the market, however, may realize
that most of these products are instant noodles, so Bfast instant soup - will be less
competed. Quality level: quality of products instant soup Bfast is proven during
consumption and production in Vietnam, confirmed 100% real chicken and mushroom,
provide adequate nutrients for the Family Breakfast. Changing needs: people's needs
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change, they may prefer to choose a handy and cheap product than go out for dinner at
expensive restaurants. Environmental: it is environmentally friendly product and has
production process comply with the regulations on environmental protection. Health &
safety: Products are guaranteed for quality and food safety, the product is made from pure
materials, through processing industry: pre-processing, processing and packing, sterilized
in accordance with standards. Social regulations: consistent with Asians culture and
standards.
Bfast with good quality and timely to fulfill consumerss requirements, will have high
potential growth.
Price
Import tariffs: Vietnam is member of ASEAN so export and import operations should be
easier. Price-structure: fixed price structure, products selling in Singapore will only has
different price from the domestic market due to tax and transportation tariffs. Profitability:
if the product successfully entry into the market, it will bring huge profits for Masan.
price is often the advantage of Vietnam's exports products because domestic
production costs is low and competitive.
External factor
Freight rates: with the development of transportation, shipping cost to Singapore is not
high, two countries are located in Southeast Asia and geographical distance is not far.
4. Threats
Market
Local and international competitors: as mentioned at point 2.3 instant noodles market in
Singapore is highly competitive, with many direct competitors have a long history of
growth: Nissin Foods (Asia) Pte. Ltd; Nestl Singapore (Pte) Ltd; Nong Shim Co. Ltd; Tat
Hui Foods Pte Ltd And Koka; and Vina Acecook, Vifon ( Vietnamese food manufactures)
Strong competition is considered to be the biggest disadvantage that Masan faced with
when penetrating instant food market in Singapore.
Products: Brand-consciousness: similar in terms of reliability, because the brand Masan
still pretty new to Singapore's consumer so brand recognition is not high, while the
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competitor has built a strong brand. Hence, we need extensive advertising campaign to hit
the market and raise the brand. Dependability and reliability: because Bfast is a new
product on the market, it is not possible to avoid fastidious consumers will doubt about the
reliability of the product, this should be demonstrated over time and the long-term use of
the product as well as the reputation of Masan.
Because the product is new, Bfast need time to gain the trust of consumers and
partners.
Distribution: Partnership: for new market penetration so Masan have no partner in
product distribution, this will be the initial disadvantage.
External factor: Tension: high pressure from competitors as well as from the inside
company, it can be said, if this campaign is successful, it will pave the way for Masan
penetrate deeper into the Singapore market, if not, might the other products of Masan will
face to a lot of difficulties in case wanting to approach this market. Space availability:
because the market had too many giants so the available space is not much.
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slogan, label information, nutrition information of Bfast like the Law above. The goal for
product is easy to identify, easy to read, easy to understand and easy to remember.
In conclusions, Product Strategy includes four main points for Bfast:
+ Not change the taste.
+ Increase net weight of soup rice, real chicken and mushrooms. Besides that, add some
extra attributes (small hand-list attached)
+ Comply with the regulations for quality of food products in Singapore well (quality,
packaging, slogan). Bfast surely has a clearly label written by English. On the package, it
will show the net weight, the name Bfast, the origin Masan Consumer and some
necessary parts for a product such as ingredients, packing form, expiry date... Images of
our product will describe the nature as well as the origin of Bfast exactly and are
completely suitable with the criterion of Singapore.
+ Slogan: A healthy breakfast with fresh ingredients
2. Pricing strategy
3. Distribution strategy
Overall of Singapores retail infrastructure and distribution system
Singapore today has evolved to become a mature retail market where rents are
stable and the infrastructure attracts many foreign players. The Urban Renewal Authority
(URA), a government statutory board, has been instrumental in the development of retail
and it looked into the development of planned shopping centers and mixed-use
developments in the central areas of the city. The development of the Mass Rapid
Transport System further enabled the development of retail in the country.
Retail distribution system in Singapore is the mix of concentration and
fragmentation. Two largest retailers are Dairy Farm and NTUC Fair-price supermarkets.
The former targets principally at the middle and higher income groups while the latter
caters to the mass-market group. Besides, Cold Storage Singapore, Robinson Group and
Takashimaya Singapore are the other key retailers in the country. A well-developed retail
infrastructure has played a key role in the retail development of the country.
What is more, as a developed country with a fast-moving industry, Singaporeans
nearly have no time for cooking so they tend to buy foods in the supermarkets or big
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stores with a view to ensuring about the products origins and quality. It is estimated that
about 60% of the food retail sales of just over US$4.8 billion come from supermarkets,
hyper marts and modern mini marts, while the rest are sold in convenience shops,
traditional provision stores (mom and pop stores), petrol stations and wet market stalls.
About Singapores import regulations, processed products, after being imported,
will be stored in food warehouse to be rechecked and ensured that those products come up
to the quality and safety criteria. This is a compulsory step all of imported goods have to
get through. After that, those products will be distributed to wholesalers or retailers.
Details of Distribution strategy
Objective: find ways how to penetrate and bring our product to supermarkets, mini
marts and convenience stores so as to make the best advantage of its customer quantity.
However, as a new comer to foreign market like Singapore, Singaporeans have no
precedent information as well as familiarity with our product so we should rely on import
agents whose long relationships with wholesalers or retailers to help us about negotiation.
Because the retail infrastructure is well developed and distribution system is a mix
of concentration and fragmentation, our strategy is to deliver our product in two main
ways. One is to contact wholesalers and retailers, particularly NTUC Fairprice
supermarket to introduce and persuade them to import our products. NTUC Fairprice
supermarket is the mass market group so it is easy for it to accept our request. Although
BFast is high-quality product but as a new comer, there is no much trust in our brands so
we have to enter a multi-classed supermarket like NTUC Fairprice first. The NTUC
Fairprice supermarket chain has 97 Fairprice supermarkets, 16 Fairprice Finest stores and
6 Fairprice Xtra. It also has 120 Cheers Convenience Stores and 20 Fairprice
Convenience Stores. The Fairprice chain is the most extensive in terms of consumer reach,
geographically and across all income segments. Stores are located in almost every large
residential population concentration. Its various customers will be our potential customers.
Two is learning from what leading firms has done in their distribution strategy, we can
distribute our product intensively through other different ways like minimarts,
convenience stores, grocery shops, etc. especially in the areas where middle and high
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income customers live densely. In other words, customers can buy BFast in everywhere
and every time. This increases the sales volume because of the convenient distribution
points.
4. Promotion strategy
Objective: The most essential goal we must gain in promotion strategy is that establishing
a new positive image of our convenience food product - Bfast and bringing it nearer to
customers. Many people may have negative attitude towards instant food because of the
recent bad news. We should prove that ours product conform to the Singapore food safety
standard so as to create their trust in our products quality.
Pull strategy
Our company focuses on food industry and our product is a daily used product,
customers can use it without complex guide so this creates cost advantages for us.
Moreover, Singapore has an advanced advertising media industry. There are a large
number of media available, such as print media (newspaper and magazine), broadcasting
media (TV and radio) and the Internet. Those create favorable conditions to promote our
product to customers fast and efficiently. Therefore, we should implement pull strategy.
We recommend trial products campaign and sell Bfast at lower price in the
beginning to aim at a large segment of the market. As a new product introduced to
Singapore market, we can set a booth for customers to try out it in the supermarkets or
some other community events, for example, Singapore Food Expo. Singapore Food Expo
has been attested as one of the largest scale food events in Singapore. Moreover, in the
beginning period, Bfast will be sold at $1.2 to attract and gain popularity in customers.
Advertising strategy
Regarded to Singapore market, Vietnam and Singapore are both Eastern countries
so there is not much differences in culture between two countries; however, language
barrier is one factor requiring us to change our current promotion strategy in Vietnam.
Therefore, we recommend carrying out Dealing with countries differences promotion
strategy to harmonize with Singapore culture as well as Singaporean buying behavior.
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- TV advertisement: with the theme A healthy breakfast with fresh ingredients, the TV
ads clip focuses on making Bfast more attractive and emphasizing the value of nutrition it
brings to consumers. Entering Singapore market, to convey exactly the content of it to
audience and reduce noise levels, our TV ads clip has harmonized to Singaporean culture.
Famous Singaporean actors and actress will appear in the TV ads. This will help create
more intimacy, trust and attention from Singaporean customers.
- Internet marketing: our website http://www.masanconsumer.com/ should be taken into
consideration. It should be written into 3 languages: Vietnamese, English and Mandarin
Chinese to enable customers and business partners find it easy when visiting it.
- Other means: newspaper, online newspaper, panels and billboards at public places such
as bus, gas stations, etc.
5. Strategy implementation
In this strategy to entering Singapore market, we plan to implement it in 3 stages:
Stage 1: Market research
-
Objective: to get information about customer demand and customer taste together
$67,500
$15,000 (refer to Euromonitor International
a market research company
$22,500
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Total cost
$165,000
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APPENDIX
Graph 1: GDP Growth of Singapore 2003 2013
Source: Worldbank
7.5
8.9
9.1
6.1
4.4
1.8
2.5
-0.6
industry
27%
73%
services
3.9
Packaging.
Labeling requirements.
Quantity, by weight.
REFERENCES
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