Im Plan Final

8/2/2019 Im Plan Final

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Executive Summary

Many Filipinos are going abroad for different purposes. They face cultural shock for theirnew environment. But we know that they are very attached with their culture, thisincludes the food they eat.

Singapore is one of the 'Four Asian Tigers' which has emerged as a rapidly growingsound economy in South-east Asia. The World Bank rated Singapore as the third bestcountry for doing business and trade. Singapore has a tropical rainforest climate with nodistinctive seasons, uniform temperature and pressure, high humidity, and abundantrainfall. All modes of transportation are also available. As we can see its strategiclocation and free trade policy, Singapore has achieved rapid growth in trade over the pastseveral decades. The price and the quality of products and goods have also contributed tothe expansion of trade in Singapore. The country enjoys one of the most open economiesfor foreign direct investment (FDI) and international trade. Economic flexibility, politicalstability and international competitiveness ensure GDP growth, which in turn leads tohigher standards of living.

Singapore actively follows a free trade policy and is focused on signing free tradeagreements. It is also part of several organizations and programs, such as the WTO,ASEAN Common Effective Preferential Tariff (CEPT) program and Asian PacificEconomic Cooperation (APEC). Some of the important free trade agreements are:Singapore is a party to the World Trade Organization (WTO), formerly known as theGeneral Agreement on Tariffs and Trade (GATT).

Since Filipino population are growing in Singaporean community. We came up with theidea to put up a PINOY AKO Filipino restaurant that will offer Filipino cuisine. It isshowcase of Philippine culture in which rattan and basketry are offered.

Raw material such as vegetable and spices are coming from Singaporean market since itis perishable and consumable. Cargo ship will take a very long time to travel for theperishable good.

In terms of advertising we will be using print media. Also partnership with Philippineembassy is one way.

In terms of shipment, online trading is available for a convenient approval of tradingrequirements such Bill of lading, commercial invoice and import licensees.

Importation of goods in Singapore is very open except for some goods .Yet by thisrestriction we can provide services for Filipinos far from us. International marketing isnot only reaching target market for them to be satisfy its about giving them a home awayfrom home.
http://www.focussingapore.com/information-singapore/singapore-economy.htmlhttp://en.wikipedia.org/wiki/Equatorial_climatehttp://en.wikipedia.org/wiki/Equatorial_climatehttp://www.focussingapore.com/information-singapore/singapore-economy.html


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I. INTRODUCTION

Most Filipinos are migrating for some reasons such as earning profit for family,

doing business, and for them to have a greener pastures. In Singapore Filipinos are

cohesive and well organized. Records showed that as of May 2007, there were 87

Filipino organizations in Singapore, 19 socio-cultural, three professional, four alumni,

and 58 religious groups, which are considered vital in maintaining the camaraderie and

the unity of the Filipino community. The Philippine embassy estimated the Filipino

population in Singapore to be 130, 260, majority of them domestic workers, estimated tobe about 88,000. Of the 35,000 professionals there, 15,000 are Employment/Singapore

(E/S) pass holders and the rest are permanent residents, some of whom married to

Singaporeans or other nationals.

By these population of Filipinos, a great opportunity for PINOY AKO to put a

business at the same time to create a rapport and long term relationship with kababayan .

Filipino cuisines, Philippine portrait and entertainment will be the best offering of the

restaurant.

International marketing is not just adaptation its about providi ng the product and service

like home away from home.


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II. CULTURAL ANALYSIS

Geographical Setting

Singapore is one of the 'Four Asian Tigers' which has emerged as a rapidly

growing sound economy in South-east Asia. The World Bank rated Singapore as the third

best country for doing business and trade. The Republic of Singapore situated at the

southernmost tip of the Peninsular Malaysia lies to the north of the equator. The entire

territory of Singapore consists of the island of Singapore and sixty-four islets of which

people inhabit some of the islands. Singapore Strait separates Singapore from Indonesia

and Straits of Johor separates it from Malaysia. The diamond-shaped island is blessed

with a vast coastline of 193 kilometers. 50% of the land comprises of the urban areas

while 40% of it is covered with parklands, reservoirs, plantations and open military areas.

The main city area of Singapore is located along the shores of the Singapore

River and the entire nation is filled with high-density areas. Singapore covers an area of

699 square kilometers and is considered to be one of the most beautiful nations of the

world.

Singapore, located to the north of equator, has a tropical type of climate.

Singapore is the perfect destination for you if you wish to enjoy the sun and heat. If

sunbathing, swimming, or sailing gives you a picture of a perfect vacation, then there

would be no better match for you than this southeast nation. Under the Kppen climateclassification system, Singapore has a tropical rainforest climate with no distinctive

seasons, uniform temperature and pressure, high humidity, and abundant rainfall.

Temperatures range from 22 to 34 C (71.6 to 93.2 F). On average, the relative
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humidity is around 90% in the morning and 60% in the afternoon. During prolonged

heavy rain, relative humidity often reaches 100%. The lowest and highest temperatures

recorded in its maritime history are 19.4 C (66.9 F) and 36.0 C (96.8 F).

May and June are the hottest months, while November and December make up

the wetter monsoon season. From August to October, there is often haze, sometimes

severe enough to prompt public health warnings, due to bush fires in

neighboring Indonesia. Singapore does not observe daylight saving time or a summer

time zone change. The length of the day is nearly constant year round due to the country's

position near the equator.

About 23% of Singapore's land area consists of forest and nature reserves.

The main features of the climate of Singapore are uniform temperature and

pressure, high humidity and abundant rainfall. The geographical location and influence of

the sea exert a great impact on the weather conditions of Singapore. The eastern part of

Singapore falls under the rain shadow region and thus, receives less rainfall than the

western side.

Singapore has a multi-racial society. English, Malay, Mandarin and Tamil are the

four officiallanguages of Singapore. Malay is considered to be the national language of

the nation while people generally pay a special adherence to English for business and

working purposes. It bridges the gap between the people of different ethnic groups

residing in Singapore.
http://en.wikipedia.org/wiki/Relative_humidityhttp://en.wikipedia.org/wiki/Relative_humidityhttp://en.wikipedia.org/wiki/Relative_humidityhttp://en.wikipedia.org/wiki/Relative_humidityhttp://en.wikipedia.org/wiki/Celsiushttp://en.wikipedia.org/wiki/Fahrenheithttp://en.wikipedia.org/wiki/Monsoonhttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Monsoonhttp://en.wikipedia.org/wiki/Fahrenheithttp://en.wikipedia.org/wiki/Celsiushttp://en.wikipedia.org/wiki/Relative_humidity


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Promotion of the global language is pursued by the government that it may help in

the development of Singapore and its integration in the Global economy. Singlish is a

popular local language and is a dialect of English.

Malay is one of the four official languages of Singapore. The country's national

anthem is sung in Malay. However, English is the language of business and

administration and is widely spoken and understood. Most Singaporeans are bilingual and

speak both their mother tongue as well as English fluently.

Population and Demographics * Filipinos

Since Filipinos are the primary target market of the PINOY AKO restaurant, the

number of Filipino population in Singapore is gathered.

The Philippine embassy estimated the Filipino population in Singapore to be 130,

260, majority of them domestic workers, estimated to be about 88,000. Of the 35,000

professionals there, 15,000 are Employment/Singapore (E/S) pass holders and the rest are

permanent residents, some of whom married to Singaporeans or other nationals.

They work in diverse areas mostly in the services sector, like banking, information

technology, air transport and health services as well as manufacturing, construction and

engineering industries.

The Philippine embassy, likewise, noted that Filipinos in Singapore are cohesive and

well organized. Records showed that as of May 2007, there were 87 Filipino

organizations in Singapore, 19 socio-cultural, three professional, four alumni, and 58


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religious groups, which are considered vital in maintaining the camaraderie and the unity

of the Filipino community.

The population of Singapore has the sixth-highest percentage of foreigners

globally. Approximately 42% of the population in Singapore is foreigners and foreigners

make up 50% of the service sector this means that one out of every two to three people in

Singapore is not Singaporean. If one were to include foreign born first generation

citizens, almost one out of every two person in Singapore would not be locally born.

The largest group of foreigners in Singapore is the Malaysian Chinese. They are

then followed

bythe Chinese fromChina, Indians fromIndia, Bangladeshis, Filipinos, Indonesians, Austr

alians ,Americans, Europeans etc. The country is also the second most densely populated

in the world after Monaco. According to government statistics, the population of

Singapore as of 2009 was 4.99 million, of whom 3.73 million were Singaporean

citizens and permanent residents (termed "Singapore Residents"). There were 3.2 millioncitizens in 2009. 74.2% of Singapore's residents are of Chinese descent, 13.4% are

of Malay descent , 9.2% are of Indian descent and 3.2% are of Caucasian or Eurasian

descent. Because Singapore did not use double-barreled classification until 2010, the

figures may not be entire accurate. For example, many Singaporeans of Chinese descent

are actually of mixed Malay or Indian descent but were simply classified as being of

Chinese descent. Starting from 2010, Singaporeans are allowed to identify themselves

using double-barreled classifications of Chinese-Indian, Chinese-Malay, Chinese-

Caucasian etc.
http://en.wikipedia.org/wiki/Malaysian_Chinesehttp://en.wikipedia.org/wiki/Chinesehttp://en.wikipedia.org/wiki/Indianshttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Filipinoshttp://en.wikipedia.org/wiki/Indonesianshttp://en.wikipedia.org/wiki/Australianshttp://en.wikipedia.org/wiki/Australianshttp://en.wikipedia.org/wiki/Americanshttp://en.wikipedia.org/wiki/Europeanshttp://en.wikipedia.org/wiki/Monacohttp://en.wikipedia.org/wiki/Singaporean_nationality_lawhttp://en.wikipedia.org/wiki/Singaporean_nationality_lawhttp://en.wikipedia.org/wiki/Chinese_Singaporeanhttp://en.wikipedia.org/wiki/Malays_in_Singaporehttp://en.wikipedia.org/wiki/Indians_in_Singaporehttp://en.wikipedia.org/wiki/Indians_in_Singaporehttp://en.wikipedia.org/wiki/Malays_in_Singaporehttp://en.wikipedia.org/wiki/Chinese_Singaporeanhttp://en.wikipedia.org/wiki/Singaporean_nationality_lawhttp://en.wikipedia.org/wiki/Singaporean_nationality_lawhttp://en.wikipedia.org/wiki/Monacohttp://en.wikipedia.org/wiki/Europeanshttp://en.wikipedia.org/wiki/Americanshttp://en.wikipedia.org/wiki/Australianshttp://en.wikipedia.org/wiki/Australianshttp://en.wikipedia.org/wiki/Indonesianshttp://en.wikipedia.org/wiki/Filipinoshttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Indianshttp://en.wikipedia.org/wiki/Chinesehttp://en.wikipedia.org/wiki/Malaysian_Chinese


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In 2010, the total fertility rate was 1.1 children per woman, the 3rd lowest in the

world and well below the 2.1 needed to replace the population. To overcome this

problem, the government is encouraging foreigners to immigrate to Singapore. These

large numbers of immigrants have kept Singapore's population from declining.

Economic Statistics and Descriptions

Economic Indicators Latest Figures

GDP at Current Market Prices S$ 61,204.4 million

CPI 110.4 (July 2009)

Total Trade @ Current Prices S$ 66,436.8 million (July 2009)

Industrial Production Index 104.9 (July 2009)

Retail Sales Index at Current Prices 106.3 (June 2009)

Employment 2.93 million (June 2009)

Unemployment Rate (SA) 3.3% (June 2009)

Total Exports @ Current Prices S$ 35,076.6 million (July 2009)

Total Imports @ Current Prices S$ 31,360.2 million (July 2009)

In terms of transportation in Singapore, trolleys and Trishaws for moving inside

the city are available. The Singapore government is very strict in terms of road

regulations and policy. Traveling in Singapore is a comfortable and hassle-free affair. All

the places can be covered by the available modes of transportations.


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Apart from bus, rail and water way transport facilities, most of the places in the

city can be visited and enjoyed by walking. The Singapore government has a very

efficient in the transportation system.

Various available transport facilities in Singapore include;

Airport Shuttle Service Private Car Services

Bus Services Mass Rapid Transit (MRT)

Tram Services Private Taxi Services

SMRT Shuttle Service Harbor & River Cruises

Trishaw Tours Walking Tours

Singapore is a major international transportation hub in Asia, positioned on many

sea and air trade routes. The Port of Singapore, managed by port operators PSA

International and Jurong Port, was the world's second busiest port in 2005 in terms of

shipping tonnage handled, at 1.15 billion gross tons, and in terms of containerized traffic,

at 23.2 million twenty-foot equivalent units (TEUs). It is also the world's second busiest

in terms of cargo tonnage, coming behind Shanghai with 423 million tons handled. In

addition, the Por t is the worlds busiest for transshipment traffic and the world's biggest

ship refueling centre.

Singapore is an aviation hub for the Southeast Asian region and a stopover on

the Kangaroo route between Australaia and Europe. Singapore ChangiAirport has a

network of 80 airlines connecting Singapore to 200 cities in 68 countries. It has been
http://www.focussingapore.com/travel-information/local-transport-singapore/mrt-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/mrt-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/tram-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/tram-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/taxi-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/taxi-services.htmlhttp://en.wikipedia.org/wiki/Port_of_Singaporehttp://en.wikipedia.org/wiki/PSA_Internationalhttp://en.wikipedia.org/wiki/PSA_Internationalhttp://en.wikipedia.org/wiki/Gross_tonhttp://en.wikipedia.org/wiki/Twenty-foot_equivalent_unithttp://en.wikipedia.org/wiki/Transshipmenthttp://en.wikipedia.org/wiki/Southeast_Asiahttp://en.wikipedia.org/wiki/Kangaroo_routehttp://en.wikipedia.org/wiki/Australasiahttp://d/i.m%20plan/Singapore%20Changi%20Airporthttp://d/i.m%20plan/Singapore%20Changi%20Airporthttp://en.wikipedia.org/wiki/Australasiahttp://en.wikipedia.org/wiki/Kangaroo_routehttp://en.wikipedia.org/wiki/Southeast_Asiahttp://en.wikipedia.org/wiki/Transshipmenthttp://en.wikipedia.org/wiki/Twenty-foot_equivalent_unithttp://en.wikipedia.org/wiki/Gross_tonhttp://en.wikipedia.org/wiki/PSA_Internationalhttp://en.wikipedia.org/wiki/PSA_Internationalhttp://en.wikipedia.org/wiki/Port_of_Singaporehttp://www.focussingapore.com/travel-information/local-transport-singapore/taxi-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/tram-services.htmlhttp://www.focussingapore.com/travel-information/local-transport-singapore/mrt-services.html


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rated as one of the best international airports by international travel magazines, including

being rated as the world's best airport for the first time in 2006 by Skytrax.

The airport currently has three passenger terminals. There is also a budget

terminal, which serves budget carriers Tiger Airways, Cebu Pacific and Firefly, a

subsidiary of Malaysia Airlines. The national carrier is Singapore Airlines (SIA), the

most awarded airline in the world. Singapore Changi Airport was privatised in the year

2009 and is now wholly owned by Changi Airport Group.

The domestic transport infrastructure has a well-connected island-wide road

transport system which includes a network of expressways. The public road system is

served by the nation's bus service and a number of licensed taxi-operating companies.

The public bus transport has been the subject of criticism by Singaporeans, the majority

of whom are dependent on it for their daily commuting.

Given its strategic location and free trade policy, Singapore has achieved rapid

growth in trade over the past several decades. The price and the quality of products and

goods have also contributed to the expansion of trade in Singapore. The country enjoys

one of the most open economies for foreign direct investment (FDI) and international

trade. Economic flexibility, political stability and international competitiveness ensure

GDP growth, which in turn leads to higher standards of living.

Singapore Trade: Free Trade Agreements

Singapore actively follows a free trade policy and is focused on signing free trade

agreements. It is also part of several organizations and programs, such as the WTO,
http://en.wikipedia.org/wiki/Tiger_Airwayshttp://en.wikipedia.org/wiki/Cebu_Pacifichttp://en.wikipedia.org/wiki/Singapore_Airlineshttp://en.wikipedia.org/wiki/Singapore_Changi_Airporthttp://en.wikipedia.org/wiki/Road_transport_in_Singaporehttp://en.wikipedia.org/wiki/Road_transport_in_Singaporehttp://en.wikipedia.org/wiki/Expressways_of_Singaporehttp://en.wikipedia.org/wiki/Bus_transport_in_Singaporehttp://en.wikipedia.org/wiki/Bus_transport_in_Singaporehttp://en.wikipedia.org/wiki/Expressways_of_Singaporehttp://en.wikipedia.org/wiki/Road_transport_in_Singaporehttp://en.wikipedia.org/wiki/Road_transport_in_Singaporehttp://en.wikipedia.org/wiki/Singapore_Changi_Airporthttp://en.wikipedia.org/wiki/Singapore_Airlineshttp://en.wikipedia.org/wiki/Cebu_Pacifichttp://en.wikipedia.org/wiki/Tiger_Airways


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ASEAN Common Effective Preferential Tariff (CEPT) program and Asian Pacific

Economic Cooperation (APEC). Some of the important free trade agreements

are:Singapore is a party to the World Trade Organization (WTO), formerly known as the

General Agreement on Tariffs and Trade (GATT).

Since January 1993, Singapore has participated in the ASEAN Common Effective

Preferential Tariff (CEPT) program for the ASEAN Free Trade Area (AFTA). The

program involves the application of preferential tariffs to goods of ASEAN origin as

defined under the Rules of Origin for CEPT.

Singapore is a member of Asian Pacific Economic Cooperation (APEC).

Singapore is also a signatory of the Montreal Protocol dealing with ozone

depletion controls initiative.

CITES, the Convention on International Trade in Endangered Species of wild

fauna and flora provides for the seizure of shipments prohibited under this agreement and

the assessment of fines.

India-Singapore Comprehensive Economic Cooperation Agreement

Korea-Singapore Free Trade Agreement (KSFTA)

Trans-Pacific Strategic Economic Partnership Agreement (with Brunei Darussalam,

the Republic of Chile and New Zealand)

Agreement between the Government of the Hashemite Kingdom of Jordan and the

Government of the Republic of Singapore on the Establishment of a Free Trade Area

Singapore-Australia Free Trade Agreement


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Agreement between the EFTA States and Singapore

United States-Singapore Free Trade Agreement

Agreement between New Zealand and Singapore on a Closer Economic Partnership

(ANZSCEP)

Singapore is an exporter of:

Electronic goods, particularly IT-related products.

Worlds leading manufacturer of computer disk drives. The countrys top export

partners are the US, Indonesia, Hong Kong and China.

Machinery and equipment (including electronics)

Consumer goods

Chemicals

Mineral fuels

Subject for licensing:

Export of granite, rubber, chlorofluorocarbons and timber are subject to licensing.

Singapore is an importer of:

Electronic raw materials and minerals. Singapore imports from Malaysia, the US,

Indonesia, China and Japan.

Aircraft


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Crude oil and petroleum products

Electronic components

Motor vehicles

Iron/steel

Textile yarns/fabrics

Radio and television receivers/parts

Singapore does not levy tariff on more than 98% commodities.

Custom duty is levied on the import of:

Petroleum products, motor vehicles, liquor and tobacco.

Singapore Economy Recent Trends

Singapore has an improvement in global demand for manufactured goods. Its

manufacturing economy has expanded in August 2009 for the fourth consecutive month

indicating that the country is slowly recovering from the global economic meltdown that

has severely affected several countries across the world. According to Singapore Institute

of Purchasing & Materials Management, this growth is due to an increase in the number

of new orders, production output, finished goods stock, employment and imports. Like

the manufacturing sector, the electronics sector has also expanded in August.

The economy of Singapore declined about 3.5% in the second quarter of 2009

after witnessing a decline of about 9.5% in the first quarter. Sectors like information and

communications and business services have witnessed positive growth during the second


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quarter. On the other hand, the services producing industries witnessed a decline of about

4.8% in the second quarter of 2009, after a decline of about 5.1% during the first quarter.

Singapore Trade Development

Services that are offered, the price of the products/goods and the quality of the

goods/products are the key factors that are taken into account and by these three factors,

Singapore able to maintain a strong trade rapport with other countries and also helped it

to boom.

It could be said that at Singapore, in areas such as broadcasting, legal services,

banking services, financial services, residential property, news and media, the nation of

Singapore had to and still has to overcome certain obstructions. The sectors, such as

telecommunications, legal services and financial services are in the process of

liberalization.

Singapore is the first nation/city/country that has introduced a new system

connected to the administration of trade that provides the scope for the submission of the

declarations that are to be processed as well as accepted in a single application.

If you intend to opt for trading at this nation, then you are required to know that

the Singapore customs inflicts grievous penalties on those traders, who make the best

efforts to avoid the duty.


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Singapore offers a free and fair trade policy to the world. Other than a Goods &

Services Tax (GST) currently 7%, effective July 1, 2007, for imports of goods, very few

goods are dutiable or under control. To facilitate trade, the International Enterprise

Singapore (IES) has created simplified import and export procedures under which most

customs clearance is done electronically. Trade documents are speedily processed

through TradeNet - an electronic data interchange (EDI) system as a result most

shipments when processed electronically, are released within 1-2 hours. Those shipments

that require manual clearance can usually be processed via TradeNet usually within 4

hours.

There are two types of entry processes used in Singapore:

Formal (dutiable) required only when those articles that are controlled commodities and

require issuance of a permit or license as a condition of entry. The dutiable products are

liquor, tobacco, petroleum products and motor vehicles. Singapore has substantial

domestic taxes and fees on motor vehicles. In addition to the normal duties and excise

duties, these charges include a certificate of entitlement, registration fee and a road tax.

Informal (non-dutiable or duty free) entry. The type of entry that applies is determined

by the commodity, value of the merchandise does not affect the type of entry that is to

be used for the shipment. Informal (non-dutiable or duty free) entry is the most

common type of entry used for customs clearance.

By the use of TradeNet they submit their permit applications electronically to

government bodies such as TDB, Customs & Excise Department and other competent


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authorities for processing and approval. If the application is approved, the permit will

be issued electronically to the applicant within the time frames noted above. Once the

shipment is approved and permit is authorized it is valid for:

One month from the date of approval for manual permits

One month from the date of approval for "IG" non-GST payment permits

14 days for "IG" GST payment permit (unless otherwise specified to the importer

within the conditions of the permit issued).

Separate applications are required for:

Non-dutiable, non-controlled goods

Non-dutiable, controlled goods (subject to one competent authority in one

application)

Dutiable and non-dutiable goods One Ocean B/L or one Master AWB (for direct consignments)

One House B/L or One House AWB (for consolidated shipments)

Different types of trade within the same consignment

Different countries of origin within the same consignment

Used personal effects and commercial goods within the same consignment

Permits Required for Imports


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For each shipment of goods, one must apply for an Import Permit through either

Trade Net, the freight forwarder or cargo agent.

For any import of controlled goods, the Import permit must be routed to the

Competent Authorities (CAs) for approval. CAs are Government agencies that

regulate controlled goods.

Under certain circumstances, you do not need to apply for an Import Permit, e.g.

importing trade samples that are worth less than S$400. A full list of these exemption

scenarios is available on Trade Net - Import/Export Procedures.

Singapore Customs is the Government Agency under the Ministry of Finance,

constituted on 1 April 2003 to regulate the customs procedure. Other than customs

regulation, it is also responsible for implementation of revenue and trade enforcement

measures, including those related to Free Trade Agreements and strategic goods.

Import of high-tech products requires one to apply for an Import Certificate andDelivery Verification (ICDV) from Singapore Customs.

Most often, the exporter in the exporting country will ask the Singapore importer for

an ICDV from Singapore.

All the relevant duties and taxes have to be paid before the goods at customs can be

cleared.

Once they have been paid, the logistics company can be asked to collect the goods

from the Free Trade Zones (FTZs) for customs clearance.


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Paperless Clearance for Containerized Cargo

The entire process of clearing the goods from customs is paperless, if they are

containerized cargo.

One does not need to produce the Import Permit or supporting documents at the time

of clearance, but one must have already obtained approval for the Import Permit.

One has to pay customs and excise duties on dutiable goods imported into Singapore.

Dutiable goods are intoxicating liquors, petroleum products, tobacco products and

motor vehicles.

Companies must make an inward declaration for all goods imported into

Singapore. Most goods can be imported freely without licenses.

The import of a few items is prohibited:

piezo-electric lighters for stoves and ranges

pocket lighters, gas fuelled, non-refillable lighters

lighters in the shape of pistols or revolvers

toy currency notes

toy coins

flick knives, switch-blades

firecrackers


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horns of rhinoceros, powder and waste of rhinoceros

worked rhinoceros horns

Health Supplements- (a) = N-Acetylcysteine, Yohimbine,

VinpocetineDehydroepiandrosterone, Deanol and Anabolic Steroidal Substance

Import licenses are required for pharmaceuticals, hazardous chemicals, films, arms

and ammunition. Companies that want to import controlled items into Singapore must

apply for licenses from the suitable government agencies.

The following items are NOT allowed to be brought into Singapore:

Liquors and cigarettes marked with the words "SINGAPORE DUTY NOT PAID" on

the labels, cartons or packets

Cigarettes with the prefix "E" printed on the packets

Chewing gum (oral dental and medicated gum accepted)

Chewing tobacco and imitation tobacco products

Cigarette lighters of pistol or revolver shape

Controlled or psychotropic substances

Endangered species of wildlife and their by-products

Firecrackers

Obscene articles, publications, video tapes/discs and software

Reproduction of copyrighted publications, video tapes, video compact discs, laser

discs, records or cassettes


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Seditious and treasonable materials

FedEx International Priority (FXIP) Prohibitions

The importation of dangerous goods as defined by IATA is currently prohibited via

FedEx International Priority services.

Gold (other than jewelry)

Mineral Products

Communistic Materials

Viagra

General Import Restrictions

The following items are not acceptable for carriage to any international

destinations unless otherwise indicated. (Additional restrictions may apply depending on

destination. Various regulatory clearances in addition to customs clearance may be

required for certain commodities, thereby extending the transit time.)

APO/FPO addresses.

C.O.D. shipments.


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Human corpses, human organs or body parts, human and animal embryos, or

cremated or disinterred human remains.

Explosives (Class 1.4 explosives are acceptable for carriage to Canada, Germany,

France, Japan, United Arab Emirates and United Kingdom. Note: United Arab

Emirates only allows Class 1.4 explosives to be shipped hold-for-pickup to the FedEx

Express facility in Dubai).

Firearms, weaponry and their parts (acceptable between the U.S. and Puerto Rico).

Perishable foodstuffs and foods and beverages requiring refrigeration or other

environmental control.

Live animals including insects, except as provided in the Live Animals section in the

FedEx Service Guide. Plants and plant material, including cut flowers (cut flowers

are acceptable from the U.S. to selected points in Canada and from Colombia,

Ecuador and the Netherlands to the U.S.).

Lottery tickets and gambling devices where prohibited by law.

Money (coins, cash, currency, paper money and negotiable instruments equivalent to

cash such as endorsed stocks, bonds and cash letters).

Pornographic and/or obscene material.

Shipments being processed under:

Duty drawbacks claims unless advance arrangements are made.

Temporary Import Bonds acceptable under the FedEx International Broker Select

option, for initial import only.

U.S. State Department licenses

Carnets


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U.S. Drug Enforcement Administration export permit.

Letters of Credit. Shipments subject to Letters of Credit are generally prohibited, with

the exception of shipments subject to Letters of Credit calling for a courier receipt,

as defined by Article 25 of UCP 600, shipped using the FedEx Expanded Service

International Air Waybill.

Certificate of Registration shipments (CF4455).

You may be able to ship these items via:

1. FedEx International Controlled ExportFedEx International Premium

2. FedEx International Express Freight (IXF) or FedEx International Airport-to-Airport

(ATA). Hazardous waste, including, but not limited to, used hypodermic needles or

syringes or other medical waste.

Shipments that may cause damage to, or delay of, equipment, personnel or other

shipments.

Shipments that require us to obtain any special licenses or permit for transportation,

importation or exportation.

Shipments or commodities whose carriage, importation or exportation is prohibited

by any law, statute or regulation.

Shipments with a declared value for customs in excess of that permitted for a specific

destination.

Dangerous goods except as permitted under the Dangerous Goods section of these

terms and conditions.


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Processed or unprocessed dead animals, including insects and pets. Taxidermy-

finished hunting trophies or completely processed (dried) specimens of whole animals

or parts of animals are acceptable for shipment into the U.S.

Packages that are wet, leaking or emit an odor of any kind.

Wildlife products that require U.S. Fish and Wildlife Service export clearance by

FedEx prior to exportation from the U.S.

In-bond shipments destined to or being withdrawn from a Foreign Trade Zone or

bonded warehouse, unless the FedEx International Broker Select option is selected for

U.S. import shipments or the FedEx International Controlled Export service option is

selected for U.S. export shipments.

Special Import Provisions

Dutiable goods are permitted to be imported for fix without fee of duty on

circumstance that they are re-exported within three months of the date of importation. If

the goods are not re-exported after the expiration of the given period, payment of all

normal duty and GST will be required. This facility provision can also be extended to

dutiable goods which are imported for trade exhibitions, fashion shows and displays and

are re-exported. This would not cover those goods that are to be consumed during the

exhibition.

Description of Religion and its Impact on Daily Life


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The Singaporean Chinese people constitute to form the largest group in

the population of Singapore. Singapore is also a multi-religious country due to the fact

that it is situated along one of the most important transportation routes of the world. The

Buddhism Christians, Muslims, Sikhism, Hinduism and Taoism are religions in the

country. By family planning policy nearly for two decades and due to this the country is

now facing a serious problem of aging population, social and religious harmony.

Description of Daily Life and Lifestyles

Singaporean cuisine is also a prime example of diversity and cultural diffusion in

Singapore. In Singapore's hawker centers, for example, traditionally Malay hawker stalls

selling halal food may serve halal versions of traditionally Tamil food. Chinese stalls may

introduce Malay ingredients, cooking techniques or entire dishes into their range of

catering. This continues to make the cuisine of Singapore significantly rich and a cultural

attraction. Singaporeans also enjoy a wide variety of seafood including crabs, clams,

squid, and oysters. One favorite dish is the stingray barbecued and served on banana leaf

and with sambal (chilli).


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III. COMPETITIVE AND ENVIRONMENTAL ANALYSIS

Describe the market(s) in which the product is to be sold

Geographic regions

The restaurant will be located at 20 Nassim Road Singapore 258395. It will be

placed near the Philippine embassy where Filipinos process most of their

transaction papers. Japan and Saudi Arabias Enbassy is also located in this region.

Many establishments also exist in this place such as hotels and other service firms.

The place is far from the competition site where in PINOY AKO will be the only

Filipino restaurant offering Filipino cuisine.

Availability of Channels and Distribution

Since PINOY AKO RESTAURANT is just starting to operate, we decided not to

have another branch inside Singapore. We do not have enough resources to have another


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outlet. We want first to establish our restaurant one at a time until we earn profit to start a

new one.

In our raw materials and spices for food, it will come from Singaporean wet

market then proceed to PINOY AKO RESTAURANT.

In terms of distribution of final product, PINOY AKO will offer free delivery in a

minimum distance only. Fee will be added for delivery that is far in the said location.

Figure 1 Philippine Embassy in Singapore

Advertising and Promotion


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The print media of Singapore include 16 newspapers in active circulation, and

several magazines. Daily newspapers are published in English, Chinese, Malayand Tamil,

with the print media being dominated by Singapore Press Holdings (SPH), the

government-linked publisher of the flagship English-language daily broadsheet, The

Straits Times. SPH publishes almost all daily newspapers, including a free bilingual

daily, My Paper which claims to be the world's first, with equal coverage in both

English and Chinese. Most of these papers have parallel online versions, including The

Straits Times, The New Paper, and the Business Times. So does Today - a free English-

language tabloid published by MediaCorp, and the only daily not published by SPH.

It is decided that the restaurant will advertise in The Straits Times, one of the

known newspaper in Singapore.

Pricing

PINOY AKO mainly offersFilipino food. Discounts on food offering and putting

add-ons are the usual pricing. This is very effective strategy when it comes in meal

offering. For example, Pinoy fiesta offering includes dishes such as large fish, rice, desert

and drinks. If customer adds another meal he will get discount. Another is if customer

orders 3 meal he will get one free meal.

Competitors

Kabayan restaurant is primary competitor of the PinoyAko restaurant in that

region. They also offer Filipino cuisines but they did not adapt some Singaporean
http://en.wikipedia.org/wiki/Mandarin_languagehttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Singapore_Press_Holdingshttp://en.wikipedia.org/wiki/The_Straits_Timeshttp://en.wikipedia.org/wiki/The_Straits_Timeshttp://en.wikipedia.org/wiki/Today_(Singapore_newspaper)http://en.wikipedia.org/wiki/Today_(Singapore_newspaper)http://en.wikipedia.org/wiki/The_Straits_Timeshttp://en.wikipedia.org/wiki/The_Straits_Timeshttp://en.wikipedia.org/wiki/Singapore_Press_Holdingshttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Mandarin_language


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cuisines. They mainly offer famous Filipino cuisines. Location is Orchard near in the

Nassim Hill where in Phillippine embassy located.

Figure 2 Location of Kabayan Restaurant


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Figure 3 Restaurants near the location: (blue boxes

IV. MARKETING PLAN

The Product

Many Filipinos are working and currently staying in Singapore. And because we

know that Filipinos have unique taste and ways of cooking foods, we came up with

PINOY AKO restaurant which will be established in Singapore. This restaurant will offer

foods that are loved by the Filipinos including sweets and delicacies.

Some of the major cuisines we will offer are the following:

Pinakbet - a native Filipino dish that composes of eggplant, tomatoes, ladyfinger with

fermented monamon. It is one of the most favorite dishes of the Filipinos. The recipe

weaves intimations of the cultural productions of the Ilokanos transaction to their

arid and less productive land.

Sisig- a famou sKapampangan term which means "to snack on something sour". It

usually refers to fruits, often unripe or half-ripe, sometimes dipped in salt and

vinegar. It also refers to a method of preparing fish and meat, especially pork, which
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is marinated in a sour liquid such as lemon juice or vinegar, then seasoned with salt,

pepper and other spices.

Adobo - the name of a popular dish and cooking process in Philippine cuisine that

involves meat or seafood marinated in a sauce of vinegar and garlic, browned in oil,

and simmered in the marinade.

Ginataan - alternatively spelled guinataan, is a Filipino term which refers to food

cooked with gata - the Filipino word for coconut milk. Literally translated,

ginataanmeans "done with coconut milk". Due to the general nature of the term, it can

refer to a number of different dishes, each called ginataan, but distinct from one

another.

Sinigang - is traditionally tamarind based. Other versions of the dish derive their

sourness from ingredients such as guava, calamansi, bilimbi, or raw mango among

others. Meat in sinigang (e.g., fish, pork, shrimp, or beef) is often stewed with

tamarinds, tomatoes, and onions

Tinola - in Tagalog or Cebuano or la uya in Ilocano is a soup-based dish served as an

appetizer or main entre in the Philippines.] Traditionally, this dish is cooked with

chicken, wedges of green papaya, and chili pepper leaves or Bird's eye chili leaves in

broth flavored with ginger, onions and fish sauce

Kare-kare - is a Philippinestew. It is made from peanut sauce with a variety of

vegetables, stewed oxtail, beef, and occasionally offal or tripe. Meat variants may

include goat meat or (rarely) chicken. It is often eaten with bagoong (shrimp paste),

sometimes spiced with chili, and sprinkled with calamansi juice. Traditionally, any
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Filipino fiesta (particularly in Pampanga region) is not complete without kare-kare. In

some Filipino-American versions of the dish, oxtail is exclusively used as the meat.

Chicken Tocino - tender chicken strips, cured and lightly fried, served with vinegar

dip.

Pinoy Pork Barbeque - marinated pork cutlets in skewer and barbequed to

perfection, served with vinegar dip.

NilasingnaSugpo - drunken prawns marinated in rhum and deep fried to perfect

crispiness, served with vinegar dip

SugposaGata - tiger prawns saut ed in ginger and lady finger chilies, simmered in

coconut milk

AdobongPusit - a variation of the famous national dish Adobo. Squid stewed in

garlic, vinegar and soya sauce

TortangTalong at Giniling - c harbroiled eggplant and saut ed ground pork, pan

fried in eggs.

SinigangnaBaka - g enerous portions of tender beef chunks and vegetables, boiled in

sour-tamarind soup

SinigangnaPangasa Miso - p ink salmon head and vegetables cooked in miso-

tamarind broth
http://en.wikipedia.org/wiki/Festivalhttp://en.wikipedia.org/wiki/Pampangahttp://en.wikipedia.org/wiki/Pampangahttp://en.wikipedia.org/wiki/Festival


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Inihaw Fiesta - a splendid treat of completely grilled mixed sea foods and marinated

grilled pork belly, served with pickled papaya and vinegar dip.

PINOY AKOs offering :

ADOBO KARE - KARE

BULALO LAING


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PINAKBET BICOL EXPRESS

ADOBONG PUSIT PORK BARBECUE

LUMPIA CUE SI LOG


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SINIGANG NA HIPON PORK RIBS

TO SI LOG TINOLA

TINAPA CRAB


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PRITONG ISDA

CASSAVA CAKE

HALO - HALO

SHRIMP


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It will offer also desserts since Filipinos are fond of sweets and delicacies. PINOY

AKO is a show house of all the best and famous products from the Philippines -

paintings, sculptural works, basketry, woodworks, and other items you will only find in

the Philippines. In the evenings, the restaurant transforms into a cosmopolitan watering

hole with Filipino live band entertainment.Occasionally, it features the best of OPM -

Original Filipino Music from visiting Filipino musicians and artists. featuring Filipino

singers and hit makers. PINOY AKO will also offer Singaporean foods since many

Filipinos are permanently based in Singapore thus they already adapted some

Singaporean food. Through this not only Filipinos are the target customer but also

Singaporeans. We come up to this idea because we want Filipino people feel that

Philippines is not too far away. Another is we want to provide bonding for all Filipinos

for them to feel the presence of Filipino community inside Singapore. PINOY AKO food

restaurant chose Hill located 0.3 Kilometers away from Philippine Embassy because

thats the place where Filipinos process their papers. It catches attentions, thus it create

greater market share for the PINOY AKO food restaurant.

BANANA SPLIT


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Marketing Objectives

Target market

Many Filipinos in Singapore surely miss the food they used to it in their home

country Philippines. As we came up with the idea of PINOY AKO that provides

Philippine cuisines obviously our target market is no other than Filipinos that are mainly

based and new entered Filipino. As we chose the location, Philippine Embassy we are

truly and clearly targeting Filipino market. Secondary market is Singaporeans who loved

Filipino Cuisines.

PINOY AKO marketing objectives:

To create awareness for the Filipino and Singaporeans those Filipino cuisines will not

satisfy only their taste but also distinguish the culture of Filipinos.

To establish a good product positioning in Asian Cuisines.

To satisfy customer needs and enable to provide what their delight needs.

To greatly survive in the market and develop a sustainable market growth.

To endure and surpass competition near the location by having competitive

advantage.

To regain investment within 5 years.


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To locate 90% of the target market and earn the market share of 75%.

Positioning strategy

Positioning and differentiation strategy is changing as a product,market and

competitors change over the Product Life Cycle.

Good positioning in customer mind has a great effect for the market to survive

especially in International Market. In order to have a place in the mind of the consumer

PINOY AKO restaurant as a:

Filipino restaurant that provides variation of product and services

Differentiated store due to adapted layout of Philippine setting.

Restaurant that will provide entertainment through Filipino music.

Provider of quality product and service.

Showcase of Philippine culture and sceneries.

Social responsible for Environmental concerns such as using bio degradable

materials.

Product strategy

Product is the key element in market offering. The product tells everything. If the

product is poor, then no repeat purchase and acquisition. If it satisfies the customer, then


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it will be successful for the business. Product will meet the needs and wants of the

customer.

Since PINOY AKO will not only provide tangible product such as Filipino

cuisines but also provide service which is intangible and inseparable that needs more

quality control, supplier credibility and adaptability.PINOY AKO will provide

differentiated product and service.The main service differentiation of PINOY AKO is

ordering ease. PINOY AKO will provide orders on time and Filipinos will not wait for a

longer time to take their orders. Filipino Restaurant will assure the quality of employees.

The restaurant will also provide special offering that will suit to the season or climate of

the country. From the information above in climate , months of May and June is the

hottest months we will provide special halo- halo for that months and for December are

mainly soup and hot dishes for that season. Also we will offer special food and programs

for every special events and season. This strategy will help to build a distinct image for

the customer because restaurant that has the specialty every season means it is ready to

give what they need and want. In terms of entertainment, PINOY AKO will provide

performance quality that will entertain Filipinos.PINOY AKO will also show products of

Filipinos such as rattan, painting and sculptures.

Promotional strategy

Promotions and advertisement is one of the lifeline businesses. A good

advertisement can merely help in providing larger earning and profit. From the given

information in Advertising and Promotion in Singapore, we were largely use posters and


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radio advertisements. We will also used partnership with Philippine embassy since we are

.03 kilometer away from it. The location will greatly help the business to attract

customer. Many Filipinos new or old immigrant in Singapore are assessing and

processing their papers in Philippine embassy.We will place advertisements on

magazines, newspaper and special directories. PINOY AKO will cater and place banners

on Filipino events which involves Philippine embassy.

PINOY AKO will place posters inside the Philippine Embassy to provide

awareness for possible customer. Also, embassy is near in Japan embassy and Saudi

Arabia, thus we can also attract from other country to visit our PINOY AKO

restaurant.The Filipino restaurant will use Advertising Specialties for loyal customers

such as customized Filipino pen, t-shirts, mug, calendar and other souvenir for loyalty

recognition and establish deeper relationship with Filipino not only as a target market but

also a partner in the business. And PINOY AKO will produce signage and stickers on

place of business, at tradeshows and conferences,bumper stickers and window stickers.


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Logo of PINOY AKOrestaurant

Distribution Strategy (Macro)

Instead of limitingfocus on immediate suppliers, distributors, and customers, the

PINOY AKO will examine the whole supply chain that links raw materials, components

and show how they moved towards the final customers.


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Paintings and furniture will be coming from Philippines through cargo ship then

to Singapore finally reach the PINOY AKO restaurant.

Since Singapore is also part of Asia, agricultural products are abundant the same

as Philippines. PINOY AKO restaurant decided to purchase raw materials from KK

Singaporean Wet Market since these goods are perishable. The management consider

cost and time in delivering the goods.


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Entering Singapore

Document Requirements

Bill of Lading/Airway Bill


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A bill of lading/ airway bill serves as the transportation authorization that allows

the exporter to designate a carrier or agent to transport goods. The bill of lading/airway

bill usually indicates the following information:

name and address of the shipper

name and address of the consignee

port of destination

description of goods

listing of freight and other charges

numbers of bills of lading in full set

date and signature of the carrier's official acknowledge receipt on board of

goods for shipment.

The information should correspond with that appearing on the invoices and

packages. Freight charges must be states separately. The airway bill replaces the bill of

lading on air cargo shipments.

Certificate of Origin

A Certificate of Origin, (COO) is sometimes requested for verification /

certification of the country of origin of certain commodities. There are many types of

certificate of origin in use, in most cases where trade preference is not being requested a


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General Certificate of Origin is used. For qualifying shipments to ASEAN countries the

Form D ASEAN Certificate of Origin should be used in order to qualify for trade

preference (less or zero duty based on commodity shipped.

Regardless of the type of certificate of origin used, it must be certified by a

recognized chamber of commerce, which usually requires one additional notarized copy

for its files.

Commercial Invoice

Invoices are required for all shipments non-document commercial goods

regardless of the value. Invoices should show freight, insurance and similar charges as

separate items when applicable, regardless of the INCOTERM used on the transaction.

Customs Valuation

In Singapore, valuation for Customs purposes is based on the Brussels Definition

of Value (BDV). The basic principle of the BDV is that dutiable value is the normal price

or import price of goods at the port or place of importation. It pre-supposes that the sale

has taken place in the open market between an independent buyer and seller. Where

goods are dutiable, ad valorem or specific rates may be applied. An ad valorem rate,

which is the most commonly applied, is a percentage of the assessed value of the

imported goods. A specific rate is a particular amount per unit of weight or other

quantity. Cost, insurance, freight, (CIF) handling charges and all other charges incidental

to the sale and delivery of the goods are taken into account when duty is assessed.


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Exporters are required to ensure that the declared values of goods for Customs purposes

are correct. If the goods have been undervalued, the Customs and Excise Department will

increase the values declared. Severe penalties may be imposed on traders attempting to

evade duty.

Import Duties

More than 98 per cent of tariff lines (commodities) are imported duty free. Where

goods are dutiable, Cost, insurance, freight, (CIF) handling and all other charges

incidental to the sale and delivery of the goods are taken into account when duty is

assessed. Exporters are required to ensure that the declared values of goods for Customs

purposes are correct. If the goods have been undervalued, the Customs and Excise

Department will increase the values declared. Severe penalties may be imposed on

traders attempting to evade duty and tax. Only 2% of goods imported into Singapore in

accordance with the Schedule to the Singapore Customs Duties Order are subject to

Customs duty. Currently dutiable products are categorized into these 4 general groupings;

liquor, tobacco, petroleum products and motor vehicles. Singapore has substantial

domestic taxes and fees on motor vehicles. In addition to the duties, these charges include

a certificate of entitlement, registration fee and a road tax.

Where the goods are dutiable, ad valorem or specific rates may be assessed

against qualifying goods. A specific rate is a specified amount per unit of weight or other

quantity such as $130 per Kg applied. An ad valorem rate is a percentage of duty based


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on the assessed value of the shipment. In the case of dutiable goods such as liquors,

tobacco, motor vehicles and petroleum products GST, normal and excise duty may be

applied to the shipment. Please note that if the goods are dutiable, the 7% GST will be

collected simultaneously with the Customs duty. GST will be applied to the total CIF

value of the goods, plus normal duty, effective July 1, 2007. Please be aware that an

additional fee of 1% can be levied in addition to duties and taxes to cover administrative

fees incurred by the clearance agent.

Antidumping

Anti-dumping Duty is assessed on certain commodities based on the country of

manufacture. Currently this type of additional duty is only being assessed on specific

steel products manufactured in Malaysia and Turkey.

Excise Duties

There is no excise duty for goods imported into Singapore.

Additional Duties

Import Taxes

All imports into Singapore are subject to Goods & Services Tax (GST) at the

current rate of 5% of the CIF value of the goods. Cost, insurance, freight, (CIF) handling

charges and all other charges incidental to the sale and delivery of the goods, are taken


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into account when GST is assessed. Exporters are required to ensure that the declared

values of goods for Customs purposes are correct. If the goods have been undervalued,

the Customs and Excise Department will increase the values declared. Severe penalties

may be imposed on traders attempting to evade duty and tax.

Customs Fees

There are no customs fees for goods imported into Singapore.

Exchange Controls

There are no foreign exchange controls.

Consular Fees

There are no consular fees for Singapore.

Pricing strategy

Despite the increased role of non price factors in modern marketing, price remains

a critical element of the marketing mix. Even an international market produces right

product, promotes the right message and distribute it rightly, if it fails in pricing it will

turned into failure. It is the most difficult part of deciding in international market. The

value must reflect on the price.


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Pricing strategy depends on the objectives. One of PINOYS AKO is to maximize

market share. The restaurant believes that a higher sales volume will lead to lower unit

costs and higher long run profit. PINOY AKO will set a lower price, assuming the market

is price sensitive .After setting the objectives, PINOY AKO will use Value pricing

wherein it involves re engineering the co mpanys operation to be a lower producer

without sacrificing quality, and lowering price significantly to attract a large number of

FILIPINOS.

PINOY AKO will offer seasonal discounts, a price reduction for those who will

eat out of season. Psychological discounting will be one of way of pricing, where in

prices contains of .99 0r .75.

Lastly, management will use the product bundling pricing, wherein PINOY AKO

will offer its food as a bundle. It is a package of all food that will attract customer.

Example is, fried fish with karekare with halo halo amounted to a discounted price.

Marketing implementation guide

Table 3

What will bedone?

When it will bedone?

Who will be done? How will be done?

Create

awareness promotions

Introduction Philippine

embassy Performers and

artists

Massive promotion and

advertising (partnership with

Philippine embassy) Leaflets and posters Performers advertisement Viral advertisement

Maximizeprofit

Growth stage PINOY AKOmanagement

Mass production Products and services


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extension Lessen promotional

activities Reduce advertising cost

and focus on production

Maintain themarket share Improve

product andservices

Maturity stage PINOY AKOMANAGEMENT Pricing strategy Attractive and economicalpricing

Meal discounts and add-ons.

Cost leadership Offer new

meals andentertainment

Decline stage PINOY AKOMANAGEMENT

Providing new product New meal (e.g sizzling

plates, etc)Marketing strategies

Introduction strategy

When the product is introduced, sales will be low until customers become aware

of the product and its benefits. Some firms may announce their product before it is

introduced, but such announcements also alert competitors and remove the element of

surprise. Advertising costs typically are high during this stage in order to rapidly increase

customer awareness of the product and to target the early adopters. During the

introductory stage the firm is likely to incur additional costs associated with the initial

distribution of the product. These higher costs coupled with a low sales volume usually

make the introduction stage a period of negative profits.

During the introduction stage, the primary goal of PINOY AKO is to establish a

market and build primary demand for the product class. The following are some of the

marketing mix implications of the introduction stage:

Product - one or few products, relatively undifferentiated


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Price - Generally high, assuming a skim pricing strategy for a high profit margin as the

early adopters buy the product and the firm seeks to recoup development costs quickly. In

some cases a penetration pricing strategy is used and introductory prices are set low to

gain market share rapidly.

Distribution - Distribution is selective and scattered as the firm commences

implementation of the distribution plan.

Promotion - Promotion is aimed at building brand awareness. Samples or trial incentives

may be directed toward early adopters. The introductory promotion also is intended to

convince potential resellers to carry the product.

Growth stage

The growth stage is a period of rapid revenue growth. Sales increase as more

customers become aware of the product and its benefits and additional market segments

are targeted. Once the product has been proven a success and customers begin asking for

it, sales will increase further as more retailers become interested in carrying it. The

marketing team may expand the distribution at this point. When competitors enter the

market, often during the later part of the growth stage, there may be price competition

and/or increased promotional costs in order to convince consumers that the firm's product

is better than that of the competition.

During the growth stage, the goal is to gain consumer preference and increase sales. The

marketing mix may be modified as follows:


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Product - New product features and packaging options; improvement of product

quality.

Price - Maintained at a high level if demand is high, or reduced to capture additional

customers.

Distribution - Distribution becomes more intensive.

Promotion - Increased advertising to build brand preference.

Maturity Stage

The maturity stage is the most profitable. While sales continue to increase into

this stage, they do so at a slower pace. Because brand awareness is strong, advertising

expenditures will be reduced. Competition may result in decreased market share and/or

prices. The competing products may be very similar at this point, increasing the difficulty

of differentiating the product. The firm places effort into encouraging competitors'

customers to switch, increasing usage per customer, and converting non-users into

customers. Sales promotions may be offered to encourage retailers to give the product

more shelf space over competing products.

During the maturity stage, the primary goal is to maintain market share and extend the

product life cycle. Marketing mix decisions may include:

Product - Modifications are made and features are added in order to differentiate theproduct from competing products that may have been introduced.

Price - Possible price reductions in response to competition while avoiding a price

war.


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Distribution - New distribution channels and incentives to resellers in order to avoid

losing shelf space.

Promotion - Emphasis on differentiation and building of brand loyalty: incentives to

get competitors' customers to switch.

Decline Stage

Eventually sales begin to decline as the market becomes saturated, the product

becomes technologically obsolete, or customer tastes change. If the product has

developed brand loyalty, the profitability may be maintained longer. Unit costs may

increase with the declining production volumes and eventually no more profit can be

made.

During the decline phase, the firm generally has three options:

Maintain the product in hopes that competitors will exit. Reduce costs and find new

uses for the product.

Harvest it, reducing marketing support and coasting along until no more profit can be

made.

Discontinue the product when no more profit can be made or there is a successor

product.

The marketing mix may be modified as follows:


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Product - The number of products in the product line may be reduced. Rejuvenate

surviving products to make them look new again.

Price - Prices may be lowered to liquidate inventory of discontinued products. Prices

may be maintained for continued products serving a niche market.

Distribution - Distribution becomes more selective. Channels that no longer are

profitable are phased out.

Promotion - Expenditures are lower and aimed at reinforcing the brand image for

continued products.

Government participation

Singapore Customs & Excise Department administers import and export controls,

collects duty/taxes and processes import and exports into and out of Singapore.

Inland Revenue Authority Of SG (IRAS)

IRAS is Singapore department of revenue collection responsible for the collection of

taxes.

Singapore Customs is the Government Agency under the Ministry of Finance,

constituted on 1 April 2003 to regulate the customs procedure. Other than customs

regulation, it is also responsible for implementation of revenue and trade enforcement

measures, including those related to Free Trade Agreements and strategic goods.

Radiation Protection Inspectorate controls the importation of products that are

capable of emitting or creating radiation.


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Media Development Authority is responsible for the licensing and control of all

media content into or out of Singapore.

Info communication Development Authority is a government service on the web

provided to assist users with a information on the Internet, E-commerce etc. in

Singapore. Government information on-line.

Board of Commissions of Currency is the agency responsible for issuance and control

of currency for Singapore. Working with closely with Singapore customs they issue

approvals for importation of copiers capable of creating counterfeit currency.

Arms and Explosives Branch AEB)

Arms and Explosives Branch is the agency in charge of controlling the import and

export of munitions, arms and explosives and dual use goods (goods that have both

military and commercial applications).

Central Narcotics Bureau is the agency in charge of keeping illicit drugs and related

materials from entering Singapore.

Ministry of the Environment and Water Resources

Pollution Control Department administers the licensing and controls for import

and export related to CFC's and related articles that are hazardous to the environment.


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V. REFERENCES AND SOURCES OF INFORMATION

www. Focusingapore.com

www.wikipedia.com

http://singaporecompaniesdirectory.com/Categories/singapore_restaurants.htm l
http://www.wikipedia.com/http://singaporecompaniesdirectory.com/Categories/singapore_restaurants.htmhttp://singaporecompaniesdirectory.com/Categories/singapore_restaurants.htmhttp://singaporecompaniesdirectory.com/Categories/singapore_restaurants.htmhttp://www.wikipedia.com/


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APPENDICES


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Design of PINOY AKO Restaurant


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Im Plan Final

Documents

Transcript of Im Plan Final