Singapore Case

1. The brand and the target market

enjoy and have affordability for luxury service,

market expansion may be tourists in Singapore.

Wrap & Roll opened in 2006, it is a Vietnamese restaurant chain with 10 restaurants in Vietnam. The company deliver a unique menu which is specialties of all regions around Vietnam. Their menu is unique and abundant with 40 different rolls, the food is specialties of all regions around Vietnam. They use vegetable and herbs, the absence of preservatives make eating at the restaurant a very healthy choice. The target market is young professional and modern people, medium-up income people who like to

2. A

preliminary profile of the foreign market 2.1 Economy:Singapore have a developed economy and follow the capitalist way, the intervention of the government is minimized. Singapore have an open business environment, low corruption, financial transparency is high, stable prices and it is one of countries which have the hi

dep

end on trade and service. 2.2 Socio-cultural:Singapore society is a multiethnic with different culture such as China, India, Malaysia.etc. There is a large amount of Chinese origin with more than 70% population. Singapore culture is combination of British colonial culture and oriental culture. For instance, Singapore culture still respect ethical v

fa

mily as colonial, Singaporean essentially wea

3. A

daptations to the marketing mix strategy: 3.1 Adaption to product strategy:First thing we recommend to adapt in Singapore market is this kind of Vietnamese food we provide must be healthy, fresh, and Hala food, base on the religion and ethnic of people living in Singapore. We will use some refill import from Vietnam to keep the origin

and

adapt the localization. 3.2 Adaption to price strategy:Base on the economic status in Singapore and the target segment we aim, the price must be for the medium-up income for the net price and we will include 7% tax for our restaurant(s). F

pri

ce will fluctuate around S$10 to S$25. 3.3 Adaption to distribution:For the distribution, we will service only at the restaurant, no home delivery. Restaurant will be opened at central shopping because from there many people

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d. 3.4 Adaption to promotion: using advertising on the internet, print ad, billboard, promotion.etc. Messages focus on unique and healthy food and modern

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