Market Entry Plan of South Beauty
out
Contents
1. Executive Summary 1
2. Introduction 2 2.1 Objective 3 2.2 Background of South Beauty Restaurant 3 2.3 Food features of South Beauty Restaurant 4 2.4 History of South Beauty Restaurant 5
3. Market environment analysis 6 3.1 Culture and Environment of Singapore 6 3.2 Food Beverage Industry in Singapore 7
4. Market entry Plan 9 4.1 Objective of market entry plan 9 4.2 Market entry strategies 10 4.3 Marketing Strategies 11
5. Marketing Budget Plan 12
6. Conclusion 12
7. List of References 13
1. Executive Summary
South Beauty has setup 70 restaurants within 18 cities around China currently, all the units are profitable, that will accelerating the company expansion at mainland and exploring overseas markets. According to the South Beauty plan, the mainland operation keep for profit, but the exploration of international markets is mainly for branding.
The company also creates a new brand called "Steam" to setup fast-food restaurants. Meanwhile, at the preparatory stage of cooking, the South Beauty plans to strengthen its efforts in standardizing processes to control the costs and quickening expansion.
This article makes the market entry plan for South Beauty expansion to Singapore Market.
1. First part, understand the background of South Beauty Restaurant of China.
2. Second part, understands the market environment of Singapore, and bases the SWOT to analysis South Beauty Restaurant for market entry strategies selection.
3. Last part, built a market entry plan with Simulation data of marketing budget for South Beauty Restaurant entry to Singapore market.
2. Introduction 2.1 Objective The international market expansion is an important decision for every enterprise development. At present, Chinese catering enterprise are backward phenomenons at international expansion. As the first brand of South Beauty in Chinese catering industry, has a strong
Contents
1. Executive Summary 1
2. Introduction 2 2.1 Objective 3 2.2 Background of South Beauty Restaurant 3 2.3 Food features of South Beauty Restaurant 4 2.4 History of South Beauty Restaurant 5
3. Market environment analysis 6 3.1 Culture and Environment of Singapore 6 3.2 Food Beverage Industry in Singapore 7
4. Market entry Plan 9 4.1 Objective of market entry plan 9 4.2 Market entry strategies 10 4.3 Marketing Strategies 11
5. Marketing Budget Plan 12
6. Conclusion 12
7. List of References 13
1. Executive Summary
South Beauty has setup 70 restaurants within 18 cities around China currently, all the units are profitable, that will accelerating the company expansion at mainland and exploring overseas markets. According to the South Beauty plan, the mainland operation keep for profit, but the exploration of international markets is mainly for branding.
The company also creates a new brand called "Steam" to setup fast-food restaurants. Meanwhile, at the preparatory stage of cooking, the South Beauty plans to strengthen its efforts in standardizing processes to control the costs and quickening expansion.
This article makes the market entry plan for South Beauty expansion to Singapore Market.
1. First part, understand the background of South Beauty Restaurant of China.
2. Second part, understands the market environment of Singapore, and bases the SWOT to analysis South Beauty Restaurant for market entry strategies selection.
3. Last part, built a market entry plan with Simulation data of marketing budget for South Beauty Restaurant entry to Singapore market.
2. Introduction 2.1 Objective The international market expansion is an important decision for every enterprise development. At present, Chinese catering enterprise are backward phenomenons at international expansion. As the first brand of South Beauty in Chinese catering industry, has a strong
References: Fighting off Sars to make a business of Sichuan cuisine (11.2011), BBC News, http://www.bbc.co.uk/news/business-15670333 Restaurant chain South Beauty may relaunch IPO next year, (12.2011), China Business, http://www.scmp.com/business/china-business/ South Beauty’s ugly side exposed, (09.2011), People’s Daily http://english.peopledaily.com.cn/90882/7587516.html Food & Beverage in Singapore, (07.2011), New Zealand Exporter Guide Kristie Lorette, Marketing Strategies for Food Brands, (2011) Demand Media Singapore Food and Beverages Industry Comparative Analysis and Companies Ranking, (2011), Market Publishers, http://www.marketpublishers.com/