D.

Opportunities and Threats for International Trade

Singapore is one of the few first-world countries in Asia, with a highly efficient infrastructure,
free market economy, a stable socio-political environment, an attractive tax regime for setting
up company and per capita income among the top five nations in the world for start up
business. At the same time, Singapore has consistently been ranked as the easiest place for set
up company or setting up business, do business and one of the most competitive economies
worldwide by key ranking reports by top institutions like the World Bank and the World
Economic Forum for starting a business in Singapore (Business Environment Ranking: Which
country is best to do business in?, 2019). Despite these welcoming facts, Juices in Singapore
were negatively impacted by the healthy living trend, as it continued to record overall volume
decline in 2018. Juice is perceived by Singaporeans to contain too much sugar and thus deemed
unhealthy, leading some to shift towards alternatives such as unpackaged fresh fruit juice and
bottled water. As of March 2019, Juice is expected to continue to decline over the forecast
period in both off-trade volume terms and off-trade current value terms, due to the increased
health-consciousness of consumers. Juice that traditionally has higher sugar content is expected
to continue to be negatively impacted the most, especially with an impending sugar tax (Juice in
Singapore, 2019). Therefore, Jamba Juice will have a more competitive edge when it comes to
customers who are looking for a healthy and refreshing alternative. With proper advertising
Tubo Cane is sure to attract Singaporean customers who are interested in new and upcoming
health trends. Since Tubo Cane offers sugarcane juice with mixed variety of 100% natural fruit
juice, it will have an advantage over its competition, the Singaporeans are very health conscious
and will want to choose Tubo Cane as the new guilt-free way of drinking sweetened beverages
as a first option.
Reference
Business Environment Ranking: Which country is best to do business in? (2019). Retrieved from The
Economist Intelligence Unit: http://www.iberglobal.com/files/business_climate_eiu.pdf

Juice in Singapore. (2019, March). Retrieved from Euromonitor International:

https://www.euromonitor.com/juice-in-singapore/report