Singapore

• Country Profile
Singapore is a wealthy city state in south-east Asia. Once a British colonial trading post, today it is a thriving global financial
hub and described as one of Asia's economic "tigers". It is also renowned for its conservatism and strict local laws and the
country prides itself on its stability and security.
• Republic of Singapore
• Capital: Singapore
• Population 5.3 million
• Area 660 sq km (255 sq miles)
• Major languages English, Malay, Mandarin, Tamil
• Major religions Taoism, Buddhism, Islam, Christianity, Hinduism
• Life expectancy 79 years (men), 84 years (women)
• Currency Singapore dollar
• UN, World Bank
 Sector and its profile
Situational Analysis
• The country has a population of 5,896,686 with a growing population of the youth and children that exert a
strong influence in food consumption habits.
• Revenue in the Coffee segment amounts to US$1,698m in 2021. The market is expected to grow annually
by 6.42% (CAGR 2021-2025).
• In global comparison, most revenue is generated in the United States (US$81,166m in 2021).
• In relation to total population figures, per person revenues of US$287.88 are generated in 2021.
• By 2025, 93% of spending and 39% of volume consumption in the Coffee segment will be attributable to
out-of-home consumption (e.g., in bars and restaurants).
• In the Coffee segment, volume is expected to amount to 10.4mkg by 2025. The market for Coffee segment
is expected to show a volume growth of 2.9% in 2022.
• The average volume per person in the Coffee segment is expected to amount to 1.7kg in 2021.
 Management Summary

• Owner 
• Operations manager
• Finance manager
• Marketing manager
• Supply manage
• Legal advisor
• Cashier cum receptionist
 Financial plan

•  Important Assumption-Business growth, Annual Growth Rate Percentage

• Risk Analysis-This financial plan is budgeted to support the Worst-Case business scenario
• Break Even Analysis
• Profit and Loss Statement- Cash Flow Statement ,Balance Sheet 
Conduct market research
Market research is a key part of developing your marketing strategy. It is about collecting information that provides an
insight into your customers thinking, buying patterns, and location. In addition, market research can also assist you to
undertake an initial sales forecast, monitor market trends and keep an eye on what your competition is doing.

Identify your unique selling proposition (USP)

• A USP is the unique reason your customers buy from you and not your competitors – it’s what makes your business stand
out from the crowd. It is important to define what you do differently and be able to convey that to potential customers.
Commonly, this reflects your special knowledge or skills.
• Your USP may be having a new or unique offering or providing exceptional service. Start developing your USP by
answering the following questions:
• What do you love most about your products and services?
• What special skills or knowledge do you have?
• What makes your customers come to you instead of your competitors?
• How do your customers benefit by purchasing your products or services?
• Which aspects do you generally highlight when you describe your business to strangers
  

Geographic

Singapore

Demographic

College students , school students

Population between age of 12 to 40 year businessman, shoppers

Psychographic

• College goers looking for economical place to hangout

• Tourist who visits the famous sports on Singapore
• Young professional for a cool place for meeting and
hangout or informal meetings
 Targets
Target's

College students Young

and Student's Tourists Shoppers
professionals
  Position Your Offering
• In this last step, goal is to identify we want to position product to target the most valuable customer
segments. Then, you can select the marketing mix that will be most effective for each of them.

• First, consider why customers should purchase your product rather than those of your competitors. Do this
by identifying your unique selling proposition , and draw a positioning map to understand how each
segment perceives your product, brand or service. This will help you determine how best to position your
offering.

• Next, look at the wants and needs of each segment, or the problem that your product solves for these
people. Create a value proposition that clearly explains how your offering will meet this requirement
better than any of your competitors' products, and then develop a marketing campaign that presents this
value proposition in a way that your audience will appreciate.
 SWOT Analysis

Strength Weakness
Growing demand for coffees shops New Business
Costumer Base Strong competitor's

SWOT

Opportunities Threats
Differentiation by price Local Café
Diverse target market Coffee culture of Singapore
International Looks Bigger player in the market eg Starbucks etc
 Thank you

Submitted by prayag das

Reg no FMS/MBA/2020-22/057