Our company wants to expand its dairy business to Singapore. It will target Singapore's affluent consumer market, focusing on dairy products like milk powder, cheese, yogurt and ice cream. To enter the Singapore market, the company will directly export products, form strategic alliances with local distributors, and use promotional strategies like advertising and consumer sales promotions to raise brand awareness.

1. COMPANY PROFILE Our company is “ Pristinus Milk Pvt. Ltd “ dealing in dairy business .It is among the top three dairy company in India, our home country. We are now interested in expanding our business for that we chose to operate in Singapore .

2. SINGAPORE The Singapore consumer market in overview Singapore's population is currently estimated at about 4.3 million persons, which includes citizens, permanent residents and other residents that are permitted to live in Singapore, e.g. persons with work permits. Its population is expected to grow to 5 million by 2010. Citizens and permanent residents comprise more than 80% of residents. Expatriate families from Developed World regions or countries, e.g. North America, the EU, Japan, Australia and New Zealand, number about 120,000 persons.

5. PESTEL ANALYSIS POLITICAL ANALYSIS Singapore is a parliamentary democracy, with President SR Nathan its Head of State. Under the S ingapore constitution. The Singapore parliamentary cabinet is led by Prime Minister Mr Lee Hsieng Loong, who is appointed by the President. Mr Lee leads the People’s Action Party (PAP) .Action Party (PAP) which has dominated Singaporen politics since 1959 and shows no signs of waning.PAP holds 82 of 84 elected seats in parliament. OTHER POLITICAL PARTIES ARE:- 1 Singapore Democratic Alliance or SDA [CHIAM See Tong]; 2 Singapore Democratic Party or SDP [CHEE Soon Juan]; 3 Workers' Party or WP [Sylvia LIM Swee Lian]

7. Estimated current per capita gross domestic product (GDP) isapproximately US$40,000 (purchasing power parity compared with average US$35,000 for OECD countries). GDP growth is estimated to be 7.5% in 2007 with a much smaller 4.9% predicted for 2008. Airports: 8(2007) Roadways: total: 3,262 km paved: 3,262 km (includes 150 km of expressways) (2006)

8. SOCIAL ANALYSIS Ethnic groups: Chinese 76.8%, Malay 13.9%, Indian 7.9%, other 1.4% (2000 census) Religions: Buddhist 42.5%, Muslim 14.9%, Taoist 8.5%, Hindu 4%, Catholic 4.8%, other Christian 9.8%, other 0.7%, none 14.8% (2000 census) Languages: Mandarin 35%, English 23%, Malay 14.1%, Hokkien 11.4%, Cantonese 5.7%, Teochew 4.9%, Tamil 3.2%, other Chinese dialects 1.8%, other 0.9% (2000 census)

9. LITERACY Definition : age 15 and over can read and write total population : 92.5% male : 96.6% female : 88.6% (2000 census) Population: 4,553,009 (July 2007 estimated). Adult Literacy: 92.5% Singaporeans place a lot of importance on relationship building and often work outside business hours to do this, for example, at dinner. The exchange of business cards is very important.

10. TECHNOLOGICAL ANALYSIS Singapore aims to be the hub of knowledge based industry. It has implemented the Singapore One concept which connects the whole island through fiber optic cables. Services within the IT industry which are in demand include: internet applications including electronic commerce; software development and applications; networking systems (LAN/WAN products ); and IT training and education. it has more than 1.8 million mobile users. Internet subscribers stand at 1.7 million. 42% of homes in Singapore have internet access.

11. ENVIRONMENTAL ANALYSIS Climate: Tropical: hot, humid, rainy Two distinct monsoon seasons - Northeastern monsoon (December to March) and Southwestern monsoon (June to September); inter-monsoon - frequent afternoon and early evening thunderstorms Land use: arable land: 1.47% permanent crops: 1.47% other: 97.06% (2005)

13. DAIRY INDUSTRY IN SINGAPORE Singapore relies on imports for a large proportion of its domestic food and beverage needs. There is no primary agriculture and virtually all raw materials for food manufacturing are imported. . The European Union, Australia and New Zealand are major suppliers for dairy products to Singapore . There is a significant market potential for bulk dry milk powder for repackaging into consumer size packs. Singapore traders are looking to distribute this re­packed milk powder to other emerging Asian markets. Other dairy products with potential are cheese, yogurt and ice cream.

15. Dairy Industry – The industry has strengthened in this region since dairy deregulation. 10% growth per annum consistently over the last 10 years. Many farming operations are investing heavily in on-farm developments. To accommodate this increased production, the industry needs to invest $50 million

16. Singapore’s population of 4 million to enjoy access to one of the region’s most developed food markets, with sophisticated retailing and food service channels. Singapore has virtually no agricultural production of its own and depends on imported food ingredients and retail food products to satisfy around 90% of its food market requirements. It has an open economy with no tariffs on imported food or beverage products from Australia Singapore’s food retail sector is sophisticated and highly concentrated. Several of the world’s major food retail groups have a presence in the market . Exports of milk powder accounted for 70% of dairy exports with a value of $92 million.

22. SEGMENTATION

23. TARGETING

25. Potential Entrants (Mobility Threat) Competitor (Segment Rivalry) Substitutes (Threat of Substitutes) Suppliers (Supplier Power) Buyers (Buyer Power)

33. DISTRIBUTION CHANNEL