nghiên cứu phát triển thị trường đồ ăn chay tại singapore của CÔNG TY TNHH đồ ăn chay TINH tâm e

Introduction
Nowadays, there is a trend that young people go to temples, attend mediation class,
putting themselves outside of the dynamic and ongoing life, distress and purify the soul.
Apart from Buddhist who eat vegetarian, there are also people who concern about their
health seeking for vegetarian food. Resulting an increasing demand for vegetarian food.
Besides, there is also a growing vegetarian market in Singapore now, due to the
increasing number of vegetarian & people, who concern about their health, wants to
consume more natural healthy food, as well as because this niche market has limited
suppliers, PURE HEART VEGETARIAN LTD CO. intend to enter this market in order to
seek stronger growth opportunities from overseas markets, as well as build a strong
international brand to deepening market penetration in Asia market.
Strategic analysis
PURE HEART is going to enter this market as an exporter, decided based on below deep
international market analysis.
External environment
Economic

Singapore is one of the most successful free market economies with strong service and
manufacturing sectors, excellent infrastructure, and an open and corruption-free
environment. As of 8 August 2010, Singapore is the fastest growing economy in the
world, with a growth rate of 17.9% for the first half of 2010 (Ramesh, Channel News
Asia (Singapore).
Social

“As Singaporeans increasingly lead busier lifestyles, traditional meal preparation and
dining at home with family is commonly shifting to meals being enjoyed at
restaurants”,wrote SMa, 2004. Moreover, according to PriceWaterHouseCoopers, 2003,
Singaporeans are living more like their Western counterparts, demanding healthier, more
convenient foods. Singaporean government also maintains a large health promotion
program ( SMa, 2004). Besides, with 660,000 Muslim population, consuming 15-20%

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of total foodservice sales, more and more foodservice operators are obtaining halal
certification in order to target this increasingly affluent and lucrative segment.
Political

Singapore is a small domestic market that depends on imports for food, energy and
industrial raw materials. It hold several import regulations need noticing before entering
the market (from Singapore Exporter Guide & Singapore FID database, 2006)
 Virtually a duty-free port and does not apply tariffs or quotas to food commodities.
 A customs permit is also required from Singapore Customs for shipment of food
products
 A 7% goods and service tax (GST) rate is applied on the costs, insurance and
freight (CIF) of all imported Agri-food products and beverages.
 The Food Control Division (FCD) of the Agri-Food & Veterinary Authority of
Singapore (AVA) oversees food safety, licensing, inspection and import control
Technology

In her article , Merrett, 2007 let us know that the Singapore government has recently
launched a food innovation and resource centre to compete in the global food industry.
Internal environment
Business policy

The company, adhering to a policy of “basing itself upon fundamentality and reaching
the client satisfaction by excellent quality”.
Market:

Domestic: through out the country, while International market: USA, Australia, France,
Belgium…

Main product

We guarantee that they are free of meat, fish, and poultry by products. Our product is
made from raw, natural sources with high nutrition and protein.

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Competition environment
Five competitive force model:

Entry of Competitors:
Singapore don’t have natural resources to produce vegetarian food products, all resources
are imported. And some Asia countries export food to Singapore without tax such as the
Vietnam, Malaysia etc. The cost of vegetarian product is not too high, so that new
entrants are easy to enter this market. Moreover, Singapore has very few trade barriers.
For food sector, it required a certain high standard about quality, price, package (labeling
and marking…). Since Singaporean like to try new food products, the entrant barrier to
food sector is low.
Threats of substitutes:
For people who eating vegetarian food is not a must (because of religious, special diet...),
they may still use normal food. These below are some spot light of non-vegetarian food
sector, extracted from Process Food Market - Asia Pacific (2006-2007) report.
 Fish is widely consumed in Singapore with consumption averaging 71.6 kg /
capita in 2003.
 Red meat is the most popular meat in Singapore with an average 10.5 kg/ capita in
2003.
 Poultry consumption has become popular in recent years mostly due to continuing
concerns over the safety of red meat, especially beef.
 Eggs are also popular in Singapore with approximately 228 units/ capita consumed

in 2003.
Moreover, with a push for healthier foods, consumption of vegetables has greatly
increased in recent years. Neighboring countries Indonesia and Malaysia, both large
produce exporters, allow Singaporeans to enjoy large quantities of fresh produce.

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Bargaining power of buyers
Singapore has many Buddhist and Muslim, the bargaining power of customers is very
strong, and most of Singaporean is vegetarian enthusiast because those people tend to
keep good health. But the most vegetarian products of different company are using same
raw materials and the feature is similar, so that the buyers are very sensitive to the price,
and difficult to build the consumer loyalty.
Note that approximately 77% of Singapore’s population is Chinese, 14% Malaysian, and
7% Indian, and each of these segments maintain their respective culture and customs.
(Market Asia pacific, 2006). Furthermore, the country’s Muslim population abstains from
eating pork or drinking alcohol, and strict Buddhists and Hindus do not eat beef.
Bargaining power of suppliers
The main ingredients of PURE HEART vegetarian food are made from soya bean,
vegetables, taro, cereal … therefore suppliers of the company are agriculture farms. As an
agriculture country, in Vietnam, it is easy to bargain and buy the material. The bargaining
power of suppliers is weak. The only issue is that PURE HEART should develop and
maintain a long term relation with any supplier that provide fresh and clean products.
Rivalry among the existing players
With PURE HEART into Singapore vegetarian market, it will face competition from both
of the local vegetarian industries as well as foreign vegetarian foods. Suxianzi Industries
(which is the largest vegetarian company of Singapore) and Chaste Je Way (which is a
company of Taiwan) are the main competitors. And other local competitors are: Friendly
Vegetarian, CK food, Green farm Food industries, and Jia Jia Wang trading and some

European or American company (which price is more expensive than others); and some
restaurant offered special dishes for vegetarian which is the potential competitors (or
maybe customers) of PURE HEART. In Singapore vegetarian market, vegetarian food is
not the highly competition industry, thereby PURE HEART can reduce the cost of
product, and increase the degree of product differentiation to entry this market.

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SWOT analysis
Opportunities
These below are those market and social trends and drivers that affect the FBT industry
which help convenient vegetarian food such as PURE HEART products enter the market.
 With double-income families leading a busier lifestyle, there is greater demand for
convenience and speed of food preparation.
 There is also increasing consumer consciousness of food safety, health and
hygiene and the desire for environmentally-friendly products.
 There is a trend towards greater levels of pre-packaging, especially the growth of
single-serving portions/packages.
 Levels of education and affluence are increasing amongst Singapore’s consumers.
They are highly brand conscious and have a growing interest in seeking new and
innovative products.
 Almost all the F&B manufacturers SMa surveyed said that their costs of
production in Singapore, or even Malaysia or Indonesia were higher than in
Vietnam. These push up their selling prices, giving us an opportunity to offer a
lower price to customers
 Ethnic cuisines appeal to both new immigrant groups and the increasingly
diversified tastes of the indigenous population
Threats
In Singapore, big supermarkets are squeezing the FB manufacture’s profit margins very

tightly. There is also an international trend is towards supermarket house brands. On top
of this, innovation technology of local manufacture with the support of government to
produce better quality products & Singapore government also supports the local food
manufacturers. (People Daily, 2006)

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Strengths
PURE HEART has abundant products with attractive product appearance and
keeping product innovation to attract more consumers. Besides, PURE HEART has the
expert power to produce the vegetarian food and has strong raw material suppliers and
worldwide distributions with excellent logistic systems, as well as the successful
experience in abroad. In additional, due to the lower cost of manufacture, PURE
HEART may set a lower price to compete with existing rivals in Singapore.
Weaknesses
The competition is intense. In supermarkets, over 25,000 new packaged-goods products
were introduced in 1997 alone.

(Sales & Marketing Management, 1998). Vegans

represent a fraction of the population, but Singapore merely has 3.87 millions populations
(moveandstay.com, 2007). The taste of Vietnam and Singapore probably is different.
There is a strong local brand named “SUXIANZI”, and many new entrants like the
“Hong Kong Kam Kee”, TaiWan “Chaste Je Way”
Market segmentation
According the internal and external environment analysis, Singapore is a unique nation
with its melting pot of ethnic races and cultures. Singaporean is afraid of lose and death,
thereby they tend to hard working and keeping health. In Singapore, vegetarian
marketing segmentation can be sorted by age, behaviors, religion and lifestyle …

Market target
In Singapore, the vegetarian target market includes whose diet consists of plant products
only such as monks, nuns and some Buddhists who eating the vegetarian on 1 st and 15th of
every month; some patient can’t eat meats and youths who are want to lose weight or
concern about health.

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Marketing mix
Product
1.1.1

Product characteristics and classifications

Vegetarian food products are non-durable goods. Customers really value our product as
foods good for health, and the basic product are the raw material, vegetable, fruits and
other natural food; and customer expected lower price with high quality goods such as
the material must be fresh, and taste must be good; comparison of this new market
competitors, our augmented product is that providing extra services. For instance,
provide a cookbook to customer if they buy our product or other product support services
to distinguish competitor’s product.
1.1.1.1 Product differentiation
Establish a Research and Development team to develop new products to satisfy the needs
of customers. Such as introducing curry flavor food to attract more potential customers
and retain current clients.
Price
Singapore market pricing overview

Pricing in Singapore is very competitive. Major department stores and retail chains offer

fixed-price merchandise, while the smaller shops expect buyers to bargain.

Hard

bargaining is common in the commercial and industrial sectors as well, where buyers
usually want a discount and vendors inflate their initial offers accordingly.

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Competition-based pricing

 Introductory products: from $3.80 to 3.20 /per 200g piece
 Suxianzi products : from $2.70 to $7.60, median and average $4
 Chaste Je Way products : from $3.50 to $6
Based on the pricing of other competitors, we can set the price for our product that may rank from
$3.50 to $4.5.Aaccording to Kotler and Keller, 2005, as the company want to enter the new market,
the uncertainty is obviously, and competition-based pricing is a good solution because it is thought
to reflect the industry’s collective wisdom.
Market-penetration pricing:

We can set our product at the price of $2.99 – a low price for new product in order to attract a large
number of buyers and a large market share and psychological price. Our product demand is highly
elastic, with the price-sensitiveness of Singaporean, we can use this strategy to launch and
penetrate the new market.
Promotion
At this earliest state of introducing our product to a new market, advertising is most appropriate,
given its capacity to reach large numbers of people relatively cheaply and quickly with a simple
message. Sales promotions can also bring a product name to the fore and help in the affective
stage, perhaps based on discount, coupons and sampling, help to generate trial of the product.

Moreover, sales promotion will also be used in conjunction with intense personal selling effort to
gain retailer acceptance of the product.
Slogan

PURE HEART company can use the corporation concept: “Natural healthy vegetarian food to
benefit people" or our product‘s core principle:

“to give you the very best meat-substitute

alternative” as our slogan for advertising campaign. “Healthy food, healthy mind and healthy
body” … can show off our benefit as well as our differentiation to other products.
Major media types

There

are

many

specialized

trade

magazines

in

Singapore

and

many

trade

fairs

( ) that can be used as venues to promote PURE HEART vegetarian food.
The major English-language daily newspapers are the Straits Times and the Business Times. The
major Chinese daily is Lianhe Zaobao ( ). If using Television commercial
break, Singapore has Channel 5 for English speaker, Channel 8 and Channel U for Chinese
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speaker, Suria channel for Indian…Depending on which segment we want to targets, those above
media types would be considered to select.
Public relation

Since we has an advantage of lower manufacture cost, as well as avoiding a common perception of
oriental people “ good is no cheap, cheap is no good”, instead of maximizing profit, we can using
more fund to building a “environmental friendly” product.
Place
Singapore's distribution and sales channels are simple and direct. Most consumer goods are
imported by stocking distributors who resell to retailers. Some goods are imported directly for sale
in the importer's own retail outlets. Some of distributors that PURE HEART may consider such as
Auric Pacific Marketing Pte Ltd, Be Fresh Pte Ltd, Ben Foods (S) Pte Ltd, Network Foods
Distribution Pte, Paramount Food Pte Ltd, Toh Li Food Products Pte Ltd, Xie Chun Trading Pte
Ltd… they are quite large food and beverage products distributors in Singapore.
According to the survey conducted by AC nelson, FairPrice supermarket leads by a comfortable
margin with 8 out of 10 household shoppers shopping at FairPrice at least once every month,

following by DFI Super/hyper, shop&shave, cold storage, sheng siong…. seems to be a potential
business partner to the company
Conclusion
PURE HEART decided to add Singapore as our next location for expansion!
A growing vegetarian market due to the increasing number of vegetarian as well as people, who
concern about their health, wants to consume more natural healthy food in Singapore; PURE
HEAR’s own abundant vegetarian food choices, broad experience with oversea market, strong
supply sources which help PURE HEART to set a lower price to compete with existing rivals in
Singapore but quality much better than … all those are factor that lead to this decision.

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Reference
 AC nelson surveys, 2003, Singapore shopper trend, at /> .Kotler, P., Keller, K., 2006, Marketing Management, 12th, Australia, Pearson/ Prentice
Hall.
 Market Asia pacific, 2006, Household income increase, Singapore country, Singapore.
 Merrett, N., 2007, Singapore centre targets innovative food production :
/> Market Asia pacific, 2006, Household income increase, Singapore country, Singapore.
 People Daily, 2006, Government support local food manuafacturers, at
/> Process Food Market - Asia Pacific (2006-2007), 2007, at
( /> PriceWaterHouseCoopers, Corporate Finance Reports, Food&Beverage Bulletin, December
2003 Issue 1, Singapore
 Singapore Exporter Guide 2006 - USDA Foreign Agricultural Service at
/> Singapore - FDI - UNCTAD - Foreign Direct Investment Database at
/>CS_referer=&CS_ChosenLang=en
 Singapore manufacturer federation (SMa), 2004, TRENDS AND PROSPECTS OF THE
SINGAPORE FOOD, BEVERAGE & TOBACCO INDUSTRY
 Singapore statistic department at /> Ramesh, S (8 August 2010). "Govt's goal is to ensure all S'poreans enjoy fruits of growth:
PM Lee". Channel News Asia (Singapore).

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