Calbee Frugra: Singapore Market Entry, Analysis, and Survey Report

This report analyzes Calbee Frugra's market entry strategy for Singapore. It examines the brand's strengths, weaknesses, market position, and marketing strategy, including its established market share and brand positioning as a 'companion' product. The report identifies opportunities in the growing market for granola and the influence of Western food habits, while acknowledging threats from competitors and negative publicity. The target markets are identified as local office and school-going populations, as well as tourists. Additionally, the report details the types of questions used in a qualitative survey, including multiple-choice, dichotomous, Likert scale, and importance scale questions, to provide information on product placement effectiveness in the Singaporean market. References from Calbee.com and Statista.com are included to support the analysis.

Brand: Calbee
Product: Frugra
Location To Market: Singapore
Fill Up The Following (200 Words):
Strengths Weakness
Market
Position:
 The company has an established
market position in the domestic
scenario.
 The business units are experienced.
 34.5% market share in its category
which is huge (Calbee.com 2018)
Brand
Position:.
 The brand has been positioned as a
“companion” to other items.
 “Granola” is comparatively a new breakfast
item in Singapore.
Management
Team:
 The management team comprising of
Akira Matsumoto, Shuji Ito, and
Yuzaburo Mogi are very experienced
and well versed in management
strategy.
Product
Existence:
 Singapore has a number of continental food
options which the customers may choose
from, hence there is high competition.
 Singapore is a tourists destination, many
tourists may not be interested in cereal as
breakfast.
Marketing
Strategy:
 The marketing Strategy is to establish
Calbi Frugra as the highest selling
Granola brand.
 In fiscal year 2016 it successfully
became the bestselling “cereal brand”
of the region.
Opportunities Threats
Market
Development
:
 The product is growing immensely in
the region and market development is
strong.
 The western tourists are bringing in
western food habits and cereal as
breakfast is one such food habit. Local
people are showing their interest on
increasingly consuming such meals.
Competito
r Market:
 Kelllog’s is the largest brand of breakfast
cereals internationally (Statista.com 2018).
 There are many new other competitors
coming up as well to challenge Calbee.
Target
Markets:
 The target markets are the local office
and school going section of the
population and also the large number of
tourists.
 This target market is never exhaustive
and the product has immense
opportunity to grow and establish
strongly.
Negative
Publicity:
 There are various controversies about the
company. Its potato chips were allegedly of
very low quality, because of low harvest of
potato.
 The competitors try to establish their own
brand by negative publicity of other brands.
Knowledge:
 More advertisement campaigns and
social media campaigns will allow more
people to know about the product.

Instrument Development:
The survey is an self-administered questionnaire to provide information on the effectiveness of product
placement in the Singaporean market.
Describe the Type Of Questions Shown In The Survey Below With The Help Of The Table Above
(60 Words)
This qualitative survey consists of 29 questions in a printed form.
Q 1- Multiple Choice
Q 2- Multiple Choice
Q 3- Multiple Choice
Q 4- Multiple Choice
Q 5- Dichotomous
Q 6- Multiple Choice
Q 7- Multiple Choice
Q 8- Multiple Choice
Q 9- Lickert Scale
Q10- Lickert Scale
Q11- Lickert Scale
Q 12- Dichotomous

Q 13- Dichotomous
Q 14- Multiple Choice
Q 15- Multiple Choice
Q 16- Lickert Scale
Q 17- Dichotomous
Q 18- Multiple Choice
Q 19- Multiple Choice
Q 20- Importance Scale
Q 21- Importance Scale
Q 22- Importance Scale
Q 23- Importance Scale
Q 24- Importance Scale
Q 25- Importance Scale
Q 26- Importance Scale
Q 27- Importance Scale
Q 28- Importance Scale
Q 29- Multiple Choice

Reference:
Calbee.com., 2018. Calbee Global: Calbee, Inc.. [online] Calbee Global: Calbee, Inc. Available at:
https://www.calbee.com/ [Accessed 11 Mar. 2018].
Statista.com., 2018. Leading breakfast cereal brands in the UK 2016 | TGI survey. [online] Statista.
Available at: https://www.statista.com/statistics/301914/leading-breakfast-cereal-brands-in-the-uk/
[Accessed 11 Mar. 2018].