Marketing Plan of Danes Coffee in Singaporean Market

Running head: MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
Marketing Plan of Danes Coffee in Singaporean Market
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1MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
Executive Summary
Danes Coffee Company will develop a competitive strategy of offering high quality and full
service coffee distributorthat offers specialty beverage based coffee and equipment for enjoying
smooth brewed coffee. The pricing strategy that will be followed by Danes Coffee in Singapore
market is based on per product costs. Both online and print advertising mediums will be
employed by the company in advertising its offerings that includes newspapers social media
channels such as Facebook, Twitter andInstagram and flyers. The promotional content that will
be developed by Danes Coffee will include high quality visual images of its coffee products and
equipment along with engaging videos of making coffee using the products. It is recommended
that Danes Coffee must analyse and make efficient use of its internal resources and capabilities
while selecting the best marketingand sales strategy in Singaporemarket.

2MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
Table of Contents
1.Introduction...................................................................................................................................3
2. Market Selection and Entry Strategy...........................................................................................3
3. Competitive Strategy...................................................................................................................3
4. Pricing Strategy...........................................................................................................................4
5. Promotion Strategy......................................................................................................................5
6. Distribution Strategy....................................................................................................................5
7. Concluding Recommendations....................................................................................................6
References........................................................................................................................................7
Bibliography....................................................................................................................................9

3MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
1.Introduction
Danes Coffee is based as one of the renowned specialty coffee company based in
Australian marketthat offers exceptional quality coffee products and relatedequipment. The
company attained recognition for selling exceptional quality coffee in Australian market
(Balsmeier, Manso& Fleming, 2016). To attain business growth the company has decided to
expand its business in Singapore. The objective of the report is to analyse the suitablemarket
entry strategy of Danes Coffee that is based in Australia in the Singapore market. Moreover, the
report will also focus on developing the competitive, pricing, promotion and distribution
strategies for the business of Danes Coffee in its successful launch in the Singapore market.
2. Market Selection and Entry Strategy
In entering the Singaporemarket, Danes Coffee will consider tapping into the coffee
industry of the nation through its e-commerce site. The coffee companywill sell its high quality
and variety if coffee products and equipmentthrough its e-commerce platform to a broad range of
consumersall over Singapore (Baverstock, 2015). Moreover, the company will offer freehome
delivery services to all its consumers that orders online. In addition, another marketentry strategy
that is considered to be employed by Danes Coffee Company to successfully enter
Singaporemarket is through exporting its coffee varieties and equipment. In this
marketentrystrategy, the company will establish cross border sale of its domestically
producedcoffeeproducts and equipment (Chernev, 2015). In this market entry mode will be
considered by Danes Coffee through which the company will sell offerings directly within the
foreign market such as Singaporewhich will be responsible of selling its offering to the
intermediates within Singapore. In addition, through implementingexportmarketentry strategy
DanesCoffee will face low risk of facing trade barriers and along with that the transport becomes
cheaper and highly effective. In addition, Danes Coffee will attain competitive advantages of
ensuring successful market entry as export its offerings by facing low risk that can get their
brand exposure of the company in the new market in Singapore (Chernev, 2018).