International Marketing Plan for Spud Shed: Market Entry Strategy, PESTLE and Porter's Five Forces Analysis

International Marketing
Spud Shed

Executive Summary
This particular paper presents the international marketing plan for one of the leading
supermarket chains of Australia – Spud Shed. In this context, the major objective of
marketing plan was to plan efficient operations for Spud Shed in a new market. The focus
was on conducting external and internal environment of the company. The external analysis
indicates that there are threats such as intense competition and the online shopping trends that
can have negative impact on the company’s operations in Singapore. The expertise and
functional capabilities of Spud Shed will continue to offer strengths if managed effectively.
The weaknesses of the company makes it essential for it to use advanced quality check
processes for its farm products along with using the strengths for expanding in the new
markets such as China. The marketing plan recommends a Greenfield investment market
entry strategy for Singapore along with a hybrid pricing strategy and innovative marketing
and promotional strategies such as pre roll ads and free potatoes. Lastly, the marketing plan
also offered recommendations for the futures in the context of embedding a culture of quality
at each level of the organization.

Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
PESTLE Analysis...................................................................................................................4
Market Entry...........................................................................................................................6
Porter Five Forces Analysis....................................................................................................8
SWOT and TOWS..................................................................................................................9
Marketing mix for Spudshed in Singapore...........................................................................11
Customer Relationship Management...................................................................................13
Marketing Strategy in Spud Shed Singapore........................................................................14
Conclusion................................................................................................................................15
References................................................................................................................................16

Introduction
A marketing plan can be defined as the comprehensive document or a blueprint that describes
the business activities and marketing and advertising efforts for the future. The activities and
efforts are focused towards achieving certain marketing objectives in a particular time frame.
A marketing plan also helps in perceiving all the factors that can have an impact on the
company’s operations. Before starting a new business or expanding a business in a new
country it is essential to conduct a detailed research so as to avoid unnecessary costs and
resource wastage. This particular paper will focus on the expansion plan of Spud Shed from
Australia to Singapore. Spudshed is a supermarket chain in Western Australia. The
supermarket chain is owned by Tony Galati. The company was started back in the year
1960.The company has a philosophy of offering the healthy and fresh produces to people at
affordable prices (Spud Shed, 2018).
Objectives
The major objective of this international marketing plan of Spudshed is to plan the efficient
marketing operations for Spudshed in Singapore. The marketing plan will focus on some of
the most important aspects including the Evaluation of selected target market, market entry
recommendations, marketing strategy and marketing mix along with customer relationship
strategy for Spudshed in Singapore.
Discussion
PESTLE Analysis
The marketing plan for Spudshed in Singapore will start from the Pestle analysis of
Singapore. The PESTLE analysis is a part of situation analysis that helps in providing a
detailed view about the marketing environment in which the company is going to operate.