Sheng Siong's Business Proposal: Australian Market Entry Strategy

This report presents a business proposal for Sheng Siong's entry into the Australian market. It begins with an overview of the political climate, highlighting its stability and transparency, which are favorable for investment. The report then identifies Sheng Siong's strengths, such as strong brand recognition, and weaknesses, like the need to hire local employees. Opportunities include tapping into the Australian market, while threats include legal regulations and competition. The proposal outlines key strategies, including a pricing strategy designed to capture market share and a brand promotion strategy to build recognition. The report emphasizes the importance of understanding the Australian consumer and tailoring marketing messages accordingly. References to relevant academic sources are also included, supporting the analysis and recommendations.

Running Head: BUSINESS PROPOSAL 1
Business Proposal
Name
Institution

BUSINESS PROPOSAL 2
Environmental Factors
The political climate in Australia is very stable, which makes it an ideal country for
investment. The government exhibits high levels of transparency and which makes investors
confident while handling their businesses (Muhammad, Frank Scrimgeour, & Scrimgeour, 2014).
Strengths
Strong brand recognition
Proficient management
Weaknesses
Cost of labour- Need to hire new employees
locally.
Lack of reputation in Australia
Opportunities
Ability to satisfy a large market
Untapped areas in Australia
Threats
Legal regulation
Competition
Business Strategies
Pricing Strategy: The best way for Sheng Siong to attain a market share in the
Australian industry will be to price their products favourably. Setting too high prices will make
the company miss out in important sales while setting them too low will make the company lose
crucial revenue (Arrey, 2013). By establishing the best prices, the supermarket will be able to
obtain and retain a pool of customers which will consequently lead to increased sales.
Promotion and advertising: Being a new entrant in the Australian Market Sheng Siong
will have to focus on building their brand name in the country and attaining a good reputation.
Brand promotion and advertisement is a great area to tap on for outlets seeking market

BUSINESS PROPOSAL 3
recognition. Despite the supermarket having a high reputation in China, it might not be very
well-known in other countries.
Product positioning helps in ensuring that the marketing messages used resonate
properly with the targeted customers pushing them to take a step (Ganiyu, 2015). Sheng Siong
will have first to understand the needs of the customers in the Australian market, considering all
demographic attributes. The supermarket will then carefully weave key messages which portray
their products as different and better than the others within the market. This will ultimately have
an impact on the customers’ buying decisions.

BUSINESS PROPOSAL 4
References
Arrey, O. B. (2013). Corporate Marketing Planning. Global Journal of Management and
Business Research Marketing(13), 1-7.
Ganiyu, R. A. (2015). Approaches for Generating and Evaluating Product Positioning Strategy.
International Journal of Business Administration, 4(1), 46-52.
Muhammad, N., Frank Scrimgeour, & Scrimgeour, F. (2014). The Impact of Corporate
Environmental Performance on Market Risk: The Australian Industry Case. Journal of
Business Ethics, 1-28.