Strategic Expansion: Just Pasta's Market Entry into Singapore

The business expansion case of Just Pasta, an Australian company specializing in pasta products with a unique offering that caters to custom orders based on consumer preferences, provides insights into strategic market entry. The Singaporean market is identified as a potential growth area due to its affluent customer base and cultural similarities with Australia. A detailed SWOT analysis underscores internal strengths such as brand reputation and product variety while identifying weaknesses like limited market experience. Opportunities in Singapore are driven by high disposable incomes and demand for health-conscious food options, though challenges include local competition and regulatory landscapes. The marketing mix strategy emphasizes a premium pricing model, innovative product differentiation, targeted distribution channels, and robust promotional campaigns focusing on digital media to engage consumers effectively. Porter's 5 forces analysis further elucidates the competitive dynamics within the market, examining rivalry intensity, supplier power, buyer influence, threat of new entrants, and substitute products. To support this strategic venture, Just Pasta must leverage its internal resources while addressing external challenges through informed decision-making and adaptive strategies.

Running Head: Entrepreneurship
Just Pasta Australia
Entrepreneurship

Entrepreneurship 1
Executive Summary
Business Plan is prepared to analyse the opportunities for the organization to enhance their
market share in the target market. This business plan will include the market analysis of the
target market in order to expand the business for attaining the goals and the objectives in
relevance with growth of the business. This report includes the business plan for Just Pasta in
Australia. Just Pasta is a Sydney based pizza manufacturing and distributing company engaged in
producing various types of pasta. After achieving the success in the Australian market,
organization has now decided to expand its operations in the overseas market. In order to attain
the objectives for the organization in relevance with the expansion of the organization in the
overseas market, Singapore has been selected as the preferred location for the expansion of the
Just Pasta. In the business plan for Just Pasta to expand their business activities in Singapore
region, description of the target market, market segmentation, marketing and promotional
strategies and the implementation plan of the selected strategies will be discussed. With the help
of these strategies, organization will be able to manage its activities in an appropriate manner and
the expected goals for attaining the desired growth rate in the overseas fast food industry and
other objectives will be easily attained.

Entrepreneurship 2
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Objective..........................................................................................................................................5
Marketing Strategies........................................................................................................................5
Market Segmentation...................................................................................................................6
Marketing Mix.................................................................................................................................6
External Environmental Analysis....................................................................................................9
Implementation Time table............................................................................................................11
Recommendations & Conclusion..................................................................................................12
References......................................................................................................................................13

Entrepreneurship 3
Introduction
A business plan is made for converting the expected goals and the objectives of the organization
into reality. In this report, Just Pasta has decided to launch its business outlet in the Singaporean
market in order to expand their business in the overseas market and for attaining adequate image
in the global fast food industry. Just Pasta is an Australian based pasta manufacturer company
located in Sydney since 1985. Since their establishment, Just Pasta Australia has successfully
established its effective image in the Australian fast food industry. They are majorly known for
producing custom made pasta as per the requirements of restaurants, Airlines, Hotels,
Universities, Deli's, Coffee shops, caterer's, etc. In order to avoid the glitches in their
functionalities, organization has taken approval from various authorities of Australia in terms of
quality of their food. In fast food industry, major factor that plays vital role in the success and the
growth of the organization is quality of the food served to consumers. Just Pasta Australia has
two primary objectives in order to attain the success in the target market i.e. fulfilment of
consumer’s needs through delivering the highly qualitative products and through serving them in
an appropriate manner. With the help of this, organization has developed their effective and
adequate image in the competitive fast food industry of Australia. In addition to this, they also
focus on consumer’s health and nutrition. With the help of this vision, consumers get healthier
and nutritious products which help them to fulfil their basic requirements. The same has been
adopted by the Just Pasta Australia in order to attain its goals and the objectives in terms of
growth and the expansion in the global fast food industry. In terms of attaining its desired goals
in relevance to the organizational expansion in the international fast food industry, Singaporean
market has been chosen and adequate strategies will be discussed in the following business plan.

Entrepreneurship 4
Objective
The vision of the organization is to attain effective image in the international fast food industry
and for the same, Singaporean market has been chosen for expanding their business
functionalities. For converting this vision into reality, Just Pasta Australia will adopt and develop
various unique and advance strategies for attaining the desired goals and the objectives in terms
of expansion and growth of the organization in the overseas market in a certain period of time. In
the desired period of time, Just Pasta Australia’s management has designed set of objectives
which need to be attained effectively (Armstrong, et. al., 2015).
 Develop effective and adequate brand image in the Singaporean market;
 Deliver qualitative products in the Singaporean market with the objective to create
positive image in the consumer’s mind-sets;
 Development of attractive and unique outlet for enhancing the customer base;
 To enhance the revenues for the organization in order to survive for a long term in the
competitive business environment (Baker, 2014);
 To enhance the opportunities for expanding its outlets in rest parts of the globe.
Marketing Strategies
Singapore is known as tourist destination and due to this factor, tourism revenue plays crucial
role in the economy of the Singapore. Reviewing this opportunity various organizations wishes
to invest in the Singaporean market for higher returns. Just Pasta Australia is quite famous in
whole Australia for its unique speciality of making custom orders of pasta as per the consumer's
requirements. Organizational management has decided to expand its business in the overseas
market and for the same; they have chosen the Singaporean market. To introduce their business

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in the Singaporeans market, organization needs to execute various functionalities of marketing in
order to attain its desired goals and the objectives. For executing marketing strategies,
organization has adopted certain set of strategies in terms of treating their audience for attaining
their objectives (Clarke, et. al., 2015). Following are certain strategies which will be included in
the business plan for Just Pasta Australia for expanding their business in the Singaporean market:
Market Segmentation
This is the strategy which is used for segregating the market on several bases to identify the most
appropriate market for the organization. Market segmentation has four parts i.e. geographic
segmentation, behavioural segmentation, psychographic segmentation, and demographic
segmentation. Just Pasta is engaged in producing and delivering varieties of pasta, thus, they can
target any segment of market for attaining its goals (Scarborough, 2015). In Singaporean market,
Just Pasta can target the tourism audience and local public as well. Pasta is included in the fast
food category and most fast food items are treated as unhealthy food products. While Just Past is
known for producing varieties of healthier and nutritious pasta dishes which can be consumed by
ay age group. Thus, in order to attract the audience of Singapore towards the organization,
number of effective marketing strategies needs to be adopted and implemented for attaining its
desired goals and the objectives (Combs Jr & McClung, 2016).
Marketing Mix
Marketing mix strategy is used for promoting the new product or new business in the target
market. In this scenario, Just Pasta has adopted this strategy with the view to ascertain the
opportunities for growth and expansion. Following are certain components of marketing mix
techniques through which organization could attain its goals and the objectives:

Entrepreneurship 6
Product: Just Pasta will use its product’s features in the new target market for enhancing the
demand for its products. Just Pasta delivers qualitative as well as unique types of pasta which
could help them to attract their target audience. Apart from this, they are also known for
delivering healthier and nutritious pastas which helps them to set up their unique and effective
image in the Singaporean market. Just Pasta also offers a unique service under which consumer
can customize their pasta orders on the basis of their taste, recipe or on the basis of their
requirements (Dickinson & MacKay, 2014).
Price: Just Pasta has established its effective image in the Australian fast food industry through
delivering the healthier and nutritious dishes of pasta at very reasonable prices. Just Pasta has
adopted the cost leadership pricing strategy through which they used to lead the whole fast food
industry of Australia. In terms of expansion, Just Pasta has decided to adopt the market oriented
pricing strategy. This will help them to understand the Singaporean market environment and with
this, organization would be able to set up its effective position in the new market (Hill, Jones &
Schilling, 2014).
Place: Just Pasta has decided to operate from the most favourable and attractive locations of the
Singapore. Centralised and attractive location helps the organization to attract the number of
consumers as the attractive location will be easily approachable for them. Apart from this,
organization could also distribute its unique products through electronic mediums. Under which
organization will launch its website and the mobile application and this will influence the
consumers to place the order at their doorstep only. With this strategy, customer base and the
market share of the organization will be enhanced (Yu, et. al., 2016).

Entrepreneurship 7
Promotion: Just Pasta could use print as well as digital medium of promotion and advertisement
for enhancing their market share in the target market. To introduce the new business in the
Singaporean market, Just Pasta needs to promote its business over digital as well as print
medium of advertisement and promotion. Under promotional mix, organization could use
advertising strategies, sales promotions, personal selling, and the strategies through which
customer relationships could be developed. All these strategies will help them to enhance their
market share as well as it will help them to set up their effective position in the target market
(Lam & Harker, 2015).

Entrepreneurship 8
External Environmental Analysis
PESTLE analysis will be conducted for evaluating the external environmental factors of
Singaporean market in order to identify the scope for the Just Pasta for attaining its desired goals
and the objectives.
Political: Risk in relevance with the political factors are quite low in Singapore and as per the
Political and Economic Risk Consultancy (PERC), Singapore holds lowest political risk amongst
their continent. Singapore has appropriate political stability and people over there are
independent to take their own decisions. Thus, Just Pasta will not face many difficulties in order
to set its place in the Singaporean competitive market conditions. Just Pasta needs to perform its
functionalities in relevance with the political factors of Singaporean market to attain its desired
goals and the objectives (Lu & Liu, 2015).
Economic: Singapore’s economy is increasing at rapid rate towards being the developed
country. With very less corruption rate, it becomes the favourable location for the overseas
organizations to expand their business in the Singaporean market. Apart from this, tourism is
another vital element which enhances the value of the Singapore’s economy and it becomes the
attractive factor for the business enterprises to invest or introduce their business.
Social: Singapore is known for following its tradition and due to this; Just Pasta needs to adopt
certain cultural factors of Singapore in order to attract its target audience. Apart from this, young
generation over there also follows the western culture and with the help of mixture of western
and traditional culture, organization could set up its effective and unique position in the fast food

Entrepreneurship 9
industry. Along with this, expansion of the foreign organizations in the Singaporean market leads
to generation of various employment opportunities for the local residents (McKeever, 2016).
Technological: Vast change in the Singaporeans market conditions and in the consumer
behaviour has been noticed. Due to this, lifestyle of the consumers, quality of the life of the
consumers, etc. has also been increased and the major reason for behind this advancement is
technological development. Just Pasta needs to adopt certain adequate and unique technological
advancements for attaining its desired goals and the objectives and to survive in the new market
conditions (Pardalos & Tsitsiringos, 2013).
Legal: Government of Singapore has developed certain rules and the regulations for promoting
the e-commerce business operations in the Singaporean market. With this, Just Pasta could
enhance its functionalities in the Singaporean market over e-commerce platforms for attaining its
goals and the objectives (Renton, et. al., 2015).
Environmental: Singaporean market has developed certain strategies for maintaining the quality
of the air and other factors of environment. Every organization irrespective of their nationalities
needs to adopt those standards and the policies for enhancing the effectiveness of the
organization and this will also help them to develop its effective image in the target market
(Myerson, 2016).

Entrepreneurship 10
Implementation Time table
Activity Starting Date End Date Manager Concerned
Department
Business plan
formation
1-Jan-18 1-Apr-18 Marketing Marketing
Office design 1-Apr-18 1-Jul-18 Founder and
director
Owners
Creation of
website
1-Jul-18 1-Oct-18 Manager IT department
Recruitment
and selection
1-Oct-18 1-Dec-18 Human resource
manager
HR department

Entrepreneurship 11
Recommendations & Conclusion
It has been recommended to the organizational management to implement all the above
discussed activities in the appropriate time frame for attaining the expected goals and the
objectives. Just Past Australia is well known for producing varieties of pasta and they also
produce custom orders given by the consumers on the basis of their requirements. To expand
their business functionalities in the Singapore market, organizational management should utilise
their internal as well as external resources to enhance their productivity as well as the efficiency
to satisfy the consumer’s needs.
From the aforesaid information, it can be concluded that business plan discussed above is
effective enough to gain the competitive advantage in the target market to the Just Pasta.
Organization has decided to expand their business functionalities to attaining the growth
objectives. For this, Singaporean market has been chosen as the favourable location to introduce
their business in relevance with attaining the growth and expansion objectives. Under the above
business plan, market segmentation, marketing mix, and external environmental analysis were
conducted to evaluate the opportunities for enhancing the opportunities for growth for the
organization.

Entrepreneurship 12
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Entrepreneurship 13
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