University Report: Marketing Plan of Danes Coffee in Singapore

This report details a marketing plan for Danes Coffee to enter the Singaporean market. It begins with an executive summary outlining the company's strategy of offering high-quality coffee products and equipment. The report analyzes market selection and entry strategies, recommending the use of e-commerce and exporting. It then outlines a competitive strategy focused on high-quality offerings and trade shows. The pricing strategy is based on per-product costs, with discounts offered. Promotion strategies include online and print advertising, using visual images and videos. The distribution strategy focuses on the company's e-commerce site and direct exporting. The report concludes with recommendations, emphasizing the importance of analyzing internal resources and capabilities for selecting the best marketing and sales strategy in the Singapore market. The report also considers economic and financial environment, political and legal environment, social and cultural environment, and technological environment. It provides a comprehensive overview of the market and makes recommendations for future growth.

Running head: MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
Marketing Plan of Danes Coffee in Singaporean Market
Name of the University:
Name of the Student:
Authors Note:

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).

4MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
3. Competitive Strategy
In Singapore, it has been evidenced that sales of coffee bean and related equipment have
attained a growth in its sales by 7% each year that is expected to grow further (Naidoo, Donovan,
Milner & Topple, (2016). There are several renowned coffee suppliers and joints in Singapore
offeringhigh quality coffee beans, equipment and freshly brewed coffee such as Starbucks and
Barista. However, in entering the Singapore market successfully, Danes Coffee will develop
effective competitive strategies to position itself among one of the best quality coffee supplier.
The company will develop a competitive strategy of offering high quality and fullservice coffee
distributorthat offers specialty beverage based coffee and equipment for enjoying smooth brewed
coffee. Danes will also implement the competitive strategy of offering wide range of coffee
products and equipment in comparison to its competitors that can facilitates Danes Coffee to
attain the competitive advantages of growing coffee and sociality beverage demands (Neilson &
Wang, 2019). Another competitive strategy that will be implemented by the company in
increasing its sales in the Singaporemarketwill be conducting semi-annual trade shows for the
recent as well as potential consumers. Such trade shows will facilitate its target consumers to
attain the opportunity to taste Danes Coffee new sample coffee products, talk to manufacturers,
attain free trail of the new coffee equipment and learn about the industry trends, Such
competitive sales strategy is deemed to promote sales of its offerings along with increasing
consumer awareness about its products (Bae, 2018). Offering innovative and quality coffee
products at competitiveprices along with maintaining consistently efficient consumer services
can increase purchase intention among them.
4. Pricing Strategy
The pricing strategy that will be followed by Danes Coffee in Singapore market is based
on per product costs. Danes Coffee will implement the non-price competition strategy in offer to
make sure that the traders do not take the advantages and increase prices through maintaining a
uniform pricing of all its coffee products and equipment (Perrone& Wodonga, 2015). Moreover,
it will also offergenerous discounts to consumers in their initial purchasefrom its website and
when they purchase more than 2kgs coffee beverage packs from the online store. The prices of
the advanced and high quality coffeeproducts and equipment will be kept low in the industry to
attract huge target consumer base. Danes Coffee will consider othercostfactors like laborand

5MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
considered mass production for keeping its prices low, affordable and attain acceptability at high
cost in compassion to its nearest competitors (Tamen& Ferrell, 2016).
5. Promotion Strategy
Danes Coffee will employ several advertisingstrategies in offering its coffee products and
equipment in the Singapore market all through the year that will make the product appealing for
the consumers in the country. 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 (Prasertsung&Horanont, 2017). The promotional
content that will be developed by Danes Coffee will include high quality visual images of its
coffee productsadequipment along with engaging videos of making coffee using the products.
Persuasive advertisingstrategy will be followed by the company in Singapore where the
promotional campaigns will haveemotional aspects in capturing segments of people.
Moreover, Danes Coffee Company will run several promotional campaigns through TV
commercials that willfocused on positioning its offerings as household premium brand. Such
effective promotionaltechniques can facilitate the company in attaing a strong position in the
instant coffee industry of Singapore. Regular promotional videos of its high quality
coffeeproducts along with experiments withseveralvariants will be posted in attaining consumer
attention and high consumer traffic to its e-commerce site (Pride & Ferrell, 2016). Danes Coffee
will also consider sending news releases to the local press and media along with trade magazines
in order to feature its coffee equipment and products attractively in front of its target consumers
in Singapore. The productofferingswillalso be promoted through trade shows along with word-
of-mouth advertising n social media channels. With the growing years of business in
Singaporemarket Danes Coffee can consider brand ambassador advertising in Singapore through
signing on famous personalities of the nation in order to push the sales of the Australian coffee
brand in Singapore (Barrow, Barrow & Brown, 2015).
6. Distribution Strategy
The wide variety of high quality coffee products and equipment will be distributed by
Danes Coffee Company through employing its primary distribution channel of its e-commerce

6MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
site that will be introduced in Singaporemarket (Tuten& Solomon, 2017). The e-commercesite of
the company will include photos along with descriptions of all its coffee products and equipment
that can make the buyers to attain convenience for buying the best coffee as per theirneed.
Shopping online and attaininghomedelivery for their ordered items will make the purchasing
hasslefree forSingaporeanconsumers. Danes Coffee will maintain an efficient channel for
distribution of its coffee productsandequipment through making its offerings readily available in
the market through its e-commerce sites also through direct exporting (Baliga & Rodrigues,
2015). The distributors of the company available in Singapore will supply the orderedproducts to
the target consumers Moreover these well build distributor will supply Danes Coffee offerings to
its consumers directly. In selling its products through distributors in Singapore, the company will
offer several trade discounts along with several other tactics in keeping its distribution channel
motivated (Wei, 2016). Danes Coffee Company is estimated to attain the competitive advantage
of having a stronger distribution as well as sales network because of high pull from the
Singapore market.
7. Concluding Recommendations
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. 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. Moreover, Danes Coffee
Company will run several promotional campaigns through TV commercials that willfocused on
positioning its offerings as household premium brand. Such effective promotionaltechniques can
facilitate the company in attaing a strong position in the instant coffee industry of Singapore.
Based on the findings from the report, Danes Coffee is recommended to follow exportmarket
entry strategy in successfully entering the Singaporemarketas this strategy can facilitate the
company in reaching the foreign target consumer market without having any associated risks. It
is also 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.

7MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET

8MARKETING PLAN OF DANES COFFEE IN SINGAPOREAN MARKET
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