This marketing report, prepared by the marketing manager of Reid Fruits, evaluates the potential of Singapore as a new market for the company's cherries. The report begins with an introduction to Reid Fruits, a premier exporter of high-quality cherries from Tasmania, and its current market presence in several Asian countries. It then provides a rationale for selecting Singapore, highlighting its strong economy, free-market principles, and favorable trade agreements. A PESTLE analysis is conducted to assess the political, economic, social, technological, legal, and environmental factors influencing the market. The report also details the target customer profile based on demographic data and discusses the product positioning of Reid Fruits cherries. Finally, it concludes by explaining the chosen entry mode—exporting—and its advantages. The report emphasizes the potential for Reid Fruits to capitalize on Singapore's high-income population and cultural alignment with the harvest season.
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