Introduction Objectives Country Profile

History Culture

Strategic Analysis External Audit

Political Environment Economic Environment Social Environment Legal Environment Demographic Environment Competitors Analysis Industry Stage Michael Porters Five Force Analysis LI Model

Internal Audit
Market Opportunity and threats Present Strategies Core Competencies. SWOT Analysis

Production
Raw Material La or Cost !"port Costs !n#ironmental issues

Financial Assessment
!"change Risks $oreign trade policies

Management issues

Doing Business in Singapore

Singapore lies o%% the Southern tip o% Malay Peninsula etween the South China Sea and the &ndian Ocean' it is ecause o% its location on ma(or sea lanes that it has emerged as one o% the important countries in terms o% usiness opportunities in South !ast Asia. Singapore has all the ma(or attri utes Trust) knowledge connecti#ity which has positioned the country as an ideal city to work. Singapore has one o% the most open economies %or international usiness) and it pro#ides the in#estor with world class in%rastructure %acilities) highly skilled la our %orce and ro ust legal system)it is ecause o% these ad#antages Singapore has won se#eral accolades. The world*s easiest place to do usiness +,oing -usiness ./00 Report) World -ank1' -est -usiness !n#ironment in Asia Paci%ic and world2wide +Country $orecasts) ,ecem er .//3) !conomist &ntelligence 4nit1' World leader in %oreign trade and in#estment +The 5lo ali6ation &nde" ./0/) 7O$ Swiss !conomic &nstitution1' 0st in Asia and 8th in the world %or ha#ing the least corruption in its economy +The World Competiti#eness &nde" Rankings ./0/) &nternational &nstitute %or Management ,e#elopment1' 0st in the world %or ha#ing the est protection o% intellectual property +5lo al Competiti#eness Report ./0/2./00)World !conomic $orum1.

Trade Agreements Singapore has multiple trade agreements that #arious organi6ations can utili6e to e"pand their usinesses.

Singapore encourages %ree trade a out 339 o% goods imported into Singapore are %ree trade goods )it is ecause o% this we ha#e chosen Singapore as a destination %or our usiness.

Singapore has access to :.0 illion o% population with only ; hrs (ourney.

Political /Legal Environment

The Political !n#ironment o% a country plays a ma(or role in attracting %oreign in#estment)#arious go#ernment initiati#es ha#e een taken y the go#ernment to ensure competiti#e and corruption %ree en#ironment . Ministry of Trade and Industry This was esta lished to $oster Pro2enterprise en#ironment ,e#eloping &ndustries !"panding Trade 5rowing !conomy

4nder the MT& there is another agency named SPRI ! Singapore +Standards) Producti#ity and &nno#ation -oard1 this was esta lished to enhance the growth o% &nno#ati#e companies. &t helps in Access to markets ) %inancing ) inno#ating and capa ility uilding. T"e #inancial assistance sc"emes availa$le are -usiness Angel Scheme2Pro#ide Singapore ased young companies with a matching dollar %or e#ery dollar in#ested y pre appro#ed angel group. <oung !ntrepreneurs Scheme2Pro#ide youths with =8//// to start their usiness

Ministry of #inance %M&#'

The main purpose is to make Singapore a world class %inancial and usiness hu ) and %acilitate growth o% usiness and nurture an entrepreneurial en#ironment. The $ree Trade Agreement ,irectorate) and Accounting and Corporate Regulatory Authority come under the MO$ to assist in pro#iding conduci#e en#ironment %or usiness.

!overnment E $usiness Portal( &n order to promote transparency the go#ernment has launched a ecommerce portal +5e -i>1where all the tenders are pu lished )and suppliers can also su mit their ids online.

Legal Environment( The Singapore Legal System is largely ased on !nglish Common Law System . -eing a %ormer -ritish Colony ) Singapore recei#ed her laws %rom -ritian. The in%luence o% !nglish Law has decreased o#er the years as the (udiciary and legal pro%ession o% Singapore mature. There are two ma(or sources o% law in Singapore ? Legislation and Case Law. There are also con#entions inding on Singapore concerning some international matters such as Air Transport or Sea Shipment.

The Courts in Singapore comprise the Supreme Court and Su Ordinate Courts. The Supreme Courts comprises the Court o% appeal and the @igh Court. The Court o% Appeal is Singapore*s highest Audicial Tri unal . The Su Coordinate courts comprises the ,istrict Courts ) Magistrate Courts) Au#enile Courts) Coroner*s Courts and small claims Tri unals. Apart %rom the Supreme Courts and Su Ordinate Courts ) there are some other tri unals set up to hear disputes on speci%ic areas o% law o% Singapore) nota ly the Syariah Court) &ndustrial Ar itration Court and Military Court .

)orruption Practices Investigation Bureau %)PIB'( This was esta lished as an independent ody to in#estigate and control corruption' it is ecause o% the e%%orts o% the go#ernment that Singapore is one o% the #ery %ew countries where corruption is under control.

Singapore inherited the legal system %rom !nglish legal system since it was one o% the -ritish colonies. Regardless o% cast creed and religion all are treated eBual in the eyes o% law.To sa%eguard the intellectual property Singapore has implemented the Trade Related Aspects of Intellectual Property Rig"ts Agreement act as Suggested y *T&)its also part o% Paris Con#ention Protection o% &ndustrial Property and the Cice Agreement) the protection o% ideas and inno#ation will e legally en%orced under law in Singapore. &t has also esta lished Singapore Ar$itration centre to pro#ide dispute resolution ser#ice.

*"y +e started our $usiness in Singapore,

-ased on the o ser#ations in the a o#e analysis we came to the conclusion that it is much easier to start our usiness in Singapore) also since there are many &ndians residing in Singapore) it would e a ideal plat%orm to launch our product and %urther e"pand it in other countries. To egin with we will launch &ndian %ood products in di%%erent countries) later we will include other international cuisines as well. As a new entrant in the market we will %irst %ollow the e"port model where we will prepare and e"port the packed) products to Singapore later once we are a le to reali6e our costs we are planning to setup a manu%acturing and packaging plant in Singapore.

The a o#e %igure gi#es insights a out the &ndians residing across the world

*"at are ready to eat Products, As the name suggests the Ready to eat %ood products are) products that reBuire minimum or no e%%orts in cooking) due to usy schedule o% the working e"ecuti#es in the metropolitan cities there is growing demand %or these products. The iggest ad#antage o% these products is they can e stored %or long durations) can e consumed as and when reBuired) it sa#es time ) a lot o% options are a#aila le %or di%%erent cuisines and at reasona le price

Internal Audit
Mar-et &pportunity and t"reats(

Present Startegies

Create a uni!ue" innovative" menu that #ill di$$erentiate us $rom the rest o$ the competition% Control costs at all times" in all areas and implement a conservative approach to gro#th policy% Although" #e provide more than enough $und to open more than one outlet" #e #ant to &e on the sa$e side o$ the &usiness% Sell the products that are o$ the highest !uality" as #ell as 'eeping the customers happy #ith all o$ our product categories% Provide ())* satis$action to our customers and maintaining the level o$ e+cellent services among other competitors% Encourage the t#o most important values in $ast $ood &usiness, &rand and image" as these t#o ingredients are a couple o$ main drivers in mar'eting communications% -et access to high.tra$$ic shopping malls near the target mar'et% Promote good values o$ company culture and &usiness philosophy%

Bringing Indian culture to .ome Since we are targeting the young working &ndian pro%essionals ) our products would cater to the tastes o% #arious cultures in &ndia. We will also display the #arious historical in%ormation along with the procedure %or cooking the cuisines on the packing*s and we would e o%%ering our consumers special dishes ased on #arious %esti#als cele rated in &ndia. Present at ma/or stores 0 Our products will e present at all the ma(or retail outlets esides we will also )try to tie up with #arious other smaller outlets so as to ha#e greater penetration o% our product.
Variety, variety, variety We will have huge variety of products. Also we will add and review our roducts based on t!e demand"

CompanyOwnership
Our company will e a pri#ately held company ) with %our partners ha#ing .8 9 ownership each )we will e choosing %our partners with di%%erent skills .

CompanyLocationsandFacilities

We would e manu%acturing the product in &ndia initially and e"porting it to Singapore a%ter earning pro%its we would e later setting up a plant in Singapore. We would e taking a warehouse on rent and our o%%ice would also e located within this warehouse) distri ution to #arious retail outlets and recei#ing o% goods would e done at this location only.

Products
We want to %ocus on selling &ndian %ood) ased on our analysis we ha#e %ound out that Tamils %orm 8D9 o% &ndians in Singapore) so our ma(ority o% products would e Tamil dishes) %ollowed y Pun(a i) and other &ndian dishes.

Below is the percentage of Tamils in Singapore.

$ew e"amples2Multigrain ,osa )Oats &dli )4ttapam ) #arious %la#ours o% Rasams etc

&n promoting our rand we would e also o%%ering Merchandise with our Logo and colours %rom hats to t2shirts.

Competitive Comparison-

Sales Literature
We will use ad#ertising and sales programs to get the word out to customers. 8/// colour roachers to e distri uted throughout) the little &ndia. @al% page maga6ine re#iews in SingaporeEs li%estyle maga6ines) that ad#ertise the presence o% our product We would also setup special stalls at malls )and ma(or shopping comple" )where would e ha#ing a microwa#e and would o%%er our cooked product as a %ree sample to the customers this will help us spread rand awareness a out our product. We will also e using Social Media ) Cewspaper ) and digital ad#ertisements .

Sales Programs

Future -

Adding more products to our e"isting products we will launch products considering the tastes o% other nations) we will e"pand our network to other countries also .

Open our own e"clusi#e dinning stores where people can come and en(oy the &ndian cuisines) the layout and decoration o% the store would e to promote &ndian culture )we would e launching special e#ents to make people aware o% our rand.

Start-up Summary The retail outlet will be rented at one of the target location shopping malls. Our preference is Space A, for the main reason of reaching larger traffic. Startup requirements will be financed through owner investments.

Com any #ocation and Facilities The Space selection will be based on the following criteria Community Si e! minimum "##,## people within a radius of " $m %asy access. &arge percentage of teenagers in the community. We would prefer regions in Singapore with ma'ority of (ndian population.

Com ettitors Info $% ort cost &oug! estimate of !ow muc! cost !ow muc! we will sell at"

Re%rences

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