This document outlines a business plan to export Cambodian jasmine rice to Singapore. It includes a PESTEL analysis of Singapore, identifying low political risk and a corruption-free business environment. A SWOT analysis notes the small domestic market as a weakness. The plan proposes importing rice from Cambodia and distributing to wholesalers and retailers in Singapore, targeting the Chinese population. It discusses licensing requirements, locating near a warehouse, differentiating the premium quality rice, and managing risks such as exchange rates to evaluate performance against objectives.
4. What is our product?
Jasmine Rice
Cambodian Jasmine rice is known as the
“ World’s Best Rice ” for 3 years in a row
5. Singapore
Rice is still the primary food which Singaporeans
consume
In the last 5 years, the sales of rice had increased by
80%
“Dietician Gladis Lin said either white bread nor white
rice are particularly healthy ”
6. Singapore’s PESTEL Analysis
Political Factors:
Political risk is quite low
Democratic country
Political stability translated to a peace and better standard of living
Taxation : MFN duty rate 0%, Sales tax 7%
Exchange rate: USD1 = SGD1.44
Economic Factors:
Country’s per capita is the highest in ASEAN
Corruption-free environment that supports business sector
Legal and Financial business frameworks help as well
7. Sociocultural factors:
Face and Respect: Having face indicates personal
dignity
Business protocol and meeting: shaking hands is not
the case with older
Strict rules of protocol that must be observed
Personal relationships are the cornerstone of all
business relationships
8. Technological Factors:
IT infrastructure in Singapore is praise-worthy
Multinational companies to set up regional operations
in Singapore
Environmental Factors:
Tropical climate with a lot of rainfall throughout the
year
Shortage of water
Singapore rank number 4 in term of Environmental
Performance Index (EPI)
9. Legal Factors:
Anti-corruption law are strong and well-enforced
Singapore’s judicial system has been recognized as
one of the fairest and most efficient in Asia
10. SWOT ANALYSIS
STRENGTHS
• Connection with English, Chinese
and Malay speaking world
• Open economy, strong
governance for businesses
• Reasonable bandwidth and
payment of infrastructure
WEAKNESSES
• Limited size of domestic market
• Highly fragmented market due to
language segmentations
• Small size of production company
OPPORTUNITIES
• High level of GDP per capita
• Potential in establishing
partnerships
THREATS
• Keen competition for consumer
attention from foreign content
• Small talent base
• Ageing population
12. Business Strategy
Vision
Mission
Entry Mode
Supply Chain and
Distribution
Types of Licenses
Location
Target Customer
Competitor
Product
Differentiation
Financing
Advertising
Promotion
13. Business Strategy
Vision: “ To be the best quality Cambodia rice
importer and distributor in Singapore.”
Mission: To assure the best quality rice to our
customers by meeting the standard, provide all
accessible information regarding buying decision,
and be the quick service provider.
15. Supply Chain & Distribution
Based manufacture in Cambodia
Ship through Sihanouk Ville port
Arrive at Singapore port
Store at warehouse
Distribute to wholesalers and retailers
16. Types of Licenses
Stockpile
(RSS)
To import and
carry on
wholesale
dealing in
stockpile grade
rice
White rice,
basmati rice,
parboiled rice,
and ponni rice
Non-stockpile
To import and
carry on
wholesale
dealings in non-
stockpile grade
rice
Brown rice, red
rice, cargo rice,
and wild rice
Wholesaler
To carry on
wholesale
dealing in rice
For merchants
to carry
wholesale
dealing within
Singapore,
import is not
permitted
Manufacturer
Import for
Manufacturing
Only 100%
broken rice for
manufacturing
purpose
Re-Exporter
Import to re-
export
For re-export
only and shall
kept in Free
Trade Zone
18. We choose RSS (Stockpile Grade Rice) license
since our product is premium Jasmine rice.
Minimum import amount required is 50 tonnes per
month.
The government offer the warehouse (SSW=
Singapore Storage and Warehouse Pte Ltd) for 1
year.
19. Location
We choose the location:
• Has easy access to the transportation
• Near the warehouse
20. Target Customer
Target customer:
Chinese people (74.3%)
Other people (3.3%)
We do not enter into Halal market.
21. Competitors
There are 81 companies that license in RSS.
Main competitors:
Rice import by Thai companies
Rice import by India companies
22. Product Differentiation
Import premium long grain rice, Jasmine
The best quality with the high standard
Quick service
Free consulting regarding rice information to
anyone
Provide competitive price
23. Cost & Financing
License fee: $50
Office: around $60,000 per year
Warehouse: around $24,000 per
year
Staff (6 people): around
$211,000 per year
Advertising: around $7,000 per
year
Cost Estimate for the
first year: $ 518,050
The expenses will be
shared with the local
partners.
Plan for getting loan for
the business in case of
emergency.
24. Advertising & Promotion
Advertising budget will be spent in order to raise
brand awareness.
Promotion: we will give the big deal of discount
for the wholesalers and some discount for
retailers.
26. Identify risks
Exchange rate
Transportation and
logistics
Risk Management
Up to date with exchange rate
Must understand international
logistics & our legal rights.
27. Risks
Legal & policy
Unforeseen
International laws and regulations
change frequently.
contract with a legal firm
Natural disaster.
News. Singapore government protection
program.
28. Cultural and language visit to Singapore: better
understanding of market place
and the culture differences
29. Business performance evaluation
Comparing the results of initiatives to objectives and evaluating to
what extent we met our targets
Operation( sale & profitability)
Market ( market share & market ranking by sales volume)
Customers ( rate of customer acquisition, customer satisfaction)
Products ( quality)
Internal ( employee job satisfaction & training levels)
Financial ( profit margin)
30. Backup Plan
When performance evaluation shows that our
performances does not reach the set objectives.
Increase brand awareness
Check current quality control
Improve staff trainings
31. Khmer Jasmine
“ To be the best quality Cambodia rice importer and distributor in Singapore.”
“Ensure quality and satisfaction”