BOOMTINSLEY HASTINGS TANNER MORRIS BROOKE PETTY

REAL. SIMPLE INGREDIENTS. NOTHING FAKE.

IN SINGAPORE

10/04/2017

CHICKAPOP.

4 P’s ANALYSIS

CORE

Functional: Satisfies HungerPsychological: Peace of Mind Economic: Reasonable Price

Social: Non-GMO = Trendy

Colorful Packaging

Memorable NameVariety of Flavors

Multiple Sizes

Grab N’ GoCustomer Service

Safe Shopping GuaranteeSatisfaction Guarantee

Delivery

ACTUAL

AUGMENTED

PRODUCT:

4 P’s ANALYSIS• PRICE:

• $3.61 for 7 oz. bag, • $4.99 for 6 snack pack of 0.6 oz. bags

• PLACE: • Boomchickapop.com, Amazon, & retailer websites• Major grocery chains, health food stores, & some convenience stores• United States and Australia

• PROMOTION:• Tagline = simply.deliciously.boom. • Social media (Instagram, Twitter, Facebook, YouTube and Pinterest)• Their current campaign is “Crush It.” • Seasonal influences

SINGAPORE – COUNTRY OVERVIEW■ POPULATION: 5.8 Million

–4th most densely populated –100% urbanized

■ LANGUAGES: –Mandarin –English

■ ETHNICITIES:–Chinese –Malay –Indian

■ ECONOMICS: –GDP per capita: $52,600

■ POLITICAL: – Agriculture–Food &

Veterinary Authority (AVA)

■ RED, GREEN & YELLOW = Joy & harmony

■ FOOD– Malay Stir Fry – Chinese Noodles – Seafood– Sweet Snacks

■ KIASU = Fear of losing – Competition & winning

■ LEISURE: – Water sports– Beach Activities – Amusement Parks

SINGAPORE – CULTURAL OVERVIEW

U.S. INDUSTRY ANALYSIS

■ $39.3 billion revenue – Snacks ■ $11.2 billion revenue - Salty

■ Meat snacks #1, Popcorn #2■ Increased consumer health concern

■ Growing industry for BFY snacks■ Barriers:

–Confusion about “healthy” –Affordability –Lack of flavor

■ Savory snacks = $100 Million industry■ Growing market

■ Increased consumer health concern ■ Trending towards fruit and substitutes

■ Barriers– AVA – Advertising laws – Preference towards value product

GLOBAL MARKET INDUSTRY ANALYSIS

SNACK FOODS SALTY SNACKS

BETTER FOR YOU (BFY) SNACKS

GOLDEN DUCK COMPANY1. Salted egg yolk potato crisps

2. Online, cafes, & 7Elevens

3. Gourmet yet affordable

BIENEN BARON 1. Stella popcorn

2. Online & in shopping malls

3. Healthy option (MSG & Gluten free)

COMPETITION ANALYSIS

COMBE SNACKS1. Sweet potato & rice crackers

2. All grocery & convenience stores

3. Lunchbox item

STRENGTHS• Healthy, Non-GMO, Whole Grain

Snack• 15+ Flavor Options - online• 3-6 Flavor Option - in store• Creative/Memorable Packaging

WEAKNESSES• Few traditional advertisements- TVs,

Magazine, Billboards• No local "Singaporean" flavors• Popcorn = only product

OPPORTUNITIES• Singapore snack market forecasted

to grow by 28% by 2021 (ML)• Growing demand for healthy snacks• Singapore has a high GDP = more

disposable income

THREATS• Longevity of present companies

Local regulations - AVA• Preference of sweet snacks over

savory.• Market saturation• Prioritization of health food

SWOT ANALYSIS

QUESTIONS?

REFERENCES

Agri-Food & Veterinary Authority of Singapore (AVA) | AVA. (n.d.). Retrieved September 30, 2017, from https://www.ava.gov.sg/ Colgan, Alex. Global Road WarriorTM. "Singapore: Country Snapshot." Retrieved September 10, 2017,

from www.globalroadwarrior.com.ezproxy.tcu.edu/#mode=country&regionId=129&uri=cou ntry-content&nid=65&key=snapshot-overview.

Combe Snacks. (n.d.). Retrieved September 30, 2017, from https://www.chuihiang.com.sg/corporate-combe-snacks/

CountryWatch Inc. (n.d.). Singapore: Culture and Arts. Retrieved September 28, 2017, from Country Watch Website to the World: http://www.countrywatch.com.ezproxy.tcu.edu/Intelligence/CWTopic?Type=text&CountryID=154&Topic=CLART

Editor, C. (2015, October 26). Political & Economic Risk Consultancy Limited. Retrieved September 30, 2017, from https://www.cpib.gov.sg/research-room/political-economic-risk-consultancy.

Frost, R. et al. (2017). Singapore. Retrieved from http://www.atozworldbusiness.com.ezproxy.tcu.edu/#mode=country&regionId=129&uri=country-content&nid=66&key=country-trade-overview.

Golden Duck co. (n.d.). Retrieved September 30, 2017, from http://www.goldenduck.co/ 

IBISWorld. (2017, February). IBISWorld Industry Report Snack Food Production in the US. Retrieved from IBISWorld : http://clients1.ibisworld.com.ezproxy.tcu.edu/reports/us/industry/default.aspx?entid=271

InterNations. (n.d.). Leisure Activities and Sports in Singapore. Retrieved September 29, 2017, from InterNations.org: https://www.internations.org/singapore-expats/guide/16085-culture-shopping-recreation/leisure-activities-and-sports-in-singapore-16080

Line. (2017). Savory Snacks Industry Profile: Singapore. Progressive Digital Media. London: John Carpenter House.

Mintel Group Ltd. (2017). Executive summary: Better for you snacks . Mintel Group Ltd.Mintel Group Ltd. (2017). Executive summary: Salty snacks. Mintel Group Ltd.

Singapore, B. B. (n.d.). Home. Retrieved September 30, 2017, from http://www.bienenbaronmart.com/

Singaopre Tourism Board. (2017). Recreation & Leisure . Retrieved September 28, 2017, from VisitSingapore.com: http://www.visitsingapore.com/see-do-singapore/recreation-leisure.html

Singapore Tourism Board. (2017). Local Dishes. Retrieved September 29, 2017, from VisitSingapore.com: http://www.visitsingapore.com/dining-drinks-singapore/local-dishes.html

VisitSingapore. (n.d.). Retrieved September 30, 2017, from http://www.visitsingapore.com/en.html

Why Singapore Became an Economic Success. (2016, March 25). September 10, 2017, from https://www.economist.com/blogs/economist explains/2015/03/economist-explains-23.

World Trade Press. (n.d.). Culture, General. Retrieved September 28, 2017, from A to Z World Business: http://www.atozworldbusiness.com.ezproxy.tcu.edu/#mode=country&regionId=129&uri=country-content&nid=20.15&key=gift-giving

 (n.d.). Retrieved September 30, 2017, from http://www.nea.gov.sg/public-health/food-hygiene