1.

SUMMARY

In continuation of the efforts to constantly expand its businesses, Sunrise & Co. Pte. Ltd
(hereafter mentioned as Sunrise), is looking at tapping into the market presented by stationary
giant, Popular. This report contains the findings of a market survey carried out 25.04.11 to
6.05.11 at various Popular outlets. It includes observation of various stores, feedback from
staff and customers and provides answers to questions that Sunrise might ask while making a
decision. Eventually, there are product recommendations that Sunrise can pick up.

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 2. POPULAR OUTLETS VISITED
i. BRAS BASAH COMPLEX - POP@Central
ii. BISHAN JUNCTION 8
iii. CITY SQUARE MALL
iv. HEARTLAND MALL
v. HOUGANG MALL
vi. NEX
vii. NORTHPOINT
viii. TOA PAYOH HDB HUB
ix. EAST POINT
x. MARINE PARADE CENTRAL
xi. TAMPINES MALL
xii. BUKIT TIMAH PLAZA
xiii. IMM
a. General observation: Although there was a section dedicated to games/sports, there
was a lack of sporting equipment. The only sports goods they carried were Champion
table tennis paddles and balls and the occasional shuttlecock and tennis balls. Not
much shelf space was given and was found after much searching even by staff. No
such indication was given to show the presence of sporting goods in the games
section.
b. General feedback: The staff, at the visited outlets, mentioned that it was rare for
anyone to ask for sporting goods in Popular as they are mainly a stationary and book
store. Even the table tennis paddles and tennis balls that they carried moved very
slowly. When asked how Yonex would fare in Popular, the common sentiment was
that Yonex is too expensive. This may be because it is a pioneer brand, hence, it is
perceived to be expensive.
c. School outlet feedback: Some Popular stores are stationed within schools as well. Of
them, the stores mainly carried table tennis paddles and balls, tennis balls and
shuttlecocks by Champion, Wilson and Pioneer. Notably, two schools carried
racquets; one from Champion and the other from an unknown brand. Even there, the
stock is slow moving because the school would purchase such equipment from
vendors directly.

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 3. SURVEY FINDINGS

A survey, relevant to this project, was carried out to find out the consensus of Popular
customers. Overall, 300 people were asked their opinion and this section displays the findings
of the survey.

3.a. The people were asked if they would like to buy sporting goods like badminton racquets
from Popular. Figure 2 illustrates the response ratio.

Figure 1

45%
No
Yes
55%

3.b Out of the 300 people, Figure 2 categorises the age range and their response.

Figure 2

80

70 68
63
60

50 44
40 No
31 Yes
30 28 27 28

20
9
10
0
10-16 17-21 22-26 Other

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3.c Table 1 and Figure 3 illustrate the how much the age groups spend averagely in a month.

Table 1

  Age
$ Above Below Grand
21-50 51-100
100 20 Total

10-16 41 26 9 55 131
17-21 18 7 5 25 55
22-26 19 5 1 15 40
Other 28 17 7 20 72
Grand Total 106 55 22 115 298

Figure 3

60
55

50

41
40
21-50
30 28 51-100
26 25 Above 100
19 20 Below 20
20 18 17
15

10 9
7 7
5 5
1
0
10-16 17-21 22-26 Other

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3.d Out of those who agreed with sporting goods to be placed in Popular, Figure 4 shows
how much are each age group ready to spend on our goods.

Figure 4

30

26
25
22

20 19
17
21-50
15 14 51-100
Above 100
11 11 Below 20
10
10
7
6
5 5
5 4 4
3
1
0
10-16 17-21 22-26 Other

3.e. Figure 5 displays the information in Figure 4 in percentage to show the popular price
ranges.

Figure 5

16%

7% 38%
21-50
51-100
Above 100
Below 20

38%

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3.f. Even though 133 respondents did not favour the introduction of sporting goods in
Popular, they were asked how much would they be willing to spend if the goods were
present. Figure 6 illustrates that data.

Figure 6

60

50
50

40 38
34
21-50
30 28 51-100
Above 100
22
Below 20
20 18 18
15 14 16
13
10 9 8 8
6
1
0
10-16 17-21 22-26 Other

3.g. The information in Figure 6 is put down in percentage in Figure 7.

Figure 7

27%

36%

21-50
51-100
Above 100
Below 20
8%

30%

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3.h. Besides badminton racquets, respondents were asked what other sporting goods would
they like to see in Popular, the results of which are shown in Figure 8.

Figure 8

22% 23%

Football
Basketball
Tennis racquet/ball
10% Netball
Volleyball
20%

25%

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 4. INTERPRETATION

The survey shows that if Sunrise were to introduce their goods, primarily badminton
racquets, there is a good chance to get the required response from the target market. Out of
the respondents majority of them came from the age-group of 10-6 and others (above 26 and
averagely 38 years old). This makes sense as Popular’s primary market are students and their
parents (who will eventually buy for the students). Badminton is a CCA that is offered in
every school, be it primary or secondary and is the 3 rd most popular sport CCA after netball
and football. This connection allows Sunrise a new platform to reach its audience.

Most of the spending power according to Figure 3 and 4 are between the stated groups. They
are most likely to spend up to SGD 100 in a month and are willing to spend the same amount
on our products. However, such surveys border on optimistic findings which is why we need
to look into other demographics of the respondents. For instance, even though bulk of those
responding are aged between 10-16, the decision to buy, for example, a SGD 75 racquet
might be shared by a member of the Other group. This puts the Other group in equal focus as
the 10-16 year-olds. The buying decision may not be shared as much in the groups
between17-26, but then again, the number of times they come in is much lesser as compared
to the former groups. Also, their need for such goods might be less as activities like CCAs
shift in those years. So once we understand these aspects of the respondents will help in
identifying the proper goods to introduce in Popular.

Besides, the characteristics of the respondents, we have to look at the environment in which
we are introducing our goods. Existing products like table tennis equipment are sustaining
due to their affordable pricing, yet they are faced with slow movement in stock. Schools are
different altogether, as the sports equipment is directly purchased from outside, so those
buying the goods from Popular in schools might buy it as an alternative or for personal use.

Keeping the underlying aspects of our audience in view and understanding how Popular
works for sporting goods, will help us align closely towards a successful entry into Popular.

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 5. SWOT ANALYSIS

Strengths Weaknesses
1. Brand recognition and
position   1. Most of the respondents are 10-16 year
olds which means there is a high chance that
the buying decision is shared
2. People are receptive to the idea of having
sporting goods in Popular 2. Sporting goods have not fared well and
have a very slow turnover rate according to
the staff at Popular
   
    3. Popular is widely and primarily known as a
      stationary brand
           
Opportunities Threats
1. This is an untapped market for a sporting
brand 1. Existing brands' competitive pricing
2. Being exposed to the customers of Popular 2. Receiving a cold or lukewarm response
who also touch the target market of Sunrise, 3. Other established sporting shops that offer
therefore, broadening our selling and promoting discounts and with whom prices can be
platform bargained.
       
           

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 6. RECOMMENDED PRODUCTS

This section lists out the goods that come in the price range of those willing to pay.

Item Model Price w GST Classification

Badminton Racquet B 460 17.9 Below 20
Badminton Racquet B 500 17.9 Below 20
Badminton Racquet B 600MD 23.9 21-50
Badminton Racquet B 611DF 22.9 21-50
Badminton Racquet B 700MDM 26.9 21-50
Badminton Racquet CARBONEX 6000 PLUS 44.9 21-50
Badminton Racquet CARBONEX 6010 DF ACE 49.9 21-50
Badminton Racquet CS 311 21.9 21-50
Badminton Racquet GR 404 W 34.9 21-50
Badminton Racquet MP 2Jr 24.9 21-50
Badminton Racquet NS 100 JR 49.9 21-50
Badminton Racquet ISO BETA 1 54.9 51-100
Badminton Racquet CARBONEX 7000 PLUS 54.9 51-100
Badminton Racquet CARBONEX 7010 DF ACE 59.9 51-100
Badminton Racquet CARBONEX 8000 PLUS 64.9 51-100
Badminton Racquet ISO BETA 1 64.9 51-100
Badminton Racquet ISO DELTA 2 64.9 51-100
Badminton Racquet MP 600 64.9 51-100
Badminton Racquet CARBONEX 8 69.9 51-100
Badminton Racquet CARBONEX 8010 LT ACE 69.9 51-100
Badminton Racquet ISO DELTA 4 69.9 51-100
Badminton Racquet ISO ZETA 69.9 51-100
Badminton Racquet NS 80 69.9 51-100
Badminton Racquet CARBONEX 7 SUPER 74.9 51-100
Badminton Racquet CARBONEX 7000 DF 74.9 51-100
Badminton Racquet ISO OMEGA 5 74.9 51-100
Badminton Racquet ISO DELTA 3 77.9 51-100
Badminton Racquet ISO ALPHA 79.9 51-100
Badminton Racquet MP 700 79.9 51-100
Badminton Racquet NS 100 79.9 51-100
Badminton Racquet CARBONEX 8000 LT 84.9 51-100
Badminton Racquet CARBONEX 8000 Ti 84.9 51-100
Badminton Racquet ISO ZETA - L 84.9 51-100
Badminton Racquet ISO ZETA - TH 84.9 51-100
Badminton Racquet ISO OMEGA 6 86.9 51-100
Badminton Racquet NS 200 89.9 51-100
Badminton Racquet ISO ALPHA - L 94.9 51-100
Badminton Racquet ISO ALPHA - PG 94.9 51-100
Badminton Racquet MP 800 94.9 51-100
Badminton Racquet NS Sigma 7 94.9 51-100
Badminton Racquet NS Sigma 8 94.9 51-100
Badminton Racquet CARBONEX 8600 LT 99.9 51-100
Badminton Racquet CARBONEX 8600 TN 99.9 51-100
Badminton Racquet MP 22 PLUS 99.9 51-100
Badminton Racquet MP Tour 99.9 51-100
Badminton Racquet NS 300 99.9 51-100

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 Classificati
Item Model Price w GST
on
Basketba
ll Ultimate 15.9 Below 20
Basketba
ll ACE 15.9 Below 20
Basketba
ll Air Breaker 15.9 Below 20
Basketba
ll AIRSTRIDE 15.9 Below 20
Basketba
ll Excite 15.9 Below 20
Basketba
ll Final 15.9 Below 20
Basketba
ll Flying Ace 15.9 Below 20
Basketba
ll Flying Zone 15.9 Below 20
Basketba
ll HOOPSTAR 15.9 Below 20
Basketba
ll Hyper Arm 15.9 Below 20
Volleybal
l MVX1.5 19.9 Below 20
Basketba
ll SHOOTER 15.9 Below 20
Basketba
ll Show time 15.9 Below 20
Volleybal
l VX1.5 19.9 Below 20
Volleybal
l MVA1.5 24.9 21-50
Volleybal
l MVA123 24.9 21-50
Football Aerinos 24.9 21-50
Volleybal
l MV5PCR 27.9 21-50
Football PKC 55 29.9 21-50
Volleybal
l SKV5 34.9 21-50
Volleybal
l MV900 39.9 21-50
Football Liga Pro 39.9 21-50
Football Tempus 39.9 21-50
Football FSC62 44.9 21-50
Football Zea 49.9 21-50
Football Paros 49.9 21-50
Football Tazza 49.9 21-50
Football VELOCITA-R 49.9 21-50
Football VOLARE II 49.9 21-50
Football FILARE 49.9 21-50
Football F24X 54.9 51-100
Football FSC62 54.9 51-100
Basketba
ll BSL 10 54.9 51-100
Volleybal
l MG2200 59.9 51-100
Volleybal
l MV2200 59.9 51-100
Volleybal
l MV2204 59.9 51-100
Volleybal 11 | P a g e
l VWL210S 59.9 51-100
Volleybal
l MVA330 59.9 51-100
Volleybal