Executive Summary Many Filipinos are going abroad for different purposes.

They face cultural shock for their new environment. But we know that they are very attached with their culture, this includes the food they eat. Singapore is one of the 'Four Asian Tigers' which has emerged as a rapidly growing sound economy in South-east Asia. The World Bank rated Singapore as the third best country for doing business and trade. Singapore has a tropical rainforest climate with no distinctive seasons, uniform temperature and pressure, high humidity, and abundant rainfall. All modes of transportation are also available. As we can see its strategic location and free trade policy, Singapore has achieved rapid growth in trade over the past several decades. The price and the quality of products and goods have also contributed to the expansion of trade in Singapore. The country enjoys one of the most open economies for foreign direct investment (FDI) and international trade. Economic flexibility, political stability and international competitiveness ensure GDP growth, which in turn leads to higher standards of living. Singapore actively follows a free trade policy and is focused on signing free trade agreements. It is also part of several organizations and programs, such as the WTO, ASEAN Common Effective Preferential Tariff (CEPT) program and Asian Pacific Economic Cooperation (APEC). Some of the important free trade agreements are: Singapore is a party to the World Trade Organization (WTO), formerly known as the General Agreement on Tariffs and Trade (GATT). Since Filipino population are growing in Singaporean community. We came up with the idea to put up a PINOY AKO Filipino restaurant that will offer Filipino cuisine. It is showcase of Philippine culture in which rattan and basketry are offered. Raw material such as vegetable and spices are coming from Singaporean market since it is perishable and consumable. Cargo ship will take a very long time to travel for the perishable good. In terms of advertising we will be using print media. Also partnership with Philippine embassy is one way. In terms of shipment, online trading is available for a convenient approval of trading requirements such Bill of lading, commercial invoice and import licensees. Importation of goods in Singapore is very open except for some goods .Yet by this restriction we can provide services for Filipinos far from us. International marketing is not only reaching target market for them to be satisfyits about giving them a home away from home.

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I. INTRODUCTION

Most Filipinos are migrating for some reasons such as earning profit for family, doing business, and for them to have a greener pastures. In Singapore Filipinos are cohesive and well organized. Records showed that as of May 2007, there were 87 Filipino organizations in Singapore, 19 socio-cultural, three professional, four alumni, and 58 religious groups, which are considered vital in maintaining the camaraderie and the unity of the Filipino community. The Philippine embassy estimated the Filipino population in Singapore to be 130, 260, majority of them domestic workers, estimated to be about 88,000. Of the 35,000 professionals there, 15,000 are Employment/Singapore (E/S) pass holders and the rest are permanent residents, some of whom married to Singaporeans or other nationals. By these population of Filipinos, a great opportunity for PINOY AKO to put a business at the same time to create a rapport and long term relationship with kababayan. Filipino cuisines, Philippine portrait and entertainment will be the best offering of the restaurant. International marketing is not just adaptation its about providing the product and service like home away from home.

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II. CULTURAL ANALYSIS Geographical Setting Singapore is one of the 'Four Asian Tigers' which has emerged as a rapidly growing sound economy in South-east Asia. The World Bank rated Singapore as the third best country for doing business and trade. The Republic of Singapore situated at the southernmost tip of the Peninsular Malaysia lies to the north of the equator. The entire territory of Singapore consists of the island of Singapore and sixty-four islets of which people inhabit some of the islands. Singapore Strait separates Singapore from Indonesia and Straits of Johor separates it from Malaysia. The diamond-shaped island is blessed with a vast coastline of 193 kilometers. 50% of the land comprises of the urban areas while 40% of it is covered with parklands, reservoirs, plantations and open military areas. The main city area of Singapore is located along the shores of the Singapore River and the entire nation is filled with high-density areas. Singapore covers an area of 699 square kilometers and is considered to be one of the most beautiful nations of the world. Singapore, located to the north of equator, has a tropical type of climate. Singapore is the perfect destination for you if you wish to enjoy the sun and heat. If sunbathing, swimming, or sailing gives you a picture of a perfect vacation, then there would be no better match for you than this southeast nation. Under the Kppen climate classification system, Singapore has a tropical rainforest climate with no distinctive seasons, uniform temperature and pressure, high humidity, and abundant rainfall. Temperatures range from 22 to 34 C (71.6 to 93.2 F). On average, the relative

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humidity is around 90% in the morning and 60% in the afternoon. During prolonged heavy rain, relative humidity often reaches 100%. The lowest and highest temperatures recorded in its maritime history are 19.4 C (66.9 F) and 36.0 C (96.8 F). May and June are the hottest months, while November and December make up the wetter monsoon season. From August to October, there is often haze, sometimes severe enough to prompt public health warnings, due to bush fires in

neighboring Indonesia. Singapore does not observe daylight saving time or a summer time zone change. The length of the day is nearly constant year round due to the country's position near the equator. About 23% of Singapore's land area consists of forest and nature reserves. The main features of the climate of Singapore are uniform temperature and pressure, high humidity and abundant rainfall. The geographical location and influence of the sea exert a great impact on the weather conditions of Singapore. The eastern part of Singapore falls under the rain shadow region and thus, receives less rainfall than the western side. Singapore has a multi-racial society. English, Malay, Mandarin and Tamil are the four officiallanguages of Singapore. Malay is considered to be the national language of the nation while people generally pay a special adherence to English for business and working purposes. It bridges the gap between the people of different ethnic groups residing in Singapore.

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Promotion of the global language is pursued by the government that it may help in the development of Singapore and its integration in the Global economy. Singlish is a popular local language and is a dialect of English. Malay is one of the four official languages of Singapore. The country's national anthem is sung in Malay. However, English is the language of business and administration and is widely spoken and understood. Most Singaporeans are bilingual and speak both their mother tongue as well as English fluently.

Population and Demographics * Filipinos Since Filipinos are the primary target market of the PINOY AKO restaurant, the number of Filipino population in Singapore is gathered. The Philippine embassy estimated the Filipino population in Singapore to be 130, 260, majority of them domestic workers, estimated to be about 88,000. Of the 35,000 professionals there, 15,000 are Employment/Singapore (E/S) pass holders and the rest are permanent residents, some of whom married to Singaporeans or other nationals. They work in diverse areas mostly in the services sector, like banking, information technology, air transport and health services as well as manufacturing, construction and engineering industries. The Philippine embassy, likewise, noted that Filipinos in Singapore are cohesive and well organized. Records showed that as of May 2007, there were 87 Filipino organizations in Singapore, 19 socio-cultural, three professional, four alumni, and 58
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religious groups, which are considered vital in maintaining the camaraderie and the unity of the Filipino community. The population of Singapore has the sixth-highest percentage of foreigners globally. Approximately 42% of the population in Singapore is foreigners and foreigners make up 50% of the service sector this means that one out of every two to three people in Singapore is not Singaporean. If one were to include foreign born first generation citizens, almost one out of every two person in Singapore would not be locally born. The largest group of foreigners in Singapore is the Malaysian Chinese. They are then followed

bythe Chinese fromChina, Indians fromIndia, Bangladeshis, Filipinos, Indonesians, Austr alians,Americans, Europeans etc. The country is also the second most densely populated in the world after Monaco. According to government statistics, the population of Singapore as of 2009 was 4.99 million, of whom 3.73 million were Singaporean citizens and permanent residents (termed "Singapore Residents"). There were 3.2 million citizens in 2009. 74.2% of Singapore's residents are of Chinese descent, 13.4% are of Malay descent , 9.2% are of Indian descent and 3.2% are of Caucasian or Eurasian descent. Because Singapore did not use double-barreled classification until 2010, the figures may not be entire accurate. For example, many Singaporeans of Chinese descent are actually of mixed Malay or Indian descent but were simply classified as being of Chinese descent. Starting from 2010, Singaporeans are allowed to identify themselves using double-barreled classifications of Chinese-Indian, Chinese-Malay, ChineseCaucasian etc.

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In 2010, the total fertility rate was 1.1 children per woman, the 3rd lowest in the world and well below the 2.1 needed to replace the population. To overcome this problem, the government is encouraging foreigners to immigrate to Singapore. These large numbers of immigrants have kept Singapore's population from declining.

Economic Statistics and Descriptions Economic Indicators GDP at Current Market Prices CPI Total Trade @ Current Prices Industrial Production Index Retail Sales Index at Current Prices Employment Unemployment Rate (SA) Total Exports @ Current Prices Total Imports @ Current Prices Latest Figures S$ 61,204.4 million 110.4 (July 2009) S$ 66,436.8 million (July 2009) 104.9 (July 2009) 106.3 (June 2009) 2.93 million (June 2009) 3.3% (June 2009) S$ 35,076.6 million (July 2009) S$ 31,360.2 million (July 2009)

In terms of transportation in Singapore, trolleys and Trishaws for moving inside the city are available. The Singapore government is very strict in terms of road regulations and policy. Traveling in Singapore is a comfortable and hassle-free affair. All the places can be covered by the available modes of transportations.

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Apart from bus, rail and water way transport facilities, most of the places in the city can be visited and enjoyed by walking. The Singapore government has a very efficient in the transportation system. Various available transport facilities in Singapore include; Airport Shuttle Service Bus Services Tram Services SMRT Shuttle Service Trishaw Tours Private Car Services Mass Rapid Transit (MRT) Private Taxi Services Harbor & River Cruises Walking Tours

Singapore is a major international transportation hub in Asia, positioned on many sea and air trade routes. The Port of Singapore, managed by port operators PSA International and Jurong Port, was the world's second busiest port in 2005 in terms of shipping tonnage handled, at 1.15 billion gross tons, and in terms of containerized traffic, at 23.2 million twenty-foot equivalent units (TEUs). It is also the world's second busiest in terms of cargo tonnage, coming behind Shanghai with 423 million tons handled. In addition, the Port is the worlds busiest for transshipment traffic and the world's biggest ship refueling centre. Singapore is an aviation hub for the Southeast Asian region and a stopover on the Kangaroo route between Australaia and Europe. Singapore ChangiAirporthas a network of 80 airlines connecting Singapore to 200 cities in 68 countries. It has been

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rated as one of the best international airports by international travel magazines, including being rated as the world's best airport for the first time in 2006 by Skytrax. The airport currently has three passenger terminals. There is also a budget terminal, which serves budget carriers Tiger Airways, Cebu Pacific and Firefly, a subsidiary of Malaysia Airlines. The national carrier is Singapore Airlines (SIA), the most awarded airline in the world. Singapore Changi Airport was privatised in the year 2009 and is now wholly owned by Changi Airport Group. The domestic transport infrastructure has a well-connected island-wide road transport system which includes a network of expressways. The public road system is served by the nation's bus service and a number of licensed taxi-operating companies. The public bus transport has been the subject of criticism by Singaporeans, the majority of whom are dependent on it for their daily commuting. Given its strategic location and free trade policy, Singapore has achieved rapid growth in trade over the past several decades. The price and the quality of products and goods have also contributed to the expansion of trade in Singapore. The country enjoys one of the most open economies for foreign direct investment (FDI) and international trade. Economic flexibility, political stability and international competitiveness ensure GDP growth, which in turn leads to higher standards of living.

Singapore Trade: Free Trade Agreements Singapore actively follows a free trade policy and is focused on signing free trade agreements. It is also part of several organizations and programs, such as the WTO,
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ASEAN Common Effective Preferential Tariff (CEPT) program and Asian Pacific Economic Cooperation (APEC). Some of the important free trade agreements are:Singapore is a party to the World Trade Organization (WTO), formerly known as the General Agreement on Tariffs and Trade (GATT). Since January 1993, Singapore has participated in the ASEAN Common Effective Preferential Tariff (CEPT) program for the ASEAN Free Trade Area (AFTA). The program involves the application of preferential tariffs to goods of ASEAN origin as defined under the Rules of Origin for CEPT. Singapore is a member of Asian Pacific Economic Cooperation (APEC). Singapore is also a signatory of the Montreal Protocol dealing with ozone depletion controls initiative. CITES, the Convention on International Trade in Endangered Species of wild fauna and flora provides for the seizure of shipments prohibited under this agreement and the assessment of fines. India-Singapore Comprehensive Economic Cooperation Agreement Korea-Singapore Free Trade Agreement (KSFTA) Trans-Pacific Strategic Economic Partnership Agreement (with Brunei Darussalam, the Republic of Chile and New Zealand) Agreement between the Government of the Hashemite Kingdom of Jordan and the Government of the Republic of Singapore on the Establishment of a Free Trade Area Singapore-Australia Free Trade Agreement

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Agreement between the EFTA States and Singapore United States-Singapore Free Trade Agreement Agreement between New Zealand and Singapore on a Closer Economic Partnership (ANZSCEP)

Singapore is an exporter of: Electronic goods, particularly IT-related products. Worlds leading manufacturer of computer disk drives. The countrys top export partners are the US, Indonesia, Hong Kong and China. Machinery and equipment (including electronics) Consumer goods Chemicals Mineral fuels

Subject for licensing: Export of granite, rubber, chlorofluorocarbons and timber are subject to licensing.

Singapore is an importer of: Electronic raw materials and minerals. Singapore imports from Malaysia, the US, Indonesia, China and Japan. Aircraft
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 Crude oil and petroleum products Electronic components Motor vehicles Iron/steel Textile yarns/fabrics Radio and television receivers/parts Singapore does not levy tariff on more than 98% commodities. Custom duty is levied on the import of: Petroleum products, motor vehicles, liquor and tobacco.

Singapore Economy Recent Trends Singapore has an improvement in global demand for manufactured goods. Its manufacturing economy has expanded in August 2009 for the fourth consecutive month indicating that the country is slowly recovering from the global economic meltdown that has severely affected several countries across the world. According to Singapore Institute of Purchasing & Materials Management, this growth is due to an increase in the number of new orders, production output, finished goods stock, employment and imports. Like the manufacturing sector, the electronics sector has also expanded in August. The economy of Singapore declined about 3.5% in the second quarter of 2009 after witnessing a decline of about 9.5% in the first quarter. Sectors like information and communications and business services have witnessed positive growth during the second
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quarter. On the other hand, the services producing industries witnessed a decline of about 4.8% in the second quarter of 2009, after a decline of about 5.1% during the first quarter.

Singapore Trade Development Services that are offered, the price of the products/goods and the quality of the goods/products are the key factors that are taken into account and by these three factors, Singapore able to maintain a strong trade rapport with other countries and also helped it to boom. It could be said that at Singapore, in areas such as broadcasting, legal services, banking services, financial services, residential property, news and media, the nation of Singapore had to and still has to overcome certain obstructions. The sectors, such as telecommunications, legal services and financial services are in the process of liberalization. Singapore is the first nation/city/country that has introduced a new system connected to the administration of trade that provides the scope for the submission of the declarations that are to be processed as well as accepted in a single application. If you intend to opt for trading at this nation, then you are required to know that the Singapore customs inflicts grievous penalties on those traders, who make the best efforts to avoid the duty.

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Singapore offers a free and fair trade policy to the world. Other than a Goods & Services Tax (GST) currently 7%, effective July 1, 2007, for imports of goods, very few goods are dutiable or under control. To facilitate trade, the International Enterprise Singapore (IES) has created simplified import and export procedures under which most customs clearance is done electronically. Trade documents are speedily processed through TradeNet - an electronic data interchange (EDI) system as a result most shipments when processed electronically, are released within 1-2 hours. Those shipments that require manual clearance can usually be processed via TradeNet usually within 4 hours.

There are two types of entry processes used in Singapore: Formal (dutiable) required only when those articles that are controlled commodities and require issuance of a permit or license as a condition of entry. The dutiable products are liquor, tobacco, petroleum products and motor vehicles. Singapore has substantial domestic taxes and fees on motor vehicles. In addition to the normal duties and excise duties, these charges include a certificate of entitlement, registration fee and a road tax. Informal (non-dutiable or duty free) entry. The type of entry that applies is determined by the commodity, value of the merchandise does not affect the type of entry that is to be used for the shipment. Informal (non-dutiable or duty free) entry is the most common type of entry used for customs clearance. By the use of TradeNet they submit their permit applications electronically to government bodies such as TDB, Customs & Excise Department and other competent
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authorities for processing and approval. If the application is approved, the permit will be issued electronically to the applicant within the time frames noted above. Once the shipment is approved and permit is authorized it is valid for: One month from the date of approval for manual permits One month from the date of approval for "IG" non-GST payment permits 14 days for "IG" GST payment permit (unless otherwise specified to the importer within the conditions of the permit issued).

Separate applications are required for: Non-dutiable, non-controlled goods Non-dutiable, controlled goods (subject to one competent authority in one application) Dutiable and non-dutiable goods One Ocean B/L or one Master AWB (for direct consignments) One House B/L or One House AWB (for consolidated shipments) Different types of trade within the same consignment Different countries of origin within the same consignment Used personal effects and commercial goods within the same consignment

Permits Required for Imports

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For each shipment of goods, one must apply for an Import Permit through either Trade Net, the freight forwarder or cargo agent.

For any import of controlled goods, the Import permit must be routed to the Competent Authorities (CAs) for approval. CAs are Government agencies that regulate controlled goods.

Under certain circumstances, you do not need to apply for an Import Permit, e.g. importing trade samples that are worth less than S$400. A full list of these exemption scenarios is available on Trade Net - Import/Export Procedures. Singapore Customs is the Government Agency under the Ministry of Finance,

constituted on 1 April 2003 to regulate the customs procedure. Other than customs regulation, it is also responsible for implementation of revenue and trade enforcement measures, including those related to Free Trade Agreements and strategic goods. Import of high-tech products requires one to apply for an Import Certificate and Delivery Verification (ICDV) from Singapore Customs. Most often, the exporter in the exporting country will ask the Singapore importer for an ICDV from Singapore. All the relevant duties and taxes have to be paid before the goods at customs can be cleared. Once they have been paid, the logistics company can be asked to collect the goods from the Free Trade Zones (FTZs) for customs clearance.

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Paperless Clearance for Containerized Cargo The entire process of clearing the goods from customs is paperless, if they are containerized cargo. One does not need to produce the Import Permit or supporting documents at the time of clearance, but one must have already obtained approval for the Import Permit. One has to pay customs and excise duties on dutiable goods imported into Singapore. Dutiable goods are intoxicating liquors, petroleum products, tobacco products and motor vehicles. Companies must make an inward declaration for all goods imported into Singapore. Most goods can be imported freely without licenses.

The import of a few items is prohibited: piezo-electric lighters for stoves and ranges pocket lighters, gas fuelled, non-refillable lighters lighters in the shape of pistols or revolvers toy currency notes toy coins flick knives, switch-blades firecrackers
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horns of rhinoceros, powder and waste of rhinoceros worked rhinoceros horns Health Supplements(a) = N-Acetylcysteine, Yohimbine,

VinpocetineDehydroepiandrosterone, Deanol and Anabolic Steroidal Substance Import licenses are required for pharmaceuticals, hazardous chemicals, films, arms and ammunition. Companies that want to import controlled items into Singapore must apply for licenses from the suitable government agencies.

The following items are NOT allowed to be brought into Singapore: Liquors and cigarettes marked with the words "SINGAPORE DUTY NOT PAID" on the labels, cartons or packets Cigarettes with the prefix "E" printed on the packets Chewing gum (oral dental and medicated gum accepted) Chewing tobacco and imitation tobacco products Cigarette lighters of pistol or revolver shape Controlled or psychotropic substances Endangered species of wildlife and their by-products Firecrackers Obscene articles, publications, video tapes/discs and software Reproduction of copyrighted publications, video tapes, video compact discs, laser discs, records or cassettes
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Seditious and treasonable materials

FedEx International Priority (FXIP) Prohibitions The importation of dangerous goods as defined by IATA is currently prohibited via FedEx International Priority services. Gold (other than jewelry) Mineral Products Communistic Materials Viagra

General Import Restrictions The following items are not acceptable for carriage to any international destinations unless otherwise indicated. (Additional restrictions may apply depending on destination. Various regulatory clearances in addition to customs clearance may be required for certain commodities, thereby extending the transit time.) APO/FPO addresses. C.O.D. shipments.

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Human corpses, human organs or body parts, human and animal embryos, or cremated or disinterred human remains.

Explosives (Class 1.4 explosives are acceptable for carriage to Canada, Germany, France, Japan, United Arab Emirates and United Kingdom. Note: United Arab Emirates only allows Class 1.4 explosives to be shipped hold-for-pickup to the FedEx Express facility in Dubai).

Firearms, weaponry and their parts (acceptable between the U.S. and Puerto Rico). Perishable foodstuffs and foods and beverages requiring refrigeration or other environmental control.

Live animals including insects, except as provided in the Live Animals section in the FedEx Service Guide. Plants and plant material, including cut flowers (cut flowers

are acceptable from the U.S. to selected points in Canada and from Colombia, Ecuador and the Netherlands to the U.S.). Lottery tickets and gambling devices where prohibited by law. Money (coins, cash, currency, paper money and negotiable instruments equivalent to cash such as endorsed stocks, bonds and cash letters). Pornographic and/or obscene material. Shipments being processed under: Duty drawbacks claims unless advance arrangements are made. Temporary Import Bonds acceptable under the FedEx International Broker Select option, for initial import only. U.S. State Department licenses Carnets
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U.S. Drug Enforcement Administration export permit. Letters of Credit. Shipments subject to Letters of Credit are generally prohibited, with the exception of shipments subject to Letters of Credit calling for a courier receipt, as defined by Article 25 of UCP 600, shipped using the FedEx Expanded Service International Air Waybill.

Certificate of Registration shipments (CF4455).

You may be able to ship these items via: 1. FedEx International Controlled ExportFedEx International Premium 2. FedEx International Express Freight (IXF) or FedEx International Airport-to-Airport (ATA). Hazardous waste, including, but not limited to, used hypodermic needles or syringes or other medical waste. Shipments that may cause damage to, or delay of, equipment, personnel or other shipments. Shipments that require us to obtain any special licenses or permit for transportation, importation or exportation. Shipments or commodities whose carriage, importation or exportation is prohibited by any law, statute or regulation. Shipments with a declared value for customs in excess of that permitted for a specific destination. Dangerous goods except as permitted under the Dangerous Goods section of these terms and conditions.

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Processed or unprocessed dead animals, including insects and pets. Taxidermyfinished hunting trophies or completely processed (dried) specimens of whole animals or parts of animals are acceptable for shipment into the U.S.

Packages that are wet, leaking or emit an odor of any kind. Wildlife products that require U.S. Fish and Wildlife Service export clearance by FedEx prior to exportation from the U.S.

In-bond shipments destined to or being withdrawn from a Foreign Trade Zone or bonded warehouse, unless the FedEx International Broker Select option is selected for U.S. import shipments or the FedEx International Controlled Export service option is selected for U.S. export shipments.

Special Import Provisions Dutiable goods are permitted to be imported for fix without fee of duty on circumstance that they are re-exported within three months of the date of importation. If the goods are not re-exported after the expiration of the given period, payment of all normal duty and GST will be required. This facility provision can also be extended to dutiable goods which are imported for trade exhibitions, fashion shows and displays and are re-exported. This would not cover those goods that are to be consumed during the exhibition.

Description of Religion and its Impact on Daily Life

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The Singaporean Chinese people constitute to form the largest group in the population of Singapore. Singapore is also a multi-religious country due to the fact that it is situated along one of the most important transportation routes of the world. The Buddhism Christians, Muslims, Sikhism, Hinduism and Taoism are religions in the country. By family planning policy nearly for two decades and due to this the country is now facing a serious problem of aging population, social and religious harmony.

Description of Daily Life and Lifestyles Singaporean cuisine is also a prime example of diversity and cultural diffusion in Singapore. In Singapore's hawker centers, for example, traditionally Malay hawker stalls selling halal food may serve halal versions of traditionally Tamil food. Chinese stalls may introduce Malay ingredients, cooking techniques or entire dishes into their range of catering. This continues to make the cuisine of Singapore significantly rich and a cultural attraction. Singaporeans also enjoy a wide variety of seafood including crabs, clams, squid, and oysters. One favorite dish is the stingray barbecued and served on banana leaf and with sambal (chilli).

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III. COMPETITIVE AND ENVIRONMENTAL ANALYSIS Describe the market(s) in which the product is to be sold Geographic regions The restaurant will be located at 20 Nassim Road Singapore 258395. It will be placed near the Philippine embassy where Filipinos process most of their transaction papers. Japan and Saudi Arabias Enbassy is also located in this region. Many establishments also exist in this place such as hotels and other service firms. The place is far from the competition site where in PINOY AKO will be the only Filipino restaurant offering Filipino cuisine.

Availability of Channels and Distribution Since PINOY AKO RESTAURANT is just starting to operate, we decided not to have another branch inside Singapore. We do not have enough resources to have another

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outlet. We want first to establish our restaurant one at a time until we earn profit to start a new one. In our raw materials and spices for food, it will come from Singaporean wet market then proceed to PINOY AKO RESTAURANT. In terms of distribution of final product, PINOY AKO will offer free delivery in a minimum distance only. Fee will be added for delivery that is far in the said location.

Figure 1 Philippine Embassy in Singapore

Advertising and Promotion

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The print media of Singapore include 16 newspapers in active circulation, and several magazines. Daily newspapers are published in English, Chinese, Malayand Tamil, with the print media being dominated by Singapore Press Holdings (SPH), the government-linked publisher of the flagship English-language daily broadsheet, The Straits Times. SPH publishes almost all daily newspapers, including a free bilingual daily, My Paper which claims to be the world's first, with equal coverage in both English and Chinese. Most of these papers have parallel online versions, including The Straits Times, The New Paper, and the Business Times. So does Today - a free Englishlanguage tabloid published by MediaCorp, and the only daily not published by SPH. It is decided that the restaurant will advertise in The Straits Times, one of the known newspaper in Singapore.

Pricing PINOY AKO mainly offersFilipino food. Discounts on food offering and putting add-ons are the usual pricing. This is very effective strategy when it comes in meal offering. For example, Pinoy fiesta offering includes dishes such as large fish, rice, desert and drinks. If customer adds another meal he will get discount. Another is if customer orders 3 meal he will get one free meal.

Competitors Kabayan restaurant is primary competitor of the PinoyAko restaurant in that region. They also offer Filipino cuisines but they did not adapt some Singaporean
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cuisines. They mainly offer famous Filipino cuisines. Location is Orchard near in the Nassim Hill where in Phillippine embassy located.

Figure 2 Location of Kabayan Restaurant

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Figure 3Restaurants near the location: (blue boxes IV. MARKETING PLAN The Product Many Filipinos are working and currently staying in Singapore. And because we know that Filipinos have unique taste and ways of cooking foods, we came up with PINOY AKO restaurant which will be established in Singapore. This restaurant will offer foods that are loved by the Filipinos including sweets and delicacies. Some of the major cuisines we will offer are the following: Pinakbet- a native Filipino dish that composes of eggplant, tomatoes, ladyfinger with fermented monamon. It is one of the most favorite dishes of the Filipinos. The recipe weaves intimations of the cultural productions of the Ilokanos transaction to their arid and less productive land. Sisig- a famousKapampangan term which means "to snack on something sour". It usually refers to fruits, often unripe or half-ripe, sometimes dipped in salt and vinegar. It also refers to a method of preparing fish and meat, especially pork, which

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is marinated in a sour liquid such as lemon juice or vinegar, then seasoned with salt, pepper and other spices. Adobo- the name of a popular dish and cooking process in Philippine cuisine that involves meat or seafood marinated in a sauce of vinegar and garlic, browned in oil, and simmered in the marinade. Ginataan- alternatively spelled guinataan, is a Filipino term which refers to food cooked with gata - the Filipino word for coconut milk. Literally translated, ginataanmeans "done with coconut milk". Due to the general nature of the term, it can refer to a number of different dishes, each called ginataan, but distinct from one another. Sinigang - is traditionally tamarind based. Other versions of the dish derive their sourness from ingredients such as guava, calamansi, bilimbi, or raw mango among others. Meat in sinigang (e.g., fish, pork, shrimp, or beef) is often stewed with tamarinds, tomatoes, and onions Tinola - in Tagalog or Cebuano or la uya in Ilocano is a soup-based dish served as an appetizer or main entre in the Philippines.] Traditionally, this dish is cooked with chicken, wedges of green papaya, and chili pepper leaves or Bird's eye chili leaves in broth flavored with ginger, onions and fish sauce Kare-kare -is a Philippinestew. It is made from peanut sauce with a variety of vegetables, stewed oxtail, beef, and occasionally offal or tripe. Meat variants may include goat meat or (rarely) chicken. It is often eaten with bagoong (shrimp paste), sometimes spiced with chili, and sprinkled with calamansi juice. Traditionally, any
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Filipino fiesta (particularly in Pampanga region) is not complete without kare-kare. In some Filipino-American versions of the dish, oxtail is exclusively used as the meat. Chicken Tocino - tender chicken strips, cured and lightly fried, served with vinegar dip. Pinoy Pork Barbeque - marinated pork cutlets in skewer and barbequed to perfection, served with vinegar dip.

NilasingnaSugpo - drunken prawns marinated in rhum and deep fried to perfect crispiness, served with vinegar dip

SugposaGata - tiger prawns saut ed in ginger and lady finger chilies, simmered in coconut milk

AdobongPusit - a variation of the famous national dishAdobo. Squid stewed in garlic, vinegar and soya sauce

TortangTalong at Giniling - charbroiled eggplant and saut ed ground pork, pan fried in eggs.

SinigangnaBaka - generous portions of tender beef chunks and vegetables, boiled in sour-tamarind soup

SinigangnaPangasa Miso - pink salmon head and vegetables cooked in misotamarind broth

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Inihaw Fiesta - a splendid treat of completely grilled mixed sea foods and marinated grilled pork belly, served with pickled papaya and vinegar dip.

PINOY AKOs offering:

ADOBO

KARE - KARE

BULALO

LAING 31 | P I N O Y A K O

PINAKBET

BICOL EXPRESS

ADOBONG PUSIT

PORK BARBECUE

LUMPIA

CUE SI LOG

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SINIGANG NA HIPON

PORK RIBS

TO SI LOG

TINOLA

TINAPA

CRAB 33 | P I N O Y A K O

PRITONG ISDA

SHRIMP

CASSAVA CAKE

HALO - HALO 34 | P I N O Y A K O

BANANA SPLIT

It will offer also desserts since Filipinos are fond of sweets and delicacies. PINOY AKO is a show house of all the best and famous products from the Philippines paintings, sculptural works, basketry, woodworks, and other items you will only find in the Philippines. In the evenings, the restaurant transforms into a cosmopolitan watering hole with Filipino live band entertainment.Occasionally, it features the best of OPM Original Filipino Music from visiting Filipino musicians and artists. featuring Filipino singers and hit makers. PINOY AKO will also offer Singaporean foods since many Filipinos are permanently based in Singapore thus they already adapted some Singaporean food. Through this not only Filipinos are the target customer but also Singaporeans. We come up to this idea because we want Filipino people feel that Philippines is not too far away. Another is we want to provide bonding for all Filipinos for them to feel the presence of Filipino community inside Singapore. PINOY AKO food restaurant chose Hill located 0.3 Kilometers away from Philippine Embassy because thats the place where Filipinos process their papers. It catches attentions, thus it create greater market share for the PINOY AKO food restaurant.

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 Marketing Objectives Target market Many Filipinos in Singapore surely miss the food they used to it in their home country Philippines. As we came up with the idea of PINOY AKO that provides Philippine cuisines obviously our target market is no other than Filipinos that are mainly based and new entered Filipino. As we chose the location, Philippine Embassy we are truly and clearly targeting Filipino market. Secondary market is Singaporeans who loved Filipino Cuisines.

PINOY AKO marketing objectives: To create awareness for the Filipino and Singaporeans those Filipino cuisines will not satisfy only their taste but also distinguish the culture of Filipinos. To establish a good product positioning in Asian Cuisines. To satisfy customer needs and enable to provide what their delight needs. To greatly survive in the market and develop a sustainable market growth. To endure and surpass competition near the location by having competitive advantage. To regain investment within 5 years.

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To locate 90% of the target market and earn the market share of 75%.

Positioning strategy Positioning and differentiation strategy is changing as a product,market and competitors change over the Product Life Cycle. Good positioning in customer mind has a great effect for the market to survive especially in International Market. In order to have a place in the mind of the consumer PINOY AKO restaurant as a: Filipino restaurant that provides variation of product and services Differentiated store due to adapted layout of Philippine setting. Restaurant that will provide entertainment through Filipino music. Provider of quality product and service. Showcase of Philippine culture and sceneries. Social responsible for Environmental concerns such as using bio degradable materials.

Product strategy Product is the key element in market offering. The product tells everything. If the product is poor, then no repeat purchase and acquisition. If it satisfies the customer, then
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it will be successful for the business. Product will meet the needs and wants of the customer. Since PINOY AKO will not only provide tangible product such as Filipino cuisines but also provide service which is intangible and inseparable that needs more quality control, supplier credibility and adaptability.PINOY AKO will provide differentiated product and service.The main service differentiation of PINOY AKO is ordering ease. PINOY AKO will provide orders on time and Filipinos will not wait for a longer time to take their orders. Filipino Restaurant will assure the quality of employees. The restaurant will also provide special offering that will suit to the season or climate of the country. From the information above in climate , months of May and June is the hottest months we will provide special halo- halo for that months and for December are mainly soup and hot dishes for that season. Also we will offer special food and programs for every special events and season. This strategy will help to build a distinct image for the customer because restaurant that has the specialty every season means it is ready to give what they need and want. In terms of entertainment, PINOY AKO will provide performance quality that will entertain Filipinos.PINOY AKO will also show products of Filipinos such as rattan, painting and sculptures.

Promotional strategy Promotions and advertisement is one of the lifeline businesses. A good advertisement can merely help in providing larger earning and profit. From the given information in Advertising and Promotion in Singapore, we were largely use posters and
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radio advertisements. We will also used partnership with Philippine embassy since we are .03 kilometer away from it. The location will greatly help the business to attract customer. Many Filipinos new or old immigrant in Singapore are assessing and processing their papers in Philippine embassy.We will place advertisements on magazines, newspaper and special directories. PINOY AKO will cater and place banners on Filipino events which involves Philippine embassy. PINOY AKO will place posters inside the Philippine Embassy to provide awareness for possible customer. Also, embassy is near in Japan embassy and Saudi Arabia, thus we can also attract from other country to visit our PINOY AKO restaurant.The Filipino restaurant will use Advertising Specialties for loyal customers such as customized Filipino pen, t-shirts, mug, calendar and other souvenir for loyalty recognition and establish deeper relationship with Filipino not only as a target market but also a partner in the business. And PINOY AKO will produce signage and stickers on place of business, at tradeshows and conferences,bumper stickers and window stickers.

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Logo of PINOY AKO restaurant

Distribution Strategy (Macro) Instead of limitingfocus on immediate suppliers, distributors, and customers, the PINOY AKO will examine the whole supply chain that links raw materials, components and show how they moved towards the final customers.

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Paintings and furniture will be coming from Philippines through cargo ship then to Singapore finally reach the PINOY AKO restaurant. Since Singapore is also part of Asia, agricultural products are abundant the same as Philippines. PINOY AKO restaurant decided to purchase raw materials from KK Singaporean Wet Market since these goods are perishable. The management consider cost and time in delivering the goods.

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Entering Singapore

Document Requirements

Bill of Lading/Airway Bill

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A bill of lading/ airway bill serves as the transportation authorization that allows the exporter to designate a carrier or agent to transport goods. The bill of lading/airway bill usually indicates the following information: name and address of the shipper name and address of the consignee port of destination description of goods listing of freight and other charges numbers of bills of lading in full set date and signature of the carrier's official acknowledge receipt on board of goods for shipment. The information should correspond with that appearing on the invoices and packages. Freight charges must be states separately. The airway bill replaces the bill of lading on air cargo shipments.

Certificate of Origin A Certificate of Origin, (COO) is sometimes requested for verification /

certification of the country of origin of certain commodities. There are many types of certificate of origin in use, in most cases where trade preference is not being requested a

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General Certificate of Origin is used. For qualifying shipments to ASEAN countries the Form D ASEAN Certificate of Origin should be used in order to qualify for trade preference (less or zero duty based on commodity shipped. Regardless of the type of certificate of origin used, it must be certified by a recognized chamber of commerce, which usually requires one additional notarized copy for its files. Commercial Invoice Invoices are required for all shipments non-document commercial goods regardless of the value. Invoices should show freight, insurance and similar charges as separate items when applicable, regardless of the INCOTERM used on the transaction.

Customs Valuation In Singapore, valuation for Customs purposes is based on the Brussels Definition

of Value (BDV). The basic principle of the BDV is that dutiable value is the normal price or import price of goods at the port or place of importation. It pre-supposes that the sale has taken place in the open market between an independent buyer and seller. Where goods are dutiable, ad valorem or specific rates may be applied. An ad valorem rate, which is the most commonly applied, is a percentage of the assessed value of the imported goods. A specific rate is a particular amount per unit of weight or other quantity. Cost, insurance, freight, (CIF) handling charges and all other charges incidental to the sale and delivery of the goods are taken into account when duty is assessed.

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Exporters are required to ensure that the declared values of goods for Customs purposes are correct. If the goods have been undervalued, the Customs and Excise Department will increase the values declared. Severe penalties may be imposed on traders attempting to evade duty.

Import Duties More than 98 per cent of tariff lines (commodities) are imported duty free. Where

goods are dutiable, Cost, insurance, freight, (CIF) handling and all other charges incidental to the sale and delivery of the goods are taken into account when duty is assessed. Exporters are required to ensure that the declared values of goods for Customs purposes are correct. If the goods have been undervalued, the Customs and Excise Department will increase the values declared. Severe penalties may be imposed on traders attempting to evade duty and tax. Only 2% of goods imported into Singapore in accordance with the Schedule to the Singapore Customs Duties Order are subject to Customs duty. Currently dutiable products are categorized into these 4 general groupings; liquor, tobacco, petroleum products and motor vehicles. Singapore has substantial domestic taxes and fees on motor vehicles. In addition to the duties, these charges include a certificate of entitlement, registration fee and a road tax. Where the goods are dutiable, ad valorem or specific rates may be assessed against qualifying goods. A specific rate is a specified amount per unit of weight or other quantity such as $130 per Kg applied. An ad valorem rate is a percentage of duty based
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on the assessed value of the shipment. In the case of dutiable goods such as liquors, tobacco, motor vehicles and petroleum products GST, normal and excise duty may be applied to the shipment. Please note that if the goods are dutiable, the 7% GST will be collected simultaneously with the Customs duty. GST will be applied to the total CIF value of the goods, plus normal duty, effective July 1, 2007. Please be aware that an additional fee of 1% can be levied in addition to duties and taxes to cover administrative fees incurred by the clearance agent. Antidumping Anti-dumping Duty is assessed on certain commodities based on the country of manufacture. Currently this type of additional duty is only being assessed on specific steel products manufactured in Malaysia and Turkey.

Excise Duties There is no excise duty for goods imported into Singapore.

Additional Duties Import Taxes All imports into Singapore are subject to Goods & Services Tax (GST) at the

current rate of 5% of the CIF value of the goods. Cost, insurance, freight, (CIF) handling charges and all other charges incidental to the sale and delivery of the goods, are taken
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into account when GST is assessed. Exporters are required to ensure that the declared values of goods for Customs purposes are correct. If the goods have been undervalued, the Customs and Excise Department will increase the values declared. Severe penalties may be imposed on traders attempting to evade duty and tax.

Customs Fees There are no customs fees for goods imported into Singapore. Exchange Controls There are no foreign exchange controls. Consular Fees There are no consular fees for Singapore.

Pricing strategy Despite the increased role of non price factors in modern marketing, price remains a critical element of the marketing mix. Even an international market produces right product, promotes the right message and distribute it rightly, if it fails in pricing it will turned into failure. It is the most difficult part of deciding in international market. The value must reflect on the price.

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Pricing strategy depends on the objectives. One of PINOYS AKO is to maximize market share. The restaurant believes that a higher sales volume will lead to lower unit costs and higher long run profit. PINOY AKO will set a lower price, assuming the market is price sensitive .After setting the objectives, PINOY AKO will use Value pricing wherein it involves re engineering the companys operation to be a lower producer without sacrificing quality, and lowering price significantly to attract a large number of FILIPINOS. PINOY AKO will offer seasonal discounts, a price reduction for those who will eat out of season. Psychological discounting will be one of way of pricing, where in prices contains of .99 0r .75. Lastly, management will use the product bundling pricing, wherein PINOY AKO will offer its food as a bundle. It is a package of all food that will attract customer. Example is, fried fish withkarekare with halo halo amounted to a discounted price.

Marketing implementation guide Table 3 What will be done? Create awareness promotions When it will be Who will be done? done? Introduction Philippine embassy Performers and artists How will be done? Massive promotion and advertising (partnership with Philippine embassy) Leaflets and posters Performers advertisement Viral advertisement Mass production Products and services
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Maximize profit

Growth stage

PINOY AKO management

 Maintain the Maturity stage market share Improve product and services Offer new Decline stage meals and entertainment Marketing strategies Introduction strategy PINOY AKO MANAGEMENT

PINOY AKO MANAGEMENT

extension Lessen promotional activities Reduce advertising cost and focus on production Pricing strategy Attractive and economical pricing Meal discounts and addons. Cost leadership Providing new product New meal (e.g sizzling plates, etc)

When the product is introduced, sales will be low until customers become aware of the product and its benefits. Some firms may announce their product before it is introduced, but such announcements also alert competitors and remove the element of surprise. Advertising costs typically are high during this stage in order to rapidly increase customer awareness of the product and to target the early adopters. During the introductory stage the firm is likely to incur additional costs associated with the initial distribution of the product. These higher costs coupled with a low sales volume usually make the introduction stage a period of negative profits. During the introduction stage, the primary goal of PINOY AKO is to establish a market and build primary demand for the product class. The following are some of the marketing mix implications of the introduction stage: Product - one or few products, relatively undifferentiated

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Price - Generally high, assuming a skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly. In some cases a penetration pricing strategy is used and introductory prices are set low to gain market share rapidly. Distribution - Distribution is selective and scattered as the firm commences implementation of the distribution plan. Promotion - Promotion is aimed at building brand awareness. Samples or trial incentives may be directed toward early adopters. The introductory promotion also is intended to convince potential resellers to carry the product.

Growth stage The growth stage is a period of rapid revenue growth. Sales increase as more

customers become aware of the product and its benefits and additional market segments are targeted. Once the product has been proven a success and customers begin asking for it, sales will increase further as more retailers become interested in carrying it. The marketing team may expand the distribution at this point. When competitors enter the market, often during the later part of the growth stage, there may be price competition and/or increased promotional costs in order to convince consumers that the firm's product is better than that of the competition. During the growth stage, the goal is to gain consumer preference and increase sales. The marketing mix may be modified as follows:

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 Product - New product features and packaging options; improvement of product quality. Price - Maintained at a high level if demand is high, or reduced to capture additional customers. Distribution - Distribution becomes more intensive. Promotion - Increased advertising to build brand preference.

Maturity Stage The maturity stage is the most profitable. While sales continue to increase into

this stage, they do so at a slower pace. Because brand awareness is strong, advertising expenditures will be reduced. Competition may result in decreased market share and/or prices. The competing products may be very similar at this point, increasing the difficulty of differentiating the product. The firm places effort into encouraging competitors' customers to switch, increasing usage per customer, and converting non-users into customers. Sales promotions may be offered to encourage retailers to give the product more shelf space over competing products. During the maturity stage, the primary goal is to maintain market share and extend the product life cycle. Marketing mix decisions may include: Product - Modifications are made and features are added in order to differentiate the product from competing products that may have been introduced. Price - Possible price reductions in response to competition while avoiding a price war.

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 Distribution - New distribution channels and incentives to resellers in order to avoid losing shelf space. Promotion - Emphasis on differentiation and building of brand loyalty: incentives to get competitors' customers to switch.

Decline Stage Eventually sales begin to decline as the market becomes saturated, the product

becomes technologically obsolete, or customer tastes change. If the product has developed brand loyalty, the profitability may be maintained longer. Unit costs may increase with the declining production volumes and eventually no more profit can be made. During the decline phase, the firm generally has three options: Maintain the product in hopes that competitors will exit. Reduce costs and find new uses for the product. Harvest it, reducing marketing support and coasting along until no more profit can be made. Discontinue the product when no more profit can be made or there is a successor product. The marketing mix may be modified as follows:

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Product - The number of products in the product line may be reduced. Rejuvenate surviving products to make them look new again.

Price - Prices may be lowered to liquidate inventory of discontinued products. Prices may be maintained for continued products serving a niche market.

Distribution - Distribution becomes more selective. Channels that no longer are profitable are phased out.

Promotion - Expenditures are lower and aimed at reinforcing the brand image for continued products.

Government participation Singapore Customs & Excise Department administers import and export controls, collects duty/taxes and processes import and exports into and out of Singapore. Inland Revenue Authority Of SG (IRAS) IRAS is Singapore department of revenue collection responsible for the collection of taxes. Singapore Customs is the Government Agency under the Ministry of Finance, constituted on 1 April 2003 to regulate the customs procedure. Other than customs regulation, it is also responsible for implementation of revenue and trade enforcement measures, including those related to Free Trade Agreements and strategic goods. Radiation Protection Inspectorate controls the importation of products that are capable of emitting or creating radiation.

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Media Development Authority is responsible for the licensing and control of all media content into or out of Singapore.

Info communication Development Authority is a government service on the web provided to assist users with a information on the Internet, E-commerce etc. in Singapore. Government information on-line.

Board of Commissions of Currency is the agency responsible for issuance and control of currency for Singapore. Working with closely with Singapore customs they issue approvals for importation of copiers capable of creating counterfeit currency.

Arms and Explosives Branch AEB) Arms and Explosives Branch is the agency in charge of controlling the import and

export of munitions, arms and explosives and dual use goods (goods that have both military and commercial applications). Central Narcotics Bureau is the agency in charge of keeping illicit drugs and related materials from entering Singapore. Ministry of the Environment and Water Resources Pollution Control Department administers the licensing and controls for import and export related to CFC's and related articles that are hazardous to the environment.

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V. REFERENCES AND SOURCES OF INFORMATION

www. Focusingapore.com www.wikipedia.com http://singaporecompaniesdirectory.com/Categories/singapore_restaurants.html

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APPENDICES

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Design of PINOY AKO Restaurant

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