Contents

• Introduction 3
• About Ya Kun Kaya Toast, Singapore 3
• STEEP Analysis 3
• SWOT Analysis 5
• Market Analysis 6
• Marketing Strategy 6
• Objectives 6
• Target Markets 7
• Market Positioning 7
• Marketing Mix 7
• Implementation and Control 8
• Conclusion 8
• References 10

Description

The success or failure of an organization in a new international market depends in how well it plans its marketing strategy by analyzing the various external parameters and by utilizing the internal competencies. Ya Kun Kaya Toast is a Singapore-based chain of cafés, which offers kaya toasts having a spread made from proprietary recipe. It already has many outlets in Singapore and also has its outlets in six different countries. The café already has its presence in few cities in China and looking to expand its business in Beijing. As per the environmental analysis of Beijing it is a favorable location for the café to open its outlet in the city. With the right mix of product, place, price and promotion the café would be able to create brand awareness and position itself effectively in the market.