Market Entry Plan of South Beauty Essay Example for Free

Market Entry Plan of South Beauty Essay 1. Executive Summary South Beauty has setup 70 restaurants within 18 cities around China currently, all the units are profitable, that will accelerating the company expansion at mainland and exploring overseas markets. According to the South Beauty plan, the mainland operation keep for profit, but the exploration of international markets is mainly for branding. The company also creates a new brand called Steam to setup fast-food restaurants. Meanwhile, at the preparatory stage of cooking, the South Beauty plans to strengthen its efforts in standardizing processes to control the costs and quickening expansion. This article makes the market entry plan for South Beauty expansion to Singapore Market. 1. First part, understand the background of South Beauty Restaurant of China. 2. Second part, understands the market environment of Singapore, and bases the SWOT to analysis South Beauty Restaurant for market entry strategies selection. 3. Last part, built a market entry plan with Simulation data of marketing budget for South Beauty Restaurant entry to Singapore market. 2. Introduction 2.1 Objective The international market expansion is an important decision for every enterprise development. At present, Chinese catering enterprise are backward phenomenons at international expansion. As the first brand of South Beauty in Chinese catering industry, has a strong development potential lead by chairwomen Ms.Zhang Lan. With the development of the enterprise, The South Beauty expansion to foreign market has become inevitable. In order to realize the expansion strategy better, make Chinese famous catering enterprises entering Singapore which is the target market, this paper introduced The South Beauty background and history, understand the Singapore market environment, through the SWOT method, Analysis and budgeting the South Beauty enter the Singapore market. If The South Beauty can smoothly enter the Singapore market, become a crucial step of the Chinese catering enterprises to towards to internationalization development, also is the key measure of national economic development. At th e same time, also promote the unique Chinese Food to the people of all ethnic groups in the world. 2.2 Background of South Beauty Restaurant The South　Beauty　Restaurant (Chinese named: Qiao Jiang Nan) was founded on May of 2000 by Ms Zhang Lan, She opened the first restaurant of South Beauty in CBD international trade center of Beijing. In 2002, the first exotic restaurant launched in Times Square of Huaihai Road in Shanghai, that is South Beauty expanded beyond Beijing since then chain restaurant begins. At the end of September 2012, South Beauty Restaurants has founded 70 restaurants throughout 18 cities within 15 provinces of China. With many years’ experience and development to possessing nearly 70 restaurants, make it becoming the chain enterprise leader of Chinese style dinner. The South Beauty Restaurant Built â€Å"Fashion, classical, grade, reverence† as corporate business philosophy to show their unique enterprise spirit. Propagate culinary culture of the five thousand years traditional culture of china, to devote the South Beauty Restaurant to a world-class Chinese dinner brand as th e pursuit of business objectives. The founder of South Beauty keeps the corporate social responsibility (CSR) into their enterprise culture. They announced was â€Å"CSR is not only the key constituent part of South Beauty for developmental strategy, but also the key constituent part of South Beauty’s enterprise culture†. And separate the CSR to 4 parts as below: 1. For Investor: The Board devotes South Beauty to healthy food, keeps the profit margin for the enterprise, and makes shareholders get optimistic prospect and lasting for their investment. 2. For Society: According to the Government Law, the enterprise pays the tax, performs the civic duty, and creates more employment opportunity, become pillar enterprise in catering field. 3. For Consumer: Provides the high quality foods, healthy dishes to the consumers with more professional service. Make customers satisfaction. 4. For Staff: Creates a platform for employees to perform their abilities. Offer study and promotion opportunities, make the staff pleasure, positive and has the sense of responsibility in work. 2.3 Food features of South Beauty Restaurant Szechuan Cuisine is the one of Chinese eight cuisines series which has broad and profound cultural connotation. With different dishes, there are different delicacy feelings and all dishes are exquisite, it has red-hot tastes and strong delicacy famous in domestic and abroad. South Beauty is the leader brand in Chinese catering industry which has propagates the spirit and inherits of the culture of Sichuan cuisine. Based on the features of Chengdu and Chongqing cuisine, creates the real spirit which reaches to boutique Szechuan cuisine in South Beauty. In order to guarantee orthodox taste, the delicious ingredients including seasoning which come from the globe and local of Szechuan ware selected by South Beauty. It is good at variation such as makes the color, aroma and taste expressed fully, also makes flavor suit the corresponding dish. All of these have presented a real boutique Szechuan cuisine South Beauty features are aims at creation, health and fashion, based on Chinese traditional Szechuan cuisine, assisted by elements of Cantonese cuisine and Tan cuisine, to digest the classical culinary culture, break through tradition and pursue perfection. Create the model of â€Å"Chinese food eaten with western method† and â€Å"combine catering with art† in China firstly. South Beauty wins the worldwide praise depend on creative management idea and fashion, healthy, delicious boutique dishes. South Beauty to promote the Chinese food culture over the years, advocating a healthy life style as their responsibility, spare no effort from the traditional culture of the deep foundation to absorb nutrients, committed to innovation and improvement, to create another legendary food myths. The South Beauty dishes are different from others; the ordinary charm relies in the quality of raw materials carefully selected, on the inheritance and innovation of traditional cuisine methods, and rigid guarantee of dishes nutrition and worthy pursuit to the visual effect. The South Beauty Boutique food dishes Depend on strictly requirements are fully expression to modern culinary art. 2.4 History of South Beauty Restaurant †¢ On 20th May 2000 South Beauty’s first brand restaurant was launched in Guo Mao of Beijing and which marks South Beauty march formally into Chinese style dinner market. †¢ On 16th Jan 2002 South Beauty shop located in Times Square of Shanghai was launched which marks South Beauty’s cross-regional business begins. †¢ On Mar 2007, South Beauty becomes formally catering service provider for the eight competition stadiums of Beijing Olympic Games of 2008. †¢ On Apr 2007, South Beauty joins Air France and Air Netherlands to launch new Chinese style service on airplane. †¢ On Nov 2007, South Beauty is formally awarded â€Å"Chinese famous trademark† and obtains the sole protected trademark by international law in China. †¢ On Apr 2009, South Beauty formally signs contract with Shanghai World Expo, the content is to provide Food Service for Chinese and foreign guests. †¢ On Jul 2010, South Beauty changes its name for South Beauty Lim ited Liability Company. †¢ On Jan 2012, South Beauty sets up the first sub-branch in Taiwan. 3. Market environment analysis 3.1 Culture and Environment of Singapore Singapore has been established by Thomas Stamford Raffles on 1819, as a trading post, the small sea town attracted migrants and merchants from the world especially the China, the Malay Peninsula, the Indonesia, the Indian sub-continent and the Middle East. The country’s geographical location and commercial success make Singapore have the one of the most remarkable aspectsthe truly cosmopolitan nature of her population. The better prospect has attracted immigrants from all over the world which they brought their own culture, language, customs and festivals, through intermarriage and integrated formed a multicultural society, giving Singapore is full of vitality and diversified cultural heritage, also became one of most cosmopolitan cities in Asia. The main ethnic groups in Singapore are Chinese, Malays, Indians, Peranakans and Eurasians. The ethnic Chinese form 74.2%, the Malays 13.4%, the Indians 9.2%, The Eurasians, Peranakans and others combined 3.2%. Singapore near 20% expatriates of non-resident such as blue collar workers and white collar workers. In Singapore’s constitution, has adopted representative language from four main ethnic or â€Å"racial† groups. The official languages are English, Chinese, Malay and Tamil. For recognition of the status of the Malay people as the indigenous community, the National language of Singapore is Bahasa Melayu or The Malay Language. The varieties of language have obviously influenced on the English that in Singapore, especially apparent in informal English, and English-based Creole that commonly known as Singlish. The hybrid form of the language which includes words from Malay, Chinese, or Indian are representing an identity for many Singaporeans. The English and Mandarin are the commonly used languages in Singapore. Most of Children growths up bilingual from infancy even many people speaking three or four. They also learn own mother tongues to ensure that stay in touch with traditional roots, such as different Chinese dialects includes Hokkien, Teochew, Cantonese, Hakka, Hainanese and Foochow. The various cultural precincts and religious landmarks around the island ensure to catch a glimpse of a multicultural society of Singapore which includes the impressive history, cultural diversity and lifestyles. 3.2 Food Beverage Industry in Singapore Singapore serves the rich flavors and foods with its Multi-national culture, find out the local cuisines on the menu which reflection multicultural of Singapore. In diverse neighborhoods are available in food centers and restaurants across Singapore, a variety of flavors cuisines such as Halal Malay, South Indian Vegetarian Thali, North Indian Naans and Briyani, Cantonese Dim Sum, Hainanese Chicken Rice, Peking duck, Hokkien Mee and Popiah (The Spring rolls). The Main gastronomic representative in Singapore is Chinese cuisine, and the Chinese believe the combining food ingredients to enhance the harmony and used for symbolic. For example, the noodles for longevity, the oysters for good fortune and the fishes for prosperity. The Singapore offers an opportunity to trial the dishes from the different parts of China, the Cantonese dim sum, the Spicy dishes of Szechuan, Hainan Chicken rice, the Bean curd of Hakka, noodles of Hokkien and seafood porridge of Teochew, especially have local Chinese favorites such as chili crab, Bak Kut The, Fish head curry or Rojak. A lot of Indian foods in Singapore, whether from southern or northern of India sub-continent, the Vegetarian Thosai, fiery curries enriched with coconut milk. Tandoori, fluffy naan breads and creamy yogurt based dishes. The Indian cuisines are infuses with flavored spices such as cardamom, cloves, cumin, coriander and chilies. Try the local Indian-Muslim dishes, a taste of popular in Singapore, such as Roti Pratas, Murtabak, Nasi briyani and saffron rice dish. All the dishes go well with the absolutely satisfying creamy and frothy milk teaTek Tarik. The Malay cuisine always savor an array of spices and herbs, the ginger, turmeric, galangal, and lemon grass, curry leaves, pungent Belachan (shrimp paste) and chilies. The cuisine put the spicy but without unbearably hot. Peanut sauce occupies a pride of place in dishes of Malay, like Gado Gado, fried bean curd. From the unique Peranakans offers a blend of Chinese, Malay, Indonesian flavors called Nonya food, the famous Nonya dish mix rice vermicelli, coconut milk and garnished with seafood or chicken, combines the spices and aromatic herb such as lemongrass, chilies, tamarind paste, shrimp past, create rich cuisine of braised dishes. Singapore also offers a wide range of international cuisines such as Thai, Korean, Vietnamese and Mongolian food. Whether the Japanese Sushi, the Italian Meal and Casual French bistro. All can find all in the city state. 3.3 SWOT analysis of South Beauty Restaurant 4. Market entry Plan 4.1 Objective of market entry plan Singapore is an open economy country and strongly committed to maintaining the free trade market, pay more attention to public sector service quality, support every investors development positively. Analyze the Singapore market entry of The South Beauty with SWOT method, understand the South Beauty weaknesses and threats when enter the Singapore market, through their own advantages into market opportunities. Market entry plan to use the results of SWOT analysis, establish market entry strategies, and planning necessary budget of market entry, Support the management team to make marketing decision with these references. 4.2 Market entry strategies It is recommended that South Beauty consider the following marketing strategies and issues before entering the Singapore market: 1. Management Localization: whether the local Management team or the local agent, Better to understand the local market and consumer habits, will support the product promotion and market development, improves the competitive advantages of South Beauty. 2. Language Support: even the English is the main Language of Singapore, but Singapore ethnic characteristics, most of people speaking English but miscellaneous various national Language, multilingual services to meet different customer needs, but positive guarantee clarity Westernized understanding of English is also important. 3. Official Endorsement: Singapore government authentications marks are the symbol of accept by Singapore consumers, to reach these standards for the authentication is the requisite of the market development. 4. Social effect: public figures in Singapore has great influence, celebrity effect to participation actively of market compaign,positive to participating the public topic, to bring more restaurant visibility and customer flow. 5. Product Control: Singaporeanvery attention on food safety and quality of service, the products ensure to safety, and continue to improve the service quality, will be affect the business successful. 3. Marketing Strategies How a product is marketed and promoted will have a major impact on its success in Singapore. For the South Beauty expansion the market into Singapore, the Marketing mix is comprised of four approaches as following as (1) Products and services, (2) Advertising and promotion, (3) Distribution, and (4) Pricing. 1) Products and Service: The quality and taste is most important things for catering business, a lot of Chinese food in Singapore and South Beauty must be offers the unique Chinese cuisines with his special materials and cooking methods. Another most of important thing is to get the Hearth Authority from the Government to make consumer’s trust. Also the exceptional customer service very important to making the customers’ satisfaction and the business successful. 2) Advertising and Promotion: For the new coming restaurant in Singapore will select several different ways for their advertising and promotion campaign, attracting the consumers focus and trial. To keep some of the customer’s royalty. The methods of advertising are News paper; Television, Ratio, MRT Post, but the internet is a new type of method for the advertising. All the advertising can be using the star effect such as Ms Hsu from Taiwan. The promotions have some ways for the South Beauty. For example, Credit card payment promotion, new launch cuisines voucher, members discount or Free offers etc. 3) Distribution: The restaurant distributions are base on internal of operation. When the customer sit into the restaurant, the menu clean to View, the order convenient, the serving velocity, and easy payment, finally clean up fast. The others are materials and catalogues enough and fresh, keep the customers satisfaction. 4) Pricing: The pricing scheme is designed base on costs w ith fair margin, but must to be competitive, accord with consumption level. . Marketing Budget Plan 6. Conclusion Singapore is an important part for any enterprise can be used as a springboard into the international market. And the multicultural market is good adptive process for the internatinal development strategy of The South Beauty. Based on the analysis of the The South Beauty, we can clearly found that Singapore is not only a good market, at the same time to the first brand of Chinese catering enterprise; it is also a rare experience. Singapore’s government management and social culture if big different with China, but a large extent reflects the overseas Chinese and westerners to Chinese food attitude. With The South Beauty enter Singapore market, can from higher taste to understand and familiar with the Chinese food culture for Singapore residents, and promote the diversified food culture in Singapore. 7. List of References Fighting off Sars to make a business of Sichuan cuisine (11.2011), BBC News, http://www.bbc.co.uk/news/business-15670333 Restaurant chain South Beauty may relaunch IPO next year, (12.2011), China Business, http://www.scmp.com/business/china-business/ South Beauty’s ugly side exposed, (09.2011), People’s Daily http://english.peopledaily.com.cn/90882/7587516.html Food Beverage in Singapore, (07.2011), New Zealand Exporter Guide Kristie Lorette, Marketing Strategies for Food Brands, (2011) Demand Media Singapore Food and Beverages Industry Comparative Analysis and Companies Ranking, (2011), Market Publishers, http://www.marketpublishers.com/

Ideology Essay -- British Politics

Ideology has played an important part in British politics for centuries. It played a part in the setting up of the three major parties as we know them today. Ideology is difficult to define as it is such as widely and loosely used term. Andrew Vincent as well as many other authors, Vincent describes ideology as, ‘the term ’ideology’ was a neologism compounded from the Greek terms eidos and logos. It can be defined as a ‘science of ideas’ (Vincent: 2009:p.1). Even from this definition it is difficult to fully understand the term ‘ideology’ as it has such a broad definition. The changing nature of British politics in the post-war era contributed to the level of importance that ideology had during this period. The post-war period became none as an era of consensus politics, the post-war consensus has been described by David Marsh as, ‘a distinct policy paradigm which shaped the strategic choices of Britain's leading political actors as they sought to build and then to preserve a 'New Jerusalem' from the damage created by the war’ (Marsh: 1999:p.67) this so called post-war consensus definitely played a part in the removal of ideology from British politics. Although the post-war consensus did remove the importance of ideology in British politics, there were periods within the post-war consensus where new ideologies emerged. Ideology was important in Clement Attlee’s government, which had a socialist policy agenda through the creation of the NHS and the advancement of the welfare state, in the 1980’s through the emergence of Thatcherism, as well as the creation of ‘New Labour’ in 1997 and even the current government can be seen as ideological. This essay will first look at the important role that ideology does have to play, and has play... ...the war. Although there has been times when ideology may be seen as unimportant, such as the post-war consensus, this can be seen as an ideology in itself due to the ambiguity of the term, as Hickson writes, ‘both the Labour and Conservative parties accepted the ideology of social democracy’ (Hickson: 2004: p.143). Therefore it is only fair to say that ideology has been important in British politics in the post-war era. Thatcher, Attlee and Blair were clearly ideologically motivated as their policies showed, but the post-war consensus can also be seen as a period of ideology that the major parties agreed on, and even the current government can be seen as promoting a new kind of ideology of compromise, ideology has and will continue to play an important role in British politics for centuries to come as ideologies adapt and evolve to fit the political circumstances.

The Greeks and Achilles

The opening of Virgil’s epic [â€Å"I sing of warfare and a man of war† or â€Å" I sing of arms and of the man†] is a skillful allusion to Homer’s Iliad [â€Å"Rage—Goddess, sing the rage of Peleus’ son Achilles†]. Both rely on nouns. Discuss how the two interact in both works. Just as Homer used the first lines of the Iliad and Odyssey to announce the main themes of those poems, Virgil presents the two main themes of the Aeneid in the first line.What are these two central themes? In The Aeneid, Virgil's first two lines â€Å"I sing of warfare and a man at war. / He came to Italy by destiny. † Like with Homer's The Iliad and The Odyssey, Virgil's central theme for The Aeneid is war, though in a vastly different light than that of Homer's two epics. With Aeneid, the central character Aeneas fleas Troy during a darkened time for his native city, when it is being ravaged in a war between the Greeks and Achilles.The line He came to Italy by destiny tells me that The Aeneid's focus is central to fate and destiny and how so many people during this time put a lot of their energy believing in, and raging wars in the name of both. What universal force is responsible for Aeneas's sufferings as an exile (see line 3)? In accordance with this universal force, what is the purpose of his sufferings? Land and sea are what are responsibile for Aeneas sufferings as an exile while he made the journey from Troy to Italy.Aeneas' suffering was at the hands of Juno, who was angry that with Aeneas' arrival into Carthage meant that the fate of her most favorite city would soon be teasted when the war made it's way from his beloved Troy, where he was fleeing from, to Carthage. Explain the reasons for Juno's hatred of the Trojans. Juno's hatred towards the other Trojan's was because the arrival of another Trojan, Paris, voted in a beauty contest against Juno, a contest that she ended up losing.Compare and contrast Homer’s de scription of the shield of Achilles in the Iliad (XVIII. 572ff. ) with Virgil’s description of the shield of Aeneas in the Aeneid (VIII. 24ff. ). Both Aeneas and Achilles are given shields that help to defend against their enemies. With Aeneas, he is given a shield to help protect Rome from an invasion, whereas Achilles is given a shield to face off and carry out his revenge against Hector. Both similar in their uses are vastly different in design. For Achilles, his holds engravings of common life during his time.

Video Games Effect on People - 624 Words

Video games are almost always present in any house that is home to an adolescent child. While video games are popular among people of all ages, adolescent children are usually the most involved. An article was developed by three members of the Psychopathology department at a university in the Netherlands. While addressing the use of video games the statement was made that â€Å"Today, in the United States, 91% of children between the ages of 2 and 17 play video games†(Granic, Lobel, Engels). Children may spend countless hours sitting in from of a television screen, participating in the electronic activities. While there are many different genres of video games, perhaps among the most popular are those that contain a high level of violence and hostility. Along with the violent content and commentary, these videogames create a hostile mindset. Video games have the ability to cause negative effects in the way young people think and act socially. In support of the belief th at video games benefit people intellectually, there is a claim that game play provides cognitive, motivational, emotional, and social benefits (Granic, Lobel, Engels). In partial response, video games cannot offer cognitive benefits because they do not offer real life lessons. Yes, game play may allow someone to gain knowledge that will later be applied to the video game, but there are no positive real world techniques to be obtained. Playing video games will not increase and individuals motivationalShow MoreRelatedThe Effects Of Video Games On People Essay2291 Words   |  10 PagesSince its inception, video games have faced the everchanging praise and scrutiny of society. In recent years, gaming has reached the forefront of society, growing exponentially every 3-5 years, which comes at a cost. Psychological, physical, cultural research is done to determine the impact video games have on people, specifically how it shapes minds, creates opinions, and its practical use. As with anything in mainstream society, it is hard to reach a consensus on a subject, so you must turn toRead MoreViolent Video Games Effect People1720 Words   |  7 PagesVideo games are almost always present in any house that is home to an adolescent child. While video games are popular among people of all ages, adolescent children are usually the most involved. An article was developed by three members of the Psychopathology department at a university in the Netherlands. While addressing the use of video games the statement was made that â€Å"Today, in the United States, 91% of children between the ages of 2 and 17 play video games†(Granic, Lobel, Engels). ChildrenRead MoreThe Effects Of Video Games On Young People And Children2509 Words   |  11 Pagespopularity of video-games, especially violent video games, has reached phenomenal proportions. The theoretical line of reasoning that hypothesizes a causal relationship between violent video-game play and aggression draws on the very large literature on media violence effects. Additionally, there are theoretical reasons to believe that video game effects should be stronger than a movie or television violence effects. This paper outlines what is known about the relationship between violent video-game playingRead MoreThe Effects Of Video Games On The Economy And People s Lives1190 Words   |  5 PagesFormer CNN Computer Connection producer, Steven Baxter, once said, â€Å"You can t say that video games grew out of pinball, but you can assume that video games wouldn t have happened without it. It s like bicycles and automobiles. One industry leads to the other and then they exist side by side. But you had to have bicycles to one day have motor cars.† Video games are important to both the economy and people’s lives and â€Å"have been by far the most significant manifestation of interactive media toRead MoreThe Effects of Violent Video Games on the Behavior of Adolescents and Young Peop le792 Words   |  3 Pagesï » ¿Violent Video Games Introduction The debate about violent video games and whether or not those games influence the behavior of young people in particular, young boys has been going on for many years. There is no doubt that video games are very popular among pre-adolescents and adolescents. In fact, recent research in the New Hampshire Business Review (June, 2012) shows that 42% of the 300 boys that participated in a survey indicated they would rather play video games than play sports with otherRead MoreVideo Games Effects On Entertainment Industry949 Words   |  4 PagesToday in our world, video games have been a massive impact and phenomenon on entertainment industry. People from different ages playing video games from different types of consuls and games, and the sales from this industry is growing. What is makes different from video games than another entertainment industry is video games encourage people in different levels to have more attention and focus more emotionally and physically on the screen. There are different games that are made to appeal the gamersRead MoreViolent Video Games1485 Words   |  6 PagesHow does violence in video games affect people? Sometimes people think about video games and think oh no big deal but there is a lot that goes into them and they can have different effects on people. Violent video games have the most effect on people and most of them are negative. Educational games tend to have the best effect on people and can help them. Many people argue both sides and do not see them for what they are and think my kids won’t be affected but they will as more articles state andRead MoreVideo Games : Video Game Violence Essay1693 Words   |  7 PagesVideo Game Violence Blood and gore, intense violence, strong sexual content, use of drugs. These are just a few of the phrases that the Entertainment Software Rating Board (ESRB) uses to describe the content of several games. The future of entertainment revolves around technology. Along with the evolvement of technology, video games are also changing. More ways of playing violent video games are created each year, but most of us have this question in mind; do violent video games influence peopleRead MoreThe Effects of Violent Video Games Essay1685 Words   |  7 PagesSince violent video games, like Mortal Kombat, were created, adolescents who play these games become more aggressive than before. To me, playing violent video games is unsafe for these people since they have the negative influence on these people. I believe that researching on that topic would help us get the sense of what problems to avoid. I wish to know what are the possible effects of violent video games on adolescents’ aggr ession. The independent variable is violent video games, and the dependentRead MoreEffects Of Video Games On Mental Health1120 Words   |  5 PagesDoes video game have an effect on mental health? There is a lot of research into what affects gaming has on childrens mental health, consequently there is research into both sides of the argument. Gaming has an effect on mental health, but not necessarily in a negative way. I strongly argue that gaming affects mental health in a positive way so accordingly I will set out to prove it. We will be discussing a wide range of sources, showing a variety of views, describing how video games are good