Republic of the Philippines

CAVITE STATE UNIVERSITY

Carmona Campus
Market Road, Carmona, Cavite
(046) 430-3509/[email protected]
www.cvsu.edu.ph

An Export Analysis
Submitted to the Faculty of the
Department of Management of the
Cavite State University- Carmona Campus
Carmona, Cavite

In partial Fulfillment
of the requirements for the degree
Bachelor of Science in Business Management
Major in Marketing Management
International Trade and Agreement – BMGT 26

BAROLA, VENNIE RUZ

BAWICA, MA. CAMILLE
BAYLON, MARY DHEL
BONIFACIO, COLEEN
CARANTO, PATRICIA ANN
VIBAS, JOHN ALLTRIZH
FRIAS, ROMAR

BSBM MM 2B
FIRST SEMESTER
2020-2021
Introduction

Green Leafy Company is a company that produces leafy products. Our

company was established last September 2020 and is located at Barangay Maduya,
Carmona, Cavite. Our company's main goal is to produced leafy products like spinach,
lettuce, and many more that can help to strengthen the health and the body of the
customers.

The company comes up with the idea to create the first-ever product, the Dried
Cabbage. This is an air-dried cabbage and this is a quite usual cultivated vegetable. This
has a lot of benefits. First is it preserves the high volume of water that can help the body
to become hydrated. Next, it contains crude fiber that helps to treat or prevent
constipation. Then it promotes detoxification and helps indigestion. Lastly is it has a big
help to remove the dry cough.

“A great addition to your fantastic dishes.”

We have come up to this tagline because the main purpose of dried cabbage is
that it adds extra flavor to our soups and other dishes.
Location Planning

Singapore is known as one of the smallest countries in the world. This country
has a market economy that is free and prosperous. An open environment and free from
corruption, this is something that Singapore is truly proud of. As a result, more foreigners
became interested in doing business and trading with them. Before, Singapore is a poor
country but this problem was solved by inviting foreign investors. Now, the finances
there are stable and its GDP is the highest in the world. Their economy is depending on
exports, particularly on the electronics and industrial sectors. Their natural resources are
limited. But the leaders here are wise enough because they are focusing on trade and
actively interacting with developed countries. Moreover, the total population of Singapore
is consisting of 5.69 million people. Out of that, there is 4.04 million residents and we
could notice that their population is smaller compare to their neighboring country.

Our target market are the residents of the Little India, an ethnic district in
Singapore. Most of the people residing here are Indian Singaporean. They are defined
as Singaporeans of Indian or South Asian ancestry, which constitutes 9.0% of the
country's citizens, making them the third largest ethnic group in Singapore. The total
population of Little India is 3,260. There are 1,680 males and 1,580 females. The
percentage of the target market is 3% of the total population of ages 20 to 60 yrs. old
resident of little India. According to 2020 estimated population of little India, the number
of people ages 20 - 60 years old is 2,160 which is 66.1% of the total population. To get
the percentage of the target market, we estimated that out of ten, 3 people will buy our
prodsuct. Which when 2,160 estimated population multiplied by 0.3, we will have 648
persons as our target market daily.

Due to their small population, we can easily market the product in our target
market. The population is one of the crucial factors that we need to consider in exporting
our product. It will serve as a basis on how we could get the demand of our target
market. Due to their lack of natural resources, we thought of exporting vegetable
product, specifically, dried cabbage. Dried cabbage originated from India and as what
we have said earlier, our target market, Little India is composed mostly of Indian
Singaporean. We could see that we have an absolute advantage towards that product.
 Every year, we have an oversupply of cabbage. Based on La Trinidad Trading
Post last year, the price of cabbage dropped to P1 to P7 per kilo. According to Farmers
Marketing Cooperative, some farmers are left with no choice but to throw away their
excess produce as oversupply of cabbages by as much as 300 percent resulted in a
drop in prices. It will be a win-win situation between us and Singapore if we export our
products to them. Singapore is also close to the Philippines so it is more accessible to
export the product.

Since our target location is Little India, our possible competitors will be the other
vendors or sellers in Tekka Centre, the largest and famous market in Little India.
Knowing our possible competitors are, and what they are offering, can help us to make
our product and marketing stand out. We can use this knowledge to create marketing
strategies that will take advantage of our competitors' weaknesses, and improve our own
business performance.

Singapore imported US$359 billion worth of goods from around the globe in
2019, up 16.5% since 2015 but down -3.1% from 2018 to 2019. About two-thirds (66%)
of Singapore’s total imports by value in 2019 were bought from fellow Asian countries.
European trade partners supplied 16.6% of Singapore’s import purchases while 13.5%
worth of goods originated from North America. Smaller percentages came from
providers in Oceania (2%) led by Australia, then Africa (1.1%) and Latin America (0.7%)
excluding Mexico but including the Caribbean. The following product groups represent
the highest dollar value in Singapore’s import purchases during 2019. Also shown is the
percentage share each product category represents in terms of overall imports into
Singapore. Their top 10 imports represent more than four-fifths (83.5%) of the overall
value of its product purchases from other countries.

 Electrical machinery, equipment: US$98.1 billion (27.3% of total imports)

 Mineral fuels including oil: $75.3 billion (21%)
 Machinery including computers: $58.3 billion (16.2%)
 Gems, precious metals: $18.9 billion (5.3%)
 Optical, technical, medical apparatus: $12.4 billion (3.5%)
 Aircraft, spacecraft: $11.9 billion (3.3%)
 Plastics, plastic articles: $8.5 billion (2.4%)
 Organic chemicals: $7.2 billion (2%)
 Vehicles: $5.4 billion (1.5%)
 Perfumes, cosmetics: $4.8 billion (1.3%)
Physical Distribution

One of the most difficult dilemmas facing industry today is the increasing cost of
distribution. This is true for both incoming and outgoing supplies. Physical distribution
handles inventory through shipping, transportation, and warehousing. The physical
distribution considers many sales distribution channels, such as wholesale and retail,
and includes critical decision areas like customer service, inventory, materials,
packaging, order processing, and transportation and logistics. The activities concerned
with efficient movement of finished goods from the end of the production operation to the
consumer. Physical distribution takes place within numerous wholesaling and retailing
distribution channels, and includes such important decision areas as customer service,
inventory control, materials handling, protective packaging, order procession, and
transportation. Physical distribution is an important marketing function describing the
marketing activities relating to the flow of raw materials from the suppliers to the factory
and the movement of finished goods from the end of production line to the final
consumer or user.

The marketing agencies such as dealers, merchants and mercantile agents

manage the flow of goods and perform the function of physical supply—right up to the
consumer’s homes and stores. Physical distribution function is responsible for
completing the marketing transaction once the function of exchange is completed, i.e.,
buyer and seller come to terms and enter into a contract of sale. It should be noted that
before the sale can be completed, the product must be available at the place the buyer
wants it, at the time he wants it, and in the quantity he wants. In general, the function of
physical supply attempts to accomplish the delivery of goods at the right place, at the
right time and in the right quantity.
Packaging

Packaging is an important marketing strategy to a product in order to attract the

consumer’s attention. Many consumers will judge a product by its packaging before
buying it, so creating compelling and alluring packaging will build first time buyers
intrigue.

Our packaging is made up of HDPE (high density polyethylene), one of the safest
plastic material. The main color that we chose is green because in Singapore, it
symbolizes growth, harmony, freshness, and fertility. It also has strong emotional
correspondence with safety.

During shipment, our containers will be in shrink wrapped in sealed cargo box
covered in polystyrene foam. We make sure that our products are safe during during
shipment to avoid dissatisfaction from our customers.
Name and address of the Consignor
Green Leaf Company
Maduya, Carmona,
Cavite, 4116
Philippines

Name and address of the Consignee

TEKKA WET MARKET
#665 Buffalo Road, Singapore
210665 Floor 2 Little India,Singapore
INDUSTRIAL PACKAGING

HS code: 0704.12.10
Export Promotion
The promotional mix activities that we will use in introducing our product in
international market is Sales Promotion (freebies, discounts) and Direct marketing
(online marketing).

Sales Promotion
We will give our consumers a discount, intended to persuade them to make a purchase.

Direct Marketing
Since Singapore was more advanced in technologies, we will market our products
through text messaging using Whatsapp, the top social media app in Singapore. Aside
from that, we will also use flyers.

The advertising media that we will use is newspaper, radio, direct-mail, and
outdoor advertising.

Newspaper Advertising
The major advantage in advertising in Newspapers is that it covers a wide selected
geographical market. It is also flexible and timely, which can be changed as and when
desired.
Radio Advertising
Advertising by means of radio gives the advantage of selecting the scope of area and
audience to which the message is to be directed. It is also much cheaper than TV
advertising.

DirectMail Advertising
In here, the message can be directed to specific customers such as announcement of
sales or discount and special offers. It can also be spread over a wide territory.

Outdoor Advertising
We will be having a printed sign displayed like poster or signboard around our target
location. We will get a license first to Urban Redevelopment Authorities in order to make
our printed signs legal.

Our signboard has 3 different language. It is for our customers to understand the
message in our promotion. English, Mandarin and Malay are the three (3) main
languages in Singapore and in our target location.
Pricing Strategy

The price of our product which is Dried Cabbage is worth 500 pesos in domestic,
while in international it is worth of 649 pesos or 18.22 SD. Our product will going to sell
to our desired target market with a high quality and affordable price. Since Singapore is
one of the richest country, the price of our product will match to the income of our target
costumers. This is our big advantage since Singapore is a small country with expensive
products because of lacking in natural resources. It is very big help to our company to
attract many costumers.

Our company chose the penetration pricing that were going to use for marketing
our product. Penetration pricing is a pricing strategy that give lower price of product
initially to attract and make a wide number of costumers. Also, it will make costumer
aware to the new product since our product are new to the market, this strategy will help
our company to become popular in the market. Achieving this goal will make more
costumers as well as our sales.
References:

Po Wing Hong Food Market Inc., (2018) DRIED CABBAGE

http://www.powing.com/products/dried-cabbage

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Thomas Brinkhoff, (2020) LITTLE INDIA, Subzone in Singapore

https://www.citypopulation.de/en/singapore/admin/rochor/11704__little_idia/

Louise Maureen Simeon, Artemio Dumlao, (2019). Vegetables rot in Benguet due to
oversupply
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Shruti B, (2018) What is Physical Distribution?
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32208

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https://www.investopedia.com/terms/p/penetration-pricing.asp

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https://asadvertising.com/2014/06/27/the-importance-of-packaging/