Marketing

Executive Summary 3 Introduction to the Company 5 PESTLE 5 POLITICAL 5 Government Type 5 Stability of Government 6 Corruption Index 8 Bilateral Relations 8 ECONOMICAL 9 Australian Economy 9 Gross Domestic Product (GDP) 9 Currency Used 10 Exchange Rate 10 Inflation 10 Economic Growth 11 Consumption growth has been revised lower 11 Australia Profit Repatriation 11 Corporate Tax 11 CULTURE 12 Language 12 Hofstede Insights between Singapore and Sydney 13 Power Distance 13 Individualism and Collectivism 14 Masculinity and Femininity 15 Uncertainty Avoidance 15 Long Term Orientation 16 Indulgence 16 TECHNOLOGY 17 Internet Usage and Speed 17 Mobile Usage 19 Australians on Social Media 20 E-Commerce and E-Payment 22 Transportation 22 LEGAL 27 Food and Safety Law 27 Advertising Law 29 Advertising or Marketing Communications Code for Food or Beverage Products 29 Taxation Law 30 Income Tax (Direct tax) 30 ENVIRONMENTAL 30 SWOT 32 Strengths 32 Weaknesses 33 Opportunities 33 Threats 35 Marketing Objectives 35 Target market 35 Demographics 35 Psychographic 36 Implications 37 Mode of Entry 37 Product 38 Price 39 Place 40 Promotion 41 Conclusion 43 References 43

This environmental analysis report will serve to provide an insight into the external factors affecting an organisation that is considering international expansion. The firm being researched on is Wee Nam Kee (WNK), a family restaurant chain with four outlets in Singapore, renowned for its flavourful Hainanese Chicken Rice.

The firm is looking into the Australian market, specifically Sydney, to expand to and gain market share. A PESTLE analysis and Swot analysis was done to evaluate the attractiveness of the Australian market and economy in general. A thorough PESTLE analysis conducted, gave an outlook to the macro-environmental factors of Australia that will impact WNK. Factors that will encourage WNK to adopt adaptation will be the political, economic, socio-cultural and technological factors. A combination of both standardisation and adaptation will be applied to the legal and environmental aspects of the country.

A politically stable government with FTA with Singapore will allow easy penetration for WNK into the market. However, the firm needs to consider the 30% corporate taxes being charged to companies and the profit repatriation policies. The sociocultural element of indulgence under Hofstede’s five dimensions proves that Australians and the people value quality leisure time, and WNK can leverage on this to promote their family or group-friendly menus with bundled pricing for a more significant number of people. Marketing and advertising will be focused on outdoor and digital advertising, due to the high usage of internet on mobile phones in Australia. The legal factor will tie to the advertising and marketing law, which requires all marketing communications to remain truthful and honest to its product or service and not mislead the end consumers.

Upon analysis of the PESTLE factors, WNK will adopt licensing as the mode of entry to penetrate the Sydney market, the place of interest for expansion. Licensing would also include direct and indirect channels for entry. The marketing mix focuses on the 4 Ps, namely product, price, place and promotions. For WNK, the product will consist of the core product, which is the similarity to the taste of the chicken rice in Singapore, followed by the tangible products like the brand packaging and aesthetics which have to be adapted to the national language, English. WNK will adapt to technology by delivering its products through food delivery apps.

Due to the high costs of living and food expenses in Sydney, WNK has to adopt competitive pricing to recover the corporate taxes and advertising expenses to avoid losses. Bundled pricing will lead consumers to think that it is value for money and meet the consumer needs of spending free quality time with family and friends. WNK will use to their advantage, agent middlemen, who will provide services from collection to servicing to the dissemination of information to the consumers. This will help to reduce the efforts taken by WNK directly and boost the locus of control the firm has over the licensee. In terms of promotion, WNK will adopt targeted marketing through digital marketing to attract users of social media. Short-term time-restricted discounts will also be designed to increase customer loyalty and retention. In doing all these, WNK has to ensure consistency with the advertising and marketing law that must reflect accurate information that does not mislead consumers or contain false claims.

In short, Sydney proves to be an attractive market for WNK to penetrate, given the many external factors that are in favour of the business, like political FTA and the similarities between the two countries, Singapore and Australia. This will allow WNK to expand successfully and gain international marketing experience to be added to their list of expertise.

Australia is a constitutional monarchy that has Queen Elizabeth II as the head of state, and also has a representative democracy. The Constitution build a federal system and had the powers split between six individual states and a central government (Australian Government 2019). The central government includes the Queen, represented by the Governor-General, the Senate, and the House of Representatives (Australian Government 2019). While the government in Australia has three subdivision - the legislature, the executive, and the judiciary. The legislature, also the Parliament, sees to the debating and voting of new laws that are to be introduced under the power of Section 51. While the executive, which is the Australian Government, oversee the sanction and standing by the laws set by the legislature. Lastly, the judiciary, which is independent of the other two, is the legal part of the federal government. The judiciary decides whether the other two arms are acting within their powers and is accountable for enforcing the laws (Australian Government 2019).

The six states, although forms the Commonwealth of Australia, are able to make their own laws over issues that are not administered under Section 51 of the Constitution (Australian Government 2019). These six states are New South Wales, Queensland, South Australia, Tasmania, Victoria and Western Australia. Similar to the central government, the state government has its own constitutions with the same structure. Other than the six states, there also ten territories, which are within the borders of unclaimed by the six states, and is inclusive of the Australian Capital Territory (ACT) and Northern Territory (NT). These ten territories can be self-governed or be administered by the Australian Government (Australian Government 2019).

The stability of the Government can be measured by the likelihood that the government will be undermined or overthrown by unconstitutional or aggressive means, that includes politicallymotivated violence and terrorism (TheGlobalEconomy.com 2019). In the index, the points are measured by the average of other various indexes from the Economist Intelligence Unit, the World Economic Forum, and the Political Risk Services and others (TheGlobalEconomy.com 2019)

Australia is rank 38 in 2017 for political stability (TheGlobalEconomy.com 2019). The difference in opinion within Australia’s ruling Liberal-National coalition and Labour has created the political instability. Especially in the span of eight years, there has been a change of Prime Minister of five times. The Australian government is mostly transparent and open with their policies thus making it a predictable policy-making process. Although careful examination over foreign influence in politics has intensified, there has been changes introduced into the parliament to regulate foreign political contributions.

Commented [1]: Will it affect the economy and business?

Commented [2]: Affect Price?

Commented [3]: Did not affect GDP

Commented [4]: _Marked as resolved_ Commented [5]: _Re-opened_

The Corruption Perception Index ranks countries and territories based on the perceived level of corruption in their public sector. The scale is based on 0 which is highly corrupt to 100 which is very clean. Hence, Australia has a score of 77 out of 100 according to Transparency International (2019).

Australia has a bilateral Free Trade Agreement (FTA) with Singapore, New Zealand, United States and Thailand as of 2007. With Singapore, the Singapore-Australia FTA (SAFTA) is the central support of Australia’s economic relationship (Australian High Commission Singapore 2019). The relationship with Singapore is Australia’s closest and most comprehensive in Southeast Asia (SEA) due to the similar outlook in strategies such as defence, education, political, trade and others. To mark the 50th anniversary of Australia-Singapore relations in 2015, a joint declaration on the Comprehensive Strategic Partnership (CSP) was signed. The CSP undertakes a ten-year plan to strengthen the strategic, trade, economic and people to people links, as well as to

supplement and further improve unification of both economies (Australian High Commission Singapore 2019).

The Australian government also has bilateral free trade agreement deals with the United States, the ASEAN nations, New Zealand, Singapore, Thailand, Chile, Malaysia, Korea, China, and Japan. It is also a signatory of Trans-Pacific Partnership and pacific agreement on closer economic relations with 14 island nations.

Australia’s economy is one of a mixed market economy where both the private and public sector shares the means of production. Both capitalism and socialism coexist in this dual economy. A diverse economic system protects private property and allows a level of economic freedom in the use of capital, but also allows for governments to interfere in economic activities to achieve social aims. Mixed economies could be known to be less efficient in comparison to pure free markets.

In a mixed economy, both the public and private sector may compete for the same amount of limited resources. The government is also in control of planning the utilisation of some resources and can exercise control over businesses in the private sector. Trade protection, subsidies, targeted tax credits, fiscal stimulus and public-private partnerships are common examples of government intervention in mixed economies (Kenton 2018).

The GDP of Australia is the total market value of all goods and services produced in Australia in a given period. The GDP of a country is one of the leading indicators used to measure the performance of a country’s economy. Australia has a GDP of AUD$1.69 trillion as of 2017, with an annual growth rate of 2.8%.

Australia’s GDP grew by 2.9% in 2017-18, according to the Australian Bureau of Statistics Australia is now in its 28th consecutive year of economic growth. It is also that between 2019 and 2023, the Australian economy will outdo other major advanced economies, according to the

International Monetary Fund’s (IMF) World Economic Outlook April 2018. The growth in GDP is supported by Australia’s strategic location within the dynamic Asian region, the strong economic fundamentals and a portfolio of globally significant industries such as mining and tourism, that represent growth opportunities for the future.

Australia uses a dollar and cents system of decimal currency with 100 cents in a dollar. Notes and coins are used, and the only legal tender in Australia is its currency.

One Australian Dollar currently exchanges at a rate of 0.96783 SGD. As of October 2018, the Australian dollar touched 0.9750, a multi-year low against the SingDollar. The currency is sliding more as the mining boom disappears and the China economy slows down. However, when the trade war cools off, analysts expect that the AUD is expected to recover at a reasonable level.

Consumption growth was weak in the September quarter of 2018 and was revised lower in most quarters over recent years, mainly because of lower spending on services such as finance and insurance. Consumption growth is expected to recover somewhat in the December quarter and year-ended growth is expected to increase gradually to be around 2¾%, rather than 3%.

The Corporate Tax Rate in Australia stands at 30%. Corporate Tax Rate in Australia averaged 35.36% from 1981 until 2019, reaching an all-time high of 49% in 1986 and a record low of 30%

in 2002 (Australia Corporate Tax Rate 2019.) Commented [7]: Trading Economics

While the Morrison government is cutting the corporate rate to 25% by mid-2021 for firms with a turnover of up to $50 million, it has failed to extend that cut to larger businesses after opposition from Labor and minor parties. Bigger companies will continue to face a tax rate of 30%.

Australia is a linguistically and culturally diversified country with more than 160 spoken languages, but the national language is English. According to the Australian Bureau of Statistics, 72.7% of the majority population speaks English as a first language, and there is a significant number of people who speak other languages than English (Australian Bureau of Statistics 2017). People from about 200 countries around the world have migrated to Australia hence there is vast of languages such as Mandarin, Italian, Arabic and Cantonese. With a variety of language in Australia, its distinctive accent and vocabulary have found its way into Standard English known as the Australian English. Australian English and British English are similar, but the former has a colourful vernacular called “Strine” thrown in for good measure. The Australian English comprises of many words with an Aboriginal descent and caused misspellings such as labour and programme abound. It is acknowledged that there were approximately 400 Australian Aboriginal languages but only 70 of these languages remained whereases 30 are imperilled (Sawe 2018).

Hofstede’s identified five dimensions which represent differences among national cultures: power distance, uncertainty avoidance, individualism/collectivism, masculinity/femininity and long-term orientation. In order to lead to greater success in international ventures, these dimensions play an imperative role in understanding the different international culture. Thus, it is essential to understand the differences and similarities between cultures as they influence consumer attitudes and behaviours (Hofstede Insights 2019).

Australia scores 36 low power distance on this dimension. In the low power distance culture within Australian organisations, there are more interactions between the management and employees whereby they disregard the hierarchical level and are characterised by more participation in decision making. In Australia, the involvement of employees in decision making through a more “involve me” style where both managers and employees can interact in an informal, direct and participative approach (Morley 2016). This is indicative of greater equality between societal levels, including government, organisations, and families. This emphasises cooperative communication across power levels and develops a greater balance cultural environment. A low power distance indicates that power in Australia is extended out to all rather than being reserved to a few groups. Also, even though Australians believe that they are close to power and they should have the authority, they believe that hierarchy is inequality of roles that are only established for conveniences.

Singapore scored a 74 for power distance and this is an indication that Singaporean value hierarchy among members in the society where hierarchy ranking will take place in the workplace culture.

Singapore’s high power distance can be justified through Singaporeans’ family upbringing and education. In Singapore workplace management style, it is built on an authoritarian leadership. This implies a vertical hierarchy with a proper distance kept between superiors and subordinates where communication patterns are more disciplined and autocratic. Status differences exist within the Singapore organisational hierarchy where Singapore management tends to have centralised decision-making which decisions are made by a single person holding the superior position in the organisation (Poh 2016). Hence, members of high power distance cultures such as Singapore accept status differences and are expected to show proper respect for their superiors.

Australia scores a high individualism of 90 where it maintains loose social structures that are characterised by independence, the importance of individuals’ rights, the recognition of personal initiative and achievement (AACSB 2019). In Australia, they emphasise competitiveness, selfconfidence, independence, freedom and encourage their family member to follow their aspirations. Australians are expected to be self-reliant, self-determining and responsible for their choices (Cultural Atlas 2019).

Singapore with a score of 20 is geared towards a collectivistic culture that emphasised loyalty to the group, dependence on groups and the belief that collective interests should be placed above individual ones. The traditional value of cooperation is evidently in the majority of Singaporeans and local firms by practising group-centredness and cooperation amongst group members to maintain peace and group harmony. Teamwork and collaboration are seen as the primary means of achieving company goals in a harmonious way. Behaviours that jeopardise group harmony are disagreeing with the group’s decisions, putting individual wants above the group’s needs and bragging about individual efforts achievements. Hence, Singapore is a collectivist culture where people prefer group harmony and collective decision making as part of the work culture than striving for individual recognition (Cultural Atlas 2019).

With a score of 61 on this dimension, Australia is considered a masculine society. They are characterised as assertive, aggressive, ambitious, competitive, and materialistic where they strive to be the best. Research has shown that Australia experiences a high degree of gender differentiation where men dominate women in society and power structure. As such, there are gender pay gaps found in Australia men are favourable in every industry, and they earn an average of 21.3% more than women in the workplace (Pash 2018). In this masculine culture, men are receiving higher pay than women and they are under-represented in a higher ranking superior and executive roles. This revealed that men are granted a higher level of leadership positions due to their gender and they are often perceived more positively than women in the workplaces (Jacques 2018).

Singapore is inclined towards a feminine society where gender roles are less sharply distinguished as women have become an essential component in the Singapore workforce (The Business Times 2018).

Australia scores a 51 average uncertainty avoidance reflects displays moderate tolerance for uncertainty and ambiguity but is rule-governed. There is a need for security, strong beliefs in expert and their knowledge, lower labour turnover, which results in explicit rules of behaviour and strict laws. High uncertainty culture has countless legislations, regulations and laws to lower uncertainty and control everything (Kimmorley 2016). Singaporeans display a high degree of tolerance for ambiguity with a score of 8 or uncertainty avoidance dimension. There is a preference for unstructured situations; ambiguity and people tend to be more innovative and entrepreneurial (Yeoh 2017).

Australia scored a low score of 21 and this indicates that Australia does not reinforce the concept of long-term and traditional orientation. Changes can develop promptly as long-term practise and commitments are not impediments to change. The research found that Australians despite working more than 40 hours per week, they are still able to incorporate work-life balance in their lives by separating their work and family time (Wood 2018). Besides, Australian enjoy dozen of public holidays each year where they can spend more time with their families (McMah 2018). As compared, Australia is one of the best countries to live in the world in terms of workplace culture and quality of life where Australian governments are generous with their welfare systems and emphasise work-life balance in their culture.

Singapore possesses relatively long-term oriented at a score of 72 where Long term orientation cultures will show respect to traditions and longer work commitments, this is because one believes rewards will come to the following work even if it is not immediate (JobStreet Singapore 2019). The research found that the estimated average working hours in Singapore is extremely higher compared to other countries. Based on the statistics, Singaporeans worked a total of 45 hours per week, and this is viewed as an extremely high average of working hours (States Times Review 2017).

This dimension is characterised by which people try to control their desires and impulses, based on the way they were raised. Relatively weak control is called indulgence and relatively strong control is called restraint. Cultures can, therefore, be described as indulgent or restrained (Hofstede Insights 2019).

With a high score of 71, Australia is an indulgent country. Australia is an optimism society where

Australians possess a positive attitude and are in control of their own lives. They place a high value on leisure time, friendship and splurge on things bring them happiness (Hofstede Insights 2019). A study revealed that Australian favourite leisure activities are visiting restaurants, cafe and pubs to socialise. In addition, Australians also enjoy playing video or computer games at home (B&T Magazine 2019).

With a low score of 46, Singapore culture is restraint with a tendency to cynicism and pessimism. In contrast to indulgent societies, restrained societies do not put much emphasis on leisure time and are limited by various social norms. They have the perception that indulging themselves are wrong (Hofstede Insights 2019). Singapore is a fast-paced society and in order to maintain this pace of life, Singaporeans strive to get ahead of one another. This affect Singaporeans health and wellbeing where Singaporeans found to be enjoying leisure time lesser and working more (Goh 2016).

According to the Global Innovation Index (2018), Australia moved 3 positions up from its number 23 ranking in 2017 into the Top 20 Innovative Economies, hinting a growth in the country's technology infrastructure. Digitally-enabled innovation changes the way businesses engage with consumers, how products and services are developed and delivered and how the future workforce is planned and shaped.

According to Statista 2019, internet adoption in Australia has not seen a notable increase over the last 4 years.

About 88% of the Australian population are active internet users with 69% active social media users, placing Australia in the top quintile globally across all measures (Despinola 2018).

However, despite the high digital penetration, Australia's long-struggling problem with its fixed broadband internet speed puts the country at number 60 ranking globally and is ranked number 6 with a much faster mobile broadband internet speed of 56.70Mbps, performing above the global average of 25.38Mbps (Speedtest Global Index 2019).

According to Deloitte’s Mobile Consumer Survey 2018, Australia's smartphone penetration is ahead of the rest of the world. While the levels of engagement have not reached maximum potential or 'peak smartphone', 89% of surveyed Australians own a smartphone with an insatiable usage demand. The smartphone market in Australia is dominated by Apple (42%) and Samsung (35%) (Deloitte 2019).

The advent of social networking has grown exponentially over the years, providing new means by which people share personal information as part of their social interaction with others. In Australia, 4 in 10 social media users posted photos of their food, and 24% of users use social media to follow brands or business. 99% of Australians between the age of 18 - 29 years old is on social media, and the most popular social networking site is Facebook (Sensis 2018). As online and web-based activities and social media services continue to rise in popularity, information is multiplied and shared more widely than ever.

As one of the developed payments markets in the world, the rate of adoption of innovative mobile banking solutions and mobile payments in Australia is ahead of the curve. Aided by mobile technology and smartphones, contactless payment and online banking transactions is growing prevalence in the ecosystem. The digital or 'eWallet' challenged pre-existing behaviours and the tradition of banking and payment methods, changed the way Australians pay for bills and spend their money on everyday tasks, and created a more efficient and interconnected society. Their appetite for non-cash transactions is booming with a 35% increase in 6 months (Elsworth 2018).

As "economic opportunities have been increasingly related to the mobility of people, goods and information", improvements in Australia's physical capital such as the development of the quantity and quality of its transportation system and infrastructure plays a vital role in Australia connections to the global economy (Rodrigue 2017). Components of transport activity throughout the Australian economy, and across all industries, includes freight and passenger movements in aviation, land and maritime modes.

Australia's aviation transport is characterised by 10 major international airports, 30 major regional airports and 79 regional airports. It supports the transportation of 450,000 cargo tonnes domestically and over a million tonnes internationally and facilitates 118 million domestic passenger movements and almost 39 million international passenger movements (Deloitte 2018).

Its extensive land transport is made up of 877,651 km of road (both urban and non-urban) and a total of 34,868 km of combined open and urban railway, making it the 7th largest rail system in the world. Australia’s maritime transport saw 8.1 million Twenty-Foot Equivalent Unit (TEU) exchanged at 5 of its principal container port (The Department of Infrastructure, Regional Development and Cities 2019).

Australia's growing freight transport in international trade increases the importance of a streamlined, integrated and multimodal transport and logistics system and multipliers effects in economic and social opportunities and benefits. Its international and domestic gateways such as airports, intermodal terminals and major ports, make up the freight nodes linked by air, road, rail and coastal shipping. Air shipping forms a smaller part of Australia's overall freight and supply chain tasks; predominantly used to transport high-value and time-critical goods. Domestic economic activities, bulk commodities and general cargo are generally moved via its land transport network and coastal shipping (The Department of Infrastructure, Regional Development and Cities 2018). Generally, rail and coastal freight support long distances while road freight specialises in the delivery of perishable commodities such as fresh fruits and groceries.

The national passenger transport in Australia mainly comprises of urban public transport system (such as trains, trams, buses and ferries) private-owned passenger vehicles and domestic flights for travelling between major cities. According to ITS Australia 2017, of the estimated 427 billion passenger-kilometres, 79% is travelled by road, 17% by air and 4% by rail.

The Australian government is committed to providing a more efficient and productive transport network so as to create a more liveable city and environment. A 10-year infrastructure investment pipeline has been set to target transport issues across the country and to meet the rising demands and expectations of freight and passenger activities. New and emerging technological developments such as automation, connectivity, smart infrastructure, sharing economy and zero emission vehicles bring about rapid change to Australia's transport sector, providing increased connectivity, improved mobility and safety, increased reliability and convenience. Innovations and new initiatives such as automated and connected road vehicles (self-driving and parking assist) and the rise of the car and ride-sharing services have altered driving behaviours and provided viable alternatives to car ownership and travel patterns (The Department of Infrastructure, Regional Development and Cities 2018).

The dominant method of travelling to work for 65.5% of the Sydney population is by car (Australian Bureau of Statistics 2017). Sydney, the nation's largest group of public transport commuters, has the highest demand for its rail and bus network. According to Moovit 2019, the average amount of time people spend riding public transport is 82 min and over 83% of those riders spend more than 2 hours on public transportation every day.

Food safety standards are highly enforced on Australian food business to ensure foods that are produced is safe and suitable to eat. A food business or activity that takes place in Australia which involves handling any type of food for sale or the sale of food in Australia is to abide by the food safety standards. This food safety standard is also known as Safe Food Australia contains health and hygiene obligations for food handlers, which aim to reduce the chances of food-borne illness occurring in the country (Food Standards Australia New Zealand 2015). Food Standards Australia New Zealand (FSANZ) also do a review regularly to ensure it covers the current food safety issues and trends, providing up to date evidence and references and information are provided for temporary and mobile vendors and home-based businesses are accurate (Food Standards Australia New Zealand 2016).

Safe Food Australia has three compulsory food safety standards to follow which are Interpretation and Application, Food Safety Practices and General Requirements and Food Premises and Equipment (Food Standards Australia New Zealand 2016). The food safety standards under interpretation and application are specifically implemented to apply to Australia only. Food business and food handlers must abide by their respective requirements (Food Standards Australia New Zealand 2016). Food safety practices and general requirements focus on the standards for food handling controls which involves receiving, storage, processing, display, packaging, transportation, disposal and recall of food. It is compulsory for food handlers and supervisor involved in the food business operations to acquire skills and knowledge of the health and hygiene in food handling, cleaning, sanitising and maintenance of food premises and equipment (Food Standards Australia New Zealand 2016). Food premises and equipment set out standards on designing and construction of food premises, fixtures, fitting, equipment and food transport vehicles. The layout of the food premises aims to minimize the chances of food contamination and to help food business meet the food safety requirements (Food Standards Australia New Zealand, 2016). Under the FSANZ and Food Act 2003 (NSW), the restaurant is required to meet the food and safety requirements. For instance, a common storage requirement is standardised for restaurants whereby meat products like beef and chicken are to be stored in a cold chamber storing unit. It is compulsory to meet the food, health and safety regulations in operating the restaurant (LegalVision 2018).

It is a legal requirement to have a Food Safety Supervisor available at all times in the Australian states namely New South Wales (NSW), Victoria (VIC), South Australia (SA), Queensland (QLD) and Australian Capital Territory (ACT). The food safety supervisor is required to complete online or classroom training provided through the registered training organisation (RTO) and this training have to be specific to the food business they are involved in and of the relevant state. The training is categories under retail and hospitality, food processing, transport and distribution or health and community. A certified food safety supervisor could either be a current employee or an external contractor who has gone through required training, qualification and registration to operate the restaurant. Lastly, the Food Safety Supervisor will be responsible for ensuring the operation of the restaurant complies with the food safety regulations (LegalVision 2018).

Firstly, under advertising or marketing communications for food or beverage products, the advertisement shall be truthful and honest. It should not be designed to mislead, be deceitful or infringe the Prevailing Community Standards. The advertisement should have an accurate presentation where all information includes reference to the nutrition values or health benefits and in a manner that is appropriate to the level of understanding of the target audience audience (The Communications Council 2009).

Secondly, advertising or marketing communications for food or beverage products shall not sabotage the importance of healthy or active lifestyles or the publicity of healthy balanced diets. It should not promote what would reasonably be counted as extra consumption through portraying of the products or portion size that are unequal to the setting depict or conflicting to the Prevailing Community Standards (The Communications Council 2009).

Thirdly, in the event that an average consumer acting moderately is involved and used as a health or nutrition claims shall be back up by relevant scientific evidence meeting the requirements of the Australia New Zealand food standards code (The Communications Council 2009).

Fourthly, advertising or marketing communications for Food or Beverage Products that consists of nutritional or health-related comparisons shall be portrayed in a non-misleading and nondeceptive way, clearly understandable by an average consumer (The Communications Council 2009).

Fifthly, advertising or marketing communications for Food or Beverage Products shall not make any association to consumer taste or preference tests in any manner that might entail the statistical validity if there is none nor use scientific terms to falsely impute validity to advertising claims (The Communications Council 2009).

Sixthly, advertising or marketing communications for Food or Beverage Products that consists of claims associating to material attributes such as taste, size, content, nutrition and health benefits shall be specific to the promoted products and be precise in all such representations (The Communications Council 2009).

Next, advertising or marketing communications for Food or Beverage Products present in the segments of media, dedicated to general and sports news or current affairs shall not use affiliated sporting, new or current affair personalities live or animated as part of such Advertising and/or Marketing Communications without differentiating clearly between commercial promotion and editorial or other program content (The Communications Council 2009).

Lastly, advertising or marketing communications for Food or Beverage Products must be in compliance with the AANA Code of Ethics and the AANA Code for Advertising & Marketing Communications to Children (The Communications Council 2009).

Companies and branch offices which have gain assessable income or carry forward tax losses are required to file an annual income tax return with Australian Taxation Office (ATO). The corporate tax is at a rate of 30% (EY 2017). This is considered a very competitive corporate tax rate as compared to other major economics countries with higher company income like the United States, China, Japan, Germany, France and India (PWC 2014). In 1st July 2015, there is a reduction of company tax rate at 28.5% for small businesses with an annual turnover of less than AU$2m (EY 2017).

Environmental factors include weather and climate changes are occurring due to global warming and it can create a great impact on business industries (Bush 2016). It is perceived that plastic bags are creating excessive environmental challenges due to its physical and chemical characteristics. Plastic bags are produced from petroleum products where it implicates fossil fuel supplies and climate changes. It may create problems on some fronts as it can take up to 1000 years to break down plastic bags (1 Bag at a Time 2019). Firstly, they contribute to unsightly litter in public spaces. Secondly, they pose a public health and safety threat because they can act as breeding grounds, can clog sewers and storm-water drains. Thirdly, they pose risks to wildlife that may become entangled in them or inadvertently eat them (Keep Queensland Beautiful 2019).

To reduce litter particularly along coastlines, the hazards that plastic bags pose for marine animals in Australia, the government adopted voluntary reduction and engage in a major analysis to improve the issue. Concurrently, several states and towns took initiatives to ban plastic bags (Pearlman 2018). In 2008, the Australian government declared to pursue a complete phase-out of plastics bag at the end of the year by the way of ban or tax and in May 2009 (Christian 2018).

Another significant environmental problem indicates that man-made climate changes will bring about major environmental changes such as rising of sea-level, coastal flooding, extreme weather and agricultural disruptions. There would be direct disruptions through climate change impacts on businesses activities through scarcity, tsunami and sea-level rise would constitute adverse consequences for businesses. Environmental changes that are more persistent or extreme can lead to vulnerabilities, especially when natural environment and climate change are unforeseen and inevitable (Doyle 2018). The increasing exposure to extreme weather events generates significant and new challenges for their organisations. In 2014, more than half of the world’s natural disasters occurred in the Asia Pacific and due to Australia climate changes, their economy would be affected. As such, more than $226 billion of Australia's businesses, manufacturing, road, rail and estates are located around its coast are conceivably exposed to flooding and corrosion hazards are at a high sea-level rise (McKenzie 2015).

WNK’s strengths begin from the day it was founded. Its traditional Hainanese dishes have acclaimed fame, especially drawing crowds for its flavourful Hainanese Chicken Rice. The first store was opened at a strategic location opposite Novena Church, and many claim that it is the best Hainanese Chicken Rice in Singapore.

The founder, Mr Wee Toon Oout, believes in a ‘motherhood’ mentality, as a mother will not cook bad tasting food for her children. Likewise, WNK’s chefs put their heart and passion into the cooking. Through their cooking, they hope that the customers will feel the love too. That is what

Mr Wee believes to be the company’s success.

Diversifying and cooking for families to have proper dinners together is one of the main reasons for coming up with Nanyang inspired dishes like the Curry Fish Head, Crispy Roast Pork and StirFried Baby Kai Lan. The dishes were meant to allow families to dine together at the restaurant instead of just having chicken rice.

The determination to being consistent in the recipes was an initial reason to not open a second outlet. Mr Wee wanted the chicken to be consistent in taste and was worried it could not be achieved by opening too many branches.

The unique selling point about WNK is that the overseas chefs all go through a refresher course every year to ensure that the food standards and flavours that WNK is known for, is maintained. All overseas outlets must pass a biannual quality check conducted. The customers view the restaurant as a place that is family friendly and easy on the taste buds, attracting all from young to old.

WNK is also available with food delivery apps such as Foodpanda and Deliveroo, allowing more customers to enjoy it from the comfort of their homes or offices located near the outlets. This allows the business to reach more consumers more efficiently and effectively.

However, every organisation has its weaknesses aside from its strengths. The focus for consistency in the food has not been practised in the employees themselves. Reviews have stated that the waiters and waitresses at certain outlets are rude and inattentive to the customers, which may lead to customer dissatisfaction. This could be improved on by sending the employees for integrated PR skills course every year, to refresh and retrain them in customer service. Being able to maintain customer service standards should be key to the organisation and should take more efforts in that particular section.

Hiring the right employees who have prior customer experience should be practised. It is harder to teach an individual how to do customer service right when they have no experience in working with customers face to face. By doing this, negative attitudes can be avoided.

The competition with other Hainanese chicken rice stalls could pose a threat to the company. Other famous establishments like Boon Tong Kee are rising slowly in popularity and have established more outlets in Singapore as compared to WNK. This makes it readily available to more locations than WNK. In this case, the organisation needs to market themselves and sustain a competitive advantage over its competitors.

With the changing lifestyle and advancement of technologies, it proved to be an opportunity for

WNK (WNK) to venture into Australia as they have been using food delivery app such as Food Panda and Deliveroo in Singapore to provide food services to the customer at the comfort of their homes and offices. Therefore WNK will definitely be able to join the food delivery app in Australia with ease as they have prior experience on this. On top of that, the numbers of Singapore moving to Australia large cities such as Sydney have been increasing over the years. Thus with the appearance of WNK in Australia’s food scene and food delivery app, it will definitely attract the Singaporeans in Australia as they will be able to enjoy the food not only away from their homeland but also at the comfort of their own home.

As the competition of Hainanese chicken rice stalls is proving a threats to WNK due to other famous establishments such as Boon Tong Kee is rising slowly in popularity and owning more outlets than WNK in Singapore, this serves as an opportunity for WNK to venture into Australia. The advantage of venturing into Australia will be gaining recognition overseas and also to increase their overall profit revenues. With their unique selling point of maintaining the quality of food and setting a standard where all overseas outlets must pass a biannual quality check conducted, this will attract consumers especially Singaporeans where they will be able to get the original taste of

Singapore’s Hainanese chicken rice in Australia without compromising on the taste.

With the social networking growing exponentially, this provides good communication and advertising channel for WNK to enter into Australia food scene in a more convenient way without spending too much on the publicity cost. According to the research in Australia, 4 in 10 social media users posted photos of their food, and 24% of users use social media to follow brands or business and 99% of Australians between the age of 18 - 29 years old is on social media. Therefore with the usage of social media for advertising will prove to be an opportunity for WNK to establish their brand positioning and recognition in Australia without many difficulties. Additionally, Australia has a high score of 71 as an indulgent country where they place a high value of leisure times such as visiting restaurants, café and pubs to socialise. This is another opportunity for WNK as they are known for having a family restaurant environment hence Australians and Australians Chinese can gather, socialise and indulge together in the restaurant.

Although the consumption growth was weak in the September quarter of 2018, it is expected to recover in December quarter and year ended growth will be expected to increase gradually to around 2.75% hence this is a good timing for WNK to venture into Australia without being afraid of being unable to achieve the sales increase, returning of customer rate and breakeven by 31st January 2020. Lastly, Australia’s GDP growth has grown by 2.9% in 2017 to 2018 and it is expecting to outdo other major advanced economies in terms of economic outlook. Therefore, Australia will be good opportunities for WNK to enter as the economy are stable and the chances of business failure will be slimmer.

Although WNK aims to retain the consistency on their food quality and taste however it is not being practised by the employees based on the review left online by the patrons in Singapore. This would post as a threat to WNK and thus removing any forms of competitive advantage that WNK has in the Hainanese chicken rice industry. Next, it was also feedback by the patrons that the waitress and waitresses at certain outlets were rude and inattentive. This could also serve as a threat to WNK as consumers these days do not only look for food quality but also on the customer services they received. Some consumers would rather compromise on the food quality if they receive better customer service and dining experience from other competitors.

Due to the rising of sea-level, coastal flooding, extreme weather and agricultural disruptions problems brought by the man-made climates changes, this will be a threat to WNK as they might face issues in getting ingredients such as poultry and vegetable from the local state. Additionally, the increasing exposure to extreme weather events generates significant and new challenges to the

Australian business and WNK’s budget plan might increase if there is a need to source for ingredients from overseas instead of getting in from the local suppliers.

The marketing objectives for WNK in Sydney are;

1. To achieve breakeven by 31 January 2020.

2. To achieve 75% customer satisfaction by 31 January 2020.

3. To achieve a 20% sales increase by 31 January 2020.

4. To achieve 30% returning customer rate by 31 January 2020.

Demographic attributes refer to several indicators, such as gender, age, marital status, religions, education level, occupation and income level. According to the Australia census 2016, the total population in Sydney was 98,538, and the percentage of the male is 52.7 whereas the percentage of the female is 47.3. The median age of people in Sydney was 33 years. Children aged 0 - 14 years made up 6.3% of the population and people aged 65 years and over made up 9.8% of the population. In Sydney, 28.8% were married, 2.1% were separated, 7.6% were divorced, 2.2% were widowed, and 59.3 are single (Census QuickStats 2016).

Sydney is an extremely diverse city, with diversified religious groups. The religions consist of 16.1% were Catholic, 9% were Buddhism, 7.1% were Anglican and 55.6% religion affiliations not stated. In Sydney, 35.7% of the population were attending an educational institution. 5.8% were in primary school, 4.5% in secondary school and 33% in a tertiary or technical institution. The highest level of education attained was 44.7% completed a Bachelor Degree level and above, and

15.8% had completed Year 12 (Census QuickStats 2016).

The most common occupation in Sydney includes 36.3% professionals, 18.3% managers, 11.0% community and personal service workers, 10.1% administrative workers, 8% technicians workers, 7.2% labourers and 1.1% machinery operators. The weekly income per household in Sydney is $2099 (Census QuickStats 2016).

According to Inside FMCG 2018, Australian consumers are increasingly mindful about their food choices, making purchase decisions based on holistic health, sustainability and ethical considerations. As the standard of living rises, the nation also sees a population with a demand for convenience, personalised and high-value products. Australians are categorized as Socially Aware under Roy Morgan's Value Segment. This segment is characterised with a strong sense of social responsibility and a propensity for convincing others of their opinions, always searching for something new and different and tend to seek detailed information about their options and consider the consequences of each choice carefully before making a decision (Roy Morgan 2019).

After the analysis of the Australian market and of the company WNK, the chosen mode of entry will be by using licensing and hybrid channels, which is a mixture of both direct and indirect channels. In this part, the focus will be on Sydney, the place to market WNK. Licensing allows the firm, which is the licensor, to transfer to a foreign organisation, the licensee, the right to use some or all of the patents, trademarks, company name, technology, or business methods. The licensee pays royalty fees to the licensor (Osland et al. 2001, 3).

With the use of licensing, WNK can test the market in Sydney before competition enters. Due to the stability of the Australian government, there is low political risks involved which will encourage WNK to adopt licensing. WNK can transfer its property rights to a licensee who will invest all of the capital to kickstart the business. Intellectual property of WNK will still be protected and it will help to avoid or reduce the pressure of government regulations which may be imposed on companies. There would definitely be lesser chances of the licensee copying the recipes or stealing the intellectual property rights from WNK.

With Australia’s profit repatriation system, WNK can avoid having to pay taxes to the state government for the profits earned. The licensee will be the one who incurs the tax paying and WNK will be able to enjoy the full profits till the end of the contract. In this way, WNK can enjoy to earn royalty revenues from the licensee. WNK will have to adopt a few methods of standardisation and adaptation of the product to suit the needs and target market of Sydney. Standardisation will be adapted to maintain the brand equity of WNK. In terms of product, the aesthetics and packaging will have to undergo adaptation, while the intangible elements such as the image and perception of the firm’s food have to be standardised. As for price, it will primarily adopt adaptation to suit the economic needs and be customised to Australian pricing, which will also look at the pricing techniques the firm needs to adopt. This will primarily help WNK to recoup losses from corporate taxes or barriers of entry to Sydney.

Any tangible or intangible good or service that is offered to customers falls under Product, and to have customer satisfaction, businesses should have quality product and services (Sangkaworn and Mujtaba 2010, 1). WNK is a restaurant that offers both tangible and intangible goods and services. The goods provided by WNK are considered shopping goods where consumers usually spend more time to choose, compare and select the product based on quality and price (Atkins and Hyun 2016, 1). While the service can is considered as intangible and experiential and it is an act of how one can offer to another that is compelling and does not result in the ownership of anyone (Sangkaworn and Mujtaba 2010, 1).

There are four levels of product that can be used to consider when preparing for market offering, and they are the core benefit, tangible products, intangible products and augmented product. At the first level - the core benefit or service which is what the target market purchases for. WNK’s target market purchases the food that has a similar taste to the Singapore outlet (Liao 2012, 815).

This should be the primary benefit that the target market expects when purchasing at WNK.

The second level - the tangible product where the core benefit turns into the basic product (Liao 2012, 815). This includes the brand name, packaging, quality and aesthetics. For the brand name and quality, WNK should adopt a standardisation method to ensure that the name is recognisable and the quality is of equal standards to the Singapore outlet. However, for packaging and aesthetics, this should adopt the adaptation method where it should adopt the official language of Australia throughout its packaging and aesthetics as it is part of the culture in Australia.

The third level - the intangible products. This level is where the expected product is introduced to the market and sets the attributes and conditions that the target market should expect when purchasing at WNK (Liao 2012, 815). Such as the country of origin is which is Singapore, and it’s an attribute that WNK has to offer as the perceived perception of Singapore’s food is usually associated with high quality or high standard.

The fourth and last level - the augmented products are the factors that set WNK apart from their competition (Liao 2012, 815). Factors such as service, delivery provided are all a significant role, and the goal is to provide something that is surpassing the expected product. WNK would be able to provide delivery of their product to the target market through possible delivery apps online such as Deliveroo, by doing so WNK is adapting to the use of technology in Australia.

Price impacts significantly on consumer psychology and helps to decide to repurchase a product. Price is a significant factor behind satisfaction and product loyalty because a consumer carefully perceives if they are getting the most benefit from the product (Nuseir and Madanat 2015, 78).

Hence, consumers’ satisfaction generates positive and productive impact on WNK business growth.

The notion of pricing involves the calculation of the costs of business processes, and it is a significant concern for decision-makers. Price setting techniques vary because the WNK business dimensions and consumer choice differs from local markets. Manufacturing cost, competitors’ prices, and taxes can vary from country to country, making international market conditions a critical factor in pricing decisions. Thus, success in the Sydney market is achievable for WNK through pricing adaptation against exchange rate and taxation law. WNK can attempt to control costs through selective use of supply sources cost basis can vary due to differences in production costs, tariffs, and transportation charges (Powers and Loyka 2010, 68). Due to the high cost of living in Sydney and the imposed taxation law, food expenses are generally higher so that food operations can cover all the costs. WNK can adopt price adaption as a defensive measure against tax law that is out of their control.

Bundle pricing is a popular and effective pricing technique that helps to market products and fuel revenue. WNK can bundle different products together and offers it to consumers at a slightly lower price. Bundling pricing may lead to more sales than offering products a la carte. WNK provides different set meals offers to its consumers and also provide an option to its consumers to make the set meal of their own choice. This add value to consumers buying experience as they can enjoy the versatility in a single act of purchase, enjoy cost savings and avoid frustration while choosing food products. All in all, bundling pricing strategy can also create value perception in WNK consumers’ mind that they are getting value for their money. The goal of this tactic is to meet the consumers needs in the process, whether excitement (low price), fulfilment (of a need or good value) or intrigue (ideal price). In turn, bundle pricing allows WNK to apply competitive pricing and outsell competitors, intensify sales, increase cost-effectiveness, fuel revenue and test new marketing channels (Indounas 2009, 88).

The hybrid channel which involves direct and indirect channel is recommended for WNK to penetrate the Sydney market as this optimises the channel coverage, adaptability and control of the market efficiently. Also, the hybrid channel also helps to minimise the cost and conflict that might occur during the penetration into the international market. Most importantly, such intermediaries like agent middleman no longer only provide services on physical distribution of good but also offering collection, collation, interpretation and dissemination of vast amounts of information.

Retaining the consistency on food quality and the taste is WNK’s specialised assets for servicing the end customers hence the most appropriate channel for WNK to penetrate the international market in regards to food guideline and the recipe will be using the direct channel. Direct channel also gives WNK a strategic control purpose as WNK will be able to standardise the standard of procedures in preparing the food. Thus, it is recommended for WNK to send over a Singapore chef to Sydney to oversee on the kitchen preparation. Although it may be inefficient on its own where there is no direct sales occur and requires higher investment on such standardisation and arrangement but this will be able to profit WNK if the food quality and taste successfully attract the crowds.

Lastly, it is recommended for WNK to use indirect channel where the local agent is involved in handling the customer interface in Sydney (Peck et al. 2012, 22). The local agent will have a better understanding of the culture and habits of consumers in Sydney. Most importantly, the local agent has access to the past and current sales record, sales trend and customer information of the food and beverage industry. Based on the consumer characteristics in Sydney and the advantages mentioned above, this will help the agent to implement the most appropriate promotion that attracts the targeted consumers and creating a competitive advantage against other competitors. With the human-made climate changes that occur quite often in Sydney, local agent will also be the best controller on when to activate and suspend the delivery services via the food delivery app to protect the company’s interest. Lastly, the local agent will also have a better knowledge of using the most suitable transportation for logistics and importation purposes to optimise the business profit.

The core aspect of promotion in the marketing mix is reducing the communication gap that occurs between the organisation and its consumers through various means of advertising (Nuseir and Madanat 2015, 79). As a new entrant in a foreign marketplace, it is vital for WNK to develop a clear and defined promotion strategy that caters to its target market in Sydney. With reference to the earlier PESTLE analysis conducted, WNK should adopt an adaptation strategy for its promotion efforts in Sydney.

The promotion mix consists of advertising, sales promotion, public relations, personal selling and direct marketing tools that can enables organisations to communicate its value persuasively to its target market and build relationships (Faryabi, Fesaghandis and Saed 2015, 168). To disseminate information about WNK, a Singapore food brand, and promote the availability and characteristics of its product offerings to the Sydney consumers so as to encourage consumer purchase behaviour, WNK will be focusing on advertising and sales promotion as its promotional mix.

With the aim of informing, persuading and influencing consumers to make a purchase choice, WNK will be employing paid promotional messages (advertisements) in both traditional and new mediums such as print media and digital media. As identified earlier, more than half of the Sydney population commute by car and there is a high demand and time spent daily on public transport networks such as rail and buses. Out-of-Home (OOH) and outdoor advertisements will be used to target the masses so as to generate awareness and stimulate demand. Billboard posters can be strategically placed in inner city locations and precincts with high pedestrians or vehicular traffic areas to achieve roadside coverage. Advertisements are placed at bus shelters and at the Sydney and NSW train stations that are of proximity to WNK’s outlet or within its delivery areas. With the proliferation of the Internet, advertising has also evolved and there has been immense changes to the availability and formats of advertisements. Considering the high digital penetration and social media usage, WNK can leverage on digital media channels and vehicles such as social media channels, Facebook and Instagram, for targeted marketing so as to drive traffic and communicate call-to-actions for its sales promotion.

To facilitate consumers’ purchase intention, behaviour and satisfaction, effective sales promotion can attract attention and enhance the competitiveness of WNK’s products through short-term timerestricted discounts designed to encourage trial adoption and membership programmes such as incentive coupons and rebates for loyal consumers. In conjunction with public holidays or to celebrate special occasions such as WNK’s first year of store opening, WNK can use online contests or perks codes via its social media channels to enhance and maintain relations with its consumers.

Adhering to the advertisement law, all marketing communication materials of WNK including advertisements and sales promotion must reflect accurate information that does not mislead consumers or contain false claims. To achieve the best results from its promotion efforts, descriptors of the brand and its products should also be presented clearly with its advantages or benefits communicated as Australians display moderate tolerance for uncertainty and ambiguity. WNK must also be mindful of the language used in its marketing communication materials, adopting the Australian English grammar in its copywriting and avoiding lingos that are not known and understood by the target market.

As a result of WNK’s promotion strategy, essentially WNK should strive to achieve WOM marketing for long-term results and to flourish in the overseas venture. WOM Marketing focuses on providing superior and favorable consumer experiences which encourage satisfied consumers to spread organic positive feedback about the organisation and/or its products and develop brand loyalty.

In conclusion, WNK will be adopting the way of licensing to enter the Sydney food industry to attract the locals and Singaporeans living abroad who would like a taste of home, overseas. Elements of standardisation and adaptation have to be implemented to adhere to the political, legal and social factors of Sydney. This will include a combination of hybrid channel placing, to enter the consumer market.

The legal aspects of Australia's advertising laws are enforced to ensure retailers have common standards that are complied with, and WNK aims to achieve a brand identity in Sydney with the penetration through direct and indirect channels by licensing and agent middlemen. WNK will offer competitive pricing which will help to defend against the taxation law and to offer bundled pricing to consumers.

In terms of marketing, WNK will apply adaptation strategies to ensure that the advertising and communications are targeted to the right end consumers and are placed strategically in places of high traffic of pedestrians or travellers, to widen the market reach.

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