Swinburne University of Technology

(Sarawak Campus)

MME40001 Engineering Management 2

Group Task-2

G-Dawgs

Author: Convenor:
Group 2-1 Chai Pui Ching

November 22, 2016

Final report MME40001 Engineering Management 2

Abstract

G-Dawgs is a privately possessed fast food outlet that will be situated as a universal
establishment through our imaginative way to deal with the organizations image and low
pricing. G-Dawgs is the response to an expanding interest for nibble sort fast food, to be
devoured while window shopping and strolling around inside a shopping center.
In todays profoundly aggressive environment, it is turning out to be progressively
hard to separate one fast food outlet from another. Singapore, a city state, is presently
turning into the model city for Asias new financial boom. With more than 11 million
guests yearly, essentially from neighboring nations (Malaysia, Indonesia, Thailand and
the Philippines), Singapores retail segment is the most grounded in the locale.
Our fundamental need is to position one outlet outside a swarmed shopping center,
ideally in one of conspicuous shopping centers in Singapore. Later, our exertion will be a
further advancement of all the more retail outlets in the encompassing region.
This arrangement is set up to acquire an area for the underlying dispatch of this idea.
Extra financing should be secured for the two consequent outlets, foreseen in month 13
and right on time in year three. The financing, notwithstanding the capital commitments
from shareholders, will permit G-Dawgs to effectively open and grow through year two.
The underlying capital venture will permit G-Dawgs to give its clients a worth driven,
amusing background through the innovativeness of its organizers.
G-Dawgs will allure adolescents to carry their loved ones with our inventive surround-
ings, delicious hot dogs as well as crisp cut chips, and determination of exceptional mark
plunging sauces.

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Contents

1 Company Background 5
1.1 Background of the industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.1.1 Trends in Food Service Retail . . . . . . . . . . . . . . . . . . . . . . . . 5

2 Objectives mission and keys to success of G-Dawgs 6

2.1 Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.2 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.3 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

3 Operating Plan 7

4 Business Incorporation 8

5 Singapore Company Registration 8

5.1 Pre-Registration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
5.1.1 Key facts about company formation . . . . . . . . . . . . . . . . . . . . . 8
5.1.2 Required Documents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
5.2 Registration Procedure and Timeline . . . . . . . . . . . . . . . . . . . . . . . . 11
5.2.1 Step 1: Name Reservation . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.2.2 Step 2: Register Company . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.3 Post-Registration Formalities . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.3.1 Certificate of Incorporation . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.3.2 Company Business Profile . . . . . . . . . . . . . . . . . . . . . . . . . . 13
5.3.3 Opening a Corporate Bank Account . . . . . . . . . . . . . . . . . . . . . 13
5.3.4 Applying for Business Licenses . . . . . . . . . . . . . . . . . . . . . . . 14
5.3.4.1 Guide to Business Licenses and Permits in Singapore . . . . . . 14
5.3.4.2 Starting a F& B business . . . . . . . . . . . . . . . . . . . . . 14
5.3.5 Goods and Service Tax (GST) registration . . . . . . . . . . . . . . . . . 14
5.3.6 Company tax . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
5.4 Food Shop License for Restaurant . . . . . . . . . . . . . . . . . . . . . . . . . . 15
5.5 Hiring Staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
5.6 Halal Certification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
5.7 Importing Food Products into Singapore . . . . . . . . . . . . . . . . . . . . . . 16
5.7.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
5.7.2 Fresh Food Import . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
5.7.3 Import of Processed Food . . . . . . . . . . . . . . . . . . . . . . . . . . 18
5.7.4 Import of Meat and Seafood . . . . . . . . . . . . . . . . . . . . . . . . . 18

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5.8 License for Importing Food Ingredients . . . . . . . . . . . . . . . . . . . . . . . 19

6 Market Analysis Summary 20

6.1 Market Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
6.1.1 Target Market Segment Strategy . . . . . . . . . . . . . . . . . . . . . . 21
6.1.1.1 Market needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
6.1.2 Market trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
6.1.3 Industry Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
6.1.3.1 Trends in Food Service Retail . . . . . . . . . . . . . . . . . . . 23
6.1.4 Competition and Buying Patterns . . . . . . . . . . . . . . . . . . . . . . 24
6.1.5 Main competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
6.1.6 Foreign Vs. Local Franchising . . . . . . . . . . . . . . . . . . . . . . . . 25

7 Strategy and Implementation Summary 25

7.1 Competitive Edge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
7.2 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
7.2.1 Pricing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
7.2.2 Brand Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
7.2.3 Marketing Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

8 Competitive Analysis 27
8.1 SWOT analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
8.1.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
8.1.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
8.1.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
8.1.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
8.2 Porters five forces analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
8.2.1 Threat of new entrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
8.2.2 Threat of substitutes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
8.2.3 Bargaining of power of buyers . . . . . . . . . . . . . . . . . . . . . . . . 30
8.2.4 Bargaining power of suppliers . . . . . . . . . . . . . . . . . . . . . . . . 31
8.2.5 Intensity of competitive rivalry . . . . . . . . . . . . . . . . . . . . . . . 31

9 Process strtegy 32

10 Production process 33

11 Quality control 34

12 Sustainability 34
12.1 Energy efficient equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

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12.2 Enviro-friendly advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

12.3 Organic food suppliers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
12.4 Sustainable food packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
12.5 Waste management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

13 Financial projections 37

14 Conclusion 41

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1 Company Background
G-Dawgs was framed by six accomplices, having a similar belief system and enthusiasm for the
business. We are hoping to abuse the potential in the food by opening a hot dog truck industry
that will sell hot dogs on the go.
This is done because of the expanded interest and insatiable demand for food. The plant
will be situated in Singapore because of the simplicity of passage to the market, restricted
rivalry and the accessibility of a vehicle industry which we see as a prepared market to our
item.
We are hoping to contact the greatest number of customers as we can. We will make and
supply to nearby and global markets around the world in the future. Our essential markets will
be North America and Asia because of their esteem and volume shipment examination.

1.1 Background of the industry

In spite of the drawn out impacts of the Asian Economic Crisis took after by political turmoil
up to mid 2001, Singapores sustenance administration industry saw development more than
2000/2001 at 4 - 5% as far as units and exchange (Euromonitor). Quite a bit of this development
was contributed by the bistros/bars, fast food, and sustenance retail areas, whose wide offer
amongst a youthful populace, for whom time is of a premium, prompted large amounts of
development. This development is supported by business sector interest and way of life changes,
for example, seeing eating out as a major aspect of popular way of life.
Entry of major multi-national sustenance administration administrators into real shopping
goal in the late 1980s until the 1990s prompted development in rivalry in the commercial center,
predominantly from fast food chains. This fortified the ascent in the quantity of fast food
units, both of universal and nearby chains, that began in the mid 1990s. Despite the fact that
there was a lull amid the financial emergency in 1998, the sustenance administration industry
recuperated speedier than others, especially amid 2000 and 2001. Late shelling tragedies have
additionally demonstrated that negative consequences for this part are reasonably short-term.
Franchising got to be well known in the sustenance administration industry through the pre-
sentation and passage of multi-national nourishment administration brands, principally U.S.-
claimed ventures, for example, KFC, Pizza Hut and McDonalds. As of now, there are numerous
neighborhood chains that have likewise experienced development by applying this framework
to their operations.

1.1.1 Trends in Food Service Retail

As indicated by government studies, Singapores spending on eating out is keeping on ex-

panding. Spending on cooked sustenance as a rate of aggregate normal nourishment spend

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achieved 55% in 1998. The development in spending in the sustenance administration part
emerges from various elements:

1. Expanded riches amongst Singaporeans, particularly those less than 40 years old years.
2. Increases in the quantity of ostracize occupants, which has dramatically increased follow-
ing 1988.
3. Increased accommodation looking for amongst more youthful Singaporeans who live in a
rushed city today contrasted with the much slower pace of life that existed 20 years back.

When they need helpful cooked sustenance, Singaporeans have since quite a while ago swung
to the nearby vendor stalls, instead of arranged prepared to-cook or prepared to-eat handled
accommodation nourishments. As the numbers and assortment of nourishment administration
outlets has expanded in Singapore, local people have received the advantageous results of other
sustenance administration outlets, particularly the fast food outlets, as option wellsprings of
helpful cooked sustenance. More youthful center and upper wage bunch families and people
are likewise visit clients of the full administration eateries, cutting edge style coffee shops and
cafes that now exist the whole way across Singapore.
In the course of recent years, there has been a general updating in the sustenance admin-
istration area which has seen the foundation of more aerated and cooled nourishment focuses
(nourishment courts) that are extensively cleaner than the customary peddler markets. In the
meantime, expanded venture from remote and neighborhood organizations in the segment has
likewise delivered an expansion in the quantities of:

1. Foreign chains, including chains, for example, Outback Steakhouse.

2. Modern retail pastry shop/bistro outlets, for example, Bread Talk.
3. Modern cafs, for example, Starbucks.

2 Objectives mission and keys to success of G-Dawgs

2.1 Objectives
1. To build up a presence as a fruitful neighborhood fast food outlets and addition a piece
of the overall industry in Singapores fast food industry.
2. To make G-Dawgs a destination spot for from students, towners and tourists.
3. To venture into various outlets by year three, and offer the establishment to neighboring
metropolitan urban communities, for example, Jakarta, Kuala Lumpur, Bangkok and
Manila.

2.2 Mission
Our principle objective is to be a standout amongst the best fast food outlets in Singapore, be-
ginning with one mobile retail outlet situated near a noteworthy shopping center as a business

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sector analyzer.
G-Dawgs will endeavor to be a chief nearby fast food brand in the neighborhood commercial
center. We need our clients to have the aggregate experience when going by our outlet(s) and
site as they will find out about this captivating new popular society.
Our main focus will be serving top notch sustenance at an awesome value.

2.3 Keys to Success

To succeed in this business, we should:

1. Make a special, imaginative, diverting menu that will separate us from whatever is left of
the opposition.
2. Control costs at all times, in all zones and execute a traditionalist way to deal with
development approach. Despite the fact that, we give all that could possibly be needed
asset to open more than one outlet, we need to be erring on the side of caution of the
business.
3. Sell the products that are of the highest quality, as well as keeping the customers happy
with all of our product categories.
4. Give 100% fulfillment to our clients and keeping up the level of astounding administrations
among different contenders.
5. Energize the two most essential qualities in fast food business: brand and image, as these
two fixings are two or three principle drivers in advertising correspondences.
6. Access high-activity shopping centers, offices and colleges close to the objective business
sector.
7. Promote great values of organization society and business theory.

3 Operating Plan
Do you think about how the little city state, has such a dynamic eatery industry? The eager
support of local people, the inquisitive palates of the vacationers and the dribbling taste buds
of ostracizes together have made the culinary kaleidoscope all the more brilliant. The most
loved side interest of the country is eating, to be more particular eating out and a large portion
of the youthful Singaporeans dont cook at home subsequently, a solid business sector for the
eatery business in Singapore.
The business sector being responsive to an assortment of cooking styles, ambitious restau-
rateurs trying to dispatch their nourishment business in Singapore will locate the going smooth
and safe gave they have an energizing menu, alluring taste and the right cost combined with
polite administration. The few misconceptions with to regards to the essential legalities to get
running with beginning your eatery wander in Singapore will be elaborated. The start up stage
includes the accompanying critical angles:

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1. Business Incorporation
2. Food Shop License
3. Halal Eating establishment Scheme
4. GST Registration
5. CPF Registration
6. Registration to import processed Food products and Appliances

4 Business Incorporation
Since we have chosen that Singapore is the perfect area for opening our eatery, the principal
request of business is to setup a Singapore organization. For subtle element, see Singapore
Company Registration section below.

5 Singapore Company Registration

Toward the begin of a business there are a few variables that ought to be contemplated. At
first the structure of the business ought to be chosen. Most Singapore companies are registered
as private limited liability companies (commonly known as private limited companies). Our
business sort falls into the private limited company classification. A private limited company in
Singapore is a different lawful substance and shareholders are not at risk for the organizations
obligations past the measure of offer capital they have contributed (consequently the term
constrained obligation). As indicated by the Singapore Companies Act, any individual (remote
or nearby) over the age of 18 can enroll a Singapore company. A legitimately organized private
limited company is an extremely tax proficient corporate body; consequently, this structure is
the most well-known sort of business substance enrolled in Singapore.

5.1 Pre-Registration

5.1.1 Key facts about company formation

1. Company Name: The name must be affirmed before incorporation of the Singapore or-
ganization can happen.
2. Directors: At least one occupant executive (an inhabitant is characterized as a Singapore
Citizen, a Singaporean Permanent Resident, or a man who has been issued an Entrepass,
Employment Pass, or Dependent Pass) is compulsory. There is no restriction on the quan-
tity of extra neighborhood or remote chiefs a Singapore Company can select. Directors
must be no less than 18 years old and must not be bankrupt or indicted for any misbe-
havior previously. There is no necessity for the executives to likewise be shareholders, i.e.
non-shareholders can be named directors.

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3. Shareholders: Singapore private limited company can have at least 1 and most extreme
of 50 shareholders. An executive and shareholder can be the same or an alternate individ-
ual. The shareholder can be an individual or another legitimate substance, for example,
another organization or trust. 100% neighborhood or remote shareholding is permitted.
New shares can be issued or existing shares can be exchanged to someone else at whatever
time after the Singapore organization has experienced the consolidation procedure.
4. Company Secretary: According to Section 171 of the Singapore Companies Act, each or-
ganization must choose a qualified organization secretary inside 6 months of its joining. It
must be noticed that in the event of a sole chief/shareholder, the same individual cant go
about as the organization secretary. The organization secretary must be a characteristic
individual who is customarily inhabitant in Singapore.

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Chief executive officer

(Ibrahim Khalil Hussaini)

Chief operations officer

(Ian Leshao Mulekyo)

Operations manager Marketing manager Finance manager Secretary

(Rishan Ramachandran) (Jeffrey Wong Lun Sang) (Eason Lau) (Jean Eric)

5. Paid-up Capital: Least paid-up capital for enlistment of a Singapore organization is S$1.
Paid-up capital (otherwise called share capital) can be expanded at whatever time after
the joining of the organization. There is no understanding of Authorized Capital for
Singapore organizations.
6. Registered Address: Keeping in mind the end goal to enroll a Singapore organization, you
should give a nearby Singapore address as the enlisted location of the organization. The
enlisted address must be a physical location (can be either a private or business address)
and cant be a P.O. Box.

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7. Taxation: Singapore enrolled organizations appreciate extremely alluring duty exclusions

and motivating forces. Your organization pays under 9% for the main S$300,000 yearly
benefits and 17% level after that. There are no capital increases or profit charges on
Singapore organizations. Magnificent tax breaks and business notoriety of Singapore
are the key reasons why business visionaries from around the globe want to frame an
organization in Singapore.

5.1.2 Required Documents

With the end goal of organization consolidation in Singapore, the accompanying data is required
by the organization enlistment center:

1. Company Name
2. Brief Description of Business Activities
3. Shareholders Particulars
4. Directors Particulars
5. Registered Address
6. Company Secretary Particulars
7. Constitution

The consolidation administration firm you connect with will commonly gather the accom-
panying reports from you keeping in mind the end goal to set up the important organization
incorporation printed material:

1. For non-occupants: Copy of international ID, abroad private location evidence, and other
Know-Your-Client (KYC) data, for example, a bank reference letter, individual and busi-
ness profile, and so forth.
2. For Singapore occupants: Copy of Singapore identity card
3. In the event that the shareholder is a corporate substance: Copy of enlistment reports,
for example, Certificate of Incorporation and Constitution.

5.2 Registration Procedure and Timeline

Organization enrollment technique in Singapore is completely automated by the Singapore
Registrar of Companies. Therefore, the Singapore fuse procedure is snappy and proficient with
no bureaucratic formality included. Under typical conditions, the organization can be joined
in 1-2 days.
There are two unmistakable strides required in the Singapore organization setup technique:
a) Company Name Approval and; b) Company Registration. Both strides can be expert around
the same time accepting there are no postponements brought about by Company Registrar.

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5.2.1 Step 1: Name Reservation

To set up a Singapore organization, the proposed name for the organization must be endorsed
first. Organization name endorsement is acquired by recording the application with the Com-
pany Registrar. The administration firm you have enlisted your organization will do it for you
as the initial phase in the incorporation procedure.
For the most part the name endorsement/dismissal warning comes through in under a hour
unless the proposed name has some specific words, (for example, bank, money, law, media, and
so on.) that may require the audit and endorsement of a comparing outside government power.
In the event that the name is alluded to an outside power, the name endorsement may get
postponed by few days or weeks.
To enhance your odds of speedy name endorsement, ensure the name:

1. is not indistinguishable or excessively comparative, making it impossible to any current

neighborhood organization names
2. does not encroach with any trademarks
3. is not indecent or foul
4. is not officially reserved

An affirmed name will be held for 60 days from the date of utilization. You can broaden
the name for an additional 60 days by recording an augmentation request for just before the
expiry date.

5.2.2 Step 2: Register Company

Once the name has been endorsed, the recording of the joining demand and also the endorsement
from the Registrar of Companies can be finished in a couple of hours expecting fuse reports are
prepared and have been marked by the executives and shareholders of the new organization.
There are situations when the joining system can get postponed if the shareholders or chiefs
are of sure nationalities, in spite of the fact that this happens in uncommon cases as it were.
In such cases, the powers may request extra data.
An enrollment charge of $300 is payable to the Singapore Registrar of Companies at the
season of incorporating a private restricted risk organization.

5.3 Post-Registration Formalities

5.3.1 Certificate of Incorporation

The Company Registrar will send an official email warning affirming the incorporation of the
organization. The email notice incorporates the organization enlistment number and is dealt
with as the official endorsement of consolidation in Singapore. A printed copy of the accredita-
tion of incorporation is no more issued as a matter of course as it is not required in Singapore.

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In any case, on the off chance that you do incline toward a printed version, an online solicitation
can be made to the Company Registrar after the incorporation of the Singapore organization.
A charge of roughly $50 is material and the printed version can be gathered the following day
from the workplace of the enlistment center.

5.3.2 Company Business Profile

A business profile containing the particulars of the association can be procured from the Com-
pany Registrar by making a requesting online and paying a little application charge. Generally,
the report (a PDF record) is open for a hour of the sales and contains the going with key
purposes of interest:

1. Company name and registration number

2. Previous names for the company, if any
3. Incorporation date
4. Principal activities
5. Paidup capital
6. Registered address
7. Shareholders details
8. Directors details
9. Company Secretary details

The above two delicate reports (i.e. email warning of incorporation and organization busi-
ness profile) are adequate in Singapore for all lawful and legally binding purposes including
opening of corporate financial balances, marking office lease, subscribing to phone/web admin-
istrations, and so forth.
A portion of alternate things you will in all likelihood endless supply of your Singapore
organization include:

1. Share certificates for each of the shareholders

2. Share register indicating shares allotted to each of the shareholders
3. Company seal for the company
4. A rubber stamp for the company

5.3.3 Opening a Corporate Bank Account

After fruitful enrollment of your Singapore organization, you can open a corporate financial bal-
ance in any of the real banks in Singapore, for example, HSBC, Standard Chartered, Citibank,
DBS, OCBC, UOB, and so forth. A considerable lot of the banks in Singapore nowadays re-
quire physical nearness of the organization principals as a major aspect of the record opening
technique. We ought to consider the accompanying:

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1. On the off chance that you cant visit Singapore, you ought to pick a bank that permits
opening of the corporate ledger without your visit to Singapore.
2. On the off chance that you can visit Singapore, you have a more extensive decision of
banks to browse. For this situation, you can investigate the components and offices gave
by various banks and settle on the bank that best suits your necessities.

5.3.4 Applying for Business Licenses

Contingent upon your organizations business exercises, you may need to get one or more
business licenses after you have consolidated your organization yet before you can begin your
business operations. Luckily, not very many business exercises require such a permit. Case
of business exercises that require a business license(s) incorporate eateries, instructive orga-
nizations, travel offices, money related administrations, import/fare of merchandise, and so
on.

5.3.4.1 Guide to Business Licenses and Permits in Singapore

Certain sorts of business exercises require a business permit in Singapore. Basically, a business
permit is a license issued by a Singapore government organization that permits you to lead a
particular sort of business. Keeping in mind the end goal to apply for a business permit in
Singapore, the organization must be initially enlisted with the recorder of organizations. To
discover how to enroll a private restricted organization in Singapore, see Singapore company
registration section.

5.3.4.2 Starting a F& B business

5.3.5 Goods and Service Tax (GST) registration

On the off chance that the anticipated yearly income of your organization surpasses SGD 1
million, your organization must enroll for GST. GST assessment is otherwise called Value Added
Tax (VAT) or Sales Tax in numerous different nations. On the off chance that your organization
is GST enlisted, you should charge this assessment (as of now 7%) to your customers on the
merchandise and administrations gave and thus dispatch this add up to expense powers. GST
enrollment is not required if your organizations yearly turnover does not surpass S$1 million.

5.3.6 Company tax

The advantages of consolidating a Singapore organization are various. Choice budgetary center
point with accessibility of moderate subsidizing, simplicity of working together, hearty IP as-
surance and legitimate framework, great availability, and vital area among the worlds driving
developing markets, are few of the reasons. In any case, the most imperative advantage from a
corporate perspective is the city-states appealing duty system.

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Singapore inhabitant organizations are burdened on benefits determined in Singapore, and

also on remote soil, which are then transmitted to Singapore. The corporate salary charge
rate since 2010 has been altered at 17%. It is ascertained on the premise of the organizations
chargeable pay i.e. assessable incomes less reasonable costs and different stipends.
As respects to the rate itself, while Singapores minor rate is as of now the third most
minimal on the planet, the viable expense payable turns out to try and lower on the off chance
that one exploits all the administration impetuses, appropriations and plans.

5.4 Food Shop License for Restaurant

After you have settled your organization enlistment and movement visa matters, you should
recognize a space that is in a perfect world suited for the menu you serve and your objective
business sector. Under the Environmental Public Health Act, it is obligatory to secure a
Food Shop License issued by the National Environment Agency (NEA) for retailing sustenance
and/or drinks. Settling the spot for eatery operations ought to go before the application for
Food shop License on the grounds that the powers will investigate the premises before conceding
an endorsement for the permit.
The application for the Food Shop License must be joined by the accompanying supporting
records:

1. A photocopy of one of the accompanying (where material):

2. Both sides of character card [for application as Individual] or
3. Business profile of the organization or
4. Endorsement of enlistment from Registrar of Societies
5. A scaled metric design arrangement of the premises demonstrating the format in the
kitchen, planning region, refreshment zone, toilets, stores, and so forth.
6. Tenure assention between the proprietor and the candidate.
7. Approval(s) from Housing Development Board (HDB) [for HDB premises only], Urban
Redevelopment Authority (URA) and/or Building and Construction Authority (BCA)
[where applicable]
8. The rundown of sustenance handlers utilized.
9. Typhoid vaccination declarations for sustenance handlers.
10. X-ray endorsements for nourishment handlers matured 45 years of age or more.
11. The rundown of Food Hygiene Officers utilized utilizing the endorsed structure realistic
from the significant Regional Office.

Application for the Food Shop License for your Singapore eatery is made online and the
preparing time is roughly 1-2 weeks. There will be a pre-authorizing assessment of the premises
where you plan to open your eatery and relying upon the result of the investigation, the
handling time might be influenced. In the event that the application and supporting reports

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are all together, an on a basic level endorsement and a rundown of cleanliness prerequisites for
consistence will be given to the candidate.
You may begin the set up or remodel of the premises for your Singapore eatery as indicated
by the format arrangement submitted in your Food Shop License application. When set up
or remodel of the premises is finished, you should educate the NEA to mastermind a site
assessment to confirm the consistence of all the cleanliness prerequisites. Endless supply of the
cleanliness necessities, the permit will be issued. The permit must be reestablished each year.

5.5 Hiring Staff

Beginning an eatery implies you should procure nearby and maybe outside specialists also. Staff
in many eateries in Singapore comprises of both neighborhood and remote laborers because of
the way that majority of Singaporeans dont care to work in this industry. For remote staff,
you should apply for an important work pass which is liable to endorsement by labor powers.
the previous sections gave a birds-eye perspective of the essential legalities for opening an
eatery in Singapore. Having finished the underlying stage, your eatery can head begin the
operations and as you advance, alternate different conventions should be finished, some of
which is inside your optional domain.

5.6 Halal Certification

To grab a cut of the business sector when opening an eatery in Singapore, where Muslims
constitute a critical extent (15% of the populace), it pays to be a Halal confirmed foundation
gave that you eatery can stay aware of the thorough stipulations laid by the Islamic Religious
Council of Singapore (MUIS) the power for Halal accreditation in Singapore.
The expense for Halal affirmation for eateries changes from S$480 to S$640 relying upon
the floor range. Since August 2006, every new application for Halal affirmation are to be made
on the web.

5.7 Importing Food Products into Singapore

Singapore being an area limited country without any characteristic assets, imports the greater
part of its nourishment prerequisites, which is assessed to be around 90% of aggregate suste-
nance utilization. The virtual nonattendance of horticulture, domesticated animals cultivating
and aquaculture and the need to meet the gastronomic requests of a populace base of more
than four million individuals and more than 7 million vacationers for each year, invigorates the
imports from neighboring nations.
Singapore is viewed as the most created nourishment retail advertise in Southeast Asia.
Wet markets represent a noteworthy offer of the offers of things, for example, vegetables, fish,
rice, eggs, chicken and pork. As family unit livelihoods continue developing and shopping

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center society is taking further roots the offer of grocery stores and hypermarkets in offers of
sustenance items is developing over all classification.
Singapore is the vacationer and transportation center point of South East Asia and has an
expansive sustenance administration industry with numerous lodgings, eateries, aircraft cooks,
ship handlers, healing facilities, and clubs. This opens up another measurement of chance in
exchange of fine gourmet nourishment items and supplies. Singapore serves as a home office for
various major territorial and universal organizations in the sustenance administration enter-
prises, giving regulatory and budgetary backing to business foundations in different nations in
the area. Also, Singapore gives a direct sourcing and dissemination place for some nourishment
items sold in the district, either through re-sending out or preparing for worth included items.
As the general economies of the area keep on growing, the part that Singapore plays in the
sustenance exchange will increment.

5.7.1 Overview

In spite of the fact that Singapore fabricates nourishment items for fares to the neighboring
nations, the greater part of the fixings must be transported in. While trying to broaden trades
the administration advances import, change and re-fare of numerous sustenance items to other
Asian markets. The flood of ostracize populace has gigantically impacted the Singaporean
nourishment society, which is getting open to container Asian and western style of cooking
styles and sustenance items. Aside from local people the multiplying exile populace from
various parts of the globe particularly from the Indian subcontinent creates a novel business
sector portion which continues developing. This specific section is habituated to utilization of
home made sustenance henceforth the interest for supplies of vegetables, flavors and different
toppings is mounting.
Singapore permits free import of nourishment supplies and items however as a nation pre-
sumed for sustenance wellbeing and cleanliness, it has strict administrative administrations
to guarantee the security of sustenance and nourishment supplies that are being transported
in into the nation. The Agri-Food and Veterinary Authority of Singapore (AVA) and Food
Control Department are the significant overseeing assemblages of Food exchange. The fares to
Singapore are basically controlled through directions forced on the merchants.

5.7.2 Fresh Food Import

The import of new products of the soil is directed under the Control of Plants Act. It stipulates
that the produce ought not contain any restricted pesticide, and the levels of pesticide deposit
or lethal substance buildup ought not surpass the endorsed levels. The compartments (eg
containers, bushel) of crisp leafy foods must be marked determining

1. the Name and address of the maker of the items

2. Item portrayal

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3. Date of fare/pressing

After finding, the relegation might be liable to review by the AVA powers, and the shipper
must get an import grant for each dispatch. To this impact, it is huge to guarantee archives, for
example, bills of filling, air waybills and solicitations are legitimately kept up by the gatherings
included. Verify that the bringing in gathering that you are managing has a substantial License
for Import and Transshipment of Fresh Fruits and Vegetables issued by the AVA.

5.7.3 Import of Processed Food

The directions with respect to prepared sustenance are generally thorough. Shippers are re-
quired to source items from managed foundations where, the nourishment is created under
appropriate sterile conditions. Hence it is crucial that trying brokers and makers stick to
quality affirmation systems that are adequate to the AVA. To authorize this AVA requests
the shippers to submit guaranteed genuine duplicate archives, from the nourishment security
power of the nation of beginning, ensuring that the transported in sustenance item is created
or fabricated by an authorized or managed premises.
The handled nourishment Products which are being evaluated for import into Singapore
will be subjected to Sale of Food Act which stipulates controls on:

1. Bundling
2. Deal by date/lapse date
3. Naming necessities
4. The base or allowed levels of specific constituents of every nourishment sort

All foreign made handled sustenance items are subjected to examination. Certain sustenance
items have been distinguished through pattern studies and classifieds as high hazard items
henceforth, requires pre-market appraisal, for example, research center testing reports and
wellbeing testaments to guarantee the security of the items. Wellbeing testaments, issued by
the powers of the nation of cause must contain the accompanying points of interest:

1. Portrayal of item and bundling (counting brand, trademark, assuming any)

2. Amount, by weight
3. Name and address of the handling foundation
4. Name and address of sender
5. Name and address of representative

5.7.4 Import of Meat and Seafood

The import of meat items and handled egg items into Singapore is directed under the Whole-
some Meat and Fish Act. Meat items may just be transported in from source nations and its

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foundations (slaughterhouses, meat and egg handling foundations) that are endorsed by the
AVA and it must be noticed that India does not highlight in the rundown.
Fish of all assortments in chilled, solidified, prepared or canned structures can be traded
from any nation to Singapore; no qualifying limitations have been laid as on account of meat.
However chilled shucked crude shellfish, chilled cockle meat, chilled cooked prawn/shrimp and
chilled crab meat is disallowed for sustenance wellbeing reasons. Live clams may just be for-
eign from nations which meet AVAs necessities for a shellfish sanitation program. Australia,
Canada, France, Ireland, the Netherlands, New Zealand, United Kingdom and USA are the
nations that are right now affirmed for sending out this classification of fish.
A Health Certificate issued by the applicable power of the trading nation, guaranteeing that
Singapores creature wellbeing and sustenance security prerequisites have been conformed to,
must go with each relegation of live/solidified clams, solidified blood cockle meat, solidified
cooked prawns or solidified crude/cooked crab meat. Fare of certain fish species including
their parts or subordinates must be joined by a CITES (Convention on International Trade in
Endangered Species of Wild Fauna and Flora is a global consent to ensure jeopardized species)
grant issued by the sending out nation.
Singapore Government attempts to extend the rundown of source nations for certain suste-
nance things so as to guarantee sufficient supply while staying strong on the quality, security
and wellbeing guidelines. In the CECA marked amongst India and Singapore in 2005, Singa-
pore has encouraged the import of egg items, dairy items and bundled drinking water from
India.
The Singapore governments sustenance import strategy is to ensure a relentless and ade-
quate supply of solid and quality nourishments from an expansive number of nations. Duties
are forced on alcohol as it were. Except for rice, there is no quantitative limitation on import
and fare, or local deals controls on farming items. Be that as it may, Singapore keeps up an ar-
rangement of strict clean and phyto-sterile prerequisites. For a merchant who guarantees that,
his supplies are of premium quality and documentations are perfect it will be a smooth depar-
ture into Singapore which being a transshipment center point will even serve as a springboard
into the local markets.

5.8 License for Importing Food Ingredients

As an eatery serving claim to fame sustenance, you may need to acquire some indigenous
fixings from other nation. In the event that you mean to import handled nourishment items
and sustenance apparatuses, you have to apply for a Registration Number with the Food
Control Division (FCD) of Agri-Food and Veterinary Authority of Singapore (AVA). Prepared
sustenance items incorporates crude flavors, crude or semi handled nourishment fixings, flour,
filtered water, mixers, wines, dessert shops, noodles and pasta, refreshments, and so on. The
goal behind this permit is to guarantee the wellbeing of nourishment entering Singapore.

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Note that you should first acquire the general import/trade permit (called Central Regis-
tration (CR) Number) from Singapore Customs before applying for the Registration Number
with FCD.

6 Market Analysis Summary

Customer consumptions for fast food in Singapore ascended amid the end of the year 2000,
trailed by the recuperation of Singapores economy. The expanding number of new foundations,
for example, fast food establishments, extravagant eateries and gourmet pastry kitchens around
Singapore has demonstrated a huge development in this part. Nourishment spending is around
56% of aggregate buyer uses in Singapore, and purchaser spending on relaxation and amusement
made up of 13% of aggregate customer spending.
Our idea will have extremely wide claim. It is our objective to be the hip goal for fast food
desires.
As per a late open review of individuals 15 - 45 years of age, 80% of those talked with like
fast food. 90% of them like fast food all the time, and 10% of them asserted that they like
fast food in particular, or love fast food. The study additionally gave the accompanying
specific motivations to the expanding prevalence of fast food:

1. Individuals have 52 weekends and three long holidays a year. The vast majority of
Singaporeans like to window shop, and when they do walking around the shopping area,
they require a speedy chomp to oblige their exercises.
2. salaried laborers in workplaces have quit bring lunch, and appreciate chicken, ground
sirloin sandwich, pizza or other fast food joints in the region.
3. Parents give more cash to children and understudies to purchase lunch. Fast food is
actually their first decision, as a result of the brand building exertion that vigorously
focuses on their age bunch.
4. Eating out still stays as Singaporeans basic propensity forever. They dont see fast food
is an extravagance, and they appreciate it by bringing their family, particularly in the
event that they have littler children, in nature of the western-style fast food outlets.

6.1 Market Segmentation

We are focusing on youthful Singaporeans as our essential business sector. Orchard Road is the
spot to meet and hang out after school. Because of substantial additional curricular exercises
among Singapores childhood, it is basic for high schoolers to eat inside shopping centers, and
not at home. They tend to run to fast food joints inside shopping centers crosswise over Orchard
Road.
Our optional business sector portion is the Working Singaporeans. With such a variety
of shopping centers in the region, Orchard Road is the sanctuary for customers and occupation

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seekers alike. In the new Paragon Shopping Center, there are more than 8,000 laborers as of
now filling in as deals people and boutique staff. There are more than 10 noteworthy shopping
centers crosswise over Orchard Street, including Ngee Ann City, the greatest shopping center
in the country, utilizing more than 50,000 laborers.
In conclusion, Orchard Road is likewise the goal for visitors staying in the range. The
Meritus Mandarin, Crown Prince Hotel, the Hilton, and Popular Hotel are a couple of the
greatest facilities in Singapore. Vacationers will walk Orchard Road, chasing for the most
recent pattern in style and have no opportunity to stop for a full supper amid shopping. G-
Dawgs is the option for a snappy chomp while shopping the extravagant boutiques in the range.

6.1.1 Target Market Segment Strategy

G-Dawgs expects to take into account the main part of adolescents and youths in Singapore.
We have picked this gathering for a few critical reasons. It is our objective to be the remarkable
fast food spot and we trust that the age bunch from 15 to 25 is the essential age where brand
building endeavors could occur. They are on constrained or settled livelihoods and look for a
worth/value relationship that wont extend their financial plans.
Our optional target is between the ages of 25 and 37, which are a substantial lounge/restaurant
client bunch. They are more adaptable in spending plans and look for more than a value/price
relationship.
Our lunch technique is double purposed. Initially, we are highlighting new hot dogs and
chips to fill Singapores yearning for fast food as most thoughts of lunch is a brisk nibble not
an overwhelming supper.
Second, we need to keep the value point at lunch as reasonable as would be prudent to keep
us in rivalry with other fast food outlets. At $6.00 for a hot dog ,medium size chips, and a soda,
we are just marginally over the fragment, yet we offer significantly more fervor than whatever
remains of the opposition.

6.1.1.1 Market needs

G-Dawgs sees our targeted business sector bunch as having numerous makan (eating) Sin-
gaporean Dollar needs. A late Consumer Trend and Analysis by Euromonitor recognized the
accompanying needs among our objective markets. Our center gathering:

1. Needs assortment and flavor in its sustenance, ideally something singed

2. Looks for pace of administration
3. Wants a stimulating and fun experience
4. Insists upon a spotless, agreeable, and alluring environment
5. Adopts a worldwide way of life
6. Is PC proficient
7. Enjoys eating out

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8. Has a dynamic way of life

9. Comes from different ethnic foundations

As indicated by a GAIN Report distributed in 2000, potatoes are the second biggest item
of US fares to Singapore after fresh fruit, esteeming practically USD $13 million for each
annum. This is brought on by the inexorably more youthful demographic and rising earnings
all through Singapore that have prompted way of life changes that are impacting purchaser
buys, nourishment, and entertainment decisions. A few changes occurring incorporate a bigger
expert class with all the more working ladies, which implies more noteworthy dispensable wages.

6.1.2 Market trends

Before, Singaporeans favored Western chain eateries. This was the time when KFC, McDon-
alds, Long John Silvers and Pizza Hut were ruling the majority of the chains. In any case,
the pattern appears to have moved in the most recent decade, with the achievement of the
privately developed brands, for example, Bread Talk and Bee Che Hiang. Huge numbers of
these neighborhood brands developed to wind up goliath establishments that overwhelm the
Southeast Asia locale. For example, Bread Talk controls 55% of Indonesias pastry kitchen
market.
The way to accomplishment for these outside chains was for the most part because of the
notoriety of Singapore as vacationer goal for these nations. Visitors are the most grounded
signal. Usually after they backpedaled from traveling in Singapore, they informed loved ones
regarding new things in Singapore, including new shopping centers, new boutiques, new eateries,
and new fast food joints. The interest of Asian sightseers coming to Singapore has situated the
city itself as a desire to current life in the area.
Numerous neighborhood business visionaries disguised their retail locations as a universal
brand in agreement to what they offer. Case in point, there is a neighborhood business visionary
who made a Japanese name to offer yakitori (Japanese BBQ meat sticks), and there is a style
boutique named after an old Italian motion picture.

6.1.3 Industry Analysis

In spite of the drawn out impacts of the Asian Economic Crisis took after by political turmoil
up to mid 2001, Singapores sustenance administration industry saw development more than
2000/2001 at 4 - 5% as far as units and exchange (Euromonitor). Quite a bit of this development
was contributed by the bistros/bars, fast food, and sustenance retail areas, whose wide offer
amongst a youthful populace, for whom time is of a premium, prompted large amounts of
development. This development is supported by business sector interest and way of life changes,
for example, seeing eating out as a major aspect of popular way of life.
Entry of major multi-national sustenance administration administrators into real shopping
goal in the late 1980s until the 1990s prompted development in rivalry in the commercial center,

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predominantly from fast food chains. This fortified the ascent in the quantity of fast food
units, both of universal and nearby chains, that began in the mid 1990s. Despite the fact that
there was a lull amid the financial emergency in 1998, the sustenance administration industry
recuperated speedier than others, especially amid 2000 and 2001. Late shelling tragedies have
additionally demonstrated that negative consequences for this part are reasonably short-term.
Franchising got to be well known in the sustenance administration industry through the pre-
sentation and passage of multi-national nourishment administration brands, principally U.S.-
claimed ventures, for example, KFC, Pizza Hut and McDonalds. As of now, there are numerous
neighborhood chains that have likewise experienced development by applying this framework
to their operations.

6.1.3.1 Trends in Food Service Retail

As indicated by government studies, Singapores spending on eating out is keeping on ex-

panding. Spending on cooked sustenance as a rate of aggregate normal nourishment spend
achieved 55% in 1998. The development in spending in the sustenance administration part
emerges from various elements:

1. Expanded riches amongst Singaporeans, particularly those less than 40 years old years.
2. Increases in the quantity of ostracize occupants, which has dramatically increased follow-
ing 1988.
3. Increased accommodation looking for amongst more youthful Singaporeans who live in a
rushed city today contrasted with the much slower pace of life that existed 20 years back.

When they need helpful cooked sustenance, Singaporeans have since quite a while ago swung
to the nearby vendor stalls, instead of arranged prepared to-cook or prepared to-eat handled
accommodation nourishments. As the numbers and assortment of nourishment administration
outlets has expanded in Singapore, local people have received the advantageous results of other
sustenance administration outlets, particularly the fast food outlets, as option wellsprings of
helpful cooked sustenance. More youthful center and upper wage bunch families and people
are likewise visit clients of the full administration eateries, cutting edge style coffee shops and
cafes that now exist the whole way across Singapore.
In the course of recent years, there has been a general updating in the sustenance admin-
istration area which has seen the foundation of more aerated and cooled nourishment focuses
(nourishment courts) that are extensively cleaner than the customary peddler markets. In the
meantime, expanded venture from remote and neighborhood organizations in the segment has
likewise delivered an expansion in the quantities of:

1. Foreign chains, including chains, for example, Outback Steakhouse.

2. Modern retail pastry shop/bistro outlets, for example, Bread Talk.
3. Modern cafs, for example, Starbucks.

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6.1.4 Competition and Buying Patterns

The opposition in this field is the fiercest in all other metropolitan zones in SE Asia. Singapore
is a compacted city, however has a great deal to offer. As a rule there are at least two of
the same outlets inside a span of under 300 meters. Case in point, Bread Talk opens one
outlet inside the Ngee Ann City Shopping Center and another directly over the road inside
the Far East Plaza Shopping Center. It is entirely normal for retailers to actualize this sort of
methodology, because of the high volume of individuals walking around the primary territory
of Orchard Road.
Another reason is on account of numerous retailers would prefer not to lose deals oppor-
tunity, as the contenders are putting forth substitutions and comparable item classifications.
This wonder has made Singapore the best place to shop. On the off chance that you simply
missed Haagen Dazs waffle at CK Tang Shopping Mall, there is another Haagen Dazs ove]r the
road at the new Paragon Shopping Center.

6.1.5 Main competitors

Our primary rivals in this portion are any sustenance outlets inside the 300 meter span along
the Orchard Road. In our area, there are Tori-Q, Pizza Walker, Starbucks, Bread Talk, and
Rotiboy.

1. Tori-Q: Tori-Q is privately claimed establishment who offers Japanese BBQ sticks. Built
up in 1998, Tori-Q had extended its operation into neighboring nations, Indonesia, Malaysia,
and Thailand. Tori-Q is well known among neighborhood adolescents as it offers quick
support of its clients. Ordinarily, Tori-Q outlets are fairly little, and can just serve a most
extreme of 6 visitors. It is a decision for the individuals who are in a rush and might
want to snatch a brisk lunch in transit.
2. Pizza Walker: Pizza Walker is a joint endeavor situated as gourmet pizza joint in Singa-
pore. The majority of its retail outlets are enhanced with inviting mood, for example,
blooms and transparent kitchens. Pizza Walker is a decent place to hang out, and the
spot is constantly full amid lunch hour. It has all that could possibly be needed tables to
serve a most extreme of 55 visitors. Its claim to fame is everything you-can-eat pizza!
3. Starbucks: Starbucks technique entering the lunch market had some effect in Singapore.
More often than not, a lunch menu in Singapore comprises of browned and BBQ stuff, for
example, broil pork with rice or the Big Mac. Starbucks is one of the principal sustenance
retailers that promoted light and solid options, for example, serving of mixed greens or
incline sandwich as an alternatives for Singapores lunch lodging.
4. Bread Talk: As the best franchiser in Singapore, Bread Talk is doubtlessly turning into a
threat for most sustenance retailers. Bread Talk not just leased the vast majority of the
retail space along Orchard Road, however now they are doing conveyance to workplaces
and flats close-by. Bread Talk outlets as a rule comprise of an enormous transparent

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kitchen, and bread plate prepared for get by clients, with three or four clerks at front,
to accelerate the line. Gossip has it that Bread Talk sold more than 35,000 breads every
day in only one of their retail outlets.
5. Rotiboy: A Malaysian establishment. Rotiboy is very prominent in the locale as it is
currently venturing into a few urban areas in Indonesia, Vietnam, Thailand, and the
Philippines. Rotiboy offers effortlessness for brisk lunch franchiser, and frequently con-
sidered choices for its long queueing rivals.

6.1.6 Foreign Vs. Local Franchising

Around 40% of the establishments working in Singapore are international. Home developed
establishments are still in their developing stages as they begin all inclusive. Establishments
from the U.S. represent 65% of outside brands, with enormous players, for example, KFC,
Starbucks, Pizza Hut, and so forth. Because of high capital speculation, Singapore aggregates
have a tendency to rule the business.
Home developed establishments are more frequently looked for more by youthful business
visionaries than are their Western partners, as they offer more prominent adaptability and
lower establishment charges to work. Not at all like Western permit holders, home developed
establishments are more productive in the general store network administration as the essential
crude fixings are usually discovered anyplace in the locale.

7 Strategy and Implementation Summary

At in the first place, we will position our food truck outlet outside the New Paragon Shopping
Center. This will end up being our business sector testing region, and as we go further,
G-Dawgs is wanting to open another in adjacent shopping centers. In drawing in clients to
attempt our hot dogs, chips, sodas, and condiments, we will give a transparent kitchen, with
the goal that individuals will perceive how we are focused on freshness in our items.
The kitchen will likewise let out a fragrance of our crisply singed chips into the surroundings
region, with the goal that individuals will come and attempt our items.

7.1 Competitive Edge

1. Our one of a kind plunging sauces mix nearby taste and global into one combination
formula for the mark sauce.
2. Enthusiastic and cordial staff
3. Our chips are made of 100% crisp potatoes, not at all like the solidified chips utilized by
contenders.
4. Innovative bundling will position us at the same level with outside fast food establish-
ments.

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7.2 Marketing Strategy

Our methodology depends on serving our business sectors well.We will begin our rst outlet as
a business sector analyzer that could turn into a model of the growing numberof outlets later
on.Focus will be on keeping up quality and building up a solid personality in the neighborhood
market. A mix of neighborhood media and nearby store showcasing projects will be used at
every area.Nearby store showcasing is best, trailed by print promotion.When a grouping of
stores is set up in a business sector, then more extensive media will be investigated.We accept,
in any case, that the best type of publicizing is still buzz. By giving a fun and enthusiastic
environment, with great quality at a satisfactory cost in a spotless and neighborly outlet, we
will be all the rage.In this manner, the execution of our idea is the most basic component
of our arrangement.We will effectively fabricate our image, through the offering of supporting
materials, for example, stock, limited time things and other promoting contrivances like those
of other fast food establishments.

7.2.1 Pricing Strategy

Our valuing procedure is situated as non specific, implying that $4.00 is the normal purchaser
spending for a nibble or light lunch in Singapore. Utilizing the volume of hot dogs, chips, sodas,
and condiments to be sold, we are serving the lions share of Singaporeans.

7.2.2 Brand Challenges

G-Dawgs must build up a particular brand to emerge from the other Western-style fast food
contenders.

1. Our logo is particular as new, vigorous and energetic with shading components that are
attractive.
2. Product names are intended for the objective business sector (teenagers), with things, for
example, Frenzy G-Dawgs and Uber G-Dawgs which are fun and simple to recall.

7.2.3 Marketing Programs

We will send three distinctive showcasing strategies to expand client familiarity with G-Dawgs.
Our most vital strategy will be informal and in-store advertising. This will be by a wide
margin the least expensive and best of our advertising programs on account of the high activity
in focused shopping areas.
The second strategy will be nearby store showcasing. These will be low-spending arranges
that will give group backing and familiarity with our office. The last showcasing exertion will
use nearby media. Despite the fact that, this will be the most exorbitant, this strategy will be
utilized sparingly as a supplement where important.

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In-Store Marketing

1. In-store handouts containing our idea and rationality.

2. Wall posters.
3. Design concet.
4. In-store survey of making hot dogs and chips process from slicing to searing.
5. Standing signage inside shopping centers anteroom/aisle.
6. Outdoor signage (if conceivable).
7. Grand opening promotion.
8. Party catering.

Local Store Marketing

1. Brochures.
2. Free occasional t-shirts at local stores events.

Local Media

1. Post office based mail piece containing leaflets sent to encompassing locations.
2. Web page containing organization reasoning, history and news.
3. Local magazines that objective our center clients, for example, Free! Magazine.
4. Newspaper crusade setting a few expansive advertisements during the time to clarify
our idea to the neighborhood.

8 Competitive Analysis

8.1 SWOT analysis

8.1.1 Strengths

Mobility

By choosing to operate a food-truck, the company has the advantage of mobility, this
means that as an organisation, we are able to move to the most suitable locations to
operate the business thus being able to capture different markets at different times
for instance during the evenings, neighbourhoods with schools would be suitable
locations while malls would be ideal during the weekends.

Suitable Location

For a mobile venture, Singapore would be a suitable location to have the business;
this is mainly because Singapore is a small city therefore making it faster and easier
to reach the desired locations without much difficulty, also the infrastructure is well
built thus meaning that the company will not spend much on maintenance and repair
costs for the food-truck.

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Low beginning expense

G-Dawgs has a low beginning expense because of the low establishment and equip-
ment costs. Henceforth, accomplishing a break-even point would be moderately
simple.

Products Uniqueness

Unlike other hot-dog businesses, the business uses sausages imported from the US,
thus having a distinctive taste while the chips are fried twice to give them a crispy
texture not to mention the buns which are freshly baked thus having a distinctive
taste.

Great promoting procedures

Being dynamic on social networking and offering promotions online would bring
issues to light of the general population about the hot dog food truck.

Fair Pricing

Compared to the other food-outlets, the food there is fairly priced, this would be
ideal for students and middle income earners, also, office workers who may not want
to pay much for lunch. The pricing is lower compared to other fast-food outlets too
thus giving the business an edge against its competitors.

8.1.2 Weaknesses

Unfamiliar territory

As a new venture, Singapore may prove to be an unfamiliar territory; though the

factors related to the external business environment such as government policies, de-
mographic factors and competition may be stated and looked upon prior to starting
the business, they are subject to change and therefore this may be difficult to cope
with.

Changing trends in eating habits

In recent years, especially in developed countries like Singapore, people are changing
their eating habits, it is noted that as people earn more, they are able to have more
flexibility in terms of food options thus preferring to eat in high-end eateries rather
than fast-foods

Limited Product portfolio

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Compared to the other competitors such as A& W and Mc Donalds, the restaurant
offers a limited product mix, the hot-dog business is a lucrative venture, however,
compared to other competitors, this is not enough. This therefore denies the cus-
tomer options and therefore people may prefer places where there is a variety to
choose from.

8.1.3 Opportunities

High market demand

Since sustenance is an every day need, there is a gigantic market request which gives
a high open door for this business to succeed as it gives straightforward robotized
nourishment self-benefit. With the straightforwardness of the candy machines which
even children know how to make a buy and with the current new inventive special
element of having a couple chose fortunate victors from the machine for each ex-
change of the day, this business has an incredible chance to develop and grow in this
sustenance industry.

Opportunity for expansion

Starting up the business provides it with an opportunity to spread to other South

East Asian nations such as Malaysia, Indonesia and Vietnam amongst others with
no difficulty; Singapore maintains a good reputation throughout South East Asia,
therefore spreading capturing those markets would prove to be easier because of the
positive perception held about Singapores products and services.

Health conscious eatables

Pressure groups and various health institutions have become the fore-front in advo-
cating for healthy eating through adverts and awareness campaigns on social media
leading to more individuals realising the importance of eating healthy and the draw-
backs of fast-foods. There is need to increase menu options and offer healthier eata-
bles so as to capture the market of the generations that are moving towards healthier
eating thus boosting revenue.

Expand product portfolio

So as to attract more customers who are looking for a variety, expanding the prod-
uct portfolio to include items such as grilled burgers, Arabic shawarmas and other
eatables would be ideal for the business as it will be able to attract more customers.

8.1.4 Threats

Extremely competitive market

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The current contenders that have been in the market any longer, for example, Burger
King and McDonalds may antagonistically influence the sales produced by the eatery.

Negative perception of hot dogs

Although G-Dawgs offers a wide choice of sound sustenances, the general population
have a negative supposition that hot dogs and chips when all is said in done are
unhealthy. The late pattern of eating healthily may push potential clients away.

8.2 Porters five forces analysis

8.2.1 Threat of new entrants

Even however there are no blocks to enter the fast food showcase, the risk of new passage
changes relying upon the cost of venture of the brand. For instance, the diversifying charge for
Burger King is roughly $50,000 which would bring about a high risk of new entrants. Then
again, the diversifying expense for McDonalds is around $750,000 which would bring about a
low danger of new passage. The fast food industry is easy to enter as the starter costs are
relatively lower compared to other industries and therefore the fast food industry is saturated
with new entrants. This may prove a challenge with G-dawgs to cope with as a start-up, the
company does not have a significant market share and therefore is trying to establish one. New
entrants in the food industry especially those venturing into a food-truck business will therefore
prove a tough challenge to deal with and therefore this can be considered a strong force.

8.2.2 Threat of substitutes

The threat of substitutes in the fast food industry is high. These days, there are innumerable
quantities of comparable fast food eateries contending with each other. The clients can look
over changed eateries. Substitutes are a significant concern G-dawgs. There are many substi-
tutes especially in the food industry ranging from artisanal food producers to local bakeries.
Consumers also have the option of cooking their own food at home. It is extremely easy to
switch to these other products thus translating to low switching costs. Some of the substitutes
are competitive in terms of quality and consumer satisfaction making threat of substitutes a
major concern for G-dawgs and therefore a strong force.

8.2.3 Bargaining of power of buyers

The bargaining of power of buyers is high. This is on account of they have numerous other
options to G-Dawgs. In this way, G-Dawgs needs to present diverse advancement techniques
while delivering nourishment of high caliber keeping in mind the end goal to pull in and meet
the desires of clients. The ease of changing from one restaurant to another makes it easier for
customers to impose their demands on the business. There is availability of many fast-food

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restaurants which also predominantly serve other substitutes such as pizza, sandwiches and
home cooked food, G-Dawgs must develop strategies to increase customer loyalty. With the
availability of substitutes, this remains a major force.

8.2.4 Bargaining power of suppliers

The bargaining of power of suppliers is low. As this eatery is an establishment, there would be
particular suppliers that supply ingredients to the eatery. Subsequently, a great association with
the suppliers ought to be developed to guarantee the proceeded with supply of the ingredients.
Suppliers are key players in the food industry, normally in relation to the food industry suppliers
have a generally weaker effect since there is usually a relative abundance of materials like flour
and meat thus reducing the influence of suppliers on the food chains. In the case of G-dawgs,
there are quite a number of sausage and potato suppliers from the United States, flour for
baking the hot-dog buns is in abundance thus showing that the supplier force is minor.

8.2.5 Intensity of competitive rivalry

The intensity of competitive rivalry in this industry is high. These days, there are numerous
other comparable fast food eateries, for example, Burger King and McDonalds that give com-
parative administrations G-Dawgs and are going up against each other. The extreme rivalry
would bring about some negative effects to the eatery as far as number of offers. At the moment,
the food-truck business is there in Singapore however, there are not too many serve hot-dogs,
however, most of them predominantly burgers and other pastries, which are substitutes for hot-
dogs and therefore, they can be considered sti competition for the business. One distinguishing
factor however may be the price at which we sell our products which is significantly lower than
the rest of the businesses and therefore considered cheap in Singapore standards therefore this
can be considered a high force.

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9 Process strtegy
Group Task-3 MME40001 Engineering Management 2

5 Process strategy

5.1 Process chart

Present Method X PROCESS CHART Proposed Method

SUBJECT CHARTED: Hot dog assembly process DATE: 12/10/16

DEPARTMENT: CHART BY: KH SHEET NO. 1 OF 1


DIST. IN TIME IN CHART SYMBOLS PRODCESS DESCRIPTION
FEET MINS.

- Hot dog in Storage

1.5 .05 Transfer to Broiler

2.50 Broiler

.05 Visual Inspection

1.0 .05 Transfer to Rack

.15 Temporary Storage

.5 .10 Obtains Buns, Toppings, etc.

.20 Assemble Order

.5 .05 Place in Finish Rack

3.5 3.15 2 4 1 - 2 TOTALS

V Value- added time= Operation time/ Total time = (2.50 + .20)/ 3.15 =85.7%



Operations Transportation Inspection Delay Storage

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10 Production process
Group Task-3 MME40001 Engineering Management 2

5.2 Production process

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11 Quality control
We feel energetic about conveying quality and consistency by just utilizing the freshest and
finest fixings in our kitchens. Why? Well its straightforward; great quality nourishment tastes
better. We work intimately with suppliers we know and trust to guarantee that we convey
nourishment produced using 100% high-review quality ingredients. All G-Dawgs sources just
the best items from assigned suppliers, every one of whom are subjected to strict benchmarks,
then readies this quality nourishment in a hygienic way. The majority of our hot dogs are
constantly barbecued and never browned. We utilize a clamshell flame broil to cook them from
both sides all the while. When prepared, the hot dogs are then prepared with a light sprinkling
of salt and pepper and served warm. We comprehend that the most delicious nourishment must
be produced using foodstuff of the most noteworthy quality. G-Dawgs keeps up a strategy of the
strictest quality control with respect to all our crude material, from vegetables to domesticated
animals, including sows, dairy animals and chickens.
Just the best potatoes ensure that we can serve chips that are brilliant and fresh all things
considered, and warm and cushy inside without fail. We select just the most noteworthy
evaluations of Russet Burbank and Shepody potato assortments keeping in mind the end goal
to guarantee that our chips are dependably as awesome. For our chips, no flavorings are
added separated from a sprinkling of salt preceding serving. More than 50 quality checks are
performed all through the potatoes travel from homestead to eatery which prompts our typically
molded, long, brilliant chips. When potatoes have been chosen and washed completely, they
are conveyed to our food trucks and subjected to an extra quality check. Steam pressure at
210 degrees Celsius is utilized to isolate the peel from the fragile living creature and manual
trimming and further quality reviews are done. Potatoes are then preheated to 40 - 50 degrees
celcius to enhance cutting effectiveness. Potatoes are pushed at 100kmph towards a cutter
square with a specific end goal to ac- quire the longest chips conceivable and any inadequate
fries are expelled. Chips are then whitened, dried and after pre-cooked for a moment at 175
degrees Celsius, pre-cooled, streak solidified, pressed and transported to our eateries regarding
standard chilly chain methodology.

12 Sustainability
Sustainable nearby sustenance framework is breakdown into creation, preparing, circulation,
get to, utilization and asset or waste recuperation. The principle fixings required for the hot dog
business are hot dogs, buns and vegetables. The sustainability issues identified with the eatery
business included the natural nourishment suppliers, use of neighborhood items in sustenance
handling and techniques to design the item bundling and deal with the nourishment squander
produced.

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12.1 Energy efficient equipment

For food preparation, there are a number of energy efficient appliances that can be used, for the
hot-dogs, with new technology developing, more appliances that use less power are available in
the market. Energy Star rating steamed hot-dog rollers would be ideal for our business as these
are approved by a U.S protection agency that helps businesses and individuals save money
and protect the climate through superior energy efficiency. Purchasing the Energy star rated
hot-dog roller would ensure the business observes sustainability as the appliance is designed in
a manner that it would encourage energy efficiency.

12.2 Enviro-friendly advertising

The availability of social media provides an opportunity to promote the truck through Facebook,
Twitter, Instagram and other available media. Sending out tweets advertising the truck and
mentioning where the truck will be located are ideal ways. The truck could also be used as a
moving advertisement with eye-catching photos of the menu options displayed. Although the
initial stages will involve handing out flyers and including posters in recreational facilities, this
will change as soon as the business is established to more friendly ways.

12.3 Organic food suppliers

Natural sustenance is created by ranchers who grows plants and cultivate vegetables without
the use of hereditarily adjusted life forms and perilous chemicals like traditional pesticides and
engineered manures from sewage muck.

12.4 Sustainable food packaging

With a specific end goal to lessen the unsafe wastage because of the nourishment bundling,
recyclable materials are favored and the plan of the bundling will mull over the maintainabil-
ity issues. For instance, McDonalds and Starbucks are one of the main organizations which
figure out how to exhibit the green bundling and diminish their waste delivered in the fast
food and drink business. McDonalds sandwich boxes utilizes paperboard which comprises of
reused material and Starbucks additionally incorporate reused materials into the making of the
containers. The majority of the materials utilized as a part of economical bundling are from
renewable assets and McDonalds uses wood fiber from reused sources as bundling materials
particularly in Europe.

12.5 Waste management

Waste produced behind the counter especially from the kitchen is required to be taken care of
suitably and one of the strategies is to reuse natural waste as creature bolster or change over it

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into biomass vitality. Treating the soil the sustenance waste can be exceptionally advantageous
if there is a mechanical manure accessible close-by or in the city of the shop area and 66% of
the solid waste can actually be compostable. Other than that, giving in-store recycling choice
as executed by Starbucks to reuse their glasses can be a case for the sustenance business to
give the reuse receptacle inside the eateries and drink shops. This can empower the client
to arrange the waste in an eco-friendlier way while abstain from making more refuse at the
close-by compound.
In the eatery business, it is critical to recognize the manageability of the related exercises
and be ecologically dependable all through the item life cycle. Natural nourishment are more
beneficial for human wellbeing and in addition better for the biodiversity and biological systems
as the utilization of hurtful chemicals on soil and creatures are to a great extent diminished.
Notwithstanding maintain a strategic distance from additional carbon and nursery gas dis-
charge, it is best to buy neighborhood sustenance which can ensure the freshness because of
shorter nourishment miles which alluded to the separation taken for the specific nourishment
to go from the place delivered to the place devoured. Other than that, it can likewise help the
nearby agriculturists, fishers and encourage specialists to procure stable pay while offering at a
less expensive cost because of the less demanding availability to the assets. In conclusion, the
zone of landfills required for the transfer of waste can be to a great extent diminished while
common assets and vitality can be spared.
G-Dawgs favours privately developed natural sustenance as the crude materials and high
quality hot dog bun which is made day by day to maintain a strategic distance from nourishment
wastage. The volume of readiness of the fixings relying upon the offers of the most recent few
days. For the sustenance bundling, paper is utilized with insignificant design to maintain a
strategic distance from superfluous costs in delivering and discarding the bundles.
When running a fast-food business, there are different types of customers, there are those
who prefer taking their food away, and there are some who prefer having a quick meal outside
the premises. As a food-related business that is environmental conscious, recycle bins are
necessary. So as to ensure that the surrounding environs remain clean, and for purposes of
facilitating the waste management process, recycle bins will be placed outside the truck each
having different signs to show what each is recycling. Therefore, the four bins as shown in the
figure below, will be used, the general waste bin is to facilitate the disposal of food substances,
while the aluminium will be used for disposing the beverage cans while the plastic and paper
bins will be used to dispose the food packaging.

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13 Financial projections

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14 Conclusion
Throughout the report it is evident that setting up a company in an unknown territory presents
has its own demerits. However considering the fact that the company wants to grow and spread
outside Asia, Singapore would be an ideal destination as it is reputable throughout South East
Asia thus an ideal location. Competition and change in preferences are some of the problems
that are likely to be faced by the company and therefore it is recommended that measures must
be taken to ensure that the company can be at par with its competitors, to address the change
of eating habits to more healthy ones is also an issue that must be considered by providing
menu options that are more healthy and therefore attract more clientele. Another issue properly
addressed by the business is sustainability, Singapore is quite strict about environmental policy
and therefore to match these regulations, the use of social media, instead of papers will be
adopted, energy star rated appliances will be used and waste will be sorted into different
categories to ease the municipals work when managing it. As sustainability is an evolving issue
and changes every day, it is recommended that the business set aside a good amount of money
for investment in more sustainable practices that emerge in the world such as better equipment
and more eco-friendly packaging. The business start-up costs are quite high because of location
purposes and decisions such as choosing to buy the heavy motor vehicles instead leasing them;
however, the business will be able to pay-back its initial costs in less than 5 years and the
financial health of the business based on ratios highlights that the venture is quite lucrative.
This is however a mere projection and other factors may affect the performance of the business
financially which may range from policies to natural factors.

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