This document outlines a business plan to export Cambodian jasmine rice to Singapore. It includes a PESTEL analysis of Singapore, identifying low political risk and a corruption-free business environment. A SWOT analysis notes the small domestic market as a weakness. The plan proposes importing rice from Cambodia and distributing to wholesalers and retailers in Singapore, targeting the Chinese population. It discusses licensing requirements, locating near a warehouse, differentiating the premium quality rice, and managing risks such as exchange rates to evaluate performance against objectives.

1. Khmer Jasmine
Presenters: Norveakmullika Lim
Souyada Lak
Sovanna Suos

2. Export Rice to Singapore

3. CONTENT
 Introduction
 PESTEL Analysis
 SWOT Analysis
 Business Strategy
 Risks management
 Performance Evolution
 Backup Plan

4. What is our product?
 Jasmine Rice
 Cambodian Jasmine rice is known as the
“ World’s Best Rice ” for 3 years in a row

5. Singapore
 Rice is still the primary food which Singaporeans
consume
 In the last 5 years, the sales of rice had increased by
80%
 “Dietician Gladis Lin said either white bread nor white
rice are particularly healthy ”

6. Singapore’s PESTEL Analysis
Political Factors:
 Political risk is quite low
 Democratic country
 Political stability translated to a peace and better standard of living
 Taxation : MFN duty rate 0%, Sales tax 7%
 Exchange rate: USD1 = SGD1.44
Economic Factors:
 Country’s per capita is the highest in ASEAN
 Corruption-free environment that supports business sector
 Legal and Financial business frameworks help as well

7.  Sociocultural factors:
 Face and Respect: Having face indicates personal
dignity
 Business protocol and meeting: shaking hands is not
the case with older
 Strict rules of protocol that must be observed
 Personal relationships are the cornerstone of all
business relationships

8.  Technological Factors:
 IT infrastructure in Singapore is praise-worthy
 Multinational companies to set up regional operations
in Singapore
 Environmental Factors:
 Tropical climate with a lot of rainfall throughout the
year
 Shortage of water
 Singapore rank number 4 in term of Environmental
Performance Index (EPI)

9.  Legal Factors:
 Anti-corruption law are strong and well-enforced
 Singapore’s judicial system has been recognized as
one of the fairest and most efficient in Asia

10. SWOT ANALYSIS
STRENGTHS
• Connection with English, Chinese
and Malay speaking world
• Open economy, strong
governance for businesses
• Reasonable bandwidth and
payment of infrastructure
WEAKNESSES
• Limited size of domestic market
• Highly fragmented market due to
language segmentations
• Small size of production company
OPPORTUNITIES
• High level of GDP per capita
• Potential in establishing
partnerships
THREATS
• Keen competition for consumer
attention from foreign content
• Small talent base
• Ageing population

11. Business Strategy

12. Business Strategy
 Vision
 Mission
 Entry Mode
 Supply Chain and
Distribution
 Types of Licenses
 Location
 Target Customer
 Competitor
 Product
Differentiation
 Financing
 Advertising
 Promotion

13. Business Strategy
 Vision: “ To be the best quality Cambodia rice
importer and distributor in Singapore.”
 Mission: To assure the best quality rice to our
customers by meeting the standard, provide all
accessible information regarding buying decision,
and be the quick service provider.

14. Entry Mode
 Partnership: partner with local business
 Late mover

15. Supply Chain & Distribution
Based manufacture in Cambodia
Ship through Sihanouk Ville port
Arrive at Singapore port
Store at warehouse
Distribute to wholesalers and retailers

16. Types of Licenses
Stockpile
(RSS)
To import and
carry on
wholesale
dealing in
stockpile grade
rice
White rice,
basmati rice,
parboiled rice,
and ponni rice
Non-stockpile
To import and
carry on
wholesale
dealings in non-
stockpile grade
rice
Brown rice, red
rice, cargo rice,
and wild rice
Wholesaler
To carry on
wholesale
dealing in rice
For merchants
to carry
wholesale
dealing within
Singapore,
import is not
permitted
Manufacturer
Import for
Manufacturing
Only 100%
broken rice for
manufacturing
purpose
Re-Exporter
Import to re-
export
For re-export
only and shall
kept in Free
Trade Zone

17. Stockpile Grade Rice Non Stockpile Grade Rice

18.  We choose RSS (Stockpile Grade Rice) license
since our product is premium Jasmine rice.
 Minimum import amount required is 50 tonnes per
month.
 The government offer the warehouse (SSW=
Singapore Storage and Warehouse Pte Ltd) for 1
year.

19. Location
 We choose the location:
• Has easy access to the transportation
• Near the warehouse

20. Target Customer
 Target customer:
 Chinese people (74.3%)
 Other people (3.3%)
 We do not enter into Halal market.

21. Competitors
 There are 81 companies that license in RSS.
 Main competitors:
 Rice import by Thai companies
 Rice import by India companies

22. Product Differentiation
 Import premium long grain rice, Jasmine
 The best quality with the high standard
 Quick service
 Free consulting regarding rice information to
anyone
 Provide competitive price

23. Cost & Financing
 License fee: $50
 Office: around $60,000 per year
 Warehouse: around $24,000 per
year
 Staff (6 people): around
$211,000 per year
 Advertising: around $7,000 per
year
 Cost Estimate for the
first year: $ 518,050
 The expenses will be
shared with the local
partners.
 Plan for getting loan for
the business in case of
emergency.

24. Advertising & Promotion
 Advertising budget will be spent in order to raise
brand awareness.
 Promotion: we will give the big deal of discount
for the wholesalers and some discount for
retailers.

25. Risk Management Plan

26. Identify risks
 Exchange rate
 Transportation and
logistics
Risk Management
 Up to date with exchange rate
 Must understand international
logistics & our legal rights.

27. Risks
 Legal & policy
 Unforeseen
 International laws and regulations
change frequently.
 contract with a legal firm
 Natural disaster.
 News. Singapore government protection
program.

28.  Cultural and language  visit to Singapore: better
understanding of market place
and the culture differences

29. Business performance evaluation
 Comparing the results of initiatives to objectives and evaluating to
what extent we met our targets
 Operation( sale & profitability)
 Market ( market share & market ranking by sales volume)
 Customers ( rate of customer acquisition, customer satisfaction)
 Products ( quality)
 Internal ( employee job satisfaction & training levels)
 Financial ( profit margin)

30. Backup Plan
 When performance evaluation shows that our
performances does not reach the set objectives.
 Increase brand awareness
 Check current quality control
 Improve staff trainings

31. Khmer Jasmine
“ To be the best quality Cambodia rice importer and distributor in Singapore.”
“Ensure quality and satisfaction”