Market Analysis For Alcoholic Drink Packaging In Singapore

Identification of Information about the Segments in the Market

Market analysis includes the analytical view of marketing by studying the global trends such as planning, taking inventory decisions, promotional activities and other aspects required for a company. In this assignment, the main purpose would be to analyze the market with proper business market segmentation that would launch in Singapore. APMC buys film locally and it resells to the drink manufacturers to the global countries like Western Europe, Eastern Europe, Asia Pacific, Latin America, Middle East and Africa and North America (Zimmerman and Blythe 2013). It is decided that APMC sells only the Alcoholic drinks to acquire information of the following products like Beer, Cider, Spirits, RTD Pre-mixes and Wine. The assignment covers manufacturing and selling the equipments and consumable plastic film that is used to wrap products for transportation and storing the pallets. In order, the section will make a justification by developing a target market strategy and presenting the market analysis information. Working as a national sales manager of the Australian Packaging and Machinery Company (APMC), the consumable film is used to secure the products onto the pallets. This includes shrink bags that is placed over the palletized product by stretching the film around pallets of products (Yang and Su 2014). Moreover, APMC specializes in supplying and manufacturing the film to secure the entire things into pallet loads.

The assignment talks about the market segment analysis of the alcoholic drink that is presented in Singapore. APMC mainly specializes in manufacturing and supplying film into secured pallet loads. This includes the consumable film that is purchased by the companies in depending upon the product. It is observed that most companies either shrink or stretch their equipment for wrapping the pallet loads for transportation and storage. Thus, the market would be competitive because Australian customers have brought changes by wrapping consumable items like Coco-Cola, Carlton Breweries, international drink makers, etc. Market for any product is diverse and it would be difficult for APMC to satisfy every customer needs. As opined by Armstrong and Kotler (2013), the companies must identify a certain area where they can in order to satisfy the targeting needs. Companies need to understand the intricacy of market for segmentation. This would behave as a target marketing strategy in gaining prominence and selecting needs of developing a product. Moreover, in mass marketing approach, there may be new offerings that produce changes on communication and advertising tools. It is observed that as people and communities grow broadly, the marketing segmentation would provide the possibility of customizing unique set of elements in business. This would also provide a value proposition that would be superior to most competitors (Brennan 2012). APMC defines a process that would identify the market through promotion, distribution channels and communication. The basis of marketing segments pertains to consumer market and business market as it evolves several variables by drawing a tabular representation.

Consumer Market	Business Market
Segmentation Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Variables	Segmentation	Variables
Geographic	It includes population density, region and  climate	Geographic	This includes regional industrial growth, location, and customer concentration.
Demographic	It includes age, ethnicity, education, religion, and family status	Type of customer	It has size of the organization, and the value chain.
Behavioral	It includes price sensitivity, brand loyalty and other pursuit of benefits	Buyer behavior	Loyalty to the suppliers, order size and other usage patterns
Psychographic	It includes values, opinions, lifestyles and customer’s activities.

Table 1: Market segmentation

Thus, the identified market will attract the target audience by selecting a target of APMC that will be feasible (Chang, Lee and Ryu 2014). Using the market segmentation techniques, there may be good indicators in attracting the prices of customer service. At many times, there are preferences build for competitors to a specific brand. This happens because the company is involved with several problems in retaining customer’s position. Moreover, the analysis of customer’s lifecycle starts gradually if there would be a growth plan in determining business to the customers (Gupta, Rudd and Lee 2014). Tactics preferably mean when customer communications reinforce a value proposition strategy to a given service.

Selection of Information about the Segment which APMC would Develop a Targeted Marketing Strategy

APMC would develop a target market strategy that would be successful in business process. It is observed that the marketing forecast of China, USA and Brazil are the lead producers of Alcoholic drinks. From the past few years, China produced a budget of 60,893.2 in 2014 and it is estimated that in 2019, it will touch a figure of 71,370.8. However, Singapore estimations in 2019 would be around 144.2. Alcoholic drinks have posted a flat growth in 2014 with high taxation and other competitive business environment (Hutt and Speh 2013). This could increase the excise duties that imposed on the legal restrictions of alcohol consumption. In addition, the control of consumption and sales has directed the increase of alcohol drinks. Asia pacific breweries have also led to multiple brand strategy that would increase the economy on brands like Heineken, Tiger and Baron. The conservative forecast has also increase the growth of alcoholic drinks that forecasted for a longer period in making high taxation rates (LaPlaca 2014).

Under the government legislations, the Singapore government has increased the liquidity of alcohol prices to the public by increasing the financial budget significantly. As argued by Mysen, Svensson and Högevold (2012), the impact brought on the increments of alcoholic beverages tend to increase proportionately. Products such as beer will experience the most prolific among others because most consumers tend to go for this because it has less liquor percentage. Now, coming to the packaging area, gaining customer attention would be necessary because unit prices of alcoholic products depend on how it is packed. It would be effective if innovation and portability would be the main units on selling criteria. Nevertheless, new packaging comes effectively as there may be a certain period for customers to see whether their premium brand is comparable to other brands in alcohol Paiola, Gebauer and Edvardsson (2012). Thus, product packaging is a tool that would develop the taste and brand image in shaping long-term position of customers. Moreover, on trade consumption, APMC in Singapore has generated around 63% of the total shares that contributes to liquid on-trade consumption. Thus, developing a target strategy would be helpful to attain the customers in making channels that will lead to high competition among them (Ray 2013).

A well-developed strategy would realize the business goals and build a good reputation for the products subsequently. To make this project contrasting, a differentiated target marketing strategy is chosen because this creates a difference on the marketing segments by designing a specified marketing mix. APMC in Singapore market would help to develop the differentiated target market strategy that would be subsequent in improving sales and measuring the sales result. Identifying the business goals would increase awareness of services and products. Besides, selling more products from a certain supplier would track necessary outcomes that may be profitable for alcoholic consumption (Ruiz-Molina and Gil-Saura 2012). In order, stating the marketing goals is based on the benchmark of success. This includes increased marketing penetration or the market development, which would be long-term to achieve success factor. Reaching the market will align an essential part to gather information about the market. This includes social trends, demographics, size, growth and other population statistics. It is seen that the potential customers uses the market research in order to develop a profile that would build relationships with the existing customers. Moreover, profiling the competitors would include buying patterns that strengthens competitive advantage and identifies the strengths and weaknesses as well (Safir 2013). This would review the internal process to improve the performance of individuals when compared to market competition. At last, listing the target markets would devise a target that would have a presence in increasing online social media process. It will test some approaches and ideas that will be tactical in order to meet customer needs.

APMC follows this strategy because it serves as a major platform for developing brands through a favorable marketing mix. Target market strategy occurs when there is a good possibility of sales to the existing firm. In order, deciding a target market strategy would be convenient as company compares benefits and costs through a multi-segment utility and concentrated marketing. As explained by Skrob (2013), the choice of the benefits that customer provides would select the target market. The factors would be considerable if the objectives, mission and goals accomplish well in defining the packaging materials to wrap the alcoholic items in Singapore. Since Singapore has launched a new packaging material, that is flavored beer under alcoholic drinks segment. Thus, this would aim to ease the profitability of liquor and encourage customers to drink with better convenience. However, on-trade facilities have continued a channel that has increased high prices subsequently (Starkman 2013).

Market analysis of APMC would make the global environment feasible by planning, facilitating expansion, promotional activities and other purchase factors of capital equipment. This includes market segmentation, market size, market trends, market profitability and other distribution channels. The key success factor would be to evaluate the attractiveness of the company by evaluating threats and opportunities (Storbacka and Nenonen 2012). Organizations use a decision process that would advance success factor. Besides, the findings of the market will depend on the aspects of investment strategy as it includes inventory levels, workforce expansion and other facilities.

Since new products evolve a good taste, Alcoholic products continues to be one of the major flavors as it includes brands like Barokes, Desperados, Orion, Zavva, and Hoegaarden Rosee. It is analyzed that the custom duties evolve 70% of fermented beverages and other non-alcoholic beverages than the excise duty includes. However, the wholesalers include markup criteria where wine and beer takes a good percentage than Scotch, whiskey, rum and others. In order, the amount of VAT percentage is 6.5 and other retail values include tax rates of manufacturer, retailer and distributor (Tatic 2014). The market indicators have included a retail outlet where consumption expenditure of alcoholic drinks in 2009 was 646.3 whereas in 2014, it would be around 962.5 whereas the market data shows contrasting change on packaging materials of APMC in Singapore. The sales of Singapore have provided an estimation that includes premium alcoholic drinks to a percentage that will be feasible to grow interests among the target audience. The percentage of alcoholic drinks has evolved a percentage of about 27.7% that includes Beer, Perry, Spirits, Wine and high strength Premixes (Yang and Su 2014).

According to the Singapore custom duties, goods are manufactured into a payable content. The total payable duty is computed by multiplying the tax rates for gaining a good percentage of alcoholic strength. The Singapore budget 2014 has made a payable duty that has increased by 25% in 2014 due to society’s high excessive consumption. An increasing number of the local retailers have sold expensive alcoholic brands comparatively at lower prices. Thus, this may be price sensitive and may be cheaper to offer parallel imports (Zimmerman and Blythe 2013). However, Singapore customs has made an enforcement that pays off to allow strong availability of alcoholic demands. The market trends also moves forward in gaining interest of its major competitors like change in market orientation and other economies that may be economic, legal, regulatory and political.

Conclusion

In this project, the main idea would be to assess the global trends for planning, taking decisions and other aspects of promotional activities in Singapore with the help of APMC. The assignment analyses the marketing segment of alcoholic beverages by attracting the target market strategy. This would be helpful in sustaining a position that would define the aspects of consumer market and business market. The topic also depicts an image that would be prolific in attaining a well-distinguished market strategy through promotional factors. Here, ideas may develop by increasing sales and service of the products because customers build relationship when they find a good presentation plan. 

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