As the world has become "smaller" due to advances in transportation and communication, companies of all sizes have pursued international marketing in order to expand their sales. Singapore is a recently emerging market which has seen considerable prosperity, and whose government actively pursues international trade. Per capita income has increased steadily during the middle and late 1990s, and the typical Singapore consumer is interested not only in good health, but in taking steps through dietary supplements and diet in general which can help reduce the risk of lifestyle diseases.
hpf is an ideal fit to this market. Because hpf is a non meat source of protein, available in powdered form, and because it is easy to use and easy to ship, hpf can be marketed in Singapore with the expectation of considerable success. Initially, the product should be sent to a stocking distributor with extensive knowledge of the supplement market; this will eliminate the cost associated with establishing a physical presence in Singapore, and also gives hpf complete control over product quality.
Pricing should encourage rapid market acceptance, and traditional promotional methods (television advertising, print media) should be used to introduce the product to the Singapore market. No changes in the product itself are necessary for the Singapore introduction. Long-term, Singapore should be viewed as a "gateway" market for hpf which can then be marketed throughout Asia. At that time, hpf might be manufactured within Singapore for distribution in the region, but that development will not occur during the product introduction stage.
Innovations in transportation and communications during the twentieth century have resulted in the ability of goods and services to move among nations with greater ease than at any other time in history. International business is no longer the exclusive realm of the large multinational corporation; small businesses a...