Reflection Paper
AB 1501
Tutorial Group 5
Tutor: Ms Zamora Gemmalyn Tong

Done By : | Chew Zhan Yu | Matric Number : | U1210326B |

Table of Contents 1: Introduction: 3 2: Current Marketing Situation: 3 2.1: Target Market 3 2.2: Competitors 4 3: Marketing Strategy 5 3.1: Target Segments 5 3.2: Value Proposition 5 3.3: Promotion 6 3.4: Market Research 7 4: Conclusion 7 Bibliography 8

1: Introduction:
Marketing plays a huge role in today’s competitive business world. This is especially true in Singapore’s S$2.7 billion food service industry. Singapore has over 4500 F&B establishments island wide, contributing diverse and multi-cultural food choices to its vibrant food scene (Food and Beverage Services, 2011). The general consensus among our tutorial group was that the food market here has significant growth potential, as evident by the majority choosing a food product for our projects. To provide greater clarity and organization, my reflections would be organized according to how a typical marketing plan would follow, critiquing and evaluating the good and bad points made by the various groups as well as my own on selected marketing issues.
2: Current Marketing Situation:
2.1: Target Market
Post project research done reveal much supporting evidence that Singaporeans place huge emphasis on the quality of the food they consume/purchase (Lay, 2012). I realized that we ought to have addressed this unique “food culture” aspect of Singapore more when evaluating the current marketing situation. A double edged sword, it could result in avid foodies queuing for hours for a delicious food product, or a premature windup due to lack of business. This evaluation was only present in Chef on Wheels, which is something that could value-add my group’s report as we want to market a gourmet offering and could leverage on this unique