International Public Relations Plan
Sally’s Soups & Salad – Expansion to Singapore
Public Relations (International) 340

Executive Summary

In order for a company to penetrate into a new international market, it is crucial for companies to have sufficient knowledge on the current situation of the particular overseas market. In conjunction with penetration into a foreign market, extensive and thorough market research become essential, together with wise planning to implement the proposed promotional and awareness strategies in the overseas market. This public relations proposal aims to assist Sally’s Soup & Salad (SS&S), one of the most integrated and largest soup and salad restaurant based in Australia to expand into a new foreign market which is Singapore. A brief background description is discussed beginning of the report followed by concise information of SS&S’ vision and mission, corporate goals and objectives to facilitate the company throughout the process of penetration. Upon entering the new market, a thorough country research concerning the targeted market’s (Singapore) current

demographics, media, government, special support group, culture, environmental, telecommunications, information technology, and legal environments associated with competitive audit are studied in order for SS&S to be familiar with the particular foreign market before penetrating the Singapore market.

SS&S has a strategic vision which is to be recognized as the premier and best soup and salad restaurant. In addition, in line with the Singapore’s Government green initiatives, SS&S wishes to be one the top 10 green restaurants in Singapore. In achieving this, clear objectives and goals are defined, and key messages have been proposed to facilitate in achieving the company’s big picture. The following part of the proposal presents the recommended public relations strategies