2. Environment Analysis
2a. Macro-environment factors
Singapore Being a member of Association of Southeast Asian Nations (ASEAN) and Asian Pacific Economic Cooperation (APEC) (CIA World Fact book, 2011). Has help businesses pay less import tariffs or custom duties.
The low crime rate and strong police force in Singapore (Singstats, 2013) is safe for long hours operation, while legislation under Agri-Food and Veterinary Authority of Singapore (AVA) determine the equality of food served to customers, and issuing licence to handle food are the policies that must be followed.
Singaporeans is also more health conscious due to active health awareness campaign by Health Promotion Board (HPB). Technological such as genetically modified food (GM foods or biotech foods) are foods produced from genetically modified organisms might affect the quality of the food produce.

2b. Micro-environment factors
The supplier can create an advantage and disadvantage to Rochor Beancurd House’s (RBH) business operations. One of the advantages for RBH is to negotiate for cheaper and better quality raw materials from supplier. The type of customers affecting our businesses can be categories into students, working adults and gender.
2c. Competitive Strategy
Competitors in the market usually compete against one another by deploying different marketing mix strategy in product, pricing, place and promotion (Appendix 1). RBH’s competitive advantage against competitors is to maintain the high standard and taste in beancurd production by using high qualities ingredients, developed new flavors and differentiate by selling only traditional beancurd.
3. Marketing Strategy
The overall strategy and objective is to analyse the current external and internal situation and must be relevant to the direction of the company.
3a. Marketing Objectives
The primary objective of Rochor Beancurd House is