Expanding the e-commerce market for Japanese groceries in Singapore

This work defines the e-commerce expansionary strategy for a Singapore-based Japanese grocery provider and critically evaluates the internal constraint and professional guidance to determine how it might be achieved. It considers methodologies to analyze the underserved segmentation needs and demands, review the business landscape and identify the potential market strategy and operation plans. Primary research through questionnaire interviews is conducted as part of this work identified circumstantial factors that correlate to the fluctuating sales. The Massachusetts Institute of Technology (MIT) The Delta Model provided a guiding framework to generating new consumers through a combination of Best Product strategy and Consumers Solution strategy that introduce the otherwise unreachable segment of the targeted population. Besides developing new business through executing the consumer’s solution strategy, it serves as a continual attempt to stay close and relevant to consumers changing needs and demands. To bridge further gaps in the academic framework, the study also considered the scope and activities of marketing and its cost-benefit analysis to deliver a feasible recommendation.