Apex Pal Market Analysis

Executive Summary

Apex-Pal International Ltd. The Group's principal activities are operating restaurants, kiosks and cafes, trading, processing sushi, and operating as caterer and franchiser. It operates in two business segments: Food and Beverages Business (F&B Business), and Food and Beverages Franchising (F&B Franchising). Through F&B Business, the Group operates restaurants, kiosks and cafes. It also operates food processing facility, and acts as a trader and caterer of foodstuff. Through F&B Franchising, it acts as a franchiser for the brands Sakae Sushi and Crepes & Cream. It also sells equipments and materials to the franchisees.

Industry Life Cycle

The business of restaurants and beverages come under the foodservice industry, which is defined as the sale of food and drinks for immediate consumption either on the premises from which they were bought. The foodservice industry is in the growth/mature phase of the industry life cycle.

In SIngapore, where dining out was not as prevalent a leisure activity as in the rest of the world, the foodservice industry is beginning to expand rapidly. This is the result of several factors including consumers’ perceptions of the increased convenience of not having to prepare meals; an increase of women in the workplace; flourishing economies; and longer working hours. Together, they decrease the time available for meal preparation and increase consumer spending power. Hence, it is expected to have average growth rates.

Key Success Factors Weight Apex-Pal International Ltd Suki Sushi Pte Ltd Waruku

Rating Weighted Score Rating Weighted Score Rating Weighted Score

Food Quality 0.20 2.5 0.50 3.2 0.64 3.0 0.60

Service Quality 0.15 3.4 0.51 3.0 0.45 3.2 0.48

Environmental Ambience 0.05 2.5 0.13 2.5 0.13 2.8 0.14

Pricing 0.1 3.8 0.38 3.5 0.35 3.0 0.30

Location 0.15 3.5 0.53 2.5 0.38 2.8 0.42

Food Safety 0.15 3.5 0.53 3.5 0.53 3.5 0.53

Product/ Service Diversification 0.10 4.0 0.40 2.5 0.25 3.5 0.35...