Past research indicate that opportunities abound for the Australian horticulture industry in the Asian markets. Singapore is a market with the potential to become a long-term export market for horticultural products, particularly fresh stone fruits
A qualitative research approach is adopted in the research. The methodology used in the research is that of case study. An in-depth case study based on Australia Fresh, an exporting success in fresh fruits and vegetables to overseas markets is investigated. Other data collection methods used in the research include documentation and archival data (secondary data research).
The primary objective of this Thesis is to investigate the influence of promotional strategies on the export opportunity of fresh stone fruits to Singapore and to provide Australian exporters with more insight to the Singapore market. The application of integrated marketing communication (IMC) as a strategy, rather than traditional advertising, in promoting stone fruits in Singapore is also scrutinised. The relevance of branding for Australian low-chill stone fruits is to be examined.
A thorough review of Singapore as a potential export destination is conducted. Recommendations were then made with regards to the feasibility of Singapore as an export venue for Australian low chill stone fruits. These issues addressed how the Australian horticulture industry could increase their income, through lucrative export markets. Specifically, it addressed how Australian fresh fruit and vegetable exporters may successfully market low chill stone fruits to the Singapore market.