International Business

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International Business

  1. 1. Healthy ChoiceFresh MixersConAgra Foods move to anInternational Market
  2. 2. Sri LankaPriyanka Ramdas
  3. 3. Situation Analysis•Up and coming stable marketo low inflationo knowledge economyo reducing complicated tax structureo allowing the purchase of stocks•Wages on rise•Moving from agricultural to educational
  4. 4. •Ceylon Foodso Processed food exporter in Sri Lankao Largest contributor to processed foodindustry•KC Marketing Serviceso Manufacturero Trading Companyo AgentCompetition
  5. 5. Entry Strategy Barriers•Taxes•Familiarity•Building relationships and communicating withthe street vendors
  6. 6. JointVenture•East West Marketing LTdo Major food manufacturero Have knowledge and presence in Sri Lanka
  7. 7. Our ProductJordan Simonson
  8. 8. Product•Our product will consist of an entire mealo white, basmati riceo main curryo side curry•Three Optionso fish, beef, and vegetarian•Gluten-free and Dairy-free•The rice will already have water in the packaging and it will be packagedin a microwavable container•Edible by handso hand-wipe tissues•Future expansion strategies
  9. 9. Product Advantages•Main Dish: Curried RiceOptions: Veggies, Fish, or Meat•Steamable•Enough protein and fiber for one third of dailyintake•Contains wheat and soy for abalanced diet•Easy and on the go
  10. 10. MarketMaureen Slavin
  11. 11. Market Analysis•High demand for processed food in urban areas•Higher responsiveness to known companies•Target Market attracted by street vendors•Target Market looking for easy lunch at work
  12. 12. Target Market•Sri Lankan Middle Working Classo 15% of the population, 315,000 peopleo Mid 30s and working in offices•Targeting two major cities:o Colombo Capital city economic centero Kandy center of island point of Sri Lankan culture
  13. 13. Implementation PlanDanielle Scodellaro
  14. 14. Price•296th out of the 300 most expensive places tolive in the world.•GDP per capita in Sri Lanka: $4,500•GDP per capita in USA: $46,000•A typical combo meal at McDonalds in Sri Lankacosts $5.67199 Sri LankanRupees ($1.79)
  15. 15. Place•Street side vendorso establish relationships through our JointVenture partnero incentives to sell our product•Colomboo head officeo warehouse•Eventual move to India•Just in Time storage strategieso fresh product available to the vendors everyday
  16. 16. Promotion•Cricketo Healthy food targeted at young families orbachelorso Cricket player as the face of our producto Stands at cricket games and sponsor thenational team•Responsible brand•Street Side Vendors•Made by Sri Lankans, for Sri Lankans
  17. 17. Healthy ChoiceFresh Mixers
  18. 18. We would now liketo open the floorfor questions.

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