Haldiram's Strategic Analysis of China Expansion

HALDIRAM’S IN CHINA
- A STRATEGIC ANALYSIS
BY: GROUP F
• PGX104-CHETAN BARAPATRE
• PGX125-SUNIL MALIK
• PGX107-HARVEEN SINGH JOHAR
• PGX103-ANWESH CHAKRABORTY
• PGX118-SAIKAT BASU
• PGX119-SAMRENDRA KUMAR SINGH
1

HALDIRAM’S IN CHINA – A STRATEGIC ANALYSIS
CS – 1 Project Details
 Basic premises:
 Country of interest: People’s Republic of China
 Place of interest: Hong Kong (Special Administrative Region of PRC)
 Period of interest: 2013- 2014
 Industry: Fast food- Vegetarian Snacks and RTE (Ready To Eat)
 Company: Haldiram Snacks Private Limited
 Modus Operandi: Restaurant and exclusive retail
2

Haldiram’s – Mission, Vision & Goal
3

Haldiram’s – Brief History
 Started as a one man shop in 1937 by Gangabisanji alias Haldiram Agarwal in Bikaner,
Rajasthan.
 Set up a shop in Delhi in 1982. By next decade became a Food Company synonymous
with taste, hygiene and innovation.
 Controls a domestic market share of about 30% in Namkeen sector.
 Started exports in 2001. USA was the first market Haldiram’s started exporting, mostly
due to the large Indian population present there.
 Today Haldiram's is a 4 Million dollar brand that is present across USA, UK, Middle East.
Present in supermarkets the world over (eg. Tesco, Somerfield's, Spinney's and Carrefour.
Haldiram’s today has become a way of life for Indians no matter which country they live in.
4

Haldiram’s – Awards & Certifications
 Awards:
 Haldiram’s bagged the prestigious ‘INTERNATIONAL AWARD FOR FOOD & BEVERAGES’ awarded
by Trade Leaders Club in Barcelona, Spain in 1994.
 The Group has also to its credit ‘KASHALKAR MEMORAIL AWARD’ presented by All India Food
Preservers Association (Regd.) in 1996 at its Golden Jubilee Celebration for manufacturing the
best quality food products.
 APEDA EXPORT AWARD 2001-2002’, awarded by Agricultural & Processed Food Products Export
Development Authority for the outstanding contribution to the promotion of Agricultural &
Processed Food Products during the year 2001-2002.
 MERA DELHI AWARD – 2004’ for the exemplary contribution in the field
of export
 Quality certifications:
 ISO 9002
 HACCP
5

Haldiram’s - Journey
1937
•Shop in
Bikaner
1982
•1st Shop in
Delhi
1991
•Split into three
units
•Haldiram’s
(Delhi)
•Haldiram’s
Prabhuji
(Kolkatta)
•Haldiram’s
Nagpur
(Nagpur)
1997
•Largest
manufacturing
plant for
Namkeen’s in
Nagpur
2001
•Started Exports
under
Haldiram’s
International.
•Presence in
USA, Canada,
Middle East,
Africa,
Afghanistan,
Australia, New
Zealand,
Malaysia.
• Today exports stand
at $6 Million
• Expected growth of
40% over the next 5
years.
• Plans of Expansion in
Algeria, Jordan,
Yemen, Taiwan,
Columbia, Cyprus,
Ukraine, Libya,
Sweden, Finland,
and China.
6

Haldiram’s - Competencies
 The Core competency of the company lies in
 Food Taste – Traditional Indian authentic taste.
 Food Quality – Best quality raw material and latest industry practices to create the taste
while maintaining hygiene and contemporary packaging with increased shelf life &
freshness.
 Innovative – Branding of “Namkeens”, adaptability to ever changing trends, inventing
and re-inventing themselves to maintain a competitive edge.
7

Haldiram’s – China Plan
Entry Into China
New Market – Old
Product
2014 - 2018 – Exclusive
retail store and
restaurant.
Branding as Traditional
Indian Restaurant
catering to the world.
2019 – Haldiram’s brand
establishment.
Overcoming the
breakeven point and
maintaining profit
margin of minimum 20%.
2020 - Chain of
Retail stores
and
restaurants
throughout
China.
8
We start our analysis with the basic foundation work…..

China - Snacks market classification
► Traditionally the snacks industry was divided into chips and crisps, flavoured nuts, extruded snacks, ethnic
snacks & popcorn
► Currently China’s snack food industry technically involves seven sub-sectors :
► Biscuits and other baked foods
► Canned vegetables and fruits
► Candy and chocolate
► Cakes and bread
► Roasted seeds and nuts
► Preserved fruit
► Canned meat and poultry
9

PESTLE Analysis
• Govt. efforts to raise quality and safety standards
• Edible produce and processed goods are strictly controlled and
regulated
• Evolution of organic agriculture practices in China
• Tight health regulations and other forms of lease versus licensed
hawker restrictions
Political
• Consistently high GDP growth rate
• Huge investment in domestic infrastructure and social welfare
• Sales of branded food products is expected to grow from US $150
billion to US $650 billion by 2017
• The growth is anticipated to be in traditional areas such as baked
foods, soft drinks, fast food etc.
• In 2011, Hong Kong was ranked second in the “Ease of Doing
Business Index” behind Singapore.
Economic
• Higher Urban disposable incomes and living standards
• On average, 36% of household income is spent on food, but
this can range from 47%, for the lowest income group, to
28% for the highest
• Chinese consumers are highly focused on value
• High growth expected in packaged food sales in recent
future.
• China‘s rapid economic growth
• Country‘s changing consumption patterns, diets appear to
be shifting to include more poultry, eggs, dairy products,
fruits, vegetables, fish, and fats and oils
• Consumers are demanding a wider variety of food products
• Food retailing is moving from to modern ―hypermarkets‖,
convenience stores and fast-food restaurants
• Diet patterns indicate that snack time fits anywhere in
between meals
• Resident Indian community is quite large (20,444 as per 2006
census)
Socio-cultural
10

PESTLE Analysis
• Main legal aspects of business are:
• Minimum capital requirements are stricter
• Registration
• The Ministry of Commerce deals with large projects
• Provincial or local authorities handle projects with an
investment less than $30 million.
• Taxation
• The rate of VAT is around 13% - 17%.
• The general rate of national income tax is 30% plus local tax
of 3%.
Legal
• China‘s organic sector has seen rapid growth over the last decade
• The market for Organic products is growing with consumer interest
and demand.
• Use of high technology in food storage, heating and production.
• Large scale automation & consolidation of processing technology
Technological
• China has established three certification categories for eco-labelled
food products: Green Food, Hazard-Free Food and Organic
• China has developed 28,600 kinds of hazard-free agricultural products
and set up 24,600 hazard-free production bases to date
• Most stringent organic standards in the world
• Consumers are concerned about environmental problems.
• Chinese consumers are among the least likely to eat imported foods
• China implemented a ban on plastic shopping bags in June 2008.
• Growing demand of Organic food products
Environmental
11

Porter’s 5 forces analysis
Competitive
rivalry within
industry
Threat of
substitute
products
Bargaining
power of the
suppliers
Threat of new
entrants
Bargaining
power of
consumers
• High profitability levels: As per National Bureau of Statistics, China’s fast food industry
has already become the biggest and most attractive profit zone with a high profit
rate
• Low capital requirement: Compared with other industries, the fast food industry in
china requires less capital, the majority of which is allocated to food materials and
rentals
• Low barriers to entry: Given that there are very few food patents, the barrier to entry
is relatively low. There are no secret formulae or special cooking methods that would
prevent entry
• Minimum retaliation by incumbents: Although there are a few major players in the
industry who enjoy large market share, nobody is able to play a monopolist to create
large scaled attacks to new entrants
High threat of new entrants
• Medium perceived levels of product differentiation among different categories
• Low switching cost: As most customers only search for fullness and taste through fast
food, their switching cost could be very low when turning to a substitute
• High buyer propensity to substitutes: Fast food consumers tend to be less loyal and
change their choices frequently, which lead to a high propensity to substitutes.
Medium threat of substitutes
12

Competitive
rivalry within
industry
Threat of
substitute
products
Bargaining
power of the
suppliers
Threat of new
entrants
Bargaining
power of
consumers
• Many more buyers than sellers: The switching cost of buyers is very low thus making
them very powerful.
• Buyers are price sensitive: Since consumers have low brand loyalty and diverse
choices, they would allocate more importance on price and tend to become
sensitive to price fluctuations
• High availability of substitutes: Most fast food brands have a large number of outlets,
especially within popular districts, making different substitutes easily available.
High bargaining power of consumers
• Low degree of differentiation of inputs: As the inputs generally would be raw
materials, the degree of differentiation can be very low
• Supplier switching cost would be very low: As the number of suppliers is very high, the
switching costs are low.
Weak bargaining power of suppliers
13

Competitive
rivalry within
industry
Threat of
substitute
products
Bargaining
power of the
suppliers
Threat of new
entrants
Bargaining
power of
consumers
• Large number of players: Competitors vary from large foreign and domestic multi-
store food chains and snacks brands to single shops and roadside vendors thus
making the competition very tough.
• Medium diversity of rivals: Diversities with cuisine, operation pattern and business
models are medium among rivals due to intense competition.
Great intensity of competitive rivalry
14

Competitor analysis
 With regard to keen competition in fast food chain industry in China, we would like to analyze the competitive situation and relative
advantages of “Haldiram’s” by comparing with the established RTEs and restaurants.
McDonalds KFC Burger King Subway
Market share 18.1 % 44 % 0.2 % 0.2 %
Branches More than 900 More than 2000 More than 12 More than 140
Food variety Hamburgers, chicken,
french fries, soft drinks,
coffee, milk shakes,
salads, breakfast
Fried chicken, grilled
chicken, desserts, salads,
big box meals, breakfast
Burgers, fries, chicken, fish,
salads, breakfast
Large sandwich,
salads, soups
Positioning Be the customer’s
favourite place and way
to eat
To sell food in a fast and
friendly environment that
appeals to proud,
conscious and health
minded customers
To prepare and sell quick
service food to fulfil guest’s
needs more accurately, quickly,
courteously and in cleaner
environment
Offer quality product
that is made specific
to individual
customer’s tastes.
Target customers Family with kids without
a lot of money
Family with kids without a
lot of money
Young customers aged from 18
to 34 willing to spend more on
higher quality product
Mass public
Foreign competitors- Fast food/ QSR/ RTE
15

Competitor analysis
Café de coral Fairwood Maxim’s MX Branto
Market share 21 Data is not available Data is not available Negligible
Branches 150 94 760 1
Food variety Chinese and western
cuisines ranging from rice
plates to sandwiches
Chinese, Japanese and
western cuisines ~ divided
into breakfast, lunch,
afternoon tea and dinner
Chinese, Japanese,
western, Vietnamese and
Thai food, cakes, coffee,
shakes
Sandwiches, indianised
chinese, south indian,
pizzas and north indian.
Positioning Quality product to
customers at affordable
prices
Eat posh at Fairwood Bringing to customers a
new menu, interior and
dining environment in the
fast food industry
Indian pure vegetarian
cuisines
Target customers Customers that seek go
od food, fun dining exper
ience at affordable price
s
Customers aged 24- 35 who
want to eat posh and have
fun
Specifics are not
available
Indian customers and
curious foreigners and
chinese
Domestic competitors- Fast food/ QSR/ RTE
16

Substitute analysis
Mars Nestle PepsiCo (Frito
Lays)
Mamee Want want
Market share 43 (chocolate) 7 (chocolate) 3.2 4.3 10
Portfolio Mostly into sweets
and chocolates
Mostly into sweets
and chocolates
Chips, wafers,
popcorn, nuts
Chips, wafers,
popcorn, nuts
Rice crackers
Positioning Most chocolatey
premium chocolate
that gives a feel of
“me time”
Highlights the value
of the products and
the greater benefits it
brings to consumers,
stressing its superiority
over other similar
goods
Creating high-end
snacks as well as
those that appeal to
what it diplomatically
calls “value”
customers
Providing nutritious
food products of
superior value and
taste and offer a
trendy innovative
yet sensational
eating experience
Become china’s and
world’s number 1
nutritional and
healthy choice
Target
customers
Customers aged 13-
40
Young and middle
aged customers
Young and middle
aged customers
Young and middle
aged customers
Young and middle
aged customers
Foreign and Domestic competitors- Snacks & sweets
17

Haldiram’s – SWOT Analysis
• Brand Awareness among Indians
• Variety
• Quality and hygiene
• Traditional Indian Taste
• Efficient packing
• Less advertising and promotion
• Involved only in Indian snacks and
flavours (packaged)
• Outlets and restaurants are limited.
• Not in services segment - online
order / home delivery
• Increase its reach – more outlets
• Aggressive advertisement and
promotion
• Introduce organic products - health
conscious segment
• Home Delivery and online order for
restaurant
• International competitors – well
organised
• Local Players (unorganised)
• Changing customer trends (health
consciousness)
• Inclination of Chinese towards
Chinese & Japanese cuisine
18

Strategies based on the Analysis done
 Position Haldiram’s as “high quality, healthy and hygienic” brand
 RTE packaging to be done as per current government guidelines and
consumer pro-environment expectation
 Focus on organic raw materials
 Enter PRC through Hong Kong based fast food restaurant & packaged
food (RTE)
 Promote as “value for money” by being healthy and tasty vegetarian
snack
 Promote brand as ethnic Indian specialties
19

Strategy Selection
•Lower Cost
•Lower
adaptation
•Lower Cost
•Higher
adaptation
•Higher Cost
•Lower
adaptation
•Higher Cost
•Higher
adaptation
Trans
National
Global
Inter
national
Multi
domestic
Exporting Licensing
Joint
Venture
Franchising
Wholly
owned
subsidiary
TypeofCorporateStrategy
ModeofEntry

Strategy Formulation – New Market
 Project – Establish Haldiram’s in the vegetarian snacks & meal market of China
 What
 Exclusive retail shop cum restaurant
 Where
 Hong Kong. It is one of the most densely populated cities with people from different ethnicities,
esp. Indians
 Why
 China – most populous country in the world, 2nd in GDP. Snack food industry in china is RMB 3.5
Billion.
 Culture of China – Outings in family of 6. Restaurant to serve Indian food tastes.
 Increase in Urban Culture – Snacks on the go.
21

 How
 Packaged snacks to be imported from Indian Factory.
 Raw material sourcing (Restaurant)
 Establish contracts with whole sellers in market. Use Guanxi.
 Build business ties with big local supplier companies for local and India import opportunities.
 Use of local ingredients
 Employees
 Recruits from local area for reception, waiting and serving – avoid language barrier
 Indian waiter especially for Indian customers.
 Cooks from India to prepare authentic Indian food from the menu.
22

 Traditional store design & Innovative Menu
 Store to be made as per traditional Indian style
 Additional decoration with respect to occasion - Chinese and Indian festivities
 Restaurant menu to include primarily Indian food apart from Continental dishes
 Special Offers during festivals
 Drive through and 24 hour service
 Starting of 24hr service to cater city’s busy nightlife
 Drive through for on the go customers.
 Infusion of Tradition
 Reception and waiters to be dressed in Traditional Indian attire except for Chinese festival occasions.
 Special packaging for snacks during Indian and Chinese festivities
23

 Target Customers
 Indian Diaspora
 Chinese looking to try traditional Indian food
 Packaged snacks for busy working class
 Foreign tourists, Business professionals, & international students (IIM Shillong PGPEx )
 Share Experience
 Collect feedback from customers on the way out
 Analyse issues and improve customer experience
 Adapting Marketing V3.0
24
Marketing
V3.0
Involve
Engage
Relationship
Making world a
better place

China - Legal Aspects of Business (LAB)
 Setting up WFOE: Essentially a Pvt. Ltd. company incorporated in Hong Kong
 Shareholding: 100% shareholding by a foreign company is allowed.
 Share Capital: There is no minimum or maximum requirement for share capital. The general
norm is to have a authorized share capital of HKD 10,000 represented by 10,000 ordinary
shares of HKD 1.00 each and the issued/paid-up capital is usually 1 share of HKD 1.00
 REGISTRATION
 Foreign investors must retain a PRC entity that is authorized or permitted by relevant
authorities to act as a sponsor. The sponsor will submit all the documents to the examination
and approval authorities on behalf of the foreign investor.
 TAXATION
 Hong Kong has a flat corporate tax rate of 16.5% on assessable profits.
Usually,ittakesabout4-7workingdaysto
incorporateacompanyinHongKong 25

Investment Overview
26
Total
Annual
Variable
cost = INR
270 Lakhs
Annual Wages
INR 100 Lakhs
Raw Material
INR 50 Lakhs
Rent
INR 120 Lakhs
One Time Fixed Cost
INR 250 Lakhs
Total
Investment in 5
years
INR 1600 Lakhs

Revenue Generation
150
200
270
400
580
82
109
165
219
333
0
100
200
300
400
500
600
700
2014-15 2015-16 2016-17 2017-18 2018-19
Revenue (INR Lakhs)
Avg daily customers
Revenue Avg daily customers
27
Assumption: Average
customer spending
per visit
INR 500
Breakeven target
(INR 1600 Lakhs)to be
achieved by
2018 -19

Milestones
 2015 - 2019
 Brand Building as a synonym for Quality & Hygiene
 Brand placement in Middle Class segment
 Advertisements to promote the brand values of Quality, Hygiene and Freshness
 Involve regular women in advertisements – Target home makers
 Capture a market share of 2 - 5 %
 Vision 2020
 Setting up restaurants in Shanghai, Beijing, Macau and Qingdao
 Increasing market share to 8 - 10 %
28

Import Plan
 Product: Tomato based derivatives from China
 Objective : To strengthen the Ready to Eat segment of the business in India
 Current interest exists in various Indian curries in frozen food segment
 Tomatoes are a main source of cooking in Indian cuisine
 To keep a stringent check on raw material sourcing to ensure highest quality
 Import of tomato products is an imperative to the diversification strategy of
Haldiram
29

The need for import
Reason for Imports
 Not enough suppliers available in India
 Product range available in India is not diverse
 Erratic supply
 Huge variation in tomato prices leads to variation of cost of the raw materials
 Tomatoes from China have a different taste and more suitable for our product
30

China as import Partner : Why?
 China’s Urumqi, the capital of Xinjiang is a hub of tomato farming and processing
units
Xinjiang is mostly famed for its ripe, red tomatoes. Xinjiang's tomato industry began in
1978 and has 49,12,00,000 Sq.mtr in farmland. Its related enterprises have the
capacity to process 3.8 million tons of tomatoes annually.
Xinjiang's tomato exports are mainly in form of tomato paste.
China’s tomato is of a different kind than that of India.
It has more pulp and less water content. This Results in
higher output.
31

China as import Partner : Why?
 Attractive Pricing - Lesser Freight charges. China’s Government
incentives to it’s exporters make price and freight competitive.
 Less development time
 Diverse range available
 No seasonal variations
Italy and Spain, Why not taken into consideration
 Italians love their tomato. Italy and Spain don’t export in bulk. They
cater more to the retail segment
 Local consumption is high
 Price is not attractive
32

Import process : How to do it?
Other options considered
 Asian countries like Thailand, Malaysia, Vietnam and Turkey.
How to select vendor
 Size of operations
 Manufacturing capabilities
 Exposure to overseas markets
 Reliability
 Product range
 Logistics support
 Ease of operations
 Price
33

Import process : How to do it?
Certifications required
 HACCP – Hazard analysis, Critical control point
 ISO 9001
As a HACCP certified organization, we ought to chose a vendor with the same
certifications.
Backup Plan
 Maintain at least 2-3 good suppliers
Legal obligation
 Process should be in line with Indian laws of FERA hence no trade with countries
like Somalia
34

Final Selection of suppliers
Based on the above analysis, various Chinese vendors were considered for imports.
 COFCO Xinjiang Tunhe Co Ltd
 Xinjiang Chalkis Tomato Co Ltd
 Xinjiang Xinjian Tomato Products Co Ltd
Product range
 Aseptic paste
 Tinned paste
 Diced tomatoes
 Whole peeled tomatoes
 Sun dried tomatoes
 Tomato powder
 Tomato fiber - thickening agent
 Tomato lycopene extract products
35

Leverage from the vendors
Xinjiang Chalkis Tomato Co Ltd was considered the final partner
with others as the backup source
 Tinned paste – The base ingredients for all gravies
 Diced tomatoes – one of the ingredient/additive of the Indian
cuisine
 Tomato powder – for entry into soups and instant Sauce Mix
segments
 Tomato fiber - thickening agent to assist as gravy viscosity enhancer
 Tomato lycopene extract products – Natural food color and helps maintain
nutritional value of the final product
36

37
So,
Are you ready
to place your
order!

THANK
YOU

Haldiram's Strategic Analysis of China Expansion

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