SOLUTION SUMMARY 1.To decide the region for expansion 2.To decide the target segment 3.Competitors in the selected region 4.Business process for transferring the product 5.Food industry analysis of the respective country 6.Strategies to adopt 7.Licenses and documents required

2. SOUTH EAST ASIA REGION
• SINGAPORE
• MALAYSIA
• THAILAND
• INDONESIA
• MYANMAR

3. READY TO EAT FOOD INDUSTRY
• Singapore ready to eat food industry has a expected growth rate of
2.6% in 2025, revenue generated from this segment is US $48 million
• Malaysia ready to eat food industry expected growth rate- 12.3%
(2020-2024). Revenue generated by 2024 will be US $536 million.
• Thailand ready meals expected growth rate is 2.1%. Revenue
generated is US $782 million.
• Indonesia ready to eat food industry growth rate- 4.1%. Revenue
generated is US $9 million annually.
• Myanmar ready to eat industry growth rate- 9.7%. Revenue
generated is US $ 325 million.

4. BUSINESS PROCESS
MANUFACTURE
EXPORT AGENTS
EXPORT BY WATER WAYS
DISTRIBUTER
CONSUMER

5. PARTNERSHIP & STRATEGIC ALLIANCE
To enter the foreign market through partnership and strategic alliance.
As local distributers have an established supply chain network, which
will help in market coverage.
• To better understand the market
• Lower capital required
• Market coverage

6. AIRPORT FRANCHISING
To open franchising business at the airports of the international
airports of these countries. It will help the product to grow and attain
more foreign attention.
• Increasing brand equity
• Fast international expansion

7. TARGET SEGMENT
• Indian in those countries
• Local residents
• Indian and other tourists
COMPETITORS
• MTR Foods - India
• Prime taste - Singapore
• House of taste - Malaysia
• Bentoree - Malaysia
• Belfoods - Indonesia
• Indofoods - Indonesia
• A&N Foods - Myanmar
• Real Thai - Thailand

8. SOUTHEAST ASIA FOOD INDUSTRY ANALYSIS
• POLITICAL- Free trade agreements with all the countries, which make it
easier for exporting the goods.
• ECONOMICAL- The inflation rate of Singapore is quite high, and
unemployment rate is less. The people are spending a huge amount of
their income on the food sector.
• SOCIAL- Busy lifestyle leads to increase in the demand of ready to eat food
and people are also aware of the healthy and nutritious food.
• TECHNOLOGICAL- Adopting the food innovation and agriculture
biotechnology, which scale up the level of the food.
• ENVIRONMENTAL- Changing habits and awareness in the people. As
Singapore is importing 90% of the food. Soil erosion and water problem
also effect the economic growth of this sector.
• LEGAL- Various food acts and laws, which control the quality of the food
and its standards.

9. GO LOCAL
• To sell the product in every retail outlet and shopping mall.
• To partner with the hotels also.
• To introduce more rice products as per the south east Asia culture
and eating habits.
• Also to go for non-veg items, which will help to generate more target
segment and revenue.

10. GO ONLINE
• To move to all online platforms of the respective countries.
• E- commerce platforms will help to generate a large target segment.
• E-commerce platforms- Lazada, Honest bee, RedMart, Qoo10.
• To promote the product by television commercials, word of mouth,
direct marketing and by other means.

11. GO SOCIAL
• Singapore, Malaysia, and Thailand eating habits are more enriched
with spicy food, and to customize our product or introduce new
product accordingly in the few years.
• In the fast - paced lifestyle, to add ready to eat breakfast/cereals,
instant soups and snacks, and other items which will help them and
add nutritious value to their health.
• To customize the packaging according to the country, behaviour, and
taste of the consumer.

12. HIGH VALUE ADDED FOOD PACKAGING
• A convenient, safe and eco-friendly designed food packaging.
• A healthy & nutritious product labelled, as people are more
concerned about their health issues.
• Fully descriptive labelled containing all the items of the product.

13. INTERNATIONAL STRATEGY
To go for international strategy, as to produce the product in the
domestic market and selling them in the international, with minimal
customization
• To adopt this strategy for 1-2 years
• It will help in reducing the cost structure.
• To better understand the new market.

14. LOCALIZATION STRATEGY
To provide a proper match to their taste and preferences in the
international market, by customizing the product to a large extent or by
introducing new products
• To adopt for this strategy after two years
• Add value to the firm in newer markets
• Increase in profitability

15. LICENSES & CERTIFICATIONS REQUIRED
• IMPORT EXPORT CODE(IEC)
• FSSAI LICENSE
• NOC CERTIFICATE
• RCMC

16. CORPORATE OFFICE
• SINGAPORE- TANJONG PAGAR-To register with accounting and
corporate regulatory authority. (ACRA)
• MALAYSIA- KUALA LUMPUR-To get register with Suruhanjaya Syarikat
Malaysia (SSM)
• THAILAND- BANGKOK-To get register with the foreign business act
and Thailand ministry of commerce.
• INDONESIA- JAKARTA- To get register with Indonesia Investment
Coordinating Board
• MYANMAR- YANGON- To get registered with Directorate of
Investment and Company Administration (DICA)