XYZ company produces frozen goods and wants to expand its exports business. It currently lacks brand awareness abroad and does not export to the UK, which makes up 70% of the frozen foods export market. To succeed, XYZ must invest in UK certification, address weaknesses like its limited product portfolio, and leverage its export knowledge. It plans to target the UK and NRI markets, ensure high product quality, and use segmentation and the OODA loop strategy to act quickly based on market observations. XYZ will also build brand awareness through online and offline methods like social media marketing, product reviews and videos. It needs an efficient distribution strategy using IT to improve its supply chain and gain a competitive advantage.

1. Sync Quest Case Study Competition Contact details Email id : u110127@stu.ximb.ac.in u110155@stu.ximb.ac.in Phone No. : 7873223326, 8018424757 Prepared by Amit Kaundinya (XIM B 2010- 12) Kumar Gaurav (XIM B 2010-12)

2. Business Focus Area : Exports The BCG matrix for XYZ company in the frozen goods market : showing exports, institutional and domestic revenue shares plotted against market growth rate. Domestic market is the star. Exports is the “?” XYZ must focus on exports as it has potential to gain market share and increase revenues. Refer Appendix 1 for BCG Matrix

4. Leverage its export business knowledge and services to improve logistics efficiency and reduce costs.

5. Lack of brand awareness abroad

6. Absence in U.K. which is 70% of the exports market.

7. Need to invest for UK certification costing 10 cr.

8. Absence of chicken as frozen food which has a large demand in export market.

10. High growth rate in export sector

11. Inability to get certificate to export to UK.

13. XYZ needs certification worth 10 cr. (i.e. an amount equal to 10% of their total revenues) to do business in the U.K.

14. Current growth rate of XYZ export business is at 10% compared to market growth rate of 40%.

15. No brand presence in UK markets.

16. Competition from already established players in the overseas market.

18. Target the NRI market : concentrate on the “Indianness” of the XYZ brand. Provide Indian recipes on the product packaging to enhance the “India” factor in the product.

19. Ensure product quality is of superior level. Have quality adherence processes in place.

20. Imperative to enter the UK market as it is 70% of the total frozen food export business. Hence act fast and with pace to get the UK certification. Refer appendix 2 for revenues expected from UK

21. Identify target areas of high consumption of frozen goods. Subdivide this into areas depending on the variety of foods.

22. Two subdivided categories would be vegetarian and non vegetarian foods. Subdivision of areas will be based on consumption trends and eating habits in the area..

25. Brand recognition

26. Brand issues with restaurants recently due to quality issues.Branding : Efficient and Effective Offline Branding : Use of traditional media. Majorly targeted to domestic and institutional markets. Online Branding : Branding and marketing of services on the internet. Majorly target to the NRI, export audience.

28. Advertise at hoardings near fast food joints, super markets and malls containing high target group of customers.

29. Get associated with new fast food restaurants entering domestic market and leverage their brand equity for XYZ frozen products.

31. Have an online company blog as an interaction with end customers.

32. Targeted geographic advertising for UK markets through Google Adwords, Facebook ads, Unruly media.

33. Upload frozen product recipe videos on sites like youtube.com, dailymotion.com. Viral market the frozen good products and increase your brand equity.

34. Get your frozen foods reviewed on blogs and video reviewed on sites like Freezer Burns

35. Keep monitoring how your website is faring in terms of traffic, geographical reach, conversion of visitor to customer, etc.. This can be easily done through analytics tools such as Google Analytics.

37. Location in East India a major hindrance.

38. Competition is growing due to use of an effective supply chain. XYZ company is lacking behind.

39. Need to act fast as competition is spreading fast and establishing their brand presence.Attract Retailers And Wholesalers By Giving Discounts The discounts depend on the annual turnover of the retailer, the cabinet space allocated to XYZ company products, and the frequency and size of deliveries.

41. Maintenance for the online packaging system be given to a reputable company.

42. Measure various KPI’s (Key performance indicators) using BI reporting tools.

43. Dashboards should be presentable quickly to management to take corrective/preventive actions on any issues.

47. Domestic market leader ( medium term)

48. Export market leader ( long term)Stage 1 Stage 3 Stage 2 (1-2 years) (4-5 years) (8-10 years)

50. The XYZ company has a suitable credit rating to get loans from the market, banks, etc.