Assignment Taken

Develop an international market expansion plan

Case Understanding

Mr. Ramalingam Venkatesh founded Ramalingam Foods in south Bombay in 1965. The restaurant was known for its authentic south Indian freshly cooked meals and filter coffee. Instant Dosa Mix, Instant Idli Mix, Instant Gulab Jamun Mix, Instant Laddu Mix, Instant Coffee Powder, Instant Dhokla Mix, Instant Dosa Mix, Instant Idli Mix, Instant Gulab Jamun Mix, Instant Laddu Mix, Instant Coffee Powder, Instant Dhokla Mix, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder, Instant Coffee Powder Most items are currently available in 200 g, 500 g, and 1 kg packaging. Ramalingam Foods' operating revenues for the financial year ending on March 31, 2019 are INR 152 crore. The company's EBITDA increased by 3.16 percent year over year. Its book net value has improved by 20% at the same period. Hired a consultancy to get advices on the international expansion

BCS Solution Summary

As a consultancy firm we are advised to overlook the international expansion. Since 1965, the company has had a ready-to-cook product portfolio that includes dosa-idli quick mix powder, dhokla, gulab jamoon mix, and filter coffee. Planning to expand to Malaysia, Singapore, where there is a large South Indian community. From there, the corporation would expand in Malaysia before exporting to Singapore . Ramalingam Foods has been recommended by the firm to debut with current products in these three countries this year, with product portfolio expansion planned over the next few years. Ramalingam Foods will concentrate on R&D for product innovation (both authentic Indian and Indian-themed global dishes), marketing for brand building and expanding reach.

Solution

AIM

Ramalingam Food's objective for international expansion would be to become the most popular instant mix and fast-food company in the world while overcoming challenges related with cooking traditional cuisines and fast foods in a rapid and hassle-free manner.

 

The following are the goals of Ramalingam Foods in terms of international expansion: Quality, marketing, and our staff will be used to establish the brand name in the countries chosen for expansion.

• To capture a market in the initial years itself
• To generate revenue even though selling at low prices.

The factors influencing the international expansion

The presence of Indian population in these areas

A good portion of the total population of these countries comprises of Indiand that too South Indians

Ease of doing business

The flexible government policies and the culture contributes to the ease of doing business there.

.Vertical Integration 

Ramalingam Food's long-term goal is to vertically integrate because the batter for dosa, idli, and vada is heavily reliant on rice production. Malaysia and Indonesia have a major advantage in this regard. This

Expanding to Malaysia in the first go, because:

In the exconomic crisis Malaysia stayed strong due to teh FDI's, various sectors in the business was also not affected drastically.

The following factors played a significant role in the decision to choose Malaysia:

The majority of Indians are Tamil, Malayali, and Telugu, who have a natural preference for Idli, Dosa, and other RF goods. It is safer to enter into an area with known target clients.

There are several cultural parallels between Indians and Malaysians.Because Ramalingam Foods has expertise and extensive R&D in Indian cuisines, particularly South Indian cuisines, the initial phase is focused on the Indian community. It is also advantageous for Ramalingam Foods because the Tamil and Malayali communities dominate the Indian populace.Along with this, some Malaysian Instant Food Mixes will be launched to appeal to Malaysians, while additional Indo-Singaporean and Indo-Indonesian food mixes will be launched to appeal to non-Indians.

Our target clients or decision makers would be male or female, between the ages of 20 and 60, college students, office workers, and businesspeople.

 Production & supply chain-The items will be made in Malaysia, with the majority of the raw materials coming from India. However, because rice is one of Malaysia's main food grains, and Malaysia and Indonesia both have vast paddy fields, there are potential to import partial raw materials from these two nations.

.Production units - The factory shpuld accessible from all the places where the raw materials are coming and bearing the least cost in transportation .

.Activities that are outsourced-Because Ramalingam lacks experience in these areas, only international recruitment and logistics handling have been outsourced.

Is it better to sell to businesses than to consumers-Ramalingam Foods will sell to both businesses and consumers. While retail customers will be the primary target, research suggests that B2B sales could account for up to 5% of total B2C sales.Many restaurants sell Indian cuisine, including South Indian food, North Indian food, and desert, as a result of the large number of tourists, and we expect high sales from them.

 

Conclusion

Ramalingam Foods will be assisted b Consultancy in navigating all legal aspects with the relevant papers and certificates. In addition, Ramalingam Foods must develop and follow certain policies or procedures in order to deal with the change management that comes with international expansion, this can holistically help them to position themselves in the respective markets.

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