International Business
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Transcript of International Business
Healthy Choice Fresh Mixers
ConAgra Foods move to anInternational Market
Sri Lanka
Priyanka Ramdas
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
•Ceylon Foodso Processed food exporter in Sri Lankao Largest contributor to processed food
industry •KC Marketing Services o Manufacturero Trading Companyo Agent
Competition
Entry Strategy Barriers
•Taxes
•Familiarity
•Building relationships and communicating with the street vendors
Joint Venture•East West Marketing LTdo Major food manufacturero Have knowledge and presence in Sri
Lanka
Our Product
Jordan Simonson
Product•Our product will consist of an entire mealo white, basmati riceo main curryo side curry
•Three Options o fish, beef, and vegetarian
•Gluten-free and Dairy-free
•The rice will already have water in the packaging and it will be packaged in a microwavable container
•Edible by handso hand-wipe tissues
•Future expansion strategies
Product Advantages
•Main Dish: Curried Rice Options: Veggies, Fish, or Meat
•Steamable •Enough protein and fiber for one third of daily
intake
•Contains wheat and soy for a balanced diet
•Easy and on the go
Market
Maureen Slavin
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
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 center
o Kandy center of island point of Sri Lankan culture
Implementation Plan
Danielle Scodellaro
Price•296th out of the 300 most expensive places to
live 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 Lanka costs $5.67
199 Sri Lankan Rupees ($1.79)
Place•Street side vendorso establish relationships through our Joint
Venture 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
Promotion•Cricket o Healthy food targeted at young families
or bachelorso Cricket player as the face of our producto Stands at cricket games and sponsor the
national team
•Responsible brand
•Street Side Vendors
•Made by Sri Lankans, for Sri Lankans
Healthy Choice Fresh Mixers
We would now like to open the floor for questions.