NMO S4 SPRINT ONE | BUSINESS CASE SCENARIO - 03
Submission BCS
Ramalingam Foods
Submission Date & Time: 2021-11-25 05:55:50
Event Name: NMO S4 Sprint One - IIM Visakhapatnam
Solution Submitted By: Sreelakshmi K S
Assignment Taken
Develop a marketing strategy to tap into a fast expanding marketCase Understanding
Since 1965, Ramalingam Foods has been a very successful fast food business in South Bombay. The restaurant was well-known for its authentic south Indian cuisine and filter coffee. The company expanded to become a pan-India company selling a variety of items, including instant dosa mix, instant idli mix, instant gulab jamun mix, instant laddu mix, instant coffee powder, and instant dhokla mix. The majority of these items are 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. . With the support of our consultancy and a budget of INR 50 crore, Ramalingam Foods is now looking to grow its international business in one of the overseas locations.BCS Solution Summary
. Ramalingam Foods Consultancy for international expansion. Ramalingam Foods has a ready-to-cook product portfolio that includes dosa-idli instant mix powder, dhokla, gulab jamoon mix, and filter coffee. The consultancy h has planned to expand in South-East Asia, specifically in Malaysia, Singapore, and Srilanka, where there is a large South Indian community. Using various strategies and models we will analyze the markets in these places.Solution
Market Penetration
First we are going to expand our business into Malyasia, a good portion of malay people are from India. The working class, students are comprised in this group. The indigenous tastes and cooking styles contribute to this a lot. The working class alos would prefer something that's ready to cook, In Malay regions the tamil and Keralites can actually be targeted.
Singapore
Singapore is closely related to Malasyian cuine. The economy is doing good in Singapore, the disposable income is also high. Th price insensitive working class will definitely try out this dosa and idli batter mix.
Srilanka
As India is a little superior than Srilanka in terms of economy as well as the advancements, idf we are providing quality products at low prices they are going to take our brand into consideration.
Promotions and advertsing
Advertsing
Social media advertising
Youtube advertsing
Email advertsing
Promotional activities
Discount coupons and referrals
Influenzer marketing
Conclusion
Ramalingam Foods will penetrate the market in these countries, establishing itself as a prominent contender in the ready-to-eat food area, using the indicated marketing and promotion techniques Ramalingam Foods' will work on their brand recognition. The suggested expansion plan and strategy are compliant with the laws and regulations of all three nations, and will assist Ramalingam Foods in becoming the market leader in the next years.Attached File Details
Comments
Article Type: Business Case Scenario, Case Study Solution Submission
Business Case Detail
Title: NMO S4 SPRINT ONE | BUSINESS CASE SCENARIO - 03
Type: Case Study
Stream: Management
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