Exporting Sumo Salad to India

International Business Capstone

Exporting Sumo Salad to India[pic 1]

Mai Phuong VO 11568399

Table of Contents

1. Business Overview        

2. Product Offers        

3. Situation Analysis        

3.2 Location        

3.1 Target Segment        

3.3 Key competitors        

4. Business Structure        

5. Legal considerations        

5.1 Standards and technical regulations        

5.2 Labelling requirements        

6. Cost and expected return        

6.1 Cost        

6.2 Expected return        

7. Promotion Strategy and Plan        

8. Risk Management        

9. Implementation        

10. References        

11. Appendix        

1. Business Overview

Sumo Salad was established by Luke Baylis and James Miller in Sydney 2003 provide healthy, wholesome fast food such as nutritious salads, pastas, wraps and juices. The company tries to bring healthier eating habits to nations as well as community by eliminating unnecessary fats, GMOs, and artificial ingredients whenever possible in their products. In 2015, Sumo Salad owned over 100 stores within Australia and also international locations including New Zealand, Singapore, United Arab Emirates, USA and South America (Sumo Salad 2015).

Sumo Salad chooses India as the next destination country in their adventure to exporting their goods due to its attractive organic product’s market (showed in IBIF report). Sumo Salad objectives in short term is to achieve twenty per cent share in fast food market in India over next 3 years. In order to reach this goal, Sumo Salad need to present good performances in term of operation, marketing and even finance.

2. Product Offers

There are three basically three main sections that Sumo Salad offer to the customers including fresh, ‘design your own’ and made- to- order salads in aid to helps the customer to get the best option for their meal. The basic products is provided in the table below:

3. Situation Analysis

3.2 Location

Delhi could be considered as a potential place to establish the first store in India due to some outstanding features. According to the Economic survey of Delhi 2012-2013, Delhi has the rapid population increase lead to the growing in density of population from 6,352 persons per kilometres square in 1991 to 11297 persons per kilometres square in 2011. This clearly shows the dramatic increasing in the demand for catering industry. Furthermore, the most major activity group of Delhi is ‘Retail Trade’ with 48.9 per cent of total establishments and the growing in of 7.46% in production index in 2011-2012 for food and beverages shows the ongoing development of the fast food industry in Delhi.