Strategic Analysis of Bairaha's Market Expansion Plan in India

This report evaluates Bairaha's strategic growth option of expanding its market into India, a well-known poultry producing company in Sri Lanka. The analysis employs the SAF model to assess suitability, feasibility, and acceptability, determining the viability of entering the Indian market. Porter's Value Chain Analysis is utilized to evaluate operational aspects such as inbound and outbound logistics, marketing, and service delivery in Bangalore and Chennai. Key stakeholders are identified using Mendelow's Power Interest Grid, including investors, management, and consumers. The report also analyzes financial, physical, and technological resources required for the expansion. Furthermore, it suggests methods for making the project environmentally friendly and socially responsible through hygienic practices and waste recycling. The conclusion emphasizes the need for Bairaha to ensure its product quality meets or exceeds Indian standards and to maintain hygienic production processes to gain consumer trust and acceptance in the new market.

Name of the Student
Name of the University
Author Note
Strategic Management –
Assignment 2

Executive Summary
The Bairaha company is a well known poultry
producing company in the country of Sri Lanka that is
renowned for its manufacture of high quality meat
products.
After experiencing much success in Sri Lankan
metropolis, Bairaha has now set its sights on India,
with the hope of expanding its market to this part of
the subcontinent.
This report looks at the strategic growth option of
the market expansion into India in order to achieve
the company objectives, by using the SAF model,
porter’s value chain analysis, identification of key
stake holders and the analysis of resources and tools.

Table of Contents
1. Evaluation of Strategic Growth Option of Market
Expansion into India to meet company objectives
using the SAF Model.
2. Use of Porter’s Value Chain Analysis to evaluate
the strategic growth option
3. Identification of key stake holders using
Mendelow’s Power Grid
4. Analysis of Resources
5. Ways to make the market expansion greener and
more socially acceptable
6. Conclusions and Recommendations
7. References and Bibliography

Task 1 – SAF Model –
Suitability
In order to achieve the strategic growth option of market
expansion, the SAF model has been used for analysis
(Kowalkowski et al. 2015).
Suitability –
Environmental Suitability – The production or manufacture of
high quality chicken by Bairaha is compatible with the Indian
environment.
Expectation Suitability – Bairaha is more than likely to be able
to meet its expectations in terms of profit in the new country of
expansion, given the love for chicken products in India
Capability Suitability – Bairaha has capable manufacturing
specialists and poultry experts who are likely to do a thorough
job of producing the best quality chicken meat when expanding
operations to India

Task 1 – SAF Model –
Feasability
Feasability –
Bairaha, based on its success in Sri Lanka, has the
financial resources needed in order to make an investment
in overseas operations in India
Bairaha is serviced by a team of high qualified
professionals who will provide the company with the
manpower that it needs in order to run operations in India
quite successfully.
High quality equipment for chicken manufacture in
addition to a skilled management team to oversee
operations in India is what Bairaha has to ensure success
for its business on Indian soil.

Task 1 – SAF Model – Acceptability
Acceptability –
Given the widespread demand for chicken products
in Indian cities and towns, the Bairaha company is
certain to experience success when it expands its
operations to India
The country of India has the sufficient target
population that the company requires in order for
its chicken products to do well, business wise`
High quality ingredients and good work spaces exist
in India, that can be used by Bairaha for its
operations, especially when it comes to the
hygienic production of frozen chicken meat for sale.

Task 2
Using Porter’s value chain analysis, the potential of the strategic growth
option of market expansion shall be analyzed.
Inbound Logistics – the raw materials and products required for the
manufacture and sale of Bairaha poultry foods in India can be handled
easily by counterparts and business partners in India (Porter 1991).
Operations – The operations for market expansion can be carried out
by making the city of Bangalore the base for the operations
Outbound Logistics - Bangalore will also serve as the site for
outbound logistics with the poultry products being distributed from the
company base to other channels in the city as well as to the other city of
operations, Chennai.
Marketing and Sales – the marketing and sales activities for Bairaha in
India will be carried out by competent professionals recruited from the
cities of Bangalore and Chennai
Service – Customer services will be provided by Bairaha in both Chennai
and Bangalore for the convenience of consumers (Porter 1991).

Task 3
Identification of Key Stakeholders using Mendelow’s
Power Interest Grid (Mendelow 1991).
The key stakeholders in the process of market
expansion to India will include
- investors in Bairaha products from Sri Lanka (High
Power)
Investors and partners for Bairaha expansion in India
(High Interest)
The management of the Bairaha company (High
Power)
The consumer s of Bairaha poultry products in India
(High Interest and High Power).

Task 4 – Analysis of
Resources
Financial – the financial resources used for market
expansion will entail the cash investment that is
made in the production and distribution of Bairaha
poultry products in Chennai and in Bangalore.
Physical – Well protected trucks and vans shall be
in place in Chennai and Bangalore for the transfer
and distribution of poultry products to the actual
Bairaha market place.
Technology – Bairaha will develop special apps
that customers can use to place an order for
Bairaha poultry products from the comfort of the
home.

Task 5
Ways to make the project greener and
more socially acceptable will include –
Use of hygienic methods of poultry product
manufacture and distribution
Through the recycling of wastes that are
generated as a part of the manufacture and
distribution process.

Conclusions and Recommendations
The Bairaha Company needs to focus on
making its products acceptable to the
Indian audience by producing meat quality
which is equivalent to and preferably better
than the meat quality in India.
Efforts need to be made on the part of the
Bairaha Company produce its chicken and
poultry products in as hygienic a manner as
possible to encourage more and more
people to try out their food in India

References and Bibliography
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