International Business Plan: Keto Ice Cream in Canada

This assignment presents a comprehensive business plan for importing and distributing keto ice cream in Canada. The plan includes an executive summary, business strategy, and marketing strategy. The business strategy focuses on improving the store design, employee training, and developing effective marketing strategies. The marketing strategy covers pricing, promotion, and product development, targeting health-conscious consumers. The plan also includes a market analysis, competitive intelligence, and supplier selection. Furthermore, it details operational plans, SWOT analysis, human resource plans, and a social responsibility strategy. Financial aspects like break-even analysis, purchase costs, and e-business strategies are also analyzed. Finally, it outlines a business exit strategy and emphasizes compliance with Canadian laws and regulations.

Keto ice cream
Marketing plans

Business strategy
• The concerned company is planning to purchase Keto ice cream from the foreign
suppliers and thereby distribute the same in Canada.
• The venture aimed at facilitating feasibility study for analyzing the cost benefit
analysis for a period of three years
• The business developed partnerships with Rebel Creamery for supply
• The concerned organization would aim at providing free training to the employees
while operating in the different markets
• The concerned venture is planning to sell $ 3,50,000 of ice cream in the first year
• The business strategy of the company aimed at improving the experience of the
consumers through improvising the design of the ice cream parlour in the area.

Business strategy
• The business level strategies of the organization are:
• Improvising the design of the store for making the same visually
attractive to the customers
• Improving the training of employees
• Developing effective Marketing strategies for building a loyal
customer base with maximized sales margin.

Marketing Strategy
Pricing:
• The company is proposing to price the product at $ 2 per scoop
• The marketing head of the venture expect targeted annual sale of 175000 scoops
• The organization adopted a market oriented strategy for gaining a competitive edge against the
existing competitors
• Later, the company might switch to penetration pricing strategy for empowering mass acceptance
of the line of products
Promotion:
• The organization would make use of hoardings, boards, trade shows and distribution of pamphlets
as advertising medium
• The yearly outlay on advertisement would be around $20000
• The organization would also make use of celebrity endorsement with the objective of attracting the
attention of the customers

Marketing Strategy
Product:
• The consumption of ice cream in Canada is high
• The consumers are more health conscious and thereby the organization is planning to
develop less sugar based ice- creams
Place:
• The market of ice cream industry in Canada has grown by $ 2.79 Billion with a major
appeal to the youth who are preferring healthy ice creams
• Market variables like culture, religion would not have such strong impact on the product.
• The compliance with GST requirement and yearly tax return compliance shall be made
by the organization
• The organization would also take measures for complying with the labour laws of Canada

Break Even Analysis & Purchase
Cost
• Break Even Analysis
Sl No Cost Amount
1 Direct Cost 122500
2 Indirect Cost 127470
3 Total Cost 249970

Break Even Analysis & Purchase
Cost
• Purchase cost
Sl. No Cost Amount
1 Direct Cost 122500
2 Indirect Cost 127470
3 Total Cost 249970
4 Sale price 2
5 Break Even Units 124985

Operational Plan
Loan 1,50,000.00
Cash Invested 50,000.00
Business type Ice Cream Shop
Location In the food court of the Busy Mall
Size 556 square feet
Rent 3,500 Gross of taxes
Projected sales-Year 1 3,50,000.00
Sales break even 2,50,000.00
Financing/Collateral 50,000 Equity value
150,000 Equipment value

SWOT Analysis
Strengths
 Wide range of flavours along with low carbohydrates
 Product price is not very high
Weakness
 Not very long shelf life, new product with less developed market
 Difficulties in market penetration
 Huge international competition in the ice cream market
Opportunities
 Market size of $ 2.9 Billion
 High acceptance among the youth
 Increased purchasing power of people
Threats
 Tough competition in the market
 Product is new
 Seasonal product
 Labour shortage

Plans
Human Resource Plan
• Proposed expenditure on labour is $ 48000 with only 4 staffs ranging from cashier to manager
• The growth plan of the company is to increase staff to 30 in 2 years
Social Responsibility Strategy
• Social responsibility strategy shall encompass donation of 1 cent for every scoop of ice cream
sold
E Business Strategy
• Company is planning to list itself in aggregator websites like Zomato to increase sales and
revenues of the product
Business Exit Strategy
• In case the company is not made profitable in three years of operations, shut down the
business and lay off the assets