Internationalization Strategy for Kricket Soho: Business Plan Analysis

This report provides an in-depth analysis of Kricket Soho's business plan, focusing on its unique fusion cuisine that blends Indian spices with UK ingredients. It examines the company's strategies using a business canvas model, exploring key activities, value propositions, customer relationships, and segments. The report also delves into Kricket Soho's resources, channels, cost structure, and revenue streams, highlighting the competitive advantages and challenges associated with its international expansion plans. Furthermore, it includes an interview with the owner, offering insights into the firm's progress and future strategies. The analysis covers the company's evolution, customer-centric approach, and use of digital marketing, culminating in a SWOT analysis that identifies opportunities for growth beyond national borders, along with funding and pricing strategies.

Running head: INTERNATIONALIZATION OF BUSINESS
INTERNATIONALIZATION OF BUSINESS
Name of the student
Name of the university
Author note

1INTERNATIONALIZATION OF BUSINESS
Executive summary
The report aims at understanding the business plans that are formulated by the enterprise, Kricket
Soho. It is a restaurant, which aims at creating an unique fusion of the food based on the spices
from India and the ingredients found in UK. The unique recipes have helped in the quick growth
of the enterprise in the market. The firm is aiming at entering the international markets.
Therefore, the report enumerates the strategies that are being considered by the firm through an
evaluation of a business canvas model. The report also enumerates an interview of the owner,
which helps in the clear understanding of the progress that is being planned for the enterprise.

2INTERNATIONALIZATION OF BUSINESS
Table of Contents
1. Introduction to the company........................................................................................................3
2. The business plan of the company...............................................................................................3
3. The interview with the owners of the company.........................................................................10
4. Conclusion.................................................................................................................................12
References......................................................................................................................................13

3INTERNATIONALIZATION OF BUSINESS
1. Introduction to the company
The change in the tastes and the preferences of the consumers has affected the growth of
the organizations largely. The concerned company for this report, Kricket, has taken steps to
address the change of tastes and preferences of the communities and to introduce a new food
preparation concept in UK. The company is aimed at intermingling the ingredients found in UK
with the spices and aromatic flavors of India. The steps taken by the company has helped in
bringing innovation in the food and beverage industry of the locality. The company started its
business in the year 2015 with a small-scale approach. However, it expanded its business
considerably within a year’s time and established a permanent restaurant in the year 2017.
Therefore, the progress of the company is being determined through the expansion that is being
undertaken by the organization. The report helps in the understanding of the business plan that is
being undertaken by the company for making its further progression in the market. The proper
planning of the resources and the utilization of the same for the benefits of the organization are
determining the future prospects of the company.
2. The business plan of the company
The section of the report is aimed at understanding the current undertakings of the
company and thereby understands the modifications that are required for improving the market
situation of the company and its expansion in the global markets (Ciravegna, Majano and Zhan
2014). The section also enumerates the determining factors of the improvements and the
challenges that the company might face while expanding the business beyond the borders of the
nation.

4INTERNATIONALIZATION OF BUSINESS
The partners
Suppliers-
Reynolds- supply
green veggies and
the required
ingredients to the
company.
Nisbets Plc-
Supplies the
necessary tools
and equipments
for the
restaurant’s
smooth
functioning.
Spices of India-
The “Spices of
India” supplies
the most required
spices to the
company, as
without the
aromatic spices
Key Activities
The key activities
that are being
undertaken by the
restaurant is based
on the fusion of the
taste and aroma of
the Indian spices
with a blending of
the ingredients
from UK. It helps
in making a unique
blending of the
necessary elements
resulting to a new
concept of cookery
in the region. The
uniqueness of the
foods has helped
the organization in
making its progress
in a short span of
time. on the other
Value Propositions
The company has
taken steps to bring
in improvements in
the food that is
being served in the
normal restaurants
of UK. It is aimed
at bringing in
modifications in
the food through
the addition of the
aromatic spices
from India and
blends it with the
normal ingredients
as a process of
fusion to bring in
innovation in the
food manufacturing
and catering
industry of UK.
The switch of taste
Customer
Relations
The restaurant
holds a good
customer relations
through the
customization of
the foods based on
the requirements of
the people .
Moreover, the
restaurant also
takes steps to bring
in improvements in
the foods, which
again helps the
organization in
retaining the brand
loyalty among the
target consumers.
The demands and
the preferences of
the consumers is
Customer
segments
The customer
segmentation is
based on the
relative customer
buying habits. The
varied customer
segmentation of
the enterprise is
based on the
undertakings. The
business firm is
focused on the
fusion of the tastes
and the different
array of
delicacies, which
helps in attracting
the attention of
both the UK
residents and the
Indian people who
have settled in

5INTERNATIONALIZATION OF BUSINESS
the major
objective of the
company of
making a fusion
of the foods
cannot be
undertaken.
Accountants-
The accountants
of the
organization help
in maintaining a
clear record of
the expenses and
the income of the
business
undertaking. The
accounting team
helps in the main
course decision
making of the
organization. It
helps in
determining the
progress made by
hand,
supplementing the
foods with the
traditional drinks of
both the countries,
visualized- India
and UK helps in the
binding of the
traditions prevalent
in the nations.
and the
intermingling of
the cultures of both
the nations,
through the foods
and beverages that
are being provided
by the restaurant
have helped in
bringing in
improvements in
the market situation
of the restaurant.
The restaurant also
has taken steps to
understand the
preferences of the
customers visiting
their restaurant and
thereby
manufacture and
customize their
foods based on the
preferences. It has
helped the
restaurant in
the major
consideration that
is being undertaken
by the organization
for bringing in the
relevant
improvements in
the structure since
its inception. The
free availability of
the wifi and the
other facilities that
is being promised
by the restaurant
has helped in
retaining the value
of the consumers.
UK. It actually
provides the
enterprise with a
growing scope in
the market. The
varied cultures
and the heritage of
the enterprise is
facilitated by the
customer retention
and appreciation
of the quality
aromatic
delicacies which
is supposed to be
unique in the UK
market.
Key Resources
The key resources
that are being
utilized by the
company is based
on the proper and
smooth functioning
of the restaurant in
Channels
Digital marketing
strategies are being
undertaken by the
restaurant to reach
out to their
customers.
Evidently, the
restaurant has

6INTERNATIONALIZATION OF BUSINESS
the organization.
Interior
designers of the
company-
The interior
designers of the
company have
helped the
restaurant in
maintaining the
designs and the
lightings, which
helps in attracting
the attention of
the customers. It
helps in
improving the
presentation of
the restaurant in
the eyes of the
customers.
a competitive
business
environment.
Electricity-
Electricity is
essentially required
by the organization
for the lighting and
the other purposes
like powering up
the equipments,
which helps in the
smooth functioning
of the restaurant.
Wifi- Wifi is again
another facility that
is provided by the
restaurant to the
customers and the
employees.
Human power-
Human power is
perhaps the most
important
requirements of the
restaurant apart
undertaking steps
to retain the value
of the customers.
taken steps to
improve their
website more
reaching out to the
customers. The
restaurant has also
made use of the
“booking” section,
which helps the
consumers to book
a table online.

7INTERNATIONALIZATION OF BUSINESS
from the raw
materials. It helps
in the functioning
of the business
enterprise.
Equipments-
Equipments are
required for the
cooking and the
other purposes as
applicable. It also
helps in the smooth
functioning of the
enterprise and
contributes to its
growth and
expansion.
Cost structure
The cost structure of the company is based on the
activities that are being undertaken by the
organization. The concerned company undertakes
ways to import the Indian spices, which is the main
center of attraction of the food that is being
delivered by them. The company is undertaking the
cost of importing the spices with a recurring
Revenue streams
The revenue streams are dependent on the
customer’s value creation of the foods prepared by
the restaurant. The quality of the foods plays a
major role in the value creation. On the other end,
the advertising functions undertaken by the
enterprise has helped in the outflow of cash as
investments for making the people aware of the

8INTERNATIONALIZATION OF BUSINESS
payment of the excise and the customs duties. On
the other hand, the company also undertakes the
transportation costs for importing the spices from
India. In order to make a buy of the natural
ingredients from the UK markets, the restaurant is
required to pay Reynolds for the veggies and the
stuffs similar to that. The cost of employing the
human resource is again another cost that is
incurred by the company for the smooth and safe
functioning of the business in the market.
existence of the business concern. The reasonable
rate of the delicacies attracts a variety of customers,
which affects the productivity of the business firm.
The restaurant is also aiming at making an
expansion in the business. Therefore, there are
costs that are required to be incurred by the
enterprise. On the other hand, the value that is
being created on the food products has enhanced
the value of the restaurant for the customers. The
mode of payment that is being facilitated by the
company helps the customers with a wide range of
paying options.
Table 1: Business canvas model of Kricket Soho
(Source: Kricket.co 2018)
The business plan that is being enumerated by the firm has helped in making the
proficient improvements in the structure and the market situation. The uniqueness of the food
that is prepared by the company is the main essence for its improvements (Muhtaroglu et al.
2013). Moreover, the reasonable pricing strategy of the restaurant and the quality of the food
helps in retaining the brand loyalty among the customers. The fusion that the restaurant
undertakes has helped the restaurant in attracting the attention of the UK and the Indian
residents. The strategies that are being implemented by the company are based on the
Intellectual Property (IP) of the business firm (Fletcher and Harris 2012). The concept of the

9INTERNATIONALIZATION OF BUSINESS
IP helps in enumerating the steps for undertaking the improvements. The digital marketing
strategies have also helped in bringing in improvements based on making the people aware of the
existence of the firm in the market. The intellectual property of the organization helps in
undertaking the crucial decisions affecting the growth and prosperity of the business. The fast
evolution of the restaurant is based on the increased productivity and the customer retention
(Onetti et al. 2012). The customer-oriented approach of the business firm, the uniqueness of the
food helps in customer retention. On the other end, the specialization of its channels has helped
in making the most of the resources that are available for the smooth functioning. The updated
website of the organization and its profile in the social media platforms like Facebook, twitter
and the like has helped the organization in reducing the costs of advertising. The monitoring over
the services, foods and beverages that is being provided by the restaurant has helped in
improving the quality that is delivered to the people. The SWOT analysis of the business has
helped in enumerating the opportunities of its growth beyond the borders of the nation. The
variation in the food and the cultures has helped the firm in attracting the attention of the
customers (Wheelen and Hunger 2017). The competitive pricing strategy of the organization
has helped in the understanding of the market situation of the company. The reasonable rate of
the prices and the aromatic foods that are based on the fusion has helped in the understanding of
the strategies. The funding of the organization is also considered while making a strategy for
internationalization of the business. The reduction of the costs that are being incurred by the
organization will be helping the organization in speeding up the progress of the organization.
The competitive advantage of the organization helps in determining the progress made by the
company based on the uniqueness of the food. The company aims at bringing in improvements in
the quality and is aiming at increasing the recipes so as to suit the preferences of the varied

10INTERNATIONALIZATION OF BUSINESS
customers. It will help the organization in making a gradual progress in the market and overcome
the competition (Wheelen and Hunger 2017).
3. The interview with the owners of the company
An interview with the owners of the business concern was undertaken with the view of
understanding the steps that are taken by the firm for making its improvements in the market in a
short span of time. The growth of the company since its inception is huge which can be
understood through the revenue that is being created by the company while functioning. It has
helped the company in making a steady progress in the market. According to William George,
the director of the company, the progress made by the enterprise is based on the customer
satisfaction through the value creation. It has helped the organization in making a quick
progression in the market.
On the other hand, Richard Andrew stated that the company has taken steps for
introducing the food products in the international markets. The action plan that is being
formulated by the company has helped the organization in determining constrains to their growth
and thereby the company is taking steps to reduce and overcome the barriers. The issues faced by
the company in maintaining the smooth functioning of the enterprise is based on the
communication lags. The Managing Director stated that communication lags has already started
affecting the business’s relation with its chief stakeholders. The other factors that are acting as a
barrier to their growth are the political and geographical factors. According to the owner, the
company is taking steps to make their services and the products available within a fixed radius.
The involvement of the stakeholders and the utilization of the proper channels will be helping the
restaurant in making the required progress in the market. The business concern has taken steps

11INTERNATIONALIZATION OF BUSINESS
for making improvements in the systems based on the demand and the market considerations.
The cost effective functions of the firm and the innovations in the recipes will be helping the
firm in making an entry in the international markets. The collaboration with the stakeholders and
the joint functioning that is being undertaken by the firm has contributed to its growth. The
owner stated that the restaurant is into the development of the CRM, which will be helping the
firm in understanding the preferences of the customers. It will help in bringing in improvements
in the structure of the organization and thereby bring in progress.
Finance is again another factor that is a constraining factor to the progress planned by the
organization. The lack of ample finance affects the growth of the organization. Therefore, the
management is taking steps to bring about an improvement in the finance structure of the
organization. However, the opportunity for its growth is high based on the uniqueness of the
food and the quality of the services that are being delivered to the clients. The customer
satisfaction is the major objective of the company, which is being fulfilled through the
undertaking of the proper functioning and management of the restaurant. The CEO stated that the
restaurant is also looking forward to provide integrated training to their staffs for enhancing the
productivity through the enhancements of the skills of the individuals. A skilled workforce is
believed to help the organization in making its progress in the market. The allocation of the
resources and the careful planning of the systems will be helping the organization in making its
desired progress in the market. A thorough investigation is also required to be undertaken in
order to determine the competitive market situation of the organization. It will help the restaurant
in placing its deliverables based on the demand faced by the commodities. The market
considerations help in determining the progress made by the organization. The determining
factors of the progress are based on the proper placements of the products in the market. The