MGT 2228 Global Entrepreneurship Project: Maple Leaf Food in India

This project presents a comprehensive analysis of Maple Leaf Food's potential expansion into the Indian market. The report begins with an overview of Maple Leaf Food and its products, specifically focusing on Maple Leaf Top Dogs Chicken Hot Dogs. It then delves into a detailed market analysis of the Indian meat and chicken market, highlighting its growth drivers and the increasing demand for meat products. The internal analysis assesses the company's strengths, weaknesses, opportunities, and threats. An external analysis, utilizing the PESTLE framework and Porter's Five Forces, evaluates the political, economic, social, technological, legal, and environmental factors influencing the market. The project identifies the target market and proposes a market entry strategy, specifically a Greenfield investment approach. It also discusses corporate social responsibility. The conclusion summarizes the findings and suggests the viability of introducing Maple Leaf's Chicken Hot Dogs to the Indian market, given the limited competition and growth potential. The project includes references to support the analysis.

Global
Entrepreneurship
Maple Leaf Food

Introduction
• The intent of this presentation is to expand the
business operations of Maple Leaf Food in the
Indian market.
• The selected product for the expansion is Maple
Leaf to Dogs Chicken Hot Dogs
• The presentation is comprised of detailed India
market analysis along with an analysis of the
external and internal environment.

Overview of Maple Leaf Food
• Maple Lead Food is offering its services in the
market of Canada from the last 100 years, with
the purpose of always moving forwards towards
growth.
• By offering a different variety of food like Maple
Leaf To Dogs Chicken Hot Dogs company is
aiming to reconnect families by adding
goodness in their product (Maple Leaf Food,
2019d).

Market Analysis
• The market of meat packaging is growing at a
global level because of a number of factors like
urbanization particularly in the merging nations
such as China, Brazil, India, and Russia (Future
Market Insights, 2019). The growing middle-
class segment of India is the driver of the meat
segment growth. According to the research,
there will be over 80% growth in the demand for
meat and chicken by the year 2022.

Internal Analysis
• Strength
Quality Products
• Weaknesses
Limited Operations
• Opportunities
Expanding operations in different countries
• Threats
Competition

External Analysis (PESTLE
Analysis)
• Political/Economic Events
Increasing Economic Disparities
• Social Events
Quick lifestyle transformation
• Technological Events
Computerized operations
• Legal Events
Taxes
• Environmental events
Food processing challenges

Porter Five force analysis
• Threat of New Entrant – High
• Threat of Substitute Products – High
• Power of Buyer – Low
• Power of Supplier – Low
• Competitive rivalry - Low

Target Market
• The target market for Maple Leaf Top Dogs™
Chicken Hot Dogs will be majorly targeting the
adults, teenagers, and old age people.

Market Entry Strategy
• Market Entry strategy is said to be an organized
method of distribution and delivery of products in
the new market. In the export and import of the
goods refers to the establishment and
management of the operations in the
international region (Tielmann, 2010). Maple
Leaf Food will take entry in the Indian market
through Greenfield Investments

Corporate Social Responsibility
• CSR is the self-regulating model of business that
supports business to be accountable socially
towards stakeholders, public, and itself (Malecki,
2018). Maple Leaf Food is intensely socially
responsible as it manufacture products by using
natural ingredients that take care of the health of
its customers.

Conclusion
• The above presentation has provided a brief market
analysis of the Indian market in order to analyse whether
Maple Leaf food can expand its operations in the country
or not. From the analysis, it has been identified that
Indian meat and the chicken market does not involve a
number of brands in this industry in fact 90% of the
market are covered by unauthorized retailers. This offers
an opportunity to establish the brand "Maple Leaf Food"
in the Indian market by introducing its Chicken Hot Dogs
and give strong competition to the limited number of
players.

References
• Bhasin, H. (2018). PEST analysis – Political,
economical, sociological, technological. Retrieved
from https://www.marketing91.com/pest-analysis/
• FnB News. (2019). Indian meat market to reach $65 bn
by 2022”. Retrieved from
http://www.fnbnews.com/Interview/indian-meat-market-to
-reach-65-bn-by-2022-43313
• Future Market Insights. (2019). Meat Packaging Market:
Global Industry Analysis and Opportunity
Assessment 2015-2025. Retrieved from
https://www.futuremarketinsights.com/reports/meat-
packaging-market

References
• Kaynak, E., & Baker, J.C. (2013). International Business
Expansion Into Less-Developed Countries: The
International Finance Corporation and Its
Operations 2nd ed. U.S: Routledge.
• Malecki, C. (2018). Corporate Social Responsibility:
Perspectives for Sustainable Corporate Governance 1st
ed. U.K: Edward Elgar Publishing.
• Maple Leaf Food. (2019a). Sustainability. Retrieved from
https://www.mapleleaffoods.com/sustainability/overvi
ew/

References
• Maple Leaf Food. (2019b). Our Products. Retrieved from
https://www.mapleleaf.ca/products/
• Maple Leaf Food. (2019c). Maple Leaf Top Dogs™
Chicken Hot Dogs. Retrieved from
https://www.mapleleaf.ca/product/maple-leaf-top-
dogs-chicken-hot-dogs/
• Maple Leaf Food. (2019d). A Sustainable Protein
Company. Retrieved from
https://www.mapleleaffoods.com/

References
• Maple Leaf Food. (2019e). Making Great Food with
Brands You Love. Retrieved from
https://www.mapleleaffoods.com/our-brands/
• Tielmann, V. (2010). Market Entry Strategies:
International Marketing Management 1st ed.
Germany: GRIN Verlag.
• Trakman, L., & Ranieri, N. (2013). Regionalism in
International Investment Law 1st ed. U.K: Oxford
University Press.