International Management
1. Executive Summary
The purpose of this report is to present 320 Below Pte Ltd a business proposal to venture into Bangkok, Thailand. A series of relevant questions pertaining to the ice-cream parlour business and its future expansion into foreign markets are proposed here to identify business opportunities and risks. The F&B industry in Singapore and the company’s structure has been studied in depth to gain a better understanding of the industry. 320 Below is a Singapore based company that sells fresh ice cream, sorbet and frozen yogurt. The enterprise’s legal structure, its history, mission, vision, goals, objectives and the ownership structure are further analyzed. The products and services offerings of 320 Below are highlighted and supported with the customer profile and demand analysis by the usage of Porter’s Five Forces analysis.
Moving forward, the environmental factors on the host country’s business climate are carefully examined. Based on the findings, the unique usage of liquid nitrogen in making the ice cream is favored at large. Strengths, weakness, opportunities and threats of 320 Below will be evaluated in depth by using the SWOT analysis. A comprehensive business strategy is finalized and proposed comprising of mode of entry and identifying the Hofstede’s national cultural dimensions as it ensures that the different strategies will be carefully studied. Vital components of the 4Ps strategies, which constitutes of pricing strategy, distribution and logistics, promotion and advertising and production and service strategies are also discussed. This will be followed with financial reports and the planning of cost analysis, the projected profit and loss statement expected to derive. The management considerations including personnel, business advisers and contingency plans to be undertaken have been determined. Finally, recommendation will be presented to 320 Below based on the chances of success rate, which will influence its decision making to
The purpose of this report is to present 320 Below Pte Ltd a business proposal to venture into Bangkok, Thailand. A series of relevant questions pertaining to the ice-cream parlour business and its future expansion into foreign markets are proposed here to identify business opportunities and risks. The F&B industry in Singapore and the company’s structure has been studied in depth to gain a better understanding of the industry. 320 Below is a Singapore based company that sells fresh ice cream, sorbet and frozen yogurt. The enterprise’s legal structure, its history, mission, vision, goals, objectives and the ownership structure are further analyzed. The products and services offerings of 320 Below are highlighted and supported with the customer profile and demand analysis by the usage of Porter’s Five Forces analysis.
Moving forward, the environmental factors on the host country’s business climate are carefully examined. Based on the findings, the unique usage of liquid nitrogen in making the ice cream is favored at large. Strengths, weakness, opportunities and threats of 320 Below will be evaluated in depth by using the SWOT analysis. A comprehensive business strategy is finalized and proposed comprising of mode of entry and identifying the Hofstede’s national cultural dimensions as it ensures that the different strategies will be carefully studied. Vital components of the 4Ps strategies, which constitutes of pricing strategy, distribution and logistics, promotion and advertising and production and service strategies are also discussed. This will be followed with financial reports and the planning of cost analysis, the projected profit and loss statement expected to derive. The management considerations including personnel, business advisers and contingency plans to be undertaken have been determined. Finally, recommendation will be presented to 320 Below based on the chances of success rate, which will influence its decision making to