Case 2 ISL Essay

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MKT 7300 A01
INTERNATIONAL MARKETING

Yummy Indian Spices- Let the World Try Them!

Submitted to Professor Brock Cordes by Student Number 7743858

Situation Analysis

Indian Spices Limited (ISL) was founded in 1984 by Mr. Rajat at Mumbai- which is the commercial hub of India. He had a deep understanding of the business, industrial knowledge, experience, and strong leadership skills blended with an innovative approach. The core value of the product is its quality; ISL was the first Indian company which was certified by the government of India for its quality control and measures.
Mr. Rajat saw a newspaper article in which it was mentioned that the growing popularity of Indian spices in the North American market. He connected immediately with his company’s vice president of marketing for further discussion regarding global reach. He noticed the niche segment of the customers in the North American region, but his concern was in terms of global strategies for production, marketing, and distributions of Spices in foreign countries. As per Mr. Rajat, there were two important aspects to capture international markets, those were: 1) Value added products which can cultivate branded product and services 2) Making International brand image for the quality.
India is known as the land of spices, different varieties of spices and good quality are the competitive advantages of India, especially from an Indian state known as “Kerala”. India is tropical nation where the temperature varies from 0 degree to 47 degree, thus spices have been produced at every province of India.
Basically every spice that are known in the world are found in India such as Cardamom, Ginger, Clove, Pepper, Cinnamon, Tamarind, Chilly, Curry leaves, Nutmeg, Kokum. Presently India produces over 3 million tons of different spices which are valued over US $ 4.5 billion.
SWOT Analysis:

Strengths Weakness

-ISL has experienced President -No managers had international marketing
-Quality certification from Indian Govt. experience
-Strong quality control measures - No team for coordination across national
-Trained technicians for lab tests borders
-Packing is bio-compatible and leak proof - Not financially capable for aggressive
-Best machinery for pressing grinding, marketing cleaning and packing.
-Qualified and professional staffs

Opportunities Threats

-High demand in North America for - Most North Americans have not sustainable Indian spices taste of the Indian spices
-Mexican traditionally like spice foods - Indian rural people do not accept ready
-Collaboration with Chinese market for cheap made spices processing and shipping -Biggest competitor launched product
-Selling products in upcoming Chinese before ISL in North America market
-Distributing free sample in International -Competitors have unique marketing Market i strategies for North America
Problem Statement:
The main issue with Indian Spices Limited was to make strategies for the global reach and develop extensive marketing plan. ISL did not have experienced marketing managers who were competent enough to handle international issues. They also needed trained teams, who could handle transactions across national borders, understand and interpret local opportunities and threats, fulfill international customer’s need, and also satisfy foreign government’s expectations.
Such kind of trained teams and desired skills were unaffordable, hence result of cost benefit analysis were not quantified.

Secondly, the biggest competitors of ISL
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