MN5070 Launched in the fourth quarter of 2021, Imagine Meats Pvt. Ltd. is a Mumbai-based producer of plant-based on meat alternatives: Business Assignment, LMU, UK

Task 2: Imagine MeatsTM [30 marks]

Launched in the fourth quarter of 2021, Imagine Meats Pvt. Ltd. is a Mumbai-based producer of plant-based on meat alternatives and vegan curry meals. Whilst their products are currently only available online and offline in a range of Indian cities, Imagine Meats has rapidly expanded its reach. In its short history, Imagine Meats has gone from strength to strength and, in the summer of 2022, the company teamed up with Starbucks India to launch Starbucks’s Vegan Menu. Imagine Meats has ambitious plans for expansion, which include venturing outside India.

 The company has identified the Netherlands as potentially the first foreign market to break into. Should this prove successful, the company would like to launch its products on a larger scale in Germany and the UK. As a business consultant, you and your team of analysts have been hired by Imagine Meats to assess the viability of the Dutch market and to determine whether Imagine Meats should launch its products in the Netherlands in the first quarter of 2024.

Required for Task 2 (Comments for Task 2 should not exceed 800 words in total.)

Prepare a 600 to 800-word report addressing the points/questions below. Your report should follow a clear structure, with headings, and contain an introduction and conclusion with recommendations. NB: Additional information will be provided in week 8, which will also need to be analysed and incorporated.

a. In the introductory meeting, the client asks you how you plan to review market viability. Provide a brief overview of the main areas you will focus on to analyze the market entry decision problem.

b. Based on the approach proposed under (a.) above, how would you go about conducting the analysis and gathering the data and information required? Clearly identify the proposed data collection methods, as well as the key sources of information and insights you intend to consult.

c. Conduct a Porter’s Five Forces analysis to:
• assess competition in the market for plant-based meat alternatives in the Netherlands;
• evaluate the balance of power in this market segment; and,
• identify how Imagine Meats might compete profitably should they decide to enter this market.
The words contained in the framework are not part of the word limit.

d. To consider entering the market, Imagine Meats has set a minimum net profit target for 2027 of €800,000. What share of the Dutch plant-based meat substitutes market does Imagine Meats need to capture to generate this level of gross profit? Desk research in June 2023 revealed the
the information outlined below.
• Total predicted revenue in the plant-based meat substitutes segment in 2024 is €421.7 million.
• Revenue is predicted to show an average annual growth rate for the next 3 years of 18.1 percent.
• Net profit margins for meat alternatives is 35 percent.

Answer

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