Bmb Group – A Dubai Confectioner Sweetening The World Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Bmb Group – A Dubai Confectioner Sweetening The World Case Study Solution

USA:

Expanding in The U.S. market appears to be challenging considering, the median household income, few Muslim population and lack of taste for traditional sweets. In addition, in order to enter the market, the organization will need to obtain approval form Food and Drug Administration (FDA) to market its products. In order to obtain FDA approval, BMB will need to register with FDA and submit the sample for appropriate testing to prove that the product is safe.(Registrar Corp, 2020). Obtaining their approval will be easy considering, BMB has a strong brand image in Middle East. The regulatory board will be approached by filling out the application forms from their website. There is a chance that approval might not granted considering, the level of obesity in the region.

India:

India appears to be an ideal market for expansion considering, the country comprises of significant Muslim population, strong taste for high quality traditional sweets and numerous cultural and religious sweets. In order to market Baklava in India, BMB will need to obtain license form FSSAI Food Safety and Standards Authority of India. Therefore, BMB will need to register its products with Directorate General of Foreign Trade and will need to comply with laws and standards stated in the Food and Safety Regulations Document. (Food Safety and Standards (Import) Regulations, 2018)

Suitable Expansion Strategies for Each Market

Using the Ansoff Matrix model, it is evaluated that the organization will adopt a market development strategy considering, BMB is planning to sell existing product i.e. Baklava in the new market.(Smart Insight, 2020)

Turkey:

Considering, Baklava is treated as a non-special food and the competition is high in the region. It will be advised to the business to enter the market by adopting a cost leadership strategy i.e. sell the products low rates in order to gain a market share and subsequently increase the product price one a significant market is secured. In addition, it will be advised to the business to use local and reliable distribution channels such as Grand Turkish Bazaar as it has a reputation for being associated with renowned Baklava producers. (grand turkish bazaar, 2020)

USA:

The indirect competition in the region appears to be high considering, the citizens prefers snacks, candy bars, biscuits and other snacks as compared to traditional sweets. Therefore, it will be advised to the business to enter the market by improving the branding of the product. For instance, the appearance of the Baklava packaging boxes can be improved which will remind the citizens of the Arabian culture and attract them to buy the product. In addition, it will be advised to the business to target the locations with a dense Muslim population or offer low fat vegan gluten free Baklava in order to target the health conscious customer segment.

India:

It will be advised to the business to enter the one tier cities of India such as Mumbai or Delhi considering, these cities comprises of significant Muslim population, with high level of income, which will aid the organization in maintaining its premium pricing strategy and secure a significant market share considering, there is lack of direct competition the region.............................

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