Introduction & Background

Client is a prominent multinational corporation specializing in confectionery and gum. With a robust presence in over 150 countries, Client commands a significant share of the global confectionery market, with an annual revenue of Euro 2.65 billion. Known for its extensive range of candies and chewing gums, the company continues to expand its influence worldwide.

Objective: To assess optimal market entry strategies for Asia, specifically comparing India, Indonesia, and China as potential markets.

Tecnova’s Role

Conducted an in-depth market study leading to the decision to establish manufacturing operations in India. Recommended strategic entry points and formulated a robust market entry strategy aligned with the client's objectives.

Facilitated the incorporation process, navigating all regulatory requirements and obtaining necessary approvals for the client to operate legally in India.

Complete Greenfield Manufacturing Facility Set-up:

Conducted location analysis and recommended suitable sites for the manufacturing facility.

Assisted in the purchase of land and oversaw all aspects of site acquisition.

Managed recruitment of key executives crucial for the operations.

Supervised the construction of the factory building, ensuring compliance with specifications and timelines.

Coordinated with contractors and vendors for the procurement of necessary equipment and materials.

Developed and implemented a comprehensive distribution strategy to effectively roll out products across the Indian market. Established partnerships with distributors and retailers to ensure widespread market penetration.

Provided ongoing advisory support to the client, offering strategic guidance and assistance in navigating operational challenges and opportunities in the Indian market.

Conclusion

Through strategic local manufacturing and an aggressive distribution approach, the company achieved remarkable success, capturing over 25% of India's confectionery market share within just 7 years of establishing its presence.

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