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X Food Products Ltd.

1. Executive Summary :

Starship Food products Ltd. is a hypothetical start-up. It is set up by two garment-entrepreneurs who found opportunity in the wastage happening in the fruits and vegetable industry in Bangladesh. The main reason behind this wastage was the lack of processing, storage, and transportation facilities. The company decided to focus on processing a single fruit, the locally grown pineapple, in the first three years, manufacturing juice, Jelly, pineapple cake and pineapple biscuit. Subsequently, it will add other fruits like mango, litchi, and orange as well as vegetables.

Starship Food Ltd. will initially tie up with two large retail chains as a private-brand supplier for them. However, it plans to enter the domestic market, and subsequently the international market, with its own brand once it has stabilized its procurement base, production process and quality of products, and generated enough financial resources. It plans to do this through both internal accrual and venture-capital funding. Starship aspires to be a leading food-processing company in Bangladesh within the next 10 years.

2. Situation Analysis :

Starship owner-directors analyzed the situation using the 4c framework. 4c stands for customer, competitor, company, and context.

2.1. Customers :

Starship co. is entering its first year of operation. It has tied up sales with one large retail chain, which will be opening 70 stores all over Bangladesh in the next three years. This group already has 50 stores in operation, mainly in Dhaka and Chittagong division in Bangladesh. Starship is also negotiating with another large retail chain. These two retail chains will take care of about 60% of Starship sales in the first year.

Starship is also exploring possibilities of selling to the armed forces’ canteen and stores, using the experiences of one of its co promoters, who were a concessionaire (distributor) for a large multinational company dealing in...