![Page 1: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/1.jpg)
Lean CuisineThe Product’s Entry into the Turkish Market Place
By: Rosemary Soto
![Page 2: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/2.jpg)
What is lean cuisine?• Low-fat, Low-Calorie
• Originated in 1981
• Product of Nestlé
• Healthier alternative
• Meets FDA requirements
![Page 3: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/3.jpg)
Business in Turkey• Turkey is a high context culture
• They are more group oriented than individual
• They are very bonded to religion
• Family and rules are really strict
![Page 4: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/4.jpg)
Business in turkey
• We plan to start business in Western Turkey, more specifically Istanbul
• Our target market is working men and women
• We will sell Lean Cuisine in supermarkets such as: CarreFourSA Food and Migros
![Page 5: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/5.jpg)
Pricing• One Turkish Lira (TRY) = $.56
• In Turkey, a meal in an inexpensive restaurant is about 10 TRY ($5.57). A combo meal at McDonalds is about 11 TRY ($6.13)
• In America, we sell Lean Cuisine anywhere between $2.69 - $3.49.
• Therefore, we can sell Lean Cuisine for anywhere between 6 to 9 TRY ($3.34 - $5.01)
![Page 6: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/6.jpg)
Competitors• Superfresh
• frozen vegetables, fruits, pizza and dough
• EasyFood
• ready meals, desserts and ready to eat products such as: cooked dried beans, meat barley, etc.
![Page 7: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/7.jpg)
Turkish economy
• The IMF, International Monetary Fund, defines the Turkish economy as an emerging free-market economy that is becoming largely developed.
![Page 8: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/8.jpg)
TURKEY’S AGRICULTURAL SECTOR
![Page 9: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/9.jpg)
Turkish retail sector• Organized retailers/Unorganized Retailers
• Different types of food retailers
• 168 local chains - 3303 stores
• 21 national/international chains - 8735 stores
![Page 10: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/10.jpg)
WHY INTRODUCE LEAN CUISINE NOW?
• Large variety of choices offered in Turkey’s grocery stores
• Increase in Turkish female citizens conducting full-time jobs
• Increase in family’s disposable income
• Food and beverage industry has highest share in household consumption.
![Page 11: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/11.jpg)
Lean Cuisine Cultural in Turkey
![Page 12: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/12.jpg)
Obesity• 1 out of 3 people are considered obese.
• Makes up 35% of the entire country of Turkey.
• Obesity is found mostly in women.
• With Lean Cuisine, we can help obesity from becoming a bigger issue.
• This makes our product more desirable throughout the Turkish market.
![Page 13: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/13.jpg)
A Muslim country• 74,724,269 population & 99.8% are Muslim.
• No pork in any of our meals.
• We can only provide poultry, beef & lamb.
• Our meals must be stated halal.
• To do this, our manufacturers will take the necessary steps that will make our meals halal.
![Page 14: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/14.jpg)
Nationwide holidays
• 1. Ramazan Bayram - All Muslims refrain from eating throughout sun up until sun down for an entire month.
• Disadvantage for Lean Cuisine because our target market won’t be eating throughout the entire day.
• Sales and discounts can be enforced on Lean Cuisine products throughout the entire month.
![Page 15: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/15.jpg)
nationwide Holidays• 2. Kurban Bayram - Families sacrifice sheep and other animals and feast for 4 days.
• If they’re feasting, they won’t be eating Lean Cuisine.
• Much shorter than Ramazan, however it can still slow sales down.
* Lean Cuisine needs to go into the Turkish market knowing both our strongest AND weakest points so we know what to expect of sales and profits.
![Page 16: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/16.jpg)
Food preferences• Bread is eaten with almost every meali. whole wheat & no added salt.ii. miniature loaves enough for 1 person.
• Soups, stews & sautéi. full with vegetables and choice of meat.ii. lentil, chicken, broccoli, tomato soup.iii. loaves of bread will be added
![Page 17: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/17.jpg)
Food preferences• Brown rice
• Pastas with choices of sauces and chicken
• Pizza
• spinach, mushroom, three-cheese, etc.
* Turkish people aren’t too into flavorful spices and aren’t too big of fans of Mexican & Chinese food choices.
![Page 18: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/18.jpg)
Political structure• Executive
• Legislative
• Judicial
• Officially, all religiously affiliated political parties are banned
• Musaid Association
![Page 19: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/19.jpg)
division of east & west• West: Istanbul, Izmir and Bursa
• Most populated cities
• Istanbul largest city and principal seaport and the cultural and financial center of Turkey. It is the only city in the world situated on two continents.
• East: conflict
• Kurdish - Turkish conflict
• Borders between Syria, Iraq and Iran
![Page 20: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/20.jpg)
![Page 21: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/21.jpg)
Basic Information
• The Republic of Turkey Prime Ministry “Turkish Food and Beverage Industry Report”
• global food and beverage market reached $3,840 billion+ in 2011
• General Directoire of Protection Control (GDPC)
• agriculture - related regulations, laws, communiqués, and notifications
![Page 22: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/22.jpg)
European union• Proactively trying to become member since 1987
• Turkish gov’t. has established laws that follow many of the EU’s regulations for its members
• European Union’s acquis communitaire
![Page 23: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/23.jpg)
MINFAL & tariffs• MINFAL
• different regulations require more documentation from MINFAL in order to get pass customs
• Ex. Turkish law 5996 (also complies with EU harmonization regulation, 1935/2004/EC)
• Tariffs
• most tariffs in fall in the range of 40-50%
• Turkey has vast flexibility in raising and lowering tariffs
![Page 24: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/24.jpg)
documentation• Turkey requires any importer of food to be prepared to present customs with the approved control certificate, as well as other import documentation.
• The documentation includes the bill of lading, original invoice, and certificate of origin.
• The importer should have a completed import license and a pro forma invoice.
• Importers are advised to provide customs with the exporting company’s analysis report for physical, chemical, microbiological, and heavy metal content, and a certificate from the official food inspection agency of the country of origin.
![Page 25: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/25.jpg)
Failed inspection
• If anything goes wrong during inspection in Turkey, Turkish Customs regulates that the demurrage time for imported goods is within 45 days for marine transportation and 20 days for air transport.
- Auctioned as abandoned
![Page 26: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/26.jpg)
Laws & regulations
• Food labeling restrictions
• Veterinary Serivices, Plant Health, Food and Feed Law (NO. 5996)
• labeled clearly, completely and accurately in the Turkish language or
• Lean Cuisine can come into the country in its original packaging but a permanent sticker or label in Turkish must be attached to it before it is cleared in customs
![Page 27: Lean Cuisine The Product’s Entry into the Turkish Market Place By: Rosemary Soto](https://reader037.vdocument.in/reader037/viewer/2022110210/56649e5f5503460f94b59769/html5/thumbnails/27.jpg)
Laws & regulations
• Regulations that directly affect the importing of frozen foods to Turkey:
• Communiqué Food 2002/7
• Communiqué Food 2001/45
• Communiqué Food 2004/46