Should Basil & Co Enter Indonesia?
Consulting
medium50 min0 submissionsStripe
Scenario
Basil & Co is a quick service restaurants company with ₹730 Cr of revenue in its home market of India. Growth at home has slowed to low single digits and the board is looking abroad.
Indonesia has been identified as the priority candidate. Early desk research suggests:
- Addressable market of roughly ₹3002 Cr, growing 20% a year
- The largest incumbent holds about 56% share, with a long tail of local players
- Entry would require an estimated ₹393 Cr over three years
- Regulatory approval takes 9-18 months, and local partnership requirements apply to foreign entrants
The strategy team's paper projects 8% market share within five years. The CFO has asked whether that projection is credible and whether this is the best use of ₹393 Cr.
Supporting data
entry
- estimated investment cr
- 393
- local partnership required
- true
- projected share year 5 pct
- 8
- regulatory timeline months
- 9-18
home market
- growth pct
- 2
- revenue cr
- 730
target market
- geography
- Indonesia
- market growth pct
- 20
- addressable market cr
- 3002
- largest incumbent share pct
- 56
Your task
Advise the board. Provide:
- Analysis — size the opportunity yourself, assess the competitive landscape, and evaluate entry modes.
- Risks — what would make this fail, and what you would monitor.
- Recommendation — enter or don't. If entering, specify the mode and sequence.
Challenge the 8% share assumption explicitly.
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How you'll be graded
100 points, 60% to pass.
- entry mode20
- market sizing25
- recommendation20
- risk assessment15
- competitive analysis20
Hint
Reveal suggested structure
- Size it independently — bottom-up: population → addressable segment → penetration → frequency → price. Compare against the ₹3002 Cr figure.
- Attractiveness — growth, fragmentation, margin structure.
- Right to win — what does Basil & Co have that local players don't?
- Entry mode — organic, acquisition, joint venture, licensing, against the barriers found.
- Economics — revenue at 8% share vs the ₹393 Cr investment, with a payback period.
- Decide with staged commitments and kill criteria.