Reference no: EM133038358

You are a strategic manager for Vee-Tay, a US company with a line of oriental flavored fermented foods used as condiments and side dishes. The products have a patented formula and production process with clinical data showing nutritional support of immune function. A costly part of the proprietary formulation is a combination of Chinese herbs and roots that are difficult to source in large quantities in the USA but are readily available in Southeast Asian markets. One of your strategic issues is assuring adequate supply to meet projected sales volumes in USA. Sales growth in the USA has been double digit, especially among Asian communities, and you are eyeing international expansion, with data to suggest Korea, Japan and Vietnam would be receptive markets. In three main phases, you foresee securing ingredient supply while also matching 50% of your US sales from outside of USA within the next 5 years. Discuss your choice of international strategies for each of the phases.