OCBC Ventura International Business Case

Competition (OVIBCC)
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Qualification Round Case | OVIBCC

The Case: Fresh Bites

CLIENT OVERVIEW Current Cost Structure

Fresh Bites is a young and innovative F&B chain aiming to
revolutionize the fast-casual dining experience by offering delicious,
healthy, and environmentally-conscious meals.
They prioritize sustainability throughout their operations, focusing
on locally sourced ingredients, eco-friendly packaging, and
minimizing their carbon footprint.

THE PROBLEM
While the company has seen initial success, they face challenges in
expanding their reach and achieving profitability. The sustainability
factor in their business model came with a high-cost structure and
low profitability margins.
Your team is asked to prepare a growth and expansion strategy for Notes:
Fresh Bites. • The COGS include: 40% food cost, 10% packaging cost, 10% labor cost,
• How can the company improve its profitability while still being and 5% utilities
sustainable all throughout the process? • The food cost include premium from locally-sourced ingredients and also
• Where and how should Fresh Bites expand to? freebies that the company give out to reduce waste

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Qualification Round Case | OVIBCC

Expansion Plan

Fresh Bites in considering these following options for expansion.

To open new locations with owner’s own capital through equity injection or
shareholder loan. With this option, Fresh Bites can open 2 new outlets in 2024

The management is considering to fundraise through crowdfunding platform for 2

outlets

Franchise model for faster expansion (can open up to 10 new outlets)

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Qualification Round Case | OVIBCC

Expansion Plan

Your objective is to develop a comprehensive strategy encompassing Operational Efficiency and

Scalability. Identify areas where Fresh Bites can improve operational efficiency and reduce costs
while maintaining food quality and sustainability practices.

How can Fresh bites increase their customer reach and brand awareness to increase the top line
of the profitability? Provide a detailed marketing strategy for Fresh Bites

Considering their focus on sustainability, what strategy would most benefit Fresh Bites’ long-term
growth? Refer to Fresh Bites’ expansion plan for the options

To improve profitability, should Fresh Bites prioritize offering attracting new customer or
analyzing their cost structure?

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Qualification Round Case | OVIBCC

Appendix

SUPPLEMENTARY INFORMATION SUPPLY CHAIN

• Average basket size for Fresh Bites: IDR 60K – 80K • Fresh Bites has 2 suppliers (1 for fresh produce and 1 for
• Sales Channel: 80% through Gojek & Grab, 20% through offline dressings). Both suppliers went through a selection process and
outlet already gave the most competitive pricing since 2022
• Outlets location: • Ordering SOP – once a week at a fixed rate, on Sundays. Will
• Jakarta (4) order in the middle of the week only if needed
• Tangerang Selatan (2) • Purchases are made per outlet
• Depok (1) – closing soon

CURRENT MARKETING STRATEGY

COMPETITOR’S COST STRUCTURE • Key messages: healthy and delicious, sustainable practices
After inquiry to several competitors, your partner learned that the • Marketing channels: social media ads, in-store marketing
common EBITDA margin for an F&B business is: 10% – 20% (Instagram-able outlets)

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Qualification Round Details | OVIBCC

Qualification Round Details of OVIBCC

Explanation
Participants need to prepare and submit a one-page Scoring Criteria
Executive Summary (Infographic) excluding the
appendix. The Executive Summary should include, but
not be limited to, background information, problem 20% Main Problem Analysis
analysis, framework approach, offered
recommendations, and conclusions.

20% Supporting Data

Submission Format
The submission format is using the following guidelines.
● Language: Full English 25% Framework Approach
● File Name:
Qualification Round_OVIBCC_Team Name
● File Format: PDF
● Size: A4/F4 25% Offered Recommendations & Strategy

Explanation Formatting and Design

10%
Executive Summary should be submitted no later than
31st of March 2024 at 23.59 Jakarta Time via Google
Classroom.

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Contact Information
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+62 852 1266 5306 (Fariz Nasution)